Social Responsibility Part I
May 19, 2008
Part I
How Media and Brands Are Making a Difference
Time Inc. supports sustainable forestry practices. SELF magazine this spring is highlighting individual examples of "Women Doing Good." NBC Universal is encouraging viewers to "go green." It seems like everyone in the media world today is involved with a worthy cause. Agencies, publications, channels and digital content providers are building brand partnerships and developing initiatives to improve people's lives and the health of our planet.
But why is one cause marketing program a success, while others are ignored, or even worse?
Crafting an effective cause marketing initiative is like finding the right path through a swamp. Step too far toward the cause, and your shareholders may complain. Focus too much on the business, and watchdog activists will start screaming. And as any marketer that's been accused of "greenwashing" will tell you, the result of a "bad" cause marketing campaign can become a big ugly "carbon footprint" in the press.
So before you jump on the bandwagon, some soul-searching is required. "Ask yourself why you're doing this," says Valerie Davis, CEO and principal of EnviroMedia, an Austin, Texas, firm. "Think about what you want to get out of this. Think about the business goals first, and then educate your employees, from the boardroom to the showroom. Get your own house in order before you're ready to go out and shoot a TV spot."
Because cause marketing requires a significant commitment of resources-time, talent and funds-a good starting point is to ask a simple question: What's the return on investment?
For some media companies and brands, the focus might be strengthening that all-important emotional connection to consumers or to a B2B audience. Other players are seeking a positive way to grow a franchise, expand a product portfolio and generate additional revenue. And, yes, there are also companies with altruistic motives, where making an impact is the core mission.
"You need to find the right balance," says Sara Snow, a green lifestyle expert and host of the Get Fresh with Sara Snow on Discovery Network. "You can't focus solely on business and personal gain without giving back and helping causes not related to your pocketbook."
How those intersecting motives play out in the corporate social responsibility (CSR) arena makes for some fascinating case studies. For example, Harry Woods, partner with Woods Witt Dealy & Sons in New York, helped Sundance Channel develop "The Green," a three-hour prime-time programming block now in its second season.
"We think green awareness has advanced from the 'scary smokestack' stage, through the '100 easy tips you can use' stage, and into the attractive lifestyle space," he says. "Green has become a more interesting way of life for an increasing number of people-as well as brands and marketers."
On a larger scale, Discovery Communications is rebranding its Discovery Home Channel as Planet Green on June 4. "For us, it's all about motivating people to take an active role in a new conversation about the future of our planet," says Eileen O'Neill, president and general manager. "It made sense for us to make the change at this time in the social landscape."
With more than 250 hours of original green lifestyle programming, Planet Green will celebrities such as Tom Bergeron, Emeril Lagasse, Tom Brokaw and Tom Green. Discovery has also beefed up its online content with the launch of planetgreen.com and the recent acquisition of treehugger.com.
"We expect the network will provide a high entertainment value, activating people who are already interested in the green space," says O'Neill. "As viewers get excited, we offer them online platforms that are ideal for conversations, connectivity, localization and commerce."
On the print side, National Geographic expanded its franchise this spring with the launch of Green Guide, its first service magazine. "We strive to inspire people to care about the planet," says Stephen P. Giannetti, senior vp and group publisher. "That differentiates us from other media companies."
To launch its new publication, National Geographic took an organic approach, first telling national POS retailers like Whole Foods about its new product. Throw-ins and bind-ins were incorporated in the company's other magazines, promoting the Green Guide to subscribers.
To intrigue the media, advertisers and green-savvy VIPs like Al Gore and Robert Redford, National Geographic's marketing department sent a package of organic foods and wine in a reusable shopping bag. It included an "un-event" invitation made with garden seed-embedded paper so recipients could actually start growing their own gardens.
With the second issue due in June, the Green Guide is already meeting its revenue goals, thanks to a host of advertisers from automotive to naturalfood companies. "The world is coming to National Geographic wanting to talk about their corporate and social responsibilities around the environment," says Giannetti. "The Green Guide has allowed companies with smaller budgets to get this message out."
Giannetti looks at the Green Guide's online component as an important extension to the company's Webby award-winning Web site, www.ng.com. "What's becoming important in the green space is the ability to social network online and talk," he says. "Companies of all sizes want to know 'How can I get people to talk about my brand and what I'm doing for the environment?' We want people to come to our site, network and share ideas."
For more Social Responsibility coverage:
Part I: How Media and Brands Are Making a Difference
Part II: Reputation Matters
Part III: Consumers React
