Diversey care final presentation

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

Email

Reports & Editorials

Samples

Website

Email

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