Launching Grammarly’s Global Channel Partner Program
ABOUT GRAMMARLY
Grammarly is the trusted AI assistant for communication and productivity, helping over 30 million people and 70,000 teams do their best work. Companies like Atlassian, Databricks, and Zoom rely on Grammarly to brainstorm, compose, and enhance communication that moves work forward. Grammarly integrates seamlessly with over 500,000 applications and websites.
In 2023, Grammarly launched its new Global Channel Partner Program. This new program empowers channel partners to confidently bring Grammarly’s AI writing support to their customers anywhere they need it. Partnering with Grammarly provides exceptional value to customers by offering a solution that increases overall efficiencies and speed to deliver relevant, quality work.
1. THE ASK
As the program was being rolled out, Grammarly’s marketing team recognized that additional creative support was needed to create a library of assets that would effectively communicate the program’s UVP and service offerings to their target audiences. The Partner Program needed its own brand while still being recognized as an extension of the parent Grammarly brand.
2. THE CHALLENGE
One of the biggest challenges facing the Blue Meta team was the fact that the main Grammarly brand was in the process of rebranding at the same time. As one team member noted, “We were building the plane as we were flying it.” It was important that the Partner Program brand be presented in full context with the updated Grammarly brand.
3. THE SOLUTION
Since Partner Program assets were needed right away, the team’s initial focus was on producing graphic elements that were based on the original brand. At the same time, they knew they would also need to pivot as soon as the new brand was in place. To fill this initial request, a Partner Program logo and accompanying assets were established. Once the new Grammarly brand was locked in, updated brand guidelines were forwarded to the Blue Meta team for review and application. A new Partner Program logo and brand assets were then developed. While this was taking place, the team also provided ongoing support to Grammarly’s new initiatives as they were rolling out new content to their partners.
4. A TRUE WIN-WIN
Partner Program creative requests have been efficiently managed on a ongoing basis, further solidifying the relationship between the Grammarly and Blue Meta teams. The system provides for seamless collaboration and communication between all team members while also allowing for proofing and revision cycles, consolidated feedback and recognition of the different assets being generated.