As part of their initiative to support MSMEs, global
development and advocacy organization World Vision and regional integrated communications
agency ComCo Southeast Asia held the Cause Marketing for Good Virtual
Conference to give MSMEs the chance to do good for themselves and for
others. Different experts from renowned brands and agencies around the country
joined the event and shared information, experiences and learnings about cause-related
marketing or CRM to help equip MSMEs on how to champion social issues through
their marketing efforts.
It’s been over a year since COVID-19 struck and people
all around the world are still trying to cope. Millions were left jobless as
businesses closed down in the middle of the pandemic. In the Philippines, micro,
small and medium enterprises or MSMEs were hit especially hard as they try to
keep their businesses afloat while facing huge hurdles brought about by
economic downturn, quarantine regulations, and the pandemic itself. But even
when faced with these challenges, MSMEs from around the country have come
together to find ways to give back to vulnerable communities.
“We at World Vision together with ComCo Southeast Asia
and our esteemed speakers are honored to present this online conference in
hopes that it will inspire MSMEs to start or to strengthen their own cause
marketing initiatives,” shared World Vision National Director Rommel Fuerte. “Likewise,
we thank all our corporate partners throughout the years for working with us in
various initiatives that promote children's wellbeing. As we lift each other
this time of pandemic and look after vulnerable families, communities and all
children, may God sustain us and be our ultimate source of strength, wisdom and
peace.”
The online conference included sessions on defining CRM
and developing and implementing a CRM campaign by Angela Totanes, marketing manager
of Robinsons Supermarket; CRM’s impact on brand image, sales and consumer
behavior by David Viray, head of branding and creatives at AirAsia; the results
of their study “Cause Marketing & Driving Digital Uplift” by Miko David,
president and co-founder of David and Golyat; and how to use e-commerce to
forward your cause by Yshana Wong, Lazada Philippines’ strategic partnerships senior
associate. There was also a panel on how to create effective CRM campaigns
featuring experts and practitioners of
the field such as Ferdinand Bondoy, regional integration and chief executive
director, partner and co-founder of ComCo Southeast Asia for public
relations and Third Domingo, founder and CEO of IdeasXMachina for creatives.
“Doing cause oriented projects is not a nice to have anymore. It is a
must, especially at these challenging times. It is each one's responsibility to
help rebuild the society, as business will only flourish if the economy is in
place,” shared Ferdinand Bondoy. “Now more than ever, cause-related marketing
is becoming an important tool because it not only lets businesses nurture
deeper relationships with their consumers, but it also allows them to bring
more attention to social causes, doing some good in the process. It’s a good
time for businesses to start integrating social causes into their plans and
help make a significant change to our country and our world when it’s needed the
most.”
Mr. Bondoy also announced the upcoming Igniting Social Good Project – a
competition for MSMEs that joined the virtual conference, where participants
will create an original cause marketing campaign that supports people and
communities that have been affected by the pandemic. The chosen enterprise will
win ComCo Southeast Asia’s ignite package – an integrated communications
services package for MSMEs for the chance to make their winning cause marketing
campaign come to life.
“We are excited to see so many companies interested in cause marketing
and promoting social causes. As part of our advocacy for MSMEs, we created this
competition in partnership with World Vision to support those enterprises who
want to do good and be a driving force for social change,” added Mr. Bondoy.
World Vision and ComCo Southeast Asia’s Cause Marketing
for Good campaign aims to support and teach MSMEs how to make their businesses
relevant through effective and sustainable cause-related marketing campaigns
that can rally support from the public.
To know more about World Vision and ComCo Southeast
Asia’s partnership, visit www.worldvision.org.ph or follow World Vision’s
official social media pages /worldvisionph on Facebook, @worldvisionphl
on Instagram, and @worldvisionph on Twitter. For more information on World
Vision Philippines and its other initiatives, call the World Vision hotline
number at 8372-77-77 or Ms. Wichelle Cruz, Private Sector Partnerships Manager,
at 0917-511-6640.
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