Branding With Purpose - Management Assignment Help

Assignment Task

Assignment Details 

You are an aspiring VP at a mid-size environmental consulting firm called Firefly Consultants. You work in the head office in North Vancouver but the firm also has offices in Victoria, Fort St. John, Fort McMurray, Calgary, Botswana, Indonesia and Vietnam. Firefly uses their passion for the environment, scientific and technical expertise to help their clients develop sustainable and socially responsible infrastructure, natural resource and power projects. 

The company has had a successful history spanning over forty years but has encountered a few key challenges in recent years including the following: 

• Low awareness, differentiation and appeal amongst potential clients that have not yet worked with Firefly in any of the markets in which they operate. 

• Low staff engagement and recruiting challenges particularly amongst younger, more junior staff (Millennials & Generation Z). 

• Lack of unity & cohesiveness amongst current staff within the diverse office network in Canada and overseas. 

As part of your professional development to achieve your promotion to VP, the CEO has asked you take on a special project. She has given you the following book to read: The Purpose Revolution – How Leaders Create Engagement and Competitive Advantage in An Age of Social Good, by John Izzo and Jeff Vanderwielen. 

The CEO has also read the book and believes that Firefly needs to apply some of the learning in the book in order to continue its success and address the current challenges noted above. She would like you to prepare a proposal inspired by your key take-away from the book and all other available sources, including content from this class. You will present your ideas to the entire senior management team, who have little knowledge of what it means to build a brand with purpose and its benefits. 

Your proposal requires specific and detailed recommendations that have been uniquely designed for Firefly, its client & partner base as well as its current & potential staff members. Please note that general ‘cookie cutter’ examples provided in the book are not acceptable. Apply your research and knowledge to this particular situation/organization. 

Your overall goal is to develop Firefly into a more purposeful environmental consulting firm that increases engagement both internally and externally while making a stronger positive impact on society, the environment and their bottom line. 

The proposal must include the following sections and specific requirements: 

• Proposal introduction & background – Clearly identify the issues and the problems that you are trying to solve. State your objectives and a solid understanding of what it means to be a purposeful organization as well as the potential benefits to Firefly’s staff, clients, partners, society, the environment and its bottom line. 

• Organizational strategy – Well thought out proposed Firefly brand purpose statement, vision statement and organizational values that are clear, relevant, differentiating and motivating for internal & external audiences. 

• Culture recommendations – Detailed description of two key programs that will help build a purpose-driven culture, improve employee recruiting efforts as well as current staff productivity, unity and engagement. Ideas must be fully fleshed out and uniquely designed for Firefly and its staff largely comprised of millennials/Gen Z. Include rationale on why these programs would deliver on the brand purpose and be beneficial for Firefly as well as real, positive social and/or environmental impacts. 

• Marketing recommendations – Detailed description of two key programs that will help increase brand awareness, appeal, engagement and ultimately, sales/bottom line results. Examples include sponsorship, advertising, website/social media content, partnerships, events, media stunts, etc. Ideas must be fully fleshed out and uniquely designed for Firefly and its clients & partners. Include rationale on why these programs would deliver on the brand purpose and be beneficial for Firefly as well as real, positive social and/or environmental impacts. 

• Proposal summary – Brief summary of the problem, objectives, recommendations and rationale. Your goal is to maximize your chances for senior management to buy-in and implement the recommendations you have brought forward in your proposal. 

Your proposal should be a maximum of 2000 words including links, images, tables & charts (but not including cover page & sources). All sources of information (not limited to the assigned book) should be referenced with footnotes at the bottom of a chart, table or page or in a separate appendix. APA reference style is not required to cite your sources. 

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