23 - corinne v7 1comsupdate · g8 & g20 & b4e magazines… • further placements expected...

WWF Climate Savers Workshop

Communications Update

Corinne Brunois

October 2010

Agenda

1 - Quick update on trust vis-à-vis NGOs & the WWF Brand

2 - Are we on track

Communications Update1

1Update on trust & WWF brand

Why partnering with an NGO


Source: 2010 Edelman Trust Barometer

« Trust is now an essential line of business to be developed and delivered » said Mr. Edelman.

Trust andtransparency areas important to

corporate reputation as the quality of

productsand services.

Why partnering with an NGO


Source: 2010 Edelman Trust Barometer

For the third straight year,

NGOs are the most trusted institutionin eight countries

« More than ever, engagement needs to be tied to action and not just set to broadcast. This means… being open to partner with NGOs for the common good…» said D.Brain, CEO Edelman Europe

The WWF Brand

• Strong brand awareness

Communications Update 5

Credible in working with business & govts:

CH:80%NL:79%US:71%UK: 67%

Belgium: 60%China: 90%Aware of WWF

CH: 100%NL: 99%US: 87%UK: 99%

Belgium: 98%China: 100% Online interviewing, approx 1000 people / country

Survey conducted by Hall & Partners in 2009

The WWF Brand


• Celebrating its 50th in 2011


Celebrating conservation successes3 elements:

Event & dinner, Zurich, April 29th Exhibition at Swiss Nat. Museum & Book 50Th Anniversary Campaign with Ogilvy

The WWF Brand


• Celebrating its 50th in 2011

• Updating its Brand guidelines


Climate SaversBrand Guidelines updated

early next year

2Are we on track?

Climate Savers Communication’s Objectives: 3 Rs

• Raise … awareness

• Retain…current partners

• Recruit… new members


As a reminder…

First R: Raise

! Climate Savers Survey to get media attention


For South Africa!

And beyond the 50 million tons

First R: Raise

• Climate Savers Survey to get media attention! Speaking programme


A real potentialbut fixing the basic tools was the priority!!

Except the Low Carbon Cities in Shangai…

First R: Raise

• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies


Appreciated tool to raise & retain.

Working on Chinese case studies (TCCC, TetraPak, Lafarge, NovoNordisk)

& translations …more to come!

First R: Raise

• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies• Tie-up with other organizations


EU statements, B4E, CDP/Cancun

First R: Raise

• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies• Tie-up with other organizations! Targeted Op’eds


No time… next year…

First R: Raise

• Climate Savers Survey to get media attention• Speaking programme• IMD Innovations Case studies• Tie-up with other organizations• Targeted Op’eds• Advertising


New ad developed & placed to raise & recruit !

Advertising

• Placed in WSJ Asia, WSJ Europe, Nat.Geographic

Financial news, Euronews, FT.com, Euronews.com

G8 & G20 & B4E magazines…

• Further placements

expected until end 2010


QuickTime™ et undécompresseur

sont requis pour visionner cette image.

Worth more than 300 K euros so far

Second R: Retain

• Climate Savers WorkshopS


Even 2 in 2010!!

Second R: Retain

• Climate Savers WorkshopS! Other Climate Savers Events


Not enough interest for Cancun.Maybe South Africa…

Event in China mid November

Second R: Retain

• Climate Savers WorkshopS• Other Climate Savers Event• Coms pack incl. ad template, banners, videos


At your disposal. Just use them!

Example: Lafarge’s ad

• Placed in The Economist and Fortune• Placed in Crescendo, internal mag.• Adapted for posters and roll ups, distributed in BUs




Second R: Retain

• Climate Savers Workshops• Other Climate Savers Events• Coms pack incl. ad template, banners, videos! 2010 Factsheets


Sony, Eneco, Volvo, Natura…ready. Others coming by end 2010.

Need your input!



Second R: Retain

• Climate Savers WorkshopS• Other Climate Savers Events• Coms pack incl. ad template, banners, videos• 2010 Factsheets• Leveraging coms outreach with our partners

website contentinternal newsletters, pwpts






NSN.com

Elopak.com

Second R: Retain

• Climate Savers WorkshopS• Other Climate Savers Events• Coms pack incl. ad template, banners, videos• 2010 Factsheets• Leveraging coms outreach with our partners• “Members only” briefings


1 on adaptation & climate risks.And more during this workshop.

Second R: Retain

• Climate Savers WorkshopS• Other Climate Savers Events• Coms pack incl. ad template, banners, videos• 2010 Factsheets• Leveraging coms outreach with our partners• “Members only” briefings• Members newsletter


4 times a year. Need your stories!



Third R: Recruit

• Climate Savers Brochure


Soon in 3 languages





Third R: Recruit

• Climate Savers Brochure• Climate Savers Videos


Nice ice breakers

Third R: Recruit

• Climate Savers Brochure• Climate Savers Videos• Climate Savers pages on panda.org


Panda.org500K visits per month

1.33 million page views per month2.73 pages viewed per visit



Third R: Recruit

• Climate Savers Brochure• Climate Savers Videos• Climate Savers pages on panda.org• Emerging markets


Good progress inBrazil, India, China

And the recap!

• Raise- Climate Savers Survey to get media attention

- Speaking programme

- IMD Innovations Case studies

- Tie-up with other organizations

- Targeted Op’eds

- Advertising

• Recruit- Climate Savers Brochure

- Climate Savers Videos

- Climate Savers pages on panda.org

- Emerging markets

• Retain- Climate Savers WorkshopS

- Other Climate Savers Events

- Coms pack incl. ad template, banners, videos

- 2010 Factsheets

- Leveraging coms outreach with our partners

- “Members only” briefings

- Members newsletter


Thank youLet us know how we can further help

www.panda.org/climatesavers

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