CSR Communication Plan

Wanda Barquin

Magnificat Strategic Communication

Background Non-Profit:

● Start-Up (NGO)● Facebook page● Press Release early August

Aims to: 

Assist large corporate and public enterprises to develop their social responsibility initiatives and the related marketing communications strategies.

Provide strategic communications advice to small and mid-size companies, governments, and non-profit organizations.

Transform a brand into a socially responsible leader by maximizing a company or organization’s value of CSR and philanthropic efforts.

CompetitionNon-profit, For-profit Companies & Foundations aim to establish a significant presence in combating community’s issues • B-Corporation• Causecast• Thomson Reuters

Organizations focus on undertaking corporate volunteer programs & preparing people to address social issues• U.S. Volunteermatch• U.S.& L.A. Atlas Corps

FACEBOOK

Only facility developed by the community that provides families shelter and offers longer-lasting solutions.

FACEBOOK

Only facility developed by the community that provides families shelter and offers longer-lasting solutions.

FACEBOOK

Only facility developed by the community that provides families shelter and offers longer-lasting solutions.

Goal: Do Good, Do Better

• Human rights• Labor practices• Environment• Fair operating practices• Consumer issues• Community involvement• Development 

ISO 26000 CSR Guidelines

Walk the Talk = BUILD TRUST

Measure Impact in Community = BE TRANSPARENT

Establish Best Practices = HELP OTHERS

Partner (NGOs, Gov’t, Assoc.) = SHARE GOOD NEWS

WHY?

• Employees• Customers• Companies • NGOs/Policy Organizations• Mentors/Potential Donors #collaborate• Media

Major NewspapersBusiness JournalistsHuman Interest Reporters

Key Publics

HOW? Simple PlanGovernance (Accountability/Transparency/Stakeholders) • Engaging Annual Report • Board of Directors• CSR across Departments• Management Evaluated on Targets Working Conditions (Ethical Behavior/Rule of Law)• Corporate Volunteerism• Employees Allowed to Participate in Blogs• Managed by Objectives

HOW? Simple PlanEnvironment: • Recycle

Community:• Partner with local associations to Share Free

Podcasts/1 minute videos w/Best Practices• Civic Engagement (10% Pro-Bono NGOs)• Giving (5% profits)

TACTICS: Tell Our Story!

Website & Google

HangoutsInfluencers Media

OutreachSocial Media

Communities #DoGoodDoBetter

Q&A

NGOsBusiness Leaders

FoundationsPolicy Associations

Brand Ambassadors/Mentors

Press RoomMedia Pitches

BlogosphereFacebookLinkedInTwitter

YouTube Channel

SWOT

Website MediaOutreach

Social Media

STRENGTHS“Early adopter”Clear understanding of CSR requirementsHelp Others w/“Best Practices”Staff w/marketing decision-making experience OPPORTUNITIESShowcase company’s CSR benefitsIncrease CSR reporting gradually Share own process of aligning firm’s DNA w/ social impact programs Highlight benefits of CSR predictabilityBetter reputation/image

WEAKNESSESNo brand recognitionLittle trust in value propositionNo defined target marketLack of specific core areas of expertiseNo established contacts and clientsNo sustainable revenue stream yet THREATSResistance to adopt CSR policies

Value of CSR issues not readily understood across the market

Inconsistent CSR communications