Literacy Program Sponsors
As marketers we are always on the lookout for properties that have a low cost of entry and that have long-term benefits. There are many quality community focused programs that fit that bill that are deserving of support and go unnoticed. It’s a fact that there is only so much money out there and it usually goes to the “higher profile” charities.
But if you are smart. and we try to be, it is easy to find a vast array of community programs that can be used to develop meaningful relationships with your target communities. Research has shown that the consumer response to enterprises that support causes that they support or at least be part of the dialogue tend to do more business with those companies, are more loyal and become advocates of the brand. The positive implications in that dynamic are significant and real.
What’s So Good About A Good Cause Marketing Effort?
Americans, as consumers, employees and citizens, desire companies that contribute in an authentic way, over the long term, to relevant social issues. What is key is that the support must have real impact on an issue over time. The cause should allow various levels of engagement for consumers, as well as employees and community members. Then, the impact should be clearly communicated to all stakeholders. This will allow the program supporter to forge stronger and more impactful corporate relationships. This will allow for the supporter to reach a broader group of supporters, create new revenue streams, and infuse its organizations into people’s everyday lives. By creating and/or participating in innovated and impacting programs for mutual (community and business) benefit, the supporting company is helping society by putting its values, mission, principles and policies in action.
Additional Benefits Derived From A Cause Marketing Program
- Improve overall corporate reputation
- Differentiate the brand
- Attract the interest of targeted consumers
- Stimulate brand preference and loyalty
- Increased effectiveness in recruiting, retaining and engaging talented employees, since people have more positive feelings about working for a socially responsible company
- Greater efficiency for other marketing efforts and increase profits
Why a local/regional program rather than a national or international cause?
Because research published by Stacy Landreth Grau, of Texas Christian University, and Judith Anne Garreston Folse, of Lousiana State University shows that consumers (active in causes or not) view local causes more positively because, even if the cause is not personally relevant to them, they feel good about helping their own local community.
Additionally, in a business-related perspective, a study conducted in 2008 “Cause Evolution” by Cone (a subsidiary of OmniCom), has shown…
- 85% of people surveyed say that it is acceptable for companies to involve a cause in their marketing compared to 66% in 1993
- 79% would be likely to switch from one brand to another brand, about the same in price and quality, if the other brand is associated with a good cause, compared to 66% in 1993
- 38% have bought a product associated with a cause in the last 12 months compared to 20% in 1993
- 49% believe that companies should support issues that affect the quality of life locally, in local communities
- Nearly 9 in 10 Americans said that it is important that businesses, government and nonprofits collaborate to solve pressing social and environmental issues
A Special Opportunity
That was a lot of information to digest in the previous section. It’s all good to know but now what? What’s the plan, Stan?
If you are a business owner reading this, maybe it is time for you to examine where you are, what you are doing and consider a campaign/program that will demonstrate your commitment to the community. And if, there is an appropriate fit, we would recommend that you sponsor a literacy program. A literacy program is a win-win-win for all involved.
Our winning program takes a menu approach but in its most basic form it is a:
- Multi-tiered communications program designed to demonstrate a business’s commitment to its target community by reaching out to residents with poor reading, writing and comprehension skills and to those that can help them.
- Program that will be designed to increase awareness, understanding and appreciation of your business’s values, mission, principles, policies, products amd services to impact sales and revenues.
- Program that will be focused on strengthening existing relationships (clients, consumers and employees) to garner a higher degree of loyalty and pride, resulting in long-term commitment and more responsible consumerism.
Are you looking for a program that affects large and diverse segments in a positive way and that by association, will enhance and extend the awareness of your brand, thereby encouraging trust and respect for your products/services from your clients and/or customers and potential customers? Sponsoring a literacy program makes good sense.
To request a quote and to learn more about the specific mechanics of this cause marketing effort and others go to www.projectsweettomato.com