#CMweekly: Men’s Wearhouse National Suit Drive

Company: Men’s Wearhouse
Cause: Community and Workforce
Partners: Participating Nonprofits
Website: http://www.menswearhouse.com/2012nationalsuitdrive

Program of Action
With the ending of Men’s Wearhouse Annual National Suit Drive, it only makes sense to highlight another successful cause marketing year for the company. Now in its fifth year, Men’s Wearhouse launched their National Suit Drive once again this summer benefitting at-risk men transitioning into the workforce. Between June 27 and July 31, consumers could donate professional attire such as suits, dress slacks, dress shoes, etc. at their nearest Men’s Wearhouse location.

Clothing donations collected at nearby stores were directed to local participating nonprofit organizations. Each state had between one to five different nonprofit organizations participating in the National Suit Drive. To show its appreciation, Men’s Wearhouse also provided a Thank-You Gift coupon of 50% off of the next regular price purchase to consumers who contributed. This year Men’s Wearhouse aspired to donate 110,000 items of clothing by July 31.

Best Practices
Men’s Wearhouse National Suit Drive compels a call to action campaign, fostering participation from men and starting conversation among consumers. The campaign sticks to its original approach and continues to engage consumers, mostly men, by allowing them to physically donate personal items to help fellow men succeed in the job circuit. In addition, the approach can continue with a ripple effect causing consumers to spread awareness through peer-to-peer conversation and involve a local community.
National Suit Drive also creates relevant social sharing to keep conversation going in communities and communicate the campaign’s impactful results.

Along with the call to action approach, Men’s Wearhouse joins social media and coordinates online engagement. Consumers can tweet #giveasuit or like Men’s Wearhouse Facebook page that will trigger the company to donate $1 to the cause. Additionally, Men’s Wearhouse expanded its campaign to different media channels by creating a TV commercial and press video to be shared among online consumers.

The campaign also cultivates its own relationship with consumers and local nonprofits. Though Men’s Wearhouse offers suits for multiple occasions, the National Suit Drive created its own persona. The campaign identifies its mission and continues to persist with the same cause every year that keeps consumers donating and participating. Not to mention, Men’s Wearhouse partners with multiple local organizations in every state that inspire more connections for the following years.

Program Outcome
National Suit Drive ended this past week on July 31, with a result of 130,171 collected items of clothing, surpassing their 2012 goal of 110,000. Each year, Men’s Wearhouse has successfully reached and exceeded their initial goal amount through the National Suit Drive. We applaud the company and look forward to watching the campaigns continuous growth and awareness among communities.

Your CM Aficionado,
Kassie

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s