CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared...

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CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS” (IN WORKPLACE AND MARKET PLACE)

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Transcript of CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared...

Page 1: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

CORPORATE SOCIAL RESPONSIBILITY

“ CSR AND CORPORATE STRATEGY”(THEORETICAL PERSPECTIVE)

Prepared By : Effati, Javad

“INTEGRATING CSR IN THE CORE BUSINESS”(IN WORKPLACE AND MARKET PLACE)

Page 2: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

TOPIC OVERVIEW

• Theoretical Perspective• Basic Terms• Typical Cause Promotions• Potential Corporate Benefits (examples)• Key to Success• Cause Promotion Campaign Plan

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OBJECTIVES

“To be able to understand how a certain company integrate CSR as a promotional

strategy”

“To Emphasize significance of doing CSR in a particular company”

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THEORETICAL PERSPECTIVE

Page 5: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

Basic Terms Cause Promotion – is an act of an entity that

provides funds, in-kind contribution, or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation, or volunteer recruitment for a cause.

Persuasive Communication – are the major focus for this initiative, with an intention to create awareness and concern relative to a social issue and/or persuade potential donors and volunteers to contribute to the cause or participate in activities to support the cause.

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“CAUSE PROMOTION is distinguished from other corporate social initiatives primarily by the emphasis on promotional strategies. “

DIFFERENTIATION……..- It differs from cause related marketing- it differs from social marketing- it differs from philanthropy- it differs from socially responsible business practices

****(VERBAL)Historically, cause promotion has been a common from of corporate giving, along with the philanthropy and employee volunteerism. It has involved everything from putting company logos on special events and advertisements for causes to contributing retail store space for promotional materials.

- Most commonly, corporations are approach to contribute to a cause promotion being developed by a non profit organization or consortium of agencies. In some cases, the corporation decides to support a social cause and then reaches out to partner with organization in the community associated with the cause. In a few cases, the corporation may go it alone, developing and managing the campaign internally.

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TYPICAL CAUSE PROMOTION

BUILDING AWARENESSPERSUADING PEOPLE TO FIND OUT MORE ABOUT THE

CAUSEPERSUADING PEOPLE TO DONATE THEIR TIME TO HELP

THOSE IN NEEDPERSUADING PEOPLE TO DONATE MONEYPERSUADING PEOPLE TO DONATE NONMONETARYPERSUADING PEOPLE TO PARTICIPATE IN EVENTS

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POTENTIAL CORPORATE BENEFITS

Strengthen brand positioningBuilds traffic and customer loyaltyCreates brad preference with target marketsProvides customers convenient ways to

contribute and participate in causesCreates partnershipStrengthen corporate image

Page 9: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

“Strengthen Brand Positioning”

Increase awareness of the reality of the threats from global warming and to learn more about what can be done

LAUNCHED:-One sweet whirled-Concert tour-a CD-Website / rel. linksPublic relations

IN 2002, REDUCES:-53,236 carbon pollution

-63,967 letters sent to congress- 12, 570 new Save Our Environment members

GOALS-to make, distribute and sell finest quality, all natural ice cream and euphonic concoctions

SOCIAL MISSION- To operate the company with innovative ways to improve the quality of life locally, nationally and internationally

Page 10: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

“Builds traffic and customer loyalty”

LAUNCHED:- in-store adoption- in-store

campaigns to encourage customer donations (just a buck).

- online fundraising

-650 stores participated nation wide-1994 and 2003, save lives of more than 1.7mio homeless pets through in-store adoption

VISION:“lifelong,

loving home for every pet”

Page 11: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

“Creates brad preference with target markets”

PARTNERSHIP:ALEVE and ARTHRISTIS FOUNDATION – to create a massive awareness

-sponsorship- 2003 Arthritis walk- advertising- Promotional

materials, TV ads, banners and websites

- aleve easy open cap bottles

- free “Walk With Ease”book ($11.95) requires proof of purchase

GOAL- To help consumers relieve their arthritis pain and restore their mobility so they can get back to doing the things they love to do

(logo integration)

24,767 event participants-Aleve generate greater brand awareness and establish its authority in arthritis pain relief.- TAF benefited by increasing participation in the arthritis walk events and driving consumers to their 800 number and website for helpful information on arthritis

Page 12: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

OUR MISSION: TO SAVE CHILDRENWe are deeply troubled that every day more than 15,000 children around the world are dying from malnutrition.

in 2002, Nu skin®* took action to address the tragedy of childhood hunger and developed the Nourish the

Children initiative. This innovative social enterprise** applies the

rigor of successful business.

LAUNCHED:A. Health- Nu Skin Force for Good

Foundation sponsors 18 heart surgeries in the Philippines (January 2010)

B. Educate the Children (Scholarships)C. Economic Opportunity (New Malawi Families Offered Life-Changing Education, Foundation Celebrates Malawi Graduates: Families Learn Life Skills at Mtalimanja Village, Nu Skin Wins Two Awards for Force for Good Efforts (March 2010)

OVER 170 MILLION MEALS HAVE BEEN DONATED THROUGH THE NOURISH THE CHILDREN® INITIATIVE

“Provides customers/partners convenient ways to contribute and participate in causes”

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“Provides customers/partners convenient ways to contribute and participate in causes”

“VIDEO PRESENTATION”

**open linked nu skin website** youtube http://www.youtube.com/watch?v=6SeAQHlgEGw&feature=player_embedded

http://www.youtube.com/watch?v=6SeAQHlgEGw&feature=player_embedded
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“Provides customers/partners convenient ways to contribute and participate in causes”

Why Nourish the Children?With Nourish the Children, you know what your money will buy—nutritious VitaMeal. You know how your donated VitaMeal will be used—to nourish children in need. You know that your donations will be leveraged with matching donations and through education and disease prevention programs. And you know that you are making a difference, with nearly 100,000 children being nourished every day in countries around the world. *Nourish One more child by: Purchasing and Donating one more bag of VitaMeal each month and encourage a friend to do so.

Page 15: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

“Provides customers/partners convenient ways to contribute and participate in causes”

Page 16: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

“Provides customers/partners convenient ways to contribute and participate in causes”

Q: How severe is the malnutrition problem in the world?Q: What is the relationship between Nourish the Children and the Nu Skin Force for Good Foundation, which also contributes product and resources to charities?Q: What is the business relationship between Nourish the Children and Nu Skin Enterprises?Q: Is NTC registered with the government and do distributors need to be registered?Q: How does Nourish the Children select the charities that receive its products and confirm that VitaMeal donations reach children in need?Q: How does your automatic delivery program work?Q: What if someone wants to keep the food for personal use?Q: Can purchasers of VitaMeal® food product choose the charity to which it is donated?Q: How do you assure the quality of the VitaMeal products?Q: What is the shelf life of the food?Q: Is VitaMeal Kosher and Halal -certified?Q: How do Nourish the Children products fit into the Nu Skin Enterprises compensation plan and company profitsQ: What is the cycle of malnutrition how does the initiative help correct the problem?

RELATED QUESTIONS FOR THE AUDIENCE”

**Atleast five questions only **

Page 17: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

CREATES PARTNERSHIP

“AMERICAN BAKE SALE EVENT” a campaign that fights against childhood hungers last April 2003

Participants- Local communities

**Proceeds will be given to Share our community Strength foundation**

Results:$1.1mio raised375,000 people500 companies

Page 18: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

“Strengthen Corporate Image”

“Self Explanatory”

Page 19: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 15-19

The following three cases offer perspectives from managers at the body shop, Johnson and Johnson, and

LensCrafters in terms of keys to successful cause promotion initiatives. Their common themes reflect

recommendations to carefully select an issue (up front) that can be tied to a business’s products and company values. They say it should be a cause that management

can commit to long-term, is a concern for customers media exposure. When developing cause promotion

plans, take care to develop strong partnership incorporate and ensure visibility for your brand and

figure out a way to measure and track results.

KEY TO SUCCESS…

Page 20: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

DEVELOPING A CAUSE PROMOTION CAMPAIGN PLAN

1.Target Audience

2.Communication objectives

3.What benefits to promise

4.Openings

5.Positioning and requirements

6.Campaign goals

Page 21: CORPORATE SOCIAL RESPONSIBILITY “ CSR AND CORPORATE STRATEGY” (THEORETICAL PERSPECTIVE) Prepared By : Effati, Javad “INTEGRATING CSR IN THE CORE BUSINESS”

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

15-21

“THANKS FOR LISTENING”


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