BRINGING OUT SOLUTIONS FOR ECOLOGICAL TRANSFORMATION IN LOCAL COMMUNITIES
How to build a communication strategy around the municipal elections, when the first concern of the French is preserving the environment, and everyone is looking for solutions to respond to it ?
To advance the territories in their ambitions, we have supported Veolia in its desire to share with elected officials, candidates, their teams and the community ecosystem a range of solutions which, together, are likely to reduce greenhouse gases up to 30% of the reduction necessary to contain the increase in temperatures below + 2 ° C (Roland Berger study).
With the objective, in the short term, of familiarizing the target audience with these solutions, of presenting their concrete benefits for the territories and their inhabitants and of consolidating a positioning as a partner (consideration).
And, in the longer term, to identify the most interested actors who can be contacted again to implement these solutions (qualification).
OF THE OFFER
A technical offer (cooling networks, reuse of treated wastewater, urban agriculture, etc.) has been edited in mini-files allowing for citizen and collective benefit (cooling cities, fighting against droughts, feeding cities otherwise, etc.), to train readers in the issues, to make them aware of the potential of solutions.
The content of these files has addressed both elected officials with an often generalist profile, and more expert technical service directors.
The format has been developed into a white paper, aggregating these mini-files, named: “Environment and territories: 15 proposals to make a difference”.
This is content with high perceived value, used digitally to generate leads and engage targets.
WITH PRECISE TARGETING
The white paper and other files were the subject of a paid media distribution strategy combining different channels depending on the objectives.
The levers of consideration, intended to help people discover solutions, made it possible to achieve significant coverage of the target, at an attractive cost (CPM) and with limited loss. For example, with a programmatic distribution to vertical professional hubs, such as the Gazette des Communes.
A channel like Twitter, with targeting according to key accounts or #, makes it possible to reach micro-communities as close as possible to certain decision-makers.
It was thus possible to target followers of specialized media or qualified personalities, as well as audiences participating in specific conversations or specific areas of interest.
Other levers are more oriented towards qualification. Thus, LinkedIn has made it possible to raise awareness in a much more detailed way of specific professional profiles, of political leaders in charge of identified delegation, directors or managers of technical services,… but by reaching fewer contacts.
On all the leads collected, a classification was made between rank 1 contacts with a decision-making role (for example a Chief of Staff) and rank 2 contacts further away from the decision but able to play a recommendation role (for example an environmental association). A classification which made it possible to manage the campaign with precision, to optimize the use of the various thematic files and distribution channels.
CREATE A REGULAR
AND SCORE THOSE
As digital media does not encourage in-depth reading, we hypothesized that a person downloading the ebook of the 15 proposals read only part of the subjects, only browsing one or two articles. We made it an opportunity and decided to send the articles by email, to enrich the relationship initiated with the reader.
Measuring reactions (opening, clicking) made it possible to identify a more interested core target: beyond a certain number of points, it does justify a direct contact proposal.
The sum of the “15 propositions to make a difference” was also printed to make it a support for relationship creation. Distributed directly at certain key times, during major event fairs such as the mayors and local authorities fair, it was also sent to certain clients, and is used as a lever to trigger the meeting or broaden the nature of the discussions.
In general, the paper medium, more durable, better to read when it is a long content, and with an easier handling by the reader, ensures the information is shared and lasts in the reader’s mind.
AND THE FIGURES ?
repeat on LinkedIn on average
leads including 26% of rank 1 Top target
“There is an ecological emergency, and yet bringing out new solutions takes time. There is the time for diagnosis, R&D, experimentation,… There is also the time for promotion and appropriation by customers. The approach adopted during our campaign helped to accelerate these final stages, to initiate a wider and faster deployment of our solutions in the field. An approach which also testifies to the transformation of communication towards the territories, with a combination of more digital levers, making it possible to better target, better measure efficiency and to forge a long-term relationship with our audiences… ”
Romain Prudent, Directeur communication France, Veolia