Jiffy Lube International has renewed its commitment to the American Heart Association’s Go Red For Women movement with the reprisal of year three of its Jiffy Lube Maintenance Partners for Life campaign.
The campaign emphasizes the importance of maintaining a healthy heart and a healthy vehicle and takes place at more than 1,700 Jiffy Lube franchise locations across the U.S.
The goal is to raise $1 million to help fight heart disease by asking customers to donate $3 to the cause and in return they receive a Maintenance Partners for Life book with more than $100 in savings that can be used at Jiffy Lube and Yankee Candle. The program runs through March 14.
New this year, people can donate online. People can also support the Maintenance Partners for Life campaign at the Facebook page.
The campaign’s YouTube channel explains the program and encourages participation.
All funds will be donated to the local American Heart Association office in the communities in which they are raised. Jiffy Lube has raised $2.3 million for the cause since 2008.
Jiffy Lube chose the Go Red movement because it “wanted to develop a cause-related marketing campaign that would benefit the company from a business as well as a social responsibility standpoint,” said John Sanfacon, head of Marketing and Innovations at Jiffy Lube International.
In 2007, the company conducted research to identify an organization that met these needs, and would allow it to enhance its relationship with and reputation among women.
PR and local advertising let people know about The Maintenance for Life program, which is also supported by marketing materials distributed to franchisees, including interior and exterior display units, door clings, lobby posters and counter cards. Additional marketing includes radio spots and PSAs, television tags, print and mail creative, flyers for local distribution, Web graphics and artwork for the Ottocare computer system.
The program has proven successful for both Jiffy Lube and the American Heart Association.
In 2008, the program’s first year, the campaign was implemented system-wide by more than 80% of Jiffy Lube locations. Jiffy Lube became American Heart Association’s first-ever corporate sponsor to raise $1 million in the first year of a fundraising campaign ($1,034,757 raised), Sanfacon said.
“The campaign motivated more than 340,000 new and existing customers to donate and learn about heart and car health,” he said. “We found that those aware of the campaign, particularly non-customers, perceived Jiffy Lube as caring for its customers—and we saw an increase in the percent of current Jiffy Lube customers that stated they were more likely to return due to the partnership with the AHA.”
To activate the program Jiffy Lube works with Cone, its public relations agency, and Team Houston, its advertising agency.
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