Marketing communications.....and climate change. Marketing communications... ● Takes you on a journey. ● It can take you from knowing nothing about a.

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Presentation transcript:

Marketing communications.....and climate change

Marketing communications... ● 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.

● What do you need to know? ● Where they're starting from. ● Where they are going. ● How you're going to get them there. ●....what time the trains are. ● And whether or not they arrived Someone is going on a journey...

And in marketing...? ● Where you're starting from - Situation ● Where you are going - Objective ● How you're going to get there - Strategy ● What time the trains are – Tactics ● And whether they arrived – Measurement...SOSTM...

An example... ● Situation ● I have a new pair of shoes to sell to young people ● Objective ● Sell 100 pairs of shoes ● Strategy ● Advertise so young people know about my shoes ● Tactics ● Put posters on all the bus stops near schools ● Measurement ● How many did I sell?

And now for climate change... ● What's the "situation" ● What do people think about climate change? ● What do you want them to think? ● 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... ● How are you going to get them to think that? ● What are you going to say? ● What is your message? ● What exactly are you going to do? ● 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 ● Some will help think of objectives ● Some will help think about strategy ● Some, tactics ● Some, measurement