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Presentation is an overview of cause marketing and relavant examples.
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Changing The Conversation
10.25.11 - Fall 2011
Instructor: Andrew Hoffman
Cause Marketing &Social Change
Monday, November 7, 2011
Cause Marketing - Definition
Type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.
The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations.
http://en.wikipedia.org/wiki/Cause_marketing
Monday, November 7, 2011
Cause Marketing Impact
IEG predicts corporate cause sponsorship to reach $1.7 billion in 2011.
Monday, November 7, 2011
Cause Marketing Impact
IEG predicts corporate cause sponsorship to reach $1.7 billion in 2011.
Monday, November 7, 2011
Cause Marketing Impact
93% of consumers want to know what companies are doing to make the world a better
91% also want to be heard by companies.
2011 Cone/Echo Global CR Study
Monday, November 7, 2011
Millennials vs Non-Millennials
Millennials, more than Non-Millennials, prefer active engagement in cause campaigns
Volunteering
Cause Support Purchasing
Encourage Other to Support Causes
Participate in Fundraising Events
31% vs 26%
37% vs 30%
30% vs 22%
27% vs 16%
37% of Millennials report being drawn to products co-branding with cause campaigns where their purchase is a form of support, such as Tom's Shoes One for One Campaign.
American Millennials: Deciphering the Enigma Generation, a report from Barkley based on research conducted
as part of a joint partnership with Service Management Group, The Boston Consulting Group and Barkley
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Nike & Livestrong
22% of Annual Revenue Comes from Merchandise Sales.
Monday, November 7, 2011
Livestrong Chalkbot
Monday, November 7, 2011
Holstee - Falling Whistles Collab
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Holstee - Falling Whistles Collab
Monday, November 7, 2011
Holstee - Falling Whistles Collab
Holstee.comFallingWhistles.com
Monday, November 7, 2011
Otterbox - Iphone Case
10% of the purchase goes to the Avon Breast Cancer Crusade.
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Susan G Komen For The Cure
Monday, November 7, 2011
Susan G Komen For The Cure
Monday, November 7, 2011
Susan G Komen For The Cure
Monday, November 7, 2011
Susan G Komen For The Cure
Monday, November 7, 2011
Charity: Water
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Charity: Water-September Campaign
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MyCharityWater.org
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MyCharityWater.org -Project
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Charity: Water - Blogging
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Charity: Water - WaterForward.org
Monday, November 7, 2011
Charity: Water - WaterForward.org
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Charity: Water - Thank You Videos
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Toms Shoes
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Toms Shoes
Monday, November 7, 2011
Toms Shoes
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Warby Parker
Monday, November 7, 2011
Samaritan’s Purse Operation Christmas Child
Monday, November 7, 2011
Samaritan’s Purse Operation Christmas Child
Monday, November 7, 2011
Samaritan’s Purse Online Gift Catalog
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GreenWashing
a form of spin in which green PR or green marketing is deceptively used to promote the perception that a company's policies or products are environmentally friendly.
Monday, November 7, 2011
GreenWashing
Monday, November 7, 2011
GreenWashingIndex.com
You can post, review, and vote on the legitimacy of various ads.
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assignments
Blog
I need your paper ideas emailed to me by Monday, Nov 7th
You should have a meeting scheduled with your client for group project
Monday, November 7, 2011
