Social Impact Program

Which Brand Scored a Touchdown?

February 6, 2018 by onpurposepr Leave a Comment

With Super Bowl 51 tucked neatly into the playbooks, it is compelling to consider whether the commercials, many of which were focused on the advertiser’s social impact initiatives, are also gathering dust. Let’s face it; there is no better way to get a message out to the masses than a multi-million dollar ad campaign during one of the most-watched sporting events of the year. But what is the shelf life of this message?

Is Branding a One and Done Exercise?

Anyone in marketing or advertising will tell you that potential customers need to see an ad seven times before they will remember it. Considering the price tag of a Super Bowl commercial, this becomes challenging. However, backing up the big splash of a pricey ad with supporting communications makes this possible.

The question on my mind however is were these advertisers looking to sell more goods or were they hoping for a bigger impact? With messages of inclusion, equality, and doing good, it is clear these corporations wanted to take a stand with their brand. But did they accomplish this goal?

Re-purposing Your Products for Good

For over thirty years, Budweiser has been taking the water from its beer production operations and re-purposing it to help those impacted by natural disasters. Its Stand By You commercial gets the gold star for authenticity while also for giving consumers an “Ah-ha” moment as many likely did not know about these activities.

The commercial brought to life a business practice that is slightly altered when our country and its people are in need. Budweiser breweries continually step up to the plate when natural disaster strikes. For example, the Cartersville, GA brewery delivered nearly three million cans of water in 2017 because of the multitude of natural disasters. When necessary, breweries across the country partner up when demand is high.

What’s even more striking is that this is not a one and done exercise for Budweiser. Since they have made this reinvention part of their daily business operations, their customers can rest assured that their message of helping those in need goes beyond three minutes during the Super Bowl. They have a resounding social impact and sustainability commitment as they strive to create a “Better World.” From wildfires to hurricanes, Anheuser-Busch has been and will continue to be there.

I believe that we will begin to see a surge in companies thinking outside the box on how their products or services can help others. While many may have been doing this without a lot of fanfare, they may begin to toot their horns a bit more especially as Millennials look to these organizations to do more than produce goods, but rather to give back.

When companies move beyond profit and focus on purpose, they are creating a brand promise that their customers will support beyond their wallets, and long after the last touchdown.

Keywords: Super Bowl 51 commercials, what is the rule of 7 in advertising, conscious capitalism, purpose beyond profit, American inventions, advertising strategies for big brands, Budweiser stand by you commercial, how much does a super bowl ad cost

Three Tips to Make a Social Impact in 2018

January 5, 2018 by onpurposepr Leave a Comment

It’s the New Year. The rush of the holidays are over and you and your team are ready to resume normal business operations. However, for purpose-driven companies, their daily routines include ensuring that their business is giving back to their community through their social impact initiatives.

Selecting a nonprofit partner that aligns with your business purpose is the first step. This partner should mesh with your company culture and more importantly make sense to your customers and other constituents. While one and done financial donations are admirable, having a social impact program that can give back has staying power.

Begin In Your Backyard

It can be overwhelming trying to select a nonprofit organization when there are so many needs in the world. It’s best to begin where you are. Look around at your local communities as it is highly likely there are a variety of organizations already in place that could benefit from your support.

Many nationwide nonprofits have local chapters for which you could become involved. For example, The United Way, American Red Cross, or Habitat for Humanity are terrific causes that help so many in need.

Ask Your Team and Clients

You may find that your clients and team members are already heavily involved in volunteering which makes them a great resource for discovering an applicable nonprofit for your organization. Company-wide or departmental meetings or even a quick survey are great ways to secure this information. Not only will this likely provide you with a variety of ideas, it may very well identify causes for which you were not aware of.

Perhaps it’s a local shelter, animal rescue, or food pantry. Remember, it’s not the size of the nonprofit organization that matters, but the impact you and your team can make in your sphere of influence. Additionally, by selecting a cause for which your clients already support, you can partner with them on activities or join them at charity events.

Take it Up a Notch

Looking to make a big splash? Consider aligning with the global sustainability goals as published by the World Economic Forum. With seventeen goals ready for the taking, your organization should have no trouble finding one that will work for you. Established in 2000 by the United Nations, these initiatives have one goal in mind: to eliminate poverty, hunger, illiteracy and disease for good.

Using these sustainability goals as a foundation should make it easier to develop a social impact program that is aligned with your business purpose and helps to ensure that no one will be left behind.

As you approach the New Year, take some time to evaluate your existing community commitments. If your community partners have been in place for a few years, it may be time to review the impact that you’ve made to date. Consider assigning this role to a few members of your team is a guarantee that creative ideas for future initiatives will be discovered. Additionally, placing this responsibility with them ensures that it will be a living breathing component of your daily operations.

Social Impact Programs Need to Make an Impact

October 19, 2017 by onpurposepr Leave a Comment

We are coming to the end of an active hurricane season that left millions of people without the basic necessities of shelter, food, and water. During this time of hardship, we saw many individuals, non-profits, and corporations give to help fulfill immediate needs. Our local preschool encouraged its families to donate to a church in Puerto Rico where today one million Americans are without running water and three million are without power. The request for donations was a natural one as our preschool focuses on raising charitable children. With corporations who provided much needed support, were these donations a “one and done” exercise or are they tied to their higher purpose, their mission, and values?

Connect Community Needs with Company Purpose

I believe that it’s time for corporations to rethink how they give back on a regular basis, not just in a time of crisis. Developing a holistic social impact program that is aligned with your company’s purpose can re-invigorate a disengaged workforce, ignite stronger customer loyalty, and make a real difference in the world. Here are a few tips to help you reinvigorate – or perhaps – initiate a meaningful social impact program that stands the test of time and focuses on the long-term needs of a community or social issue. Seek to move the need and make a true, quantifiable impact.

1. Connect your giveback or volunteer efforts to your company’s higher purpose. For example, if your company’s philanthropic mission is to support education, then your volunteer efforts should support this. In the case of Hurricane Harvey, perhaps instead of a cell phone provider waiving fees, the company adopts a school that is in need of supplies or books.

2. Partner with a local charitable organization or cause that supports this purpose. Continuing with the above example, consider joining up with local charities that are helping to rebuild schools.

3. Communicate your efforts not for brownie points, but rather to inspire others to follow suit. Elevate the message by including your non-profit’s impact as well. This is a joint effort where both organizations win with clear and inspiring messaging.

4. Evaluate the relationship and your social impact program on a regular basis to ensure it resonates with employees, vendors, partners and most importantly, customers.

At OnPurpose PR, we work closely with organizations that want to develop meaningful giveback programs that flow seamlessly from their mission and values, inspire employees, and ultimately, make a real difference in the world. Contact us today to learn more.