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Does Your Brand Strategy Include Cause Marketing?

Jan 31 ,2018

Does Your Brand Strategy Include Cause Marketing?

JULIAN, CA MARCH 7: Volunteers plant trees in a wildfire burn area at Paseo Picacho Park in Julian, CA on Saturday, March 7, 2009.(Photo by Sandy Huffaker/Odwalla

 

It is impossible not to notice the enormous challenges facing our world today, which is why it is imperative now more than ever to ensure your company is including cause marketing in your annual strategy.

Consumers, especially millennials, are no longer accepting a brand on name or status alone. They want to, and will, stand behind a brand that takes action to create change in the world. By engaging in social issues you can earn both trust and loyalty from your consumers.

Ensuring that your brand partners with the right cause is essential to the success of your campaign. A great example of this is the partnership GSG created for Odwalla and Parks.  The Plant a Tree program encouraged consumers to vote via a dedicated landing page for a state park they wanted to “plant” a tree in. For every vote, Odwalla donated $1 towards the purchase of trees which resulted in 450,000 trees planted! States parks also handed out healthy Odwalla Bars to park visitors to keep visitors fueled and ready.

If you don’t have a Cause Marketing strategy, it’s time you get one!  GSG has helped companies like Coca-Cola, The North Face, Columbia, and Subaru create or refine their cause marketing, and we can help you too!  Learn more here.

Jan 10 ,2018

First Day Hike – Happy New Year!

Being outdoors, surrounded by nature is a great way to start your New Year. Every year, thousands of people, across 50 states, venture out to their local parks for a ranger guided tour on New Year’s Day, as part of the First Day Hikes coordinated by America’s State Parks. Last year nearly 55,000 people rang in the New Year, collectively hiking over 133,000 miles.

Depending on location, hikers look for whales, birds, go snowshoeing, visit historic sites or explore parks nested in urban environments. You can visit America’s State Parks to select your 2019 First Day hike! You will not regret it!

Good Solutions Group is proud to be a founding partner of America’s State Parks, has been working with parks across the country since our founding in 2003. In total, programs created by GSG have generated over $12 million for parks in America. Learn more about our park related programs here.

For those of you who did participate in this year’s First Day Hike please feel free to share your experience in the comments below! Continue reading “First Day Hike – Happy New Year!” »

Mar 05 ,2015

Six Principals of a Successful Cause Marketing Program

Six Principals of a Successful Cause Marketing Program

Cause marketing is not just for do-good-ers.  Cause marketing can drive strong business results and ROI, while simultaneously signaling to your consumers and employees that you are the kind of company they want to be associated with. Good Solutions Group (GSG) CEO Shari Boyer has six principles that make for successful (and award winning) cause marketing programs.

1. Find a cause that resonates with your corporate culture and values.

Home page

The Odwalla Plant a Tree program is a great example.  In 2009, GSG connected Odwalla not only to its environmental roots, but also to lifestyles of health and sustainability, a demographic otherwise known as LOHAS, through an innovative program that allowed consumers to “plant” a tree in a state park by voting online.

2. Clearly state the result or goal of the cause campaign.

In the Odwalla Plant a Tree program example, Odwalla clearly stated the number of trees they would plant each year, if enough consumers visited the website.  And they did!  The program “sold out” of the trees within 2 weeks.

3. Local problems or issues resonate more than national.

The Plant a Tree program was successful because it allowed consumers to choose which state they wanted their tree planted in.  It made a difference in their backyard, not across the oceans, and far away.  Not that consumers don’t care about causes far away, but campaigns with local impact see strong results.

4. Educate the consumer about the cause.

In the Odwalla case, the website was full of fun and educational facts about the power of trees.  Consumers could learn about the cause, while they were voting.

Carbon offset

5. Engage all stakeholders

Cause programs shouldn’t sit in a silo, over in the Public Affairs Department.  Cause programs work best when they are integrated with a Retail Partner (critical for driving sales results), Employees (through volunteer events), Press, and Consumers.

6. And lastly, be positive and focus on the outcome.

You don’t have to be all gloom and doom about the problem, instead focus on the positive outcomes that your campaign can accomplish.

Check back for more examples of great cause marketing campaigns on the blog.