1. Jennifer, Robert and Tara

2. Overview
Founded in 1983.
Largest membership retailer in the world.
 $93 billion in annual sales.
600 stores worldwide at ~140,000 square feet.

3. Mission
Continually
provide our
members with
quality goods
and services at
the lowest
possible prices.

4. Values, SEC & CSR
4 Part Ethical Code.
Shareholders are top priority.
SEC: 2011 was a very successful year.
CSR Focus:
 Children
 Education
 Health/Human Services

5. Reputation & Brand
Ratings
 Brand and reputation are valued alongside the top
companies in America.
 Harris Interactive Reputation Quotient Survey 2012 -
19th.
 Reputation Institute RepTrak Pulse Study 2012 - 31st.
 Fortune’s Worlds Most Admired Companies 2012 - 29th.
 Interbrand’s Most Valuable US Retail Brands 2012 - 15th.

6. Media Coverage
1%
Media Sources
1%
2%
3%
Newswires & Press Releases
5%
Blogs
8% 36%
Newspapers
Web-based Publications
Industry Trade Press
Magazines & Journals
22%
Newsletters
News Transcripts
Other
23%

7. Media Coverage
Wall Street Journal Topic Coverage
5%
2%
3%
5% Competition/Retail Industry
31% Costco Stock
6% Profits
Pricing and Membership Fee
8% Products Sold
Costco Consumer
Gas
9% Gender Bias Lawsuit
Costco Sears Partnership
15% CEO Step Down
9%
Other
11%
 Over 2,000 articles, coverage overwhelmingly positive.
 Wall Street Journal published 200+ stories in 2012, making it the
largest single media outlet.
 Stories about the retail industry overall made the most mention of
the company, with Costco stock coming in 2nd.

8. Social Media
Strong, steady social media presence.
3,000 mentions; 16 % more than Sam’s Club.
Stronger, deeper, positive sentiment.
Majority between 21-35.
551,243 Facebook fans.

10. Recommendations
Diversify CSR practices.
Engage with 18 – 35
year-olds via social
media.
Formulate a robust
crisis communications
plan.