Harnessing the Power of Sports for Change: Sports Philanthropy in Social Marketing

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Harnessing the Power of Sports for ChangeSports
Philanthropy in Social Marketing
May 7, 2008

• Rich Maiore
• Vice President
• Cone

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Background on Cone
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Distribution Permission Required for Reproduction
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The Cause Spectrum
Cause Marketing Cause BrandingSM
Corporate Responsibility
Yoplait Save Lids to Save Lives
ConAgra Foods Feeding Children Better
Starbucks
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Distribution Permission Required for Reproduction
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Elements of A Cause Brand

• Issue Focused
• Defined Business Objectives (i.e. increase sales,
  increase donations)
• Defined Social Objectives (raise awareness,
  change behaviors)
• Sustained. 365 days year.
• Direction and involvement from Senior Leadership
• Involvement from stakeholders within a company or
  organization (employees, partners, customers)
• Use of numerous marketing elements (public
  relations, advertising, events, retail, online,
  etc)

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Why Now?
Post-9/11 Sentiment Searching for a deeper
meaning, Americans expect companies to play an
active role in addressing societal needs
rewarding companies that share their values
Corporate Scandals Stockholders and the rest of
the country are watching. Good corporate
citizenship is a must-do, stemming from Enron,
WorldCom and other scandals
Targeted Outreach With increased competition for
consumers share of mind, companies are
conducting detailed consumer research to tailor
messaging for key audiences
Competition for Employees 77 of employees say
that a companys commitment to social issues
plays a role in determining where to work -Cone
Corporate Citizenship Study, 2004
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Achieve Business Objectives through Cause
Companies recognize alignment with a cause can
achieve business objectives

• Employee recruitment and retention
• Increase sales
• Create an affinity among a target consumer
  audience
• Protect and enhance reputation with key
  stakeholders
• Create point of differentiation among competitors
• Get credit for current philanthropic efforts
• Help say no to high volume of community funding
  requests

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Consumers Expect It

• Americans expectations of companies are at an
  all time high83 percent say companies have a
  responsibility to help support causes

83 in 2007
81 in 2004
78 in 2002
2002 Cone Corporate Citizenship Study 2004 Cone
Corporate Citizenship Study 2007 Cone Cause
Evolution Survey
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Consumers Want to Know
Americans want companies to tell them the way in
which they are supporting causes
88 in 2007
86 in 2004
86 in 2002
2002 Cone Corporate Citizenship Study 2004 Cone
Corporate Citizenship Study 2007 Cone Cause
Evolution Survey
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Consumers Will Reward Companies
Americans are likely to switch from one brand to
another brand that is about the same in price and
quality, if the other brand is associated with a
good cause
1993-2004 Cone Longitudinal Research 2007 Cone
Cause Evolution Survey
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Millennials Have Higher Expectations
agree companies have a responsibility to
support social/environmental causes
86
I am worried about the state of the world and I
feel personally responsible to make a difference
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Millennials will pay attention
75
agree that when a company has a deep commitment
to a cause, they are more likely to pay attention
to its messages
Although, believe that most
companies are NOT doing enough to
support the causes that they care about
73
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Sports Cause Brands
League
Cause Brand
Cause Focus
Youth Development
Wellness, Opportunity, Education, Respect, Fair
Play Leadership, Kids, Human Rights Diversity
Childhood Illnesses
Education, Youth and Family Development, Health
Youth, Community, Diversity, Health, Volunteerism
Cancer
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• Cause Branding Case Study

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Gillette Prostate Cancer Challenge

• Objectives
• Create enduring consumer equity with men for the
  Gillette brand
• Drive sales of Gillette products
• Raise mens awareness of risk of prostate cancer,
  1 in 6 men will get prostate cancer
• Increase number of men asking their doctor about
  prostate screening tests

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Gillette Program Elements

• Consumer Fundraising
• Home Run Challenge donation for every Home Run
• Player representative for each team
• Game day donation cards

• In-Stadium Activation
• Donation Cards
• First Pitch Honoree
• Blue wrist bands, bases, foul lines
• 6th Inning Stretch

• Grassroots Events
• Drive Against Prostate Cancer Van in key markets
• Fathers Day BBQs in key markets

• Public Relations
• Ozzie Smith satellite media tour
• In-game mentions on FOX ESPN Game of the Week
• Announced National prostate cancer survey

Gillette Prostate Cancer Challenge

• Online
• MLB.com charity auction
• Fathers Day Ecard

• Advertising
• Ozzie Smith ad
• Donated inventory from ESPN and FOX
• Ads in USA Today, Mens Health, Ebony

• Retail Activation
• National contest overlay
• National FSI support
• Retail promotional package

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