Hoxworth Blood Center, the blood bank of the University of Cincinnati (UC) College of Medicine, is using a specially designed landing page on its website to seek cause marketing partners.
At first glimpse, it appears to be a rather simple and perhaps somewhat plain page. Upon further inspection, it becomes clear that it is a strategically crafted page that likely nets results. Here are some of the reasons why:
The tag line "Who will you save?" is prominently featured. The message suggests that the organization is "interviewing potential partners" and refers to its "nationally recognized cause marketing plan." This makes it sound discerning and credible.
It then lists five reasons that companies and organizations should consider a cause marketing partnership with the Hoxford Blood Center, which it backs up with statistics from a 2004 Cone Corporate Citizenship Study.
The landing page includes more than a dozen large and colorful logos and icons from regional and national cause marketing partners from 2009-2010. Bright colors draw attention to recognizable logos from organizations such as such as Nestle, the Cincinnati Bengals, TGI Friday's, and Toyota. Including a link to related information on cause marketing lends additional credibility and authority to this nonprofit organization.
Providing contact information to further discuss cause marketing opportunities makes it easy for interested companies and organizations to follow up.
The landing page has easily visible navigation links to access information about Hoxford Blood Center's vision and mission, its history, FAQs, and much more. Social media widgets allow access to event photos, promotional videos, maps and other ways to connect directly with constituents.
With the exception of using somewhat out-of-date research statistics (cause marketing studies from later than 2004 are available), the landing page is a practically perfect tool suited to its purpose. It should have no trouble attracting cause marketing partners.
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