JPMA Participates in Poison Prevention Week
Tuesday, March 29, 2016
Posted by: Kathleen Chaplick
On March 20–26, JPMA participated in National Poison Prevention week through partnerships with Nationwide and the National Poison Prevention Week Council. The goal of participating in this event was not only to further the specific messages of poison prevention in regards to children, but to also create awareness of the Baby Safety Zone as a reference for child safety information with both consumers and other child advocacy programs. These goals were achieved through co-branding and co-marketing with both organizations.
Co-marketing and co-branding are often used interchangeably. Hubspot defines co-marketing as, “A partnership between two or more companies where both companies promote the campaign and share the benefits.” These campaigns often use co-branded content. By leveraging each other’s audiences, it doubles the footprint and impressions, allowing for a quicker uptake and resulting organic reach.
JPMA utilized its ongoing partnership with Nationwide to advocate their Make Safe Happen initiative. This program is a year-long commitment to educate the public about various safety topics such as tip-overs, poisons, car safety and water safety. The co-branded materials are provided by Nationwide, making advocacy very simple. The content provided for National Poison Prevention Week leveraged the Nationwide affiliation with safety and protection. Providing the content to JPMA allowed them to target the Baby Safety Zone’s key demographic.
Working with the Poison Prevention Week council allowed JPMA insight into various content types being distributed, giving us plenty of content to share on our own channels. It also allowed the PPW Council to gain various types of content to leverage, such as the Baby Safety Zone blog on poison prevention. This increased our audience, resulting in newsletter signups and social followers, as well as providing them with compelling content for their audience.
Finding a partner for these types of campaigns can be difficult, especially when trying to align goals. As members of JPMA, companies have a built-in partner focused on advancing the industry. If you have company initiatives, ideas or campaigns that JPMA can assist with, please feel free to contact Kasie Chaplick, JPMA MarCom Coordinator, at firstname.lastname@example.org.