Grow company awarenesss through community outreach - Women\'s Business article November 2009

1. Vol. 11 Issue 2
November 2009
B O STO N
Women’s Business
T H E P R O F E S S I O N A L A N D B U S I N E S S
Covering Massachusetts, New Hampshire and Rhode Island
W O M A N ’ S J O U R N A L • $4.00
TA L K I N G P O I N T S
Grow company awareness through
community outreach
By Stacie Madden
any businesses want to make a • Tier three: low investment, low
M profit and contribute to solving
significant social problems.
This has been termed corporate social
return, low strategic alignment.
Prioritize for greatest impact
responsibility (CSR) and has also been Rank groups by strategic importance
called corporate citizenship, community and assign your level of contact by tier.
involvement or giving back. Tier three requires fewer contact points
As corporate citizens, companies con- than a tier one partner.
tribute to their communities by grant- Increase your level of participation
making, volunteerism, research and with tier one partners, and if you pro-
activism. vide corporate sponsorship funding,
Not only do these activities create increase your program support at this
goodwill in the community, they also tier.
help with marketing the company. Build community relationships
How does your company embark on a Consolidate community responsibility
CSR outreach program? in one functional area at your company.
How do you identify community part- Assign that person as the single point of
nerships? Here’s how. contact for all societies and professional
on large-scale activities that demand and consumer organizations.
Create a strategic plan financial and time-based resources. Coordinate internal efforts and send
Align the plan with the mission and Segment your potential community any group inquiry to the community
objectives of your organization. partners into three tiers: relations function.
Articulate the steps you will take for • Tier one: high investment, high
at least a year, preferably three years. return, high strategic alignment; Set goals and measure results
Based on your business needs, identify • Tier two: moderate investment, As part of your planning process,
the relationship goals. moderate return, moderate strategic identify key metrics. Identifying a finan-
Are you launching a new product? alignment; cial return is difficult when evaluating
Do you need to influence policy?
Do you need to work with profession-
al, trade, patients or community organi-
zations?
Segment the community
“ As corporate citizens, companies contribute
to their communities by grant-making,
volunteerism, research and activism.
Consider the potential investment,
goals and strategies, reputation, influ-
Not only do these activities create goodwill
ence with the media and previous track in the community, they also help with
record when determining which groups marketing the company.”
warrant the most attention.
Balance the need to sustain routine, STACIE MADDEN, principal of SEM Associates
ongoing communication while focusing

2. Vol. 11 Issue 2
November 2009
B O STO N
Women’s Business
T H E P R O F E S S I O N A L A N D B U S I N E S S
Covering Massachusetts, New Hampshire and Rhode Island
W O M A N ’ S J O U R N A L • $4.00
TA L K I N G P O I N T S
relationship value. Always remember to follow-up You can discover how seriously a
Some companies use a series of non- promptly on all interactions. company takes corporate social respon-
financial metrics to track the partner- sibility by checking its website.
ship value, such as: Annually reevaluate the partnership Remember to establish a tab on your
• Willingness to act as a resource, strategy homepage labeled “community” or “cor-
• Ability to provide perspective on Companies annually prioritize their porate citizenship.”
key issues, relationships with different professional
• Impact on public policy and and community groups. Conclusion
• Participation or volunteerism. Setting and reviewing goals for each You can’t build trust overnight.
relationship allows the company to Relationship-building takes time and
Keep the community, company focus its strategic and scarce resources effort.
informed on the most valuable groups. It requires diplomacy and mediation
Maximize your visibility by pursuing • What does your company want to skills, understanding complex con-
marketing and collaboration opportuni- accomplish? stituencies and developing familiarity
ties. • Did the company and partner meet with specific associations.
Create a newsletter and develop arti- its goals?
cles on activities, events and issues of • Is the relationship benefit falling
interest. below expectation? Stacie Madden is the principal
Maintain regular interactions with key • What action is needed to close goal of SEM Associates, Scituate,
community groups. achievement? a marketing and communications
Keep the community updated on plans Include the company consulting firm focused on health care
and tactics, programs and events. website and education.