Macy's Fashions New Go Red For Women Multicultural Fund

1. Macy's Fashions New Go Red For Women Multicultural Fund - Business Wire Emily Bowden Megan Chappell

2. Macy’s • “America’s Department Store” • Est. 1858 • Macy’s Inc. • 800 locations • 45 states • 3 countries

3. Go Red For Women • American Heart Association • “Love Your Heart” • February – American Heart Month • Red • National Wear Red Day • Red dress

4. Go Red For Women • Raise awareness with women • Heart disease & stroke • #1 & #3 killers of women • Often seen as man’s diseases

5. Go Red For Women • Sponsored by Macy’s • 5th year • $15 million+ • Goals • Raise money • Gain visibility

6. Go Red For Women • Sponsored by Macy’s • National, regional in-store events • Shopping rewards • Wearing red • Purchase pin • Geoffrey Bean • Up to $500,000

7. New Campaign • “Go Red for Women Multicultural Fund” • Focus on high-risk populations • Hispanic women

8. New Campaign • Spanish-translated heart health guide • Research grant • Prominent Latina community members • Regional health expo events

9. Relating to Chapter 19 • Combining interactive event experiences with positive customer service experiences leads to a positive, highly involving, and a memorable link to the brand

10. Event Marketing • A promotional occasion designed to attract and involve a brand’s target audience • Engages consumer with a hands on experience • A way to reach hard-to-reach target audiences • Increase brand awareness • Provides a platform for brand publicity • Sponsorship: The financial support of an organization, person, or activity in exchange for brand publicity and association

11. Works Cited • Business Wire. “Macy's Fashions New Go Red For Women Multicultural Fund.” Reuters. 1 March 2008. http://www.reuters.com/article/pressRelease/idUS140401+22-Jan-2008+BW20080122