28_causemarketing (1)

7/31/2019 28_causemarketing (1)

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Cause-Related Marketing

Sport Philanthropy Project Conference

All I Really Need to Know About Cause-Related MarketingI Learned in Kindergarten

ESPN Fleishman-Hillard Patterson Sports Ventures Denver, CO July 11, 2003


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Agenda

Understanding Your Expectations

What Is Cause-Related Marketing?

ESPN: Using the Power of Sport toMake a Difference

All You Really Need to Know

Discussion & Q&A


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Strategic Philanthropy

Aligning community involvement andphilanthropic activities with core businessobjectives

Leverage core-competencies and customizefocus based on customer needs

Move from one-time sales focus to long-termstrategic effort

Source: Business for Social Responsibility


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Level of Engagement Low ->->->->->->->->->->->->->->->->->->->->-> High

Importance of Mission Peripheral ->->->->->->->->->->->->->->->->->-> Strategic

Magnitude of Resources Small ->->->->->->->->->->->->->->->->->->->->-> Big

Scope of Activities Narrow ->->->->->->->->->->->->->->->->->->->-> Broad

Interaction Level Infrequent ->->->->->->->->->->->->->->->->->->-> Intensive

Managerial Complexity Simple ->->->->->->->->->->->->->->->->->->->-> Complex

Strategic Value Modest ->->->->->->->->->->->->->->->->->->->-> Major

ONE TWO THREERelationship Stage PHILANTHROPIC-> TRANSACTIONAL->INTEGRATIVE

Collaboration Continuum


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Benefits of Cause-Related Marketing

Benefits

Increases visibility Improve image

Motivates &retains Employees

Improves bottomline

Strategic Philanthropy + Business Strategy

Enhances community

acceptance Distinguishes your

product or service

Builds consumer trust

Enhances reputation

Makes a social impact

Source: Business for Social Responsibility


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1. Transactional elicits participation with an offer tocontribute; short-term; promotional; generates funds;

2. Message Promotion raises awareness orparticipation

3. Licensing name/cause attached to mission-relatedproduct for fee

4. Strategic Alliance Long-term, deeper level ofengagement; aligns with brand; uses all assets

Approaches

Source: Cause Marketing Forum


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Arizona Cardinals

Long-term business objective: NewStadium

Expand Revenue Streams

Fan Comfort State of Art Facility

Build competitive franchise attract talent

Eliminate co-tenancy w/University host


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TSA Problem Statement

Issues to be addressed

1. Cost - Financing/revenue streams

2. Public subsidy of private enterprise

3. Image of Organization

All successfully overcome


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TSA Solution

Community partnership Public, Private-forProfit, Non-profit sectors

1. State & Municipal Governments Tourism &

Economic Development Agencies2. Arizona Cardinals NFL

3. 10+ MLB teams Cactus League Association

4. Fiesta Bowl, Convention & Visitors Bureaus

5. Youth & Amateur Sports Organizations


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To develop and support sports-themedprograms that use the power of sportsto make a difference in the lives of ourfans and in their communities

Team ESPN Mission


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Team ESPN Architecture

EmbraceWinning Lifestyles

Rise to theChallenge

BuildCommunity Champions

Cancer Research

Disabled Sports

Employee Volunteerism

Adult Fitness Initiative*

Corporate Giving

Community Events

Youth Fitness Initiative

--- Future Program

TEAM ESPN:Using the Power of Sports To Help Others

Sports Figures(Affiliates)


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All I Really Need to KnowAbout

Cause-RelatedMarketingI Learned in Kindergarten


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Wash your hands before you eat

Look!

Clean up your own mess

Don't take things that aren't yours

Don't hit people

Play fair

When you go out in the world, watch out for traffic, holdhands and stick together

Share everything Say youre sorry when you hurt somebody

Everything you need to know is in there somewhere

Be aware of wonder

Sources: All I Need To Know I Learned in Kindergarten, Robert Faughum


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Wash your hands before you eat Prepare for success

Define your business objectives

Look! Identifying the right issue or cause

Find the right sponsor

Align brand with cause


Dont use your cause program to solve majorreputational issues


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Don't take things that aren't yours Craft a program that is unique and ownable

Don't hit people

Take them through the steps in order to getbuy in; helps to grow programs over time

Play Fair Be clear about individual and shared objectives

Make sure the partnership/collaboration is a win-winfor both parties


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When you go out in the world, watch outfor traffic, hold hands and stick together Be sure that all partners are delivering a consistent,

balanced and clear message

Say youre sorry when you hurt somebody

Build trust with your partner(s)

Share everything Integrate your Campaign (advertising, programming,

interactive, etc)

Use your assets


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Everything you need to know is in theresomewhere

Make it easy for partners to participate

Show partners how they can leverage assets

Be aware of wonder

Big things grow from small seeds. Commit tomaking a social impact!

Track results; balance the quantitative andqualitative; collect stories along the way


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Discussion & Q&A


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All I Really Need to Know

Share everything

Play fair

Don't hit people

Put things back where you foundthem


Don't take things that aren't yours

Say you're sorry when you hurtsomebody

Wash your hands before you eat

Flush

Everything you need to know is

in there somewhere The Golden Rule and love and

basic sanitation

Ecology and politics and equalityand sane living

Warm cookies and cold milk aregood for you

Live a balanced life--learn some andthink some and draw and paint andsing and dance and play and workevery day some

Take a nap every afternoon

When you go out into the world,

watch out for traffic, hold hands,and stick together

Be aware of wonder. Remember thelittle seed in the Styrofoam cup: Theroots go down and the plant goes upand nobody really knows how or why,but we areall like thatGoldfish and hamsters and whitemice and even the littleseed in theStyrofoam cup--they all die. So do we

And then remember the Dick-and-Jane books and the first word youlearned--the biggest word of all--LOOK

Source: All I Ever Needed to Know I Learned in Kindergarten" by Robert Faughum


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thank you

Documents

28_causemarketing (1)