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Business and Environment Series: Gerth - Social Change to Build Brands


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Business and Environment Series: Gerth - Social Change to Build Brands

  1. 1. Social Change To Build Brands Bruce Gerth Friday – May 11, 2012Business and Environment SeriesEmbedded Sustainability
  2. 2. Effect PartnersEFFECT is a pioneer and strategicthought leader in sustainability drivenmarketing.Since 1990, we have orchestratedmovements that engage consumersand inspire positive societal changewhile delivering business results forour clientsWe are committed to helping brandspursue a shared value model and areproud of our accomplishments througha varied portfolio of leading brands.Our efforts have helped shape andcreate sustainable marketingprograms, platforms and innovativecampaigns in CPG, the Natural &Organic Industry, entertainment, retail,energy services, and NGO sectors. Effect Partners 2012
  3. 3. Shared Value Strategy Philosophy Companies must take the lead in bringing business and society back together.The recognition is there among sophisticated business and thought leaders, and promising elements of a new model are emerging. Yet we still lack an overall framework for guiding these efforts, and most companies remain stuck in a “social responsibility” mind-set in which societal issues are at the periphery, not the core. The solution lies in the principle of shared value, which involves creating economic value in a way that also creates value for society by addressing its needs and challenges. Businesses must reconnect company success with social progress. Shared value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve economic success.It is not on the margin of what companies do but at the center. We believe that it can give rise to the next major transformation of business thinking. Michael E. Porter is the Bishop William Lawrence University Professor at Harvard University. Effect Partners 2012
  4. 4. It is not tags or labels… or LABELS or certifications or Green Marketing Effect Partners 2012
  5. 5. It is not sponsorship It is not about sponsoring the baby… Effect Partners 2012
  6. 6. It is about engagement at the core It is about directly addressing the issues that can or will affect the baby. Effect Partners 2012
  7. 7. It is not about philanthropy Efforts must have positive ROI and go beyond philanthropy to extend to a more sustainable along term capacity. Effect Partners 2012
  8. 8. Embedding is teaching, involving and engaging…? The premise is not really new. "Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.” – Chinese Proverbs Effect Partners 2012
  9. 9. WhySocial Media has created a newlevel of transparency. It isnow, more than ever easier to lookinto the soul of a company. The Kashi With the challenges, GMO social change also Experience presents new opportunities. Effect Partners 2012
  10. 10. Why Today’s marketplace and technology has altered the traditional gravitational pull of the marketing funnel. A deeper engagement is needed to maintain the force of movement through the funnel. Effect Partners 2012
  11. 11. Why46% wouldn’t invest in a companythey dont believe is acting responsibly 40% of respondents say their organizations have changed their business models as a result of sustainability. 72% expect corporations to take actions to preserve and sustain the environment 64% of consumers believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business. Effect Partners 2012
  12. 12. Why Effect Partners 2012
  13. 13. MarketingEffect Partners 2012 Integrate the Silos Public Relations Community & Government Relations Corporate Responsibility Brand Management Sales Human Resources
  14. 14. Marketing needs to lead the charge Effect Partners 2012
  15. 15. Process Flow Brand Business Culture & Objectives Intent Shared Value Strategy Value Engagement Platform Company Stakeholders Consumers Internal & External Campaigns Partnerships Retail Traditional Digital / PR Social Media Media Mobile Effect Partners 2012 Effect Partners 2012
  16. 16. ROI view Shared ValueTo be Campaignsustainable, efforts must havepositive ROI inboth the short Internal Externalterm and longterm. Engagement Brand Loyalty Societal Productivity Impact Innovation Sales Short Term Objectives Long Term Equity Effect Partners 2012 Effect Partners 2012
  17. 17. Embedding a BrandWaste less today,For a wastelesstomorrow. Effect Partners 2012
  18. 18. Internally Innovation reduced landfill impact by 140 million bags Employees engaged in active waste diversion programs. Embraced corporate wide at shareholder, stakeholder and sales events. Effect Partners 2012
  19. 19. Externally Consumer, Partner & NGO Alignments One Bag Platform Engagement across all Channels Influencer Positioning Consumer facing digital Heritage Relationships Effect Partners 2012
  20. 20. Ooops…. Bottled water Plastic throw aways as giveaways Coffee ? Not Recycling Not using recycling paper or inks. We’ve gone green… Effect Partners 2012
  21. 21. Thank You Thank You Feel free to contact me directly should you have questions or want to have a cup of coffee and a conversation. 4208 Park Glen RoadMinneapolis, MN 55416 Bruce Gerth (952) (952) 426-7814 direct Effect Partners 2012