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What is CSR and
Why is it Important?
DEFINITION OF CSR
Corporate Social Responsibility is
a broad term used to describe a
company’s efforts to improve
society ...
CSR BY THE
NUMBERS
$17.8 BILLION
The amount that corporations gave
to charity this past year
55% OF CONSUMERS
prefer doing...
WHY IS IT
IMPORTANT?
Improves Public Image
Creates Numerous
Opportunities for Media
Coverage
Increases Employee
Retention ...
How to Build a CSR Program?
CSR Programs
• Sponsorships – based on your
guidelines, identify what type of
sponsorships you want to do
• Volunteer – id...
HOW DO YOU BUILD A
CSR?
Identify what causes are in line with
your brand – don’t try to support too
many initiatives
Do yo...
INTERNAL
COMMUNICATIONS
• Employees – first communicate to
employees and let them know
what your CSR program is and
how to...
EXTERNAL
COMMUNICATIONS
• PR – announce new programs and
each time you have an
event/sponsorship, etc., draft a press
rele...
Key Takeaways
• Clarify your brand position and
choose your CSR program based
on your brand
• Create clear guidelines that...
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
br...
Brand-Centric Employee Programs
• New employee programs designed to reinforce the
brand
• Helps keep employees engaged wit...
Internal
and External
Programs
19
20
21
23
24
Nearly 200 Chesapeake employee volunteers
dedicated approximately 1,000 hours to package
and distribute over 3,300 holiday...
Brand-Centric External Programs
• Chesapeake and its Business Units participate in
a number of community engagement activi...
29
30
31
32
33
34
35
36
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
• H...
• Develop an ongoing initiative that makes a positive
contribution to the City
• Center the initiative around healthy livi...
• We created a logo and branding materials for its new charitable
initiative, and renamed it “The Olive Branch Project”
• ...
• The program impacted hundreds of local children in its first year and
positioned Pompeian as a business that cares about...
How to Create a CSR Program That Reinforces Your Brand
How to Create a CSR Program That Reinforces Your Brand
How to Create a CSR Program That Reinforces Your Brand
How to Create a CSR Program That Reinforces Your Brand
How to Create a CSR Program That Reinforces Your Brand
How to Create a CSR Program That Reinforces Your Brand
How to Create a CSR Program That Reinforces Your Brand
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How to Create a CSR Program That Reinforces Your Brand

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Presented by Shana Harris, COO, Warschawski

Published in: Marketing
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How to Create a CSR Program That Reinforces Your Brand

  1. 1. What is CSR and Why is it Important?
  2. 2. DEFINITION OF CSR Corporate 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
  3. 3. CSR BY THE NUMBERS $17.8 BILLION The amount that corporations gave to charity this past year 55% OF CONSUMERS prefer doing business with socially responsible companies and willing to pay more 93% Of the world’s largest 250 companies produce annual CSR reports
  4. 4. WHY IS IT IMPORTANT? Improves Public Image Creates Numerous Opportunities for Media Coverage Increases Employee Retention and Morale Attracts & Retains Investors
  5. 5. How to Build a CSR Program?
  6. 6. 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.
  7. 7. 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.
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. CSR Case Studies
  12. 12. Chesapeake Case Study
  13. 13. Brand-Centric CSR
  14. 14. 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
  15. 15. 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
  16. 16. Internal and External Programs
  17. 17. 19
  18. 18. 20
  19. 19. 21
  20. 20. 23
  21. 21. 24
  22. 22. 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.
  23. 23. 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
  24. 24. 29
  25. 25. 30
  26. 26. 31
  27. 27. 32
  28. 28. 33
  29. 29. 34
  30. 30. 35
  31. 31. 36
  32. 32. The Bottom Line
  33. 33. The Bottom Line
  34. 34. The Bottom Line
  35. 35. The Bottom Line
  36. 36. The Bottom Line
  37. 37. Pompeian Case Study
  38. 38. • 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
  39. 39. • 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
  40. 40. • 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
  41. 41. • 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

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