The document discusses a SWOT analysis and action plan for The Body Shop brand. It identifies strengths such as a strong CSR brand identity and retail network, but also weaknesses like high seasonality and credibility issues regarding its CSR claims. The action plan proposes addressing credibility through opinion leader outreach, transparent communication, celebrity ambassadors, and two-way engagement on social media and digital platforms to stimulate discussion and showcase implementation of public ideas.

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2. S W O T  Strong (CSR) brand identity  Extensive CSR program  Firstmover brand advantage  Able to draw from L’Oreal economies of scale and experience curve  Own retail network  Owned by L’Oreal and is thereby connected to their none-ethical image  High seasonality in sales (Christmas)  Increasing doubt and mistrust about CSR  Increasing preference for ecological and ethical products  Growing men’s cosmetic market  Economic recovery in sight Credibility issue

4. Key Publics Enablers, (NGO's and Opinion Leaders) - Address the credibility issue - Target their communication towards opinion leaders, instead of the customers/ consumers - Risk of negative communication - Solid brand equity

5. Action/Response strategies - the CSR credibility issue: Proactive strategies ? Action tools Alliances and coalitions Sponsorships Active role Passive role Communication tools 1. Get publicity simulate third-party endorsement 2. Transparent communication, all external communication

6. Message strategy Kinds of celeb spokesperson: Endorsement deal Ambassador for projects Hire celebrity as “Creative executive” One of the core elements is The Body Shop’s CSR Programs, ideal to use an ambassador – voluntarily. Message structure: “We could do it better”-strategy.

7. Interpersonal Communication Tactics ICT through digital media - Directly response from a personalized character - More serious and trustworthy - 'Down to earth'-communication Social digital platform, Facebook - Personalized executives profiles - Award the best comment, idea, solution etc. - Firstly, implementation of the idea. And secondly some kind of status Secure suitable level op participation - Beta-version among members club - Indicate acceptance

8. Organizational Media Tactics Digital media  social media Make their traditional report interactive, connected to Facebook, Twitter or other social media. Involvement of the public:  larger credibility, trough different kinds of online features or an application to Smartphone's that include two-way-communication

9. News Media Tactics: Twitter is an ideal forum to post news from The Body Shop  (ideal for all kinds of news) Create a possibility for the Body Shop to create a more personal angle to the message Product and campaign news: Facebook and an app could be used to publish news about the campaigns and products.