Corporate Social Responsibility (CSR) is of growing importance in a world where reputation is everything. Business is being held accountable for its actions in so many ways, in the communities where its stakeholders live and work.

Governments cannot fund all worthy causes. Businesses and individuals will be increasingly called on to support the necessary work of so many.

Corporate sponsorship is a positive way in which business can demonstrate its commitment to CSR, and help fund projects/research conducted for the better good of our community.

An example is the work done by the Juvenile Diabetes Research Fund. The JDRF is making strong headway in working to ‘find a cure for Type 1 diabetes and its complications’ and has raised more than $US1.3billion for research.

According to the Australian Bureau of Statistics, ‘in 2004 982 new cases of Type 1 diabetes were recorded in children aged under 15 years’. This equates to an annual incidence of around 1 in every 4,000 children under the age of 15, which has seen the frequency of cases double since 1983.

In May this year, Merilyn’s 19 month-old granddaughter, Milly, was diagnosed with Type 1 Diabetes. This means a life dependent on up to six insulin injections a day – at this early stage!! – so we have a very personal reason for wanting to find a cure.

Thanks to so many of our clients who generously supported JDRF when staff members Merilyn, Kirsty and Cal joined other family members in the JDRF fundraising walk in October.

If you are a current client or supplier of Connecting Images, click here so that we may donate to the JDRF on your behalf, this Christmas.

“Nothing like that would happen to my bussiness.” We don’t mean to sound ominous, but are you sure?

When so much hangs on the good reputation of your business, which has taken significant investment over time to build, being prepared with a sound procedure in case an ill wind should blow through your company door makes sense!

It can be as simple as being misquoted in the media, or as monumental as an urgent recall of your highly visible product, a major accident in the workplace or a revolt by employees about some company ‘transgression’.

There is always a huge commercial impact if your business reputation is not well managed.

Research from the Queensland University of Technology reveals that “…around 60% to 80% of company crises are smouldering, with the company oblivious, or choosing not to act.”

IF IT HAPPENS:

• Take responsibility and apologise for any company transgression –sincere regret for any wrong doing, or adverse impact on employees, shareholders or other stakeholders is essential
• Ensure that your company is not hiding anything – transparency is crucial, and if the media scrutiny is sustained ultimately all will be revealed
• Have a competent and media savvy company spokesperson available to speak to the media
• Prepare a comprehensive, informative and factual media release – ensure media has accurate information or they will fabricate a story anyhow, based on speculation and circumstantial evidence
• Prepare a ‘question and answer sheet’ – make sure this explains how the situation arose
• Make sure your website is immediately updated with all relevant and current information
• Distribute release to select media if necessary – sometimes it is best to sit tight and take no proactive initiative. But you do need to be prepared
• Arrange a 24-hour hotline
• Brief employees
• Prepare an advertisement for the daily papers – in the case of a major crisis
• Undertake further investigation
• Remain calm – if your response is managed well, the fallout can be minimal

The good news? Sponsorship can be one of the most effective ways of getting your message across directly to your existing and potential customers.

The even better news? Sponsorships aren’t restricted to big corporations with even bigger marketing budgets. By actively seeking opportunities to get involved with smaller, targeted, more affordable sponsorships, your business can enjoy the benefits too. Being involved in the wider community is especially important if your business relies heavily on referrals or foot traffic, as it’s an opportunity to get ‘up close and personal’ with your target market.

Sponsorship benefits:

• Brand awareness – Affordable and unique way to get your brand in front of a targeted audience who you might not otherwise have reached
• Loyalty – Nurtures an emotional connection between your brand and your target market. Forging such a relationship can result in brand loyalty
• Image – Some of the magic and/or goodwill of the sponsorship vehicle is transferred to your brand
• Networking – an opportunity to make connections with other sponsors which could lead to future partnerships/business opportunities
• Media exposure – sponsored events often inherently create newsworthy stories. All you need then is Connecting Images to come up with and pitch the relevant angles to the media.

Because sponsorship primarily addresses brand health and involves relating on an emotional level, it’s unlikely to cause an immediate spike in sales. But, if entered into with a committed, long-term approach, sponsorship is fruitful and its benefits tangible. Look for partnerships and events, which are aligned with your company’s message and commitment.

Your sponsorship tells a story about what your business stands for. An innovative sponsorship project managed by the CI team recently: PROFITABLE HOSPITALITY – major sponsor of Restaurant & Catering Australia’s Best Hospitality Website Award. This category is part of the National Awards for Excellence program through the peak industry body, Restaurant & Catering Australia.

The audience is a key segment of Profitable Hospitality’s target market. Profitable Hospitality leverages its sponsorship of the Award through proactive promotion of the category in online educational articles and media contributions. In return, Profitable Hospitality has achieved widespread media exposure, has increased recognition for its online marketing expertise and its own website, its services and products as well as receiving solid and sustained support from the R&CA. The 2006 winning website is Nathania Springs.

An elated pair! JF(Jean-Francois) Celerier and Jason Deacon of Nathania Springs Receptions.