An integrated marketing communication campaign for Ronald McDonald's House Charities Bright Minds Read: A corporate social responsibility program
Abstract/Summary
Among the leading quick service restaurants/fast food in the Philippines only Jollibee, McDonald's and KFC have concrete corporate social responsibility (CSR) programs. All 3 QSR's have established a foundation that would fully support their CSR programs. However, in 2008 Jollibee saw the importance of integrating in their marketing campaigns their CSR programs. Jollibee took advantage of this by launching a branded television show-Jollitown. At that time among all QSR brands only Jollibee had a branded television program. The brand aired the show in GMA-7. Jollitown is a television show, which targets kids aged 4 to 7 years old. The show imparts good values and lessons to kids. It features Jollibee and Friends as the main characters. Since the launch of the television show, the brand has experienced a significant increase in transaction count and commitment levels among moms.
McDonald's through its Ronald McDonald's House Charities has been active in promoting their Bright Minds Read program through in-store advertising materials. Currently, McDonald's is supporting Bright Minds Read program through its monthly Happy Meal promo. For every happy meal purchase 0.50 centavos goes to the program. Other than the in-store communication materials the program is being supported by Television. The Happy Meal fund raising drive is also shown as an end tag on all Happy Meal television commercial.
Several fund raising projects has been organized to solicit financial support for Bright Minds Read program through various marketing efforts from McDonalds. Last June 2010, the brand launched the Cheeseburger Campaign which aims to raise one million pesos to support Bright Minds Read Program. For every cheeseburger meal one peso goes to the program. This November, McDonalds would again be having McHappy Fun Run. Consumers can join the run paying a running fee of P350 or P1250 for a family of four. McHappy run aims to raise one million for Bright Minds Read Program.
RHMC in partnership with the Department of Education-NCR aims to develop a reading curricula and tools for public school children. This is the Bright Minds Read program kits, to be distributed in public schools overall Manila, Cebu and Davao. The foundation intends to run the program for 12 years, currently it is now on its 5th year.
RHMC in cooperation with the Department of Social Welfare and Development builds day-care centers for low income families to give primary education to children under six years old. Currently, there are 13 Bahay Buliliit in the following areas Makati, Mandaluyong, Quezon City, Manila, Pasay, Iloilo, Batangas, Sta Cruz, Cebu, Bataan, Taytay, San Pablo and Zamobanga. The aim of Bahay Bulilit is to build 100 centers nationwide.
In all the countries where McDonald's restaurants are present, a pocket change coin bank is placed as a fundraiser, donations to which are forwarded to the Ronald McDonald Houses. Globally, the foundations focused is on house building projects. In the Philippines, RHMC is focused on helping improve the plight of school children by coming up with Bright Minds Read and Bahay Bulilit programs respectively.
In the quick service restaurant or fast food industry it is not enough to have good food and a popular brand name. Rather a company or brand should have a strong CSR program that is integrated in their marketing campaigns. Consumers are now looking for this in deciding to support or patronize a particular brand or company. Recognizing this need, an integrated marketing communications campaign is proposed to crystallize awareness, increase store visit and concrete participation and action on the CSR programs being done by Ronald McDonalds House Charities, one that ensures all public school children will be able to read and have a bright future.
