Case Studies

Corporate Responsibility Case Studies

DOW CHEMICAL BECOMES A LEADER IN CORPORATE RESPONSIBILIT
In t!e "ore t!an #$ years t!at %et&!u" !as pro'ided &orporate
&o""uni&ations &ounsel to Do() t!e (orld*s se&ond lar+est &!e"i&al
&o"pany !as turned its reputation around to be&o"e a respe&ted
leader in &orporate responsibility and publi& reportin+, A testa"ent to
Do(*s desire to attain and "aintain &redibility in t!e &orporate
responsibility arena (as its de&ision in -... to e/pand its Publi& Report
to &on'ey t!e interrelations!ips bet(een e&ono"i& 'iability)
en'iron"ental inte+rity and so&ial responsibility 0 t!e t!ree 1ey
ele"ents o2 sustainable de'elop"ent as 3rst arti&ulated by t!e 4nited
Nations in -.56,
Outreach and Results
%et&!u" used t!e re'ised Publi& Report as a (ay to 2urt!er en!an&e
t!e 'isibility o2 Do(*s &orporate responsibility e7orts, T!e outrea&!
e7orts resulted in 2eature arti&les in 89 +lobal print publi&ations)
in&ludin+ T!e Wall Street :ournal) T!e Nation ;T!ailand<) T!e Standard
;Hon+ %on+<) To"orro( ;Sto&1!ol"<) European C!e"i&al Ne(s) T!e
Sout! C!ina Mornin+ Post) T!e S!an+!ai Star and Har'ard
Mana+e"ent 4pdate) as (ell as Do( plant &o""unity ne(spapers
a&ross t!e (orld, 4,S, "edia "onitorin+ esti"ated 8. total radio !its
rea&!in+ "ore t!an -=,> "illion listeners, CNN2n) CNBC Asia and
Bloo"ber+ Re'ie( ran li'e inter'ie(s (it! Do( e/e&uti'es,
Additionally) Do(*s annual opinion resear&! study s!o(ed t!at it "ade
t!e +reatest +ains (it! t!e "edia, Its o'erall 2a'orability ratin+ (it!
?ournalists rose -$ points in t!e 3rst t(o years o2 t!e pro+ra", In a
sur'ey o2 business editors) Do( ran1ed 3rst a"on+ &!e"i&al
&o"panies 2or publi& relations e7orts,
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Case Studies
DOW SCIENCE ED4CATION TA%ES CENTER STA@E
In t!e "idA-.59s) %et&!u" &reated a &o"pre!ensi'e &orporate
&o""uni&ations pro+ra" to en!an&e Do(*s &orporate reputation
t!rou+! outrea&! to youn+ people 0 and t!e 2uture &!e"i&al s&ientists,
As part o2 t!is publi& relations) publi& a7airs and ad'ertisin+ &a"pai+n)
Do( enlisted %et&!u" to &reate a pro+ra" t!at (ould +enerate
positi'e 'isibility 2or t!e or+aniBation) pro'ide an opportunity 2or
sustainable outrea&! in lo&al &o""unities and build Do(*s &redibility in
t!e edu&ation &o""unity, %et&!u" &reated a MTCAstyle) national
tourin+ produ&tion about s&ien&e edu&ation to spar1 student interest in
s&ien&e and de"onstrate t!at Do( (as a leader in inno'ati'e
edu&ation, T!e 3rst pro+ra" DRe&y&le T!isEF deli'ered in2or"ation
about re&y&lin+ and t!e i"portan&e o2 en'iron"ental a(areness, In
-..=) DC!e"TCF pre"iered to ur+e students to study &!e"istry and to
understand t!at &!e"istry and &!e"i&als (ere an inte+ral part o2
e'eryday li2e, T!is pro+ra" (as updated and rena"ed
DC!e"iPalooBa,F T!e 2o&us (as still on &!e"istry) but t!e produ&tion
deli'ered e'en "ore dra"ati& "essa+es about t!e po(er students
!a'e to &!an+e t!e (orld, T!e "ost re&ent re&on3+uration o2 t!e
pro+ra" is &alled DCraniu" Palladiu")F (it! "ore t!an -99 tea&!in+
points about in'entors and in'entions 0 &elebratin+ s&ien&e and
dis&o'ery and &!allen+in+ students to use t!eir brainpo(er to &!an+e
t!e (orld,
Outreach and Results
On a'era+e) t!ese pro+ra"s +enerated nearly 6 "illion i"pressions
per year in "a?or "edia "ar1ets i"portant to Do(, In one year in
parti&ular) 6# per&ent o2 Do(*s positi'e "edia &o'era+e (as related to
C!e"iPalooBa,
Additionally) Do( is no( 1no(n a"on+ a 'ariety o2 audien&es 2or its
ability to entertain and edu&ate students about t!e po(er o2 s&ien&e
edu&ation, Bot! Re&y&le T!isE and C!e"TC (ere !onored (it! t!e
publi& relations industry*s !i+!est a(ard 0 t!e Sil'er An'il, T!ese
pro+ra"s !a'e rea&!ed about -,8 "illion students in "ore t!an #99
&ities in Nort! A"eri&a,
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Case Studies
%ETCH4M HELPS STARB4C%S MANA@E CORPORATE CITIGENSHIP
ISS4ES
Sin&e :anuary #99-) %et&!u" London !as (or1ed 2or Starbu&1s 4% and
EMEA to prote&t and en!an&e its brand t!rou+! an inte+rated strate+y
t!at positions t!e &o"pany as sensiti'e and rele'ant to di7erent
&ultures and &o""unitiesH builds trustAbased relations (it! 1ey nonA
+o'ern"ental or+aniBations and opinion leadersH and ta&1les
&ontro'ersial issues su&! as +lobaliBation) t!e Nort!ASout! di'ide and
+eneti& "odi3&ation, %et&!u" !elped Starbu&1s laun&! its 3rst
Corporate So&ial Responsibility Report in t!e 4nited %in+do", W!en in
early #99- Starbu&1s be&a"e an i&on 2or antiA+lobaliBation protestors)
%et&!u" de'eloped and i"ple"ented a &risis "ana+e"ent and
&o""uni&ations plan 2or t!e 4,%, W!en leadin+ N@O O/2a" led a
!i+!Apro3le &a"pai+n a+ainst t!e &o7ee industry &lai"in+ t!e industry
(as pro3tin+ 2ro" o'erAsupply and lea'in+ &o7ee +ro(in+ &o""unities
in po'erty) %et&!u" pro'ided issues "ana+e"ent support to senior
Starbu&1s spo1espersons, Starbu&1s also tea"ed (it! t!e Iairtrade
Ioundation in t!e 4,%, to laun&! Iairtrade Co7ee) enablin+ T!ird World
2ar"ers to re&ei'e a !i+!er pri&e 2or t!eir &rops,
Outreach and Results
T!e su&&ess o2 t!e Iairtrade laun&! !elped Starbu&1s address so"e o2
its "ore diJ&ult issues as (ell as be+in a "ore &redible dialo+ue about
t!e (or1 it is doin+ (it! &o7eeA+ro(in+ &o""unities, As a result) t!e
&o"pany !ad "ore &on3den&e to underta1e stron+ &onsu"er
&a"pai+ns) 2o&usin+ on t!e Kuality o2 its produ&t and t!e inAstore
e/perien&e,
STARB4C%S AND COMM4NIT CONTROCERS IN CANADA
%et&!u" !as been (or1in+ (it! Starbu&1s in Canada on &o""unity
relations issues surroundin+ store lo&ations, An e/a"ple o2 t!is (or1
in&ludes one situation (!ere &o""unity "e"bers be&a"e outra+ed
(!en t!e lease o2 a nei+!bor!ood &a2L (as not rene(ed by t!e
landlord, W!en Starbu&1s announ&ed it (ould lo&ate a ne( store in
t!e 'a&ated spa&e) t!e &o"pany be&a"e t!e tar+et o2 &o""unity
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Case Studies
protestors and "edia &riti&is" t!at 2o&used on Starbu&1s as an
e/a"ple o2 Dbi+ A"eri&an business usin+ its po(er to stea"roll o'er
t!e little +uy,F In an e7ort to preser'e its standin+ in t!e &o""unity
and position t!e &o"pany as a +ood &orporate &itiBen) Starbu&1s
(or1ed out a deal (it! t!e &o""unity a&ti'ists) &a2L o(ner and
landlord (!i&! resulted in t!e reinstate"ent o2 t!e nei+!bor!ood &a2L
and t!e relo&ation o2 t!e ne( Starbu&1s store to anot!er lessA
&ontro'ersial lo&ation in t!e nei+!bor!ood,
Outreach and Results
Initial "edia &o'era+e in&luded atta&1s on Starbu&1s, T!rou+!
%et&!u"*s e7orts) t!e "edia e'entually be&a"e "ore balan&ed and
t!en positi'e, Additionally) 2o&us +roups identi3ed a +enerally !i+!
le'el o2 support 2or Starbu&1s and a belie2 t!e &o"pany !ad a&ted as a
+ood &orporate &itiBen, Sales re"ained stron+ in all stores ;do(n only
= per&ent in t!e (ee1 i""ediately a2ter t!e story bro1e<,
LECI*S AND HEI@HTENED BRAND AWARENESS
Wit! roots datin+ ba&1 to t!e +old rus! era) Le'i Strauss !as lon+ set
t!e industry standard 2or blue ?eans, But as t!e brand lost "ar1et
s!are to "ainstrea" and desi+ner labels t!at !eld "ore appeal to t!e
&apri&ious teen "ar1et) Le'i*s (at&!ed sales o2 its traditional brand
s!rin1, Le'i*s &ollaborated (it! %et&!u" to re'erse t!e brand*s
Dstod+yF i"a+e and "a1e it "ore rele'ant to teens, %no(in+ 1ids are
"ore re&epti'e to a &o"pany*s ad'ertisin+ "essa+e i2 it*s deli'ered
t!rou+! "usi& or tied to a +ood &ause) Le'i*s si+ned as t!e title
sponsor o2 Le'i*s Iuse *..) a su""er &on&ert tour 2eaturin+ t!e !ot
"usi&al a&t) @oo @oo Dolls) and tea"ed up (it! PAM) a nonApro3t
or+aniBation dedi&ated to endin+ +un 'iolen&e, Based on t!e su&&ess
o2 Le'i*s Iuse *..) %et&!u" re&o""ended t!at Le'i*s &ontinue its
support o2 &ool "usi& and !ot topi&s in #999 (it! anot!er "usi& tour
sponsors!ip and a rene(ed partners!ip (it! PAM, Dubbed Le'i*s
Presents D*An+elo ;doubleAplatinu" RNB artist<) t!e #8A&ity tour !elped
Le'i*s su&&ess2ully tap t!e teen "ar1et to add ne( appeal and
rele'an&e to a 2adin+ brand and spar1 dis&ussion about an i"portant
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Case Studies
teen issue, As part o2 t!e D*An+elo &on&ert tour) %et&!u" &reated t!e
Le'i*s Deni" Wall) a !u+e Le'i*sAbranded (all "ade o2 aut!enti& Le'i*s
deni" t!at &onsu"ers &ould si+n in support o2 PAM*s out! Petition to
End @un Ciolen&e, Ior e'ery si+nature &ontributed) Le'i*s donated O-
to PAM, An online 'ersion o2 t!e Deni" Wall allo(ed teens +lobally to
ta1e part in t!e petition,
Outreach and Results
T!e &on&ert series +enerated "ore t!an =# "illion branded) Le'i*s
i"pressions in topAtier yout!A2o&used and "ainstrea" "edia) su&! as
Rollin+ Stone) Billboard and MTC) as (ell as &olle+e &a"pus
ne(spapers, T!e sponsors!ip also upped Le'i*s D!ipF Kuotient, Ii2tyA
se'en per&ent o2 &on&ert attendees sa( Le'i*s in a ne( li+!t) labelin+
t!e brand D!ip)F D&ool)F and Dse/y,F In addition) attendees (ere t(i&e
as li1ely to buy Le'i*s 2ollo(in+ t!e &on&ert,
MOBIL OIL AND REB4ILDIN@ COMM4NIT TR4ST
Mobil Oil Corporation*s Torran&e) Cali2, re3nery) one o2 its "a?or
2a&ilities) (as 2a&in+ serious trouble, A "a?or 3re and nu"erous ot!er
in&idents at t!e plant !ad tou&!ed o7 (idespread &on&ern in t!e
&o""unity and under"ined publi& &on3den&e in t!e sa2ety o2 re3nery
operations, T!ere (as a&ti'e publi& anta+onis" to(ard t!e re3nery
and a &onstant barra+e o2 ne+ati'e press in lo&al ne(spapers,
Relations!ips (it! t!e &ity +o'ern"ent and re+ulators (ere
deterioratin+, In t!is en'iron"ent) an a"bitious lo&al politi&ian be+an
an initiati'e dri'e t!at) i2 su&&ess2ul) (ould e7e&ti'ely ban t!e
re3nery*s use o2 !ydroPuori& a&id) an i"portant &!e"i&al &atalyst t!at
!ad been used sa2ely at t!e 2a&ility 2or "ore t!an =9 years, Coter
appro'al o2 t!e initiati'e) (!i&! Kuali3ed as DMeasure AF on t!e publi&
ballot) (ould result in in&reased &apital &osts to Mobil o2 nearly O-99
"illion and serious disruption o2 t!e &o"pany*s West Coast operations,
%et&!u" de'eloped a strate+i& &o""unity relations &a"pai+n to
+arner &o""unity &on3den&e in t!e re3nery*s operation and result in
t!e de2eat o2 Measure A,
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Case Studies
Outreach and Results
Ca"pai+n &o"ponents in&luded a Co""unity Ad'isory Co""ittee) #=A
!our telep!one in2or"ation line to ans(er nei+!bor Kuestions Kui&1ly)
a bi"ont!ly ne(spaper pro'idin+ in2or"ation on t!e operational and
sa2ety issues) Saturday 2a&ility open !ouses) and ad'ertise"ents in
lo&al ne(spapers, Tra&1in+ polls &ondu&ted t!rou+!out t!e &a"pai+n
s!o(ed a steadily i"pro'in+ i"a+e 2or t!e Mobil Torran&e Re3nery in
t!e &riti&al areas o2 trust(ort!iness) sa2ety) &ontributions to t!e
e&ono"y and &o""it"ent to sa2e operations, And "ost i"portantly)
'oters de2eated t!e ballot initiati'e by 6= per&ent,
MAMWELL HO4SE AND B4ILDIN@ @OODWILL THRO4@H HOME
B4ILDIN@
%et&!u" &reated Ma/(ell House*s Build a Ho"e A"eri&a) a &auseA
related "ar1etin+ pro+ra" &o""itted to buildin+ -99 !o"es 2or -99
2a"ilies in -99 (ee1s) to !elp t!e &o7ee "anu2a&turer en!an&e brand
i"a+e and stren+t!en &onsu"er loyalty, Tea"in+ (it! Habitat 2or
Hu"anity) t!e &a"pai+n !arnessed t!e inte+rated po(er o2
ad'ertisin+) pro"otions and publi& relations to boost brand 'isibility)
in'ol'e tar+et &onsu"ers and !elp "aintain "ar1et s!are,
Outreach and Results
Broad&ast &o'era+e a&&ounted 2or "ore t!an -.9 "illion i"pressions)
in&ludin+ t(o se+"ents on t!e DToday S!o()F a t(oA"inute se+"ent
on DCBS T!is Mornin+)F and an inAdept! pie&e on DEMTRA,F Opra!
Win2rey saluted t!e &a"pai+n t(i&e on !er pro+ra" by sayin+) DIt*s
(!at &orporations s!ould be doin+)F and a(arded Ma/(ell House*s
president (it! an Opra! An+el Net(or1 A(ard, An a'era+e o2 t!ree in
2our tele'ision aJliates in ea&! build "ar1et +a'e t!e &a"pai+n
e"otionally ri'etin+) branded &o'era+e) as did daily ne(spapers, Print
a&&ounted 2or --9 "illion i"pressions) in&ludin+ pla&e"ents in T!e
Ne( or1 Ti"es) 4SA Today) Ia"ily Cir&le) Wo"en*s Day) Country
Li'in+ and Essen&e,
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Case Studies
A&&ordin+ to a sur'ey e'aluatin+ t!e &a"pai+n) &onsu"ers per&ei'ed
Ma/(ell House*s Da&ti'e role in t!e &o""unityF as t!e se&ond "ost
i"portant de3nin+ attribute o2 t!e brand o'er t!e &o"petition, T!e
&a"pai+n enlisted &lose to 69)999 'olunteers 2ro" lo&al &o""unities
in 86 &ities a&ross t!e &ountry to parti&ipate in buildin+ t!e -99 !o"es,
More t!an =9)999 &onsu"ers &alled t!e national tollA2ree !otline) and
t!e &a"pai+n raised "ore t!an O8,# "illion o'erall in "at&!in+ 2unds
2or Habitat 2or Hu"anity, As t!e pro+ra" +ained "o"entu") Ma/(ell
House &redited t!e &a"pai+n (it! !elpin+ to in&rease sales in 1ey
!ouse build "ar1ets,
WEND*S AND A CRISIS OI LIIE AND DEATH
W!en a senseless s!ootin+ le2t 3'e Wendy*s e"ployees dead and t(o
seriously (ounded in Ne( or1 City) Wendy*s and %et&!u" Kui&1ly
"obiliBed usin+ pro&edures and learnin+s 2ro" pre'ious lo&al &rises to
pro'ide support 2or t!e e"ployees and 2a"ilies a7e&ted) and to
"ini"iBe t!e e/posureQda"a+e to Wendy*s brand reputation,
Outreach and Results
More t!an #99 ne(s stories &ontained positi'e "essa+in+ re+ardin+
t!e &o"pany*s a&tions, T!e results o2 t!e &risis tea"*s rapid responses
and approa&! (ere su""ed up in a Ne( or1 Post editorialR DS
Wendy*s appears to be !andlin+ t!is &risis (it! i"pressi'e &orporate
"ana+e"ent s1ills 0 an attribute t!at is be&o"in+ in&reasin+ly &ru&ial
2or &o"panies to sur'i'e (!at &an only be des&ribed as a publi&
relations ni+!t"are,F
IEDEM AND THE RED CROSS PARTNER ARO4ND THE WORLD
IedE/ !as al(ays e"bra&ed a &o""unityA"inded p!ilosop!y) born out
o2 its e"ployeesT desire to +i'e ba&1 to t!e &o""unities (!ere t!ey
li'e and (or1, IedE/ re&ently tapped %et&!u" to identi2y and 2or+e a
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Case Studies
partners!ip (it! an international &!aritable or+aniBation (!i&! &ould
bene3t 2ro" a strate+i& IedE/ donation o2 inA1ind ser'i&es and (!i&!
s!ared and rein2or&ed IedE/Ts reputation 2or speed) reliability)
&usto"er ser'i&e and international rea&!, A2ter si+ni3&ant resear&!)
IedE/ &!ose t!e A"eri&an Red Cross) and t!e t(o or+aniBations are
no( e/pandin+ t!e partners!ip around t!e +lobe, %et&!u" Ne(s&an
(or1ed (it! IedE/ in deli'erin+ "edi&ine to Si&!uan pro'in&e in -..6
and -..5 in &ollaboration (it! t!e Ministry o2 Publi& Healt! and t!e
lo&al +o'ern"ent and 2a&ilitatin+ IedE/ deli'ery ser'i&es o2 aid to
Pooded areas in Hunan pro'in&e in -..5,
Outreach and Results
Positi'e "edia &o'era+e o2 IedE/Ts disaster relie2 e7orts &ontinues to
stren+t!en t!e &o"panyTs reputation as a &o""unityA"inded
&orporation, Media !i+!li+!ts in&lude ABC*s DWorld Ne(s T!is
Mornin+F and D@ood Mornin+ A"eri&a)F CNN*s DHeadline Ne(s)F
net(or1 tele'ision aJliates a&ross t!e 4nited States) Asso&iated Press)
Reuters) and ne(spapers in 89 4,S, "ar1ets, Relie2 and "ission e7orts
re&ei'ed e/tensi'e &o'era+e in Asian "edia as (ell) in&ludin+ CCTC)
S!an+!ai Oriental TC) Hunan TC) C!ina Daily) People*s Daily) Min!ua
and Do( :ones,
RITE AID HEALTH IO4NDATION AIDS WOMEN*S HEALTH IO4NDATION
I"a+ine a (o"an !as only O-99 le2t a2ter payin+ !er rent and "ont!ly
bills, S!ould s!e use it to buy !er 2a"ily +ro&eries or on a
"a""o+ra" t!at &ould sa'e !er li2eU All too o2ten) (o"en "ust
de&ide bet(een basi& ne&essities and potentially li2eAsa'in+ e/a"s,
Enter DMot!erTs Day Ma""o+ra"s)F a pro+ra" o2 T!e Rite Aid
Wo"enTs Healt! Ioundation, T!e pro+ra" o7ers lo(Ain&o"e)
uninsured (o"en a&&ess to 2ree "a""o+ra"s in #= states and t!e
Distri&t o2 Colu"bia, By rea&!in+ out to lo(Ain&o"e (o"en in
underser'ed areas) t!e pro+ra" ali+ned (it! Rite Aid Corporation*s
retail store lo&ation strate+y o2 &on&entratin+ on inner &ity and lo(A
in&o"e areas,
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Case Studies
Outreach and Results
T!e pro+ra" re&ei'ed branded !its in ei+!t (o"en*s publi&ations)
in&ludin+ A"eri&an Healt! 2or Wo"en) Essen&e) Estylo) Heart N Soul)
Marie Claire) Mode) Sel2 and Today*s Bla&1 Wo"an 2or a total o2 nearly
=,$ "illion i"pressions, T!e TC PSA aired "ore t!an -)865 ti"es
a&ross t!e &ountry 2or a total audien&e o2 nearly .# "illion, Ca"pai+n
spo1esperson Dia!ann Carroll (as inter'ie(ed on DLi'e Wit! Re+is and
%at!ie Lee)F DEMTRA)F D@ood Mornin+ A"eri&a)F and DEE Ne(s
Wee1end,F T!e satellite "edia tour +arnered &o'era+e in -6 1ey
"ar1ets 2or a total audien&e rea&! o2 #,> "illion, T!e radio "edia tour
(as aired by -$ outlets in 1ey areas) in&ludin+ DT!e To" :oyner
Mornin+ S!o(F and t!e DDou+ Ban1s S!o(,F In total) t!e &a"pai+n
re&ei'ed branded "edia &o'era+e in "ore t!an -#$ ne(spapers) =.
tele'ision stations and -5# radio stations a&ross t!e &ountry,
PROMOTIN@ WORLD SI@HT DA IOR LIONS CL4BS INTERNATIONAL
Wit! &lubs in "ore t!an -5. &ountries) Lions Clubs International ;LCI< is
re+istered as a &onsultant to t!e 4nited Nations and is a&ti'ely
in'ol'ed (it! N@Os a&ross se'eral &ate+ories in&ludin+ !u"an ri+!ts)
&!ildren*s (el2are and en'iron"ental prote&tion, Sin&e -..6) %et&!u"
!as been (or1in+ (it! Lions Clubs International on a +lobal basis to
&ondu&t e/tensi'e N@O outrea&! to +ain support 2or Lions ClubAdri'en
initiati'es, World Si+!t Day is a publi& a(areness e'ent de'eloped by
%et&!u" and &arried out in A2ri&a) Asia and Latin A"eri&a to +enerate
a(areness o2 blindness as an i"portant !ealt! issue around t!e +lobe
and to s!o(&ase t!e +reat (or1 t!e Lions do on be!al2 o2 blindness
pre'ention and site restoration, In #999) World Si+!t Day (as
&elebrated in Bei?in+ and s!o(&ased a &ooperati'e partners!ip
bet(een t!e C!inese @o'ern"ent) LCI and Si+!t Iirst C!ina A&tion,
E'ents in&luded p!otos&reenin+ trainin+ sessions o2 Bei?in+
1inder+arten &!ildren (it! international do&tors,
Outreach and Results
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Case Studies
T!e &a"pai+n +enerated "edia &o'era+e in Australia) BraBil) Canada)
Iran&e) Hon+ %on+) Ne( Gealand) t!e 4,%, and t!e 4nited States,
Hi+!li+!ts in&luded "ore t!an =$ "edia !its in Hon+ %on+) DBBC World
Ne(s)F CCTC) Reuters BraBil) ABC Radio Ne(s ;Australia<) CNN
DHeadline Ne(s)F 4SA Radio Net(or1s and T!e C!i&a+o Tribune,
As part o2 t!at e7ort) %et&!u" Ne(s&an &ondu&ted a &on&entrated
outrea&! pro+ra" to pro"inent N@Os in'ol'ed in blindness pre'ention
and si+!t restoration, More t!an $9 N@Os 2ro" around t!e (orld
parti&ipated in t!e e'ent) in&ludin+ a World Healt! Or+aniBation,
COL@ATEAPALMOLICE ENLISTS %ETCH4M IN MEMICO
%et&!u" Me/i&o !elps Col+ateAPal"oli'e i"ple"ent nu"erous
&orporate so&ial responsibility initiati'es to "aintain +ood relations
bet(een t!e &o"pany and its e"ployees) &onsu"ers) suppliers and
nei+!bors, Pro+ra"s in'ol'e e"ployee relationsH en'iron"ental
prote&tion initiati'esH &orporate sponsors!ip o2 &ultural pro+ra"s)
t!eatres and "useu"sH produ&t donations to "ore t!an $99
institutionsH establis!"ent o2 3'e dental &lini&s to enable i"pro'ed
a&&ess to oral !ealt! &areH and plant 'isits by 2a"ilies and s&!ool
&!ildren, Li1e(ise) %et&!u" Ne(s&an is !elpin+ Col+ateAPal"oli'e in
Hon+ %on+ i"ple"ent it*s DSi/ Minutes Prote&t a Li2eF &er'i&al &an&er
a(areness &a"pai+n) &oAsponsored by t!e Hon+ %on+ Can&er Iund,
T!e &a"pai+n*s +oals in&lude stren+t!enin+ a(areness o2 &er'i&al
&an&er and its pre'ention a"on+ (o"en in Hon+ %on+) redress
"is&on&eptions about &er'i&al &an&er and in&rease PAP s"ear testin+
in t!e re+ion,
%ETCH4M NEW GEALAND AND WATTIE*S PROMOTE @OOD WOR%S
T!e year #99- "ar1ed t!e ei+!t! annual Hoyts Wattie*s Cans Iil"
Iesti'al 2or &lient HeinB Wattie*s 0 a ?oint sponsored annual &!arity
e'ent t!at supports t!e Sal'ation Ar"y C!rist"as 2ood appeal, T!e
e'ent allo(s "e"bers o2 t!e publi& 2ree ad"ission to a parti&ipatin+
&ine"a on a sele&ted day in e/&!an+e 2or a donation o2 &anned +oods,
Page 10
Case Studies
Net(or1 Co""uni&ations i"ple"ented a &oordinated PR pro+ra" to
"a/i"iBe "edia &o'era+e o2 t!e e'ent and to assist Sal'ation Ar"y
sta7 in publi&iBin+ t!e 2esti'al,
Outreach and Results
T!e e'ent +arnered e/tensi'e "edia &o'era+e) in&ludin+ -6 radio
stations parti&ipatin+ in +i'ea(ay pro"otions, T!e 2esti'al (as
&o'ered in >= arti&les) (it! produ&t s!ots o2 HeinB Wattie*s &anned
2ood appearin+ in -. publi&ations and resulted in t!e +reatestAe'er
a&&u"ulation o2 donations,
%ETCH4M NEW GEALAND ENHANCES BRAND CAL4E IOR WATTIE*S
%i(i i&on Wattie*s Ba1ed Beans !as en?oyed a lon+ asso&iation (it!
sports, T!e produ&t itsel2 is +reat 2uel 2or a&ti'e people, Wit! t!is in
"ind) HeinB Wattie*s (anted to stren+t!en and rein2or&e t!ese lin1s
(it! t!e 'ery lar+e Ne( Gealand +rassroots sportin+ &o""unity,
Net(or1 Co""uni&ations &reated t!e Wattie*s Ba1ed Beans Most
Caluable Coa&! A(ards to lin1 t!e Wattie*s brand (it! Ne( Gealand
sports and a&1no(led+e and re(ard &o""unity &oa&!es,
Outreach and Results
Sin&e startin+ t!ree years a+o) t!e !i+!ly su&&ess2ul a(ards pro+ra"
results in a !i+! 'olu"e o2 branded "edia &o'era+e (it! in&reasin+
support and praise 2ro" t!e sportin+ &o""unity ea&! year, Entries
!a'e in&reased by #.9 per&ent sin&e year one) and t!e brand s!o(s a
&onsistent in&rease in sales o2 Wattie*s Ba1ed Beans durin+ t!e
&o"petition period, DNet(or1 de'eloped a strate+i&ally &reati'e
solution t!at deli'ered results (ell beyond our e/pe&tations, Not only
in t!e 'alue it !as added to our brand but also t!e stron+ 2oundation
(e !a'e built 2or t!e &ontinuation o2 t!e a(ards)F notes Sonya
Mandeno) produ&t "ana+er) Wattie*s Ba1ed Beans,
Page 11
Case Studies
%ETCH4M NEW GEALAND AND ASB BAN% S4PPORT BREAST CANCER
AWARENESS MONTH
ASB Ban1 !as lon+ en?oyed a stron+ sponsors!ip pro3le in Ne(
Gealand, Be&o"in+ t!e pri"ary sponsor o2 t!e Ne( Gealand Breast
Can&er Ioundation ;NGBCI< (as i"portant to ASB as it "eant it &ould
"a1e a real di7eren&e in t!e &o""unity, It (as also i"portant to t!e
ban1 to support t!e "any sta7 and &usto"ers (!o !ad been tou&!ed
by breast &an&er, To raise t!e pro3le o2 t!e sponsors!ip in a 'ery s!ort
ti"e period) Net(or1 Co""uni&ations* strate+y (as to &on&entrate on
doin+ only t(o a&ti'ities) but doin+ t!e" (ell, T!ese a&ti'ities (ere to
announ&e t!e partners!ip and !old an e'ent to laun&! Breast Can&er
A(areness Mont! at t!e top Poor o2 ASB Ban1 !eadKuarters,
Outreach and Results
T!e &a"pai+n +arnered si+ni3&ant "edia &o'era+e) in&ludin+ CNN)
TCNG) DTC- Late Ne(s)F and DTC# Ne(sbrea1s,F Print "edia &o'era+e
in&luded daily "etropolitans) Au&1land suburbans) (o"en*s
"a+aBines) as (ell as t!e NGPA and Reuters (ire ser'i&es, T!e
&a"pai+n raised "ore t!an O#99)999) a si+ni3&ant in&rease on past
a"ounts, VNet(or1 pro'ided t!e strate+i& dire&tion) +reat support and
&reati'ity t!at en!an&ed our &onne&tion (it! T!e Ne( Gealand Breast
Can&er Ioundation)F notes Debby Bell) "ar1etin+ "ana+er) e'ents and
sponsors!ip) ASB Ban1,
Page 12