Building A Successful Sustainability Initiative
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Building a Successful Sustainability Initiative The Three Keys to Getting Executive Buy-In Kathleen Gilligan and Karen Janowski EcoStrategy Group
EcoStrategy G
www.Eco-Catalysts.com
R
O
U
P
www.EcoStrategyGroup.com
Agenda
The Three Keys
Building the Business Case Identifying and Knowing Your Customer Overcoming Objections
www.Eco-Catalysts.com
2
www.EcoStrategyGroup.com
Creating The Business Case
www.Eco-Catalysts.com
3
www.EcoStrategyGroup.com
Why a Sustainability Initiative?
Get agreement to wide range of actions, not piecemeal Facilitates smooth progress on implementation Communication tool – roadmap for a caravan Tool to get support Touchstone to keep you on track Helps maintain momentum Integrate programs for greater impact Dynamic, adapt to changing situation
www.Eco-Catalysts.com
4
www.EcoStrategyGroup.com
3 Keys to Getting Executive Buy-In 1.
Build a credible business case
2.
Know your “customer”
3.
Features and benefits Stated in business terms Using factual, relevant information Determine who their stakeholders are Know their overall business concerns and issues
Anticipate and address objections .
www.Eco-Catalysts.com
5
www.EcoStrategyGroup.com
Stating Your Case in Business Terms
Revenue growth Stock Price Profit improvement, cost reduction ROI Employee Recruitment and Retention Corporate Reputation or Brand Equity Market Share Carbon Footprint
www.Eco-Catalysts.com
6
www.EcoStrategyGroup.com
Delivering the Right Information
Provide the information your “customers” need Credible, factual, relevant Use reputable information sources:
Industry research papers White papers Citable data sources
Use business reasons and rationale
Features, benefits, and results
www.Eco-Catalysts.com
7
www.EcoStrategyGroup.com
Delivering the Right Information
www.Eco-Catalysts.com
8
www.EcoStrategyGroup.com
Who Is Your Customer?
Strategic Issues
Revenue Revenue & & Reputation Reputation Issues Issues
Each executive has business priorities
Employee Employee Issues Issues
www.Eco-Catalysts.com
Operational Operational Issues Issues
Production Production Issues Issues
9
www.EcoStrategyGroup.com
Who is Your Customer’s Customer? Board of Directors Shareholders Financial Community Customers Employees Customers Customers Shareholders Shareholders Competitors Competitors Analysts Analysts Public Public
Employees Employees Vendors Vendors
Each executive has stakeholders to satisfy Employees Employees Prospective Prospective Employees Employees CEO CEO Management Management Team Team
www.Eco-Catalysts.com
Customers Customers Suppliers Suppliers
10
www.EcoStrategyGroup.com
Anticipating Objections
“It costs too much” “We don’t have budget for that” “The results aren’t tangible” “We don’t have staff resources” “It doesn’t help our business” “Does anyone care about that?”
www.Eco-Catalysts.com
11
11
www.EcoStrategyGroup.com
Group Exercise
www.Eco-Catalysts.com
12
www.EcoStrategyGroup.com
Building a Successful Sustainability Initiative - 3 Keys to Executive Buy-In 1. Building the Business Case 2. Identifying and Knowing Your "Customer" 3. Overcoming Objections
Program
Briefly describe a particular program you are proposing or plan to propose.
Stakeholders ("Customers" for Your Idea) List 1 or 2 of the most influential people who can either help or obstruct your cause.
Stakeholder #1:
Stakeholder #2:
© 2008, EcoStrategy Group, www.EcoStrategyGroup.com
Benefits
Briefly describe the benefits of your program as they may be perceived by the stakeholder and in terms the stakeholder will quickly grasp.
Objections
List some of the objections that stakeholder may raise to this program.
Solutions
List some ways to address each of the possible objections.
Summary
It’s all about understanding the audience
Speak the language of your customer Understand the their drivers and constraints Make your argument compelling and objective
Sustainability is a journey Transformation requires buy-in from the top and the bottom…it cascades down and grows upward.
www.Eco-Catalysts.com
13
www.EcoStrategyGroup.com
Building a Successful Sustainability Initiative Social Marketing Strategies for Effective Employee Engagement Allison Quaid Creative Eco-Catalysts
EcoStrategy G
www.Eco-Catalysts.com
R
O
U
P
www.EcoStrategyGroup.com
Call me a treehugger… recycling paper just feels so good!
Agenda
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Effective Employee Engagement Employees are essential to the success of your sustainability program.. Office energy & water consumption, waste generation Eco-product procurement Process improvements Cost savings
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Typical Office Energy, Water, Waste Consumption*
*sources listed on last slide www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Effective Employee Engagement
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Social marketing is…
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Components of Social Marketing
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
1. Identify barriers to behavior change
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
2. Create Compelling Messages Message to your target audience(s)’s motivation Persuasion begins with captivating attention Use vivid, memorable examples Trusted messenger - Gore v. Bush; pastor v. doctor, CEO v. HR
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
3. Model the Behavior
Establish new cultural norms by getting the right people to model the behavior, and tap into group dynamics.
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Model the behavior Get your CEO or Leader on the Energy Bike www.globalactionplan.org.uk
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
4. Secure Commitments
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Do not overwhelm pledger, e.g.:
5. Follow-up and Reward
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Group Exercise
Develop a campaign to reduce energy consumption (lights, heating/cooling and equipment) by 20% in a corporate office of 100 people. Craft your campaign by addressing the questions below and integrating social marketing techniques.
1.
Identify desired behavior change What perceived barriers that behavior exist? What messages will address those barriers? How will you secure commitments to taking action? How will you model the desired behavior?
2. 3. 4. 5.
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Summary
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Special Offer
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Contact
Allison Quaid [email protected] 415.748.1315
Kathleen Gilligan [email protected] 650.321.6009
Karen Janowski [email protected] 650.947.9800
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Sources
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
EcoStrategy G
www.Eco-Catalysts.com
R
O
U
P
www.EcoStrategyGroup.com
Agenda
The Three Keys
Building the Business Case Identifying and Knowing Your Customer Overcoming Objections
www.Eco-Catalysts.com
2
www.EcoStrategyGroup.com
Creating The Business Case
www.Eco-Catalysts.com
3
www.EcoStrategyGroup.com
Why a Sustainability Initiative?
Get agreement to wide range of actions, not piecemeal Facilitates smooth progress on implementation Communication tool – roadmap for a caravan Tool to get support Touchstone to keep you on track Helps maintain momentum Integrate programs for greater impact Dynamic, adapt to changing situation
www.Eco-Catalysts.com
4
www.EcoStrategyGroup.com
3 Keys to Getting Executive Buy-In 1.
Build a credible business case
2.
Know your “customer”
3.
Features and benefits Stated in business terms Using factual, relevant information Determine who their stakeholders are Know their overall business concerns and issues
Anticipate and address objections .
www.Eco-Catalysts.com
5
www.EcoStrategyGroup.com
Stating Your Case in Business Terms
Revenue growth Stock Price Profit improvement, cost reduction ROI Employee Recruitment and Retention Corporate Reputation or Brand Equity Market Share Carbon Footprint
www.Eco-Catalysts.com
6
www.EcoStrategyGroup.com
Delivering the Right Information
Provide the information your “customers” need Credible, factual, relevant Use reputable information sources:
Industry research papers White papers Citable data sources
Use business reasons and rationale
Features, benefits, and results
www.Eco-Catalysts.com
7
www.EcoStrategyGroup.com
Delivering the Right Information
www.Eco-Catalysts.com
8
www.EcoStrategyGroup.com
Who Is Your Customer?
Strategic Issues
Revenue Revenue & & Reputation Reputation Issues Issues
Each executive has business priorities
Employee Employee Issues Issues
www.Eco-Catalysts.com
Operational Operational Issues Issues
Production Production Issues Issues
9
www.EcoStrategyGroup.com
Who is Your Customer’s Customer? Board of Directors Shareholders Financial Community Customers Employees Customers Customers Shareholders Shareholders Competitors Competitors Analysts Analysts Public Public
Employees Employees Vendors Vendors
Each executive has stakeholders to satisfy Employees Employees Prospective Prospective Employees Employees CEO CEO Management Management Team Team
www.Eco-Catalysts.com
Customers Customers Suppliers Suppliers
10
www.EcoStrategyGroup.com
Anticipating Objections
“It costs too much” “We don’t have budget for that” “The results aren’t tangible” “We don’t have staff resources” “It doesn’t help our business” “Does anyone care about that?”
www.Eco-Catalysts.com
11
11
www.EcoStrategyGroup.com
Group Exercise
www.Eco-Catalysts.com
12
www.EcoStrategyGroup.com
Building a Successful Sustainability Initiative - 3 Keys to Executive Buy-In 1. Building the Business Case 2. Identifying and Knowing Your "Customer" 3. Overcoming Objections
Program
Briefly describe a particular program you are proposing or plan to propose.
Stakeholders ("Customers" for Your Idea) List 1 or 2 of the most influential people who can either help or obstruct your cause.
Stakeholder #1:
Stakeholder #2:
© 2008, EcoStrategy Group, www.EcoStrategyGroup.com
Benefits
Briefly describe the benefits of your program as they may be perceived by the stakeholder and in terms the stakeholder will quickly grasp.
Objections
List some of the objections that stakeholder may raise to this program.
Solutions
List some ways to address each of the possible objections.
Summary
It’s all about understanding the audience
Speak the language of your customer Understand the their drivers and constraints Make your argument compelling and objective
Sustainability is a journey Transformation requires buy-in from the top and the bottom…it cascades down and grows upward.
www.Eco-Catalysts.com
13
www.EcoStrategyGroup.com
Building a Successful Sustainability Initiative Social Marketing Strategies for Effective Employee Engagement Allison Quaid Creative Eco-Catalysts
EcoStrategy G
www.Eco-Catalysts.com
R
O
U
P
www.EcoStrategyGroup.com
Call me a treehugger… recycling paper just feels so good!
Agenda
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Effective Employee Engagement Employees are essential to the success of your sustainability program.. Office energy & water consumption, waste generation Eco-product procurement Process improvements Cost savings
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Typical Office Energy, Water, Waste Consumption*
*sources listed on last slide www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Effective Employee Engagement
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Social marketing is…
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Components of Social Marketing
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
1. Identify barriers to behavior change
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
2. Create Compelling Messages Message to your target audience(s)’s motivation Persuasion begins with captivating attention Use vivid, memorable examples Trusted messenger - Gore v. Bush; pastor v. doctor, CEO v. HR
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
3. Model the Behavior
Establish new cultural norms by getting the right people to model the behavior, and tap into group dynamics.
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Model the behavior Get your CEO or Leader on the Energy Bike www.globalactionplan.org.uk
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
4. Secure Commitments
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Do not overwhelm pledger, e.g.:
5. Follow-up and Reward
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Group Exercise
Develop a campaign to reduce energy consumption (lights, heating/cooling and equipment) by 20% in a corporate office of 100 people. Craft your campaign by addressing the questions below and integrating social marketing techniques.
1.
Identify desired behavior change What perceived barriers that behavior exist? What messages will address those barriers? How will you secure commitments to taking action? How will you model the desired behavior?
2. 3. 4. 5.
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Summary
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Special Offer
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Contact
Allison Quaid [email protected] 415.748.1315
Kathleen Gilligan [email protected] 650.321.6009
Karen Janowski [email protected] 650.947.9800
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
Sources
www.Eco-Catalysts.com
www.EcoStrategyGroup.com
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