The Perfect Partner for Cause Marketing

By Cheryl

I came to HTM from the client side which definitely gave me a unique perspective on why the high school sports platform is the “perfect partner” for cause marketing. As the Regional Marketing Director with CENTURY 21, I was faced with the challenge of finding advertising initiatives that would strengthen the company’s global brand recognition, while supporting the local offices where agents are seen as friendly neighborhood professionals. In the real estate industry, it’s all about relationships. People want to work with a professional and a company who they feel cares about them ...and cares about the community in which they live.

In our hunt to find a cause in the community to support, we stumbled upon HTM and the light bulb went on! Education is a key issue for moms and there is a high school in every community that CENTURY 21 serves. Women with children are the leading target market for real estate, and high school activities and athletics are strong in this demographic. With a portion of the funding going directly back to the high schools, an HTM campaign establishes the company’s support for the community and a sense of local responsibility.

According to the latest Cause Evolution Study from Cone, consumers globally believe companies have an explicit responsibility to help change the world. In America specifically, 83% of respondents said they wish brands would support causes, and 41% bought a product/service because it was associated with a cause. This is encouraging news for cause marketers because consumers not only appreciate a brand supporting a cause – but will reward them for these efforts. In relation to education, 90% of respondents felt that support was “very or somewhat important.” This is even more exciting to HTM and our clients since our platform directly supports high school education, activities and athletics.

HTM has several clients who have found high school sports as the ideal partner to promote their cause. The Office of National Drug Control Policy used our platform for its “Above the Influence” campaign to help prevent and reduce teen drug use. A public service message from American Family Insurance promoting teen safe driving couldn’t find a more captive audience than those attending high school activities and athletic events. The American Dairy Association and Dairy Council of Utah uses HTM’s State Association platform to raise consumer awareness about the nutrition and health benefits of Chocolate milk. It’s also the supreme space for the Ohio Ophthalmological Society to educate athletes and fans on sports eye safety and for the Missouri Department of Transportation to encourage public safety with their “Buckle Up” and “Arrive Alive” campaigns.

Together with our clients, we are supporting causes that will help make a lasting impact on students’ high school experiences and in their future.