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EHL STUDENT BUSINESS PROJECT 2014
DIVERSEY CARE
CommunicationStrategy
Development
Deliverable 1
Re-imagining Sustainability Thought Leadership
Deliverable 2
Deliverable 3
Deliverable 4Implementation Plan
& Training Deck
Toolbox Library
KPIs & Model forMonitoring
OUR MISSION
To re-imagine Diversey Care Hospitality sector’s“Sustainability Thought Leadership Strategy” by highlighting
various appropriate tools, channels and content forimplementation in order to reach the global target audience of
hospitality chains and independent hotels.
Methodology &Market
ResearchFindings
Title Here Title Here
AGENDA
1. 2. 3. 4. 5.
Deliverable 4:Key Point
Indicators and aModel for
Monitoring
Deliverable 3:Exhibition of theToolbox Library
Deliverable 2:Implementation
Plan
Deliverable 1:Development ofDiversey Care'sCommunication
Strategy
MARKET RESEARCH | METHODOLOGY
5 BestPractices ofSustainability
ThoughtLeadership
3 FocusGroups withEHL students
28 Interviews withIndustry Professionals
including currentcustomers of Diversey
Care
Leadership
MARKET RESEARCH |Best Practices
Using visual stimuli to display information
Effective campaign through great exposure across allchannels
Use of evocative imagery to create subconsciousassociations
Encouraging interactions with customers
Sustainable movements are accompanied by a CSRcampaign
MARKET RESEARCH |Focus Group Findings
Sustainability extends further than internal operations
Sustainability covers supply chains, partnerships andresponsible investments
Thought- leaders don’t always do more, but show more
Online platforms as well as third party reporting
CSR efforts, environmental efforts, waste reduction &“green” products
MARKET RESEARCH |Interview Findings
WHAT DO THEY CARE ABOUT?
Local
Reputation of thecompany
Ecological products
Certifications
Environmentalfriendliness
Sales strategy
Eco-labeling
Quality
NEEDS & VALUES: EXPECTATION
Strong Sales program
Supporting of sustainablefoundations
Visibility
Emotional connections
Innovation
Clear ethical values
Certification
Visibility
Emotional connections
Availability of anenvironmental department
Meeting customerexpectation
Availability of anenvironmental department
Company track record
DESIRED CONTENT
Impact on theenvironment andcommunity
Diversey Care’s internalenvironment &company culture
Future plans
Products
New product updates
Impact onenvironment &community
Product support &expert insights
DESIRED COMMUNICATIONCHANNELS
Monthly newsletters
Brochures
Sales representatives
Reports & Editorials
Samples
Website
Website
Newsletters
Brochures
Social Media Platforms:LinkedIn
DELIVERABLE 1
PROPOSEDCOMMUNICATION
STARTEGY
InternalAssessment
ExternalAssessment
Developement of Diversey Care's Communication Startegy
INTERNAL ASSESSMENT
-+Sustainable andenvironmental initiatives
Communication ofsustainability efforts
environmental initiatives
Innovative “green”products
Broad view of sustainability
Desire to extendsustainability further thaninternal operations
Diversey Blog
sustainability efforts
Website
Promoted content
Social Media Platforms
Diversey Care EcoLab P&G Clorox
Newell Rubbermaid
0
6
12
Competitive Score
EXTERNAL ASSESSMENT
Cus
tom
er
PROPOSED COMMUNICATIONSSTRATEGY
To enable Diversey Care to become a Sustainability ThoughtLeader
AIM
Cus
tom
erTo communicate Diversey Care’s sustainable efforts in an effective, and efficient manner through
various channels of communication.
Hotel chains, mid- to upscale independent hotels, market for talent/future industry leaders
The marketing team, professional writers, subject matter experts, professionaleditors
MISSION
AUDIENCE
LEVEL OF TEAM INVOLVMENT
WHAT? HOW? WHO?
Busin
ess
Impa
ctIn
tern
al P
roce
sses
Cus
tom
er
DELIVERABLE 2Developement of Diversey Care's Communication Startegy
Capabilities The TrainingDeck
RECOMMENDATIONS& IMPLEMENTATION
KEY
RESEARCH
IMPLEMENTATION
CHANNEL
CAPABILITIES
#1 Integrate sustainabilityeverywhere
Low awareness of Diversey Care’s sustainableproducts and practices
Website design to include sustainability/CSRtab and implementation of new mission &vision
Diversey Care home website 6 Months
Web-Designer
#2 Emphasize sustainabilitycertifications
Chain hotels place a weighted importanceon certifications
Hyperlinked certification logos to beimplemented to home website and productsas well as in new sustainability tab
Diversey Care homepageDiversey Care products3-4 Months
Web-designer & Product Designer
#3 Increase Awareness for CSRCampaigns
CampaignsBest practices revealed the effectiveness ofawareness for CSR campaigns, resulting inthought leadership
Through infographics, editorials, newsletters,flyers and calls to action
Facebook, LinkedIn, Twitter, Flyers, CMMOnline.com, Hospitalitynet.org, HotelNewsNow.com,Greenhotelier.org, Cleanlink.com 2-3 years
CSR Manager
#4 Exploit Partnerships
Credibility is reinforced through partnershipswith leading enterprises, while providingadditional linkage
Negotiate terms with partners and existingclient hotels to implement hyperlinkedDiversey Care logo on their homepages
Partner Websites, Existing Client Websites,Diversey Care Website1 Year
Director of Partnerships
#5 Connect with Future IndustryLeaders
Lack of brand awareness among young generation.Sources of awareness include leaning in school,sponsored case studies & hands on experience
Targeted workshops, contests, internships, editorials,webinars and hands-on experience
Leading International Hotel Schools (EHL, GIHE, HTH,Cornell Hotel School) 1-2 Years
Director of Partnerships
#6 Optimize Referrals & Linkage
Primary research revealed skeptisism of third partysources. Advocacy found on associated websites
Targeted advertisements published on sustainabilityand hospitality related blogs & websites
Google AdSense published on sustainabilitywebsites/blogs 1-2 Years
Data Lead Manager
#7 Provide On-Site Training andEducation
Post-purchase service is an important value toDiversey Care’s customers
Educates employees and reinforce sustainabilityleadership through the added value of customersatisfaction
Customer Training & Development
Sales & Support Expert
#8 Improve Website Ranking onG gle
Chain hotels place a weighted importanceon certifications
Hyperlinked certification logos to beimplemented to home website and productsas well as in new sustainability tab
Diversey Care homepageDiversey Care products3-4 Months
Search Engine Marketing Specialist
Secondary research revealed presence in topresults in thought leadership
SEO: optimize meta tags, associated searchwords and links and update information
Diversey Care homepageDiversey Care products3-4 Months
#9 Use Social Media as anInteractive Tool
Low interaction and awareness level ofDiversey Care’s current social mediaplatforms
Improve interaction level on social media platformsby posting questions, appealing content & reactingto followers’ engagement
Social Media platforms; Facebook, Twitter,YouTube and Diversey Blog 3 Months
Multi platform media manager
#10 Foster Engagement throughEmail MarketingDiversey Care’s values pertaining tosustainability are not accurately reflected inthe eyes of their consumers
Publication of newsletters, webinars,infographics, flyers & email marketing
Social Media & Hospitality/Sustainability websites,Sales representative, offline/print content
Communications Manager
STRATEGY IMPLEMENTATION TIMELINE
THE TRAINING DECK
Inform and educate Diversey Care’steam about Sustainability Thought
Leadership
Provide useful tips how to implement thestrategy
Inspire and influence the teams futurebehavior and way of work
DELIVERABLE 3
General Public aswell as Future
Industry leaders
IndustryProfessionals with
Mid-UpscaleIndependent
Hotels
IndustryProfessionals
with HotelChains
The Toolbox Library
TOOLBOX EXHIBITION
DELIVERABLE 4
Model forMonitoring
Targets &Objectives
Key Performance Indicators & a Model for Monitoring
KEY PERFORMANCEINDICATORS
Integrate sustainability toeverything
TOP OF MIND BRANDING
Target Data Measure KPI Objective
Interviews/Surveys WithExisting And Potential
Customers
APPEAR IN TOP 3 MOSTSUSTAINABLE BRAND
BY 2016
Target Data Measure KPI Objective
Emphasize certifications andawards
AWARENESS RATE
Interviews/Survey WithExisting And Potential
Customers
REACH 90% BY 2016REACH 60% FIRST 6
MONTHS
Raise awareness about CSRcampaigns
TOP OF MIND BRANDING
Target Data Measure KPI Objective
TOP OF MIND BRANDING
Interviews, Surveys, FocusGroups With Clients, IndustryExperts And Future Industry
Leaders
APPEAR IN TOP 3CSR CAMPAIGNS BY
2016
Target Data Measure KPI Objective
Raise awareness about CSRcampaigns
ENGAGEMENT RATE
Facebook, Twitter,LinkedIn, Youtube,
Diversey Blog
MINIMUM OF0.52% BY
2016
Exploit partnerships
Target Data Measure KPI Objective
NUMBER OF REFERRALS FROMPARTNERED COMPANIES
Browser Link:// Tool
INCREASE BY30% AFTER 1
YEAR
Target Data Measure KPI Objective
Create traffic for thehomepage
BACKLINKS
Browser Link:// Tool
MONTHLY INCREASEOF 4% OVER THE NEXT 2
YEARS
Gain competitive advantagethrough excellent customer
Target Data Measure KPI Objective
Gain competitive advantagethrough excellent customer
service
NET PROMOTER SCORE
Questionnaires fromExisting Clients
ACHIEVE NPS SCORE50 BY 2015
NPS SCORE 65 BY 2016
Target Data Measure KPI Objective
Be present on the first page ofGoogle's organic search
results
SEO RANKING
Google Analytics
REACH #1MINIMUM CTR: 9%
Target Data Measure KPI Objective
Use social media as aninteractive tool
ENGAGEMENT RATE
Facebook, Twitter,LinkedIn, Youtube,
Diversey Blog
MINIMUM RATE:0.52% BY 2016
Target Data Measure KPI Objective
Use social media as aninteractive tool
NUMBER OF FANS
Facebook, Twitter,LinkedIn, Youtube,
Diversey Blog
OBTAIN 20% OFCLIENTS ACTIVE
Target Data Measure KPI Objective
Foster client engagementthrough email marketing
MAILING LIST RECIPIENTS
Customer RelationshipManagement System
OBTAIN 90%OF CLIENTS
Target Data Measure KPI Objective
Foster client engagementthrough email marketing
BOUNCE RATE
Customer RelationshipManagement System
MAXIMUMRATE: 1.14%
Target Data Measure KPI Objective
Foster client engagementthrough email marketing
CTR RATE
Customer RelationshipManagement System
MINIMUM RATE:5%
Target Data Measure KPI Objective
Foster client engagementthrough email marketing
OPEN RATE
Customer RelationshipManagement System
MINIMUM RATE: 38.6%(>6MONTHS)
50%(<6MONTHS)
MODEL FOR MONITORING| KPI DASHBOARD