usc cause marketing presentation

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

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Page 1: USC Cause Marketing Presentation

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

Page 2: USC Cause Marketing Presentation

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

Page 3: USC Cause Marketing Presentation

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

Page 4: USC Cause Marketing Presentation

EXAMPLE #1:

Page 5: USC Cause Marketing Presentation

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

Page 6: USC Cause Marketing Presentation

EXAMPLE #2:

Page 7: USC Cause Marketing Presentation

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

Page 8: USC Cause Marketing Presentation

EXAMPLE #3:

Page 9: USC Cause Marketing Presentation

LEUKEMIA & LYMPHOMA SOCIETY

Sport training program Founded in 1988 to train for the NYC

Marathon As of 2008 the campaign had raised $850

million

Page 10: USC Cause Marketing Presentation

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

Page 11: USC Cause Marketing Presentation

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.

Page 12: USC Cause Marketing Presentation

TYPES OF CAUSE MARKETING

Corporate Philanthropy Licensing Agreements Sponsorships Transaction-based Promotions Joint Ventures

Page 13: USC Cause Marketing Presentation

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

Page 14: USC Cause Marketing Presentation

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

Page 15: USC Cause Marketing Presentation

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

Page 16: USC Cause Marketing Presentation

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/

Page 17: USC Cause Marketing Presentation

CAUSE MARKETING POST 9/11

Veterans Affairs Military Families Patriotism Hyper-local Budweiser example:

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

Page 18: USC Cause Marketing Presentation

THE UGLY SIDE

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

Sketchers BOBS

Beer pong for MADD Newark Bears fundraiser

Page 19: USC Cause Marketing Presentation

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

Page 20: USC Cause Marketing Presentation

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

Page 21: USC Cause Marketing Presentation

WHAT THE EXPERTS SAY IN 140 CHARACTERS

Page 22: USC Cause Marketing Presentation

CAUSE MARKETING RESOURCES

Cone Inc Cause branding, research

SelfishGiving.com Blog: Cause marketing and social media

Cause Marketing Forum Event and community

Page 23: USC Cause Marketing Presentation

THANK YOU

QUESTIONS?

@KJMagee#USCCM