Corporate Citizenship and Communications

Transcription

1 Corporate Citizenship and Communications Steve Solomon Vice President, Corporate Relations, Exelon President, Exelon Foundation June 22, 2016

2 Corporate Citizenship Strategy Strategy Enhance corporate reputation by making charitable gifts in areas valued by the customers, employees and key stakeholders in the communities we serve Increase customer satisfaction through corporate giving and sponsorships Improve employee pride, retention and loyalty through volunteer and recognition programs Achieve business objectives through improved relationships developed through community partners Energy for the Community Program Elements Contributions (Corporate and Employee) Civic Sponsorships Employee Volunteer and Recognition Program Employee Giving Campaign Board Placements Fundraising 2

3 Corporate Giving Focus areas important to customers, employees and key stakeholders in the communities we serve, diversity and inclusion is a major consideration in evaluating opportunities Education Focus on math/science K-12 Support at-risk, low-income students Environment Education and advocacy Preservation and restoration Culture and Arts Support arts and cultural institutions; help provide access for low-income customers Nurture multi-cultural programs and initiatives Community Development United Way contributions Health, human and social services Leverage community work through media relations, internal communications, executive visibility, board placements, employee volunteer opportunities and fundraising commitments 3

4 2015 Philanthropy Highlights 4

5 Employee Volunteer and Recognition Program Engage employees in volunteer opportunities that enrich them personally and professionally, positively impact the community and enhance the company s reputation. Align volunteer program with overall giving strategy to enhance community impact Engage and recognize employee volunteers, increasing loyalty and retention, while improving recruitment Position executive champions of volunteerism to help tell our story Measure community impacts and employee participation to continually improve program effectiveness 5

6 2015 Employee Volunteer Highlights 6

7 Signature Volunteer Programs 7

8 Energy for the Community Volunteer Awards Exelon Case Study

9 Employee Volunteer Awards Background Engaging employee volunteer superstars 18 awards totaling $145,000 in honor of employees who volunteer a minimum of 50 hours annually and track hours o Grants range from $5,000-$20,000 and made directly to the nonprofit o 2016 expanding program to 24 awards totaling $200,000 Nominations judged by nonprofit partners in Baltimore, Chicago and Philadelphia Recognize employees and nonprofits at luncheons in the three major markets 10 year anniversary o o Honored 155 employees for their volunteer spirit and achievements Exelon has provided more than $1.1 million since inception 9

10 Employee Volunteer Awards External Personalized news release sent to employees local media Exelon and opco s utilize social media and YouTube videos Nonprofit Partners utilize their communication vehicles Partner with National Jefferson Awards Internal Employee publications Intranet sites 10

11 Employee Volunteer Awards 11

12 Social Media and Corporate Philanthropy

13 Coolest Summer Ever Promotion Facebook promotion gave ComEd an opportunity to build a social-media base via a passion for our non-profit partners ComEd s first social media program with community partners Gave customers the chance to win unique prizes, afforded by 30 of our community partners (Party with the Penguins at Shedd Aquarium, Behind the Scenes at Brookfield Zoo, private dinner and tour of the Field Museum, Theater Extravaganza, etc.). Enter by answering a daily trivia question about ComEd s and our partners programs 13

14 Tactics and Results FACEBOOK PAGE TRIVIA MOBILE ICE CREAM TRUCK ComEd s Facebook fans 2012 from 1,800 to 32, increased to 60,000 Strong participation both years: 32,000 and 39,000 entries from 6,000+ unique visitors Performance from digital ad campaign: total paid media delivered nearly 82 million impressions Ice cream truck gave people new and unexpected way to engage Community partners expanded social media reach with weekly partner posts and videos 14

15 Switch on Summer 2015 and 2016 A free ComEd-owned, signature event linking our brand with the switch-on moment of Buckingham Fountain What s your best summer energy saving tip Facebook contest to win a chance to switch on the fountain drew 1,139 entries Emceed by local celebrity Ana Belaval, WGN Channel 9 15 Transitioned from building an online interactions to in-person interaction with customers. Live entertainment and free activities surrounded the fountain, hosted by 15 arts and culture partners Photo booth with free print-outs Educate customers about the company s key programs

16 Switch on Summer Results Awareness performance: 345,689 impressions 8,138 clicks 2.35% CTR Sweepstakes performance: 252,363 impressions 3,471 clicks 1.38% CTR Awareness performance: 665,817 impressions 1,736 clicks 0.26% CTR Sweepstakes performance: 796,088 impressions 2,011 clicks 0.25% CTR Visitors 2015 estimated 4,000 guests 2016 over 10,000 guests Promoted posts across Facebook and Twitter from ComEd owned accounts rendered over 2 million impressions and 4,000+ likes #SwitchonSummer2016 tweets reached 383,000 Twitter accounts Average of 600+ direct interactions at each partner booth Chicago Park District and community partners posted too extending our reach 16

17 Switch on Summer Outcomes Continued to build fans on Facebook, increased followers and helped maintain positive conversation 122,832 Increased customer awareness of community commitment Web content resulted in people staying longer on social websites and visiting more pages Helped raised awareness for ComEd.com Spotlighted community partners and ComEd s programs (smart meters, efficiency, safety, etc.) 17

18 18 Community Champions

19 Constellation Community Champions Overview Objectives Provide opportunities for customer engagement Build awareness of Constellation brand Make Constellation local Provide content for communications to customers ( , lifecycle, social) Provide a platform for social media engagement Program Highlights Customer initiated requests for funding Program must support youth, education or environment Generally awarding $50 - $500 in grants Communication of program focused on residential customers and reinforced via lifecycle communications plan Selection Team meets monthly to approve recommendations Online application administered through GIFTS platform 19

20 Constellation Community Champions Guidelines Identify a Local Project or Cause Complete Online Application with Customer Account Number Follow-up within 60 days to notify you of your award and next steps Eligibility and Selection Criteria Up to $500 for 501(c)3 organizations; up to $250 for community causes Preferred consideration given to education, environment or youth requests Limit one grant award per customer, per year Grant Conditions Approve the release of the organization, project name, logo and primary purpose/activity information and photos for Constellation marketing use Approval for the use of the Constellation name/logo on media Provide report, including photos, after the applicant s project is complete 20

21 Constellation Community Champions Overview We believe in giving back to the community, and know a few dollars can go a long way. Community Champions Local Acts. Meaningful Impacts. Education Youth Environment 21

22 MD TX PA GA IL OH MA CT NY DC NJ Community Grants 5/15/2015-5/16/ grants awarded out of 511 applications 66% awarded 78% 62% 65% 56% May 2015 Sep 2015 Feb 2016 May 2016 Decline Award Total applications were flat to the prior round, with continued geographic diversity May 2015 Sep 2015 Feb 2016 May 2016 TX MD GA PA Other customers applied in the May 15 th grant cycle, with winners in 11 states Preference in award recommendations was given to applications that: 1. Fit in the focus giving areas of education, youth or the environment 2. Identify a specific project for which the grant will be a significant percentage of the funding needed to complete the project 3. Provide detailed budget information about how the grant will be spent 4. Have broad community impact 22

23 Community Champions Traditional Media Through Community Champions, customers connect us to their local community 23

24 Community Champions Social Media Promoted Posts Custom Audience Campaign (MD, GA, NJ, TX) 33,216 People Reached 57 Post clicks 5 Link clicks 44,192 People Reached 69 Post clicks 11 Link clicks 24

25 Community Champions Custom Audience Texas Reach: 26,181 Total Actions: website clicks ($1.22/click) 7 Post likes Maryland Reach: 21,130 Total Actions: website clicks ($1.38/click) 22 Post likes 4 Post shares 25

26 Constellation Community Champions Results Higher Customer Satisfaction J.D. Power s scores increased 26 points in Maryland, 76 points in New Jersey and 5 points in Texas (rocky systems conversion) Corporate citizenship pillar constitutes 18-21% of overall score Richer and More Meaningful Customer-driven Content Library of photo and video footage built, featuring real customers Program demonstrated appeal to hyper-local traditional media outlets, resulting from custom audience campaigns on Facebook Low Cost Forecast 2016 $125,000 to support the program for residential customer base of more than 2 million Manageable Time Commitment Community Stewardship grant decisions, compiling application & award data, tracking grants through to fulfillment, tier 2 customer care Marketing customer communications and social media engagement 26

27 Top 5 Things to See and Do in Chicago 1. Chicago Architecture Boat Tour 2. Millennium Park 3. Lakefront (Buckingham Fountain, Navy Pier) 4. Art Institute of Chicago 5. Shedd Aquarium 27