How Brands can deliver, navigate and measure the impact of their campaigns
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Panel presentation at SB\'10 Conference in Monterey, CA, by Maureen Isern of Moped Productions, Susan McPherson of PR Newswire, Aria Finger of DoSomething.org and Parker Blackman of Fenton
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How Brands can deliver, navigate and measure the impact of their campaigns
- 1. Cause MarketingHow Sustainable Brands can deliver, navigate and measure the impact of their campaigns: Using profound story telling, audience targeting and strategic partnerships Sustainable Brands 2010 Maureen Isern, Aria Finger, Lisa Witter and Susan McPherson
- 2. June 9, 2010 Moped Media Productions 2
- 3. June 9, 2010 Moped Media Productions 3
- 4. June 9, 2010 Moped Media Productions 4
- 5. June 9, 2010 Moped Media Productions 5 Only 13 percent of respondents aiming at that goal said they were very successful in achieving it; one fifth of all survey respondents felt their company was not getting appropriate credit for their philanthropic efforts; and a quarter were uncertain about whether they were being credited.
- 6. June 9, 2010 Moped Media Productions 6
- 7. June 9, 2010 Moped Media Productions 7 X
- 8. Moped Media Productions SB 2010 8
- 9. June 9, 2010 Moped Media Productions 9
- 10. June 9, 2010 Moped Media Productions 10
- 11. June 9, 2010 Moped Media Productions 11
- 12. June 9, 2010 Moped Media Productions 12
- 13. June 9, 2010 Moped Media Productions 13
- 14. June 9, 2010 Moped Media Productions 14
- 15. June 9, 2010 Moped Media Productions 15
- 16. June 9, 2010 SB 2010 16
- 17. June 9, 2010 SB 2010 17
- 18. June 9, 2010 Moped Media Productions 18 $461,716.54
- 19. June 9, 2010 Moped Media Productions 19
- 20. June 9, 2010 SB 2010 20 $461,716.54
- 21. June 9, 2010 SB 2010 21
- 22. Increase Your Green Case Study
- 23. How 'Sustainable Brands' can Deliver, Navigate and Measure the Impact of their Campaigns:Using profound story telling, audience targeting and strategic partnershipsLisa Witter, Maureen Isern, Aria FingerModerated by Susan McPherson
- 24. June 9, 2010 SB 2010 24
- 25. June 9, 2010 SB 2010 25 Celebs Involved 2010
- 26. June 9, 2010 SB 2010 26 Campaign Results 2009: 379 schools participated Over 50,000 teens involved 2010 Over 1200 schools registered on IncreaseYourGreen.org 50million+ media impressions created 143,000 students involved in IYG projects
- 27. June 9, 2010 SB 2010 27 Do Something 101Case Study
- 28. June 9, 2010 SB 2010 28
- 29. June 9, 2010 SB 2010 29
- 30. June 9, 2010 SB 2010 30
- 31. June 9, 2010 SB 2010 31 2008 & 2009 Results 750+ print publications Segments on 450+ local market programs 870+ local radio stations National recognition on VH1, GMA, People magazine Over $750,000 worth of supplies collected
- 32. June 9, 2010 SB 2010 32 Key Takeaways Make it easy Build a true partnership Involve teens in creating the program Long term commitment is key Celebs still drive press Don’t forget snail mail Active involvement drives most engagement Be responsive Celebrate teens Mobile can be about more than just donations
- 33. June 9, 2010 SB 2010 33 The 10 Minute ActivistMarketing Workout Lisa Witter (lisa@fenton.com @lisamwitter) Chief Strategy Officer June 9, 2010
- 34. June 9, 2010 SB 2010 34 activism 34
- 35. June 9, 2010 SB 2010 35 corporations 35
- 36. June 9, 2010 SB 2010 36 activist staff 36
- 38. Act like an activist
- 39. Create activists for your brand37
- 42. 80% of women are mothers by age 40.38
- 44. Volunteer more
- 45. Vote more
- 46. 2x as likely to pass along information39
- 48. 94% of women define personal success as being “emotionally healthy” and “physically healthy,” respectively.
- 49. Is health the new wealth for women?
- 50. 75% women say they try to eat healthier compared to 59% of men, for example. 40
- 52. Earned media at every BPA study
- 53. Partner with NGO
- 54. Discount coupons weren’t enough for real collaboration41
- 55. June 9, 2010 SB 2010 42 challenge 95% of baby bottles on the market contain a hormone-disrupting chemical called Bisphenol A, or BPA for short. By 2006 BornFree was already a top-seller among a core customer demographic. But they wanted to expand their sales more by raising their profile in the media and connecting with moms on Main Street. 42
- 56. June 9, 2010 SB 2010 43 approach 1. Position yourself in media as consumer advocate: To be a brand leader and be a go-to source for the media, BornFree needed to play more of a leadership role as an outspoken advocate against toxins like BPA. Speaking as business entrepreneurs rather than as environmentalists. 43
- 57. June 9, 2010 SB 2010 44 approach 2. Activist with the activists: Expert testimony when a key California state senate committee heard arguments on a proposed ban of Bisphenol A in early April 2008. 44
- 58. June 9, 2010 SB 2010 45 approach 3. Seize activist moments: National Institutes of Health released report on the hazards of BPA. Full-page ad in USA Today andleveraged the reporter relationships to cycle into coverage about the growing market for safe alternatives. Soon after the NIH release, Canada announced a nationwide BPA ban, another opportunity we seized by alerting Canadian press to BornFree. 45
- 60. Can barely keep up with sales.
- 62. June 9, 2010 SB 2010 47 activist advantage You already have “friends” when you-know-what hits the fan. 47
- 63. June 9, 2010 SB 2010 48 Listen and be in dialogue with your activists.
- 64. June 9, 2010 SB 2010 49 Embrace your inner old-school and new-school activist.
- 66. Choose programs and initiatives that are tied-in with the business – yet still authentic;
- 67. Make a long-term, significant commitment to achieving business results combined with societal results;
- 68. Move beyond "checkbook philanthropy;"
- 70. Engage consumers and other stakeholders;
- 71. Mobilize employees to support the program; and
- 72. Know what success looks like and measure it.50
Notes de l'éditeur
- Remember this? The 2003 film that looks at the modern-day corporation, considering its legal status as a class of person – and evaluating its behavior towards society and the world at large as a psychiatrist might evaluate an ordinary person. Wikipedia. General feeling in this film? Greedy. Hateful. Wreckless.
- FAST forward a few years later. The corporation has a different image generally speaking. No movie reference here.
- A few years ago, the Committee Encouraging Corporate Philanthropy asked the question – to what extent do you agree or disagree that society has higher expectations for business to take on public responsibilities for global environmental, social and political issues than was the case 5 years ago. All that blue – AGREED.
- When asked about their confidence that they were getting appropriate credit for their philanthropic work - Only 13 percent of respondents aiming at that goalsaid they were very successful in achieving it; one fifth of all survey respondents felt their company was not getting appropriate credit for their philanthropic efforts and a quarterwere uncertain about whether they were being credited.
- Enter CAUSE MARKETING. Enter the work of myself – Lisa and Aria –The newness of cause marketing may have worn off. But, for the time being - and even in this tight economy - as a tool for reaching the consumer, cause marketing is here to stay. In fact, despite conflicting reports from traditional economic indicators, cause marketing is one area that is expecting record growth this year - 6.1% to be exact. Research has shown that corporate/non-profit partner programs can make a product stand out in today's noisy, crowded marketplace. According to a March 2010 study by the Cone Nonprofit Marketing Trend Tracker, 78% of Americans say that cause marketing gets their attention. AND it’s how companies are more effectively making sure that IF they are doing this---
- That they WONT be seen as this.
- If there’s one thing in this world that applies to all things, it’s that relationships matter. How do you build a campaign to make sure your fan base, consumer base, user base, donors, volunteers, staff, board members, investors and partners, KNOW what you’re doing – that they are THINKING about your company, brand, organization, product – they way you WANT them to think of you.
- STORY – organizational storytelling, visual storytelling, campaigns, initiatives -- STORY
- NONPROFIT – issues over the years with donor mistrust – fund misappropriation – the same need to make sure they are communicating with transparency and building trust. In general also creating stronger bonds and increasing donations through storytelling and the use of social media and video campaigns.Last season, we were fortunate enough to have been approached as a partner in a worldwide social media effort that is, in my mind, an impressive and telling case for how storytelling through social media can be a far-reaching, highly-impactful and wonderfully inspiring tool for social change and organizational exposure.
- Tasked with engaging worldwide community with the story of Concern’s work in Education - With 113 million children of primary school age not enrolled in school, Concern is focused on providing basic education to those who need it most --- ultimate goal was connect to donors for the benefit of school children in Haiti.
- Joining the efforts of Twestival, Moped spearheaded the initiative to create Concern's key media tool used to share their story amongst tweeters, bloggers and Internet socialites alike. A thematic, emotional and uniquely engaging video combining footage, animation, sound design and text was created to connect to both the education advocate and the social media maven. Our musician friend, Moby, was generous enough to donate one of his most stirring songs, God Moving Over the Face of the Water.
- Distribution via PR NewswireMultimedia News Release, which included our video, downloadable photos, and social media links, got the story into the hands of thousands of press outlets worldwide, with photos also being shown in Times Square and Las Vegas.
- All in all, our video received more than 2,500 views in one month as it was shared in conjunction with the invitation to participate in the global event, and has since been used to continue the fundraising efforts. With 14,000+ in Tweeted attendance at the March 25th event held in more than 175 cities around the world, and nearly half a million dollars raised to date, it's a telling success story. The combination of well-organized, well-conceptualized and well-executed media equals people showing up, and that's a powerful thing.