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To make (and keep) new habits. Many people already have reusable shopping bags, waterbottles and coffee cups, but they aren’t much use in the back of a cupboard or left elsewhere
in the house. It’s not about buying new stuff, but remembering to take the reusable youalready have.To take a personal concern and sharing the challenge in your community.Marketing communication objectives To inspire other groups and individuals around the world to participate in the Plastic FreeJuly. At the heart of the campaign, sharing stories of self-described “ordinary people” inspiresother people to think “I could do that."Key messagesPlastic causes many problems such as health issues, and environment issues that are gettingharmful to human life. It is time that everyone should realize and do something to remedythese problems. The project will decrease the huge number of plastic used in nowadays. Marketing communication options Digital and social media, main purpose is providing information about this campaign,services, and enterprise, and other people’s opinions about all three. Social media is not onlygrowing at a rapid rate; it is becoming a resource for consumer/buyers to research thepotential product or service way before your enterprise is even aware of the buyer’s interest.Key advice here is to at least monitor these activities, respond to viewer’s comments,especially if there is bad publicity. Common mistakes are not engaging in one form of theseactivities, becoming defensive about social remarks and not gathering this information forfuture project.Budget: $5,000 for running the campaign in 12 weeks.Recommendations
As a small budget to run the campaign, the team needs to carefully manage the budget onadvertising, for example, to run the advertise on Facebook for 4 weeks, the team needs toensure that this method will receive the most attention from people to join the campaign. Communication Action Plan The first two weeks, the team will promote the campaign by advertising it on social media asFacebook and Twitter, also print media such as poster that will be posted at schools andcompanies nearby. Week 3 to week 5 will be the time for people to register to join the campaign. Week 6 to week 8, the team will encourage people to share their experience after joining thecampaign by using social media as Facebook and Plastic Free July website. Week 9 to week 12, will be the period to track the results from the campaign and alsofeedbacks from the members in order to make an improvement.