Giving To The Bottom Line

The Challenge

This global specialty retailer saw an opportunity to jumpstart sales, and strengthen its brand, by reviving a major charitable initiative. While at first requiring only project and program management expertise, which Slalom provided, the program has become the company's largest and most complex marketing initiative, and one of its most successful. This growth has mirrored that of Slalom's responsibilities, which have expanded into leading the program's vision and strategic direction. For example, in 2010 the senior vice president of CRM challenged Slalom to improve its community outreach strategy and overall program awareness.

Our Approach

Since the first project management engagement, Slalom's duties have expanded to vendor selection, process improvement, marketing strategy, social media, and overall program management. Key elements of our most recent engagements include:

• Supervising a multi-team coalition to connect website, phone line, and email, social media and print campaigns with over 100,000 employees, reaching over 12 million customers in two countries
• Defining requirements to improve website usability
• Partnering with marketing and operations executives to develop the program’s scope and strategic direction to serve the financial needs of all of the client’s major brands
• Co-creating the concept and leading development of the program’s Facebook charity contest

The Results

Slalom has been continuously involved with critical elements of this marketing program since its inception in 2008. Since Slalom's involvement, the program has set company sales records and donated over $14 million to nonprofit organizations. Other success milestones include:

• As part of its social media campaign, Slalom grew a community of Facebook fans from a zero to 10,000
• The Facebook charity contest resulted in a donation of $10,000 to the winner’s nonprofit of choice
• Improved website usability led to a 100% increase in program registrations