Know-How Exchange : Strategy

I am developing a strategy for a "partnership marketing" program in which companies essentially exchange "soft dollars" or value with minimal to no contractual agreement. My client is a start up company with minimal marketing dollars. The goal is to gain access to the partner's members (directly or indirectly) via newsletter, web links, and flyers to build brand awareness around animated films at a national theatre chain. In return, we would offer them in theatre marketing opps, hot links, and recognition in our newsletter (somewhat of an in kind trade) I am currently targeting community organizations (Boy Scouts, Girl Scouts) as well as the Military. Any help on how to develop a sound, measurable strategy?