Cause Marketing

On Tuesday, Feb 14, 2012 in my post about activating cause marketing efforts, I wrote: “...basically all cause marketing has a PR component whether or not there’s also any bought or owned media.” So how does that work? On the left is a newspaper clipping from earlier this month that tells the story of the donation from Firehouse Subs Public Safety Foundation to the local fire department. Firehouse Subs is a sandwich chain with more than 450 units in 20 or so states. Firehouse Subs Public Safety Foundation makes grants to public safety agencies within the service area of the chain. The Foundation is public charity, meaning it can take donations from anyone. But a big chunk of the donations are generated when the Firehouse Subs stores sell 5-gallon plastic buckets for $2 each. All the buckets formerly held the pickles that Firehouse Subs puts on its sandwiches. Cool idea. The article appeared in a community-style newspaper called the Sandy Journal , a freebie with a circulation of 36,60...

In the lead up to Independence Day in the United States, which commemorates the signing of the Declaration of Independence on July 4, 1776, I spotted a handful of cause marketing wherein the ‘cause’ is a burgeoning new coalition of American servicemen and women, police officers, and firefighters. I’ve already posted on the Lowe’s/Pepsi nationwide co-branded effort that offered discounts to servicemen and women and their families, along with other benefits. And I’ve posted on studies that demonstrate how Americans right now are responsive to the needs of the members of the military and their families. Rather than revisit that effort at any length I want to concentrate on two local efforts that highlight this budding trend of lumping together firefighters and police with the military. In the first the local Toyota Dealers group offers Military, Fire, Police (MFP) a 10% discount off vehicle repair work, up to a maximum discount of $50. The offer was activated via a monthly direct mail p...