2016 cause conference panel engaging media partners for social good

#CauseSD - R E M O V E T H I S B O X -

A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R

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PANEL DISCUSSION

Magnify Your Impact: Engaging Media Partners for Social Good

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Panel Participants

Marybeth Kneussl, Business Development Manager, NBC 7 San Diego

Cathy Lloyd-Bauerle, Director, Integrated Media, CBS Radio San Diego

Susan Luehrs, Senior Vice President and Regional Marketing Manager for Southern California and Greater Los Angeles, Wells Fargo

Drew Schlosberg, Union-Tribune Community & Public Relations Consultant

Mary Walter-Brown, Publisher and COO, Voice of San Diego



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CAUSE MARKETING INSIGHTS

NBC 7 San Diego



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Body Slide Option C

Calling All Parents • CHALLENGE:

• Create greater awareness of San Diego Police Foundation’s Safety Net Program available in local classrooms.

• SOLUTION:

• In partnership with the Foundation NBC 7 secured 3rd party sponsors to underwrite the creation and airing of the “Calling All Parents” media campaign.

• Results:

• 2x Media Traffic

• 4 Corporate Sponsors Secured

• Production of all media elements



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Body Slide Option C

Wishes In Flight • CHALLENGE:

• Make A Wish San Diego needs an estimated 25 million airlines miles a year to fulfill 140 wishes.

• SOLUTION:

• All day Mile-A-Thon held at NBC 7 with corporate sponsors providing prizes and a supporting media campaign held every year since 2012.

• Results:

• 20 Million Airline miles raised

• 10 Corporate Sponsors Secured

• 6 live wish grants



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CBS Radio San Diego



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Body Slide Option C

• 6th Annual Radiothon w/Rady

Children’s • Opportunity developed from a

trusted Relationship

• Corporate Partnerships Developed

• Wells Fargo was a long time sponsor of this initiative

• Others have also stepped in • Honda Dealers, Applebees, UPS

Store

• Stay Committed • As the Radiothon has continued

year after year, all parties have benefited from the station’s consistent commitment



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Wells Fargo



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Body Slide Option C

Cause Marketing @ Wells • Locally Supported

• Social cause supported reflects the issues valued by the local community (National vs Regional vs Local initiatives)

• Alignment • Support for cause must align

with Wells Fargo Vision and Values as well as Corporate Social Responsibility and Philanthropy goals.

• Uniqueness • Campaign should provide

unique and customizable marketing tools to connect cause through Wells Fargo. (media buy, collaboration with nonprofit, promotional opportunity)



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Voice of San Diego



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Body Slide Option C

• Media Partner + NPO • The first digital nonprofit

news organization to serve a local community in the country (2005)

• Uniquely both a non-profit and a media partner which provides opportunities for corporate partners

• Partner Voices Home Page • A smart solution for elevating

the needs of NPO partners that is different from traditional Display.



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Panel Tips



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Practical Tips from Media Partners

• Marybeth (Channel 7 NBC) • Know the media partner’s interests • Build in Cost Upfront • Approach Underwriters together

• Cathy (CBS Radio) • It’s All about Relationships • Don’t be a Flash in the Pan

• Mary (Voice of San Diego) • Know your Story • Know how to tell it

• Drew (SD Union Tribune) • Don’t make assumptions about the capabilities of a media partner



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Practical Tips from Wells Fargo

• Be conscious of Cause Alignment • Select a cause that not only reflects the values of your organization

but can also create a link with your customers or clients.

• Ensure marketing and media strategies can be customized to your organization’s needs.

• A cookie-cutter approach may not always be of benefit.

• Cause marketing is a commitment! • Be engaged year-round with your community and local nonprofits. Lack

of engagement can be perceived as being insincere and create reputational issues



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QUESTIONS?

Thank You