USC Cause Marketing Presentation

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  • 1. CAUSE MARKETINGThe good, the bad, and the ugly of a $1.5 billionindustry
  • 2. INTRODUCTIONKieran Joseph Magee (Joe)Sales and Marketing for 10 yearsCause Marketing for the last 2 yearsFormer Director of Business Development at CausecastTwitter: @KJMageeHashtag: #USCCM
  • 3. CAN YOU TELL ME THE BRAND ORORGANIZATION BEHIND EACHCAMPAIGN?
  • 4. EXAMPLE #1:
  • 5. PEPSI REFRESH PROJECT 2010 $20 million Fund projects that had social impact on communities First time in 23 years Pepsi withdrew from Super Bowl advertising
  • 6. EXAMPLE #2:
  • 7. YOPLAIT’S SAVE LIDS TO SAVE LIVES 12 year campaign Donates $.10 to Susan G Komen for each lid returned. Up to $2 million in 2011
  • 8. EXAMPLE #3:
  • 9. LEUKEMIA & LYMPHOMA SOCIETY Sport training program Founded in 1988 to train for the NYC Marathon As of 2008 the campaign had raised $850 million
  • 10. WHAT IS CAUSE MARKETING? Collaborative marketing of “for profit” businesses and non-profit organizations for mutual benefit. IT’S EVERY WHERE. Overview:  Cause Marketing Forum - 2010  http://www.youtube.com/watch?v=jL9UV2hz2M0
  • 11. HISTORY OF CAUSE MARKETING First CM Campaign was in 1976 Marriott and March of Dimes Opening theme park in Santa Clara, CA. Early 80’s – Susan G Komen Foundation pioneered CM.
  • 12. TYPES OF CAUSE MARKETING Corporate Philanthropy Licensing Agreements Sponsorships Transaction-based Promotions Joint Ventures
  • 13. WHY CAUSE MARKETING? 90% of consumers want companies to tell them the ways they are supporting causes.2010 Cone Cause Evolution Study 86% of consumers around the world believe that business needs to place at least equal weight on societal interests as on business interests. 2010 Edelman goodpurpose Two-thirds of brands now engage in cause marketing (up from 58% in 2009) and 97% of marketing executives believe it is a valid business strategy. 2010 PRWeek/Barkely PR Cause Survey
  • 14. WHO DOES IT BEST? Patagonia  YvonChouinard  Part of their DNA  Values permeate from the core IBM  Celebrating 100th year of Service  Extend core competencies into communities they operate in  Disaster relief, STEM education  Smarter Planet, Watson Robot
  • 15. CAUSE MARKETING IN THE DIGITAL AGE &You – Johnson & Johnson Causes.com(Formerly Causes on Facebook)  Birthday wish Walgreens donates Flu Shots for every Foursquare Check-in Whole Foods QR Codes: Help Their Gardens Grow
  • 16. CAUSECAST CAUSE MARKETING Virgin Mobile  Re*Generation  Volunteer Rewards with Virgin Mobile artists  http://volunteer.virginmobile.ca/ AOL Impact  AOL cause module on homepage  Supports a different nonprofit each day  http://impact.aol.com/
  • 17. CAUSE MARKETING POST 9/11 Veterans Affairs Military Families Patriotism Hyper-local Budweiser example:  http://www.youtube.com/watch?v=tl6YOYdBiQ4
  • 18. THE UGLY SIDE KFC and Susan G Komen  Bucket for a Cure – “Pinkwashing” Sketchers  BOBS Beer pong for MADD  Newark Bears fundraiser
  • 19. BEST PRACTICES Be transparent Make sure it’s a meaningful impact Commitment to the cause and campaign Align with your brand Partner with reputable organizations Build social equity in advance
  • 20. EXPERTS IN THE FIELD Joe Waters - Author, Cause Marketing for Dummies  @Joewaters Susan McPherson - Senior VP, Fenton  @Susanmcp1 Aman Singh - Blogger and Journalist  @AmanSinghCSR Carol Cone - Cause Marketer  @CarolCone Scott Pansky - Partner, Allison & Partners  @spansky
  • 21. WHAT THE EXPERTS SAY IN 140 CHARACTERS
  • 22. CAUSE MARKETING RESOURCES Cone Inc  Cause branding, research SelfishGiving.com  Blog: Cause marketing and social media Cause Marketing Forum  Event and community
  • 23. THANK YOUQUESTIONS?@KJMagee#USCCM