12/2/2014

1. 12/2/2014 ™ good returns • Your most powerful marketing tool punches a time clock twice a day.

2. 12/2/2014 ™ good returns • Growing your business and strengthening your brand through cause-related marketing.

3. Traditional Advertising/Marketing Path Advertising/PR Partners• Ad Agency/PR Firm• Media Channels• Promotional Advertising Traditional Media Consumers• Viewers of Newspapers, Outdoor Boards, TV, Radio, etc. Internal Marketing Strategy• CEO• Marketing Director• Internal Sales/Marketing Staff

4. Advertising/Marketing Path Advertising/PR Partners• Ad Agency/PR Firm• Media Channels• Promotional Advertising Traditional Media Consumers• Viewers of Newspapers, Outdoor Boards, TV, Radio, etc. + + Front-Line Operations• HR Director• Community Relations Dir.• Personnel Managers• Employees GoodReturns Planning/Training • Research• Strategy Development• Program Design/Cause Link• Employee Brand Enlistment• Community Partnership Dev. + Community Partners • Additional $ Resources• Additional POP Opportunities• Additional Brand Leverage• Additional Media Interest 12/2/2014 ™ good returns Cause-Aware Consumers• Neighbors• Shoppers• Community Leaders• Media Reporters Internal Marketing Strategy• CEO• Marketing Director• Internal Sales/Marketing Staff The “charitable cause” is the glue that holds the program and partners together.

5. Why? “Doing Well While Doing Good.” L. Lawrence Embley Employee Pride/Motivation• Empower/build pride• Recruitment/retention tool• Guide front-line actions Shield Against Attack• Soften impact of PR crises• Neutralize political foes• Bond with strategic allies Reservoir of Good Will• Generalized positive perception• Media access/influence• Lowers barriers to growth Plowing the Field• Highlights priorities• Shapes public perceptions• Points the way to the future Pure Unbridled Capitalism• Sell more stuff• Sell it longer• Charge more for it ‘Cause We Have To• Mission/vision/values• Regulatory requirements• Community pressures• Stewardship—it’s the right thing to do

6. Portfolio

7. Taking a company that picks up garbage and helping them become a caring environmentally concerned member of the community

8. “You work magic! Your consulting efforts with the Tramutola Company brought us clarity, focus and a common purpose. For the first time, our entire staff fully understands our brand and we have a program to leverage it for market success.” • Bonnie Moss • V.P. Business Development, Tramutola Company

9. Case Study 1

11. “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.”

12. “YEAH, I KNOW. THIS STORE REALLY STINKS.” “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.”

13. “MY FAVORITE STORE MANAGER WAS FIRED. HE WAS SUCH A NICE MAN.” “YEAH, I KNOW. THIS STORE REALLY STINKS.” “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.”

14. “MY FAVORITE STORE MANAGER WAS FIRED. HE WAS SUCH A NICE MAN.” “YEAH, I KNOW. THIS STORE REALLY STINKS.” “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.” “OUR NEIGHBORHOOD IS RUINED. LOUSY CARPET-BAGGERS.”

15. “MY FAVORITE STORE MANAGER WAS FIRED. HE WAS SUCH A NICE MAN.” “YEAH, I KNOW. THIS STORE REALLY STINKS.” “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.” “OUR NEIGHBORHOOD IS RUINED. LOUSY CARPET-BAGGERS.” “THE TAG ON THIS LETTUCE SAYS HOUSTON PROUD.”

16. “MY FAVORITE STORE MANAGER WAS FIRED. HE WAS SUCH A NICE MAN.” “I GOT CAUGHT…DOING SOMETHING SPECIAL.” “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.” “OUR NEIGHBORHOOD IS RUINED. LOUSY CARPET-BAGGERS.” “THE TAG ON THIS LETTUCE SAYS HOUSTON PROUD.”

17. “MY FAVORITE STORE MANAGER WAS FIRED. HE WAS SUCH A NICE MAN.” “I GOT CAUGHT…DOING SOMETHING SPECIAL.” “THEY DON’T CARRY MY FAVORITE MUSTARD ANYMORE.” “I’M ON THE WESTLAKE STORE ADVISORY BOARD.” “THE TAG ON THIS LETTUCE SAYS HOUSTON PROUD.”

18. “I GOT CAUGHT…GIVING GOOD CUSTOMER SERVICE.” “WHAT IS YOUR SPECIAL REQUEST?” “I’M ON THE WESTLAKE STORE ADVISORY BOARD.”

19. “I GOT CAUGHT…GIVING GOOD CUSTOMER SERVICE.” “WHAT IS YOUR SPECIAL REQUEST?” “I’M ON THE WESTLAKE STORE ADVISORY BOARD.” “WE GET YOU HOME SOONER.”

20. Case Study 2

22. Putting words into visible action Advertising messages that proclaim “We’re part of this community” are generally tired and overdone. And not believed. Therefore, we built the NBU brand through visible actions, not words. A primary means of doing this is through a successful program NBU had already pioneered in New Braunfels...

29. “My husband and I have lived in four cities in our 20-year marriage. There is not a utility company that can hold a candle to NBU in regards to your public and community service. The children in this town grow up knowing and trusting in NBU employees, and NBU will always hold a very special place in our hearts.” Excerpt from customer letter received by NBU

30. A plan for your organization.

31. How? DO THE RIGHT THINGS PRIORITIZE AUDIENCES PRODUCTIZE SERVICE DELIVERY BUILD EMPLOYEE BUY-IN MISSION/VISION/VALUES  GET CAUGHT FIND EXCUSE TO TALK ABOUT IT  IDENTIFY CHANNELS PREPARE TOOLS  DEFINE SATISFACTION/SUCCESS  TRAIN/ORIENT MEASURE/INCENT 5-YEAR GOALS BIZ STRATEGIES

32. Steps Build on Existing Good Work• Successful programs• Business unit strategies• Employee buy-in MISSION/VISION/VALUES Synchronize Messages• Build ties between business units• Link communications to biz plan• Idea generator system-wide Resources for Executive Team• Materials for employee presentations• Scripting/Events• Tie to incentives where possible 5-YEAR GOALS BIZ STRATEGIES

33. Steps Employee Education Campaign• 5-Year Goals/Biz Strategies• Tailor to employee work environment• Team-building, motivating, competency dev.• On-brand behavior from field level and up Reinforce Management Tools• Employee training materials• Leadership development• On-site reinforcement materials• Reports/newsletters, etc. BUILD EMPLOYEE BUY-IN Link with HR/Employee Focus• Synchronize messages• Simplify communications  TRAIN/ORIENT MEASURE/INCENT

34. Steps PRODUCTIZE SERVICE DELIVERY Package the Process• “How to engage with us”• “How we engage with you” Customer Service Products• Identify key touch points• Simple tools to enhance service Establish Success Dashboard• Key indicators of value to customer • Simplify and make memorable• Find opportunities to report on progress  DEFINE SATISFACTION/SUCCESS

35. Steps PRIORITIZE AUDIENCES Segment Messages by Audience• Wholesale customers/suppliers• Retail customers• Political stakeholders• General public• Neighborhoods/special interests• Environmental groups/individuals• Peer organizations• Media Identify Information Allies• Other organizations, counties, cities• Groups allied by self-interest• To help in measurement, add credibility,scope and objectivity Public Information Tools• Consistent graphic identity• Be strategic • Audience specific• Utilize employee channel!  IDENTIFY CHANNELS PREPARE TOOLS

36. Steps DO THE RIGHT THINGS Communicate Ahead of Issues• Reinforce internal communication• Prepare talking points• Crisis communication materials BASIC PRINCIPLES Demonstrate relevant local presence Leverage strength of employee team Coordinate efforts/Simplify message Avoid “idea of the month” club Communicate vs. “information dump” If nothing else, be consistent Create Communication Opportunities• Existing and new public forums• Customer service programs• Leverage co-sponsorships• From face-to-face to town meetings• Speaker’s bureau Track and Benchmark Progress• Market research• Focus groups  GET CAUGHT FIND EXCUSE TO TALK ABOUT IT

37. It’s what you do, not what you say that counts. 12/2/2014 ™ good returns • Dave Wenger—312-2288 Glenda Beasley—288-9171