1. EHL STUDENT BUSINESS PROJECT 2014
DIVERSEY CARE
Communication
Strategy
Development
Deliverable 1
Re-imagining Sustainability Thought Leadership
Deliverable 2
Deliverable 3
Deliverable 4
Implementation Plan
& Training Deck
Toolbox Library
KPIs & Model for
Monitoring
OUR MISSION
To re-imagine Diversey Care Hospitality sector’s
“Sustainability Thought Leadership Strategy” by highlighting
various appropriate tools, channels and content for
implementation in order to reach the global target audience of
hospitality chains and independent hotels.
2. Methodology &
Market
Research
Findings
Title Here Title Here
AGENDA
1. 2. 3. 4. 5.
Deliverable 4:
Key Point
Indicators and a
Model for
Monitoring
Deliverable 3:
Exhibition of the
Toolbox Library
Deliverable 2:
Implementation
Plan
Deliverable 1:
Development of
Diversey Care's
Communication
Strategy
MARKET RESEARCH | METHODOLOGY
5 Best
Practices of
Sustainability
Thought
Leadership
3 Focus
Groups with
EHL students
28 Interviews with
Industry Professionals
including current
customers of Diversey
Care
3. Leadership
MARKET RESEARCH |Best Practices
Using visual stimuli to display information
Effective campaign through great exposure across all
channels
Use of evocative imagery to create subconscious
associations
Encouraging interactions with customers
Sustainable movements are accompanied by a CSR
campaign
MARKET RESEARCH |Focus Group Findings
Sustainability extends further than internal operations
Sustainability covers supply chains, partnerships and
responsible investments
Thought- leaders don’t always do more, but show more
Online platforms as well as third party reporting
4. CSR efforts, environmental efforts, waste reduction &
“green” products
MARKET RESEARCH |Interview Findings
WHAT DO THEY CARE ABOUT?
Local
Reputation of the
company
Ecological products
Certifications
Environmental
friendliness
Sales strategy
Eco-labeling
Quality
NEEDS & VALUES: EXPECTATION
Strong Sales program
Supporting of sustainable
foundations
Visibility
Emotional connections
Innovation
Clear ethical values
Certification
Visibility
5. Emotional connections
Availability of an
environmental department
Meeting customer
expectation
Availability of an
environmental department
Company track record
DESIRED CONTENT
Impact on the
environment and
community
Diversey Care’s internal
environment &
company culture
Future plans
Products
New product updates
Impact on
environment &
community
Product support &
expert insights
DESIRED COMMUNICATION
CHANNELS
Monthly newsletters
Brochures
Sales representatives
Email
6. Reports & Editorials
Samples
Website
Email
Website
Newsletters
Brochures
Social Media Platforms:
LinkedIn
DELIVERABLE 1
PROPOSED
COMMUNICATION
STARTEGY
Internal
Assessment
External
Assessment
Developement of Diversey Care's Communication Startegy
INTERNAL ASSESSMENT
-+
Sustainable and
environmental initiatives
Communication of
sustainability efforts
7. environmental initiatives
Innovative “green”
products
Broad view of sustainability
Desire to extend
sustainability further than
internal operations
Diversey Blog
sustainability efforts
Website
Promoted content
Social Media Platforms
Diversey Care EcoLab P&G Clorox
Newell Rubbermaid
0
6
12
Competitive Score
EXTERNAL ASSESSMENT
PROPOSED COMMUNICATIONS
STRATEGY
To enable Diversey Care to become a Sustainability Thought
Leader
AIM
8. Customer
To communicate Diversey Care’s sustainable efforts in an effective, and efficient manner through
various channels of communication.
Hotel chains, mid- to upscale independent hotels, market for talent/future industry leaders
The marketing team, professional writers, subject matter experts, professional
editors
MISSION
AUDIENCE
LEVEL OF TEAM INVOLVMENT
WHAT? HOW? WHO?
Business
Impact
InternalProcessesCustomer
DELIVERABLE 2
Developement of Diversey Care's Communication Startegy
10. Low awareness of Diversey Care’s sustainable
products and practices
Website design to include sustainability/CSR
tab and implementation of new mission &
vision
Diversey Care home website
6 Months
Web-Designer
#2 Emphasize sustainability
certifications
Chain hotels place a weighted importance
on certifications
Hyperlinked certification logos to be
implemented to home website and products
as well as in new sustainability tab
Diversey Care homepage
Diversey Care products
3-4 Months
Web-designer & Product Designer
#3 Increase Awareness for CSR
11. Campaigns
Best practices revealed the effectiveness of
awareness for CSR campaigns, resulting in
thought leadership
Through infographics, editorials, newsletters,
flyers and calls to action
Facebook, LinkedIn, Twitter, Flyers,
CMMOnline.com, Hospitalitynet.org, HotelNewsNow.com,
Greenhotelier.org, Cleanlink.com
2-3 years
CSR Manager
#4 Exploit Partnerships
Credibility is reinforced through partnerships
with leading enterprises, while providing
additional linkage
Negotiate terms with partners and existing
client hotels to implement hyperlinked
Diversey Care logo on their homepages
Partner Websites, Existing Client Websites,
Diversey Care Website
1 Year
Director of Partnerships
12. #5 Connect with Future Industry
Leaders
Lack of brand awareness among young generation.
Sources of awareness include leaning in school,
sponsored case studies & hands on experience
Targeted workshops, contests, internships, editorials,
webinars and hands-on experience
Leading International Hotel Schools (EHL, GIHE, HTH,
Cornell Hotel School)
1-2 Years
Director of Partnerships
#6 Optimize Referrals & Linkage
Primary research revealed skeptisism of third party
sources. Advocacy found on associated websites
Targeted advertisements published on sustainability
and hospitality related blogs & websites
Google AdSense published on sustainability
websites/blogs
1-2 Years
Data Lead Manager
13. #7 Provide On-Site Training and
Education
Post-purchase service is an important value to
Diversey Care’s customers
Educates employees and reinforce sustainability
leadership through the added value of customer
satisfaction
Customer Training & Development
Sales & Support Expert
#8 Improve Website Ranking on
G gle
Chain hotels place a weighted importance
on certifications
Hyperlinked certification logos to be
implemented to home website and products
as well as in new sustainability tab
Diversey Care homepage
Diversey Care products
3-4 Months
Search Engine Marketing Specialist
Secondary research revealed presence in top
results in thought leadership
SEO: optimize meta tags, associated search
words and links and update information
Diversey Care homepage
Diversey Care products
3-4 Months
14. #9 Use Social Media as an
Interactive Tool
Low interaction and awareness level of
Diversey Care’s current social media
platforms
Improve interaction level on social media platforms
by posting questions, appealing content & reacting
to followers’ engagement
Social Media platforms; Facebook, Twitter,
YouTube and Diversey Blog
3 Months
Multi platform media manager
#10 Foster Engagement through
Email Marketing
Diversey Care’s values pertaining to
sustainability are not accurately reflected in
the eyes of their consumers
Publication of newsletters, webinars,
infographics, flyers & email marketing
Social Media & Hospitality/Sustainability websites,
Sales representative, offline/print content
Communications Manager
15. STRATEGY IMPLEMENTATION TIMELINE
THE TRAINING DECK
Inform and educate Diversey Care’s
team about Sustainability Thought
Leadership
Provide useful tips how to implement the
strategy
16. Inspire and influence the teams future
behavior and way of work
DELIVERABLE 3
General Public as
well as Future
Industry leaders
Industry
Professionals with
Mid-Upscale
Independent
Hotels
Industry
Professionals
with Hotel
Chains
The Toolbox Library
TOOLBOX EXHIBITION
17. DELIVERABLE 4
Model for
Monitoring
Targets &
Objectives
Key Performance Indicators & a Model for Monitoring
KEY PERFORMANCE
INDICATORS
Integrate sustainability to
everything
TOP OF MIND BRANDING
18. Target Data Measure KPI Objective
Interviews/Surveys With
Existing And Potential
Customers
APPEAR IN TOP 3 MOST
SUSTAINABLE BRAND
BY 2016
Target Data Measure KPI Objective
Emphasize certifications and
awards
AWARENESS RATE
Interviews/Survey With
Existing And Potential
Customers
REACH 90% BY 2016
REACH 60% FIRST 6
MONTHS
Raise awareness about CSR
campaigns
TOP OF MIND BRANDING
19. Target Data Measure KPI Objective
TOP OF MIND BRANDING
Interviews, Surveys, Focus
Groups With Clients, Industry
Experts And Future Industry
Leaders
APPEAR IN TOP 3
CSR CAMPAIGNS BY
2016
Target Data Measure KPI Objective
Raise awareness about CSR
campaigns
ENGAGEMENT RATE
Facebook, Twitter,
LinkedIn, Youtube,
Diversey Blog
MINIMUM OF
0.52% BY
2016
Exploit partnerships
20. Target Data Measure KPI Objective
NUMBER OF REFERRALS FROM
PARTNERED COMPANIES
Browser Link:// Tool
INCREASE BY
30% AFTER 1
YEAR
Target Data Measure KPI Objective
Create traffic for the
homepage
BACKLINKS
Browser Link:// Tool
MONTHLY INCREASE
OF 4% OVER THE NEXT 2
YEARS
Gain competitive advantage
through excellent customer
21. Target Data Measure KPI Objective
Gain competitive advantage
through excellent customer
service
NET PROMOTER SCORE
Questionnaires from
Existing Clients
ACHIEVE NPS SCORE
50 BY 2015
NPS SCORE 65 BY 2016
Target Data Measure KPI Objective
Be present on the first page of
Google's organic search
results
SEO RANKING
Google Analytics
REACH #1
MINIMUM CTR: 9%
22. Target Data Measure KPI Objective
Use social media as an
interactive tool
ENGAGEMENT RATE
Facebook, Twitter,
LinkedIn, Youtube,
Diversey Blog
MINIMUM RATE:
0.52% BY 2016
Target Data Measure KPI Objective
Use social media as an
interactive tool
NUMBER OF FANS
Facebook, Twitter,
LinkedIn, Youtube,
Diversey Blog
OBTAIN 20% OF
CLIENTS ACTIVE
23. Target Data Measure KPI Objective
Foster client engagement
through email marketing
MAILING LIST RECIPIENTS
Customer Relationship
Management System
OBTAIN 90%
OF CLIENTS
Target Data Measure KPI Objective
Foster client engagement
through email marketing
BOUNCE RATE
Customer Relationship
Management System
MAXIMUM
RATE: 1.14%
24. Target Data Measure KPI Objective
Foster client engagement
through email marketing
CTR RATE
Customer Relationship
Management System
MINIMUM RATE:
5%
Target Data Measure KPI Objective
Foster client engagement
through email marketing
OPEN RATE
Customer Relationship
Management System
MINIMUM RATE: 38.6%
(>6MONTHS)
50%(<6MONTHS)
