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How Brands can deliver, navigate and measure the impact of their campaigns

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Panel presentation at SB\'10 Conference in Monterey, CA, by Maureen Isern of Moped Productions, Susan McPherson of PR Newswire, Aria Finger of DoSomething.org and Parker Blackman of Fenton

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How Brands can deliver, navigate and measure the impact of their campaigns

  1. 1. Cause MarketingHow Sustainable Brands can deliver, navigate and measure the impact of their campaigns: Using profound story telling, audience targeting and strategic partnerships<br />Sustainable Brands 2010<br />Maureen Isern, Aria Finger, Lisa Witter and Susan McPherson<br />
  2. 2. June 9, 2010<br />Moped Media Productions<br />2<br />
  3. 3. June 9, 2010<br />Moped Media Productions<br />3<br />
  4. 4. June 9, 2010<br />Moped Media Productions<br />4<br />
  5. 5. June 9, 2010<br />Moped Media Productions<br />5<br />Only 13 percent of respondents aiming at that goal said they were very successful in achieving it;<br />one fifth of all survey respondents felt their company was not getting appropriate credit for their philanthropic efforts;<br />and a quarter were uncertain about whether they were being credited.<br />
  6. 6. June 9, 2010<br />Moped Media Productions<br />6<br />
  7. 7. June 9, 2010<br />Moped Media Productions<br />7<br />X<br />
  8. 8. Moped Media Productions<br />SB 2010<br />8<br />
  9. 9. June 9, 2010<br />Moped Media Productions<br />9<br />
  10. 10. June 9, 2010<br />Moped Media Productions<br />10<br />
  11. 11. June 9, 2010<br />Moped Media Productions<br />11<br />
  12. 12. June 9, 2010<br />Moped Media Productions<br />12<br />
  13. 13. June 9, 2010<br />Moped Media Productions<br />13<br />
  14. 14. June 9, 2010<br />Moped Media Productions<br />14<br />
  15. 15. June 9, 2010<br />Moped Media Productions<br />15<br />
  16. 16. June 9, 2010<br />SB 2010<br />16<br />
  17. 17. June 9, 2010<br />SB 2010<br />17<br />
  18. 18. June 9, 2010<br />Moped Media Productions<br />18<br />$461,716.54<br />
  19. 19. June 9, 2010<br />Moped Media Productions<br />19<br />
  20. 20. June 9, 2010<br />SB 2010<br />20<br />$461,716.54<br />
  21. 21. June 9, 2010<br />SB 2010<br />21<br />
  22. 22. Increase Your Green Case Study<br />
  23. 23. How 'Sustainable Brands' can Deliver, Navigate and Measure the Impact of their Campaigns:Using profound story telling, audience targeting and strategic partnershipsLisa Witter, Maureen Isern, Aria FingerModerated by Susan McPherson<br />
  24. 24. June 9, 2010<br />SB 2010<br />24<br />
  25. 25. June 9, 2010<br />SB 2010<br />25<br />Celebs Involved 2010<br />
  26. 26. June 9, 2010<br />SB 2010<br />26<br />Campaign Results<br />2009:<br />379 schools participated<br />Over 50,000 teens involved<br />2010<br />Over 1200 schools registered on IncreaseYourGreen.org<br />50million+ media impressions created<br />143,000 students involved in IYG projects<br />
  27. 27. June 9, 2010<br />SB 2010<br />27<br />Do Something 101Case Study<br />
  28. 28. June 9, 2010<br />SB 2010<br />28<br />
  29. 29. June 9, 2010<br />SB 2010<br />29<br />
  30. 30. June 9, 2010<br />SB 2010<br />30<br />
  31. 31. June 9, 2010<br />SB 2010<br />31<br />2008 & 2009 Results<br />750+ print publications<br />Segments on 450+ local market programs<br />870+ local radio stations<br />National recognition on VH1, GMA, People magazine<br />Over $750,000 worth of supplies collected<br />
  32. 32. June 9, 2010<br />SB 2010<br />32<br />Key Takeaways<br />Make it easy<br />Build a true partnership<br />Involve teens in creating the program<br />Long term commitment is key<br />Celebs still drive press<br />Don’t forget snail mail<br />Active involvement drives most engagement<br />Be responsive<br />Celebrate teens<br />Mobile can be about more than just donations<br />
  33. 33. June 9, 2010<br />SB 2010<br />33<br />The 10 Minute ActivistMarketing Workout<br />Lisa Witter (lisa@fenton.com @lisamwitter)<br />Chief Strategy Officer<br />June 9, 2010<br />
  34. 34. June 9, 2010<br />SB 2010<br />34<br />activism<br />34<br />
  35. 35. June 9, 2010<br />SB 2010<br />35<br />corporations<br />35<br />
  36. 36. June 9, 2010<br />SB 2010<br />36<br />activist staff<br />36<br />
  37. 37. June 9, 2010<br />SB 2010<br />37<br />activism<br /><ul><li>Think like an activist
  38. 38. Act like an activist
  39. 39. Create activists for your brand</li></ul>37<br />
  40. 40. June 9, 2010<br />SB 2010<br />38<br />target women<br /><ul><li>Control $28 billion in spending, 83% of all consumer decisions.
  41. 41. Value(s)-driven consumer.
  42. 42. 80% of women are mothers by age 40.</li></ul>38<br />
  43. 43. June 9, 2010<br />SB 2010<br />39<br />target women = activists<br /><ul><li>Donate more
  44. 44. Volunteer more
  45. 45. Vote more
  46. 46. 2x as likely to pass along information</li></ul>39<br />
  47. 47. June 9, 2010<br />SB 2010<br />40<br />health: top of mine for her<br /><ul><li>Downturn and well-being consciousness has caused women in particular to rethink their health and its relationship to status and happiness.
  48. 48. 94% of women define personal success as being “emotionally healthy” and “physically healthy,” respectively.
  49. 49. Is health the new wealth for women?
  50. 50. 75% women say they try to eat healthier compared to 59% of men, for example. </li></ul>40<br />
  51. 51. June 9, 2010<br />SB 2010<br />41<br />case study<br /><ul><li>Start-up: earned media (mainstream and bloggers) and SEO
  52. 52. Earned media at every BPA study
  53. 53. Partner with NGO
  54. 54. Discount coupons weren’t enough for real collaboration</li></ul>41<br />
  55. 55. June 9, 2010<br />SB 2010<br />42<br />challenge<br />95% of baby bottles on the market contain a hormone-disrupting chemical called Bisphenol A, or BPA for short. <br />By 2006 BornFree was already a top-seller among a core customer demographic. <br />But they wanted to expand their sales more by raising their profile in the media and connecting with moms on Main Street. <br />42<br />
  56. 56. June 9, 2010<br />SB 2010<br />43<br />approach<br />1. Position yourself in media as consumer advocate:<br />To be a brand leader and be a go-to source for the media, BornFree needed to play more of a leadership role as an outspoken advocate against toxins like BPA. <br />Speaking as business entrepreneurs rather than as environmentalists.<br />43<br />
  57. 57. June 9, 2010<br />SB 2010<br />44<br />approach<br />2. Activist with the activists:<br />Expert testimony when a key California state senate committee heard arguments on a proposed ban of Bisphenol A in early April 2008.<br />44<br />
  58. 58. June 9, 2010<br />SB 2010<br />45<br />approach<br />3. Seize activist moments:<br />National Institutes of Health released report on the hazards of BPA. <br />Full-page ad in USA Today andleveraged the reporter relationships to cycle into coverage about the growing market for safe alternatives. <br />Soon after the NIH release, Canada announced a nationwide BPA ban, another opportunity we seized by alerting Canadian press to BornFree.<br />45<br />
  59. 59. June 9, 2010<br />SB 2010<br />46<br />results<br /><ul><li>Authentic partnerships with NGOs.
  60. 60. Can barely keep up with sales.
  61. 61. Media: real source.</li></ul>46<br />
  62. 62. June 9, 2010<br />SB 2010<br />47<br />activist advantage<br />You already have “friends” when you-know-what hits the fan. <br />47<br />
  63. 63. June 9, 2010<br />SB 2010<br />48<br />Listen and be in dialogue with your activists.<br />
  64. 64. June 9, 2010<br />SB 2010<br />49<br />Embrace your inner old-school and new-school activist.<br />
  65. 65. June 9, 2010<br />SB 2010<br />50<br />activist marketing 101<br /><ul><li>Make sure your 'values' house is in order - clear up any ethical challenges;
  66. 66. Choose programs and initiatives that are tied-in with the business – yet still authentic;
  67. 67. Make a long-term, significant commitment to achieving business results combined with societal results;
  68. 68. Move beyond "checkbook philanthropy;"
  69. 69. Create "ownable" programs;
  70. 70. Engage consumers and other stakeholders;
  71. 71. Mobilize employees to support the program; and
  72. 72. Know what success looks like and measure it.</li></ul>50<br />

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