Cause-Related Marketing Pioneers: American Express Restore the Statue of Liberty
Cause-Related Marketing Pioneers:
American Express Restore the Statue of Liberty
Goutami Vallala
Jasmine Zamora
Xiaolin Zhao
LIM College
Dr. Guendoo
MPSM603 Cause Marketing
September 4, 2014
Objective and Target
The objective of this campaign was to transform the usage of cards from a medium of mere purchasing things for an individual needs to a medium of way to do charity for a cause such as restoring the historic monument. Also, the efforts to support locally based charitable causes in a way that also promoted business (PSA research 1983). In 2011, Cone added citizens in nine other countries to its research and found that ‘‘consumers globally believe companies have an explicit responsibility to help change the world.’’ (Kotler, Hessekial & Lee, 2012.) By this observation American Express had two visions to fulfill. Apart from their target to increase sales and market share, it was also a way to increase public awareness of the importance of historic and environmental conservation. Partners, Their Backgrounds, and what each brings to the table
Their partners are The National Trust for Historic Preservation and The Watch List, The World Monuments Fund. The National Trust is a nonprofit organization dedicated to protecting and restoring America 's historic landmarks and communities. As the presenting partner of National Treasures, American Express provided the National Trust with a $2 million grant to help to protect the nation 's architectural, cultural and natural heritage sites at risk of destruction or irreparable damage (American Express, 2013). The other partner is the site “World Monuments Fund Watch List” which integrates historic preservation, sustainable tourism management and visitor education. American Express has been an unwavering supporter of the World Monuments Fund and its mission to safeguard the most treasured landmarks around the globe. Over the last 15 years, American
American Express Restore the Statue of Liberty
Goutami Vallala
Jasmine Zamora
Xiaolin Zhao
LIM College
Dr. Guendoo
MPSM603 Cause Marketing
September 4, 2014
Objective and Target
The objective of this campaign was to transform the usage of cards from a medium of mere purchasing things for an individual needs to a medium of way to do charity for a cause such as restoring the historic monument. Also, the efforts to support locally based charitable causes in a way that also promoted business (PSA research 1983). In 2011, Cone added citizens in nine other countries to its research and found that ‘‘consumers globally believe companies have an explicit responsibility to help change the world.’’ (Kotler, Hessekial & Lee, 2012.) By this observation American Express had two visions to fulfill. Apart from their target to increase sales and market share, it was also a way to increase public awareness of the importance of historic and environmental conservation. Partners, Their Backgrounds, and what each brings to the table
Their partners are The National Trust for Historic Preservation and The Watch List, The World Monuments Fund. The National Trust is a nonprofit organization dedicated to protecting and restoring America 's historic landmarks and communities. As the presenting partner of National Treasures, American Express provided the National Trust with a $2 million grant to help to protect the nation 's architectural, cultural and natural heritage sites at risk of destruction or irreparable damage (American Express, 2013). The other partner is the site “World Monuments Fund Watch List” which integrates historic preservation, sustainable tourism management and visitor education. American Express has been an unwavering supporter of the World Monuments Fund and its mission to safeguard the most treasured landmarks around the globe. Over the last 15 years, American
References: Retrieved on September 2, 2014, from http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6443937/k.41E3/Background_and_Basics.htm Retrieved on September 2, 2014, from http://about.americanexpress.com/csr/pip.aspx Retrieved on September 2, 2014, from http://www.slideshare.net/arindamdasritz/cause-related-marketing-25062904 “Corporate Responsibility: Initiatives,” American Express, http://about.americanexpress.com/csr/pip.aspx, (accessed September 1, 2014).