Table of Contents
No. Title Page1 Company Background 22 Situation Analysis 2
3 Target Audience 24 Campaign Objectives 2
5 Strategy and Tactics 36 ‘Type it, Tag it & Tweet it’ 3-47 Timeline 5
8 Budget 69 Evaluation 6
10 Appendix 7-11
1
Company Background
EffComm Relations, established in 2002, is a full-service PR and marketing firm headquartered in Kuala Lumpur. We specialize in corporate affairs, corporate press training as well as co-branding efforts and our client ranges form multinational corporations to governmental and non-governmental organizations. We are dedicated in presenting creative results-oriented services to our clients to help them yield the best outcome there is.
Situation Analysis
‘Treat Every Environment Special’ is a non-governmental organization focusing on improving Malaysians’ lifestyle so that they can enjoy the many benefits of nature’s resources and be more aware of its sustenance (Treat Every Environment Special n.d.). In Malaysia, oil palm plantation, mining and tourism have led to the rapid growth of deforestation (Martin n.d.). Industrial waste, raw sewage, and oil runoff are also polluting our rivers and only 28% of our rivers are clear of pollutants (DiPiazza 2006).
In 2009, it is recorded that only 59% of Malaysia is covered in forestation including agricultural plantation (Lee 2009). According to International Tropical Timber Organization [ITTO) cited in Takyu Et. Al (2013), present-day forestry needs sustainable forest management to attain a sustainable timber production. At our rate of deforestation, our natural resources will soon be extinct and depleted. Hence, to cultivate Malaysian youth to lead a greener lifestyle and appreciate our natural environment, we have come up with a youth development campaign called ‘Answering Mother Nature’.
Target Audience
According to the Australian Bureau of Statics (2010), a youth’s age range is defined depending on the discussion. Many (World Development Report 2007 2007; Cohen 2010) have defined youth as young adults below the age of 25. In our campaign, we have chosen to target urban Malaysian youth studying in six prominent tertiary educational institutes with age ranging from 18-24. The chosen institutes are Sunway University, Taylor’s University, Monash University, Universiti Tunku Abdul Rahman, Universiti Teknologi MARA and Universiti of Malaya.
Campaign Objective
Our objectives are to accomplish a 1000 participation in our campaign activities and to increase the level of environmental awareness in Malaysian youth by the end of the campaign (6 mths).
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Strategy & Tactics
Our strategies are mostly based on the Public Information Theory where it has only one-way of information dissemination (Department of Communication 2000). It includes media relations, promotional activities and events. For media relations, our tactics includes a press release (Fig. 1) in the beginning and advertisements through print (Fig. 3) , radio (Fig. 2) and online (Fig. 4-6). In print, we have chosen to advertise with The Sun newspapers, Malaysian Youth College (MyC) magazine and all university magazines from the chosen institutions. We have chosen The Sun Daily as our newspaper advertising medium as it is free to our audience and The Sun is distributed to many places where our target audiences will be such as University grounds will be and Starbucks, a coffeehouse chain whose marketing strategy is aimed at youths (Swaim 2010) similar to our audience.
As for our decision to pick Malaysian Youth College (MyC) magazine as our other print ad medium, it is because their target audiences are College and University students and hence we can easily reach out to our intended audience. Meanwhile for radio advertisement, we have decided that Hitz.fm, Fly.fm and Red.fm, with heir slogans as ‘Malaysia’s Number 1 Hit Station’, ‘Malaysia’s Hottest Music’ and ‘Today’s Best music’ respectively, would be the best channels to reach out to our target audience, as these channels are known to target young people by playing the latest popular music. Also, these stations have slots that they can give out for free if the information is for the betterment of the community such as Hitz.fm’s Community Info-Zone, Red.fm’s Red Alert and Fly.fm’s Info Board.
Lastly, our online publicity will be done through Facebook, Twitter and Instagram because of the trend of the usage of these social networking cites among youths. Facebook, according to Student Monitors’s Lifestyle & Media Study cited in Tulen (2008), is the top five ‘in’ things to do in college and university second to iPods. All the advertisement will feature our campaidn tagline which is ‘Mother Nature is calling. Will you answer? Join the green revolution’. As for the activities and events, its tactics for this campaign would be comprised of a competition, university roadshows, a ‘Nature Adventure’ event, a ‘Type it, Tag it & Tweet it’ event and a ‘Coffee, Me and The Environment’ event. These tactics will happen throughout the campaign period, which is six months starting from January.
Type it, Tag it & Tweet it.
a) Objective
The objective of this activity is to encourage our audience to come up with and share their creative, effective and innovative ways to contribute to saving and appreciating the environment.
b) Audience
For this activity, the target audiences are university and college students (primarily from our six chosen institutes) who are active on Twitter.
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c) Execution and Promotional Tactics
In January, 500 (Fig. 7) flyers shall be passed around in the chosen Universities to introduce the Twitter competition. The campaign’s Twitter account will also post information about the competition. Between February to May, our audiences will have to post at least one tweet about their ‘green’ activity along with a picture with the hashtag #IAmAnswering. In May, these tweets will be reviewed and there will be 10 chosen winners. Their post will be judged by the creativity, innovativeness and effectiveness.
First-prize winners shall win a trip package for two to Pulau Sipadan, Malaysia’s only oceanic island resort. The next 4 runner-ups will win a 4-days all expense paid educational trip with EPIC Homes, a local organization that focuses on helping the poor community of Malaysia to build homes, to Perak for their next epic project. Consolation prizes will consists of shopping vouchers from IKEA, Parkson and Borders. Winners will have to collect their prizes at our office.
e) Timeline
f) Budget
g) Evaluation
To evaluate the success of this activity, we will monitor the number of participating posts on Twitter to gauge if the amount is more than or lower than our expected participation, which is 250pax.
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Timeline
Jan Feb Mar Apr May JunPress conference
ADVERTISINGPrintNewspapertheSunMagazinemyc!Campus publicationsUMTARUiTMMonashSunwayTaylor's
RadioHitz.fmFly.fmRed.fm
OnlineFacebookTwitterInstagram
ACTIVITIESCompetitionRoadshowNature AdventureType it, Tweet it n Tag itCoffee, Me & the environment
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Budget
Item Quantity & Duration Cost in MYR (Approx./Estimated)
Advertisement theSun 3000myc! Magazine 850Various campus publications
N/A
Activities Competition 700Roadshow 67,000Nature Adventure 10,006Type it, Tweet it n Tag it 3614Coffee, Me & the environment
300,000
Total 385,164
Evaluation
Evaluation for the ‘Answering Mother Nature’ campaign will be done through online surveys to see if our audience learnt positive lessons through our campaign, media (new and traditional) monitoring, and statistic reviews such as number of participants to see if it meets our aimed numbers.
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Appendix
1. Press Release
Treat Every Environment Special Sdn. Bhd. (TrEES)72 Jalan SS4/1047301 Petaling JayaSelangor Darul Ehsan
Contact : Ms. Lim Jiy NiTel. No. : 03 7876 9958Email : [email protected]
For Immediate Release
TrEES LAUNCHES ENVIRONMENT-THEMED YOUTH DEVELOPMENT CAMPAIGN
PETALING JAYA, 15 January, 2013 – Treat Every Environment Special (TrEES) announces their youth development campaign ‘Mother Nature is Calling, Will you answer? Join the Green Revolution’.
This campaign is an effort by TrEEs to develop and improve soft skills among youth through the environmental awareness theme.
The Green Revolution targets urban youths ages 18-21 who are currently attending any of the six institutes of higher learning namely Universiti Malaya, Tunku Abdul Rahman College, UiTM, Monash University, Sunway University and Taylor’s University.
TrEES Director Leela Panikkar says, ‘At TrEES, we strongly believe that it is important for youths to be educated about a sustainable urban lifestyle and for youths to be engaged with the community.’
This campaign includes several activities that would spread across six months in various campuses in the Klang Valley.
Many of the activities include a photography competition, which feature a photography and short film category that allows participants to interpret the campaign theme in a more artistic manner.
-more-
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Besides that, the Nature Adventure event is a collaboration between Skytrex Adventure and TrEEs that allow youths to engage with Mother Nature through sports.
Panikkar also adds, ‘We understand that youths nowadays are attached to their gadgets hence we would like to cater to their technological needs with a social media engagement. Participants can voice their opinions regarding the environment using hashtags’.
In addition, the campaign features several other collaborations with the apparel company H&M to host clothing recycling drive in conjunction with the roadshows and with coffee giant Starbucks, a recycling loyalty program.
Campaign coordinator of TrEEs, Elishia says, ‘We have designed this campaign to appeal to youths of varied interests because we respect that not all youths are the same’.
The public can find more information about this campaign through the official Facebook page http://www.facebook.com/answering-mother-nature, twitter handle @answerMN and Instagram page http://instagram.com/answerMN.
Treat Every Environment Special (TrEES) is a non-governmental organization that advocates sustainable urban living in Malaysia. They have done many community projects that engage with the younger generation to educate them about preserving the environment. One of the many prominent project is the ‘Young Voices for Conservation’ in collaboration with Affin Bank Berhad. For more information, please visit, http://trees.org.my/.
-end-
2. Radio Script
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READER:
“Come join Treat Every Environment Special in several activities taking place from January to June at selected universities around the Klang Valley and PJ. TrEES is launching a campaign for Malaysian youth to develop more awareness and participation towards the environment through competitions, roadshows, out door events and more. For further details check out our Facebook site www.facebook.treescampaign.com and participate in this event "Mother nature is calling. Will you answer ? Join the green revolution" for a greener tomorrow.”
(Duration: 30 seconds)
3. Print Advertisement
4. Campaign Twitter page
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5. Campaign Facebook page
6. Campaign Instagram Page
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7. Type it, Tag it & Tweet it Flyer
REFERENCE
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1. Australian Bureau of Statics 2010, ‘Defining Children and Youth’, viewed 26th
April 2013, < http://www.abs.gov.au/websitedbs/c311215.nsf/22b99697d1e47ad8ca2568e30008e1bc/c04c0f363a929bcfca256fc60025e847!OpenDocument>
2. Cohen, CJ 2010, ‘Democracy Remixed: Black Youth and the Future of American Politics’, Oxford University Press, New York
3. Department of Communication 2000, ‘Introduction to Public Relations’, in DF du Plessis (Edt), ‘Introduction to Public Relations and Advertising’, Juta Education Pty Ltd, Lansdowne
4. DiPiazza, F, ‘Malaysia In Pictures’, Lerner Publishing Group, Minnesota 5. Lee, SL 2009, Malaysia National Workshop on Forest Genetic Resources
Conservation and Management’, in KY Choo, R Jalonen, LT Hong & HC Sim (Edts), ‘Forest Genetic Resources: Conservation and Management’, Apforgen, Kepong
6. Martin, MJ n.d., ‘Major Reasons for Deforestation In Malaysia’, viewed 26th
April 2013, < http://greenliving.nationalgeographic.com/major-reasons-deforestation-malaysia-20017.html>
7. Swaim, R 2010, ‘The Strategic Drucker: Growth Strategies and Marketing Insights from the Works of Peter Drucker’, John Wiley and Sons Pte Ltd, California
8. Taakyu, M, Matsubayashi, H, Wakamatsu, N, Nakazono, E, Lagan, P & Kitayama, K 2013, ‘Guidelines for Establishing Conservation Areas in Sustainable Forest Management: Developing Models to Understand Habitat Suitability for Orang Utans’, in K Kitayama(Edt), ‘Co-benefits of Sustainable Forestry: Ecological Studies of a Certified Bornean Rainforest’, Springer, Tokyo
9. Treat Every Environment Special n.d., ‘Who We Are’, viewed 26th April 2013, < http://trees.org.my/about-us/>
10. Tulen, TL 2008, ‘Advertising 2.0: Social Media Marketing in a Web 2.0 World’, Praeger Publishers, Connecticut
11. World Development Report 2007 2007, ‘Development and The Next Generation’, The World Bank, Washinton D.C.
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