Do Good, Feel Good (repeat)
I stole this quote from one of my managers Linda Nguyen who
loved this campaign.
She spent extra
time working on it, because it really touched something in her.
This is the best part of how we chose to promote
Women’s Day.
We wanted to put together a
campaign that benefited women and women’s causes;
and a huge by-product was that
it made a very positive impression
on employees, customers and the community.
Cause Marketing:
The idea for our Women’s Day campaign came from a discussion
with my older daughter Maya who said, “She could support a new holiday
that helped women.”
She is a freshman in
college but during her senior year as one of the editors for the high school
paper, she focused on women’s issues especially sexual assault on
campuses. With this idea in mind, we
decided to support local non-profit groups who specialize in women’s
issues.
KB pledged to donate 10% of the
sales on March 6th to these local groups. Also with support from CalFlowers, we
partnered with 12 of our customers who also pledged to donate part of their
Women’s Day proceeds to women’s causes of their choice. In return we offered to
put 4 advertisements in the Santa Cruz Sentinel and the Watsonville La Ganga
(Spanish language paper). These were the customers who participated and the
causes.
In total between KB and our partner customers we were able to donate over $6000 to all the different groups. KB also dropped off flowers to many of these groups to hand out to their staff and clients during the Women’s Day weekend. There is nothing more gratifying than helping people who appreciate it. Every one of these groups were gracious and thankful for the support, and listening to what they do, we realize how much is needed in our communities. At Jacob’s Heart in Watsonville, who supports children with cancer, I was toured by Mariela Medina who had been helped when she was diagnosed with leukemia at 14. She is now back as a staff member to help families who don’t know where to turn when they hear the sad diagnosis.
Join KB in 2016: The More We Sell the More Good We Can Do...Together
We will continue this campaign next year, it was
successful. However it will be a long
road to make Women’s Day a national holiday. We believe if we can start locally promoting Women’s Day as a day to
promote women’s causes, it can grow in a grass roots fashion to be a
significant holiday. For a younger
generation like my daughters, a belief that what they buy can do “good”
resonates strongly. This is exactly the
identity that we want flowers to have.
RHK
