Tuesday 16 September 2014

LASACO... keeping brand equity alive through CSR


OPINION
By Florence Utor

IN line with its corporate vision to create an exceptional positive image in the minds of its identified target audience, LASACO Assurance is scaling up its corporate social responsibility platform with a focus on building strong brand personality. The areas of focus for the brand are security and education which are critical platforms to contribute meaningfully to the society.

And to deepen its brand equity, the insurance firm partnered the elementary school feeding programme O' meal of the State of Osun. Through the partnership, the insurance company fed 10,000 students in one day. This has been described as a vantage platform to build share of voice and generate good will. In addition to being a strategic avenue for LASACO to connect directly with the students who are future leaders of the country.

The Group Managing Director, Mr. Olusola Ladipo-Ajayi stated, "LASACO is determined to show more interest in the well being of our children as they are the future leaders of Nigeria. We are building a socially relevant brand that impact lives positively."

According to him, the goal of the company is to deliver exceptional stakeholders value by offering first class innovative products and services. Beyond its service offerings, the brand is poised to become a socially relevant brand that places huge premium on societal development.

Another area where the firm has exemplified its brand personality is by donating to the Lagos State Security Trust Fund (LSSTF). The donation made to LSSTF by LASACO underscores its avowed commitment to remain a good corporate citizen. This is a strategic avenue to build a strong and virile brand that is relevant to the society.

The objective is to create an exceptional brand through its positive perception by the key stakeholders. The intervention for the Lagos State Security Fund is intended to address crime menace and support the government efforts. The strength of any brand is to become active in the minds of the target audience and also generate favorable perception of its activities within the community within which it operates.

The Corporate Social Responsibility (CSR) projects are aimed at creating touch points for the identified target audience to feel the relevance of the LASACO brand in their lives. CSR is also a potent tool to create and nurture enduring relationship with the target audience.

LASACO's drive to remain relevant in preparing future leaders is further demonstrated on the CSR platform through financial support the company has been given to Lagos Empowerment and Resource Network (LEARN) to organise one of its main programmes - summer school. LEARN summer school programme is designed to empower student with practical skills that would make them self- reliant and inculcate entrepreneurial skill in different areas of endeavours. Practical skill areas include shoe making, bead making, event decoration, barbing, catering, soap making, photography among others. LASACO believes tomorrow is certain when future leaders are properly groomed and nurtured through investment in their education and empowerment with practical skills that would make them self-reliant.

LASACO MD said "our support for LEARN has been on in the last 3 to 4 years due to our belief in being a socially responsible corporate organization as well as sustaining the legacy of our former chairman, late Chief Akin Leigh, who initiated the collaboration with LEARN. This great initiative aligns with one of LASACO's strategic business principle of striving to better the society, particularly using corporate social responsibility platform and therefore deserves sustenance.

"LASACO cannot but give support to Lagos State Government's drive to lay a solid foundation for the future leaders. Lagos State government has also been very supportive of LASACO as a corporate entity," he added.
LEARN is an initiative of Lagos State First Lady and Wife of the Governor, Dame Abimbola Fashola.

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