BOSTON, May 4, 2012 /PRNewswire/ -- Mark this one in the Win-Win-Win column.
(Photo: http://photos.prnewswire.com/prnh/20120504/NE99839 )
T.R. Miller Co. has teamed with longtime client KPMG and golf champion Phil Mickelson to roll out a whole new form of cross promotion that benefits all parties involved, including disadvantaged kids who need help getting books.
Called "Blue for Books" the ingenious initiative allows golf fans in the United States, Canada and Puerto Rico to wear the same bright blue KPMG hat that Phil wears occasionally on tour. Fans pay $29.95 for their caps and 100% of the proceeds goes to the nonprofit organization First Book who helps fight illiteracy by putting books into the hands of low income kids around the country.
"This is an excellent example of a successful cause-related marketing program," Tom Miller, Founder and CEO of T.R. Miller, admits. "It started due to countless fan requests for Phil's merchandise. But we sensed an opportunity to do something that would be a big positive for our client (KPMG), for Phil and for lots of kids."
T.R. Miller developed the website PhilsBlueHat.com to handle order fulfillment, then purchases the hats and re-sells them to KPMG, who's been helping children read for years through their KPMG Family For Literacy program.
"For the first time, golf fans will have access to the same KPMG hat as Phil," said John Veihmeyer, Chairman and CEO of KPMG LLP, the U.S. Audit, Tax and Advisory firm. "We created 'Blue for Books' as a way for Phil's fans to be able to wear his hat while also supporting KPMG's Family for Literacy (KFFL)."
So far, approximately 3,000 hats have been ordered and the program is just getting started. As Tom Miller summed it up, "There's so much more that can be done in this business than just printing t-shirts and gee gaws. When we're brought in as a strategic partner we can help firms think way outside the box. And reap the rewards."
More About KPMG LLP
KPMG LLP, the audit, tax and advisory firm (www.kpmg.com/us), is the U.S. member firm of KPMG International Cooperative ("KPMG International"). KPMG International's member firms have 145,000 people, including more than 8,000 partners, in 152 countries.
More About T.R. Miller Co., Inc.
Founded in 1975 by Tom Miller, T.R. Miller Co., Inc. has grown from a one-man start-up to become an industry leader in the top 5% of the $17 billion recognition and promotional products industry. Based in Walpole, Mass., T.R. Miller successfully promotes businesses with quality custom-branded merchandise, corporate recognition programs, and company store programs. Clients include Sun Life Financial, General Dynamics, Welch's, Jim Beam, Green Mountain, among many other leading brands. Additional information on T.R. Miller is available at www.trmiller.com.
SOURCE T.R. Miller Co., Inc.
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