The Art of Cause Marketing

How to Use Advertising to Change Personal Behavior and Public Policy

Contents

(Includes a brief description of each Section and Chapter)

Acknowledgments

• INTRODUCTION

Whom we are writing for, what the definition and issues of cause marketing are, and what the book will contain

PART I Developing a Cause Advertising Campaign

Takes the reader step-by-step through the pitching, planning, production, and placement of a cause campaign.

• CHAPTER ONE. The Pitch

RFRs, RFPs and when to “Spec”

Contains an analysis of the standard cause request for proposals, and advice on preparing a winning cause "pitch," including reccomendations on when (and when not) to do speculative creative work.

• CHAPTER TWO. Planning your campaign

Creating a cause advertising strategy

Emphasizes the special importance of preparing a precise strategy for a cause campaign and adhering to it closely throughout the whole creative process. Examines the differences and similarities between the standard creative strategy and the "planner's" creative brief. Stresses the importance of "Tone and Style" for a cause campaign. Includes and analyzes several examples of actual cause strategies and the advertising they produced.

• CHAPTER THREE. The Addicted Target

The toughest challenge

The unique psychology of addiction, be it to drugs, alcohol, tobacco, or gambling, is anaylzed in this chapter, which includes some innovative theories from Doctor Howard Shaffer, Director of the division on addictions, Harvard Medical School.

• CHAPTER FOUR. Execution

Creation and presentation

The process of creating a campaign based upon an approved strategy is the subject of this chapter. Included are many approaches to this process, including some hints from the author and many leading copywriters, plus a number of tips about the all-important step of presentation to the client or approving body.

Separate sections on creating a campaign logo and the importance of cause icons are included. A narrative of the creation of the "Crying Indian" campaign contains some reminiscences of filming with revered cause icon Iron Eyes Cody.

• CHAPTER FIVE. Television Production

Rolling!

The steps of television production are outlined in this chapter, including casting, selection of directors, pre-production, set discipline, scoring, voice-overs, and a discussion of when a change is inexpensive, and when it can be costly.

• CHAPTER SIX. Radio and Print

Hot and hotter!

Similar considerations are discussed for radio and print, plus some advice on how to use these media most effectively for a cause campaign.

• CHAPTER SEVEN Research

The Science that's often and art

The crucial areas of both quantitative and qualitative research are analyzed in this chapter, which includes examples from the work of the Partnership for a Drug-free America and the Massachusetts Tobacco Control Program. Concept and strategy testing, via focus groups and mall intercepts is covered, plus the importance of evaluative research.

Voter research is discussed in brief case histories of two voter initiatives, for U.S.Term Limits, and Massachusetts Proposition One which funded the state's Tobacco Control Program.

The importance of specialized research and ethnic experts to programs aimed at special populations is also detailed in this chapter.

• CHAPTER EIGHT. Media

Spending Smart to Reach the People

This chapter includes a quick course in "mediaspeak" the exotic world of "GRPs," reach and frequency, and other measurements of the efficacy of a paid media campaign.

It also covers the alternatives to a paid schedule so often sought by underfunded non-profits. PSA placements and cooperative NCSA contracts with state broadcasting associations are analyzed.

A detailed history of the Advertising Council is featured in this chapter, together with an analysis of the criteria for selection as either a Major Campaign or an Endorsed Campaign. Actual Advertising Council application documents are included in Appendix A and B.

"Earned Media" or PR is also discussed, with attention focussed on coordinating all earned media efforts with the paid campaign, so that the effort will consistently speak with the same voice. Corporate cooperative efforts ("cause-related marketing") are discussed as another route to maximizing a limited cause budget. The importance of compatibility is stressed. Direct mail is treated briefly in this chapter.

Finally, the importance of the newest medium, the web, is explored, including some tips on the creation and care of an attractive web site.

Part II Cause Marketing at Work

This section contains case studies and analysis of two major cause campaigns, plus the author's pick of the best cause efforts and a summary wrap-up of lessons learned.

• CHAPTER NINE. The Partnership for a Drug Free America

The cause colossus

The best-funded and most widely-seen cause campaign in the US is analyzed in detail in this extended case history . The early history and politics of the organization are covered, together with a detailed and sometimes critical analysis of over 17 different commercials, illustrated with photoboards, from this government-funded cause effort, including the well-known "This is your brain on drugs," "Long Way Home," and "Carroll O'Connor" spots.

Some plusses and minuse of the size and scope of this massive organization are spelled out, with some predictions for the future of the effort.

• CHAPTER ELEVEN. The Massachusetts Tobacco Control Program

Anatomy of a campaign

A second detailed cause study covers the very successful Massachusetts anti-smoking campaign, for which the author served as advertising consultant.

The development of this multi-campaign effort, from strategy and research is documented together with 17 photoboards of individual commercials, plus radio and print.

This account of the varied experiences encountered in mounting this state effort, including the political climate and the occasional intrusion of the tobacco companies make this an instructive chapter for any cause agency pitching any of the rapidly proliferating state accounts.

• CHAPTER TWELVE. A Top Ten List

My Pick of the Best Cause Marketing Campaigns and why they worked

The Chapter title and subhead tell it all!

• CHAPTER THIRTEEN. Some Conclusions

APPENDIX A. Advertising Council Major Campaign Applications

APPENDIX B. Advertising Council Endorsed Campaigns Information and applications

APPENDIX C. Partnership for a Drug-Free America Student Survey, Grades 2 & 3

APPENDIX D. Partnership for a Drug-Free America Student Survey, Grades 4-6

APPENDIX E. Partnership for a Drug-Free America New York City

Grade School Study Summary

BIBLIOGRAPHY

INDEX