12/2/2014

returns EMPLOYEE-CHANNEL BRAND BUILDINGgood ™

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04/19/23returnsgood

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Your most powerful marketing tool punches a time clock twice a day.


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04/19/23returnsgood

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Growing your business and strengthening your brand through cause-related

marketing.


Traditional Advertising/Marketing Path

Internal Marketing Strategy• CEO• Marketing Director• Internal Sales/Marketing Staff

Advertising/PR Partners• Ad Agency/PR Firm• Media Channels• Promotional Advertising

Traditional Media Consumers• Viewers of Newspapers, Outdoor Boards, TV, Radio, etc.


Advertising/Marketing Path

Front-Line Operations• HR Director• Community Relations Dir.• Personnel Managers• Employees

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Internal Marketing Strategy• CEO• Marketing Director• Internal Sales/Marketing Staff

GoodReturns Planning/Training • Research• Strategy Development• Program Design/Cause Link• Employee Brand Enlistment• Community Partnership Dev.

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Advertising/PR Partners• Ad Agency/PR Firm• Media Channels• Promotional Advertising

Traditional Media Consumers• Viewers of Newspapers, Outdoor Boards, TV, Radio, etc.

Community Partners • Additional $ Resources• Additional POP Opportunities• Additional Brand Leverage• Additional Media Interest

+Cause-Aware Consumers• Neighbors• Shoppers• Community Leaders• Media Reporters

The “charitable cause” is the glue that holds

the program and partners together.

04/19/23returnsgood

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Why?Employee Pride/Motivation• Empower/build pride• Recruitment/retention tool• Guide front-line actions

Reservoir of Good Will• Generalized positive perception• Media access/influence• Lowers barriers to growth

Shield Against Attack• Soften impact of PR crises• Neutralize political foes• Bond with strategic allies

Plowing the Field• Highlights priorities• Shapes public perceptions• Points the way to the future

Pure Unbridled Capitalism• Sell more stuff• Sell it longer• Charge more for it

“Doing Well While Doing Good.” L. Lawrence Embley

‘Cause We Have To• Mission/vision/values• Regulatory requirements• Community pressures• Stewardship—it’s the right thing to do


Portfolio


Taking a company that picks up garbage and helping them become a

caring environmentally concerned member of the community


“You work magic! Your consulting efforts with the Tramutola Company brought us clarity, focus and a common purpose. For the first time, our entire staff fully understands our brand and we have a program to leverage it for market success.”

Bonnie Moss V.P. Business Development,

Tramutola Company


Case Study 1



“THEY DON’T CARRY MY FAVORITE

MUSTARD ANYMORE.”



MUSTARD ANYMORE.”

“YEAH, I KNOW. THIS STORE REALLY

STINKS.”



MUSTARD ANYMORE.”


STINKS.”

“MY FAVORITE STORE MANAGER

WAS FIRED. HE WAS SUCH A NICE MAN.”



MUSTARD ANYMORE.”


STINKS.”



“OUR NEIGHBORHOOD IS

RUINED. LOUSY CARPET-BAGGERS.”



MUSTARD ANYMORE.”


STINKS.”





“THE TAG ON THIS LETTUCE SAYS

HOUSTON PROUD.”



MUSTARD ANYMORE.”

“I GOT CAUGHT…DOING SOMETHING

SPECIAL.”






HOUSTON PROUD.”



MUSTARD ANYMORE.”

“I GOT CAUGHT…DOING SOMETHING

SPECIAL.”



“I’M ON THE WESTLAKE STORE

ADVISORY BOARD.”


HOUSTON PROUD.”


“WHAT IS YOUR SPECIAL REQUEST?”

“I GOT CAUGHT…GIVING GOOD

CUSTOMER SERVICE.”


ADVISORY BOARD.”


“WHAT IS YOUR SPECIAL REQUEST?”

“I GOT CAUGHT…GIVING GOOD

CUSTOMER SERVICE.”


ADVISORY BOARD.”

“WE GET YOU HOME SOONER.”


Case Study 2



Putting words into visible action

Advertising messages that proclaim “We’re part of this community” are

generally tired and overdone. And not believed. Therefore, we built the NBU

brand through visible actions, not words.

A primary means of doing this is through a successful program NBU

had already pioneered in New Braunfels...








“My husband and I have lived in four cities in our 20-year marriage. There is not a utility company that can hold a candle to NBU in regards to your public and community service. The children in this town grow up knowing and trusting in NBU employees, and NBU will always hold a very special place in our hearts.”

Excerpt from customer letter received by NBU


A plan for your organization.


MISSION/VISION/VALUES 5-YEAR GOALS BIZ STRATEGIES

BUILD EMPLOYEE BUY-IN TRAIN/ORIENT MEASURE/INCENT

PRODUCTIZE SERVICE DELIVERY DEFINE SATISFACTION/SUCCESS

PRIORITIZE AUDIENCES IDENTIFY CHANNELS PREPARE TOOLS

DO THE RIGHT THINGS GET CAUGHT FIND EXCUSE TO TALK ABOUT IT

How?


MISSION/VISION/VALUES 5-YEAR GOALS BIZ STRATEGIES

Resources for Executive Team• Materials for employee presentations• Scripting/Events• Tie to incentives where possible

Synchronize Messages• Build ties between business units• Link communications to biz plan• Idea generator system-wide

StepsBuild on Existing Good Work• Successful programs• Business unit strategies• Employee buy-in


Link with HR/Employee Focus• Synchronize messages• Simplify communications

Steps

BUILD EMPLOYEE BUY-IN TRAIN/ORIENT MEASURE/INCENT

Employee Education Campaign• 5-Year Goals/Biz Strategies• Tailor to employee work environment• Team-building, motivating, competency dev.• On-brand behavior from field level and up

Reinforce Management Tools• Employee training materials• Leadership development• On-site reinforcement materials• Reports/newsletters, etc.


Package the Process• “How to engage with us”• “How we engage with you”

Establish Success Dashboard• Key indicators of value to customer • Simplify and make memorable• Find opportunities to report on progress

Customer Service Products• Identify key touch points• Simple tools to enhance service

Steps

PRODUCTIZE SERVICE DELIVERY DEFINE SATISFACTION/SUCCESS


Segment Messages by Audience• Wholesale customers/suppliers• Retail customers• Political stakeholders• General public• Neighborhoods/special interests• Environmental groups/individuals• Peer organizations• Media

Public Information Tools• Consistent graphic identity• Be strategic • Audience specific• Utilize employee channel!

Steps

PRIORITIZE AUDIENCES IDENTIFY CHANNELS PREPARE TOOLS

Identify Information Allies• Other organizations, counties, cities• Groups allied by self-interest• To help in measurement, add credibility,scope and objectivity


Communicate Ahead of Issues• Reinforce internal communication• Prepare talking points• Crisis communication materials

Create Communication Opportunities• Existing and new public forums• Customer service programs• Leverage co-sponsorships• From face-to-face to town meetings• Speaker’s bureau

Steps

DO THE RIGHT THINGS GET CAUGHT FIND EXCUSE TO TALK ABOUT IT

BASIC PRINCIPLESDemonstrate relevant local presenceLeverage strength of employee team Coordinate efforts/Simplify messageAvoid “idea of the month” clubCommunicate vs. “information dump”If nothing else, be consistent

Track and Benchmark Progress• Market research• Focus groups


It’s what you do, not what you say that counts.

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Dave Wenger—312-2288Glenda Beasley—288-9171

04/19/23returnsgood

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Documents

12/2/2014