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Six Social Initiatives 
for Doing Well 
by Doing Good 
Marketing Management 
Group 2 
Wasana Athapaththu 
S. Shaseederan 
Ashok Sivakumaran 
1
2 
Dr. Kajendra 
& 
All of you who 
are present 
here !
3 
Presentation Contents… 
• Corporate Social Responsibility 
• Introduction to Social Initiatives & its 
components 
• 3 Case Examples 
Starbucks 
Target 
Johnson & Johnson 
• Conclusion
4 
What is Corporate Social Responsibility?
5 
What is Corporate Social Responsibility? 
“Corporate Social Responsibility is the 
continuing commitment by businesses to behave 
ethically and contribute to economic 
development while improving the quality of life 
of the workforce and their families as well as 
the local community and society at large” 
- World Business Council for Sustainable Development
Our Definition… 
A voluntary initiative on the part of business to 
contribute to a better society and a greener and 
cleaner environment. 
6
7
8 
Ethical Responsibility 
Social Responsibility 
Legal Responsibility 
Economic Responsibility
9 
Myths 
surrounding 
CSR 
It’s too 
complicated 
& technical 
CSR is not for 
small 
businesses 
It’s too 
expensive 
It’s a market 
gimmick 
It’s a separate 
corporate 
initiative
10 
Culture as a 
norm 
CSR as a group 
concept 
Synchronisation 
of CSR with 
company 
business strategy 
CSR as a Corporate Culture
11 
Winning new 
businesses Enhanced 
Benefits 
of CSR 
relationship with 
stakeholders 
Attracting, retaining 
& maintaining a 
happy workforce 
Media interest & 
good reputation 
Access to funding 
opportunities 
Increase in 
customer 
retention 
Saving money on 
energy & operating 
Differentiating from 
competitors 
Enhancing influence 
in the industry 
cost
12 
CSR Projects for Businesses 
Market focused initiatives 
Product focused initiatives 
Employee focused initiatives 
Environmental focused initiatives 
Video: Approximately 6 minutes 
http://www.youtube.com/watch?v=yzvy5IgqTvw
13 
Presentation Covers… 
• Corporate Social Responsibility 
• Introduction to Social Initiatives 
& its components 
• 3 Case Examples 
Starbucks 
Target 
Johnson & Johnson 
• Conclusion
Introduction 
Social initiative is a strategic plan of action born from beyond the call 
of duty, realized through passion, diligence and a genuine concern for 
the enrichment of communities and the common good. 
Social Initiatives are proven vehicles for driving change which have 
blackened the pages of history for centuries. Unlike its cousin, the 
mass protest, the social initiative commands thoughtful leadership from 
a coalition of revered institutions and experienced professionals with 
governance by an executive Board of Directors. 
By the same token, it is a process by which great care, patience and 
strategy must be employed, giving way to revolution through evolution. 
14
Six Components 
Marketing-Driven 
Initiatives 
Cause Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
15
16 
Six Components 
Marketing-Driven 
Initiatives 
Cause 
Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
Cause Promotion 
A corporation provides funds, in 
kind-contributions, or other 
corporate resources for promotions 
to increase awareness and concern 
about a social cause or to support 
fundraising, participation, or 
volunteer recruitment for a cause. 
Example 
The Body Shop successfully promoting a ban in the European Union 
against the use of animals to test cosmetics
17 
Six Components 
Marketing-Driven 
Initiatives 
Cause Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
Cause-Related 
Marketing 
A corporation links monetary or in-kind 
donations to product sales or other 
consumer actions designed to increase 
product sales & to generate financial 
support for the charity. 
Example 
Kraft Foods donates meals to Feeding America when consumers 
redeem coupons to get involved online with its Huddle to Fight 
Hunger program.
18 
Six Components 
Marketing-Driven 
Initiatives 
Cause Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
Corporate Social 
Marketing 
A corporation supports the 
development and/or implementation 
of a behaviour change campaign 
intended to improve public health, 
safety, the environment and 
community well-being. 
It is most distinguished by this 
behaviour change focus. 
Example 
Allstate encouraging teens to sign a pledge not to text and drive
19 
Six Components 
Marketing-Driven 
Initiatives 
Cause Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
Corporate Philanthropy 
A corporation makes a direct 
contribution to a charity or cause, 
most often in the form of cash 
grants, donations or in-kind services. 
Traditional method. 
More corporations are now experiencing pressures both internally 
and externally, to move to a more strategic approach, choosing a 
focus and tying philanthropic activities to the company’s business 
goals and objectives.
20 
Six Components 
Marketing-Driven 
Initiatives 
Cause Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
Workforce Voluntary 
A corporation supports and 
encourages employees, retail 
partners and franchise members to 
volunteer at local community 
organisations and causes. 
Example 
AT&T working with the American Red Cross to supply phones for 
disaster relief efforts.
21 
Six Components 
Marketing-Driven 
Initiatives 
Cause Promotion 
Cause-Related 
Marketing 
Corporate Social 
Marketing 
Corporate-Driven 
Initiatives 
Corporate 
Philanthropy 
Workforce 
Voluntary 
Socially Responsible 
Business Practices 
Socially Responsible 
Business Practices 
A corporation adapts and conducts 
discretionary business practices and 
investments that support social 
causes to improve community well-being 
and protect the environment. 
Example 
DuPont deciding to slash energy use and green house gas emissions.
22 
Presentation Covers… 
• Corporate Social Responsibility 
• Introduction to Social Initiatives 
& its components 
• 3 Case Examples 
Starbucks 
Target 
Johnson & Johnson 
• Conclusion
3 Case Examples for Further Illustration 
23 
Starbucks Target 
Johnson & Johnson
24 
Starbucks 
Starbucks Corporation is an American global coffee 
company and coffeehouse chain based 
in Seattle, Washington. 
Starbucks is the largest coffeehouse company in the world, with 23,187 
stores in 64 countries, including 12,973 in the United States, 1,897 in 
China, 1,550 in Canada, 1,088 in Japan and 927 in the United Kingdom.
A Strategic Focus on the “Environment” 
In 2008, a bold move to establish a set of ambitious 
global responsibility goals that would have the 
greatest impact on : 
• Environment 
• Ethical sourcing 
• Environmental stewardship 
• Community involvement 
“We have always believed Starbucks 
can – and should — have a positive 
impact on the communities we serve. 
One person, one cup and one 
neighborhood at a time”. 
25
26 
Marketing- Driven Initiatives 
1. Cause Promotion 
Supporting social causes through 
promotional sponsorships 
Example:(Cup summits) 
Encouraging the food industry to 
serve beverages in either reusable 
or recyclable containers. 
“BY 2015, 100% of our beverages 
will be served in cups that are 
either reusable or recyclable” 
Video: (Approximately 2 minutes) 
http://www.starbucks.com/responsibility/environment
27 
Marketing- Driven Initiatives 
2. Cause Related Marketing 
Linking monetary or in-kind 
donations to product sales or other 
consumer actions 
Example:(Ethos water fund) 
Making a contribution to water 
projects around the world with 
every purchase of Ethos Water at a 
Starbucks store 
“Every time you buy a bottle of Ethos® Water, you contribute $.05US 
($.10CN in Canada) to the Ethos® Water Fund, part of the Starbucks 
Foundation. So far more than $7.38 million has been granted to help 
support water, sanitation and hygiene education programs in water-stressed 
countries – benefiting more than 430,000 people around the 
world.”
28 
Marketing- Driven Initiatives 
3. Corporate Social Marketing 
Supporting behaviour change 
campaigns 
Example: (Grounds for your 
garden) 
Introduced in 1995 
Encouraging & supporting 
customers to change in backyard 
composting
29 
Marketing- Driven Initiatives 
3. Corporate Social Marketing 
“Complimentary £5 bags of used 
coffee grounds to enrich garden 
soil” 
“10% discounts to encourage 
customers to use their own 
reusable mugs & tumblers”
30 
Corporate Social Initiatives 
4. Corporate Philanthropy 
Making direct contribution to a 
charity or cause 
Example:(Environmental education 
for youth in Malaysia) 
Providing grants for environmental 
education of youth. 
“In 2010, a total of $22.4 million 
with $10.3 million in cash & $6.7 
million in-kind contributions were 
made towards community building 
programs”
31 
Corporate Social Initiatives 
4. Corporate Philanthropy 
A major grant recipient was 
the Children’s Environmental 
Heritage Foundation in KL, 
Malaysia for a program called 
“Instill a love of and care for 
the environment in young 
people” 
Video: (Approximately 3 minutes) 
http://www.starbucks.com/responsibility/community/youth-action/grant
32 
Corporate Social Initiatives 
5. Workforce Volunteering 
Supporting employees to volunteer 
in the community 
Example:(Building a Green 
Neighborhood in Minhang, China) 
Organizing opportunities for 
employees to participate in 
community projects that enhance 
the environment
33 
Corporate Social Initiatives 
5. Workforce Volunteering 
In 2011 Starbucks brought 
together 750 Beijing employees 
with their families, customers, 
and local college students in 
Shanghai, China to build a 
‘GREEN’ neighborhood. 
Participants dedicated their time and energy working on a range of 
activities around Starbucks China’s ‘GREEN’ community service model, 
which comprises ‘Gardening,’ ‘Rubbish Management,’ ‘Eco-Class,’ ‘Energy 
and Water Saving’ and ‘Neighborhood Caring.”
34 
Corporate Social Initiatives 
6. Socially Responsible Business Practices 
Adapting & conducting discretionary business practices & investments 
that support social causes 
Example:(Green buildings) 
Committed that all new company-owned stores 
would be built to achieve the Leadership in 
Energy and Environment Design (LEED) 
certification given by the U.S Green Building 
Council’s 
Their first LEED certified store was opened in 
2005 in Hillsboro, Oregon. Since then they 
have continued to do this and currently they 
have extended it to 373 stores in over 18 
countries
35 
Corporate Social Initiatives 
6. Socially Responsible Business Practices 
Video: (Approximately 2 minutes) 
“Starbucks leads the 
retail sector when it 
comes to LEED 
certification around 
the world.” 
Mahesh Ramanujam, 
COO, U.S. Green 
Building Council 
http://www.youtube.com/watch?v=0PvyKfrNR18
3 Case Examples for Further Illustration 
36 
Starbucks Target 
Johnson & Johnson
37 
Target 
The Target Corporation is an American retailing 
company, founded in 1902 and headquartered 
in Minneapolis,Minnesota. It is the second-largest 
discount retailer in the United States
A Strategic Focus on the “Education” 
Education is a longtime, top-priority social issue for 
Target, that it is a priority for their customers as 
well, as well, is no coincidence. 
38 
Target believes, “every child deserves 
the opportunity to graduate from 
high school & reach his/her full 
potential. That’s why we’re on the 
track to reach a total of $1 billion in 
education-related giving by the end 
of 2015.” 
Video: (Approximately 30 Seconds) 
https://corporate.target.com/corpora 
te-responsibility/education
39 
Marketing- Driven Initiatives 
1. Cause Promotion 
Example:(Book festivals) 
Hosting book festivals for families 
to increase excitement about 
reading.
40 
Marketing- Driven Initiatives 
2. Cause-Related Marketing 
Example:(The Redcard) 
Making a donations to a public 
school of choice based on 
purchases using a Target Credit 
Card (REDcard) 
Donates 1% of all target credit 
card purchases made at a target 
store or target.com 
Donates 0.5% of purchases made 
outside target as well.
41 
Marketing- Driven Initiatives 
2. Cause-Related Marketing 
This has been a life changer for an 
Eight year old student who 
couldn’t read and felt labeled as 
“the dumb one” 
Since 2011 they have donated $ 
298mn to K- 12 schools and well on 
course to achieve their goal of 
$425 mn by 2015
42 
Marketing- Driven Initiatives 
3. Corporate Social Marketing 
Example:(Read Across America) 
Supporting a worldwide reading 
day where parents & children 
around the world read the same 
book. 
Video: (Approximately 30 Seconds) 
https://corporate.target.com/discover/article/building-better-readers-one-school- 
at-a-time
43 
Corporate Social Initiatives 
4. Corporate Philanthropy 
Example:(Field trip Grants) 
Providing grants for school field 
trips to museums, cultural events 
and civic experience and historical 
sites. 
“Since 2007 they have provided 
1.6mn students the opportunity to 
take 17,400 field trips & enabled 1 
in 25 schools throughout the US 
to send a classroom on a field trip”
44 
Corporate Social Initiatives 
5. Workforce Volunteering 
Example:(School library makeovers) 
Contributing employee time & talent 
to complete library makeovers 
Through the program they have 
transformed a total of 118 school 
libraries. 
A typical makeover costs around 
$200,000 including the 
infrastructure and new books. 
Video: (Approximately 30 Secs) 
https://corporate.target.com/corporate-responsibility/education/schools
45 
Corporate Social Initiatives 
6. Socially Responsible Business Practices 
Example:(MBAs for employees) 
The employees get benefitted 
through this program by getting a 
reimbursement of $5,250 per year 
tuition fees for MBA courses 
They are been ranked 8th out of 
69 companies for being the best 
place to launch a career
3 Case Examples for Further Illustration 
46 
Starbucks Target 
Johnson & Johnson
47 
Johnson & Johnson 
Johnson & Johnson is an American multinational medical devices, 
pharmaceutical and consumer packaged goods manufacturer founded in 
1886. They embrace research and science to develop innovative ideas, 
products and services to improve the healthcare and well-being of 
society. 
Johnson and Johnson is, 
• The worlds sixth largest consumer health care company 
• The worlds fifth largest biologics company 
• The worlds eighth largest pharmaceuticals company 
• The worlds largest and most diverse 
medical devises and diagnostics 
company
48 
Johnson and Johnson launched the Nursing Campaign in 2002 
The Campaign provides a positive image about nursing 
It believes in a half a million nurses shortage which will arise in 2025 which 
will be filled in using the Campaign 
The main motive of the Campaign is to drive people in obtaining a nursing 
career 
www. Discover nursing. com is the platform used for sharing information 
regarding 
• Organizations 
• Schools 
• Hospitals 
• Health groups 
A Strategic Focus on the 
“Nurse Recruitment & Retention”
49 
“Nurse Recruitment & Retention” 
Recognition 
A Strategic Focus on the 
Corporate leadership award for demonstrating a deep commitment to 
innovative initiatives that empower employees and communities in 2004 
Was awarded the “Presidents award for transforming the image of 
nursing” by National League for nursing (NLM) in 2010 
Video (approximately 3 minutes) 
http://youtu.be/2PVeOq60GcA
50 
1. Cause Promotion 
Supporting a social cause through promotions, awareness, fund raising 
and volunteering 
• Television spots 
Depicting the emotional and medical roles played by nurses in 
advocating “ Nurses Heal” 
• Videos 
“A day in a nurses life” promoting a emergency room nurse’s 
working day 
• Recruitment material 
Showing the future of nurses by issuing brochures of careers of 
being a different type of nurse. 
E g. Public health nurse, 
visiting nurse, school nurse, 
nurse educator and etc
51 
1. Cause Promotion 
• Online education 
Information for migrant nurses, refresher courses, events, 
educational resources have been posed online for any personnel 
will a desire to become a nurse to access 
• Other promotional material 
“ Nurses save our life” car stickers and “ Be a nurse” t shirts for 
nursing students 
• Social Media Elements 
Facebook users have free access to notes and other exclusive 
contents of nursing once they have liked the nursing fan page
52 
2. Cause related marketing 
Allocating a percentage of revenues for a specific cause based on sales or 
consumer behavior 
“The Art of Nursing: Portrait of thanks Mosaic Project” August 2011 to 
February 2012 
Donating one dollar for every photo uploaded to the website with regarding 
to nursing scholarship fund (Foundation of the National Students Nurses 
Association)
53 
2. Cause related marketing 
Photo should be from a social event, on the job, family outing with regard 
to the nursing profession. Visit http://www.discovernursing.com 
All images uploaded are put in together to create a mosaic image which 
acts as a symbol of pride for all nurses around the world. 
The project obtained 7600 photos by the end of 21 February 2012
54 
3. Corporate Social Marketing 
Supporting behavior changing campaigns 
Stress management has been a growing issue within nurses when it came to 
turbulent times. It has become essential for nurses to understand the 
importance of stress management in providing a superior service to patients 
“Happy Nurse”, a free mobile app was launched to help nurses manage stress 
included 
Tips to de stress 
Encouraged breaks 
Taking care of your own self 
http://www.discovernursing.com/happynursegame#.U7j86lbGDC8 
Online education programs such as ‘“ From Distress” to “De-Stress” with stress 
management’ 
http://www.discovernursing.com/resources/online-resources# 
category=nursing-the-basics
55 
4. Corporate Philanthropy 
Contributing directly to charity 
Supporting fund raising events for nursing scholarships, faculty 
fellowship, nursing school grants and development of nursing education 
E g Promise of nursing regional gala since 2002 
Funded workshops for post trauma stress disorder and natural disaster 
information at the Mississippi Gulf Coastal area which was affected by 
Hurricane Katrina
56 
5. Community Volunteering 
Voluntary services to the community 
• Volunteering at school career day speeches 
• Mentoring new nurses 
• Communicating with elected officials for fund raising for nursing 
schools 
“ Nursing students are influenced by other nurses to pursue a career in 
nursing”
57 
6. Socially responsible business practices 
Driving business practices and investments to support a social cause 
J&J ongoing attitudinal survey to obtain information and evaluate 
services provided by healthcare partners 
The results of the above surveys are high rates in 
• Job satisfaction 
• Ability of nurses to maintain patient safety 
• Staff communication 
• Networking with other teams
58 
Conclusion 
In conclusion of Johnson and Johnson: 
The Campaign for nursing future 
Video ( approximately 3 minutes) 
http://youtu.be/cy1GRSCvVz0
59 
Presentation Covers… 
• Corporate Social Responsibility 
• Introduction to Social Initiatives 
& its components 
• 3 Case Examples 
Starbucks 
Target 
Johnson & Johnson 
• Conclusion
60 
Summary 
The Corporate Social Responsibility umbrella consist of the below 
mentioned 
Market driven 
• Cause Promotion 
Cause marketing, cause advertising, cause sponsorship and co 
branding 
• Cause related marketing 
Cause marketing and co branding 
• Corporate social marketing 
It can be considered as an integral part of cause marketing
61 
Summary 
Corporate driven 
• Corporate philanthropy 
Corporate giving, community giving, community development, 
community involvement, corporate social investments and 
community outreach 
• Community volunteering 
Community service, community partnerships, corporate 
citizenship programs 
• Social responsibility and business practices 
Corporate citizenship, corporate commitment
62 
Summary 
Based on the three cases we discussed today 
Starbucks 
A corporate theme for social responsibility can be expressed using all 
the six initiatives as discussed 
Target 
It is more common for a corporation to have several themes 
Johnson and Johnson 
One campaign can integrate all six 
initiatives
63 
Presentation Covers… 
• Corporate Social Responsibility 
• Introduction to Social Initiatives 
& its components 
• 3 Case Examples 
Starbucks 
Target 
Johnson & Johnson 
• Conclusion
64

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Corporate Social Responsibility

  • 1. Six Social Initiatives for Doing Well by Doing Good Marketing Management Group 2 Wasana Athapaththu S. Shaseederan Ashok Sivakumaran 1
  • 2. 2 Dr. Kajendra & All of you who are present here !
  • 3. 3 Presentation Contents… • Corporate Social Responsibility • Introduction to Social Initiatives & its components • 3 Case Examples Starbucks Target Johnson & Johnson • Conclusion
  • 4. 4 What is Corporate Social Responsibility?
  • 5. 5 What is Corporate Social Responsibility? “Corporate Social Responsibility is the continuing commitment by businesses to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as the local community and society at large” - World Business Council for Sustainable Development
  • 6. Our Definition… A voluntary initiative on the part of business to contribute to a better society and a greener and cleaner environment. 6
  • 7. 7
  • 8. 8 Ethical Responsibility Social Responsibility Legal Responsibility Economic Responsibility
  • 9. 9 Myths surrounding CSR It’s too complicated & technical CSR is not for small businesses It’s too expensive It’s a market gimmick It’s a separate corporate initiative
  • 10. 10 Culture as a norm CSR as a group concept Synchronisation of CSR with company business strategy CSR as a Corporate Culture
  • 11. 11 Winning new businesses Enhanced Benefits of CSR relationship with stakeholders Attracting, retaining & maintaining a happy workforce Media interest & good reputation Access to funding opportunities Increase in customer retention Saving money on energy & operating Differentiating from competitors Enhancing influence in the industry cost
  • 12. 12 CSR Projects for Businesses Market focused initiatives Product focused initiatives Employee focused initiatives Environmental focused initiatives Video: Approximately 6 minutes http://www.youtube.com/watch?v=yzvy5IgqTvw
  • 13. 13 Presentation Covers… • Corporate Social Responsibility • Introduction to Social Initiatives & its components • 3 Case Examples Starbucks Target Johnson & Johnson • Conclusion
  • 14. Introduction Social initiative is a strategic plan of action born from beyond the call of duty, realized through passion, diligence and a genuine concern for the enrichment of communities and the common good. Social Initiatives are proven vehicles for driving change which have blackened the pages of history for centuries. Unlike its cousin, the mass protest, the social initiative commands thoughtful leadership from a coalition of revered institutions and experienced professionals with governance by an executive Board of Directors. By the same token, it is a process by which great care, patience and strategy must be employed, giving way to revolution through evolution. 14
  • 15. Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices 15
  • 16. 16 Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices Cause Promotion A corporation provides funds, in kind-contributions, or other corporate resources for promotions to increase awareness and concern about a social cause or to support fundraising, participation, or volunteer recruitment for a cause. Example The Body Shop successfully promoting a ban in the European Union against the use of animals to test cosmetics
  • 17. 17 Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices Cause-Related Marketing A corporation links monetary or in-kind donations to product sales or other consumer actions designed to increase product sales & to generate financial support for the charity. Example Kraft Foods donates meals to Feeding America when consumers redeem coupons to get involved online with its Huddle to Fight Hunger program.
  • 18. 18 Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices Corporate Social Marketing A corporation supports the development and/or implementation of a behaviour change campaign intended to improve public health, safety, the environment and community well-being. It is most distinguished by this behaviour change focus. Example Allstate encouraging teens to sign a pledge not to text and drive
  • 19. 19 Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices Corporate Philanthropy A corporation makes a direct contribution to a charity or cause, most often in the form of cash grants, donations or in-kind services. Traditional method. More corporations are now experiencing pressures both internally and externally, to move to a more strategic approach, choosing a focus and tying philanthropic activities to the company’s business goals and objectives.
  • 20. 20 Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices Workforce Voluntary A corporation supports and encourages employees, retail partners and franchise members to volunteer at local community organisations and causes. Example AT&T working with the American Red Cross to supply phones for disaster relief efforts.
  • 21. 21 Six Components Marketing-Driven Initiatives Cause Promotion Cause-Related Marketing Corporate Social Marketing Corporate-Driven Initiatives Corporate Philanthropy Workforce Voluntary Socially Responsible Business Practices Socially Responsible Business Practices A corporation adapts and conducts discretionary business practices and investments that support social causes to improve community well-being and protect the environment. Example DuPont deciding to slash energy use and green house gas emissions.
  • 22. 22 Presentation Covers… • Corporate Social Responsibility • Introduction to Social Initiatives & its components • 3 Case Examples Starbucks Target Johnson & Johnson • Conclusion
  • 23. 3 Case Examples for Further Illustration 23 Starbucks Target Johnson & Johnson
  • 24. 24 Starbucks Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 23,187 stores in 64 countries, including 12,973 in the United States, 1,897 in China, 1,550 in Canada, 1,088 in Japan and 927 in the United Kingdom.
  • 25. A Strategic Focus on the “Environment” In 2008, a bold move to establish a set of ambitious global responsibility goals that would have the greatest impact on : • Environment • Ethical sourcing • Environmental stewardship • Community involvement “We have always believed Starbucks can – and should — have a positive impact on the communities we serve. One person, one cup and one neighborhood at a time”. 25
  • 26. 26 Marketing- Driven Initiatives 1. Cause Promotion Supporting social causes through promotional sponsorships Example:(Cup summits) Encouraging the food industry to serve beverages in either reusable or recyclable containers. “BY 2015, 100% of our beverages will be served in cups that are either reusable or recyclable” Video: (Approximately 2 minutes) http://www.starbucks.com/responsibility/environment
  • 27. 27 Marketing- Driven Initiatives 2. Cause Related Marketing Linking monetary or in-kind donations to product sales or other consumer actions Example:(Ethos water fund) Making a contribution to water projects around the world with every purchase of Ethos Water at a Starbucks store “Every time you buy a bottle of Ethos® Water, you contribute $.05US ($.10CN in Canada) to the Ethos® Water Fund, part of the Starbucks Foundation. So far more than $7.38 million has been granted to help support water, sanitation and hygiene education programs in water-stressed countries – benefiting more than 430,000 people around the world.”
  • 28. 28 Marketing- Driven Initiatives 3. Corporate Social Marketing Supporting behaviour change campaigns Example: (Grounds for your garden) Introduced in 1995 Encouraging & supporting customers to change in backyard composting
  • 29. 29 Marketing- Driven Initiatives 3. Corporate Social Marketing “Complimentary £5 bags of used coffee grounds to enrich garden soil” “10% discounts to encourage customers to use their own reusable mugs & tumblers”
  • 30. 30 Corporate Social Initiatives 4. Corporate Philanthropy Making direct contribution to a charity or cause Example:(Environmental education for youth in Malaysia) Providing grants for environmental education of youth. “In 2010, a total of $22.4 million with $10.3 million in cash & $6.7 million in-kind contributions were made towards community building programs”
  • 31. 31 Corporate Social Initiatives 4. Corporate Philanthropy A major grant recipient was the Children’s Environmental Heritage Foundation in KL, Malaysia for a program called “Instill a love of and care for the environment in young people” Video: (Approximately 3 minutes) http://www.starbucks.com/responsibility/community/youth-action/grant
  • 32. 32 Corporate Social Initiatives 5. Workforce Volunteering Supporting employees to volunteer in the community Example:(Building a Green Neighborhood in Minhang, China) Organizing opportunities for employees to participate in community projects that enhance the environment
  • 33. 33 Corporate Social Initiatives 5. Workforce Volunteering In 2011 Starbucks brought together 750 Beijing employees with their families, customers, and local college students in Shanghai, China to build a ‘GREEN’ neighborhood. Participants dedicated their time and energy working on a range of activities around Starbucks China’s ‘GREEN’ community service model, which comprises ‘Gardening,’ ‘Rubbish Management,’ ‘Eco-Class,’ ‘Energy and Water Saving’ and ‘Neighborhood Caring.”
  • 34. 34 Corporate Social Initiatives 6. Socially Responsible Business Practices Adapting & conducting discretionary business practices & investments that support social causes Example:(Green buildings) Committed that all new company-owned stores would be built to achieve the Leadership in Energy and Environment Design (LEED) certification given by the U.S Green Building Council’s Their first LEED certified store was opened in 2005 in Hillsboro, Oregon. Since then they have continued to do this and currently they have extended it to 373 stores in over 18 countries
  • 35. 35 Corporate Social Initiatives 6. Socially Responsible Business Practices Video: (Approximately 2 minutes) “Starbucks leads the retail sector when it comes to LEED certification around the world.” Mahesh Ramanujam, COO, U.S. Green Building Council http://www.youtube.com/watch?v=0PvyKfrNR18
  • 36. 3 Case Examples for Further Illustration 36 Starbucks Target Johnson & Johnson
  • 37. 37 Target The Target Corporation is an American retailing company, founded in 1902 and headquartered in Minneapolis,Minnesota. It is the second-largest discount retailer in the United States
  • 38. A Strategic Focus on the “Education” Education is a longtime, top-priority social issue for Target, that it is a priority for their customers as well, as well, is no coincidence. 38 Target believes, “every child deserves the opportunity to graduate from high school & reach his/her full potential. That’s why we’re on the track to reach a total of $1 billion in education-related giving by the end of 2015.” Video: (Approximately 30 Seconds) https://corporate.target.com/corpora te-responsibility/education
  • 39. 39 Marketing- Driven Initiatives 1. Cause Promotion Example:(Book festivals) Hosting book festivals for families to increase excitement about reading.
  • 40. 40 Marketing- Driven Initiatives 2. Cause-Related Marketing Example:(The Redcard) Making a donations to a public school of choice based on purchases using a Target Credit Card (REDcard) Donates 1% of all target credit card purchases made at a target store or target.com Donates 0.5% of purchases made outside target as well.
  • 41. 41 Marketing- Driven Initiatives 2. Cause-Related Marketing This has been a life changer for an Eight year old student who couldn’t read and felt labeled as “the dumb one” Since 2011 they have donated $ 298mn to K- 12 schools and well on course to achieve their goal of $425 mn by 2015
  • 42. 42 Marketing- Driven Initiatives 3. Corporate Social Marketing Example:(Read Across America) Supporting a worldwide reading day where parents & children around the world read the same book. Video: (Approximately 30 Seconds) https://corporate.target.com/discover/article/building-better-readers-one-school- at-a-time
  • 43. 43 Corporate Social Initiatives 4. Corporate Philanthropy Example:(Field trip Grants) Providing grants for school field trips to museums, cultural events and civic experience and historical sites. “Since 2007 they have provided 1.6mn students the opportunity to take 17,400 field trips & enabled 1 in 25 schools throughout the US to send a classroom on a field trip”
  • 44. 44 Corporate Social Initiatives 5. Workforce Volunteering Example:(School library makeovers) Contributing employee time & talent to complete library makeovers Through the program they have transformed a total of 118 school libraries. A typical makeover costs around $200,000 including the infrastructure and new books. Video: (Approximately 30 Secs) https://corporate.target.com/corporate-responsibility/education/schools
  • 45. 45 Corporate Social Initiatives 6. Socially Responsible Business Practices Example:(MBAs for employees) The employees get benefitted through this program by getting a reimbursement of $5,250 per year tuition fees for MBA courses They are been ranked 8th out of 69 companies for being the best place to launch a career
  • 46. 3 Case Examples for Further Illustration 46 Starbucks Target Johnson & Johnson
  • 47. 47 Johnson & Johnson Johnson & Johnson is an American multinational medical devices, pharmaceutical and consumer packaged goods manufacturer founded in 1886. They embrace research and science to develop innovative ideas, products and services to improve the healthcare and well-being of society. Johnson and Johnson is, • The worlds sixth largest consumer health care company • The worlds fifth largest biologics company • The worlds eighth largest pharmaceuticals company • The worlds largest and most diverse medical devises and diagnostics company
  • 48. 48 Johnson and Johnson launched the Nursing Campaign in 2002 The Campaign provides a positive image about nursing It believes in a half a million nurses shortage which will arise in 2025 which will be filled in using the Campaign The main motive of the Campaign is to drive people in obtaining a nursing career www. Discover nursing. com is the platform used for sharing information regarding • Organizations • Schools • Hospitals • Health groups A Strategic Focus on the “Nurse Recruitment & Retention”
  • 49. 49 “Nurse Recruitment & Retention” Recognition A Strategic Focus on the Corporate leadership award for demonstrating a deep commitment to innovative initiatives that empower employees and communities in 2004 Was awarded the “Presidents award for transforming the image of nursing” by National League for nursing (NLM) in 2010 Video (approximately 3 minutes) http://youtu.be/2PVeOq60GcA
  • 50. 50 1. Cause Promotion Supporting a social cause through promotions, awareness, fund raising and volunteering • Television spots Depicting the emotional and medical roles played by nurses in advocating “ Nurses Heal” • Videos “A day in a nurses life” promoting a emergency room nurse’s working day • Recruitment material Showing the future of nurses by issuing brochures of careers of being a different type of nurse. E g. Public health nurse, visiting nurse, school nurse, nurse educator and etc
  • 51. 51 1. Cause Promotion • Online education Information for migrant nurses, refresher courses, events, educational resources have been posed online for any personnel will a desire to become a nurse to access • Other promotional material “ Nurses save our life” car stickers and “ Be a nurse” t shirts for nursing students • Social Media Elements Facebook users have free access to notes and other exclusive contents of nursing once they have liked the nursing fan page
  • 52. 52 2. Cause related marketing Allocating a percentage of revenues for a specific cause based on sales or consumer behavior “The Art of Nursing: Portrait of thanks Mosaic Project” August 2011 to February 2012 Donating one dollar for every photo uploaded to the website with regarding to nursing scholarship fund (Foundation of the National Students Nurses Association)
  • 53. 53 2. Cause related marketing Photo should be from a social event, on the job, family outing with regard to the nursing profession. Visit http://www.discovernursing.com All images uploaded are put in together to create a mosaic image which acts as a symbol of pride for all nurses around the world. The project obtained 7600 photos by the end of 21 February 2012
  • 54. 54 3. Corporate Social Marketing Supporting behavior changing campaigns Stress management has been a growing issue within nurses when it came to turbulent times. It has become essential for nurses to understand the importance of stress management in providing a superior service to patients “Happy Nurse”, a free mobile app was launched to help nurses manage stress included Tips to de stress Encouraged breaks Taking care of your own self http://www.discovernursing.com/happynursegame#.U7j86lbGDC8 Online education programs such as ‘“ From Distress” to “De-Stress” with stress management’ http://www.discovernursing.com/resources/online-resources# category=nursing-the-basics
  • 55. 55 4. Corporate Philanthropy Contributing directly to charity Supporting fund raising events for nursing scholarships, faculty fellowship, nursing school grants and development of nursing education E g Promise of nursing regional gala since 2002 Funded workshops for post trauma stress disorder and natural disaster information at the Mississippi Gulf Coastal area which was affected by Hurricane Katrina
  • 56. 56 5. Community Volunteering Voluntary services to the community • Volunteering at school career day speeches • Mentoring new nurses • Communicating with elected officials for fund raising for nursing schools “ Nursing students are influenced by other nurses to pursue a career in nursing”
  • 57. 57 6. Socially responsible business practices Driving business practices and investments to support a social cause J&J ongoing attitudinal survey to obtain information and evaluate services provided by healthcare partners The results of the above surveys are high rates in • Job satisfaction • Ability of nurses to maintain patient safety • Staff communication • Networking with other teams
  • 58. 58 Conclusion In conclusion of Johnson and Johnson: The Campaign for nursing future Video ( approximately 3 minutes) http://youtu.be/cy1GRSCvVz0
  • 59. 59 Presentation Covers… • Corporate Social Responsibility • Introduction to Social Initiatives & its components • 3 Case Examples Starbucks Target Johnson & Johnson • Conclusion
  • 60. 60 Summary The Corporate Social Responsibility umbrella consist of the below mentioned Market driven • Cause Promotion Cause marketing, cause advertising, cause sponsorship and co branding • Cause related marketing Cause marketing and co branding • Corporate social marketing It can be considered as an integral part of cause marketing
  • 61. 61 Summary Corporate driven • Corporate philanthropy Corporate giving, community giving, community development, community involvement, corporate social investments and community outreach • Community volunteering Community service, community partnerships, corporate citizenship programs • Social responsibility and business practices Corporate citizenship, corporate commitment
  • 62. 62 Summary Based on the three cases we discussed today Starbucks A corporate theme for social responsibility can be expressed using all the six initiatives as discussed Target It is more common for a corporation to have several themes Johnson and Johnson One campaign can integrate all six initiatives
  • 63. 63 Presentation Covers… • Corporate Social Responsibility • Introduction to Social Initiatives & its components • 3 Case Examples Starbucks Target Johnson & Johnson • Conclusion
  • 64. 64