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The Cause Marketing Triangle: Doing Good & Driving Revenue

The Cause Marketing Triangle: Doing Good & Driving Revenue . MEDIA. CAUSE. BRAND. Local Media Revenue Summit May 2014. My Theory. T here is no false tradeoff between doing well and doing good. . What do you care about? . Our Chat. Long, long ago….

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The Cause Marketing Triangle: Doing Good & Driving Revenue

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  1. The Cause Marketing Triangle: Doing Good & Driving Revenue MEDIA CAUSE BRAND Local Media Revenue Summit May 2014

  2. My Theory There is no false tradeoff between doing well and doing good.

  3. What do you care about?

  4. Our Chat

  5. Long, long ago…

  6. http://www.youtube.com/watch?v=DIU9PT7Vc1Y

  7. Subaru: “Cheap & Ugly”

  8. Advertisers as Drivers of Change • Advertisers will spend $1.84 billion on cause sponsorships in 2014 (200% lift in 10 years)

  9. People as Consumers

  10. Consumers as Ambassadors "If you give consumers the choice, they will choose the product that will do good in this world.” - Chrysi Philalithes, Chief Digital Officer at (RED)

  11. Consumers as Drivers of Change

  12. Opportunity Abounds

  13. Local Media’s Unique Position

  14. Cause Brand

  15. Cause Marketing = Cause Brand Media

  16. Why Media Works

  17. Local Media Matters

  18. Real Life Stories media + cause marketing

  19. Cause Brand Media

  20. DJ Endorsements On Air Trivia

  21. Onsite Teams

  22. Measured Success MTV “Get Yourself Tested” 92,000 ~ engaged 5,317 ~ online testing 3,920 ~ onsite activation 569 ~ tested

  23. Audience • Who are they? • What do they care about? • What are their passions? Aspirations? • What are their problems? What do they need?

  24. Assets • Traditional inventory • Paradigm shift – what other ‘assets’ do you have? • Relationships • Community partners • Events / Entertainment

  25. Smart Partnerships • Intersections where people and organizations can be a complement

  26. Say it Again? • There’s great opportunity to do well by doing good • Advertisers are spending • Consumers are responding • Traditional cause marketing campaigns need a way to connect with more people • Local media is the powerful connection to turn ‘good idea’ cause marketing into movements that inspire people to act and change the world MEDIA CAUSE BRAND

  27. Buy into the theory? • Start with something you are passionate about that also matters to your audience • Passionate cause champions make for a motivated sales team

  28. Go Forth…and Change the World

  29. Engage people. Inspire belief. Incite action. Sarah Harris sharris@inciteimpact.com @sarah_incite

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