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USC Cause Marketing Presentation

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Joe Magee
Joe Magee

The document discusses cause marketing, which involves collaborative marketing between for-profit businesses and non-profit organizations. It provides examples of campaigns run by Pepsi, Yoplait, and the Leukemia & Lymphoma Society. The document outlines the history and types of cause marketing, why companies engage in it, best practices, experts in the field, and resources for learning more. It emphasizes that cause marketing can provide mutual benefits for businesses and non-profits when done transparently and with a meaningful commitment to the social cause.

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CAUSE MARKETING The good, the bad, and the ugly of a $1.5 billion industry
INTRODUCTION Kieran Joseph Magee (Joe) Sales and Marketing for 10 years Cause Marketing for the last 2 years Former Director of Business Development at Causecast Twitter: @KJMagee Hashtag: #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:
YOPLAITS 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. ITS 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 80s 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 YvonChouinard 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 its 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

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USC Cause Marketing Presentation

  • 1. CAUSE MARKETING The good, the bad, and the ugly of a $1.5 billion industry
  • 2. INTRODUCTION Kieran Joseph Magee (Joe) Sales and Marketing for 10 years Cause Marketing for the last 2 years Former Director of Business Development at Causecast Twitter: @KJMagee Hashtag: #USCCM
  • 3. CAN YOU TELL ME THE BRAND OR ORGANIZATION BEHIND EACH CAMPAIGN?
  • 5. 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
  • 7. YOPLAITS SAVE LIDS TO SAVE LIVES 12 year campaign Donates $.10 to Susan G Komen for each lid returned. Up to $2 million in 2011
  • 9. LEUKEMIA & LYMPHOMA SOCIETY Sport training program Founded in 1988 to train for the NYC Marathon As of 2008 the campaign had raised $850 million
  • 10. WHAT IS CAUSE MARKETING? Collaborative marketing of for profit businesses and non-profit organizations for mutual benefit. ITS EVERY WHERE. Overview: Cause Marketing Forum - 2010 http://www.youtube.com/watch?v=jL9UV2hz2M0
  • 11. HISTORY OF CAUSE MARKETING First CM Campaign was in 1976 Marriott and March of Dimes Opening theme park in Santa Clara, CA. Early 80s Susan G Komen Foundation pioneered CM.
  • 12. TYPES OF CAUSE MARKETING Corporate Philanthropy Licensing Agreements Sponsorships Transaction-based Promotions Joint Ventures
  • 13. 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
  • 14. WHO DOES IT BEST? Patagonia YvonChouinard 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
  • 15. 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
  • 16. 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/
  • 17. CAUSE MARKETING POST 9/11 Veterans Affairs Military Families Patriotism Hyper-local Budweiser example: http://www.youtube.com/watch?v=tl6YOYdBiQ4
  • 18. THE UGLY SIDE KFC and Susan G Komen Bucket for a Cure Pinkwashing Sketchers BOBS Beer pong for MADD Newark Bears fundraiser
  • 19. BEST PRACTICES Be transparent Make sure its a meaningful impact Commitment to the cause and campaign Align with your brand Partner with reputable organizations Build social equity in advance
  • 20. 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
  • 21. WHAT THE EXPERTS SAY IN 140 CHARACTERS
  • 22. CAUSE MARKETING RESOURCES Cone Inc Cause branding, research SelfishGiving.com Blog: Cause marketing and social media Cause Marketing Forum Event and community