Shari Boyer is the CEO and Co-Founder of GSG, a marketing company that creates programs that target the active lifestyle, environmentally conscious consumers who visit state parks each year. She has created cause-related programs for corporations such as Coca-Cola, Nestlé, Toyota, General Mills, Canon, The North Face, Subaru, and American Express. You can read more about her company here.

With today’s cutbacks and shrinking budgets many public entities are turning more often to cause marketing programs with the private sector to continue vital programs, and sometimes even to keep their doors open.

Public/Private Partnerships Now the Norm
While these public/private partnerships have been used successfully for decades, it’s become apparent that these programs are now considered the norm. In fact, in 2010, Harvard’s JFK School of Government began recognizing creative initiatives between the public and private sector with its Bright Idea awards to shed a light on innovative and collaborative programs that create benefits for all. I encourage marketers in the private sector to consider strategically sound programs that create social value while at the same time underscore the mission of a company – whether in the realm of education, environmental stewardship, health care, public transportation or any other social cause.

The good news is that cause partnerships can be highly effective on many levels. First, and most obvious, is that they raise badly needed funds. The campaigns also garner positive brand equity and publicity for the company by spreading the cause story and attracting countless new supporters, who otherwise might never be involved. Successful programs start with brands thoughtfully choosing a cause that connects with the public and the company, and then engaging the consumer in an active, authentic way through a fully integrated campaign. Continue Reading →