tap water, environment protection

1. Tapwater.org
Strategic Communication Plan 2011
Jing Ma
Petros Chariskos
2011-10-28 Uppsala

2. Situation Analysis
Current image in the media
Despite being a new company, tapwater.org:
O seems to be famous in many media
channels.
O is well-defined by the media.
O has attracted the interest of many
environmentally concerned people.

3. Situation Analysis

4. Situation Analysis
“We need to go beyond just the
media to look at the broader
environment and how we fit into it”

5. Situation Analysis
Examine the Environment
Demographic
Force
Economic
Social Forces
Forces
Tapwater.org
Political Technological
Forces Forces

6. Situation Analysis
O SWOT Analysis

7. Situation Analysis
Unique opportunity for the next six months:
O Approach volunteers who want to develop tapwater.org app
for Android, WM7 and Blackberry devices.
O Conduct a survey about people‟s attitude on drinking tap
water.
Challenges to address in the next six months:
O Prove that the tap water in London and general in UK is of
good quality.
O Expand the network of refilling stations in all over UK before
the rival organization.
O Gain the support of political authorities.

8. Goals and Objectives
O Mission Statement:
“Reduce the use of expensive and
environmentally damaging bottled waters
by establishing an extensive and high-
density network of refilling points to make
tap water easily accessible to
everyone, at any place”

9. Goals and Objectives
Main Goals
O Create social responsibility and awareness
about the catastrophic consequences of the
use of plastic bottled waters.
O Increase the number of refilling stations so
as to give the chance to people to refill their
reusable water-bottles on the go.
O Increase the sales of our reusable patented
caps and create revenue.

10. Goals and Objectives
Objectives
O Broaden the range of mobile application
users (Windows Mobile Operating
Systems, Blackberry).
O Create our own channel on YouTube uploading
videos from the events we have taken part so far.
O Join local service, church, and business groups.
The more people we know, the more word-of-mouth
and relationship marketing we generate.
O Establish at least one refilling station point in any
transportation infrastructure and city center in any
UK city in a short period of time.

11. Goals and Objectives
Objectives
O Prepare an information campaign about the good
quality of tap water in OECD countries.
O Preparing a comprehensive proposal to
authorities about having an active role in the
Olympic games of 2012 in London.
O Working towards a refilling station every 400
meters in urban areas in London by the end of
2011.
O Increase the sales of lifebottle® and its
accessories by at least 2% in the next month.
O Promote our products to existing supporters who
haven‟t still buy a lifebottle.

12. Target Audiences
O Based on geographic and demographic
information
O Group 1 Young people (School and University
students)
O Group 2 People who want to save money
O Group 3 All business units in the urban area of
London that are capable to become a refilling
point

13. Target Audiences
O Based on psychographic
information
O Group 4 Tap water drinkers (Green
area)
O Group 5 Tap water drinkers who also
drink bottled water (intersection of green
and orange areas)
O Group 6 People who drink only bottled
water (the uncovered orange area)
O Group 7 Individuals /organizations that
are environmental concerned

14. Message development
Five issues
Issue 1. Environmental damages
Issue 2. Tap water refilling service
Issue 3. Cost/quality/taste of tap
water
Issue 4. Features of products
Issue 5. Purpose of selling
products.

15. Issue 1
What you want your Intended impart for
Issue Audience Audience needs
audience do, think or feel organization
1. Group 1,2,4,5 - Environment protection - be aware of how the Goal 1
Environment (Individual) - sustainable environment is damaged by Objective 2,
al damages - Social responsibility the plastic bottles
- refused to drink bottled
water
Group 3 - sustainable - be aware of how the Goal 2
(Organization) development environment is damaged by Objective 2, 7
- Good reputation the plastic bottles
- Social responsibility - take the social responsibility
- to become a refilling station
Message
The non-degradable plastic bottle is expensive and environmentally damaging.
Everyone living on this planet should take the responsibility to make remarkable
efforts to protect it. Now one thing you can do to contribute in environment protection
is to refuse to drink bottled water and replace it by tap water.

16. Issue 2
What you want your
Intended impart for
Issue Audience Audience needs audience do, think or
organization
feel
2. Group 1,2,4,5 - able to get access to tap - be aware of this service Goal 1
Tap water water when they are out - using this service Objective 1, 3, 4, 6
refilling service and about
Message
We are mapping points all around the UK making it convenient for you to fill up your
reusable bottle with tap water, for free. Take a look at the map on our website or by
using our iPhone app. You can also locate refilling stations by looking out for our
blue „refill here‟ sticker in participating shop windows.

17. Issue 3
What you want your Intended impart
Issue Audience Audience needs
audience do, think or feel for organization
4. Cost /quality/ Group 5,6 - saving money - be aware that the quality of Goal 1
taste of tap water - good quality of tap water is as good as bottled Objective 5
drinking water water.
- Tap water is approximately
500 times cheaper than
bottled water.
- be aware the taste difference
between tap water and bottled
water is minor.
- replace bottled water by tap
water
Message
UK has the best quality of tap water in the world[4]. Our free tap water refilling service
allows you to fill up your reusable bottle with tap water for free and the taste is just as
good as bottled water.

18. Issue 4
What you want your Intended impart
Issue Audience Audience needs
audience do, think or feel for organization
4. all - having a stylish, Be aware of: Goal 3
Features of tapwater.org‟s convenient, useful and - revolutionary and patented cap Objective 8, 9
products user reusable bottle to refill design
(Lifebottle and its tap water - The twin wall with vacuum insulation
accessories ) means your drink will stay cool (or
hot) for up to 20 hours
- Made of high quality stainless
steel, grade 304BPA free
- 100% recyclable purchase
lifebottle and/or its accessories
Do:
- Purchase the lifebottle and/or its
accessories.
Message
The lifebottle is a high quality, convenient, stylish and reusable bottle with
revolutionary and patented cap design. It‟s useful accessories can be used to
improve the taste of tap water or to keep the water cooler for longer.

19. Issue 5
Intended
What you want your
Issue Audience Audience needs impart for
audience do, think or feel
organization
6. all tapwater.org‟s - Support the activities be aware of: Goal 3
Purpose of user of tapwater.org - All profits from the sales of Objective 3, 8, 9
selling products - Take the social bottles will be used to: raise
responsibility awareness of the damaging
effects of bottled waters on
our environment; expand our
network of refilling
stations;and provide mains
fed water machines for
educational establishments.
To do:
- Purchase the lifebottle
and/or its accessories.
Message
All profits from the sales of our bottles will be used to raise awareness of the damaging
effects of bottled waters on our environment; expand our network of refilling stations;
and provide mains fed water machines for educational establishments

20. Communication Channels
O Electronic communication
O Internet
O No commercial advertisements
O limited resources
O primary communication vehicle
O Cheap, fast, easily to reach our audiences
O Face-to-face
O Best way to engage people
O bring people together and pass the strong emotion to the audiences.
O speech to school kids and university students
O Videos
O powerful communication vehicle
O repeatedly used and fast spread
O Printed material
O Newspaper, magazine
O What we do is commendable and may cause interest of the journalists
O Operation performed in a “Green” way
O Street festivals
O a very direct and effective way of communication.

21. Thank you!
Any question?