The buying decisions of Millennials are often guided by their conscious, so companies are striving to align their brand with a cause. However, consumers don’t just want to hear about a corporation’s support of a charity or issue, they demand to see it in action. An ideal vehicle for purpose-driven marketing messaging is Wrap For A Cause, created by an experienced advertising executive who also has the unique perspective of leading a charitable foundation for over a decade.
“Marketers are constantly looking for creative ways to grab the attention of customers and an eye-catching mobile billboard certainly turns heads,” said Founder Laura Saggese. “What distinguishes Wrap For A Cause is that it is the only not-for-profit vehicle wrap program that offers a second layer of charitable giving.”
Saggese explained that a company sponsorship not only includes a donation to the charity of their choice, but when a college or university fleet van is used, the school also receive a donation. The designated charity also earns 10% of the net proceeds from Wrap For A Cause after covering of the cost of the design, manufacturing and application of the vinyl decals.
Wrap For A Cause is designed to be the driving force for a company’s social media marketing plan as well. The customized colorful decals feature the hash tags of the sponsor and charity beneficiary for sharing across social media channels when supporters snap photos.
“Millennials and younger generations not only publicly advocate for their chosen cause, they actively participate,” said Saggese. “When they volunteer for a Wrap For A Cause organization’s fundraising event like a 5k walk, they take lots of selfies in front of the van that they then post on Instagram, Snapchat and others.”
Saggese stresses that a corporation’s purpose-driven marketing campaign needs to be authentic and consistent or risk falling flat. The effort should not be “one and done”. For that reason, a Wrap For A Cause sponsorship requires a minimum three-month campaign commitment at a cost between $5,000 and $10,000 per vehicle per month.
Saggese cites the first Wrap partner, New York-based Country Bank, that joined the program in 2017 to reinforce their commitment to the Juvenile Diabetes Research Fund (JDRF).
“The Murphy family that controls the bank has a personal connection to the foundation. They started the Westchester Chapter of JDRF in the 1970’s and have continually worked to raise funds and awareness. The bank’s employees are encouraged to join their team for charity walks. Their brand’s affiliation with JDRF is genuine and recognizable.”
When creating a customized sponsorship plan for a corporation, Saggese recommends additional promotional channels and activities. A company should have a separate page on their website dedicated to explaining their Corporate Social Responsibility (CSR) initiative and reason for their involvement. Volunteerism should be encouraged across all levels of the company to connect actions to the company’s purpose. This will also engage employees and attract new workers and customers. The company can participate in existing events or create original internal and external activities that support the cause as well.
To demonstrate the impact of CSR, Saggese points to a 2015 Nielsen global online survey that found consumers are increasingly willing to pay more for socially responsible products. In fact, 66% of respondents say they’re willing to pay more for products and services that come from companies who are committed to positive social and environmental impact, up from 55% in 2014 and 50% in 2013.
“A sponsorship of a Wrap For A Cause vehicle is a win-win proposition as it positions the sponsor as a community leader while boosting the bottom line,” said Saggese. “Companies literally cannot afford to ignore the importance of a comprehensive CSR plan that is backed up with a solid purpose-driven marketing plan.”
The mission of Wrap For A Cause is to help local and national nonprofit organizations create awareness with a memorable, viral campaign that raises funds and awareness using vehicle wraps. To learn more visit www.wrapforacause.org or call 1-888-392-9729.
