Kohl’s Department Stores has unveiled a contest to give half a million dollars to 20 schools each this year, a total of $10 million, in recognition of the company’s 10th anniversary of its Kohl’s Cares philanthropic program that supports children’s health and education. This program is the heart of the company’s Back-to-School campaign and will be supported by national advertising, direct mail, digital marketing, public relations and more.
Components include:
•Online/Digital: Coinciding with the program launch, the contest will be supported with Facebook advertising and e-mails to Kohl’s customers.
•In-store presentation: Starting today, Kohl’s customers will see the contest promoted in Kohl’s stores nationwide through store signage, receipt messaging and more.
•Television: National and Hispanic brand spots will begin airing in July and run through the end of August.
•Print advertising: Inclusion of the contest in Kohl’s print advertising will start in mid-July and run throughout the voting period.
•Direct mail: Kohl’s will reach customers directly through various direct mail pieces starting today and continuing through mid-August.
The $10 million donation comes from the Kohl’s Cares cause merchandise program, which sells special merchandise, including plush toys and books, and donates 100% of the net profit to benefit children’s health and education initiatives nationwide. Over the past 10 years, the Kohl’s Cares cause merchandise program has raised more than $150 million for children’s initiatives. This contest is the latest illustration of the company’s commitment to kids.
During the contest, Kohl’s Facebook fans, currently more than one million strong, can vote for public or private schools that serve K-12 students by visiting www.facebook.com/kohls. Fans can submit their ideas for what the school could do with half a million dollars. Winning schools will be announced in late September.
