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Cause-related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
3M Canada has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF) since 2005. In support of the CBCF, 3M Canada has produced and sold pink products (i.e. products that bear the pink ribbon, such as Post-it notes, flag pens, Nexcare bandages and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF. This case examines this corporate sponsorship relationship, and specifically how 3M Canada’s brand manager for Post-it brand office products can further engage the relationship with the CBCF. The brand manager’s marketing campaign for 2009 was successful; however, she now needs to determine the best approach for her 2010 campaign. -
Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
The case explores the use and importance of corporate sponsorships — in this case, how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation needs to determine the Foundation’s direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contributed more than $1 million to the charity over the past five years, has decided to pull two products from the shelf. The associate director needs to find a way to replace that support. Fortunately, the Foundation has been approached by three corporations who are interested in becoming corporate sponsors. The associate director and her team now need to evaluate the three corporate sponsorship proposals to determine whether they fit with the Foundation’s values and goals.