Released on = August 28, 2006, 8:24 am

Press Release Author = Rosica Strategic Public Relations - Chris Rosica, CEO

Industry = Management

Press Release Summary = What is Cause Marketing and how does it pertain to companies
in the Homeland Security space? Cause marketing, also referred to as cause-related
marketing, corporate responsibility, corporate philanthropy, and corporate social
responsibility, is a public relations practice that links for-profits or government
entities with not-for-profits for mutual benefit.

Press Release Body = What is Cause Marketing and how does it pertain to companies in
the Homeland Security space? Cause marketing, also referred to as cause-related
marketing, corporate responsibility, corporate philanthropy, and corporate social
responsibility, is a public relations practice that links for-profits or government
entities with not-for-profits for mutual benefit. The non-profits benefit from cause
awareness and media relations, while the corporation receives visibility that
results in goodwill, positive employee relations, customer loyalty - and sales.

Embracing a cause makes good business sense. Nothing builds brand devotion among
today's increasingly hard-to-please, skeptical consumers like a company's proven
commitment to a worthy cause. In fact, most people prefer to do business with a
company that stands for something beyond profits.

Cause-related marketing can become a cornerstone of your communications plan. Your
cause-related marketing activities should highlight your organization's reputation
within your target market. Cause marketing can positively differentiate your company
from your competitors and provide an edge that delivers other tangible benefits,
including:
 Increased visibility
 Increased customer loyalty
 Improved image
 Positive media coverage

By selecting a charity you are passionate about, cause-related marketing can be
emotionally and economically rewarding. It is a way to build a business that
parallels your personal and corporate values and beliefs. If your cause also
resonates with your target audience, your activities will create tremendous goodwill
and media attention.

The Impact of Cause Marketing:
In a 2005 study on the impact of cause marketing, the following quantifiable results
were found:
 Four out of five people surveyed said that when comparing two products of
the same price and quality, they would be more likely to buy the product associated
with a cause they cared about
 More than four out of five (84%) said they have a more positive image of
companies affiliated with a cause
 Over half said they would pay more for such products
 Women, in particular, prefer to do business with socially responsible
companies

Cause-related marketing case studies are available on the web.




Web Site = http://www.rosica.com

Contact Details = Christopher Rosica
Rosica Strategic Public Relations
95 Route 17 South, Ste. 109
Paramus, NJ 07652