Tag Archives: 413Assign3

Perfectly Passionate about Purposeful Marketing

26 Feb

Phew! That was a mouthful, but I think it really conveys the message I want you, my reader, to understand. According to Alice Korngold’s article Be My Valentine! Winning Partnerships for the Greater Good, “Partnerships among nonprofits, and between for-profits and nonprofits, will be among the best innovations that are driven by this tough economy.”  The passion is connection between the two brands (non-profit and for-profit) and the customers, and the purposeful marketing is telling a story that evokes action from the audience.

Doughnuts and Motorsports: Oh, the Commonalities!

Krispy Kreme Doughnuts’  mission goes far beyond creating the famous Original Glazed Doughnut and other tasty treats. The organization strives a higher goal of “touching and enhancing lives through the joy that is Krispy Kreme.” What does this mean? And how are they accomplishing this beyond quality products and services?

Founded in Winston Salem, North Carolina, the Krispy Kreme brand was born and raised in the Southeast United States. Although the organization now offers public stock and has expanded internationally, its Southern heritage was never forgotten.

Photo from Krispy Kreme

Photo from Krispy Kreme

Embracing regional culture, Krispy Kreme loyalists are also motorsports fans. To enhance this shared demographic, Krispy Kreme Racing was established and serves as the primary sponsor of NASCAR K&N Pro Series driver Gray Gaulding.

In addition to a motorsports marketing partnership, Krispy Kreme has taken it to the next level by activating a non-profit/for-profit co-branding partnership with Victory Junction Gang Camp. Victory Junction is a non-profit organization founded in memory of the late NASCAR driver #45 Adam Petty, son of Kyle Petty and grandson of the King, that enriches the lives of chronically ill children in a medically-sound environment.

Richard Petty enjoying a Krispy Kreme Doughnut on his 75th birthday. Photo Credit: Ashley Bunting

Richard Petty enjoying a Krispy Kreme Doughnut on his 75th birthday. Photo Credit: Ashley Bunting

In the months of April and May, Krispy Kreme supports the Drive for 45 Campaign, benefiting Victory Junction. Drive for 45 offers duel NASCAR and donut customers to donate $1, $2, $5, or $45 dollars to Camp. Customers can donate over the counter or at the drive-thru window. Customers can also choose to ‘round-up’ their purchase to the nearest dollar or make a ‘pit-stop’ and drop their donation into a Drive for 45 Tire Bank. At the end of the campaign, Richard and Kyle Petty visit Krispy Kreme locations in Greensboro and Winston Salem to show their appreciation for the fans’ support.

The Drive for 45 Campaign is a recently new development. According to the Krispy Kreme News Release, in only a few years, over $800,000 has been donated to Victory Junction.

It makes total sense, right? To activate partnerships between organizations that share the same audiences. Holly Stewart, marketing and PR strategist, visited my IMC class last week to share her expertise on non-profit/cause-focused marketing.

Holly emphasized that for-profit organizations, if they choose to co-brand with a non-profit, should select a cause that reflects their shopping demographic. This allows customers to make a connection, to both the brand and the cause which is exemplified in the partnership between Krispy Kreme and Victory Junction.

But I think the biggest take-away from Holly’s lecture is the power of the story, and the importance of storytelling versus money-chasing. To tell a story that leaves the audience feeling empowered and connected is the ideal goal for cause-marketing.  Holly also shared her favorite catch phrase for effective cause-marketing: timelessness and timeliness. In other words, a message should create a sense of urgency to a relevant cause.

Ready, Set, Go!

Three of my classmates and I have teamed up for the semester to work on a marketing objective for ABAN, A Ban Against Neglect. This organization is a non-profit based out of Chapel Hill, North Carolina and Accra, Ghana who works to “empower street girls while cleaning up the environment.”

Consider these statistics: Over 40,000 tons of water sachet bags are thrown on the streets everyday. On that same day, over 30,000 children are sleeping on these streets.

These numbers are devastating, but they are the facts. ABAN is working everyday to reduce the plastic on the streets by teaching street girls how to sew and transform the recyclable material into a fashionable women’s bag. That is not all. ABAN enhances a girl’s overall quality of life, enriching the body, spirit and mind.  In the words of Holly Stewart, heartache has been transformed to hope. 

Callie Brauel founded the organization to help girls gain skills to lead a sustainable life, while at the same time running a business. To become a sustainable organization, ABAN needs to rely less on donations and grants, and more on profits from the bag sales. How can ABAN gain awareness for their organic, recyclable products? Good question. That is where we come in.

Of course, I cannot spoil my group’s ideas for ABAN co-branding! After all, it is a competition between the other groups in the class. But what I can tell you is that we are aiming to partner with an established for-profit business with a similar customer demographic with similar buying habits.

While formulating strategies for ABAN to reach $25,000 in sales revenue through co-branding partnerships, we are striving to focus on relevance and connection. The story of ABAN is unique and captivating. What is do NOT want to do is make the same mistake that the Susan G. Komen Breast Cancer Awareness has done, and slap the brand on anything that shows an ounce of interest in ABAN. The pink ribbon is practically ignored because of the effects of pink washing.

So much I want to share about co-branding and our ideas for ABAN. I will definitely have to upload our report as a PDF when we have finished our research.

Until next time!

Source: Holly Stewart

This blog post is a part of Integrated Marketing Communications at Elon University.

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