Over the years, Cable & Wireless has donated millions of dollars to many worthy
causes within the region, from the sponsorship of major sporting events, educational and health programmes, Special Olympics and road safety campaigns to small donations to individual families in need.
The company has established certain for sponsorship activity based on the company's strategic direction, as articulated by our Chief Executive. This allows us to objectively evaluate sponsorship requests base don certain evaluation criteria. The aim is to maximise the positive effect of our donations to the community and on our stakeholders.
Sponsorship falls into two categories:
Commercial
A joint business venture between Cable & Wireless and an event organizer whereby, in exchange for financial and/or other support from Cable and Wireless, the event organizer agrees to provide tangible returns to the company in the form of publicity, point of sale opportunities, product promotion and/or other agreed benefits.
Philanthropic
A financial contribution to a bona fide charitable cause or organization that demonstrates the company's role and commitment to the community as a good corporate citizen.
Objectives
- to contribute to the communities within which we operate while enhancing Cable & Wireless' brand equity
- to maximise revenue opportunities for sales/usage of products and services
- to maximise the visibility of our sponsorship contributions through effective Public Relations to generate customer loyalty
Our focus will be on supporting projects that advance the development of Education, Sports, Health and Community Development within the region. These areas have a close fit with the Cable & Wireless brand characteristics. While all categories will be given active consideration, the clear emphasis is on educational projects befitting a wide cross section of society.
Within these four broad sponsorship categories we will evaluate each request objectively and support only those which satisfy the established criteria:
Strategic fit - does the project have a close fit with the criteria set out in these guidelines?
Brand equity potential - will it provide Cable & Wireless with the maximum opportunity to positively promote its position in the community?
Synergy with community development - does it benefit community need?
Effect on community - will it have a significant and/or long lasting positive impact on the community?
Affordability - do the agreed returns offer value for money? Is this a project that the company can afford to take part in, given the cost and available budget?
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