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II. INTRODUCTION

A. Description of the business or organization

There are a lot of things you can include when describing the business.  As a result, you need to select your information carefully.  Obviously, make sure you describe what the business does/sells so the reader (the judge!) has a feeling for the business.  Include information such as:

Product or services sold

Target audience

Location 

Competition

etc.

This is generally not a good place to talk about the history of the company or the details about the founder.  Keep in mind your project focus and remember that everything you write should help convince the judge that your campaign and recommendations will be effective.  As a result, you might have to go back and modify this, and all sections, after completing your campaign recommendations.

 

Again, try and select information that will relate to your project goals. With cause marketing as the topic of the project, you may want to focus on describing aspects of the business that impact your cause marketing efforts such as:

Technology used by the company

Matching the cause with the business

Customer base 

 

B. Description of the community

The outline provided by DECA recommends you cover economic, geographic, demographic and socioeconomic aspects of the community.  Again, if you can focus on the factors that are most relevant to the need for an effective cause marketing campaign it will build your case.  The current economic climate or economic trends are important, but so are details about buyer behavior.  You might consider adding a buyer personal profile in this section if it helps to identify your target audience for your cause marketing efforts.

Get all the demographic information you would ever want at ZipWho.com

 

The example to the left is a basic profile, the site allows you to drill down with a long list of variables.

C. Overview of the business or organization’s current corporate social responsibility

Document what is currently being done in terms of demonstrating that your organization is socially responsible.  There is a good chance that you may select a company or organization that does very little. Then say that. It should not work against you that your client is not currently very active in corporate social responsibility efforts.

 

The judge should have a good understanding of the current efforts, or at least the current attitude toward, social responsibility.  It also provides you with an opportunity to show, at a later point, how your recommendations build upon or complement the current efforts.

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