1. SCOTIABANK
Corporate Social Responsibility
Thursday, November 12, 2009

2. AGENDA
CSR Initiatives
Workplace
Community
The Environment
Communication Tools
Online
Sponsorship
Internal Communications
Analysis of communications tools
Recommendations & Conclusion
Thursday, November 12, 2009

3. WORKPLACE
Stakeholders = Employees & their
families, Communities
Diversity
Learning, development and leadership
Human rights in the workplace
Engaging employees
Health, safety and wellness and
Flexible work option
Thursday, November 12, 2009

4. COMMUNITY
Education
Health
social services and
Arts and culture
Thursday, November 12, 2009

5. THE ENVIRONMENT
STAKEHOLDERS:
EMPLOYEES, THE COMMUNITY AND NOT-FOR-PROFIT ORGANIZATIONS
*Environmental Efforts Within the Company
*Environmental Programs for Employees
*Environmental Efforts Within the Community
Thursday, November 12, 2009

6. COMMUNICATION
TOOLS: ONLINE
www.scotiabank.ca
Facebook
Twitter
Youtube
Thursday, November 12, 2009

7. COMMUNICATION
TOOLS: SPONSORSHIP
Nuit Blanche
http://www.scotiabanknuitblanche.ca/
home.shtml
Caribana
http://www.caribanatoronto.com/
CaribanaToronto/gallery.php
AIDS Walk for Life
http://www.youtube.com/
watchv=3_BcO0E4-js
Thursday, November 12, 2009

8. COMMUNICATION
TOOLS:
INTERNAL COMMUNICATIONS
Basic formats - bulletin FaceForward - internal
boards, email memos, Facebook for
poster Scotiabankers
Monthly internal
communication
newsletter Marketing-At-
A-Glance (MAAG)
Intranet site – ScotiaCares
Thursday, November 12, 2009

9. ANALYSIS: INTERNAL
COMMUNICATIONS
With more than 51,000 employees in some 50 countries, needs a
successful internal communications plan
Majority of communication from the company to employees is by
means of electronics
Scotiabank introduces multiple campaigns in an effort to improve
employee environments, CSR initiatives and introduce new
procedures
Drawbacks with Scotiabank’s online internal communications
system are that not all employees have access to a computer at
home
Thursday, November 12, 2009

10. ANALYSIS: SPONSORSHIP
Sponsorship
http://www.youtube.com/watch?
v=4pLiGDW4dWA
Thursday, November 12, 2009

11. ANALYSIS: ONLINE
Internet is primary
communication tool
Most comprehensive tool
Emphasizes importance
of all stakeholders
Positions Scotiabank as a
positive global citizen
Thursday, November 12, 2009

12. RECOMMENDATIONS
Encourage user engagement through more comprehensive social
media strategy
Should consider a social media platform that encompasses all their
activities and initiatives and build an audience to disseminate
messages to
i.e. Scotiabank branded YouTube page, Twitter, Facebook
Use traditional methods to communicate CSR initiatives
Thursday, November 12, 2009

13. THE END
Thank you
Thursday, November 12, 2009