PNC Financial: Grow Up Great (A)

In 2003, PNC Financial focused its corporate citizenship and philanthropic resources on a ten-year, $100 million investment in early childhood education called PNC Grow Up Great. The case tracks the origination of Grow Up Great, how it was developed and implemented within PNC, and some of the key challenges and successes of the program during its first 5 years of operation. Key elements of the case are the process by which PNC decided to focus on Grow Up Great as its signature program, and how the program was designed to provide extensive volunteering opportunities for employees. The case also explores how PNC leadership has engaged in extensive advocacy on the issue of early childhood education. The branding and marketing issues associated with Grow Up Great and how it fits in PNC's organizational structure are also highlighted in the case.