SITE Crystal Awards 2016 – BCD Meetings & Events Case Study

Award: Most Impactful Effort Toward Corporate Social Responsibility as Part of an Incentive Program

Winner: BCD Meetings & Events, Chicago, IL USA

Title of Winning Program: Goodyear Champion 2016

Goodyear has recently combined their Latin America and North American regions into one:  the Americas. The goal for this annual incentive trip – that took place in Puerto Vallarta, Mexico, was to reward and connect team members from across the region. For the first time ever, a CSR component was integrated into the program to bring the team closer together and to positively impact the lives of the local community with a lasting contribution – a new playground for a local school in need.

The CSR initiative demonstrated best practices by recycling used tires and repurposing them as a jungle gym and playground for a school. Taking into account the environmental benefit of recycling tires, and the socioeconomic benefit for the community, this project positively impacted all stakeholders. Parents, teachers and government officials who also contributed to the successful day joined Goodyear employees. The results are tangible: 1,000 children have a playground where they can be active, promoting health and well-being. Local media, establishing good rapport within the community, covered the event.

The CSR component exceeded all expectations. It created an opportunity outside the corporate setting for employees to connect in a meaningful way and form friendships that still remain after the end of the program. The engagement among associates during the program translated to engagement back at the office, creating the unified team that Goodyear wanted. It also increased brand value in the region as it demonstrated collaboration between the brand and consumers to improve the quality of school amenities in the community. The return on investment was substantial considering customer satisfaction, with an overall approval rating from participants of 99%.