Cause-Related Marketing Sport Philanthropy Project

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Cause-Related Marketing
Sport Philanthropy Project Conference All I
Really Need to Know About Cause-Related Marketing
I Learned in Kindergarten
ESPN Fleishman-Hillard Patterson Sports
Ventures Denver, CO July 11, 2003
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Agenda

• Understanding Your Expectations
• What Is Cause-Related Marketing?
• ESPN Using the Power of Sport to Make a
  Difference
• All You Really Need to Know
• Discussion QA

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Cause-Related Marketing

• Strategic Philanthropy
• Aligning community involvement and philanthropic
  activities with core business objectives
• Leverage core-competencies and customize focus
  based on customer needs
• Move from one-time sales focus to long-term
  strategic effort

Source Business for Social Responsibility
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Collaboration Continuum
ONE TWO THREE Relationship Stage
PHILANTHROPIC-gt TRANSACTIONAL-gtINTEGRATIVE
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Benefits of Cause-Related Marketing
Strategic Philanthropy Business Strategy

• Benefits
• Increases visibility
• Improve image
• Motivates retains Employees
• Improves bottom line

• Enhances community acceptance
• Distinguishes your product or service
• Builds consumer trust
• Enhances reputation
• Makes a social impact

Source Business for Social Responsibility
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Cause-Related Marketing
Approaches

• Transactional elicits participation with an
  offer to contribute short-term promotional
  generates funds
• Message Promotion raises awareness or
  participation
• Licensing name/cause attached to
  mission-related product for fee
• Strategic Alliance Long-term, deeper level of
  engagement aligns with brand uses all assets

Source Cause Marketing Forum
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Cause-Related Marketing

• Arizona Cardinals
• Long-term business objective New Stadium
• Expand Revenue Streams
• Fan Comfort State of Art Facility
• Build competitive franchise attract talent
• Eliminate co-tenancy w/University host

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TSA Problem Statement

• Issues to be addressed
• Cost - Financing/revenue streams
• Public subsidy of private enterprise
• Image of Organization
• All successfully overcome

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TSA Solution

• Community partnership Public, Private-for
  Profit, Non-profit sectors
• State Municipal Governments Tourism
  Economic Development Agencies
• Arizona Cardinals NFL
• 10 MLB teams Cactus League Association
• Fiesta Bowl, Convention Visitors Bureaus
• Youth Amateur Sports Organizations

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Team ESPN Mission

• To develop and support sports-themed programs
  that use the power of sports to make a difference
  in the lives of our fans and in their communities

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Team ESPN Architecture
TEAM ESPN Using the Power of Sports To Help
Others
Embrace Winning Lifestyles
Rise to the Challenge
Build Community Champions
Cancer Research
Employee Volunteerism
Youth Fitness Initiative
Disabled Sports
Sports Figures (Affiliates)
Corporate Giving
Adult Fitness Initiative
Community Events
--- Future Program
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All I Really Need to Know About Cause-Related
Marketing I Learned in Kindergarten
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All You Really Need to Know

• Wash your hands before you eat
• Look!
• Clean up your own mess
• Don't take things that aren't yours
• Don't hit people
• Play fair
• When you go out in the world, watch out for
  traffic, hold hands and stick together
• Share everything
• Say youre sorry when you hurt somebody
• Everything you need to know is in there
  somewhere
• Be aware of wonder

Sources All I Need To Know I Learned in
Kindergarten, Robert Faughum
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All You Really Need to Know

• Wash your hands before you eat
• Prepare for success
• Define your business objectives
• Look!
• Identifying the right issue or cause
• Find the right sponsor
• Align brand with cause
• Clean up your own mess
• Dont use your cause program to solve major
  reputational issues

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All You Really Need to Know

• Don't take things that aren't yours
• Craft a program that is unique and ownable
• Don't hit people
• Take them through the steps in order to get buy
  in helps to grow programs over time
• Play Fair
• Be clear about individual and shared objectives
• Make sure the partnership/collaboration is a
  win-win for both parties

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All You Really Need to Know

• When you go out in the world, watch out for
  traffic, hold hands and stick together
• Be sure that all partners are delivering a
  consistent, balanced and clear message
• Say youre sorry when you hurt somebody
• Build trust with your partner(s)
• Share everything
• Integrate your Campaign (advertising,
  programming, interactive, etc)
• Use your assets

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All You Really Need to Know

• Everything you need to know is in there
  somewhere
• Make it easy for partners to participate
• Show partners how they can leverage assets
• Be aware of wonder
• Big things grow from small seeds. Commit to
  making a social impact!
• Track results balance the quantitative and
  qualitative collect stories along the way

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Discussion QA
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All I Really Need to Know

• Share everything
• Play fair
• Don't hit people
• Put things back where you found them
• Clean up your own mess
• Don't take things that aren't yours
• Say you're sorry when you hurt somebody
• Wash your hands before you eat
• Flush
• Everything you need to know is in there somewhere
• The Golden Rule and love and basic sanitation
• Ecology and politics and equality and sane living
•       Warm cookies and cold milk are good for you

• Live a balanced life--learn some and think some
  and draw and paint and sing and dance and play
  and work every day some
• Take a nap every afternoon
• When you go out into the world, watch out for
  traffic, hold hands, and stick together
• Be aware of wonder. Remember the little seed in
  the Styrofoam cup The roots go down and the
  plant goes up and nobody really knows how or why,
  but we are all like thatGoldfish and hamsters
  and white mice and even the little seed in the
  Styrofoam cup--they all die. So do we
• And then remember the Dick-and-Jane books and the
  first word you learned--the biggest word of
  all--LOOK

Source All I Ever Needed to Know I Learned in
Kindergarten" by Robert Faughum
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thank you