Bulk Barn: Communications Plan

March 19, 2015

COMM4P18 Final Project
Erin VanderVeen

Bulk Barn: Communications Plan

Table of Contents
Executive Summary

Situational Analysis

SWOT Analysis

Objectives

Key Messages

Audiences

Strategies

Tactics 1-2

Tactic 3

Tactics 4-5

Tactics 6-9

Evaluation

Tactics

Bulk Barn: Communications Plan

Executive Summary
Bulk Barn is Canada's largest bulk food retailer with over 200 stores across the country. Established in
1982, Bulk Barn has become vastly successful and offers an abundant assortment of products that give
customers quite a thrill. With their Head Office located in Aurora, Ontario, Bulk Barn has become a wellknown name in Canada. Promises of premium quality bulk food products and complementary packaged
items found inside of a bright, clean, controlled environment with friendly and courteous staff, makes
Bulk Barn a hard option to pass up with buying food.
However, Bulk Barn is ignoring a key target audience with their current methodsthe ones who care
about the environment. Thus, the following communications plan aims to help Bulk Barn implement new
strategies to reach this audience while also maintaining their existing audience.
The objectives of the plan are to increase revenue, develop a positive perception of Bulk Barn among
audiences as a environmentally responsible company and to reduce their carbon footprint.
These objectives will be met through the implementation of key strategies and tactics, which all focus on
making Bulk Barn an environmentally responsible company. The strategies surround a campaign called
Doing Eco- and will use social media, media relations, developing a Corporate Social Responsibility
policy, and much more. Throughout the entire plan and among all the tactics, it is key to recognize that
Bulk Barn is focusing on actually implementing ideasits all about doing for the environment and
avoiding greenwashing.
The plan will conclude with a description of how the strategies are to be evaluated. Bulk Barn will
measure how effective the strategies were in meeting the objectives through qualitative and quantitative
means.

Bulk Barn: Communications Plan

Situational Analysis
Currently, Bulk Barn is a silent brown company. What this means is that Bulk Barn remains silent about
bad environmental behaviour. This plans goal to move Bulk Barn from being a silent brown company to
being a vocal green companya company with good environmental performance that positively
communicates about its environmental performance.
As of now, Bulk Barn has no environmental initiatives in place. This is important to know because some
of the tactics may seem obvious and not in the category of game-changers; however, Bulk Barn is
essentially starting from the bottom. They cannot do a full 360-degree change overnight so this is just the
beginning of many more environmental campaigns.
Furthermore, environmental initiative are losing some credibility because of companies who talk but do
not act and so, this communications plan really focuses on making sure Bulk Barn takes action. Hence,
the campaign is called Doing Eco- so as to mix a word that companies often use to make it seem like
their strategies are well-thought, with a verb to show that Bulk Barn will be actually implementing the
strategies and environmental initiatives.

SWOT Analysis
Strengths
- Largest bulk food retailer in Canada
- Have a solid consumer base
- Have been in Canada since 1982
- Have over 200 stores across Canada
- Bulk Barn has premium quality food products
- Offers more than just food (packing, party and
baking supplies, etc.)
- Bright, clean, controlled store environment
- Competitive pricing

Weaknesses
- No environmental initiatives in place
- Carry a lot of junk food and food that cannot be
deemed as healthy
- Dont utilize social media networks
- Their website is not user-friendly and looks out of
date
- Dont offer other groceries

Opportunities
- They have unlimited amount of initiatives they
can develop since they have nothing as of now
- Environmental is a growing trend
- Since people are still worried about the economy
and the costs of products, Bulk Barn can educate
people on how much you can save buying bulk
- They can sponsor and/or partner with more
community events

Threats
- Stores are starting to have bulk food sections such
as Costco, Whole Foods, and Superstore
- Environmental as a trend has lost some credibility
among consumers
- Its easy to buy the products that Bulk Barn offers
while doing all your other groceries at a grocery
store

Bulk Barn: Communications Plan

Objectives
1. To motivate Canadians to shop at Bulk Barn so that Bulk Barn has a 15 per cent increase in revenue for
2015 compared to 2014.
2. To implement changes so that 75% of Canadian perceive Bulk Barn to be an environmentally
responsible company.
3. To implement environmentally responsible initiatives so that Bulk Barns carbon footprint is reduced
by 30% per cent by the end of 2015.

Key Messages
1. Bulk Barn will continue to offer premium quality bulk food products at competitive prices.
2. Bulk Barn is committed to changing the way we operate to be more environmentally responsible. It is
time to turn talk into action by making eco- a verb.
3. Bulk Barn is passionate about taking these environmental steps alongside our communities, our
employees and our customers.

Audience
- Media
- Environmentally responsible people
- Bulk Barn Employees
- Current Bulk Barn customers
- Community Members

Strategies
1. Use media relations in order gain media coverage about Bulk Barns environmental initiatives that will
encourage Canadians to shop at Bulk Barn and create a positive perception of Bulk Barn.
2. Use social media in order to encourage Canadians to shop at Bulk Barn and create a positive perception
of Bulk Barn.
3. Use employee relations in order to encourage Canadians to shop at Bulk Barn, to reduce Bulk Barns
carbon footprint and to create a positive perception of Bulk Barn.
4. Launch an environmental campaign called Doing Eco in order to encourage Canadians to shop at
Bulk Barn, to reduce Bulk Barns carbon footprint, and to create a positive perception of Bulk Barn.

Bulk Barn: Communications Plan

Tactics
Strategy 1: Use media relations in order gain media coverage about Bulk Barns environmental
initiatives that will encourage Canadians to shop at Bulk Barn and create a positive perception of Bulk
Barn.
Tactic 1: Create and distribute media realises to print, radio and television stations in across
Canada about Bulk Barns environmental campaign and initiatives.
Tactic 2: Create and distribute radio PSAs to radio stations across Canada. The PSA will aim to
inform people of their negative effects on the environment and the positive environmental action the can
be taking. The PSA will clearly state that the message is from Bulk Barn so that people associate these
positive actions with the company.
Strategy 2: Use social media in order to encourage Canadians to shop at Bulk Barn and create a positive
perception of Bulk Barn.
Tactic 3: Hire one person (this may fall under an already existing employees job title) to be
responsible for creating and managing content on Bulk Barns social media pages. Bulk Barn currently
has a LinkedIn profile, a Facebook page, a Twitter account, a Pinterest page and an Instagram account.
Bulk Barn is most active on Twitter and Instagram which makes sense because they are linked (pictures
from Instagram are from posts on Twitter). Additionally, there is more engagement with people on these
networks. The social media person will create attractive and engaging content that will catch the eye of
consumers and environmental people. The content created will help educate consumers on what it means
to be environmentally responsible, how Bulk Barn is doing so through their campaign, what
greenwashing is and how Bulk Barn is committed to not doing so, and the content will share new
products and new changes as they happen in order to motivate people to shop there.
Strategy 3: Use employee relations in order to encourage Canadians to shop at Bulk Barn, to reduce Bulk
Barns carbon footprint and to create a positive perception of Bulk Barn.
Tactic 4: Communication is key to a successful workplace and employee engagement and loyalty
therefore, Bulk Barn will utilize certain tactics so as to encourage their participation in the environmental
initiatives taking place during the campaign. Bulk Barn will communicate across all departments and
stores through emails sent to all employees so that everyone is receiving the same information. Coherence
is another key component in a successful campaign. These emails will also inform employees of any
progress that has taken place in the campaign. the intention is to encourage and show employees that what
they are doing matters and truly helps in the success in the campaign.
Tactic 5: Each store will have a bulletin board where employees can receive accurate information
about the campaign and initiatives that they are a part of so there is no misunderstanding of confusion of
their part in the campaign. The bulletin board will be organized by manager of the store and he or she is in
charge of updating the board every month. There will be a section on each board where employees can
share how they are personally being more environmentally responsible. Furthermore, the bulletin board
will have suggestions for the employees on how to be environmentally responsible at home and at work
such as turning off lights that are not in use or carpooling to and from work with another employee.
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Bulk Barn: Communications Plan

Strategy 4: Launch an environmental campaign called Doing Eco in order to encourage Canadians to
shop at Bulk Barn, to reduce Bulk Barns carbon footprint, and to create a positive perception of Bulk
Barn.
Tactic 6: A contest called Doing Eco will be launched across all of Canada from June 1, 2015
to July 1, 2015 that encourages Canadians to share how they are being environmentally responsible and to
show this in a picture or video. Stories will be uploaded to individuals social media networks with the
hashtag #DoingEco so that Bulk Barn can keep track of them. The point of the contest is for Canadians to
share their stories and prove that they are more than just talkmuch like what Bulk Barn wants to get
across with the campaign. The contest is open ended in terms of what their #DoingEco needs to be. It can
be serious, heartwarming, humorous, long or short. A team of Bulk Barn employees at headquarters will
judge the entries and announce the winner over social media. The winner will receive a $500 gift card to
Bulk Barn and a new 2015 Toyota Camry Hybrid car. The contest will be promoted through Bulks
Barns social media, in stores, and among the employees. Since Bulk Barn employees are unable to enter
this contest, they will participate in a mini-version of the contest. From June 1, 2015 to July 1, 2015,
employees can enter the contest by putting their stories on the bulletin board. Store managers across
Canada will choose a winner from their store and the employee will receive a $100 gift card to Bulk Barn.
Tactic 7: Bulk Barn currently has no Corporate Social Responsibility (CSR) policy. Therefore,
under the campaign, an environmental CSR will be developed. Through the CSR, Bulk Barn will embrace
environmentally responsible technologies, operations and materials. Bulk Barn will change out all
lightbulbs in each store across Canada to efficient and energy-saving ones. Even more, Bulk Barn will
install solar panels on the roofs of most of its stores across Canada throughout 2015 so that all operations
can be solar powered or at least assisted by solar power. Bulk Barn will also implement a no-idling policy
for truck drivers who are entering or leaving their premises so as to cut down on the carbon emissions.
Finally, inspections will take place at each store across Canada that will look at Bulk Barns refrigerating,
cooling and heating technologies and operations. Based on the results, certain changes will be made so
that the operations are up-to-date and not producing more of anything that they should not be. The CSR
will be recognized as a new tab on Bulk Barns web site and the media releases so that the public is made
aware of their commitments.
Tactic 8: Bulk Barn will offer $5000 scholarships to five high school students that have shown
exemplary environmental responsibility during their high school careers. Students can apply for these
scholarships through their guidance counsellor who will have all the details from Bulk Barn.
Additionally, the opportunity will be promoted through Bulk Barns social media pages and its website.
The scholarship will be offered to students across all school boards whether they be private, catholic,
public, etc. The winners of these scholarships will not know they have won until their graduation
ceremony when a Bulk Barn executive will announce the winner and present the scholarship. Another
Bulk Barn employee will be present to video the event and the winners reaction and upload it to Bulk
Barns social media. The winners will eventually be featured on Bulk Barns website as well.
Tactic 9: Currently, Bulk Barn does not allow customers to bring their own reusable bag or
containers. However, this campaign will introduce the new policy that customers are now allowed to
bring their own bags. Although this will add complications, Bulk Barn is confident it can make this policy
work because so many other store now do it. If a customer uses their own reusable bag to hold their
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Bulk Barn: Communications Plan

product, they will receive 10% off the price of the item. This new policy will be promoted on social
media and Bulk Barns website.
Evaluation
To evaluate the success of the communications plan, the strategies and tactics must be measured against
the communications objectives. The objectives are:
1. To encourage Canadians to shop at Bulk Barn so that Bulk Barn has an 15 per cent increase in revenue
for 2015 compared to 2014.
2. To implement changes so that 75% of Canadian perceive Bulk Barn to be an environmentally
responsible company.
3. To implement environmentally responsible initiatives so that Bulk Barns carbon footprint is reduced
by 30% per cent by the end of 2015.
Strategy 1: The following evaluation methods will determine if Bulk Barn was successful in gaining
media coverage about Bulk Barns environmental initiatives, encouraging Canadians to shop at Bulk Barn
and creating a positive perception of Bulk Barn through the media relations tactics.
-

Determine the number of media outlets that ran the releases.

Determine the number of radio stations that aired the radio PSA.
Conduct media content analyses in order to determine the quality of the media coverage. It is
important to establish whether or not the publications were positive or negative, if the Bulk Barn
spokesperson was quoted correctly, if the key messages were used, and, when applicable, whether
or not pictures were used.
Look at the readership/viewership/listener range of each media outlet that ran the releases and of
each radio station that ran the PSA in order to approximate the amount of exposure that was made
Canadians.
Surveys will be conducted via Bulk Barns social media pages in order to discover what people
did or did not like about the tactics.
Polls, through Bulk Barns social media pages, will monitor how individuals are hearing about
the Bulk Barns environmental initiatives and campaign and there will be a question asking
whether they believe Bulk Barn is truly environmentally responsible.

Strategy 2: The following evaluation methods will determine if Bulk Barn was successful in motivating
Canadians to shop at Bulk Barn and creating a positive perception of Bulk Barn through the social media
tactics.
-

Impression benchmarks will be used to evaluate the effectiveness of the hired person
implementing the social media tactic. By taking measurements of impressions made through
social media before the employees new involvement, and comparing them to the number of
new impressions at differing variables, Bulk Barn can measure which channels need more
attention and which are successful and useful for information dissemination. Ideally, the

Bulk Barn: Communications Plan

measurements and reports would take place every three months; these would be compared
and analysed with previous measurements to assess success.
A web analytics tool, such as Buffer or Google Analytics, will be used to evaluate the
effectiveness of Facebook and Twitter. These tools give reports about the number of
followers, retweets, shares, favourites and mentions. Engagement will be analyzed manually
to determine if content was positive or negative.
Polls, through Bulk Barns social media pages, will monitor how individuals are hearing
about Bulk Barn and why they are on the Bulk Barns pages. The poll will also establish why
they are shopping at Bulk Barn and whether they believe Bulk Barn is truly environmentally
responsible.

Strategy 3: The following evaluation method will determine if Bulk Barn was successful in reducing its
carbon footprint and creating a positive perception of Bulk Barn using employee relations.
-

Every three months, Bulk Barn employees all across Canada will be sent a survey that they
are required to respond to. The survey will establish what they have done while working at
Bulk Barn to be environmentally responsible. The responses from each time will be
compared to the last to see the difference and measure what is being reduced and how much
(eg. carpooling gains popularity and that can be measured in terms of how much gas is being
saved). The survey will also ask whether they believe Bulk Barn is truly environmentally
responsible.

Strategy 4: The following evaluation methods will determine if Bulk Barn was successful in encouraging
Canadians to shop at Bulk Barn, reducing its carbon footprint and creating a positive perception of Bulk
Barn through the environmental campaign called Doing Eco.
-

Count how many people entered the contest, used reusable bags and applied for the
scholarships.
How many shares, likes, tweets and posts about the contest, the scholarships and its related
videos, the reusable bag initiatives and the CSR initiatives will be discovered through web
analytic like TwentyFeet.
Calculate how many time the #DoingEco was used
Use analytic software, such as SumAll, to analyze the interaction and engagement. The tool
allow for the tracking of the exposure of images, text and information, and to see how people
are commenting on the information.
Calculate how many employees participated in the mini contest and CSR initiatives.
Email survey to employees to establish what they did and not like about the mini contest
Surveys will be publicised on Bulk Barns social media pages in order to find out peoples
perception of Bulk Barn such as whether they believe Bulk Barn is truly environmentally
responsible.
Waste, recycling, water, energy, etc., will all be analysed to establish how much of the carbon
footprint was reduced.