{"id":1306,"date":"2017-01-26T18:37:48","date_gmt":"2017-01-26T20:37:48","guid":{"rendered":"https:\/\/homolog.ipe.org.br\/?p=1306"},"modified":"2017-01-26T18:37:48","modified_gmt":"2017-01-26T20:37:48","slug":"faber-castel-2","status":"publish","type":"post","link":"https:\/\/ipe.org.br\/en\/sustainable-business\/mrc-cases\/faber-castel-2\/","title":{"rendered":"Faber Castel"},"content":{"rendered":"<p>::cck::180::\/cck::<br \/>::introtext::<\/p>\n<h3><strong>Ip\u00ea e Faber Castel encantam as crian\u00e7as em prol da natureza<\/strong><\/h3>\n<p><img decoding=\"async\" class=\" alignleft size-full wp-image-2861\" style=\"margin-right: 20px; float: left;\" src=\"http:\/\/homolog.ipe.org.br\/wp-content\/uploads\/2016\/11\/apontador_faber.jpg\" alt=\"apontador faber\" width=\"225\" height=\"136\" \/>A Faber Castel, empresa l\u00edder no mercado de material escolar, desenvolveu uma linha de produtos composta por apontador, borracha, lapiseira, l\u00e1pis e caneta retratando esp\u00e9cies da fauna brasileira numa a\u00e7\u00e3o de Marketing Relacionado \u00e0 Causa, com o objetivo de divulgar a rica biodiversidade do Pa\u00eds junto ao seu p\u00fablico alvo. Sete por cento da venda l\u00edquida arrecadada foi destinada ao IP\u00ca.<\/p>\n<h3>Objetivos da parceria<\/h3>\n<ul class=\"li-estilo-quadrado\">\n<li>Divulgar esp\u00e9cies da fauna brasileira<\/li>\n<li>Aumentar a visibilidade do IP\u00ca e de suas a\u00e7\u00f5es;<\/li>\n<li>Arrecadar recursos que contribuam para o crescimento institucional da organiza\u00e7\u00e3o, apoiando a sustentabilidade do seu trabalho;<\/li>\n<li>Agregar valor \u00e0 marca Faber Castel, de modo que a express\u00e3o da responsabilidade socioambiental embutida na cole\u00e7\u00e3o de material escolar possa fidelizar e angariar novos clientes;<\/li>\n<li>Sensibilizar os consumidores para a quest\u00e3o da conserva\u00e7\u00e3o da biodiversidad.<\/li>\n<\/ul>\n<h3>Estrat\u00e9gia adotada<\/h3>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\" alignright size-full wp-image-2863\" style=\"margin-left: 20px; float: right;\" src=\"http:\/\/homolog.ipe.org.br\/wp-content\/uploads\/2016\/11\/borrachafaber.jpg\" alt=\"borrachafaber\" width=\"225\" height=\"225\" srcset=\"https:\/\/ipe.org.br\/images\/2016\/11\/borrachafaber.jpg 225w, https:\/\/ipe.org.br\/images\/2016\/11\/borrachafaber-150x150.jpg 150w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/>Por meio de uma campanha de Marketing Relacionado \u00e0 Causa, foram criados produtos com o objetivo de encantar as crian\u00e7as. Eles ganharam ilustra\u00e7\u00f5es que colocam os pequeninos em contato com algumas esp\u00e9cies de nossa fauna. A verba arrecadada foi para o fundo de conserva\u00e7\u00e3o do IP\u00ca, criado para dar sustentabilidade financeira a institui\u00e7\u00e3o, para que ela continue a desenvolver seus projetos de conserva\u00e7\u00e3o em diferentes biomas do Pa\u00eds.<\/p>\n<h3>O que \u00e9 Marketing Relacionado \u00e0 Causa?<\/h3>\n<p><img decoding=\"async\" class=\" alignleft size-full wp-image-2865\" style=\"margin-right: 20px; float: left;\" src=\"http:\/\/homolog.ipe.org.br\/wp-content\/uploads\/2016\/11\/lapiseirafaber.jpg\" alt=\"lapiseirafaber\" width=\"240\" height=\"125\" \/>Trata-se de um acordo comercial entre empresa e organiza\u00e7\u00e3o da sociedade civil e\/ ou causa que utilizam o poder de suas marcas para benef\u00edcio m\u00fatuo. Para as empresas, trata-se de uma modalidade de investimento social corporativo que alinha estrat\u00e9gias de marketing \u00e0s necessidades da sociedade, utilizando a expertise da \u00e1rea de marketing da empresa para promover e mobilizar a sociedade em prol de uma causa. As institui\u00e7\u00f5es sociais podem usufru\u00ed-la como uma ferramenta de capta\u00e7\u00e3o de recursos e conscientiza\u00e7\u00e3o da sociedade.<\/p>\n<p>::\/introtext::<br \/>::fulltext::::\/fulltext::<br \/>::ac_acordeon::1::\/ac_acordeon::<\/p>\n<p>::cck_ac_acordeon::acordeon::\/cck_ac_acordeon::<br \/>::ac_titulo_acordeon|0|ac_acordeon::::\/ac_titulo_acordeon|0|ac_acordeon::<br \/>::ac_texto_acordeon|0|ac_acordeon::::\/ac_texto_acordeon|0|ac_acordeon::<br \/>::cckend_ac_acordeon::::\/cckend_ac_acordeon::<\/p>\n<p>::ac_arquivos::1::\/ac_arquivos::<\/p>\n<p>::cck_ac_arquivos::arquivo::\/cck_ac_arquivos::<br \/>::ac_titulo_arquivo|0|ac_arquivos::::\/ac_titulo_arquivo|0|ac_arquivos::<br \/>::ac_arquivo|0|ac_arquivos::::\/ac_arquivo|0|ac_arquivos::<br \/>::cckend_ac_arquivos::::\/cckend_ac_arquivos::<\/p>\n<p>::ac_galeria::1::\/ac_galeria::<\/p>\n<p>::cck_ac_galeria::galeria::\/cck_ac_galeria::<br \/>::ac_foto_descricao|0|ac_galeria::::\/ac_foto_descricao|0|ac_galeria::<br \/>::ac_foto|0|ac_galeria::::\/ac_foto|0|ac_galeria::<br \/>::cckend_ac_galeria::::\/cckend_ac_galeria::<\/p>\n","protected":false},"excerpt":{"rendered":"<p>::cck::180::\/cck::::introtext:: Ip\u00ea e Faber Castel encantam as crian\u00e7as em prol da natureza A Faber Castel, empresa l\u00edder no mercado de material escolar, desenvolveu uma linha de produtos composta por apontador, borracha, lapiseira, l\u00e1pis e caneta retratando esp\u00e9cies da fauna brasileira numa a\u00e7\u00e3o de Marketing Relacionado \u00e0 Causa, com o objetivo de divulgar a rica biodiversidade &#8230; <a title=\"Faber Castel\" class=\"read-more\" href=\"https:\/\/ipe.org.br\/en\/sustainable-business\/mrc-cases\/faber-castel-2\/\" aria-label=\"Read more about Faber Castel\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":2859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"tags":[],"class_list":["post-1306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mrc-cases"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - 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