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

Spread Your Message for Social Profitability

Create Consistency With a Brand Style Guide

Congratulations! You’ve worked hard with your agency and creative team to craft a brand identity that represents your cause or organization. Now you’re ready to spread your message to make the most impact for Social Profitability. Your internal team is excited by the possibilities and is geared to getting the word out to your network of supporters and beyond. Now… Read More

Iconic Office & Retail Property a Frontrunner in Social Profitability

Brookfield Place Toronto proves its Eco-Consciousness

“Are you Eco-Conscious?” That’s the question Brookfield Place is posing to its audience of corporate and commercial real estate tenants, and the over 100,000 people that pass through Toronto’s iconic office tower and retail concourse on a daily basis. The multi-channel campaign was designed to bring awareness and increase social activity during Earth Month, with an emphasis on the good… 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

Plan Canada Uses Innovation to Achieve Social Profitability

#LiftHerUp campaign kicked off with a 3D hologram

When it comes to fundraising and cause marketing, we need to realize how technology can be harnessed to connect people and brands like never before. We need to find inventive and original ways to mesh strategic objectives, creative thinking and technical know-how. Plan International Canada recently demonstrated how it can be done with a new and innovative digital campaign that… Read More

‘Licensed to Learn’ for Social Profitability?

Peer-to-Peer tutoring is a game changer in boosting student success

I was introduced to an incredible organization dedicated to boosting student success through personalized peer tutoring and leadership training. With a small, but mighty team, this organization is currently engaging nearly 4,000 young people across Southern Ontario, with a focus on underserved groups and vulnerable communities in Neighbourhood Improvement Areas. L2L, or Licensed to Learn, is dedicated to helping youth… Read More

‘Slacktivism’ vs. Activism and its Effect on Social Profitability

Can your target audience be motivated into action through social media?

Supporting activist and advocacy groups, by simply “Clicking”, ‘Tweeting”, “Liking” or “Sharing” their message through social media platforms seems to be the latest trend. In this age of smartphones, Facebook, Twitter and YouTube (among others), it seems as though this is an easy way to cast a wide net, attain local and global outreach and allow for rapid dissemination of… 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

Umano Meshes Fashion and Philanthropy for Social Profitability

A fashion brand for social-minded changemakers

Umano, which means human or mankind in Italian, is the appropriate name for a startup company that is all about Social Profitability, helping others, and making the world a better place for all. Brothers Alex and Jonathan Torrey founded the Umano label in 2011, with the aim of creating a brand that is socially conscious, giving back within their own… Read More

Corporate Canada Targets Women’s Needs for Social Profitability

From health to domestic abuse, companies pledge their support

Each year, companies large and small make a commitment to causes that impact the lives of women. These partnerships not only benefit women’s causes, but also create a higher level of connection between the company and their employees. Whether through employee fundraising, participation or pro-bono gifts, becoming involved and supporting causes benefits staff, which in turn benefits the company’s Social… Read More