Local Marketing Challenge #14: Co-funding.

Co-funding is a Challenge

Continuing the We Are Acuity series of local marketing challenges, this time considering the challenges of co-funding in marketing. Of course, co-funding is a highly effective way to amplify brand presence, increase local market engagement, and maximise budgets. By sharing costs between central marketing teams and local partners, businesses can extend their reach while maintaining a strong brand identity. When done well, co-funding ensures consistent messaging, enhances customer trust, and delivers a greater return on investment.

However, co-funding is not without its challenges. A common pitfall can be a misalignment of priorities. Central marketing teams want compliance and brand consistency. Local partners seek flexibility and speed. This can lead to delays, off-brand messaging, or under-utilised funds. Another issue is lack of transparency in fund allocation, which can create friction between stakeholders. Additionally, without proper measurement, it can be difficult to assess whether the investment is truly driving results.

To overcome these challenges, businesses must establish clear guidelines and approval processes from the outset. A well-structured programme should balance brand control with local adaptability, ensuring partners can tailor messaging within a defined framework. Providing approved templates, centralised creative assets, and streamlined claim processes can help maintain consistency while reducing administrative headaches. Finally, implementing robust tracking and reporting ensures that both marketing and sales teams can see the tangible impact of their co-funded efforts.

With the right approach co-funding becomes a win-win, driving local activation while strengthening overall brand consistency. 

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