Question

The case

Promoting Social Change and Responsibility at Corporate Level

Suppose you work in a large corporation (over 5,000 employees) as Head of Marketing Initiatives. You need to direct your superior’s attention to becoming a more socially conscious corporation. The concept you desire is somewhat similar to HP’s entrepreneurial attempt toward employees’ volunteerism; “HP’s generous volunteer policy allows and encourages employees to leverage their 4 hours of paid volunteer time per month to give back to causes and charities that they are passionate about” (HP Website, 2020).

Managing Change Challenges

Bear in mind that many employees and even managers may be against the change and are resisting any additional work out of their comfort zone. You have to make the case for managers in the proposal about how the benefits will outcome the monetary loss from the 4 paid volunteering hours including the company’s reputation, PR positive impact,measuring ROI if applicable, etc.).

Requirements :

Please answer all.

1. Develop a project proposal (directed to senior managers) : - the proposal must be convincing, presenting the highlight of your research in an executive summary, an implementation plan and an assessment of the benefits and ROI.

2. Develop an internal marketing campaign (directed to employees) : briefly explain the implementation plan and present the personal and overall benefits from this CSR attempt (how pros will outweigh cons, etc.)

3. Develop marketing communications message for PR purposes (directed externally to shareholders, customers and the general public) : marketing message must be convincing and persuasive. You need to communicate the volunteering attempt as a CSR in the eyes of external shareholders, customers and the public. You will select a communication tool (social media, news, press conference, etc.) to reflect the message.

Answer 1

Project Proposal

To

Lauren Brown,

Senior Manager,

XYZ Company.

Subject: Incorporation of CSR

Executive Summary- CSR has become an important part of every business for surviving in the market. It is essential to undertake social initiatives of allowing and encouraging employees to volunteer at least 4 hours per time so that XYZ Company can support cause and charities of the community. This would be a paid volunteering, thus motivating employees to participate in the CSR activities.

Implementation Plan- In the first week, the company will conduct meeting of senior executives to decide which charity homes or communities would be served in the upcoming month. In the second week, all the activities undertaken would be decided and a consequent budget for paying the employees. In the third week, the employees would be informed about the initiative and in the fourth week they would be provided with a time to participate in the initiative.

Benefits and ROI- Giving back to the communities and participating for the betterment of the society would not only help the environment and the people, but it would also help in creating a sustainable and positive brand image of the company. This would attract more investors to the company and customers would buy the products and services, thus leading to better ROI and profits.

Internal Marketing Campaign

To

All Employees

XYZ Company.

Subject: Participation in CSR Activities

XYZ Company has decided that from the upcoming month employees would be engaged in various social initiatives that would help in giving back to the environmental and social causes of the local communities and charities. It would be a paid volunteer, thus anybody can participate according to his or her convenience. A minimum of four hours must be spending each month for this purpose. Employees can gain incentives and extra pay by participating in this volunteering program. Besides, it would help the cause and people of the society, which would be beneficial for the brand image of the company.

Marketing Communications Message

“Participate in CSR and Bring a Change”.

The marketing communications would be done through both social media and press conference. Social media would reach a large number of customers, while the press conference would be directed mainly to the shareholders and potential investors. XYZ Company has decided to increase its participation in CSR activities that would benefit the local environment, communities and its people. It would provide a chance to all the organizational members to contribute towards the society, environment and the country at large. It is our responsibility to understand the consequences and responsibilities that we as a company have towards our stakeholders. It would give us an opportunity to work towards the betterment of the society and enhance the place of living for the living beings.

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