Marketing Overview - The Business Case for Being Socially Responsible - Cost vs. Profit - Real vs. Perceived Gains - ROI Considerations
An Ounce of Prevention
Consumer Opinion
Business Opinion
Measuring Profitability and Shareholder Value - Social responsibility Indexes - Industry rankings - Standards - Awards - Positive publicity
Operational Issues in Implementing Socially Responsible Marketing Efforts - Financial issues - Material issues - Day-to-day business management - Best practices - Socially Responsible Issues
Health and safety - Governance - Ethics - Corporate behaviour and culture - Laws and regulations - Globalization
Section II: Tactics for Becoming Socially Responsible Marketers
Socially Responsible Marketing Programmes - “Green” Marketing - Ethical Marketing Practices - Political Efforts and Advocacy - Marketing Messages - Employee involvement programs - Environmental Issues - Using Recycled/Renewable Materials - Environmentally Friendly Data Management - Energy issues, challenges and considerations - Manufacturer
Market - Action steps
Recyclable and Renewable - Action steps
Branding Issues - Action steps
Believability Issues - Action steps
Delivering On Your Promise - Action steps
Publicizing Your Message - Action steps
Action StepsSection III: Metrics and Measurement
Socially responsible card issuance - Spending on socially responsible cards - The cost of being socially responsible - Tracking the shift toward total sustainability - Tracking energy reduction - Tracking and offsetting your carbon footprint
Tracking waste reduction - Publicly available best practices - Social banking - Diversity - Customer satisfaction - Marketing improvements as a result of being socially responsible - Delivery rates
e-Banking - Open rates, clickthroughs, and conversions - Cross-sell and upsell - Printing green - Cost reduction/efficiency
