Question

To amplify the voice of the #optoutside campaign, the Edelman agency worked with several partners.

“To motivate people to opt-in to the movement, we developed a robust thought leadership

platform for REI’s CEO; conducted traditional and social media outreach to spread the word;

encouraged 300+ non-profits that also care for the outdoors to support; built an interactive

microsite containing fun activities to do with loved ones outdoors; and engaged employees

and influencers to share their #OptOutside stories on Medium, among other tactics.”

Please argue for or against the strategy of working with partners to amplify your marketing voice and explain your reasoning.

Answer 1

In my views, the strategy of working with partners is quite innovative and accommodating. All the partners can be considered to be the stakeholders of the business. The stakeholder model of any business, highlights the primary relationship and span of control of the stakeholders on the business of the company. Stakeholders are the core entities who have considerable influence on the decisions of the company and can affect an activity, process or overall business process of the company. Usually the key stakeholders of a company, are:

• Providers: The suppliers and vendors of raw material and services for the company
• Users: The consumers who will use or consume the end product of the company
• Influencers: The external factors like government, trade unions, etc. which have the influence to change the course of the overall business of the company
• Governance: The executors of business of the company

For a business strategy to be comprehensive and successful, it must be inclusive of the different perspectives of the stakeholders and must address their concerns as well as considerations. So, the inclusion of different partners of the company in the strategic marketing campaign is giving out the message of diversity and inclusion and that the company considers everyone as equals. This strategy can prove to be quite successful for the company.