MOTIVATIONS FOR PARTNERING (E.G. ART - CORPORATIONS)

E.g. Art Museums, Galleries, Artists and companies collaborate for many different reasons. While there may be many different specific objectives, generally an underlying premise of most corporate-art partnerships is the goal of strengthening the organization's and company's brand identity. While it is different for every partnership, specific motivations may include:

Benefits for the "Art Organization"

• Impact on mission
• Increased revenue
• Enhanced visibility of the artist, art work or the art organization's message
• Access to new audiences
• Connections to the corporation's network of employees, suppliers, distributors, and other contacts
• Expertise in marketing, strategy development, and other corporate experience

Benefits for the Company

• Brand differentiation
• Enhanced creative employee recruitment and retention
• Building new and deeper community networks
• Fostering talent and teaching new skills to employees
• Improved relations with regional and federal governments
• Enhanced credibility and education information
• Access to knowledge and experience to aid in research and development

Do you have any specific project in your mind you would like to share in order to be developed, implemented and executed in diverse markets?

Cause Related Marketing

The marketing strategy of linking a company and its products to an issue or cause in order to enhance the corporation's image while benefiting the designated cause or nonprofit organization. Some use the term cause-related marketing (or cause marketing) in a more specific way to mean a transaction-based promotional effort in which the company contributes a percentage of sales from a product to a cause, often short-term in nature.

The term "cause-related marketing" was coined and trademarked by the American Express Company in 1983, when the company announced a marketing program that donated a penny for each use of its charge card and a dollar for each new card issued toward the Statue of Liberty renovation program. Over a four-month period, the company experienced a 28-percent increase in card usage and donated nearly $2 million toward the restoration of the Statue of Liberty.