"Bruce provided outstanding and professional consulting services. His ability to gain high level contacts and conduct thoughtful, energizing, and to the point presentations was priceless. In the future, if the opportunity was available, I would more than happily retain his services."
Richard Cofell Global Account General Manger, Xerox Global Services
Bruce provides consulting services to Art Works Downtown
The key element to any cause marketing campaign is creating a shift in brand perception. For example, when a consumer product becomes a vehicle for community engagement through its support of a nonprofit cause, the public (and employees, shareholders, media, etc.) sees the product’s value extend well beyond its core function, and a beneficial shift in its brand perception occurs. The result of this transformation is increased brand recognition and sales for the business, and increased public understanding of the mission and increased donor support for the nonprofit. Wonderfully unexpected results usually arise as part of this transformation as both the nonprofit and the for-profit partners will realize higher employee morale and loyalty, leading to lower turnover and greater organizational profit. Media attention is drawn to the cause marketing campaign and to the participants. Donors, shareholders and the public at-large are increasingly attracted to the partners, due to their mutual commitment to the cause and the greater good it creates.
What differentiates Bruce from others is how he creates this transformation. Yes, he matches the right partners and designs ideas that excite and attract attention. However, his forte is developing campaigns that are charged with an emotional mission, and that motivates all parties, especially the consumer, to take action.
For example, with the assignment to develop a cause marketing campaign to support the USS Potomac, FDR's Presidential Yacht, Bruce conceived the development of the USS Potomac Leader-Ship Academy. This innovative project-learning Academy will bring leadership, history and an on-board educational experience to middle school students from underserved communities, free-of-charge. And that concept has excited all involved.
As a cause marketing consultant, Bruce focuses on results, both short and long term. His campaigns are highly innovative, designed to achieve specific marketing goals, and several have become national cause marketing models. His greatest compliment comes when programs he has created continue many years beyond his assignment. The Tenderloin-After School Program is now in its 16th year.
"Bruce delivered on-air interviews with 6 Bay Area radio stations, news features and a talk show appearance on 3 television stations, a feature story in the San Francisco Chronicle and on Examiner.com, the placement of public service print ads in the Chronicle and other Bay Area newspapers, and a radio contest on KISSFM...all within the first 36 days of the assignment. Just amazing!"
Steven Reading Co-Founder & CFO Dogster, Inc.
For the Greater Good
The motivating mission of Bruce's work is to create a beneficial impact well beyond the success garnered by the campaign's partners. The real magic comes when your campaign focuses on the people who will benefit from the effort:
Those whose lives will be saved because they are now prepared for an emergency
The women, and men, in the future who will not get breast cancer because of the research you are helping to fund
The homeless who will be given shelter
The children who will have a better education
The end of starvation for millions of people
This is the greater good. And it is this focus that should drive your cause marketing campaign. Focusing on the greater good will inspire the whole team, employees, outside stakeholders and general public, and that which will leave the greater impact well beyond the campaign itself.
"Thanks so much for all of your time yesterday - what great ideas. Your enthusiasm and creativity are always a terrific re-energizer."
Suzanne M. Beauregard Asst. VP, Corporate Relations Children's Hospital & Research Center Foundation
