The Rise of Cause Marketing – Target and Sears Win Halo Awards

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The rise of social entrepreneurship has led to an increased interest in cause-related marketing by bigger and bigger firms. At this year’s Halo Awards, major retailers shone in the spotlight.

The Halo awards, presented by The Cause Marketing Forum are awarded to the best crafted cause marketing campaign and include a variety of categories to recognize different achievements.

· Best Transactional Campaign (generates donations via consumer activity)

· Best Joint Message Promotion (a cause partnership that shares an important message)

· Best Health-Related Campaign

· Best Environmental/Wildlife Campaign

· Best Social Service/Education Campaign

· Best Cause Marketing Print Creative
(magazine, newspaper or FSI)

· Best Cause Marketing Event
(fundraising or message-driven consumer events)

· National/Local Integration: A campaign that successfully integrates local chapters and/or business units into a national cause-related campaign.

As a veteran of a number of cause marketing campaigns both local and national, I find this one of the easiest and most effective ways to increase brand awareness and focus on the most important parts of your branding message.

Developing a cause marketing campaign is relatively painless and most non-profits are eager to participate. You may already have a non-profit partner or cause to which you donate a portion of your revenues. With consumers ever eager to embrace social marketing, now is a great time to highlight that connection and make it an important part of your marketing strategy.

Photo Credit: Jesusbet at Flick’r under Creative Commons License

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