How the Right Marketing Partner Can Help Change Communities for the Better

For retailers and B2B businesses alike, getting behind a worthy cause, such as raising money for natural disaster relief or creating a scholarship fund, can be a win-win for the consumer and the brand.

Now more than ever, today’s consumers are passionate about aligning their values with the products they buy. A 2018 study from Euclid shows that 52% of millennials, and 48% of Generation X, feel it’s important for their personal values to match with the brands they buy. 

For retailers and B2B businesses alike, getting behind a worthy cause, such as raising money for natural disaster relief or creating a scholarship fund, can be a win-win for the consumer and the brand. 

On one hand, a business can attract new qualified consumers who may not have known about or been interested in a brand if it weren’t for the cause. On the other hand, consumers gain a sense of self-worth and will feel good to know they are helping those in need – even if it’s as simple as rounding up change at the cash register, donating to cancer research, or liking a post on Facebook or Instagram for a good cause.

While growing in importance from a consumer standpoint, advertisers can also increase their brand visibility while aligning with quality content designed to serve the greater good of our communities. 

Here are examples of four companies that partnered with TEGNA Marketing Solutions to help raise brand awareness while also raising money for good causes.

A Non-Profit Raising Money for Underprivileged Children in Africa & Asia

An appearance on KUSA’s “Colorado & Company” lifestyle show can boost results for both a brand, a cause, and the community. At least, that’s how it was for Saving Moses, a global humanitarian non-profit organization that raises money to feed malnourished babies in Central Africa.

Without vast exposure to the community through KUSA’s media platforms, Saving Moses might not have been able to make a sizeable return on its investment — helping to fight malnourishment in Africa, provide childcare in Southeast Asia, or provide birth and infant aid in Central Asia.  



Grocery Retailer Raising Money for Military Scholarships 

St. Louis grocery retailer, Schnucks Markets, appeared on KSDK’s “Show Me St. Louis” lifestyle show to help inspire the local community to “Round-Up at the Register,” benefiting the Folds of Honor Foundation.

To say this campaign was a success is an understatement. Announced in a company press release, Schnucks wrote a $1.1 million dollar check to the Folds of Honor Foundation which awards college scholarships to children of fallen soldiers. With the money raised, 220 scholarships were awarded. Not too shabby for a third-generation, family-owned grocery and pharmacy retailer.



Veterinary Clinic Helps Save 2,000 Animals through Adoption Event

Wanting to raise awareness and increase the number of animal rescue/adoptions in the Triad, Happy Tails, an emergency veterinary clinic in Greensboro, North Carolina, sponsored WFMY’s “2 the Rescue” campaign, as well as “Ask the Vet,” in which one of the clinic’s veterinarians shares advice and tips on how pet owners can keep their animals happy and healthy. To date, the animal adoption campaign has helped save the lives of more than 2,000 animals!


Grocery Retailer Promotes Diaper Drive for 11th Year in a Row

Did you know that diapers can cost families as much as $100 per month? To help find a solution, Rosauers Supermarkets in Washington partnered with TEGNA station KREM to promote the KREM2 Diaper Drive, which has successfully donated more than a million diapers to families in need since 2008, through the Vanessa Behan Crisis Nursery —  a center whose mission is to “provide safety for children, strengthen families and create a healthier community in an environment of unconditional love.” 


About TEGNA Marketing Solutions

At TEGNA, we’re committed to serving the greater good of our communities. TEGNA Marketing Solutions is a one-stop-shop that helps businesses thrive through an unmatched suite of services and solutions that reach consumers across television, email, social and over-the-top (OTT) platforms, including Premion, TEGNA’s OTT advertising service. Click here to learn more. 

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Phil O’Dell, Director of Marketing, Lifetime Windows and Siding

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Maurice Baker, Manager of Community Relations, Georgia Natural Gas

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Natalye Paquin, President and CEO, Points Of Light

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