How Eating Ice Cream Helps
Save Rainforests
...and Other Marketing Trends

by Ann Londrigan

For corporate America cause-related marketing is the perfect antidote to the greedy '80s and an intelligent response to the socially responsible, back-to-the- basics, save-he-world '90s.

You probably know that when you buy a pint of high-fat, calorie-rich Ben & Jerry's Rainforest Crunch ice cream you are actually being socially responsible by helping the effort to save the Brazilian rainforests. But do you also know that you can fight illiteracy in America while keeping your breath fresh by putting a Tic Tac in your mouth? Adolph Coors promotes literacy too, and Avon supports breast-cancer research. Kraft General Foods donates 25cents to scholarships for African American college students with specially marked coupons for Stove Top stuffing and other products. These are just a few examples of a growing trend called "cause-related" marketing. One of several marketing trends that has applications for the field of parks and recreation.

CAUSE MARKETING

For corporate America, cause-related marketing is the perfect antidote to the greedy '80s and an intelligent response to the socially responsible, back-to-the-basics, save-the-world '90s. Ben & Jerry's is among the leaders of this innovative marketing trend, which offers the right blend of corporate responsibility, philosophy and profits. By identifying big issues that are considered important to its target markets, Ben & Jerry's has made big money and has built an indelibly good public image.

Cause marketing strives to affect the conscience of the consumer. With so many options available in today's marketplace, this strategy goes beyond the four P's (product, place, price and promotion) to differentiate a product based on the target market's social, political and environmental concerns. Why choose brand X when you can choose Y and help a social cause at the same time? It makes you feel good about your choice and the company who offered it Just as the cereal aisle offers 400+ choices for breakfast, options for recreational programs and services — private and public — arc growing, and agencies need to differentiate themselves from the pack.

Cause marketing is also more effective than pure philanthropy, which is basically giving money away. Companies that give money this way don't make headlines. The cause makes the donation more newsworthy and has the muster to boost public image. By forming strategic alliances with causes that are important to target markets, corporations capitalize on do-goodership and the bottom line.

The hot cause a few years ago was "green" or "environmental" marketing. Companies large and small sponsored programs to conserve everything from wildlife to wetlands and told you so on materials printed with soy ink on recycled paperstock. What marketers saw was a new, low cost venue for exposure, and nature groups discovered a new way to fund themselves. In a 1993 interview for Advertising Age, the Audubon Society's Director of Corporate Development said, "[Cause marketing is] a trifecta win. It's a win for Audubon, a win for the corporate partner, and I think a win for the consumer as well."

Critics of cause marketing argue that it cannot outweigh the value of customer service, word of mouth, and a company's reputation for quality and price. Many say it is difficult to accurately

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measure the success of a cause marketing venture, and there is potential for corporate abuse (companies aligning with causes just to look good). For now anyway, cause marketing continues to increase in popularity and sophistication.

LIFESTYLE AND EVENT MARKETING

Lifestyle marketing encompasses cause marketing and looks not only at the consumer's concerns and conscience, but also personal values, motivations and leisure activities. As with all marketing, research and knowing your consumer base plays a large role in lifestyle marketing. In his book Lifestyle & Event Marketing, marketing expert Alfred Schreiber explains that you still need to ask the standard demographic questions (age, sex, income, occupation, family size and membership, race, religion, geographic area, etc.). But you also must probe deeper and learn more about the consumer's beliefs, heritage, cultural interests, social concerns, leisure pursuits, political interests and positions, cause-related beliefs, and views regarding ecology and the environment.

This strategy can provide powerful secondary criteria that buyers demand in order to make choices in our highly competitive and cluttered marketplace. Park districts should consider these factors when developing an image campaign for the district or planning a marketing strategy for a facility or program. Kevin B. Tynan. President of Tynan Marketing, Inc., a marketing consulting firm based in Chicago, writes in his book Multichannel Marketing that consumers are just as likely to make purchasing decisions based on emotional factors:

• Am I comfortable in the store [recreation center]?

• Does the staff understand and cater to my lifestyle?

• Are they interested in me, or only in my purchase?

• Can I relate to the staff on a personal level?

• Does their image as a retailer/supplier [service provider] compliment my self- image?

• Do I like the personality the firm [park district] projects?

• Is there a tangible reason I should buy from them [sign-up for their programs]?

Lifestyle marketing has become so effective, corporations are now spending nearly $3 billion on it According to the International Events Group (IEG) — the organization that monitors the event- sponsorship end of lifestyle marketing — the money is divided up as shown in the chart.

Sporting events are the big winners in the corporate sponsorship game, expected to capture 67% of the total event sponsorship dollars in the United States in 1994 with major deals in the works for the Olympics, World Cup '94, the Goodwill Games, Major League Baseball, NASCAR and the like. The PGA Tour involves hundreds of local and national sponsors, and title sponsorships like the Motorola Western Open at Cog Hill in Illinois are organized for good causes and maximum corporate exposure.

If an event is more in line with a company's values, the probability of success for both the corporate partner and the agency is heightened. Also, sponsors are looking for more than just signage. They want name-gathering and retail sales opportunities, questions on event surveys, product exposure and ways to involve their employees. Kevin Kendrigan, CLP, Director of the Northwest Special Recreation Association — and a major fundraising force for his organization — comments, "Today's corporate culture believes that employees who are involved in their community are more productive employees, and opportunities to involve them in sponsorships can be as important as company/product visibility."

THE TREND TOWARD LOCAL CONCERNS

IEG predicts that North American companies will increase sponsorship expenditures by 15% to $4.25 billion in 1994, and although blockbuster deals for the Olympics and World Cup '94 have been the trend, local events in particular will experience growth. Ben & Jerry's is again among the vanguard, as a growing number of major corporate sponsors seek more local ties. Ben & Jerry's Scoop Shops weave themselves into the economic fabric of the communities where they operate. For

IEG predicts that North American companies will increase sponsorship expenditures by 25% to $4.25 billion in 1994, and although blockbuster deals/or the Olympics and World Cup'94 have been the trend, local events in particular will experience growth.

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In response to tax caps, shrinking budgets and increased consumer demand for their programs and services, park and forest preserve districts have aggressively sought creative financing solutions through grants, user fees and sponsorships.

example, at a location in Harlem in 1992, they opened a "partner store" which is 75% owned by a local nonprofit organization. For Schreiber's book, Ben explained, "The amazing thing we discovered is that as we support the community, the community supports us back. And as we devote more and more of our resources to improving the quality of life in the community, we're selling more ice cream and making more money."

Experts say what is driving this trend toward grass-roots marketing is our changing values, the baby boomlet, and the age of Clinton with its focus on local concerns. A recent John Hancock survey found that two-thirds of consumers feel more favorably toward corporations that participate in community or grass-roots events and only 40% feel more favorably toward sponsors of national events. No stranger to progressive marketing, McDonald's franchises have been staying close to local communities for years, doing good with the Ronald McDonald House and supporting other local causes. Schreiber asserts, "People are turning to their communities for more meaning and emotional sustenance. Local events support those feelings. And people want to protect their towns from environmental problems, to protect their homes and families from crime, to lower disease and to raise consciousness. Local events can support all those goals."

Dan Ward, Director of the Murphysboro Park District, agrees. Now in its third successful year with 2,000+ expect to attend in 1994, his district — which serves a population of 10,000 — hosts the Riverside Blues Festival with the City of Murphysboro and many important corporate sponsors that want local exposure and strong local relationships. For the July 23 event. Ward secured sponsorships from regional distributors for PepsiCo., Inc., and Eagle Snacks, plus local businesses such as First Bank and Trust, Martin Foods and Silkworm, which donates T-shirts for the district to resell. "These sponsors know that this festival is different from private enterprise where the promoter wants to put the money in his own pocket," Ward explains. "Any revenue from this event goes back into the community to support year-round park district programs." Ward also found strong support from the local rock station WCIL-FM and Nightlife, a hip entertainment publication which prints the event posters and dedicates an entire edition to the festival. From the sponsors, the park district receives cash, radio and television advertisements, product sampling, banners and food donations in exchange for local ties, product sales, free passes, and an "I care about this community" image.

MUNICIPAL MARKETING

The trend toward local marketing bodes well for local governments. In a recent issue of the IEG Sponsorship Report, Executive Editor Lesa Ukman wrote "Municipal marketing was taken to the next level [in 1993]. Visa's seven-figure deal to be the preferred credit card of Atlanta and New Orleans hiring a sales specialist to market sponsorship for independent festivals are but two examples. Don't be surprised if soon, city, state and federal government units have departments of marketing — just like they have for transportation or public works — charged with selling sponsorship to parks, libraries, convention centers, airports and buses."

A number of Illinois park districts and forest preserves do have official marketing departments or personnel, and many more have recreation supervisors or public information officers who are performing marketing functions for their agencies. Park and recreation agencies are getting serious about marketing and realizing — to the chagrin of purists — it's smart business.

Of the 93 registrants for the Illinois Association of Park District's April 13 seminar, "Marketing Strategies for Surviving the '90s," only 6% had "marketing" titles. The majority were directors (26%), recreation supervisors (14%) and public information officers (12%). The seminar was presented by marketing expert Kevin B. Tynan who covered basic marketing principles, planning and research, as well as tips for better direct mail and referendum marketing strategies. IAPD learned that for the majority, the information presented was very timely and helpful. For the handful of agencies with marketing systems already in place, the information was more entry level. Given the differing levels of expertise among the field, lAPD's future marketing seminars — and a full 90% of the participants said IAPD should offer more programs on marketing — will specify "entry level," "intermediate" or "advanced."

Whether or not an agency has a designated marketing department, municipal marketing is already a reality in the Illinois park district system. In response to tax caps, shrinking budgets and increased consumer demand for their programs and services, park and forest preserve districts have aggressively sought creative financing solutions through grants, user fees and sponsorships. Many park and recreation agencies have long enjoyed strong ties with local sponsors — typically banks, automobile dealerships, jewelers and major corporations based in the area — which support their special events, golf outings, festivals and athletic

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competitions. Teena Mackey, CLP, chair of IPRA's Communications and Marketing Committee and Manager of Special Facilities for the Skokie Park District, says her agency is aggressive about sponsorships and enjoys a location near many corporate headquarters with good sponsorship prospects. PepsiCo., Inc., is currently the sole beverage supplier to the Skokie Park District, and this relationship has served both very well. Pepsi gets exclusivity, banners and point-of-purchase displays, while the Skokie Park District receives product plus in-kind and cash donations for festivals and special events.

Another effective funding tool — the foundation — is on the rise among Illinois park and forest preserve districts and for good reason. Foundation boards tend to be comprised of prominent bankers, financial consultants and local business executives — an interested, active and handy source for donations and sponsorship dollars. The tie-ins are already "tied in" to the park district, and that makes fundraising much easier. Mackey believes that park district foundations will soon evolve into fully recognized and accepted fundraising arms of these agencies.

THE CONTROVERSY AND THE CRUX

More creative marketing ventures are on the horizon for local governments, and schools have taken the lead in this arena. In April of this year the National High School Coaches Association held its first national championship in Atlanta with the goal of raising money for school athletics for needy schools that are facing tight budgets and pay-to-play policies. The event was televised on ESPN and subsidized by several corporate sponsors, including Adidas American which received, in return, couponing opportunities, access to mailing lists, signage and more. A company spokesperson stated, "Adidas believes sports are for every walk of life and participation should not depend on economic status." Another sponsor, Chick-fil-A, explained, "By helping support youth athletics today, we are making a valuable investment in the leaders of tomorrow."

Aren't park and recreation agencies striving for these same goals?

Again, purists argue that amateur athletics and public parks should not be tainted by commercialism. The greater good, however, must be realized. Illinois park and forest preserve districts offer exceptional programs, services and natural areas that enhance the quality of life for their communities and provide meaningful recreational opportunities for all people.

How can we continue to do this with shrinking budgets and the tax cap's vice? Try the three M's: progressive management, creative corporate match-making, and marketing.

Ann Londrigan is the Marketing Communications Coordinator for the Illinois Association of Park Districts. She holds bachelor's degrees in English and Economics with graduate education and professional experience in book publishing, public relations and marketing communications. In her local community, she serves on the Board of Directors for the Springfield Parks Foundation and is the Marketing Chair for First Night Springfield 95.*

Are You Meeting the Needs of Your Hispanic Market? The term Hispanic refers to Americans from dozens of Latin, Central, and South American countries, which may have few cultural similarities other than that they speak a similar language. Despite differences between countries and cultures, the popular press and the U.S. government tend to lump all such people together under the Hispanic label. By the year 2000, Hispanics will exceed 34 million, to become America's largest minority group. Despite disposable income of $144 billion, Hispanics are underserved, with only $750 million in advertising targeted to them according to a 1991 Forbes' article. However, there's evidence that corporate America is starting to recognize the business potential of the Hispanic market. [Are park and recreation agencies?] If you are marketing to an ethnic community, you may want to review the following questions to determine whether your [agency] is doing a good job. 1. Does your overall community image say "We market to Hispanics and we want your business?" 2. Do you communicate in Spanish? I'm not talking just about advertising in Spanish-language newspapers or on Spanish-language radio stations. Do you have a set of brochures and point-of-purchase displays written in Spanish? 3. Have your employees undergone training to help them appreciate the customs and concerns of ethnic customers? 4. Do you have a procedure in place for monitoring the quality of service provided to ethnic customers? 5. Do you know the percentage of sales coming from the Hispanic market? Which services do these consumers purchase and why? 6. Do key employees, such as receptionists and telephone operators, speak Spanish? 7. Are your [program registrations and other forms] written in Spanish? If you answered no to more than three of these questions, your Hispanic marketing program probably needs an overhaul. From the chapter "Tapping the Booming Hispanic Marketing" in Multi-Channel Marketing, authored by Kevin B. Tynan, President of Tynan Marketing, Inc., a 10- year-old, Chicago-based consulting/inn specializing in the design and execution of integrated marketing programs for business, municipalities, institutions and non- profit organizations. Tynan is a nationally reknowned marketing expert who has developed direct mail campaigns/or President Bill Clinton, Senator Carol Moseley Braun, Mayor Richard M. Daley and Reps. Frank Annunzio, Marly Russo and Dan Rostenkowski, and his award-winning firm is recognized as a leading innovator in marketing communications.

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