Skip to main content

A New Twist on Displaying Paper Icons

Paper icons can be a license to print money if all the elements come together right. But there’s always been the challenge of how to display them.

Paper icons, others call them ‘pinups,’ are small pieces of printed paper, oftentimes displaying the charity’s logo, sold for $1 or more, and benefiting a cause. Usually they’re displayed in-store, perhaps hung from fishing line, or taped to the store’s windows.

Twenty CiCi’s Pizza Buffet locations in Georgia have come up with a fun idea of how to display the paper icons for their charity of choice, Special Olympics Georgia.

Those Georgia CiCi’s locations began selling Special Olympics paper icons for $1 starting on July 16. On Monday, August 13, 2012 they had a kind of inflection point whereby they challenged their customers to buy enough paper icons on that day to cover a law enforcement vehicle.

Fun idea!

In addition, on Monday, August 13, CiCi’s donated 10 percent of sales to Special Olympics Georgia.

"At CiCi's we care about our communities and all the families that make them great," said Lauren Albright, CiCi's field marketing manager in a press release. "Special Olympics Georgia does so much for our neighbors and we're honored to engage our restaurant teams and guests to give back to such a worthy cause."

I like this approach on a lot of levels.

Month-long paper icon efforts tend to drag on near the end. A pizza joint probably doesn’t get that many repeat customers in a 30-day period. But the store staff sees it every day and they can certainly tire of it. This helps breathe renewed life to the campaign.

I assume that the local constabulary are supportive of Special Olympics Georgia, hence the goal of covering a police car with paper icons. But in that same vein you could do it with CiCi’s delivery vehicles (if any), a NASCAR race car, even a fire engine.

A paper icon-festooned police car is custom-made photo opp for both the regular media and the social media in ways that taping them on the window isn’t . For instance, CiCi’s could take pictures of the progress towards the goal throughout the day and post it on Pinster, Instagram, Twitter, and Facebook.

Setting a one-day goal like covering a police car is also smart because it’s so tangible. Everyone will understand it, especially if the car is parked on the premises.

Kudos to CiCi’s on this smart approach to cause marketing and paper icons.


Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.

Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…