1. Do it for your
business, not for
others

2. Insight
Companies think they have to do ESG
for the outer world.
BUT
With ESG, companies support their
inner growth.

3. Idea
We call stakeholders to think:
Your well-being is taken care of.
But what about your company's well-being?
Send your business to therapy and let it grow from the inside.

4. Marketing persona
-small- or middle-sized (SME)
company CEO and board member
-men, age 35-50, university education
-business oriented and driven by
results
-looks for long-term vision
-capacity limited
-zero or low knowledge about ESG
and CSR in general
-feels slightly pressured about CSR
issue
Direct touch with in-touched
Suprising delivery from the „therapist“ as a
reminder of ESG reporting linking to
developmental content
Engagement with positive take-out
Advising and motivating stakeholders on
their company‘s journey face-to-face on an
industry event
Stirring public awareness
Ambasador‘s media presence showing
positive attitude and succesful results
Target audience & Strategy

5. • aa
E
Do you want
to change
your company
with good
energy?
S
Do you want
to set positive
vibes with
your
customers?
G
Do you want
to learn how to
keep your
financial
karma clean?
Let us guide you
We will send a package with a message to the
companies: „You don‘t have to let things go
that far. Start the change now and support your
company‘s inner growth. We can be your
therapist.“
The package will be sent to relevant SMEs
picked in cooperation with the Association of
Small and Medium-sized Enterprises.

6. We organize a workshop at a relevant
event/congress, which takes form of a Group
Therapy. It engages the stakeholders face-to-face
and serves them as a platform for sharing their
needs and worries about the ESG area. Změna k
lepšímu guides through it.
In spirit of „sharing is caring“, we also present a
„healed patient“ – sharing struggles and advices.
The activity has potential to become regular, where
Změna k lepšímu is the owner and promoter of this
unique activity.
Join the Group
Therapy

7. To spread a positive example proving that
ESG is profitable and good for the self-
development of SMEs, we will let an
ambassador with a real experience speak.
He shows Změna k lepšímu as the good
therapist and guide.
Ambassador – business trend observer,
sustainability oriented, owner of a SME,
client of ZKL
I.G.: Jan Zeman, owner of the Zemanka
bakery
Show the
success
Ambassador will communicate
through 2 streams:
1) SoMe
LinkedIn
Twitter
2) Mass media
Economy & business-oriented media
Top retail news
Business podcasts

8. KPIs
Budget
Direct mail
50 000 CZK
500 packages
Group Therapy
Engagement with
500 SMEs
Ambassador –
SoMe
2000 reached
followers
Ambassador –
Mass media
Organic publicity
5 MIO RU

9. Summary
Insight
Do we do ESG for
others, or for
ourselves?
Creative idea
Start from the inside
and get your business
a therapy.
Strategy
Direct communication
Positive engagement
Brand awareness
Tactics
Creative delivery
Face-to-face event
Social media
Ambassador
Business, economy,
retail mass media
KPIs & budget
50 000 CZK
1000 reached SMEs
2000 reached
followers
5 MIO RU

10. Font
Thank you!