How to build local partnerships that promote an event

The strongest event partnership gives each organisation a genuine reason to participate. It is more than asking another page to share your poster. A good partner adds relevance, trust, expertise, access or a better experience for attendees.

Start with audience overlap

List organisations whose customers or members could reasonably value the event. Consider nearby businesses, venues, performers, suppliers, clubs, schools, tourism groups and community organisations. Choose fit over follower count.

Make a specific proposal

Explain the event, intended audience and proposed role. State what the partner receives and what you are asking them to contribute. A clear proposal could involve a demonstration, package, prize, venue, distribution channel or co-created session.

Agree on the practical details

• responsibilities, deadlines and primary contacts;
• fees, revenue share, supplied products or in-kind value;
• brand and logo use;
• ticket allocations or discount codes;
• photography and content permissions;
• cancellation and change arrangements; and
• how results will be shared.

Put the agreement in writing at a level appropriate to the partnership. Friendly relationships still benefit from clear expectations.

Create one source of truth

Publish the complete event page before promotion begins. Give partners the same link so dates, location, access information and booking details stay consistent. When something changes, update the source page first.

Prepare a small sharing kit

Include a short description, two approved images, key dates, the event link, partner-specific wording and contact details for questions. Offer options rather than demanding identical posts. A partner should be able to introduce the event in a voice their audience recognises.

Feature the partnership meaningfully

Explain what each partner contributes. Introduce the maker, performer, host or community group and why the collaboration improves the experience. Tagging a logo without context gives the audience little reason to care.

Track contribution fairly

Use trackable links, codes or a customer discovery question where practical, but include less measurable value such as expertise, venue support and community trust. Share a concise result with partners after the event.

Close the loop

1. Thank each partner privately and publicly where appropriate.
2. Provide agreed photographs or results promptly.
3. Ask what worked from their perspective.
4. Record changes for the next collaboration.
5. Suggest a next step only when there is a genuine fit.

Give every partner one reliable event link to share. Publish the event on Find What's On before the campaign begins.