CSR Initiative plan

Name

Panther ID

Date

Hospitality or Tourism-related Company/Organization

This template is to be used to help you write the assignment in logical sections. Please follow this template exactly; don’t try to create anything more or less. Do not change the formatting. Put the required information in the header. Keep the section headings as they are and just replace the content below each heading with your own content. 3 pages is just the length of the template with all my explanations. Write enough pages to get your points across.

Introduction (keep this section heading then write your own information in place of what you see just below) - Good news: You just graduated from FIU and have been hired into the CSR Department at the same company that you profiled in your HFT 3073 Case Study! You are to write this assignment as a suggestion for your boss, the company’s CSR Manager, to include in the annual CSR/Sustainability plan of the company for next year. You will want to write this in a professional way, directed to your boss who obviously knows the company well, in a manner that is very convincing and compels us all to work together towards our goals. This first Intro section should show your boss that you understand the company, its mission and values and its CSR strategy and would like to suggest a new initiative for next some changes or inclusions based on your experience gained at FIU.

The Company (keep this heading then write your own information in place of what you see just below) - You have this information already in your Case Study but just need to reduce it to one paragraph. Write very briefly about y our global hospitality or tourism company’s mission, vision, goals, purpose, values or credo and tell your boss why that information provides the strategic foundation for your suggested new initiative. You do not need to repeat background information about the company that your boss already knows, such as how big the company is, or what countries it operates in, unless you want to use that to make a specific point. For example, if it’s a large, worldwide company taking on a large, worldwide cause in a global initiative, you might want to emphasize that alignment as a reason for your strategy.

The Social Problem/Issue (keep this heading then write your own information in place of what you see just below). Look at what your company has supported in the past and compare with global social issues that we are learning about in the course materials or in our service learning. Use this area to tell us about the principal global social problem or issue that you feel that your company should be helping to fight against next year. You can choose to recommend that the company continues supporting the same principle social issue that it has in the past, or you can suggest a change. If your company has only been focused on environmental issues, then you will need to suggest a global social issue that you feel strongly the company must be working on wherever in the world the company has operations. In our course we are looking at five main social issues where hospitality & tourism have great impact: hunger/food insecurity, homelessness, human trafficking, IDEA (Inclusion, Diversity, Equity and Access/Accessibility) and health disparities. Consider, for example, where your company has operations in the world, and how serious your social issue is in those areas. Is hunger and food security a common problem in those areas? Homelessness or human trafficking? Which issue do you feel is the best one for your company to focus its resources on?

The Cause (non-profit charities) (keep this heading then write your own information in place of what you see just below) - Use this area to tell us about the principal cause (or causes) that you plan to have your company support with this new initiative. Remember that a cause in this case is an organization, usually a non-profit, that is working to reduce the impact of the global social issue that you want the company to focus on. You could choose to work with more than one organization if you like, particularly if you find different ones that are stronger in different areas that your company operates. For example: If you choose food insecurity as your global social issue then you could choose to support a global cause like Feed the Children, or go with regional causes such as Feeding America in the U.S., and related organizations in other countries. In some cases, the company has created its own cause in the form of a non-profit foundation, in which case you should definitely include those here. One well-known foundation would be Ronald McDonald House. Do some research on your selected cause or causes such as their history in fighting the issue, such as their growth, or their track record. Do some checking on their reputation and if they are U.S. based see if they are listed on Charity Navigator, or reported on by another watchdog organization. Make a case for why this is the right organization (or organizations) to align your company with in partnership to fight the global social issue.

The Goals (keep this heading then write your own information in place of what you see just below) - You will use this section to list the overall goals of your suggested initiative. You will need to formulate your initiative below before you complete this section so just remember that you have to come back and do this before submitting your paper. Note: An initiative may support more than one goal. For example, employee participation at the food bank can also help to reduce the number of individuals affected by food insecurity in the community. Very important: Please describe how you will measure each of the goals to determine when you have reached the goal.

The Initiative (keep this heading then write your own information in place of what you see just below) - You are to come up with an initiative recommendation that will fit one or more of the four types of initiatives that we are learning in this course:

· Corporate Philanthropy

· Community Volunteering

· Socially Responsible Business Practices

· CSR Marketing

Under this section heading you will explain how the initiative will work to support the company’s mission, support the company’s overall CSR strategy, and the specific goals that you just listed.

· Description of Initiative - Use this area to describe your initiative. Discuss in detail how you will work with the partner cause or causes mentioned above.

· Outline who your target audience will be

· What activities will you implement for this initiative

· How will you promote them for maximum effect (Will there be a launch party? Major PR event? Advertising campaign on TV, radio, print magazines, social media campaign?).

· Specify any dates involved in a timeline below. Will the campaign have a start and end date or is it going to be year-round?

· Inform your boss how this initiative supports the social issue and this particular cause that you’ve recommended. Make sure you boss understands why it this initiative is strategically beneficial to our company/organization

· When explaining why, it is important to go back to reiterate your goals, strategic mission of the organization, cause, etc.

· Timeline

Specify the dates of the major activities or components. For example:

· Start January 1st & end June 30th

· Launch events at HQ and individual units: Jan. 15th.

· Customer promotion announcement:

· Social media program to raise funds:

· Goal of $500,000 in matching donations is to be reached by:

· Justification:

· Explain why you selected that start/end date and length of time to run the initiative?

· Explain the amounts of dollars, or other measurement you placed as a goal.

Summary/Conclusion

Use this area to wrap up your recommendations. You should state here how each of the initiatives will support the Goals, the Cause, the Social Issue and the Mission, Vision etc. of the corporation that you outlined above. This statement should tie it all together. Please also discuss how this plan will benefit the organization and add any relevant final thoughts and/or opinions. Make your boss want to immediately adopt your initiative suggestion which will surely lead to your promotion and a big raise!

Page 1 of 6

Name

Panther ID

Date

Hospitality or Tourism-related Company/Organization

This template is to be used to help you write the assignment in logical sections. Please follow this template exactly; don’t try to create anything more or less. Do not change the formatting. Put the required information in the header. Keep the section headings as they are and just replace the content below each heading with your own content. 3 pages is just the length of the template with all my explanations. Write enough pages to get your points across.

Introduction (keep this section heading then write your own information in place of what you see just below) - Good news: You just graduated from FIU and have been hired into the CSR Department at the same company that you profiled in your HFT 3073 Case Study! You are to write this assignment as a suggestion for your boss, the company’s CSR Manager, to include in the annual CSR/Sustainability plan of the company for next year. You will want to write this in a professional way, directed to your boss who obviously knows the company well, in a manner that is very convincing and compels us all to work together towards our goals. This first Intro section should show your boss that you understand the company, its mission and values and its CSR strategy and would like to suggest a new initiative for next some changes or inclusions based on your experience gained at FIU.

The Company (keep this heading then write your own information in place of what you see just below) - You have this information already in your Case Study but just need to reduce it to one paragraph. Write very briefly about y our global hospitality or tourism company’s mission, vision, goals, purpose, values or credo and tell your boss why that information provides the strategic foundation for your suggested new initiative. You do not need to repeat background information about the company that your boss already knows, such as how big the company is, or what countries it operates in, unless you want to use that to make a specific point. For example, if it’s a large, worldwide company taking on a large, worldwide cause in a global initiative, you might want to emphasize that alignment as a reason for your strategy.

The Social Problem/Issue (keep this heading then write your own information in place of what you see just below). Look at what your company has supported in the past and compare with global social issues that we are learning about in the course materials or in our service learning. Use this area to tell us about the principal global social problem or issue that you feel that your company should be helping to fight against next year. You can choose to recommend that the company continues supporting the same principle social issue that it has in the past, or you can suggest a change. If your company has only been focused on environmental issues, then you will need to suggest a global social issue that you feel strongly the company must be working on wherever in the world the company has operations. In our course we are looking at five main social issues where hospitality & tourism have great impact: hunger/food insecurity, homelessness, human trafficking, IDEA (Inclusion, Diversity, Equity and Access/Accessibility) and health disparities. Consider, for example, where your company has operations in the world, and how serious your social issue is in those areas. Is hunger and food security a common problem in those areas? Homelessness or human trafficking? Which issue do you feel is the best one for your company to focus its resources on?

The Cause (non-profit charities) (keep this heading then write your own information in place of what you see just below) - Use this area to tell us about the principal cause (or causes) that you plan to have your company support with this new initiative. Remember that a cause in this case is an organization, usually a non-profit, that is working to reduce the impact of the global social issue that you want the company to focus on. You could choose to work with more than one organization if you like, particularly if you find different ones that are stronger in different areas that your company operates. For example: If you choose food insecurity as your global social issue then you could choose to support a global cause like Feed the Children, or go with regional causes such as Feeding America in the U.S., and related organizations in other countries. In some cases, the company has created its own cause in the form of a non-profit foundation, in which case you should definitely include those here. One well-known foundation would be Ronald McDonald House. Do some research on your selected cause or causes such as their history in fighting the issue, such as their growth, or their track record. Do some checking on their reputation and if they are U.S. based see if they are listed on Charity Navigator, or reported on by another watchdog organization. Make a case for why this is the right organization (or organizations) to align your company with in partnership to fight the global social issue.

The Goals (keep this heading then write your own information in place of what you see just below) - You will use this section to list the overall goals of your suggested initiative. You will need to formulate your initiative below before you complete this section so just remember that you have to come back and do this before submitting your paper. Note: An initiative may support more than one goal. For example, employee participation at the food bank can also help to reduce the number of individuals affected by food insecurity in the community. Very important: Please describe how you will measure each of the goals to determine when you have reached the goal.

The Initiative (keep this heading then write your own information in place of what you see just below) - You are to come up with an initiative recommendation that will fit one or more of the four types of initiatives that we are learning in this course:

· Corporate Philanthropy

· Community Volunteering

· Socially Responsible Business Practices

· CSR Marketing

Under this section heading you will explain how the initiative will work to support the company’s mission, support the company’s overall CSR strategy, and the specific goals that you just listed.

· Description of Initiative - Use this area to describe your initiative. Discuss in detail how you will work with the partner cause or causes mentioned above.

· Outline who your target audience will be

· What activities will you implement for this initiative

· How will you promote them for maximum effect (Will there be a launch party? Major PR event? Advertising campaign on TV, radio, print magazines, social media campaign?).

· Specify any dates involved in a timeline below. Will the campaign have a start and end date or is it going to be year-round?

· Inform your boss how this initiative supports the social issue and this particular cause that you’ve recommended. Make sure you boss understands why it this initiative is strategically beneficial to our company/organization

· When explaining why, it is important to go back to reiterate your goals, strategic mission of the organization, cause, etc.

· Timeline

Specify the dates of the major activities or components. For example:

· Start January 1st & end June 30th

· Launch events at HQ and individual units: Jan. 15th.

· Customer promotion announcement:

· Social media program to raise funds:

· Goal of $500,000 in matching donations is to be reached by:

· Justification:

· Explain why you selected that start/end date and length of time to run the initiative?

· Explain the amounts of dollars, or other measurement you placed as a goal.

Summary/Conclusion

Use this area to wrap up your recommendations. You should state here how each of the initiatives will support the Goals, the Cause, the Social Issue and the Mission, Vision etc. of the corporation that you outlined above. This statement should tie it all together. Please also discuss how this plan will benefit the organization and add any relevant final thoughts and/or opinions. Make your boss want to immediately adopt your initiative suggestion which will surely lead to your promotion and a big raise!

Page 1 of 6