Cause-Related Marketing: The Toys R Us Campaign

Blue is a very bright color so when it come across my eye it will usually catch my attention. Which is something that make a wish does great at. A big blue back group with big word across it that says “GAME CHANGER”. I want to be a game changer is what I thought so I was already focused on what I can do to be a game changer. Once you look closely enough you see Wishes are a game changer. I knew this was a Make A Wish advertisement 30 seconds after looking at the ad. Donation is a huge part of how make a wish is able to continue to grant so many wishes each year to kids all over the

St. Jude’s target for marketing fundraising is far larger than most charities. Their target; preschoolers, professionals, 8th graders and 80 year olds, television, radio, local drives, school drives, trike-a-thons, math-a-thons, local, county, state and national events. Some of the big ones that you may be familiar with; the “Dream Home Giveaway”, the “Thanks and Giving Campaign” and the radio-a-thon “Country Cares”. Because of last year’s St. Jude’s NFL event, 18% of American’s said they planned to support St. Jude’s “Thanks and Giving Campaign” during this past holiday season. No opportunity is turned away.

(d) Promotion –Amazon aims to persuade its customers to visit its websites and pay for its online services. The strategies are used in such promotional mix include advertising, sales promotions, public relations, and direct marketing. Advertising functions as the primary technique for Amazon to communicate with its target market as well as extend the company’s market reach. Also, Amazon uses sales promotion as a secondary strategy to attract customers and persuade them to purchase goods and services on the website. Additionally, the firm sustain its brand image through public relations programs, such as Amazon Smile, which donates a percentage of sales to charitable organizations. Moreover, in using direct marketing, the company directly communicates with businesses to offer its online services, such as publishing and digital content distribution.

Discuss the four components of corporate social responsibility and how they relate to a charitable campaign such as (Product) RED. How does participation in a cause-marketing event contribute to a company's social responsibility? What role does sustainability play?

Target has been giving to the community since 1946. They are growing a brighter future for their team members and the community. Targets community impact states that “Every time we build a new store, we bring our legacy of giving and service to the community around it through the local programs and partnerships we support.” I believe they have a lot of impact on the community and can show that they are a great company to be a part of. Target gives out education grants, and public safety grants, has a team member volunteer program, food donations, local support for United Way, etc.

This campaign will be a non-profit organization for children and their families to be able to engage in healthy activities for their children to engage in. They will be provided with health education on healthy foods for their children to make sure they are eating properly. In order for t this campaign to be successful and a help to others we will need hands on deck. Our teachers, caregivers, and parents will all have to communicate with each other so that changes can be made for every child to succeed within this program. As the developer of this campaign, I will ensure that all education information is current, activities are tailored to the different communities across the country, and available to other countries as well.

Make a fundraising activity in the four counties simultaneously and invite the media to promote the SETDRG (Orange, Jasper, Newton and Jefferson). The Board of Director voted on to include Jefferson County in the SETDRG in their last meeting in June and a Board representative of the County was appointed.

Holt Renfrew’s Canadian heritage, high standards of excellence and commitment to charitable initiatives are an excellent fit for me. After speaking with Anna Woodruff who recently started working for the company, she highlighted Holt Renfrew’s cohesive, encouraging work environment. Rich in history, the firm clearly values creativity and collaboration, placing particular emphasis on being the Canadian leader in the fashion industry. I am excited at the prospect of a challenging and rewarding work environment where I will participate as part of a team with other individuals who are equally dedicated to hard work. As the number one Luxury retailor in Canada Holt’s charitable initiatives truly differentiate itself from other similar companies.

Cigna foundation cause marketing is a part of the philanthropy that contributes to the purchase of products. The purchase of the product will help to raise funds for the nonprofits or the charity as well as the awareness of the organization.

For the purposes of this paper, I analyzed the fundraising reports produced by teams analyzing the nonprofit organizations Mary’s Center, Partners in Care, Reading is Fundamental, and Kids in Need of Defense. These analyses led me to believe that the team evaluating the fundraising strategy for Kids in Need of Defense crafted the most effective report because of its well-considered recommendations based on lessons learned during the nonprofit fundraising course. As an individual student, the most important lesson that I learned from the course involved my shifted mindset around the concept of fundraising and how such a shift for nonprofit can lead them to make greater social impact.

We are dedicated to our local community and the well-being of children health world-wide, we want to make a difference in the lives of other. We partnered with the local chapter of the Ronald McDonald House and promised to donate 20% of our profits to their organization. Our staff will make a difference by volunteering once a month

The larger complication of donating is due to the______ of the companies that receive the donations, Goodwill in particular. Goodwill is the most commonly known organization in the United States that offers the drop off of donations - in exclusion of some. Goodwill is perceived as the organization which receives donations and then gives back through the company; however, Goodwill itself it the one that is benefiting far more than the individuals it is supposably assisting through the donations. Goodwill is a hundred percent profit organization, and they are certain that they earn as much money as possible through the donations that they have received. Once all items are put on retail racks at the main stores and have had a reasonable amount

In order to maximize Vera Bradley’s marketing potential, the company must consider ways to include its customer base, in addition to its employees, as part of the movement for social responsibility. Vera Bradley must engage its customers by offering a philanthropic incentive to get its customers to donate their time or means as part of the company movement. The company can offer its customers an incentive such as a small discount off of products in return for their efforts. Vera Bradley also can run a social media campaign that allows customers to describe their experiences of volunteering or donating money with a hashtag for Facebook, Twitter, and Instagram. In order to promote this, every Vera Bradley product sold could include a small card describing the company’s commitment to social responsibility, provide suggestions for customers to get involved, and include the hashtag for customers to share their experiences on social media. This social media campaign could also be a way for customers to potentially put themselves in the running to win free merchandise. Vera Bradley could also come out with a type of marketing item that incorporates the company’s unique designs as a way for customers to wear during their time of volunteering. By creating an item that is part of customer’s volunteering, this can push Vera Bradley’s marketing by showing just how philanthropic and socially responsible they are as a company. This piece can be an item that is given to every customer with their purchase and give them the option to choose a non-profit of their choice. Pushing purchases based off an impact to a non-profit will allow the company to maximize profits as well as maximize their efforts to be socially responsible as a

Corporate and media partnerships were also used as a means to gain greater exposure for the campaign. Wal-Mart, RadioShack, Minute Maid, and Johnson & Johnson were among the many companies to serve as corporate partners. Key opinion leaders were also enlisted to serve as spokespersons to deliver messaging (this was seen in the campaign’s major PR events). A website for the campaign was created as a general source and focus point for the target audience as well as traditional PSA advertisements placed in suitable print media like Essence and

Cause Related Marketing not only is beneficial for the sponsoring organizations, but at the same time it delivers rewards to customers as well as to the non profit organization that is working for the betterment of the society. The Cone communication social Impact Survey (2013) has concluded that CRM has the potential of earning new customers for the company. The results of the study indicate that most of the American consumers (89percent) prefer switching to a cause branded product, if they need to choose between two brands of equal quality and price. Research statistics has also propounded that Cause marketing also differentiates the company’s products. It indicated that when quality and price is equivalent, social purpose is the number one