neahp - cause marketing for health care organizations
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TRANSCRIPT
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NEAHP - 2011NEAHP - 2011
Cause Marketing for Healthcare Organizations
Joe Waters & Joanna MacDonaldSelfishgiving.com
Cause & Event Marketing, BMCMarch 14, 2011
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Who Are We?Who Are We?
Joe & Joanna: Cause Marketers, Boston Medical Center (6.5 years)
Future Authors, Cause Marketing for Dummies (July, 2011)
Joe: Blogger, Selfishgiving.com (6 years)
Joe
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Three Areas of FocusThree Areas of Focus
Cause Marketing
Cause Marketing & Social Media
Location-Based Cause Marketing
Joe
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Rules of the RoadRules of the Road
45 minute presentation
30 minute Q&A Questions after each
section and at the end
Put down your pens!
Joe
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What is Cause Marketing?What is Cause Marketing?
Cause marketing is a partnership between a nonprofit and a for-profit
for mutual profit
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CM Raises Money & AwarenessCM Raises Money & Awareness
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8 Reasons HO Should Do CM8 Reasons HO Should Do CM
Perfect emotional message
Good reputation
Patients are partners
Vendors are a resource
Joe
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8 Reasons HO Should Do CM8 Reasons HO Should Do CM
Good events to leverage
Large workforce
Flexible messaging
You can afford it!
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Types of Cause MarketingTypes of Cause Marketing
Licensing
Message Promotion
Employee Engagement
Point-of-Sale
Purchase Triggered Donations
Digital
Joe
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Point-of-Sale Cause MarketingPoint-of-Sale Cause Marketing
Joe
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Why Point-of-Sale?Why Point-of-Sale?
Lucrative
Cost-effective
Easy to execute
Plays well with others
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Local Success Story - BMCLocal Success Story - BMC
100 Job Lot Stores
Month-Long Program
$1M Since 2004
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Local Success Story - BMCLocal Success Story - BMC
50 iParty Stores
$160,000/yr.
Co-marketing with other businesses
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Purchase Triggered DonationsPurchase Triggered Donations
Joe
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Action Triggered DonationsAction Triggered Donations
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Why Purchase Triggered?Why Purchase Triggered?
Good money
Guaranteed
Natural for social media
Reflects a serious brand
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Local Success Story – JumpstartLocal Success Story – Jumpstart
$.50 each drink
$15,000
Northeast Only
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CM Meets SMCM Meets SM
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PromotingPromoting
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Learn
ing
Learn
ing
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FundraisingFundraising
“Like” the Facebook Page ($5) Comment on the page or
“like” any posting ($2) Follow them on Twitter ($5) RT or mention Twitter handle,
@2ndharvest ($2) Post a photo showing your
support on Facebook, Twitter and Flickr (bonus $5 each!)
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The Next FrontierThe Next Frontier
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What is Location-Based Cause Marketing?
What is Location-Based Cause Marketing?
Using mobile technology to target consumers by location to achieve
cause marketing goals
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Check-In Donations - 3/10Check-In Donations - 3/10
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Check-In Donations - 1/11Check-In Donations - 1/11
Complete Challenge = $5 + $5 Match
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BadgesBadges
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Loyalty ProgramsLoyalty Programs
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Mobile PaymentsMobile Payments
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4 Practical Tips4 Practical Tips
Use LBS as an enhancer
Use LBS as is
Use LBS with the right demo
Use LBS to build credibility
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For More TrainingFor More Training
www.HospCorpDev.com
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For More TrainingFor More Training
www.SixFigureCauseMarketing.com
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For More InfoFor More Info
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For More InfoFor More Info