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Welcome to IABC Greater Cincinnati, your local chapter of the International Association of Business Communicators. Our purpose is to advance the profession, create connection and develop strategic communicators. Learn more about the many benefits of joining IABC, or attend an upcoming program . We look forward to connecting with you!

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CONSCIOUS CONSUMERS CRAVE CONSCIOUS CAPITALISM

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giveback-sportsby Krista Kuhlman, Experiential Marketing Manager, Giveback Sports

Conscious capitalism, cause marketing, profit + purpose, – no matter what you call it, it’s revolutionizing corporations, organizations, and businesses across the country. Companies that value a dual purpose of increasing profitability, while bettering their communities and society, are quickly becoming the expectation of consumers today and generations to come. Increasingly more Fortune 500 companies are investing significant time and dollars into ways to authentically and seamlessly connect their products or services to causes with impact.

This noteworthy trend has emerged over the past ten years thanks to movement leaders like Patagonia, TOMs, and Warby Parker – iconic brands that baked this idea of “purpose” into their DNAs. By connecting the revenue-generating side with the charitable side of their businesses, socially progressive companies yield greater earnings and impact than they would keeping them separate. These companies differentiate themselves from the standard corporate social responsibility (CSR) of the past, to which companies feel they have a moral obligation to provide benefits to all stakeholders, conscious capitalism is about putting higher values and principles at the core of business operations. These profit + purpose businesses all have the same objective: sell more to help more. As EY Consulting Firm puts it, an easy way to think of CSR vs conscious capitalism is “where CSR could mean planting trees to offset carbon emissions, conscious capitalism could be choosing a business where planting lots of trees is how you make your money.”

In a global study by Cone Communications, 91% of consumers said they were likely to switch to a brand that supports a good cause and 92% said they would buy a product or service with a social or environmental benefit if given the opportunity. This provides a favorable circumstance for businesses not only attract customers and grow their bottom line, but also attract top talent as employees choose to work for companies with strong social credentials. Every business’ strategy will vary in different industries and different brands, but there are a few general recommendations for how to achieve a successful cause marketing partnership or campaign.

Organizations must find a cause that genuinely aligns with their business. Consumers are more informed than ever before to distinguish honest and authentic philanthropy verse insincere charitable giving used as a marketing tactic. This means businesses should choose causes that their employees, customers, and consumers believe in to relate to the overall mission and vision of the company. Organizations also need to stray away from strictly cash donations. Yes, money is always helpful and necessary, but when employees give their time and knowledge it can be just as powerful. Lastly, make the impact known! Consumers want transparency on how brands and businesses are positively affecting communities and the world. Social media is a great place to spread cause + brand awareness, highlight the organization’s work and accomplishments, and encourage others to get involved to be the change.

Conscious capitalism is the future of business. Cause marketing is the strategy for promoting a company’s social impact through means greater than monetary contributions. And profit + purpose is the powerful idea that organizations are meant to have a greater function and intention than the bottom line.

Save 10% off membership in March

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It’s that time of year again—March is Member Month at IABC! That means you’ll save 10% off your membership dues if you join or renew this month.

No matter where you are in your career—whether you’re a student, just starting your career as a communicator, or at the management or strategic adviser level—IABC has the connections and resources you need. IABC membership connects you with thousands of other communication professionals from around the world. You’ll gain access to exclusive members-only tools, templates, resources and insights that will help you drive your career and the communication profession forward.

There’s no better time than now to put yourself and your team first. As you’re considering IABC membership, be sure to check out the incentives and prizes that will be offered during March.

Olympic Gold Medalist Mary Wineberg to emcee Challenge Accepted!

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logo-with-event-info-v-smMary Wineberg, often referred to as Cincinnati’s Olympic Gold Medalist, will emcee Challenge Accepted!, IABC | Greater Cincinnati’s 40th anniversary communications competition, on March 14 at Union Hall Cincinnati.

Mary is an educator, author and motivational speaker.  She has spoken to over 50+ organizations around the city and has traveled internationally to speak to youth.  Mary has served as a keynote speaker, event panelist, workshop facilitator, and celebrity guest. Mary’s mission is to help individuals to see their potential.  Mary will encourage you to SECURE THE GOLD!

Mary started running track at Walnut Hills High School and further went on to gain a track scholarship to the University of Cincinnati where graduated in 2002.  When her college career was over, she was not ready to hang up her track spikes and believed there was more for her to accomplish in the sport.  It was a relentless grind over the course of several years, but Mary worked her way up to the highest level in her sport.  She was twice ranked top 10 in the World in the women’s 400, she was a Gold Medalist in the 2007 World Championships and then she stepped up to become an Olympic Gold Medalist as the lead off runner of the USA 4×400 meter relay team in the 2008 Beijing Olympics.

Don’t miss out on this exciting evening celebrating communications excellence in our city. Tickets are on sale now.

Buy tickets now.

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