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Transcript
Marketing communications...
..and climate change
Marketing communications...
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●
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Takes you on a journey.
It can take you from knowing nothing about a
product to buying one.
Or it can change your way of thinking.
Someone is going on a journey...
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What do you need to know?
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Where they're starting from.
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Where they are going.
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How you're going to get them there.
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....what time the trains are.
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And whether or not they arrived
And in marketing...?
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Where you're starting from - Situation
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Where you are going - Objective
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How you're going to get there - Strategy
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What time the trains are – Tactics
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And whether they arrived – Measurement
...SOSTM...
An example...
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Situation
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Objective
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Advertise so young people know about my shoes
Tactics
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Sell 100 pairs of shoes
Strategy
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I have a new pair of shoes to sell to young people
Put posters on all the
bus stops near schools
Measurement
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How many did I sell?
And now for climate change...
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What's the "situation"
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What do people think about climate change?
What do you want them to think?
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That's up to you...
To believe it's happening?
To understand something about why?
To change their opinions about how?
And now for climate change...
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How are you going to get them to think that?
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What exactly are you going to do?
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What are you going to say?
What is your message?
Web-based communications
Advertising
Hand out leaflets outside school
Place stories in newspapers
or on radio stations or on TV.
Whatever..
And how will you know
it's worked?
What about this afternoon...
●
Some of the sessions will help think about the
situation
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Some will help think of objectives
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Some will help think about strategy
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Some, tactics
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Some, measurement