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2008 CAUSE MARKETING FORUM
CONFERENCE SCHEDULE
| Wednesday, May 28 |
5:30
to
7:00 pm |
OPENING RECEPTION
Join friends new and old at our opening reception at the Westin Chicago River North.
Sponsored by Barkley
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7:30 to
9:30 pm |
Dinner Mixer
Catch up with colleagues or make new connections at these informal restaurant gatherings. (Description and registration details will be sent to registrants beginning in February.) |
| Thursday, May 29 |
| 7:30 AM |
Registration and Continental Breakfast |
| 8:15 |
Welcome
Get a feel for the day to come and highlights of the past year from Cause Marketing Forum President, David Hessekiel.
- David Hessekiel, President, Cause Marketing Forum, Inc.
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| 8:30 |
Harnessing New Media For Your Cause
Web 2.0 gained tremendous traction with company/cause alliances in the last year. Cone Inc. Chairman Carol Cone and New Media Senior Strategist Brian Reich dive into the world of social media, online video, blogs, mobile marketing and more to help you chart a new media strategy.
- Carol Cone, Chairman, Cone, Inc.
- Brian Reich, New Media Senior Strategist, Cone, Inc.
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| 9:15 |
The Dove Campaign For Real Beauty
The Dove Campaign for Real Beauty has been breaking new ground sparking debate and discussion about today's narrow stereotypical views of beauty through innovative marketing campaigns including the use of viral online video. Unilever Senior Marketing Communications Manager Stacie Bright describes the evolution of these high profile initiatives and their impact on business and society today.
- Stacie Bright, Senior Marketing Communications Manager, Unilever
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| 10:00 to 11:00 |
Power To The People:
The inside scoop on two programs that successfully leveraged new media tools to engage consumers in cause-related activity.
The Members Project:
Last May to August, The Members Project brought 1.5 million unique visitors to the American Express website to submit, discuss, rate and ultimately vote on the one project idea they wanted American Express to bring to life: “Children’s Safe Drinking Water”. The US Fund for UNICEF was awarded $2 million to bring clean water to millions of children in the developing world. American Express VP of Consumer Marketing Strategy Belinda Lang and US Fund for UNICEF VP of Marketing, Communications Corporate Partnerships Jay Aldous share lessons learned.
- Belinda Lang, VP, Consumer Marketing Strategy, American Express
- Jay Aldous, VP, Marketing, Communications, Corporate Partnerships, UNICEF
Gift Certificates That Give Back
Visitors to DonorsChoose.org can fulfill individual requests for assistance from public school teachers. For the last two years, the group has sold charitable gift certificates to corporations that pass them along to customers and clients. DonorsChoose.org EVP Brita Lombardi and Crate and Barrel Director of Marketing Kathy Paddor describe their collaborative success.
- Brita Lombardi, EVP, DonorsChoose.org
- Kathy Paddor, Director of Marketing, Crate and Barrel
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| 11:00 |
Break |
| 11:15 |
Morning Breakout Sessions |
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Delicate Discussions: Corporate Naming Rights
It’s common to name institutions after generous individuals, but opposition is common when talk turns to corporate names on nonprofit institutions. Learn how Columbus Children’s Hospital came to be named after Nationwide Insurance from Nationwide Children’s Hospital Foundation President Jon Fitzgerald. Sponsorship consultant Kevin Bartram recalls the controversy that erupted when the Golden Gate Bridge explored seeking corporate support and suggests success strategies.
- Jon Fitzgerald, President, Nationwide Children's Hospital Foundation
- Kevin Bartram, President, Bartram Sponsorship Strategies
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Building An Effective Green-Related Program
Long involved with environmental issues on a corporate level, HSBC Bank USA sought in 2007 to translate its ecological commitment into a program that would attract and retain customers. HSBC VP Retail Marketing Nicole Rousseau explains how the bank’s “There’s No Small Change” campaign succeeded by offering customers ways to reduce their environmental impact
- Nicole Rousseau, VP Retail Marketing, HSBC
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Reaching The Conscious Consumer
Not all people respond equally to cause-related campaigns. A groundbreaking poll and ethnographic study by BBMG reveals that consumers divide into four psychographic groups ranging from “Enlighteneds” to “Indifferents”. BBMG Cofounder Raphael Bemporad shares innovative principles and practices to help businesses and their nonprofit partners reach, inform and inspire values-driven consumers to think, shop, dream and take action.
- Raphael Bemporad, Founding Partner, Principal, BBMG
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| 12:15pm |
Pre-Luncheon Reception
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| 12:45 |
Cause Marketing Halo Awards Luncheon
Cause Marketing Golden Halo Award For Business: McDonald's
McDonald's commitment to being a good neighbor has been a fundamental part
of its business for more than 50 years. From aiding in disaster relief efforts, to fostering career opportunity, to committing to top
environmental standards and animal welfare practices, McDonald's actions
are grounded in company founder Ray Kroc's heritage of giving back to the
local communities the company serves.
Since Ronald McDonald House Charities' inception in 1974, McDonald's has supported the charity and its mission to improve the health
and well being of children around the world. World Children's Day is McDonald's largest annual fundraiser for RMHC. Since its inception in 2002, the program has raised more than $100 million to benefit RMHC and other children's causes around the world. McDonald's Vice President of U.S.Communications Richard Ellis, will overview how McDonald's is doing well by doing good.
- Richard Ellis, Vice President of US Communications, McDonald's
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| 2:45 |
Afternoon Breakout Sessions |
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Business Track
Evaluating Nonprofits-990S and Stars Aren't Enough
It’s tempting to look at simple metrics when evaluating potential nonprofit partners, but many well-run and high-impact groups don’t receive the highest marks due to technicalities. Guidestar President and CEO Bob Ottenhoff and Marshall Stowell, Deputy Director, CRM, Population Services International share problems with current systems and offer new approaches to evaluating nonprofits.
- Bob Ottenhoff, President and CEO, Guidestar.
- Marshall Stowell, Deputy Director, CRM, Population Services Int'l.
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Nonprofit Track
Getting From A Meeting To A Deal
Nonprofits often find they can get the first meeting. Sometimes they can get the second meeting. But how do you get from meeting to deal? In this interactive session, Charity Partners President Kurt Aschermann will share some of the tools he developed at Boys & Girls Clubs of America to create some of the largest alliances in cause marketing history.
- Kurt Aschermann, President, Charity Partners
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Joint Track
Harness The Power Of Pin-Ups
They may be low-tech, but programs built around the sale of pin-up paper icons in stores and restaurants raise tens of million annually. Learn to derive the greatest return from this tried-and-true tactic from Joe Waters, Director of Cause Event Marketing at Boston Medical Center and Staples Retail Marketing Specialist Rosemary Tedone.
- Joe Waters, Director of Cause Event Marketing at Boston Medical Center
- Rosemary Tedone, Retail Marketing Specialist, Staples, Inc.
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| 3:45 |
Break |
| 4:00 |
Closing Plenary Session
Cause Marketing Golden Halo Award For Nonprofits:
St. Jude Children's Research Hospital
St. Jude Children's Research Hospital's corporate alliances have raised tens of millions of dollars to support its mission of "Finding Cures. Saving Children." since 1962. St. Jude's breakthrough "Thanks and Giving" campaign, launched in 2004, is one of the most successful annual group events in cause marketing history. National Outreach Director Marlo Thomas and Corporate Alliances VP Clark Sweat shares the inspiration and strategy behind St. Jude's success.
- Marlo Thomas, National Outreach Director, ALSAC/St. Jude Children's Research Hospital
- Clark Sweat, VP Corporate Alliances, ALSAC/St. Jude Children’s Research Hospital
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| 4:45 |
Closing Remarks
Cause Marketing Forum President David Hessekiel looks to the future of company/cause alliances and shares some exciting news.
- David Hessekiel, President, Cause Marketing Forum
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