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

• 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

• 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