Arena Sports Cause Marketing Campaign

1. Client: Arena Sports Seattle -- A company based in Washington that specializes in equipment and facilities rental for various sports and recreational activities such as soccer, lacrosse, basketball, etc. They also accommodate special events although they really focused on soccer fields rentals. They have several locations in the Washington state; in Redmond, SODO Seattle and Magnuson Park.

2. Who you would associate with and why:
Arena Sports Seattle have several alliances with equipment providers, and various business-oriented service providers but they don't have an alliance with any non-profit organization or any organization for that matter that will generate cause based marketing. I was having a hard time finding a possible organization for them to partner up with since this type of business is quite rare in the US. After researching, I found an organization called Soccer without Borders -- which is based in Berkeley, CA. Their mission is "to use soccer as a vehicle for positive change in the lives of marginalized youth." It's kind of the obvious choice since it directly relate to the business itself but I also think that what they are doing would relate to customers of Arena Sports. Arena Sports have a lot of youth soccer programs and a lot of children come there with their parents daily. Given that these people are parents with children of their own, they should be able to relate to the organization's purpose. Moreover, the organization is currently focused on the US with some online presence via some social media websites -- this will make it easy for Arena Sports to incorporate their social media presence with those of the organization.

3. A campaign idea:
The most obvious way would be to donate a percentage of the company's income to the organization or they could provide an area where the organization could set up a booth in the facilities for people to donate and generally find out about the organization. This would hopefully help spread awareness for the cause. Another direct approach would be for the company to help organize events for the organization that could be conducted within their facilities and the a percentage of the proceeds can be donated to the organizations. I think this would be very effective and could be conducted quite readily.

4. How social media would be used.
Building on the previous blog post, QR codes could be used that links users directly to a donation page or the organization website. Furthermore, they should clearly indicate their alliance with the organization in their websites, and various social media sites account. They could also use these social media to interact with their customers better by giving people various interesting facts about the state of the society in relation to the organization and explains why they have paired up with the organization.