Components of the IMC Plan - Research Paper Example

COMPONENTS OF THE IMC PLAN Components of the IMC Plan The issue of this IMC plan is waste management. Case studies seek to focus on waste management campaigns which have been successfully communicated abroad. In Ireland, the RPS Group devised a communication strategy for stakeholder engagement campaign which sought to raise awareness of waste management. RPS Group is an international consultancy firm which offers advice on the best practices regarding production and exploration of natural resources, energy and oil and gas products. The main objective of the campaign was to rid the public of all the misconception surrounding waste management by turning the awareness and knowledge of waste management into practical action. The campaign included a brand which was well known is Ireland "Race Against Waste-Reduce, Reuse, Recycle". This waste management campaign is one of the most successful in history. RPS played a major role in engaging major sectors by creating awareness and implementation of sustainable waste management. Several programs were developed to address waste management throughout the country by targeting all sectors (AlMa’adeed, et al, 2011). As a result, recycling rate in Ireland rose to 35% from 13%. The success of this campaign can be measured through the many awards it won. In Qatar, there is a waste management concern throughout the country. This is because Qatar is emerging to be one of the fastest growing economies thereby increasing the total amount of waste produced. Currently, Qatar is one of the biggest generator id waste with per capita waste generation rates of 1.8kg daily, over 7,000 tons of solid waste daily and municipal wastes over 2.5 million tons annually. Municipalities handle waste management through logistics or through contracting the private sector. The main method of waste disposal in landfills where waste is discharged from collection points by trucks. Land availability in Qatar is limited, as such, landfills are not a practical waste management strategy. It is therefore imperative to note that Qatar needs a comprehensive multi-faceted waste management strategy (Wilson, 2007). The target market for this campaign is the oil companies. Qatar is one of the leading producers and suppliers of oil. As such, it is prudent for the oil and gas companies to appreciate the need for environmental protection through evaluation of their waste management practices. The oil sector produces hazardous waste which is harmful to the environment and health of the public. Waste from oil companies include industrial waste, oil sludge, shipping waste, removal of blockage from pressure technique and vacuum, cleaning of grease pits and vacuum and manual cleaning of Soak - Aways and Septic tanks. Furthermore, waste from the oil sector contaminates safe drinking waste as a result of oil spills. As such, it is imperative to note that there is need for the oil sector to be integrated in this campaign as it will assist a lot in protection of the environment. The promotional objectives of this campaign are; To create awareness about the need for waste management in order to clear misconceptions of waste management, To turn the awareness into practical use and handle waste to prevent it from impacting on the environment and public health, To identity and categories wastes according to their effects on the environment and public health, To recommend the domestic, industrial and municipal best practices when handling waste, To recommend appropriate waste disposal and handling methods. CAMPAIGN MESSAGE (CREATIVE BRIEF) We shall emerge a creative brief that will enhance that Waste Management Program is assimilated and directed to the right audiences. It is therefore mandatory for any creative piece to obey the brief. What do we want to achieve (from this campaign)? To make sure that all the industries in Qatar observe and obey the waste management policies that are established by the relevant authority. Whom are we talking to? (i.e., target audience) The target audience is the stakeholders that are involved in Qatar’s waste management regulatory framework such as the ministry of environment, Ministry of Municipality and urban planning, Qatar petroleum, supreme Council of Health and Ministry of Energy and Industry. What do they currently think? Liberty Waste Management offers minimal solution in Qatar’s waste management issues What would we like them to think? Liberty Waste Management will provide the necessary assistance as well as carry out comprehensive research on waste management to free Qatar from any irresponsible waste disposal. What is the single most persuasive idea we can convey? Scholars and practitioners in Waste management are among our Liberty Waste Management team that have voluntarily sacrificed their expertise to save Qatar from irresponsible waste disposal. Why should they believe it? 65% of energy industries are served by Liberty Waste Management in matters relating consultancy of waste management. Are there any creative guidelines? Logos and coupons of Liberty Waste Management What tone should be used? Principled and candid CAMPAIGN COMMUNICATION STRATEGIES Campaign objective: To ensure that all the research related to waste management are carried out in a professional and credible manner. Campaign Strategy: Partnering with Universities and United Nations Environmental Program (UNEP). Publishing Studies on effective waste Management on the website (WRAP, 2009). Campaign objective: To increase awareness on the importance of waste management. Campaign Strategy: To advertise the awareness on national televisions for 6 weeks Issue brochures to industries on the importance of recycling waste products. Campaign objective: To foster exchange of communication as well as establish a network with oversees countries that are successful in waste management. Campaign Strategy: Use of internet and to communicate with the successful countries in waste management CAMPAIGN TACTICS Strategy: develop a corporate identity for the organization Tactic: creation of logos, business cards and letterheads Distribution of flyers in industries regarding the organization Strategy: enhancement of public relation Tactic: compile testimonial from satisfied industries Press release on major newspapers Design a monthly e-newsletter Come-up with a crisis communication strategy. Strategy: Social media advertisement Tactic: open social media accounts such as twitter, Facebook and Instagram Post picture of on waste management issues Applause the industries that have a proper waste management system Create a YouTube video on waste management and the objectives of the company MEDIA PLAN A campaign timeline has been formulated regarding the integrated marketing communication plan, which should be implemented in the year 2015. The timeline is partitioned into four parts of the campaign; advertising initiative, public relation and promotion, online initiative and initiative on building identities as indicated below. advertising initiative J F M A M J J A S O N D public relation and promotion online initiative initiative on building identities As a result of implementing the IMP it will be inevitable that the organization will incur some extra cost, but in the long run there will be an increase in the revenue. As indicated earlier some of the expenses will be met by the fundraiser that we shall hold and through the continuous public relation there shall be an increase in revenues. The budget was determined by experts and it is as follows Research of the Organization $1000 Website creation $200 Electronic & Print media $600 $1800 Miscellaneous $350 $2200 References AlMa’adeed, M., Madi N.K., Kahraman R., Hodzic A., Ozerkan, N. G, (2011). An Overview of Solid Waste Management and Recycling in Qatar, Journal of Polymers and the Environment, Springer, DOI 10.1007/s10924-011-0332-2. Medina, M., (2010). Solid Wastes, Poverty and the Environment in Developing Country Citires, s.l.: UNU-WIDER Troschinetz, A. M. & Mihelcic, J. R., (2009). Sustainable recycling of municipal solid waste in developing countries. Waste Management, Issue 29, pp. 915-923 WRAP (2009). Improving recycling through effective communications. Banbury, WRAP Wilson, D. C., (2007). Development drivers for waste management. Waste Management Research, Issue 25, pp.198-207 Read More