University of California Berkeley CSR Campaign Strategies Paper

Module 10Strategies and Tactics
CSR Campaigns Spring 2022
For more information,
contact me, Kellie Cummings
at: kcummings@jhu.edu or
post your questions to the
Syllabus/Assignment
Discussion.
AS.480.642.81
Building Blocks are First Drafts
This is your opportunity to experiment
and practice developing the individual
elements your campaign.
2
3
Research: Core Problem
What does the world need right now that
aligns with your company’s mission and
values?
4
Examples
Company and Mission:
Core CSR Problem or
Opportunity
Lush Cosmetics, dedicated to fresh ingredients, 100%
vegetarian, ethical buying, handmade, reducing waste, fighting
animal testing.
LGBT youth homelessness is at an all-time high in the U.S. and
needs to be combatted to ensure the well-being and safety of
our future generations.
5
Goal and Objectives
6
Writing the Goal
Core CSR Problem or
Opportunity
Lush Cosmetics Goal
LGBT youth homelessness is at an all-time high in the U.S. and
needs to be combatted to ensure the well-being and safety of
our future generations.
Our goal is to work toward ending LGBT youth homelessness
and reconcile families that have rejected their LGBT young
family members due to their sexual orientation or gender
identity.
The goal is what you want to change.
This is a CSR goal so you’re writing about an issue
that you want to improve.
7
SMART OBJECTIVES
S = Specific
M = Measurable
A = Achievable
R = Realistic
T = Time-bound
You are developing
Communication Objectives!
8
Writing the Objectives
Lush Cosmetics
Goal
Our goal is to work toward ending LGBT youth homelessness and reconcile families that have
rejected their LGBT young family members due to their sexual orientation or gender identity.
Lush Cosmetics
Campaign
Objectives
1. Partner with the True Colors Fund to raise awareness of LGBT youth homelessness and its
negative impacts on individuals and families by 30% nationwide over a two-year period.
2. Raise $2 million ($1 million per year) over the course of the campaign (2 years) for the
National Coalition for the Homeless and the National Network for Youth by partnering
with the Happy Hippie Foundation, as well as through proceedings from launching our
campaign with specific products.
3. Partner with the Family Acceptance Project to reconcile at least 1 in 5 homeless youths
with their families per year in each of these locations: NYC, DC, and Houston. (Note:
these cities were chosen because of accurate information provide by the Urban Institute)
over the course of the campaign (2 years).
These are Communication Objectives.
9
Strategies
10
Strategies
11
Formula for Writing Strategies
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors social
media channels that accepting their children for who they are is essential to keeping them at
home.
Action verb with target audience through this comms channel that objective will satisfy target
audience self-interests.
12
Strategies Align with Objectives
Lush Cosmetics
Communication
Objective #1
Lush Cosmetics
Campaign
Strategy #1
Partner with the True Colors Fund to raise awareness of LGBT youth homelessness and its
negative impacts on individuals and families by 30% nationwide over a two-year period.
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors social
media that accepting their children for who they are is essential to keeping them at home.
13
Rules of Thumb for Tactics
• Tactics as strategic tools
• Difference between strategies and tactics
• Diversity of tactics
14
Tactics Support Strategies
Lush Cosmetics
Campaign
Strategy #1
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors social media that accepting their
children for who they are is essential to keeping them at home.
Lush Cosmetics
Tactics to support
Strategy 1
Tactic 1: Record interviews of LGBT youth discussing topics such as why some LGBT youth become homeless, what
dangers they face when they are homeless, how parents can learn to accept their children, how LGBT youths can
broach the topic of their sexuality or gender identity with their parents.
• These will be paid advertorials placed Facebook mom groups, especially groups for parents of adolescents.
• Main social channels are Facebook, Instagram and YouTube
Tactic 2: Partner with the True Colors Fund network to reach LGBT youth.
• Create a separate social media account on Facebook, Instagram and YouTube that is separate from Lush’s main social
media accounts and entirely focused on this issue and reflecting the collaboration between Lush and True Colors.
• Additionally, promote these videos across the True Colors social media network.
• Lush will pay to have these posts sponsored on each platform so they can have a higher audience reach.
• Lush will ask (but not pay) select youth influencers to repost the videos.
• Each video will be 30 minutes long and will feature one person telling their story, including how they ended up
homeless, what dangers they faced, how they may have reconciled with their families and turned their lives around.
• Videos will be published monthly and reposed after 5 months.
15
Your Homework
Post your strategies and tactics on blackboard!
16
Module 10
Strategies and Tactics
CSR Campaigns Spring 2022
For more information,
contact me, Kellie Cummings
at: kcummings@jhu.edu or
post your questions to the
Syllabus/Assignment
Discussion.
AS.480.642.81
JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
3.
eless and the
with the Happy Hippie Foundation, as well as through proceedings from launching our
campaign with specific products.
Strategies Strategies identify what a public must do to fulfill an objective and the
channel(s) through which messages will be sent to motivate that action.
Multiple strategies may be required for each public.
Partner with the Family Acceptance Project to reconcile at least 1 in 5 homeless
youths with their families per year in each of these locations: NYC, DC, and Houston.
(Note: these cities were chosen because of accurate information provide by the Urban
Institute) over the course of the campaign (2 years).
These are Communication Objectives.
JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
Strategies
JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
Formula for writing an effective strategy
A strategy is an approach, not a list of tasks. Strategies are public-specific and identify a channel or
group of related channels you will use to reach a target public to accomplish an objective by appealing
to the public’s self-interests.
Strategies
Formula: Action verb the target public through communications channel(s) that the objective will satisfy
the target public’s self-interests.
Example: Convince the Orange County Commissioners through in-person meetings with company officials and
engineers that approving the new plant will have a significant positive economic impact on the community.
Formula for Writing Strategies
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors
social media channels that accepting their children for who they are is essential to keeping them
at home.
Action verb with target audience through this comms channel that objective will satisfy target
audience self-interests.
9
10
11
12JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
Lush Cosmetics
Communication
Objective #1
JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
Lush Cosmetics
Campaign
Strategy #1


JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
social media channels that accepting their children for who they are is essential to keeping them
at home.
sh Cosmetics
mpaign
ategy #1
Action verb with target audience through this comms channel that objective will satisfy target
audience self-interests.
=h Cosmetics
tics to support
ategy 1
Strategies Align with Objectives
Partner with the True Colors Fund to raise awareness of LGBT youth homelessness and
its negative impacts on individuals and families by 30% nationwide over a two-year
period.
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors
social media that accepting their children for who they are is essential to keeping them at
home.
Rules of Thumb for Tactics
Tactics as strategic tools
Difference between strategies and tactics
Diversity of tactics
12
Tactics Support Strategies
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors social media that
accepting their children for who they are is essential to keeping them at home.
13
14
Tactic 1: Record interviews of LGBT youth discussing topics such as why some LGBT youth become homeless, wha
dangers they face when they are homeless, how parents can learn to accept their children, how LGBT youths can broa
the topic of their sexuality or gender identity with their parents.
These will be paid advertorials placed Facebook mom groups, especially groups for parents of adolescents.
Main social channels are Facebook, Instagram and YouTube
Tactic 2: Partner with the True Colors Fund network to reach LGBT youth.
Create a separate social media account on Facebook, Instagram and YouTube that is separate from Lush’s main
social media accounts and entirely focused on this issue and reflecting the collaboration between Lush and True
Colors.
Additionally, promote these videos across the True Colors social media network.
Lush will pay to have these posts sponsored on each platform so they can have a higher audience reach.
Lush will ask (but not pay) select youth influencers to repost the videos.
Each video will be 30 minutes long and will feature one person telling their story, including how they ended up
homeless, what dange the food bou that was boue reconciled with their families and turned their lives around
Videos will be published monthly and reposed after 5 months.of ARTS & SCIENCES
Lush Cosmetics
Campaign
Strategy #1
Lush Cosmetics
Tactics to support
Strategy 1
W
JOHNS HOPKINS
KRIEGER SCHOOL
of ARTS & SCIENCES
Tactics Support Strategies
Raise awareness with families of LGBT youths through Lush Cosmetics and True Colors social media that
accepting their children for who they are is essential to keeping them at home.
Tactic 1: Record interviews of LGBT youth discussing topics such as why some LGBT youth become homeless, what
dangers they face when they are homeless, how parents can learn to accept their children, how LGBT youths can broach
the topic of their sexuality or gender identity with their parents.
These will be paid advertorials placed Facebook mom groups, especially groups for parents of adolescents.
Main social channels are Facebook, Instagram and YouTube
Tactic 2: Partner with the True Colors Fund network to reach LGBT youth.
Create a separate social media account on Facebook, Instagram and YouTube that is separate from Lush’s main
social media accounts and entirely focused on this issue and reflecting the collaboration between Lush and True
Colors.

Additionally, promote these videos across the True Colors social media network.
Lush will pay to have these posts sponsored on each platform so they can have a higher audience reach.
Lush will ask (but not pay) select youth influencers to repost the videos.
Each video will be 30 minutes long and will feature one person telling their story, including how they ended up
homeless, what dangers they faced, how they may have reconciled with their families and turned their lives around.
Videos will be published monthly and reposed after 5 months.
15

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