- AMERICAN
RED CROSS (1993 -95)
- AT&T
(1992, 1993, 1997 & 1998)
- BIRCH
AQUARIUM AT SCRIPPS (1994 - 96)
- CALTRANS
(1999 - PRESENT)
- CITY
OF SAN DIEGO (1999 - PRESENT)
- COUNTY
OF SAN DIEGO (1999 - PRESENT)
- ESPN
SUMMER X GAMES (1997 - 98)
- FARMERS
INSURANCE GROUP (1997 - 98)
- FLEET
SCIENCE CENTER (1997 -2000)
- LA
JOLLA FESTIVAL OF THE ARTS (1996 - 2000)
- INTL.
FDTN. FOR MUSIC RESEARCH (PRESENT)
- MILLER
BREWING COMPANY (1993 - 95)
- MONSANTO
(1992 - 94)
- MOODY
GARDENS (1992 - 94)
- NIKE
(1993)
- OLD
TOWN FIESTA CINCO DE MAYO (PRESENT)
- ORANGE
COUNTY MARINE INSTITUTE (1997 - 99)
- ORANGE
COUNTY REGISTER (1994 - 99)
- PORT
OF SAN DIEGO (1999 - PRESENT)
- PROJECT
CONCERN INTERNATIONAL (2000)
- QUALCOMM
(LEARNING CENTER DIV.) (1999)
- THE
TEXAS OPEN (1993 - 95)
- SAN
DIEGO GAS & ELECTRIC (1995 - 96)
- SAN
DIEGO UNION-TRIBUNE (1995 - PRESENT)
- SAN
DIEGO SPORTS ARENA (1998)
- TIMES-MIRROR
MAGAZINES (1991 - 93)
- TRUE
VALUE HARDWARE STORES (1993 - 95)
- UNIVERSITY
OF CALIFORNIA-SAN DIEGO (1996)
- USAA
INSURANCE COMPANY (1993 - 95)
- USA
TODAY/BASEBALL WEEKLY (1991 - 1993)
- WORLD
VISION (1992 - 94)
|
87%
of employees at companies with cause programs feel a strong sense
of loyalty to their employer,
versus 67% of those who do not have such a program” - Data Highlights
CLIENTS
& CASE STUDIES
| City
of San Diego - “Think
Blue”
THE CHALLENGE -- The City of San Diego allocated $200,000
annually for citywide storm drain pollution education. Traditionally,
these efforts encouraged residents to report any hazardous
environmental practices of those in the community. Unfortunately,
over time the campaign failed to make any appreciable difference
in resident habits themselves.
THE
OPPORTUNITY -- A new assembly bill, AB-411 requires all counties
& municipalities in California to conduct testing for a range
of bacteria that result primarily from household & industrial
waste run-off. This measure will soon be instituted, perhaps
resulting in a 10% to 50% increase in beach closures, a significant
threat to the region’s economy & way of life.
THE
SOLUTION -- Catalyst designed, sold & is now in the process
of implementing the largest public environmental education
program in our city’s history. Following a thorough review
of past campaign & budgets, Catalyst created & launched a
partnership designed to attract financial, educational & outreach
support from state & local organizations & corporations throughout
the county.
THE
PARTNERSHIP -- Catalyst secured financial support & input
from San Diego County, the Port Authority & Caltrans, & over
$ 1million in promotional & creative support from KGTV Channel
10, who have made the program one of its three community campaigns.
Catalyst created a campaign name (now trademarked), “Think
Blue,” which has been adopted by all program partners as a
single point of reference for all promotional activities,
including phone referral “888-THINKBLUE,” &
website www.thinkblue.gov
ANALYSIS
OF THE RESULT -- As a result of this partnership, an RFP request
for the design & implementation of a $200,000 ad campaign
has now become a $1.6 million environmental education partnership.
Catalyst has recommended that the City use this intellectual
property as a fundraising tool by marketing & sales to other
municipalities nationally.
|
“Top
three causes: public education 33%, crime 32%, quality of the environment
30%”
- Cone/Roper 1999
| AT&T
- “JR. SPORTS BEAT”
THE CHALLENGE -- Each year, companies like AT&T sponsor major
national and international sporting events. In 1991, AT&T
was preparing it’s marketing and sponsorship campaign for
one such event, the 1992 America’s Cup. In preparing for the
event, AT&T was looking for a method to leave a legacy in
the community, market their communications technologies and
services and reach high school students through their participation
in the event.
THE
OPPORTUNITY - A local university and host sponsor for the
America’s Cup, Point Loma College, was interested in participating
more directly with the event. The college was also looking
for a program through which they could support the event,
build more recognition in the community, and involve their
students.
THE
SOLUTION -- Catalyst worked with Point Loma College staff
to design and develop a journalism conference for high school
students. This conference would allow a select number of students
from round the country to use AT&T technology and services
to report on the events surrounding the America’s Cup. Catalyst
also secured media partners to guarantee coverage of student-filed
stories, AT&T technologies and support for the program.
THE
PARTNERSHIP -- Catalyst worked with America’s Cup organizers,
Point Loma College, media partners including Times Mirror
Magazines and USA Today, and state superintendents of education
nationwide to design and launch a competition among high school
students to participate in the program. The partners supported
the creation of school mailers, in-school promotions and recruitment.
AT&T provided primary funding, outfitted a state-of-the-art
media center and underwrote all communications costs. Media
partners provided editorial and broadcast inventory for placement
of student coverage and recognition of AT&T.
ANALYSIS
OF THE RESULT - 51 Students representing each state and the
District of Columbia were selected for an all-expense paid
trip to San Diego. The students were housed at Point Loma
College, and attended morning classes in journalism and writing.
Afternoons consisted of interviews with event participants,
top sports athletes, event organizers, managers and coaches
from San Diego sports franchises. AT&T funded a second national
program in 1993, this time against the backdrop of baseball
spring training in Florida. Two additional programs were created
by Catalyst in conjunction with ESPN’s X Games.
|
“”55%
US consumers say that a company’s ethics and values always enters
into their purchase decision”
- Walker Information
| FLEET
SCIENCE CENTER – “PARTNERSHIP
2000”
THE CHALLENGE -- Though the Space Theatre at the Fleet Science
Center was a well-recognized San Diego attraction, the Science
Center lagged far behind in recognition. With the addition
of over 50,000 square feet in new exhibit & public space,
the Science Center would at least have to attract equal or
greater status as the Space Theatre in order to support the
new facilities. The Fleet Science Center had only once attracted
a corporate sponsor of the facility or one of its program
& was under-utilized & recognized by San Diego Business.
THE
OPPORTUNITY -- In the late 1990’s, San Diego was achieving
new prominence as an international center for science & technology
development. These rapidly growing industries represented
an ideal opportunity for the Science Center to build support
for Center programs & facilities. As a leader in math & science
education, serving over 120,000 students annually, the Fleet
offered an ideal workforce education partner to these new
industries who demanded a future workforce well prepared in
math & science studies.
THE
SOLUTION -- Following completion, submittal & acceptance of
the marketing plan, Catalyst was hired to implement its portion
of the marketing plan, entitled “Partnership 2000.” Following
a comprehensive analysis of the Fleet’s programs & assets,
Catalyst compiled an inventory of benefits & values for prospective
partners (sponsors).
THE
PARTNERSHIP -- Catalyst has worked with the Fleet ‘s development,
marketing, exhibits & education staff to package & sell sponsorships
for films, exhibits & facilities. Catalyst also designed,
sold & implemented a revolutionary concept, called “TechnoVation.”
TechnoVation is an interactive public exhibit of San Diego’s
science & technology industries created by leading San Diego
private & public companies.
ANALYSIS
OF THE RESULT -- TechnoVation has attracted the participation
of San Diego’s largest public & private companies including
Qualcomm & SAIC. The total partner investment in this program
will reach over $250,000 in the first year. TechnoVation will
celebrate its grand opening on January 8, 2000.
|
“75%
of chief executives, marketing directors and community affairs directors
fell that CRM can enhance corporate or brand reputation” - Business
in the Community Research
| Birch
Aquarium - “Planet
Earth Express”
THE CHALLENGE -- In spite of serving over 60,000 San Diego
youth each year through on-site & outreach education, the
Birch Aquarium failed to reach thousands more of San Diego
youth who, because of distance or financial constraints, were
unable to visit the Aquarium. The Aquarium had long desired
an outreach vehicle, but lacked the funds to secure one.
THE
OPPORTUNITY -- San Diego companies placed increasing priority
on reaching students & schools. Many of these companies had
also prioritized environmental issues as a community cause
to support. A number of other markets had embraced the concept
of environmental education outreach.
THE
SOLUTION -- Catalyst researched a number of markets & outreach
programs & assigned some initial goals & options for the program.
Catalyst then met with a limited number of San Diego’s most
prominent & environmentally conscious companies, in order
to gauge their interest in aligning with the Aquarium & supporting
an environmental outreach program.
THE
PARTNERSHIP -- Following three strategy meetings with SDG&E,
Catalyst worked with Scripps to package the “Planet Earth
Express” including support for the vehicle, staff, educational
materials & graphics. The proposal was presented to SDG&E
& received overwhelming support for funding.
ANALYSIS
OF THE RESULT -- Over the past four years, SDG&E has invested
over $400,000 in this on-going program, which is promoted
by KNSD Channel 7/39 & Chancellor Media’s “The Planet” radio
station.
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