Leaked "Communication Plan for the Fur Industry"

7/30/2019 Leaked "Communication Plan for the Fur Industry"

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A Communications Plan for the North American Fur Industry


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A Communications Plan

for the NA Fur Industry

PART 1The Research


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Why do we need a CommPlan?

Years of aggressive anti-fur campaigns can erode:

public confidence

sales limit the effectiveness of promotional &

marketing efforts

expose the industry to production &trade bans

BACKGROUND


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The North American Fur Industry

Communications Working Group(NAFIC)

Mandate:To develop a communications plan toinform and reassure consumers and the

general public about our industry.

RESPONSE


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OBJECTIVES

To re-claim control of our reputationand to stop allowing others to define

our industry for their own purposes.


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IMPLEMENTATION PLAN

Phase One

What was done Funding

TNS engaged

US Opinion Poll & Summary Report

Focus Groups in NYC & Detailed Report

Draft Phase 1

NAFIC Plenary Meeting


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OPINION POLL

A survey of a representative sample of1,000 Americans, in January 2012.

Objective:

To determine their level of knowledge about

the industry and their attitudes about furproduction and consumption.

In summary:

Americans have very limited knowledgeabout how the fur trade is responsiblyconducted


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OPINION POLL RESULTS

Only 29% of Americans

(and 22% of women) know that the

wild fur trade is well regulatedand that no endangered species

are used.


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Only one-in-five Americans (and

14% of women!) think that trappingis conducted humanely.


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Only one-quarter of Americans

(19% of women) believe thatfarmed fur animals are raised

humanely.


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But a large proportion of Americans(about 40-45%) say that they simply

DO NOT KNOW whether the furtrade is sustainable or humane.


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One-third of Americans agree that

real fur is more environmentallyfriendly than synthetics;


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Insights into American attitudes

about the acceptability ofproducing and wearing fur....

45% of Americans

(but only 36% of women)feel that it is acceptable

to wear fur.


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But as many as one-half of thosewho now oppose wearing fur say

they would be more likely to find it

acceptable (or would at least shift to

the dont know camp) IF they knew

that the industry was responsiblyconducted.


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The arguments that would most

effectively influence people to find furwearing acceptable are knowing that:

the whole animal is used (27%)

animals are treated humanely (24%)

sustainability (22%)


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Some marketing questions:

About 5% of Americans (almost 6% ofwomen) own & wear fur.

Another 4.4% of Americans (5.4% ofwomen) own but do NOT weartheir furs.

39% of Americans (35% of women) do not

own fur, but say they WOULD wear it suggesting marketing opportunities.


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Among Americans who say they do

NOT wear furThe main reasons cited for NOT buying or

wearing fur are no interest or no

need (77% of men; 60% of women).

One-quarter of Americans (26%) and one-

third of women (33%) cite concernsabout animals as their reason for notwearing fur.


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KEY LEARNING: A marketing Opportunity?

While only 6% of American womennow own & wear fur.

Another 35% of American womensay they WOULD wear it.


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Lack of need or interest are mainreasons for not buying fur


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45% of Americans (but only 36% ofwomen) say it is acceptable to wear fur.

But half of those who oppose fur would be

more likely to find it acceptable (or wouldat least shift to dont know) IF they knewthat the industry is responsibly conducted.


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79% of Americans (including 77% ofwomen) believe that people should be free

to buy & wear fur if they choose.

Only 21% of Americans (23% of women)think that fur should be banned.


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Veterinarians and wildlife biologists wereconsidered by far the most credible (61% ofmen; 65% of women!)

Environmental groups (24% of men; 30% ofwomen)

Animal advocacy groups and fur farmers

(22%) but farmers were less credible forwomen (20%) Retail furriers, trappers and government

officials (12%)


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FOCUS GROUP RESEARCH

Focus Groups in New York City

Three two-hour focus groups wereconducted on Tuesday, March 13th, in

Manhattan. A total of 27 participants (9 per group) were

involved, including 18 women and 9 men,

aged 25-55, of mixed education, income ($25-150K+), ethnicity and occupation.


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A range of messages were

explored, and some approaches

were tested as mock-up adconcepts.


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Objectives

To probe deeper to gain a betterunderstanding about:

what consumers really know about fur

what information consumers would needto feel more comfortable and confidentwearing fur;

which communication themes andattitudes would resonate positively ornegatively with consumers.


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Main Findings by TNS.

Overall, consumer awareness of fur,

fur advertising, fur industrypractices and new fur apparel

styles is low.


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Main Findings by TNS.

For many consumers fur is simply less

relevant today and there does existsome level ofdiscomfort about wearing

fur related to industry practices


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Therefore, growth will require:

Establishing and maintainingcommunications to raise consumer

awareness and convey facts

Addressing key barriers to purchase


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In brief, the focus groups revealed:

Most consumers are simply not aware

or interested in fur at this time; it is offtheir radar screens.


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In brief, the focus groups revealed:

The need :

for improved communications to increase public awareness of

relevant, fur apparel


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Image & Attitudes about Fur

Image of fur: suggests warmth andluxury, but also animal death and

cruelty.


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Image & Attitudes about FurRole of Fur:

less relevant and common,, not needed forwarmth

not seen as compatible with casualconsumer lifestyles

less of a status symbol

some self-consciousness and discomfortwearing fur


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Image & Attitudes about Fur

Visibility/appropriateness:

Fur is observed as worn, advertised and soldless frequently.

Fur is not considered to be as stylish or fashionforward as in the past.

The full-length mink coat seems to be an iconicsymbol of the past.

Today, fur-trimmed apparel and accessoriesseem more relevant, practical, modern and

affordable, and less guilt-producing.


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Messaging

The fact that the entire animal is used in furproduction represents new information for

consumers that is potentially influential in furattitudes.

Less meaningful and influential are themes

of freedom of choice and ethics of fur.


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AD CONCEPTS


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Informative

(Confidence ad)


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Freedom of Choice

(Dont tell me what to wear)


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Choice + AR/meat

( I Can Make Up My Own Mind)


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AR harassment

(Stop the Bullying)

OC S G O S C


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Credible 3rd

Party Endorsement(Wildlife Biologist)



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Overall:All of the ad concepts

garner at least some interest from

participants, suggesting potentialfor a multi-thematic campaign.



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Overall: Even emotionally themed

campaigns may benefit from

support of factual andinformational elements and

rationality.



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Key Learning: What Consumers Want

Information & education Detailed labelling/tagging

Fur apparel that is stylish, practical,flattering, approachable, affordable,relevant to consumer lifestyles;

A response from the fur trade to animal-rights allegations and accusations.

OTHER RELEVANT RESEARCH


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The Centre for Food Integrityhas recently conducted extensive

Consumer Trust research thatprovides guidance for our efforts.



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Values-Based Communications

When lost, either through a single

event or a series of events thatreduce or eliminate stakeholder trust,

social license is replaced by

social control.



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Every sector of the system is under pressure todemonstrate they are operating in a way that isconsistent with stakeholder values andexpectations.

Groups opposed to todays system are pursuinglitigation.



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Historically, the [food] industry has respondedby attacking the attackers and using science

alone to justify current practices.

These approaches increase suspicionand scepticism that the industry isworthy of public trust.



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The system needs to evaluate and potentiallymodify current practices and fundamentallychange the way it communicates to maintainconsumer trust.

Public support requires our practices to be

ethically grounded and consistent with the valuesof our stakeholders.

Effective values-based communications withconsumers is essential to maintaining thesocial trust that protects social license.

SUMMARY & CONCLUSIONS


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Part 1

What did we learn????

In summary:An effective

North American CommPlan should be

somewhat broader thanoriginally proposed.


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A two-pronged strategy is needed:

to reassure the public that fur is produced in

an ethically and environmentally responsiblefashion

to make fur more relevant to the generalpublic, and to increase awareness of the rangeof desirable and accessible new fur productsthat are available and compatible with modernlifestyles.



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We must maintain (or re-establish) oursocial license by demonstrating that our

industry operates in accord with

societys evolving moral values.

And the key to winning and maintaining oursocial license is values-basedcommunications .



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Following, for discussion

are the main elements of a

two-pronged, values-based

communications plan

to promote growth in the

North American fur

industry.


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A Communications Planfor the NA Fur Industry

PART 2The Plan

THE COMMUNICATIONS PLAN


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THE PROBLEM:

Fur is off the consumer radar screen

not visible as a desired product in todays

increasingly competitive marketing arena;

not heard in response to damaging AR

accusations & campaigns



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In brief, we have an expensive productthat:

is not seen enough on the streets to beperceived as mainstream

is not being advertised or promotedeffectively

is not found where most people shop,

is not perceived to fit with currentlifestyles and dress.



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and that has been subjected for the past20+ years to sustained and aggressiveactivist campaigns, with the result that:

the activist messages are no longer seen

as imposed; have become part of societys collective

consciousness, creating a certain

discomfort or insecurity. (We are killinganimals for a luxurious and non-necessary

product.)



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These two elements have become

mutually reinforcing.

ineffective marketing of a nonnecessary product, and

unanswered criticisms/stigma



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THE RESPONSE:

To get fur (& our trade) back on the

consumer radar , from both aproduct/marketing and areputation/reassurance perspective.



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A MESSAGING DILEMMA

Very limited promotional andcommunications resources;

Fur is Green campaign showed that anedgy campaign can leverageconsiderable free media coverage but

cannot be promoted directly in the USA ; NYC Focus Groups rejected alternate

edgy approaches.



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A MESSAGING DILEMMA

Focus Groups reacted most favourably toclear, factual messages but low-key

messaging will not generate much earned-media.

Strong factual messaging is restrained by

regulatory issues.



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THE SOLUTION

An integrated and incremental

approach

All sectors of the trade must be mobilized in a

coordinated effort & show a common front. Production-norm messaging must be phasedin as more credible industry standards are

implemented. Our best existing communications assets must

be maintained and strengthened.



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CO U C O S

THE SOLUTION

Credible spokesgroups should be usedappropriately.

Consumers & public attitudes should beinfluenced by clear information.

Our communications should be values-

based.



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THE SOLUTION

Different approaches for differentaudiences should be used.

Support & complement reassurance efforts

with a product marketing campaign. Industry associations/groups should be

given the lead in areas of

competence/responsibility.



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The fact that we cannot do

everything should not be an

excuse to do nothing!



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We propose a strong, values-basedcampaign that can rally and mobilizethe entire trade.



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We must augment.

Our capacity to communicate industrystories and messages via web, social andmainstream media.

Our capacity to respond and refuteactivist l ies in a timely and crediblefashion.



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The theme

The Pride of our Fur Heritage



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Possible slogans and themes that can beincluded under this Pride & Heritage banner.

The Celebration of a Unique HeritageIndustry!

500 Years of the Fur Trade in NorthAmerica

The Living Tradition of Fur

Creativity, a Continuing Tradition!



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Whatever slogan we eventuallychoose, it is the concept that we

would like to present and discuss atthis time



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SOME KEY MESSAGES

Founding industry of North Americaand still a dynamic and creative tradetoday!

The People of the Fur Trade

An excellent example of the sustainable& responsible use principle.



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SOME KEY MESSAGES

A natural product that is still made byhand by skilled artisans

Maintaining North Americas rural andwilderness cultural roots



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SOME KEY MESSAGES

A multi-faceted mosaic

A beautiful & unique product



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STRENGTHS OF THIS CAMPAIGNCONCEPT

Expresses the pride we all feel

Mobilizes the whole trade

Not easily attackable Fact and values-based with emotional

appeal



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STRENGTHS OF THIS CAMPAIGN

CONCEPT A very positive way to get the fur trade

back onto the radar screen of media and

the public Can be introduced incrementally

Will allow all sectors of the trade to getinvolved



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STRENGTHS OF THIS CAMPAIGN

CONCEPT Can begin within our own trade and be

publicized more actively as momentum

picks up Will provide a wide range of voices

Allows trade to reclaim control of

our own story!



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SOME KEY ELEMENTS

1. Campaign Website

A new generic North American FurTrade website;

all sectors and members of the trade

would be asked to contribute photos,stories, information;

Submissions will help to identify stories

and regional spokespeople; Website will become rallying point for the

trade.



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SOME KEY ELEMENTS

2. Retailers & Manufacturers

can buy into the campaign, usingslogans, graphics, website in their ownlocal advertising & promotion.

3. Producers

Producers stories will illustrate keyconservation & other messages.



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SOME KEY ELEMENTS

4. Social Media

Facebook, Twitter, blogs, etc will play animportant role.

5. Advertising

To be used strategically to attract media

attention when we are ready and asbudgets permit.



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STRENGTHENING OUR FACT &

VALUES-BASED FOUNDATION



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In parallel with

the web-based campaign,

we must work

to strengthen our foundation



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STRENGTHENING OUR FACT &VALUES-BASED FOUNDATION

Preparing our Knowledge Base

Collect information on existingregulations/standards;

Collect information about environmental

impact of the fur industry; Collect information about trade regulations& restrictions.



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STRENGTHENING OUR FACT &VALUES-BASED FOUNDATION

Getting our House in Order

Certification of fur farms

Trapping issues

Processing norms (Asia)

Retail labelling (Canada) OA can it be strengthened?



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We must augment.

Our capacity to communicate industrystories and messages via web, social andmainstream media.

Our capacity to respond and refuteactivist l ies in a timely and crediblefashion.



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While developing new tools,we should also maintain and

enhance successful existingresources



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INTERNAL AUDIENCES

FUR FARMERSISSUES: a-w, envt, biosecurity & biodiversityMEANS: standards (including certification) are vital- trained spokespeople (by region)- new video resources- young (female) producers as spokespeople- farm women liaise with (urban) womens groups

- expose rural/urban disconnect & bias LCA (IFTF)



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TRAPPERS

ISSUES: euthanasia of live-captures

MEANS: standards/regs

trained spokespeople (by region)

new video resources young (female) trappers as spokespeople

liase with conservation community

expose dangers of rural/urban disconnect



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PROCESSORS

ISSUES: need for standards/regs (Asia)MEANS: credible norms globally

new association

trained spokespeople (by region)

environmental impact (studies?)



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MANUFACTURERS

ISSUES: products for new lifestyles

MEANS: design/promote relevant products

heritage industry / artisans story

trained spokespeople (young, female?)

OA


RETAILERS


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RETAILERS

ISSUES: attract new consumers

MEANS: new product range; coordinatedpromotion

our interface with public (and often media)

trained spokespeople (young, female?) well-briefed re: media and issues

management

promote modern store image & products

armed with POP info materials, doordecals, OA



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EXTERNAL AUDIENCES

MEDIA

gate-keepers who determine how our(and activists) stories reported

different stories for fashion, business

and general media



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ALLIED INDUSTRIES

strategic alliances with agriculture and other

sectors common front re: media, politicians,regulators

CONSERVATION

work with serious environmental authoritiesto educate public/media about sustainableuse, and to marginalize AR philosophy andcampaigns; Vets & Biologists are crediblespokespeople!



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ACADEMIA

the fur debate is excellent case study for inter-

disciplinary analysis of intersect of trade,environment, ethics, rural/urban issues, etc.

AR philosophy was spawned in universities societys ideas factories and universities should

now be encouraged to re-evaluate implications

FASHION INDUSTRY

Designers, retailers, students, media Beyond fashion with relevant products for the

general consumers



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OPTIMIZING EXISTING RESOURCES

We must maintain and enhance resources

that can help to support our campaign.

Associations should maintain lead in areas of

competence/responsibility; Synergies between associations should be

encouraged, to optimize efficiencies;

Synergies between sectors should beenhanced, since all are interdependent;



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OPTIMIZING EXISTING RESOURCES

FurInsider is doing an excellent jobattracting fashionistas;

Fur is Green has continent-wide reach(50% US traffic);

Ways to enhance OA should be seriously

evaluated.



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MARKETING & PROMOTION

A product marketing and promotional

plan should be developed,to complement our

communications efforts!

Communications and marketing issues

are inter-dependent; problems in one area

intensify problems in the other.



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For example: Failure to restore the industrys credibility

makes it difficult for fur (and other) retailers to

successfully promote and market ourproducts, but Unfair criticisms of our trade are much more

likely to be publicly tolerated (or considerednormal) if our products are not desired orrelevant.



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QuestionIn addition to fashion promotion, do we

also need to promote the generic

qualities of fur as a unique and valuablematerial?

The Romance of Fur!

W th t th NA

IN SUMMARY


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We propose that the NACommPlan should be driven by

the following elements

Reinforcement of foundation: industry

standards/credibility Strengthening industry voice: new

website, key info in simpler formats,

POP tools, key writers Strengthening rapid response to ARcriticisms

IN SUMMARY


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We propose

New Pride of a Heritage Industry

campaign to mobilize trade & re-position fur in public view

Maintaining/Strengthening effective

vehicles: e.g., Furinsider and Fur isGreen, OA?

Strengthening fashion & product

marketing/promotion

IN SUMMARY


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Recognize that this is a Battle for Hearts & Minds

and also a Battle for

Disposable Budgets in anincreasingly competitive

ideas/product marketplace.* * *


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The Romance of Fur!

* * *

Documents

Leaked "Communication Plan for the Fur Industry"