1. National Litter Campaign – Commercial Engagement
Objectives
Campaign Strategy
Key Target Audiences
Secondary Objectives
In Market
- Build awareness of campaign with key business sectors
- Key business sectors to engage in national campaign
- E mail key stakeholders
- Follow up phone call with stakeholders
- Hold Face to Face consultation meetings
- Get a commitment from organisation’s
- Promote Recycling on the Go
- Pilot program
- Campaign engagement until Nov 2011
- Campaign launch Spring/Summer 2012 TBC
PROPOSITION: BUSINESS NEEDS TO PLAY A PART IN REDUCING LITTER WASTEPROPOSITION: BUSINESS NEEDS TO PLAY A PART IN REDUCING LITTER WASTE
National Marketing
- Get business support & backing for National Campaign
Marketing Mix
National
Marketing
Digital
Local Marketing PR
Measurement
-Pilot program with Council, school and food on the go business
-Measurement in defined space such as tourist destination or retail park
Measurement
-Pilot program with Council, school and food on the go business
-Measurement in defined space such as tourist destination or retail park
- Engage with companies in the top 10 of producing litter
waste including “food on the go” consumers
- Large Shopping Centre’s
- Bids to target SMB business in specific locations
- Retail Consortiums
- Visitor Attractions with a focus on most popular
PR
- Opportunity for joint press releases
Local Marketing
- Materials that can be co-branded for retailers
Digital
- Business websites can cross promote the campaign

2. Engagement Plan
WHAT IS THE SINGLE MOST PERSUASIVE MESSAGE WE CAN CONVEY?
It’s about everyone taking responsibility – business needs to be part of the national litter prevention campaign
Business Key Objectives
•Build awareness of campaign with key business sectors through early engagement
•Key business sectors to support and engage in the national litter campaign
Secondary Objectives
•Recycling on the Go
Key Motivators for business
•Clean communities also have a better chance of attracting new businesses than those where litter is common, people feel safer. This might be a strong motivator
for a BID where a group of businesses get together to address litter.
•Financial penalties
•Guilt that business is part of the problem and needs to be part of the solution.
•Responsible Corporate governance, social responsibility is important to customers so important to business.
•Integrating positive behaviour into an individual’s sense of identity. For example making recycling being part of being a responsible citizen.
•Getting people to take litter home with them or recycle on the go
What are the challenges in gaining business support
•Business may not feel a sense of ownership if they don’t work with local authorities or schools
•The rise in fast food culture and the 24-hour society have contributed to the rising problem;
•Head offices could be located out with Scotland
•Companies may be signed up for other litter prevention programs so not willing to support programs.
•Recycling on the Go seems a key issue for business, but adds complexity to the campaign as the behaviour challenge is getting consumers to place in a bin.
Engagement
•The approach will be - Awareness meetings, engagement or buy in, supporting the campaign, followed by action
Target Audience
•Top 10 litter brands that are the source of littering in studies, as that’s where the campaign can make the biggest difference. (Backers of Love Where You Live
included McDonald’s, Wrigley’s, Imperial Tobacco).
•Companies with a large footprint in terms of stores will be able to reach a large audience
•Large shopping centres may have the greatest footfall traffic and help facilitate reaching a large audience
•Business bodies or consortiums can be a vehicle to get messages out to the audience
•Top 10 visitor destinations considered as they are a source of litter and could be good in measuring in a controlled environment.
Tactics to discuss
•What corporate responsibility and litter prevention programs they have in place, how can we use them to reach as many customers as possible eg in store posters,
packaging,
•Customer demographics
•Use of branding and requirements eg customising and local marketing requirements
•Joint PR opportunities
•Events eg using shopping centres to raise awareness
•Timing of campaign
•Websites promoting the campaign to customers
•The reach of an organisation in terms of stores
•How we can communicate with members for consortiums
•Pilot programs with key organisations – schools, LA’s and business 9eg Perth and Kinross Macdonalds challenge), stores with recycling on the go facilities,
destinations where measurement can be in a semi controlled environment
•Case studies
•Cross promotion of the campaign on web and social media