EXECUTIVE SUMMARY

Magnificat Strategic Communications (Magnificat) is a consultancy organization that wishes

to establish itself as a new service provider for all Corporate Social Responsibility (CSR) related

issues.  It consults organizations with the demand of social causes and evaluates initiatives that

match companies’ DNA.  It supports firms through the process of entering into a new area (CSR) by

providing matching services and integrated communications guidance.  

The strongest characteristic of Magnificat is its uniqueness, as it differs in its main purpose

form all its competitors.  At the same time, its singularity could become an issue in the beginning of

the business relationship, as it may not immediately be perceived as a real value.  A highly

interactive communications strategy will be the basis of a stronger relationship with one of its key

publics, the Baby Boomers.  A persuasion campaign, while time consuming and relatively more

expensive than other options, will effectively position Magnificat.

As opposed to the majority of its competitors that are completely online-base, Magnificat

aims to establish relationships and collaborations with real face-to-face communications.  Its target

audience is represented primarily by organizations that want to enlarge their corporate

communications.  Outreach efforts will include a strategic, bilingual content marketing program,

learning opportunities for SMEs, and messaging conveying the benefits of social impact

partnerships.

The comprehensive communications plan will cost $30,000, and will take place over the

course of a year, with potential for extension.  It will prove that Magnificat strategically aligns

CSR-related issues with core business objectives, and helps communicate the benefits of embracing

longer-lasting social impact partnerships.