Forward-thinking companies that promote corporate social and environmental responsibility acquire added value in their reputation.
Today’s consumer is more and more focused on what is morally correct and will hence choose companies that show a connection with unanimously shared social good rather than just value for money.
Local Social Marketing
Social communication as a way out of the crisis. Companies need to show transparency, attentiveness to the society and the environmental impact of their products and services. Social communication means to identify and support what society needs with positive values and especially in times of crisis. The beginning of a new phase must be based on ethical and social responsibility as the consumers of goods and services pay more attention to these aspects and this trend will increase over the years. The CSR projects offer the opportunity to companies to directly show their best side and the seriousness of their commitment. We believe that the companies that are sensitive to these issues will be successful because they will build a significant closeness with their audience. We are not democratic consumers yet, but certainly we are experiencing an important evolution in the behavior of people.
With this in mind we are happy to share, with the companies who so wish, an innovative model of social responsibility that enhances the impact of the consumption of the actions of Corporate Social Responsibility, by introducing the concept of proximity of the non-profit action to the consumer. The main aim of the project is to intervene in the communities where a company distributes its services by creating an integrated action of Marketing and CSR.
Because of the economic and social changes, the CSR can no longer be limited to compensatory actions stimulated by stockholders. Currently, it is necessary that companies show their commitment towards social values linked with the specific region where they operate and where their consumers live. We therefore pursue the “corporate social citizenship” because the Local Social Marketing brings advantages both to companies from the compensation perspective, and to the main subject: the consumer. According to this model every action is sustainable and specific for a particular area, in this way we create a “conscious consumer”. The conscious consumer chooses to buy from companies that respect the values in which he believes in.
By applying the Local Social Marketing model, we want companies to realize useful actions locally oriented in their consumers’ territory. By implementing such actions the distinctive features of the company/product will be enhanced. The brand itself will be supported as well and the Brand Reputation will increase. Moreover, it is possible to apply a tax deduction to the intervention that can be measured concretely from the SROI index (Social Return On Investment) which measures the advantages for the company.
How does Local Social Marketing work?
By applying the Local Social Marketing model, companies will implement sustainable actions locally oriented towards the territory and its consumers. Every action will be implemented by following a bespoke path.
For further clarity here follows an example of a project realized in co-operation with Slow Food Italy and LifeGate about the implementation of urban gardens: Città d’Orti.
1. Identification of the social need according to the product/service, the company value or the target Contact with nature/Healthy eating/Urban requalification
2. Creation of the sustainability project, translated into direct actions across the target territory modulation of Città d’Orti as a pilot project in Milan (creating Milanese conscious consumers) and selecting an urban green area to requalify
3. Select your partners (Non-Profit Organizations and public institutions) and support work to the conditions of the contract Central Direction Sport, Wellness and Quality of Life by the Municipality of Milan and environmentalist and urban associations
4. To direct the project and production of the story telling Practical management for the grant of green area, training laboratory by Slow Food about organic agriculture and sustainable eating, documentation about the growth of the urban garden using tools such as interviews, videos, photo reportage etc. and compensation of the Zero Impact® emissions from LifeGate through the creation of growing forests
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