Filtering hundreds of donation requests – Canadian Tire Case Study
Discover how Elevent repurposed BrickRoad™, our sponsorship request management software, into a custom donation request form for the Canadian Tire COVID-19 Response Fund.
Sponsorship Blog
Discover how Elevent repurposed BrickRoad™, our sponsorship request management software, into a custom donation request form for the Canadian Tire COVID-19 Response Fund.
Social impact: a how-to guide
A growing number of brands are promoting themselves as leaders of positive social change and positioning themselves as beacons in a storm. They participate in social debates and have had the courage to take controversial positions even if it has meant alienating some their customer base.
Winning Hearts with Social Sponsorship
Social sponsorship has proven to be a relevant tool to express a brand’s values and to add a social dimension to a brand identity. It has the potential to improve brand image, generate better attitudes toward a brand and increase purchase intents. Besides, it is a more powerful lever for brand image than commercial sponsorship.
3 Trends for Cause Sponsorships in 2017
Cause sponsorship is of great interest, regardless of its relatively small size. That’s because corporate social responsibility has become an indispensable tool for brands looking to set themselves apart from the competition.
AkzoNobel and Let’s Colour Case Study
AkzoNobel launched the project “Let’s Colour”, whereby the company and its paint brands around the world (including Dulux) supply cities with paint as a way of adding colour to people’s lives. More concretely, the initiative serves to distribute paint products free of charge and, in some markets, to get employees involved in paint projects in underprivileged neighbourhoods or with community organizations.
Bank of America and Express Your Thanks Case Study
By leveraging a specific cause to communicate with its target audience and by finding a creative way to activate it across its sponsorship portfolio, Bank of America adopted a very clever strategy.
Causes have become a particularly interesting way for companies to capture public attention, foster a feel-good sentiment—which improves their brand image.
The rise of cause sponsorship
Corporate social responsibility (CSR) has become an indispensable tool for brands looking to set themselves apart from the competition. Consumers today expect companies to contribute to the collective wellbeing by reducing the environmental impact of their activities and by doing their part to alleviate social problems.
A recent study conducted by the CROP research firm notes how such an approach influences the consumer perception of companies.
Cause Sponsorship - Selling Reputation
Relevent15 conference review
by Loretta Di Vita
He may exhibit a direct manner and the super-charged energy of the Tasmanian Devil on a sugar rush, but Pierre Ladouceur also has a sensitive side that doesn't take long to surface. Beneath the callous of drive and experience, he is somewhat of a—softie.
Hearing him speak easily of "emotional resonance," "a better world for all," and "developing sustainable environments," it quickly becomes apparent that he truly cares about everything that is worth caring about these days. So it's no surprise that even his marketing company has—as he puts it—"heart."
Indeed it was this social conscience, coupled with entrepreneurial flair that led him ten years ago to set up Turbo Marketing to "help companies define and communicate their social and environmental commitments."
Achieving Marketing Objectives Through Social Sponsorships
Social sponsorship is no longer a bland vehicle for corporate social responsibility or philanthropy. Brands use it more and more to achieve marketing or corporate communication objectives. In that light, the authors discovered that social sponsorship, like its traditional counterpart, is most effective when strategically planned and executed. To achieve desired results, it is paramount for a strong natural fit to exist between the brand and the selected non-profit. Managerial implications are covered below.
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Recent Articles
- Filtering hundreds of donation requests – Canadian Tire Case Study
- Social impact: a how-to guide
- Winning Hearts with Social Sponsorship
- 3 Trends for Cause Sponsorships in 2017
- AkzoNobel and Let’s Colour Case Study
- Bank of America and Express Your Thanks Case Study
- The rise of cause sponsorship
- Cause Sponsorship - Selling Reputation
- Achieving Marketing Objectives Through Social Sponsorships