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Tetra-Pak-Project-1-Paper Running head: THE “LEGACY” OF TETRA PAK 1 The “Legacy” of Tetra Pak Megan Coenen, Emily Gerlikovski, Mariah Lorfeld, and Jan-Marie Matthysse Communication 480: Cases in Communication & Media Management University of Wisconsin-Green Bay October 24, 2019 THE “LEGACY” OF TETRA PAK 2 Table of Contents Executive Summary…………………………………………………………………………… 3 Overview of Case …………………………………………………………………………….. 4 Introduction …………………………………………………………………………………… 4 Research Approach …………………………………………………………………………… 5 Background Research ………………………………………………………………… 5 Straws ………………………………………………………………………… 5 Tetra Pak ……………………………………………………………………… 6 Relevance …………………………………………………………………………….. 7 Audience Analysis ……………………………………………………………………………. 8 KISS Charts …………………………………………………………………………… 8 Audience Analysis Chart …………………………………………………………..…. 10 Key Publics ………………………………………………………………………….... 13 Methodology ……………………………………………………………………………….…. 14 Survey Structure …………………………………………………………………….... 14 Sample ………………………………………………………………………………… 15 Results ………………………………………………………………………………… 15 Straw Usage ………………………………………………………………….. 15 Plastic Straw Ban …………………………………………………………….. 17 Recycling ……………………………………………………………………... 18 Tetra Pak ……………………………………………………………………… 19 Issues Analysis ………………………………………………………………………………… 19 Overview of Tetra Pak ………………………………………………………..……………….. 20 Mission Statement …………………………………………………..………………… 21 Business and Communication goals ………………………………………………….. 21 Proposed Position Statement ……………………………………………………….… 23 Communication Objectives …………………………………………………………… 23 Strategic Communication Plan: Legacy ………………………………………………………. 24 Products ………………………………………………………………………………. 26 United Front ………………………………………………………………………….. 28 Education ……………………………………………………………………………… 30 Budget ………………………………………………………………………………………… 33 Plan Rationale ……………………………………………………………………………...…. 35 Rejected Solutions ………………………………………………………………………......... 35 Adjustments …………………………………………………………………………………… 37 Conclusion…………………………………………………………………………………….. 38 References………………………………………………………………………………….….. 40 Appendix A…………………………………………………………………………………..... 43 Appendix B………………………………………………………………………....…………. 56 Appendix C…………………………………………………………………………....………. 57 Appendix D…………………………………………………………………………..………... 58 Appendix E…………………………………………………………………………....………. 59 Appendix F……………………………………………………………………………………. 60 Appendix G……………………………………………………………………………………. 61 Appendix H……………………………………………………………………………………. 63 Appendix I ………………………………………………………………………………..…… 76 Appendix J……………………………………………………………………………………. 78 Appendix K …………………………………………………………………………………… 81 Quad Squad Meeting Agendas………………………………………………………………… 83 THE “LEGACY” OF TETRA PAK 3 Executive Summary The task given to our team, Quad Squad, was to develop a low-key public relations campaign for the company Tetra Pak. The goal of the campaign was to inform and educate the public about Tetra Pak’s position as one of the world’s largest plastic straw producers. Research was conducted to understand the recent plastic straw ban proposals and Tetra Pak. Key publics and stakeholders were analyzed as being Tetra Pak’s employees, vendors and partners, consumers and people with disabilities. These publics were considered when making the public relations plan. The team also conducted our own research. It was determined from our survey that our plan must include educating the public about plastic straws and how to properly recycle them while also targeting a very broad audience, since many of the respondents indicated they were aware of current propositions to ban plastic straws. Our team determined Tetra Pak’s position must be defined as well, since the task asked for specifically educating people about their position. A proposed position was crafted based on Tetra Pak’s current vision and mission statements and business goals. Communication goals were also created based on Tetra Pak’s business goals. These communication goals led to creating our communication objectives: Products, United Front and Education. The public relations campaign was created from these communication objectives, surrounded by the greater theme of Legacy. The three aspects of the Legacy campaign were looked at in depth; this included brainstorming tactics and researching costs of our proposed ideas. We met our budget of $500,000, granting Products $125,000, United Front $50,000 and Education $325,000. The following paper will go in depth on the processes our team used in order to successfully complete the task given to us. THE “LEGACY” OF TETRA PAK 4 Overview of Case The case given to us is as follows: As human beings become more environmentally conscious and concerned with ways of minimizing pollution, one of the primary areas of focus has been consumption of single-use plastic products (e.g. plastic straws). Banning the plastic straw is continuing to gain traction, with Alaska Airlines and Starbucks (just to name a few) banning or phasing out their use of plastic straws. Public pressure is on corporations to discontinue using and manufacturing plastic straws. You have been hired by Tetra Pak, one of the largest food processing and packaging companies in the world, to help get in front of this ongoing issue. They want you to launch a low key PR campaign to inform and educate people in the U.S. about their position as one of the world’s largest producers of plastic straws. Budget = $500,000. Introduction When first analyzing the task, our team realized that the overall process must start with a bigger picture and then working down to the smaller details. Figure 1 is a visual representation of how our team proceeded and determined the public relations campaign for Tetra Pak. Our team first began with research by finding information on topics related to the task we were given. The research itself ultimately forms the importance of our data in regards to both the social and business relevance of plastic straws in relation to Tetra Pak. Part of the forming of our research and importance included determine who our key publics and stakeholders would be. From importance, our team conducted our own survey in order to form some Figure 1: Visual representation of thought process THE “LEGACY” OF TETRA PAK 5 issues analyses. These issues analyses would then help form our public relations plan. The next step of our process was looking at the overall mission and values that Tetra Pak has for its company. This includes the company’s mission and values statements and their business goals, but also the communication goals that were based on the company's business goals. From there, our team could then form communication goals and communication objectives. These objectives ultimately formed the main steps needed to accomplish the public relations campaign and help Tetra Pak be seen in a more positive light in the eyes of the public. Research Approach The first step to approaching the task at hand was conducting background research in order to thoroughly understand plastic straws, the bans on plastic straws and Tetra Pak as a company. The team researched a few different areas surrounding the issue and compiled a list of relevant facts (see Appendix A). These narrowed subjects were plastic straw bans, recycling plastic straws and Tetra Pak. Background research provided direction for the analysis of key publics and stakeholders, survey research and ultimately the presented public relations plan. Background Research Plastic Straws The first straw was invented in 1888 but rose to more popular use with the rise of fast food in the mid 20th century (Gibbens, 2019). Some perceived key uses that led to the plastic straw’s popularity was their convenience and usefulness for on-the-go consumption, indicated by their partnership with fast food. However, in recent news, plastic straws have been under scrutiny for their possible negative effect on the environment. In response to concerns regarding plastic straws and their effect on the environment coming into focus worldwide, various companies have begun to propose plans on banning plastic straws. In July of 2018, the entire city THE “LEGACY” OF TETRA PAK 6 of Seattle placed a ban on plastic straws (Gibbens, 2019). A few examples of companies who are taking a stance are Starbucks, McDonald’s, Bon Appétit Management (a food service company with 1,000 U.S. locations) and Alaska Airlines; Starbucks has plans to phase out plastic straws by 2020 worldwide, McDonald’s intends to ban plastic straws in their Ireland and UK locations. Bon Appétit Management announced last May it will phase out plastic straws, and Alaska Airlines will be one of the first airlines to phase out plastic straws and stirrers (Gibbens, 2019). These reactions to plastic straws point to the need for other companies, like Tetra Pak, to establish a position and get ahead of the issue of plastic straw bans and plastic recycling. Plastic straws are typically too small to separate in traditional recycling facilities. In an effort to combat this issue, some companies, including Tetra Pak, have encouraged consumers to partake in small acts like re-inserting used straws back into recyclable containers to prevent the jamming of traditional recycling machinery (“Packaging and Straws,” n.d.). However, when this does not happen properly, straws contaminate recycling loads or get disposed of as garbage and thus end up in rivers and oceans (“Plastic Straws - a Recycling Problem,” 2019). All this being said, “straws...account for about .03 percent of the 8 million metric tons of plastics estimated to enter the oceans in a given year” (Minter, 2018). So,
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