Università degli studi di Pavia
Corso di Laurea Specialistica Interfacoltà in Editoria e Comunicazione Multimediale
IL CAUSE RELATED MARKETING
E LA CAMPAGNA
“DON’T TOUCH MY SISTER”
Relatore:
Chiar.mo Prof. Stefano Colloca
Tesi di Laurea di:
Correlatore:
Chiar.mo Prof. Giampaolo Azzoni
Chiara Nanni
Cause Related Marketing
“Cause Related Marketing is about using marketing money, techiques and
strategies to support worthwhile causes whilst at the same time building
the business”
The company
The no-profit
organization
A win win system:
All the parties profit by this partnership
 The Company
 Increasing of the returns
 Improvement of the corporate image with the stakeholdes
 Better reputation and value of the brand
 The no profit organization
 Improvement of the corporate image and the visibility of social cause
 Reciving a financial support to achive istitutional aims
 Fidelity the number of the consumers and of the volunteers
 The consumer
 Acquisition of a product, characterized by social and ethic values
 To satisfy the need of auto-relationship
The types of Cause Related Marketing
 Traditional or transation
The company supplies at the economic resourses or at the
goods to realize a project
 Joint Promotion
The brand is a way to broadcast the message
or the aim of the no profit company
 Licensing
The no-profit organization gives its logo in exchange for an
economic earnings
 Joint Fund raising:
The company works as an intermediary for the fundraising in favours of their clients
The Code of Behaviour
Who
 Sodalitas and Ferpi 29 October 2004
Purpose
 Provide guide-lines to realize development of effective
and clear campaigns of CRM
Principles
 Sincerity
 Integrity
 Transparency  Mutual respect
Phases
 Planning and Preparation
 Executive
 Conclusive
Partnership
 Mutual benefit
The phases to realize a campaign
1. Planning and Preparation
 Motivations and purposes
 Definition of the budget
 Context analysis
 Choise of no profit partner
 The formal Agreement
2. Executive
 Operative Plan
 The strategy of the comunication: effectiveness and trasparency
3. Control or execution
 Monitoring, measuring and evaluating the programme
 The conseguence on the company reputation and on the sales
 The perception of the company image and the rate of popularity by
the use of qualitative and quantitative verifications
 Media covering
 The level of the stakeholder satisfaction
 The valutation of the impact on the social point of view
The campaign “Don’t Touch my Sister”
The partnership
 Change the brand mage
 Internationalization strategy
 Interesting and sensitivity to social causes
 “Jamilia”: a microcredit project for women
 Fight to defend Human Rights
of the women in the world
No Human Rights
Breil’s Woman
The strenght: the female image
 Independent
 Free about her choises
 Rule-breaking and sensual
Independence
Emancipation
 Making aware to defend life and the dignity of the women in the world
Human Rights and
Economic Independence
for the women in the world
 Action to defend women through economic support of the
microcredit project at Kabul
“Don’t touch my sister”
 Microcredit project
 Courses of Literacy, arithmetic, civic-mindedness, Human Rights and Soundness
 Vocational education: hairdresser, manufacturing, cooking and dressmaker’s
The strategy
1 September 2004
8 March 2005
 Publicity campaign: newspapers, monthlies and weeklies
 Material realized ad hoc for the point of sale
 A radio and tv commercial
 The picture postcard
 The project explanation
 Purchaser’s data
 Amnesty International
 Part of proceeds of the product’s sales to Pangea
 Donation: 200,000 euro
 The publicity Campaign
Don’t touch my Breil
Don’t touch my Sister
 The publicity material into the point of sales
The folder
 The wiondow- cartel
 The counter- cartel
Don’t touch my Sister: una campagna di successo
 Breil
 Brand Breil improved its the corporate image and the brand value
 The product sales increased
 Breil demonstrated its sensitivity to social cause
 Pangea
 Thanks to Breil’s support, Pangea realized 3 Woman Center in Kabul and the
microcredit preject was succesful
 Improved the visibility of the social cause
 Amnesty International
 Also improved the visibility of the campaign “Violence against women”
Il Cause Related Marketing
Instrument for modern company that decides to achieve marketing strategies in pursuit of
its social aim
The company benefit will be better the more intense is the relationship between the brand
value,that tries to express, and the social values of the no-profit company has got
The no profit
organization
The Company
The Society
Thank you for your attention