Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

by Philip Kotler

When the primary objectives of an initiative are to support corporate marketing goals and objectives versus corporate giving or community involvement agendas (e.g., an electronic store wants to build traffic and advertises that according to the public health department, it's time to check your home fire alarm batteries this weekend and then mentions that they're having a discount special on them in all their locations). When the issue the organization wants to support (e.g., healthy children) is one that has the potential for an individual behavior change component (e.g., a fast-food restaurant then teams up with the local children's hospital and community health clinics to print immunization schedules on tray liners). When the dollars for support of the initiative are coming (primarily) from the marketing department and can therefore be managed and integrated into marketing communications (e.g., a produce company putting the national 5 A Day logo on packaging, advertisements, and coupons). When the behavior can be tied to one or more corporate products and then integrated into their features, pricing, distribution channels, and promotions (e.g., a life-vest manufacturer attaching water safety tips to labels and creating retail displays on how to choose a life vest that's right for your child, and then distributing discount coupons via a local children's hospital).