Top Marks

There are many big corporations trying to be seen to be making a difference.

From construction to media, the big boys are implementing corporate social responsibility initiatives as part of their wider communications strategy.

The problem with many of these programmes is that it’s difficult not be cynical.  They often feel tacked on.  As if the strategists behind it have watched the news and latched on to the issue of the moment.  That’s that box ticked.  You can’t say we’re not doing our bit.

That’s why it is so refreshing when it is done properly, and with a real sense of commitment.

The best example of this at the moment is Marks and Spencer’s Plan A.  If you’ve been in an M&S recently, you can’t help but have noticed it.

It is 100 pledges across 5 different categories.  All broadly within the sphere of climate change and working to make a difference.  And it is communicated with real purpose and real belief.  It’s the underpinning thread of everything M&S do now.  And it is this that separates it from most CSR initiatives I’ve seen.

In terms of the marketing communications basics it also gets everything right.  Consistent, impactful and well implemented in store and online.  There is a tone of voice that backs up the feeling that M&S means business with this campaign (ie “Plan A can’t be put on hold just because times are tough”).

The website allows people to register and post their pledges, showing them up as a design feature.  It’s engaging and fits in perfectly with the wider “Your M&S” branding.

It is also carried through the supply chain, with even the design of the lorries being amended to reduce motorway drag and lessen the environmental impact of each journey.  Fantastic.

It is everything a CSR campaign should be and reflects very well on the company and the brand as a whole.