Case Study: Rexall Care Network
How to build an authentic and focused strategic plan to engage consumers and employees and make a positive impact.
Project Scope
Review and realignment of Rexall’s cause strategy platform for their national charitable foundation.
The Challenge
Rexall needed support to assess and realign the cause marketing strategy associated with its national charitable foundation, Rexall Care Network. The challenge was to build an authentic and focused strategic plan tied to a brand-relevant cause that could grow and evolve over time, engage consumers and employees, and make a positive impact in communities across Canada.
Our Approach
Review competitive activity in the pharmacy space in Canada, and cause ownership
Assess current and potential foundation pillars
Identify the cause and platform best suited to Rexall in alignment with its business purpose and contemporary issues faced by Canadians
Recommend potential funding recipients
Provide national launch tactics and key messaging
Create internal communication plan for socializing the new strategy across Canada
Develop a comprehensive funding strategy including: program pillars, guiding principles, employee involvement, community giving guidelines, eligibility criteria, impact reporting recommendations
Coordinate celebrity ambassador appearance of Lainey Lui (eTalk, The Social) at external launch event
Develop presentation materials for executive leadership teams in Canada and the U.S. and Foundation Board of Directors
The Result
Rexall is aligned with a cause and platform that reflects their brand purpose and echoes what is important to their staff, customers, and Canadians. The revamped foundation platform puts Rexall at the forefront of a national movement to support, empower and validate the contribution of family caregivers across the country.
Funding organizations that provide support, assistance and respite helps caregivers to navigate the caregiving journey and builds stronger communities where Rexall operates, creating opportunity for meaningful social impact. The refreshed foundation platform delivers personalized experiences with the Rexall brand reflecting the company strategy, “Caring for Canadians’ health…one person at a time.”
Create a meaningful, robust and longstanding corporate legacy with a corporate social responsibility platform that speaks to your organization’s social purpose.
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