Let's face it. There's a ton of noise out there. There's SO much noise, in fact, that many business owners are left wondering how they can possibly get their message out there in a way that can be heard.
Many companies incorporate cause-based marketing into their strategy. The idea that helping others can help your branding isn't new. The philanthropic ideology can be good for everyone, assuming it's done in a way that gives the business an opportunity to drip-market in the future.
For example, the #MakeASeniorSmile campaign underway with Always Best Care Senior Services of Central CT.
Here's the down-low.
The family-owned company doesn't do what they do for the money. As a matter of fact, government regulations and the cost of doing business in Connecticut means now more than ever the owners need to focus on the positive impact they are having on the lives of their customers.
They wanted to create an ongoing campaign that would remind people about our seniors and inspire others to goMake A Senior Smile.
The first campaign took place early last year. We worked with them to put together a team to surprise an elderly couple who once had an award-winning garden at their home. The team of about a dozen spent hours bringing back the garden to some of it's former glory as the couple (in their 90's) watched from the bay window at their home. Tears were shed, hugs were given, and the first round of #MakeASeniorSmile was complete.
For the latest campaign, Always Best partnered up with October Kitchen, a Connecticut-based home-cooked meal delivery service.
Kristine, one of the owners, and her daughter spent half a day cooking with Paul from October Kitchen. The three then went on the road and made surprise deliveries of food to seniors who had been nominated by others for the good they've done over the years in their community.
The entire campaign was captured on camera and edited in a piece that was uploaded onto Vimeo (a spectacular video-hosting site with a variety of benefits that we'll explore in another blog). The Vimeo link was then embedded onto a landing page by their web company - MakeASeniorSmile.com.
Also on the landing page is a video from the first campaign, information about a current campaign that's underway and calls-to-action to follow future campaigns or request more information about the company. At the bottom of the page is some social media integration to help get word out.
It's an extremely simple and basic way of creating a custom landing page to support an endeavor. It's not a high-cost campaign where millions of dollars were given out.Watch the video and tell us what you think...or let us know what you've done for some cause-based marketing or to #MakeASeniorSmile!
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