This document discusses the intersection of cause marketing and corporate social responsibility (CSR). It explains that cause marketing involves partnerships between for-profit companies and nonprofits that increase sales and visibility for a cause. CSR involves managing a company's social and environmental impacts. The document argues that leading companies implement CSR platforms that their brands then develop programs around, ensuring focus on issues where the company can make a large impact. This allows companies to commercially drive sales through commitments aligned with their strategic direction and purpose.
Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive association with products and moving towards reflecting the company in its entirety. Today brands are making another step forward: they still reflect the commercial and corporate areas, but the intersection of the two areas yielded a new field: brand as a company.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the speech delivered by Terry Tyrrell, the President and Co-Founder of The Brand Union (2007), formerly Sampson Tyrrell (1976) and Enterprise IG (1996), and a member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, at the event titled Meeting the Board: The Company Brand, held in Madrid on January 31, 2013.
Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive association with products and moving towards reflecting the company in its entirety. Today brands are making another step forward: they still reflect the commercial and corporate areas, but the intersection of the two areas yielded a new field: brand as a company.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the speech delivered by Terry Tyrrell, the President and Co-Founder of The Brand Union (2007), formerly Sampson Tyrrell (1976) and Enterprise IG (1996), and a member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, at the event titled Meeting the Board: The Company Brand, held in Madrid on January 31, 2013.
Marketing is a combination of Science and Art. It is the science of capturing people\’s imaginations and like an artist you deliver the image of that imagination.
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
West Virginia University IMC program Capstone project (IMC636) for St. Jude Children's Research Hospital. Submitted fall 2014. Target market was Millennials.
Despite the perceived prevalence of the use of social media in the marketing world, there are many companies that are still cautiously entering the space, according to the inaugural PRWeek/MS&L Social Media Study. One of the outcomes is that many marketing and communications professionals are still grappling with the best way to incorporate social media tactics in their overall plans and strategy. For more information about PRWeek, visit prweekus.com.
Marketing is a combination of Science and Art. It is the science of capturing people\’s imaginations and like an artist you deliver the image of that imagination.
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
West Virginia University IMC program Capstone project (IMC636) for St. Jude Children's Research Hospital. Submitted fall 2014. Target market was Millennials.
Despite the perceived prevalence of the use of social media in the marketing world, there are many companies that are still cautiously entering the space, according to the inaugural PRWeek/MS&L Social Media Study. One of the outcomes is that many marketing and communications professionals are still grappling with the best way to incorporate social media tactics in their overall plans and strategy. For more information about PRWeek, visit prweekus.com.
W2O Group Function Optimization 2014 reportW2O Group
Over the course of our existence, W2O Group has been working with global organizations, specifically Chief Communications Officers (CCOs), to better organize, structure and fully develop corporate communications as a function, a system, and a set of capabilities to better align with strategic priorities. The report is a compilation of lessons learned, insights gleaned and recommendations for companies of all sizes.
Properly reflecting companies’ commitment with sustainable and ethical behaviour is the main challenge of communication in relation to reputation and corporate responsibility. However, that Corporate Social Responsibility (CSR) has to go beyond the mere realization of ‘good deeds’ to become something strategic and integrated into the business.
Through accountability, companies are increasingly communicating the phenomenon of responsibility and ethics in business. This started to happen in the 90s when responsibility was not only concerning economic issues but social, environmental and labour issues within organizations.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Larry Parnell, associate Professor of the Graduate School of George Washington University (USA), during the session “New developments and trends in sustainable communication” held by Corporate Excellence, the school of Communication at the University of Navarra and EOI Business School in Madrid on September 19, 2012.
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In this white paper published by Sustainable Brands and co-authored by Mark Stapylton of BrandPanorama with Nancy Elder, JetBlue’s VP of Communications, we discuss the importance of sustainability branding in creating shared value, competitive advantage, and long-term profitability. Without measurement to quantify the return on investment in sustainability relevance and integration are inherently limited, but there are key ROI metrics every company or organization can adopt that will prove the value of sustainability to their brand and accelerate their progress.
PR and its role in communicating corporate social responsibilitiesRaja Sarkar
Corporate social responsibility and public relations are nowadays vital cogs in the wheels of communicational
and image activity of companies within the context of communities where they operate. Both concepts refer,
each in its own representative way, to the process through which organizations choose to communicate with the
various stakeholders involved in their activity. While public relations propose to build and maintain a long term
positive image, reputation and popularity of the company, so that all categories of public have a most
transparent and clear vision of the company and its activity, corporate social responsibility intends to meet
various social problems facing the communities where the company operates in order to help improve their
quality of life. Producing high-quality goods or services is no longer enough to fully succeed in today’s
corporate environment. Corporations are increasingly expected to act ethically in a manner that benefits all
stakeholders in their surrounding communities. As an intermediary between corporations and stakeholders,
public relation is often involved in realizing these societal pressures. Despite these rising expectations and the
abundance of academic research on the topic, confusion and uncertainty continue to surround the popular
concept of corporate social responsibility and its relationship to public relations. The present paper will analyze
how far corporate social responsibility can be an effective medium to build public relations.
Challenges and Opportunities in Corporate Social Responsibility.pdfbvokal Technologies
One of the first hurdles companies face is defining what CSR means for them. The concept encompasses a wide range of issues, from environmental sustainability and ethical sourcing to labor practices and community engagement. It's crucial to identify the CSR initiatives that are most relevant to your industry and stakeholders.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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1. Purpose and Profit
Intersection of
Cause Marketing
and Corporate
Social
Responsibility
2. PURPOSE and PROFIT
INTERSECTION OF CAUSE MARKETING and CORPORATE
SOCIAL RESPONSIBILITY
Often times the terms cause marketing and corporate social responsibility (CSR) are used
interchangeably. Rather than grouping them together, it is essential that we understand
the role of each so we can align efforts to enhance our financial, social and environmental
impacts and performance. By definition, CSR is the way a company manages its social and
environmental impacts on stakeholders, the community and society at large. Cause marketing
is typically defined as a mutually beneficial partnership between a for-profit company and a
nonprofit organization, which increases the company’s sales while raising money and visibility
for the cause. So what happens when these two approaches intersect and align?
Over the years, societies have expected companies to act responsibly, yet recently this
expectation has risen to a new level. Businesses are now being called upon to leverage their
core competencies and partner with stakeholders in order to solve today’s most pressing
social and environmental issues. In addition to compliance with legal mandates such as
equal employment opportunities, product/worker safety and environmental regulations,
stakeholders are expecting companies to take a leadership role in solving issues, where there is
shared impact on both business and society.
To meet the heightened expectations; brands and companies need to carefully consider and
evaluate their purpose in society and their role in ensuring consumers, the communities they
serve and the environment are treated fairly. This is not new. What is new, however, is the way
companies fulfill these responsibilities and the way we, as public relations professionals,
communicate it.
In the past, for example, companies leveraged charitable organizations to get the message or
story pulled through the media and other influencers. Today, we must take a more strategic
approach that will not only convey our clients’ key messages, but also drive their business.
This requires a shift in thinking to realize profit and purpose are not mutually exclusive; in other
words, when a company or brand fulfills its purpose, profit will follow.
Leading companies today have implemented overarching CSR platforms, of which their brands
can then develop programs, which directly align with the CSR platform. Rather than donating
to a number of causes and diluting the brand, this ensures that companies focus their social
investments on an identified area where they can make a large impact and one which they
believe is critically important now and for generations to come. The commercialization of these
commitments at the brand level is when companies are able to drive sales, through alignment
with their strategic direction, all equating to purpose and profit.
2
3. DEVELOPING A BREAKTHROUGH STRATEGY
As leadership companies continue to make impressive inroads in aligning their cause
marketing and CSR for purpose and profit, many are wondering how they did it. Where did they
begin and how did it all get started? And what does it take to make these programs viable in
today’s competitive environment? MSLGROUP approaches both cause marketing & CSR with a
laser focus on purpose AND profit. We believe the fastest way to move profit through purpose-
driven platforms is to activate stakeholders around clients’ values, while communicating the
value to the company and society. A proprietary approach developed by MSLGROUP guides
companies through four comprehensive phases, which assist companies in identifying what
they stand for, developing a strategic platform, connecting the platform to key influencers
and mobilizing influencers through execution of the platform. As companies continue to
identify their purpose, communication professionals are well positioned to develop innovative
strategies to bring companies values to life while driving the business. The intersection of
cause marketing & CSR will help a company or brand fulfill its purpose and profits will soon
follow.
Scott Beaudoin, Senior Vice President and Director of Cause Marketing & CSR at MSLGROUP, is
an award-winning industry veteran with experience in cause marketing, influencer marketing and
CSR, specializing in the intersection of consumer passion and beliefs to drive brand affinity and
sales. Scott has created and implemented some of the most well known programs including:
Tampax/Always Protecting Futures, Dawn Saves Wildlife, Sodexo The Better Tomorrow Plan,
Yoplait Save Lids to Save Lives, General Mills Box Tops for Education and the ConAgra Foods
Feeding Children Better initiatives. He also worked closely with CVS/pharmacy to develop
and successfully launch their award winning multi-year, multi-million dollar CVS All Kids Can
program, which is the largest corporate initiative solely focused on supporting children with
disabilities in the U.S.
3
Editor's Notes
Thank you very much…. Amanda and I are delighted to be here to share some new research on environmental influencers. First let me tell you just a bit about who we are. MS&L is a global Public Relations agency – part of the Publicis Groupe. With deep experience in sustainability, energy, the environment, green marketing and investing, we formalized our practice in 2007 as the ECO Network We are also pioneers in digital and influencer outreach – which Amanda and I are going to focus on today.
Consumer have High expectations for govt and industy Green economy Venture capital investment in green technologies soared to a record $7.6 billion in 2008, double the previous year. Walmart Green Jobs Council, with suppliers to supply more training Professionalization of sustainability fields Nearly 47 percent of companies surveyed said they were increasing their investments in green product development in 2009; less than 6 percent said they’d be investing less this year than in 2008, survey of 100 Fortune 500 companies in Dec. 2008 by GreenBiz Executive Network) Value and values Consumer lifestyle movement and changed behavior – often thru prism of finances and health and wellness; driving less, mass transit more Corporations looking to reduce energy and waste to save money and reduce carbon footprint: Hewlett Packard last year completed an audacious revamp of its global IT platform, shaving total spending from about 4 percent of its annual revenue to below 2 percent — a savings of about $1 billion a year. The savings come partly through consolidating its network of data centers dramatically — going from about 85 facilities to just six and cutting energy consumption by 60 percent — even while its overall computing capability more than doubles. And of course this significantly reduces ghg emissions U.S. investors filed nearly twice as many shareholder resolutions with companies that could encounter adverse business impacts from climate change Hewlett Packard last year completed an audacious revamp of its global IT platform, shaving total spending from about 4 percent of its annual revenue to below 2 percent — a savings of about $1 billion a year. The savings come partly through consolidating its network of data centers dramatically — going from about 85 facilities to just six and cutting energy consumption by 60 percent — even while its overall computing capability more than doubles. And of course this significantly reduces ghg emissions Green has emerged as imp recruitment tool, esp for <35 years Green Run Amok Green claims have continued to grow. An Earth Day report revealed that 2007 saw the largest number of green trademark applications since 2000, according to the U.S. Patent and Trademark Office: More than 300,000 applications for green brand names, logos, and tag lines. Regulation Cap and Trade; Renewable Portfolio Standard, producers responsible for disposal and toxic chemicals Product Stewardship: VT and Brit Columbia have new laws, national assoc of counties has endorsed Joint Framework Principles for Product Stewardship Policy) Toxic concerns ranged from lead in lipstick to mercury in medicine to BPA in baby products, among dozens of other problematic products. California made it mandatory for cars to be labeled with global warming scores, figures that take into account emissions from vehicle use and fuel production. A study of 1,500 toys tested for toxic substances found that 1 in 3 had significant levels of lead, mercury, cadmium, or other chemicals. Concerns ranged from lead in lipstick to mercury in medicine to BPA in baby products, among dozens of other problematic products. Highlighting the risks from harmful materials in products, toy maker Mattel settled for $12 million a lawsuit brought by 39 states after some of its toys were found to contain dangerous levels of lead. The number of companies publishing csr reports grew 64 percent between 2004 and 2008, but still accounts for only 30 percent of S&P 500 companies.