Marking expert.....Needed asap
zonie-bi
case_study_2-1.docxMRKT3013
Dr. Yoon
Group Worksheet #2-1: The Value Creation Process
Case Study. For your better understanding, let us practice how to build and manage long-term relationships with customers using any relationship-building process model. Read the following marketing case and consider your creative ways to figure out what types of major relationship building actions should be identified and implemented to solve relationship problem(s), based on the use of The Customer Loyalty Ladder Model (Payne 1994).
Success Story: Salvation Army Boise – MobileCause
(at https://www.mobilecause.com/casestudies)
Salvation Army Boise (SAB) has continuously served the impoverished, homeless, and jobless by providing crisis aid to help struggling individuals and families for the past 126 years. Last year, more than 73,000 families and individuals were assisted with SAB services.
To start the giving season, SAB held a Red Kettle Kickoff fundraising luncheon to jumpstart donations. Board members served as table captains and worked to fill the room with long-term friends and potential donors. Captains competed to collect donations leading up to the event.
Pre-event donations were displayed on the thermometer and after compelling storytelling, the speaker asked attendees to make mobile pledges. SAB inputed all offline gifts collected at the event (checks, cash and pledge cards that were placed in red kettles on tables) to be recognized on-screen. The fundraising thermometer catalyzed the room and donations were made until the goal was reached.
Campaign Results
· 200+ attendees
· 163 pledges
· $59,000+ raised (99% of pledges were fulfilled in 24 hours)
“Oh my gosh! That was the most exciting event I’ve ever been to. Do people always raise that much money in one hour? Usually we just give them our check and we never know what happens.” - Event attendee
Angela MacIntosh, SA Digital Strategy Specialist
Salvation Army National is working to clone this campaign for every division and territory across the US.
