Cause Related Marketing

Support for strategic CRM promotions and enhancement of corporate value and creation of value for society

Overview of our service

There are more and more companies engaging in non-profit activities to benefit society through marketing of goods and services. There are also an increasing number that consider tackling social issues as part of their corporate mission and consumers are calling for corporations to embrace social causes in their business. This has led to many new choices that were not available in the past.

Forward-minded corporations are promoting CRM activities in their planning and understand that it is crucial to accurately convey this process to the market.

Dentsu Public Relations supports clients with defining and developing their CRM initiatives based on recent trends, the business environment and their company’s image and background to improve clients’ corporate value and contribute value for society.

Examples of CRM initiatives:

• ・Donated a portion of sales from a product to build schools in developing countries and fund public health infrastructure (a food and beverage manufacturer)
• ・ Contributed revenue to protect against specified diseases (an apparel manufacturer)
• ・Contributed a set amount to restoring a national monument with proceeds from each credit card purchase (finance company)
• ・Marketed a dessert developed and produced by college students and people with disabilities at a reasonable price (distribution/services company)

Strengths of Dentsu Public Relations

• One-stop services from strategic consultation with communications specialists to implementation of communications activities
• Ability to forge alliances with NGOs and NPOs and high media literacy across a wide range of fields

Program

Strategy development

• Situation analysis
• Scrutinize the internal situation and analyze publicly available information
• Conduct survey to find stakeholder interest level,competitor analysis
• All aspects of CRM development from objective building to implementation

Create platform for CRM initiatives

• Development of vision, message
• Development of basic policy for CRM initiatives
  • ・Clarify rationale for ties between your business and cause
  • ・Develop internal CRM guidelines for employees
• Partnership and collaboration
  • ・Set up a partnership between the corporation and an NPO
  • ・Collaborate with public organizations, research institutes, media, and other business bodies

Create advocacy

• Cross media plan
  • ・Disseminate information through a media mix
  • ・Ads/advertorials
  • ・Events
• Creation of report of CRM activities (printed, online) in English and Japanese

Measurement

• Qualitative/quantitative research
• Media coverage analysis, audits of opinion leaders, consumer research