MKTG3321: Detailed Public Relations Campaign Report for Encorp Pacific

This report details a Public Relations (PR) campaign developed for Encorp Pacific, a Canadian non-profit stewardship agency focused on recycling. The campaign begins with a situation analysis, highlighting the organization's strengths (brand image, networking) and weaknesses (lack of advertisi...Read More

Running head: PR CAMPAIGN
PR CAMPAIGN
Name of the student
Name of the university
Author note

1PR CAMPAIGN
1. Situation Analysis
The organization, Encorp Pacific, is a Canada based non- profit stewardship agency
which was established with the view of fulfilling the requirements of the Recycling Regulation,
Schedule 1 (Return-it.ca,, 2018). The organization developed different functions with the
purpose of collecting the plastic bottles and making them fit for reutilizing. Moreover, the
concerned organization has also taken the initiative of educating the communities along with the
different business owners and stakeholders on the environmental impact of their activities. The
lack of awareness among the common population has increased the rate of plastic waste
disposure in the different areas leading to environmental degradation and poor living conditions.
Strengths
 Recycling organization
 Brand image
 Steady networking
Weaknesses
 Absence of effective advertising and
promotional activities
 Lack of sufficient media presence
 Absence of adequate funding for
continuing the operations
Opportunities
 Need for developing public
communication and social media
presence
 Requirement of increasing the public
awareness and involvement
Threats
 Intense competition among the non-
profit organizations in the market

2PR CAMPAIGN
The PR campaign of the organization will aim towards making the communities aware of
the different issues that are being faced by the people through the absence of proper disposure of
the plastic wastes. Most of the people in the communities are unaware of the diverse range of
recycling services that are offered by the concerned organization. Moreover, the organization’s
campaign would act as a tutorial for the business owners and entrepreneurs for improving their
overall operations (Singh et al., 2017). Apart from educating the communities on reducing the
quantity of plastic disposal in the open areas, the campaign would also introduce the initiatives
that are being undertaken by the concerned organization. Therefore, in this situation, the PR
campaign would act as a tool of communication for the concerned organization while operating
in accordance with the strategic plans and objectives of the organization.
2. Research Summary
 The organization holds an integrated transportation and logistics operations, including 38
transporters, who collects the plastic bottles and wastes from the different sites to 15
processing sites
 The organization holds different campaigns like the Return it to win it, Return it School
and Return it Express with the purpose of encouraging the engagement of the community
in recycling the plastic bottles
 The organization’s collection network consists of a total of 170 Return-It depots
 The organizational activities contributed to the reduction of CO2 emission from 103.8
thousand tonnes in 2017 to 102.6 thousand tonnes in 2018
 The total sales reported in units were 1,350,852,403 and total product collected in units
were 1,045,466,471, the recovery rate was 77.4% which was greater than Provincial Per
Capita Recovery of 75.8%.

3PR CAMPAIGN
(Source: Return-it.ca, 2018)
Burning plastics emitted carcinogenic smoke that resulted to cancer among the people. In
this connection, the research on untreated plastic wastes and the significant impact that they pose
towards the sustenance of the human race might be considered as a significant agenda for the PR
campaign (Gu et al., 2017)In this situation, the concerned organization is planning to develop a
PR campaign with the purpose of educating the target audience of the various treatments through
which the plastic wastes might be reused apart from making the same aware of the purpose of the
organization (Eriksen et al., 2018). Therefore, the PR campaign would allow the organization in
upholding efficient communication with the community stakeholders for encouraging their
engagement in the different processes.
3. Objectives (Communication Objectives)
Specific Measurable Attainable Relevant Time bound
Objective 1 To increase
awareness on
the need of
recycling
among the
communities
and business
owners
Improvement
in
participation
among the
target
audience by
6%
The social
media vehicles
would act as
effective
channels for
transmitting
the
information to
the
communities
and the
The increased
knowledge on
the different
recycling
process
would
support in
improving
their
engagement
which would
The time that
might be
required for
the
completion of
the objective
is 2 weeks

4PR CAMPAIGN
business
owners
enable the
organization
in meeting
their purpose
of adhering to
the Recycling
Regulations
Objective 2 To improve
the amount of
engagement
of the
different
audience and
thereby help
the
organization
in realizing
increased
funding
To realize an
increased
funding
activity by
7%
The events and
live
demonstration
s that will be
made by the
organization
would support
in
Encouraging
the
engagement of
the target
audience and
increase
funding and
sponsorships
The increased
funding
would allow
the
organization
in improving
their scale of
activities
The overall
activity will
be completed
within 3
weeks

5PR CAMPAIGN
for the
different
recycling
activities that
are planned by
the
organization
Objective 3 To resolve
the different
queries that
are being
faced by the
communities
and the
business
owners
Increased
adoption of
recycling
process by
7%
The events and
live
demonstration
s that will be
made by the
organization
would support
in resolving
the queries of
the business
owners and
maximize their
participation in
the different
processes.
The resolved
queries of the
business
owners would
allow the
organization
in
empowering
their
engagement
in the
different
recycling
processes
The overall
activity will
be completed
within 1
week

6PR CAMPAIGN
4.Target Audiences
The identification of the target audience would support in developing cognition on the
purpose of the campaign and thereby determining the content. In this relation, the target markets
would be identified for the PR campaign of the organization
Primary target market
The primary target audience for the campaign would be the brand owners and producers while
assisting the same in developing compliance for Recycling Regulation. The organization will be
providing stewardship services to the organizations in collection, transportation and recycling the
plastic propositions. The target audience of the organization is specifically the business owners
and the manufacturers who dump the untreated plastics in the environment. The campaign is
focused towards delivering knowledge on different convenient and cost effective means of
recycling the plastics.
Secondary target market
The secondary target audience of the organization for the campaign is the people between the
ages 18- 40 years from different communities. The campaign will take the initiative of
developing awareness on the needs of recycling among the communities with the purpose of
maximizing their engagement in adhering to the Recycling Regulation.
5. Key Messages
The key messages that might be used by the organization are:
Message for the community;
 Recycle to reduce and reuse your wastes!

7PR CAMPAIGN
Message for the business owners:
 Save cost? Recycle!
Recycle is better than dumping!
6. Strategies
The organization will be utilizing the concept of integrated communication mix elements
with the purpose of developing the mode of communication for the campaign. The section will
be identifying the different media strategies that .will be considered by the concerned
organization for empowering the different activities of the campaign.
Social media campaign (Facebook and Twitter)
The concerned organization will be taking the initiative of utilizing different social media
platforms for improving awareness among the target customers. In this connection, the
organization will be utilizing Facebook posts with the purpose of sharing relevant information on
the different activities. The most important social media activity that might be undertaken by the
organization for the promotion is through the twitter hashtags where the organization would
create #R4Recycle as a campaign. The twitter campaign of the organization would enable the
stewardship agency in maximizing awareness among the youths of the region. The overall social
media strategy would enable the organization in improving the awareness among the people
through widened reach and better outcome of the operations.
YouTube video channel
The organization would make use of YouTube for sharing videos on different recycling
processes and showcasing their initiatives of adhering to the recycling regulations. The YouTube
videos would be captured and streamed under the own channels of the concerned organization.

8PR CAMPAIGN
Videos on the recycling process and demonstration on the manner in which the community and
the business owners might support the organization in improving their recycling activities would
be portrayed. It would allow the business in maximizing the awareness among the target
customers.
Press conference
The concerned venture might also take the initiative of conducting a Press with the
purpose of widely spreading their content on recycling and the strategic initiatives that are being
planned by the organizations. The event will be sponsored by different Environmental protection
agencies and NGOs which would enable the organization in accumulating sufficient funding for
conducting the event program. Moreover, the organization would take the initiative of facilitating
free entry to the audience with the purpose of widening the scope of their target audience. The
event will delve deeper into solving the recycling related queries of the business owners in their
relevant practical fields which would enable the organization in improving the rate of
information transmission through demonstrations and presentations.
7. Tactics
Press conference
On the first day, the organization will be undertaking a press conference where the aim,
objectives and values of the organization will be discussed. The press conference would be
concluded by demonstrating the need of the organization of involvement of the target audience
in the different practices. The overall videos that would be captured during the press conference
would be posted in Facebook for creating awareness.
Interaction session and live quiz

9PR CAMPAIGN
The organization would be taking the initiative of conducting a live interactive session
where the personnel from the organization would pick random people from the event location
and interact on their interests of recycling on the other two days. The organization would also
organize a short quiz session on recycling activities which will be associated with gift items. The
videos will be again posted in different social media platforms like Facebook and YouTube. The
overall concept of the activity is to attract the attention of the target audience.
Creating a Facebook fan page and twitter hashtag
The organization will be creating a Facebook fan page with the purpose of providing
detailed information of the different activities that are initiated by the organization to the target
audience. Moreover, the hashtag activity in twitter would support the organization in
encouraging the engagement of the target audience and realizing their support.
Video channel
The organization will be creating a video channel in YouTube with the purpose of
making the target audience aware of the different activities that are initiated by the same.
Moreover, the YouTube Videos would act as a communication stimulator for the organization
while demonstrating the objectives of the organization and the manner in which the target
audience might support the business
Website
The organization would be developing a website with direct access to PayPal with the
purpose of providing the target audience with the scope of donating to the initiatives of the
venture. The integration of the payment platform with the official website would allow the
organization in realizing efficient funding. Moreover, the corporate website will be filled with

10PR CAMPAIGN
information on the organization and the different initiatives which would support in spreading
awareness among the target audience.
8. Timeline
Activities Week
1
Week
2
Week
3
Press conference through radio
Whole day live quiz with gifts distribution and street play
on recycling
Interactive session demonstrating the needs of recycling
9. Budget (Not required)
10. Evaluation and Measurement
The KPIs for measuring the success factors of the overall PR campaign are:
 Improvement in the knowledge and participation of the target audience in different
recycling activity by 6%
 Improved funding for the organization by 7% within the next 3 months
 Realization of increased adoption of the recycling process by 7% within the next 3
months
 Increase in website traffic by 4% within the next 6 months
Reference and Bibliogtraphy
Cox, C. (2019). Campaign Contributions by Non‐profit Executives and Government
Grants. Oxford Bulletin of Economics and Statistics. Retrieved from:
https://onlinelibrary.wiley.com/doi/abs/10.1111/obes.12341

11PR CAMPAIGN
Eriksen, M. K., Pivnenko, K., Olsson, M. E., & Astrup, T. F. (2018). Contamination in plastic
recycling: Influence of metals on the quality of reprocessed plastic. Waste
management, 79, 595-606. Retrieved from:
https://www.sciencedirect.com/science/article/pii/S0956053X1830494X
Gu, F., Guo, J., Zhang, W., Summers, P. A., & Hall, P. (2017). From waste plastics to industrial
raw materials: A life cycle assessment of mechanical plastic recycling practice based on a
real-world case study. Science of the total environment, 601, 1192-1207. Retrieved from:
https://www.sciencedirect.com/science/article/pii/S0048969717313980
Mahmood, F., & Yasin, Z. (2019). Using Facebook for Government Public Relations
Campaigns: Relationship between Information Seeking Attitude and Effectiveness of
Public Relations Outcomes for Facebook. Journal of Media Studies, 34(1). Retrieved
from: http://journals.pu.edu.pk/journals/index.php/jms/article/view/1977
Return-it.ca, 2018. [online] Return-it.ca. Available at:
<https://www.return-it.ca/ar2018/pdf/AnnualReport.pdf> [Accessed 24 March 2020].
Singh, N., Hui, D., Singh, R., Ahuja, I. P. S., Feo, L., & Fraternali, F. (2017). Recycling of
plastic solid waste: A state of art review and future applications. Composites Part B:
Engineering, 115, 409-422. Retrieved from:
https://www.sciencedirect.com/science/article/abs/pii/S1359836816318601
Teodorescu, B. (2016). Public Relations Campaign in the Internet Era. Annals of the University
of Craiova for Journalism, Communication and Management, 2(1), 101-108. Retrieved
from: https://www.ceeol.com/search/article-detail?id=760104