Transcript Slide 1

Charities @ Work 2012 Summit
Weaving Engagement Up, Down and Across the Organization
April 4, 2012, 2:15-3:30
Presenters:
Malika Harrison, Community Engagement and Communications Specialist, Alcoa
Foundation
Christopher Montross, Managing Director, Aetna Community Relations & Urban Marketing
Ann Sullivan, HR Office Manager, Financial Industry Regulatory Authority
Moderator: Lina Klebanov, Deputy Director Corporate Social Responsibility, Marsh &
McLennan Companies
Weaving Engagement Up, Down and Across the Organization
Agenda
This dynamic panel will discuss their successes engaging colleagues from across
business units and even businesses. Panelists with talk about methods of
communication, key steps to creating buy-in across departments and strategies to
build and promote successful partnerships.
Aetna - Engagement Strategy
Alcoa - Global Month of Service
FINRA - Signature Program, Operation Hope
Community Relations
Mission/Vision/Core Competencies
Mission:
To support Aetna's business objectives by deepening our market presence in
the communities we serve. We achieve this through locally designed and
targeted efforts that maximize investments, form long-term partnerships and leverage
the power of employee engagement and volunteerism.
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Vision:
To enrich our communities worldwide by promoting innovative tools and resources
addressing unique segment needs and reaching populations on their terms thus
strengthening Aetna’s reputation as a leading corporate citizen and company of
choice.
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Core Competency Statement:
Community Relations & Urban Marketing’s core competency is relationship
management. Through the maintenance of strong internal and external relationships,
the organization acts as a catalyst for change by creating a strong brand that favors
consumer preference.
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Community Relations
Enterprise Strategy
Accelerate profitable growth by providing the business segments with key relationships to in
understanding the needs of a diverse set of prospects and customers will:
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Expand the universe of potential customers
Maximize networking and partnership opportunities
Increase involvement in community (speaking engagements, employee volunteerism,
executive sponsorships, and PR related opportunities)
Support market/product development and introduction in collaboration with segments
by overlaying market data and local relationships
Position Aetna as “customer preferred” in multicultural/multilingual markets
Strengthen local communities around the globe
Our Collaborative efforts will:
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Enhance Aetna’s image and reputation, particularly as a neighbor and company of choice
Build, strengthen and maintain community relationships that support Aetna’s business
Encourage the effective utilization of technology in our communities
Empower our employees to be contributing members of society
Demonstrate Aetna’s core values through visible commitment to our communities
Aetna Community Engagement Model
Volunteerism &
Employee
Engagement
Community
Investment
Enterprise
Consulting
Community
Marketing
AERO
Volunteers
Profitable
Growth
Event and
Trade Show
consistency
Retail
Marketing
Localized campaign
delivery
Community
Impact
Event
Marketing
Urban
Marketing
Executive
Engagement
Enterprise language
capabilities
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Aetna Partnership Components
Objective
Impact
Membership vs. Brand
Targeted
Demographics
Activation and Cost
Multi Media Reach
Current Aetna
Engagement
Cost vs. Value
Partnership Reputation
Community Relations: Desired End-State
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Ensure Aetna’s community visibility and relationships in designated growth
markets support sales, retention and local marketing efforts.
Achieve greater local and national presence through the integration of community
involvement efforts with media relations, communications, marketing and
community involvement efforts.
Enhance Aetna's brand awareness and business objectives in targeted markets
through numerous alliances.
Increase the availability of Aetna tools and resources in other languages (e.g.
Spanish, Mandarin, etc.)
Develop communications strategies to more effectively articulate Aetna Corporate
Citizenship and its long history of community involvement and impact.
Engage and motivate Aetna employees to help Aetna achieve operating
excellence.
Alcoa at a Glance
 Founded in 1888
 200+ locations in 31 countries
 2011 revenue - $25 billion
 Award-winning sustainability leadership
 Largest producer of aluminum in the world
Number of
Employees (2011)
U.S.
26,000
Europe
17,000
Other
Americas
11,000
Pacific
7,000
61,000
Aluminum Plays a Significant Role in Key
Industries
Aerospace and
Transportation
Packaging
Consumer Electronics
Building and
Construction
Industrial Products and
Services
Defense
Alcoa Contributes Dollars, Time, Products and Assets
In 2011, Alcoa employees
volunteered more than
900,000 hours.
Alcoa Foundation contributed
more than
US$21 million to nonprofit
organizations throughout the
world in 2011.
Our Support Focuses on the Geographies
Where We Operate
Canada
Iceland
Russia
Europe
United States
China
Jamaica
Guinea
Suriname
Saudi
Arabia
Brazil
Australia
Month of Service
 EVP held annually in October
 Mobilizes Alcoa's global
workforce
to volunteer
 Making a positive difference in
communities where we live and
work
 Strengthening communities to
maintain our license to operate
Communications
Toolkit
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Logo, Posters, Web
Banners
Leadership Endorsement
Letter
Internal Newsletter Article
Template
Local Press Release
Template
PowerPoint slide for
Closed-circuit TVs
Message from CEO
e-Card
QR code
Alcoa Update
Social Media
Engagement
Lead Team Support
Participation Targets
Leadership Engagement
Photo Contest
Surprise Grants
$10,000 surprise grants
awarded by
leadership in key
geographies
Involve Retirees, Families
and Friends
A record 56% of
employees participated in
more than 1,200 events
across 24 countries
56% Participation for 2011 Month of Service
Month of Service:
Increasing rate of employee
participation
Employees Participating
56%
49%
16%
24%
37%
31,327
29,341
2011 Community Impact
• 88,000+ cans recycled
• 34,000+ trees planted
• 1,800+ NGOs involved
• 9,000 meals served
• 360+ schools benefited
• 81,000+ children assisted
• 890,000+ community members benefited
21,975 22,781
17,179
2007
2011 Participation
• 100% Executive Council participation
• More than 100,000 families, friends, community members
• More than 700 retirees
• 378,000+ hours volunteered
2008
2009
2010
2011
Operation HOPE at FINRA
Financial Industry Regulatory Authority
FINRA is the largest independent regulator for all securities firms doing
business in the United States.
We oversee nearly 4,435 brokerage firms, 161,450 branch offices and
630,155 registered securities representatives.
Our chief role is to protect investors by maintaining the fairness of the
U.S. capital markets.
FINRA has approximately 3,200 employees and operates from
Washington, DC, and New York, NY, with 20 regional offices around the
country.
Financial Industry Regulatory Authority- Partners with Operation
Hope
We introduced Operation Hope at FINRA last fall in 2011.
CEO Rick Ketchum thought this program partnered with our
FINRA mission while also promoting employee volunteerism
across our organization.
Initiated a pilot program by recruiting 50 volunteers through
out our organization.
FINRA Program Goals
Partnering with Operation HOPE allows FINRA to further support its mission
of Investor Protection and Market Integrity by:
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Educating future investors in traditionally underserved communities.
Increasing the awareness of FINRA and our mission in the
communities where we have a presence.
Increasing the awareness and understanding of the value of diversity
(thought, economic status, demographic) amongst our employees and
in our communities.
Providing opportunities for FINRA employees to actively participate in
enhancing a diverse, inclusive and respectful environment at FINRA
and in our communities.
FINRA’s Partnership with Operation Hope
How did we develop the program pilot across departments?
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Diversity Leadership Council (25 members serve from across company
departments)
Pointed a Program Manager and Program Coordinator
How did we communicate this initiative across our organization?
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Partner with Corporate Communications to develop e-mails
Intranet postings on our intranet site featured it in Employee news
Top down – Officers communicated it to there managers
Talked about it at our monthly Town Hall meeting
Held informational web-ex sessions
FINRA Next Steps
Submit online Volunteer Interest Form
 Must be in “good standing”
 Must receive written confirmation of support from management
 Up to 50 volunteers will be selected
 Program is available in all FINRA locations; minimum of 4
volunteers per location i
Once Notified of Your Selection, Attend All Training Events
 Web-based training
 Local training events as coordinated by HOPE local
representatives
Conduct 2 Banking on our Future sessions in 2011-2012 academic year
 Coordinate volunteer dates with the Diversity and WorkLife Group
 Secure written manager confirmation
 Notify the FINRA HOPE coordinator
Operation Hope Current State
Employees are enjoying the program and finding it rewarding.
“Meeting with a training prior to the event with Jose was beneficial and
inspiring, Jose went through the curriculum and gave tips/stories that they
were able to use during the session”
“The session put the employees at ease for the session and it was nice to
have his guidance”
“Event was very organized”
“The event on 2/15 went very smoothly – Tara was very organized”
“Had a lot of fun with the children”
Future of Operation Hope at FINRA
The Operation Hope pilot was very successful.
In 2012 the program will be expanded to all employees.
Operation Hope is a great way for FINRA to educate and
protect future investors.
Continue to evaluate the program and it’s successes and
look for ways to improve the program.
Thank You
Questions and Discussion