12/05/2014 Baltimore Business Journal
OrderUp on Dec. 2 will donate a dollar to the Maryland Food Bank for every order placed through its online food ordering and delivery system.
The promotion is part of Giving Tuesday, a day dedicated to giving back, and a sign of OrderUp's future marketing strategy. New Vice President Heather Fields says cause marketing will play a role in OrderUp's effort to grow its brand in Baltimore and dozens of other towns. OrderUp is looking into a formal partnership around cause marketing, but Fields declined to discuss details.
"Consumers want to do business with businesses that are bringing impact to the local community," Fields said.
Cause marketing lets companies get more involved in their community and gives a boost to charities in need. It is also a good way to drive new business.
Research shows Millennials — a key demographic for OrderUp — are especially drawn to companies that are in some way giving back.
Another recent marketing tactic didn't go well for OrderUp. The company posted stickers on public propertyacross Baltimore, sparking criticism on social media. The company quickly apologized.
Fields is one of many new hires< for OrderUp. The company also brought on a new vice president of finance, Michael Hannon. The company is up to more than 60 full-time and part-time workers at its Baltimore headquarters and isn't slowing down anytime soon. OrderUp's website lists 24 job openings, including 14 in Baltimore.
Prior to joining OrderUp, Fields handled marketing for GiveCorps. The organization's "BMore Gives More" campaign raised $5 million on last year's Giving Tuesday.See Original Article