An Integrated Marketing Communications Plan for the Federal Government of Australia to Promote a New Carbon Tax - Case Study Example

An IMC Plan for the Federal Government of Australia to Promote its new Carbon Tax Table of Contents Background 2 Target audience 3 Literature review 4 Global warming 4 Climate change 6 Impacts of global warming 7 Communication Objectives 9 Creative Strategies 10 Media Plan 11 Print media 11 Audio visual media 11 Internet 11 Public relations 12 Conclusion 12 Works Cited 13 Background It is argued that global warming is mainly caused by greenhouse gases emission. Australia relies a lot on coal for electricity generation and as such, it is said to emit the highest amount of greenhouse gases among the developed countries (Bartram 14). In order to minimize emission of greenhouse gases some countries have been using carbon trading scheme especially European countries while others have been using carbon tax. Previously, Australia has been using regulations and subsidies to reduce carbon emission (Russell 51). However, with increased public concern on the effect of carbon emission, Australian government passed laws to implement carbon tax in 2011. The emission-trading scheme has been found to have several flows. The emission-trading scheme used in European nations is said to be ineffective in reducing carbon emission (World Bank 56). This has been discovered at the time when there is a heated debate in Australia about climate change policy and carbon pricing (Streeter and Hungerford 79). Opponents of carbon tax have been hailing the emission-trading scheme. The reality of ineffectiveness of this scheme may surprise many Australians who have been made to believe that Europe is being de-carbonized (Jain 143). Opponents of carbon tax have argued that this kind of scheme does not guarantee carbon reduction (Asafu-Adjaye, and Mahadevan 87). They argue that carbon-trading scheme allows the market to price carbon at the level required to meet desired targets (Power 88). However, the results of European countries do not indicate that carbon trading can reduce carbon emission. Even though carbon tax does not guarantee carbon reduction, it does guarantee revenue (Bartram 64). Moreover, it is argued that a carbon tax dedicated to a specific purpose is better placed to accelerate decarbonisation. For instance, the revenue accrued from carbon tax can be invested in renewable energy and clean technology research, development, demonstration and deployment (Streeter and Hungerford 77). Thus, the passage of legislation to implement carbon tax in Australia is aimed at making firms more energy efficient and to push power generation toward gas and renewable (Russell 134). Moreover, carbon tax scheme is argued to be more efficient, effective, simple, flexible and transparent as opposed to previous approaches that employed regulations and subsidies. By enacting carbon tax legislation, Australia aims to cut its carbon emissions by 5% of 2000 levels by 2020 (World Bank 84). Target audience This IMC plan targets people working and living in Australia. The target market is divided into children aged between 10 and 18 years; youths aged 18 and 35 years; and people older than 35 years living and/or working in Australia (Asafu-Adjaye, and Mahadevan 121). Children are usually good at spreading information and as such when they acquire it, they are likely to share it with their parents (Blakeman 198). Youths are of interest because they are key players in the greenhouse gas emission (Bartram 89). Thus, being informed or rather made aware of the greenhouse gases emission’s impact on the environment and the need for carbon tax will enable them as they prepare or make investment they embrace technologies that have little or no impact on the environment (Bonyhandy and Christoff 75). Older people are the main players who have firms that are likely to be affected by the carbon tax (Streeter and Hungerford 72). By being made aware of the carbon tax and its advantages over the regulations and subsidies previously employed, this target audience is likely to support the carbon tax system. Literature review Global warming Global warming refers to overall increase in the global temperatures. There is overwhelming scientific evidence to support increase in the overall global temperatures. Studies have indicated that the period between 1995 and 2006 have been the warmest years in the instrumental record of the earth’s surface temperatures since 1850. These studies show that even though there has been a general increase in global temperatures, significant temperature increase have been recorded at higher northern latitudes. One of the evidences supporting the fact that global temperatures are indeed increasing is the melting arctic ice. Arctic ice melted at unprecedented levels in 2007. Consequently, the fabled Northern Passage was opened up for navigation for the first time (Streeter and Hungerford 86). During the same year, Greenland recorded a massive 552 billion tons of ice that melted during summer (Bartram 103). Continued melting of arctic and Greenland ice may in the long run result in increased sea levels and coastal flooding. It is worth noting however that the earth has been experiencing periods of cooling and warming over time. However, the rate warming being experienced now far exceeds that recorded in history over time (World Bank 81). Many scientists agree that the rapid increase in average global temperatures in recent times can be attributed to the observed increase in greenhouse gases concentrations in the atmosphere. Greenhouse gases include carbon dioxide, nitrous oxide, methane, hydro fluorocarbons, perfluorocarbons, and sulphur hexafluoride (Russell 152). These gases are responsible for trapping heat energy in the atmosphere for prolonged period of time and hence resulting increase in the average global temperatures. Carbon dioxide accounts for over 75% of greenhouse gases emission (CCH Australia Limited 76). It is argued that USA and China are the leading carbon emitters worldwide. Some parts of the globe might become uninhabitable by the end of this century if the current rates of emissions continue uncurbed. Other factors that contribute to global warming include natural cycles. The weakening magnetic shield of the earth, solar flares and ozone layer depletion are some natural cycles that contribute to global warming. The depletion of the ozone layer and weakening of the magnetic field contribute to global warming by allowing dangerous levels of UV light and electromagnetic energy to enter the earth’s atmosphere (Bartram 54). The bursting of solar flares from the sun results in the explosion of electromagnetic radiation of the magnetic pathways of the Van Allen Belts. All these natural cycles adds some energy to earth resulting in global warming (Streeter and Hungerford 41). However, it is worthy noting that these factors have been in place since time in memorial and the earth has been buffering these naturally (World Bank 71). It is the increased greenhouse gases in the atmosphere that keeps the heat in the atmosphere for prolonged period. Thus, increased emission is the main cause of global warming. Climatologist warn that people ought to limit global warming to about 2oC to avoid dangerous environmental impacts. This requires that carbon dioxide concentrations be stabilized in the atmosphere at a round 450 parts per million (ppm) or even lower. It is argued that if carbon emissions are not reduced, carbon concentration will reach 450 ppm before mid this century. Even the reduction of carbon emission will not be felt immediately since carbon dioxide takes many decades before being eliminated from the atmosphere. Thus, the damage that has already been done will only be mitigated over nearly half a century. Thus, we can only limit further damage and protect ourselves from the catastrophic consequences of global warming that may occur (Russell 62). Climate change Climate change refers to variation in the distribution of weather pattern over a prolonged period of time (Gospe 88). even though climate change is caused by various factors such as oceanic processes, varying radiations received on earth, plate tectonics and volcanic eruptions; human induced alteration of the natural world are of more significant and as such climate change is mainly attributed to human specific impacts (Streeter and Hungerford 61). These human induced alterations are said to significantly increase the rate of global warming. The alterations are attributed to anthropogenic factors and many people are concerned with increased emission of carbon dioxide. Climate change is associated with extreme weather events such as storms, droughts, floods and heat waves becoming more severe and more frequent. Many natural disasters that have hit Europe since 1980 are attributed to weather and climate (Bartram 61). Studies have shown that Europe’s glaciers have lost two thirds of their mass since 1850 and this trend is seen to increase at unprecedented rate (World Bank 21). Moreover, these studies show that polar ice melting faster and as a result, it is increasing sea levels at a faster rate than what was being experienced in the last 50 years. Due to these variations in climate, many people are threatened by hunger, poverty and water shortages. Impacts of global warming There have been several signs of climate change in recent past. It is widely agreed that with increased global warming winter will be warmer than summer and that the world will be hotter than it has been. In recent past, the frequency of strong storms and hurricanes has increased. This has been attributed to increased heating of oceans. An example of such is the 1993 Japan Typhoon Yancy, the 1993 storm of the century that hit America, Cuba and Canada and the 2005 hurricane, which broke several records. These storms and hurricanes is an indication that climate change is a reality and urgent measures need to be undertaken to ensure that life remain sustainable on this globe (Streeter and Hungerford 97). European countries previously used carbon trading system to reduce greenhouse gases emissions that are said to cause climate change. In recent years they in traduced carbon taxes to do so. It is on this background that Australia has recently passed legislations to implement carbon tax. The number and magnitude of droughts has also increased in recent past. It is anticipated that if global warming is not curbed in time many areas will be hit by droughts (Dawson and Spannagle 92). Some instances of widespread droughts that have been witnessed in recent past include the 1998 drought and heat wave that hit the United States of America, the 2003 extreme heat waves that was experienced in Europe and the 2007 drought witnessed in southeast USA. All these droughts and heat waves caused catastrophic impacts to both lives and property (World Bank 37). For instance, it is estimated that over 35,000 lives were lost in 2003 extreme heat waves in Europe. With the frequency of droughts and heat waves on the rise, it is possible that increased global warming will result in increased displacement, famine and poverty around the globe (Bartram 32). This should inform the public and policy makers to support all measures such as carbon tax aimed at reducing greenhouse carbon emissions (Claus 121). The ice caps are also melting faster than seen in the past indicating that climate change is real (Boone and Kurtz 129). The increased rate of polar ice cap melting is leading to rising sea levels that are averaging at one to two millimetres per year. It is on the basis of this that scientist argue that storm surges are likely to breach landmasses (Streeter and Hungerford 54). This is likely to erode coastal lands of several countries. In recent years, the rate of flooding in Australia has increased and as such, introduction of carbon tax ought to be a welcome move to combat global warming that will in long last help combat catastrophic impacts of climate change. Another sign of climate change is the increased frequency of El Nino and La Nina weather patterns. The 1997 El Nino season had catastrophic consequences throughout the world. Scientists agree that the rate of El Nino weather pattern has increased as compared to what was experienced in the past century. Moreover, snow cover in the northern hemisphere has steadily remained below average since 1987. If the climate change causes such as global warming are not combated now, the social and economic consequences of climate change are likely to increase (Dawson and Spannagle 88). Some social issues that are likely to rock people include increased displacement of persons as a result of storms and floods, increased famine, increased disease outbreaks (World Bank 7). Some economic issues that may come with climate change include loss of property and increased rates of poverty. Communication Objectives 1. To create awareness about carbon tax of 70% within our target audience. Carbon tax is like a new product in Australia and as such, creation of awareness will be important toward acceptance of the tax among Australian population. Thus, this marketing communication seeks to create awareness of at least 70% of the target market. 2. To create interest about carbon tax of 60% within our target audience. It is expected that with 70% of the target market aware of the tax, 60% of the audience will be interested in the benefits and advantages of carbon tax. This objective will enable our target audience to build desire for carbon tax implementation. 3. To enable the audience make at least 50% carbon tax choice over other regulations. This objective will enable target audience to make an evaluation between carbon tax and other regulations that have been in use. Thus, the communication will allow target audience to compare the benefits and advantages of carbon tax over other ways of reducing greenhouse gasses emission. 4. To enable target audience to prefer carbon tax over other models of carbon reduction at least 40% of the time. This communication objective will emphasize the benefits of carbon tax over regulations and subsidies previously used in Australia to combat greenhouse gases emission. The benefits that will be emphasized include efficiency, effectiveness, simplicity, flexibility and transparency of carbon tax in addition to being capable of generating revenue and their capability of making firms more energy efficient. 5. To create 80% acceptance of carbon tax among Australians. It is expected that as many Australians prefer carbon tax over other regulations, their friends will be able to experience the advantages of carbon tax in a real time situation. Thus, we intent to built adoption of more than 80% Australians will support carbon tax and as such major carbon emitters in Australia will be compelled to adopt the tax. Creative Strategies These are strategies used by advertiser to obtain consumer attention and provoke the target audience to adopt a specified product. They promote public relations, publicity, sales promotion and personal selling (Bartram 93). Creative strategy defines the important strategic choices needed to develop a marketing message (World Bank 65). It defines what one will say about their product or service. It provides explanation to what consumers think about a brand. The following creative strategies will be used in this campaign: 1. Carbon tax for sustainability of life. This strategy will help in communicating the purpose of this campaign. It will ensure that the target audience is aware of the advantage of carbon tax to the general population. 2. A revenue neutral strategy, carbon tax, for constructive economy that delivers for future generations and us a better, healthier and cleaner world (Streeter and Hungerford 81). This strategy will emphasize that the revenue generated from carbon tax will go in long way to creating renewable energy that will ensure that economy is sustainable and that the world remains habitable to human life. 3. Say no catastrophic floods, storms and hurricanes for our future generations (Dawson and Spannagle 172). Embrace carbon tax. This strategy will mainly target the aged population to support the tax to ensure sustainable future generation. 4. Tired of strong heat waves and need for air conditions. Carbon tax promises cooler weather conditions. This strategy will emphasize some of catastrophic effects associated with global warming. 5. For efficiency, effectiveness, simplicity, flexibility and transparency way to combat global warming: carbon tax. This will emphasize the benefits of carbon tax over regulations and subsidies previous employed in combating greenhouse gases emission. Media Plan Various media will be employed in this marketing communication plan. The main media that will be deployed are print media, audio visual media, internet and public relations. Print media This will employ newspapers that are found all over Australia. The papers to be used have 100% market situation and are distributed all over Australia (Streeter and Hungerford 104). The adverts that will be run in these papers will highlight the benefits of carbon tax over previous modes of reducing carbon emission such as carbon trading and subsidies (Shimp 53). Audio visual media The main media channels that will be deployed here are the television the radio (World Bank 76). The TV stations and radios to be employed are those that are most popular Australia (Dawson and Spannagle 191). The two forms of advertisement are chosen because they are more efficient in reaching a large number of people. Internet This will mainly target the youths who prefer surfing the web. It will entail direct marketing that will allow people to join freely and follow the link to carbon tax site (Bartram 87). This will allow quick accessibility to the site for customers and will facilitate customer relations. It will also involve internet interactive marketing (Streeter and Hungerford 121). Key word buys on Yahoo and Google will be bought to allow the adverts to be more easily accessible. Public relations This portion of campaign will involve creation of positive public attitude and creation of favourable image for carbon tax and the sponsors involved (Dawson and Spannagle 77). Our intention is to implement media kits, press releases, co-branding and interviews with other social networking media. This will also entail talks in schools and other environmental events to promote the carbon tax. This will be of much relevant to school going children where talks will be delivered in schools pertaining carbon tax. Conclusion Global warming is an increase in the average global temperatures. It is mainly caused by greenhouse gases emission such as carbon dioxide, nitrous oxide, methane, hydro fluorocarbons, perfluorocarbons, and sulphur hexafluoride. These gasses prevent heat from escaping into the outer space. Although other factors such as natural cycles are said to increase the heat received on the globe, it is these gases that orchestrate prolonged heat conservation within the earth’s atmosphere resulting in global warming. The global warming is associated with increased frequency and magnitude of catastrophic disasters such as floods, storms and hurricanes in addition to heat waves. These effects have been witnessed in recent past at unprecedented rates and magnitudes causing destruction of lives and property in various parts of the world. For sustainability of life on the earth, it is important that the greenhouse gases emission be contained. Carbon tax promises to reduce the amount of these gases emitted in the atmosphere. This IMC will use print media, audio visual media, internet and public relations to create awareness and final adoption of carbon within Australian population. It is expected that support for this carbon tax will go a long way in helping efforts geared toward creating a globe that supports life and mitigates negative impacts of global warming. Works Cited Asafu-Adjaye, and Mahadevan Renuka. Managing Macroeconomic Policies for Sustainable Growth. Canberra: Edward Elgar Publishing Bartram Geoff. The Carbon Challenge: New Zealand's Emissions Trading Scheme. Sydney: Bridget Williams Books, 2010 Blakeman Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. London: Rowman & Littlefield Publishers, 2007 Bonyhandy Tim, and Christoff Peter. Climate Law in Australia. Sydney: Federation Press, 2007 Boone Louis, and Kurtz David. Contemporary Marketing, 15th Ed. London: Cengage Learning, 2011 CCH Australia Limited. Australian Master OHS and Environment Guide, 2nd Ed. Canberra: CCH Australia Limited, 2007 Claus Iris. Tax Reform in Open Economies: International and Country Perspectives. Sydney: Edward Elgar Publishing Dawson Brian, and Spannagle Matt. The Complete Guide to Climate Change. London: Taylor & Francis, 2009 Gospe Mike. Marketing Campaign Development: What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns. London: Happy About, 2008 Jain Sridha. Integrated Marketing Communication: Trends and Innovations. Jakarta: Global India Publications, 2008 Power Trish. Super Freedom: Create a Worry-Free Financial Future in 6 Steps. Sydney: John Wiley and Sons Russell David. Towards Ecological Taxation: The Efficacy of Emissions-Related Motor Taxation. London: Gower Publishing, Ltd., 2011 Shimp Terence. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 8th Ed. London: Cengage Learning, 2008 Streeter Sandy, and Hungerford Thomas. Cap and Trade: The Kyoto Protocol, Greenhouse Gas (Ghg) Emissions, Carbon Tax, Emission Allowances, Acid Rain So2 Program, Ozone Transport Commission, Nox, Carbon Markets, and Climate Change. Sydney: The Capitol Net Inc, 2010 World Bank. World Development Report 2010: Development and Climate Change. Washington: World Bank Publications, 2009 Read More