**** Sustainability Plan for Water & Energy Consumption for Marriott

Introduction

You are to write this assignment from the point of view of the company’s new CSR Manager so you should use this section to introduce yourself to company executives and stakeholders and that this document is the company’s approved 2017 CSR Plan. Let’s assume that I am another company executive, an insider, and will be receiving your plan. You will want to write this in a professional way, directed to insiders that know the company well, in a manner that is very convincing and compels us all to work together towards our goals.

Marriott Hotels
Use this area to talk about your global hospitality or tourism company’s mission, vision, goals, purpose, values or credo which will provide the strategic foundation for our CSR plan. Provide any additional background information about the organization that you think important to the CSR plan that will be pertinent to our understanding of why you selected each of your methods below. You do not need to repeat background information about the company that insiders likely already know, 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, you might want to state that congruence as a reason for your strategy.

This will be the SAME company that you profiled in your Case Study assignment but this time you will be writing about the company as an insider and writing to insiders whereas before you were merely reporting about that company as an outsider to other outsiders. You are free to change or add any information about the company’s current CSR plans to suit your future plan. You should not explain why you selected the methods just yet. That will come later.

Note: Use this template exactly. Do not change the formatting. Keep section headings but replace the content with your own. Make sure to replace the above information in the header. Once you have read this message you should delete this text box completely.

Note: Use this template exactly. Do not change the formatting. Keep section headings but replace the content with your own. Make sure to replace the above information in the header. Once you have read this message you should delete this text box completely.

Social Problem/Issue (s)
Use this area to tell us about the principal social problem or issue that you decided that your company will be helping to fight against in 2017. In our course we have been looking at four main issues that hospitality has been impacting: hunger/food insecurity, homelessness, human trafficking and disease due to hygiene problems. You have a lot of information available to you on these social problems in the Social Issues folder in Blackboard but you should dig a little deeper. Consider, for example, where your company has operations in the world, and how serious your social issue is in those areas.

You are not limited to the four major issues outlined in the course and you are not limited to focus on only one issue/problem, but I want to identify and talk about at least one in this section. Another issue that hospitality and tourism can impact is the environment and in researching your chosen company you may have found some other issue being addressed, or you may have thought of one that you’d like to have them address. As CSR Manager it is now in your power to make some of these decisions and put them into your plan.

Whatever you do put in this section I will expect to see in your six initiatives so if your initiatives are directed at three different issues, then you should be talking about those three here.

Cause (s)
Use this area to tell us about the principal cause (or causes) that you plan to have your company support in 2017. Remember that a cause in this case is an organization, usually a non-profit, that is working to reduce the impact of the social issue. 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. 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 the 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 issue.

Goals
Use this area to list the goals of your 2017 strategic plan. Remember that goals must be measurable. Goals are what you hope to accomplish when you implement the initiatives listed below.

Examples of some possible goals:

Goal 1: Create more awareness about the “issue”, or the “cause” that the public will connect with our hospitality or tourism company.

Goal 2: Reduce the number of individuals who are being affected by the “issue” or who are being helped by the “cause”.

In each of the initiative sections below, you will list which goal is being achieved by your initiative. I will explain this in more detail later.

Initiatives

Write an effective introduction to the six initiatives to follow. Explain how they all work together to support the company’s mission, support the company’s CSR effort, and the specific goals that you just listed.

Note that as you found in your Case Studies, most hospitality or tourism-related companies already have some sort of CSR initiatives in place. However they might not be employing all 6 methods of CSR that we learn in this course or even if they do, they may not be strategically tied together. You are free to use initiatives already in place, and create others to complete the six types. Or if you don’t particularly like the company’s current plan you can start a new one from scratch and create all six. That’s entirely up to you. I will not be checking to see which initiatives already existed or were invented by you. I WILL BE CHECKING to see that they are tied together in a solid, congruent CSR plan that supports the mission, vision, core goals etc. of the company.

Cause Promotion Initiative

Goals to Be Achieved
Use this area to list the goals from above that you aim to achieve with this initiative. For example; if this initiative supports goal #1 above, then repeat that goal #1 here. If more than one goal are supported by this initiative, write them all here. Please also discuss how you plan to measure each of the goals to determine whether or not you accomplished the goal at year’s end.

Description of Initiative
Use this area to describe your cause promotion initiative in detail. Discuss in detail how you will work with the partner cause or causes. Outline who your target audience will be, what activities will you implement for this initiative and how will you promote them for maximum effect (launch party? Major PR event? Advertising campaign on TV, radio, print magazines, social media campaign?). Specify any dates involved. Will the campaign have a start and end date or is it going to be year-round?

Always remember to explain WHY. Why is supporting this cause strategically beneficial to my 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:

• Kick-off Party in January 5th at Charity HQ with participation of major celebrities in hopes of attracting media attention to the cause.
• January 6th to December 31 social media campaign to raise awareness for the cause.

Cause-Related Marketing Initiative

Goals to Be Achieved
Use this area to list the goals from above that you aim to achieve with this initiative. Please also discuss how you will measure each of the goals to determine when you have reached the goal.

Description of Initiative
Use this area to describe your cause-related marketing initiative in detail. Discuss in detail how you will work with the partner cause or causes. Outline who your target audience will be, what activities will you implement for this initiative and 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. Will the campaign have a start and end date or is it going to be year-round?

Always remember to explain WHY. Why is supporting this cause strategically beneficial to my 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:

• Promote “Light up the World” Book-January
• Give Royalties to Students -March
• Start supplying light to the Philippines Project-October
Holiday celebration with lighting of trees - December

Corporate Social Marketing Initiative

Goals to Be Achieved
Use this area to list the goals from above that you aim to achieve with this initiative. Please also discuss how you will measure each of the goals to determine when you have reached the goal. Remember, the main goal of a Corporate Social Marketing initiative is BEHAVIOR CHANGE.

Description of Initiative
Use this area to describe your social marketing initiative in detail. Discuss in detail how you will work with the partner cause or causes. Outline who your target audience will be, what activities will you implement for this initiative and 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. Will the campaign have a start and end date or is it going to be year-round?

Always remember to explain WHY. Why is supporting this cause strategically beneficial to my 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:

• Complete Education Center build-out end of February
• Begin Classes in March
• Celebrate first graduates in December

Corporate Philanthropy Initiative

Goals to Be Achieved
Use this area to list the goals from above that you aim to achieve with this initiative. Please also discuss how you will measure each of the goals to determine when you have reached the goal.

Description of Initiative
Use this area to describe your corporate philanthropy initiative in detail. Discuss in detail how you will work with the partner cause or causes. Outline who your target audience will be, what activities will you implement for this initiative and 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. Will the campaign have a start and end date or is it going to be year-round?

Always remember to explain WHY. Why is supporting this cause strategically beneficial to my 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:

• Starlight Program - Start January & End in December * Coaching & Mentoring all year * Goal of $500,000 in matching donations

Community Volunteering Initiative

Goals to Be Achieved
Use this area to list the goals from above that you aim to achieve with this initiative. Please also discuss how you will measure each of the goals to determine when you have reached the goal.

Description of Initiative
Use this area to describe your community volunteering initiative in detail. Discuss in detail how you will work with the partner cause or causes. Outline who your target audience will be, what activities will you implement for this initiative and 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. Will the campaign have a start and end date or is it going to be year-round?

Always remember to explain WHY. Why is supporting this cause strategically beneficial to my 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: * Starlight Program - Start January & End in December * Coaching & Mentoring all year * Goal of 10,000 volunteer hours by employees all divisions

Socially Responsible Business Practices Initiative

Goals to Be Achieved
Use this area to list the goals from above that you aim to achieve with this initiative. Please also discuss how you will measure each of the goals to determine when you have reached the goal.

Description of Initiative
Use this area to describe your socially responsible business practices initiative in detail. I am sure that after volunteering your time at the organization, you will have a better idea about what kinds of initiatives fall under this category that you will want to implement. However, you need only select one and please remember to select one that is do-able and coincides with the rest of your initiatives. This is where you will discuss any partners you will have in this initiative, who you will be targeting, what kinds of activities will you implement to achieve your goals, and always remember to explain WHY. When explaining why, it is important to go back to your goals, strategic mission of the organization, cause, etc.

Timeline
Use this area to show the timeline for your annual plan. List the start and end dates of each of the initiatives discussed above and start/end dates of any major activities included within the initiatives. The idea of this requirement is to make the whole plan easy to visualize, whether on paper to your boss or in a PowerPoint presentation to the Marketing Committee. I have laid out below six initiatives according to the methods in the book.

Put the name of the INITIATIVE in the timeline and not the name of the METHOD. Nobody but you at your company is going to care that it is an example of one CSR method or another. Notice that I used the same initiative for the last two methods. If you have one initiative that covers more than just one method, that's ok. What you do in that case is describe the initiative in each of the method sections but only put just the one initiative into the timeline. Again, nobody at your company will care that your "Starlight Initiative" is an example of both philanthropy and volunteering. I should be able to recognize the name of the initiative in the timeline and connect it back to that section of the paper so use similar names and terms throughout.

2017 CSR Plan Timeline
Implement new CSR Policy –January 1
Monitor Policy from Jan to December 31 Cause Promotion Initiative
• Kick-off Party in January 5th at Charity HQ with participation of major celebrities in hopes of attracting media attention to the cause.
• January 6th to December 31 social media campaign to raise awareness for the cause.
Cause-Related Marketing Initiative
• Promote “Light up the World” Book-January
• Give Royalties to Students -March
• Start supplying light to the Philippines Project-October
Holiday celebration with lighting of trees - December
Corporate Social Marketing Initiative
• Complete Education Center build-out end of February
• Begin Classes in March
• Celebrate first graduates in December
Corporate Philanthropy Initiative
• Starlight Program - Start January & End in December * Coaching & Mentoring all year * Goal of $500,000 in matching donations
Community Volunteering Initiative * Starlight Program - Start January & End in December * Coaching & Mentoring all year * Goal of 10,000 volunteer hours by employees all divisions

Justification
Use this area to explain the time frame listed for each of the initiatives. Basically, why did you select that start/end date and length of time to run the initiative?

1.

2.

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Summary/Conclusion
Use this area to wrap up your strategic plan. You should make sure to consider how each of the initiatives ties in with the overall goal/plan. Please also discuss how this plan will benefit the organization and add any relevant final thoughts and/or opinions.