Cause Marketing & Corporate Partnership <br />PRESENTED BY: BRIAN HAWKINS<br />CATALYSTCause Marketing<br />CauseMarketing...
Beginning to BeginningStep by Step Approach to Building a Cause Marketing Partnership <br />Determine Your Organizational ...
Speaking from Experience<br />Cause Marketing Agency Work Since 1993<br />Cause Marketing Professor at UCSD Since 2003<br />
Determine Awareness & Fundraising Needs<br />Who do you need to reach? <br />Who do you want to serve? <br />What are your...
Establish Your Goals – What do You Hope to Achieve<br />Clearly define your mission and vision<br />Who will be better off...
Take Stock of Your Assets – Outreach, Internal & External<br />Whom you serve <br />Methods of outreach<br />Audiences you...
Define Your Publics – Who You Reach & Serve<br />Directly Impacted… <br />Demographic – Recipients<br />Mapping – Service ...
Research & Target Partner Matches – Medias, Companies<br />Search for media and companies with common targets<br />Shared ...
Secure Media Partners!<br />Begin with an open dialogue <br />Present your goals and the benefits that you offer<br />Comp...
Research & Make Contact  with Decision Makers – Their Goals?<br />Marketing <br />Media <br />Community Relations <br />Hu...
Develop & Present Proposal to Decision Makers<br />Introduction – The Organization <br />Concept Description – The Big Ide...
Now the Real Work Begins!<br />Ramping Up for Partnership Implementation<br />Establish Metrics – Valuation (See AMA Valua...
Ramping Up for Partnership Implementation<br />Team on deck – program, fulfillment, marketing<br />Actionable plan – roles...
Establish Metrics <br />Measureable outcomes established to include:<br />Partner goals – non-profit, media and corporate<...
Program Planning & Development <br />Involve key partners in program implementation<br />Incorporate key constituents serv...
Marketing & Media <br />Begin with medias controlled by each partner:<br />Non-profit internal communications – donors and...
Outreach & Program Follow-Through<br />Maximize services, awareness and outcomes <br />Involve partners (media and compani...
Ongoing Measure of Success & Fulfillment <br />Gauge and chronicle feedback through:<br />Recipient partner communications...
Track Media, Consumer & Press Coverage<br />Enlist the assist of media and corporate partners<br />Use campaign name searc...
Archive All Program Outcomes & Community Impacts<br />Keep track and archive all outcomes<br />Record particularly notable...
Create a Program Completion Synopsis  <br />Invest time in creating a thorough review <br />Present in a complete, concise...
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Cause Marketing Presentation

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Cause Marketing Presentation

  1. 1. Cause Marketing & Corporate Partnership <br />PRESENTED BY: BRIAN HAWKINS<br />CATALYSTCause Marketing<br />CauseMarketing@me.com<br />Friday, June 3, 2011 <br />
  2. 2. Beginning to BeginningStep by Step Approach to Building a Cause Marketing Partnership <br />Determine Your Organizational Needs -- Awareness & $$$<br />Establish Your Goals – What do You Hope to Achieve <br />Take Stock of Your Assets – Outreach, Internal & External <br />Define Your Publics – Who You Reach & Serve<br />Research & Target Partner Matches – Medias, Companies<br />Research & Contact Decision Makers – Their Goals?<br />Develop & Present Proposal to Decision Makers<br />Secure a Yes! Now the Real Work Begins! <br />
  3. 3. Speaking from Experience<br />Cause Marketing Agency Work Since 1993<br />Cause Marketing Professor at UCSD Since 2003<br />
  4. 4. Determine Awareness & Fundraising Needs<br />Who do you need to reach? <br />Who do you want to serve? <br />What are your shortcomings? <br />What do you excel at and want to share?<br />How can a partnership help?<br />
  5. 5. Establish Your Goals – What do You Hope to Achieve<br />Clearly define your mission and vision<br />Who will be better off should your program proceed?<br />How will those directly served benefit?<br />How will the community also benefit?<br />Determine realistic milestones<br />
  6. 6. Take Stock of Your Assets – Outreach, Internal & External<br />Whom you serve <br />Methods of outreach<br />Audiences you reach <br />Touch points such as mail, email, direct interaction<br />Impacts and outcomes <br />
  7. 7. Define Your Publics – Who You Reach & Serve<br />Directly Impacted… <br />Demographic – Recipients<br />Mapping – Service area<br />Indirectly Impacted… <br />Community at large <br />Supporters<br />
  8. 8. Research & Target Partner Matches – Medias, Companies<br />Search for media and companies with common targets<br />Shared mission and vision <br />Target medias and companies with related business<br />Match employee profile with your work <br />Compare messages and see if they are synchronous <br />
  9. 9. Secure Media Partners!<br />Begin with an open dialogue <br />Present your goals and the benefits that you offer<br />Compare target consumers and companies<br />Brainstorm ways to blend mission and messages<br />Consider benefits including spokespersons and content<br />Create a synchronous message and overall theme<br />Build a collaborative package of benefits <br />Compare who and how to contact and present to corp.<br />
  10. 10. Research & Make Contact with Decision Makers – Their Goals?<br />Marketing <br />Media <br />Community Relations <br />Human Resources <br />Advertising & Public Relations Agencies<br />Share Holders <br />
  11. 11. Develop & Present Proposal to Decision Makers<br />Introduction – The Organization <br />Concept Description – The Big Idea <br />Communities Served – Who Benefits <br />Partner Roles & Responsibilities – Who Does What<br />Partner Benefits – List for All Partners <br />Media & Promotion – Getting the Word Out<br />Outcomes – Desired End Results & Metrics <br />
  12. 12. Now the Real Work Begins!<br />Ramping Up for Partnership Implementation<br />Establish Metrics – Valuation (See AMA Valuation Study)<br />Program Planning and Development <br />Marketing and Media <br />Outreach and Program Follow-Through<br />Ongoing Measure of Success and Fulfillment <br />Track Media, Consumer and Press Coverage<br />Archive All Program Outcomes and Community Impacts<br />Create a Program Completion Synopsis <br />
  13. 13. Ramping Up for Partnership Implementation<br />Team on deck – program, fulfillment, marketing<br />Actionable plan – roles, responsibilities and timeline<br />Create a communications protocol with partners <br />Keep data and information flowing <br />Engage key team members as new opportunities arise<br />
  14. 14. Establish Metrics <br />Measureable outcomes established to include:<br />Partner goals – non-profit, media and corporate<br />Communities served – demographics included<br />Services or output from the program – what is delivered<br />Awareness – marketing, media and PR coverage<br />Gauge feedback using direct contact and social medias <br />
  15. 15. Program Planning & Development <br />Involve key partners in program implementation<br />Incorporate key constituents served in development<br />Establish team reporting on progress<br />Organically grow, the best programs evolve<br />Maintain ongoing and regular reporting <br />
  16. 16. Marketing & Media <br />Begin with medias controlled by each partner:<br />Non-profit internal communications – donors and support<br />Non-profit external communications – recipients<br />Non-profit contact – email, newsletters, website<br />Non-profit medias – traditional and social medias <br />Media partner(s) – packaged media and PR efforts<br />Corporate partner(s) – customer interaction, POS, POA<br />Corporate partner(s) – product and service engagement<br />
  17. 17. Outreach & Program Follow-Through<br />Maximize services, awareness and outcomes <br />Involve partners (media and companies) employees<br />Gauge feedback from recipients and partners alike<br />Engage partners in delivering and promoting success<br />Incorporate feedback in evolving program change<br />
  18. 18. Ongoing Measure of Success & Fulfillment <br />Gauge and chronicle feedback through:<br />Recipient partner communications <br />Website feedback<br />Emails and letters<br />Traditional media coverage <br />Social media postings, tweets, (chatter)<br />
  19. 19. Track Media, Consumer & Press Coverage<br />Enlist the assist of media and corporate partners<br />Use campaign name searches online<br />Use ‘clipping’ services for traditional and new medias<br />Chronicle and share the good and bad (no rug sweeps)<br />Work with medias, ask them to send you coverage<br />Incorporate and promote coverage via social medias<br />
  20. 20. Archive All Program Outcomes & Community Impacts<br />Keep track and archive all outcomes<br />Record particularly notable successes<br />Share triumphs as well as challenges with partners<br />Chronicle challenges and associated changes made<br />Keep your numbers maintained and consistent <br />
  21. 21. Create a Program Completion Synopsis <br />Invest time in creating a thorough review <br />Present in a complete, concise and visual presentation<br />Match outcomes with goals and promises<br />Include screen shots and links to community and media<br />Create a positive momentum for next year and beyond!<br />

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