According to the company, ALC Partnership Marketing will function as an extension of its clients’ marketing department, providing consulting services designed to uncover incremental revenue opportunities and ancillary product opportunities.
Those services include marketplace assessment, identification of potential partners, negotiation of partnership terms, program creation and management, media planning, creative development and back-end analysis.
Beth Allen has been named managing partner of the new division. She is a direct marketing veteran with experience in brokerage, data management, circulation planning and partnership marketing. Most recently, Allen was director of partnership marketing at International Masters Publishers.