Organization
I decided to choose BC Ferries as my organization because of its commitment to environmental sustainability.
Communication Plan
Key Message
BC Ferries commits to reduce its environmental impact with the help of sustainable initiatives. They implemented “The Clean Future Plan” which introduce hybrid electrical ferries that invest in shore power infrastructure. BC Ferries approach to reduce GHG (Green House Gas) emissions aligns with commitment of sustainable operations. So that, customers benefit from a safe, dependable and efficient ferry system. The goal is to reduce emission, to protect marine ecosystems and to support greener travel across the BC. Moreover, BC Ferries participates in Green Marine which is a voluntary environmental certification program for north American marine transportation industry.
Target Audience
- Passenger and public: Those who regularly travel and other people who like to support sustainable businesses.
- Media and Journalists: The journalist who usually covers the issues like transportation or environmental related things, those can help it reach to wider audience.
- Environmental Advocates: Different Organizations who supports climate change actions or support sustainable efforts.
- Government: The one who makes policies can help with funding opportunities.
Channels and Tactics
- Social Media Engagement: Interactive content like Instagram Live Q and A and YouTube testimonials also comments.
- Targeted Advertising: Google Ads, social media ads focusing on specific channels and interests.
- Email Campaigns: Those who already have an account with BC Ferries can get automated email about these initiatives.
- Partnerships: We can work with those local organizations who contribute to Sustainable development.
- Website Optimization: on website we can put clear program benefits so that those interested can look for what we are doing and how we are doing this.
- Survey: We can gather feedback from public who uses the ferry service regularly.
Evaluation:
- Customer Feedback: The surveys which we handed out we can check the response and make changes accordingly.
- Media Coverage: We can regularly check how many news channel/New paper have covered this news and what the response.
- Social media: Similarly, like media coverage here we can check comments about what people thinks and how many likes we got.
- Website track: Increase in website traffic and time spent on admissions pages.