Cause Marketing at its Best
Problem
A medium sized well known consumer company based in Connecticut needed to find a different way to reach new customers (the “do not call” law had affected their ability to bring in new clients). They also wanted to gain greater exposure in the communities they served.
Approach
Creative Concepts listened carefully to the contact person who explained their corporate culture and their mission. Because this company had a sound operation and their image was very solid among their present clients, they were ready for a public relations blast which would lead to more exposure and then more new clients.
A “cause” (connecting to a local cause or not-for-profit) marketing approach was suggested which would not only fulfill the need for greater exposure for both this company and the not for profit they connected with but reaching out to the local communities in need was in line with their corporate culture.
The client had a division that provided security equipment, installation and monitoring. We linked that division through a donation of security systems with a local women’s shelter who aided victims of domestic violence. We called the program “Partnership for Protection.”
Result
The client was overwhelmed by how quickly the positive exposure created a buzz among present clients and interested future customers. The following is a list of positive outcomes for cause marketing for this client:
- The company was presented as a major donor at the not for profit’s annual luncheon of 500 people where there was signage and mentions in the speeches and program.
- Mention of the company also made the not for profit’s newsletter with a distribution of 3000 households.
- Numerous articles were written about this project in all of the local newspapers and the press hasn’t stopped. Editors were looking for more stories about this company.
- A newsletter that the client produces which is sent out with their customer’s bill also featured this project which created a stronger allegiance for present clients and produced many referrals.
- A link on both the client’s website and the not for profit’s website will be generating future leads.
- The company was able to fulfill their first goal of greater exposure and their mission to reach out to the local community in need.
