NEAHP - Cause Marketing for Health Care Organizations
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NEAHP - Cause Marketing for Health Care Organizations

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NEAHP - Cause Marketing for Health Care Organizations NEAHP - Cause Marketing for Health Care Organizations Presentation Transcript

  • NEAHP - 2011 Cause Marketing for Healthcare Organizations Joe Waters & Joanna MacDonald Selfishgiving.com Cause & Event Marketing, BMC March 14, 2011
  • Who Are We?
    • Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years)
    • Future Authors, Cause Marketing for Dummies (July, 2011)
    • Joe: Blogger, Selfishgiving.com (6 years)
    Joe
  • Three Areas of Focus
    • Cause Marketing
    • Cause Marketing & Social Media
    • Location-Based Cause Marketing
    Joe
  • Rules of the Road
    • 45 minute presentation
    • 30 minute Q&A
    • Questions after each section and at the end
    • Put down your pens!
    Joe
  • What is Cause Marketing? Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit
  • CM Raises Money & Awareness
  • 8 Reasons HO Should Do CM
    • Perfect emotional message
    • Good reputation
    • Patients are partners
    • Vendors are a resource
    Joe
  • 8 Reasons HO Should Do CM
    • Good events to leverage
    • Large workforce
    • Flexible messaging
    • You can afford it!
  • Types of Cause Marketing
    • Licensing
    • Message Promotion
    • Employee Engagement
    • Point-of-Sale
    • Purchase Triggered Donations
    • Digital
    Joe
  • Point-of-Sale Cause Marketing Joe
  • Why Point-of-Sale?
    • Lucrative
    • Cost-effective
    • Easy to execute
    • Plays well with others
  • Local Success Story - BMC
    • 100 Job Lot Stores
    • Month-Long Program
    • $1M Since 2004
  • Local Success Story - BMC
    • 50 iParty Stores
    • $160,000/yr.
    • Co-marketing with other businesses
  • Purchase Triggered Donations Joe
  • Action Triggered Donations
  • Why Purchase Triggered?
    • Good money
    • Guaranteed
    • Natural for social media
    • Reflects a serious brand
  • Local Success Story – Jumpstart
    • $.50 each drink
    • $15,000
    • Northeast Only
  • CM Meets SM
  • Promoting
  • Learning
  • Fundraising
    • “ Like” the Facebook Page ($5)
    • Comment on the page or “like” any posting ($2)
    • Follow them on Twitter ($5)
    • RT or mention Twitter handle, @2ndharvest ($2)
    • Post a photo showing your support on Facebook, Twitter and Flickr (bonus $5 each!)
  • The Next Frontier
  • What is Location-Based Cause Marketing? Using mobile technology to target consumers by location to achieve cause marketing goals
  • Check-In Donations - 3/10
  • Check-In Donations - 1/11 Complete Challenge = $5 + $5 Match
  • Badges
  • Loyalty Programs
  • Mobile Payments
  • 4 Practical Tips
    • Use LBS as an enhancer
    • Use LBS as is
    • Use LBS with the right demo
    • Use LBS to build credibility
  • For More Training www.HospCorpDev.com
  • For More Training www.SixFigureCauseMarketing.com
  • For More Info
  • For More Info