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EPlanet

presented by winterns World Wide

WINTERNS

Table of contents
3. 4. 5. 6. 7. 7. 8. 9. 9. 10. 14. 21. 27. 31. 39. What is sustainability Case Study Where does erwin-penland fit in importance of sustainability your current efforts the employee research The problem Objectives Strategies and tactics creative media plan interactive public relations evaluation

What is sustainability

Development which meets the needs of people living on the earth currently without compromising the ability of people in the future to provide for themselves.

United Nations Conference, 1987

Case study
Case Study: TNTs Planet Me Program
Engaging employees to reduce climate impact
TNTs program was designed to get employees at every level of the company searching for personal and company-wide opportunities to decrease emissions and waste. Objectives of this people first strategy included: building strong support from senior management; senior managers leading by example; getting every person searching for opportunities; raising awareness about the subject, as well as overcoming inertia at the enormity of the challenge; creating a series of I will, if you will mindsets throughout the entire company, from senior management all the way day; and differentiating the company as one that is serious about the environment, and that is not simply using the initiatives as a marketing tool. By establishing benchmarks, TNT was then able to establish Key Performance Indicators. These measurable results enabled the company to set efficiency targets, allowing the concrete management of results.

where does ep fit in?


So what can EPlanet learn from this?

1. 2. 3. 4.

It is important to be coherent; show that the organization understands that everything adds up, and acknowledge where the gaps are between ambition and action. Do not try to force people into taking the initiative, make it a positive choice. Let people take the ownership. Encourage people to get involved by not setting unrealistic targets. Enable everyone within the company to express their opinions and ideas to encourage involvement and ownership. Make suggested actions a normal part of doing business. Embed issues into functional and operational aspects of the business. Do not make them something special.

importance of sustainbility
The Importance of Environmental Sustainability for Your Company
As the importance of being environmentally sustainable is growing exponentially in industries throughout the world, it is imperative that Erwin-Penland puts their best foot forward to make an effort to lessen their impact on the planet. In order for Erwin-Penland to be a leader in their industry, they must also be a leader in environmentally sustainability. Although a limited number of actions have been attempted, nothing has proved to be effective. In such a busy, fast-paced environment, actions must be easily doable and part of the daily routine of all employees.

your Current efforts


Currently, Erwin-Penland has in place an EPlanet committee dedicated to promoting environmental sustainability. These efforts include sparsely scattered aluminum and plastic recycling receptacles, as well as a very few number of paper recycling bins found throughout the office. In a fast-paced environment where days are continuously busy, these efforts are not being fully realized and utilized. EPlanet is not reaching its full potential in making Erwin-Penland a sustainable company.

the employee
The Erwin-Penland employee is young, intelligent, and outgoing. They create persuasive messages every day, and thus are not easily fooled by gimmicks and tricks that play off of emotions. They care about the future and set big goals for themselves. Also, they know what it means to be sustainable, but are in need of encouragement and reminders to take action on this piece of knowledge. An individuals daily routine at the office is focused around the desk.

research
A company-wide email survey.(Based on 112 responses)
88.5% 95.1% 61% 80.8% 17.3% 27.9% 82.4% 77.8% 89.4% 51% 65% find it important to be eco-conscious make a conscious effort to turn off the lights at home practice some sort of recycling at home never carpool to work have a high awareness of the EPlanet initiatives practice recycling on a regular basis while at work are at least somewhat familiar with the location of recycling bins around the office of employees can differentiate between the types of recycling containers believe we should be doing more in our efforts to become a sustainable company of employees are under the age of 30 do not have children

A few free responses:

Supposedly we have a recycling bin over there.

The cleaning crew empties the paper recycling into the regular trash cans and then takes it to the dumpster. The recycling effort is wasted if it is ending up in the trash. Were providing the resources but no the information. There are recycling bins with signs but not much is done to encourage employees to use them. Sustainable options are available, but not enough education/encouragement for it to truly become part of our culture. The only effort I see is recycling; which is not consistent. The bins are not consistently marked or consistently emptied. There is no encouragement to use them.

THe problem
Statement of the Problem
How can we create an environment that fosters sustainable actions without inhibiting an individuals workflow or creating an extra burden?

objectives
To establish tactics that provide environmental benefits To meet the employee where they are To be ahead of the curve and set sustainable practices that will set forth a precedent for Erwin-Penlands industry To provide financial savings for Erwin-Penland

sustainable initatives
Suggestions to Management
Distribute Informational handouts printed on plant-able paper for new hires (see image on right) Spread Awareness about the EPlanet initiative Message will include instructions on how to plant/recycle the paper Encourages participation in the EPlanet garden $1.00 per page

Replace all desktop computers with laptops in 3 years (excluding studio and interactive) This process is alreadybeing implemented by IPG Continue with the process to reduce energy consumption Promotes work from outside the office Laptops are less expensive than Desktop sets

Install/Update devices and hardware in buildings to reduce waste Install television timers on projectors, TV screens, and copiers - Decrease unnecessary electricity consumption - Approx. $7 each - 21 timers needed - Total: $147 Install motion sensors in bathrooms and conference rooms - Save energy when lights are not in use - $50 each - 34 needed - Total: $1,700

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sustainable initatives
Offer approved catering services that meet certain organic standards Promote options that reduce the companys environmental impact Conduct annual meetings with sanitation/janitorial service providers Review their role in EPlanets recycling effort Ensure that Erwin-Penlands sustainability recycling efforts are effective

Increase number of recycling bins (see image below) Make Recycling more convenient for employee use Convert desk bins to paper Recycling Bins Provide a single large trash container in common areas All trash cans partnered with a plastic and metal recycling container Small Bin Stickers 500 for $50

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sustainable initatives
Create an EPlanet garden (see image below) Provides a means for EPlanet to send their message beyond the office walls Boost morale for sustainability efforts Keep sustainable actions on the forefront of the companys mind

Set all printers to print in duplex (double-sided) as the default setting Reduce the use of paper without inhibiting employees work output Detailed instructions will be posted at every printer with directions for printing single sided

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sustainable initatives
Create weekly EPlanet e-blast Act as a reminder to shut down and turn off computers and monitors Provide sustainability tips Increase the frequency in which an individual sees the EPlanet message

Create micro-site located off of the employee website Will provide information on carpooling, bike routes, sustainability tips Will act as a sustainability forum Website will be hosted by company servers

Create parking incentives for carpooling employees Parking garage spaces will be designated for carpooling employees only Reduce carbon emissions emitted by employees

Parking spots would be saved in garage under EP2

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Creative
Overview
The main idea of this campaign is to showcase that Erwin-Penland can and will benefit from individual action around the office,. Every action ultimately makes a difference, but it starts with that individual. Our target audience is young, intelligent and creative. They create persuasive messages every day, so they recognize insincere or ineffective communications. Therefore our messaging is direct and transcends beyond more than just traditional print media, but also includes interactive media, a microsite, and social media.

Objectives
- To educate and encourage Erwin-Penland employees on a commitment to environmental sustainability - To educate Erwin-Penland employees on how their individual efforts benefit the agency - To increase agency-wide awareness of EPlanets efforts - To establish recognition of the EPlanet brand within the agency

Inspiration
This campaign was inspired by historys shortest poem: Me. We. Presented by Muhammad Ali during his commencement address to the Harvard class of 1967, these two words are the building blocks of our campaign. Its the idea that one individual can play an important role within the context of a larger group. But more importantly, without me, we cannot be. One individuals actions can affect the bigger picture, and ultimately each individual is capable of making that impact.

Strategies
- Use images of Erwin-Penland employees throughout campaign to engage the target audience - Use EPlanet logo and branding on all materials to create interest and reinforce the image of EPlanet - Use copy that is direct, but also both engaging and enlightening to appeal to the audience

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creative
Concept Testing
Purpose:
To test the concepts for their effectiveness and likability

Method:
Throughout the creative process, various Erwin-Penland employees were consulted about various creative elements of the campaign.

Significant Findings:
- Employees enjoyed the use of their coworkers in the campaign. They could instantly connect with people they relate to and work with on a daily basis. - Employees felt a cleaner design approach made the greatest visual connection to environmental sustainability. - Employees preferred the tilted EPlanet logo and thought it was a positive change to the brand. They felt it was more playful. - Employees felt the use of the fathead wall decals were a clever and unique approach.

Theme
The theme of individual action will translate across the entire campaign. Messages will make an instant connection with our audience through the use of actual Erwin-Penland employees. Since someone you recognize is more likely to impact your own thinking and/or actions, our audience will be much more engaged with people they work with and see on a daily basis. The copy will highlight environmentally sustainable actions that individuals can take around the office along with the impact each action can make on both the agency and the environment. The combination of this imagery and copy creates a direct, relatable campaign that inspires individuals to take action.

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Creative
Posters
Visuals:
-Actual Erwin-Penland employees. -Cropped at shoulders down to focus on action, in addition to the individual. -White background for a cleaner feel and to bring the action to the forefront. -Same color green from logo to create unity.

Headline:
-Focus on both the individual and the action. -Raises the question in the readers mind.

Copy:
-Answers the question. -Provides reasons, personal, statistical, and philosophical for recycling paper. -Provides a call to action to the website for additional information.

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creative
She doesnt even carpool to save money. She carpools for the company. Because the commute is a little less lonely and a lot more fun when you have people to share it with. Carpooling just once a week cuts your gas spending and car emissions by 20% and increases your sociability by 300%. Trust us. Its science. For a cleaner, more efficient, and friendlier world JOIN ELIZABETH.

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Creative
Posters in location

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creative
Decals

Elizabeth positioned in the stair way

Tony positioned in the garage

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Creative
Plaques

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media plan
Overview
The media plan focuses on increasing awareness among Erwin-Penland employees about the companys environmental sustainability initiative: EPlanet. The ultimate goal of communications is to encourage Erwin-Penland employees to practice environmentally sustainable habits while in the workplace. Additionally, during phase two of the campaign, affordable media opportunities will be utilized to promote Erwin-Penland and EPlanet to our clients and the Greenville community, while maintaining a strong presence within the minds of employees.

Objectives
- Promote environmentally sustainable practices among employees at EP. - During phase two, promote environmental sustainability and Erwin-Penland to our clients and our community.

Strategies
- Utilize cost-effective or free media opportunities to keep communication budget to a minimum. - Strategically place messages throughout the offices so they are seen by employees and visiting clients without cluttering the offices or seeming obtrusive. - Reach employees at common points of energy or resource waste. - Utilize mix of print and web messages to stress the importance of EPlanet to employees without being repetitive. - As soon as new employees arrive, communicate the importance of EPlanet to Erwin-Penland. These employees will be encouraged to start off with the right habits. Convince veteran employees that changing to environmentally sustainable practices is worth altering their daily habits. - Communicate Erwin-Penlands commitment to sustainability to clients and the community only after EPlanet has created a larger impact within the agency.

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Media plan
Phases
Phase 1: Create and place continuous inter-office communications: posters around offices, decals in garage and stairwell of EP2, labels for light switches, paper towel dispensers and trash cans. Create and host EPlanet microsite. Begin sending weekly email blasts. Create EPlanet information sheet to be included in binder that is given to new employees. Devote approximately 52% of media budget to inter-office communication

Phase 2: Continue all media from Phase 1. Begin partnership with Fairway Outdoor and The Greenville News to promote environmental sustainability by placing messages in unsold ad space. Landscape EPlanet garden during early spring. Announce EPlanet initiative to clients and potential clients through quarterly newsletter. Purchase EPlanet branded pint glasses for caf in EP2 (to be used in client meetings). Start and maintain social media pages promoting EPlanet. Devote approximately 48% of media budget to external communication.

Media Flight Plan


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media plan
Vehicles
Internal Posters ($525): Seven 22x30 foam core posters will be produced by the studio and production departments at Erwin-Penland. Three different pieces of creative will be used that promote recycling, carpooling, and reusing They will be placed in the following locations: EP1: EP2: EP3: 1. Floor 1- On wall above production samples shelf (directly across from caf) [Carpool] 2. Floor 2- On door of closet containing large blue recycling bin [Recycle] 3. Floor 3- Caf [Reuse] 1. Floor 1- in kitchen beside refrigerator [Carpool] 2. Floor 2- Caf- above water fountain [Reuse] 3. Floor 3- Caf- to the right of snack vending machine [Recycle] 1. Caf- Red wall beside TV [Recycle]

Decals ($300): Two, life-size wall decals featuring Erwin-Penland employees will be produced by a production company that specializes in wall decals (such as LTLprints.com). The first will be placed in the garage area of EP2 and will promote carpooling. The second will be placed on the first floor of the main stairwell in EP2. This decal will promote taking the stairs instead of the elevator. The decals have a one-year guarantee and are made from premium materials. Labels ($225): Light switches, paper towel dispensers in bathrooms, and trash cans will be labeled with foam core plaques that read: Turn me off. (size: 3 x 1), Use less. (size: 6 x 3), and Trash less. Recycle. (size: 6 x 4), respectively. These plaques will be created in-house, printed on foam core and then cut to size. One 24 x 32 piece of foam core will be used for each print run of the plaques.

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Media plan
Microsite ($0): An EPlanet microsite will be created to inform employees about EPlanet. It will feature tools that allow employees to set up carpools or find bike routes to the office. It will also host a list of EPlanet events and activities that are scheduled to take place. Weekly Email Blasts ($0): On Friday afternoons, employees will be sent a reminder to turn off their computers for the weekend from EPlanet. These emails will also list a second tip on how employees can be more sustainable in the office. New Employee EPlanet Information Sheet ($150): New employees will be given an information sheet about EPlanet in their new employee binder. This sheet will be printed on plantable paper, and the employee will be encouraged to plant the sheet in the EPlanet garden once they have read over it. Community Fairway Outdoor and The Greenville News Unsold Space ($0): Erwin-Penland will use its strong relationships with Fairway Outdoor and The Greenville News to form partnerships to promote sustainability throughout the Greenville community. These publishers would agree to occasionally run a message promoting sustainability if they had unsold advertising space.

Fairway Outdoor billboard

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media plan
EPlanet Garden ($600): Since many people of Greenville use Erwin-Penlands parking lot during the nights and on weekends, an EPlanet sponsored garden will be created in a median that currently holds mulch. This garden would be professionally landscaped initially, but then it would be maintained by members of the EPlanet committee. This garden would be planted in early spring so that the flowers have the best opportunity to survive and flourish. Suitable flowers for this garden would include flowering annuals such as begonias, hollyhocks and sunflowers. New employees would also be encouraged to plant their new employee EPlanet information sheet in a free patch of soil in the garden once they had read it.

Clients 100% Recycled Newsletter ($100): To officially announce EPlanet to Erwin-Penlands clients and potential clients, the first quarterly newsletter of 2012 will be printed on 100% recycled paper. This newsletter will feature a story that explains what EPlanet is and the agencys strong commitment to environmental sustainability. Publishing grade paper will be used so the quality of the printed text and images will not be compromised. There are many publishing grade papers available that are FSC, Green-e and Ancient Forest Friendly certified. EPlanet Glassware ($400): Erwin-Penland currently uses pint glasses branded with the EP l ogo during client meetings. For the next batch of glasses purchased, EPlanet logos will be branded on the glass in addition to the EP logo. Putting the EPlanet logo in clients hands will encourage inquiry and produce an opportunity to promote Erwin-Penlands environmental sustainability initiative. Social Media ($0): Once EPlanet becomes a major initiative within Erwin-Penland, a Facebook fan page will be created so employees and clients can show their support for the environment and for the agency. If Google+ continues its rapid expansion into the mainstream, a Google+ page will also be created to promote EPlanet. These pages would be created and updated by a member of the EPlanet committee.

TOTAL MEDIA COST: $2,300


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Interactive
Microsite Homepage
The website is designed to follow the campaign, remaining more EPlanet generic to be able to outlive future campaigns. There are a couple of elements that will remain static throughout the website: the first being the top, horizontal navigation. The page links will change from white to the light EPlanet green when the cursor is rolled over it. The next static element is the footer, which is meant to remain at the bottom of the browser window when viewing the site. Here are changeable environmental sustainability tips, and the option to click the button beneath it to view more tips and videos. And finally, theres the body copy, which is where the Erwin-Penland building image currently resides. This is meant to expand based on the length of content on each page.

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Interactive
EPlanet Page
The first page in the navigation provides a background on what EPlanet is, and addresses our inspiration: Me. We.

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Interactive
Bike & Car Page
The Bike & Car page is the most back-end heavy page of the website. Its meant to provide employees with a dynamic map to either determine a bike route from their location, or connect with two or more nearby coworkers to carpool together. This page is meant to utilize the Google map functionality.

Events & Activities


Events & Activities will both house a list of calendar events associated with EPlanet and being environmentally sustainable, as well as a form of sorts for employees to participate in the ongoing office activities.

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Interactive
Green Outlets Page
The Green Outlets page provides employees with sustainable options for office supplies or caterers. The two links, SUPPLIERS and CATERERS, like the main navigation, will turn from black to light green when a cursor is on top of it, and once clicked, a PDF will open with a directory of both options.

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Interactive
E-Blast
We determined that Erwin-Penland should send a weekly eBlast reminder to turn off ones computer for the weekend. The main issue we faced with this was enticing employees to acknowledge the eBlasts each week. This becomes a difficult task when employees are bombarded with emails on a daily basis, and a generic eBlast could easily disappear among the others. We solved this problem with a face-in-hole type image, using Erwin-Penland employees as the focal point of these unexpected bodies. Our goal is to have employees want to open the eBlast each Friday to see a coworker, or themselves, as an environmentally friendly dog, or baby, in Lances case. The key would be to surprise employees each week, building up a curiosity on who would be the next victim. A couple elements to note include the Sustainability Tip number, at the top of the eBlast, which corresponds to the date the newsletter is sent out. In addition to highlighting the request to turn off your computer at the end of the work week, weve included an additional environmental sustainability tip, as denoted by the asterisk. The main focus, of course, is the image, and weve included a simple call to action at the bottom of each eBlast requesting images of either yourself or a coworker for future eBlasts.

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public relations
Communications Objective
Our objective is to increase employees awareness of EPlanet.

Communications Strategy
Engage Erwin-Penland employees by creating fun and interactive ways to get involved. These could include activities and interactive opportunities held throughout the office and online.

Measurement
We would like to measure the effectiveness of our public relations campaign through participation. These numbers can be found in the amount of people that participate in each activity around the office as well as a post-survey given at the end of the first six months of the new campaign.

Timing
We cannot unleash all of our PR events at once because the employees would be overwhelmed with information and calls to action and would likely become disengaged. Furthermore, by spacing out our tactics, we will be able to adjust the build-up and execution of events to maximize our stay within the Erwin-Penland public consciousness.

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public relations
Print Communications
1. Hill-Holiday In The Know We feel that this publication will be a great opportunity to share the message of EPlanet with the Boston and New York agencies while giving employees at the Greenville agency a sense of pride. In the first article written about EPlanet, there would be an explanation of the new tactics we are introducing to the agency. The article will also introduce the new campaign EPlanet is rolling out. Six months from the first article, there would be another piece written about EPlanet that will focus on the campaigns progress and new improvements to the Greenville agency. Again, this will show the other agencies how EPlanet is improving as well as give a boost of motivation to the employees in Greenville. The updates would be written by a member of the EPlanet Team. 2. Quarterly Newsletter The newsletter will not only let the employees and their families know the strides EPlanet is making, but it will also introduce EPlanet to our clients and potential clients as well. The first article in the newsletter would address the new awareness campaign and the new tactics we are implementing in the office. This will be an opportunity to explain EPlanet to clients. This will leverage the company as a growing environmentally sustainable business that cares about the future of our world. The updates would be written by a member of the EPlanet Team.

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public relations
3. New Employee Packet This will be a single sheet of plant-able paper placed in the new employee packet that new hires receive. We feel that it is important to create strong awareness among new employees so that they are motivated to participate in the program early on. The letter will be printed on plant-able paper. We want to encourage the new hires to go and plant the flyer in the garden outside of the office. To show that employee is on board with EPlanet, we would also encourage them to take a picture of themselves planting the piece of paper and upload the photo on Facebook. This would drive new hires to the Facebook page. These flyers would be printed by EPlanet members and given to Human Relations department, who will then distribute the flyers. Cost per flyer- $1.50.

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public relations
Social Media
We suggest creating an EPlanet Facebook fan page where events and new developments can be updated. This would capture the extremely social nature of the employees at Erwin-Penland. Employees could Like the page, and upload photos of them being green. For example if someone saw another person turning off the light in a conference room, they could take a picture of that person and give them recognition on Facebook. This would also tie in nicely with an activity we are calling Tacky Mug Day. The event would encourage employees to bring a tacky mug to work. EPlanet would promote the competition with status updates like: Lets see whos tackier! Bring in your tackiest mug to work and take a picture of how you get your mug on! The page would be updated by an EPlanet member.

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public relations
Intra-office activities
E-Scrap Day Greenville County has a program called E-Scrap day where anyone can bring their old electronics to a designated location. Here, the county will dispose of them in a responsible and environmentally friendly way. EPlanet would sync up with their two free collection days throughout the year and offer a place in the office to drop off your E-scraps in the morning. This would give employees an easy opportunity to get rid of their electronic waste responsibly while also working with the community to become a more sustainable business. We would communicate this activity through E-blasts on the Friday before the specified date as well as remind people on the social media and on the EPlanet website. An EPlanet member would need to be responsible for finding boxes to put out in a designated area of the office as well as taking them to the Greenville County drop-off at the end of the day.

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public relations
4. Keep Tabs on Can Tabs This activity creates awareness and includes the employees in an engaging activity. The goal would be to correctly guess the amount of soda can tabs in the EPlanet jar placed in the office. To enter a guess, an employee must go on to the EPlanet website. The web page would feature an interesting statistic about recycling aluminum cans. They will also learn about an important aspect of the activity: that the can tabs will be donated to the Ronald McDonald House. The jar would be out for a week to get a good amount of people to participate. There would be a reminder sent out in an eBlast to notify employees of the challenge. The person with the closest guess would win a prize, possibly a free half day off or something less extensive such as a cup with the EPlanet logo on it. In order to collect the tabs, we would put out cups next to the recycling bins labeled Can Tops. After a substantial amount of can tops have been collected, an EPlanet member would need only collect the can tops, count them, and place the jar in the designated area where people could come make their guesses.

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public relations
5. Retreat The goal for the retreat would be for EPlanet to have a presence in this important, office-wide event. The best way to get involved in the workshop would be to have an EPlanet sponsored team building activity. The activity we suggest is called So You Think You Can Invent. We would have employees split into groups with recyclable materials, including old boxes, cans and anything else we find lying around the office. Groups would be challenged to make a prototype of a green invention. The model doesnt need to function, but the group should explain their reasoning behind the green invention.

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public relations
6. Junk Dunk Challenge The purpose of this activity would be to encourage paper recycling. The challenge would be held on the 3rd Floor of EP 2 where a basketball hoop resides. There would be an EPlanet recycling container underneath the hoop where the contestants would dunk their recycling. The goal would be to dunk your trash in the most creative way possible and have it actually land in the recycling container. A designated judge would decide who gave the most creative and successful dunk. This event could be held on a Friday afternoon to avoid noise complaints. There would only need to be a huge ball of paper made to make this event happen. The winner would receive an EPlanet gift.

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evaluation
Overview
Both quantitative and qualitative methods will be used to evaluate the success of our EPlanet campaign. Quantitative methods will measure The change in consumption habits at the office. The effectiveness of EPlanets communications campaign. The effectiveness of EPlanets tactics.

Qualitative methods will measure changes in the offices mindset towards sustainability. Quantitative: Conduct survey into office resource consumption during the pre-campaign phase Monitor electricity use during the campaign Monitor paper recycling volume during the campaign Monitor can and plastic recycling volume during the campaign Compile research into carpooling frequency Monitor participation levels of EPlanet events Measure growth in target audience participation and retention six months into the campaign and at the end of the campaign Measure the environmental benefits of the various EPlanet tactics and calculate a return on investment compared to campaign costs

Qualitative: Conduct a follow-up study of the target audience six months into the campaign and at the end of the campaign to determine awareness and opinions of EPlanet Conduct focus groups and personal interview with members of the target audience to determine the overall effectiveness of the campaign during the its course

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