Friday, October 21, 2011

Transparency & Specifics Boost Cause Marketing

The new Ford drives education campaign in conjunction with Box Tops 4 Education illustrates the value of specificity and transparency in cause marketing.


Here's what they share about their campaign:

"All Box Tops in the Ford program have to be earned by December 1, 2011. During that time, you can acquire 25 eBoxTops for watching five Ford videos on its site, and 10 for requesting a brochure. That means that you can earn up to $3.50 for your school without spending any money of your own. But to earn the maximum amount Ford has allotted, you have to buy a car, or win the sweepstakes. In addition to the Box Tops earned through promotional viewing and car purchases, Ford promises to give away 250,000 Bonus Box Tops in six prizes. The grand prize is 200,000 Box Tops; five other winners will get 10,000 each. Ford is optimistic that its participation will result in a million-dollar contribution to the Box Tops program."

As you design your cause marketing campaigns, are you and your partners building in the specifics in the spirit of transparency? Or, are you still pretty vague about what is generated for the cause?

4 comments:

  1. It’s my pleasure to read this blog post Specifics Boost Cause Marketing . Your blog post is very useful. I have been looking for this knowledge for many days. I think highly of you efforts. I will come here again to check new keep posts. Thanks.

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  2. Hi Steve...we are located in NY where the NY State Attorney General is trying to improve transparency by regulating cause campaigns. While no one wants more bureaucracy, there are some great ideas for enhancing transparency. Something we all need.

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