CSR and TOMS

Consumers are growing increasingly conscious about the products they buy regarding corporations workplace safety, environmental impacts and fair treatment of employees. In fact, nine in 10 consumers would boycott an organization if they found the organization was operating irresponsibility (Environmental Leader, 2013). Nowadays, consumers can easily access information about company practices online (Environmental Leader, 2013). This has increased the need for companies to communicate transparently, but also ensure stakeholders are aware of corporate social responsibility programs and initiatives it participates in. An organization can be meeting its targets for CSR, but if there is no effective communication around the initiatives, it is irrelevant in the consumer’s eyes.

The majority of companies communicate corporate social responsibly in a similar fashion: hiring a CSR manager or department filled with trendy buzz-words, advertising one-off events or sponsorships and compiling heart wrenching photos for the glossy annual report. To stand out and be successful at being viewed as a responsible corporate partner, the consumer has to believe it. The best way to influence stakeholders is to provide sustainable philanthropic initiatives that are endorsed at every level of decision-making.

TOMS has become one of the most notable brands in corporate social responsibility and has revolutionized consumer empowerment across the globe (Tribby, 2013). TOMS practices a one-for-one model and details can be found at www.toms.ca. This model is the foundation of the organization where when one TOMS product is purchased, the same product is donated to a person who cannot afford it. TOMS is known for selling shoes, glasses and now just announced it will be providing water to developing countries with the purchase of TOMS coffee. This demonstration of cause-marketing is rooted in the organization and TOMS has done an incredible job communicating just how well it executes this business model.

TOMS has utilized every medium to attract its audience in the appropriate way. Majority of TOMS YouTube videos have over 100,000 views, the most receiving three million. The videos are dedicated to telling powerful stories that engage stakeholders, which is a crucial element to communicating philanthropy (Foundation Centre, 2013). TOMS is active on social media and has over four million followers, but what TOMS does exceptionally well is crafting the messaging to reflect the company’s values. TOMS social media presence is about kindness and supporting those in need. The TOMS website is littered with accessible stories and information for individuals seeking to understand TOMS concept in clear, concise language. There are large visuals and colorful infographics that communicate TOMS practices and there is a newsletter customers can subscribe to if they are looking to keep up to date on TOMS initiatives. Another way TOMS successfully flexes its philanthropic muscles is by taking lucky winners across the globe to distribute shoes on behalf of TOMS. Instead of offering free concert tickets to their target demographics favorite band or a trip for two to Mexico like other companies, TOMS contests reflects its mission to make a positive change in peoples lives through business.

The most significant form of communicating its practices is TOMS giving report. The report outlines the amount of people TOMS has been able to help and how each customer’s contribution played a role. It also provides information about the philosophy and why shoes play an important role in a child’s health. The report and the organization are easy to believe in because the CEO, Blake Mycoskie is obviously driven by giving. His mission is visible and reflected in every communication material TOMS creates. Mr. Mycoskie’s message is heard around the world and consumers can feel confident that their purchase does make a difference. Customers know that TOMS is doing whatever possible to support global communities.

http://www.youtube.com/watch?v=W83bQGclUP4&list=PLCD08A1C9A7C33632

References

Environmental Leader. (October 17, 2013). Which Companies Have the Best CSR Reputation? Retrieved March 17 from http://www.environmentalleader.com/2013/10/17/which- companies-have-the-best-csr-reputation/

Foundation Centre. (November 22, 2013). The Power of Storytelling for Nonprofits (Retrieved from http://clevelandblog.foundationcenter.org/cleveland/2013/11/the-power-of-storytelling-for-nonprofits.html

Tribby, M. (October 3, 2013). These Shoes Ain't Just Made for Walkin': The Cause Marketing Biz

Model. The Huffington Post. Retrieved March 16, 2014 from http://www.huffingtonpost. com/maryellen-tribby/these-shoes-aint-just-mad_b_4030377.html

Top-quality Social Marketing Campaign

As technology continues to play an integral role in our generation, it is no surprise that social media is a huge contender in the marketing world. The social marketing campaign our group chose to focus on is Bell Let’s Talk. According to Bell, “Bell Let’s Talk is a multi-year charitable program dedicated to mental health” (Bell Let’s Talk, 2014). The campaign took place on January 28, 2014 and raised $5,472,585 through users sending and receiving text messages, mobile and long distance calls, tweets and Facebook shares (Bell Let’s Talk, 2014). For every communication that was sent on January 28, five cents was donated to mental health programs (Bell Let’s Talk, 2014).

From a communications standpoint, this campaign proved to be highly successful. With 109,451,718 text messages, mobile and long distance calls, tweets and Facebook shares sent in one day, the organization had to be doing something right. The organization placed great emphasis on using one specific hashtag, #BellLetsTalk, to grow the conversation. Bell promotes mental health year round, but focuses on this one day each year to encourage as many people to join in the conversation as possible. Bell was active on many social media forums well in advance of January 28 to make people aware of Bell Let’s Talk Day and remind them how to get involved. As we learned in the modules, the objective of social marketing is to create change by turning a negative behavior into a positive behavior. Bell does this by encouraging the public to open up about mental health in a positive manner, in an attempt to change negative stigmas that are associated with mental illnesses. Bell also did a great job because they built strong partnerships with leading organizations in the mental health field, and utilized key speakers to stand up for mental health and speak on behalf of Bell.

Bell benefits in many ways from being part of this campaign. Bell has established partnerships with key organizations in the community, the United Way, various universities and the Canadian Mental Health Association, just to name a few. The campaign has also received endorsement from influential individuals who are now spokespeople for the Bell Let’s Talk initiative, such as: Clara Hughes, olympic champion and Seamus O’Regan, former Canada AM co-host. Gaining support from these valuable individuals and organizations can flourish into future partnerships that could allow Bell to expand its market. Another benefit Bell has in being part of this campaign is showcasing to current employees and possible future employees that they place importance on mental health in the workplace. This proves to the community that this organization takes care of their staff. The Bell Let’s Talk Day campaign helps support brand positioning and creates brand preference for Bell because most customers will choose a brand that is associated with a cause versus a brand that is not. Lastly, creating social change in the mental health field would be a benefit as this benefit would stretch beyond the walls of Bell and would benefit the entire community.

References

Bell Let’s Talk. (2014). Our initiatives. Retrieved March 10, 2014 from http://letstalk.bell.ca/en/our-initiatives/