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 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

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