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Building Your CSR Brand – How to Tell the Social Impact Story

September 13, 2016 @ 11:30 am - 1:00 pm

Being a good corporate citizen is no longer just one of the boxes companies must check in creating their overall brand and corporate reputation mix – it’s now a mandate for successful engagement with internal and external stakeholders and the new norm for business performance. In a recent Nielsen global online survey, 66% of respondents said they’re willing to pay more for products and services that come from companies who are committed to positive social and environmental impact, up from 55% in 2014 and 50% in 2013.

While most companies are successfully building and managing social purpose programs that are “doing” the good works stakeholders demand – and our communities and the planet need – they may not be maximizing opportunities to share these good works and fully engage their audiences through the art of powerful storytelling. Yet, as the studies show, social impact awareness and engagement pays.

Join IABC Orange County to learn more about maximizing reputation and brand-building opportunities for your company’s or clients’ corporate citizenship efforts during our annual CSR-focused Network & Knowledge series event on Tuesday, September 13.

We will explore new ways communicators can tell the social impact story, including:

  • Building a strong foundation: Harnessing the power of truly meaningful, authentic programs that are aligned with brand and marketing initiatives
  • Creating human interest stories: Applying the principles of good journalism to CSR … it’s more than just a news announcement
  • Maximizing your channels: Using pictures and video to bring CSR stories to life in owned, earned, shared and paid media
  • Mobilizing ambassadors: Rallying internal audiences to share the message
  • Earning trust: Aligning communications with expectations for social purpose programs, as well as transparency and governance practices

IABC board member Lisa Falcetti, a corporate communications consultant focusing on CSR and social purpose programs, will moderate our panel of experts.


Charles Antis
Founder and CEO, Antis Roofing and Waterproofing, Inc.

Charles began his successful career in the roofing industry in 1984, after moving to Southern California from Provo, Utah where he attended Brigham Young University. Charles is a member of numerous roofing associations and business groups, including Vistage 390, which helps to advance the growth of other Orange County businesses by providing support and leadership for owners and executives. A proponent of multi-tenant housing ownership education, Charles has served for 20 years on the Education Committee of the Community Associations Institute (CAI), teaching maintenance responsibilities to board members and community managers. He is a member of the Board of Directors for the Orange County Chapter of Habitat for Humanity, and his company, Antis Roofing and Waterproofing, has donated every roof installation of every home built by Habitat OC since 2009. Charles is also involved with the National Roofing Contractors Association (NRCA), as a Business Leadership and Consumer Outreach committee member. Charles is a proponent and local thought leader of corporate social responsibility which follows the belief model of “doing well by doing good.”

Sarah Huoh
Senior Director, Global Communications, Edwards Lifesciences

Sarah Huoh is Senior Director, Global Communications, at Edwards Lifesciences, the global leader in patient-focused innovations for structural heart disease and critical care monitoring. Huoh leads a team of public relations professionals focused on developing and implementing Edwards’ external communications strategy to support the company’s profile as a leader and innovator in the health care and larger business communities. Through this work, Huoh identifies opportunities for strategic stakeholder and media engagement and also develops presentations and speeches for executive team members for both domestic and international industry, academic, government and business forums. Among her prior roles, Huoh has served as an adjunct professor in public relations at the University of Southern California (USC). Huoh graduated summa cum laude from USC, with a bachelor’s degree in public relations and a minor in business administration.

Shellie Frey
Group Vice President, Corporate Communications, Golden State Foods

Shellie Frey currently serves as Vice President of Corporate Communications at Golden State Foods, one of the largest diversified suppliers to the food service industry. She oversees all internal and external communications for the company as well as its non-profit charity, the GSF Foundation for kids. During her 14-year service, Shellie has helped the company grow from $2 billion to its current $7 billion. Prior to GSF, Shellie served in a variety of communications roles for a number of companies including: the 2002 Salt Lake (Olympic) Organizing Committee, TouchStone Software, and Fieldbrook Productions. She is a published writer in dozens of national monthly magazines and is a national book author. Shellie holds Bachelor and Master of Arts degrees in Communications from Brigham Young University, where she also taught as a guest professor for several years.

Tyler Wagner
Director of Client Strategy, thinkPARALLAX

Tyler Wagner is Director of Client Strategy at thinkPARALLAX, a creative communications consultancy dedicated to building brands with purpose. Tyler has tackled strategic challenges alongside a diverse range of clients including Southwest Airlines, Qualcomm, International Paper, and Beam-Suntory, among others. Originally from Lincoln, Nebraska, Tyler is a graduate of the University of Missouri, has professional certificates in graphic and web design from the University of California, San Diego, and is certified in GRI G4 Sustainability Reporting. An avid cyclist, Tyler enjoys spending his free time outdoors or in the kitchen with his wife Natasha and their dog Bernell.

As we do each year for our September Knowledge & Network Lunch, we are honored to partner with Habitat for Humanity in recognition of our country’s National Day of Service and Remembrance, commemorating the anniversary of 9/11. We invite you to make a huge difference in the lives of one Orange County family who recently purchased a home through Habitat for Humanity of Orange County. We’ll be collecting items for the Hernandez family at our meeting. Check here for a list of suggested items and to learn more about the family.          


September 13, 2016
11:30 am - 1:00 pm
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