Apollo Tools: A Local Charity & Cause Marketing Case Study
Introduction
Apollo Tools Ltd. is the American and veteran-owned brand of Eliot Beal of Scituate, MA. With headquarters in Massachusetts, and a warehouse in Minnesota, Apollo Tools has grown to become one of the most successful home and garden tool vendors in the United States.
In partnership with Diversitech Global, Apollo Tools was the first tool company to manufacture a range of best-selling pink tools. Furthermore, with each item purchased a donation towards breast cancer research charities was made. Since 2009, Apollo Tools has donated over 1.5 million dollars to fund breast cancer research.
An Idea For Positive Change
When, in the late 2000s, Eliot Beal's (CEO, Apollo tools) two closest friends lost their wives to breast cancer, he was inspired to act in memory of them. Whilst there is great awareness about the importance and necessities of regular breast screening, breakthroughs in research for an absolute cure were still crucial.
Apollo Tools strives to create the best possible tool kits and to do so ethically and honorably. And important medical research is a long and arduous process that requires proper and committed funding. With those points in mind, the notion for creating pink tools and partnering with trustworthy charities and foundations to raise research money emerged.
The choosing of "pretty pink tools" was not simply a ploy towards female consumers, but moreover clear support for a colour that now represents commitment to finding a treatment against breast cancer.
So the next step was to find a development and manufacturing partner that could deliver on Eliot's ideas.
Apollo Tools partnered with Diversitech Global to make a difference.
A Committed Partnership
We developed a range of pink tools to support Apollo's cause.
Regardless of a tool's color, Apollo Tools still demands high-quality, competitively priced, hand and power tools that caters to the needs of the DIYer.
Working closely Diversitech Global, Eliot could trust 20 years of designing and manufacturing tools and delivering customised OEM tool kits for well-known high street and online retailers.
Our manufacturing processes could satisfy his requirements for high-quality materials such as heat-treated chrome vanadium steel. We employed modern methods such as laser cutting, automatic surface plating, and plastic injection to ensure tight specifications could be met.
Our testing against industry standards for hardness, torque, finish and usability made sure his promises to his customers of a life time warranty could be fulfilled.
Outstanding Product Design
Our in-house team of product designers and engineers made sure the pink colour was attractively utilized in the tool, boxes and cases while the base function itself remained ergonomic and practical.
This use of pink extended to the external packaging and paper product inserts which clearly indicate the charitable aims of the pink tool lines.
A Meaningful Contribution
Apollo Tools has donated over $1.4 million to breast cancer research via two organizations since its manufacturing partnership with Diversitech Global in 2009.
The Breast Cancer Research Foundation for products sold in the U.S. and ReThink Breast Cancer for products sold in Canada. Over 20,000 hours of medical research have been funded through the Breast Cancer Research Foundation thus far.
Apollo Tools on Amazon is a top Home DIY hand and power tools vendor with hundred of products available - with many consistently being in the best sellers lists. Customer feedback and product reviews for an individual item can number in the thousands and with average star rating always hitting the high 4.7s.
And of course, their pink tools range is ranked among the most popular in Amazon's Tools & Home Improvement categories. There are no mark-ups — their pink line is priced exactly as their regular line. And each listing clearly transparent about the amount of each donation made for every purchase.
$1.4M Donated to breast cancer research
Apollo tools are often featured as Amazon Choice Products
Apollo tools have seen consistent 5-star reviews on Amazon