1 / 0

rbb Looks to Drive Business Results through Cause-Related Marketing

rbb Looks to Drive Business Results through Cause-Related Marketing. CASE STUDY. Opportunity. Elevate Zumba brand to a national stage. Campaign Objective. Generate revenue for Zumba . Strengthen brand loyalty across instructor network.

dylan
Download Presentation

rbb Looks to Drive Business Results through Cause-Related Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. rbb Looks to Drive Business Results through Cause-Related Marketing

  2. CASE STUDY

  3. Opportunity

  4. Elevate Zumba brand to a national stage

  5. Campaign Objective

  6. Generate revenue for Zumba
  7. Strengthen brand loyalty across instructor network
  8. Increase consumer participation, with an emphasis on women 25 - 45

  9. Campaign Strategies

  10. Secure influential national partner that hits home for instructors and consumers Raise at least $40,000 for the cause
  11. Leverage army of instructors to get the word out Give them a voice

  12. Creative Tactics

  13. “Party in Pink” Campaign and dedicated URL
  14. “Zumba-thons” across the nation Over 780 Zumbathons in all 50 states Media campaigns in local markets and nationally led by instructors
  15. “Party in Pink” merchandise 30% of proceeds go to Susan G. Komen for the Cure

  16. Results

  17. 786 Events 49,518 Zumba-thon participants $565,000 Zumbathons and “Party in Pink” merchandise sales raised $565,000 to-date for Susan G. Komen
  18. Online Sales Generation in 2 Weeks $285,000 $285,000
  19. Buzz on Message Boards Janice Swartz - Lexington, Massachusetts I just had my event and it was great! The room was packed. Joan Martinez Jones - St Thomas, Virgin Islands Had a great time getting together with the other instructors on island. Everyone is asking, when can we do another Party in Pink? Samuel Salazar - New York, New York How Exciting...it's going to be an amazing experience, 500 people gathering under the same roof having FUN for a Great Cause. Michelle Ruch -Converse, Indiana Thank you all for supporting Breast Cancer Awareness & SGK. Breast cancer is a terrible disease & it touches way too many lives. This fundraiser gets us all closer to finding a cure! Sara Bremer It was such a privilege to host such an empowering event! I was so impressed with the out pour from my small town Zumba community. A huge thank you to Zumba Fitness for their partnering with Susan G. Komen and for helping with all of the marketing efforts. I am so proud to be part of such an amazing organization and family.
More Related