Tapwater.orgStrategic Communication Plan 2011

Jing MaPetros Chariskos2011-10-28 Uppsala

Current image in the media

Despite being a new company, tapwater.org:

O seems to be famous in many media channels.

O is well-defined by the media.O has attracted the interest of many

environmentally concerned people.

Situation Analysis

Situation Analysis

But is this enough?

Situation Analysis

“We need to go beyond just the media to look at the

broader environment and how we fit into it”

Situation AnalysisExamine the Environment

Tapwater.org

Demographic Force

Economic Forces

Technological Forces

Political Forces

Social Forces

O SWOT Analysis

Situation Analysis

Unique opportunity for the next six months:

O  Approach volunteers who want to develop tapwater.org app for Android, WM7 and Blackberry devices.

O Conduct a survey about people’s attitude on drinking tap water.

Challenges to address in the next six months:O  Prove that the tap water in London and general in UK is of

good quality.O Expand the network of refilling stations in all over UK

before the rival organization.O Gain the support of political authorities.

Situation Analysis

Goals and Objectives

O Mission Statement:

“Reduce the use of expensive and environmentally damaging bottled waters by establishing an extensive and high-density network of refilling points to make tap water easily accessible to everyone, at any place”

Main Goals

O Create social responsibility and awareness about the catastrophic consequences of the use of plastic bottled waters.

O  Increase the number of refilling stations so as to give the chance to people to refill their reusable water-bottles on the go.

O  Increase the sales of our reusable patented caps and create revenue.

Goals and Objectives

Objectives

O Broaden the range of mobile application users  (Windows Mobile Operating Systems, Blackberry).

O Create our own channel on YouTube uploading videos from the events we have taken part so far.

O Join local service, church, and business groups. The more people we know, the more word-of-mouth and relationship marketing we generate.

O Establish at least one refilling station point in any transportation infrastructure and city center in any UK city in a short period of time.

Goals and Objectives

Objectives

O Prepare an information campaign about the good quality of tap water in OECD countries.

O Preparing a comprehensive proposal to authorities about having an active role in the Olympic games of 2012 in London.

O Working towards a refilling station every 400 meters in urban areas in London by the end of 2011.

O Increase the sales of lifebottle® and its accessories by at least 2% in the next month.

O Promote our products to existing supporters who haven’t still buy a lifebottle.

Goals and Objectives

Target AudiencesO  Based on geographic and

demographic information

O Group 1 Young people (School and

University students)

O Group 2 People who want to save money

O Group 3 All business units in the urban

area of London that are capable to become

a refilling point

Target AudiencesO Based on psychographic

information

O Group 4 Tap water drinkers (Green

area)

O Group 5 Tap water drinkers who also

drink bottled water (intersection of

green and orange areas)

O Group 6 People who drink only bottled

water (the uncovered orange area)

O Group 7 Individuals /organizations

that are environmental concerned

Message developmentFive issues

Issue 1. Environmental damages

Issue 2. Tap water refilling

service

Issue 3. Cost/quality/taste of tap

water

Issue 4. Features of products

Issue 5. Purpose of selling

products.

Issue 1Issue Audience Audience needs

What you want your audience do, think or

feel

Intended impart for organization

1. Environmental damages

Group 1,2,4,5(Individual)

- Environment protection- sustainable - Social responsibility

- be aware of how the environment is damaged by the plastic bottles- refused to drink bottled water

Goal 1 Objective  2,

Group 3(Organization)

- sustainable development - Good reputation- Social responsibility

- be aware of how the environment is damaged by the plastic bottles - take the social responsibility- to become a refilling station

Goal 2 Objective 2, 7

MessageThe non-degradable plastic bottle is expensive and environmentally damaging. Everyone living on this planet should take the responsibility to make remarkable efforts to protect it. Now one thing you can do to contribute in environment protection is to refuse to drink bottled water and replace it by tap water.

Issue 2Issue Audience Audience needs

What you want your audience do, think

or feel

Intended impart for organization

2. Tap water refilling service

Group 1,2,4,5 - able to get access to tap water when they are out and about

- be aware of this service- using this service

Goal 1 Objective 1, 3, 4, 6

MessageWe are mapping points all around the UK making it convenient for you to fill up your reusable bottle with tap water, for free. Take a look at the map on our website or by using our iPhone app. You can also locate refilling stations by looking out for our blue ‘refill here’ sticker in participating shop windows.

Issue 3

Issue Audience Audience needsWhat you want your audience do, think or

feel

Intended impart for

organization4. Cost /quality/ taste of tap water

Group 5,6 - saving money- good quality of drinking water 

- be aware that the quality of tap water is as good as bottled water.- Tap water is approximately 500 times cheaper than bottled water. - be aware the taste difference between tap water and bottled water is minor. - replace bottled water by tap water

Goal 1Objective 5

MessageUK has the best quality of tap water in the world[4]. Our free tap water refilling service allows you to fill up your reusable bottle with tap water for free and the taste is just as good as bottled water.

Issue 4Issue Audience

Audience needs

What you want your audience do, think or

feel

Intended impart for

organization4. Features of products (Lifebottle and its accessories )

all tapwater.org’s user

- having a stylish, convenient, useful and reusable bottle to refill tap water

Be aware of: -  revolutionary and patented cap design - The twin wall with vacuum insulation means your drink will stay cool (or hot) for up to 20 hours- Made of high quality stainless steel, grade 304BPA free- 100% recyclable purchase lifebottle and/or its accessoriesDo:- Purchase the lifebottle and/or its accessories.

Goal 3Objective 8, 9

MessageThe lifebottle is a high quality, convenient, stylish and reusable bottle with revolutionary and patented cap design. It’s useful accessories can be used to improve the taste of tap water or to keep the water cooler for longer.

Issue 5Issue Audience Audience needs

What you want your audience do, think or

feel

Intended impart for

organization

6. Purpose of selling products

all tapwater.org’s user

- Support the activities of tapwater.org- Take the social responsibility

be aware of: - All profits from the sales of bottles will be used to: raise awareness of the damaging effects of bottled waters on our environment; expand our network of refilling stations;and provide mains fed water machines for educational establishments.To do: - Purchase the lifebottle and/or its accessories.

Goal 3Objective 3, 8, 9

MessageAll profits from the sales of our bottles will be used to raise awareness of the damaging effects of bottled waters on our environment; expand our network of refilling stations; and provide mains fed water machines for educational establishments

Communication Channels

O Electronic communicationO Internet O No commercial advertisementsO limited resourcesO primary communication vehicleO Cheap, fast, easily to reach our audiences

O Face-to-faceO Best way to engage peopleO bring people together and pass the strong emotion to the audiences.O speech to school kids and university students

O VideosO powerful communication vehicleO repeatedly used and fast spread

O Printed materialO Newspaper, magazine O What we do is commendable and may cause interest of the journalists O Operation performed in a “Green” way

O Street festivalsO a very direct and effective way of communication.

Thank you!Any question?