Cause Marketing Case Studies

Marriott's Great America and March of Dimes

Developed in 1976, this campaign was the first cause marketing campaign in history.

OverviewAs part of the opening promotion of Marriott’s Great America family entertainment center in Santa Clara, California, the largest project to date in Marriott Corporation’s history, Bruce conceived and developed a cause marketing partnership with the March of Dimes.
Partner GoalsThe primary goal for Marriott was to create major publicity and marketing awareness of the new entertainment complex. Indeed, to help attract more than 2 million visitors in its first year. The March of Dimes had two primary goals: to increase fundraising from their pledge walks in their Western States Region and to bring the funding in by their budget deadline.
Strategy of CampaignA multifaceted marketing campaign was launched in 67 cities, in 17 western states, offering contests to win trips to the opening of Great America for the pledge-walker in each city, who brought in the most money by the deadline. This strategy generated tremendous word-of-mouth marketing due to the fact that winners could bring themselves and 100 of their friends to the opening of Great America!
ResultsThe results of this cause marketing partnership exceeded all optimistic expectations. Over 2.2 million people attended Great America in the first year, breaking all previous attendance records for a regionally marketed theme park. The March of Dimes raised $2.5 million, an amazing 40% increase over their previous funding record, and, importantly, the money was in by their deadline.
“Most successful fundraising relationship in the history of Chapters West.”         Jean A. Dargis, Director, Chapters West, March of Dimes

American Red Cross and Pacific Gas & Electric

OverviewFrom 2005-2007 the American Red Cross Bay Area Chapter and its partner The Pacific Gas & Electric Company undertook the most comprehensive emergency preparedness campaign ever launched by a non-governmental organization. The campaign was titled Prepare Bay Area.
Partner GoalsRather than individual marketing objectives, as is usual in most cause marketing campaigns, both partners were focused on a singular, unprecedented goal: the training of 1,000,000 San Francisco Bay Area residents in earthquake and other emergency preparedness. The campaign had two primary approaches: an operational program of Red Cross volunteers to provide the preparedness training, and a promotional campaign to drive awareness of the need to take the training and be prepared for a major emergency.
Strategy of CampaignBruce directed the innovative marketing campaign. A major benefit to the success of the campaign was the partnership Bruce developed with Publicis & Hal Riney, an internationally acclaimed advertising firm that donated its creative services. The strategy of the campaign was based on the theme: “What do we have to do to get your attention?” because at the time only 6% of Bay Area residents were prepared for a major disaster in a geographical location where a catastrophic earthquake could happen at any time. The team created a multi-faceted marketing campaign focused on developing “shock and awe” elements and guerrilla marketing that caused a sensation around the San Francisco Bay Area, across the country, and around the world through blogs and websites.
ResultsThe results of the campaign were off the chart. The partnership raised over $1.25 million, generated over $3 million in free media coverage, and won international awards and recognition. However, the result that stands above all others: 1,000,000 people were trained in three years.
“You raised the bar so high I don’t see how we are going to find someone to follow you. You blew the marketing chair to pieces.” 
        Harold Brooks, CEO, American Red Cross Bay Area