Rebecca's posts

14 September 2010

J Sainsbury plc: Corporate responsibility

Rebecca Ford Senior Consultant | Read all Rebecca's posts

We’ve recently completed the annual update to the Responsibility section of the J Sainsbury plc corporate web site.

Corporate responsibility
The corporate site has been fundamental to communicating Sainsbury’s CR messages for many years. Sainsbury’s was one of the first companies to publish an online CR report; you can access all its online reports since 1998 on the site.

As in previous years, this year’s online CR report is integrated into the Responsibility section of the site, rather being a standalone microsite. However, as a result of stakeholder feedback, this full report is now only available online. It is supported by a pocket-sized CR review, available to download from the site that contains top-line information about Sainsbury's work on CR.

Instead of providing a PDF of a printed report, a CR Report PDF was generated from the online content when it was published; this is available to download. In addition, users can create their own report by using the report tools. 

Project objectives
The web site is integral to Sainsbury’s strategy for communicating Corporate Responsibility. The Responsibility section acts both as CR report and as a place for ongoing reporting. It should:

• Fully represent the work Sainsbury’s does on a daily basis – something that an annual CR report cannot do
• Encourage interaction and communication, making CR issues interesting to a wide audience
• Provide an opportunity for Sainsbury’s to present its views on key issues.

Design approach
It’s aligned closely with the main corporate site, retaining core design principles. Yet it has its own distinctive design components incorporating the branding used for CR offline. Imagery is an important element throughout both the online and offline communication.

In addition to the online work we also designed the printed material. The look and feel of the CR Review booklet complements the online section, with strong imagery and colour. The CR communication suite was completed with the provision of posters and pop-up banners for use in store and at other events.

The result
The Responsibility section makes the issues interesting for everyone, not just CR specialists. It helps to communicate the company’s approach, progress and achievements by being true to its CR proposition – ‘Our values make us different’.

Communicating the CR proposition
A Flash movie has been incorporated in a prominent position on the section homepage. This introduces the CR proposition and explains each of the five core values providing quick links to related content and hot topics.

Video is used prominently throughout. The videos feature senior managers explaining the proposition and values and highlighting the commitments and progress Sainsbury’s has made.

Each of the values is also supported by detailed content explaining the commitments, activities, progress and next steps. Case studies help to bring the content to life and demonstrate real actions.

Topical discussion
We introduced ‘Hot Topics’, an area where Sainsbury’s can give its view on topical issues relating to each of their values. To encourage open dialogue and engagement, readers can rate this content and comment on it, as well as share it through social media channels.

Take a look and, as always, I’d be interested to hear your thoughts.

Any statements made in these blog posts are the views of the blogger and do not necessarily represent the views of The Group.