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How to Create a CSR Program That Reinforces Your Brand
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Transcript of How to Create a CSR Program That Reinforces Your Brand
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What is CSR and Why is it Important?
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DEFINITION OF CSRCorporate Social Responsibility is a broad term used to describe a
company’s efforts to improve society in some way.
Examples include:
Donations to non-profits
Environmental efforts
Sponsorships
Employee cause-related campaigns
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CSR BY THE NUMBERS
$17.8 BILLIONThe amount that corporations gave
to charity this past year
55% OF CONSUMERSprefer doing business with socially responsible companies and willing
to pay more
93%Of the world’s largest 250
companies produce annual CSR reports
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WHY IS IT IMPORTANT?
Improves Public Image
Creates Numerous Opportunities for Media
Coverage
Increases Employee Retention and Morale
Attracts & Retains Investors
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How to Build a CSR Program?
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CSR Programs • Sponsorships – based on your
guidelines, identify what type of sponsorships you want to do
• Volunteer – identify what type of volunteer activities you want to
offer – employees, limited number of hours, paid time, family
members, etc.
• Donations – how do you want to handle donations, amounts,
matching, etc.
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HOW DO YOU BUILD A CSR?
Identify what causes are in line with your brand – don’t try to support too
many initiatives
Do you focus on youth, medical, wellness, community, hunger,
seniors, sustainability, etc.
Once you have decided, pick 3-5 “buckets”
Create guidelines for how you want to structure your involvement –
sponsorships, volunteer time, etc.
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INTERNAL COMMUNICATIONS
• Employees – first communicate to employees and let them know what your CSR program is and how to get involved
• Marketing materials – create materials that highlight each program – i.e. partnerships, sponsorships, volunteer opportunities, etc.
• Tools - Use email, posters, flyers or even create an internal website to house all of the necessary information
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EXTERNAL COMMUNICATIONS
• PR – announce new programs and each time you have an event/sponsorship, etc., draft a press release
• Social Media – talk about your programs, post pictures, and have your partners cross-promote
• Annual Reports/CSR Reports – create materials that highlight your efforts and demonstrate how you make a difference, etc.
• Recruitment – highlight your CSR efforts in your HR and recruitment materials
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Key Takeaways• Clarify your brand position and
choose your CSR program based on your brand
• Create clear guidelines that will allow you to easily roll it out to employees
• Engage employees with your CSR programs and create incentives for them to participate
• Leverage CSR programs with external audiences and to build your reputation – create good will
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CSR Case Studies
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Chesapeake Case Study
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Brand-Centric CSR
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Overview
• Chesapeake clarified its brand position and wanted to create internal and external programs to reinforce the brand
• CSR programs needed to demonstrate how Chesapeake cares about its employees and community and helps people reach their aspirations
• Warschawski worked with Chesapeake to create and launch programs
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Brand-Centric Employee Programs
• New employee programs designed to reinforce the brand
• Helps keep employees engaged with the brand
• Programs have grown from year-to-year and help employees live the brand
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Internaland External
Programs
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Nearly 200 Chesapeake employee volunteers dedicated approximately 1,000 hours to package and distribute over 3,300 holiday meal boxes to
families across our service areas.
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Brand-Centric External Programs
• Chesapeake and its Business Units participate in a number of community engagement activities on a regular basis
• Chesapeake’s community engagement programs have grown since the brand roll out and demonstrate how Chesapeake personally cares about its communities and helps improve the lives of others
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The Bottom Line
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The Bottom Line
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The Bottom Line
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The Bottom Line
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The Bottom Line
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Pompeian Case Study
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• Pompeian is America’s largest and fastest-growing olive oil brand, and owns 20% of the extra virgin olive oil market
• Headquartered in Baltimore since 1906, Pompeian imports more than 8 million gallons of olive oil through the Baltimore harbor each year
• Despite the brand’s deep roots in Baltimore and significant, economic impact on the community, not many residents knew that the national brand was based in the City and was a positive member of the community
• To change its lack of awareness in the City, Pompeian wanted to raise visibility for the brand in a positive way and show that it truly cares about improving Baltimore’s future
• Pompeian wanted to contribute $1 million over the course of 10 years to the City, and worked with Warschawski to help determine how to make their vision happen
Situation
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• Develop an ongoing initiative that makes a positive contribution to the City
• Center the initiative around healthy living and eating – core values of the Pompeian brand
• Engage directly with local residents and raise awareness through PR and media relations
Campaign Goals
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• We created a logo and branding materials for its new charitable initiative, and renamed it “The Olive Branch Project”
• As part of the initiative, we created an after-school program in partnership with a local non-profit that empowered Baltimore City children who had little or no access to health living resources or tools to lead healthier lives – naming it “The Living Healthy Program”
• The program showed kids how to make healthier choices in their foods and in life, from how to make a salad to potential career paths
Our Approach
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• The program impacted hundreds of local children in its first year and positioned Pompeian as a business that cares about its community
• We secured more than 8.5M unpaid media impressions in local news outlets about Pompeian, its business and The Olive Branch Project over a seven month period
• Pompeian won its first local business award in 2016, the Maryland Business Breakthrough Award, due to its positive community impact
Results