Corporate Responsibility

Promoting Healthy Habits in the Workplace

Yesterday, the New York Times Well blog ran a story about the effects of exercise on the human brain. For a while now, people have believed that regular exercise improves cognitive function, but a recent study examined just how real those benefits are. Not surprisingly, the results suggested that not only does exercise change the [...]

Corporate Responsibility

Are Retail Clinics Just What the Doctor Ordered?

CVS2

Last week, CVS Caremark announced that it was pulling cigarettes and other tobacco products from its stores because it wanted to focus on becoming more of a health care provider, with CEO Larry J. Merlo stating, “We came to the decision that cigarettes and providing health care just don’t go together in the same setting.”  And, while the retailer will lose about $2 billion per year as a result of the move, it stands to gain much more.  Merlo said the decision to stop selling tobacco products “was really more of a discussion about how to position the company for future growth.”

CVS has the largest chain of pharmacy-based health clinics in the United States, offering care for common illnesses, like strep throat and pink eye (Bob Costas could benefit from a visit).  By 2017, it anticipates growing clinic locations to 1,500.  Retail health care is becoming big business with approximately 20 million patient visits to date and Accenture indicates that the industry could see 25% to 30% growth in the next few years. What about CVS’ move positions the retailer to take advantage of the opportunity?

  • A perfect storm – there is a shortage of primary care doctors…
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Branding

Conducting a Successful Product Recall in a Social World

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It’s a company’s biggest nightmare.  A product recall.  What’s worse?  When it’s a children’s product, since emotions run especially high when the wellbeing of little ones is at risk.

Last Friday, baby food and toddler snack brand Plum Organics issued a voluntary recall of a range of their products.  I found out about it on Monday night, while browsing my Facebook news feed.  Comparatively, the well-known Tylenol recall in 1982 was initially communicated with Chicago police driving through the city announcing the warning over loudspeakers.  Indeed, the communication of product recalls has changed since the advent of social media.

In today’s social world, a product recall can present great risk to brands if done incorrectly.  However, as demonstrated by historical best practices from brands such as Tylenol and Lexus, a product recall can provide an excellent opportunity to connect with consumers in a meaningful way.  UK-based Eclipse Marketing found that almost three quarters of consumers will consider a repeat purchase following a recall if they had a good brand experience.  On the flipside, if a recall is badly executed and poorly communicated, 70% of customers would actively criticize a brand online and through word-of-mouth.

While Plum Organics…

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Corporate Responsibility

Movember Proves Cause Marketing Isn’t Just For Women

Is it just me, or have most of us been treating cause marketing as if it’s synonymous with women? If men are being ignored, it would seem to be for a reason. Let’s consider.

Studies actually show that women are generally more attuned to cause marketing than men are. The Dynamics of Cause Engagement study released by Ogilvy and Georgetown University’s Center for Social Impact Communication (CSIC) show that women believe supporting a cause creates a greater sense of personal purpose. This may result from a physiological difference, but years of breast cancer and children’s health awareness programs have likely played a role in embedding a deeper connection to cause marketing. This inevitably increases the probability of achieved awareness, behavioral change and a program’s overall success.

Men’s interaction with causes poses a marketing challenge. In part, achieving awareness means using different tactics and messaging, but their tendency to be moved by a message or issue is typically contingent on external or social factors, like talking and connecting with peers, rather than women’s tendencies to be internally driven by feelings.

As a leading example, this week marks…

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Corporate Responsibility

Voting with Your Dollars: 3 Strategies for Getting Millennials to Buy Into ObamaCare

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When Barack Obama was elected President in 2008 (and re-elected in 2012), it was largely because of the efforts of Millennials, the generation of people who are approximately 18-34 years old.  The impact of youth on these elections is well-known, but did you know that the President needs Millennials just as much now to ensure the success of his healthcare reform initiative?  This time, he’s asking that Millennials vote with their DOLLARS instead of casting an election ballot.

The Affordable Care Act, otherwise known as “ObamaCare,” expands access to healthcare to all people through a variety of initiatives.  One of them is to offer more affordable and accessible health insurance through online exchanges, which officially opened for business on October 1, 2013.  As an incentive to participate, ObamaCare has established a “shared responsibility requirement” (aka a $95+ fine that will increase to $695+ in 2016) for anyone who does not obtain some form of health insurance.  Now, here’s where the more than 19 million uninsured Millennials come in.  According to Healthday.com, “Insuring young, healthy people helps balance out the risk of covering older, sicker adults.  But if America’s 20- and 30-somethings don’t sign up,…

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Corporate Responsibility

Is Sponsorship REALLY the Answer? (Ask These 5 Questions.)

Flickr User PranavianAccording to IEG, sponsorships are the fastest growing form of marketing in the United States, and for good reason. When planned strategically and executed properly, sponsorships can help enhance your company’s image with a targeted audience, build and reinforce brand awareness, cultivate and strengthen relationships, drive sales and differentiate the company from its competitors. Sounds great, right? And, these days, it seems like sponsorship opportunities are everywhere you turn, ranging from national, multi-million dollar sports and entertainment deals to local events and exhibits to industry associations. But, with only 18% of the average marketing budget dedicated to sponsorship, marketers must look closely at what they do – and don’t – sponsor.

Before you sign on the dotted line, consider the following evaluation criteria to determine whether or not the sponsorship makes sound, strategic sense:

1. Business Alignment

Is the opportunity aligned with your overall business goals and objectives? Think about how this sponsorship will help drive sales, enhance relationships or increase awareness. A solid sponsorship opportunity should help you in at least one – if not all – of these areas.

2. Target Audience

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Corporate Responsibility

3 Tips to Achieve Lofty Goals on a Shoestring Pro Bono Budget

Working on pro bono accounts is rewarding work. Not only do you feel good by doing good, but it can also positively affect your firm’s reputation. You can be sure that when you help others in need, people take notice.

The most common pro bono work goes to nonprofits, as they usually need the most assistance. Unfortunately, there is usually a limit to what you can do.  This is especially true when your pro bono project has a small budget.

I personally have worked on several (low-to-no-budget) pro bono projects, and know that it’s still possible to achieve your lofty goals. Here are three tips that can help.

1. Set Expectations

When working on a small budget it’s important to set tangible goals based upon your allocation of funds. Don’t promise something that you won’t be able to deliver.

If you bill your time, like most agencies do, be strategic about it. Take the time to figure out who will work on the account and what their hours will be. If your budget is very low, consider hiring an intern.

Unfortunately, you will always come across clients that will want a program that is reminiscent of Ogilvy’s Hopenhagen campaign for the U.N. Climate Change Conference (COP15) in Copenhagen. This pro bono campaign was a goliath that had global advertising, public relations, social media and marketing support.
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Corporate Responsibility

Cradle to Grave Sustainability: With the new i3, is BMW ahead of or behind the curve?

bmwAs consumers increasingly make purchasing choices based on their values, in particular, environmental values, the idea of manufacturers reducing the environmental impact of their products from cradle to grave is not a new one. In fact, it has been around for many years. Consumer goods manufacturers are investing in upgrades to facilities to achieve LEED certification and investing in less packaging with higher recycled content. The latest announcement from auto manufacturer BMW that its first fully electric vehicle will go into mass production later this year was a big one for a company that consistently ranks in the top spot on the Dow Jones Sustainability Index, but is the company that is in the lead already falling behind?

Arguably, BMW does a lot of things right. From investing in the communities where the company does business to working with external partners to capture methane gas to use as energy, using solar panels to power manufacturing facilities to LEED certification, BMW is leading the pack. With the announcement that the new i3 is going into mass production this year at its LEED Gold certified facility, BMW put…

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Corporate Responsibility

On a Mission: 5 Steps to Making Your Company’s Social Mission Make a Difference

hippie busThese days, it seems like everyone is on a mission. But it’s not just frustrated parents petitioning the local school board to reinstate education cuts or foodies encouraging their neighbors to join a local co-op and support locally sourced, organic produce. Companies are now getting into the mix by adding (or simply articulating) a social mission to their existing corporate responsibility and cause marketing platform.

Social mission can be loosely defined as an issue or issues the company has chosen to address as its contribution to making the world a better place. Sounds like a group of aging hippies have made their way into corporate board rooms, doesn’t it? But social missions – if authentic and well executed – can increase employee engagement and customer loyalty – both of which impact the bottom line.

With all the things that need fixing in the world today, how does a company choose its social mission? I discussed this with a client whose company is growing rapidly and likely will double its footprint and customer base over the next several years. This company has a strong culture, is…

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Corporate Responsibility

The Power of Storytelling: Lessons Learned from CMF 2013

In the original Peter Pan by J.M. Barrie, Wendy asks Peter why no one in Neverland grows up. And Peter replies, “Because we don’t know any stories.” With this anecdote, Andy Goodman – author, speaker and consultant in the field of public interest communications – memorably hit upon the overall theme of this year’s Cause Marketing Forum (CMF) conference: the power of storytelling.

As Andy and many others went on to emphasize throughout the conference, storytelling is the single greatest tool we have as marketers. All of us, Andy reiterated, are storytelling creatures; stories are the foundation of our identity, our history and our memories. And as those of us at the conference last week learned, storytelling is particularly impactful when it comes to cause marketing. Referred to as the “identifiable victim effect,” people are more likely to offer aid when they learn about an individual’s plight, as opposed to statistics related to the whole group. In other words, to really increase giving, you should appeal to the heart, not the head.

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