PETCO In The Community. How will animals benefit fro

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Measuring Your Corporate Community Investment

• Molly Cartmill
• Director Corporate Community Relations
• January 25, 2005

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Corporate Community Investment

• Sempra Energys Key Measures
• Community/social value
• Relationship value
• Public relations value
• Employee value
• Business value

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Corporate Community Investment

• Measuring community/social value
• Audience reached/helped
• How many people ultimately helped?
• Characteristics of those helped?
• Poor, homeless, immigrant, youth, elderly, sick,
  etc.
• Ethnicity, gender, other demographic statistics
• Degree to which needs were met in community?
• Impact of gifts?

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Corporate Community Investment

• Measuring relationship value
• Ability of grant to develop, reinforce or enhance
  relationship?
• Opportunity to build strategic alliance?
• Ability to leverage involvement through multiple
  relationships?
• Business leaders
• Community/opinion leaders
• Policymakers
• Customers
• Employees
• Ability to test bottom-line impact of
  relationships over time?

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Corporate Community Investment

• Measuring public relations value
• Advertising
• Traditional (television, radio, print, online,
  outdoor)
• Non-traditional (event-related programs,
  newsletters, banners, etc)
• Measured in advertising equivalency
• Press hits
• Coverage in non-paid media
• Measured in advertising equivalency
• Positioning opportunities
• Company
• Company leaders/employees

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Corporate Community Investment

• Measuring employee value
• Employee passion for cause?
• Willingness to volunteer?
• Participate?
• Raise/contribute own money?
• Leadership opportunity for key employees?
• Development opportunity?
• Leadership training?
• Employee stewardship
• Investment enhanced by employee involvement
• Appropriate positioning opportunity for
  individual?

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Corporate Community Investment

• Measuring business value
• Support marketing activities?
• New business development?
• Enhance customer relationship?
• Recruit skilled employees?
• Generally, people want to work at a company that
  is considered a strong corporate citizen
• Specifically, support of higher education, career
  fairs, workforce development programs
• Provide service or benefits to customers?
• Low-income customers, seniors, young people, etc.
• Offset business entertainment/hospitality costs?
• Who is there for us for times get tough?

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Corporate Community Investment

• Programs that contribute the most
• Those that contribute the most to the bottom line
  provide value on multiple levels
• Examples
• San Diego Dialogue
• Ocean Oasis/SD Natural History Museum
• LJ Music Society/NPR/KPBS
• Childrens 10Mobile (Childrens Hospital/KGTV
  Channel 10)

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Value of Corporate Community Investment

• Kristy Gregg
• Vice President Marketing Community Relations
• San Diego National Bank
• January 25, 2005

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Corporate Community Investment

• San Diego National Bank Key Values
• Value of establishing a philanthropic presence
• Employee value
• Business/client value
• Marketing/Public relations value
• Determining to whom we give
• Programs that provide value on multiple levels

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Corporate Community Investment

• Establishing a Philanthropic Presence
• History of SDNB
• How we got started
• Starts from the top down
• Supporting our staff
• Supporting our community
• Community Reinvestment Act (CRA)
• Arts, culture, walks, events, etc.
• A better place to live, work and play

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Corporate Community Investment

• Employee Value
• Employee volunteerism
• Willingness to volunteer
• Passion for cause
• Raise/contribute own money
• Generally, people want to work at a company that
  is considered a strong corporate citizen
• Leadership opportunity for key employees
• Development opportunity
• Leadership training
• SDNB Action Squad
• Encourages team work
• Allows opportunities for learning how to
  volunteer
• Pride in SDNB and themselves

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Corporate Community Investment

• Business/Client Value
• Banking is a competitive business
• New business development
• Enhance customer relationship
• Generally, customers appreciate the fact that
  SDNB is a good corporate citizen
• Provide service or benefits to customers
• Low-income customers, seniors, young people, etc.
• Allows opportunities for customers to get
  involved
• Offset business entertainment/hospitality costs
• Dinners, golf tournaments, etc.

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Corporate Community Investment

• Marketing/Public Relations Value
• Advertising
• Traditional (television, radio, print, online,
  outdoor)
• Non-traditional (event-related programs,
  newsletters, banners, etc)
• Measured in advertising equivalency
• Press hits
• Coverage in non-paid media
• Measured in advertising equivalency
• Positioning/branding opportunities
• Company
• Company leaders/employees

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Corporate Community Investment

• Determining To Whom We Give
• Employee requests
• Leadership opportunities
• Client requests
• Non-profits
• Good customers
• Opportunity for PR we may not otherwise achieve
• Ability to leverage involvement through multiple
  relationships
• Business leaders
• Community/opinion leaders
• Policymakers
• Customers

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Corporate Community Investment

• Programs That Provide Value
• on Multiple Levels
• Examples
• March of Dimes
• Make a Wish
• KIFM Radio - Teachers are Heroes
• Channel 7/39 TV - Safety on Line Child Abuse
  Prevention Foundation
• LEAD, San Diego

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Corporate Community Investment

• PETCOs Key Measures
• Community Impact
• Partnership Support
• Public Relations Value
• Media Interest
• Business Synergies

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Corporate Community Investment

• PETCO In The Community
• How will animals benefit from contribution?
• How much do we already invest in the given
  community?
• What impact will this have on the community or
  region?
• What is our existing relationship with the
  community under consideration?
• How do we keep it local?

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Corporate Community Investment

• PETCO Partnership Building
• How will this contribution help our partner(s)?
• Are there additional ways we can provide support?
• Can we leverage that partnership within the
  community?
• Can our partner(s) help us tell our story?
• Third party endorsement of our efforts?
• Speak on our behalf in the community?

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Corporate Community Investment

• PETCO in the Public Eye
• How do our efforts enhance our brand amongst our
  various publics?
• Do our contributions have a positive impact on
  the perception of our brand in the community?
• Do they create a mindset that we are part of the
  community?
• Does the goodwill we create make us the preferred
  choice among our customers?

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Corporate Community Investment

• PETCO in the Press
• What interests the media?
• What efforts garner more coverage?
• What is the value of that coverage?
• How does that coverage affect our perception in
  the community?

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Corporate Community Investment

• The Business of PETCO/PETCO Foundation
• Is it the right thing to do?
• Can efforts be applied in multiple markets?
• Look at opportunities to build alliances
• Online adoption partner Petfinder.com
• San Diego Chapter of Make-A-Wish Foundation
• San Diego Humane Society and SPCA
• San Diego Chapter of American Red Cross