COLLABORATIVE CONSULTANTS



SDPF CAUSE MARKETING CAMPAIGN

Brian Hawkins
causemarketing@mac.com
(619) 300-4221

Audrey Patterson
audrey@arkmktg.com
(858) 270-2028

CATALYST MARKETING OVERVIEW
Catalyst is a Cause & Partnership Marketing Agency that recognizes the efficiency and effectiveness of Community Organizations and Corporations in developing a unified approach to education and promotion. In 1991 Catalyst introduced a unique form of partnership marketing that adds three additional components to the traditional corporate/non-profit partner model. Media, Philanthropy and Education expand the Reach and Effectiveness of the Cause Marketing Campaign. 
This more advanced and comprehensive approach delivers far greater results through campaigns that integrate and cross promote corporate, media and community organization’s messages, medias, and markets.
THE CATALYST TEAM
Brian Hawkins (Principal): Marketing Engineer BS, MBA
A pioneer in cause marketing since 1991, Brian has consulted with local, national, and global corporations, non-profits and medias on the development of campaigns that have raised significant awareness and funds for clients and partners alike.  Brian also speaks on the subject through conferences and has been teaching the subject since creating the first cause marketing course taught at a major US university. He has a Masters in International Management from Thunderbird, the American Graduate School of International Management and an undergraduate degree from the Univeristy of San Diego.

Brian created a national educational program based upon the America's Cup Races in San Diego with a primary goal of showcasing AT&T technologies while supporting education and youth.  He designed, sold (AT&T sponsorship) & implemented this $750,000 program over a three-year period.

Brian designed & implemented a nationwide campaign between True Value Hardware Stores and the National American Red Cross. Implemented a $1 million campaign including two national television specials, point-of-sale promotion, and co-branded product line that raised $27 million for the ARC.
Brian also oversaw the creation and implementation of a corporate partnership program to support a unique permanent exhibit of Technology and Science designed to provide public education and promote corporate partners at the Reuben H. Fleet Science Center in Balboa Park. It raised $350,000 in 1998/1999.
Catalyst co-developed the largest environmental education, public-private partnership in San Diego history, including the program, creative slogan “Think Blue™” This partnership model and associated promotional materials are now used by the EPA in markets nationwide with rights fees designed to go to the City of San Diego.
Audrey Patterson (Associate): Marketing/Media Strategy & Implementation
Audrey brings decades of results-based experience to an organization. Her mission is to define and understand the critical outcomes required for real success, then develop and provide effective solutions based on bringing together the essential skills, insights and innovation necessary for that specific project. Her resume includes local, statewide and national projects.

A key area of focus for her is in the “cause-marketing” arena where she has created and implemented  the following campaigns:

Three grant projects with The First 5 Commission of San Diego County focused on preschool readiness, the importance of immunizations and early childhood oral health. Most materials were offered in five different languages.
CATALYST APPROACH
Catalyst begins the process of developing a cause marketing campaign with “listening”… We evaluate the originating partner/client goals, the benefits they offer, and the relationships they have fostered. We then determine a definition of success upon which the plan, the implementation and follow-up metrics are based.
Our approach is also based upon a belief that all partners, including the ultimate target consumer, are to be approached and integrated in the campaign as stakeholders capable of delivering and expanding the message among peers.  Catalyst builds the message with the psyche and behaviors of customers in mind and using traditional and nontraditional medias best positioned to approach and impact partners and stakeholders alike. These non-traditional medias can include; point of sale, point of activity, social media, and product integration, among others.
Overall Campaign Goals

Expand the Reach of the SDPF Safety Net Program Among Targeted Populations
Develop 21st Century Media Solutions for Contemporary Media Challenges
Integrate Corporate, Media & Community Partner Expertise in a Cooperative Program
Secure Investment from Complimentary Corporate, Media & Community Groups
Create a Model for Communities Across San Diego & Later California and the United States

TARGET POPULATIONS

Reach and impact the target constituents where and when they shop, work, recreate, network, study and communicate.  These targets belong to one of three key groups:

Guardians: PARENTS

Insightful marketers realize that women, and specifically moms, have emerged as the most potent consumer force in the marketplace. Moms make more than 80 percent of the buying decisions in the home. With more than 31 million moms online, the Internet is proving to be a great vehicle to reach cause conscious mothers and fathers alike.  Fathers should also be a target.

According to a 2004 and a 2006 survey on cause marketing done by Boston brand-strategy firm, Cone, 91% of consumers say they have a more positive image of a company or product when it supports a cause and 90% will consider switching to another company if it's aligned with a cause.

Gatekeepers: POLICE

Position the police as community ambassadors for the cause, integrated at all levels of traditional, direct, web-based and conversational (blogs, communities, etc.) marketing.  They can also play a valuable role in experiential marketing at points of activity such as community events and public venues.

Ground Forces: COMMUNITY LEADERS, EDUCATORS & MENTORS

Partner with schools, educators, points of sale and points of activity relating to youth and parent targets. Each of the “Ground Force” segments represents a media and megaphone to the marketplace.  They share a want, need, and ability to join such a campaign.

CATALYST DEVELOPMENT TIMELINE

PHASE ONE – CAUSE MARKETING OPPORTUNITY AUDIT

Develop Goals, Metrics & Target Population Profiles – WEEKS ONE - THREE

Solidify SDPF List of Benefits – WEEKS FOUR – SIX

Research Media & Corporate Targets (Issue Stakeholders) – WEEK SEVEN - NINE

Contact & Review of Opportunity – WEEKS TEN – TWELVE

PHASE TWO – CORPORATE SALES & IMPLEMENTATION OF THE CAUSE MARKETING PROGRAM

Partnership Building – WEEKS THIRTEEN ON

Program Launch – TBD