Company: Blue Cross Blue Shield of Louisiana
Project: Corporate responsibility
How do you talk about charitable efforts in a way that builds brand awareness and drives the business?
To help answer that question, the Blue Cross and Blue Shield of Louisiana Foundation turned to Cason Lane. We developed a comprehensive, award-winning communication strategy to launch the company's Corporate Social Responsibility (CSR) department, position it in the marketplace, improve external reputation, and drive employee engagement.
Our work:
- Employee surveys and other research
- Overarching reputation strategy and positioning
- Internal communication strategy
- External communication strategy
- Talking points to gain leadership buy-in
- Messaging playbooks
- Measurement strategy
- Speechwriting, article writing, marketing collateral, employee newsletter, logo development and other tactical support
Cason Lane's corporate-responsibility communication strategy earned a 2009 Platinum MarCom Award from the Association of Marketing and Communication Professionals.
Messaging strategy: Cason Lane developed CSR playbooks including key messages, Q&A and ways to align messages with corporate objectives.
Speechwriting: Cason Lane wrote award-winning remarks for
speakers including Blue Cross executives and Louisiana First Lady Supriya Jindal.
Measurement: Cason Lane developed internal surveys,
external surveys and other metrics to evaluate
communication effectiveness and demonstrate ROI.
CSR Collateral: Cason Lane developed a suite of collateral about corporate social responsibility for internal and external audiences.
- 1
- 2
- 3
- 4
- 5