Co-marketing

At a glance

Webinar planned, not scheduled Invitation waiting for RelayWorks marketing Silver tier campaign Partner-visible

The brief for the joint webinar Northgate Operations Advisory and RelayWorks plan for freight brokerage operations leaders: who it is for, what it says, how the co-branded invitation is approved, and how both sides will know it worked. Written by Priya Nandakumar, marketing lead at Northgate, with Lena Marsh, managing partner, who hosts. Devon Acheampong, RelayWorks partner manager, owns the RelayWorks side and the marketing approval.

The campaign on one page

Activity

A 45 minute webinar with a live case discussion and questions

Working title

Shift handoffs that keep customer promises

Audience

Customer service and operations leaders at freight brokerages and third-party logistics firms in the Midwest

Hosts

Lena Marsh for Northgate; a RelayWorks speaker named by Devon Acheampong

Goal

Three referrals from attending companies within 60 days of the webinar

Funding

Each side carries its own costs; co-funded events start at Gold

Why this audience

Northgate's won referrals came from the same pattern: a service team that loses customer work at a handoff. Calder Freight Services lost customer promises between two dispatch shifts; Wexford Fulfillment found returns exceptions at the end of the shift. Freight brokerages run the same shift and carrier handoffs every day, and Northgate already advises operations teams in the Midwest.

The message

Three points carry the hour:

1. Where customer work gets lost: the shift change, the carrier update and the promise to the shipper
2. What a reliable handoff looks like: one owner, one status the customer can rely on, one record of what was promised
3. How a team starts: one pilot team first, then department by department

The RelayWorks speaker shows how a service team runs its daily handoffs in RelayWorks. Northgate speaks to the operation, never to price or contract terms; RelayWorks sets those.

Co-branding and approval

Silver partners run co-branded campaigns approved by RelayWorks marketing. Nothing with the RelayWorks name or logo goes out before the approval.

Priya asked RelayWorks partner operations for access to the logo files and the program guide for the invitation on Oct 4. The request is open.

Timeline

The dates move with the approval. Each step starts when the one before it ends.

How both sides will know it worked

Registrants and attendance show reach. Referrals show value. The campaign counts a referral when it names a company that registered for the webinar and arrives within 60 days of it.

Referrals from attending companies, 0 of 3

Northgate sent four referrals in the last 90 days, one more than in the 90 days before. The webinar aims to add three more in the 60 days after it, without lowering the bar: each referral still needs the team size and the handoff problem in the customer's words.

Follow-up after the webinar

1. Within two days, Lena calls each attending company whose team has 15 or more people.
2. Owen Pryce prepares an operations review offer for companies that asked a question in the session.
3. A company that wants to talk to RelayWorks becomes a referral with the team size and the problem in its own words.
4. Attendees who are not a fit yet stay on Northgate's list for the next session.

Owners and dates

• PN
  Priya NandakumarMarketing lead, Northgate Operations Advisory, runs the campaign

• LM
  Lena MarshManaging partner, Northgate Operations Advisory, hosts the webinar

• DA
  Devon AcheampongPartner manager, RelayWorks, owns the approval and the speaker