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I liked to believe I could take full credit for this idea, but it took many company volunteers to make it work as successfully as it did.

The basis for the idea was that, due to transportation costs and that our company was 30 miles from a major city, we sent out 40 vans each morning at about 7 am to pick up 400 employees from the end of the subway line, and drove them to work. Then, at about 4 pm, the vans did the return trip. When I saw the vans sitting uselessy in the parking lot from 8 am to 4 pm, the idea struck me.

To make a long story short, we enlisted about 100 employees who'd ride the vans to spend a two-hour lunch period once a week visiting residents in nearby nursing homes. Several talented members of our troupe also sang, did stand-up comedy and played music during the visits. This got us considerable print publicity, as well as local and national TV news coverage and a wall full of community service awards. Not incidentally, our sales reps also told us the heavy media publicity helped them sell their products and services.

My point is that community service is one important way business organizations can get considerable free publicity for their products, services and employee recognition. Our primary marketing job was to make the buying public constantly aware of the quality of our sales staffs, products and services. Additionally, by putting forth creative and active volunteer efforts, we also took on our responsibilities as community neighbors and fellow citizens.

Learn more about this author, Ted Sherman.
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