Carbon Tax Legislation: Creative Strategies, and Media Plan - Case Study Example

Carbon Tax Law Executive summary Climatic changes and global warming effects have pushed the Australian government to look for ways of reducing its effects. Some of the impacts of global warming and climate changes include prolonged droughts and floods; spreading of diseases; poor agricultural performance; and general weakening of the country’s economy. One of the strategies that government intends to use in this case is the newly-approved carbon tax. This tax will be imposed on the country’s companies whose activities cause a lot of pollution to the environment, such as, mining and manufacturing industries. This tax is intended to reduce the amount of Green House Gases emitted to the Australian environment. Nevertheless, there is a conflict between different groups of people on the enforcement of carbon tax law. Those opposing it claim that the tax will neither end global warming nor stop pollution in the country. Consequently, it is imperative for the Federal Government to design a promotional campaign that will help change the public’s view on carbon tax law; persuade them to support its implementation; and to inform them about its numerous benefits to them. Some of the appropriate media vehicles to use include public relations, social media, and advertising. Table of contents Executive summary 1 Introduction 3 Background of Carbon Tax Legislation 3 Analysis of the target market 4 Literature review 4 Communication Objectives 5 Creative strategies 7 Media plan 8 Time Table 9 Conclusion 9 References 11 Introduction Australia is one of the regions in the world that is already experiencing negative effects of global warming and climatic changes. These effects are accelerated by industrialization and natural causes in the country. Mining and manufacturing among other man-made activities are the main causes of pollution of the country’s environment; hence boosting global warming and ecological alterations. With the introduction of the carbon tax law, the country will minimize impurities in the atmosphere, hence, creating a favorable and conducive living and working environment. However, it is vital for the government to change public’s poor image of carbon tax law, and inform them of its possible advantages, and persuade them to voluntarily support the government’s implementation of the law, by use of various promotional vehicles. Background of Carbon Tax Legislation According to Sridhar (2012), carbon tax is planned to take effect as from July 1, 2012, with an intention of aiding the country’s fight against global warming. The Australian government’s need to reduce Green House Gases production by 2020 stimulated its need to launch the carbon tax legislation. The tax will be initiated at A$ 23 per CO2-e ton flat rate. Numerous Australian polluting industries and companies will be expected to pay the tax as per the fixed rate, which will be increased by 2.5% yearly, above the country’s inflation rate. The government has also has allocated A$ 9billion of the carbon tax proceeds will be used in compensating and supporting jobs in the worst affected industries. Moreover, the tax will benefit about 90% of the country’s homes in that they will be recompensed in a way. The government will also assign A$ 14billion of the tax proceeds to purchase technologies and pure energy sources. A$ 3 billion will be allocated to renewable energy, while A$ 1billion will be used in the promotion of energy efficiency. Additionally, the government has projected that about A$ 10billion will be useful in clean energy investment (Sridhar 2012). In spite of the several benefits of carbon tax law, there are certain complaints raised by its opponents. For instance, they claim that the new tax law will negative influence low-income earners; will lead to joblessness; will cause domestic investors to move their businesses to other parts of the globe where such laws do not exist (Sridhar 2012). Therefore, the government needs to change the people’s perceptions on carbon tax, inform them of its benefits, and convince them to get involved in its effective enforcement. Analysis of the target market This promotional campaign is designed to incorporate politicians, young people, firms and business administration, and working people in the country. The firms’ market segments are vital in that they contribute to the country’s pollution levels. The young people market segment will entail students whose opinions greatly affect their future. Besides, they are the key stakeholders in the implementation of carbon tax law. Politicians’ market segment is indispensable in that they determine whether the bill is passed or not, and the success of its implementation. Professionals are also important in the implementation of the carbon tax since they make the majority of the tax’s stakeholders. These segments are necessary in that their opinions determine the successful enforcement of carbon tax law in Australia. Literature review According to Rasch (2010, p. 2003) says that global warming and climate changes in the Australian environment are some of the reasons why the Australian federal government has decided to introduce a new law on carbon tax. Global warming is caused by green house gases emitted into the environment. Green house gases are produced in various ways to the atmosphere, such as, burnt fossil fuels and deforestation. A good amount of the Australian GHGs emissions are produced by the burnt fossil fuels to gain energy for transport and electricity. When coal, oil, or gas burns, there is a combination oxygen and carbon in order to form carbon monoxide, which a form of pollution to the country’s atmosphere. Because the country heavily relies on the coal for its electricity-associated productions, a lot of GHGs are released to the environment. Additionally, there is high pollution in the country due to the fact that coal is a popular greenhouse-intensive fuel. Apart from burning of fossil fuels, Coleman, Marsh, Ritchie and Walkden (2004, pp. 18-26) note that global warming in the Australian atmosphere is caused by deforestation that results from removal and burning of vegetation. Plants absorb carbon dioxide, and produce oxygen in a process known as photosynthesis. Deforestation makes the land bear and devoid of trees or vegetation cover; hence, the conversion of carbon into carbon dioxide. Too much carbon dioxide in the environment accelerates global warming the country’s atmosphere. Furthermore, Bonyhady and Christoff (2007, pp. 82-86) assert that global warming in Australia is caused by farming activities like animal rearing, especially cattle and sheep. These animals are known to release high amounts of methane, which is one of the key air pollutants. Besides, other farming activities involve the use of fertilizers that produce greenhouse gas called nitrous oxide; hence increased global warming. Another major cause of global warming and climate changes in Australia is waste breakdown. Coleman, Marsh, Ritchie and Walkden (2004, pp. 18-26) argue that because of industrialization and growing population growth rate, Australia’s environment faces a lot of paper, food, and vegetation wastes. Researchers indicate that methane and carbon dioxide are emitted during the decomposition of these waste elements in the environment. This also happens when sewages in the country break down. In addition to decomposition of waste, climatic changes and global warming results from industrial processes that cause air pollution in the environment. Some of the processes like coal mining, production of liquid gas, and cement production, emit diverse GHGs that pollute Australian atmosphere, and in turn, cause global warming. Chlorofluorocarbons, which are man-made compounds, are part of GHGs that destroys the atmosphere’s ozone layer. Water vapor also is the most plentiful GHG, which serves as a response to climate. Water vapor rises as the earth’s atmosphere gets warm. This also causes clouding and precipitation; thus, making them vital responses to greenhouse impact (Bonyhady & Christoff 2007, pp. 82-83). Communication Objectives For every marketing plan to succeed there ought to be an outline of appropriate communication queue objectives. In relation to the federal’s plan to promote carbon tax law, various communication objectives are developed, and expected to be attained through the plan. First, the promotional campaign is intended to create awareness among the Australian public on the new law that aims at promoting a safe environment through reduction of GHGs in the atmosphere. Apart from informing them on the new law in the country, the promotional campaign is tailor made to inform the public of the several benefits of successfully implementing carbon tax law in Australia. This is essential because many people in the country are unaware of the significance of the newly introduced carbon tax legislation. Second, the promotional plan is meant to persuade the public to fully approve and collaborate in the enforcement of carbon tax legislation in Australia. In a business setting, marketing is designed to persuade clients to a certain product or service in a given company is of high value as compared to other competing firms (Blythe 2005, pp. 225-230). With reference to the Australian carbon tax law, the promotion plan is set to convince the firms, and other stakeholders on the importance of approving and supporting the execution of the legislation in the country. This is meant to shed light on the possible numerous benefits of the law to the society, businesses, and the economy at large. This is also to convince people that the government’s action concerning the new law has many benefits compared to costs, and thus, the need to implement it. Persuasion of stakeholders is vital in that majority of them in Australia do not see the sense of accepting the legislation because they do not believe it can stop global warming or reduce pollution in the environment. These individuals believe that the new tax will make people to lose their jobs because firms are trying to cut on costs by reducing their employees. Third, the promotional campaign is meant to help the government change the people’s association with the carbon tax legislation. In business, this objective involves changing the consumers association with the service or product offered by a particular company. Companies employ various promotional methods to create positive relationships between their products or services and the customers. In relation to the Australian carbon tax law, the marketing campaign is set to develop a favorable association between them and the legislation. Besides, favorable relationship between services or products and consumers is highly indispensable in the enhancement of business productivity by boosting profits, customer and sales volume. This means that it is designed to make people see the benefits of the tax and associate them with its successful implementation. When people finally understand the purpose of the new law in their lives and the country’s economy, they will associate it with the benefits, and in turn, willingly participate in its enforcement. In addition, it is crucial for the government to develop a positive association between the tax and polluting firms. This will make them realize that the government’s intentions are in good faith, contrary to what many of the people assume. This is vital, as it enhances their acceptance and cooperation in the enforcement of the law. Fourth, the federal marketing campaign is to remind the public of the existence of the carbon tax law, its importance, and that their compliance is vital in order to realize success. In business scenario, communication or promotion is imperative in reminding clients to take action, in terms of buying brand’s services or products (Smith 2011, pp. 345-348). This occurs when the company has finally succeeded in the informing and persuading clients on the value of its products and services. With respect to carbon tax, promotional plan is designed to remind all the stakeholders on the existence of the legislation. It is also aimed at reminding them on the significance of maintaining a safe and clean environment. Furthermore, the promotion is intended to remind stakeholders to take action by paying the carbon tax. The promotion campaign is also set to remind stakeholders to willingly support the government in the execution of the carbon tax law in the country. Besides, the communication plan is essential in reminding polluting companies that the federal government’s plan in introducing the law is to boost their performances through the creation of favorable working and living environment for its clients. It also reminds the firms of the possible benefits of the tax law as it improves the country’s economy, which in turn, boosts their performance. Fifth, promotional plan is aimed at influencing the public’s attitudes towards, and their payment of the tax. Businesses conduct promotional campaigns to improve their consumers’ attitudes and behaviors relating to their products or services, and their purchasing behavior (Kurtz 2012, pp. 489-495). In Australian case, many stakeholders have negative attitudes towards the carbon tax law. It is instrumental to change the public’s attitude in order to acquire their support in the effective execution of the carbon tax law. Their attitudes can be changed by creating a positive image of the new legislation. This is possible through outlining the benefits and costs of the tax law and letting the public compare and contrast them before deciding on which side to take. Creative strategies A ball of flaming fire is featured approaching the earth from the sky. On the ground are beautiful houses, trees and people going about their normal business. In school, children are running up and down unaware of the impending danger. Instantly, the ball moves so fast to the school compound, ready to explode just above the children. As the children scuffle to and in field, another ball with a label “Carbon tax” is pursues the one labeled “Global warming” and crushes it just when it is seconds away from exploding. Cheerful noise is heard from the school and around the compound because the danger is eradicated. People are then encouraged to pay carbon tax so as to avoid such dangers of global warming. This also reminds them of the benefits of the tax law, as well as changing their opinions on the tax legislation. The second creative strategy will involve one of the popular soccer players in Manchester United team; Rooney. Two teams are featured competing in the field, and the teams’ names are ‘carbon tax’ and ‘global warming’. Rooney is in the ‘Carbon Tax’ team. As ‘global warming’ team approaches the ‘carbon tax’ goal post, the match gets tighter and tighter as Rooney’s team players get weaker and weaker. Just before the team “global warming” players score a goal to “carbon tax” team, Rooney kicks the ball outside the playing field; hence saving its team from shame and defeat. The whole stadium bursts into song and dance, as people celebrate victory against “global warming team”. People are then encouraged to participate in the enforcement of the carbon tax law to achieve its benefits. Additionally, they are encouraged to develop a positive association with the law as it is beneficial to their lives. The third creative strategy will involve a feature of a fire burning around a small country in the world. Trees, people, and buildings are seen burning down around but for the tiny country. Soon the fire surges into the small country and rivers go dry as its beautiful environment turns black and ugly. Then someone sprays a jet of liquid labeled “carbon tax” into the country. Instantly, fire stops and the environment turn green, and its water sources are filled. Birds are heard chirping as fish freely swim in the river. People are then advised to pay carbon tax so as to avoid the effects of global warming, which is fire, in this case. This strategy also changes their minds on the tax law, and encourages them to support its implementation. Media plan In order to succeed in the promotional plan, there are certain media vehicles that are used in the communication of the creative strategies. The success of a marketing campaign is largely dependent on the choice of media vehicles. In this case, one of the most appropriate media to use is social media sites including You Tube, Yahoo, Google, Twitter, LinkedIn, MySpace, and Facebook. This mode of communication is influential in that it reaches out to numerous target audiences, and effective drive the intended message home effectively (Joseph 2011, pp. 64-73). In the case of the carbon tax promotion, the company intends to use You Tube to feature its video recordings of the creative messages intended for the public. Some of the communication objectives include informing, mobilizing, and persuading the people on the importance of paying carbon tax in Australia. Secondly, the marketing plan will apply public relations in order to communicate its creative strategies. This implies convincing the public on the new product or service in the market and the value on them (Joseph 2011, pp. 64-73). In terms of the carbon tax law in Australia, the federal government’s marketing plan will employ public relations to change the people’s opinions on and attitudes towards the tax law. The media vehicle will also enhance the government’s creation of awareness on the carbon tax law and its benefits to the stakeholders. Advertising on televisions will also be used by the marketing campaign in order to communicate the above creative strategies to the intended market segments in the country. Although television advertisements reach out to masses of target markets, it is very expensive; hence, costing the government a lot of money (Smilansky 2009, pp. 3-10). Nevertheless, its strength lies on the fact that it reaches out to several people with the same message at once. In terms of the carbon tax legislation in Australia, the use of advertising is appropriate for effective communication of the designed creative strategies. This media vehicle is vital in the creation of awareness about carbon tax law; persuasion of stakeholders to support the implementation of the law; reminding them to pay carbon tax; and changing their perceptions on carbon tax law in Australia. Time Table Media vehicle Duration (months) Social media 6 Advertising 4 Public Relations 2 Conclusion Explicitly, Australia is among those countries in the world that already face adverse effects of climatic changes and global warming, such as, prolonged droughts, floods, irregular weather patterns, and diseases; hence affecting the people’s health, as well as the country’s economy. In order to efficiently handle these problems, the company has introduced a carbon tax legislation that will be imposed on polluting firms in the country. This is also intended to help reduce GHGs emissions in the atmosphere and create a safe environment for all Australians. Nevertheless, there is a great controversy on the implementation of the law in the country. There is an urgent need for the government to promote the law so as to gain the public’s support in the implementation of the legislation. It will do this by using certain media vehicles in order to successfully meet all the communication strategies. Some of the communicative objectives of the promotional campaign include informing the stakeholders on the existence and importance of carbon tax law; persuading the stakeholders to take part in the enforcement of the new law; changing stakeholders’ attitudes and perceptions on the new carbon tax in the country; reminding them of the importance of the tax; and developing a favorable association between the stakeholders and the carbon tax legislation. References Blythe, J 2005, Business-to-business marketing management: a global perspective, Thomson Learning, Australia. Pp. 225-230. Bonyhady, T & Christoff, P 2007, Climate Law in Australia, Federation Press, Sydney. Pp. 82-84. Coleman, N., Marsh, N, Ritchie, R & Walkden, J 2004, Diving Australia: a Guide to the Best Diving down under. Berkeley: Periplus Editions. Pp. 18-26. Johansen, B 2009, The Encyclopedia of Global Warming Science and Technology. Santa Barbara: Greenwood Press/ABC-CLIO. Pp. 70-75 Joseph, KO 2011, ‘Integrated Marketing Communication: A Catalyst for the Growth of E-Business Management’, Social Sciences, vol. 6 no.2, pp.64-73 http://www.medwelljournals.com/fulltext/?doi=sscience.2011.64.73 Kurtz, D 2012, Boone & Kurtz contemporary marketing / David L. Kurtz, South-Western Cengage Learning, Mason, OH. Pp. 489-495. Rasch, C 2010, Australia's Environmental Issues, GRIN Verlag, Munich. P. 2003. Smilansky, S 2009, Experiential marketing: a practical guide to interactive brand experiences, Kogan Page, London Philadelphia. Pp. 3-10. Sridhar, K 2012, ‘Practical solutions for environmental, health and safety professionals. The Australian Carbon Tax’, EHS Journal. Retrieved on April 26, 2012 from http://ehsjournal.org/http:/ehsjournal.org/kaushik-sridhar/australian-carbon-tax-forclimate-change/2012/ Smith, P 2011, Marketing communications: integrating offline and online with social media, Kogan Page, Philadelphia, PA. Pp. 345-348. Read More