FAQ
WHAT IS PROPRIETARY CAUSE MARKETING?
In order to thoroughly understand a recently-coined phrase ‘proprietary cause marketing’, we first need to understand traditional cause marketing.
THEN, WHAT IS TRADITIONAL CAUSE MARKETING?
In its most simplistic form, cause marketing is defined as a “co-branded joint promotional effort of a for-profit corporation with a nonprofit organization for mutual benefit”.
HOW DO BOTH PARTIES BENEFIT?
For most traditional cause-related marketing endeavors, the benefit to the for-profit is increased sales and branding; the benefit to the nonprofit is increased donations. A percentage of sales supporting the cause is simply donated to the nonprofit’s general fund. It is “a blend of traditional marketing and philanthropic appeal” that provides consumers with a sense of altruism when they purchase the product or service connected to the promotion.
WHEN DID THIS START?
It is generally accepted that cause marketing was launched more than 40 years ago when American Express raised money for the preservation of the Statue of Liberty. During the summer in 1983, AmEx donated a penny for each credit card transaction by their cardholders, and additional funds for each new account opened. More than $1.7 million was raised to restore and preserve Lady Liberty.
INTERESTING PREMISE, WHAT ARE THE CHALLENGES?
Some of the challenges faced when a for-profit aligns with a nonprofit, include: 1) the obvious cultural conflict when an earnings-focused for-profit teams with a mission-based nonprofit, 2) the difficulty of a generally creative, flexible for-profit company to adapt to a rigid, inflexible nonprofit organization (especially with national NPOs), to develop a strong partnership, 3) the inability of the nonprofit to provide a substantial tangible return (benefit) to the for-profit, due to budgetary constraints and strict 501(c)3 federal guidelines prohibiting the for-profit from receiving “substantial return benefit, other than use or acknowledgment of the nonprofit’s name or logo”.
AND, IT’S STILL GROWING?
Yes. Today, traditional cause-related marketing is a stunning $2.8 BILLION industry and has more than tripled in just the last 20 years, according to IEG. It is easily the fastest-growing sector in sponsorships today.
OK, SO NOW WHAT IS PROPRIETARY CAUSE MARKETING?
Proprietary cause marketing is a unique cause marketing platform created and developed by Trilogy Agency. The primary difference from traditional cause marketing is that the cause projects produced for the for-profits are created, developed, and owned by Trilogy, and most of the rights are then licensed (transferred) to our clients for leveraging.
WHAT RIGHTS CAN BE TRANSFERRED?
Corporate naming rights; transferring (or donating) ownership of the completed projects to the in-need recipients; the ability for you to customize most of your components; hyper-organized employee volunteerism; and substantive media, press, and PR.
HOW IS THIS DIFFERENT FROM TRADITIONAL?
Essentially, you own your aspect of the project, and we collaborate with you to develop and manage your focus, based on your goals and your expectations. There are virtually no restrictions, providing most of the stakeholders benefit. We focus on three distinct areas: 1) developing the cause project, 2) managing employee volunteerism, and 3) delivering unprecedented media, marketing, and PR.
REALLY? NO RESTRICTIONS?
Although Trilogy Agency is not a nonprofit, the beneficiaries of our projects are still low-income families, at-risk children, school districts, nonprofits, and municipalities. Because of our structure, Trilogy Agency is free of encumbrances and restrictions placed on 501(c)3’s.
End result, is you can still give to your communities (with even more impact), and now you can activate (leverage) your philanthropy, and receive unusual and tangible benefits that work for you—especially in the areas of organized employee volunteerism and becoming recognized as a good corporate citizen through media and PR.
HOW DOES ALL THIS TRANSFER TO AN ROI FOCUS?
Because of our rare platform, Trilogy Agency can, and does, place an emphasis on our Partners’ Return-On-Investment (ROI). This changes everything. With this priority, we are able to deliver compelling cause projects, and at the same time, deliver unprecedented returns for our clients.
An awesome cause, upgraded employee volunteerism, and unparalleled media, marketing, and PR drive our initiatives to be good for the communities our clients serve, and good for the bottom-line our clients need!
WHAT IS VIBE HOME MAKEOVER?
It’s our Signature cause event, where families-in-need receive extensive community-build, volunteer-supported home transformations at no charge to the homeowners.
In each market, five families receive home makeovers annually, with four recipients receiving SELECT MAKEOVERS (six or more major improvements and a selection of finishing touches).
One recipient family receives the FLAGSHIP RENOVATION edition, an extensive interior and exterior renovation with 18 major upgrades and an array of finishing touches.
CAN YOU PROVIDE A LIST OF IMPROVEMENT OPTIONS?
CORE IMPROVEMENTS (ALL RECIPIENTS):
Exterior Paint Complete Base Trim Door
Landscaping Gardening Plants Flowers/Trees
Interior Paint Most/All Rooms Custom Requests Trim
MAJOR UPGRADES, such as:
Windows Solar HVAC Flooring Kitchen Cabinets Countertops Bathrooms Closets + Storage Major Appliances Electronics + Computers Furniture Mattresses + Bedding Exterior Veneer/Siding Deck/Pergola Gutters + Protection Pavers Whole House Generator Garage Upgrade Fencing Roofing Repairs
CHOICE OPTIONS, such as:
Lighting Ceiling Fans Smart Home Security System Window Treatments Wood Accent Wall Small Appliances Water Purification Outdoor Furniture Therapeutic Spa Outdoor Shed Lawn Care Equipment Electrical Repairs Plumbing Repairs Storm Shutters Special Needs/Requests
FINISHING TOUCHES, such as:
Artwork + Décor Mirrors Shelving Organization Lamps Clocks Vases Plants Rugs Linens Pillows Homeowner’s Treasures
DOES THE RECIPIENT RECEIVE ALL THESE OPTIONS?
Generally, SELECT MAKEOVER recipients receive six or more major upgrades and a selection of finishing touches.
The FLAGSHIP RENOVATION recipient receives an extensive interior and exterior renovation with 18 or more major improvements and an array of finishing touches, transforming their home into a truly beautiful and functional living environment.
Trilogy acts as the puzzlemaster, matching the needs of each homeowner recipient with the resources of VIBE's partners.
CTrilogy Agency values the renovations and upgrades, including design, products, installations, and construction management in excess of $300,000 collectively.
WHO LEADS THE DESIGN + RENO?
The design is led by a professional interior designer, with help from a design team, including a landscape designer and our project partners. The renovation is managed by a licensed, insured residential contractor, experienced in collaborative projects of this kind.
IS THERE MAJOR DEMO LIKE THE TV SHOWS?
VIBE offers what we consider to be cosmetic enhancements and functional upgrades. Our ‘no-demo reno’ avoids all major structural changes, deconstruction, and major construction, like demolishing walls and building additions. We artistically provide a stunning reno using the existing floor plans.
WHO SUPPLIES THE RENO PRODUCTS?
Our SHOWCASE PARTNERS provide most of the major products and services for the renovations, including professional installation where appropriate. Trilogy subsidizes products that can not be procured otherwise. Volunteers from our LEAD PARTNERS provide a workforce to assist with ’volunteer-appropriate’ efforts.
WHAT TYPES OF HOMES ARE IDEAL?
Typically, homes are between 1,200 and 2,400 square feet, single story, and structurally sound. Ideally, to minimize renovation and upgrade issues, the home should have been built prior to 1980.
The FLAGSHIP RENOVATION recipient must be a homeowner, living in the home, and should have a household income below 300% of federal poverty. Their mortgage must be in good standing, and both the home and homeowner must be conducive to our “It Takes A Village” approach. This means the homeowner must be willing to participate in a very high-profile cause project.
In some cases, SELECT MAKEOVER recipients can be renters with signed leases depending on the family situation. In these cases, the focus on the upgrades is more 'take it with them' improvements, such as furniture, appliances, electronics, and home decor.
WHAT DO YOU MEAN BY UNPARALLELED MEDIA + PR?
At Trilogy, we do things differently. Very differently. Although our VIBE Home Makeover is a compelling cause, the media, marketing, PR, and biz dev opportunities are even more dramatic. Multiple benefit modules in many media sectors make this a rare, media-driven platform.
SPECIFICALLY WHAT MEDIA + PR?
In addition to traditional cause marketing benefits, we provide: naming rights—both project and showcase; PR bundles with 18 major opportunities; a PR time bank credit where you can decide how to use our team of professionals; and a bonus PR time bank if you provide products or services to our recipient.
WHAT’S IN THIS ‘PR BUNDLE’?
There are 18 PR opportunities:
1 VIBE Home Makeover Adoption
2 Traditional Cause Marketing Benefits
3 Naming Rights
4 VIBE Project Website 5 Your Company Custom Microsite 6 VIBE Social Media Postings (240+) 7 VIBE Blogs
8 VIBE Vlogs (Video Blogs) 9 VIBE Podcasts 10 VIBE Vodcasts (Video Podcasts) 11 'Good Vibes' Magazine 12 'The Reveal' Company-Branded, VIBE Project Video 13 'The Series' 10-Episode Video On-Demand
14 Showcase Products + Services
15 Consumer 'Incentive-To-Buy' Campaigns
16 Virtual Home Show
17 VIBE Networking Events
18 Trade Industry Events (Seat-At-The-Table)
HOW DOES THE ‘PR TIME BANK’ WORK?
Your company receives a guaranteed time bank of PR hours that you can use to supplement the PR bundle to support the VIBE project. Or, if you prefer, you can use the PR Time Bank for other purposes, unrelated to the project; earned media, new product or service introductions, new location announcements, social media setup and management, creation of presentation decks, or other PR related efforts.
You receive a predetermined number of hours based on your investment, and you have 100% control over how and when you use the time. Monthly usage reports allow you to know exactly where you stand month-to-month.
SOUNDS IMPRESSIVE, BUT ALSO A LOT OF WORK FOR ME?
Our PR and media platform does deliver unprecedented returns, both from a branding perspective, and increased sales. However, we have invested years developing a blueprint that makes it easy for our clients. Well-planned and well-executed systems, processes, and practices allow you to focus on managing your company, while we manage the media, PR, and biz dev aspects with high efficiency. One of our co-founder's Six Sigma certification allows us to be ultra-efficient with our processes.
HOW LONG IS OUR PR CAMPAIGN?
Your media and PR campaign is a full 12 months; October, 2026 through September, 2027.
If you sign on as an early signing Regional Anchor Partner, you'll receive 'bonus' PR + media as part of the Nominations Phase in Q2 + Q3 of 2026 (April through September).
Each of the four 'quarterly phases' allows a dedicated emphasis to reflect the project’s collaborative efforts during each phase; DESIGN, PLANNING, MAKEOVERS + RENO, and AFTERGLOW.
The culmination phase of the project (AFTERGLOW), places further emphasis on showcasing our Partners’ before + after contributions, through our annual magazine, company-branded project video, and 10-Episode Video On-Demand Series.
WHAT ABOUT THE BIZ DEV EVENTS?
You receive an Invitation-to-Engage in at least eight prime VIBE BizDev networking events. These events offer you a seat-at-the-table with like-minded businesses that are all Partners in the VIBE Home Makeover in Tampa Bay during 2026-27.
Showcase Partners especially benefit, as relationships with other complimentary home improvement-related businesses can be developed, and referrals can be shared, resulting in substantial increase in sales!
In addition, there are two trade industry events that are designed to allow you to connect directly with more than 20 partners away from the VIBE Home Makeover focus.
IS THERE CATEGORY EXCLUSIVITY?
Yes. In most cases, we do offer you the opportunity to prevent direct competitors in your primary business sector from participating in the VIBE project in your market. This affords you the right to truly spotlight your company, and be part of an equity builder to protect your brand!
DOES TRILOGY HAVE EXPERIENCE IN THIS TYPE OF PR?
Absolutely. Our co-founder has invested his entire career and business endeavors in the world of media, PR, and marketing. His team has invested years in truly developing the Proprietary Cause Marketing platform. See the ‘Experience' FAQ for further details on this.
WHAT IF I ALREADY HAVE AN AD AGENCY?
We’ll work in collaboration with your ad and PR agencies. Trilogy is excusively a boutique Proprietary Cause Marketing firm, and will never act as any mainstream advertising or PR agency.
DO YOU HAVE EXPERIENCE WITH THIS PLATFORM?
Of course. Our co-founder, Marshall Zotara, has been perfecting this ’proprietary’ model for more than 30 years! What started as a modest traditional community giving event in Southwest Florida has transformed into the today’s similar—but very different— ROI-based blueprint.
HOW DID TRILOGY GET THE MEDIA + PUBLIC RELATIONS EXPERIENCE?
In the ’90s, Marshall was the VP/general manager of a Florida radio station, and was simply asked by one of his station’s key clients to be a media partner for a modest community outreach event, PAINT YOUR HEART OUT. Volunteers beautified more than 65 homes of those-in-need in just a single day. After a wildly successful cause event, and unprecedented media coverage (radio, TV, print, etc.), he decided to focus on building and transforming this model.
Later, after his appointments to key management positions with Clear Channel Radio (iHear Media) and Cumulus Media (#1 and #2 radio groups in the U.S.), he developed this unique blueprint, and has since obtained tens of millions of dollars in media and press coverage.
Media is in his DNA.
HOW DID THE EVOLUTION OCCUR?
When Zotara was relocated to California, he created PAINT YOUR HEART OUT in San Diego. There, multiple media outlets, community partners, and corporate sponsors were added to the project, converting the modest community outreach project to a true cause marketing campaign. The project endured seven years of unprecedented success.
During subsequent projects in California, Arizona, and Florida, Marshall noticed a trend where recipients appeared to need much more than an exterior painting of their home. That started a movement where bathrooms were upgraded, kitchen cabinets were refaced, and appliances were replaced. This led to the transitioning of improving much more than the exterior. Later, schools, community centers, and nonprofits were added to the mix. Zotara has led the efforts to revitalize more than 600 sites to-date!
Today, VIBE Home Makeover is focused on complete no-demo renovations to select homeowners-in-need, and in some cases, specific community-focused group homes or community centers.
WHAT OTHER MEDIA EXPERIENCE?
In addition to his cause marketing success, Zotara also held the positions of Director of Sales and Special Events for the NFL WRBQ/Q105 Tampa Bay Buccaneers Radio Network (where he spearheaded several ideas still in existance today) and Director of Business Development and Events for the NHL Tampa Bay Lightning Radio Network.
OTHER MANAGEMENT EXPERIENCE?
Our other co-founder, Barbara Zotara has decades of experience in the senior management of complex operations. Barbara’s most successful tenure was as a Director of a $100 million, 150+ personnel department within a major nonprofit institution.
Barbara also held positions of inaugural Executive Director of a community development nonprofit organization and several other senior management roles in the healthcare industry.
Barbara has extensive volunteer management experience, and is highly trained in Six Sigma efficiency practices, which undoubtedly helps with the ‘puzzle master' like processes associated with our VIBE Home Makeover.
SO, WHAT IS TRILOGY AGENCY CONSIDERED TODAY?
Because of our uniqueness, we prefer to stay away from labels.
But if you must label us, Trilogy is a full-service, Proprietary Cause Marketing firm that creates, develops, and manages cause events such as VIBE Home Makeover.
Our media-centric, ROI-based cause events are unquestionably driven by a plethora of PR, media, and marketing efforts!
WHO HAVE YOU WORKED WITH?
During Marshall's tenure as the manager of cause-related marketing programs, and as part of business leadership teams, he has partnered with Fortune 500 companies such as Bank of America, Home Depot, Nokia, Prudential, Wells Fargo, Farmers Insurance, United Healthcare, and State Farm Insurance.
In addition, many regional and local firms have attached themselves to our Proprietary Cause Marketing programs and platforms similar to VIBE Home Makeover.