CSR Communication Plan for "Magnificat Strategic Communication"
•Download as PPTX, PDF•
2 likes•1,602 views
Communicating alignment of social impact projects with organizational goals. Corporate use of Social Media for internal and external communication.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to CSR Communication Plan for "Magnificat Strategic Communication"
Similar to CSR Communication Plan for "Magnificat Strategic Communication" (20)
More from Wanda Barquin
More from Wanda Barquin (18)
Recently uploaded
Recently uploaded (20)
CSR Communication Plan for "Magnificat Strategic Communication"
- 1. CSR Communication Plan Wanda Barquin Magnificat Strategic Communication
- 2. Background Non-Profit: ● Start-Up (NGO) ● Facebook page ● Press Release early August Aims to: Assist large corporate and public enterprises to develop their social responsibility initiatives and the related marketing communications strategies. Provide strategic communications advice to small and mid-size companies, governments, and non-profit organizations. Transform a brand into a socially responsible leader by maximizing a company or organization’s value of CSR and philanthropic efforts.
- 3. Competition Non-profit, For-profit Companies & Foundations aim to establish a significant presence in combating community’s issues • B-Corporation • Causecast • Thomson Reuters Organizations focus on undertaking corporate volunteer programs & preparing people to address social issues • U.S. Volunteermatch • U.S.& L.A. Atlas Corps
- 5. FACEBOOK Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
- 6. FACEBOOK Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
- 7. FACEBOOK Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
- 9. • Human rights • Labor practices • Environment • Fair operating practices • Consumer issues • Community involvement • Development ISO 26000 CSR Guidelines
- 10. Walk the Talk = BUILD TRUST Measure Impact in Community = BE TRANSPARENT Establish Best Practices = HELP OTHERS Partner (NGOs, Gov’t, Assoc.) = SHARE GOOD NEWS WHY?
- 11. • Employees • Customers • Companies • NGOs/Policy Organizations • Mentors/Potential Donors #collaborate • Media Major Newspapers Business Journalists Human Interest Reporters Key Publics
- 12. HOW? Simple Plan Governance (Accountability/Transparency/Stakeholders) • Engaging Annual Report • Board of Directors • CSR across Departments • Management Evaluated on Targets Working Conditions (Ethical Behavior/Rule of Law) • Corporate Volunteerism • Employees Allowed to Participate in Blogs • Managed by Objectives
- 13. HOW? Simple Plan Environment: • Recycle Community: • Partner with local associations to Share Free Podcasts/1 minute videos w/Best Practices • Civic Engagement (10% Pro-Bono NGOs) • Giving (5% profits)
- 14. TACTICS: Tell Our Story! Website & Google Hangouts Influencers Media Outreach Social Media Communities #DoGoodDoBetter Q&A NGOs Business Leaders Foundations Policy Associations Brand Ambassadors/Mentors Press Room Media Pitches Blogosphere Facebook LinkedIn Twitter YouTube Channel
- 15. SWOT Website Media Outreach Social Media STRENGTHS “Early adopter” Clear understanding of CSR requirements Help Others w/“Best Practices” Staff w/marketing decision-making experience OPPORTUNITIES Showcase company’s CSR benefits Increase CSR reporting gradually Share own process of aligning firm’s DNA w/ social impact programs Highlight benefits of CSR predictability Better reputation/image WEAKNESSES No brand recognition Little trust in value proposition No defined target market Lack of specific core areas of expertise No established contacts and clients No sustainable revenue stream yet THREATS Resistance to adopt CSR policies Value of CSR issues not readily understood across the market Inconsistent CSR communications
Editor's Notes
- https://www.youtube.com/watch?v=vkGBlclgwaE http://www.bcorporation.net Executive Summary Background Situation Analysis Competitive Analysis Goals & Objectives Target Audience/Segmentation Tactics & Strategies Calendar/Timeline for Execution Measurement SWOT Analysis Mock-ups (at least five samples)
- http://3blmedia.com/News/Power-Pink-Lobbying-Good EXECUTIVE SUMMARY Magnificat Strategic CSR Communications (Magnificat), is a boutique non-profit organization (NPO), that works with companies to assist in identifying the appropriate social issues to enable them to be good corporate citizens and to locate partners (if required), for corporate social responsibility (CSR) initiatives to enhance their reputation and brand. Magnificat matches firms’ needs depending on their business goals and industry sectors with cause fitting their mission and business cycle. Given the increasing corporate focus on CSR activities, with companies undertaking voluntary activities to operate in an economic, social and environmentally sustainable manner, there is the corresponding need to provide services to support the corporate requirements. There is also a growing trend among major corporations, especially the Fortune 500 companies on annual CSR reporting, within their annual reports, which also requires appropriate guidance. Ultimately, our goal is to provide the foregoing services by: Assisting large corporate and public enterprises develop their social responsibility initiatives and the related marketing strategies. Providing strategic marketing advice to small and mid-size corporates as well as to non-profit organizations. Transforming a brand into a socially responsible leader. Maximizing a company or organization’s value of CSR and philanthropic efforts.
- https://www.youtube.com/watch?v=vkGBlclgwaE http://www.atlascorps.org/brochure.php
- CSR for a NPO?
- CSR for a NPO?
- CSR for a NPO?
- Be an Example of Do Good to Do Even Better Enlist Brand Ambassador to Tell Our Story Develop Best Practices Storytelling = Storytelling: Corporate Philanthropy’s Secret Sauce booklet by http://cdn2.hubspot.net/hub/154453/file-641174410-pdf/docs/corporate-storytelling-case-study.pdf?submissionGuid=07550b65-832b-4bad-a3e5-f77bddd015fa vs. At COMMS Goal: Improve communication between companies and social impact causes by ALIGNING companies DNA with relevant activities. The two objectives are: Promote concept among US companies and social impact causes Increase awareness with the help of Brand Ambassadors over the next 12 months http://3blmedia.com/News/Power-Pink-Lobbying-Good
- ISO 26000 is NOT a MANAGEMENT system STANDARD/CERTIFICATION. Provides guidance to all types of organizations, regardless of their size or location, on: concepts, terms and definitions related to social responsibility; the background, trends and characteristics of social responsibility; principles and practices relating to social responsibility; the core subjects and issues of social responsibility; integrating, implementing and promoting socially responsible behavior throughout the organization and, through its policies and practices, within its sphere of influence; identifying and engaging with stakeholders; and communicating commitments, performance and other information related to social responsibility.
- Magnificat assists companies interpret and build on these principles to create and execute CSR programs that are closely aligned with their business goals, corporate culture and core values—and doing more than just charity. Social responsibility principles are referenced accountability, transparency, ethical behavior, respect for stakeholder interests, the rule of law, international norms of behavior and human rights. Magnificat assists companies interpret and build on these principles to create and execute CSR programs that are closely aligned with their business goals, corporate culture and core values—and doing more than just charity. Build Trust with employees and External Stakeholders Be credible “Team Spirit towards a Shared Cause” Develop Best Practices Share own Good Deeds and Highlight others’ achievements
- Start with what is cheaper and easier to adopt (i.e., Annual Report. Increase TRUST and build brand Ambassadors.
- We want to increase TRUST in the concept and build Brand Ambassadors adopting an experiential approach.
- According to Forrester Research Customer Life-Cycle Marketing Playbook “Marketers need a new framework to align their marketing decisions to the customer’s experiences with the brand to define customer engagement, budget allocation, and organizational skills.”* “Public relations sits at the intersection of brand experience, user experience and customer experience.”** *According to Jen Boynton, from Top 10 Mistakes in CSR Communications (Jul 11th, 2012) http://www.triplepundit.com/2012/07/top-10-mistakes-cr-communications/ 1) Count # people attending events; registrations to participate in events; people served; media coverage; number of volunteers, sponsors, Brand Ambassadors and donors. Conduct Pre/Post surveys, polling our publics. 2) To Increase Brand Value we want celebrities/influencers to tell the Navigation Center story, endorsing the NC = increases TRUST Number of influencers attending events, number of sighting of celebrities engaged, and media coverage. 3) Integrate Content Marketing and Social Media Number of news reporters interested, number of articles published, social listening to assess tone of discussion, and Social Media platform metrics (i.e., number of hits, shares, followers, etc.). 4) Conduct content analysis (tone, sentiment with social listening via apps). What content is most engaging? Assess Content Analysis of sentiment of media coverage (i.e., in favor?), number and quality of hits, overall reach, placed in good places with good audiences, positive stories, look at circulation of coverage material. Sources: The Integrated Marketing Analytics Guidebook: Metrics That Matter.” Onmi-Channel Marketing Measurement Best Practices. Beckon. **Brian Solis On the Future of Public Relations , Oct 29, 2013 in PRSA 2013 International Conference | CommPRO.Biz http://www.commpro.biz/prsa-2013/brian-solis-future-public-relations-prsa-conference-recap/