One of LANG’s core competencies is articulating, developing and activating a corporation’s partnership strategy including:

• Assisting corporate clients in setting measurable goals for their partnership programs

  We start from basics, gaining an understanding of the corporation’s business objectives and identifying how partnerships can work to achieve these objectives.

• Developing the overarching strategy that is used to evaluate potential partnerships

  LANG helps companies to develop the overarching strategy for their partnership program. Once the partnership pillars have been established, we develop a selection criterion against which all potential partnership opportunities are measured. This ensures that companies stay on-strategy when developing relationships with various properties and that personal interests do not drive company partnerships.

• Sourcing potential buying opportunities and negotiating the relationships with identified targets to create the ideal property portfolio

  After developing the partnership strategy and selection criterion, LANG will work on behalf of the corporation to source potential buying opportunities. We ensure that the optimal property portfolio is developed. With 41 years of experience developing partnerships, LANG will negotiate on behalf of the corporation to ensure that the essential mix of property assets is included.

• Assisting the corporation in developing and executing its activation programs

  Although LANG does not act as an execution agency, we will develop the overall strategy for a corporation’s activation program and work with one of our activation agency alliances to effectively communicate the property partnership with consumers.

• Measuring partnership return on investment to evaluate the value against partnership objectives

  Measurement is a key component of any partnership and should be done both by corporations and properties to evaluate the return on investment of the partnership. This is done at the end of the first year of the partnership to evaluate the value against partnership objectives. Changes to the deal are made at this point if necessary to optimize corporate return on investment.

• Adjusting partnership strategies and portfolios in light of marketplace shifts, changes to the consumer mindset and partnership measurement results

  LANG recognizes the need to adjust partnership strategies and portfolios in light of marketplace shifts, changes to the consumer mindset and corporate business objectives. Because of the fluidity of partnership marketing, we work with corporations on an ongoing basis to ensure that their portfolio of properties is optimized at any given time.