PREIT joins a good cause
Cause Marketing: Cause Marketing is the art of combining your commercial brand with a non-profit issue. Cause marketing campaigns have years of history and range from relatively superficial tactical partnerships, to long-term, strategic alliances that penetrate deeply into business and nonprofit organizations.
The Pajama Program is an easy charity to feel good about. Its goal is to ensure that every child can go to bed in a warm pair of PJs with a good bedtime story. For a family just barely getting by, or a child in instutional care, this is a little bit of comfort that can help calm fears and create a little normalcy.
Pennsylvania Real Estate Investment Trust has latched on to this good cause with Operation PJ Pile Up. Each of its 39 malls is collecting new pajamas and books for abandoned or abused children and teens. Their combined goal is to collect 25,000 pairs of pajamas and 2500 new books by the end of December.
PREIT made a great marketing choice in supporting the Pajama program, as it’s been featured regularly on the Oprah Winfrey Show. Oprah’s influence has brought a lot of attention to the charity, and it’s still unique enough to be novel, so PREIT should have a pretty easy time of drawing attention to their initiative.
