How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) - Rebekah Conway

How To Put Together A Corporate
Social Responsibility Strategy
(And Why it Matters)
Rebekah Conway, BOOM

What Is Corporate
Social Responsibility?
(CSR)
} …But Look At This!

What Is CSR? (My Definition)
Valuable Good for its
customers
Good for the
planet

Is CSR a digital marketers problem?

Consumers are looking for information in
sustainability issues using:
35%
Search
Digital Marketers
realm
31%
Social
Digital Marketers
realm
29%
Print
NOT a Digital
Marketers realm

Consumers are looking for environmental
information on brands and products using:
41%
Social
34%
Print

Millennials are becoming increasing
sensitive to how their organizations
address issues such as income
inequality, hunger and the
environment.
“

“88% of millennials believe that
employers [businesses] should
play a vital role in alleviating
these concerns.

“ 86% of millennials think
companies should be
measured by more than just
financial performance.

“56% of Gen-Z are willing to pay
more for brands that try to
have a positive impact on
society.

“53% of Gen-Z are willing to pay
more for brands run their
business in a sustainable way.

100%
CSR is
a digital marketer’s problem

So…
How to get
started with
crafting a CSR
strategy?
I’LL SHOW YOU…

Access current CSR activities
your client/brand is doing
We carried out a quick ‘content audit’ to find
historic blog posts that relate to potential
CSR goals and we found…

Manufacturing Growth Programme: a visit from Nicky Morgan, MP We are Officially
an Excellent Manufacturer The Great Charity Bake Off Where’s it Bin? Cleaning for a
cause this August Proud Sponsors of Rainbows Our Team is taking part in “The
Suffering” Loughborough College Enterprise & Apprenticeship Careers Event £5K
Raised for Rainbows We are taking part in Nottingham’s Survival of the Fittest
Snowdon – We Did it! Stepping Out To Support Our Local Charity: Are You Ready to
Walk the Walk?! Custom Metal Pallets Improve Production and Sustainability We
Helped Loughborough RFC Raise £5k for its Junior Section Health & Safety Week
We are Environmentally Friendly Climbing the Career Ladder Let’s Have a Look-See:
Supporting TwentyTwenty Self-awareness at work We’re Supporting Year of
Engineering! Walking the Walk… For Rainbows

21 blog posts that align with the
following SDGs:

Research industry trends
and happenings
Think of this as competitor research:

Your CSR strategy should have a
direct impact on the business.
Align it with
business priorities

Align it with
business priorities
What is the business mission statement
and values? Do any of these align
with the SDGs?

Get insight from employees
Carry out
a survey
(or supply a template
if you’re agency side).
Host focus
groups
Arrange
1-to-1
interviews

Results
✔ You’ll know what you’re already
doing well and scale up
✔ You’ll know what
employees care about
✔ You’ll know what
competitors are doing

Using your SEO skills, you can use
all this to create a CSR strategy
that aligns with the brand but is
competitive enough that you
stand out.

Short term AND long term goals
Just like you would for any other digital
marketing campaign – develop short and
long term CSR goals and set time-frames to
achieve them by.

John Hammonds Short term
AND long term CSR goals
His CSR goal could have been:

✔ Make it free so everyone can access
an immersive and educational
experience
✔ Make some money
✔ Be hailed a genius!
John Hammond’s
Long Term Goals

✔ Convincing Ellie Sattler, Alan Grant,
Ian Malcolm and Donald Gennaro to
back his park.
✔ Carry out a trial run to teeth
out any issues.
✔ Find a way to contain the dinos.
John Hammond’s
Short Term Goals

✔ You’ll know what you want to
achieve in the short term
✔ You’ll know what you want to
achieve in the long term
Results

Step Three:
Metrics & Benchmarking

Metrics & Benchmarking:
How are you going to measure success?

Now
Our Roastery, opened in
2017, was the first roasting
facility to achieve the
BREEAM Outstanding
sustainability certification

Near
We’ll halve our emissions
per coffee serving by 2030
(from a 2019 baseline).

Next
Achieve Net Zero emissions
across scopes 1, 2 and 3 by
2040.

Results and Recommendations
✔ Benchmark against competitors.
✔ Use data and measurements that
will still be accessible in years time.
✔ Over a few years so that you can
get an idea of the journey you’ve
been on.

Decide how often is feasible to
report on progress
Budget Time Impact
This will be influenced by:

Step Four:
Marketing &
Strategy

YOU PATENTED IT,
PACKAGED IT &
SLAPPED IT ON A
PLASTIC LUNCH BOX!

This is where you get to shine…

Choose your
platform
Decide your
format
Select a
timeframe

Step One: Research
Brand is incredibly
new, so there is
nothing online yet
that we can utilise

Step One: Research
Main
competitor:
The world’s largest
conservation centre.
Already do a lot of
conservation and
sustainability projects

Ensuring that every child regardless of wealth can
enjoy an immersive and educational experience.
Learn new things about an extinct species.
Step Two: Goals

Create a resilient environment where nature can
flourish and every person can have easy access.
Step Two: Goals

Jurassic Park will be inclusive, safe,
resilient and sustainable.
Step Two: Goals

By bringing extinct species back to life,
we will ensure to maintain a positive and
highly effective ecosystem.
Step Two: Goals

✓ Be at the cutting edge of
scientific discovery.
✓ To keep everybody safe by having
full control over the dinosaurs
reproductive prospects.
✓ To create more dinosaurs
every year.

✓ To allow adults and children to
discover the fascinating lives
and habits of dinosaurs.
✓ To not limit access to only those
with power and money.

✓ Jurassic Park should be a place
of study as well as entertain.
✓ Access to palaeontologists will
be available all year round so
that the world can learn as much
as possible about the dinosaurs
being bred and the impact they
have on the ecosystem.
Jurassic Park should be a place of study as
well as entertain.
Access to palaeontologist’s will be available
all year round so that the world can learn as
much as possible about the dinosaurs being
bred and the impact they have on the
ecosystem.

“A focus group raised ethical concerns, but
these can be excused as the welfare of the
animals is a top priority and the
advancement of science is something that
should not be limited.
We will, however, keep in mind this
question and time will showcase the
positive results of our work.

Step Three: Metrics & Benchmarking

The Wilds opened in 1994 and today
is visited by 100,000 people per year.
In the first year of Jurassic Park
opening, we want to reach 10,000
• Year 2: 25,000
• Year 3: 50,000
• Year 4: 80,000
• Year 5: 110,000

10,000 zoos
worldwide
Year 3: JP #1 park
in the US
Year 5: #1 in
the world

● Measured via industry
standards:
○ Quality of animal care
○ Quality of exhibits
○ Organised zoo regions
○ Due to the nature of Jurassic
Park, we will NOT be measured
on animal encounters.

● With 15 different species of
dinosaur already born at
Jurassic Park, and 700 species
documented, we will increase
species diversity by 10 every
year until all known species are
walking the earth once again.
● Measured by yearly reports
from Dr Wu and predecessors

Step Three: Marketing & Strategy

Park information, bookings,
educational hub, individual CSR page
that includes our yearly reporting.

41% searchers use social media to research
sustainability issues
SM for other marketing campaigns.
LinkedIn to publish scholarly articles.

Post our sustainability practices to GMB.
Yearly progress reports with
targeted PR budget.

How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) - Rebekah Conway

How To Put Together A Corporate Social Responsibility Strategy (And Why it Matters) - Rebekah Conway

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