What is CSR and Why is it Important?

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

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

WHY IS IT IMPORTANT?

Improves Public Image

Creates Numerous Opportunities for Media

Coverage

Increases Employee Retention and Morale

Attracts & Retains Investors

How to Build a CSR Program?

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.

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.

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

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

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

CSR Case Studies

Chesapeake Case Study

Brand-Centric CSR

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

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

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.

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

The Bottom Line

The Bottom Line

The Bottom Line

The Bottom Line

Pompeian Case Study

• 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

• 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

• 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

• 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