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<span class="big1"><font color="#BC6C08">CAUSE MARKETING TECHNIQUES</font></span><br>

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<span class="big3">The techniques listed below are based upon the book <a href="/ourPress/publications.shtml">"The Art of Cause Marketing"</a> by Regis Affiliate Richard Earle.
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<b>PLANNING</b>
	<ul style="margin-top: 0;">
		<li>Should you advertise?</li>
		<li>Budget Considerations</li>
		<li>Alternate Media</li>
		<li>Web</li>
		<li>Social Media</li>
		<li>Direct Mail</li>
		<li>Corporate Co-op ("Cause Marketing")</li>
		<li>Strategic Planning</li>
		<li>Research</li>
		<li>Qualitative vs. Quantitative</li>
     </ul>
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<b>CREATIVE BRIEF</b>
	<ul style="margin-top: 0;">
		<li>Marketing Objective</li>
		<ul style="margin-top: 0;">
		    <li>Why are we advertising at all?</li>
		    <li>A statement of your goals (Limit it as much as possible)</li>
		    <li>Adveritising Objective</li>
		    <ul style="margin-top: 0;">
		        <li>Spell out the specific objectives of this campaign</li>
		        <li>Establish a Cause Creative Brief</li>
		    </ul>
        </ul>
    </ul>
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<b>CAUSE CREATIVE BRIEF ELEMENTS</b>
    <ul style="margin-top: 0;">
		<li>Target</li>
		<ul style="margin-top: 0;">
	       	<li>Whom do you want to talk to?</li>
        	<li>What constituencies do you most need to reach?</li>
        	<li>What do we know about them? (Visualize!)</li>
        	<li>Must do a precise psychographic profile</li>
        </ul>
        <li>Competitive Climate</li>
        <ul style="margin-top: 0;">
            <li>What other messages are out there, competing for the time, attention and commitment of your target?</li>
        </ul>
        <li>Principal Idea (Consumer benefit)</li>
		<ul style="margin-top: 0;">
		    <li>What is the single most important thing that you want to tell your target?</li>
        </ul>
        <li>Support Points</li>
		<ul style="margin-top: 0;">
			<li>Why should people believe us?</li>
			<li>Facts which are an arsenal of proof to back up the principal idea or benefit</li>
        </ul>
        <li>Desired Action</li>
		<ul style="margin-top: 0;">
			<li>What do you want your target audience to do once they've received your message?</li>
		</ul>
        <li>Tone & Style</li>
		<ul style="margin-top: 0;">
			<li>What is our tone of voice?</li>
			<li>Is this message presented in a serious or humorous fashion?</li>
			<li>Is it "Real?" Reassuring? Startling?</li>
        </ul>
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        (Note: in successful Cause Marketing, the two most important Creative Brief elements are Target and Tone. We must do a detailed psychographic profile of our Target audience, and then be very sure our Tone & Style speaks their language.)
    </ul>
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<b>EVALUATION</b>
    <ul style="margin-top: 0;">
		<li>Hotline Traffic</li>
	    <li>Clinic Numbers</li>
	    <li>Consumption, Attitude Figures</li>
	    <li>Contributions</li>
	    <li>Letter-Writing/Email/FAX Campaign</li>
	    <li>Political Pressure</li>
	    <li>Qualitative/Quantitative Research</li>
	    <li>Tracking Studies</li>
	    <li>Ordinance Passage</li>
    </ul>

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