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Sponsor Markets For the Advertiser For the Station Our History Our People Contact ESA ESA & Company 565 Highway 35, Suite 9 Red Bank, NJ 07701 (732) 530-1996 |
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CAUSE MARKETING The case for good corporate citizenship OVER THE PAST 20 YEARS Eckstein, Summers, Armbruster & Company has implemented over 100 cause marketing campaigns in over 70 markets around the nation, spanning causes from Alzheimer's to Zoos and involving all types of sponsor organizations. Those numbers tell only a small part of the story. According to Cone Research, an organization dedicated to tracking the consumer opinion and corporate benefit of cause marketing, investments made into the community have both intangible and tangible results for the altruistic company:  
86% of Americans are likely to switch brands and/or merchants
to reward the company that supports a community cause.
85% say that a company's commitment to a community cause is vital
to their doing business in the community.
81% of workers say a company's commitment to a community cause
is important when deciding where to work.
80% of Americans can name a company that stands out in
their mind as a strong corporate citizen (Walmart is #1).
74% of consumers say that community support is an important factor
when recommending products and services to others.
70% of investors say that good corporate citizenship is an important
influence when making investment decisions on stocks and mutual funds.Cause marketing programs are similar to vendor programs in their approach and require a more detail-oriented approach. We also like to make sure a few key elements are in place:
A committed Executive Director for the cause organization
A cause that has positive brand equity in the local community
A cause organization with positive relationships with potential sponsors
A means to "localize" the call to action in our messages
The potential to use events to build more traction for the cause and its sponsors. |
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