Client

Samsung Electronics

(digital technology company)

Media

PowerPoint presentation

Brief

Create a presentation to persuade senior management that investment of time and money in CSR makes sound business sense

Project

Samsung Electronics sustainability affairs team was keen to stress the importance of CSR to their senior management, looking at what their competitors are doing and particularly focusing on the importance of the reputation of the brand in the marketplace and the associated risks of not being committed to CSR

Activity

• Researched news stories for examples of the positive impact of good CSR and the negative impact of bad CSR on businesses of a similar size to Samsung
• Researched CSR activities being undertaken by other electronics companies
• Invented spoof news stories demonstrating how Samsung could be hit by negative publicity or benefit from good publicity
• Developed PowerPoint presenters notes, summarising
• The dangers of bad CSR
• The advantages of good CSR
• The difference between CSR and Cause Related Marketing (CRM)
• Recommendations for actions
• Benefits to the business
• Backed up with quotes from experts in CSR

Result

The presentation was delivered to senior management in Samsung with successful impact.  Samsung now has an increased CSR profile and are investing more heavily in this area.  The presentation has had added value by doubling as a useful tool to help staff to understand why CSR is valuable to Samsung as a business