Macy’s Annual “Go Red” Program Starting in February!

  February-The month of love!  When most people hear of this month, their first thoughts are about Valentine’s Day, the selling of heart-shaped candy and chocolate bars.  How many people are actually thinking about their significant others’ real hearts?

Macy’s and the American Heart Association sure are!

This February, which is known as National Heart month will mark Macy’s ninth “Go Red” program working alongside the American Heart Association to promote, donate, and inspire people.  Like any good advertisement, promotion, and program, this year’s will have a bottom line of reaching out to and helping the customers.  Macy’s will incorporate several different ways it and the American Heart Association will interact and engage with customers.

Since 2004, Macy’s has raised an estimated $28 million for the American Heart Association. Holly Thomas, vice president of cause marketing-national, for Macy’s, explained its contributions are due to the fact, “We’ve been around for a long time and giving back to causes that matter to our customer are integral to how we connect with our customers. The value for us is certainly continuing that relationship with the customer.”

Holly Thomas is right! When Macy’s says it holds the relationship with its customers strongly and wants to connect with the them, Macy’s sure doesn’t hold back…just read all the different ways we, the customers, get to play our role in helping out the American Heart Association:

  • Beginning February 3rd, spokespeople including Elizabeth Banks, Star Jones and Nick Verreos will start off  the “Go Red for Women” campaign at Macy’s Herald Square.
  • During the first week, shop at Macy’s while wearing the color red and receive up to 20% off your purchase! Want to be rewarded, but didn’t wear red? Want to help out the benefit? That’s no problem for Macy’s customers because at points throughout the store you will be able to purchase a red dress lapel pin for only $2!
  • The discounts don’t stop there. Every year Macy’s has typically offered a red dress from I.N.C; however next month it will be offering three red dresses from I.N.C., Alfani and Charter Club for a discounted price.
  • Continuing into February, Macy’s will hold its Red Dress Dash, which previously raised $1 million for the American Heart Association. So ladies, get those discounted red dresses and your tennis shoes on, and be ready to promote and start your heart-healthy lifestyle.
  • For all of you technology gurus out there don’t forget to check Twitter and Facebook to see how a simple tweet or sending a virtual heart to a friend can help Macy’s donate up to $250,000!

Why should you cooperate and get involved? Don’t do it just for the cause, do it to make yourself informed and healthy! Holly Thomas explained that Macy’s involvement is also due to the research,  “One of the most prevailing things we learned is how prevalent heart disease is in women and how little they know that to be the case.  There is a huge education component to help our customers understand this disease.”

More details about the “Go Red for Women” events can be read in Patricia Odell’s article, Macy’s Expands “Go Red” Promotions in Ninth Year.

On a side note, Macy’s Inc. announced earlier this week it will be suing Martha Steward Living Omnimedia Inc. due to a violation of an exclusive deal between the two.  I wonder if this means customer’s may stop seeing her products in Macy’s, but consequently in JCPenny in the future?


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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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