Brand Partnerships and Sponsorships
Running brand partnerships as a business: how brands plan campaigns, positioning and fit, media kits, CPM and engagement-based pricing with priced usage, whitelisting and exclusivity, pitching, negotiation, briefs and approvals, contract essentials, disclosure under the FTC Endorsement Guides and reviews rule, reporting, renewals and ambassadorships.
CRE-310 Year 3 3 credits 12 lessons · 5 h 41 min
Offered by HSM University · Content Creation
This is the American version of this course. See the Canadian version.
What you'll learn
- Describe the size, structure and participants of the influencer marketing industry and why brands buy creator content
- Explain how brands plan creator campaigns, set objectives and KPIs, select creators and allocate budgets
- Define a clear creator position and evaluate brand fit using weighted criteria, red lines and trust
- Build an honest media kit with correctly calculated engagement rates, audience data and case studies
- Price sponsored content using CPM and CPE methods, a price floor and priced add-ons for usage, whitelisting and exclusivity
- Find prospects, choose routes into brands and write personalized pitches managed through a pipeline
- Negotiate brand deals using BATNA, reservation prices, the ZOPA, anchoring and traded concessions
- Interpret creative briefs, protect creative freedom and plan approvals, revisions and accurate delivery
- Identify and assess the key clauses in brand agreements, including licenses, usage, exclusivity, morals and termination
- Disclose material connections clearly across formats in line with Canadian and US rules and platform policies
- Measure and report campaign results using CPM, CTR, CPA, ROAS and ROI, and use results to win renewals
- Structure and evaluate ambassadorships and hybrid deals and produce a complete brand partnership plan
Course content
12 lessons · 5 h 41 min total · final exam
- 1 The influencer marketing industry 27 min · quiz
- 2 How brands plan creator campaigns 27 min · quiz
- 3 Positioning, niche and brand fit 27 min · quiz
- 4 Media kits and audience data 29 min · quiz
- 5 Pricing and rate cards 33 min · quiz
- 6 Pitching brands, agencies and marketplaces 27 min · quiz
- 7 Negotiation: anchors, BATNA and trade-offs 29 min · quiz
- 8 Briefs, creative freedom and approvals 29 min · quiz
- 9 Contract essentials: usage, whitelisting, exclusivity and payment 27 min · quiz
- 10 Disclosure in sponsored content 27 min · quiz
- 11 Reporting results and winning renewals 30 min · quiz
- 12 Ambassadorships, hybrid deals and capstone 29 min · quiz
- E Final exam 20 questions
Requirements
Recommended background. You can start any course at any time.
Description
Running brand partnerships as a business: how brands plan campaigns, positioning and fit, media kits, CPM and engagement-based pricing with priced usage, whitelisting and exclusivity, pitching, negotiation, briefs and approvals, contract essentials, disclosure under the FTC Endorsement Guides and reviews rule, reporting, renewals and ambassadorships.
Part of the Film & Photography stream, typically taken in year 3.