Value Proposition canvas- Customer needs and pains
B Leaders Module 6: Communicating your impact
1. Agenda
The B Corp value
proposition
12.45pm – 1.15pm
How to build the
business case
1.15pm – 2.00pm
Practice
session: Why
B?
2.00pm – 2.20pm
Live pitch
and Q&A
2.20pm – 3.00pm
Take a
break
3.00pm – 3.15pm
Telling the
B Corp story
3.15pm – 4.15pm
Big wrap up
and Q&A
5.00pm – 5.30pm
Working as a
B Leader
4.15pm – 5.00pm
2. What’s the
problem?
The role of
B Corps
Building the
business case
Engaging
stakeholders
Telling
the story
B Corp
stories
3. Why communicate your certification?
Celebrate
your
certification
Promote
your brand
Raise your
profile
Reach new
customers
Attract
investment
Raise
standards in
your sector
Communicate
your values
Champion
the
movement
4. Who is your audience?
Employees
Suppliers
Industry
CustomersShareholders
Investors
Board
6. Spreading the word inside the business
Include B Corp into your
regular communications
COOK Internal Telegraph
Lily’s Slack group
Get involved in the B
Corp conversation
B Hive, LinkedIn group, UK
newsletter, B Socials
Introduce your new
employees to B
Corp certification
Lily’s induction pack
Make the most of
Best Practice guides
On the B Leaders
Resources Portal
Train all of your
staff to be B Corp
whizzes
Detailed explanation for
customer facing staff
Drive employees’
performance
Introduce KPIs aligned with
B Corp goals
8. Getting the message out!
Create your own blogs and videos
Ella’s Kitchen video BWB’s video
Hootsuite
Why we’re a B Corp
Escape the City
blog
Warby Parker
Why we’re a B Corp
Etsy
Why we’re a B Corp
9. Getting the message out!
Launch a campaign
Added to website
Social media campaign
Press release
Feature in paper
Staff training
Banner on B Corp UK
website
B Corp editorial in Christmas
catalogue
B Corp window display
Logo on packaging
Added to email signatures
10. Getting the message out!
Engage with your
suppliers
B Corp wording in new supplier
contracts
Run supplier events - COOK
Run MWM cohort
Incorporate B Corp metrics into
supplier survey – Lily’s Kitchen
Share with your
customers / members
Use customer and client
newsletters to tell story
Tell your stockists
Design point of sale assets
Run events e.g. Staff Chambers
of Commerce – members event
12. Learning outcomes
By the end of this module, you will be able to:
Understand the importance of communicating certification
Identify key audiences for communications
Appreciate how B Corps have communicated their certification
internally and externally
Use examples as the basis to develop a commincations plan
13. Agenda
The B Corp value
proposition
12.45pm – 1.15pm
How to build the
business case
1.15pm – 2.00pm
Practice
session: Why
B?
2.00pm – 2.20pm
Live pitch
and Q&A
2.20pm – 3.00pm
Take a
break
3.00pm – 3.15pm
Telling the
B Corp story
3.15pm – 4.15pm
Big wrap up
and Q&A
5.00pm – 5.30pm
Working as a
B Leader
4.15pm – 5.00pm
Editor's Notes
3.00-3.15: Break
3.15 – 4.15: Communicating your story
4.15 – 4.45: Wrap up and Q&A
4.45 – 5.30: Working as a B Leader
Party: To create mood of celebration and acknowledge hard work done to certify
Eg. Charlotte examples from COOK- B Corp Cakes/ Bunting etc (Photos available if helpful!)
Day: Education - broadening understanding, explaining what B Corp is about, with flavour of celebration
Eg. BWB away day to focusing on B Corp membership inc quiz, working groups, brainstorm sessions - mixture of fun and practical
Ongoing Comms: Explaining ongoing process and engagement and related activities/initiatives, for example, internal newsletters, Slack pages.
Eg. COOK internal Telegraph, Ella’s info cards, Lily’s Slack group
Create Fixed B Corp Assets for Company Offices: Posters, central information points
Eg. Lily’s Kitchen wall, updated with activity info, point progress, generic B Corp info for reference. COOK wall re how they certified
Encourage Staff to join Global Conversation: Promote the B Hive, Join LinkedIn Group, sign up to UK newsletter, attend B Socials etc.
E.g run a session introducing people to the B Hive and how they can benefit from it
Induction: Informing new team members about what B Corp is and how it affects the company and their role within it.
Eg. COOK and Lily’s Kitchen induction processes: info pages in induction pack and short presentation as part of induction day
COOK also has a page in our ‘Hospitality Bible’ for all retail staff explaining what B Corp is all about.
Specific Training for Job Roles: Tools for people to feel confident explaining B Corp to clients etc
E.g Tailored presentations to each Department
Charlotte @ COOK presenting to Concessions Team, Customer Care Team
Lily’s Kitchen explanation pages for Sales and Show teams
Develop company KPIs that keep B Corp goals front of mind: These are regularly referenced so that B Corp is understood and in order to work towards continuous improvement. Also works to combat certification apathy and keep fit for recertification.
Party: To create mood of celebration and acknowledge hard work done to certify
Eg. Charlotte examples from COOK- B Corp Cakes/ Bunting etc (Photos available if helpful!)
Day: Education - broadening understanding, explaining what B Corp is about, with flavour of celebration
Eg. BWB away day to focusing on B Corp membership inc quiz, working groups, brainstorm sessions - mixture of fun and practical
Ongoing Comms: Explaining ongoing process and engagement and related activities/initiatives, for example, internal newsletters, Slack pages.
Eg. COOK internal Telegraph, Ella’s info cards, Lily’s Slack group
Create Fixed B Corp Assets for Company Offices: Posters, central information points
Eg. Lily’s Kitchen wall, updated with activity info, point progress, generic B Corp info for reference. COOK wall re how they certified
Encourage Staff to join Global Conversation: Promote the B Hive, Join LinkedIn Group, sign up to UK newsletter, attend B Socials etc.
E.g run a session introducing people to the B Hive and how they can benefit from it
Induction: Informing new team members about what B Corp is and how it affects the company and their role within it.
Eg. COOK and Lily’s Kitchen induction processes: info pages in induction pack and short presentation as part of induction day
COOK also has a page in our ‘Hospitality Bible’ for all retail staff explaining what B Corp is all about.
Specific Training for Job Roles: Tools for people to feel confident explaining B Corp to clients etc
E.g Tailored presentations to each Department
Charlotte @ COOK presenting to Concessions Team, Customer Care Team
Lily’s Kitchen explanation pages for Sales and Show teams
Develop company KPIs that keep B Corp goals front of mind: These are regularly referenced so that B Corp is understood and in order to work towards continuous improvement. Also works to combat certification apathy and keep fit for recertification.
What is a B Corp
Why do you want to be a B Corp
Video from UK launch
Scorecard
Logo and examples in B Corp Resources Portal
Case study on JoJo Maman Bebe’s PR campaign
http://www.jojomamanbebe.co.uk/bcorp
JoJo’s 20 point PR campaign:
1. Offer the Guardian, Observer, Sunday Times, Saturday Times, Mail or Mail on Sunday (in that order) – an exclusive article which they will print on Wed or Thurs 14/15 September.
2. Press release to ALL journalists – UK lists and B Corp list to go out on Monday 12th September. Embargo the PRfor all other journalists till Saturday 17th when we have the Guardian Advert going out. Alice to work with Scott on getting his journalists list.
3. JoJo Team TRAINING – Laura to circulate short video and info page to ALL teams, PR, Stores, Marketing, Head Office on Monday 12th September. PLEASE PRINT THE INFO PAGE AND PUT OUT FOR ALL TO READ.
4. Banner for home page of the B Corp UK website - http://bcorporation.uk/ - to go up Friday 16th. Please send the proof to Scott to confirm the week before.
5. JoJo Web Page on B Corp (use text we have already done but design the page so it’s easy to read for customers – add in more images, so it is less text heavy. Add some links to the B Corp website for those who want to find out more (at the base of the page in text only):
history of B Corps
https://www.bcorporation.net/what-are-b-corps/the-non-profit-behind-b-corps/our-history
about B Lab, the non-profit behind the movement
https://www.bcorporation.net/what-are-b-corps/about-b-lab
E-newsletter blast to UK and Ireland customers as part of the 3-week campaign. Emma to brief.
6. Banner for home page of our JoJo Maman Bébé website – to go live 16th September UK and Ireland – linking to our website page about B Corp.
7. Christmas edition of our UK and Ireland catalogues – land October 16th will have B Corp editorial. (we missed the copy deadline for the winter catalogue).
8. B Corp windows and vinyls to go up in all JoJo store windows AND ON ELOISE on Monday 19th September.
9. JoJo team winter uniforms with a B Corp logo on will be worn from October in store, prompting customer enquiries.
10. Banner for the USA website – and the JoJo B Corp page to go live on OR before – 4th October – linking to our page about B Corp.
E-newsletter to US customers early October – Emma to brief.
11. Winter edition of the JoJo US catalogue hits the consumer on 4th October, and will mention B Corp.
12. Press Release to go up on our Website PR page on Friday 16th. OK to link to ALL 3 websites at that date (nobody will find it on the US website, and we won’t EMBARGO the news in the US anyway.
13. Social media campaign: to start on Friday 16th with daily Tweets on statistic, Instagram images – of Polarfleece and number of plastic bottle used to make them (photo of plastic bottles or sketch needs to be added to the photo) and Tweets on B Corp information. One Facebook post – explaining what it all means in VERY LITTLE text. Paige to confirm the content with Scott at B Corp – and get some extra B Corp facts and images to tweet too.
Other information for Laura to follow up on:
14. Laura & Katie from B Corp and perhaps with Ella's Kitchen will work on a piece around 100 days since Brexit/ future of business / B Corp movement to pitch to the Financial Times. JoJo PR team: no need to do anything about this but please stay away from pitching to the FT for now.
15. Laura to contact Bryan Welch (CEO of b the change Media - about getting our story told - either with an interview at the US B Corp Champs retreat (Laura going Mid-October) or over the phone. Laura and Katie to talk to Brian and other B Corp people in the US about how we can help push the press angel that side – launching early October.
16. B Corp will send us some badges and present us with a plaque at B Fest Wales (Mid-September – Karen and Laura going). Plaque will go up in the JoJo London office reception. Badges to be worn by JoJo PR team on Eloise and at other Press Occasions to spread the news.
Ongoing to be done:
17. B Corp certification logo to be incorporated on all JoJo packaging, labelling and point of sale material (Mel and Lee to co-ordinate and roll out when new packaging produced).
18. B Corp details to be added to all Press Releases both in the UK and USA.
19. B Corp details to be added to the trade website, trade look books and sales materials.
20. B Corp logo to be added to email signatures – IT team.
1. Offer the Guardian, Observer, Sunday Times, Saturday Times, Mail or Mail on Sunday (in that order) – an exclusive article which they will print on Wed or Thurs 14/15 September.
2. Press release to ALL journalists – UK lists and B Corp list to go out on Monday 12th September. Embargo the PRfor all other journalists till Saturday 17th when we have the Guardian Advert going out. Alice to work with Scott on getting his journalists list.
3. JoJo Team TRAINING – Laura to circulate short video and info page to ALL teams, PR, Stores, Marketing, Head Office on Monday 12th September. PLEASE PRINT THE INFO PAGE AND PUT OUT FOR ALL TO READ.
4. Banner for home page of the B Corp UK website - http://bcorporation.uk/ - to go up Friday 16th. Please send the proof to Scott to confirm the week before.
5. JoJo Web Page on B Corp (use text we have already done but design the page so it’s easy to read for customers – add in more images, so it is less text heavy. Add some links to the B Corp website for those who want to find out more (at the base of the page in text only):
history of B Corps
https://www.bcorporation.net/what-are-b-corps/the-non-profit-behind-b-corps/our-history
about B Lab, the non-profit behind the movement
https://www.bcorporation.net/what-are-b-corps/about-b-lab
E-newsletter blast to UK and Ireland customers as part of the 3-week campaign. Emma to brief.
6. Banner for home page of our JoJo Maman Bébé website – to go live 16th September UK and Ireland – linking to our website page about B Corp.
7. Christmas edition of our UK and Ireland catalogues – land October 16th will have B Corp editorial. (we missed the copy deadline for the winter catalogue).
8. B Corp windows and vinyls to go up in all JoJo store windows AND ON ELOISE on Monday 19th September.
9. JoJo team winter uniforms with a B Corp logo on will be worn from October in store, prompting customer enquiries.
10. Banner for the USA website – and the JoJo B Corp page to go live on OR before – 4th October – linking to our page about B Corp.
E-newsletter to US customers early October – Emma to brief.
11. Winter edition of the JoJo US catalogue hits the consumer on 4th October, and will mention B Corp.
12. Press Release to go up on our Website PR page on Friday 16th. OK to link to ALL 3 websites at that date (nobody will find it on the US website, and we won’t EMBARGO the news in the US anyway.
13. Social media campaign: to start on Friday 16th with daily Tweets on statistic, Instagram images – of Polarfleece and number of plastic bottle used to make them (photo of plastic bottles or sketch needs to be added to the photo) and Tweets on B Corp information. One Facebook post – explaining what it all means in VERY LITTLE text. Paige to confirm the content with Scott at B Corp – and get some extra B Corp facts and images to tweet too.
Other information for Laura to follow up on:
14. Laura & Katie from B Corp and perhaps with Ella's Kitchen will work on a piece around 100 days since Brexit/ future of business / B Corp movement to pitch to the Financial Times. JoJo PR team: no need to do anything about this but please stay away from pitching to the FT for now.
15. Laura to contact Bryan Welch (CEO of b the change Media - about getting our story told - either with an interview at the US B Corp Champs retreat (Laura going Mid-October) or over the phone. Laura and Katie to talk to Brian and other B Corp people in the US about how we can help push the press angel that side – launching early October.
16. B Corp will send us some badges and present us with a plaque at B Fest Wales (Mid-September – Karen and Laura going). Plaque will go up in the JoJo London office reception. Badges to be worn by JoJo PR team on Eloise and at other Press Occasions to spread the news.
Ongoing to be done:
17. B Corp certification logo to be incorporated on all JoJo packaging, labelling and point of sale material (Mel and Lee to co-ordinate and roll out when new packaging produced).
18. B Corp details to be added to all Press Releases both in the UK and USA.
19. B Corp details to be added to the trade website, trade look books and sales materials.
20. B Corp logo to be added to email signatures – IT team.
Case study on JoJo Maman Bebe’s PR campaign
http://www.jojomamanbebe.co.uk/bcorp
JoJo’s 20 point PR campaign:
1. Offer the Guardian, Observer, Sunday Times, Saturday Times, Mail or Mail on Sunday (in that order) – an exclusive article which they will print on Wed or Thurs 14/15 September.
2. Press release to ALL journalists – UK lists and B Corp list to go out on Monday 12th September. Embargo the PRfor all other journalists till Saturday 17th when we have the Guardian Advert going out. Alice to work with Scott on getting his journalists list.
3. JoJo Team TRAINING – Laura to circulate short video and info page to ALL teams, PR, Stores, Marketing, Head Office on Monday 12th September. PLEASE PRINT THE INFO PAGE AND PUT OUT FOR ALL TO READ.
4. Banner for home page of the B Corp UK website - http://bcorporation.uk/ - to go up Friday 16th. Please send the proof to Scott to confirm the week before.
5. JoJo Web Page on B Corp (use text we have already done but design the page so it’s easy to read for customers – add in more images, so it is less text heavy. Add some links to the B Corp website for those who want to find out more (at the base of the page in text only):
history of B Corps
https://www.bcorporation.net/what-are-b-corps/the-non-profit-behind-b-corps/our-history
about B Lab, the non-profit behind the movement
https://www.bcorporation.net/what-are-b-corps/about-b-lab
E-newsletter blast to UK and Ireland customers as part of the 3-week campaign. Emma to brief.
6. Banner for home page of our JoJo Maman Bébé website – to go live 16th September UK and Ireland – linking to our website page about B Corp.
7. Christmas edition of our UK and Ireland catalogues – land October 16th will have B Corp editorial. (we missed the copy deadline for the winter catalogue).
8. B Corp windows and vinyls to go up in all JoJo store windows AND ON ELOISE on Monday 19th September.
9. JoJo team winter uniforms with a B Corp logo on will be worn from October in store, prompting customer enquiries.
10. Banner for the USA website – and the JoJo B Corp page to go live on OR before – 4th October – linking to our page about B Corp.
E-newsletter to US customers early October – Emma to brief.
11. Winter edition of the JoJo US catalogue hits the consumer on 4th October, and will mention B Corp.
12. Press Release to go up on our Website PR page on Friday 16th. OK to link to ALL 3 websites at that date (nobody will find it on the US website, and we won’t EMBARGO the news in the US anyway.
13. Social media campaign: to start on Friday 16th with daily Tweets on statistic, Instagram images – of Polarfleece and number of plastic bottle used to make them (photo of plastic bottles or sketch needs to be added to the photo) and Tweets on B Corp information. One Facebook post – explaining what it all means in VERY LITTLE text. Paige to confirm the content with Scott at B Corp – and get some extra B Corp facts and images to tweet too.
Other information for Laura to follow up on:
14. Laura & Katie from B Corp and perhaps with Ella's Kitchen will work on a piece around 100 days since Brexit/ future of business / B Corp movement to pitch to the Financial Times. JoJo PR team: no need to do anything about this but please stay away from pitching to the FT for now.
15. Laura to contact Bryan Welch (CEO of b the change Media - about getting our story told - either with an interview at the US B Corp Champs retreat (Laura going Mid-October) or over the phone. Laura and Katie to talk to Brian and other B Corp people in the US about how we can help push the press angel that side – launching early October.
16. B Corp will send us some badges and present us with a plaque at B Fest Wales (Mid-September – Karen and Laura going). Plaque will go up in the JoJo London office reception. Badges to be worn by JoJo PR team on Eloise and at other Press Occasions to spread the news.
Ongoing to be done:
17. B Corp certification logo to be incorporated on all JoJo packaging, labelling and point of sale material (Mel and Lee to co-ordinate and roll out when new packaging produced).
18. B Corp details to be added to all Press Releases both in the UK and USA.
19. B Corp details to be added to the trade website, trade look books and sales materials.
20. B Corp logo to be added to email signatures – IT team.
1. Offer the Guardian, Observer, Sunday Times, Saturday Times, Mail or Mail on Sunday (in that order) – an exclusive article which they will print on Wed or Thurs 14/15 September.
2. Press release to ALL journalists – UK lists and B Corp list to go out on Monday 12th September. Embargo the PRfor all other journalists till Saturday 17th when we have the Guardian Advert going out. Alice to work with Scott on getting his journalists list.
3. JoJo Team TRAINING – Laura to circulate short video and info page to ALL teams, PR, Stores, Marketing, Head Office on Monday 12th September. PLEASE PRINT THE INFO PAGE AND PUT OUT FOR ALL TO READ.
4. Banner for home page of the B Corp UK website - http://bcorporation.uk/ - to go up Friday 16th. Please send the proof to Scott to confirm the week before.
5. JoJo Web Page on B Corp (use text we have already done but design the page so it’s easy to read for customers – add in more images, so it is less text heavy. Add some links to the B Corp website for those who want to find out more (at the base of the page in text only):
history of B Corps
https://www.bcorporation.net/what-are-b-corps/the-non-profit-behind-b-corps/our-history
about B Lab, the non-profit behind the movement
https://www.bcorporation.net/what-are-b-corps/about-b-lab
E-newsletter blast to UK and Ireland customers as part of the 3-week campaign. Emma to brief.
6. Banner for home page of our JoJo Maman Bébé website – to go live 16th September UK and Ireland – linking to our website page about B Corp.
7. Christmas edition of our UK and Ireland catalogues – land October 16th will have B Corp editorial. (we missed the copy deadline for the winter catalogue).
8. B Corp windows and vinyls to go up in all JoJo store windows AND ON ELOISE on Monday 19th September.
9. JoJo team winter uniforms with a B Corp logo on will be worn from October in store, prompting customer enquiries.
10. Banner for the USA website – and the JoJo B Corp page to go live on OR before – 4th October – linking to our page about B Corp.
E-newsletter to US customers early October – Emma to brief.
11. Winter edition of the JoJo US catalogue hits the consumer on 4th October, and will mention B Corp.
12. Press Release to go up on our Website PR page on Friday 16th. OK to link to ALL 3 websites at that date (nobody will find it on the US website, and we won’t EMBARGO the news in the US anyway.
13. Social media campaign: to start on Friday 16th with daily Tweets on statistic, Instagram images – of Polarfleece and number of plastic bottle used to make them (photo of plastic bottles or sketch needs to be added to the photo) and Tweets on B Corp information. One Facebook post – explaining what it all means in VERY LITTLE text. Paige to confirm the content with Scott at B Corp – and get some extra B Corp facts and images to tweet too.
Other information for Laura to follow up on:
14. Laura & Katie from B Corp and perhaps with Ella's Kitchen will work on a piece around 100 days since Brexit/ future of business / B Corp movement to pitch to the Financial Times. JoJo PR team: no need to do anything about this but please stay away from pitching to the FT for now.
15. Laura to contact Bryan Welch (CEO of b the change Media - about getting our story told - either with an interview at the US B Corp Champs retreat (Laura going Mid-October) or over the phone. Laura and Katie to talk to Brian and other B Corp people in the US about how we can help push the press angel that side – launching early October.
16. B Corp will send us some badges and present us with a plaque at B Fest Wales (Mid-September – Karen and Laura going). Plaque will go up in the JoJo London office reception. Badges to be worn by JoJo PR team on Eloise and at other Press Occasions to spread the news.
Ongoing to be done:
17. B Corp certification logo to be incorporated on all JoJo packaging, labelling and point of sale material (Mel and Lee to co-ordinate and roll out when new packaging produced).
18. B Corp details to be added to all Press Releases both in the UK and USA.
19. B Corp details to be added to the trade website, trade look books and sales materials.
20. B Corp logo to be added to email signatures – IT team.
Party: To create mood of celebration and acknowledge hard work done to certify
Eg. Charlotte examples from COOK- B Corp Cakes/ Bunting etc (Photos available if helpful!)
Day: Education - broadening understanding, explaining what B Corp is about, with flavour of celebration
Eg. BWB away day to focusing on B Corp membership inc quiz, working groups, brainstorm sessions - mixture of fun and practical
Ongoing Comms: Explaining ongoing process and engagement and related activities/initiatives, for example, internal newsletters, Slack pages.
Eg. COOK internal Telegraph, Ella’s info cards, Lily’s Slack group
Create Fixed B Corp Assets for Company Offices: Posters, central information points
Eg. Lily’s Kitchen wall, updated with activity info, point progress, generic B Corp info for reference. COOK wall re how they certified
Encourage Staff to join Global Conversation: Promote the B Hive, Join LinkedIn Group, sign up to UK newsletter, attend B Socials etc.
E.g run a session introducing people to the B Hive and how they can benefit from it
Induction: Informing new team members about what B Corp is and how it affects the company and their role within it.
Eg. COOK and Lily’s Kitchen induction processes: info pages in induction pack and short presentation as part of induction day
COOK also has a page in our ‘Hospitality Bible’ for all retail staff explaining what B Corp is all about.
Specific Training for Job Roles: Tools for people to feel confident explaining B Corp to clients etc
E.g Tailored presentations to each Department
Charlotte @ COOK presenting to Concessions Team, Customer Care Team
Lily’s Kitchen explanation pages for Sales and Show teams
Develop company KPIs that keep B Corp goals front of mind: These are regularly referenced so that B Corp is understood and in order to work towards continuous improvement. Also works to combat certification apathy and keep fit for recertification.
2.00 – 2.30
3.00-3.15: Break
3.15 – 4.15: Communicating your story
4.15 – 4.45: Wrap up and Q&A
4.45 – 5.30: Working as a B Leader
