usc cause marketing presentation

CAUSE MARKETINGThe good, the bad, and the ugly of a $1.5 billion industry

INTRODUCTION

Kieran Joseph Magee (Joe)Sales and Marketing for 10 yearsCause Marketing for the last 2 yearsFormer Director of Business Development at Causecast

Twitter: @KJMageeHashtag: #USCCM

CAN YOU TELL ME THE BRAND OR ORGANIZATION BEHIND EACH CAMPAIGN?

EXAMPLE #1:

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

EXAMPLE #2:

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

EXAMPLE #3:

LEUKEMIA & LYMPHOMA SOCIETY

Sport training program Founded in 1988 to train for the NYC

Marathon As of 2008 the campaign had raised $850

million

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

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.

TYPES OF CAUSE MARKETING

Corporate Philanthropy Licensing Agreements Sponsorships Transaction-based Promotions Joint Ventures

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

WHO DOES IT BEST?

Patagonia Yvon Chouinard 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

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

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/

CAUSE MARKETING POST 9/11

Veterans Affairs Military Families Patriotism Hyper-local Budweiser example:

http://www.youtube.com/watch?v=tl6YOYdBiQ4

THE UGLY SIDE

KFC and Susan G Komen Bucket for a Cure – “Pinkwashing”

Sketchers BOBS

Beer pong for MADD Newark Bears fundraiser

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

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

WHAT THE EXPERTS SAY IN 140 CHARACTERS

CAUSE MARKETING RESOURCES

Cone Inc Cause branding, research

SelfishGiving.com Blog: Cause marketing and social media

Cause Marketing Forum Event and community

THANK YOU

QUESTIONS?

@KJMagee#USCCM