Macy's Fashions New Go Red For Women Multicultural Fund Emily Bowden Megan Chappell - Business Wire

Macy’s “America’s Department Store” “America’s Department Store” Est Est Macy’s Inc. Macy’s Inc. 800 locations 800 locations –45 states –3 countries

Go Red For Women American Heart Association American Heart Association “Love Your Heart” “Love Your Heart” February – American Heart Month February – American Heart Month Red Red –National Wear Red Day –Red dress

Go Red For Women Raise awareness with women Raise awareness with women –Heart disease & stroke  #1 & #3 killers of women –Often seen as man’s diseases

Go Red For Women Sponsored by Macy’s Sponsored by Macy’s –5 th year –$15 million+ –Goals  Raise money  Gain visibility

Go Red For Women Sponsored by Macy’s Sponsored by Macy’s –National, regional in-store events –Shopping rewards  Wearing red  Purchase pin –Geoffrey Bean  Up to $500,000

New Campaign “Go Red for Women Multicultural Fund” “Go Red for Women Multicultural Fund” Focus on high-risk populations Focus on high-risk populations –Hispanic women

New Campaign Spanish-translated heart Spanish-translated heart health guide health guide Research grant Research grant Prominent Latina Prominent Latina community members community members Regional health expo events Regional health expo events

Relating to Chapter 19 Ways to Increase Customer Involvement EventsSponsorship Customer Involvement Combining interactive event experiences with positive customer service experiences leads to a positive, highly involving, and a memorable link to the brand

Event Marketing A promotional occasion designed to attract and involve a brand’s target audience A promotional occasion designed to attract and involve a brand’s target audience –Engages consumer with a hands on experience –A way to reach hard-to-reach target audiences –Increase brand awareness –Provides a platform for brand publicity Sponsorship: The financial support of an organization, person, or activity in exchange for brand publicity and association Sponsorship: The financial support of an organization, person, or activity in exchange for brand publicity and association

Works Cited Business Wire. “Macy's Fashions New Go Red For Women Multicultural Fund.” Reuters. 1 March se/idUS Jan BW Business Wire. “Macy's Fashions New Go Red For Women Multicultural Fund.” Reuters. 1 March se/idUS Jan BW se/idUS Jan BW se/idUS Jan BW