Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand and Brand Communication...

Cause Marketing

Embed CSR into the Brand

RF’s Capability and Practice in CSR

罗德——引领企业社会责任研究与实践

Ruder Finn CSR Perspective

“Corporate Social Responsibility is no longer about ‘responsibility’, but rather an essential component to good business practice. It is not just about doing good for the sake of doing good, it’s about using core competencies to create a movement, influence others to improve their business practices and inspire change.

Public relations is the channel that amplifies this voice to which this change is created.

Kathy Bloomgarden

CEO, Ruder Finn

CSR In Trend 企业社会责任趋势解读

The New World for Business Challenges Abound

Key Agenda of CSR Related to Corporate Sustainability

CSR leans to a

corporate

development

strategy related to

sustainability.

Global trend: Maturing Concept of CSR

Philanthropy

Responsible citizen

with top-down

engagement

Sustainability and

Shared values

How one spend money How one make money

Socialized CSR

CSR1.0:

• Companies drive and participate

• CSR as an image building

approach

CSR 2.0:

• CSR engaged by companies

and their stakeholders

CSR 3.0:

• Concerned and participated

by all the general public.

CS

R g

oe

s S

oc

ializ

ing

The way we see CSR 我们的企业社会责任洞察

Understanding Brand Strategy

Consumer

Perceptions

Brand Image

How the brand is

perceived

Understand

Image Market

Position

Develop Identity

Marketing/

Communications Company

Intentions

Brand Identity

How you want the

brand to be

perceived

A brand differentiates the services/products of a company from

competitors

Vision-Culture-Image (VCI) Model

Strong coherence is needed between:

• Strategic Vision - what the company’s

top management seek to accomplish

• Corporate Culture - what the

company’s employees know and

believe

• Corporate Image - how its external

stakeholders perceived the company

Why Pursue CSR

Trust Practicing CSR builds internal and external

confidence in a company

Loyalty People want to do business with a company that gives

back

Integrity By giving back, we’ll all be gaining a piece

of a better future

Intrinsic Link Between Brand and CSR

CSR

Brand Message

the “feeling” a Brand gives

Quality

Emotional benefits

Values

Culture

Image

When choosing between two brands of equal quality & price, social

purpose continues to rank as the number one deciding factor for global

consumers

Clarify corporate position

Corporate image research

Corporate branding strategy development

Compelling brand message

Internal alignment

Consistent visual identity

Guidelines, tools and training for brand consistency

Employee internalization of the brand

External brand campaign

Our purpose is to care and cure. We provide medicines to treat and

prevent diseases, ease suffering and improve quality of life.

Caring and Curing

Create a catchy

tag-line

Build convincing message

incorporative of company

mission and values

Case Study: Compelling Brand Message

Human Resources

Local Sales/ Comms teams

Management All Associates





Internal alignment




External brand campaign Everyone within the company needs to

understand and believe in the same

identity

Case Study: Internal Alignment





Internal alignment





Transparency Collaboration Adoption

Necessary elements to

achieving success

Case Study: Employee Internalization

Engaged

Publics

Healthcare

Professionals

Policy

Makers Future Talent Investors





Internal alignment





Case Study: External Brand Campaign

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CSR audit

Baseline CSR survey

Non-financial risk

assessment

Mapping, benchmark

and gap analysis

Stakeholder

engagement

Human rights due

diligence

Policy development:

Environmental policy

Community

investment policy

Supplier code of

conduct

CSR KPIs and

monitoring system

Advisory including:

Senior management

engagement

Staff training and

capacity building

Roll out of policies

Action plans

Alignment with

international

standards

Internal

External

Targeted

Reporting and

disclosure

Case studies

Partnership

Award Pitching

KOL Endorsement

CSR is NOT Only Communications Comprehensive CSR Mechanism

Strategy Implementation Communications Assessment

18

Step 1: Know Where We Are Mapping, Benchmarking and Gap Analysis

Indicators based on global standards

Mapping of quantitative data

Mapping of qualitative data

Scoping

Assessment Framework

Based on publicly available data: corporate websites, annual reports, CSR reports

Capturing of leading CSR practice examples

Internal surveys

Research

Company scoring according to indicators

Quantitative analysis of scores

Qualitative analysis of scores

Company Ranking

Ranking of companies

Identifiying strenths and weaknesses

CSR strategy recommendations

Summary Report

Healthcare CSR

2014

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Step 2: CSR Strategy Formulation The process

Bench-

marking

Analysis

Report

CSR

Strategy

1st

Management

Team Meeting

Preliminary

CSR

Direction

Key Stakeholder

Communication

2nd

Management

Team Meeting

Feedback

Report

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A Healthy CSR Strategy Key Considerations

Leverage what

you are good at

Reflect who

you are as a

brand

Help create a

favorable

business

environment.

Address issues

that resonate

with key

stakeholders of

the company

Integrate CSR

communication

platform in your

corporate

communication

Proactively implement

social responsibilities by

leveraging core

competitiveness and

resources

Through CSR

initiatives, establish a

favorable brand

perception among

stakeholders,

generating business

opportunities

Engage all

stakeholders,

especially employees

to participation in CSR

programs.

Recycling/Environment

Access to medicines

Examples:

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From Traditional CSR to Inclusive Business

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Step 3: Project Development and Implementation

Assessment Planning

Execution Evaluation

CSR Strategy

Business

strategy

Hot social

issues

Specific

Measurable

Agreed Upon

Realistic

Time-Framed

Team building

Effective

communication

Timely debrief

and analysis

report

Feedbacks from

stakeholders

Evaluation and

improvement

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Michelin and Challenge Bibendum

• Challenge Bibendum is an international event held annually, designed to provide a real world competition of advanced technology vehicles, providing vehicle performance measures: Energy efficiency, noise, acceleration, handling

• Challenge Bibendum brings together partners in the automotive industry: • Automobile Manufacturers • Technology Developers • Energy Suppliers

• The global automotive community is heavily involved: • International media • Universities • Government organizations • Non-government organizations

• An annual event, and come to China twice already

• Ruder Finn is the communications partner for Challenge Bibendum, responsible for government relations, NGO relations and global media outreach

24

Citigroup and Micro-Finance

Seed-funded or scaled up over 20 MFIs to benefit 1 million families in India alone

Increased number of borrowers in Southeast Asia by 160,000 during Asian financial crisis

$1.3 million for 66,000 women in western & central China

Provided training to 75 Philippine MFI staff for success transfer

Rewarded & recognised top Philippine Micro-Entrepreneurs through awards programme

RF has provided support to Citigroup through media relations (China), development of Best

Practice Case Studies and concept development for new initiatives

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Communicate Communicate Continuous

Improvement

Assessment

Development

Reporting Strategy Review and

Assurance

Position CSR in organisation

context

Comprehensive assessment of

strategies

Identify emerging issues, risks,

opportunities and regulatory

requirements

Determine frequency, scope

and style

Identify target

audience/stakeholders

External guidelines/codes of

conduct

Develop best practice

reporting model

Stakeholder dialogue

programme

Draft effective reports

Advise on performance

indicators

International standards

reporting systems

Transparency issues and risks

Transparent information

systems

Develop benchmarking tools

Data assurance systems (inc

3rd party)

Link performance with

stakeholder relations and

communications

Ongoing feedback

Train internal reporting

teams

Integrate global best

practice and emerging

standards

Step 4: CSR reporting and communications

Thank You

Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand and Brand Communication...

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