A few weeks ago we already discussed 3 theaters of CSR. Now let’s take a look at the examples of CSR Events which build a brand.
Doing a CSR is not simply just by understanding the theaters, you must understand the purpose of your brand, brand values, and your brand trademarks. The foundation must be applied first in order to make it work properly.
A company which emphasizes on its policy of social responsibility can amplify its good image and can create a competitive edge over others leading to 'Branding'.
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3. A WHOLE NEW STRATEGY OF CSR
Values + Influences
Tangible + Intangible + Trademark
Brand
4. A WHOLE NEW STRATEGY OF CSR
WHY BRANDING?
BRAND = a promise of satisfaction.
BRANDING = defining the promise.
The best brands are those
that communicate their promise
of a unique experience
in a clear and compelling way.
5. A WHOLE NEW STRATEGY OF CSR
International Scale CSR
Today, GE is about
caring & quality rather than lightbulbs.
6. A WHOLE NEW STRATEGY OF CSR
A great brand
can be applied to any category
in which it finds its larger truth
reflected.
(including CSR events)
8. A WHOLE NEW STRATEGY OF CSR
A brand can be:
+ A name product or service
METROPOLIS APARTMENT
9. A WHOLE NEW STRATEGY OF CSR
A brand can be:
+ A trademark
10. A WHOLE NEW STRATEGY OF CSR
A brand can be:
+ A customer’s beliefs about a product or service
11. A WHOLE NEW STRATEGY OF CSR
A brand can be:
+ A customer’s beliefs about a product or service
12. A WHOLE NEW STRATEGY OF CSR
#1 Know Your Product
Research the current situation
13. A WHOLE NEW STRATEGY OF CSR
#2 Imagine An Ideal Future
Coming up with a key insight.
14. A WHOLE NEW STRATEGY OF CSR
#3 Combine Strategy & Creativity
Come up with strategy to promote your brand; it must be
accompanied by a creative identity and enough publicity
and advertising.
15. A WHOLE NEW STRATEGY OF CSR
#4 Learn Your Design …Then Do #1 Again
Design, test, redesign, retest.
16. A WHOLE NEW STRATEGY OF CSR
Case Study 1:
Museum Nasional Indonesia
18. A WHOLE NEW STRATEGY OF CSR
A logo is not a brand,
a name is not a brand, nor is a product design, a
package design, a visual identity, an advertising
jingle, or a shopping experience.
These things are all merely
the tangible aspects whose goal is
to put an intangible --but powerful--
brand idea or insight into
the mind of a customer.
19. A WHOLE NEW STRATEGY OF CSR
The discipline of ‘branding’:
+ Graphic design (Visual brand identity)
+ Advertising
+ Marketing
+ Public Relation
+ Corporate Identity
(Design, Communication, & Behavior)
Creating a successful brand means knowing how your customers
perceive elements of the brand identity, and helping them connect
those to grasp the brand insight.
21. A WHOLE NEW STRATEGY OF CSR
An INSIGHT is a grasp of the fundamental truth
that sets one brand apart from its competitors.
It must be simple, focused, & truthful.
22. A WHOLE NEW STRATEGY OF CSR
An IDEAs is the innovation that keeps a product
relevant to a customer’s life and keeps the
customer involved with the brand.
It illustrate the insight so that everyone else can
grasp it too. It is the visual motif that drives the
campaign.
25. A WHOLE NEW STRATEGY OF CSR
Case Study 2:
Metropolis Apartment CSR Events
26. A WHOLE NEW STRATEGY OF CSR
INSIGHT
Proofing the product as the real Student Apartment.
GOAL
Give back to the surrounding society.
Welcoming new attendants.
Reaching interest and loyalty.
CSR
Celebrating Independence Day with local community kids and
attendants: Book Expo, Free Lunch, Free Internet
and several competitions with edu-gifts.
Exposed at targeted audience only.
Used as 2009 ad campaign material.
29. A WHOLE NEW STRATEGY OF CSR
Case Study 3:
EMCO Lebaran CSR Campaign
30. A WHOLE NEW STRATEGY OF CSR
INSIGHT
The behavior of sharing and cleaning during Lebaran.
GOAL
Sharing with poor during Ramadhan. Boosting retail sales.
CSR
Giving back several Rupiah to the poor for every 1kg purchase.
Posters and stickers are distributed to every retail shops via
distributors.
33. A WHOLE NEW STRATEGY OF CSR
Case Study 4:
ANXI, CSR of the big-bosses
34. A WHOLE NEW STRATEGY OF CSR
INSIGHT
As a reunion of old-friends.
GOAL
Teaching history and values of the ancestors to the next generation.
Sharing to the community.
CSR
Developing an organization which established events for everyone,
from Sunday Social Lunch, Ping Pong Club,
up to Play Station Tournament.
36. A WHOLE NEW STRATEGY OF CSR
Case Study 5:
lia s. Associates CSR
37. A WHOLE NEW STRATEGY OF CSR
INSIGHTS
Happy = Balanced Life.
GOAL
Sharing professional experiences.
Sharing knowledge.
CSR
Special Design Price for social events.
Library – Book Club – Saturday Class for all team member.
Soon: Educational Online Portfolio
Sharing knowledge at educational organizations, also design events.