Branding Exercise. (COR Meeting, February 17, 2011)

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1 Branding Exercise (COR Meeting, February 17, 2011) Target Audience 1. Who is the target audience now? employers, owners employees, employee representatives employers with high injury costs industrial operations that have a safety sensitive workplace existing certified organizations business that must be certified as contractual obligation 2. Who should the target audience be? employers, future employers employees those who work with contractors, purchasers consumers / end users media businesses that want to be more effective/efficient employers with poor claims experiences all BC residents 3. What is important to the target audience? value for effort; cost-effective beneficial increased safety, decreased injuries business survival and sustainability trust in the certification process systemic processes; driving continuing improvement through auditing being happy and living the good life COR follows through on what it promises 4. If you think of yourself as the target audience: Why would you prefer to buy from or do business with a COR certified company? they have their act together are doing more than just what is required socially responsible proactive and forward thinking they are competent they care about their employees this business manages its health and safety baseline H&S program in place meeting contractual obligations in supply chain quality services and products message that conscientious business practices apply to other areas (on time, fair and honest, etc.) their actions meet their words, they have integrity liability due diligence my money is going to a higher purpose The COR certified company has a proven safety record that values their employees & the community/ 5. If the target audience is the public, what does COR mean to them?

2 currently nothing public is not the target; future this company is awesome! value for their tax $ need a strategy to engage the public more with COR hard work, commitment better built homes, bridges, hospitals, etc. company who cares organization with noble goals to make the world a better place and to provide a better life experience for individuals higher costs responsible management accountable for their actions recognition for good practices

3 The COR Promise 1. What does COR certification mean now? more competitive a process that takes time & money rebate program, reduction of overall premium rates ability to bid on contracts too product/result oriented standardization potential value baseline, not exemplary, safety management system 2. What should COR certification mean and represent? excellence, highest safety standards continuous improvement met minimum safety standards appreciation for the process (not just the certification product) efficient company to do business with lower injury rate, quicker return-to-work we work together superior health and safety management proud employee engagement in workplace collective understanding safety is everyone s responsibility stronger recruitment & retention programs celebration of collective safety commitment quality from top to bottom 3. When an employer holds up his certificate [is COR certified], what should it mean to the company? recognition that a certain standard has been reached achievement demonstrates commitment competitive advantage industry leader has started the process meets subcontractor obligations 4. What should COR certification mean to the employees? involvement team player healthy and safe place to work; a good place to work employer of choice opportunity to improve employees are valued people before profits unlikely to mean anything My company cares about me and its customers My employer cares about my health, safety, and well-being 5. What should COR certification mean to the public? this company is forward thinking, progressive, has a positive influence in the community high quality trust

4 security integrity rated by an independent assessor products will be safe and of high quality This employer recognizes its responsibility to its employees COR represents a low risk, high value company This is a professional & well-managed organization that is socially responsible. This company is safe for my husband / wife / kids unlikely to mean anything

5 Customer Experience 1. For a company who wants to be COR certified, what should the Customer Experience be? 2. In other words, think of this as our character. What character do we want to portray to our customers? reliable positive fair engaging, friendly, caring trustworthy, reliable efficient quality, integrity supportive of the COR journey informative plain language (no legalize) clear and easy to access, to understand, and relate to passionate for the people supportive, understanding logical flow dynamic providing proper information to achieve their objectives valuable industry-relevant professional, expertise personable, human, customer-focussed service-oriented anticipating clients needs framework for success motivating prestigious, worth the effort, not a rubber stamp (make the experience challenging) We re in this together, you re not alone. 3. What is the Customer Experience now? confusing expensive impersonal, uninvolved practical guidance standard-setting stigmatized by WorkSafe association forced interaction annoying counter-intuitive difficult to certify questioning intimidating distant perceive lack of value for consumer burdensome, administrative overload (esp. for owner-operators) inconsistent (materials, training, resources) within CP group turnover among CPs as COR keeps growing inefficient (slow to receive rebate)

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