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CAUSE MARKETING TECHNIQUES
The techniques listed below are based upon the book "The Art of Cause Marketing" by Regis Affiliate Richard Earle.
PLANNING
- Should you advertise?
- Budget Considerations
- Alternate Media
- Web
- Social Media
- Direct Mail
- Corporate Co-op ("Cause Marketing")
- Strategic Planning
- Research
- Qualitative vs. Quantitative
CREATIVE BRIEF
- Marketing Objective
- Why are we advertising at all?
- A statement of your goals (Limit it as much as possible)
- Adveritising Objective
- Spell out the specific objectives of this campaign
- Establish a Cause Creative Brief
CAUSE CREATIVE BRIEF ELEMENTS
- Target
- Whom do you want to talk to?
- What constituencies do you most need to reach?
- What do we know about them? (Visualize!)
- Must do a precise psychographic profile
- Competitive Climate
- What other messages are out there, competing for the time, attention and commitment of your target?
- Principal Idea (Consumer benefit)
- What is the single most important thing that you want to tell your target?
- Support Points
- Why should people believe us?
- Facts which are an arsenal of proof to back up the principal idea or benefit
- Desired Action
- What do you want your target audience to do once they've received your message?
- Tone & Style
- What is our tone of voice?
- Is this message presented in a serious or humorous fashion?
- Is it "Real?" Reassuring? Startling?
(Note: in successful Cause Marketing, the two most important Creative Brief elements are Target and Tone. We must do a detailed psychographic profile of our Target audience, and then be very sure our Tone & Style speaks their language.)
EVALUATION
- Hotline Traffic
- Clinic Numbers
- Consumption, Attitude Figures
- Contributions
- Letter-Writing/Email/FAX Campaign
- Political Pressure
- Qualitative/Quantitative Research
- Tracking Studies
- Ordinance Passage
STRATEGIC PLANNING | FACILITATOR TRAINING | LEADERSHIP TOOLS ARCHIVE | CAUSE MARKETING | BRANDING | ASSESSMENT | COACHING
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