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CSR - Learnings From Twitter And Laya Healthcare

Posted By The Marketing Institute, Wednesday 27 July 2016

The Marketing Institute held a recent breakfast led by speakers from Twitter and Laya Healthcare entitled ‘CSR – Because it makes business sense.

Ronan CostelloRonan Costello, from the Public Policy Team at Twitter kicked off the proceedings by taking us through Twitter’s CSR initiative. Costello described Twitter as a social movement as well as a business. There are on average 500 million tweets sent every day.

Studies by Deloitte and Rutgers University in the US, tell us that employees – especially millennials, want to feel like they’re making an impact. These employees are twice as likely to be satisfied with their career, if they’re given the opportunity to volunteer.

 Employees are also:

  •  24% more likely to recommend their company to a friend if it has a strong CSR strategy.
  •  65% expect to make a social impact in their job.
  •  44% of that 65% are willing to take a pay cut to do so.

The company’s CSR strategy @TwitterforGood is comprised of 4 main projects:

1.       Twitter for Good – Grants 
2.       Neighbour Nest
3.       Ads for Good - Grants
4.       Friday for Good

Twitter for Good grants – are philanthropic donations that Twitter make to worthy organisations several times a year. 

Neighbour Nest is a family friendly learning centre, located in the Tenderloin area of San Francisco across from the Twitter Headquarters. It has a mission to improve the lives and opportunities for the people living in the area. A partner – led initiative, Twitter work with NGO’s to help fund and organise programmes made available to the families.

Ads for Good is a partnership that see funds allocated to small-medium sized charities. Twitter has assisted organisations such as the Simon Community and ReachOut Ireland, ensuring that they maximise the grant through the running of successful campaigns on the social platform.

Friday for Good is a twice yearly initiative that enables Twitter employees to use Friday work hours to help charity organisations. Management motivate employees to take part and encourage a sense of duty to the project.

Some of the activities in Ireland have included:

  • Tree planting in Wicklow
  • A book collection for ReachOut Ireland
  • Opportunities for young people to shadow Twitter employees
  • Blood donations
  • Mental health panel with ReachOut

The reason Twitter’s CSR strategy works is because it aligns closely with what the organisation is all about - it focuses on what it’s good at - digital literacy, freedom of speech, charitable work, activism etc. and ensures that this is embedded in the culture. These initiatives have become part of the core values of the company.


 

Lorraine WalshLorraine Walsh, Head of Marketing spoke passionately about Laya Healthcares duty as the 2nd largest health insurer in Ireland, to take an active approach in preventing childhood obesity. Laya Healthcare is the first of its kind to deliver a bespoke programme for children.

Research from The World Health Organisation and Safe Food Ireland shows that:

  • 80% of children in primary school are not getting the recommended amount of physical activity. (60 minutes)
  • 1 in 4 primary school children are overweight or obese.

 

Laya Healthcare, along with Real Nation developed the Super Troopers programme – as “Ireland’s First Healthy Homework”. The strategy was built on 3 pillars of well-being, nutrition and exercise and delivered a programme that was rolled out over 30 weeks in primary schools all around Ireland.

Activity journals with two programmes - Junior & Senior were established to fit the needs of children aged 4 – 12. The exercises were designed to be simple, memorable and fun so that they could be easily replicated at home.

In addition to the school programme, a family wall-chart was created to keep track of activity levels for both children and parents. The idea was that Super Troopers combined conveniently into both school and home life.

In order to ensure that the programme could deliver credibility and validity, Laya involved industry experts to analyse the effects the Super Troopers programme was having on changing the habits and behaviours of children from an early age.

The results are as follows.

  •   70% of Parents and 71% of Teachers confirmed an increase in children’s daily activity.
  •   66% of teachers reported that the children were having more fun in class.
  •   64% of children drinking more water.
  •   55% of teachers using the activities in the P.E. lessons.

Social media involvement helped to drive momentum behind the programme and to recruit more schools to get involved. Laya Healthcare held a competition on Today FM to allow families to come up with a game idea that could be featured in the activity journal for the following year.

This programme allowed the organisation to leverage other sponsorship including Laya Healthcare City Spectacular, a festival which promoted Super Troopers by featuring kid friendly activities.

Companies such as Twitter and Laya Healthcare have thrived by building up their organisations around this philanthropy, instead of just demonstrating their commitment in a tokenistic way. However, the public image of a corporation can benefit greatly from CSR programmes and thus increase their chance of becoming more favourable in the eyes of consumers. 


Aileen O'Toole from Business in the Community shared CSR links:

1) Schools Business Partnership  

2) Business case for CSR 

3) CSR resources for SMEs 


 

Tags:  csr  laya  laya healthcare  super troopers  the ark  twitter  twitter for good 

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Brexit: What It Means For Business - Exclusive Report From Edelman

Posted By Edelman, Tuesday 19 July 2016

 

 

While many are still analysing the reasons for the UK’s ‘leave’ vote in last month’s referendum, companies and organisations operating in Ireland, the UK and across Europe are examining the UK and EU’s likely next steps and their implications for both strategy and operations.

Edelman's team of policy experts in Ireland and across their European network is focusing on the options for the UK government and the EU in the lead up to exit negotiations, how these will impact Ireland and individual business sectors and what companies and organisations should be doing to have their voices heard on what each believes is the best way forward. 

VIEW THE FULL PIECE HERE


ABOUT THE AUTHOR

Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organisations, helping them evolve, promote and protect their brands and reputations. We have deep expertise in consumer trends, research, analytics and insights, corporate reputation, health, technology, crisis, energy, and government affairs. Edelman has been awarded thirteen Cannes Lions including the Grand Prix for PR in 2014. Edelman has been voted Pan-EMEA Consultancy of the Year at the 2015 Sabre Awards, Global Agency of the Year and Best Agency to work for 2013 by the Holmes Report and International Agency of the Year 2013 by the PRCA. 

Edelman is the largest agency across the UK and Ireland with over 600 employees and offices in London, Dublin and Brighton. In Ireland Edelman works with clients including Musgrave, Ryanair, Visa, LinkedIn, Mars, National Lottery, Danone and Roche. 

Please visit www.edelman.ie for further information. 


 

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Featured Member: Alina Uí Chaollaí, Marketing Director, Largo Foods

Posted By The Marketing Institute, Monday 18 July 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.

ALINA UI CHAOLLAI, MARKETING DIRECTOR, LARGO FOODS 

Alina Uí Chaollaí began her marketing career in the mid ‘90s with the Ward Anderson Cinema group before making a move to Coca-Cola Bottlers Ireland where she worked in a variety of roles spanning customer, channel and brand marketing. In January 2014 she joined Largo Foods as Marketing Director where she has responsibility for defining and executing the marketing strategy of the Largo Foods portfolio of crisps and snacks which includes the iconic Tayto, Hunky Dorys and King brands. She also has responsibility for the KP portfolio which comprises of brands such as Hula Hoops, McCoy’s and the KP nuts range which were integrated with Largo Foods at the start of 2015. Since joining Largo Foods she developed and launched the ‘Make it Superior’ King crisps campaign featuring mixed martial artist Conor McGregor (which won a Shark Award), the ‘Satisfy Yourself with Hunky Dorys’ campaign and most recently the ‘More than just a crisp’ campaign for Tayto which includes three TVCs, outdoor and Tayto’s first ever pop-up shop in Dublin. The campaign was short-listed in two categories for this year’s (2016) AIM awards; winning the brand campaign award on the night.

READ ABOUT OUR OTHER FEATURED MEMBERS HERE



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Spotlight With Philly Byrne From Joe Media, On The Essence Of Good Content

Posted By Vizeum, Monday 18 July 2016

 

Vizeum have launched a new series of expert marketing videos called “Spotlight.” Each month they will feature a thought leader discussing some of the most topical areas within communications. This month, they interviewed Rory Sutherland, on the value of brands, the role of engagement and the little extras brands can deliver to set themselves apart.

Check out the video here, along with the Vizeum analysis. 


ABOUT THE AUTHOR


Vizeum's romise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

www.vizeum.ie




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Does Customer Experience Really Matter? The IBM Consumer Conversation Report

Posted By IBM, Friday 15 July 2016

 

Marketing is correct to think that the experience matters. Though a majority of companies see themselves as leaders in CX, consumers are telling a very different story that brands are not delivering the level of customer experience they imagine. This Econsultancy’s Research report in association with IBM, looks at the areas where marketers can build that value.

DOWNLOAD THE FULL REPORT HERE

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