Expanding Corporate AlliancesMay 30, 2014Cause Marketing Forum Workshop

We’re good scout:

About us

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Maureen CarlsonPresident, Good Scout Group@Maureen_Carlson

Clark SweatChief Partnership OfficerChildren’s Miracle Network Hospitals@Clark_CMNHosp

About You

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Agenda:

•Basic Definitions•The Giving Cycle•Marketplace & Overall Trends•Case Studies•Identification of which partners to maximize•Partner Identification Exercise•Q&A

About You

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What Do You Want To Learn Today?

Some BackGROUND

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EVOLUTION of CAUSE MARKETING

LOWER COMMITMENT HIGH COMMITMENT

KINDS of CAUSE MARKETING

SOME RESEARCH

LOWER COMMITMENT HIGH COMMITMENT

• 85% of consumers have a more positive image of a product or company when it supports a cause they care about.

• 90% of consumers want companies to tell them the ways they are supporting causes. Put another way: More than 278 million people in the U.S. want to know what a company is doing to benefit a cause.

• 67% of consumers when naming a brand that has average to excellent corporate social responsibility, say they can name that brand because of their consistent giving to a clear cause.

GIVING CYCLE

LOWER COMMITMENT HIGH COMMITMENT

“The probability of selling to a new prospect is 5-20%. The probability of selling to an existing customer is 60-70%” - Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

COMPREHENSIVE STRATEGY

LOWER COMMITMENT HIGH COMMITMENT

✓ Transactional activities✓ Joint messaging✓ Fundraising✓ Employee involvement/volunteerism✓ Licensing✓ Public relations & communications✓ E-marketing/Internet✓ In-kind gifts✓ Foundation gifts✓ Mission-driven partnerships✓ Sponsorship✓ Philanthropic gifts

TOOLS To MAXIMIZE THE ASK

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WhAT’s TRENDING

LOWER COMMITMENT HIGH COMMITMENT

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Data BUSINESS

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Data BUSINESS

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Data BUSINESS

BUNDLED ASKS

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Let’s not look at it as selling per say…let’s have a Causersation.

WHAT IS A CAUSERSATION?

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The act of reaching out to have a conversation within a framework to create a synergistic relationship between a company and a cause that produces real, tangible and lasting ROI for the consumer, the company and the cause.

CAUSERSATION: HAVING ONE?

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—This Must Be A Causersation:•The conversation is robust, not one one-sided•You stayed with in your framework of understanding of what you can and cannot deliver, while still engaging in a customized conversation•There was brainstorming•You know as you are leaving whether to fish or cut bait•If fishing…you have a perfect idea how to follow up to get to a yes

10 Tips To Tell You Are Having A Causersation or Not

— Or Not:•You are talking incessantly about your cause or organization•You have no idea what the company’s goals are in an alliance•You stuck to a script•When the corporation told you what they were looking for, you had no idea how to engage•You leave the meeting with no idea what to put on paper as ideas for follow up because you didn’t really “hear” anything

BUNDLING ASKS

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BUNDLING ASSETS

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Define your owned, earned and paid assets, along with your key programs and events. Customized bundling to grow a partnership.

BUNDLING ASSETS

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• Multi-year cause related marketing program raising a minimum of $250,000 annually for hospital.

• Highlight area Acura Dealers as a proud supporter of Hospital and the Official Car of Hospital Signature Events.

• Provide area Acura Dealers with unique touch points to interact with the Hospital Community.

Gala Key area conference Spanish language event 3 additional events Employee package Patient ambassadors

DEFINING RELEVANCY

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DEFINING RELEVANCY

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EMPLOYEE ENGAGEMENT

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• Volunteerism is a fundamental function of the organization.

• Clear opportunity for employee engagement for their corporate partners.

• Created singular program that allows for employee activation with their corporate partners.

• Work with corporate partners to offer Plant A Billion Trees program as employee engagement opportunity.

• 1 million trees by 2025.

• Hospital system in three locations.

• Created a boots on the ground program called BrightStart.

• Created a national employee engagement tool around reading correctly to children.

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Identify which

partners to focus

maximization efforts on.

Where do you see the

most opportunity

against resources.

2Look at the

original point of

entry with the partner

and how the partners has engaged to

date.

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Reach out to the company

to have a conversation

about the current

engagement points and

new potential opportunity.

4Create an enhanced

relationship pitch/outreach strategy based

on the conversation

using marketplace

trends and organizational

assets.

Roll out the optimized

relationship and steward

the corporate partner to

ensure success and

year over year growth.

IN SUMMARY

CASE STUDIES

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Go red for WomenAfter the 2008 recession, Macy’s deepened its various cause campaign initiatives and bolstered promotional budgets. A key cause partner is the American Heart Association’s Go Red for Women platform. Launched in 2004, the Go Red platform raises awareness of heart disease as the number one killer of women and aims to empower women to take charge of their heart health.

Key Points of Engagement• In-Store Promotions Donate $5 and get a pass for 10% off purchases Wear Red on NWRD and get extra 20% off Purchase a Red Dress pin and get 20% off• Sponsorship of the Go Red Luncheons • Corporate Champion making introductions to

manufacturers and other corporate executives• Location based Twitter contests/promotions• Macy’s Multicultural Fund Heart related research Spanish-language magazine partnership to reach the

multicultural audience with critical heart disease information.

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Big Brothers Big Sisters of AmericaAs one of the leading international skin care companies, NIVEA prides themselves on being close to their customer, and that includes giving back to the community and to the causes they care about. NIVEA and Big Brothers Big Sisters launched a partnership on New Year’s Eve 2010 during NIVEA’s sponsorship of the Ball Drop in Times Square in New York City with Big Brother, Nick Lachey.

Key Points of Engagement• Co-branded cause marketing Co-branded lip gloss sold at select retailers Social media: when lip gloss was first launched, Nivea

had Bill & Giuliana Rancic kiss at midnight, and for every kiss photo that was uploaded onto Nivea's FB page, company donated a $1 to BBBS.

Text to give in Times Square• Employee engagement Employees are encouraged to be “Bigs” at the national

office and through affiliates nationwide• Corporate Champions lent their marketing expertise to

the org when developing Start Something  • Media engagement Ellen DeGeneres promotion Taio Cruz promotion

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Cause platform: educationTarget is well-known for supporting education in the US. The company chose the issue based on consumer surveys in which education was identified as a top priority. “Take Charge of Education” is a program in which 5% of any purchase made with a Target Visa REDCard goes toward schools in local markets. “Give With Target” is a Facebook-based campaign in which $5 million in funds are disbursed to schools of voters’ choice ($2.5 million in grants, $2.5 million in gift cards).

Nonprofit partners• Thousands of schools around US

Marketing channels & Methods• Print, online, and television ads• Facebook campaign for “Give With Target” – for every

25 likes the Target Facebook platform receives, a $25 gift card is given to a school, up to $10,000 per school.

• Celebrity advocates – Target’s “Class of 2013” includes TV personality La La Anthony, country star Luke Bryan, actress Sophia Bush, and US gymnast Gabrielle Douglas

Results• Target on track to give $1 billion to schools by 2015• Target’s Facebook page has over 22 million Likes

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St. Jude Children’s Research Hospital

In 2002, Chili’s Restaurants launched a cause marketing partnership with St. Jude. The original relationship centered around in-store activities but as the success of the campaign deepened, so too did the overall relationships with the casual dining giant.

Key Points of Engagement• In-Store Promotions Create-A-Pepper campaign “Chiliheads” buttons, T-shirts, training In-store POP, tent cards, signage, etc.• Naming of the Chili’s Care Center in Memphis• Additional in-store fundraising involving single day

donations of all profits• Twitter contests/promotions• Executive leadership in the annual corporate summit• Media donations• In-kind support of various events and activities

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City Of HopeCity of Hope Cancer Center in Los Angeles, CA had been a cause the leadership of Staples chose to support. Historically the support revolved around event fundraising through office product specific events. But in 2007 the relationship evolved to encompass several integrated support points.

Key Points of Engagement• In-Store Promotions Retail marketing support of co-branded products being

sold to support City of Hope by 3M, PaperMate and others.

• Sponsorship of the annual Office Products Industry gala

• Executive board representation on the National Office Product Industry Fundraising Board for City of Hope

• Title sponsorship of a series of signature events: Walk For Hope Concert For Hope Country Music Celebrity Softball Challenge• Major giving through key executives• Employee giving campaign• Donation of in-kind media support

ChILDREN’s MIRACLE NETWORK HOSPITALS

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WHICH PARTNERS:

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GROUP EXERCISE

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Q & A

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Next STEPS

Maureen CarlsonPresident, Good Scout Group@Maureen_Carlson

Clark SweatChief Partnership OfficerChildren’s Miracle Network Hospitals@Clark_CMNHosp