Category: Advertising —
The Shift in Strategic Planning for Social Profitability

The Shift in Strategic Planning for Social Profitability

How a new calendar year shouldn’t affect your year-to-year thinking

The start of a new year provides a tabula rasa… clean slate. Fresh beginnings are golden opportunities for brands and organizations to develop new ideas and approaches for corporate Social Profitability. We ask, “Should the slate be completely wiped clean of what’s come before?” A new year is a great time to be thinking about the importance of strategic planning…… Read More

It’s Time To Get Creative For Social Profitability!

This is when the fun really starts and the ideas come to life.

We believe that it takes the combination of insight and creativity to make a positive impact for Social Profitability – and to break through the clutter on the competitive landscape. Your creative team is set to go with their Creative Brief in hand (see http://www.socialworth.ca/advertising/creating-standout-creative-for-social-profitability/), ready to unleash their ideas to begin conceptualizing your next branded campaign focused on your… Read More

Creating Standout Creative for Social Profitability

Not-for-Profits need to start with a standout Creative Brief

The Creative Brief is an all-important step in bringing your cause, company or brand to market. As a communications tool, it puts you and your agency on common ground, speaking the same language and working towards achieving the same goals. Without it, misfires and miscommunication can ensue. Get it right and it becomes your clear path towards Social Profitability. Before… Read More

Using #BringBackTheBees for Social Profitability

Brands take action to raise awareness

‘Buzz’ went missing from Honey Nut Cheerios boxes. Burt’s Bees erased the letter ‘B’ on limited-edition lip balm packaging, advertising and from social media posts. Two new awareness campaigns came into market, designed to put the focus on the serious global decline of the honeybee population and other pollinator species facing extinction, which puts one-third of our food supply in… Read More

Rewarding Charities for Upholding Big Goals and Achieving Social Profitability

Changing attitudes towards not-for-profit spending

Let’s take the altruistic attitude about not-for-profits – especially in relation to spending and expenses – and turn it on its ear. Many of us recognize that causes and charities are as much a business as any in the private sector, and equally accountable to the bottom line. Yet, it takes money to make money, even for charities. Is it… Read More

How Transparency Factors into Social Profitability

Gaining trust for your organization

Cause-related marketing has grown into a popular strategic tactic and public relations tool for corporations and charities. Trust is the key to building a transparent brand. Trust is even more critical in branding and reporting in the not-for-profit sector. It is imperative that your audience believes that the business or organization is acting as a good corporate citizen and doing… Read More

exploitive-or-tactical-for-social-profitability

Exploitive or Tactical for Social Profitability?

Engaging the many by targeting the few

When is it o.k. to push boundaries? For Social Profitability… perhaps all of the time?!? I read in ADWEEK about a campaign created by an agency in Demark on behalf of Coca-Cola and its new brand, stevia- and cane-sugar-sweetened Coca-Cola Life. The kicker was that only about 5% of the population could actually see the message. The message was hidden… Read More

changing-the-conversation-for-social-profitability

Changing the Conversation for Social Profitability

Begin by engaging community partners

I had the opportunity to speak at a symposium for a National healthcare charity, bringing together nearly 100 community team members at the managerial level, to connect with their provincial counterparts. I was asked to lead a session that would provide a strategic review of an existing fundraising event concept, with the goal of creating consensus on a path forward… Read More

canadas-anti-spam-legislation-and-its-affect-on-social-profitability

Canada’s Anti-Spam Legislation and its Affect on Social Profitability

You must be compliant and personalized to achieve a successful email marketing strategy

Despite the fact that Canada’s Anti-Spam Legislation (CASL) has prompted many not-for-profit organizations to cut down on – or even cut out – the use of email as part of their marketing strategy, it’s worth the effort to adapt your cause marketing plan to comply with the current legislation. Email is not only the most effective, but also among the… Read More

take-back-the-table-for-social-responsibility

Take Back the Table for Social Responsibility

If a napkin can bring about social change, so can you!

When you think about corporate social responsibility (CSR), a big mistake is automatically defaulting to the assumption that it involves a financial commitment. The potential to create Social Profitability can be achieved in so many ways and is really only limited by your imagination. How many stories have you heard about greatness starting with a few scribbles on a paper… Read More