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Draft Communication Strategy

The GPP's communication strategy aims to facilitate better dialogue in the industry about packaging and sustainability. By using a fact-based and consistent approach, the strategy is geared towards CEOs, board members, and key decision-makers. The objectives include raising awareness of the final report, encouraging pilot engagement, and fostering public statements on sustainability. Short-term tactics involve creating informational resources, engaging spokespersons, and promoting key events. Through this collaborative effort, we aspire to drive meaningful change in packaging practices from 2010 to 2015.

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Draft Communication Strategy

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  1. Draft Communication Strategy

  2. Objectives of the GPP To provide a tool to help industry better dialogue about packaging and sustainability – working together based on facts, consistent approach, etc

  3. Key Audience • CEOs • Board of CGF (50) • Non board members (350) • Lead decision makers/implementers within organizations

  4. Objectives • Short Term (January-June 2010) • Make aware of existence of final report, read, and begin implementation within organization • # of companies engage in pilot • # of companies making public statement around engagement (within organization, within board or publicly) • Board endorse report, adopt as global language/tool kit • Medium Term (June-November 2010) • Broader adoption of global language • Have metrics validated out of pilot and have companies implementing them • Longer Term (2011-2015) • Metrics as springboard into other functions/areas • Companies adopt/implement metrics • Better dialogue between manufacturers and retailers about packaging

  5. Short Term Tactics To be completed by end of March 2010 • Centralized list of trade publications • Letter to CEOs with copy of report (April) –signed by Sir Terry Leahy and Paul Polman • PowerPoint presentation of key report info • Key messages and FAQ document • Activity report on company pilots • Identify/brief/train spokesperson – someone on the steering group (i.e. Kraft and Tesco) • Identify by market spokespeople (Europe, NA, retail, manufacturer, etc) • Announcement to trades – next week (details in release)

  6. Key Events for Communication • February 10 - Walmart meeting (Vancouver) • March 16-17 – Sustainability and Packaging (Florida) • April 6-7 – Walmart Sustainability Packaging Expo (Arkansas) • April 19-21 – SPC meeting (Boston) • April 21 – EUROPEN meeting (Brussels) • May - FMI conference (Las Vegas) • May 26-27 – Bogota Columbia • June 1-4 – ISO SC4 meeting/WPO meeting/Packaging Expo (Beijing) • June 7-9 – U-connect (Pete- GS1) • September 17-19 – PAC/CCGD summit (Niagara on the Lake) • October 4-9 – Tokyo PACK (Tokyo) • October – GMA/FMI joint sustainability conference (Washington) • November 22-27 – Emballage (Paris)

  7. Communications Task Force Led by CGF • AIM • CCGD • EUROPEN • FCPC • FMI • GMA • GS1 • PAC Deadline for volunteering – January 29, 2010 – contact julian.carroll@europen.be

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