Beale CP Sustainable Business Communication Planning 022011

Internal Communications – 
Planning and Messaging  
for Sustainable Business  

Therese Beale
Bellevue College
8 February 2011

Three Pʼs of Communication Planning

Purpose 

Place  People 

Plan 
5 P’s of Marke3ng: Product – Price – Placement – Promo3on – People  

©2011 Therese Beale / Beale Communication Planning All Rights Reserved.
2

Communication is a process

Culture 

Psychology 

Structure 

3

Reality Check 
Place – reality check

4

Place – reputation – sales - product

5

Purpose -  
mission 

“inspire a
sustainable
world” 

6

Purpose  
- vision
Watch the whole foods
video.

http://
www.wholefoodsmarket.
com/video/

What is the goal of this
piece?

What are the three main
messages you received?

What do they want you
to do or think as a
result?

7

Purpose - values

8

Three Cʼs of Effective MessagesTM

Know 
Your 
Audience

C 2
Leverage 
Your 
Consistency
Strengths

Deliver 
Relevant 
Evidence

9

Wireless carrier: Where does the
sustainability message ﬁt?

phone  price 

network  service 

10

People

Where do we start the conversation?

What does your audience know, want to know,
need to know?
•  Rational
•  Emotional

How much info is too much … or too little?
•  Push
•  Pull

11

Pillars for storytelling

12

Environmental

Improved energy use 
eﬃciency 13 percent since 
2004 and reduced absolute 
emissions from 
manufacturing opera3ons in 
developed countries by 8 
percent since 2004.  
Coca‐Cola publishes 7th sustainability update | Atlanta Business Chronicle  

13

Environmental

Achieved a 13 percent 
improvement in water use 
eﬃciency since 2004, using 
an average of 2.36 liters of 
water to make one liter of 
beverage.  


14

Community

Sponsored approximately 
150 physical ac3vity and 
nutri3on educa3on 
programs in nearly 100 
countries.  


15

Economic

Avoided the use of 
approximately 85,000 metric 
tons of primary packaging 
through system‐wide 
packaging eﬃciency eﬀorts, 
resul3ng in es3mated cost 
savings of more than $100 
million.  

16

Community

Launched more than 180 
low‐ and no‐calorie drinks in 
2009, increasing the low‐ 
and no‐calorie beverage 
porVolio to more than 800 
beverage products.  


17

Storytelling opportuni3es 
Economic Environmental Community
How do Representation in Approx 150 physical 
People shareholders benefit corporate ac3vity and nutri3on 
from CSR efforts? environmental educa3on programs in 
initiatives? nearly 100 countries. 
What research has 13 percent improvement 
Product Coke conducted to in water use efficiency  Launched more than 
features achieve its product since 2004, using an  180 low‐ and no‐calorie 
and goals? average of 2.36 liters of  drinks in 2009
benefits
water to make one liter of 
beverage.
Avoided the use of  Improved energy use 
Principles & approximately 85,000  efficiency 13 percent  What CSR
practices commitments are
metric tons of primary  since 2004 and reduced 
made in every
packaging through  absolute emissions from 
geography where
system‐wide packaging  manufacturing opera3ons  Coke products are
efficiency efforts ‐‐  in developed countries by  sold?
es3mated cost savings  8 percent since 2004. 
of $100 million+
18

Evidence – sustainability in ac3on 
Triple Economic Environmental Community
Bottom
Line:

People

Product
features and
benefits

Principles &
practices

19

One message, many stakeholders

20

Whatʼs Your Story?

21

Therese Beale
www.bealecp.com
8 February 2011

Beale CP Sustainable Business Communication Planning 022011

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