Why and How "Being Good" Pays
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BISG Making Information Pay 2016 tackles cause marketing in publishing, with highlights from Penguin Random House, Little Pickle Press, and First Book, moderated by Ashley Gordon of Mockingbird Publishing.
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Why and How "Being Good" Pays
- 1. Why and How "BeingGood" Pays Case studies featuring the commercial rewards of social enterprise and cause marketing for publishers BISG Making Information Pay 2016
- 2. Cause Marketing Snapshot Corporate/nonprofit partnerships are growing. Cause sponsorships are expected to increase from $1.92 billion in 2015 to $2 billion in 2016. Consumers have embraced the idea of doing well by doing good. 71% of consumers have participated in a point-of-sale donation 90% of consumers say they would switch brands to those associated with a cause, given comparable price and quality Current and potential employees are looking for a chance to make a difference. Six of ten Millennials say a sense of purpose is the reason they chose to work for their current employer. A majority of employees say work that allows them to contribute beneficial change to the world is essential to their happiness.
- 3. CaseStudies and Benefits BISG Making Information Pay 2016
- 5. BISG Making Information Pay May 2016 5 Media For A Better World Little Pickle Press + Kids for Peace’s The Great Kindness Challenge (January 5, 2016 through May 1, 2016) #BeKind IMPACT • Offered free ebook and discussion guide to 8,000+ schools • Over 5 million students participated in 61 countries and all 50 states • Helped inspire more than 250 million acts of kindness • Expanded our social media reach 570% Brand Partnership Case Study + • Donated 15% of net sales • Net sales $11,721 • Donation to The GKC $1,758 • Demonstrated commitment to mission of fostering kindness • Raised profiles of all stakeholders • Garnered national media coverage: PW, the Independent & Foreword Reviews
- 6. BISG Making Information Pay May 2016 6 Media For A Better World Little Pickle Press + Cabot Creamery Cooperative + ONE Campaign (March 2, 2015 through December 31, 2015) #BCorps4ONE IMPACT • Expanded social media reach by 8M+ • Increased house list by >75% over previous 10 months • Donated 15% of net sales • Net sales $30,356 • Donation to ONE $4,553 Brand Partnership Case Study + + • Monetized a backlist title • Leveraged B Corp synergies • Aligned content with cause • Garnered national media coverage: PW, the Independent, B Hive & CCC’s Beyond the Book • Forged new partnership with Cabot and KaBoom! for our Farm2Table app
- 7. Penguin Random House Lavanya Narasimhan Associate National Accounts Manager Emily Smolarek Associate National Accounts Manager Co-chairs of the #GiveABook holiday campaign
- 8. By the Numbers • Ran from Nov 16 – Dec 24, 2015 • Donated a total of 50K books (increased from 35K) • Reached over 47K hashtags • Website had: • 14,000+ page views • Almost 10K unique visitors • Giving Map featured over 700 stores • Including 650 B&N stores and 60 independents • 1,300+ unique visitors • FB Community: 6,700+ Likes • + 3400 likes from PY • Twitter: 2,100+ followers • +800 followers from PY • 500 consumers signed up for GiveaBook email updates and publisher e-newsletter
- 10. Firs Book Reach and Impact 3 million children annually 140 million books and resources provided 250,000 educators serving kids in need Pilot book distributions in 30 countries Established award-winning presence
- 11. Cause Marketing Overview Chandler Arnold | carnold@firstbook.org
- 12. HowTo Make ItWork and Measuring Success BISG Making Information Pay 2016
- 13. BISG Making Information Pay May 2016 13 Media For A Better World Story Theme/Value Corporate Partner Non-Profit Beneficiary Celebrate diversity Writing is powerful Be safe Be green Everyone has value Brand Partnerships: Aspirational
- 14. BISG Making Information Pay May 2016 14 Media For A Better World Story Theme/Value Corporate Partner Non-Profit Beneficiary STEAM Growth mindset A smile can change the world Fostering entrepreneurship Yes We Are! Respect all families Brand Partnerships: In Process
- 15. BISG Making Information Pay May 2016 15 Media For A Better World Story Theme/Value Corporate Partner Non-Profit Beneficiary End hunger Be healthy The power of kindness _ Celebrate diversity _ Be compassionate _ Brand Partnerships: Achieved
- 16. By the Pictures
- 17. Four options for cause marketing partnerships Book donations based on a purchase at retail Option 1: Book donations based on a monetary donation Option 2: Book donations based on social media activation Option 3: FIRST BOOK PARTNERS WITH PUBLISHERS TO SUPPORT BOOKS AND AUTHORS Book donations based on event activation Option 4: Cause-marketing partnerships require regulatory compliance, as detailed in the following examples
- 18. Who Doesn’t Love Dogs? Elements of a successful cause marketing partnership • For profit partner: Surf-Style • Not-for-profit partner: BARC (Baldwin County Animal Rescue Center) • Venue:The Hangout • Audience: Millennial music festival goers • Record-breaking day of donations for the charity • Hundreds of social media interactions • Onsite advertising and goodwill • Direct sales at nearby location
- 19. From Beach to Books Elements of a successful cause marketing partnership For profit partner • Publisher, Dog Book Author Not-for-profit partner • Local Animal Shelter Venue • State Book Festivals Audience • Power readers (Dog lovers) • Author is a hero to readers • Publisher is a hero to author • Readers connect personally with author/publisher over shared cause • Customers, sales grow • Staff has most fun ever at a book signing
- 20. Want to know more? Little Pickle Press Rana DiOrio rana@littlepicklepress.com Penguin Random House Lavanya Narasimhan lnarasimhan@penguinrandomhouse.com Emily Smolarek esmolarek@penguinrandomhouse.com First Book Chandler Arnold carnold@firstbook.org Mockingbird Publishing Ashley Gordon ashley@mockingbirdpublishing.com Ask us BISG Making Information Pay 2016
Notas del editor
- Offered free Kind ebook to more than 6,000 schools Over 5 million students inspired over 250 million acts of kindness MISSION Align content with cause to: • Increase retail sales • Improve customer relations • Increase online community membership and engagement • Promote awareness and expand membership of The Great Kindness Challenge STRATEGY: Leverage LPP social community and that of Cabot and ONE to sell The Cow, generate leads, and convert new fans/customers of LPP. Featured homepage and social media modules Multi-channel social media & blog posts October 2015 blog theme: “Cooking With Kids” theme with spotlight on The Cow Raises profiles of all organizations Demonstrates commitment to mission Grows retail traffic Aligns Content with Cause Gives backlist new life
- STRATEGY: Leverage LPP social community and that of Cabot and ONE to sell The Cow, generate leads, and convert new fans/customers of LPP. Featured homepage and social media modules Multi-channel social media & blog posts October 2015 blog theme: “Cooking With Kids” theme with spotlight on The Cow Raises profiles of all organizations Demonstrates commitment to mission Grows retail traffic Aligns Content with Cause Gives backlist new life
- Teresa