Corporate social responsibility Archives - Build the Brand. Protect the Brand.

Social cause marketing—these are philanthropic buzzwords that appear to be sweeping companies and organizations in recent years. By the sound of it, it seems like something every organization should adopt. By the looks of it, it can do wonders for any business’ reputation.

But what is it exactly?

In short, cause marketing involves the marketing efforts of corporate entities, non-profit organizations, and other cause groups to achieve a mutually beneficial outcome. We’ve seen great examples of cause marketing in recent years with Dove’s Campaign for Real Beauty, Product (Red) for the Global Fund to Fight Aids, or Yoplait’s Friends in the Fight for Susan G. Komen.

So, what makes social cause marketing impactful? How does a group properly identify and adopt a social cause? How is it effectively marketed? I’ll illustrate three examples from R&R Partners’ Salt Lake City office that may help answer these questions.

Identify a need:

Utah Department of Public Safety – Highway Safety Office: Utah DUI Staycation Trolley Tour

Over the past 10 years, more deaths have happened on Utah roads on the 4th of July holiday than any other holiday. As Utahns began planning their Independence Day celebrations, we identified a need for our Utah Highway Safety client and began strategizing ways to position the “don’t drink and drive” message to best combat the deadly holiday. To encourage Utah drivers to make plans for sober driving, representatives from the Utah Department of Public Safety’s Highway Safety Office and the Utah Highway Patrol partnered with the Salt Lake Trolley Tour, a narrated sightseeing tour through historic Salt Lake City. We invited Salt Lake-area news outlets to join local law enforcement aboard the Utah DUI Staycation Tour and share the ride of lifetime—experiencing a DUI without the related costs.

The trolley tour took guests to various sites around downtown with a handful of out-of-the-ordinary stops. These stops included up-close and personal views of standardized field sobriety testing, the finest photo opps of a Blood Alcohol Testing vehicle (BATmobile), and a final stop at the jail administration building.

Our goal is not to stop people from drinking, but rather urge safe driving in situations where people might be drinking. If Utahans chose to drink on Independence Day, we encouraged them to make a plan—designating a sober driver or utilizing a ride share service. Otherwise, they could experience a summer staycation they wouldn’t soon forget.

http://www.good4utah.com/news/local-news/good-4-utah-experiences-dui-without-the-costs-penalties

Select an impactful partner:

Slow the Flow, Save H2O + Garbett Homes: Flip Your Strip

R&R Partners has developed a strategy for cause marketing called the “Theory of Reasoned Action” which highlights four steps for effective social change:

Raise awareness
Change attitudes
Change intentions
Change behavior

A crucial piece of the Theory of Reasoned Action pie includes community mobilization—or the process in which individuals or organizations carry out messaging or activities to accomplish an initiative. To mobilize a community, it often requires strategic partnerships to communicate messages via innovative ways.

Recently, we partnered with Garbett Homes—a Utah homebuilder committed to sustainable and innovative building—with our client Slow the Flow, Save H2O (from the Utah Division of Water Resources). Our shared goal was to extend Garbett’s efforts to the exterior of the home by promoting a Flip Your Strip initiative for residential landscaping. This initiative encouraged the conversion of neighborhood park strips (the area of yard between the sidewalk and street) from sod to an attractive water-wise alternative saving up to 10,000 gallons of water per year, per household.

The Flip Your Strip initiative aims to build awareness in the community and state, but also highlight Garbett Homes as a leader and advocate for water-wise, sustainable exterior landscaping. The summer-long project culminated in a media event to educate press and the community on the intended initiative. For additional community outreach, local elementary Daybreak Academy was invited to participate in the event. Speakers educated students about the Flip Your Strip project, the importance of conserving water, and ways they could help make a difference for Utah’s future water needs. Each student walked away with a t-shirt and water-wise plants for a hands-on application of the initiative for the academy’s schoolyard.

Build engaging content + creative:

Utah Department of Public Safety – Highway Safety Office: St. Patrick’s Day Saints of Sobriety

Many people like to celebrate St. Patrick’s Day by raising a pint of their favorite beverage, but some press their luck by getting behind the wheel. To remind St. Patrick’s Day revelers to never drink and drive, representatives from the Utah Department of Public Safety’s Highway Safety Office and the Utah Highway Patrol visited Salt Lake-area news outlets to reveal a DUI-prevention message that encouraged bar and pub patrons to take a cab or ride with a sober lad or lassie.

Additionally, on the evening of St. Patrick’s Day 2016, law enforcement representatives partnered with Salt Lake City bars where local actors transformed into living statues of the “Saints of Sobriety”, including: St. Haylor of Cab, saint of wise travelers; St. Cristyl O’Clearhead, saint of responsible drinking; and St. Alweis the Appointed, saint of designated drivers. Those who made the pledge to get home safely received a coin from law enforcement representatives that, when deposited in the statue’s hat, activated an interactive performance by the living saint statue. To assist in additional awareness, each bar also placed a stained glass display at their location to communicate the importance of sober driving on Utah’s roads. The message was interactive, hands-on, and entertaining..

For the first time, Utah experienced zero alcohol related crashes or fatalities on St. Patrick’s Day. By identifying a need and a timely message, while channeling impactful creative, our message came to life with a fresh and innovative platform and likely played a role in preventing crashes and fatalities this year.

By identifying a need, selecting impactful community players, and building engaging content, any organization can adopt, and shape, an impactful cause marketing campaign. R&R Partners holds the tools and expertise to take key moments like each of the above examples and turn them into critical successes for any client.

In the July-August 2016 issue of the Harvard Business Review, authors of three articles tackle the topic of diversity in the workplace. Find our Key Takeaways and Top Five Do’s to integrate with or update the diversity pillar of your business’ current Corporate Social Responsibility (CSR) efforts.

Key Takeaways

An abundant number of studies have shown that “a diverse workforce measurably improves decision-making, problem-solving, creativity, innovation and flexibility” (Burrell, 2016). Given the large resources dedicated toward diversity programs, organizations seem to be embracing these findings.

However, many companies have been using approaches developed in the 1960s, and are failing to measure whether or not those diversity programs work. Unfortunately, findings by researchers dedicated to measuring the effectiveness of diversity programs indicate certain approaches are not only not working (“[diversity training programs] largely don’t change attitudes, let alone behavior” (Bohnet, 2016), but are working against the very outcomes sought.

For example, mandatory diversity training programs are even associated with backlash, i.e. activation of bias. With the failure of diversity programs to produce desired results, the following should be of no surprise: “Black men have barely gained ground in corporate management since 1985. White women haven’t progressed since 2000. It isn’t that there aren’t enough educated women and minorities out there—both groups have made huge educations gains over the past two generations” (Dobbin, 2016).

In order to address lackluster approaches, companies should seek out diversity programs that researchers have found to be most effective in positively impacting workforce diversity. “Interventions such as targeted college recruitment, mentoring programs, self-managed teams and task forces have boosted diversity in business” (Dobbin, 2016). Designing your organization’s processes to avoid biased decision-making in the first place will also lead to better outcomes. These methods, and other “do’s” below as culled from the HBR authors’ insights, can help your organization make strides toward a diverse workforce.

104750_01_INHOUS_16_ExternalComm5Dos_dig-02

Top Five Dos

Collect and study your organization’s diversity-related data. This will allow you to make informed decisions about the areas where you need improvement.
Define success for and measure the impact of your diversity program(s). Rigor in this area should match that of any other.
Ease up on the control tactics on your managers. It’s more effective to engage managers in solving the problem, increase their on-the-job contact with female and minority workers, and promote social accountability—the desire to look fair-minded (Dobbin, 2016).
Re-design your processes to prevent biased choices in the first place, an approach known as choice architecture. For example, use structured interviews where every candidate is given the same question and strike self-evaluations from performance appraisals (which tend to benefit certain demographic groups). Behavioral design can be effective in mitigating bias.
Challenge perceptions of merit. If those making the hiring, promoting and compensation decisions in an organization fail to understand the research tying good fortune to good success, it can have negative implications for underrepresented demographic groups.

References

Bohnet, I. (2016, July-August). Designing a Bias-Free Organization. 63-67. (G. Morse, Interviewer) Harvard Business Review.

Burrell, L. (2016, July-August). We Just Can’t Handle Diversity: A Research Roundup. Harvard Business Review, pp. 71-74.

Dobbin, F. (2016, July-August). Why Diversity Programs Fail And What Works Better. Harvard Business Review, pp. 53-60.