Presented by Shana Harris, COO, Warschawski

3. What is CSR and
Why is it Important?

4. DEFINITION OF CSR
Corporate Social Responsibility is
a broad term used to describe a
company’s efforts to improve
society in some way.
Examples include:
Donations to non-profits
Environmental efforts
Sponsorships
Employee cause-related campaigns

5. CSR BY THE
NUMBERS
$17.8 BILLION
The amount that corporations gave
to charity this past year
55% OF CONSUMERS
prefer doing business with socially
responsible companies and willing
to pay more
93%
Of the world’s largest 250
companies produce annual CSR
reports

6. WHY IS IT
IMPORTANT?
Improves Public Image
Creates Numerous
Opportunities for Media
Coverage
Increases Employee
Retention and Morale
Attracts & Retains
Investors

7. How to Build a CSR Program?

8. CSR Programs
• Sponsorships – based on your
guidelines, identify what type of
sponsorships you want to do
• Volunteer – identify what type of
volunteer activities you want to
offer – employees, limited number
of hours, paid time, family
members, etc.
• Donations – how do you want to
handle donations, amounts,
matching, etc.

9. HOW DO YOU BUILD A
CSR?
Identify what causes are in line with
your brand – don’t try to support too
many initiatives
Do you focus on youth, medical,
wellness, community, hunger,
seniors, sustainability, etc.
Once you have decided, pick 3-5
“buckets”
Create guidelines for how you want
to structure your involvement –
sponsorships, volunteer time, etc.

10. INTERNAL
COMMUNICATIONS
• Employees – first communicate to
employees and let them know
what your CSR program is and
how to get involved
• Marketing materials – create
materials that highlight each
program – i.e. partnerships,
sponsorships, volunteer
opportunities, etc.
• Tools - Use email, posters, flyers
or even create an internal website
to house all of the necessary
information

11. EXTERNAL
COMMUNICATIONS
• PR – announce new programs and
each time you have an
event/sponsorship, etc., draft a press
release
• Social Media – talk about your
programs, post pictures, and have
your partners cross-promote
• Annual Reports/CSR Reports – create
materials that highlight your efforts
and demonstrate how you make a
difference, etc.
• Recruitment – highlight your CSR
efforts in your HR and recruitment
materials

12. Key Takeaways
• Clarify your brand position and
choose your CSR program based
on your brand
• Create clear guidelines that will
allow you to easily roll it out to
employees
• Engage employees with your CSR
programs and create incentives
for them to participate
• Leverage CSR programs with
external audiences and to build
your reputation – create good will

13. CSR Case Studies

14. Chesapeake Case Study

15. Brand-Centric
CSR

16. Overview
• Chesapeake clarified its brand position and wanted to
create internal and external programs to reinforce the
brand
• CSR programs needed to demonstrate how
Chesapeake cares about its employees and
community and helps people reach their aspirations
• Warschawski worked with Chesapeake to create and
launch programs

17. Brand-Centric Employee Programs
• New employee programs designed to reinforce the
brand
• Helps keep employees engaged with the brand
• Programs have grown from year-to-year and help
employees live the brand

18. Internal
and External
Programs

19. 19

20. 20

21. 21

23. 23

24. 24

26. Nearly 200 Chesapeake employee volunteers
dedicated approximately 1,000 hours to package
and distribute over 3,300 holiday meal boxes to
families across our service areas.

28. Brand-Centric External Programs
• Chesapeake and its Business Units participate in
a number of community engagement activities on a
regular basis
• Chesapeake’s community engagement programs
have grown since the brand roll out and
demonstrate how Chesapeake personally cares about
its communities and helps improve the lives of others

29. 29

30. 30

31. 31

32. 32

33. 33

34. 34

35. 35

36. 36

37. The Bottom Line

38. The Bottom Line

39. The Bottom Line

40. The Bottom Line

41. The Bottom Line

42. Pompeian Case Study

43. • Pompeian is America’s largest and fastest-growing olive oil brand, and
owns 20% of the extra virgin olive oil market
• Headquartered in Baltimore since 1906, Pompeian imports more than 8
million gallons of olive oil through the Baltimore harbor each year
• Despite the brand’s deep roots in Baltimore and significant, economic
impact on the community, not many residents knew that the national brand
was based in the City and was a positive member of the community
• To change its lack of awareness in the City, Pompeian wanted to raise
visibility for the brand in a positive way and show that it truly cares about
improving Baltimore’s future
• Pompeian wanted to contribute $1 million over the course of 10 years to the
City, and worked with Warschawski to help determine how to make their
vision happen
Situation

44. • Develop an ongoing initiative that makes a positive
contribution to the City
• Center the initiative around healthy living and eating –
core values of the Pompeian brand
• Engage directly with local residents and raise
awareness through PR and media relations
Campaign Goals

45. • We created a logo and branding materials for its new charitable
initiative, and renamed it “The Olive Branch Project”
• As part of the initiative, we created an after-school program in
partnership with a local non-profit that empowered Baltimore City
children who had little or no access to health living resources or
tools to lead healthier lives – naming it “The Living Healthy Program”
• The program showed kids how to make healthier choices in their
foods and in life, from how to make a salad to potential career paths
Our Approach

48. • The program impacted hundreds of local children in its first year and
positioned Pompeian as a business that cares about its community
• We secured more than 8.5M unpaid media impressions in local
news outlets about Pompeian, its business and The Olive Branch
Project over a seven month period
• Pompeian won its first local business award in 2016, the Maryland
Business Breakthrough Award, due to its positive community impact
Results