Macy's Fashions New Macy's Fashions New Go Red For Women Go Red For Women Multicultural FundMulticultural Fund

Emily BowdenEmily Bowden

Megan ChappellMegan Chappell

- Business Wire

Macy’sMacy’s

““America’s Department Store”America’s Department Store”

Est. 1858Est. 1858

Macy’s Inc.Macy’s Inc.

800 locations800 locations– 45 states45 states– 3 countries3 countries

Go Red For WomenGo Red For Women

American Heart American Heart AssociationAssociation

““Love Your Heart”Love Your Heart”

February – American February – American Heart MonthHeart Month

RedRed– National Wear Red DayNational Wear Red Day– Red dressRed dress

Go Red For WomenGo Red For Women

Raise awareness Raise awareness with womenwith women– Heart disease & Heart disease &

strokestroke #1 & #3 killers of #1 & #3 killers of

womenwomen

– Often seen as Often seen as man’s diseasesman’s diseases

Go Red For WomenGo Red For Women

Sponsored by Macy’sSponsored by Macy’s– 55thth year year

– $15 million+$15 million+

– GoalsGoals Raise moneyRaise money Gain visibilityGain visibility

Go Red For WomenGo Red For Women

Sponsored by Macy’sSponsored by Macy’s– National, regional in-store eventsNational, regional in-store events

– Shopping rewardsShopping rewards Wearing redWearing red Purchase pinPurchase pin

– Geoffrey BeanGeoffrey Bean Up to $500,000Up to $500,000

New CampaignNew Campaign

““Go Red for Women Go Red for Women Multicultural Fund”Multicultural Fund”

Focus on high-risk Focus on high-risk populationspopulations– Hispanic womenHispanic women

New CampaignNew Campaign

Spanish-translated heart Spanish-translated heart health guidehealth guide

Research grantResearch grant

Prominent Latina Prominent Latina community memberscommunity members

Regional health expo eventsRegional health expo events

Relating to Chapter 19Relating to Chapter 19

Ways to Increase Customer

Involvement

Events SponsorshipCustomer

Involvement

Combining interactive event experiences with positive

customer service experiences leads to a positive, highly involving, and a memorable link to the brand

Event MarketingEvent Marketing

A promotional occasion designed to attract A promotional occasion designed to attract and involve a brand’s target audienceand involve a brand’s target audience– Engages consumer with a hands on experienceEngages consumer with a hands on experience– A way to reach hard-to-reach target audiencesA way to reach hard-to-reach target audiences– Increase brand awarenessIncrease brand awareness– Provides a platform for brand publicityProvides a platform for brand publicity

Sponsorship: The financial support of an Sponsorship: The financial support of an organization, person, or activity in organization, person, or activity in exchange for brand publicity and exchange for brand publicity and associationassociation

Works CitedWorks Cited

Business Wire. “Business Wire. “Macy's Fashions Macy's Fashions New Go Red For Women New Go Red For Women Multicultural FundMulticultural Fund.” Reuters. 1 .” Reuters. 1 March 2008. March 2008. http://www.reuters.com/article/presshttp://www.reuters.com/article/pressRelease/idUS140401+22-Jan-2008+BRelease/idUS140401+22-Jan-2008+BW20080122W20080122