Agenda: Communicating and Branding Corporate Citizenship
(2.5 days, 3 Credits)

Day One

• Part One: Branding
• Defining a Brand
• Building a Brand
• Building Your Corporate Citizenship Brand
• Case Study: Naturewise Apparel
• Individual Planning Time
• Part Two: Communicating
• Key Audiences
• Key Vehicles
• Audience Focus & Prioritization
• Key Audience: Employees

Day Two

• Key Audience: The Media
• Key Audience: Activists/NGOs
• Branding & Key Audiences
• The Brent Spar Incident
• Identifying & Prioritizing Audiences
• Individual Planning Time
• Key Vehicles: Cause Marketing

Day Three

• Key Vehicles: Social Reporting
• New Standards for Your Corporate Citizenship Brand
• Communicating: Summary Discussion
  Roundtable: Key Issues

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