The Four Ps of Cups For A Cause

The Phoenix PR applies the four Ps of marketing in many of its promotional and public relations campaigns. Currently, the agency is utilizing the four Ps of marketing (product, price, place and promotion) to execute a fundraiser for its Water is Humanity client, a charitable organization established by hip hop artists Drematic and Y?Arcka to generate funds to build 100 freshwater wells in third world nations.  

In terms of product, the Phoenix PR is leveraging people’s love of coffee to raise funds for the organization in the Cups for A Cause fundraising campaign in which coffee shops will give a part of their day’s profits to the organization.  Not only will these local shops donate a portion of the proceeds from the coffee sold, but the hip duo’s album Water will be available for sale via download cards. Essentially, this campaign has two products to raise funds the coffee and the album, which people will purchase via a download informational card. The informational download card will also serve as a promotional product for future marketing efforts.

While the coffee prices are already established by the local coffee shops, The Phoenix has established a low-price strategy to get the coffee shops interested in participating in the fundraiser. Shops will donate 50 cents for each small coffee sold, and a $1 for medium and large coffees. The low-price strategy was also used to set the price for the album download at $5. 

Coffee shops were selected as the place to have the fundraiser as it provides a connection to the key audiences Water is Humanity needs to reach out in order to attain its fundraising goal. As an organization committed to helping individuals in third world nations gain access to clean water, Water is Humanity must reach out to activists and wealthy/middle class individuals interested in donating to charitable organizations. As a result, coffee shops in high-income areas, as well as college areas were selected as the place for the fundraisers in order to reach the large activist community in universities as well as professionals located in the busy metropolitan areas of the city.  Coffee shops were selected for the fundraising place because these groups regularly frequent these shops.

Finally, the Cups for A Cause campaign will be promoted through the client’s social media sites, as well as traditional media outlets in the coffee shops’ neighborhood. The Phoenix PR will also reach out to professional organizations, as well as activist organizations in the community. Promotion is also an essential aspect in getting the coffee shops interested in participating, promotional skills to bring more patrons into the coffee shops in hopes of generating more revenue for the shops, and hence more funds for Water is Humanity.

The Cups for A Cause initiative is a great example of how the fours Ps of marketing applies to many business models, whether it is for a for-profit or nonprofit endeavor.

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