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We believe in doing great by doing good.
WE’RE YULU
@604PR @YULUPR #VANIMPACT14
CONTENT
WHAT IS IMPACT STORYTELLING?
WHAT DO YOU STAND FOR?
WHY IS SOCIAL IMPACT RELEVANT NOW?
CRAFTING AN AUTHENTIC STORY...
@604PR @YULUPR #VANIMPACT14
We work exclusively with companies that have a
positive social impact because we believe what’s
good for the world is good...
Yulu’s Mission: We believe
communication is one of the
most powerful tools for inspiring
and motivating others. We are
ded...
Yulu’s Mandate: Yulu has a social mandate
to work with companies that look beyond the
bottom line and provide societal val...
Yulu envisions a world where the public can
more easily connect to brands that have a
positive impact on society; where me...
What do you stand for?
@604PR @YULUPR #VANIMPACT14
World Housing: Inspired by the One-for-One™ gifting
model developed by Blake Mycoskie, founder of TOMS
Shoes, World Housin...
To provide housing to the most
people on earth,
while enabling social giving and philanthropy
in a real estate market wher...
WHAT DO YOU STAND FOR?
WHAT A AN ORGANIZATION STANDS
FOR, WHAT THEY ARE WORKING
TOWARDS, WHAT INSPIRES THEM.
THESE ARE ALL...
On the consumer side, there is a growing demand for socially-
responsible products and services, particularly amongst the ...
When we’re looking for a story that will resonate with
the press and capture the attention of the public, we
follow a simp...
When you signed up for this seminar, think back
to the moment before you clicked on the “purchase
button” and entered your...
When we’re looking to engage the public in a story,
this process is vital. In order for those words on a
page, screen or v...
A movement or feeling that is bigger than they
are, but if you communicate the value, is maybe
something they want to be a...
cgep
The Clinton Giustra Enterprise Partnership created a
distribution enterprise in a rural area in Peru to provide
oppor...
@604PR @YULUPR #VANIMPACT14
CGEP
Claris Healthcare was launching a digital tablet in an attempt to bring senior
citizens into everyday online conversations...
IS SIMPLY HAVING A
SOCIAL IMPACT STRATEGY
IN A BUSINESS MODEL AN
AUTOMATIC PR MOVE IN
AND OF ITSELF?
YES AND NO.
Having a strong social impact strategy is great PR amongst the
public who know you exist. In today’s multi-med...
AUTHENTICITY (PEOPLE
CAN SPOT THE PHONIES)
BRAND CONTINUITY /
CONSISTENCY
MESSAGE POSITIONING
LAW OF THE FEW
(IDENTIFYING ...
warby parker
For every pair of Warby Parker glasses purchased, the
company pays for the production of a pair of eyeglasses...
In July 2013, Warby Parker announced that it had distrib-
uted 500,000 pairs of eyeglasses to people in need. Warby
Parker...
When Toms sells a pair of shoes, a pair of shoes is given
to an impoverished child, and when Toms sells a pair of
eyesight...
Author Daniel H. Pink described the company’s business model
as “expressly built for purpose maximization”, whereby Toms i...
@604PR @YULUPR #VANIMPACT14
clothing company, focusing mainly with high-
end outdoor clothing. The company is a member of
...
Patagonia commits 1% of their total sales or 10% of their
profit, whichever is more, to environmental groups. Since
1985, ...
Patagonia often features their environmental campaigns in their catalogs and
advertisements. Many of their recent campaign...
big message
When you’re in the public eye, you are open to scrutiny.
Particularly when you’re claiming social impact.
Be a...
Comcast Ecobill has the slogan of “PaperLESSisMORE” but Comcast still
uses massive amounts of paper for direct marketing.
...
Q&A
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Impact Storytelling - PR for Social Enterprises

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Public relations is more than just pitching the media. Yulu PR's founder and creative director Melissa Orozco (@604pr) shares concepts and case studies (such as Clinton Giustra Enterprise Partnership and World Housing, Yulu's past clients) on how to tell amplify your authenticity, whether as an individual or business, at VanIMPACT 2014, a conference at the intersection of purpose, profit and tech. #VANIMPACT14

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Impact Storytelling - PR for Social Enterprises

  1. 1. We believe in doing great by doing good. WE’RE YULU @604PR @YULUPR #VANIMPACT14
  2. 2. CONTENT WHAT IS IMPACT STORYTELLING? WHAT DO YOU STAND FOR? WHY IS SOCIAL IMPACT RELEVANT NOW? CRAFTING AN AUTHENTIC STORY 1 2 3 4 5 CASE STUDIES
  3. 3. @604PR @YULUPR #VANIMPACT14
  4. 4. We work exclusively with companies that have a positive social impact because we believe what’s good for the world is good for business. @604PR @YULUPR #VANIMPACT14
  5. 5. Yulu’s Mission: We believe communication is one of the most powerful tools for inspiring and motivating others. We are dedicated to discovering concepts, ideas and organizations that have a positive impact on humanity. It’s our goal to share their messages with wider audiences to create a better world.. @604PR @YULUPR #VANIMPACT14
  6. 6. Yulu’s Mandate: Yulu has a social mandate to work with companies that look beyond the bottom line and provide societal value. What do you stand for? @604PR @YULUPR #VANIMPACT14
  7. 7. Yulu envisions a world where the public can more easily connect to brands that have a positive impact on society; where media the media we consume is helpful, not harmful; and where the PR industry is regulated by strong set of principles and values. VISION What do you stand for? @604PR @YULUPR #VANIMPACT14
  8. 8. What do you stand for? @604PR @YULUPR #VANIMPACT14
  9. 9. World Housing: Inspired by the One-for-One™ gifting model developed by Blake Mycoskie, founder of TOMS Shoes, World Housing is the world’s first one-for-one real estate gifting model. For every home sold at one of our certified World Housing condominium projects, a home is constructed and gifted to a deserving family living in a third world garbage dump community. @604PR @YULUPR #VANIMPACT14
  10. 10. To provide housing to the most people on earth, while enabling social giving and philanthropy in a real estate market where millions of transactions take place every year. WORLD HOUSING TM @604PR @YULUPR #VANIMPACT14 MISSION
  11. 11. WHAT DO YOU STAND FOR? WHAT A AN ORGANIZATION STANDS FOR, WHAT THEY ARE WORKING TOWARDS, WHAT INSPIRES THEM. THESE ARE ALL COMPONENTS THAT FORM A COMPANY’S STORY. @604PR @YULUPR #VANIMPACT14
  12. 12. On the consumer side, there is a growing demand for socially- responsible products and services, particularly amongst the Millennial generation. By 2020, its members will represent one out of every three adults on the continent. The global economy, societal trends, social influencers, media – these are all contributors to how the public will receive and digest your brand and story. WHY IS IT RELEVANT FOR YOUR STORY TO HAVE SOCIAL IMPACT? We are in an era of social sharing. What your business does, good or bad, the word will spread. Media are always on the look-out for company’s that are doing innovative things that will affect more than just the bottom line – the more creative your social give is, the more likely a reporter will cover your story. @604PR @YULUPR #VANIMPACT14
  13. 13. When we’re looking for a story that will resonate with the press and capture the attention of the public, we follow a simple rule of humanity. People feel before they think or take action. @604PR @YULUPR #VANIMPACT14
  14. 14. When you signed up for this seminar, think back to the moment before you clicked on the “purchase button” and entered your credit card number. What feelings were evoked? Inspiration? Curiosity? A craving or longing to learn from or be in the presence of like-minded people?
  15. 15. When we’re looking to engage the public in a story, this process is vital. In order for those words on a page, screen or video, to have impact, they first have to evoke a strong emotion. That’s where social impact has a great vantage point. You are not just trying to sell the public on a product or service, you are trying to get their buy-in to a greater purpose.
  16. 16. A movement or feeling that is bigger than they are, but if you communicate the value, is maybe something they want to be a proponent of. The opportunity to build ambassadors for your brand is so much greater with social enterprises and cause- based organizations for this reason. That pathway from feeling, to thought to action, needs to be clear in your messaging for this to be effective. @604PR @YULUPR #VANIMPACT14
  17. 17. cgep The Clinton Giustra Enterprise Partnership created a distribution enterprise in a rural area in Peru to provide opportunities for women entrepreneurs to earn a reliable income for their families. These communities are often remote and poverty stricken as they’re unable to access basic resources essential to their livelihoods. @604PR @YULUPR #VANIMPACT14
  18. 18. @604PR @YULUPR #VANIMPACT14 CGEP
  19. 19. Claris Healthcare was launching a digital tablet in an attempt to bring senior citizens into everyday online conversations between family members and loved ones. The tablet also aimed to keep family members and caregivers apprised of the senior’s health. The challenge was two-Fold: How would we garner the attention of seniors, a non-tech audience; and how would media respond to another tech product in a very saturated consumer technology market? Yulu worked with Claris’ stakeholders to identify the key differentiators of its product. We then positioned the product as a tablet designed specifically for seniors who were skeptical of technology – highlighting the senior-friendly functionality that was not offered in other products on the market. Yulu organized a New York and Toronto media tour, where we met with top media outlets, providing reporters with a first-hand demo of the product and an opportunity to speak with Claris Companion’s creators. CLARIS COMPANION THE CHALLENGE THE SOLUTION @604PR @YULUPR #VANIMPACT14
  20. 20. IS SIMPLY HAVING A SOCIAL IMPACT STRATEGY IN A BUSINESS MODEL AN AUTOMATIC PR MOVE IN AND OF ITSELF?
  21. 21. YES AND NO. Having a strong social impact strategy is great PR amongst the public who know you exist. In today’s multi-media world, people often forget that the best PR is still word of mouth. In fact good old fashioned word of mouth has become even more powerful in modern times because technology has enabled individuals to self-broadcast to them through social media. @604PR @YULUPR #VANIMPACT14
  22. 22. AUTHENTICITY (PEOPLE CAN SPOT THE PHONIES) BRAND CONTINUITY / CONSISTENCY MESSAGE POSITIONING LAW OF THE FEW (IDENTIFYING THE RIGHT EVANGELISTS) COMMUNICATIONS PLANNING & EXECUTION If you are on to something good, gaining brand evangelists has never been easier or more effective. So why do so many great cause-oriented organizations get lost in noise? @604PR @YULUPR #VANIMPACT14
  23. 23. warby parker For every pair of Warby Parker glasses purchased, the company pays for the production of a pair of eyeglasses for in turn sells either directly to consumers or companies. @604PR @YULUPR #VANIMPACT14
  24. 24. In July 2013, Warby Parker announced that it had distrib- uted 500,000 pairs of eyeglasses to people in need. Warby Parker is a certified B Corporation with areas of excellence in Accountability and Consumers. The company is 100% carbon neutral. Workers: Living wage paid to all full time part time employees; 100% of full time employees receive bonus; >80% of health insurance premiums covered; >15% job growth rate; 100% of full time employee participate in external professional development Consumers: One-for-one give back program benefits people in emerging markets those unable to afford glasses Community: 30-40% of management is from previously excluded populations; 25-49% of employees participate in company organized service day Environment: Company conducts internal environmental review; annual carbon inventory conducted WARBY PARKER SOCIAL IMPACT B-CORP CERTIFICATION HIGHLIGHTS @604PR @YULUPR #VANIMPACT14
  25. 25. When Toms sells a pair of shoes, a pair of shoes is given to an impoverished child, and when Toms sells a pair of eyesight for people in developing countries. @604PR @YULUPR #VANIMPACT14 toms
  26. 26. Author Daniel H. Pink described the company’s business model as “expressly built for purpose maximization”, whereby Toms is both selling shoes and selling its ideal; creating consumers that are purchasing shoes and also making a purchase that transforms them into benefactors—a company goal if it is not a consumer goal. Another phrase used to try to describe the unique business model has been “caring capitalism”. Toms’ marketing has involved fashion shows, high profile events, university campus marketing, social media, and temporary pop-up stores. Products have been created to fit with different environmental ideals as well, including the creation of shoes that adhere to vegan product restrictions in their product lines. The popular ideals of the company have led the company to becoming involved in cross-company advertising campaigns, including a commercial with AT&T that filmed one of Toms’ shoe drops in Uruguay. In 2009, Mycoskie was invited to participate at the Opening Plenary of the Second Annual CGI U Meeting. In February 2010, FastCompany named Toms #6 on their list of Top Ten Most Innovative Retail Companies. At the 2011 South by Southwest conference, Blake gave the keynote address. Notable recognitions: SOCIAL IMPACT? TOMS MARKETING @604PR @YULUPR #VANIMPACT14
  27. 27. @604PR @YULUPR #VANIMPACT14 clothing company, focusing mainly with high- end outdoor clothing. The company is a member of several environmental movements and is a certified B-Corporation, meaning the company is beholden to public-benefit concerns (in this case environmental) alongside its profit motive. patagonia
  28. 28. Patagonia commits 1% of their total sales or 10% of their profit, whichever is more, to environmental groups. Since 1985, when the program was first started, Patagonia has donated $46 million in cash and in-kind donations to domestic and international grassroots environmental groups making a difference in their local communities. SOCIAL IMPACT
  29. 29. Patagonia often features their environmental campaigns in their catalogs and advertisements. Many of their recent campaigns include work with preventing oil drilling in the Alaska Wildlife Refuge, “Ocean As A Wilderness”, and “Don’t Dam Patagonia”. But their most buzz-worthy campaign is their reoccurring “Don’t buy this jacket” campaign. Patagonia’s risky, effective and authentic marketing campaign: A couple years back, Patagonia ran ads in the New York Times that simply stated “Don’t Buy This Jacket” — on Black Friday, no less! The company even went to the trouble to explain why consumers shouldn’t buy it (which, in case you’re curious, is because each jacket they produce leaves behind two-thirds its weight in waste).This seems like quite a risky move for any company that’s trying to remain profitable, and yet the company is having the best years in its history. How come? The answer is tied to their brand. Patagonia has found a way to balance their business and their brand promise by investing in the environment, and by creating features like The Footprint Chronicles, which allows consumers to track the environmental impact of Patagonia’s clothing items. Let’s take a look at a few ways that Patagonia is using this strategy to promote their brand, and what lessons we can take away for our own businesses: MARKETING PATAGONIA 1. Build Trust 2. Establish a Connection
  30. 30. big message When you’re in the public eye, you are open to scrutiny. Particularly when you’re claiming social impact. Be authentic. It is hard to recover when you lose the public’s trust. @604PR @YULUPR #VANIMPACT14
  31. 31. Comcast Ecobill has the slogan of “PaperLESSisMORE” but Comcast still uses massive amounts of paper for direct marketing. The Poland Spring eco-shape bottle is touted as “A little natural does a lot of good,” although 80% of beverage containers still go to the landfill. Kimberly Clark’s claim of “Pure and Natural” diapers in green packaging uses organic cotton on the outside but keeps the same petrochemical gel on the inside. Pampers also claims that “Dry Max” diapers reduce landfill waste by reducing the amount of paper fluff in the diaper, which created as a way for Pampers to save money. Much criticism was made to both businesses and individuals during the hugely successful Ice Bucket Challenge campaign for “arm chair activism and slacktivism” as videos were being posted and shared, yet many videos did not convert into donations...and others were upset by the mass amounts of water being wasted. Examples of greenwashing and slacktivism culprits: @604PR @YULUPR #VANIMPACT14
  32. 32. Q&A
  • NajmehNazMirzaie

    Oct. 11, 2015

Public relations is more than just pitching the media. Yulu PR's founder and creative director Melissa Orozco (@604pr) shares concepts and case studies (such as Clinton Giustra Enterprise Partnership and World Housing, Yulu's past clients) on how to tell amplify your authenticity, whether as an individual or business, at VanIMPACT 2014, a conference at the intersection of purpose, profit and tech. #VANIMPACT14

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