Category: Events —
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

the-pursuit-of-social-profitability-even-when-failure-strikes3

The Pursuit of Social Profitability… Even When Failure Strikes

When things don’t go as planned, be strategic in your response

Even the best of plans can sometimes fall short. Despite your best efforts to be strategic and collaborative as you created the perfect program, event or campaign, the results sometimes don’t meet their objectives. This does not necessarily mean your concept has no future. The exact opposite can be true. While a lack of success can be difficult to accept… Read More

change-agents-for-social-responsibility

Change Agents for Social Responsibility

Activating young people to change the world

As I watch the notion of Social Responsibility take root in the world, I take comfort in knowing that the creativity and passion that good corporate citizens bring forward is endless and abundant. The desire to inspire and engage is genuine and is fast becoming an economic driver of strong financial performance. So what are you waiting for? When imagining… Read More

it-takes-more-than-financial-contributions-to-create-social-profitability

It Takes More Than Financial Contributions To Create Social Profitability

Number of employee volunteer hours and charities helped are great leading indicators

Recognized as one of Canada’s Top 100 Employers, CIBC, a leading Canadian-based global financial institution, demonstrates ways they are also good corporate citizens by living up to their mission to give back in any way they can. Not surprisingly, CIBC is also the only major financial institution named one of Achiever’s 50 Most Engaged Workplaces™ in North America. CIBC was… Read More

The Path to Social Profitability is to be ‘Strategic’

A strategic plan is your roadmap to success

You are ready to call an agency to let them know that you have a new event or program that you want to bring to market and need to create the brand for it. At issue – your creative brief has more questions than answers. What do you do? This story is not unique to you, it happens all the… Read More

path-social-profitability-through-insight

The Path to Social Profitability Through ‘Insight’

You must understand the subconscious need(s) of your target audience

Strategic planning must be rooted in deep, meaningful Insight. Only by understanding the customer’s motivation and behaviour related to your brand experience can you hope to create awareness and engagement. Social Profitability depends on creating a connection between a brand’s features and benefits and the subconscious need(s) of your target audience. So when you set out to create a new… Read More

the-path-to-social-profitability-through-discovery

The Path to Social Profitability Through ‘Discovery’

Collaboration and inclusivity are essential to create!

If strategic planning is rooted in deep, meaningful Insight, then it is only through Discovery that powerful, breakthrough ideas can be brought to life. Social Profitability depends on being able to effectively connect the dots between the learning from customer insight and the knowledge and experience of those charged with the responsibility for creating something new. So when you set… Read More

the-path-to-social-profitability-requires-connection

The Path to Social Profitability Requires ‘Connection’

Bringing your Strategic Plan to life

If strategic planning is rooted in deep, meaningful Insight, and Discovery is where breakthrough ideas are brought to life, then all that remains is to determine the essence of your story and the message that will resonate most with your target audience. I call this creating “Connection”. In order to bring your Strategic Plan to life, it is essential that… Read More

coca-cola-launches-a-happiness-hackathon-for-social-profitability

Coca-Cola launches a “Happiness Hackathon” for Social Profitability

Brand aligns with millennials and boosts corporate social awareness

Coca-Cola and DoSomething.org teamed up in an effort to increase awareness of cyberbullying in the U.S., do something positive, affect a movement of change, and ultimately raised their corporate social consciousness profile. Almost 50% of young people have been bullied online 70% report seeing frequent online bullying 90% who see it do nothing Committed to building a stronger brand image… Read More