BUS 2200 Business Communications

Communications
Campaign
Final
 • With our ecosystem suffering from the toxins
and waste we put into it, it is so important for
companies to do their part by implementing
eco-friendly changes into their business.
• Major companies such as Walmart, Coca Cola,
Target, SC Johnson, Google, Starbucks, and
Toyota are reaping the benefits of going green
with so many more following behind.
• According to the McKinsey Study published in
2017 it states, “Respondents also report that
their organizations have increased their formal
governance of sustainability: 70 percent say
their companies have some form of governance
in place, compared with 56 percent in 2014.
What’s more, an increasing share of
respondents (16 percent, up from 12 percent
previously) now report that their companies
have a board-level committee dedicated to
sustainability issues” (McKinsey Study 2017).
• It is clear companies are making more eco-
friendly decisions but until more take part it
will not make a lasting effect.
• This communications campaign is to work to
convince more companies to do their part of
becoming eco-friendly by showing them the
benefits and savings they can attain by doing so.

Overview of the Project

 • Purpose of our business plan is to let
companies know how changing their
Purpose and Objectives business models to include a more eco-
friendly workplace can help cut costs,
gain respect of buyers, and help protect
our environment.
• It is our goal that by showing the
companies that being more eco-friendly
has all of these benefits that they choose
to start implementing this strategies into
their business. This in turn will help the
environment that we live in be a more
healthy and happy environment.
• The companies implementing
sustainability are generating record
profits, for example, GE, Target, and
Unilever are capitalizing on the market
trend of post-consumer-use materials.
• In 2014, over 50% of Unilever’s market
share growth came from its sustainable
living brands. It pays to go green, it
expands market share and sales.
(Enviromentalleader.com 2016)
 Learning
Objectives

• Develop professional
communication
competencies
• Build collaborative team
relationships to meet
team goals..
• Distinguish between
credible and non-
credible sources of
information.
• Support claims with
credible evidence.
 • Our main target is going to be heads of
companies, CEO’s and CFO’s. We also
Audience want to target people who are in charge
of creating budget plans and business
models, such as managerial accountants.
 Demographics

“In 2011-2012,
the last year for
“Spencer which data is
“Just over half Stuart, the available,
of Fortune 100 percentage of 191,571 people
graduated from
CEOs have a CFOs holding U.S. schools
degree in a CPA with advanced
business, certification degrees in
economics, or rose from 29 business, some
accounting, percent to 45 25.4% of all the
while 27% percent when master’s degrees
studied Sarbanes- conferred. That
engineering or Oxley took compares with
science, and effect about a 178,062
master’s degrees
14% law” decade ago” in education, or
(Stadler 2015). (Gershon 23.6%, of all the
2013). advanced
degrees” (Byrne
2014).
Psychographics

“According to surveyed CFO Magazine readers,

the majority of CFOs are male (82%), are 35-45
years old” (McDaniel, Beger 2016).

“A CFO earns anywhere from $100K on up -- including options and

other forms of executive pay -- depending on the organization type
(public, private, non-profit, government, etc.), geographic location,
and revenues” (McDaniel, Beger 2016).

“A typical CFO has been on the job for at least

five years” (McDaniel, Beger 2016).

“25% of those 64 or older retired or were forced out,

compared to 8% of younger CEOs, according to the
Conference Board” (Staley 2017).
 Audience Analysis

• CEOs and CFOs are very well rounded

individuals and will have a very educational
background. They are generally older
individuals who have worked hard to get where
they are at in their careers. With the knowledge
and wisdom that these individuals have it will
be important to be knowledgeable on how we
are presenting the information and make them
see the ultimate benefits they will get from
going eco-friendly. These individual are also
very busy and will not have lots of time to
dedicate to long meetings and videos so it is
important that our information in concise and to
the point. CFO’s often handle strategic
planning and CEO’s handle the company more
in depth so it is important that we show them
both the benefits in their own specific ways.
Messaging Goals
•Going Green doesn’t just
Think
Feel
help the environment but
also has benefit for their
company
•Going Green has financial
benefits that could give their
company an edge
•Going Green will appeal to
their customers and they
will be more likely to
contribute
•Going Green is their social
and economic responsibility
•Going Green give them tax
benefits
•Going Green gives them a
Do
leg up over their
competitors
•Going Green will give them a
better sense of purpose for
their company
•The rewards of the company
making the changes of going
green will outweigh the
initial costs.
•Donate to a non-profit “
Cold Climate Housing
Research Center” if they
already do participate in
going green.
•Implement changes into
their company that will help
the environment
•Start by implementing one
change of going green and
see the rewards.
•Report CSR (Corporate
Social Responsibility) in
which companies
communicate their
environmental impacts.
Key Messages

• Our key messages will be that going green

can not only benefit their company for the
better financially, help the environment,
and appeal to their customers but also to
help the environment in the future.
• It is important for our campaign that the
companies can see the differences that
they can make and how it will not just
benefit them but everyone.
Channels of Communication

• We have considered many factors when it comes to choosing our

media mix or the channels in which we are going to appeal to our
audience. The list we have chosen is as follows:
• A Brochure
• We will be creating a brochure for businesses to look through
that will list the benefits of going greens as well as a little about
the non-profit organization we wish to promote. We will also
provide statistics and ways businesses can save money and
generate new revenues streams.
• Facebook page
• Our Facebook page will focus on the benefits of going green and
educating about the nonprofit and what they do to help the
environment.
• A PowerPoint
• Our PowerPoint will be going over our work that we did for our
project, as well as the benefits of going green and the results we
got from our efforts.
• An Informative Paper
• Going over the results and benefits of our project.
• Setting Up A GoFundMe for the nonprofit we are choosing to support
Essay on Becoming more Eco-
Friendly

• My goal was to write an essay that would convince

companies on the benefits of going green. I
included some companies that are successful like
New Belgium, Patagonia, and Cisco Systems. I also
included information about Cold Climate Housing
Research Center (CCHRC) a non-profit organization
that I wanted to challenged companies to donate to
if they already are trying to become more
sustainable. The slides following are samples taken
out of the essay.
• Here is a link to the full
essay:C:\Users\antho\Desktop\A More Eco.pdf
New Belgium

• New Belgium has made many strides in becoming more sustainable.

New Belgium takes pride in having become a Certified B Corporation.
Certified B Corporation is a program that is recertified every two years;
The program has the company look at the ways that they benefit the
community, coworkers, and the environment. New Belgium campaigns
for keeping water clean and improving access to water as it is there
main resource in creating their craft beers. They also work with Salmon
Safe to help protect and ensure healthy watersheds for native salmon
while still being able to produce good beer.
 • Patagonia is constantly
involving themselves
with new strategies to
help move the eco-
friendly changes along.
One program that has
been very successful in
being environmentally
friendly is there Worn
Wear project. Patagonia
will take any old clothing
or equipment that is still
in okay shape and fix it
up to be used again. This
cuts down their waste,
the energy it would use
to make a new product,
and there spending
costs, which leads to a
net positive.
Patagonia
 Cisco Systems
Cisco Systems has repeatedly been recognized as the
most environmentally friendly company. They have
become leaders in taking the initiative to becoming more
efficient and sustainable. Due to the large reports that
they put out every year, they have seized every
opportunity to become more ecologically knowledgeable
and sustainable. The Owner of Cisco Systems has said that
there is a necessity and a duty to put up sustainability
numbers with corporate numbers.
“We believe environmental
sustainability is critical for
economies and for all global
citizens. Reducing greenhouse gas
emissions, preserving biodiversity
and natural resources, and
designing our products to minimize
waste. These important actions are
factored into every aspect of our
business.” (Cisco, 2017)
• The goal is to improve our
world after the large amount
of damage we have done.
Patagonia’s founder has said
that once you start making
changes to becoming more
environmentally cautious, it
becomes easier and easier.
Cisco Systems has
acknowledged the importance
of not only showing the
probability of their company
but the growth and number of
their sustainability. New
Belgium has shown that every
company, and person has ties
to the environment and why
we need to be more active in
the climate initiative. We can
learn from the companies that
have already become more
sustainable to improve your
company.
Yupik Tribe
• The Yupik tribe that has lived in Alaska for the past 2,000 years. The
Yupik live as semi-nomadic people. They rotate through villages
depending on the time of year and where the best fishing is as that is
one of the Yupik’s main source of incomes. Living next to nothing, the
Yupik have struggled to find the best way to overcome their problems
of climate change. Every year, the water raises overcoming a little
more of their small civilization in Alaska swamps. The Yupik Tribe
would be the first group to be totally overcome by climate change. The
Alaskan tribe struggles to find the best way to overcome their problem
of rising water because of the difference of opinions an idea. With the
tribe being as old as 2,000 years, there are many people who believe it
would be wrong to leave their ancestors land and change the tribe’s
lifestyle of fishing and moving seasonally. Some efforts have been
made through Cold Climate Housing Research Center (CCHRC) to help
the Yupik build more sustainable houses instead of their sod houses
with vinyl paneling.
• The Yupik have
struggled for a very
long time and you
could help participate
in changing the hard
lives they live. If we
do not start
recognizing people
dealing with more
climate change
related incidents, we
are going to find
ourselves in trouble.
With more and more
disasters occurring,
we need to help
change our earth back
to what it once was to
save our planet.
Facebook Page and GoFundMe

• https://www.gofundme.com/cold-climate-housing-
research
• https://www.facebook.com/makethegreen/?modal
=admin_todo_tour&notif_id=1532896135778530&
notif_t=page_invite
 • Throughout the course of this project
we have learned a lot about
communicating as a team and
communicating with others to get our
message across. We have learned that
when working in a team
communication is the key to getting
the project done correctly and
professionally. This project went well,
our components are working to
complete out purpose, and hopefully
get more businesses to go green. The
project as a whole went very well and
while we learned that communication
is key, we were not always the best at
communicating. We also learned that
being proactive gives us a better
result. We also learned that when
appealing to a certain audience it is
imperative that you know your target
demographic. When appealing to
business men like in our project it was
important that our information was
pertinent and very professional.
Learning how to analyze this was a
very good learning experience. We
also learned a lot about the companies
going green, the benefits, and
companies to appeal to. The project
worked on our skills and taught us
about working as a group and will
come in handy now with our jobs and
for any future employment.
Lessons Learned
Sources
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