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Hoxworth’s nationally recognized cause marketing plan is designed to boost awareness about the importance of blood donation while promoting your company as a good corporate citizen. What is Cause Marketing? Cause marketing (or cause-related marketing; cause branding) is any initiative that joins a company with a nonprofit in marketing efforts designed to raise awareness for and inspire action around a chosen cause, while supporting and promoting the corporate product or service. Why Cause Marketing? 1. Cause Marketing Builds Trust 8 in 10 Americans say that corporate support of causes wins their trust in that company, a 21% increase since 1997. (Source: 2004 Cone Corporate Citizenship Study) 2. Cause Marketing Encourages Trial 86% of Americans say they are likely to switch from one brand to another that is about the same price and quality, if the other brand as associated with a cause. (Source: 2004 Cone Corporate Citizenship Study) 3. Cause Marketing Attracts Employees 72% of employed Americans would choose to work for a company that supports charitable causes when deciding between two jobs with the same location, responsibility, pay and benefits. (Source: 2004 Harris Interactive®) 4. Cause Marketing Builds Brand Ambassadors Consumers indicate that good corporate citizenship by a company or brand would inspire them to: a. Be willing to try the company’s products for the first time b. Welcome the company into my community c. Recommend the company’s products and services to friends and family (Source: GolinHarris Doing Well by Doing Good 2005: The trajectory of Corporate Citizenship and American Business) 5. Cause Marketing is on the Rise US sponsorship spending on cause marketing will hit 1.3 billion in 2006, up 20% from last year. (Source: IEG Sponsorship Report, 2005) This is a significant but limited opportunity to align your company with Hoxworth, a trusted member of our health care community since 1938. Related Pages: - Toyota Motors Manufacturing/Hoxworth campaign - What is Cause Marketing? (Cause Marketing Form) - Cone/Roper Corporate Citizenship Report (Cone, Inc.) - Cause Branding in the 21st Century (Carol Cone) Current Cause Marketing Partners , 2006-07 
Copyright © 2006
Hoxworth Blood Center | Member:
America's Blood Centers |
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