There are certain terms that marketers use to describe the objective of a given campaign. In the automobile category, “share of garage” is frequently used. Consumer packaged goods marketers want a larger “share of cupboard.” What most companies want is a larger “share of wallet,” which is the percentage of a customer’s spending that is captured by a brand or store.
We understand all of those metrics. But when it comes to giving back to the community, there’s another metric that is more important to us. It’s “share of heart.” I doubt you’ll find that term in any marketing textbook. But to us, it is paramount to being successful. It’s about giving back.
Since we’re in the business of marketing, we take a strategic approach to giving back. What is the objective? What are the expectations? Where should you place your focus and why?
The answers to these questions will provide a strong foundation for developing a giving strategy that will be fulfilling for everyone.
PEOPLE + PASSION = THE HEART OF A COMPANY
Successful corporate citizenship is strengthened when employees are involved. It presents a meaningful opportunity to bond and share personal beliefs and values and work together toward a common goal. The energy surrounding these efforts grows exponentially when a team can work together and celebrate the sense of accomplishment and contribution of one common heartbeat for even a day.
Giving back together is also a strong team-building and morale-boosting experience.
We hire people who share our values of giving back and supporting the community. Volunteerism is part
of our company’s DNA. It drives many of the people who work tirelessly on our accounts every day. But somehow they still find time to contribute to those who need help.
The fact is, it feels good to work for a company that gives back. Because Catalyst is a local business, most of our employees are from the local community, and many local causes are close to their hearts.
Giving back together is also a strong team-building and morale-boosting experience.
By giving our employees the time to volunteer and encouraging them to give back to their community,
we provide them with an opportunity to work toward a common goal that is outside the normal daily routine. This also gives them a chance to make a difference in the community in a way they may not have been able to accomplish on their own.
There are many statistics that showing that people
like working with others who are generous and charitable. In other words, people with a heart.
When looking for a company to work for, there’s a
lot to be said for connecting with a group of people who care about their community. If they are that caring and concerned about others, how do you think they’re going to treat you?
But, in the end, there is pride in knowing the company you work for gives back to your community.
AT THE HEART OF IT ALL
You hear the word passion bandied about in our industry. Passion for the work. Passion for success. That’s a given. But, at Catalyst, our passion is compassion for those in need in our community.
It is imperative that we support the community that has supported us for a quarter of a century.
We are particularly passionate about special children with special needs, and all children who need to feel safe and protected.
HERE ARE A FEW EXAMPLES OF HOW WE SHARE OUR HEARTS WITH OUR COMMUNITY
A rewarding effort was our involvement with the Ad Council of Rochester and their Child Sexual Abuse campaign. The program consisted of hundreds of volunteer hours, developing strategy and positioning and providing creative execution in every media channel.
An integrated campaign that included television, radio, print, digital, and outdoor encouraged anyone who suspected child sexual abuse to “Be Brave” and report it, even if they weren’t sure.
All three local television stations joined the Ad Council of Rochester, Bivona Child Advocacy Center and Catalyst to make our community more aware and our children safe.
Our passion is compassion for those in need in our community.
United Way of Rochester is another charity that Catalyst assists with data and analytics, creative, and account services. Our strategies have helped United Way identify important donor segments. We worked together to create engagement strategies and donor personas. These programs helped increase giving and donor retention.
United Way’s Day of Caring holds a special place in our heart as well. Every spring, our employees volunteer their time to participate in a citywide effort to improve our community by painting, planting, reading to kids and much more.
The Hillside Children’s Center website needed help. The site was unable to convey their breadth of services and, even more important, it lacked the ability to accept donations and volunteers online.
We stepped in with digital direction, strategy and hands-on execution. We helped create a functional site that accommodated donations, volunteer inquiries and other vital areas that allowed Hillside to engage donors and people interested in their services.
In addition to our digital contribution, our employees volunteer annually for Hillside’s Secret Santa project. The goal is to give three gifts to each needy child in a family. This program makes a difference in the lives of thousands. We are proud to be a part of this effort.
Throughout our 25 years in business, we’ve held an unwavering commitment to giving back to the community. Through contributions and volunteering, these efforts help enhance and enrich the lives of those children and families who need it most.
The emotional equity we get in return is immeasurable. And, at the end of the day, we realize, at the center of Science plus Soul is a lot of heart.
ABOUT THE AUTHOR
As Catalyst’s ECD, Ken translates strategy into creative experiences that move customers from inertia to action. Before working at Catalyst, he inspired minds at places like Kovel Kresser & Partners (Los Angeles), TBC, Inc. (Baltimore) and Digitas.
ABOUT CATALYST
Catalyst is a marketing agency that helps clients develop more profitable customer relationships. We take the guesswork out of marketing decisions by combining our intellectual curiosity and inquisitiveness with hard-core analytics and measurement.
We call it Science + Soul.
It’s a powerful combination that improves our clients’ marketing, because it yields deeper insights that anticipate customers’ needs better.
800.836.7720 | www.catalystinc.com Facebook Twitter LinkedIn
We understand all of those metrics. But when it comes to giving back to the community, there’s another metric that is more important to us. It’s “share of heart.” I doubt you’ll find that term in any marketing textbook. But to us, it is paramount to being successful. It’s about giving back.
Since we’re in the business of marketing, we take a strategic approach to giving back. What is the objective? What are the expectations? Where should you place your focus and why?
The answers to these questions will provide a strong foundation for developing a giving strategy that will be fulfilling for everyone.
PEOPLE + PASSION = THE HEART OF A COMPANY
Successful corporate citizenship is strengthened when employees are involved. It presents a meaningful opportunity to bond and share personal beliefs and values and work together toward a common goal. The energy surrounding these efforts grows exponentially when a team can work together and celebrate the sense of accomplishment and contribution of one common heartbeat for even a day.
Giving back together is also a strong team-building and morale-boosting experience.
We hire people who share our values of giving back and supporting the community. Volunteerism is part
of our company’s DNA. It drives many of the people who work tirelessly on our accounts every day. But somehow they still find time to contribute to those who need help.
The fact is, it feels good to work for a company that gives back. Because Catalyst is a local business, most of our employees are from the local community, and many local causes are close to their hearts.
Giving back together is also a strong team-building and morale-boosting experience.
By giving our employees the time to volunteer and encouraging them to give back to their community,
we provide them with an opportunity to work toward a common goal that is outside the normal daily routine. This also gives them a chance to make a difference in the community in a way they may not have been able to accomplish on their own.
There are many statistics that showing that people
like working with others who are generous and charitable. In other words, people with a heart.
When looking for a company to work for, there’s a
lot to be said for connecting with a group of people who care about their community. If they are that caring and concerned about others, how do you think they’re going to treat you?
But, in the end, there is pride in knowing the company you work for gives back to your community.
AT THE HEART OF IT ALL
You hear the word passion bandied about in our industry. Passion for the work. Passion for success. That’s a given. But, at Catalyst, our passion is compassion for those in need in our community.
It is imperative that we support the community that has supported us for a quarter of a century.
We are particularly passionate about special children with special needs, and all children who need to feel safe and protected.
HERE ARE A FEW EXAMPLES OF HOW WE SHARE OUR HEARTS WITH OUR COMMUNITY
A rewarding effort was our involvement with the Ad Council of Rochester and their Child Sexual Abuse campaign. The program consisted of hundreds of volunteer hours, developing strategy and positioning and providing creative execution in every media channel.
An integrated campaign that included television, radio, print, digital, and outdoor encouraged anyone who suspected child sexual abuse to “Be Brave” and report it, even if they weren’t sure.
All three local television stations joined the Ad Council of Rochester, Bivona Child Advocacy Center and Catalyst to make our community more aware and our children safe.
Our passion is compassion for those in need in our community.
United Way of Rochester is another charity that Catalyst assists with data and analytics, creative, and account services. Our strategies have helped United Way identify important donor segments. We worked together to create engagement strategies and donor personas. These programs helped increase giving and donor retention.
United Way’s Day of Caring holds a special place in our heart as well. Every spring, our employees volunteer their time to participate in a citywide effort to improve our community by painting, planting, reading to kids and much more.
The Hillside Children’s Center website needed help. The site was unable to convey their breadth of services and, even more important, it lacked the ability to accept donations and volunteers online.
We stepped in with digital direction, strategy and hands-on execution. We helped create a functional site that accommodated donations, volunteer inquiries and other vital areas that allowed Hillside to engage donors and people interested in their services.
In addition to our digital contribution, our employees volunteer annually for Hillside’s Secret Santa project. The goal is to give three gifts to each needy child in a family. This program makes a difference in the lives of thousands. We are proud to be a part of this effort.
Throughout our 25 years in business, we’ve held an unwavering commitment to giving back to the community. Through contributions and volunteering, these efforts help enhance and enrich the lives of those children and families who need it most.
The emotional equity we get in return is immeasurable. And, at the end of the day, we realize, at the center of Science plus Soul is a lot of heart.
ABOUT THE AUTHOR
As Catalyst’s ECD, Ken translates strategy into creative experiences that move customers from inertia to action. Before working at Catalyst, he inspired minds at places like Kovel Kresser & Partners (Los Angeles), TBC, Inc. (Baltimore) and Digitas.
ABOUT CATALYST
Catalyst is a marketing agency that helps clients develop more profitable customer relationships. We take the guesswork out of marketing decisions by combining our intellectual curiosity and inquisitiveness with hard-core analytics and measurement.
We call it Science + Soul.
It’s a powerful combination that improves our clients’ marketing, because it yields deeper insights that anticipate customers’ needs better.
800.836.7720 | www.catalystinc.com Facebook Twitter LinkedIn
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