BC Housing Management Commission CSR Sustainability Initiative

Key Messages:

The key messages of BC Housing’s Sustainability Initiative focus on sustainable living, reducing waste, and reducing their carbon footprint. The organizations initiative prioritizes engaging employees and social housing tenants in sustainable living activites that encourages the marking of environmentally conscious decisions at home and at work (like reducing waste, biking/carpooling to work, or emailing rather than printing on paper). The initiative aims to emphasize the importance of sustainability and environmental consciousness in organizations.

Target Audiences:

Target audiences for the promotion of this initiative would be employees, volunteers, community memebers, and social housing tenants. The parameters for the audience members would be generally young to middle aged adults, both men and women, with a wide variety of jobs. who either work for the company or recieve support from BC Housing. With such a wide range of audiences (across all of BC), no one audience persona would be an accuate representation of the audience for this message, meaning that the message will have to emphasize the importance of only doing what is feasible for the individual. This also means that a wide range of channels will be needed to ensure all possible audiences recieve the message.

Channels:

To reach the full extent of this potential audience, the message needs to be sent through a variety of channels. To promote the initiative to employees (both full and part time) and volunteers, an internal memo/emial could be sent to everyone from the PR team, which would effectively communicate the plans for the initative to everyone directly involved within the organization. This would also be a good method of further internal communication regarding activities towards the initiative (ex: volunteering, programs, spirit weeks, etc). As for the rest of the audiences, the initiative would have to be promoted through blog posts/news updates on the initiative’s page on the BC Housing website. The initiative could also then be promoted on various social medias, including facebook, twitter, instagram, and tiktok, to reach the full range of audiences (covers wide range of ages, communities, groups, and lifestyles). Social media promotions could include posts and promotional videos that could contain examples of employees/staff participating in activities around the initiatives (a “lead by example” situation).

Proposed Evaluation Methods:

To evaluate the success of the campaign for the Sustainability initiative, I would propose measuring interactions with the online social media posts (where a high percentage of positive interaction would be a indicator of success in generating interest/engagement in the initiative), tracking visits from links to the companies website (where the initiative is explained/detailed, like the blog post). Internally, measuring success amongst employees could be measured by the percentage of employees participating in the initiatives activities (sign-ups for bike-to-work weeks, friendly “competitions” around waste reduction, for example), as well as measurements monitoring the companies carbon footprint, waste, paper use, energy use, etc).