Strategy
Howland PR was hired by Texas Instruments to provide strategic advice for its supplier diversity program within the North Texas region. In order to support and promote TI as the supplier diversity leader we needed to gain an assessment on public perception, awareness and feedback from suppliers within the region.
Tactics
HPR advised TI to enlist third party participation from a regional diversity magazine – Minority Business News (MBN). The Minority Business News worked with HPR and Reid Consulting Services, a local research and consulting firm to gain access to and survey minority- and women-owned businesses in the Dallas/Fort Worth area. On-line surveys were distributed with technical support from TI. The study measured perceptions about the current state of supplier diversity in North Texas. Over 500 MWBEs responded with a wealth of information regarding their expectations of corporate supplier diversity managers and advocacy organizations, barriers to opportunities and suggestions for improvement. TI was consistently ranked among the Top 5 Companies as a leader in supplier diversity.
Results
The magazine announced the results of the survey through a series of roundtable discussions involving MWBE advocacy organizations in North Texas and corporate Supplier Diversity professionals and MWBE’s.
The results spurred discussions and provided new data on the State of Supplier Diversity in North Texas, and internal momentum for TI increasing their credibility. To view the State of Diversity in North Texas survey results, click here.
Additionally, Texas Instruments was recognized as a diversity leader and featured in Minority Business News Texas and The Dallas Morning News’ Diversity Magazine.
Develop and implement a national diversity communications strategy to build the
company’s reputation for workplace, workforce and supplier diversity.
Research awareness of company with each audience. Create
opportunities for access to talent, suppliers
and thought leaders via strategic sponsorships. Focus media relations
on diversity best practices.
This Diversity Communications Plan has also contributed to Pitney
Bowes’ recognition by Catalyst, a leading research and
advisory organization working to advance women in business. Pitney
Bowes was named DiversityInc Magazine’s #1 Company
for Diversity in 2004, and recognized by Fortune Magazine,
Hispanic Magazine, Black Enterprise Magazine, Working Woman Magazine,
Asian Enterprise Magazine, Careers & the DISABLED Magazine,
Diversity & the Bar Magazine and others. These recognitions
increased the company’s credibility with
internal and external stakeholders regarding its leadership and
commitment to diversity.
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