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For corporations, an effective cause-related
marketing (CRM) campaign leverages the social purpose of a
nonprofit organization to advance sales or branding objectives
- and thus drive revenues.
Both through our parent organization, Share
Our Strength, and our own experiences, CWV has witnessed first
hand the power of aligning a product or service with a cause.
American Express, through its partnership with Share Our Strength,
was able to increase its card acceptance rate in restaurants
across the United States. Similarly, corporations such as
Tyson Foods, Calphalon, Evian, and illy café have been
able to improve their branding and sales to target restaurant
markets with their support of hunger relief through Share
Our Strength.
CWV works with corporate clients to examine
their product and service offerings to determine ways in which
they might increase sales through targeted partnerships with
nonprofit organizations. We take the time to understand the
products and services as well as the target markets of a client.
To the extent that a linkage exists between the target market
and a particular cause, we will work with our client to find
the nonprofit partner that will provide the best marketing
bang for the corporation's buck and structure a cause-related
marketing campaign. CWV will work with the client's public
relations firm or with one of our public relations partners
to ensure the campaign is successful in driving product or
service sales as well as providing revenue for a good cause.
CWV Cause-Related Marketing Approach
- Phase 1 - Assessment and Planning
Deliverable: A tailored assessment
defining the firm's capacity, market targets, and support
for CRM.
- Phase 2 - CRM Design
Deliverable: A program design that
meets marketing and branding objectives defined in Phase
1 and ensures the support needed
- Phase 3 - CRM Implementation
Deliverable: Successfully implemented
program with focus on continued support, advertisement,
communication, and proof of success through measurement.
To read about our work with corporations, click
here.
Other Services:
Strategic
Corporate Philanthropy
Employee
Service Programs
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