Audacy Webinar: How Social Impact Campaigns Pay Off

quotMore and more brands big brands small brands are saying there is some magic here it is not a flash in the pan Cause marketing really is something that helps brands align with the values of their consumersquot said Sarah Harris Vice President of Social Impact for Audacy during a recent webinar led by Audacy39s Jenny Nelson titled quotBuilding Value with Social Impact InitiativesquotquotIt really has staying power with consumer loyalty and is an engine to help drive successful businessesquot Harris addedIn the latest installment of Audacy39s quotInsight Seriesquot of monthly webinars Harris joined other veteran marketing executives to discuss how brands can build effective outreach and measure successTo start not all social impact marketing is created equal Brands should be authentic engage both their employees and constituents They also need to make a genuine impact said Jim Peters Head of Brand Content and Alliance Partnerships for Ford USquotThe words that we use are relevance and valuequot Peters said When Ford creates a new program they consider quotHow can we create a relevant connection to the cause we39re working with What can we do as a transportation provider and a company in the mobility space to help that causequotThose questions led Ford to create the Ford Bronco Wild Fund which backs outdoor recreation conservation and educational efforts When Ford introduced its redesigned Bronco SUV last year Peters said the company wanted to support the great outdoors For every new Bronco sold Ford donates a portion of proceeds to the fund So far The Bronco Fund has partnered with the National Forest Foundation as well as the wilderness education provider Outward Bound Later this year the company will introduce several new recipientsquotIf we39re going to be viewed as this outdoor lifestyle brand we needed to show we were really taking care of the landquot Peters said quotWe look at it as a way to move the brand needle and get people engagedquotIndeed consumers are rewarding brands they see as good stewards A recent survey by 5WPR reported that 71 of Americans who responded said they prefer buying from brands that reflect their core values Younger consumers are particularly attuned to corporate responsibility with 83 of Generation Z including adults that are 25 and younger and Millennials adults 18 to 34 saying it is a priority to buy from brands that share their ethos And 71 stated that it is a priority to buy from companies that have a charitable component the report saidPurposedriven brands increase their market value too Kantar Media reported that companies with a high level of purpose increased their brand valuation 175 over the last 12 years compared to 70 for companies with a low level of purpose Employees are demanding their organizations be accountable and responsible as well Kantar survey research shows that 63 of employees working for brands with strong purpose are passionate about their work compared to 32 at other organizationsquotThere are good returns to be made on a variety of levelsquot Audacy39s Harris noted quotThe numbers really show that from consumers to employees to brand value to actual dollars and cents it really does matter to connect as a brand and connect meaningfully to all of your stakeholdersquotSocial consciousness is a founding corporate principle at Hard Rock which operates hotels restaurants casinos and online gaming said Paul Pellizzari Hard Rock39s Vice President of Global Social Responsibility Over the years the company has partnered with diverse artists from Bruce Springsteen to Rhianna to John Lennon and Yoko Ono to create merchandise and donate a portion of proceeds to the musicians39 causesRecently Hard Rock addressed responsible gambling and addiction with its quotPlayers Edgequot social marketing campaign which educates gamblers on risks and resources available to them To be successful cause marketing needs to strike the right tone advised PellizzariWhile some campaigns lecture gamblers or serve up stern warnings he said Hard Rock takes a different approach quotWe speak to the gambler in their languagequot Pellizzari said quotPeople are open to info if it is positioned to them in a way they will relate to and find valuequotSimilarly Hard Rock recently launched a human trafficking awareness program quotSocial Questquot with ECPAT International an organization working to end sexual exploitation of children to educate high schoolers on dangers that lurk onlinequotIf we can help prevent trafficking by showing risk signs but in a way that is highly engaging that speaks their language and doesn39t alienate people then we are contributing to preventionquot Pellizzari saidSome companies might not know how to start down the socialimpact path Stephanie Rogers Senior Vice President of Communications and Marketing at the American Foundation for Suicide Prevention AFSP provided some advice start small with single campaigns then build up to multiplatform yearround programs Companies frequently reach out to the AFSP for campaigns tied to Mental Health Awareness Month in May or National Suicide Prevention Month in September Others sponsor the group39s community walksThe most effective efforts occur when a brand is quotall inquot from staff training to local events employee programs and consumer education Rogers said She cited Audacy39s quotI39m Listeningquot mental health campaign as an examplequotI39m Listeningquot started as a consumer campaign five years ago when talent on Audacyowned KISWFM Seattle responded to the premature deathsamp160by suicide of Linkin Park39s Chester Bennington and Soundgarden39s Chris Cornell by hosting conversations with artists about mental health Since then its involvement has grown to include yearround content and events as well internal support workshops and training for Audacy39s employees tapping into the mental health expertise of AFSP In local communities Audacy stations lend promotional support to AFSP39s Out of the Darkness walks and encourage their employees to participateBrand ambassadors can help amplify cause marketing Rogers said brands should look for influencers who share a commitment to the cause and can bring personal perspective For instance Ford recruited actor Bryan Cranston to voice its Bronco Wild Fund spots Peters said Cranston was quotcharged upquot about being involved with outdoor conservationSometimes a brand can even find purposedriven ideas within their own ranks Audacy rock station KISWFM Seattle provides an example Its popular morning show quotThe Men39s Roomquot created its own branded beer and donated proceeds to the Fisher House which provides homes for families of military service members to stay in while their loved ones receive medical treatment The endeavor has generated more than 1 million in donations since the partnership beganWhen a company is ready to launch impact marketing it should look closely at their business and customers and find where their values intersectquotHave an objective and a purposequot Peters said quotLook at the return on that investment and the objective you39re trying to set It is a great opportunity to build your brand and great opportunity to build businessquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Audacy Webinar: How Social Impact Campaigns Pay Off

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Alli Romano

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