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Conference Day 1CAUSE MARKETING & CROWDSOURCINGProgram: Wednesday, September 158:00 9:00Registration and Continental Breakfast 9:00 9:10 Welcome and Chairperson's Opening Remarks Danny Brown, Co-Founder, SRM Group 9:10 10:00 KEYNOTE ADDRESS: How is Social Media Going to Impact Cause Marketing? Ed Messman, CEO, Giveo Cause marketing has been growing strong over the last three decades. However, with the rapid growth of social media and social networks, cause marketing has the potential of entering an entirely new era. This new era will tap a new generation that will help reshape this cause engagement practice through innovative social and mobile campaigns with new partnerships with nonprofits, corporations and consumers/donors. 10:00 10:45 RECENT RESEARCH: Beyond the Brand: How CSR Effects Buying Behaviour Amanda Alvaro, Managing Director, Narrative Advocacy Media Corporate Social Responsibility (CSR) has become an established element of any good business strategy in an effort to "give back" to the community with the ultimate goal of appealing to investors and, often more importantly, to the consumer. Recent trends in CSR activities have developed the notion of giving back beyond writing a cheque and have moved into a more tangible realm that often involves consumer participation and active brand involvement. But beyond building a positive brand image, does CSR actually sell? The Consumerology Report, a quarterly study commissioned by Bensimon Byrne, tracks consumer opinions about the economy, personal financial expectations, buying intentions, and key national issues. The primary purpose of the latest Consumerology Report was to examine the effects of corporate social responsibility on consumer purchase decisions. Amanda will review highlights from the current report conducted recently in July 2010, and explore the most effective ways for marketers to influence buying behavior and reach consumers beyond brand awareness. 10:45 11:00 Networking Break 11:00 11:45 Anatomy of Cause Marketing Mark Herlihy, Vice President, Cause & Consumer Strategy C'volution, it's about change "Doing good is good for business!" It's what most corporate leaders wish they could figure out. The reality is that there is no "how-to" in cause marketing but Mark asserts there is an anatomy, and a set of guiding principles that ensure success in cause marketing. Mark will lead you out of the fog and show what must not be missed in bringing this strategy to life, as one channel of engagement marketing today. In this session you will learn about:
Building Armies: Putting the Cause Into Be-Cause Marketing Danny Brown, Co-Founder, SRM Group Cause marketing and social responsibility has never been as popular as it is now. With consumers jaded at faceless businesses milking profits over people and using bailouts that could have gone to those more deserving, customers want to ensure that their hard-earned money is going to businesses that put ethics over profits. In this talk, Danny Brown will show why cause marketing is no longer enough; you need to offer the be-cause as well. More than just "because we give back", how your cause marketing initiatives align with your customer's pocket (as well as your inherent culture) will determine if your company succeeds or not. 12:30 1:30 Luncheon 1:30 2:15 Linking Brand Loyalty with Cause Programs Vladimir Vervelsky, Vice President, Marketing, One Big Planet Corp. Consumers are eager to be involved. Cause-related marketing helps influence consumer satisfaction through positive emotions and those emotions are a commodity in brand loyalty. In this session, Vladimir will explore methods of building brand loyalty with philanthropy and penetrating social trends by making consumers actively and positively involved in non-profit causes. He will discuss different processes, methods and strategies that will help your organization develop relationships with non-profits that are right-for-you based on consumer insights, developing integrated cause/loyalty strategies, effectively promote, measure and optimize your non-profit-corporate partnerships, and build and improve loyalty through cause. Topics include:
CASE STUDY: Driving Brand Equity through Cause Marketing Nicole Gallucci, President & Chief Inspiration Officer, BOOM! Marketing Is cause marketing truly a tactic within the marketing mix that can move the needle? YES! Two examples: one simplistic, the other controversial, both created unprecedented impact within their target consumer groups. Nicole will present these two best in class examples that have won her agency worldwide acclaim - Schick's Booby Wall Initiative and Campbell's Help Make Hunger Disappear Campaign. While in the business of building outstanding experiential trial and awareness programs for its clients, BOOM! Marketing has also built a reputation for itself as a leader in creating relevant bridges between brands, their consumers and causes. 3:00 3:15 Networking Break 3:15 4:00 Engaging Employees and Consumers through Your Brand Peter S. Drummond, Vice President Business Development, Brand Strategist, LEVEL5 Strategic Brand Advisors Many businesses treat brands as if they are nothing but logos and marketing communications, rather than the major corporate assets we know they can be: brands exist to generate growth, maximize profit, minimize exposure, and create sustainability. A company's brand is more than what a customer can see - it is the all-encompassing DNA that forms the basis for all activities throughout the companyaligning, inspiring, and engaging people. Hear how you can use your brand to create awareness and understanding of your company, build your reputation and recognition, strengthen engagement and emotional connection with your employees and customers, and, therefore, drive loyalty and growth. 4:00 4:45 CASE STUDY: How Corporate Social Responsibility Can Differentiate You in a Competitive Marketplace John Jenner, Executive Director, Customer Insights, AstraZeneca Canada In today's competitive marketplace having excellent products is not enough to be successful. Companies need to find creative ways to differentiate themselves from their competitors. Find out how a successful product-oriented pharmaceutical company is going beyond manufacturing great medicines to building a reputation for caring about the health of Canadian youth through its philanthropic wellness program "At My Best". This session will take you on the journey of this program's development from its creation to the impact it is having on children's well-being and corporate reputation. 4:45 5:00 Chairperson's Wrap-Up |
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