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By Katherine Parsons, Strategy Director
What started as a conversation item in small pockets across the country is spreading like wildfire throughout the nation. No longer is a social mission a nice-to-have business item; it is a declaration of change. There is an emerging movement in business that is redefining the meaning of impact—to be something more. Fusing traditional business and social mission, entrepreneurs from every corner of the nation are signing on to the new, social business model.
We have had the distinct pleasure of working with many of these social entrepreneurs. One of which is Larry Paul Tanning spa. Larry Paul is stretching beyond traditional business and rallying behind a philosophy that speaks to power of social change.
We worked with Larry Paul, formerly Florida Tan, to refresh their brand identity and reflect their social responsibility. After the founder (Larry Paul) of the chain passed away, he left the business to his philanthropic Foundation. The new President of the chain sought to redesign and update the retail stores, articulate a new brand identity and name, and to refresh the design system. Larry Paul exemplifies the social entrepreneuriship trend, as the proceeds are going back to the Larry Paul Foundation.
This weekend was a perfect display of the win/win results of social mission weaved into a company’s fabric. Employees gathered together in the grand Ohio Building to present a check to the charities their individual stores selected to raise money for. At the event, Larry Paul Foundation gave significant charitable contributions to 14 charities ranging from The Salvation Army to the March of Dimes to United Way to local animal rescue centers. Each charity representative spoke about the good they do in the local community and then the employees told touching stories about why they selected to raise money on behalf of that charity. The evening was personal and intimate, celebrating the vision of Larry Paul, the founder, as well as the success of the employees. Even the mayor of the town came out to celebrate the occasion and the community impact.
The phrase “it’s a privilege to help” was touching, particularly as we face challenging economic times. Being able to see and feel the pride of all the stakeholders involved—charities, stores, employees—and to see the impact of their actions and the “impact meter” measuring donations rise, was truly a example of the good that can be possible. Being a social change maker in today’s times more than ever is a powerful privilege.
Some tips for successfully weaving social cause into your company:
1. Believe in it. Larry Paul, the founder, had a vision that guided the company. The philanthropic mission of the company is visually displayed on the website and the front of retail stores : “Larry Paul Cares”. The very new name of the company—Larry Paul—also honors the man with this mission and constantly reminds employees and customers of the purpose. The visual identity with the heart also furthers the kind and loving goals of the company.
2. Engage all stakeholders. The vision may have started at the top of the company, but Larry Paul Tanning Spa cascades it down through all levels of the organization. Employees were empowered to select the charity of their choosing so that they would have a personal stake in the philanthropic efforts. Customers were empowered to give back to the community with “subsidized” upgrades on tanning packages which donated back to the cause.
3. Give Recognition. It is essential to recognize the efforts of those giving back in all their various capacities. For example, Larry Paul Tanning Spa gave the employee of the year award to the electrician who tirelessly devoted time to helping physically prepare the stores for the brand relaunch. Everyone’s actions rely on the others and it is important to recognize the interconnected importance of everyone’s dedication to success.
4. Aim high and measure impact. Set ambitious goals that people can be proud to make progress against. People want to know that their efforts are paying off. The sense of community impact is clear through presentations and personal anecdotes. If you are raising money, it is also important to set goals and measure your progress against them. Larry Paul Tanning Spa aims to increase revenues by 25% and drop costs by 25%. To measure impact, they had each store owner drop sand into a measure meter to track their progress in contributing to their $1.5 million goal. As the sand levels rose, so too did spirits.
5. Celebrate. Social mission is a win/win proposition, yet it is hard work. It is important to take time to have fun with it and celebrate the vision and those involved in it. Dinners like that mentioned here is a great way to celebrate your mission and to further inspire motivation and continued support of the cause. It is also an opportunity to bring together employees to meet each other rejoice and to further realize that they are a critical part of something bigger than themselves.
It was a privilege to be a part of the Larry Paul branding process and to see a glimpse of the strength of social entrepreneurship in action. At the end of the charity evening, you recognized the beauty of celebrating something much bigger: a celebration of the possibilities and impact of a community coming together for good.
Rich Text Area Toolbar Bold (Ctrl + B) Italic (Ctrl + I) Strikethrough (Alt + Shift + D) Unordered list (Alt + Shift + U) Ordered list (Alt + Shift + O) Blockquote (Alt + Shift + Q) Align Left (Alt + Shift + L) Align Center (Alt + Shift + C) Align Right (Alt + Shift + R) Insert/edit link (Alt + Shift + A) Unlink (Alt + Shift + S) Insert More Tag (Alt + Shift + T) Toggle spellchecker (Alt + Shift + N) ▼ Toggle fullscreen mode (Alt + Shift + G) Show/Hide Kitchen Sink (Alt + Shift + Z) Styles Styles ▼ Format – Paragraph Paragraph ▼ Underline Align Full (Alt + Shift + J) Select text color ▼ Paste as Plain Text Paste from Word Remove formatting Insert custom character Outdent Indent Undo (Ctrl + Z) Redo (Ctrl + Y) Help (Alt + Shift + H) By Katherine Parsons , Strategy Director What started as a conversation item in small pockets across the country is spreading like wildfire throughout the nation. No longer is a social mission a nice-to-have business item; it is a declaration of change. There is an emerging movement in business that is redefining the meaning of impact—to be something more. Fusing traditional business and social mission, entrepreneurs from every corner of the nation are signing on to the new, social business model. We have had the distinct pleasure of working with many of these social entrepreneurs. One of which is Larry Paul Tanning spa . Larry Paul is stretching beyond traditional business and rallying behind a philosophy that speaks to power of social change. We worked with Larry Paul, formerly Florida Tan, to refresh their brand identity and reflect their social responsibility. After the founder (Larry Paul) of the chain passed away, he left the business to his philanthropic Foundation. The new President of the chain sought to redesign and update the retail stores, articulate a new brand identity and name, and to refresh the design system. Larry Paul exemplifies the social entrepreneuriship trend , as the proceeds are going back to the Larry Paul Foundation. This weekend was a perfect display of the win/win results of social mission weaved into a company’s fabric. Employees gathered together in the grand Ohio Building to present a check to the charities their individual stores selected to raise money for. At the event, Larry Paul Foundation gave significant charitable contributions to 14 charities ranging from The Salvation Army to the March of Dimes to United Way to local animal rescue centers. Each charity representative spoke about the good they do in the local community and then the employees told touching stories about why they selected to raise money on behalf of that charity. The evening was personal and intimate, celebrating the vision of Larry Paul, the founder, as well as the success of the employees. Even the mayor of the town came out to celebrate the occasion and the community impact. The phrase “it’s a privilege to help” was touching, particularly as we face challenging economic times. Being able to see and feel the pride of all the stakeholders involved—charities, stores, employees—and to see the impact of their actions and the “impact meter” measuring donations rise, was truly a example of the good that can be possible. Being a social change maker in today’s times more than ever is a powerful privilege. Some tips for successfully weaving social cause into your company: 1. Believe in it. Larry Paul, the founder, had a vision that guided the company. The philanthropic mission of the company is visually displayed on the website and the front of retail stores : “Larry Paul Cares”. The very new name of the company—Larry Paul—also honors the man with this mission and constantly reminds employees and customers of the purpose. The visual identity with the heart also furthers the kind and loving goals of the company. 2. Engage all stakeholders. The vision may have started at the top of the company, but Larry Paul Tanning Spa cascades it down through all levels of the organization. Employees were empowered to select the charity of their choosing so that they would have a personal stake in the philanthropic efforts. Customers were empowered to give back to the community with “subsidized” upgrades on tanning packages which donated back to the cause. 3. Give Recognition. It is essential to recognize the efforts of those giving back in all their various capacities. For example, Larry Paul Tanning Spa gave the employee of the year award to the electrician who tirelessly devoted time to helping physically prepare the stores for the brand relaunch. Everyone’s actions rely on the others and it is important to recognize the interconnected importance of everyone’s dedication to success. 4. Aim high and measure impact. Set ambitious goals that people can be proud to make progress against. People want to know that their efforts are paying off. The sense of community impact is clear through presentations and personal anecdotes. If you are raising money, it is also important to set goals and measure your progress against them. Larry Paul Tanning Spa aims to increase revenues by 25% and drop costs by 25%. To measure impact, they had each store owner drop sand into a measure meter to track their progress in contributing to their $1.5 million goal. As the sand levels rose, so too did spirits. 5. Celebrate. Social mission is a win/win proposition, yet it is hard work. It is important to take time to have fun with it and celebrate the vision and those involved in it. Dinners like that mentioned here is a great way to celebrate your mission and to further inspire motivation and continued support of the cause. It is also an opportunity to bring together employees to meet each other rejoice and to further realize that they are a critical part of something bigger than themselves. It was a privilege to be a part of the Larry Paul branding process and to see a glimpse of the strength of social entrepreneurship in action. At the end of the charity evening, you recognized the beauty of celebrating something much bigger: a celebration of the possibilities and impact of a community coming together for good. Path : p » img.ngg-singlepic ngg-center
