Corporate Cause Marketing: Finding the right fit and getting involved

By Jennifer Little, Senior Vice President, Dallas


During the holiday season we were surrounded by messages to give back. Angel trees, coin collecting, toy drives and food donations – all very worthy projects and causes. Also, during the holidays many people find themselves reflecting on the year and what they have done to give back.

For corporations, there is increased pressure and expectations on giving back as evident in Edelman’s 4th annual goodpurpose study of consumers’ attitudes on social purpose. Nearly 62 percent of survey respondents feel it is no longer enough for corporations to simply give money away to good causes, but that they also need to integrate them into their day-to-day business.

Consumers are personally getting more involved in causes (56 percent of survey respondents are involved in a good cause and one-third said they are more involved than a year ago) and will put their money where their mouth is to support and recommend companies that do the same. I’d call that pressure. But what does it mean?

Carol Cone, managing director of Brand & Corporate Citizenship at Edelman explains it well, “It is no longer enough to slap a ribbon on a product. It must be authentic, long-term and participatory. Americans are seeking deeper involvement in social issues and expect brands and companies to provide various means of engagement. We call this rise of the ‘citizen consumer.’”

Carol, who joined Edelman earlier this year, is heralded as the “mother of cause marketing.” She’s developed leading cause programs for both corporations and nonprofit organizations and recently co-authored the book “Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results.” Carol gave recommendations on achieving cause marketing success in a recent chat with USA Today:

• Create a cross-functional team to start the process, involving folks at human resources, product development and the chief executive office
• Involve employees at every level, including early entry employees
• Analyze what you’ve done in the past
• Understand the values, mission and what’s the purpose of the company, and make sure they align with the cause
• Understand the consumer: Where are they at in their lifestage?

The challenge for companies in 2011 should be to take a hard look at their cause programs and evaluate if the right program is in place for the company and customers. For brands that don’t have a visible and engaging program, it’s time to step up and add “purpose” to the marketing mix. Consumers expect it. They expect that brands will promote good causes through advertising to raise awareness. They expect that brands will donate a portion of their profits to support a good cause. And in return, these consumers pledge loyalty to the brands that do so.

The first step is accepting that it’s good for business. We know it is. Then, it must be woven into the fabric of the organization and treated with the same importance as a product launch.

As a consumer, I’m very mindful of the ways companies are giving back or asking me for contributions. As a marketer, it’s exciting to help a brand find its way to a successful cause program that is mutually beneficial. Let’s hope that 2011 brings more attention to doing this right.

For more information on Edelman’s goodpurpose survey, visit http://www.goodpurposecommunity.com/.

Deals, Fees and Kermit the Frog: Travel predictions for 2011

 By Meredith McKee, Senior Account Executive, Dallas

I like to think ahead when it comes to travel. In fact, I’ve already started planning a few trips for 2011. I’m heading to Los Angeles in March to see my sister and newborn nephew, Europe later in the spring and a few couch-surfing trips sprinkled throughout the year to visit friends who live around the country.

As someone who works with the travel industry every day and who loves to travel, I spend a lot of time keeping up to speed on the latest travel trends.

Here are a few things that are already on our radar at Edelman Southwest:

1. Private Sales, Hidden Discounts – As it has been the last couple of years, it’s still all about finding a deal when traveling. The trend known as opaque hotel pricing, which only allows the traveler to see the name of the hotel after they have purchased, is still available from various sites, including Top Secret Hotels from our client Travelocity. This type of pricing can offer savings up to 55 percent. Also, more sites such as Jetsetter and Rue La La are offering private sales with deals on hotels. These sites are invitation only so that only members can take exclusive advantage of the savings.

Expect to see more of these sites pop up in 2011, and more people taking advantage of them as the word spreads of their offerings. The trick is keeping track of all these sites and figuring out if you are getting a good deal or not. If you need some help, HotelChatter, a blog about all things hotels, does a great job of providing lots of info on different private sales and opaque offerings.

2. Social Media and Travel – Tweets. Check-ins. Status updates. We can’t travel anymore without virtually acknowledging it. The travel industry is getting in on the act by offering deals on Twitter, sending out updates and engaging with travelers. For example, our client, Texas Tourism (@TexasTourism), keeps travelers informed of happenings and promotions available across the state.

In addition, travelers will find more travel companies are offering their followers and fans exclusive deals available only through social media platforms. So there is value in becoming a fan of, following or “checking in” at your favorite airline, hotel or travel site.

3. Going Green – Kermit had it wrong – it’s easy to be green! At least it is when it comes to travel. Whether you want to purchase a carbon offset while flying Virgin America, book a green hotel in Vegas or volunteer on vacation, there really is a way for every traveler to give back.

4. Airline Fees – The Transportation Department recently announced that the U.S. carriers combined made $4.3 billion in fees for checked bags and changing tickets. While the fees may have annoyed customers, it’s a revenue generator and clearly not a deal-breaker for travelers as they continue to fly. Just be aware that baggage fees are here to stay, so pack accordingly to carry on or check your airline’s website for the latest on current fees and how to pay as some offer discounts for pre-paying online. Airfarewatchdog also provides an updated list for many airlines all in one place.

As we head into 2011, it will be interesting to see what’s next for the airlines and the travel industry overall and how travelers will react. Either way, you can’t keep me off a plane this year!

Doing Good by Talking to Each Other

By Helen Vollmer, President, Edelman Southwest

As winter winds blew into Austin in mid- December, the Edelman Southwest crew hosted an amazing holiday breakfast of corporate and non-profit leaders, led by its own Carol Cone, the acknowledged “mother of cause marketing.” Joining Carol in a conversation at the new W Austin hotel on how both businesses and 501c3 organizations can profit from citizenship initiatives were Nona Evans, global marketing for Whole Foods, Amanda Webster, community relations managers and employee communications manager of National Instruments and Emily Steinberg, associate director of College Forward.

Panelists and audience members agreed with Edelman’s 2010 goodpurpose ^TM study findings that deeper engagement in social issues is now expected on the part of brands and corporations. Consumers are demonstrating exceedingly high expectations of businesses and nonprofits to work together to find solutions to our biggest challenges. And consumer loyalties now lay with those entities that do so.

There were several “a-ha” moments, including a collective group nod that non-profits and their for-profit allies need to do a much better job of communicating what each party needs from the other to gain the most benefit. It was pointed out that non-profits should do their homework in advance to understand what causes corporations have aligned themselves with and they should vet what the company already may be doing in that arena.

Plus, flexibility is key in developing programs that work toward common good. It’s okay for businesses, according to our experts, to pilot a program and see if the relationship is mutually beneficial before determining if a long-term commitment is in everyone’s best interest. Finally, at all costs, both corporations and non-profits need to stay focused on what’s needed to accomplish their mission. It’s easy to get distracted by the sound of a good idea, but partnerships are only successful if they get you closer to your goal.

The takeaway? Starting conversations such as this one in Austin and keeping them going is a responsibility we all have. One of Edelman’s New Year’s resolutions in the Southwest is a commitment to making sure we are all engaged in such dialogues that lead us all to a better place with purpose.

Calling All Shoppers!

By Christina Felton, Vice President, Austin

Tis the season to shop. “One for you, two for me” has always been my mantra. Over the last year, shopping has offered incredible deals, killer markdowns and special coupons mailed directly to my house, making it impossible to stay away.

Retailers have rolled out the red carpet this holiday season to entice shoppers in light of a still questionable economy. With more shoppers using multiple channels – in-store, online, mobile devices – to both research and purchase items, retailers have stayed competitive by offering free shipping, special offers towards future purchases and other incentives.

And here is more good news. As the traditional shopping season came to a close, many sales were just  warming up. This year, shopping after the holidays may be the best time of year to hit the stores.

Whether you’re a perpetual bargain hunter or a savvy shopper getting a jump start on next year’s shopping list, there are plenty of sale opportunities well into the New Year. According to the National Retail Federation (NRF), the week between Christmas and New Year’s accounts for more than 10 percent of total November and December sales. Retailers will continue to entice shoppers with special deals and markdowns hoping to maintain the momentum of the holidays well into the New Year.

Outlets are a traditional destination to find great deals at any time of the year, but long gone are the dismal, never-ending racks of a poorly lit outlet store. Vollmer recently helped open the latest Saks Fifth Avenue Off 5th outlet store at the Houston Premium Outlets in Cypress, Texas. The new location was part of an expansion bringing 25 new luxury names to the Premium Outlets.

The Off 5th store is modeled after the new Saks Fifth Avenue ‘luxury in a loft’ environment, designed to highlight merchandise and facilitate easy shopping. And in keeping with shopping trends, the location offers increased luxury brands and expanded key merchandise categories including fine jewelry, shoes, handbags, sunglasses, contemporary sportswear and beauty items. Sounds like 28,000 square feet of sheer heaven to me.

Before shopping, however, be sure to check out the store and outlet websites for special events and offers. Many offer discount codes for significant discounts and opportunities to earn points towards future purchases. Signing up for a reward program with insider emails is also a good way to ensure you never miss a bargain from your favorite store or outlet center.

As you head out, knowing the best time to shop is just as important as knowing where to shop. Even though the holiday shopping crowds will significantly have thinned out, it’s best to arrive early and avoid weekends if possible. Many stores provide special offers on weekdays hoping to increase traffic during the off-peak shopping hours. So for those who feel that shopping knows no season, here’s to great bargains – year round!

From Online to Organized Groups: Making the most of 2011 as a non-profit

By Lindsay Stout, Account Executive, Dallas


As we wrap up the season of giving and move into 2011, non-profits and charity organizations are still feeling the pinch of the economic downturn from the past few years. With the New Year comes a fresh hope for increased economic recovery, as well as an opportunity to engage new audiences and turn them into volunteers, loyal fans and donors.

Whether you are a large, national-recognized organization or a smaller-scale local non-profit, here are a few tips for making the most of 2011.

Revamp Your Website / Look
A fresh look is a great way to catch the eye of potential supporters. If you have the resources to rebrand your logo or website, take the time to evaluate how this might benefit your organization. Many non-profits operate with an outdated look that no longer accurately represents their organizations.

Our client Camp For All , a Houston-area camp and retreat serving children and adults with challenging illnesses or special needs and their families, recently revamped its logo and website. Both designs better convey the mission and motto of the organization, and new functions of the website allow for more meaningful engagement for campers and their parents, Camp For All partners, media and supporters.

Create a Young Professionals (YP) Group
As a YP myself, I’m continually looking for new groups with which I can volunteer and network, and many people tend to become faithful fans of organizations they begin affiliating with at a young age. Now is the time to lock in the loyalty of YPs and create a group targeted toward their interests.

The Junior Friends of the Arboretum at the Dallas Arboretum is a great example of a new membership group designed for the under-40 demographic, including YPs and young parents and families. One of the many perks is that the group has access to special events and extra privileges such as complimentary concert tickets and workshop discounts.

Utilize Social Media
While social media can feel intimidating, it’s an incredible tool for reaching people in a fun, conversational manner in order to promote upcoming events, attract new supporters, grow your donor base, share entertaining videos and photos and drive more traffic to your website.

There are lots of trends you can easily utilize, such as using the #charitytuesday hashtag on Twitter to help promote great causes or creating your own Facebook contests, such as Texas Ballet Theater's Weekly Wednesday Win, which gives fans the opportunity to win tickets to performances and other prizes.

Be sure to tap into your board members, interns or members of your YP group to learn more about Facebook, Twitter, blogs and LinkedIn and to get help with engaging on these platforms. It can seem like a daunting step, but it’s a step in the right direction.

Encourage Volunteering
If your budget prohibits you from taking any of these bigger steps, don’t forget that soliciting help from board members and volunteers is always an option. These audiences are already raving fans of your organizations so let them help you take action! Both board members and volunteers are a great way to help relieve overworked staff, and those who donate their time often turn into those who donate their dollars.

Best wishes and here’s to a fabulous year!

14 Bottles of Wine and a Fire Extinguisher

  By Dan Susong, Account Supervisor, Austin

December just feels different. The days are shorter, the air finally starts to feel cooler (at least in Texas) and, of course, the holiday season is in full swing. So during this different month, what’s on everyone’s mind? A quick poll of our Edelman Southwest team revealed some interesting answers – some surprising, some not.

What’s on the top of your holiday wish list for 2010? From baby gifts to botox, folks in our offices are wishing for almost every type of gift imaginable. Some are hopeful for reunions with family and friends or spending quality time at home after many a business trip, while others are hitting the road and traveling to exotic places (winners: Napa Valley and Galapagos!). Others are hoping for more tangible things like workout gear and cooking equipment (in that order, although I might suggest using them in the reverse). And, of course, there are the common gifts like jewelry and electronics. And the slightly less common… like 14 bottles of wine and a fire extinguisher (don’t worry, separate wishes from separate people).

What is your all-time favorite holiday gift or memory? Oh, sweet nostalgia. Reading the responses to this one was a fun trip to a simpler time. When red scooters, Christmas ornaments and family-created pageants were all we needed to be happy. But it’s not just our favorite “things” we remember so fondly. Many of us count as our favorite memories the final Christmas we spent with loved ones… or the birth of a child during the holiday season… or the time we staged Christmas a week early before the Navy shipped our furniture back to the states… or the fact that a certain employee didn’t lose his job after revealing his boss’ surprise Christmas gift to her husband. (Yes, that happened.)

What else are you doing to mark the holiday season? I had thought this question would spark a ton of travel, cooking, tree and menorah lighting, and family-reunion type answers. And it did. But it also revealed that folks at Edelman Southwest are doing a lot to give back to the community, by working with organizations that aim to find cures for diseases, groups that provide support and shelter for the homeless and volunteering to distribute gifts to economically disadvantaged kids. It’s good to see that amid all this talk about what we’re hoping for this year, not forgetting the hopes of others – often much more basic than our own.

So what did this fun holiday poll reveal? Same profession, same employer, same general location – very different holiday wishes and traditions. In general, our current holiday wish lists are a far cry from the days when we could relate to Ralphie and his Red Ryder BB gun. But the fact that most of us still have a wish list and participate in some sort of exchange – whether of gifts, food, time, or stories – with those we care about still makes this time of year different. Different and, I think we’d all agree, special.