Public relations is more than just pitching the media. Yulu PR's founder and creative director Melissa Orozco (@604pr) shares concepts and case studies (such as Clinton Giustra Enterprise Partnership and World Housing, Yulu's past clients) on how to tell amplify your authenticity, whether as an individual or business, at VanIMPACT 2014, a conference at the intersection of purpose, profit and tech. #VANIMPACT14

1. We believe in doing great by doing good.
WE’RE YULU
@604PR @YULUPR #VANIMPACT14

2. CONTENT
WHAT IS IMPACT STORYTELLING?
WHAT DO YOU STAND FOR?
WHY IS SOCIAL IMPACT RELEVANT NOW?
CRAFTING AN AUTHENTIC STORY
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5 CASE STUDIES

3. @604PR @YULUPR #VANIMPACT14

4. We work exclusively with companies that have a
positive social impact because we believe what’s
good for the world is good for business.
@604PR @YULUPR #VANIMPACT14

5. Yulu’s Mission: We believe
communication is one of the
most powerful tools for inspiring
and motivating others. We are
dedicated to discovering concepts,
ideas and organizations that have
a positive impact on humanity. It’s
our goal to share their messages
with wider audiences to create a
better world..
@604PR @YULUPR #VANIMPACT14

6. Yulu’s Mandate: Yulu has a social mandate
to work with companies that look beyond the
bottom line and provide societal value.
What do you stand for?
@604PR @YULUPR #VANIMPACT14

7. Yulu envisions a world where the public can
more easily connect to brands that have a
positive impact on society; where media the
media we consume is helpful, not harmful; and
where the PR industry is regulated by strong
set of principles and values.
VISION
What do you stand for?
@604PR @YULUPR #VANIMPACT14

8. What do you stand for?
@604PR @YULUPR #VANIMPACT14

9. World Housing: Inspired by the One-for-One™ gifting
model developed by Blake Mycoskie, founder of TOMS
Shoes, World Housing is the world’s first one-for-one real
estate gifting model. For every home sold at one of our
certified World Housing condominium projects, a home is
constructed and gifted to a deserving family living in a third
world garbage dump community.
@604PR @YULUPR #VANIMPACT14

10. To provide housing to the most
people on earth,
while enabling social giving and philanthropy
in a real estate market where millions of
transactions take place every year.
WORLD HOUSING
TM
@604PR @YULUPR #VANIMPACT14
MISSION

11. WHAT DO YOU STAND FOR?
WHAT A AN ORGANIZATION STANDS
FOR, WHAT THEY ARE WORKING
TOWARDS, WHAT INSPIRES THEM.
THESE ARE ALL COMPONENTS
THAT FORM A COMPANY’S STORY.
@604PR @YULUPR #VANIMPACT14

12. On the consumer side, there is a growing demand for socially-
responsible products and services, particularly amongst the Millennial
generation. By 2020, its members will represent one out of every three
adults on the continent.
The global economy, societal trends, social influencers,
media – these are all contributors to how the public will
receive and digest your brand and story.
WHY IS IT RELEVANT FOR YOUR STORY TO HAVE SOCIAL IMPACT?
We are in an era of social sharing. What your business does, good or
bad, the word will spread.
Media are always on the look-out for company’s that are doing
innovative things that will affect more than just the bottom line – the
more creative your social give is, the more likely a reporter will cover
your story.
@604PR @YULUPR #VANIMPACT14

13. When we’re looking for a story that will resonate with
the press and capture the attention of the public, we
follow a simple rule of humanity. People feel before
they think or take action.
@604PR @YULUPR #VANIMPACT14

14. When you signed up for this seminar, think back
to the moment before you clicked on the “purchase
button” and entered your credit card number. What
feelings were evoked? Inspiration? Curiosity? A
craving or longing to learn from or be in the presence
of like-minded people?

15. When we’re looking to engage the public in a story,
this process is vital. In order for those words on a
page, screen or video, to have impact, they first
have to evoke a strong emotion. That’s where
social impact has a great vantage point. You are not
just trying to sell the public on a product or service,
you are trying to get their buy-in to a greater purpose.

16. A movement or feeling that is bigger than they
are, but if you communicate the value, is maybe
something they want to be a proponent of. The
opportunity to build ambassadors for your brand is
so much greater with social enterprises and cause-
based organizations for this reason. That pathway
from feeling, to thought to action, needs to be
clear in your messaging for this to be effective.
@604PR @YULUPR #VANIMPACT14

17. cgep
The Clinton Giustra Enterprise Partnership created a
distribution enterprise in a rural area in Peru to provide
opportunities for women entrepreneurs to earn a reliable
income for their families. These communities are often remote
and poverty stricken as they’re unable to access basic resources
essential to their livelihoods.
@604PR @YULUPR #VANIMPACT14

18. @604PR @YULUPR #VANIMPACT14
CGEP

19. Claris Healthcare was launching a digital tablet in an attempt to bring senior
citizens into everyday online conversations between family members and loved
ones. The tablet also aimed to keep family members and caregivers apprised
of the senior’s health. The challenge was two-Fold: How would we garner the
attention of seniors, a non-tech audience; and how would media respond to
another tech product in a very saturated consumer technology market?
Yulu worked with Claris’ stakeholders to identify the key differentiators of its
product. We then positioned the product as a tablet designed specifically for
seniors who were skeptical of technology – highlighting the senior-friendly
functionality that was not offered in other products on the market. Yulu
organized a New York and Toronto media tour, where we met with top media
outlets, providing reporters with a first-hand demo of the product and an
opportunity to speak with Claris Companion’s creators.
CLARIS COMPANION
THE CHALLENGE
THE SOLUTION
@604PR @YULUPR #VANIMPACT14

20. IS SIMPLY HAVING A
SOCIAL IMPACT STRATEGY
IN A BUSINESS MODEL AN
AUTOMATIC PR MOVE IN
AND OF ITSELF?

21. YES AND NO.
Having a strong social impact strategy is great PR amongst the
public who know you exist. In today’s multi-media world, people
often forget that the best PR is still word of mouth. In fact good
old fashioned word of mouth has become even more powerful
in modern times because technology has enabled individuals to
self-broadcast to them through social media.
@604PR @YULUPR #VANIMPACT14

22. AUTHENTICITY (PEOPLE
CAN SPOT THE PHONIES)
BRAND CONTINUITY /
CONSISTENCY
MESSAGE POSITIONING
LAW OF THE FEW
(IDENTIFYING THE RIGHT
EVANGELISTS)
COMMUNICATIONS
PLANNING & EXECUTION
If you are on to something good,
gaining brand evangelists has never
been easier or more effective. So why
do so many great cause-oriented
organizations get lost in noise?
@604PR @YULUPR #VANIMPACT14

23. warby parker
For every pair of Warby Parker glasses purchased, the
company pays for the production of a pair of eyeglasses for
in turn sells either directly to consumers or companies.
@604PR @YULUPR #VANIMPACT14

24. In July 2013, Warby Parker announced that it had distrib-
uted 500,000 pairs of eyeglasses to people in need. Warby
Parker is a certified B Corporation with areas of excellence
in Accountability and Consumers. The
company is 100% carbon neutral.
Workers: Living wage paid to all full time part time
employees; 100% of full time employees receive bonus; >80%
of health insurance premiums covered; >15% job growth
rate; 100% of full time employee participate in external
professional development
Consumers: One-for-one give back program benefits people
in emerging markets those unable to afford glasses
Community: 30-40% of management is from previously
excluded populations; 25-49% of employees participate in
company organized service day
Environment: Company conducts internal environmental
review; annual carbon inventory conducted
WARBY PARKER
SOCIAL IMPACT
B-CORP CERTIFICATION
HIGHLIGHTS
@604PR @YULUPR #VANIMPACT14

25. When Toms sells a pair of shoes, a pair of shoes is given
to an impoverished child, and when Toms sells a pair of
eyesight for people in developing countries.
@604PR @YULUPR #VANIMPACT14
toms

26. Author Daniel H. Pink described the company’s business model
as “expressly built for purpose maximization”, whereby Toms is
both selling shoes and selling its ideal; creating consumers that are
purchasing shoes and also making a purchase that transforms them
into benefactors—a company goal if it is not a consumer goal. Another
phrase used to try to describe the unique business model has been
“caring capitalism”.
Toms’ marketing has involved fashion shows, high profile events,
university campus marketing, social media, and temporary pop-up
stores. Products have been created to fit with different environmental
ideals as well, including the creation of shoes that adhere to vegan
product restrictions in their product lines. The popular ideals of the
company have led the company to becoming involved in cross-company
advertising campaigns, including a commercial with AT&T that filmed
one of Toms’ shoe drops in Uruguay.
In 2009, Mycoskie was invited to participate at the Opening Plenary of the
Second Annual CGI U Meeting.
In February 2010, FastCompany named Toms #6 on their list of Top Ten
Most Innovative Retail Companies.
At the 2011 South by Southwest conference, Blake gave the keynote address.
Notable recognitions:
SOCIAL IMPACT?
TOMS
MARKETING
@604PR @YULUPR #VANIMPACT14

27. @604PR @YULUPR #VANIMPACT14
clothing company, focusing mainly with high-
end outdoor clothing. The company is a member of
several environmental movements and is a certified
B-Corporation, meaning the company is beholden to
public-benefit concerns (in this case environmental)
alongside its profit motive.
patagonia

28. Patagonia commits 1% of their total sales or 10% of their
profit, whichever is more, to environmental groups. Since
1985, when the program was first started, Patagonia
has donated $46 million in cash and in-kind donations to
domestic and international grassroots environmental groups
making a difference in their local communities.
SOCIAL IMPACT

29. Patagonia often features their environmental campaigns in their catalogs and
advertisements. Many of their recent campaigns include work with preventing oil drilling
in the Alaska Wildlife Refuge, “Ocean As A Wilderness”, and “Don’t Dam Patagonia”. But
their most buzz-worthy campaign is their reoccurring “Don’t buy this jacket” campaign.
Patagonia’s risky, effective and authentic marketing campaign: A couple years back,
Patagonia ran ads in the New York Times that simply stated “Don’t Buy This Jacket” — on
Black Friday, no less! The company even went to the trouble to explain why consumers
shouldn’t buy it (which, in case you’re curious, is because each jacket they produce
leaves behind two-thirds its weight in waste).This seems like quite a risky move for any
company that’s trying to remain profitable, and yet the company is having the best years
in its history. How come? The answer is tied to their brand. Patagonia has found a way
to balance their business and their brand promise by investing in the environment, and
by creating features like The Footprint Chronicles, which allows consumers to track the
environmental impact of Patagonia’s clothing items. Let’s take a look at a few ways that
Patagonia is using this strategy to promote their brand, and what lessons we can take
away for our own businesses:
MARKETING
PATAGONIA
1. Build Trust
2. Establish a Connection

30. big message
When you’re in the public eye, you are open to scrutiny.
Particularly when you’re claiming social impact.
Be authentic. It is hard to recover when you lose
the public’s trust.
@604PR @YULUPR #VANIMPACT14

31. Comcast Ecobill has the slogan of “PaperLESSisMORE” but Comcast still
uses massive amounts of paper for direct marketing.
The Poland Spring eco-shape bottle is touted as “A little natural does a
lot of good,” although 80% of beverage containers still go to the landfill.
Kimberly Clark’s claim of “Pure and Natural” diapers in green
packaging uses organic cotton on the outside but keeps the same
petrochemical gel on the inside. Pampers also claims that “Dry Max”
diapers reduce landfill waste by reducing the amount of paper fluff in
the diaper, which created as a way for Pampers to save money.
Much criticism was made to both businesses and individuals during the
hugely successful Ice Bucket Challenge campaign for “arm chair activism
and slacktivism” as videos were being posted and shared, yet many
videos did not convert into donations...and others were upset by the
mass amounts of water being wasted.
Examples of greenwashing and slacktivism culprits:
@604PR @YULUPR #VANIMPACT14

32. Q&A