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Today’s Agenda
• Introductions, check-in, warm up• SD issues & how to run a campaign• Audiences• Messages• Channels• Management & Measures• The Pitch• Summing up, thanks and close
1. Big picture
2. Technically correct
3. Be cool
4. Belong
5. Only stories work
6. Optimism
7. Glory button
1. Big picture
2. Technically correct
3. Be cool
4. Belong
5. Only stories work
6. Optimism
7. Glory button
8. Change is for all
1. Big picture
2. Technically correct
3. Be cool
4. Belong
5. Only stories work
6. Optimism
7. Glory button
8. Change is for all
9. We need more heroes
1. Big picture
2. Technically correct
3. Be cool
4. Belong
5. Only stories work
6. Optimism
7. Glory button
8. Change is for all
9. We need more heroes
10. Personal circle
Developments
• UN decade of Education for SD 2005-10
• Sustainable Consumption Round Table
• Securing the Future communications
• Compass Network
Conclusions
• Don’t need to communicate the term SD
• Confusion over information v. motivation
• NGOs and corporates still leading the way
• Lots of Potential!!!
How to develop a communications Plan
1. Understand the situation
• Context
• Use existing research
• Define objectives
• What’s the timeframe?
2. Audience Research
• Who is/are the target(s)?
• What motivates them?
• What do they read, watch, listen to?
• Who do they listen to or are influenced by?
3. Setting specific objectives
• Are your objectives realistic?
• Have you defined what attitudes/behaviours will need to change?
Values Modes: Who are we talking to?
• 21% Settlers– Security/sustenance driven, backward
looking, yesterday was better
• 44% Prospectors– Esteem/outer-directed needs, ‘in the now’,
fashion, status, success
• 35% Pioneers– Inner-directed needs, ethical, self-exploration,
look forwards, like change and discovery
Promoting Photovoltaics…
Settlers
Prospectors
Pioneers
ACTIONSomeone else
SOLUTIONI’d rather not change
INCENTIVEQueen, council, neighbour = ‘normal’
We should organise
I’ll do it myself
If fashionable
Good for planetEthical imperativeLet’s do it!
Network of interesting people doing it for a good cause
Add value, latest thing/trend
Market Research
• Who is/are the target(s)?
• What motivates them?
• What do they read, watch, listen to?
• Who do they listen to or are influenced by?
Message Rules
Set a central message
Tailor the message to different audiences
Engage your audience’s emotions
10 WORDS OR LESS
channels1. Direct marketing - direct
mail/e-mail/cold calling2. New technology - SMS etc3. Education channels (schools,
higher and further education)
4. Sponsorships 5. Advertising
– Radio– TV– Press– Online– Media– Editorial– Press releases– Specialist and
mainstream9. Viral (e-mails etc)10. Exhibitions11. Celebrity
endorsements
12. Online (web and web-log)13. PR Stunts14. Business
communications15. Networks/forums/
conferences16. Entertainment media
(product placement)17. Road shows18. Cultural events19. Speeches20. Consultations/ dialogue21. Competitions22. Anniversaries23. TV programmes24. Loyalty/coupons - some
type of offer25. Reports, brochures,
newsletters etc26. Awards
• News, Features and Listings (print, radio, electronic)• Broadcast• Lifestyle• Local, community and regional media outlets
Free Channels
Paid Channels• Branding• Collateral• Advertising – magazines, commercial TV, radio, local print• Sponsorships
channels1. Direct marketing - direct
mail/e-mail/cold calling2. New technology - SMS etc3. Education channels (schools,
higher and further education)
4. Sponsorships 5. Advertising
– Radio– TV– Press– Online– Media– Editorial– Press releases– Specialist and
mainstream9. Viral (e-mails etc)10. Exhibitions11. Celebrity
endorsements
12. Online (web and web-log)13. PR Stunts14. Business
communications15. Networks/forums/
conferences16. Entertainment media
(product placement)17. Road shows18. Cultural events19. Speeches20. Consultations/ dialogue21. Competitions22. Anniversaries23. TV programmes24. Loyalty/coupons - some
type of offer25. Reports, brochures,
newsletters etc26. Awards
Management and Measurement Rules
Can’t manage comms by committee
Try it! EVERY LITTLE HELPS
Share learning
• Qualitative research (focus groups) • Quantitative analysis (surveys,
stats and press clipping)• Impact and influence (the
objective!)• Interest and follow-up (questions)
Measurement
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