Many companies are tired of their marketing programs before the public gets bored with their marketing programs. The Liz Claiborne is different, its Cause-related Marketing project since its inception, from 1991 to 2002, every year, constantly relentlessly improve and update. Liz Claiborne took a leadership position in preventing and opposing domestic violence, and the project involving domestic violence has also become an iconic project for the company, with Liz Claiborne's marketing team maintaining this by introducing new perspectives and new ideas each year The freshness of the project constantly expands its connotation and scope under the premise of keeping the core objectives and themes of the project unchanged. Founded in 1976, Liz Claiborne is a New York-based company that produces and sells clothing, accessories and perfumery. The company owns and operates dozens of different apparel brands, from classic to popular styles to suit a variety of consumer groups such as LizClaiborne, BoraBora, ENYCE, DKNY and more. Its products are marketed through more than 30,000 stores and retail outlets throughout the world. For over a decade, Liz Claiborne has been consistently praised as "an innovative and socially responsible business leader" since launching this series of projects and activities on domestic violence. There are several factors that make this project different. First, LizClaiborne picked a topic that was not particularly trendy and not easy to manipulate, leaving LizClaiborne alone to "own" the subject. Second, for the next ten years or so, the company has been continuously working on various projects around this topic. Sword refers to the target customer base In 1991, the US-based global leader in the women's fashion brand LizClaiborne plans to develop a cause-related marketing (Cause-related Marketing) project. At that time, good marketing because of marketing is still in its infancy, the majority of good marketing projects because the operation is nothing more than: When consumers buy a product, for every dollar spent on the donation of a few cents to one Charity. But LizClaiborne wants to go one step further, as research shows that as consumers make purchasing choices, they increasingly consider the reputation of a company that consumers respect for businesses that are concerned and involved in solving social problems. The company hopes to find a problem women are concerned about as a starting point to develop a marketing program that requires it to be timely, consumer-relevant, and newsworthy. First, Liz Claiborne invited prominent female artists in the United States to create public works of art that deal with important women's issues. In Chicago, artist Leah Komaiko led a project where children from all cultural backgrounds wrote a book about "working mothers." In San Francisco, six well-known visual artists created a series of public service announcements on domestic violence. This has resulted in a viable and highly successful marketing project in the United States that has evolved around the theme of anti-domestic violence. There are several factors that make this project different. First, LizClaiborne picked a topic that was not particularly stylish and not easy to manipulate. At the time, the issue of breast cancer had attracted much corporate sponsorship and media attention, and the media paid little attention to the issue of domestic violence. It is for these reasons that Liz Claiborne can "own" this topic alone. Second, for the next ten years or so, the company has been continuously working on various projects around this topic. In the first year of the project, a nationwide survey found that 93% of American women believe domestic violence is a problem. This number is higher among LizClaiborne's clients, and clients who hold that view say they will be pleased with the companies that have started projects to help tackle the social problems. Six artists from San Francisco collaborated with victims of domestic violence to create a public service announcement that appeared in over 200 of the San Francisco Bay Area during October 1992, the National Domestic Violence Awareness Month. Outdoor billboards and bus stop. At the same time, the company financed the first 24-hour Domestic Violence Helpline and led the formation of a volunteer team dedicated to raising funds and providing assistance. These actions not only tripled the number of domestic violence hotlines but also attracted reports from women and fashion outlets such as Women's Daily, Mirabella and Elle, For the company's top executives have created a lot of speech opportunities. New perspective, new ideas to keep fresh In 1993, LizClaiborne launched a second round of projects. Artist BarbaraKruger has created a very appealing new public service announcement on the outdoor billboards in Boston and Miami during the National Domestic Violence Publicity Week. In the meantime, the company launched the public service announcement on public radio and provided educational promotional materials to the public. In 1994, LizClaiborne hired the artist AnnetteLemieux to create limited-edition t-shirts and coffee mugs that were sold through LizClaiborne's stores throughout the country and a free hotline. In addition, Liz Claiborne came into contact with opinion leaders and conducted a survey that looked at top executives of companies in the Fortune 1000 list. When asked whether "domestic violence affects their company's business," one in three respondents said domestic violence had an impact on their company's business, and half said they felt they needed to help employees respond to the domestic violence they faced The problem will help the company's business. In 1995, LizClaiborne conducted a staff art competition to design a brand image for anti-domestic violence campaigns. The final award was a very dramatic, hand-painted, heart-shaped image of red and black with slogans around "Get the Facts, Get Involved, End Family Violence." This image is printed on a commemorative t-shirt and coffee cup. On the other side of the T-shirt and coffee mug there are four steps to prevent domestic violence. In 1996, the project shifted its direction and for the first time targeted men. The company produced a 30-second television public service announcement that featured well-known American football players from some universities as actors. The ad is played at some college football stadiums and on television broadcasts of regional and national rugby matches. In 1997, the company continued its strategy of the previous year. Public service ads that deal with traditional domestic violence issues often target women and tell them how to identify violent behavior and how to get help. And Liz Claiborne's PSAs talk about this issue in avant-garde, vanguard, and informative way to send messages to men. This time, the company used well-known male musicians as actors, such as BackstreetBoys (Backstreet Boys), ClintBlack, Coolio, KennyLoggins, RichardMarx, TravisTritt and others. The actors who appear in PSAs have masculine qualities and are examples of many men's minds. They devoted themselves to the idea that men should take the initiative in their anti-domestic violence campaigns. This set of ads calls for men who even if they have not committed domestic violence to stand up and discourage their friends, brothers and colleagues. This set of advertisements was broadcast in more than 2,000 radio stations throughout the country. In 1998, the project reoriented and turned its attention to parents, publishing a handbook "How To Talk To Your Child: Healthy Relationships." This handbook, developed in collaboration with experts, guides parents on how to help and guide their children in dealing with possible violent phenomena in love time. In 1999, LizClaiborne partnered with the Domestic Violence Prevention Foundation to launch a 20-page handbook entitled "Female Guides: How to Discuss Domestic Violence with Others." In the same year, Liz Claiborne sponsored the first New York City Walk of Fight Against Domestic Violence (New York City Walk). As the title sponsor of this event, LizClaiborne sponsored this event. In 2000, the project focused on young people. Since its launch in the 1990s, Liz Claiborne has opened an Internet site. In 2000, the company launched a website dedicated to violence in love - (meaning "love is not abuse"). During the first year of its launch, 25,000 people visited each month. In addition, a new brochure called ATeen's Handbook was released. The company distributes 75,000 guides to many individuals and organizations through stores, clinics, domestic violence shelters, aid agencies, police stations, government health departments and schools. By 2002, the project continued to be updated with an extension of the content. Liz Claiborne's chairman and CEO at the 7th Annual National Domestic Violence Speech. In addition, the company continues to sponsor the V-Day, a global campaign to stop violence against women. The company also partnered with Lifetime, the women's television channel, to promote Stop Violence Week. In addition, the company launched a new website targeting 11 to 14-year-olds - The 2002 campaign generated 84 million media impressions (Note 2). Many well-known media reports and so on. In 2003, the company partnered with MarieClaire Magazine and Polaroid Inc. to launch a NoMore Tour National Circuit and Anti-Domestic Violence Film Festival in Washington, Atlanta, Los Angeles, etc. Ground Activities at each stop include concerts on university campuses, anti-domestic violence film shows, talks with best-selling author and youth violence expert Rosalind Wiseman. By 2004, the project entered its thirteenth year. The company's product label began to appear anti-domestic violence information and related website address. Adhere to the continuous renovation of the power but the fate of the good cause of marketing, so that LizClaiborne's social respect and influence rose sharply. As of 2003, Liz Claiborne distributed a total of 500,000 brochures and more than 90,000 posters for use across the nation for organizations and individuals. Over the years, CEOPaulCharron was invited to participate in a series of high-profile events such as the 40-member National Anti-Domestic Violence Advisory Committee, which was made into U.S. President Bill Clinton; was invited by former U.S. Vice President Gore to attend the White House Ceremony to sign a counter-crime bill in Rose Garden. Also several times to enter the American Association of Female Managers named "the most suitable for the work of female managers," the list of 30 companies. Through the efforts of LizClaiborne, the problem of domestic violence has turned into a public health problem from a private problem that originally belonged to the family and obtained the necessary resources and funds from the government, the business community and non-profit organizations. Although many companies are competing for the coverage and space of the media for both the fashion and women genres, Liz Claiborne's continuing Goodness Marketing campaign garnered much media coverage despite the reluctance of the media to address sensitive topics such as domestic violence The recognition. Throughout the implementation of the project, all media reports and public service announcements received 1.3 billion media impressions, equivalent to 12 million U.S. dollars worth of advertising. In the meantime, the program has won several PR and marketing industry awards, including the SABER and PR News Platinum awards, and is recognized by industry insiders as one of the most successful Goodness Marketing programs in the United States. In addition, LizClaiborne continues to receive some feedback from employees and consumers that many have linked the company to anti-domestic violence issues. The Goodness Campaign demonstrates LizClaiborne's corporate social responsibility and strengthens and deepens LizClaiborne's relationship with its core women clients. A well-known fashion brand, Liz Claiborne has spent the decade focusing on "goodies" of good cause marketing - becoming a "creative and socially responsible business leader" in the public mind.
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