Presentation of tailored PR proposals for the IKEA Leeds store as part of a Graduate Consultancy project about how to communicate sustainability more effectively to students.

1. Communication Audit
Research project for IKEA
Team 3
Phuong Do Mai
Diana Pršancová
David Ramgraber
Sofia Solia
Laura Wijnolst

2. EXTERNAL ANALYSIS:
PESTEL analysis
 Political
Brexit: uncertainty over future
UK-EU trade relations.
 Technological
Big development of Virtual and
Augmented Reality in the
industry.
 Economic
Economic growth by 40% in the
Leeds city region.
 Environment
Increasing importance of
sustainability.
 Social
Millennials spend less on
household goods, more on
experiences.
 Legal
Very strict furniture and furnishing
laws in the UK.

3. BUSINESS AND COMMUNICATION OBJECTIVES
Business objectives
 Increase number of visits
 Increase sales
 Outline the IKEA family card
Communication objectives
 Spread the sustainable story of the products
 Foster an emotional connection
 Raise awareness of IKEA’s values

4. TARGET AUDIENCE
Who is our target audience?

5. SURVEY FINDINGS:
Which (social) media channels do you commonly use?

6. SURVEY FINDINGS:
What does ‘sustainability’ mean to you?

7. SURVEY FINDINGS:
Are retail stores environmentally friendly?
No idea or opinion
They could improve
No, they are not doing a good job
Yes, they are doing a good job36%
20%
28%
16%

8. SURVEY FINDINGS:
Do you consider sustainability when you shop?
16%
52%
32%
Yes No Depends

9. 68%
8%
16%
8%
In-store Online Both Never
SURVEY FINDINGS:
Do you prefer online or in-store shopping at IKEA?

10. SURVEY FINDINGS:
Do you think IKEA is environmentally friendly?
52%44%
4%
No opinion Beneficial Harmful

11. COMMUNICATION STRATEGY
Green, sustainable
campaign
Cooperations Brand awareness
University based
Engaging the audience
Getting people to the
store
In-store information
Subtle, playful
Non-intrusive
Social Media
Coherent

12. PUBLIC
RELATIONS
PROPOSAL:
University based

13. PUBLIC RELATIONS PROPOSAL:
Drop-off point for used furniture

14. PUBLIC RELATIONS PROPOSAL:
In-store
Do you know the story behind
the FAMNIG HJÄRTA?
Simply scan the QR code below!

15. PUBLIC RELATIONS PROPOSAL:
In-store

16. PUBLIC RELATIONS PROPOSAL:
Cooperations: Campus Living Villages (CLV)

17. PUBLIC RELATIONS PROPOSAL:
Cooperations: UniKitOut
 Market leader
 156 partnerships
 Pre-arrival delivery
 Bathroom, kitchen, and bedroom kits

18. BUDGET
Proposal Amount / Time Cost Labour cost Total cost
Bus service 3 buses / 3 days £ 600.00 n/a £ 5,400.00
Flyers 2000 £ 0.03189 n/a £ 63.78
Hosting QR code websites 12 months £ 10.00 £ 150 £ 270.00
LED logo projector 5 £ 80.82 £ 300 £ 704.10
Signposts QR codes 5 £ 28.99 £ 30 £ 174.95
Multimedia boards 3 weeks no quote n/a no quote
Drop-off point: transport 1 transporter £ 63.20 £ 300 £ 363.20
Total: £ 6,976.03
* All labour costs were calculated with an hourly salary of £30 per person
* The remaining budget is mainly for social media activity

19. EVALUATION
 Developing long term engagement rather than short term boosts
 Social Media engagement
 Sentiment Scoring
 Traffic analysis
 IKEA Famliy card signups
 Return on Target Influence Model

20. TIMETABLE
2018/2019 September October November December
Start of
semester
Sep 17
Bus to IKEA
Sep 22
Bus to IKEA
Sep 29
Bus to IKEA
Oct 6
Sep 17 – Oct 6
Mediaboard
campaign
Sep 16 – Oct 6
Sep 10 - ?
QR code
stories
Floor lighting
Jan 6 – Jan 27
Drop-off point
for homeware
Distribution of
flyers
FebruaryJanuary
Tender for
CLV
Launch of
the IKEA
UniKitOut
Sep 1
Sep 10 - ?
End of
semester
Jan 20
Jan 6 – Jan 27

21. TRY IT OUT!

22. THANK YOU, ANY QUESTIONS?
Team 3

23. Thank you for everything!