"According to the study, nearly half (47%) of respondents said that social purpose ranks higher than brand loyalty and design and innovation as a purchase motivator. In addition, another recent PRWeek/Barkley Cause Survey suggests that a full 88 percent of American men say it's crucial for a brand to support a social cause." (http://www.guardian.co.uk/sustainable-business/social-media-engage-new-consumer)
For companies delving into the social media realm, success revolves around "living" campaigns that are fused with creativity. Nobody wants a dead or boring campaign. Social media can be just the trick because it is considered living... it is a breathing, changing component of a company that is interactive with the customers. Keep in mind that whatever you do must resonate, it must be innovative, drive brand awareness, and generate loyalty. And last but not least, you'll get bonus points for having a positive impact on the community.
With this in mind, working on my personal project for a real estate professional, it is my job to find a for-profit or non-profit that could collaborate on a cause marketing campaign. At the moment I have not done enough research to present a solid idea. Philanthropy Realtors donate 10% of the profit to a charity of the seller's choice. This could be difficult with today's economy. I think it would be honorable to associate with a home educational program for any income level. The campaign idea could be about house smarts: how to finance the purchase of a home, what are the important things to know about owning instead of renting, and general upkeep and management. This campaign could revolve around the idea of the American Dream - working hard to gain the things you want (job, house, family). I think this sort of idea would work best on Meetup.com and by displaying promotional ads on Facebook targeting people who are looking to purchase homes.
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