gardens will ideally look like. As schools and classrooms grow their gardens, they will upload and post pictures of their own gardens to the website. These photos will then take the place of the demos to showcase the hard work of the students and to encourage other schools to participate. The public will then be asked to vote on the best classroom garden each year. The winning classroom will receive monetary and yogurt donations for the entire school, and will also be featured in the commercial for the following year. Additionally, there will be a link where parents and children can submit their own pictures, questions, and ideas for the project to encourage further engagement and participation. As Ihlen (2008) recommends, organizations should avoid the typical "corporate monologue" of CSR strategy and communication that simply delivers messages to stakeholders and, instead, open up a dialogue with the stakeholders for interaction and feedback. These incentives and procedures will make the stakeholders, especially the children, feel appreciated because their efforts, thoughts, and opinions matter. As a result they will identify with the company and feel connected to the cause, furthering its effects and success. The multi-channel communication plan will extend much further than the website. In order to bring the program to schools and communicate what Dannon is doing, there will be informational letters sent to schools in order to enlist their involvement. Once the pilot schools have been recruited, Dannon will send the necessary materials to the schools in order to launch the campaign. Dannon will provide posters and fliers to be displayed around each participating school, containing information and highlighting pictures of yogurt planter gardens to generate excitement and intrigue among children. As a supplement to the materials sent to the schools, informational letters will then be sent home, via email and traditional mail, to each family
DANNON 22 encouraging their participation and explaining exactly how their involvement will benefit their own health, the health of the community, and the health of the environment. As with the website, the pictures will be demos the first year. As the campaign progresses each year, the pictures displayed on the fliers and posters will be unique to each school and will feature the all classrooms in each school from the previous year. Marc Jove, Senior Vice President of Marketing asserted, "We need to open our ears to all the stakeholders and create relationships. The key would be to be completely honest and to have a credible CSR program to back up the marketing message" (Marquis et al., 2010, p.11). Danone Approval Creating an honest and engaging communication plan is crucial to an effective and successful CSR initiative. Ensuring its resilience, then, requires identifying and addressing the complications that may arise, in order to foresee conflicts, take preventative measures, and establish solutions. A necessary consideration of the CSR initiative and its corresponding communication plan is if the parent company, Danone, will approve. Based on the company's
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- Summer '17
- Corporate social responsibility, yoghurt, The Tipping Point, Groupe Danone, Dannon, Dannon Institute