Promoting EMAS Preview 2. How do I plan a campaign? 1. How are markets analysed? 3. Have my marketing measures been effective?

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Presentation transcript:

Promoting EMAS Preview 2. How do I plan a campaign? 1. How are markets analysed? 3. Have my marketing measures been effective?

Definition PROMOTION includes all the activities needed to make people believe in a certain value and act accordingly. If I believe a Rolex is good => I‘ll buy it.

Market analysis (STP) a) Segmentation: W hat groups are there? segment niche individuals b) Targeting: Who are my customers? c) Positioning: What is my main selling point?

create clear message create credibility involve emotionally motivate invite user loyalty Branding Let‘s make our project a brand!

Advertising Gives a reason to buy a product/service Or: to act in a special way Media: billboards Perimeter advertising Internet School magazine School news School TV

Public relations Aim: Improve the image of the company/school Techniques: - contests/competitions - ecological projects - school events - press conferences

Attracting Attention Eye/ear catcher Problem: „creative clutter“ Solution: link catcher to message! Repetition Problem: „wearout effect“ Solutuion: different adverts – similar message

Over to you: Advertising and promotion campaigns DECEMBER: Waste, D JANUARY: Material Efficiency, B FEBRUARY: Water, I MARCH: Emissions, FIN APRIL: Biodiversity, H Information campaign on EMAS: Tell your school community what EMAS is all about!