Why beCAUSE Marketing Matters: The Yamaha Outdoor Access Initiative Case Study

It is one of the programs that makes it easy to get up in the morning and do the work we love to do. Back in 2008, the SPEC team helped create and launch The Yamaha Outdoor Access Initiative (OAI) – a program that today has injected more than $5 million dollars into 400 projects across the country working to protect, enhance or expand access to public land for outdoor recreation.  It is work we are incredibly proud of because it speaks to our passion for helping to connect everyone to the outdoors in a meaningful way. 

What makes OAI a particularly great example of beCAUSE marketing is:

  1. The program is authentic to the needs of Yamaha’s core consumers by demonstrating the brand’s understanding of how and why its products are used and enjoyed.
  2. It strategically aligns its dealership network, public land managers and product users with a mission that matters to everyone: access to public land for outdoor recreation
  3. OAI creates organic opportunities to engage employees, ambassadors and media in projects to help get the work done, generate content and showcase an ongoing public issue.

We invite you to learn more about the Yamaha OAI program – and if you have a project that could use some support, by all means reach out and apply for a grant. In the meantime, here is the latest example of the great work being executed through the Yamaha OAI with SPEC’s support.


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