Where marketing intersects with corporate social responsibility

Peter Saunders
May 22, 2019
Photo courtesy Standard Products
Photo courtesy Standard Products
May 22, 2019 - B2B marketing for distributors and suppliers in the electrical industry can take many forms, from digital innovations and social media to merchandising and trade show displays to full multi-pronged campaigns. It can also serve many purposes, however, which are important to consider with relation to brand identity.

By way of example, Electro-Federation Canada’s (EFC’s) annual marketing awards include a ‘social and sustainability’ category. This allows its member companies to highlight their efforts in the realm of corporate social responsibility (CSR).

Most recently, Standard Products won the 2018 award in this category with a year-long campaign that promoted its partnership with Habitat for Humanity Canada, which builds housing for needy families. Standard donated a portion of revenues from sales of its LED ceiling luminaires to the charitable organization.

The campaign was just one outward-facing element of an ongoing relationship, forged in part through EFC’s Power to Build Program. Standard has worked with the charity since 2016 and serves as its national corporate lighting sponsor, donating not only portions of sales, but also nearly 30,000 lamps and 350 fixtures. Additionally, six homes have been built with the help of 58 of the company’s employees.

This year’s EFC marketing awards program is now open and entries are due by June 28. For further details visit www.electrofed.com.

This article originally appeared in the May 2019 issue of Electrical Business magazine.

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