Cause-Related Marketing
At Crosby~Volmer, we are skilled in helping our clients with the art of doing well by doing good. Whether it's sponsoring a charitable event in a local community, funding a global cause-related initiative, or developing proprietary cause-related marketing programs, we help our clients connect marketing and PR strategies with social causes to build brand equity and achieve bottom-line objectives.
A strategic approach to reputation management using cause-related marketing can provide a company with a "non self-serving" platform from which to deliver key brand messages. It positions the company as a committed and involved corporate partner in the community, and as a result, enhances its image beyond its primary audience. Reputation management offers ongoing publicity opportunities and provides a positive influence that creates a meaningful imprint and leverages public relations efforts for maximum return-on-investment. It's been proven time and time again that companies that give back enjoy greater brand loyalty than those that do not. A 2007 study found that 83 percent of Americans believe companies have a responsibility to support social causes, and 92 percent value companies that positively impact social issues more than those that do not.
Our senior-level staff has helped companies like The Home Depot, AT&T Wireless and Time Warner Communications achieve solid results through unique cause-related marketing strategies. Our experience includes:
- Carrying out strategic and proprietary cause-related marketing programs to leverage marketing and public relations efforts and enhance brand equity.
- Creating signature events and unique sponsorship packages for corporate clients, entertainment and sports celebrities, media partners, and benefiting nonprofit organizations.
- Providing a philosophy and marketing "theme" to guide a company's sponsorship and community investment activities and provide a platform for communicating its community relations priorities to target audiences.
- Delivering promotional collateral and social responsibility annual reports to communicate a company's commitment to community relations.
- Developing policy and procedures for the community relations program that includes criteria for evaluating requests, application procedures and timing, and requirements and exclusions to the program.
- Managing corporate contributions requests and event marketing activities so that maximum return on investment is achieved.
