The idea is to "deliver seamless messages and campaigns and maintaining dialogs with customers that span channels [and is, according to Jonathan Margulies a director at Winterberry Group] the most important priority of marketers today" (Schwartz, 2011, para. 5). Multichannel marketing is vital because it facilitates the two-way conversation between the company and stakeholders necessary for cultivating the three U's of understanding, usefulness, and unity, as well as avoids a "one-size-fits-all" message (Schwartz, 2011). Dannon should utilize the system that is already in place to spread their CSR communication through a multi-channel strategy.
DANNON 20 The first phase of the multi-channel strategy for Dannon will be to re-format the website to highlight and bring readership to Dannon's CSR initiatives found in the "Dannon Cares" section. As it stands now, "Dannon Cares" can be found in the drop-down menu for "About Dannon," or in the very far, bottom, right-hand corner of the homepage. As mentioned previously, stakeholders must be intentionally seeking out Dannon's CSR in order to find the "Dannon Cares" link, and are therefore unaware of Dannon's efforts. "Dannon Cares" should be a prominent hyper- link on the home page, to draw the stakeholders’ attention and pique their interest. It is also the intention of the proposed communication plan to highlight Dannon's One Yogurt Every Day™ once the stakeholders enter the "Dannon Cares" portion. This is a valuable resource that is accessible for all consumers in their day-to-day lives that provides the nutritional value and benefit of yogurt, as well as healthy recipes, of which yogurt becomes the substitute for cream cheese, mayo, and sour cream, that contribute to a healthy lifestyle. It is also imperative that the option and hyper-link of "How Can We Help" is added to each CSR pillar, for "stakeholder inclusivity" should be "considered in the best interests of the company" (IoD, 2009a, as cited in Steyn & deBeer, 2012, p. 32). It is necessary that stakeholders who find meaning and importance in the work that is being done are able to participate and contribute. As Gayle Binney, Manager of Corporate Responsibility and The Dannon Institute, confirms it important to provide "…employees [and stakeholders] with a tangible way to be a part of the solution" (Marquis et al., 2010, p.13). The multi-channel communication strategy for the "Goodness In Goodness Of" campaign will build on the improvements on the website. Since the campaign will be held annually in September, the website will be updated in August and the "Goodness In, Goodness Of" logo will appear prominently on Dannon's homepage. This hyper-link will take the consumers directly to the campaign's homepage where information, links, start-up kits, and pictures will be posted to
DANNON 21 build anticipation and excitement in children and families in order to encourage them to participate. In its pilot year, the pictures will be demos and examples of what the yogurt-cup gardens will ideally look like. As schools and classrooms grow their gardens, they will upload
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- Summer '17
- Corporate social responsibility, yoghurt, The Tipping Point, Groupe Danone, Dannon, Dannon Institute