Feb 7, 2008 6:05 AM, PROMO Xtra, By Richard Tedesco

The crew at Jiffy Lube franchisee Ord Enterprises in Des Moines, IA donned red dresses to support the women's heart health effort

In its first national cause marketing campaign, Jiffy Lube is encouraging women to focus on their cardiovascular health.

Jiffy Lube’s “Maintenance Partners for Life” twins the concepts of maintaining heart and vehicle health, while seeking to raise $1 million in support of the American Heart Association’s current “Go Red for Women” campaign.

From now through March, customers who make a $3 donation to the AHA at Jiffy Lube outlets will receive a coupon book containing $100 in savings on Jiffy Lube services. A sweepstakes in the form of a scratch ticket gives people a shot at a grand prize of a luxury SUV and secondary prizes, such as bicycles and exercise gear.

Consumers who win prizes must mail in a claim form for them by April 30. Consumers can also enter without purchasing services by requesting a form online.

“From a marketing perspective, we thought it was a great juxtaposition supporting a women’s cause,” said Lisa Carlson, Jiffy Lube global director of marketing.

Half of Jiffy Lube’s customers are women. The company anticipated that the campaign would resonate with its technicians in support of the women in their lives, Carlson said.

Jiffy Lube offers customers a “Maintenance Partners for Life” car checkup on its Web site at www.JiffyLube.com/GoRedForWomen and provides a link to the AHA’s Go Red Heart Checkup at http://www.GoRedForWomen.org.

P-O-P displays of symbolic red dresses build awareness for the campaign, which Jiffy Lube is also supporting through direct mail, and TV and radio spots.

Carlson said Jiffy Lube is confident it will hit its $1 million goal: In the first three days after the promotion began on Feb. 1, it raised $111,000 in contributions.

All donations will be given to local AHA branches and Carlson said Jiffy Lube franchises have embraced the promotion with additional efforts. In one Des Moines, Iowa franchise, technicians donned red dresses to raise customer awaresness.

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