Springfield, MO

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Co-Branding with Parks
Mike Coonrod, sbjLive Producer

Co-Branding with Parks

Posted online

Have you considered a mutually beneficial partnership? Diana Tyndall, Marketing and Sponsorship Coordinator, Springfield-Greene County Park Board, says sometimes businesses struggle to reach local people. Tyndall says by partnering with the award-winning, nationally accredited Springfield-Greene County Parks, businesses can increase their reach and exposure with minimal investment. “People love us, which is a great place to be in and a great place to co-brand with another business,” says Tyndall.

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Duration: 2:27

Video Transcription:

- - You're hearing more and more about this whole concept of borrowed equity, which is basically the consumer's perception of your brand or your business, rather than from just the product or service itself.

I'm Diana Tyndall. I'm from the Springfield-Greene County Park Board. I'm the Marketing and Sponsorship Coordinator, and more and more people know that we have a wonderful park system, golf courses, fitness facilities, and recreational opportunities, but what they might not know is that their business can actually partner with the parks and tie in to eventually our customers, our athletes, our families, our golfers, who can eventually turn into your customers.

There's a lot of importance of borrowed equity, and you had mentioned co-branding. I look at it almost as a, when you hear a celebrity endorsement, such as Ryan Seacrest or Jennifer Aniston, say something about a product that you're not familiar with, or maybe a little bit familiar with and wanting to eventually explore that opportunity, you're more likely to use that product because of who's telling you about it. So in niche businesses, they can try to reach families, or if they're a pet store business, they're trying to reach pet owners.

We have different events where it would look a little differently, what they tie into, so it may not be a sign in an outfield. It might not be a booth, a vendor booth at an event for an event that doesn't fit their needs. For example, I've had a lot of conversations with locally owned franchises where they struggle to try to connect in the community.

All of their mass marketing is already placed, but they don't have any way to contact and reach out to people locally, and they struggle with that. So these businesses that I've talked to love to tie in with parks and know that they can get a big reach and talk to lots of people for minimal investment. We're an award-winning, nationally accredited park system, where we don't have to sell people on our product or service.


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