neahp - cause marketing for health care organizations
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TRANSCRIPT
NEAHP - 2011NEAHP - 2011
Cause Marketing for Healthcare Organizations
Joe Waters & Joanna MacDonaldSelfishgiving.com
Cause & Event Marketing, BMCMarch 14, 2011
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
Three Areas of FocusThree Areas of Focus
Cause Marketing
Cause Marketing & Social Media
Location-Based Cause Marketing
Joe
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
What is Cause Marketing?What is Cause Marketing?
Cause marketing is a partnership between a nonprofit and a for-profit
for mutual profit
CM Raises Money & AwarenessCM Raises Money & Awareness
8 Reasons HO Should Do CM8 Reasons HO Should Do CM
Perfect emotional message
Good reputation
Patients are partners
Vendors are a resource
Joe
8 Reasons HO Should Do CM8 Reasons HO Should Do CM
Good events to leverage
Large workforce
Flexible messaging
You can afford it!
Types of Cause MarketingTypes of Cause Marketing
Licensing
Message Promotion
Employee Engagement
Point-of-Sale
Purchase Triggered Donations
Digital
Joe
Point-of-Sale Cause MarketingPoint-of-Sale Cause Marketing
Joe
Why Point-of-Sale?Why Point-of-Sale?
Lucrative
Cost-effective
Easy to execute
Plays well with others
Local Success Story - BMCLocal Success Story - BMC
100 Job Lot Stores
Month-Long Program
$1M Since 2004
Local Success Story - BMCLocal Success Story - BMC
50 iParty Stores
$160,000/yr.
Co-marketing with other businesses
Purchase Triggered DonationsPurchase Triggered Donations
Joe
Action Triggered DonationsAction Triggered Donations
Why Purchase Triggered?Why Purchase Triggered?
Good money
Guaranteed
Natural for social media
Reflects a serious brand
Local Success Story – JumpstartLocal Success Story – Jumpstart
$.50 each drink
$15,000
Northeast Only
CM Meets SMCM Meets SM
PromotingPromoting
Learn
ing
Learn
ing
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!)
The Next FrontierThe Next Frontier
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
Check-In Donations - 3/10Check-In Donations - 3/10
Check-In Donations - 1/11Check-In Donations - 1/11
Complete Challenge = $5 + $5 Match
BadgesBadges
Loyalty ProgramsLoyalty Programs
Mobile PaymentsMobile Payments
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
For More TrainingFor More Training
www.HospCorpDev.com
For More TrainingFor More Training
www.SixFigureCauseMarketing.com
For More InfoFor More Info
For More InfoFor More Info