You are on page 1of 60

Globcom Abu Dhabi 2012

THE KNOWLEDGE FOR CHANGE

Contents
Executive Summary Our Client The Team SWOT Analysis Objectives Publics

Strategy
Actions Evaluation Budget Timeline
THE KNOWLEDGE FOR CHANGE

Executive Summary

THE KNOWLEDGE FOR CHANGE

Executive Summary
Eye on Earth highlights the importance of environmental and social data sharing to encourage sustainable research-based decision making. This Public Relations campaign attempts to raise the global awareness of the Eye on Earth Summit and the crucial issue of data accessibility. The Eye on Earth communication focus will be to establish a world-wide online movement to attain public attention and a presence in the global mass media. A global network of Eye on Earth supporters will be created made up of opinion leaders from different sectors The key message The Knowledge for Change will thus be spread all over the world.

THE KNOWLEDGE FOR CHANGE

Our Client

THE KNOWLEDGE FOR CHANGE

Our Client
Eye on Earth: Monitors environmental changes and makes information available to everyone. Facilitates and encourages public awareness and participation Problem: Eye on Earth did not fulfill the necessary objectives Result: EOE is not well-known worldwide

Lack of support for the goals of EOE

THE KNOWLEDGE FOR CHANGE

Our Client
Eye on Earth: Needs to raise public awareness for their initiative internationally. Needs to strengthen relationships with their stakeholders Needs to ensure their key-issues are prominently promoted within traditional as well as new media Well-known worldwide

Effective communication with stakeholders

THE KNOWLEDGE FOR CHANGE

The Team

THE KNOWLEDGE FOR CHANGE

Vision & Mission


Mission:
Advise and seek the strengths of our business customers. Be totally objective and see what factors need change and will improve the company providing a good image in our society.

Vision:
Based on living in a global world where ideas and companies must have a cohesive global vision, that is adapted to local time.

THE KNOWLEDGE FOR CHANGE

The Team
Values:
1. 2. 3. Personalisation and professionalism Exhibit sustainability in all activities the company undertakes. Communicate knowledge on preserving the environment.

Added Value:
1. 2. International communication Every project is unique to their countries values and culture.

THE KNOWLEDGE FOR CHANGE

The Team
Australia: Erin Kavanagh, Sarah Arrowsmith, Karen Kasasih, Caitlyn Tolj Germany: Christine Schulte, Lena Erhard

India: Subham Biswas


Italy: Valentina Polencic, Valentina Molignoni New Zealand: Shawn Moodie, Emma Dowsett, Freya Powell

Portugal: Diana Fragoso, Sofia Parente


South Africa: Xanri Haak, Kate Bryant Spain: Mar Freixa Prez

UAE: Fatema Al Fardan


United Kingdom: Michael White, Max Blair THE KNOWLEDGE FOR CHANGE

Analysis

THE KNOWLEDGE FOR CHANGE

SWOT Analysis
Strengths
EOE is both a local and nationwide project that can be implemented easily on different levels The results of the initiative are directly available

Institutionalised relations with governments and international organisations


Support of high-ranked representatives

Transparency
Platform which defends common interest.

THE KNOWLEDGE FOR CHANGE

SWOT Analysis
Weaknesses
Until now there has not been enough social support from the public

Lack of involvement from the scientific community (e.g. Universities).


Lack of communication between governments, world leaders and publics. Demand to raise consciousness and eco-sensibility of the public

THE KNOWLEDGE FOR CHANGE

SWOT Analysis
Opportunities
General International interest in sustainable use of resources Chance to involve and create complicities with local publics and international opinion leaders Create social awareness through knowledge and mutual understanding

Abu Dhabis economy is growing exponentially, creating the opportunity to make sustainability a focus in the social conscience

THE KNOWLEDGE FOR CHANGE

SWOT Analysis
Opportunities
Projects using the latest technologies Young people are becoming interested in the process of datasharing and ease-of- use data New trends and ideas of eco-sensibility and eco sustainability. Increase in communication and co-operation between nations Public support for transparent initiative's

THE KNOWLEDGE FOR CHANGE

SWOT Analysis
Threats
Lack of identification of Stereotypes and cultural differences, causing segregation between Governments and society.

In Abu Dhabi the Government is always involved in businesses and social aspects of the society.
Un-developed campaign to achieve social implication and low pro-activity with community. Public mistrust in over-arching project and the possible costs

THE KNOWLEDGE FOR CHANGE

SWOT Analysis
Threats
Governmental projects are generally hard to promote. The global economic crisis reduced some of the organisations spending both in the private and public sector. Increasing need for natural resources No interest in sustainable use of resources.

Emerging economies relying on fossil fuels.

THE KNOWLEDGE FOR CHANGE

Objectives

THE KNOWLEDGE FOR CHANGE

Objectives
Communication
The Eye On Earth communication will focus on establishing a strong online movement based on info sharing. This will also help generate more awareness in the mass media. 1. To communicate effective messages through social media channels including Youtube, Twitter and Facebook. 2. To issue media releases to radio and newspaper companies to gain publicity without financial cost. 3. To develop effective interaction between Eye On Earth and its stakeholders.

THE KNOWLEDGE FOR CHANGE

Objectives
Relations
Eye on Earth needs to gain new partners who can give them support to increase the knowledge about and credibility of Eye On Earth.

1. To communicate EOE association with sustainability and the environment through NGOs.
1. To involve Government Authorities and Politicians to raise awareness in their countries. 1. To gain the support of scientific and technical institutes

THE KNOWLEDGE FOR CHANGE

Objectives
Concepts
Eye on Earth has to communicate two important concepts: sustainable future and environmental changes. These concepts will be related with two pillars of sustainability: environmental development and social awareness. 1. Knowledge for change. Knowledge is something tangible and usable and has the power to lead to change. 1. Assistance to understand environmental changes will make them accessible for everyone, not just Government and scientists.

THE KNOWLEDGE FOR CHANGE

Publics

THE KNOWLEDGE FOR CHANGE

Publics

THE KNOWLEDGE FOR CHANGE

Publics
NGOs & Int. Governmental Organisations

AGEDI EAD Global Environment Facility United Nations Environment Program

Greenpeace
WWF

THE KNOWLEDGE FOR CHANGE

Publics
Governments & Politicians
His Highness Sheikh Khalifa Bin Zayed Al Nahyan Al Gore Bill Clinton Department/Minister of the Environment

(Key-Regions) Pete McCloskey Wangari Maathai Margot Wallstrm THE KNOWLEDGE FOR CHANGE

Publics
Scientists & Institutions

Gunter Pauli Andy Lipkis William H. Schlesinger Max Nicholson David Suzuki Foundation Max Planck Institute Tertiary Education Institutions (Key-Regions)

THE KNOWLEDGE FOR CHANGE

Strategy

THE KNOWLEDGE FOR CHANGE

Strategies
Mission

Eye on Earth represents the diversity, breadth, and global importance of the environmental and societal data movement. All initiatives will be united by our common interest and the Eye on Earth Community will be emerging.

THE KNOWLEDGE FOR CHANGE

Strategies
Vision

For Eye On Earth to be known globally through the goal to raise awareness for international environmental data-movement. Eye on Earth will reach a consensus on key-issues regarding greater data accessibility and will encourage stakeholders to collaborate and strengthen existing initiatives and, where necessary, launch new ones.

THE KNOWLEDGE FOR CHANGE

Strategies
Statement

The mission and vision of Eye on Earth will be communicated in order to make them globally known. 1. Opinion leader within the environmental sector need to be involved, drawing public attention to the Eye on Earth Summit worldwide. 1. Eye on Earth has to be constantly present in global mass media as well as in social media networks. The interest of media in Eye on Earth will be increased and sustainable media coverage of the Summit provided. 1. The necessity of a platform for knowledge exchange has to be addressed within the awareness of both, the governments and the global public.

THE KNOWLEDGE FOR CHANGE

Strategies
Action Lines

To increase the knowledge of Eye On Earth:

1. 2.

Leverage planned events dealing with similar topics will make the Summit globally popular. Eye on Earth will be promoted on a national and an international level to raise and increase public awareness of environmental issues and their consequences attached. Different channels will be used dealing with issues concerning the Eye on earth initiative.

3.

THE KNOWLEDGE FOR CHANGE

Actions

THE KNOWLEDGE FOR CHANGE

Actions
Public Communications: Correspondents representing international media will be invited to attend the Eye on Earth Summit and communicate via press, radio, internet and TV.
United Nations Communications: Eye on Earth will liaise with the UNEPs Department of Communication on a constant basis to create and integrate ideas to raise awareness about the upcoming summit. Executive Communications: The Director of Eye on Earth and top members of the UNs environmental programme can give customised news released to representatives of the different publics.

THE KNOWLEDGE FOR CHANGE

Actions
Key Message

Sharing knowledge to improve sustainability.

THE KNOWLEDGE FOR CHANGE

Actions
Campaigns

The Social Ambit


1. Green Out! 2. Panel It! 3. Pay Green!

THE KNOWLEDGE FOR CHANGE

Actions
Campaign One

Can You Live Without Information?

Green Out!

THE KNOWLEDGE FOR CHANGE

Actions
Campaign One

Action: Green Out! Objective: Raise awareness for what it is like to live in a world without any environmental data. Showing people the importance of free-flowing information. Publics Involved: Ideally all publics. Including: green ambassadors, green leaders, other interested parties, potential attendees of the conference.

Season: Two months before the summit in 2014.


Budget: 5.000

THE KNOWLEDGE FOR CHANGE

Actions
Campaign One

How: Green out!-day. Major encyclopedias, search-engines and data-sharing websites will block certain information for two hours. . Green Google logo/Green Wikipedia logo Real-Live environmental activities take place Green Photos to be done Upload of photos on Facebook/Twitter ; Sharing with Eye on Earth The person with the most Facebook-Likes and/or Twitter-Votes wins a trip to Abu Dhabi. A Profile Picture Green Out!-Button

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Two

Action: Panel it! Objective: Sharing knowledge with young people and prospective scientists Publics involved: Tertiary-Education-Institutions, Scientific Institutes, Environmental Scientists/Experts, Scientific Community Season: During eight months before summit in 2014, one paneldiscussion per month

Budget: 45.000

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Two

How: Organise panel discussions with prominent guests, scientists, environmental experts or speakers of the Eye on Earth initiative Contest on major universities: Importance of sustainability and data-sharing mean to young researchers and students Winners to join the panel-discussion, present their ideas and meet the guests Making Eye On Earth more prominent among young people and prospective researchers

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Three
Action: Eye on cleaning up YOUR world Objective: To enhance the knowledge of sustainable practices whilst encouraging community involvement by getting local communities to unite around the world and contribute to cleaning up the world.

Public Involved: Schools, Universities and workplaces around the world.


Publics Include: Shiek, Andy Lipis Seasons: 1 week to do program, run 2 months prior to the 2014 summit Budget: $2000 majority online promotion, money covers print and radio.
THE KNOWLEDGE FOR CHANGE

Actions
Campaign Three
How: This strategy encompasses the idea of getting the public involved in environmentally sustainable activities including, picking up rubbish and reducing littering, recycling, planting trees, reducing energy use and limiting water usage worldwide. The focus is on environmental contributions that will have worldwide results, by reducing waste; the more the environment will prosper.

Schools, Universities and workplaces will be able to get involved by registering to an Eye on the Earth forum which will allow them to log their contribution and allow them to track the competitions progress on all social media platforms. All teams will be entered into a global competition that will find the winner given the opportunity to send 5 representatives to the global summit, meet with world renown spokespeople for Eye on the Earth and be recognised with a certificate at the closing ceremony. The winner will also receive a grant to put towards developing environmentally friendly initiatives; such as recycling

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Three

Action: Pay Green! Objectives: Encourage general public to inform themselves about the Eye on earth initiative. Publics Involved: Targeted Key-Regions = Oceania, Northern Europe, Southern Europe, South-East-Asia, United States of America and specifically the UAE Season: Design = Three months before the summit 2014; Distribution = One month before/during the summit 2014 Budget: 17.000

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Three

How: Getting people involved with and raising their interest in the initiative Memorabilia coin with QR-Code on the back side leading to Website Coins to be sold in specific stores before/during the Summit Coins to be given away in Abu Dhabi during the Summit

THE KNOWLEDGE FOR CHANGE

Actions
Campaigns

The Environmental Ambit


1. The Green Mob! 2. Watch Green!

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Four

Action: Viral Design and Video Competition. Objective: Raise general awareness of the Eye on Earth initiative Public involved: General public in key-regions Season: Entire year of 2014; End of competition = June; Presentation = December Budget: 14.000

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Four

How: Contest to design a poster and/or a video The contest will be announced on the Eye on Earth Website, Social Media Platforms and traditional media People can submit their designs and video creations using social media platforms. Ten submissions with the highest votes get to the final stage in which the winner will be picked Prize: 4000 ; Winner movie to be shown on the Abu Dhabi film festival

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Five

Action: Develop a brand alliance with a world-renowned environmentally friendly product, IKEA. Objectives: To generate funding for Eye on the Earth Public Include: Corporate company (IKEA), The Global Environment Facility, David Suzuki Foundation Budget: $1000 top for preparation and proposals

THE KNOWLEDGE FOR CHANGE

Actions
Campaign Five
How: Product exclusively sold for 6 months or while stocks last. Produce 1 million lamps.

Its Worth Giving Back


Eye on the Earth could align with a global company, such as Ikea to develop a strategy that would share a contribution of sales of the product to research and implementation of Eye on the Earth (for example 5c per dollar sold AUD). Seeing as Ikea were the first company to bring in energy efficient light bulbs in their stores, this alliance will include the development of a product, such as a lamp, that is biodegradable, environmentally friendly and efficient. This money will be put into further research and environmental initiatives for the future and being able to share environmental knowledge on a global scale.

THE KNOWLEDGE FOR CHANGE

Actions
Further Campaigns

1. General change in use of communication channels 2. Viral marketing video 3. TV-advertising/Press-Advertising

THE KNOWLEDGE FOR CHANGE

Evaluation

THE KNOWLEDGE FOR CHANGE

Evaluation
Each tactic devised to inform, promote and engage publics of the Eye on Earth summit must be measured in order to prove Return on Investment (ROI) to the client.
Measurement methods will be different across traditional and digital public relations tactics but will all be included in one overall evaluation.

THE KNOWLEDGE FOR CHANGE

Evaluation

Values 1. 2. 3. Perception Knowledge Activity


Understand any change of awareness levels

THE KNOWLEDGE FOR CHANGE

Evaluation
Tools available which are of value to digital public relations campaign tactics. QuanTools available which are of value to digital public relations campaign tactics. Quantitative: Data that refers to numbers and frequencies Qualitative: Data that provides information of meaning

THE KNOWLEDGE FOR CHANGE

Evaluation
Quantitative

Google Analytics:

To measure traffic on the Eye on Earth Summit website. Traffic will be measured on the basis of finding correlation between public relations activities and positive changes to traffic on the website.

THE KNOWLEDGE FOR CHANGE

Evaluation
Qualitative

Sysomos:

To measure all social media activity across YouTube and Twitter. It works on the basis of Listen, Measure, Understand and Engage and allows users to measure all popular social media sources.

THE KNOWLEDGE FOR CHANGE

Evaluation
Qualitative

Facebook Insights:

Provides creators of pages and applications on Facebook to measure the results of their activities.
Insights will prove to be a valuable tool to understand which content is most popular and how engaging the campaign is proving to be.
THE KNOWLEDGE FOR CHANGE

Budget

THE KNOWLEDGE FOR CHANGE

Budget

THE KNOWLEDGE FOR CHANGE