communicating sustainability paul salinger vice president, oracle past president, board member, gmic
TRANSCRIPT
Communicating Sustainability
Paul Salinger
Vice President, Oracle
Past President, Board Member, GMIC
Five day conference, 2,500 attendees + 225,000 plates, napkins, cups and glasses + 90,000 cans or bottles+ greenhouse emissions from travel+ paper and plastic waste from conference handouts+ Costs of procuring, producing and shipping materials
X 10’s of 1000’s of meetings/year worldwide
= stress and impact on planet, people and business
2
Why…some perspective
Why…business perspective
• Operational Efficiency• Competitive advantage/Brand Reputation• Increase your value to the client • Potential short and long term $ saving• Aligns with employee values
Why communicate?
Re-Imagine
Sustainability Communication StrategyDesigned Around Value
Solution Value
People, Process, & Technology
Solution Design
Attendee Value
Intent, Behavior, Perception
Experience Design (XD)
Viable
Business Value
KPIs, Measurement, Reporting
Business Design
Communications
7
After
Develop Your Policy
Develop Your
Plan
Announce Your Intentions
Publish Policy, Plan and Materials
on Website, Digital
Communications and Mobile
Apps Report and Publish Your
Results
Plan for Next Actions
Stop Working in Silos
Strategic Business ObjectivesCurrent Result
The ImpactThe Formula
The Issues & Accelerators
People, Processes, Technology
•Revenue
•Impact Baselines
•Cost Structures
•Goals
•What are the Strategic Measurements
•What are the Operational Metrics
•What is your Benchmark?
•What is the Behavior and / or Process that is causing the “Formula” not to produce the desired result ?
•Are there Accelerators in the market that are causing or increasing this issue
HypothesisIssue / Approach / Impact
Experience DesignApproach/Solution
VerifyTest & Measurement
•If you changed something in the planning process, what result would it have in the desired outcome and how would it affect the stakeholder community?
•How are you going to conduct this test and prove that it changes the results.•Are there Accelerators that you can use to Approach this issue?•Have you established a baseline and a future state?
•How are you going to validate that you performed the test as designed?
•How are you going to validate the incremental lift in results?
You Cannot Eat It All At Once
We will include social and environmental considerations at every stage of the planning process and in our purchasing decisions. We will do our best to minimize the meetings waste, water, energy consumption, and air emissions and leave a positive legacy in the community where our event is held.
Sustainability statement
Sample SMART objective
• Benchmark: previous year, 1000 water bottles at $5 each
• SMART objective: reduce bottled water usage by 99%
• Results: reduce nearly 1000 bottles @ $5 each = $5000 (1000 less bottles sent for recycling)
Communications Approach
Understand
Empower
Adapt
Unify and capture insights to better understand who to serve, how to
serve, and when to serve
Cultivate and empower a relationship ecosystem which aligns to your
strategy and scales your engagements
Develop and leverage agile experiences that dynamically adapt to
evolving customer and business needs
www.gmicglobal.org