1. Cause-Related Marketing
Sean O’Neill
Principal
Symmetrix Public Relations &
Communications Strategies

2. What We Plan to Cover Align business and community values
Define the right alliance
Design the right program
Maximize resources
Replicate success

3. Align Business and Community Values
Start at home
Involve employees
Analyze stakeholders
Give back to the community

4. Align Business and Community Values
Fairfax County
Diverse Population
Well-educated
Geography

5. Define the Right Alliance
Qualify local bona fide worthy causes
Get involved
Understand their issues
Look for opportunities

6. Design the Right Program
Start small
Manage expectations
Identify partners
Share the credit
Build-in evaluation

7. Maximize Resources Develop a plan Identify free resources
Use local celebrities, elected officials 
Define benefits for
co-sponsorships & Media Sponsorships
Motivate Volunteers

8. Maximize Resources Event Management
Package and publicize cooperative efforts
Measure results
Learn from experience

9. Replicate Success Micro Level Macro level Re-prints Plaques
Event specialty items
Macro level
Annual event
Proclamations
Maintain ongoing media contacts

10. The Bottom Line
"Doing well by doing good" is good business.

11. Symmetrix Public Relations & Communications Strategies
Questions?
Sean O’Neill
Symmetrix Public Relations &
Communications Strategies