When you ask an expectant mother or father what they hope they are having, the response is usually “I don’t care if it is a boy or girl as long as they are healthy”. What if they aren’t? Meet Braelyn. She was due in April but born in January. Her parents live here in Murray, but Braelyn was born in Nashville. Because she was premature, she had to stay in the NICU. Once her mother was discharged from the hospital a few days after her birth, what was she to do? Would she leave her daughter in Nashville and return home to Murray? That’s not a likely option. She couldn’t afford to pay for a hotel, especially when she was told that Braelyn could be in the hospital for weeks. At that point ...view middle of the document...
While conducting the research for this presentation, we came across many campaigns that can be categorized into the five forms that we are going to discuss today. We will tell how cause marketing is used with product sales, purchase plus, licensing, cobranded events, and social or public service marketing campaigns.
I. First, let’s talk about product sales. Product Sales- sell specially branded with a portion of the selling price going to the organization’s cause. For instance, one company that relies heavily on product sales to raise awareness and raise money is the Red Campaign. The Red campaign uses product sales a good deal in their cause marketing campaign.
a) According to the Red Campaign website joinred.com, The Red Campaign (RED) money funds grants that currently go to HIV/AIDS programs overseas. Over 7.5 million people have been impacted by (RED) supported grants. To date, (RED) partners and events have contributed more than $180 million. 100% goes to programs on the ground - no overhead is taken by (RED).
b) Some companies that partner with the Red Campaign are Apple, American Express, Converse, GAP, and Nike.
c) Some of the products that you can buy to support the Red campaign are a red IPad case from Apple, special cans of Coca-Cola, and red Converse shoes.
II. Next: Social Media Cause Marketing- Another form of cause related marketing takes the shape of social media marketing. Social media includes websites like Facebook, MySpace, Twitter, Foursquare, Tumblr, Instagram, and YouTube.
a) According to about.com, social media cause marketing involves the use of marketing principles and techniques to encourage behavior change in a particular audience using social media.
b) One example of social media cause marketing is Macy’s campaign for the American Heart Association.
i. For Valentine’s Day, Macy’s created a new campaign that allowed people to send their loved ones Valentine’s Day hearts via Facebook and Twitter for a small fee.
ii. The money made from those hearts went directly to the American Heart Association.
III. Another type of Cause Marketing is the licensing of the nonprofit's logo, brand, and assets. This type of marketing is where you have an item like at T-shirt, mug, or credit card and you put the nonprofits logo on the item. The World Wildlife Federation participates in this type of cause marketing. According to the WWF website, WWF works with companies interested in providing their customers with opportunities to show their support and contribute actively to saving nature. WWF license the panda logo and WWF name to secure revenue and to build brand awareness.
* One version of this is the World Wildlife Fund Visa credit card with Cash Rewards from Bank of America. The Bank of America will contribute $100 to WWF for each new qualifying World Wildlife Fund Visa® credit card account.
* This past Christmas WWF partnered with Coca-Cola. Coca-Cola created a white can...