How to start a social responsibility campaign to promote your brand
So, who has inspired your company to join the green movement - Al Gore or Robert Redford? Or did the National Geographic Channel inspire you to join the green movement?
However, in many cases, these are just a cause marketing program where companies participate to uphold their brand name or to rebrand the company identity. And a lot of small local companies simply follow those big brands without evaluating how much the company can afford in respect to time, money and other resources. And often they do not even think twice if they can establish any relationship with their company and the cause marketing campaign.
This is a big problem for not just the small companies who take up such initiative whimsically, but also for big companies who cannot fulfill or follow up the promise they made to general people while starting the campaign.
You might be thinking why I used the word "promise" though you are not making anything like that to your target audience.
Think twice - whenever a company supports a cause, they are actually making a promise in their niche (may also include common people who are not directly included in the project) to carry forward the campaign or to adhere to the norms associated with the cause. Even if the company declares their range of support, people are smart enough to forget all about them and would take a holistic approach to associate the company name with the campaign.
Does it sound interesting enough for you to get involved in such a green marketing campaign? Here are some tips to help you in the evaluation process (especially if you cannot afford to commission a bigger agency to do these things for you):
Hope these tips will help you.
However, in many cases, these are just a cause marketing program where companies participate to uphold their brand name or to rebrand the company identity. And a lot of small local companies simply follow those big brands without evaluating how much the company can afford in respect to time, money and other resources. And often they do not even think twice if they can establish any relationship with their company and the cause marketing campaign.
This is a big problem for not just the small companies who take up such initiative whimsically, but also for big companies who cannot fulfill or follow up the promise they made to general people while starting the campaign.
You might be thinking why I used the word "promise" though you are not making anything like that to your target audience.
Think twice - whenever a company supports a cause, they are actually making a promise in their niche (may also include common people who are not directly included in the project) to carry forward the campaign or to adhere to the norms associated with the cause. Even if the company declares their range of support, people are smart enough to forget all about them and would take a holistic approach to associate the company name with the campaign.
Does it sound interesting enough for you to get involved in such a green marketing campaign? Here are some tips to help you in the evaluation process (especially if you cannot afford to commission a bigger agency to do these things for you):
- Do some background studies on social responsibility [http://www.adweekmedia.com/aw/custom-reports/socialresponsibility/index.jsp] associated with such campaigns.
- Think deeply if your company is financially ready to support such plans.
- Think about a campaign that is closely associated with your business domain or model.
- Think about the changes you would need to maintain and follow in your own organization if you want to run such a campaign.
- ask your organization - how your target audience can relate themselves and your company with the cause that your are promoting. If necessary, talk to your target audience and spend some money on survey to understand what would really engage your target audience with your plan.
- Think about the ways or modes you can use to communicate the message with the target audience. For example think twice how you can easily reach the target audience in the most cost effective way?
- Now, when you are ready, try to create a small group and start working on the project.
- Measure the result over a period of time and carry on with similar campaigns if it is satisfactory.
Hope these tips will help you.
Source...