Page 90 - MYM 2015

Johnson & Johnson launched a multiyear, nationwide effort to enhance the image of the nursing profession, recruit new nurses, and retain nurses currently in the system. They knew they had the marketing skills to make a difference and made a commitment to invest at least $25 million towards the campaign. Campaign elements included: a national television, print, and interactive advertising campaign; a very visible public relations component; recruitment materials; fundraising for student scholarships; celebrations at regional
Table 1: Target’s Initiatives Supporting Education
nursing events; an interactive web site; and activities to create and fund retention programs. (Kotler, Lee 2005). In 2010, the American Association of Colleges of Nursing, Research and Data Center reported that campaign efforts had motivated 24 percent of 18-24 year olds to consider nursing as a career. (Kotler et al., 2012 p.37.)
Pampers: Sudden Infant Death Syndrome (SIDS).
Sudden Infant Death Syndrome (SIDS) is a leading
cause of death among infants from birth to 12 months
in North America, with one of the prevention measures promoted being to put infants on their backs to sleep. According to the National Institute of Child Health and Human Development, the SIDS rate in the United States has declined by more than 50 percent since the “Back
to Sleep’ campaign began in 1994. Pampers is a major partner in this effort, joining the campaign in 1999 with
a focus on newborns. Pampers printed the Back to Sleep logo (featuring a baby sleeping on its back) across the diaper-fastening strips of its diapers for newborns, in three languages. They included Back to Sleep information in childbirth education packets, booklets distributed through pediatricians’ of ces, direct mail pieces to households with newborns, and an aggressive media outreach program. (Kotler & Lee, 2005 p.121.)
Table 2: Macy’s Initiatives Supporting Reducing Women’s Heart Disease
Target: Reading. For Target, education is a longtime, top-priority social issue, and certainly the fact that it is a priority for their primary customers (parents), as well, is no coincidence. A signi cant portion of their targeted $1 billion in education-related giving by the end of 2015 funds programs and partnerships dedicated
to a focused goal – helping more U.S. children read pro ciently by the end of third grade (Kotler & Lee, 2005, pp. 31-32.) Corporate initiatives include ones in each of the six initiatives, illustrated in Table 1:
PetSmart: Pet Adoption. PetSmart, offering pet products and accessories, donates space in their stores to
local animal welfare organizations so they can make homeless pets more visible. Between 1994 and 2003, it is estimated this program has saved the lives of
more than 1.7 million homeless pets through their in-store adoption areas alone. Consider, as well, the bene t to the company in terms of the thousands, if not millions, of customers exposed to the effort and, for those adopting a pet, their likelihood of returning to a PetSmart store for food, needed supplies and grooming services. (Kotler & Lee, 2005, pp.56-57.)
Macy’s: Women’s Heart Disease. Macy’s, a major retailer with a priority focus on women shoppers, is
a founding national sponsor of Go Red For Women (GRFW), a passionateand emotional social movement designed to in uence women to take charge of their heart health. (http://www.macys.com/m/campaign/ sitelets/go-red/index?cm_mmc=VanityUrl-_-gored-_- n-_-n_) Examples of fourinitiativesmentioned on this website appear in Table 2:
SUBWAY: Healthy Fast Foods. If you were the marketing director at SUBWAY with a responsibility for securing a competitive brand positioning as the
Cause Promotion
Cause-Related Marketing
Corporate Social Marketing
Corporate Philanthropy
Workforce Volunteering
Socially Responsible Business Practices
Hosting book festivals
Making donations to a public school of choice based on purchases using a Target credit card
Supporting worldwide reading days
Providing grants for school eld trips
Contributing employee time and talent to complete library makeovers
Reimbursing employees for tuition for MBA classes
Cause Promotion
Cause-Related Marketing
Corporate Social Marketing
Corporate Philanthropy
Alarming, and often unknown, statistics on Macy’s GRFW web site include the fact that “1 in 3 women die of heart disease and stroke”, and that “43 million women in the U.S. are affected by cardiovascular diseases.”
Wear Red Sale where customers purchasing and wearing the campaign’s red pen get discounts on clearance items and select regular-priced purchases
Tips on their website to live a heart-healthy life including ones related to nutrition, exercise, sleep and health checkups
Go Red Multicultural Scholarship Fund offers sixteen $2,500 tuition-focused scholarships
for minority women pursuing undergraduate or graduate degrees in healthcare elds.
90 I October 2015