Big Ideas, Little Budget: Low-Cost Cause Marketing |
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| Event | Interactive 2011 |
| Format | Solo |
| Organizer | Heather Whaling – Geben Communication |
| Description | At happy hour, a few days before Independence Day, a husband and wife (me) decided they wanted to do more than just watch fireworks, attend picnics and partake in adult beverages. Instead, they wanted to encourage people to remember the real reason we celebrate the holiday and to honor the troops who couldn’t be home with their own families to enjoy the holiday. And, #WhyWeCelebrate was born. We quickly built a plan, asked for some help, and launched a campaign that caught the eye of – and participation from -- the Department of Defense, Ohio National Guard and National Army Museum. In total, the campaign garnered more than 330,000 impressions in just a couple days – over a holiday weekend … without a single dollar spent on advertising. If you want to help save the world – or just make it a little better – this is the presentation for you. In cause marketing, relationships and community matter. That’s why so many causes and nonprofits are taking their message online. Sure, it’s a natural fit; however, but, a lack of budget, less-than-stellar planning, or poor execution can result in shoddy results (read: a waste of time). After hearing the nuts and bolts of the #WhyWeCelebrate campaign – sharing what worked, what didn’t work, and opportunities for improvement – attendees will learn how to apply the principles to build community and inspire meaningful action. We will also look at other examples of “social media for social good” done right. |
| Questions Answered |
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| Level | Intermediate |
| Category | Case Study |
| Tags | cause marketing, nonprofits, social good |