Best Practices for Cause Marketing Campaigns

Based on the success of Jiffy Lube International’s cause marketing campaign surrounding the American Heart Association’s “Go Red for Women” movement, executed in partnership with Cone, Inc., Virginia Q. Sanchez, manager of communications for Jiffy Lube International, offers fellow communications professionals the following best practices: • Create a traffic-driving component as part of your campaign. “We’re a retailer, so we want customers to return to Jiffy Lube service centers,” Sanchez says. “In exchange for a $3 donation, customers received a savings book with more than $100 in coupons for various Jiffy Lube services.

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