Cause Marketing

In the many years I’ve been guiding business owners through my ten-step customer value proposition model, the one question that always requires serious exploration is ‘WHY do you do, what you do?’ What is your raison de l’existence? Your cause?

In every single case, the cause goes way beyond making money or providing a great service or product. It’s always about making a difference somehow, whether that is through making an impact on the local community, becoming an ambassador of a charity or sponsoring an event or organisation. Uncovering this cause can be one of the most life-reinforcing, business-reinvigorating activities of the whole strategy day. When the purpose is clearly defined, it shapes the whole marketing plan from start to finish.

At Lakes Business Park, Sydney’s premier business park and home to over 50 of Australia’s leading companies, their cause is to create a lively business community where everyone knows each other and loves coming to work. This has been done through networking events, golf days raising funds for charity, profiling park residents in their monthly enews and much more. The by-product (and major business goal) of this single cause has resulted in unrivalled occupancy rates (the original reason they sought my marketing advice).

When a business understands its deepest cause, magnificent results can be achieved. That’s why I’m working with businesses that want to change their marketing paradigm by connecting with their cause. The Cause Marketing Program includes;

1. Strategy day with key stakeholders to identify cause options (based on 10-step Customer Value Proposition Model)
2. Research and proposal options on causes to support
3. Development of cause program
4. Redefining your product and service offering around your cause
5. Developing a marketing and communications plan
6. Development of a timeline, budgets and resources to execute
7. Project Management of the plan from branding to website, social media and other marketing activities.

This program is for successful businesses that want to be even more successful by changing their marketing paradigm by putting their cause at the heart of their business. Typically the program can be implemented within six months of commencement of work. A fixed price proposal will be sent to you once we agree on the scope of the project. Fees are payable by monthly retainer in advance.