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WWF Climate Savers Workshop
Communications Update
Corinne Brunois
October 2010
Agenda
1 - Quick update on trust vis-à-vis NGOs & the WWF Brand
2 - Are we on track
Communications Update1
1Update on trust & WWF brand
Why partnering with an NGO
Communications Update3
Source: 2010 Edelman Trust Barometer
« Trust is now an essential line of business to be developed and delivered » said Mr. Edelman.
Trust andtransparency areas important to
corporate reputation as the quality of
productsand services.
Why partnering with an NGO
Communications Update4
Source: 2010 Edelman Trust Barometer
For the third straight year,
NGOs are the most trusted institutionin eight countries
« More than ever, engagement needs to be tied to action and not just set to broadcast. This means… being open to partner with NGOs for the common good…» said D.Brain, CEO Edelman Europe
The WWF Brand
• Strong brand awareness
Communications Update 5
Credible in working with business & govts:
CH:80%NL:79%US:71%UK: 67%
Belgium: 60%China: 90%Aware of WWF
CH: 100%NL: 99%US: 87%UK: 99%
Belgium: 98%China: 100% Online interviewing, approx 1000 people / country
Survey conducted by Hall & Partners in 2009
The WWF Brand
• Strong brand awareness
• Celebrating its 50th in 2011
Communications Update6
Celebrating conservation successes3 elements:
Event & dinner, Zurich, April 29th Exhibition at Swiss Nat. Museum & Book 50Th Anniversary Campaign with Ogilvy
The WWF Brand
• Strong brand awareness
• Celebrating its 50th in 2011
• Updating its Brand guidelines
Communications Update7
Climate SaversBrand Guidelines updated
early next year
2Are we on track?
Climate Savers Communication’s Objectives: 3 Rs
• Raise … awareness
• Retain…current partners
• Recruit… new members
Communications Update8
As a reminder…
First R: Raise
! Climate Savers Survey to get media attention
Communications Update9
For South Africa!
And beyond the 50 million tons
First R: Raise
• Climate Savers Survey to get media attention! Speaking programme
Communications Update10
A real potentialbut fixing the basic tools was the priority!!
Except the Low Carbon Cities in Shangai…
First R: Raise
• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies
Communications Update11
Appreciated tool to raise & retain.
Working on Chinese case studies (TCCC, TetraPak, Lafarge, NovoNordisk)
& translations …more to come!
First R: Raise
• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies• Tie-up with other organizations
Communications Update 12
EU statements, B4E, CDP/Cancun
First R: Raise
• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies• Tie-up with other organizations! Targeted Op’eds
Communications Update 13
No time… next year…
First R: Raise
• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies• Tie-up with other organizations• Targeted Op’eds• Advertising
Communications Update14
New ad developed & placed to raise & recruit !
Advertising
• Placed in WSJ Asia, WSJ Europe, Nat.Geographic
Financial news, Euronews, FT.com, Euronews.com
G8 & G20 & B4E magazines…
• Further placements
expected until end 2010
Communications Update 15
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Worth more than 300 K euros so far
Second R: Retain
• Climate Savers WorkshopS
Communications Update16
Even 2 in 2010!!
Second R: Retain
• Climate Savers WorkshopS! Other Climate Savers Events
Communications Update17
Not enough interest for Cancun.Maybe South Africa…
Event in China mid November
Second R: Retain
• Climate Savers WorkshopS• Other Climate Savers Event• Coms pack incl. ad template, banners, videos
Communications Update18
At your disposal. Just use them!
Example: Lafarge’s ad
• Placed in The Economist and Fortune• Placed in Crescendo, internal mag.• Adapted for posters and roll ups, distributed in BUs
Communications Update19
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Second R: Retain
• Climate Savers Workshops• Other Climate Savers Events• Coms pack incl. ad template, banners, videos! 2010 Factsheets
Communications Update 20
Sony, Eneco, Volvo, Natura…ready. Others coming by end 2010.
Need your input!
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Second R: Retain
• Climate Savers WorkshopS• Other Climate Savers Events• Coms pack incl. ad template, banners, videos• 2010 Factsheets• Leveraging coms outreach with our partners
website contentinternal newsletters, pwpts
Communications Update21
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NSN.com
Elopak.com
Second R: Retain
• Climate Savers WorkshopS• Other Climate Savers Events• Coms pack incl. ad template, banners, videos• 2010 Factsheets• Leveraging coms outreach with our partners• “Members only” briefings
Communications Update22
1 on adaptation & climate risks.And more during this workshop.
Second R: Retain
• Climate Savers WorkshopS• Other Climate Savers Events• Coms pack incl. ad template, banners, videos• 2010 Factsheets• Leveraging coms outreach with our partners• “Members only” briefings• Members newsletter
Communications Update23
4 times a year. Need your stories!
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Third R: Recruit
• Climate Savers Brochure
Communications Update24
Soon in 3 languages
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Third R: Recruit
• Climate Savers Brochure• Climate Savers Videos
Communications Update25
Nice ice breakers
Third R: Recruit
• Climate Savers Brochure• Climate Savers Videos• Climate Savers pages on panda.org
Communications Update26
Panda.org500K visits per month
1.33 million page views per month2.73 pages viewed per visit
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Third R: Recruit
• Climate Savers Brochure• Climate Savers Videos• Climate Savers pages on panda.org• Emerging markets
Communications Update27
Good progress inBrazil, India, China
And the recap!
• Raise- Climate Savers Survey to get media attention
- Speaking programme
- IMD Innovations Case studies
- Tie-up with other organizations
- Targeted Op’eds
- Advertising
• Recruit- Climate Savers Brochure
- Climate Savers Videos
- Climate Savers pages on panda.org
- Emerging markets
• Retain- Climate Savers WorkshopS
- Other Climate Savers Events
- Coms pack incl. ad template, banners, videos
- 2010 Factsheets
- Leveraging coms outreach with our partners
- “Members only” briefings
- Members newsletter
Communications Update28
Thank youLet us know how we can further help
www.panda.org/climatesavers