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Increase Customer Loyalty and Enhance Brand Image: Increasingly, consumers are factoring companies’ general business practices, including philanthropic activities, into their purchasing decisions. Companies associated with charitable behavior are perceived by consumers to be good corporate citizens and may differentiate themselves from competitors... [the] survey found that 79 percent of Americans take corporate citizenship into account when making purchasing decisions....
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Our approach is to use the uniqueness of our business model and our celebrity endorsements to make it newsworthy, obtaining the kind of exposure no amount of money can buy.
We will package ‘our story’ from various angles, including business, human interest, high tech, and lifestyle, and bring it to light through a grassroots movement tied to our press campaign. This is all part of creating the buzz about the brand.
The Internet is one of our primary marketing and communication channels. Our media campaign will drive people to the VASE site to purchase our quality ECD products to benefit local community organizations.
The portal will provide a complete set of tools for community organizations to set up their own space within the portal. The portal will use a set of tools that we describe as ‘The Writeable Web’, basically web based tools that do not require programming skills. If a community member can use a word processor they can write to and maintain their own web space within the portal.
The powerful collaborative tool set will include a customisable e-commerce engine, marketing and communication templates, guides and a special help desk that is community driven and will attract mentors from the greater community.
The tools set inculdes templated press releases and media kits that a community partner can customize with their own logo and specific details. In a certain respect we are automating the media process for our communtiy partners.
bsr.org
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““,.....results showed that US business executives “see corporate citizenship as a fundamental part of business.”
Overwhelmingly (75%), executives polled said their founding traditions and core organizational values are factors in their companies’ decisions to invest in corporate citizenship. And 82% said good corporate citizenship helps the bottom line, and over half of respondents cited expectations from customers and consumers as motivating factors. |
