final seminar
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tap water, environment protectionTRANSCRIPT
Tapwater.orgStrategic Communication Plan 2011
Jing MaPetros Chariskos2011-10-28 Uppsala
Current image in the media
Despite being a new company, tapwater.org:
O seems to be famous in many media channels.
O is well-defined by the media.O has attracted the interest of many
environmentally concerned people.
Situation Analysis
Situation Analysis
But is this enough?
Situation Analysis
“We need to go beyond just the media to look at the
broader environment and how we fit into it”
Situation AnalysisExamine the Environment
Tapwater.org
Demographic Force
Economic Forces
Technological Forces
Political Forces
Social Forces
O SWOT Analysis
Situation Analysis
Unique opportunity for the next six months:
O Approach volunteers who want to develop tapwater.org app for Android, WM7 and Blackberry devices.
O Conduct a survey about people’s attitude on drinking tap water.
Challenges to address in the next six months:O Prove that the tap water in London and general in UK is of
good quality.O Expand the network of refilling stations in all over UK
before the rival organization.O Gain the support of political authorities.
Situation Analysis
Goals and Objectives
O Mission Statement:
“Reduce the use of expensive and environmentally damaging bottled waters by establishing an extensive and high-density network of refilling points to make tap water easily accessible to everyone, at any place”
Main Goals
O Create social responsibility and awareness about the catastrophic consequences of the use of plastic bottled waters.
O Increase the number of refilling stations so as to give the chance to people to refill their reusable water-bottles on the go.
O Increase the sales of our reusable patented caps and create revenue.
Goals and Objectives
Objectives
O Broaden the range of mobile application users (Windows Mobile Operating Systems, Blackberry).
O Create our own channel on YouTube uploading videos from the events we have taken part so far.
O Join local service, church, and business groups. The more people we know, the more word-of-mouth and relationship marketing we generate.
O Establish at least one refilling station point in any transportation infrastructure and city center in any UK city in a short period of time.
Goals and Objectives
Objectives
O Prepare an information campaign about the good quality of tap water in OECD countries.
O Preparing a comprehensive proposal to authorities about having an active role in the Olympic games of 2012 in London.
O Working towards a refilling station every 400 meters in urban areas in London by the end of 2011.
O Increase the sales of lifebottle® and its accessories by at least 2% in the next month.
O Promote our products to existing supporters who haven’t still buy a lifebottle.
Goals and Objectives
Target AudiencesO Based on geographic and
demographic information
O Group 1 Young people (School and
University students)
O Group 2 People who want to save money
O Group 3 All business units in the urban
area of London that are capable to become
a refilling point
Target AudiencesO Based on psychographic
information
O Group 4 Tap water drinkers (Green
area)
O Group 5 Tap water drinkers who also
drink bottled water (intersection of
green and orange areas)
O Group 6 People who drink only bottled
water (the uncovered orange area)
O Group 7 Individuals /organizations
that are environmental concerned
Message developmentFive issues
Issue 1. Environmental damages
Issue 2. Tap water refilling
service
Issue 3. Cost/quality/taste of tap
water
Issue 4. Features of products
Issue 5. Purpose of selling
products.
Issue 1Issue Audience Audience needs
What you want your audience do, think or
feel
Intended impart for organization
1. Environmental damages
Group 1,2,4,5(Individual)
- Environment protection- sustainable - Social responsibility
- be aware of how the environment is damaged by the plastic bottles- refused to drink bottled water
Goal 1 Objective 2,
Group 3(Organization)
- sustainable development - Good reputation- Social responsibility
- be aware of how the environment is damaged by the plastic bottles - take the social responsibility- to become a refilling station
Goal 2 Objective 2, 7
MessageThe non-degradable plastic bottle is expensive and environmentally damaging. Everyone living on this planet should take the responsibility to make remarkable efforts to protect it. Now one thing you can do to contribute in environment protection is to refuse to drink bottled water and replace it by tap water.
Issue 2Issue Audience Audience needs
What you want your audience do, think
or feel
Intended impart for organization
2. Tap water refilling service
Group 1,2,4,5 - able to get access to tap water when they are out and about
- be aware of this service- using this service
Goal 1 Objective 1, 3, 4, 6
MessageWe are mapping points all around the UK making it convenient for you to fill up your reusable bottle with tap water, for free. Take a look at the map on our website or by using our iPhone app. You can also locate refilling stations by looking out for our blue ‘refill here’ sticker in participating shop windows.
Issue 3
Issue Audience Audience needsWhat you want your audience do, think or
feel
Intended impart for
organization4. Cost /quality/ taste of tap water
Group 5,6 - saving money- good quality of drinking water
- be aware that the quality of tap water is as good as bottled water.- Tap water is approximately 500 times cheaper than bottled water. - be aware the taste difference between tap water and bottled water is minor. - replace bottled water by tap water
Goal 1Objective 5
MessageUK has the best quality of tap water in the world[4]. Our free tap water refilling service allows you to fill up your reusable bottle with tap water for free and the taste is just as good as bottled water.
Issue 4Issue Audience
Audience needs
What you want your audience do, think or
feel
Intended impart for
organization4. Features of products (Lifebottle and its accessories )
all tapwater.org’s user
- having a stylish, convenient, useful and reusable bottle to refill tap water
Be aware of: - revolutionary and patented cap design - The twin wall with vacuum insulation means your drink will stay cool (or hot) for up to 20 hours- Made of high quality stainless steel, grade 304BPA free- 100% recyclable purchase lifebottle and/or its accessoriesDo:- Purchase the lifebottle and/or its accessories.
Goal 3Objective 8, 9
MessageThe lifebottle is a high quality, convenient, stylish and reusable bottle with revolutionary and patented cap design. It’s useful accessories can be used to improve the taste of tap water or to keep the water cooler for longer.
Issue 5Issue Audience Audience needs
What you want your audience do, think or
feel
Intended impart for
organization
6. Purpose of selling products
all tapwater.org’s user
- Support the activities of tapwater.org- Take the social responsibility
be aware of: - All profits from the sales of bottles will be used to: raise awareness of the damaging effects of bottled waters on our environment; expand our network of refilling stations;and provide mains fed water machines for educational establishments.To do: - Purchase the lifebottle and/or its accessories.
Goal 3Objective 3, 8, 9
MessageAll profits from the sales of our bottles will be used to raise awareness of the damaging effects of bottled waters on our environment; expand our network of refilling stations; and provide mains fed water machines for educational establishments
Communication Channels
O Electronic communicationO Internet O No commercial advertisementsO limited resourcesO primary communication vehicleO Cheap, fast, easily to reach our audiences
O Face-to-faceO Best way to engage peopleO bring people together and pass the strong emotion to the audiences.O speech to school kids and university students
O VideosO powerful communication vehicleO repeatedly used and fast spread
O Printed materialO Newspaper, magazine O What we do is commendable and may cause interest of the journalists O Operation performed in a “Green” way
O Street festivalsO a very direct and effective way of communication.
Thank you!Any question?