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Cause-Related Marketing. Sean O’Neill Principal Symmetrix Public Relations & Communications Strategies. What We Plan to Cover. Align business and community values Define the right alliance Design the right program Maximize resources Replicate success. Align Business and Community Values.
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Cause-Related Marketing Sean O’Neill Principal Symmetrix Public Relations & Communications Strategies
What We Plan to Cover • Align business and community values • Define the right alliance • Design the right program • Maximize resources • Replicate success
Align Business and Community Values • Start at home • Involve employees • Analyze stakeholders • Give back to the community
Align Business and Community Values • Fairfax County • Diverse Population • Well-educated • Geography
Define the Right Alliance • Qualify local bona fide worthy causes • Get involved • Understand their issues • Look for opportunities
Design the Right Program • Start small • Manage expectations • Identify partners • Share the credit • Build-in evaluation
Maximize Resources • Develop a plan • Identify free resources • Use local celebrities, elected officials • Define benefits for co-sponsorships & Media Sponsorships • Motivate Volunteers
Maximize Resources • Event Management • Package and publicize cooperative efforts • Measure results • Learn from experience
Replicate Success • Micro Level • Re-prints • Plaques • Event specialty items • Macro level • Annual event • Proclamations • Maintain ongoing media contacts
The Bottom Line "Doing well by doing good" is good business.
Questions? Sean O’Neill Symmetrix Public Relations & Communications Strategies 800.515.0024 301.869.3790 soneill@symmetrix.biz www.Symmetrix.biz