Please scroll down to see esamples of past work. |
Two Decades of Market Leadership |
||
 |
|||
| EXAMPLES OF PAST CAMPAIGNS | |||
Contact us:
Catalyst San Diego
700 West E Street, Suite 2201
San Diego, CA 92101
Telephone: 1.619.300.4221
Web Site: www.causemarketing.net, www.causemarketing.org
Email: causemarketing@me.com
Examples of Current & Past Catalyst Marketing Campaigns: |
| Cause Marketing is Second Only to Sports Marketing in North America Sponsorship Spending: Sponsorship investment in cause marketing reached more than $1 billion in 2003 reflecting a 10.3% increase over the $835 million spent by North American companies in 2002. In 2002, cause marketing grew by more than 13%. (Source: IEG, Inc. |
| Hispanic Marketing & Promotion: Catalyst cause marketing strategies have proven highly effective in Hispanic marketing efforts. We have developed a number of campaigns that appeal to the Latino market’s sense of community and affinity for those companies and organizations that work in partnership to improve Hispanic education, health, and other community issues. Catalyst’s Hispanic Cause Marketing strategies for companies that include Wells Fargo and Farmers Insurance help strengthen consumer relationships, build brand loyalty, and augment customer and employee recruitment. |
Kids Korps USA Catalyst has been working with Kids Korps USA, America’s Youth Volunteer Organization, to develop cause marketing programming programs, special events, and promotional efforts aimed at raising funds and awareness for the organization. Catalyst has succeeded in attracting more than $1 million in the past four years. Successful partnerships include; Starbuck’s support of Kids Korps’ Build-A-Bike program with recipients including STAR Pals, and a Teen Volunteer Leadership program, and Sempra Energy Foundation and SDG&E in creating an environmental service partnership designed by Catalyst and now trademarked for Kids Korps, Green Korps™. Partners include US Trust Bank of America Private Wealth Management, Barona, SDG&E, Sempra Energy Foundation, LPL Financial, and South Coast Plaza. Old Town Fiesta Cinco de Mayo This annual three-day event takes place in Old Town San Diego, the birthplace of California. Old Town Fiesta Cinco de Mayo is now the third largest celebration of Hispanic arts and culture in the US. The event is supported by a unique cooperative effort between the California State Parks, City and County of San Diego, and community of Old Town. Event entertainment includes seven stages, and three activity areas featuring a wide variety of historic and contemporary music, reenactments of the 1862 Battle of Puebla, a Children’s “Pueblo de los Ninos” activity area, and the dazzling horsewomen; Las Escaramuzas Golondrinas. Each year, an average 200,000 visitors enjoy this event set against the historic streets and plazas of Old Town, 33 Old Town restaurants, dozens of museums and over 100 retail establishments. Net event funds support the Old Town School program providing over 35,000 youth per year with diversity and history educational outreach. Partners in this program included Wells Fargo Bank, ExxonMobil Corporation, Chevrolet, Farmers Insurance, California State Parks, and Diageo. Request Information (Click to) causemarketing@me.com Project Safe Kids™ Catalyst developed a three year partnership with San Diego’s Rady Children’s Hospital and the San Diego Safe Kids Coalition, part of a national coalition of organizations promoting child safety in the home, at play, and on the road. This partnership offered companies targeting child, youth, and young adult safety through schools, PTA’s, youth service organizations, and parents. Project Safe Seat was a component of this overall campaign, targeted to the parents of infants and children between the ages of one and eight. The campaign was promoted through print and broadcast media, promotional materials, web site, on-site child safety seat and vehicle safety clinics. Partners included; BMW, Goodyear Tire/Evans Tires, 21st Century Insurance, Toys R Us/Babies R Us, Westfield Shopping Towns, and Britex. Request Information (Click to) causemarketing@me.com VolunTours™ In 2000, Catalyst partners Brian Hawkins and David Clemmons conceived of a new social enterprise that combines business and pleasure travel, team building and relationship building with volunteer community service. Catalyst has partnered with one of North America’s most prominent volunteer service based organizations, Los Niños International in order to expand VolunTours services and opportunities in the United States and Mexico. Los Niños International/VolunTours™ currently works with over 40 universities and several corporations in the planning, implementation and follow-up for a wide variety of volunteer vacations and conventions on both sides of the border. For further information on VolunTours, please visit www.sandiegovoluntours.com or www.voluntours.org Request Information (Click to) david@sandiegovoluntours.com Fiesta del Rio An annual, three-day, bi-national event located in the cities of Imperial Beach (USA), Tecate and Tijuana (Baja California Mexico). Fiesta del Rio is supported by a partnership of Federal State municipal art organizations and corporation in the US and Mexico. The event and accompanying educational program celebrates the past, present and future of the Tijuana River Valley Estuary, the peoples and cultures of the border region and encourages the protection and understanding of this unique habitat and region… Where Nations & Nature Meet. Net event funds support educational programming at the Tijuana River Valley Estuary Visitors Center. Partners in this campaign included Sempra Energy, Shell Gas & Power, and SDG&E. Request Information (Click to) causemarketing@me.com Jr. Sports Beat Catalyst created the high school sports journalism conference in 1991 for AT&T in conjunction with the 1992 America’s Cup. Since renamed Jr.SportsBeat™, this event combines the excitement of sports with education and communications. The program uses the backdrop of major sporting events, such as the America’s Cup, Baseball Spring Training, and the X Games to introduce juniors in high school to the fields of journalism, sports marketing and special events. Jr. SportsBeat™ uses professional athletes and coaches, the input of sports journalists and reporters, and the experience of sports marketing, media, and special event planning executives to provide High School youth with hands-on experience in reporting, writing, the sports industry, and the technologies that are revolutionizing communications. Past partners included AT&T, Nike, McDonald’s, USA Today, Baseball Weekly, and Times Mirror Magazines. Request Information (Click to) causemarketing@me.com Current & Past Clients • AMERICAN RED CROSS (1993 -95) Birch Aquarium - "Planet Earth Express" THE CHALLENGE -- In spite of serving over 60,000 San Diego youth each year through on-site & outreach education, the Birch Aquarium failed to reach thousands more of San Diego youth who, because of distance or financial constraints, were unable to visit the Aquarium. The Aquarium had long desired an outreach vehicle, but lacked the funds to secure one. THE OPPORTUNITY -- San Diego companies placed increasing priority on reaching students & schools. Many of these companies had also prioritized environmental issues as a community cause to support. A number of other markets had embraced the concept of environmental education outreach. THE SOLUTION -- Catalyst researched a number of markets & outreach programs & assigned some initial goals & options for the program. Catalyst then met with a limited number of San Diego's most prominent & environmentally conscious companies, in order to gauge their interest in aligning with the Aquarium & supporting an environmental outreach program. THE PARTNERSHIP -- Following three strategy meetings with SDG&E, Catalyst worked with Scripps to package the "Planet Earth Express" including support for the vehicle, staff, educational materials & graphics. The proposal was presented to SDG&E and received overwhelming support for funding. ANALYSIS OF THE RESULT -- Over the past several years, SDG&E has invested more than $500,000 in this on-going program, which has been promoted by KNSD Channel 7/39 & "The Planet" radio station. The Aquarium now has an extensive presence in and access to San Diego schools, youth, educators and parents.
Fleet Science Center - "Partnership 2000" THE CHALLENGE -- Though the Space Theatre at the Fleet Science Center was a well-recognized San Diego attraction, the Science Center lagged far behind in recognition. With the addition of over 50,000 square feet in new exhibit & public space, the Science Center would at least have to attract equal or greater status as the Space Theatre in order to support the new facilities. The Fleet Science Center had only once attracted a corporate sponsor of the facility or one of its program & was under-utilized & recognized by San Diego Business. THE OPPORTUNITY -- In the late 1990's, San Diego was achieving new prominence as an international center for science & technology development. These rapidly growing industries represented an ideal opportunity for the Science Center to build support for Center programs & facilities. As a leader in math & science education, serving over 120,000 students annually, the Fleet offered an ideal workforce education partner to these new industries who demanded a future workforce well prepared in math & science studies. THE SOLUTION -- Following completion, submittal & acceptance of the marketing plan, Catalyst was hired to implement its portion of the marketing plan, entitled "Partnership 2000." Following a comprehensive analysis of the Fleet's programs & assets, Catalyst compiled an inventory of benefits & values for prospective partners (sponsors). THE PARTNERSHIP -- Catalyst has worked with the Fleet 's development, marketing, exhibits & education staff to package & sell sponsorships for films, exhibits & facilities. Catalyst also designed, sold & implemented a revolutionary concept, called "TechnoVation." TechnoVation is an interactive public exhibit of San Diego's science & technology industries created by leading San Diego private & public companies. ANALYSIS OF THE RESULT -- TechnoVation attracted the participation of San Diego's largest public & private companies including; Scripps Mericos Eye Institute, San Diego County Water Authority, Sony, Qualcomm & SAIC. The total partner investment in this program will reach over $250,000 in the first year. TechnoVation celebrated its grand opening on January 8, 2000 creating a model for many future partnerships through the Center.
City of San Diego – Think Blue™ Campaign THE CHALLENGE -- The City of San Diego allocated $200,000 annually for citywide storm drain pollution education. Traditionally, these efforts encouraged residents to report any hazardous environmental practices of those in the community. Unfortunately, over time the campaign failed to make any appreciable difference in resident habits themselves. THE OPPORTUNITY – A state assembly bill, AB-411 requires all counties & municipalities in California to conduct testing for a range of bacteria that result primarily from household & industrial waste run-off. This measure will soon be instituted, perhaps resulting in a 10% to 50% increase in beach closures, a significant threat to the region's economy & way of life. THE SOLUTION -- Catalyst designed, sold & implemented the largest public environmental education program in our city's history. Following a thorough review of past campaign & budgets, Catalyst created & launched a partnership designed to attract financial, educational & outreach support from state & local organizations & corporations throughout the county. THE PARTNERSHIP -- Catalyst secured financial support & input from San Diego County, the Port Authority & Caltrans, & over $ 1million in promotional & creative support from KGTV Channel 10, who have made the program one of its three community campaigns. Catalyst created a campaign name (now trademarked), "Think Blue," which has been adopted by all program partners as a single point of reference for all promotional activities, including phone referral "888-THINKBLUE," & website www.thinkblue.gov. ANALYSIS OF THE RESULT -- As a result of this partnership, an RFP request for the design & implementation of a $200,000 ad campaign has now become a $1.6 million environmental education partnership. Catalyst has recommended that the City use this intellectual property as a fundraising tool by marketing & sales to other municipalities nationally. Children’s Hospital & Harloff BMW – “Project Safe Seat” The Challenge: Differentiate a regional BMW dealer from traditional price-oriented and fast-pitched automotive marketing in Southern California. Catalyst designed and launched a new advertising campaign supporting a primary feature of BMW automobiles, that of safety. Central to this campaign was the establishment of media and organizational partnerships with area businesses and non-profit organizations designed to promote a select cause and leverage a $250,000 advertising budget in a market where competitors spend between 2 and 4 times that level. The Opportunity: After researching auto safety issues and programs, Catalyst discovered an enormous safety risk for area children, child seat safety. In 1998 Children’s Hospital in San Diego initiated a new program that focused solely on children’s safety issues. This interest and focus evolved into a sixty-member organization called the San Diego Safe Kids Coalition. Their number one goal is to reduce the number of children killed and injured in vehicle crashes. The Solution: Catalyst launched a cause marketing based advertising and promotional campaign combining brand and dealer positioning with a cause message that reinforces BMW’s leadership in safety and Harloff BMW’s commitment to the community and its customers. The creative campaign combines BMW North America images of select BMW vehicle performance figures and appeal with super/voice-over of BMW’s industry leading safety attributes. This combination of performance and safety were then combined with a cause-oriented message, that of Harloff BMW’s support of child safety seat education. A series of public service announcements provided by media partners expanded Harloff BMW and San Diego Safe Kids Coalition promotional time and associated the safety issue with the Harloff name in consumer’s minds to build County-wide awareness. The Partnership: San Diego County Safe Kids Coalition including over 60 community organizations including the San Diego Police, California Highway Patrol, all area hospitals, Buckle Up San Diego and all San Diego PTA groups. San Diego broadcast media act as media partners, not just outlets for traditional advertising buys. KGTV, (San Diego’s ABC affiliate), Cox Communications (various targeted stations), XEWT (Televisa, Canal 12), and radio stations KyXy and The Planet incorporate public service announcements and leveraged advertising with clinic presence of the Children’s 10 Mobile, a health and safety information vehicle. Major Shopping Centers – Westfield (seven regional malls) provided “Go to…” promotion and mall-based locations for clinics and Harloff BMW vehicle promotions. Additional corporate partners included; Evans Tires / Goodyear, 21st Century Insurance, and Babies R Us. The Outcome: Catalyst leveraged Harloff BMW’s $250,000 investment in the Project Safe Seat campaign into over $1,000,000 in all external marketing, advertising and promotional exposure. The campaign resulted in an overall 13% increase in sales during the recessionary downturn of 2000-2002, combined with on-site service, customer promotion and service follow-up resulting in greater overall customer satisfaction levels. Harloff BMW Project Safe Seat clinics resulted in a 4.4% sell in rate, over twice the average for BMW North America events including the Drive for the Cure™. |
Year three of the “For Healthy Kids” program continues its alignment with the total health concept that Kaiser Permanente embraces. Childhood obesity continues to be a growing problem in America. Kaiser Permanente’s “For Healthy Kids” is an outreach campaign that focuses on the importance of childhood nutrition and strengthening a parent’s knowledge and ability to help their children eat healthy and stay active. The program gives parents and children the tools and information they need to make good nutritional and fitness choices. This multifaceted media and outreach campaign on the importance of childhood nutrition and fitness encompasses several elements. Timing: June 4 – November 25, 2007 Television: Interstitials (on-air educational messages) will air on four public broadcast stations throughout Southern California including the following:
Eleven(11) thirty-second educational vignettes ( 9 English/2 Spanish) will air on each of the PBS stations. Topics covered in these segments include portion control, creating a healthy eating environment, talking to your kids about nutrition, helping your kids maintain a healthy weight, type 2 diabetes, healthy living 101- fruit, vegetables, staying active and tips. The Public Broadcasting Audience
Print Materials/Consumer Gift- We will create an active learning environment through the offering of a consumer gift. The gift will be targeted to families and be offered at local events and workshops throughout the year in Southern California. These Kaiser “Healthy Start” kits include the following promotional pieces:
Community Outreach: In each market, Kaiser will be incorporated into existing PBS community events or partner with a local Kaiser community supporting one of their events. We will be able to participate in at least three events or workshops in each market. The events provide interactive and exciting opportunities to educate and inform parents. At each event parents and children sign a healthy eating pledge card. Each family signing a pledge card commits to eat healthy and be active and receives a Kaiser healthy start kit. The healthy start kit or one-sheets will be distributed at these events and workshops. We will provide crayons and create coloring sheets for the kids to play with at events, custom table covers for each station and encourage parents to “take the pledge” through custom table toppers. On-line Content: A micro-site for Kaiser Permanente has been created and will reside on all of the designated PBS stations throughout the campaign. Each local PBS station will promote its website and encourage viewers to visit the kids and family section of their site to learn more about the “For Healthy Kids” campaign. This includes all television vignettes, workshops, community outreach and printed materials. Viewers will be encouraged to visit the Kaiser Permanente micro-site on the PBS websites to learn more about their healthy lifestyles programs and fitness options for members and non-members. Print: A monthly Magazine or e-newsletter is published in most markets by each public broadcasting station. Where available, the launch will be promoted through an article or an advertisement with Kaiser Permanente being recognized as the partner of “For Healthy Kids.” Circulation varies by market. Evaluation: For 2006, we conducted a consumer evaluation in Southern California through the research firm C.L. Gailey Research. The evaluator conducted 157 interviews at the Kaiser Permanente Get Fit San Diego 5k Run/Walk and Fit Festival at Liberty Station in San Diego, California. For these interviews, respondents were shown two of the For Healthy Kids interstitials and the Healthy Start Kit. One of the spots covered portion control and the other talking to kids about healthy eating. After the questions about the kits and the spots were completed, the interviewer asked them questions about their perception of Kaiser Permanente. Here are some highlights of the evaluation summary: Health Care Organization/Kaiser Permanente Involvement – Findings
Individual Interstitial Performance Conclusions Healthy Start Kit – Conclusions |
ⓒ 1991 - 2009 Cause Marketing is doing good to do well. ™ |