Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.]


How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following:
Efforts are also made by Chili’s to incentivize employees to do their best.
St Jude recognizes the Chili’s contributions in numerous ways:
One final point worth making. Because St. Jude has on staff PR and design folks, web and IT pros, marketing people, videographers and photographers, they can quickly put out press releases, video, pictures, or publish a micro site, although they still rely on their partners to fully ‘activate’ sponsorships.

In my view the Create a Pepper campaign is a tour de force.

Bravo to Chili’s and St. Jude.

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