Professional Documents
Culture Documents
BCOM 314-001
February 28, 2019
Team 3
Abdullah Aldahnin
Farah Aldossary
Jessica Backer
Monica Beckley
Elise Peters
Table of Contents
Executive Summary 3
Where We Are vs. Where We Could Be 4
Background: How We Got Here 4
Stakeholder Analysis: Consumers Feel Left in the Dark 4
Analyzing Our Problem: Recycling Without Relaying 5
Recommendation #1: VenCycling to Make Recycling Easy and Fun 5
Recommendation #2: Communicating via a Sustainability-Focused Website 6
Communication Objective 8
Combined Budget, Timeline, and Return on Investment 9
By addressing these issues, we will become a more trustworthy and open brand with a stronger
bottom line. The stronger bottom line will be driven by the fact that our increased
communication will strengthen our relationship with current consumers, and entice new
consumers who care about sustainability when considering the brands they interact with. We
will also be more able to challenge competitors who are ahead of us in terms of communicating
sustainability initiatives by improving upon their actions and methods.
We are being heavily questioned regarding our goals and the stance we are taking. An article
from the news outlet Essex Chronicle slams our efforts regarding plastic pollution and calls our
company out, declaring that “Coca Cola’s plastic is turning our oceans into a plastic soup and
ruining our beaches, canals, parks, and natural spaces” (Pollution of Our Oceans Must Stop).
Our consumers are unhappy as well and are letting their social media followers know, as the
examples below demonstrate.
We plan on communicating through the distribution process of our vending machines. When
our current vending machines need to be replaced, we will replace them with VenCycling
machines.; this will occur on an ongoing basis until all Coca-Cola vending machines are
converted into VenCycling machines, which will take an estimated 10-20 years. This is because
the average vending machine needs to be replaced every 10-20 years, depending on care and
usage. While this does not address the time component of consumers’ concerns, it would
create a reliable path for progress which can, in turn, be communicated on a regular basis.
The machines will also come with flyers to keep alongside the machine, further communicating
what they do and why they matter. Further information about these flyers is available in the
Communication Objective section of this report.
As discussed in prior presentations, we must focus on addressing our consumers while getting
approval and support from corporate, and VenCycling is a way to approach both of those
things. However, building on the actions of our competitors may also be useful, which leads us
to our second recommendation.
In terms of sustainability, PepsiCo is ahead of us on several levels. In 2018, PepsiCo was ranked
89th on the green ranking, while we were 212th (Green Ranking, 2018). Though we are
implementing similar recycling initiatives, PepsiCo is better communicating their progress with
the public.
Screenshot obtained from https://www.newsweek.com/top-500-global-companies-green-rankings-2017-18
Comparing communication strategies, we found that the main difference between PepsiCo and
us is that PepsiCo has launched a recycling-focused website. With this key difference, we
decided to analyze the website and see what it is accomplishing. In doing so, we were able to
determine if a website had the potential to be another recommendation.
The main purpose of PepsiCo’s website is to share information about their programs, progress,
and partners. Also, they have a section in their website “take action” where people can sign on
and participate in Pepsi’s recycling events. PepsiCo effectively visualizes their progress in a way
that catches the website visitors’ attention.
The below screenshot of PepsiCo’s website shows the number of collected bottles, donations,
and partners. Statistics that we retrieved from Alexa Internet shows PepsiCoRecycling.com has
an average of around 287,430 unique visitors per month. Considering this number and
PepsiCo’s green ranking, we concluded that the website is an efficient channel of
communication and is contributing to PepsiCo’s advantage in this area.
Sustainability-Focused Website
Given our conclusion, we recommend launching a website to share our recycling initiatives and
progress updates. The website will be an effective channel of communication, which will
address our consumers’ concerns about our lack of updates. Moreover, what we recommend is
not just building a website, but also developing a team whose primary job is to present our
efforts positively.
One of the ways this team will shift the narrative about us is by being active on social media,
particularly Twitter. We chose to focus on Twitter as it is the site for which data was most
readily available, which allows us to better assess our progress over time. The team will use
both original Tweets and replies to share links to the website; this will keep the most up-to-date
information available as the website can be updated without having to keep up with writing
Tweets to discuss new developments. It will also make that information very readily available,
which aids in making consumers feel as though we are proud of our goals and progress.
We built a prototype of the website and the type of information that will be useful to include in
it. The main information that we should share is our latest programs. For instance, we
recommended that VenCycling machines and their incentive-based system be used to influence
consumer behavior. Also, we can invite people to be part of to volunteer with us, and for
people who have questions about recycling we can have a live chat with them through the
website. That sort of development is what we envision being communicated on the website.
Communication Objective
Part 1: Flyers & Website
We will distribute flyers to showcase how we will motivate our consumers to recycle both
through VenCycling and our recycling website. Throughout this distribution, we will inform our
customers about our recycling initiative and what we hope to accomplish. This flyer will explain
how customers can engage within our new implementation process such as
recycling/purchasing with the machine.
We can also address our current issues by including two key things on our sustainability
website. First, we should share up-to-date information about our progress on a regular and
reliable basis. For instance, we should inform the public about our latest innovations like the
VenCycling machines and inform them about how we did with accomplishing goals in 2018.
Second, for people who have questions for us, we will have a live chat with them through the
website, supplemented by a basic FAQ page. By making the information as clear, accessible,
and recent as possible, we can begin to repair our relationships with consumers and by
extension strengthen our bottom line.
Part 2: Twitter
Our second channel of communication that we will use for informing our consumers is Twitter.
Targeting people through Twitter is the best way we have found to communicate directly with
those who are criticizing us and our sustainability goals. Through this platform, we plan to
announce our website launch to our over 3 million followers. We will share another Tweet that
announces our latest innovation, the VenCycling machines and we will include the link to our
website to generate traffic.
Furthermore, to make sure that we directly address critics’ opinion about our brand, we plan to
have our Twitter team respond to negative Tweets about our goals. Doing so will demonstrate a
more active interest in making a change, whereas making just a few Tweets may come across as
an attempt to further push off the issue. Here are two mock Tweets that we can use to reply to
our consumers and promote our website.