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Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
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Allison & Partners 2011 Cause Marketing Conference

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  • 1. Cause Marketing Conference<br />Wednesday, Aug. 3, 2011<br />Staples CenterLos Angeles<br />#apcause<br />
  • 2. Cash donations totaled $4.9 billion last year, up 13% from 2009, according to figures provided by 113 companies (The Chronicle of Philanthropy and USA TODAY survey of 180 of the nation’s largest businesses July 2011)<br />Eighty-six percent 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)<br />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/Barkley PR Cause Survey)<br />
  • 3. 41% of Americans say they have bought a product because it was associated with a cause or issue in the last year – doubling since they first began measuring this in 1993<br />83% of Americans wish more of the products, services and retailers they use would support causes<br />90% of consumers want companies to tell them the ways they are supporting causes. <br />Nearly two-thirds (61%) don’t think companies are giving them enough details about their efforts, including the amounts donated and the length of the promotions <br />(2010 Cone Cause Evolution Study)<br />
  • 4. THE COMPANY WE KEEP<br />2011<br />2005<br />2006<br />2007<br />2008<br />2009<br />2010<br />
  • 5. Corporate Socialanthropy™: A New Approach to Cause Marketing<br />Dawn Wilcox, GM, Social Impact Team Leader<br />August 3, 2011<br />Follow me @dmwprgirl<br />#apcause<br />
  • 6. Cause marketing – key definitions<br />Cause Marketing:corporation and nonprofit benefit<br />Social “Behavior Change” Marketing: only the cause/issue should benefit<br />Public Education Campaign: primary purpose is to educate public on issue or program with a “call to action” (low-cost health insurance for kids, immunization, early cancer detection)<br />Corporate Social Responsibility: a mind-set within a company; the way business is done and how customers and employees are treated in order to have a positive impact on society<br />
  • 7. A NEW APPROACH – FROM CSR TO…<br />“A collective, for-profit entity”<br />“Relating to matters affecting human welfare”<br />From the Greek root “humankind”<br />Corporate<br />Social<br />Anthropy<br />Corporate Socialanthropy™<br />“Strategic platform on which corporations implement internal and external programs including corporate foundation giving, philanthropy, employee volunteerism, cause marketing, and nonprofit partnerships – designed for reputation management and brand loyalty in order to have a positive impact on individuals, the community and world.”<br />
  • 8. Corporate socialanthropy is a process<br />CORPORATE SOCIALANTRHOPY <br />is <br />Ongoing support of various causes through cause marketing, foundation, sponsorships and community relations<br />Employees, consumers and partners are engaged throughout<br />It mirrors the brand’s core values and marketing focus<br />
  • 9. 2011 CORPORATE SOCIAL IMPACT MARKETING STUDY<br />Study Overview:<br />Study of corporate executives who create, manage and/or contribute to their company’s social impact programs<br />Social Impact: corporate philanthropy, community relations and/or cause marketing<br />Cause Marketing: partnership(s) with a charity partner(s) in order to benefit both the company/brand as well as the charity<br />Metrics:<br />Allison & Partners spoke with or received emails responses from 35 corporate executives who provided feedback for this study<br />
  • 10. FACTORS CONTRIBUTING TO UNSUCCESSFUL CAMPAIGNS<br />The cause was not a good fitfor the company’s core business, brand and / or target audience <br />Lack of supportor engagement needed to execute the campaign successfully <br />Not enough marketing and / or advertising support <br />External factors, such as the financial crisis or natural disasters, that are out of the company’s control <br />
  • 11. Authentic cause marketing – KNOW THE PLAYERS<br />
  • 12. CORPORATE QUOTES “CAUSE WAS NOT A GOOD FIT”<br />“We had a bad experience with one non-profit who had chapters in many of our markets. There were not many volunteer opportunities, and it was tough to get them to return callsand get involved with our stores”<br />“Minimum financial requirementfrom charities – this can really determine who you work with; it is great for them to have flexibility, as they should be looking more long-term at the partnership”<br />“The personalities of the charities can be a barrier…”<br />“…Charity (was) not sufficiently resourced to deliver”<br />“…One where the non-profit was not vetted properly and advocacy groups had concerns with positions of the charity partner”<br />
  • 13. METRICS DETERMING UNSUCCESSFUL CAMPAIGNS<br />Low sales results <br />Lack of consumer participation <br />Lack of measurement in place <br />Subjective nature of the measurement <br />
  • 14. BARRIERS FACED IN CONDUCTING CAMPAIGNS<br />Achieving internal alignmenton the business case/how to measure business impact for the campaign <br />Lack of budget<br />Store and/or regional field activation <br />Lack of executive support<br />Increasing product salesto match or exceed expectations <br />CAUSE<br />
  • 15. CORPORATE QUOTES: TYPES OF BARRIERS FACED<br />“CEO was the initial motivation for the campaign, however working with people below him has been difficult”<br />“One of our biggest challenges is that we are national, but we don’t have enough moneyto support something really big nationally”<br />“The focus is heavily on sales and business objectives, so sometimes the program is not as much of a priority, however that has started to change”<br />“Any program must demonstrate an impact on sales”<br />“Didn’t have buy in from the franchisees. They either support their own local cause or need to see a direct impact on sales in order to support (our program)” <br />
  • 16. Implication #1:<br />The cause must be a good match for the company, brand and/or target audience, therefore more importance should be placed on employee and consumer feedback.<br />
  • 17. Implication #2:<br />Internal alignment on the business case must be achieved before the campaign launches – this could begin by engaging senior leadership and employees earlier in the process through research.<br />Cause Campaign Goals<br />Cause Campaign Goals<br />
  • 18. Implication #3:<br />Unsuccessful campaigns are hung up on low sales results, while successful campaigns used additional metrics to determine their achievements – be innovative when developing success metrics.<br />
  • 19. Education/Corporate Private Partnerships<br />Panelists<br />Dr. John Deasy, Superintendent, LAUSD<br />Bill Bonner, Senior Director, External Relations, OfficeMax<br />Carolina Martin, Vice President, West Region, DonorsChoose.org<br />James Rosenberg, Founder, Adopt-A-Classroom<br />Facilitator<br />Scott Pansky, Partner and Co-founder, Allison & Partners<br />
  • 20. Maximizing the Entertainment Industry to Make a Difference<br />Panelists<br />Brad Jamison, Vice President, Corporate Initiatives, Disney/ABC Television Group<br />Danielle Carrig, Senior Vice President, Advocacy and Public Affairs, A&E Networks<br />Todd Krim, Founder, Give Back Hollywood<br />Lysa Heslov, Founder, Children Mending Hearts<br />Rene Jones, Director, The United Talent Agency Foundation<br />Facilitator<br />Jenni Luke, Executive Director, Step Up Women’s Network<br />
  • 21. Best Practices, Tools and Tips for Successful Campaigns<br />Panelists<br />Virginia Victorin, Vice President, Relationship Manager, Global Philanthropy, JPMorgan Chase<br />Faye McClure, Vice President, Strategic Marketing, Farmers Insurance<br />Jennifer Lynch, Senior Director, STAPLES Center Foundation<br />Michael Kroll, Community Relations Manager, Corporate Communications, Toyota<br />Olivia Eng, Cause Marketing Manager, Southwest Region, Macy’s Inc.<br />Facilitator<br />Ryan Scott, CEO, CauseCast<br />
  • 22. Thank you to our sponsors<br />
  • 23. Contact Us<br />Scott Pansky Dawn Wilcox<br />Partner, Co-founder General Manager, Los Angeles<br />(310) 496-4440 (310) 496-4453 <br />scottp@allisonpr.comdawn@allisonpr.com<br />

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