just good business - csr and brabd strategy

Just Good Business

by Kelley McElhaney

The Strategic Guide to Aligning CSR and Brands

What To Do On A Monday Morning

The Importance of Planning

A Plan can:

1. Guide you to the right decision

2. Proactive not Reactive

3. Positive Impact

8 Steps To Making A Plan

Step 1 - Select a point Person – CSR Manager Accountability Efficiency Communication

Step 2 – CSR Current Assessment (Internal) Assess past and present CSR operations Map them to core competencies and objectives Look for gaps

Miss opportunities Vulnerabilities

Market Research and Team

Step 3 – External Analysis Issues of Industry Best Practices Most Spectacular failures Find the Sweet spot

Step 4 - Create a Team From all parts of the business

Step 5 – Build a Strategic Plan Brainstorm Clear goals Realistic

Sell The Plan

Step 6 - Get everyone on board

Step 7 – Measure, Report Communicate

Step 8 - Tell your CSR story components

7 Steps To Mitigating Risk

CSR - Risk are High

Companies are held accountable for:

What they do

And what they commit to

Don’t Jump the Gun

Step 1 – Plan1. Develop substance

2. Develop a Plan

3. Communicate

Step 2 – Simple Consistent Message

Easy for Consumer to understand

Cont’d Step 3 – Start Small and

Focused Small wins and low hanging

baskets Early Success

Step 4 – Persevere Stick to the plan eve if its tough

Step 5 – Engage Critics Respond Be transparent Welcoming

Allies

VOICE OF NGO’s

BE PROACTIVE

Measure Smart

‘In God We Trust, All Others Bring Data.’

Quote by W.E.Deming

Smart Measuring

Don’t try to measure everything

Metrics and CSR

Few Metrics and Few Topics

What Metrics? Input

Eg Employees time, Money given away

Company E.g Sales Growth, New

Market entrance

Social and Environmental Few Plastic bags Decrease in Energy use

Measuring

Focused And Simple

CSR Is Essential A good CSR report can add value to your

business through:

Brand Leverage

Attraction of talent

Direct Communication with Customers

CSR - A Must Have Essential to All businesses

because

Customers demand it.

Competitors are doing it.

Governments demand it.

Employees demand it.

The Bond of Trust

‘The only Thing necessary for the triumph of evil is for good men and women to do nothing’

Edmund Burke

What You Should Do On A Monday Morning