Introduction
For the beginning of this communication plan, the problem is analyzed and a global organizational goal and objective are given. In chapter 2, a clear description and analysis of the target group and intermediate target groups is given. Chapter 3 is the description of the intermediate goals. Chapter 4 is about the campaign, in which the methods to reach and influence the target group are specified. Finally, in chapter 5, there is a description of how the campaign can be evaluated.
In the communication plan, the way Greenpeace operates is taken into account. "Greenpeace is concerned only to protect the environment. It allies itself with no political party and takes no political stance. Greenpeace is independent of the influence financial or otherwise - of any government, group or individual. Greenpeace embraces the principal of non-violence, rejecting and attacks on either property or people."
I. Global Warming
Temperature and climate change, sea levels rise, these are only a few, but serious effects of global warming. Global warming is a problem that manifests itself all over the world; sooner or later everyone will be confronted with it. For example, the consequences of rising of sea level, are permanent flooding of vast areas of heavily populated lands and the creation of hundreds of millions of environmental refugees. Rising temperatures could lead to changes in regional wind systems, which would influence global rainfall distribution and lead to the redistribution and frequency of floods, droughts and forest fires. Windstorms and hurricanes could become more frequent and more intense.
A reason for these changes is the increased amount of C02-gases in the atmosphere. This is due to the fact that too much energy is used by fabrics, transportation and by individuals. In this communication plan the focus is on individuals, which includes the whole population, specified on reducing the amount of energy used by households. Based on this, the following problem and objective are formulated on organizational level:
Organizational problem: Households in the Netherlands use too much energy (1998)
Organizational objective: Households in the Netherlands use 5% less energy in comparison to 5 years ago (2003)
2. Target Group: Homeowners
To reduce the amount of energy used by households, the special focus is on homeowners in The Netherlands, who can easily take certain actions to reduce the energy use. They have more power to change their actions related to their houses, than home-renters, who need permission from the owner of the house and, besides that, renters are not always prepared to invest in a house they do not own.
2.1 Results and Analysis of the Survey
To get more information about the target group, a survey among homeowners, who live in The Netherlands in their own houses, was done. In the survey, there were questions, among other things, about their knowledge and attitude towards global warming, and about the actions they already take to decrease global warming.
In the survey the homeowners were asked how much they know about global warming. 78,7% of the homeowners knows average, or more than average about global warming. There are homeowners in each age group (>20 year old), but most homeowners are between 40 and 60 years old. Most times a house is owned by both partners who live in it. According to the survey, most of them are familiar with the consequences and the solutions of global warming. The majority of the interviewees (70,5%) see both saving money and environmental care as the main reasons to act to prevent global warming. 15,9% says that saving money is their only reason. The survey showed that especially a high investment keeps homeowners from taking certain actions, like solar panels.
According to the survey, these are the results concerning the actions taken by homeowners:
*Do not put the heating high, unless it is absolutely necessary
A household of four persons uses approximately 3200 kWh per year. The energy that can be saved with the use of energy saving light bulbs, when used on the five most used spots in the house (dinner table light, floor lamp in sitting area, kitchen lamp, cooker hood lamp, floor lamp in dining area), is approximately 150 kWh per year. This is a reduction of 30% of the energy used for lighting and 5% of the annual energy use. For floor isolation the reduction is 3,20,/0 and for wall isolation 24%. The financial profits of solar panels are small. A reason to have solar panels is to save energy and environment, not to save money. One solar panel can provide 80 kWh (2,5%) per year. The costs for one solar panel are fl. 1000,- (when subsidized by Greenpeace). That means that 40 solar panels are needed, if a household wants to extract all the energy from solar energy. The first action to focus on is the use of energy saving light bulbs. 61% of the target group uses them. This can be increased relative easily; the investment is rather low and the profits are noticed in a short period of time. Energy costs will drop, and the using time of an energy saving light bulb is eight times longer than with a regular light bulb. On long term, this action will help to decrease global warming. On its own, energy saving light bulbs will not solve the problem of global warming, but with the sum of small actions a lot can be achieved. After focusing on energy saving light bulbs the focus will be on energy saving domestic appliances, wall- and floor isolation and solar panels.
At the moment, the target group is familiar with the existence of the energy saving light bulbs, but the profit is less familiar to them. Usually women buy the light bulbs, at the same time as they buy the other household products. The bulbs are bought at supermarkets, at department stores and at do-it-yourself-stores. Although homeowners know of the existence of energy saving light bulbs, most times they buy regular bulbs.
Reasons for this habit are that homeowners think a regular bulb is cheaper (short-term thinking) and that there is only one shape (so an energy saving light bulb will not fit in their lamps). In addition, the presentation of energy saving light bulbs does not attract enough attention.
This habit has to be changed. More information about the profits and the use of the energy saving light bulbs is needed to change the behavior of the target group.
2.2 The Media Use of the Homeowners
According to the survey, the most used media for information about global warming are television and newspapers. Most watched television programs by the target group are news (68%), Studio Sport (21%) and NOVA (32%). The most read newspapers are de Volkskrant (23%) and de Telegraaf (30%). Vereniging Eigen Huis (the association for homeowners) has a magazine "de Woonconsument", which is spread monthly to the members. 22% of the homeowners read it. Also free-magazines from supermarkets are read frequently. Women mostly read these magazines. This knowledge of media use will be used in the campaign, which is described in chapter 4.
2.3 The "Fundamental Stones" of the Plan
Summarizing, the changes Greenpeace needs to make on the different levels are:
Knowledge: Homeowners are aware of the advantages of the energy saving lightbulbs
Attitude: Homeowners are willing to buy energy saving light bulbs.
Behavior: Homeowners break through the old habit of buying regular light bulbs Homeowners use energy saving light bulbs in the five most used spots. (dinner table light, floor lamp in sitting area, kitchen lamp, cooker hood lamp, floor lamp in dining area)
The campaign will not be in the order of these levels, but simultaneously. The focus is on the knowledge level, it is necessary to convince the target group of the advantages of the energy saving light bulb. When the bulb is bought once and the profit is seen, the custom will continue. Contributing factors for this custom are, that buying a light bulb does not require long thinking time, lot of effort or savings and it is an article, which is needed in household.
According to all this information, the following problems and objectives are stated:
Organizational problem: 40% of the homeowners in the Netherlands do not use any energy saving light bulb (1998)
Organizational objective: 80% of the homeowners in the Netherlands use energy saving light bulbs in year 1003 on the five most used spots in the house (dinner table light, floor lamp in sitting area, kitchen lamp, cooker hood lamp, floor lamp in dining area)
Communication problem: Homeowners in the Netherlands stick to a habit, buying regular light bulbs instead of energy saving light bulbs.
Communication objective: Homeowners in the Netherlands are aware of the advantages of energy saving light bulbs and break through the habit of buying regular light bulbs.
2.4 Intermediate target groups
The first intermediate target group is the producers of the energy saving light bulbs. Their cooperation is needed to reach the second intermediate target group, the shopkeepers. Their representatives can stimulate shopkeepers to give offers like "buy two, pay one". The profit for the producers is that if they are satisfied with a little less profit now, by making more people familiar with energy saving light bulbs, they will make more profit in future. After this, people will buy the energy saving light bulbs again for the normal price. Their energy bill will reduce, and the producer will have the normal profit.
Supermarkets, department stores and do-it-yourself-stores are the second intermediate target group, because homeowners buy their light bulbs at these places. These shopkeepers can increase the sale of energy saving light bulbs, by putting them on eyelevel on the shelves in their stores, and by offering more information about the costs and efficiency. A special presentation of energy saving light bulbs, that attracts attention, is another method to increase the sales. These shopkeepers can be persuaded to cooperate, because a 'green image' is good for their image, and they are eager to please the customer.
Restrictions and Stimulations for Desirable Behavior
There are some restrictive and stimulating factors concerning the desired behavior, which is the use of energy saving light bulbs. One restrictive factor is that the homeowners are used to buy regular light bulbs. When a light bulb needs to be replaced, homeowners buy a regular bulb instead of an energy saving light bulb.
A restrictive factor is that buying the energy saving light bulb 'feels' expensive to the homeowners. They think in short-terms instead of long-terms; only about the investment instead of the benefits. This needs to be changed by providing information about the amount of energy and money, which can be saved by using energy saving light bulbs.
Another restriction is that homeowners think, energy saving light bulbs are too large to put in certain lamps. They do not know about the existence of the different shapes and sizes available. To make them aware of different shapes and sizes, information needs to be given.
The idea of homeowners that an energy saving light bulb gives less light in comparison with a regular light bulb is also a restrictive factor. To change this idea, information about the quality of the light of an energy saving light bulb needs to be given to the homeowners.
The image of Greenpeace will be a stimulating factor. Although some people may not agree with the actions of Greenpeace, the image is most of all positive. This positive image will attribute to effective communication. Besides focusing on saving energy, the focus will also be on saving money, which is different, from the way Greenpeace normally acts.
Another stimulating factor is that homeowners are eager to save money. So it is necessary to confront them with facts of saving energy and money in relation to the energy saving light bulbs.
The message to the target group will be: energy saving light bulb lightens your house and your energy bill.
3. Intermediate goals
To achieve the final goal, "Homeowners in the Netherlands are aware of the advantages of energy saving light bulbs and break through the habit of buying regular light bulbs", some intermediate goals need to be achieved first.
The intermediate goal, that has to be achieved first, concerns shopkeepers:
The knowledge of the shopkeepers is on a sufficient level, which means that they are able to inform customers about the advantages and qualities of the energy saving light bulbs. Besides this, they cooperate with the campaign, by presenting a wide range of energy saving light bulbs attractively in their shops.
Next intermediate goals that have to be achieved concern homeowners:
Homeowners know the advantages of using energy saving light bulbs. The advantages are the reduction of energy use and the longer using time of energy saving light bulbs, compared to regular light bulbs, which both will lead to saving money.
Homeowners are familiar with the different sizes and shapes of the energy saving light bulbs.
Homeowners' thinking changes from short-term to long-term thinking. The slogan of the campaign is: "Are you ready for a long-term relationship?"
4. "Are you ready for a long-term relationship?"
To reduce the use of energy in households in the Netherlands with 5%, a national energy saving campaign, with duration of 5 years, is appropriate. The campaign will start with focusing on energy saving light bulbs, to make homeowners familiar with saving energy and money in their households. Next step is to make them familiar with energy saving domestic appliances, then followed by floor- and wall isolation, and the campaign will end with the focus on solar panels, which requires a high investment and bigger effort to install them. The message of the total campaign is "Save energy. Save money. Save environment" but each part of the campaign will have an own message and slogan.
The product with which the campaign will start is the energy-saving light bulb. The investment for an energy saving light bulb is rather low, compared with the other three products. Besides that, the profit will be seen within a year, if the light bulb is used frequently. The message of the energy saving light bulb part of the campaign is "An energy saving light bulb lightens your house and your energy bill". The slogan that is used is: "Are you ready for a long-term relationship"
One mean that will be used in the campaign, is a commercial, which will show two women sitting in a garden, talking about 'a new one'. It seems that they are talking about a new man in one's life, but the slogan at the end "Are you ready for a long-term relationship" refers to an energy saving light bulb, as a long-term relationship. Women are acting in the commercial, because they usually buy energy saving light bulbs. In this commercial also the money saving aspect and the size and place where you can buy the bulbs are mentioned.
The choice for the slogan "Are you ready for a long-term relationship" can be explained as follows: an energy saving light bulb lasts on average 8,000 burning hours, some models even 10,000 burning hours, and the regular light bulb about 1,000 burning hours. With this slogan, the long lasting property of the energy saving light bulb is emphasized. With this slogan the aim is to change people's thinking into long-term.
Because of the answers given by the target group at the questions about media use in the survey, the commercial will be broadcasted on the third Dutch television channel. The commercial will be shown twice a day, between the news and NOVA, and NOVA and Studio Sport. The days of broadcasting are Sunday and Wednesday. On Sundays a lot of television is watched, especially sports and Wednesday, because then the broadcasting is nicely spread over the week. The commercial will be shown 12 times, after this the effect of the commercial will drop.
Besides the commercial, an advertorial is used, which is going to be placed in the freesupermarket magazines and in "de Woonconsument". Besides the advertorial, a brochure will be published in which a clear description of the advantages of the use of energy saving light bulbs is given. In the advertorial and the brochure, attention will be attracted with the slogan of the campaign: "Are you ready for a long-term relationship?"
August 1998. To be sure of the cooperation of the shopkeepers, they need to be informed and convinced. By mailing them in August, they will know what is expected of them in October, when the public campaign will start. They also can decide if they want to cooperate. Two weeks before the campaign starts, the shopkeepers will receive a reminder so they will not forget it. The cooperation of shopkeepers is needed because, when people are going to buy an energy saving light bulb, the way the bulbs are presented and the availability of the bulbs must not be an obstruction. A film will be shown in the do-it-yourself stores to inform the customers about energy saving light bulbs.
The producers of the so-called 'house tips programs', like "Eigen huis en tuin" and "TV woonmagazine" will be contacted. They are asked to cooperate in the campaign, by taking the energy saving light bulbs, as an issue in the programs.
End of September 1998. The press has to be informed about the beginning of the campaign. By sending press-reports to the biggest newspapers, free publicity can be achieved.
October 1st 1998. At the first day of the campaign, Greenpeace employees are going to offer free energy saving light bulbs to popular persons of the third Dutch channel. The persons, who are going to be approached to cooperate, are anchormen of the news, Studio Sport and Nova. Also some other famous TV-stars, e.g. Paul de Leeuw, Marcel van Dam and Paul Witteman, are going to be approached. If they are willing to cooperate, the five most used light bulbs in the house are replaced for energy saving light bulbs. Because of the popularity of these persons, we expect that the action will get attention by national media.
To create not only national, but also regional publicity, at the same day hot-air-balloons take off in each capital of a province. The balloons are in the shape of an energy saving light bulb, in different shapes and sizes. The slogan of the campaign: "Are you ready for a long-term relationship?" will be printed on the balloons. People, who are watching the happening, will get informative brochures about the energy saving light bulbs.
At the same day, the commercial will be shown for the first time between the news and Nova and between Nova and Studio Sport.
The advertorial will be placed in the October issue of Woonconsument (publication of the association of homeowners) and in the free-magazines. A brochure is placed in the free-magazines and in "de Woonconsument". People can save this brochure, so the information about energy saving light bulbs is available at any time they need it. Greenpeace has already a relation with the newspapers to use "empty" advertising space. This will be used also in this campaign, if possible.
November 1998. The so called 'house tips programs' will give information about the advantages of energy saving light bulbs, where to buy them, what the price is, how long they last etc. The purpose is to remind the audience about the energy saving light bulbs and to give them the necessary information.
May 1998. The annual 'Household Fair' will present the energy saving light bulb. Many people who are interested in any kind of household items come to this fair. They will be informed about the advantages and properties of energy saving light bulbs. To make people familiar with the energy saving light bulbs, the volunteers offer brochures and folders, so people can read the information whenever they want to.
April 1999. There will be a TV-program, where the famous persons tell their comments and experiences of the energy saving light bulbs they got at the beginning of the campaign.
On all the media that are used, the information phone number of Greenpeace is mentioned, so people can always call to ask questions.
12 months after start of the campaign, a new commercial will be broadcasted. This commercial focuses on energy saving light bulbs, as well as energy saving domestic appliances. The persons in this commercial already have energy saving light bulbs, and now they also want energy saving domestic appliances, because the light bulbs saved energy and money.
An advertorial about energy saving domestic appliances will be placed in the same magazines as used before in the campaign. In this part of the energy saving campaign the focus will be on young homeowners who buy their first domestic appliances, and on households that will replace the old domestic appliances.
An intermediate target group will be the shops who sell domestic appliances. They can inform the homeowners about the advantages of energy saving domestic appliances. The magazine of "Vereniging Eigen Huis" will also be used again.
In October 2000, the campaign will focus on floor- and wall isolation. The same media will be used.
Solar panels will be focused on one year later. At this time, the investment of solar panels will be lower than nowadays. This campaign will last for two years. Both other subjects will still be paid attention too.
5. Evaluation
The aim of the campaign is to help to reduce global warming. The target group is homeowners in the Netherlands. The goal is to reduce the use of energy in relation to their house with 5% by the end of year 2003.
This will be reached by focusing on a few actions homeowners can take to help reduce global warming. Those are the use of energy saving light bulbs, the use of energy saving domestic appliances, wall- and floor isolation and the use of energy derived from solar panels. The first action to focus on, during the first year, is to increase the use of energy saving light bulbs.
The aim is that the homeowners break through the old habit (buying of regular light bulbs), so that the target group buys energy saving light bulbs. The final result will be that 80% of the target group uses energy saving light bulbs on the five most used light spots in the year 2003 (dinner table light, floor lamp in sitting area, kitchen lamp, cooker hood lamp, dining area lamp). This means that in the year 2003 at least 8,5 million energy saving light bulbs are sold. This is achieved, when approximately every homeowner buys one energy saving light bulb per year.
After a year, the goals are evaluated. A telephone survey among shopkeepers is made, and the amount of energy saving light bulbs they sold is asked. The results will show the amount of energy saving light bulbs that is sold.
To evaluate the commercial, a telephone survey is done one month after the last commercial. The following questions will be asked: 'Do you know the slogan of the Greenpeace/energy saving light bulb campaign?" "What does it mean?" 'Did you see the commercial?" "What was it about?" "What is your opinion about it?" and "What should be changed?"
Two telephone surveys will be used to evaluate the commercial and the campaign. This is because one survey would take too much time of the interviewees.
To evaluate the brochure and advertorial, a representative group of homeowners is gathered. A couple of brochures and advertorials are shown, and questions like, if they have read the brochure and the advertorial and if they can give a small description of the content.
Budget
Costs in guilders Total costs
Commercial
Salary cameraman p/h F 125.00 F 2,250.00
Two actors p/h F 150.00 F 2,700.00
Light 'people' p/h F 75.00 F 1,350.00
Set p/d F 350.00 F 1,050.00
Lightset p/d F 30.00 F 90.00
Video player s-vhs p/d F 50.00 F 150.00
Microphone p/d F 15.00 F 45.00
Digicam p/d F 15.00 F 30.00
Camcorder s-vhs prof P/d F 200.00 F 600.00
Audiostudio F 100.00 F 200.00
Video s-vhs sm montage + Amiga p/d F 300.00 F 900.00
Copy video p/p F 10.00 F 100.00
Video tapes p/p F 10.00 F 100.00
Disks p/ I Op F 10.00 F 10.00
Commercial time on television p/t* F 25,000.00 F 300,000.00
* Commercial will be shown 12 times F 309,575.00
Advertorial
Professional writer p/h F 75.00 F 375.00
Advertorial costs for "De Allerhande"* F 32,000.00 F 64,000.00
* Advertorial will be placed 2 times in "De Allcrhande"
Advertorial costs for "De Woonconsument"* F 7,500.00 F 15,000.00
Advertorial will be placed 2 times in "De Woonconsument" F 79,375.00
Hot-air balloon
Balloon (incl. tax, advertising and transportcosts) F 3,500.00F 136,500.00
F 136,500.00
Household fair booth
Design and production costs F 5,000.00 F 5,000.00
Costs per m2 (total: 4x7) F 245.00 F 6,860.00
Volunteers (8 people) F 100.00 F 800.00
F 12,660.00
Presentation
Mobile videoset p/d F 100.00 F 100.00
LCD video/dataprojector p/d F 350.00 F 350.00
F 450.00
Survey
Telephone survey F 2,376.00 F 2,376.00
Telephone survey to evaluate F 2,376.00 F 2,376.00
F 4,752.00
Other
Salary for communication specialists p/h* F 75.00 F 4,800.00
Travel costs p/krn F 0.65 F 1,000.00
* Two communicationspecialists for 4 &ys F 5,800.00
TOTAL COSTS F 549,112.00