How do you talk about charitable efforts in a way that builds brand awareness and drives the business?
To help answer that question, the Blue Cross and Blue Shield of Louisiana Foundation turned to Cason Lane. We developed a comprehensive, award-winning communication strategy to launch the company’s Corporate Social Responsibility (CSR) department, position it in the marketplace, improve brand reputation and drive employee engagement.
We also developed key messaging that educated the company’s leadership on the business case for the Foundation. As a result of management’s new confidence and support, the Foundation received resources that increased its total assets from $1 million to $40 million, enabling the organization to make a much stronger impact on the health of Louisiana.
Our work:
- Internal surveys and other research
- Overarching reputation strategy and positioning
- Internal communication strategy
- External communication strategy
- Talking points to gain leadership buy-in
- Messaging playbooks
- Measurement strategy
- Ongoing support through planning, speechwriting, executive communications consulting, copywriting, design and web development
Communication Planning
We guided the Blue Cross Foundation in a step-by-step process to discover the organization’s needs, analyze audiences, determine goals and objectives, develop tactics and measure effectiveness.
Messaging Strategy
Cason Lane developed internal and external messaging playbooks. These reference tools serve as a guide for how to talk about CSR at Blue Cross, aligning messages with corporate objectives.
CSR Identity
We developed a brand identity and suite of collateral about corporate social responsibility at Blue Cross.
Web
We led the design, development and content strategy for a new website that positions the Blue Cross Foundation as a change leader in Louisiana.
Web-Based CSR Reporting
To further drive the Foundation’s statewide positioning and engage local communities, we created a web-based CSR report — including content strategy, writing, design and web development.
Other CSR Reports
We also developed CSR reports in print and interactive PDF formats, which demonstrated the company’s role in building a healthier Louisiana while measurably improving company perception. Our work included comprehensive planning, content development, writing, design and measurement.
Speechwriting
Cason Lane wrote award-winning remarks for Blue Cross executives and government officials, who talked about the company’s role in building a healthier Louisiana.