Silver Winner OrderMyGear Dallas Objective: In 2020, as COVID-19 spread, many companies suffered financially and were forced to furlough employees. The Community Tee Project (CTP) was a three-part fundraising initiative that distributors, decorators and dealers could adopt to keep employees working, support back-to school fundraising and raise funds for local businesses. Strategy And Execution: OMG provided communication resources, free store-building services and project-related logo designs to clients. To participate, dealers, distributors and decorators identified local businesses, schools and organizations in need of financial support, selected a unisex t-shirt and a single-color logo and created an online popup fundraising store, adding messaging on the storefront to communicate the purpose and goal. Results: The CTP fundraiser reached businesses and schools in 48 states and cities in Canada raising over $124,000. It also helped more than 100 OMG distributor clients keep their doors open and employees working during a time of uncertainty. Gold Winner Koozie Group Tampa, Florida Objective: Koozie Group’s social impact and sustainability commitment, “Keep it. Give it.,” is aligned with its mission to leave a positive, lasting impact and it is an important component of the supplier’s new identity to build a foundation for scalable, profitable and sustainable growth within these four pillars: fostering diversity and inclusion, giving back to employees and community, safety and social responsibility, and environmental stewardship. Strategy And Execution: Beginning in February 2020, a crossfunctional steering committee met regularly to establish the program and define the four pillars, identify a baseline and recommend goals. The program debuted to employees in November 2020 and rolled out to industry media in January 2021. Results: A 26-member, employee-led Diversity and Inclusion Council was formed in mid-2020. The company has also given back to employees by providing training and development programs, perks, tuition reimbursement, community service opportunities and dedicating 3% of EBITDA to 501(c)(3) employeeselected charitable causes. The supplier’s commitment to brand safety and responsible sourcing now includes C-TPAT Tier II certification, CPSIA, applicable FDA regulations, technology standards and Prop 65 compliance, among other initiatives and it strives to improve sustainability and eco-consciousness in five areas: facilities, transportation, packaging, recycling and products. The initiative has also guided a set of goals to achieve by 2024. Cause Advocacy Marketing FEATURE | PPAI Pyramid Awards: Marketing 26 | APRIL 2022 |
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