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

2. Macy’s “America’s Department Store” “America’s Department Store” Est. 1858 Est. 1858 Macy’s Inc. Macy’s Inc. 800 locations 800 locations –45 states –3 countries

3. 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

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. Works Cited Business Wire. “Macy's Fashions New Go Red For Women Multicultural Fund.” Reuters. 1 March 2008. http://www.reuters.com/article/pressRelea se/idUS140401+22-Jan- 2008+BW20080122 Business Wire. “Macy's Fashions New Go Red For Women Multicultural Fund.” Reuters. 1 March 2008. http://www.reuters.com/article/pressRelea se/idUS140401+22-Jan- 2008+BW20080122 http://www.reuters.com/article/pressRelea se/idUS140401+22-Jan- 2008+BW20080122 http://www.reuters.com/article/pressRelea se/idUS140401+22-Jan- 2008+BW20080122