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Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
Beale CP Sustainable Business Communication Planning 022011
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Beale CP Sustainable Business Communication Planning 022011

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Presentation on internal communications for Sustainable Business program at Bellevue College

Presentation on internal communications for Sustainable Business program at Bellevue College

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  • 1. Internal Communications –
Planning and Messaging 
for Sustainable Business 
Therese BealeBellevue College8 February 2011
  • 2. Three Pʼs of Communication Planning Purpose
 Place
 People
 Plan
 5
P’s
of
Marke3ng:
Product
–
Price
–
Placement
–
Promo3on
–
People

©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 2

  • 3. Communication is a process Culture
 Psychology
 Structure
©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 3

  • 4. Reality
Check
Place – reality check©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 4

  • 5. Place – reputation – sales - product©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 5

  • 6. Purpose - 
 mission
 “inspire a sustainable world”
©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 6

  • 7. Purpose 
 - vision 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?©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 7

  • 8. Purpose - values©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 8

  • 9. Three Cʼs of Effective MessagesTM Know
 Your
 Audience C 2 Leverage
 Your
 Consistency Strengths Deliver
 Relevant
 Evidence©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 9

  • 10. Wireless carrier: Where does the sustainability message fit? phone
 price
 network
 service
©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 10

  • 11. People 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©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 11

  • 12. Pillars for storytelling©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 12

  • 13. Environmental Improved
energy
use
 efficiency
13
percent
since
 2004
and
reduced
absolute
 emissions
from
 manufacturing
opera3ons
in
 developed
countries
by
8
 percent
since
2004.

 Coca‐Cola
publishes
7th
sustainability
update
|
Atlanta
Business
Chronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 13

  • 14. Environmental Achieved
a
13
percent
 improvement
in
water
use
 efficiency
since
2004,
using
 an
average
of
2.36
liters
of
 water
to
make
one
liter
of
 beverage.

 Coca‐Cola
publishes
7th
sustainability
update
|
Atlanta
Business
Chronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 14

  • 15. Community Sponsored
approximately
 150
physical
ac3vity
and
 nutri3on
educa3on
 programs
in
nearly
100
 countries.

 Coca‐Cola
publishes
7th
sustainability
update
|
Atlanta
Business
Chronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 15

  • 16. Economic Avoided
the
use
of
 approximately
85,000
metric
 tons
of
primary
packaging
 through
system‐wide
 packaging
efficiency
efforts,
 resul3ng
in
es3mated
cost
 savings
of
more
than
$100
 million.

 Coca‐Cola
publishes
7th
sustainability
update
|
Atlanta
Business
Chronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 16

  • 17. Community Launched
more
than
180
 low‐
and
no‐calorie
drinks
in
 2009,
increasing
the
low‐
 and
no‐calorie
beverage
 porVolio
to
more
than
800
 beverage
products.

 Coca‐Cola
publishes
7th
sustainability
update
|
Atlanta
Business
Chronicle

©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 17

  • 18. Storytelling
opportuni3es
 Economic Environmental Community How do Representation in Approx
150
physical
 People shareholders benefit corporate ac3vity
and
nutri3on
 from CSR efforts? environmental educa3on
programs
in
 initiatives? nearly
100
countries.
 What research has 13
percent
improvement
 Product Coke conducted to in
water
use
efficiency
 Launched
more
than
 features achieve its product since
2004,
using
an
 180
low‐
and
no‐calorie
 and goals? average
of
2.36
liters
of
 drinks
in
2009 benefits water
to
make
one
liter
of
 beverage. Avoided
the
use
of
 Improved
energy
use
 Principles & approximately
85,000
 efficiency
13
percent
 What CSR practices commitments are metric
tons
of
primary
 since
2004
and
reduced
 made in every packaging
through
 absolute
emissions
from
 geography where system‐wide
packaging
 manufacturing
opera3ons
 Coke products are efficiency
efforts
‐‐
 in
developed
countries
by
 sold? es3mated
cost
savings
 8
percent
since
2004.
 of
$100
million+©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 18

  • 19. Evidence
–
sustainability
in
ac3on
 Triple Economic Environmental Community Bottom Line: People Product features and benefits Principles & practices©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 19

  • 20. One message, many stakeholders©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 20

  • 21. Whatʼs Your Story?©2011 Therese Beale / Beale Communication Planning All Rights Reserved. 21

  • 22. Therese Bealewww.bealecp.com8 February 2011

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