STRATEGIC

COMMUNICATION
PLAN

Eco-Pen by EcoP Inc.

 Table of Contents
Eco-Pen by EcoP Inc..............................................................1
About EcoP...................................................................................3
Target Audience......................................................................3
SWOT Analysis.............................................................................4
Strengths.................................................................................4
Weaknesses.............................................................................4
Opportunities...........................................................................5
Threats.....................................................................................5
Messaging......................................................................................6
The plan..........................................................................................8
Goals........................................................................................8
Objectives................................................................................8
Budget......................................................................................8
Strategies & Tactics................................................................8
Desired Outcomes..................................................................9
Engagement & Feedback.......................................................9
Chance for success.................................................................10
The Rise of Sustainability....................................................10
Case Study: Mustard Seed..................................................10
What backlash?....................................................................11
How to combat backlash.........................................................11
Sample Social Media Post...................................................12
Appendix A..................................................................................12
References..................................................................................13
About EcoP
Originally EcoP Inc, was called Eco-Pen. The company officially started
in January of 2019, after winning the 99 Problem Pitch Competition by
The Forge. Eco-Pen is currently the sole product of EcoP Inc. “EcoP is
engineering an organic pen which will allow environmentally conscious
businesses to contribute to their Corporate Social Responsibility Goals,”
states EcoP’s website. Overall, EcoP is a Hamilton-based company wishing
to offer sustainable solutions

Target Audience
EcoP Inc. expressed interest in reaching other businesses to take part in
B2B (business to business). Therefore, the demographics of these businesses
includes those looking for sustainable partners or products.

Since the upcoming strategies and tactics heavily lie on growing social
media, consumers will be reached as well. Relationships with these
consumers is still key, as the demand for the product can help foster EcoP’s
business relationship with potential vendors. Not to mention that EcoP also
intends to have an online store. It is assumed the pen can be sold directly to
consumers as well.

Lastly, EcoP is a Hamilton-based company which further influences its

target demographics. Hamilton has a strong community that likes to
support eco-friendly practices. Later, the case study of the Mustard Seed
Co-op will elaborate how similar strategies and tactics can lead to local
success.

Strengths
Social Corporate Responsibility
At Eco-Pen by EcoP Incorporated, the business
strives to inform individuals of the power of an
eco-friendly presence on everyday objects. The main
goal of the company follows a mission statement
of “embedding sustainability in organizations by
turning disposable plastic products into organic
products”. This environmentally friendly agenda
proves to be a strength of the business, due to its
deep concern of the well-being of their customers.
Consumer-Driven
Working as an online based shop, Eco-Pen allows
consumers and business easy access to their selling
channels. Compared to a localized shop, this allows
the company to sell to individual customers while
using Business-to-Business strategy.
Innovation
One of Eco-Pen’s main strength comes from its
power of simple innovation. With a revolutionary
method of replacing single-use plastics, Eco-Pen
received the winning title at McMaster’s Innovation
Park competition “The Forge”.
Transformational
As a budding brand, the product has become
an interest to B2B brands. Testimonials from
the “Academy of Sustainable Innovation” claims
that Eco-Pen addresses challenges in sustainable
development, and has the potential to inform
consumers with an important message. This
outreach creates opportunities for the brand and
environmental image, which enhances both the
business and vision.
SWOT Analysis
Weaknesses
Brand Image
Reviewing the current state of Eco-Pen’s social
media channels, it is evident that their social image
requires a fresher look to truly represent the brand.
Currently, there is only a website, LinkedIn, and
Facebook page, which can be enhanced by the use of
sites such as Instagram and Twitter. This can also be
improved by the use of new informational graphics
and website design.
Lack of Reputation
Eco-Pen is a new company that has not been fully
established yet. Due to this, the business requires
communication strategies that will allow them
to become a notable new brand. This requires an
intense analysis of social media, consumer needs,
and different channels that their items may be sold
to.
Lack of Working Capital
In any small business, the weakness of a lack of
capital development from investors and loans is
a threatening issue at the beginning stage. As an
environmentally conscious business, investing
should aim to “green business loans” for sustainable
funding.
 Opportunities
Eco-friendly trends
As of recent, companies have made a huge change
in finding eco-friendly alternatives to single-use
disposable plastic items. This can be seen in the
rise of straw alternatives, where companies such as
Starbucks are transitioning to a straw-free business
with new cup shapes. With this knowledge, it
is evident that companies such as Eco-Pen are
continuing this trend by finding new options for
everyday objects.
Policy changes
An eco-friendly agenda in the Canadian
government has proven to be important, which can
be seen from the various recent waste management
propositions. The federal government released
on November 23rd, 2018 that the provinces and
territories are pushing forward a zero-plastic-waste
strategy to make ocean health and plastic pollution
a priority.
Local Events
As the startup initiated at McMaster University, this
ability for outreach to a student population allows
an easy transition from plastic pens that can be
localized to Hamilton, Ontario and expanded to
other Ontario universities. This ability to partner up
with local environmental organizations creates an
enormous impact on business opportunity.
Threats
Competitors
Although the idea of a seed-based pen is
undoubtedly an innovation, there are similar
companies that are sold at big-box supplies sellers
that have eco-friendly alternatives to pens and
pencils. The company, “Rolapena”, went viral last
year for their “wonder pen” that grew into a tree
through social media. Eco-Pen’s worldwide impact
may be threatened due to the various consumer
options but in a local analysis, the company is rather
unique.
Technological Society
In technologically-driven North America,
companies have begun creating paper-free
alternatives and transitioned to online files for
security and efficiency. With this, pens are less
frequently used in modern society but are still a
common household item. This may seem like an
obstacle due to the lowered frequency of use, but
can be combated due to Eco-Pen’s eco-friendly
vision.
Behavioural Change
Eco-Pen’s co-founder Rucha Kolte stated that the
business required a “behavioral change in people to
adapt to the eco-friendly practices”. North America’s
reluctance to reducing their ecological footprint can
cause a threat to the business strategy. Single-use
plastics have been used constantly for decades, and
with this new change, it may require a lot of time
and money for adequate adjustment.
Messaging
Lacking Engagement
EcoP currently lacks a strong engagement with their audience. It would
benefit from posting on their Facebook and website regularly: always
updating their consumers on new products, new deals, or new eco-friendly
products etc.

From B2C to B2B

After speaking with Eco-Pen it was determined that they would like to be
a business to business (B2B) producer and consumer. Right now, with how
their Facebook page is set up their tone is more directed to business-to-
consumers.

Keeping what works

In the facebook posts formal language is used, which should stay the same
because they want other businesses to see that they are using professional
etiquette. Their posts are both personal and professional.

On February 1s​t, they made a post advocating for children’s wellbeing or

the use of plastic products. Essentially highlighting that the use of plastic
products is ruining your child’s future environment.

Another post they made was on January 21s​t,​ 2018 showcasing the award of
merit they won at Innovation Nation Conference.

Their posts range from posting about weather conditions in Hamilton (the
start-ups home town) to announcing who they are working with. Eco-Pen
does a good job at how they phrase their captions, by keeping it short and
sweet and using hashtags.

Welcoming change
It would be beneficial for EcoP to keep up with current events to post on
their Facebook page and even website. The tone on the Facebook page
should be more personal and friendly or a moderate tone (casual but still
professional), and their website should take a formal tone since it should be
the main place where other businesses are engaging with them.
Increasing Engagement
To keep engagements up Eco-Pen should be posting one to two times a
week on their Facebook and actively updating their website. It would be
important to get more interactive content.

On the Facebook page

• Post a video of the founders explaining their product (mission, goal,
history etc.)
• Followed by posting product information and details
• Advertise their website on their Facebook page
• Create posts where people have to comment their friends on and
follow the page (e.g., contests giveaways), and continue posting
informational posts that are related to the demographic they are
targeting.

Reaching out
• Reach out to businesses personally via social media
• Reach out to businesses in the Hamilton community since that is
Eco-Pen’s home.

Checking Engagement
After doing the posts previously listed, check to see if engagements have
increased, as well as, to see if followers have been gained. Then from there
we will see if interactive posts were ineffective or effective and if we need to
change the tone of the posts again.

Desired Outcome
The end goal after changing their tone and engagements is to appeal to a
bigger demographic and gain a bigger outreach. We want businesses to
know the name Eco-Pen, and for business to get a strong sense of Eco-Pen
when they look at their website or Facebook page.

Goals
The goal of Eco-Pen is to be everyone’s No. 1 choice
for ballpoint pens. Eco-Pen should be the favourable
choice for customers looking to purchase pens
for themselves, their friends/family, for school,
for businesses, and everything in between. Unlike
other pens on the market, Eco-Pen is recyclable and
environmentally friendly so that as an individual, we
do our part to be environmentally conscious citizens
that prioritize in caring about our planet and do our
part, no matter how small.
Objectives
The objective of Eco-Pen is to build brand awareness
within the Hamilton and surrounding areas, to
increase sales within their target demographics,
grow market share in the environmentally friendly
pen industry, and enhance customer-brand
relationships so that loyalty is built between Eco-Pen
and their customers.
Budget
How to Enhance Performance/
Engagement with Minimum
Budget Spends
• By focusing on marketing through social
media, this allows minimal budget spends
• Prioritize organic growth over superficial
growth
• Encourage followers to share Eco-Pen’s page
with their family and friends
• Be active in communities related to company
(i.e. eco-friendly companies, school groups,
etc
The plan
Strategies &
Tactics
Website
• Have more interesting graphics/photos
• Simplistic design that has a ‘clean, eco-
friendly’ vibe
• Write posts on why choosing an eco-friendly
pen helps the environment over a traditional
plastic-made pen
• Share stories of the positive impacts of the
Eco-Pen
• Provide honest customer reviews
Instagram
• Attract your audience. Use hashtags, seek out
and engage with your desired audience.
• Have traction and engagement with
posts, through asking probing questions,
maintaining Instagram activity and engaging
with comments
• Have contests to bring new followers in
• Have a transparent relationship with followers
and viewers to ensure that they know exactly
what Eco-Pen is and what it stands for
Facebook
• Gain likes with target demographic
• Update Facebook page to ensure that all
information about the product is current
• Share links and be active on a daily basis
 Desired Outcomes
The desired outcome is for Eco-Pen by EcoP Inc., to establish itself as
a brand, increase its reach to potential customers and businesses. This
involves growing its social media to express the brand’s mission and
tone. Another goal is for the website to be updated to a shop, which also
encompasses the present blog. All together, this will allow Eco-Pen by
EcoP Inc. to indirectly reach customers, as well as, have many sources of
information for customers and businesses to grasp the mission, tone and
products.

Engagement & Feedback

EcoP Inc. will be immediately able to understand which strategies and
tactics are working and which are not. With regards to social media, each
platform gives statistics that can be used to understand customer reach,
engagement and feedback. For example, Instagram business accounts
are very popular. They allow for a contact button, access to analytics, and
Instagram ads. With regards to the website, whichever service provider is
used, currently Wordpress, will allow a look into the website traffic. Search
Engine Optimization, SEO, can also be used to further understand how the
website’s landing page and blog posts rank based on what is entered into the
search engine. HubSpot blog hosts resources on SEO effectivity. Lastly, the
most basic type of feedback can be given from customers via the company’s
various forms of social media.
Chance for success
The Rise of Sustainability
Many businesses have flourished due to their branding and social media
presence. Sustainability is a rising business practice. Major brands like IKEA,
IBM, Panasonic, and Nike have enacted sustainability practices and publicly
announced them. Furthermore, companies have gained various ‘green’
certifications, awards, and frankly any recognition of being environmentally
friendly. These brands know that consumers appreciate companies who try to
better the planet, not damage it.

Boasting Green
Currently, being green is a boasting point. Various companies toggle from
somewhat sustainable, to mostly sustainable, to fully sustainable. A fully
sustainable and environmentally friendly company is the ideal that everyone
is striving for. The good part about EcoP is that the company has started
and intends to remain a fully sustainable company. Growing within such a
positive mission permits a profitable future. There is no need to convert and
convince companies that insist on unsustainable practices. Especially those
that do so due to costs. Many companies have found that having a green B2B
vendor has reduced their overhead and has been advantageous.

No conversion necessary
What’s necessary is to reach companies and consumers who already believe in
sustainability and want more of it. One of the best ways to do so, which EcoP
has already started, is by using social media and a website. Since social media
marketing has been deemed successful, there are many proven strategies that
work. As mentioned in the goals, organic not superficial growth is the aim.
Social media is one way to build and grow relationships.

Case Study: Mustard Seed

The Mustard Seed Co-op is a cooperative grocery store on York boulevard
in Hamilton. Their instagram bio states, “Anything that can be local, is local.
All are welcome.” With over 6,587 followers and 1,390 posts, the co-op with
humble beginnings has blossomed. A key to their success is the relationship
with their store members. Co-op shoppers can pay a household membership
fee, allowing them to attend meetings and make decisions that after the co-op.
Community is their greatest emphasis, and most successful tactic. Mustard
Seed Co-op also leverages their social media to foster relationships. As a
Hamilton-based eco-friendly brand, there is immense community that can be
the building blocks for a flourishing EcoP.
 How to combat backlash
What backlash?
While there should only be minimal backlash due to nature of the company’s mission and tone, backlash
will still be present. The simplest form of backlash that can as easily damage a company’s professional
image is one from social media. Since EcoP focuses on environmentally-friendly and environment saving
products, there can be potential resistance due to the product pricing and the lack of belief in an global
environmental issue.

The approach
The overarching approach to complaints is to acknowledge everyone and express the value of your
product and depending on the issue, the company’s beliefs and mission. Comments and reviews should
never be deleted as that will harm the company’s trust factor. As the business grows, it will be difficult
to respond to every comment. There should be less pressure to do so at that point. However, at the
beginning, responding to as many comments as possible, especially the negative ones, will increase
engagement and the positive reputation of the brand.

Common scenario 1:
If the product is priced higher than a pen of perceived equal value, there may be complaints. Simply
thank the customer for their feedback, and then express how the value of the product reflects the price.

Common scenario 2:
A politically-charged comment resisting the dire global environment situation. There should only be one
response. Express the company’s mission which highlights the company’s belief in an environmentally-
friendly pen due to the planet’s dire situation. Reiterate that the company believes that companies need to
take more responsibility in writing this wrong. The tone should always be respectful, calm, yet assertive.

These comments can either be made by “trolls”, or a potential customer. Both should be treated with
respect, but engaging in a public argument is always unnecessary. If the situation, escalates, and EcoP sees
it fit to continue the discussion, do so privately.
 References
(2017, April 27). 10 global companies that are environmentally friendly. Virgin. Retrieved from https://
www.virgin.com/virgin-unite/10-global-companies-are-environmentally-friendly.
Barnhart, B. (2019, January 30). How to build your social media marketing strategy for 2019. Sprout
Social. Retrieved from https://sproutsocial.com/insights/social-media-marketing-strategy/.
Berry, J. (2013, February 12). B2B Green Marketing. Business 2 Community. Retrieved from https://
www.business2community.com/sustainability/b2b-green-marketing-0404746.
Colloer, A. (2017, July 6). Why You Should Switch to an Instagram Business Acount. Constant Contact.
Retrieved from https://blogs.constantcontact.com/instagram-business-account/.
Mainwaring, S. (2017, May 1). How B2B Partnerships Help Brands Drive Responsible Business. Forbes.
Retrived from https://www.forbes.com/sites/simonmainwaring/2017/05/01/how-b2b-partnerships-
help-brands-drive-responsible-business/#5c6910937e5f .
Oetting, K. (2019). The Ultimate Guide to SEO in 2019. HubSpot. Retrieved from https://blog.hubspot.
com/marketing/seo.
Speier, K. (2016, May 17). 6 Eco-friendly brands that will inspire you to go green. MainStreetHost.
Retrieved from https://www.mainstreethost.com/blog/eco-friendly-brands/.
Sivaswami, R (2016). Paper Pens That Not Only Reduce Plastic Waste But Also Have Seeds
That Grow into Trees. The Better India. Retrieved from
https://www.thebetterindia.com/59762/paper-pens-reduce-plastic-waste-ballpoint-seeds-g
row-trees-entree-lakshmi-menon/.
Thériault, C. (2019). Federal government, provinces, and territories push forward on a
Canada-wide zero-plastic-waste strategy. Environment and Climate Change Canada.
Retrieved from https://www.canada.ca/en/environment-climate-change/news/2018/11/federal
government-provinces-and-territories-push-forward-on-a-canada-wide-zero-plastic-waste-strategy
htm.
 Appendix A
Sample Social Media Post

At EcoP Incorporated, we lead by serving the objective of doing good. That’s why we wanted to let our
customers know a little bit more about us.

Our vision is best described by American astronomer Carl Sagan, noting that we should “preserve and
cherish the pale blue dot, the only home we’ve ever known.”

This is why in the past couple of months, we led an environmentally friendly revolution by releasing the
Eco-Pen. Our idea has led us to win McMaster Innovation Park’s competition “The Forge”, where we
engineered an environmentally conscious product in hopes to reduce the negative impact of single-use
plastics.

Over 100 billion single-use disposable pens have been sold, which equates to an overwhelmingly
negative impact on the environment due to the gases released in pen production.

Our company is a new form of pen production, clearly explained with simple innovation. To further our
positive impact on the environment, we strive to create innovative products that help preserve that pale
blue dot.

How do you take steps to help the environment? Let us know in the comments!