Strategic philanthropy, otherwise known as cause marketing, involves a company forming a strategic alliance with a cause to impress and influence the behaviour of existing and future public. It is based on the premise that consumers will be more inclined to support a company that in-turn supports a cause. This form of public purpose marketing has proven to be very successful in the United States and Britain with a greater number of Australian companies starting to take notice. As a medium for motivating buyer behaviour, cause-related marketing is a more sophisticated approach than the areas of traditional 'sponsorship'. Most important is the ability to select the appropriate cause and execute a long-term tailored program to achieve optimum effectiveness. The PR People's strengths and experience lie in identifying, creating and negotiating suitable opportunities. Goodwill causes, social issues, events and situations, ranging from sports sponsorship to the arts, charitable events to environmental issues and more recently the ever-expanding area of medical research. All opportunities are developed to achieve the best possible corporate positioning strategy for the client. [Home] [Corporate Profile] [Media Relations] [News Releases] [Brand Publicity] [Corporate Communications] [Cause Related Marketing] [Event Planning] [Something Different] [Email] Web site developed by AHFA Network ©The PR People, 2003