This case study describes how a company embarked on improving its image to its customer base. The company formed a community of practice amongst its employees, with the goal of developing a positive image of the company, by highlighting the company’s positive impact on the community and environment. The company also set aside a budget for donations to nominated sustainability charities. Part of this initiative was a social media launch and a campaign to highlight the company’s support for various sustainability charities. This plan had been received very positively by its executive team, because of the projected increased brand exposure. Many employees also expressed their support for the proposals for this social media release, and they even proposed ways of measuring the impact of the social media campaign and potential market gain.
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