Internal Communications –Planning and Messaging for Sustainable Business

Therese Beale

Bellevue College

8 February 2011

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Plan

Place

Purpose

People

Three Pʼs of Communication Planning

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5P’sofMarke3ng:Product–Price–Placement–Promo3on–People

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Structure

Psychology

Culture

Communication is a process

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

RealityCheckPlace – reality check

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Place – reputation – sales - product

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Purpose - mission

“inspire a sustainable

world”

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Watch the whole foods video.

http://www.wholefoodsmarket.com/video/

What is the goal of this piece?

What are the three main messages you received?

What do they want you to do or think as a result?

Purpose - vision

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Purpose - values

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Three Cʼs of Effective MessagesTM

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KnowYour

Audience

C2 Consistency

LeverageYour

Strengths

DeliverRelevantEvidence

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Wireless carrier: Where does the sustainability message fit?

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phone

network

price

service

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Where do we start the conversation?

What does your audience know, want to know, need to know?

•  Rational •  Emotional

How much info is too much … or too little? •  Push •  Pull

People

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Pillars for storytelling

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Environmental

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Improvedenergyuseefficiency13percentsince2004andreducedabsoluteemissionsfrommanufacturingopera3onsindevelopedcountriesby8percentsince2004.

Coca‐Colapublishes7thsustainabilityupdate|AtlantaBusinessChronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Environmental

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Achieveda13percentimprovementinwateruseefficiencysince2004,usinganaverageof2.36litersofwatertomakeoneliterofbeverage.

Coca‐Colapublishes7thsustainabilityupdate|AtlantaBusinessChronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Community

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Sponsoredapproximately150physicalac3vityandnutri3oneduca3onprogramsinnearly100countries.

Coca‐Colapublishes7thsustainabilityupdate|AtlantaBusinessChronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Economic

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Avoidedtheuseofapproximately85,000metrictonsofprimarypackagingthroughsystem‐widepackagingefficiencyefforts,resul3ngines3matedcostsavingsofmorethan$100million.

Coca‐Colapublishes7thsustainabilityupdate|AtlantaBusinessChronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Community

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Launchedmorethan180low‐andno‐caloriedrinksin2009,increasingthelow‐andno‐caloriebeverageporVoliotomorethan800beverageproducts.

Coca‐Colapublishes7thsustainabilityupdate|AtlantaBusinessChronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Storytellingopportuni3esEconomic Environmental Community

People How do shareholders benefit from CSR efforts?

Representation in corporate environmental initiatives?

Approx150physicalac3vityandnutri3oneduca3onprogramsinnearly100countries.

Product features and benefits

What research has Coke conducted to achieve its product goals?

13percentimprovementinwateruseefficiencysince2004,usinganaverageof2.36litersofwatertomakeoneliterofbeverage.

Launchedmorethan180low‐andno‐caloriedrinksin2009

Principles & practices

Avoidedtheuseofapproximately85,000metrictonsofprimarypackagingthroughsystem‐widepackagingefficiencyefforts‐‐es3matedcostsavingsof$100million+

Improvedenergyuseefficiency13percentsince2004andreducedabsoluteemissionsfrommanufacturingopera3onsindevelopedcountriesby8percentsince2004.

What CSR commitments are made in every geography where Coke products are sold?

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Evidence–sustainabilityinac3on

Triple Bottom Line:

Economic Environmental Community

People

Product features and benefits

Principles & practices

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©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 20

One message, many stakeholders

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.

Whatʼs Your Story?

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Therese Beale

www.bealecp.com

8 February 2011