Cause Marketing

The image you choose to illustrate a cause marketing campaign matters. A lot. That’s because very few people in the United State from ages 25-45 really read anymore. But a cause marketing activation in print requires literacy. So the job of the illustration... along with the headline... is to draw people in for the explanation. The images are no less important in cause marketing activations online or on video. In general terms cause marketing activation refers to how you promote the campaign. Witness then the illustration in this effort from Massage Envy for their Healing Hands for Arthritis promotion coming up on Wednesday, Sept. 19, 2012. On that day, Massage Envy will give $10 from every massage and facial to the Arthritis Foundation. In addition, on Sept. 19 Murad will donate 10 percent of sales of its skincare products sold at Massage Envy locations. Massage Envy is a franchise with more than 700 locations in 43 states. Its business model is like that of a health club. Membershi...

Car sales in September 2010 were up 18 percent over September 2009, a hopeful sign for the economy. But among the various segments, luxury cars sales were up only 10.2 percent for the corresponding period. So what do you do if you sell Cadillacs? Brotherton Cadillac in Metro Seattle has launched a low cost, high-gloss promotion that makes terrific use of Twitter, generates donations for five charities in Seattle and offers you and I a chance to win a new 2010 Cadillac CTS like the one at left. Here’s how it works: Brotherton invites you to donate to five well-regarded charities in the Seattle area: the Arthritis Foundation chapter, Fred Hutchinson Cancer Research Center, The Moyer Foundation, Seattle Children’s Hospital, and Special Olympics Washington. The Moyer Foundation raises money for a local ‘bereavement camp’ for children ages 6-17. The suggested donation is $25. The moment one of the charities reach $140,000 in donations, the promotion ends and the sweepstakes portion of the...