Those Red Sox bats are hot this year. The team has started their season off at a potentially historical offensive pace & in what David Ortiz has said will be his final year, the Sox-just-keep-hitting-homers.
This is of course great news for the team, for Sox fans & also, for Boston Children’s Hospital. How? Speedway, new to the New England market, is executing their first year of a targeted cause related marketing campaign that has Sox fans cheering. Together with long-time Boston Children’s supporters New England Sports Network (NESN), who broadcast the Sox’ games, Speedway has become the 2016 “Home Run Program” sponsor, pledging to donate $500 every time a player goes yard. Fans cheer at home, watch their favorite players round the bases & then an on-air read from the announcers follows, informing viewers of Speedway’s generous contribution – a contribution which has become more & more generous as the season continues.
As of the writing of this post, the Sox have hit 53 homers through 44 games, putting Speedways’ Home Run Program donation on pace to hit home 195 times, for a projected total season donation just south of $100,000!
But will fans respond? The data says they will. Boston based Cone Communications has found that when price & quality are equal, 91% of consumers surveyed report they’d choose a brand or product that supports a cause close to them*. With 600,000+ patient visits each year to Boston Children’s Hospital, the nations’ #1 ranked pediatric hospital, the vast majority of New Englanders have either been treated there themselves, or know someone that has.
So while Papi & the crew continue to send them over the fences far into this summer, Red Sox Nation & Boston Children’s Hospital alike can cheer a litter harder, knowing that each one out of the park is helping to support a great cause just down the street from Fenway, here in our own backyard.
*2013 CONE COMMUNICATIONS/ECHO GLOBAL CSR STUDY