CORPORATE SOCIAL RESPONSIBILITY
ON TARGET MARKETING
www.comms-dealer.com
It’s a real win-win situation
By Andy Grant, Director, Bowan Arrow
The pressures of our industry create a
perceived need, or even expectation, for innovation. But one such innovation, Marketing as a Managed Service, is a smart approach to marketing on a limited budget with limited resource in 2010.
Marketing as a term and a discipline are referred to so often in sales and business development meetings, but sometimes it just stops at the talk. However, Marketing as a Managed Service is a business development initiative that could turn talk into action, having been designed to consolidate marketing suppliers, reduce costs while increasing marketing returns.
In the traditional sense, a managed service within the IT industry is sold as part of the professional services organisation. A customer/partner signs up their telephony or data network for a fixed period of time and fee. This agreement would then give the client peace of mind, improved operations, accountability and a Service Level Agreement (SLA). All the work is taken care of with regular check points along the way, but they have only one organisation to liaise with to keep this on track. It’s a real win-win situation.
How does that scenario relate to Marketing as a Managed Service and does it sound like an approach worth investigating? A business can employ many different suppliers and experts to provide tools, platforms and services that are collectively grouped under marketing. Over time these service providers are all expected to deliver on their promise, but will only deliver and create results if they are managed effectively.
Designed like a maintenance agreement, Marketing as a Managed Service can consolidate agency management, the marketing mix and deliver results within an agreed SLA. If a vendor or alliance partner has a partner program that offers funding, this approach would please the program owners as it relies on a fixed fee, agreed period of time and agreed results.
Pollock says keep CSR programmes
O
ne of the North West’s leading telecoms entrepreneurs, Chess CEO David Pollock, is urging North West businesses not to
sacrifice their Corporate Social Responsibility (CSR) programmes as a response to the economic downturn. “The recession has hit many North West businesses hard but it’s important to remember the value a CSR campaign can bring to any business,” said, Pollock, who recently took over as Chairman of The Prince’s Trust’s North West Regional Development Committee from Steve Sealey.
Pollock added: “CSR improves morale within a company and builds a genuine culture of ‘doing the right thing’ which is good for
business performance and a company’s image in the wider community. When spending is under pressure it’s tempting to cut back on CSR, but that would be a big mistake. If you want your business to be respected and a place where people want to work, you need to play your part with CSR.”
One in five young people are currently struggling to find a job in the UK. The Prince’s Trust helps young people gain the skills and confidence they need to get a job. The Prince of Wales’ charity has helped more than 600,000 young people turn their lives around since 1976. “The more young people we can help to fulfil their career ambitions, the better economic shape Britain will be in years to come,” said Pollock. “This is exactly what The Prince’s Trust does. Supporting a charity is a great way for businesses to uphold their CSR commitments. And a charity like The Prince’s Trust actually injects value back into the business world at the same time.”
• For more information on how you and your company can help raise funds for The Prince’s Trust in the North West, please contact Julia Worthington on 01244 403 067 or
julia.worthington@princes-trust.org.uk. Alternatively you can visit:
Steve Sealey (left) & David Pollock
Palace to Palace bike ride update
n
Comms Dealer charity partner The Prince’s
Trust is challenging 3,000 cyclists to get on their bikes for a right royal ride in the largest individual participation event of The Trust. The Palace to Palace bike ride – from Buckingham Palace to Windsor Castle – aims to raise thousands of pounds to get unemployed young people into work. Taking place on Sunday 26th of September the annual event has raised more than £500,000 in just four years. Participants will embark on a stunning route through central London, along the River Thames and through three royal parks, before being pampered with luxurious treats in the beautiful grounds of Windsor Castle.
Cyclists will need to pay a non-refundable £30 registration fee and aim to raise at least £45 sponsorship money – that’s just £1 a mile. To sign up visit
www.princes-trust.org.uk/palace.
The Comms National Awards yet? Visit
cnawards.com
Have you entered
Hospitality Sponsor
46 COMMS DEALER MAY 2010
www.comms-dealer.com
www.princes-trust.org.uk/support_us.apx
Enjoy a charity day at the races
Now in its third
successive year, The Prince’s Trust’s Charity Race Day is one of the highlights of the north west social calendar, attracting more
than 200 people each year. Billed as The Prince’s Trust Lester Piggott Race Day, the event will take place in the Park Suite at Haydock Racecourse on Saturday 25th September 2010. Taylormade Betting is sponsoring the day but other sponsorhip opportunities are available, including the sponsorship of six races, two of which will be screened on Channel 4.
For more information on The Prince’s Trusts Charity Race Day please contact Sharon Mills at
sharon.mills@
princes-trust.org.uk
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56