promoting cause related marketing

Document Sample
promoting cause related marketing Powered By Docstoc
					                                                                                                                    




                                                                                                    promoting cause
                                                                                                    related marketing                9
                                              Winchester                        London
                                         The Pump House                 53 Chandos Place
                                             Garnier Road                        London
                                              Winchester                      WC2N 4HS
                                               SO23 9QG
                                        T: 01962 893 893                T: 020 7812 6490
                                        F: 01962 893 883                F: 020 7812 6677
www.remarkablegroup.co.uk   E: info@remarkablegroup.co.uk   E: info@remarkablegroup.co.uk           making communications a business asset
                                                                                                                 




            Cause Related Marketing (CRM) can increase your sales and brand awareness – it’s that simple.

            During this economic downturn you need to spend your marketing and PR budgets smartly, but
                                                                                                                  
            don’t just stop – that’s fatal!

            CRM can be mutually beneficial to your business and the charity. For the business it will have a
            positive impact on sales, consumer behaviour, brand equity and ultimately your bottom line. For
            the charity it provides resources, profile and partnership.

            As the recession bites, it is crucial that, although faced with short term pressures, that business
            is focused on the immediate and longer term commercial benefits that CRM provides – a win for
            the charity, a win for your customers and stakeholders and ultimately a win for your business.

            Remember also that CRM does much, much more. For Remarkable, its partnerships with the
            NSPCC, The Global White Lions Protection Trust, Dreams Come True and the Rainbow Centre (to
            name just a few) have not only enabled it to donate a considerable amount through donations
            and pro bono work, but it also builds employee morale and loyalty, whilst improving productivity,
            skills and teamwork; not to mention the PR opportunities it provides. Our commitment to CRM is
            further highlighted by our dedicated website www.remarkableworld.co.uk.

            We deliver smart marketing communications to our clients, with real commercial value and we
            strongly believe a strategically planned CRM campaign as part of this can add to the bottom
            line of a business.

            I hope you enjoy reading this brochure and I would be very pleased to discuss how we can
            support you in the future.




            Stephen Pomeroy
            Chief Executive
            The Remarkable Group
            stephen.pomeroy@remarkablegroup.co.uk
                                                                                




About us – how we support you
                                                                     
Creative, Marketing & Design – We have planned strategic
marketing campaigns for charity events which have included
designing brochures, event material and fundraising packs.

PR – From event management to media relations, we have
achieved over £2m worth of editorial coverage for our charities
and clients supporting charities over the last few years.

Digital – Our digital division has helped support a number of
marketing initiatives for clients and charities building websites,
filming events and developing E-marketing campaigns.
 01                                                  02                                                     03                                                      04                                                     05                                                    06
Matt Le Tissier fronts the Cash Converters online    Guests enjoy the Cash Converters charity ball           Presenting Dreams Come True with £25,000                 Swimming with dolphins – a dream come true              Simon Cowell with nine year old Felicia Cantone        Dame Kelly Holmes
auction for children’s charity Dreams Come True                                                                                                                                                                                                                                      Dreams Comes True ambassador
   




                                                                                    




                                                                                                                                                                         
                                                                                                                                           02                                                                                                                                                                     04




                                                                                                                                                                        
Cash Converters – Dreams Come True
                                                     01                                                                                   03                         Dreams Come True
                                                                                                                                                                                                                                05                                                                               06
Working with Cash Converters, the UK’s number one retailer of pre-owned and      The initial focus was on raising national awareness of Cash Converters’ online       Dreams Come True fulfils the dreams of terminally and seriously ill children.        PR support was focused on the charity’s 20th anniversary and securing national
nearly-new goods, Remarkable has been instructed to promote the company’s        charity auction. Other fundraising initiatives for the charity include the sale of   Remarkable worked on a regional and national campaign for the charity for            interviews with high profile supporters such as Arsenal star, Theo Walcott, and
charity partnership with national children’s charity Dreams Come True, which     Dreams Come True pin badges and reusable bags in Cash Converters’ stores             over two years with the objectives of generating more dream referrals and            double Olympic gold medalist, Dame Kelly Holmes.
fulfils the dreams of terminally and seriously ill children.                     around the country, an annual charity golf day and a glamorous charity ball.         raising the profile of the charity. A direct mail campaign, Dreams Generation,
                                                                                                                                                                                                                                                           X Factor’s Simon Cowell even got in on the act with a special meeting with nine
                                                                                                                                                                      was distributed to hospitals and children’s hospices inviting carers and relatives
Remarkable provides PR support for the charity partnership through media         Remarkable secured England football legend, Matt Le Tissier, to front the                                                                                                 year old Felisia Cantone, who was being treated at the Chase Children’s Hospice
                                                                                                                                                                      to nominate a child for their dream come true.
relations, celebrity engagement and internal communications.                     national TV campaign, commissioned by Cash Converters, to promote the                                                                                                     near Guildford 
                                                                                 auction of donated goods from the franchised stores, as well as gather signed
                                                                                 memorabilia from celebrities 
 01                                                     02                                                   03                                                  04                                                  05                                                  06
Children at the Helderberg Street People’s Centre       Bishop Tutu visits the Centre                         Christmas dinner is served                           Cleaning up at the Winnall Estate                    HIPPOBAGTM put to good use at Roseland House         Harry the HIPPOWASTETM mascot visits
                                                                                                                                                                                                                                                                             The Rainbow Centre for children
   




                                                                                        




                                                                                                                                                                     
                                                                                                                                           02                                                                                                                                                              04




                                                                                                                                                                     
Helderberg Street People’s Centre
                                                         01                                                                               03                      HiPPoWASTe
                                                                                                                                                                                   TM
                                                                                                                                                                                                                         05                                                                               06
Remarkable’s commitment to worldwide charity made a South African community’s       Remarkable took great pleasure in supporting what we believe is an extremely   Working with national waste management company HIPPOWASTETM – famous for        The company’s ‘Grants up for Grabs’ committee have awarded hundreds of free
Christmas last year with generous donations from its employees.                     worthwhile cause                                                              its yellow HIPPOBAGSTM, Remarkable helped to develop and promote a UK wide      HIPPOBAGS and collections to the most deserving applications that inspire respect
                                                                                                                                                                   community project scheme called ‘Grants up for Grabs’.                          for the environment and make a positive contribution to the community.
Remarkable’s staff raised funds for the Helderberg Street People’s Centre in Cape
Town, South Africa, which is one of the poorest areas in the region. It helped                                                                                     Waste removal and disposal can often be a very expensive and time-consuming     One such initiative saw free help awarded to Roseland House in Brighton, a
over 800 people at the centre enjoy a very special Christmas lunch. The money                                                                                      activity so the company decided to launch a scheme that offers charities,       residential home for disabled children. HIPPOWASTE joined forces with The Princes
was also used to buy gifts, including toys and sweets, for the children who                                                                                        community groups and organisations free help with their waste disposal needs.   Trust Team Programme to decorate two of the resident’s bedrooms and renovate
attend the centre.                                                                                                                                                                                                                                 both the front and back gardens for the children to enjoy 
 01                                                        02                                                       03                                                        04                                                       05                                                     06
The Ghost of Africa                                        Celebrating Rainbow Day                                   HRH The Countess of Wessex                                 Local businesses support the NSPCC Hampshire              Esther Rantzen CBE                                      Oakley Hall, the venue for
                                                                                                                     visits The Rainbow Centre                                                                                                                                                    the Enchanted Childline Ball
   




                                                                                            




                                                                                                                                                                                   
                                                                                                                                                    02                                                                                                                                                                           04




                                                                                                                                                                                  
The Global White Lions Protection Trust
                                                            01                          
                                                                                        Rainbow Centre
                                                                                                                                                    03                          The NSPCC
                                                                                                                                                                                                                                           05                                                                                   06
Tradition and legend regard the White lions as the most sacred animals on the           The Rainbow Centre for Conductive Education in Fareham helps children with              Remarkable has chosen national children’s charity the NSPCC as its charity of the      The NSPCC and ChildLine aim to raise £50 million in the next year to transform the
African continent. Their colour is due to a genetic rarity in the Timbavati region.     cerebral palsy from all over the south learn to help themselves and join                year after staff at the company voted to take part in a number of fundraising          ChildLine service. Currently ChildLine can only answer two thirds of the 2.3 million
The Global White Lion Protection Trust was founded in 2002 to protect the lions         mainstream schools.                                                                     initiatives for the organisation that works to bring an end to cruelty to children.    calls it receives each year.
and the indigenous knowledge that holds them sacred.
                                                                                        Remarkable has been involved with the charity for many years and has supported          As part of its partnership, Remarkable has provided pro bono PR support for the        Remarkable is also providing media relations support and has designed a website
Remarkable has supported the efforts to protect the species with some high              the centre with its goal of raising £1m for a new state of the art centre. Remarkable   NSPCC in Hampshire, as well as staff fundraising initiatives including a Valentine’s   all about the Enchanted Ball, through which people can purchase tickets on-line 
profile PR and event management, as well as the development of a UK website.            also played a key role in raising the profile of the Rainbow Centre in the region’s     Day chocolate heart hunt, a company-run tuck shop and a sponsored slim.
                                                                                                                                                                                                                                                                       childlineballhampshire.co.uk
Due to the fantastic efforts of the Trust, White Lions, known as the Ghosts of Africa   media and attracted corporate and public fundraisers.
                                                                                                                                                                                Remarkable is also working with recent star of ‘I’m a Celebrity Get Me Out of
are being slowly reintroduced into their natural habitat 
                                                                                        This is a charity that makes a real difference to the many families across the region   Here’, Esther Rantzen, to put on an Enchanted Ball in aid of the NSPCC Child’s
white-lions.co.uk                                                                       and yet, each year the centre has to find £500,000 to continue this valuable service.   Voice Appeal 
                                                                                        The centre is entirely reliant on the help of its fundraisers and supporters 
 01                                                       02                                                      03                                                        04                                                     05                                                     06
CooperVision staff go pink for Breast Cancer Care         Breast Cancer Care’s Ribbon Walk                         CooperVision raised £100,000                               Taking steps to support Breast Cancer Care              Dorset wildlife trust sea                               Dinosaur footprints saved
                                                                                                                   for the charity in 2008                                                                                            mapping project underway                                thanks to Viridor Credit funding
   




                                                                                          




                                                                                                                                                                                 
                                                                                                                                                  02                                                                                                                                                                          04




                                                                                                                                                                                
CooperVision
                                                          01                                                                                     03                          Remarkable staff walk for charity
                                                                                                                                                                                                                                       05                         
                                                                                                                                                                                                                                                                  Viridor Credits
                                                                                                                                                                                                                                                                                                                               06
CooperVision was keen to partner up with a charity that not only shared its caring    Over the past year, CooperVision launched a series of fundraising campaigns for         Supporting its client CooperVision’s ongoing partnership with Breast Cancer Care,   Established in 2002, Viridor Credits is charged with distributing the landfill tax that
ethos and drive for clinical excellence, but one for which staff would be ready to    the charity, which included donating £1 from every sale of one month’s supply (60       Remarkable staff supported the charity’s 2008 ‘Ribbon Walks’ by taking up the 10K   Viridor is allowed to retain in order to support environmental, conservation and
embrace fundraising events.                                                           lenses) of Proclear 1 Day daily disposable lenses. This increased to £2 during Breast   challenge as well as encouraging opticians nationwide to join them and take part    community projects.
                                                                                      Cancer Awareness month in October.                                                      in these fantastic and hugely popular fundraising challenges.
Breast Cancer Care seemed a natural fit with its work focused on providing                                                                                                                                                                                        Remarkable works with Viridor Credits to raise awareness of its ‘Cash for
information, practical assistance and emotional support for anyone affected by        CooperVision also sponsored the champagne reception at Breast Cancer Care’s             The walking events, which took place throughout May and June last summer, saw       Communities’, campaign by publicising the initiative to local communities through
breast cancer. And there are startling statistics which mean it is a topic close to   London Fashion Show, a star-studded affair bringing together recovering cancer          thousands of participants complete walks in beautiful countryside to raise money    a media, marketing and direct mail campaign.
many people’s hearts and a disease many members of staff have been affected by        patients, charity ambassadors and celebrities such as Geri Halliwell.                   for those affected by breast cancer 
                                                                                                                                                                                                                                                                  £300,000 of Viridor Credits funding has helped Dorset Wildlife Trust (DWT) to
or they know people who have.
                                                                                      Remarkable has been working closely with its client CooperVision to maximise the                                                                                            undertake a pioneering and comprehensive seabed survey to identify the region’s
                                                                                      impact of its partnership with the charity with a PR and direct marketing campaign                                                                                         most important marine features, putting Dorset’s coastline at the forefront of marine
                                                                                                                                                                                                                                                                  mapping in the UK 
                                                                                                  




                                                                                       
Summary

A cause related marketing campaign needs to be carefully planned. There is a duty
to ensure the messages of the charitable partner are expressed correctly and you are
not perceived to be exploiting the partnership but that both sides are benefiting -
issues that don’t arise in a typical advertising or marketing campaign.

Done well however and the results can be extremely satisfying. Campaigns not
only help to raise a considerable amount of money and awareness for important
charities, but encourage interaction between consumers and increase levels of
motivation amongst employees. The collaboration can often pay huge dividends
in sales and brand awareness 





    We would relish the opportunity to
    work with your company to support
    you with a cause related marketing
    strategy. For more information contact
    Carla or Jo on 01962 893893 or email
    carla.khan@remarkablegroup.co.uk