AMA Marketing Effectiveness

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AMA Marketing Effectiveness Online Seminar
Series Andy Grieser American Marketing
Association

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A wealth of information is available for
marketing professionals at www.MarketingPower.c
om The 1 marketing site on the web
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Commonly Asked Questions

• 1. Will I be able to get copies of the slides
  after the event?
• 2. Is this web seminar being taped so I or others
  can view it after the fact?

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Commonly Asked Questions

• 1. Will I be able to get copies of the slides
  after the event?
• 2. Is this web seminar being taped so I or others
  can view it after the fact?

Yes
Yes
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Creating Mission-Driven Partnerships

• Strategic Philanthropy Series
• Part I

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Definitions

• Sponsorship When a company makes an investment
  in a nonprofit in exchange for marketing and
  promotional benefits
• Cause Marketer When a sponsor promotes a
  donation tied to sales
• Grantor When a company makes a philanthropic
  investment in a nonprofit without the expectation
  of marketing or promotional benefits
• Strategic Philanthropy When a company makes a
  philanthropic investment in and promotes a
  marketing affiliation around a nonprofit

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Partnership Principles

• The companys products or services must be
  compatible with your mission and values
• The company must have good business practices and
  product/service quality
• Partnerships will not be used to endorse products
  or services unless product testing is in place
• All investments must support your priority
  initiatives
• Ownership of all initiatives, programs and
  materials remains with your nonprofit
• You have approval over content, programming and
  benefit event budgets

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Translating Your Mission to Appeal to Corporate
Partners

• What do you stand for?
• How are you going to get the job done?
• What are your measurable objectives?

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Womens Sports Foundation Get Girls Active
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Americas Second Harvest End Hunger
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Susan G. Komen Breast Cancer Foundation Cure
Breast Cancer
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KaBOOM!Build Play Spaces
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YMCA of Metropolitan Chicago Healthy Kids
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Strategies That Maximize Revenue While Supporting
Mission

• Focus on unrestricted revenue that supports core
  programs
• Concentrate your efforts on securing fewer,
  higher-level, longer-term partners
• Promote year-round partnerships that deliver
  recognition to your entire audience rather than
  smaller program partnerships
• Work on upgrading your current family of
  corporate supporters before securing new
  relationships
• Use current partners as a hook of securing or
  upselling existing partners

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Americas Second Harvest Mission Partner Program
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• Top-Tier Benefits
• Year-round, highest level of recognition
• Right to promote a marketing affiliation. All
  other levels limited to a program
• Right to conduct a cause marketing campaign with
  multiple sibling brands for no additional fee
• Category exclusivity to major program
• Recognition in guaranteed media
• Prominent recognition in communication channels
• PR account team support
• Employee volunteer opportunities

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The Pampered Chef Round-up from the
Heart

• Pampered Chef
• Premier direct seller of essential kitchen tools
  primarily through Kitchen Shows
• Campaign Objectives
• Motivate/reward Kitchen Show guests, sales field
  Kitchen Consultants and home office coworkers
• Together, provide a local solution to a national
  crisis

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• How the Campaign Works
• Kitchen Show guests are encouraged to "round-up"
  their orders to the nearest dollar or more
• Funds raised by the year-long campaign are
  donated affiliated food banks across the U.S,
  based on the zip code of the Kitchen Show host
• In turn, each food bank distributes food and
  groceries to hunger-relief agencies throughout
  the counties they serve, which reach every
  community in the United States
• In addition, Pampered Chef donates at least 1 to
  America's Second Harvest from the sale of
  designated products
• The campaign raised more than 6 million since
  its inception in 1991

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KaBOOM! Partnership Objectives

• Achieve incremental sales
• Build brand equity
• Improve audience access
• Increase exposure at retail
• Generate media coverage
• Attract and retain loyal employees
• Enhance reputation as a corporate citizen
• Create deep, positive relationships with local
  communities
• Together, build more play spaces

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• Ben Jerrys
• KaBOOM! teamed up with Ben
• Jerrys to create KaBerry KaBOOM!, a
• flavor that turned ice cream lovers'
• taste buds into a ka-zing-zing-zingy
• playground, and helped create new play
• space for ka-zillions of kids.
• Goodwill/business-building elements
• Playground builds in key markets
• Use of KaBOOM! logo, name, trademarks
• A per-purchase contribution to KaBOOM!
• Pass-through sponsorship rights for retail
  partners in exchange for increased shelf space
  and brand exposure at retail

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• The Home Depot
• The Home Depot has contributed
• project sponsorship, product donations
• and the sweat and skills of their
• employees to help KaBOOM! lead the
• all-volunteer construction of 250
• playgrounds and fields.
• Goodwill/business-building elements
• Involve vendors, officials, media, celebrities
  and employee volunteer teams in community events
• Leverage sports and entertainment sponsorships
  NASCAR racing themed playgrounds, ACMA county
  music themed playgrounds
• Tagged advertising, print and broadcast media
  coverage

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• American Eagle
• Youth have mastered ollies,
• vert ramp arials and half pipe tail stalls. Now
• their biggest challenge is.finding a place to
• skate! American Eagle Outfitters and
• KaBOOM! are bringing skateparks to
• American teens through AE RIDE.
• Goodwill/business-building elements
• Employee volunteers work alongside boarders,
  bikers and bladers and their families to lead
  local skatepark builds in their top markets with
  KaBOOM!
• AE sponsored a national skatepark challenge grant
  program
• In-store promotion to spotlight teen hero who
  advocated and raised funds to build skatepark
  with AE support

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• Stride Rite
• This year, with the launch of The Ultimate
• Playground Shoe to benefit KaBOOM!,
• a call to kids to play and parents to get
• involved in creating new play space.
• Goodwill/business-building elements
• For each pair of shoes sold from the Jungle Gym
  Collection, Stride Rite will donate 1 to KaBOOM!
• National print advertising will reach
• shared key audience parents
• Licensed use of KaBOOM! properties in the sock
  liner of the shoe, and for in-store launch kits
  (POP, cash wrap, hang tags, associate buttons)
• High-profile playground builds
• with retail and media partners

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• What Makes Great Mission-Driven Partnerships
• Leadership-driven
• Goodwill-led
• Significant commitment
• Employee involvement
• Leverages multiple communication channels
• Business building
• Results in measurable social change

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Thanks for your time and participation today!
To replay this webcast (available April 20) go
to www.MarketingPower.com/strategyseries For
copies of todays presentation http//www.nptimes
.com To contact todays speaker Paula
Berezin pberezin_at_socialcapitalpartnerships.com Qu
estions for AMA Andy
Grieser agrieser_at_ama.org