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Conceito




Os consumidores estão cada vez mais exigentes. Também estão mais conscientes
e seletivos. Agora querem mais d...
Balanço Social




Na visão organizacional do Jornal A Crítica, a Responsabilidade Social Corporativa
pode ser entendida c...
Objetivo do “Ame o Próximo”




Massificar a marca do jornal A Crítica na área da responsabilidade social e conscientizar
...
Marketing Social




O verdadeiro marketing social atua fundamentalmente na comunicação com os
funcionários, seus familiar...
Marketing Social – Em várias formas




O Jornal A Crítica utiliza todos os tipos de Marketing Social no “Ame o Próximo”.
...
Marketing Social – Em várias formas




a) Marketing de filantropia: fundamenta-se na
doação feita pela empresa a uma enti...
Marketing Social – Em várias formas




b) Marketing de campanhas
sociais: significa veicular
mensagens de interesse públi...
Marketing Social – Em várias formas




c) Marketing de patrocínio dos
projetos sociais: o patrocínio
pode ser a terceiros...
Marketing Social – Em várias formas




d) Marketing de relacionamento com base
em ações sociais: utiliza o pessoal de ven...
Marketing Social – Em várias formas




e) Marketing de promoção
social do produto e da marca:
a empresa utiliza o nome de...
Resultados do “Ame o Próximo”




O Jornal A Crítica obteve uma
resposta positiva do público,
mostrando que um pequeno ato...
Resultados do “Ame o Próximo”




O “Ame o próximo” foi um sucesso no Amazonas. O projeto foi premiado 10 vezes
em na INMA...
Resultados do “Ame o Próximo”
Considerações Finais




        Rodrigo Gadelha
http://rodrigogadelha.myplaxo.com/
    rodrigogadelha@gmail.com
Case - Jornal A Crítica - Ame o Próximo
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Case - Jornal A Crítica - Ame o Próximo

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Desenvolimento de Planejamento da apresentação de Marketing Social do Jonal A Crítica para a NAA (Newspaper Association of America) - NAA.ORG.

Demonstração do Planejamento do Projeto Ame o Próximo e seus resultados.

Published in: Business, News & Politics
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Case - Jornal A Crítica - Ame o Próximo

  1. 1. Conceito Os consumidores estão cada vez mais exigentes. Também estão mais conscientes e seletivos. Agora querem mais do que preço, qualidade e bom atendimento. Hoje já é visível uma crescente cobrança da sociedade por atitudes mais éticas em todos os sentidos, inclusive nas práticas mercadológicas. E esta é uma tendência irreversível. O conceito de Responsabilidade Social Empresarial sugere que as empresas devem agir de forma ética e participar ativamente do desenvolvimento das comunidades onde estão inseridas, promovendo o desenvolvimento da cidadania e contribuindo para a melhoria da qualidade de vida de todas as pessoas envolvidas (stakeholders). A responsabilidade social empresarial tornou-se, comprovadamente um fator de avaliação e preferência dos consumidores – um diferencial.
  2. 2. Balanço Social Na visão organizacional do Jornal A Crítica, a Responsabilidade Social Corporativa pode ser entendida como qualquer compromisso que uma organização deve ter para com a sociedade, expresso por meio de atos e atitudes que incidam positivamente em alguma comunidade, demonstrando uma postura pro-ativa e coerente da empresa no que tange ao seu papel específico na sociedade e na sua prestação de contas para com ela. O balanço social é utilizado como uma fonte de marketing social para o Jornal, pois a sua divulgação funciona como um instrumento de publicidade, constando a política da empresa, a forma como é administrada e quais são os fatores que ela preza. Funciona como valor agregado, sendo um aspecto de extrema relevância que aproxima empresários e o público em geral do Jornal A Crítica.
  3. 3. Objetivo do “Ame o Próximo” Massificar a marca do jornal A Crítica na área da responsabilidade social e conscientizar a população para a importância de participar da campanha "Ame o próximo". A preocupação do periódico foi atingir todos os públicos e faixas etárias, informando os locais e datas de coletas de alimentos para posterior distribuição entre instituições que cuidam dos menos favorecidos.
  4. 4. Marketing Social O verdadeiro marketing social atua fundamentalmente na comunicação com os funcionários, seus familiares e com os leitores, com ações que visam aumentar comprovadamente o seu bem-estar social e o da comunidade. Essas ações garantem sustentabilidade, cidadania, solidariedade e coesão social. O Jornal A Crítica ganhou produtividade, credibilidade, respeito, visibilidade e, sobretudo, vendas maiores.
  5. 5. Marketing Social – Em várias formas O Jornal A Crítica utiliza todos os tipos de Marketing Social no “Ame o Próximo”. • Marketing de filantropia • Marketing de campanhas sociais • Marketing de patrocínio dos projetos sociais • Marketing de relacionamento com base em ações sociais • Marketing de promoção social do produto e da marca
  6. 6. Marketing Social – Em várias formas a) Marketing de filantropia: fundamenta-se na doação feita pela empresa a uma entidade que será beneficiada;
  7. 7. Marketing Social – Em várias formas b) Marketing de campanhas sociais: significa veicular mensagens de interesse público através de embalagens de produtos, organizar uma força de vendas para determinado percentual ou dia de vendas ser destinado a entidades, ou veicular em mídia televisiva como em novelas;
  8. 8. Marketing Social – Em várias formas c) Marketing de patrocínio dos projetos sociais: o patrocínio pode ser a terceiros, com as empresas atuando em parceria com os governos no financiamento de suas ações sociais, como o Programa Comunidade Solidária, e também o patrocínio próprio, em que as empresas, através de seus institutos e fundações, criam seus projetos e implementam- nos com recursos próprios;
  9. 9. Marketing Social – Em várias formas d) Marketing de relacionamento com base em ações sociais: utiliza o pessoal de vendas da empresa, funcionários, pessoas associadas a empresa para orientar os clientes como usuários de serviços sociais;
  10. 10. Marketing Social – Em várias formas e) Marketing de promoção social do produto e da marca: a empresa utiliza o nome de uma entidade ou logotipo de uma campanha, agregando valor ao seu negócio e gerando aumento de vendas;
  11. 11. Resultados do “Ame o Próximo” O Jornal A Crítica obteve uma resposta positiva do público, mostrando que um pequeno ato de cada pessoa faz muita diferença para milhares de famílias. E o retorno não poderia ter sido melhor: houve um aumento significativo de voluntários, um incremento nas arrecadações, superando a marca dos anos anteriores em 70%.
  12. 12. Resultados do “Ame o Próximo” O “Ame o próximo” foi um sucesso no Amazonas. O projeto foi premiado 10 vezes em na INMA (International Newspaper Marketing Association) em diferentes categorias. -Em primeiro lugar nas categorias: Radio Promotion, Television Promotion, Outdoor/ Point-of-Purchase/Display, Promotion of Newspaper Readership e Managing Reader Relationships. -Em segundo lugar nas categorias : Brand and Image Development, Premiums/Incentives and Radio Promotion.
  13. 13. Resultados do “Ame o Próximo”
  14. 14. Considerações Finais Rodrigo Gadelha http://rodrigogadelha.myplaxo.com/ rodrigogadelha@gmail.com

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