PRODUCT/SERVICES DESCRIPTION:
Members/customers buy thought leadership (research), training (methods to put theory into practice), conferences/meetings, as well as consulting. They also buy association with other, elite organizations who take corporate citizenship seriously. Membership lends legitimacy as a leader in the area.PRIMARY OBJECTIVE
Sales Objectives: Attract Fortune 500 companies and retain current corporate members. Sell more research, executive education programs, on-site services, and consulting to current members.MARKETING OBJECTIVES
Expand awareness of the center and re-brand it to those who know it to reach both farther up and deeper into member organizations. Elevate the perception from “community relations experts” to “thought leader in community-based corporate citizenship who also implements effective, measurable programs that forge community ties and advance business goals.” Communicate the idea that corporate citizenship is a business essential.CORPORATE OBJECTIVES
Expand the agenda from community relations to corporate citizenship. Move from developing CR professionals to catalyzing organization-wide change. Also invest in research and education to create and support effective leaders in corporate citizenship. Position Standards of Excellence as the tool for understanding, practicing, and measuring corporate citizenship.CORPORATE STRATEGY
The strategy is to help our members/customers take advantage of the trend that corporate citizenship is moving to the heart of business activities. Customer and community expectations now demand accountability. The Center for Corporate Citizenship at Boston College—with our research, education, consulting, and meetings—are your change agent.PARTNERSHIPS
The Carroll School of Management (and its faculty) is both a key partner and critical differentiator. Other centers within CSOM, (Center for Work and Family and the Center for Leadership and Change) are potential partners. Together, they add strength and credibility to the Center for Corporate Citizenship. They also help fill the edges of our niche: such as fair hiring practices, ethics, environmental compliance, supply chain management etc.TARGET AUDIENCE
Primary: The Corporate Practitioner, Corporate Citizenship Professional, Other line and department managers. Secondary: Visionary Senior Executives And, Thirdly: Thought leaders who influence corporate practitioners and senior executives. These include: business columnists, gurus, consultants, cross-over management faculty, and media.POSITIONING STATEMENT
The Given: All companies are citizens. The question is, will they choose to be positive ones? We help them be good corporate citizens. The mission: The Center for Corporate Citizenship provides leadership in establishing corporate citizenship as a business essential. The Strategy: We—with our research, education, consulting, and meetings—help members/clients capitalize on the trend that corporate citizenship has moved to the heart of business activities.
