Challenge:

Develop a dynamic community relations and cause-related marketing program that would support overall corporate objectives and stimulate product sales at retail.
Strategies: Develop national campaign and partner with a leading non-profit organization that utilizes technology in a meaningful way to benefit communities in which Canon serves. Develop strategic marketing and merchandising components at retail and provide a compelling news story/angle to stimulate coverage in major local markets throughout the U.S.

About Canon

-	Worldwide Historic Leaderships in Photography and Imaging
-	SureShot, Elph, Rebel Cameras and Copiers
-	Strong Market Players in Computer Peripherals; Small Office and Home Office Products - Bubble Jet Printers, Flatbed Scanners, Digital Cameras, Multi-Function Devices
-	Household Brand Name as Products Move Towards Appliances

About NCMEC

-	Started in mid-1980s as a public-private partnership through the U.S. Justice Department and U.S. Senate
-	Founded by John Walsh - "America's Most Wanted" after the death of his son; to fill void of lack of coordination between police agencies
-	Serves as national clearinghouse of missing children's cases; supports 17,000 law enforcement agencies; provides training and resources to police; tracks trends in custodial abductions and Internet runaways
-	Reports 2200 children disappears in the United States every day
-	Current recovery rate of 90 percent - up from 78 percent in 1994 - largely due to technology
-	Relies on "high-tech" search network and fast photo distribution of missing children - first 12-18 hours are key

Strategies:

-	Shows technology products in real-world, consumer helpful applications
-	Gives Canon another leg in the company's "Future generations" marketing strategy - partnerships with Clean Earth Campaign and March of Dimes healthy babies
-	Creates opportunities to showcase/sell product at retail
-	Gives Canon a strong internal communications/employee morale vehicle
-	Positions Canon alongside other major brands for cross-promotional opportunities – Wal-Mart, Pepsi, United Airlines, Sony, America Online, United Artists
-	Has many evergreen public relations opportunities "Bring Missing Children Home" Program
-	Donations of digital cameras, printers, scanners to 20+ major law enforcement agencies; NCMEC headquarters
-	Creation/placement of ad featuring 30 missing children in USA Today to coincide with National Missing Children's Day
-	Participation in Congressional Breakfast honoring police officers
-	Kickoff press conference/reception at Children's Museum of New York with New York Police Department, New York Mayor's office
-	Satellite media tour with NCMEC president
-	Weeklong retail promotion - contribution off sale of Canon products
-	Fundraising Celebrity Golf Tournament at Comdex Trade Show with Martin Sheen, James Worthy and other celebrities
-	Retail promotions - creation of PhotoID cards
-	Customized brochure with tips for parents
-	Website extension with missing children's photos, tips for parents

Results:

-	26 television segments/more than two hours in major local markets
-	Full-page free ads in Newsweek, People, Time, U.S. News and World Report and Entertainment Weekly - program embraced by publishers
-	More than 25 million consumers reached
-	Nine children featured in the ads from May, 1998 - December 1998 were recovered alive
-	10,000 calls per month for pamphlet
-	16 million website hits per month
-	More than $150,000 donated through retail promotions
-	Advertising value of $1.5 million
-	20 additional donation sites
-	National Missing Children's Day Event - 2200 schoolchildren in New York to represent daily missing children total; PSAs, celebrities, Mayor Giuliani
-	Satellite Media Tour with NCMEC president Ernie Allen
-	Posters in schools, business centers, airports, train stations, malls and fast food outlets
-	Traveling semi-truck to create PhotoID cards at sporting events, retail malls etc.
NCMEC Results • Local Markets - 77 placements - 14 print Gross Impressions: 25.5 million • May 27th Event - 41 placements Gross Impressions: 33.8 million • Total NCMEC placements: 132 • Total Gross Impressions: 59.3 million