Communicating Social Values Improves Brand

1. Communicating Social Values Improves Brand COMMUNICATING SOCIAL VALUES IMPROVES BRAND HOW-TO GUIDE

2. 2 Communicating Social Values Improves Brand How-to Guide Communicating Social Values Improves Brand Fortune 500 companies have recognized significant benefits by successfully promoting civic virtues such as Sustainability, Community, Sponsorship, Charity, and Environment. Although benefits like improved brand integrity are intangible, they can have a significant impact on a company’s long- term success. Increase brand value by developing a communication plan for the organization’s social values. Social Value Messaging demonstrates alignment of corporate goals with those of the organizations key stakeholders such as customers, employees, and partners. Social Value Messaging programs are not sunk costs, but rather, should be viewed as investments in corporate health. Following are categories of Social Value Programs: ExamplesofSocialValueMessagingprogramsareabundant.OnJanuary18,2006,Frito-Lay’sbrand, SunChips, partnered with the Susan G. Komen Breast Cancer Foundation by officially sponsoring the Komen Race for the Cure® Series National Volunteer Recognition Program. SunChips Crunch for the Cure is an integrated, multi-channel campaign comprised of event marketing, promotions, online, and affiliate & channel marketing. What is Social Value Messaging? Benefits of Social Value Messaging: Improved Recruitment & Retention - employees prefer to work for socially conscious organizations that effect positive social change. Increased Revenues - in competitive markets, social values can mean the difference between a customer choosing you or the other guy. Growth of Brand Equity - this includes brand awareness and increased brand integrity as customers can identify with what your brand stands for. Positioning as Industry Leader - social values were initially competitive advantages before these programs became mainstream. Be a leader. HOW-TO GUIDE Sustainability Community Sponsorship Environment Charity Being a good corporate citizen makes business sense. Drive brand value and improve customer and employee loyalty by capturing and communicating corporate social values. Bottom Line 2 Communicating Social Values Improves Brand How-to Guide Communicating Social Values Improves Brand Fortune 500 companies have recognized significant benefits by successfully promoting civic virtues such as Sustainability, Community, Sponsorship, Charity, and Environment. Although benefits like improved brand integrity are intangible, they can have a significant impact on a company’s long- term success. Increase brand value by developing a communication plan for the organization’s social values. Social Value Messaging demonstrates alignment of corporate goals with those of the organizations key stakeholders such as customers, employees, and partners. Social Value Messaging programs are not sunk costs, but rather, should be viewed as investments in corporate health. Following are categories of Social Value Programs: ExamplesofSocialValueMessagingprogramsareabundant.OnJanuary18,2006,Frito-Lay’sbrand, SunChips, partnered with the Susan G. Komen Breast Cancer Foundation by officially sponsoring the Komen Race for the Cure® Series National Volunteer Recognition Program. SunChips Crunch for the Cure is an integrated, multi-channel campaign comprised of event marketing, promotions, online, and affiliate & channel marketing. What is Social Value Messaging? Benefits of Social Value Messaging: Improved Recruitment & Retention - employees prefer to work for socially conscious organizations that effect positive social change. Increased Revenues - in competitive markets, social values can mean the difference between a customer choosing you or the other guy. Growth of Brand Equity - this includes brand awareness and increased brand integrity as customers can identify with what your brand stands for. Positioning as Industry Leader - social values were initially competitive advantages before these programs became mainstream. Be a leader. HOW-TO GUIDE Sustainability Community Sponsorship Environment Charity Being a good corporate citizen makes business sense. Drive brand value and improve customer and employee loyalty by capturing and communicating corporate social values. Bottom Line

3. 3 Communicating Social Values Improves Brand How-to Guide 1 2 Align Company Values with the Communication Plan Review your organizations Mission, Vision, Values, Goals & Objectives. If no document containing this information exists, hold informal interview sessions with key executives. Deter- mine which values will resonate with internal and external stakeholders and make a list of projects that will best promote them. Action Plan STEP 1 - Align Company Values with the Communication Plan 3 Prioritize & Develop a Strategy 4 Communicate Values Internally & Externally 5 Measure Results Determine Company Values and How to Best Promote Them Obtain Senior Management Approval Core Values Worksheet V I E W R E S O U R C E 3 Communicating Social Values Improves Brand How-to Guide 1 2 Align Company Values with the Communication Plan Review your organizations Mission, Vision, Values, Goals & Objectives. If no document containing this information exists, hold informal interview sessions with key executives. Deter- mine which values will resonate with internal and external stakeholders and make a list of projects that will best promote them. Action Plan STEP 1 - Align Company Values with the Communication Plan 3 Prioritize & Develop a Strategy 4 Communicate Values Internally & Externally 5 Measure Results Determine Company Values and How to Best Promote Them Obtain Senior Management Approval Core Values Worksheet V I E W R E S O U R C E

4. 4 Communicating Social Values Improves Brand How-to Guide 1 2 Align Company Values with the Communication Plan Obtain Senior Management Approval Communicate with key members of your management team the values you want to promote using social value messaging. Do not forget to identify & leverage areas where your company is already being a good Corporate Citizen. Action Plan STEP 2 - Obtain Senior Management Approval 3 Prioritize & Develop a Strategy 4 Communicate Values Internally & Externally 5 Measure Results How Is Your Company A Good Corporate Citizen? Sustainability Report Template V I E W R E S O U R C EV I E W R E S O U R C E 4 Communicating Social Values Improves Brand How-to Guide 1 2 Align Company Values with the Communication Plan Obtain Senior Management Approval Communicate with key members of your management team the values you want to promote using social value messaging. Do not forget to identify & leverage areas where your company is already being a good Corporate Citizen. Action Plan STEP 2 - Obtain Senior Management Approval 3 Prioritize & Develop a Strategy 4 Communicate Values Internally & Externally 5 Measure Results How Is Your Company A Good Corporate Citizen? Sustainability Report Template V I E W R E S O U R C EV I E W R E S O U R C E

5. 5 Communicating Social Values Improves Brand How-to Guide 2 3 Obtain Senior Management Approval Prioritize & Develop a Strategy Many social value campaigns fail because the communication plan is too ambitious. Start with Sustainability as a hot example and build upon your success over a longer-term period. There are firms dedicated to the relation- ship between customers, sustainability, and brands; check out innovative brand consult- ancy Conscientious Innovation. Action Plan STEP 3 - Prioritize & Develop a Strategy 1 Align Company Values with the Communication Plan 4 Communicate Values Internally & Externally 5 Measure Results Start with Sustainability Then Innovate Intelligently Sustainability Assessment and Report V I E W R E S O U R C E 5 Communicating Social Values Improves Brand How-to Guide 2 3 Obtain Senior Management Approval Prioritize & Develop a Strategy Many social value campaigns fail because the communication plan is too ambitious. Start with Sustainability as a hot example and build upon your success over a longer-term period. There are firms dedicated to the relation- ship between customers, sustainability, and brands; check out innovative brand consult- ancy Conscientious Innovation. Action Plan STEP 3 - Prioritize & Develop a Strategy 1 Align Company Values with the Communication Plan 4 Communicate Values Internally & Externally 5 Measure Results Start with Sustainability Then Innovate Intelligently Sustainability Assessment and Report V I E W R E S O U R C E

6. 6 Communicating Social Values Improves Brand How-to Guide 3 4 5 Prioritize & Develop a Strategy Communicate Values Internally & Externally Measure Results Work with the Web master to put your values on the corporate website. Add these programs to general marketing collateral. Additionally, work with Human Resources to incorporate your social values into training packages for new employees. Action Plan STEP 4 - Communicate Values Internally & Externally 1 Align Company Values with the Communication Plan 2 Obtain Senior Management Approval Internal and External Marketing of Company Values V I E W R E S O U R C E Web Redesign Playbook 6 Communicating Social Values Improves Brand How-to Guide 3 4 5 Prioritize & Develop a Strategy Communicate Values Internally & Externally Measure Results Work with the Web master to put your values on the corporate website. Add these programs to general marketing collateral. Additionally, work with Human Resources to incorporate your social values into training packages for new employees. Action Plan STEP 4 - Communicate Values Internally & Externally 1 Align Company Values with the Communication Plan 2 Obtain Senior Management Approval Internal and External Marketing of Company Values V I E W R E S O U R C E Web Redesign Playbook

7. 7 Communicating Social Values Improves Brand How-to Guide 4 5 Communicate Values Internally & Externally Measure Results Obtaining a hard Return on Investment is diffi- cult for programs such as this. Instead consider the Social Return on Investment model developed by the London Benchmarking Group to assess your results. Action Plan STEP 5 - Measure Results 1 Align Company Values with the Communication Plan 2 Obtain Senior Management Approval 3 Prioritize & Develop a Strategy It’s Not Always About ROI... How SRI Matters Too. V I E W R E S O U R C E Social Media ROI Benchmark Report 7 Communicating Social Values Improves Brand How-to Guide 4 5 Communicate Values Internally & Externally Measure Results Obtaining a hard Return on Investment is diffi- cult for programs such as this. Instead consider the Social Return on Investment model developed by the London Benchmarking Group to assess your results. Action Plan STEP 5 - Measure Results 1 Align Company Values with the Communication Plan 2 Obtain Senior Management Approval 3 Prioritize & Develop a Strategy It’s Not Always About ROI... How SRI Matters Too. V I E W R E S O U R C E Social Media ROI Benchmark Report

8. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.