Learning Objectives for this Presentation:
1. Identify pros and cons of corporate/community collaboration.
2. Define cause-related marketing.
3. Develop measurement approaches to satisfy all stakeholders.



Background:
Despite well-documented health benefits and Medicare Part B coverage for influenza vaccines, only 29% of Medicare recipients (claims-based) received the influenza vaccine in the Jacksonville area in 2004. Utilizing cause-related marketing tactics, it was predicted that seniors would be motivated to receive their shots if they were offered a free meal at a Golden Corral Restaurant.


Setting:
Golden Corral Restaurants located in Jacksonville, FL


Population:
Part B Medicare beneficiaries


Project Description:
Partners with similar goals were identified and secured. Florida's Medicare contractor, First Coast Service Options, along with Golden Corral Restaurants joined with Florida's Medicare Quality Improvement Organization, the local county health department, the local Area Agency on Aging, and Maxim Health. These partners offered leverage in resources and specialized areas of expertise. Local media was utilized to market the event.
Campaign goals:
1) Administer 1250 flu vaccines; offer pneumococcal vaccine
2) Increase flu vaccine rate in Jacksonville, FL
3) Increase Golden Corral's new customer base by 2%
4) Facilitate 5 media stories regarding the campaign



Results/Lessons Learned:
A simple questionnaire was used to gather data for interim measurement. The data showed an increase of new Medicare vaccine participants receiving a flu shot from previous two years. Golden Corral surpassed their 2% potential new customer base. Other results: 1,600+ influenza immunizations were administered; Medicare information and lunch coupons were distributed. Media frequency exceeded expectations.
Cause-related marketing is an effective way to achieve the mission and business goals of an organization. The planning and definition of each partner's role is key to execute a successful event. Planning was accomplished through bi-weekly teleconferences, which offered structure and familiarity of the plan. One pre-event in-person meeting and pre-defined roles are suggested for future events.