Cause Advocacy Marketing Programs GOLD ePromos St. Cloud, Minnesota ePromos Cares Cause Advocacy Program Objective: ePromos’ giveback efforts comprise three main pillars: the ePromos for Good Program, ePromos Cares and Backpacks for Life. In its ePromos for Good Program, ePromos selects a new nonprofit each month to receive $500 in free promotional items, and winners can use these products to support their charities. Winners are featured in the company’s emails and on its social media sites. Strategy & Execution: As part of its giveback programs, ePromos partners with Backpacks For Life, whose mission is to aid homeless and at-risk veterans struggling to integrate back into civilian life. The company helped create custom cost-efficient bags with special features for the veterans in need. It also supports BFL via its marketing emails, social media sites, by providing products and by participating in the charity’s events. Results: The distributor’s advocacy programs allow it to better support its employees, their families and their communities. SILVER Hillary’s Hopkins, Minnesota Cause Advocacy Marketing & Self Promo Objectives: One of the company’s standard stakeholder touchpoints each year is a meaningful Thanksgiving card. Coming out of the pandemic in 2022, inflation found one in 12 Minnesotans facing food insecurity. At a time that people give thanks, gather and have a special meal, Hillary’s decided it was a perfect time to provide additional support to one of its longtime – since 2009 – social good partners, Second Harvest Heartland, one of the nation’s largest food banks. Strategy & Execution: The amount of the donation was connected to how many recipients of the Thanksgiving card engaged with the distributor’s message and reported the number of people who would be at the Thanksgiving table where they would gather. That information was communicated to Hillary’s through a QR code on the card that went to a landing page. The company donated one meal per person. Results: Hillary’s donated more than 23,000 meals to Second Harvest Heartland. The company followed up with a New Year’s letter wishing its stakeholders well in the New Year and shared the results of its Thanksgiving campaign. Pyramid Awards In Marketing | Must Read PPAI • OCTOBER 2024 • 43
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