Case Studies
Coca-Cola Enterprises (CCE) Corporate Responsibility and Sustainability Review (CRS)
Objectives
The Coca-Cola Enterprises' CRS Report was a groundbreaking publication that has grown into a comprehensive, company-wide snapshot documenting CCE's progress in the areas of workplace, marketplace, community, environment and corporate governance. As a testament to CCE's corporate beliefs, the report was intended to:
1) Project a positive image of CCE
2) Explain how CRS is a big policy change in CCE's business model
3) Define the gaps in CCE's performance and work to integrate Corporate Responsibility and Sustainability (CRS) throughout the company
CCE's main goal was to show their various audiences that they have policies in place to guide their ethical choices.
Target Audiences:
The CRS' audiences consisted of a broad range of local and international groups who would view CCE's operations from different perspectives and areas of interest. These included: government policy makers, customers, media, business leaders, independent organizations, and shareholders.
Actions taken:
Recognizing that CCE was in the third year of the process that aligned CRS with the business objectives of CCE, our desire was to ignite the potential process. Rather than focusing so much on our proven process, we acted more organically to assist the client in this journey:
• We asked why
• We listened to the answers and asked more questions
• We challenged assumptions
• We experienced the process as one of "them"
• We focused on the target audience
We created and delivered a purpose to the objectives
Due to the variety of different target audiences, we navigated towards a design that was clear, easy to understand and compelling. We wanted the piece to be warm, fresh and colorful while providing an appealing backdrop for the statistical data needed to present CRS credibly.
Results:
The client reported:
1) Extensive, positive feedback from key stakeholders, with comments from individuals that reflect a deeper respect and understanding of CCE's business, their product portfolio, and their commitment to their local communities.
2) Stakeholders articulated a belief that CCE has made a concerted effort to address key issues in these five areas as well as progress in health and wellness, environmental responsibility, and relief efforts following Hurricane Katrina.
3) CEO's continued commitment to put the full weight of the company behind this initiative. He is expanding the task force to collect data from the field in the areas of human rights, energy-/eco-efficiency and health/safety and has hired additional staff to ensure that CCE's business case for CRS is clearly conveyed.
Testimonials:
"Maurgood has designed Coca-Cola Enterprises' annual Corporate Responsibility and Sustainability Reports since 2005, giving refined aesthetic appeal to the highly-technical sustainability efforts that we report to our global stakeholders. Their creativity helped us produce CRS Reports that stand out in a crowded space, enabling us to more easily tell our story to key stakeholders around the world."
Jessi Horne
Specialist, Public Affairs and Corporate Responsibility
Coca-Cola Enterprises
- - - - - - - - - - - -
"When CorporateRegister.com announced the winners of its second CR Reporting Awards 2008 (CRRA '08), we were honored to be recognized." (Coca-Cola Enterprises Inc. was 1st runner up for the best Overall Report and won the category, Creativity in Communications).
Communications Manager
Coca-Cola Enterprises
ObjectivesThe Coca-Cola Enterprises' CRS Report was a groundbreaking publication that has grown into a comprehensive, company-wide snapshot documenting CCE's progress in the areas of workplace, marketplace, community, environment and corporate governance. As a testament to CCE's corporate beliefs, the report was intended to:
1) Project a positive image of CCE
2) Explain how CRS is a big policy change in CCE's business model
3) Define the gaps in CCE's performance and work to integrate Corporate Responsibility and Sustainability (CRS) throughout the company
CCE's main goal was to show their various audiences that they have policies in place to guide their ethical choices.
Target Audiences:
The CRS' audiences consisted of a broad range of local and international groups who would view CCE's operations from different perspectives and areas of interest. These included: government policy makers, customers, media, business leaders, independent organizations, and shareholders.
Actions taken:
Recognizing that CCE was in the third year of the process that aligned CRS with the business objectives of CCE, our desire was to ignite the potential process. Rather than focusing so much on our proven process, we acted more organically to assist the client in this journey:
• We asked why
• We listened to the answers and asked more questions
• We challenged assumptions
• We experienced the process as one of "them"
• We focused on the target audience
We created and delivered a purpose to the objectives
Due to the variety of different target audiences, we navigated towards a design that was clear, easy to understand and compelling. We wanted the piece to be warm, fresh and colorful while providing an appealing backdrop for the statistical data needed to present CRS credibly.
Results:
The client reported:
1) Extensive, positive feedback from key stakeholders, with comments from individuals that reflect a deeper respect and understanding of CCE's business, their product portfolio, and their commitment to their local communities.
2) Stakeholders articulated a belief that CCE has made a concerted effort to address key issues in these five areas as well as progress in health and wellness, environmental responsibility, and relief efforts following Hurricane Katrina.
3) CEO's continued commitment to put the full weight of the company behind this initiative. He is expanding the task force to collect data from the field in the areas of human rights, energy-/eco-efficiency and health/safety and has hired additional staff to ensure that CCE's business case for CRS is clearly conveyed.
Testimonials:
"Maurgood has designed Coca-Cola Enterprises' annual Corporate Responsibility and Sustainability Reports since 2005, giving refined aesthetic appeal to the highly-technical sustainability efforts that we report to our global stakeholders. Their creativity helped us produce CRS Reports that stand out in a crowded space, enabling us to more easily tell our story to key stakeholders around the world."
Jessi Horne
Specialist, Public Affairs and Corporate Responsibility
Coca-Cola Enterprises
- - - - - - - - - - - -
"When CorporateRegister.com announced the winners of its second CR Reporting Awards 2008 (CRRA '08), we were honored to be recognized." (Coca-Cola Enterprises Inc. was 1st runner up for the best Overall Report and won the category, Creativity in Communications).
Communications Manager
Coca-Cola Enterprises
