5.+Communication+Strategy

//Landfills, Case Study: McDonald's corporation //
 * __​ COMMUNICATION STRATEGY __**

Conduct Survey: get 100 peoples' feedback & ideas to present to McDonald's corporation for promoting better choices for the future - Motivate people to change their attitude towards the world: Less polluting/less waste = better world - Propose new idea to become more eco-friendly: Show through statistics – McDonald’s vs. Burger King & Wendy’s - Alarm the minds of McDonald's corporation: Show how much waste they are producing (both food and packaging) and promote new product for a better corporate image 
 * Objective : **
 * Goals : **

- McDonald's corporation (to show their care towards the environment) - Adults (to make the world a better place for their children) **Message:**  - McDonald being wasteful = TIME FOR A CHANGE - ECO-Tuesday, ECO2DAY - Promote ‘McDonald's as the most eco-friendly fast food chain’ **Strategies /** **Tactics:**  - Survey of 100 people (feedback & ideas) - Presentation for McDonald’s corporation  Including: - Survey answers gathered - McDonald’s video advertisement proposal: promoting “Eco-Tuesday, Eco2day” Eco-friendly food & packaging ** Measure : ** - Upon completion of surveys - people's opinions for a better world – agree or disagree for a better world? - Upon completion of proposal to the corporation: The promotion of Eco –Tuesday, Eco2day: will it work or not?
 * Audience: **
 * 102 People have taken the survey
 * Agreed that a change is needed to promote a better world
 * Paying more for a better world? Yes and No - Split in the middle
 * This is enough to say that our proposition is needed to be presented to the corporation

Landfill is a matter that can cause much destruction to the environment. It is a structure that contaminates the water and cause air pollution, which leads to threats to human health. To communicate and promote a message, one should determine the objectives, goals, audiences, key messages, strategies, tactics and measurements to structure one’s thoughts and ideas.

First, objective is a measurable goal. It is the amount one hopes to achieve during a certain amount of time. In the case of landfills, one way to prevent too much garbage from entering landfills is to charge customers for containers in fast food restaurants. For example, McDonald is a fast food restaurant that creates a lot of garbage from soft drink cups to burger containers. To prevent excess garbage from being produced, the containers in the fast food market should be charged $0.25 per container or the customers are allowed to bring their own. Currently, many super markets are charging $0.05 per bag; however, many people are taking advantage of the low price and are still purchasing the bags. Therefore, to get more people to bring their own containers, the amount charged should be an amount that would allow customers to think about the reason for an extra cost. In 2006, Canada produced 27, 249, 178 tonnes of garbage, 18, 010, 801 tonnes being non-residential garbage and 9, 238, 376 being residential garbage (statistics, 2006). On the other hand, the amount of recycled material produced was 7, 749, 030 tonnes, 4, 004, 187 tonnes being non-residential recycled material and 3, 744, 843 tonnes being residential recycled material (Statistics, 2006) ; therefore, people should work towards reducing the amount of garbage by 10% per year. By reducing garbage by 10%, there would be a decline of about 774, 903 tonnes of garbage less a year, this means 64, 575 tonnes of garbage less a month and 2152 tonnes of garbage less a day. Secondly, goals are aspirations; it is the target one aims towards to fulfill. People required incentives to prevent disasters to the environment and work towards the reduction of garbage put into landfills. A goal everyone should continue or start engaging in is the 3 R's: Reduce, Reuse and Recycle. Another goal is to get companies and manufacturers to reduce the amount of garbage content and use more recycled material in a product. Also, a goal to get people involved in the prevention of garbage is to being taxing garbage and stop taxing labour. Many people are working hard, but are not receiving what they deserve; therefore, people should be rewarded for their good deeds in areas such as working and generating less garbage. In order to receive the best results, the target audience is important. In the area of excess generating, families, teenagers and young adults are the focus audience. Families are a main target audience due to the amount of garbage a family produces due to products such as furniture, utensils, food products, snacks and eating out. On the other hand, teenagers and young adults are also the target audience due to the amount they eat out and the amount of garbage produced from each items eaten, from fries packages and paper cups.

The key message in relation to landfills and garbage is to indicate how garbage in landfills are harming the environment and the actions people should take on to help make the world a healthier place.

In order to communicate the main idea, a strategy is required to identify key ideas to explain to the audience. In this case, the key ideas that should be shared to the audience are the history of landfills, how landfills are harming the environment, and how people can make a change.

Tactics is how one communicates the message and get people involved. A main source to get people involves is through government engagement. When rules or laws are enforced, people are required to follow them; however, to get people involved and understand the idea the best way is through the media. The media allows people to broadcast ideas, comments, criticisms as well as spread ideas and situations to family, friends, acquaintances and the people around the world. The idea of the McDonald example earlier stated in charging $0.25 per container for fast food restaurants on the internet can allow people to send links to friends or post it on websites where a large audience can view. On the other hand, there are ways such as holding community meetings to promote the cause and talk about the issue, this way, ideas, comments and criticisms are shared and understood. Also, small advertisements on flyers, schools, malls, etc, allows people to view the issue in different areas to allow constant recognition.

Lastly, to measure how much of the objective is met, each restaurant is required to complete a statement at the end of each year. In order to calculate the difference between the number of items that required an extra charge for containers and the number of items that that did not require containers, a calculation of the number of items purchased minus the number of times a container was charged is required. For instance, at McDonald sold 230 items one day and charged for a total of 105 containers; therefore, 230 - 105 = 125 items did not require a container, which means, the percentage of being that are bringing in containers is about 54%.