Why Waste? Inc.

• the leading provider of comprehensive waste and environmental services worldwide

• strongly committed to a foundation of financial strength, operating excellence and professionalism.

• tailors its services to meet the needs of each customer group and to ensure consistent, superior service at the local level

Three-benefit philosophy

• Benefit to the Country

• Benefit to the People

• Benefit to the Company

Corporate Culture

• Professionalism

•  Product innovation

• Customer satisfaction

• Versatility and adaptability

• Quality products at lowest prices

• Dedication and loyalty of the workforce

In-house Departments

• Integrated Marketing Communication Department

• Social and Development Department

• Research and Development Department

• Accounting

single-source solution the most effective, cost-efficient and measurable

marketing solution.

Previous Work

• Charoen Pokphand Group

• Siam Cement Public Company Ltd.

• PTT Public Company Limited

• Thai Airways International Public Company Limited

Awards

• THE GREEN APPLE ENVIRONMENT AWARD FOR ENVIRONMENT BEST PRACTICE

• THE GROSVENOR BEST LOCAL AUTHORITY INITIATIVE (NATIONAL RECYCLING AWARDS)

• CLEANER SAFER GREENER NETWORK AWARDS 2006 • AWARDS FOR EXCELLENCE - COMMERCIAL WASTE

MANAGEMENT INITIATIVE• HAND IN HAND AWARD - WASTE MANAGEMENT• EARTH SUMMIT 2002 SUSTAINABLE DEVELOPMENT AWARDS• 2008 GREEN AWARDS FOR CREATIVITY IN SUSTAINABILITY• EDIE AWARDS IN ENVIRONMENTAL EXCELLENCE• SAFER GREENER NETWORK AWARD - PUBLIC

CONSULTATION

Communication Plan for Recycling Project

Objectives

•To promote environmental sense and cooperation among Chulalongkorn University’s personnel and students

•To create awareness of CU Recycle Center and to get people separating their trashes more

• To implement public communication plan to sustainably strengthen the operation of CU Recycle Center with

particular focus on plastic and paper recycling

Project Location

CU Recycle Center’s five pilot recycling areas:

1. Faculty of Laws

2. Faculty of Communication Arts

3. Faculty of Education

4. Chulalongkorn University Demonstration School

5. Chulalongkorn’s dormitory

Scope of Study

• effective public communication plan to sustainably strengthen the operation of CU Recycle Center with particular focus on plastic and paper recycling without any interferences of the existing management which is bound by law and regulations.

Strong Points

Integrated Marketing Communication

Consistency

establish meaningful dialogue with audiences and deliver ‘the right message to the right

person at the right time

to plan and build-up all relevant marketing communications so that

they can work together in harmony to greatest efficiency

Psychological approach

when choosing messages to deliver, we not only carefully assess our target audiences but also study the

best approach to get the messages to their minds.

come up with the most practical plan in three critical phases

Creative use of communication tools

we come up with creative uses of media to get out of the clutter and deliver

desired message directly to desired target audience

• Chulalongkorn University Cheer Leader

• Car tag

• Club activities

Environmental friendlinessWe practice what we preach

We promote recycle practice so we aimed not to create waste and harm the environment ourselves during research and campaign.

Work Plan

The mascot

phase 1 = Jan-Aprphase 2 = May-Augphase 3 = Sep-Dec

Phase one

will focus on creating awareness among the target audience about the Chulalongkorn recycling centre as

well as promoting the habit of separating trashes.

create awareness phase

Print Ad

• Advantages:• cost-effective • exposed directly to target group

Cut-out

• Regular cut-out

• Cut-out with the rubbish bin

Advantages:• big and easy to notice • easily catch the attention from the publicity • reusable advertising medium

Cut-out

Project Ambassador: Chulalongkorn Cheerleader

Advantages:• Free• broadcasting live on the free TV channel • respected by many communities

Phase two

focus on educating people about the alternative ways of making contribution to save the environment 4Rs

educate phase

Print Ad

Advantages:• cost-effective • exposed directly to target group

Advantages:• big and easy to notice • easily catch the attention from the publicity • reusable advertising medium

Cut-out

Booth ( CU 1st Date)

Booth( CU 1st Date)

Advantages:• provide lots of information • attract the maximum number of the target audience

SongTitle: แยกขยะก�นเถอะนะ

Let’s separate our trashes 

         โลกอ�นแสนกว้�างใหญ่� และมี�คนอย��มีากมีาย                      ทุ�กคนทุ��งขยะ แล�ว้ไมี�เคยใส�ใจ                     ขยะล�นแล�ว้ไง ไมี�เคยค�ดจะมีาด�

                   เล�นทุ��งไมี�ยอมีด� ทุ�กๆว้�น 

*         ชอบโยนทุ��ง ไมี�สนใจ          ชอบทุ��งไว้� แล�ว้ก�หาย

           เง��ยก$แย�ด� แยกซะบ�างส� มี�นก&าล�งจะล�นโลกอย��แล�ว้

 ** ขยะ ทุ&าลายทุ&าลายทุ&าลายทุ&าลายทุ&าลาย ส�'ง

แว้ดล�อมี     ค�ดก�นส�กน�ด ก�อนจะทุ��งช�ว้ยแยกมี�น

ขยะ ไมี�หายไมี�หายไมี�หายไมี�หายไมี�หาย ไปทุ�'ไหน

ช�ว้ยแยกขยะ ก�นหน�อย เหอะนะ 

          ถ�าเราแยกขยะ และทุ��งมี�นให�น�อยลง         โลกของเราก$คง น�าอย��ข*�นอ�กเยอะ

              ขยะน��นมี�ค�า หากเราแยกมี�นให�ด� เร+'องมี�นก$ง�ายๆ แค�น��เอง

(*) (**) (**)

SongAdvantages:• easy way to make people recognize • retain in people’s memory and easier to recall

• simply catch audience attentions and interests and at the same time can pass the message through the lyrics of the song that people can

subconsciously perceive

Events

1. Handmade Events

2. Recycle competition (Furniture)

3. Architecture Competition

4. Recycle paper box

5. Mascot “Trasha” campaign

Advantages:• catch people’s interest and motivate people

CU Radio Channel

Advantages:• easy and fast to produce

• generate the publicity awareness

Phase three

focus on reinforcing and encouraging the target audience to continue to pursue the habit of recycling and separating

their trashes.

to make the participants feel good about themselves and that their participations are appreciated

feel good phase

Print Ad

Advantages:• cost-effective • exposed directly to target group

Advantages:• big and easy to notice • easily catch the attention from the publicity • reusable advertising medium

Cut-out

Car tags

Advantages:

• reach

All year

Print Ad

Advantages:• cost-effective • exposed directly to target group

Stand Sign

Advantages:• catch the attention • encourage people to separate the trashes

instantaneously

Television Commercials on U-Network

Advantages:• free

• almost in every canteens

Club

Advantages:• Create long-term relationship• generate active participation • Word-of-mouth

Website

1. Programs and Services

2. Learning

3. Events

4. The effects

5. What You Can Do

Website

Advantages:• available to be accessed • can be quickly accessed • Information is easy to gather • print selectively

Thank you