The Strategy of the Better Lives Better World Campaign by Walmart - Case Study Example

BETTER LIVES BETTER WORLD CAMPAIGN By Student’s Name Course+Code Class Institution Date Executive summary The Better Lives Better World Campaign by Wal-Mart is aimed towards the promotion of the livelihood of its stakeholders and across the globe as well as the protection of the environment. The goal of Better Lives Better World Campaign is to increase the awareness of the importance of human life and to encourage the protection of the environment through communication and the exchange of experiences, art, motivation and education. Wal-Mart has faced the disadvantage of negative media publicity due to the treatment of its employees and legal issues. The key publics include employees, suppliers, retailers, investors, shareholders, legislators, corporate executives, associates, consumers and the media. The strategies will include creation of awareness, participation in various sustainability activities and training of Wal-Mart employees. Evaluation will be done through looking at response and implementation of sustainability initiatives. Contents Executive summary 2 1.2 Goal and Objectives of Better Lives Better World Campaign 5 1.3 Statement of communication problems 5 2.0 SWOT Analysis 6 2.1 Strengths 6 2.2 Weaknesses 6 2.3 Opportunities 6 2.4 Threats 6 3.0 Target Audience 7 3.1 Consumers 7 3.2 Media 7 3.2.1 Public Service Announcements 7 3.2.2 Featured Articles and Blog 8 3.3.3 Mass Media Advertizing 8 3.3.4 Social Media 8 3.3 Local Community 8 3.4 International Community 8 3.5 Stockholders 8 3.6 Suppliers 9 3.7 Employees and Executives 9 4.0 Key messages 9 4.1 Primary Messages 9 4.2 Secondary Messages 9 5.0 Campaign Strategies and Tactics 10 5.1 Implementation Schedule: Gantt Chart 11 6.0 Budget 12 7.0 Campaign limitations 13 8.0 Evaluation strategy 13 9.0 Appendices 13 9.1 Appendix I: Public Service Announcement 13 Reference List 14 1.0 Overview The Better Lives Better World Campaign by Wal-Mart is geared towards the promotion of the livelihood of Wal-Mart’s customers and employees as well as protection of the environment. There has been massive awareness on the need to sustain the globe through practices that encourage conservation of the environment and proper treatment of individuals. Wal-Mart has therefore sought to carry out the Better Lives Better World Campaign to emphasize this need for global conservation. Wal-Mart ranks among the best retailer companies in the world with over 10, 000 stores in 28 countries. The retailer company owns grocery stores, discount department stores and a chain of hypermarkets. The company is owned by the Walton family and employs more than two million workers in its establishments. Although some of its ventures in some countries have failed, the company has still managed to be ranked as the largest company by revenue in the globe. Wal-Mart’s survival in the global economic crisis can be attributed to its target market of the low consumer segment and pricing which has allowed the company to have a wide consumer base. We determined from psychological research that the act of promoting human life and the protection of the environment results to feelings of happiness among human beings (Seligman and Csikszentmihalyi, 2014) and thus more spread of goodwill and the encouragement of better livelihood. Studies have additionally shown that the globe is at risk from the environmental imprint (Epstein and Buhovac, 2014)that it is being subjected to thus our initiative to come up with more sustainable practices for a better world. Our campaign is additionally very substantive to our organization as it stems from the need to change some older organizational practices and shed the older culture for a newer one that appreciates human livelihood and values the environment. 1.2 Goal and Objectives of Better Lives Better World Campaign The goal of Better Lives Better World Campaign is to increase the awareness of the importance of human life and to encourage the protection of the environment through communication and the exchange of experiences, art, motivation and education. The objectives include: i. To highlight the extent of deprivation of human rights to most individuals in different platforms and most especially in work places ii. To decrease the chances of Wal-Mart being a target for crime through endorsing for better living and education on security iii. To speed the change needed in the employment condition for our workers who are underpaid iv. To persuade other organizations to endorse the practise of valuing employees v. T o position Wal-Mart as a leader engineering for better livelihood in work areas and family vi. To encourage practices of sustainability in various institutions through creative communication and other forms of art vii. To generate over 300 million media impression of the Better Lives Better World Campaign viii. To achieve 70% participation of Better Lives Better World Campaign among our customers and encourage the spread of the campaign through them 1.3 Statement of communication problems Wal-Mart has faced the disadvantage of being crucified by the media due to the various challenges that have been highlighted by various employees and other interested parties. Most individuals additionally believe that Wal-Mart is committed to helping the society for the wrong reasons. The retail company has also been succeeded by its competitors in the promotion of awareness in other avenues such as healthy living. The Better Lives Better World Campaign is therefore an opportunity for the retail company to intensively endorse its program for promoting human life and protecting the environment. We recognize the enormity of a global scale campaign and therefore plan to use different media extensively in order to promote the Better Lives Better World Campaign. We also recognize that some of employees have fallen victim to human exploitation and thus plan to use their experience with their permission to communicate the need for change in the valuing of human life. 2.0 SWOT Analysis 2.1 Strengths Worldwide presence with sales growth despite periods of economic downturn Powerful brand name that is recognized globally and also known as a retail empire Wide consumer base of the low income customer segment Presence of technology which makes the operations efficient Existence in a fast consumer goods industry Continuous international expansion Focus on communities through CSR campaigns Provision of work opportunities to different segments of job seekers including part time students Provision of in store clinics and affordable medication Focus on environmental sustainability through reduction of waste and retail of a larger number of products that are environmental friendly Cost advantage where the company has better prices than its competitors Steadfast growth in the industry form centers to super centers and hypermarkets 2.2 Weaknesses Rampant criminal activities taking place in the various outlets Losses from German and Korean investment Media attacks that may devalue the campaign 2.3 Opportunities Awareness of human value and sustainability in the globe and thus the right chance to approach the campaign Rise of a new customer segment for healthy products 2.4 Threats Competition from other retailers such as K-Mart, Big Lots Dollar General Stores, Costco and Target Lawsuits on predatory pricing Charges of discrimination against women 3.0 Target Audience The target audience forms the reason for the campaign as their beliefs and needs are placed into highest consideration when planning for the campaign (Austin and Pinkleton, 2015).The campaign will have a category of two audiences, the internal audience and the external audience. The key publics will therefore include employees, suppliers, retailers, investors, shareholders, legislators, corporate executives, associates, consumers and the media. 3.1 Consumers Consumers of all ages from infants to the elderly, from different work classes and political individuals. The consumers are the largest target audience as the campaign involves educating the different categories of consumers and using them to spread the message of Better Lives Better World Campaign in their constituents and in their media profiles. Through the campaign message the consumers will be motivated to promote human rights and save the planet through sustainability. 3.2 Media In the current age, mass media and social media form the fastest ways of transmitting information (Potter, 2013). Most of the local community, international community, employees, stakeholders and consumers are connected to audio, visual or print media thus making communication of the campaign faster and over a wide region. The current use of social media is an asset that the Better Lives Better World Campaign will utilize as a strategy to extensively promote better lives and a better globe. Messages in the media will include the key aims and objectives of the campaign. Wal-Mart will therefore use the following media relations in spreading the campaign: 3.2.1 Public Service Announcements These will be distributed across the nations where Wal-Mart stores are located 3.2.2 Featured Articles and Blog The retail company will prepare articles that have human interest stories to be published in popular magazines and internet sites that have popular viewing. 3.3.3 Mass Media Advertizing There will be advertisements over television networks and newspapers as this has the potential of reaching a wide variety of individuals. 3.3.4 Social Media This is the most current and intensive way of promotion of the Better Lives Better World Campaign. Wal-Mart will create a platform on the on the major social networks such as Face book, Twitter, Pinterest and Instagram to widely spread the campaign and ensure that they get massive views and “likes”. 3.3 Local Community A better number of the individuals in the local community purchase their consumer goods from Wal-Mart while others are employed by the retail company. The local community therefore has vested interest in the well being of employees and their environment thus making them a key public in the campaign. 3.4 International Community The international community is influenced by trends in the United States and the media communicate the promotion of better lives and a better globe to them a key audience. 3.5 Stockholders The stockholders are interested in their investment and thus the success of the campaign is important to them as it will retain the image of Wal-Mart and further profit should the masses embrace sustainability and purchase products at Wal-Mart. The Better Lives Better World Campaign will also improve the reputation of Wal-Mart thus becomes a marketing strategy of its own. 3.6 Suppliers Suppliers make a valuable target audience as they interact with various stakeholders in the supply chain thus making them a source of promoting and endorsing the campaign to a wider section of individuals. 3.7 Employees and Executives The employees form an important part of the key public as their support and participation will help boost the campaign initiative. The employees and the executives will additionally help through providing their own experience and educating the audiences via video clips and face to face interactions in various institutions 4.0 Key messages 4.1 Primary Messages Human life is important and they conditions they are in various places should be conducive. Human beings should not be exploited The environment is vital to our existence Wal-Mart is committed to its consumers and the globe through the sustenance of the environment and sale of products that are safe and healthy for human beings Wal-Mart eco friendly products help in the saving of money and other resources Wal-Mart takes care of the community in which it is situated through provision of work, promotion of education through sponsorships and provision of safe consumer products for the community Wal-Mart sets an example for retail companies overseas to promote the livelihood of consumers, the community, its employees and the environment 4.2 Secondary Messages Wal-Mart suggest that consumers assist in promotion of livelihoods through discouraging human exploitation Wal-Mart encourages consumers to use eco friendly packages and manage waste Wal-Mart encourages families and communities to make human importance a priority and a culture and make sustainability a regular practice Wal-Mart educates its employees on importance of respect and integrity and further trains them on sustainability Wal-Mart donates to the less privileged in both the local and international communities to sustain livelihoods. 5.0 Campaign Strategies and Tactics Campaign Strategies Campaign Tactics Building of awareness of human importance and human exploitation and environmental protection The extent of the awareness created is going to be assessed through the number of viewings and trending topics within the media platforms. The campaign will engage individuals who have been exploited in families and work in interviews that will be shared to various media with their permission Creation of a website that offers information on sustainability in both human and environmental perspectives News release of Wal-Mart’s sustainability campaign Participation in activities such as sports with better lives and better world as a theme Involve consumers and other stakeholders in activities related to promoting human rights and environmental sustainability The strategy will be evaluated through looking at the number of participants in the endorsed activities. The program for the activity will be communicated to various media for coverage Use of artists in the planning of the campaign to form songs, paintings, photography sculptures and foods depicting the reality of exploitation of individuals and resources and endorsing solutions Visiting of institutions such as schools, community centers, hospitals, religious institutions, correctional facilities and rescue institutions with art activities that have the message of better lives and a better world To partner with organizations that support the similar practices of sustainability The strategy will be assessed through looking at the strength of numbers involved in the campaign and trends in the media Creation of a website that offers information on sustainability in both human and environmental perspectives News release of the partnership’s sustainability campaign Participation in activities such as sports with better lives and better world as a theme To create employee activities that are centred around human importance and human exploitation and environmental protection The strategy will be evaluated through looking at key performance indicators from employee routines and level of interest in the activities presented. Recognition of sustainability personality in the organization Creation of an organizational blog and encourage employees to give feedback 5.1 Implementation Schedule: Gantt Chart 2017 2017 Tasks Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Definition of campaign Creation of campaign website Creation of blog Creation of campaign songs, poems and other art News release PSA release Distribution of sustainability pamphlets Organizations of sport events in schools with sustainability as the sport event theme Visiting of various institutions with sustainability message and entertainment from artists Creation of an employee sustainability program Employee sustainability training News release Highlight progress so far 6.0 Budget Activity/ item (s) Total Media and communication Website 500,000 Radio and television ads 80,000 Newspaper 30,000 Press events 100,000 Social media 10,000 Events $720, 000 Travel expenses 10,000 Security 20,000 Meals 30,000 Hiring of artists 200,000 Art materials 300,000 Sport items 40,000 Grounds 50,000 Visitation $700,000 Travel expenses 10,000 Meals 30,000 Allowances 250,000 $290,000 Miscellaneous 70,000 $70,000 $1,780,000 7.0 Campaign limitations Media control on the direction that the campaign message will take Limited financing Difficulty in measuring campaign success Selection of the appropriate media channel 8.0 Evaluation strategy Wal-Mart has been subjected to negative media publicity in recent years. There is however no analysis that the retail company has that can assess the content being discusses or the time or the place. Apart from giving information about the Better Lives Better World Campaign, Wal-Mart will additionally be able to evaluate response through praise and criticism from the respondents. The reception of the campaign message is however not enough to ascertain the success of the campaign. This will only be achieved through campaigns. Wal-Mart will therefore gauge the success through implementation of the campaign. Implementation initiatives can be followed up through stories from experience in the blogs and follow up telephone calls. 9.0 Appendices 9.1 Appendix I: Public Service Announcement JANUARY 24, 2017 PUBLIC SERVICE ANNOUNCEMENT CONTACT: JOSE PERRE WALMART STORES INC. pjose@walmart.com Start date: FEB 1 - Stop date: AUG 1 WALMART :BETTER LIVES BETTER WORLD CAMPAIGN Reading time: 30 seconds BETTER LIVES BETTER WORLD AT WALMART SEEKS TO EMPHASIZE THE HUMAN VALUE AND THE ENVIRONMENTAL VALUE OF THE GLOBE ARE YOU AWARE THAT A HAPPY WORKER MAKES A HAPPY CUSTOMER? AND THAT A GREEN ENVIRONMENT IS A SAFE ENVIRONMENT? LEARN MORE AT BETTER LIVES BETTER WORLD #WALMART Reference List Austin, E.W. and Pinkleton, B.E., 2015. Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns (Vol. 10). Routledge. Epstein, M.J. and Buhovac, A.R., 2014. Making sustainability work: Best practices in managing and measuring corporate social, environmental, and economic impacts. Berrett-Koehler Publishers. Potter, W.J., 2013. Media literacy. Sage Publications. Seligman, M.E. and Csikszentmihalyi, M., 2014. Positive psychology: An introduction (pp. 279- 298). Springer Netherlands. Read More