PARTNERSHIPS

Trust us when we say building partnerships with relevant parties to form mutually beneficial agreements can be a game-changing opportunity for your documentary film.

Yes, it will take some work and effort on your part AND require you have the confidence to make connections, but the rewards could be exponentially worth your while!

What Do We Mean By Partnerships?

In the context that we’re referring to in this video tutorial, partnerships are mutually beneficial relationships between one party and another.

So for you as independent filmmaker, it is a relationship that you cultivate and form with one group or organization which benefits your film in some way (and we’ll talk about the potentials of how in a moment), but by the same token is advantageous to the other party also. 

So in other words, you won't be contacting a potential partner asking for a favor or a handout, you aren’t contacting them pleading for help and trying to sell them on how important your film is to the world. 

What you will be doing is finding out how your film can help them, and in return, how they can help your film.

In today's market, we documentary filmmakers are becoming more and more empowered to self distribute our films and not rely on the conventional methods of distribution deals to get out films out to our audience. 

Having multiple beneficial partner relationships can be an important part of your self-distribution strategy.

Who To Partner With

So who are they? Well, they can include:

* Companies

* Foundations

* Organizations

* Groups

* Brands

* Whether non-profit and for-profit

And content creators. Which can include:

* Media outlets

* Bloggers

* Influencers

* Newspapers

* Magazines

* TV outlets

But this is the important part... (because you’re actually being very strategic about who you partner with)

You are forming partnerships with those who have a voice, presence or relationship with your niche, target audience.

You must be specific in order to truly be able to benefit your projects and indeed one another within your partnership. 

You will waste a lot of time, and won’t be as effective, if you start trying to form partnerships without first having a very clear (preferably tested) idea of who your niche target audience is. You can watch the Niche Audience tutorial for more information on this.

So to reiterate: You will be looking to partner with companies, foundations, organizations, groups and brands, and that’s both non- profit and for-profit versions and media outlets, who have a relationship or an influential presence in the lives of your niche audience. 

Keep this at the forefront of your mind.

What Can We Gain From Partnerships?

Support Throughout Your Film's Whole Life Cycle

Before we get into more detail, we just want to say that forming the right partnerships and connections as early as possible in the formation of your project, means that you can potentially garner support throughout the life cycle of your film. Not least in the areas of funding and distribution, which, as we know can be the most challenging for the independent documentary filmmaker. Support at these phases of your film’s life cycle will most definitely not go amiss.

Gain access to resources

The advantages of partnerships can manifest in multiple ways, but essentially the big draw of forming a partnership is the ability to gain access to your partner’s resources, by one means or another. 

It is likely that your partner will have many more resources at hand than you do, whether that is money, staff, marketing capabilities or connections in the field. Gaining access to those resources could prove invaluable.

For example: You could be introduced or promoted to their audience, members or clients, via their email list, events or other promotional avenues. This, of course, will allow you to develop your own relationship with your common niche audience.  

And it’s not just them becoming aware of your project, as you know, you now have the opportunity to bring them into the fold and to follow, support and care about your project.

Leverage their brand and credibility

With your partner publicly forming an association with you, you will be able to leverage their brand and credibility. An organization or outlet that your niche audience know, like and trust is presenting you to them and that stamp of approval can give your project a whole different level of authenticity and attention.

Free marketing & publicity

In the world of self-distribution for the independent documentary filmmaker, one who has a limited budget for the promotion and marketing of their project, garnering partnerships, which then develop into free publicity and marketing is well worth the investment of time generating them. That is as long as the intention for mutual benefit is appreciated and consideration is given to the best ways to utilize it. 

After all what could be more sought after or beneficial than free publicity and marketing to your target, niche audience from a credible source? Sounds pretty great to us.

Direct funding through sponsorship

You could receive direct funding through sponsorships or other agreements; this could have many guises including being allocated for a particular phase of your filmmaking or as part of a screening tour or other promotional event.

Direct income through purchases or presentations

You could receive direct income through direct sales of screening kits or speaking engagements or through the formation of other content they would like to buy from you.

Connections to other organizations, individuals or outlets

And another advantage, one that you may not be able to fully appreciate initially, could be that in partnering with a particular organization or outlet you can then form connections to other even more meaningful or beneficial organizations, individuals or outlets down the road. Either by way of introduction through your partner, or simply by proof of concept. Once you have garnered one partner and successfully shown yourself and your project as a beneficial resource, you can then share that accomplishment with other potential partners you are soliciting.

Many other opportunities

These examples are not the limit, there is the potential for many unique and exciting opportunities to make your partnerships advantageous for your film project, not to mention your bank balance, and they will hopefully become more obvious to you as you begin to research potential partners and begin to dialogue about how you can work together.

How To Form Partnerships

All that we've shared so far sounds good, right? So how do you begin to form these partnerships with relevant parties?

Find The Organizations and Outlets

As you start out looking for potential partnerships it is important that you discover who your niche audience are connected to and hearing from.

Niche Audience

The first thing you need to do is to find the organizations and outlets that you’d potentially like to partner with. And to do this we recommend going to the source. Your niche audience.

You need to research their habits and whereabouts and find out more about them. Remember, your focus is to connect with the organizations and outlets that are connecting with your target audience. 

* Who are they listening to? 

* What are they reading? 

* Where do they get their news? 

* What organizations represent them? 

Ask Them Directly

The easiest and most obvious way to gather this information is to speak directly to your niche audience & ask them. Don’t be shy. 

* Ask them what organizations they subscribe to and why? 

* What brands they like and why? 

* What media outlets they consume regularly and why?

Join Them In Those Spaces

Once you have an idea of where they are you should join some of those groups yourself. And discover: 

* What other organizations or outlets are represented there?

* What other groups or organizations are those members following or belong to?

Look at content from niche orientated media outlets and discover whom they are referencing and interviewing. 

* What and whom are they promoting?

Conferences and Events

Look at conferences or events in your niche and discover who is attached to them. At the conferences or event:

* Who is presenting there?

* Who is advertising there?

* Who will be present there?

* Who is sponsoring or partnering with them?

These suggestions will give you a place from where you can begin to build a list of potential partners. 

Who Are They Partnered With?

Once you have an idea of potential partners observe their current affiliations and partnerships, this includes their sponsorship interests – both who they are sponsoring and who is sponsoring them.

Your Potential Partner List

We suggest you write a list of between 20 to 50 potential partner possibilities as you move through your search, but don’t let us limit you if you find more, add them! 

Caution: As you move forward with this list of potential sponsors please make sure that they are organizations or outlets that you would want to be associated with. Remember that a partnership ties you together through association, which as we’ve discussed can be hugely advantageous, but can also be counter-productive if their credibility, ethical nature or professionalism are called into question!

Research Them As A Potential Match

Once you have your list of potential partnerships matches that have a connection or communication to your niche audience, it's time to look a little closer at each and try to determine if they could be a fit for your project.

Take a closer look

* What are their mission, objectives and intentions? 

* How do they align with your film? 

* How active are they in your niche community? 

* How popular are they in your niche community?

* How are they utilizing their social media presence and how actively engaged are their followers and fans?

* What interesting information can you garner from their website? 

* What projects, events or announcements do they have currently active?

* Does this look like a large or smaller scale organization? (This may effect your approach with them and your ability to move more quickly to an agreement).

* Can you find contact information for the relevant person to speak with?

* Can you immediately begin to see how you could benefit them and they benefit you? 

Note: It’s okay if you can’t see the specifics of that at this time, as long as you can see that you have common ground and a connection to the same niche audience. Although you will need to start to form some kind of concept of how each party can benefit one another.

The more information you can gather on your potential partner the easier it will be to:

* Decipher if they are a great fit for your film

* Curate an informed pitch with which to propose to them

* Find a direct line to the most relevant person or department

Get Ready To Reach Out

Be prepared to make the call

Before you reach out to your potential partner you will want to be as prepared as possible. Once you are in communication with them you will want to have your follow up resources ready. Before approaching them put together the following:

* An introduction of yourself

* A concise explanation of your film (utilize your log line or elevator pitch)

* Screener link to your film (if complete)

* Ensure your website is up-to-date and working effectively

* Ensure your trailer is present and accessible on your website

* A pitch of how you and your potential partner can mutually benefit one another (this may not be what you eventually settle on, but it is good to have some concepts before you connect)

You will want to have some notes to hand ready to make the call and have practiced (practiced, practiced!) what you’ll say beforehand, so you can be confident in your delivery.

Reach Out To Potential Partners

Once you have researched the organization or outlet and still maintain that they are a potential good match partner, then here comes the part where you put yourself out there. You will need to reach out to them.

Request an introduction

If over the course of your networking for your film you have formed an acquaintance, friend or current partner who would be happy to introduce you to your potential partner, then that would be optimal. Put some feelers out to discover if there is anyone in your network who could help you with this or knows more information on the potential partner.

However, if it transpires that a direct introduction is not an option then that is absolutely fine and you will have to contact them directly yourself!

Make the call (& get contact details)

The best way to contact your potential partner is by phone.  If you email them you may not hear back, and even if you do, it will be easier to be dismissed. This is how to proceed:

* Find the most suitable contact number you can on their website and make the call. 

 - If you have found a relevant contact name then ask for them directly. 

 - If you have not then request to speak to whoever deals with partnerships in their organization (once you have given them some context on why you're calling).

* Introduce yourself, tell them you are a filmmaker and give them a brief introduction to your project, including your film title (this is where you can utilize your log line). 

* They may put you through to someone immediately or they may give you a name and ask you to call back later. 

* If they ask you to call back then ensure you take information for the best person to speak to, including their name, phone number and email address.

Speak to the relevant person

When you do get through to the relevant person you’ll need to deliver what you have previously practiced. You should:

* Briefly introduce yourself 

* Concisely introduce your film 

* Let them know that you believe their organization and your film have a lot of overlap, share mutual intention of whatever reason you feel that they would be a good fit.  

* Find a way to align your project with their mission, goals and objectives and let them know you are interested in discussing with them a mutually beneficial partnership. 

You should take any opportunity where you are communicating with the organization to gather a little more information about what their current objectives, promotions events or activities are. You can guide this to relevant topics if you have found things of interest on their website. These will help you to customize the one sheet and pitch you will send them later.

* During the call let them know that you will send them a link to your website and trailer and any other relevant resources. If the call has gone particularly well then you may consider sending them a screener link to your film. 

* Ask: Does this sound like something you'd be interested in? 

* You should end the call by confirming their email address and if possible try to schedule a follow-up call.

Note: If your film is not finished do not send them a rough cut. Instead send them a link to your trailer or promotional video, a link to your website and your one sheet proposal. It can be very hard for those not accustomed to reviewing unfinished video content to imagine the finished product.

Reconnect and Discuss Your Potential Partnership

* So then of course you’re going to send them that follow-up email with all the relevant links and information attached.

* Once they’ve had time to view your film and materials you’ll want to reconnect. And depending on what kind of organization or outlet you are connecting with will depend on how the relationship will proceed. 

You’ve done wonderfully well so far in finding them and making yourself, your project and your intention to partner known. Now you just need to discuss your potential partnership in more detail with those who can either make a decision or can pitch your proposal to decision-makers on your behalf.

Tips and Considerations

Have the ideas. Don’t rely on your potential partner

You can’t rely on your potential partner to come up with the concept of how you can best partner. You are approaching them and you must do your research before contacting them to ensure you bring to the table the best proposal based on the information you have.

Your conversation may evolve in a way in which your potential partner has some very astute ideas that they share with you, but initially it is your job to gather information and come up with a pitch that they cannot refuse. 

Of course the more partnerships you garner and the more experience you develop in this area the easier it will be to see the potential collaborative opportunities or use your proof of concept ideas with your newer partners.

Listen to their needs & ask pertinent questions

We’ve said it before but it bares repeating. Don’tjusttell them what you can do for them.Listen to them. 

And ask pertinent questions. 

Once they’ve watched your film, or watched your trailer (if your film isn’t complete), then ask them how they think they could use it. Opportunities and ideas may form that you could have had no concept of before you began talking with them and getting to know what is happening from the inside out. 

For example: They could have new campaigns or events coming that aren’t launched yet that may be completely relevant for your film and something on which you can collaborate or be associated with. 

Find out more about their reach

Finding out more about how and where they reach their audience is also a key piece of information to garner; this may be very informative when you consider how they can benefit you or where you can strengthen their weaknesses. And remember, a potential partner does not have to have extremely high numbers to be of benefit to you. Their reach and engagement may be with less people but could be extremely niche and connected. Look at each potential partner on their merits.

Start small and build to bigger

We all want to form the biggest and most impactful partnerships right out of the gate, but you may find that by starting small – with smaller organizations or with state specific groups or branches of larger national organizations you can more easily get a foot in the door. This way not only can you hone your relationship building and pitching skills before taking on the big guys, but you can also develop that proof of concept that we’ve discussed several times.

It takes time – perhaps 6 to 18 months

Before you begin, know that it can take quite a long time to get these partnerships formed. Which is another reason to start as soon as you can i.e. during development. It’s never too late, so don’t be put off if you’re nearing the end of post-production or your film is complete. The advantage you will have is that you can show them your film straight away and therefore utilize it more quickly.

Nurture and evolve the relationship

At all stages, but especially if you are in the early stages of your project, it is important that you maintain and nurture all relationships with partners or potential partners. If possible, you want to have things in motion before you get to the stage of needing them, which evolves from establishing and developing relationships throughout the life cycle of your film. 

Takeaway

1. Be strategic with who you choose to liaise with. 

2. Don’t be afraid to reach out! Do it. You don't know the possibilities until you try.

3. Listen carefully to what potential partners have to say and ask pertinent questions. 

4. Pitch ideas and let the relationship evolve. 

5. Keep at the forefront of your mind the intention that this relationship benefits both you and your partner, and hopefully evolves into a longstanding and mutually fruitful collaboration.