1 emp 2007 kickoff 1

1

EU Eco-label Marketing for Products 2007

KickOff in Brussels16.1.2007

1Project & central tasks

Andreas ScherlofskyVienna, project management

Vilma Eri, Péter Szuppinger, Doris Halim, Katalin VargaCES - Center for Environmental Studies; Hungary, Budapest

Andreas Scherlofsky, Rainer Stifter

Energon - Energie- und Umweltmanagement GmbH, Wien, AT

Monika Pribylová, Monika Bílková, Pavol ŠkamlaEnviros s.r.o. Czech Republic, Prague(in cooperation with Cleaner Production Centre SK)

Véronique Monier, Corentine Mazingue-Desailly,

Cécile des Abbayes, BIO Intelligence Service S.A.

France, Ivry-Sur-Seine

Demi TheodoriIVAM UvA BV - dept. Chemical RisksNetherlands, Amsterdam

Maria Menounou, Georgia Diamantakou

SPEED DEVELOPMENT Greece, Athens

Nick PaxevanosECPA, Denmark, København

Frithjof ClausenClockwork Production, Oslo, Norway

Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid Gaßner

G&L Werbe- & Verlags GmbH, Wien, AT

Dagmar Diwok, Paolo ColpoACTA. Milano, IT

EMP team 2007

CLOCKWORK

2


Coverage 2007

focus countryfocus contactspartner


PromotionAcquis.

NONOCLOCKWORK

DK, EU, Far EastDKEPCA

DK, SE, NO

GR, CY

EU-wide lub.

CZ, SK

HU, PL

FR, BE or ES

IT + RO

AT, EU

Coveredcountries

DKValor & Tinge

GRSPEED

NLIVAM

CZENVIROS

HUCES

FBIO

ITACTA

AEnergon/G&L

Home officePartner

Task split

3


Basics update and completionNew Basics: (press kit, web platform, MarketingGuide for licence holdersContact waves (follow-up)New acquisition focus workPress workEvents & WorkshopsPromotion Cooperation

„Results“Performance & quality

developmentBasic material Market research / data baseFirst contact waves > SHORT LISTPress workEvents & workshopsPromotion Cooperation (EU, DK)

Basic workand

start of performance

Project TASKS2006 2007


213341657

FIX

Paints and varnishes

Bed mattresses, Indoor paints and varnishesSPEEDCY

Textiles, Indoor paints and varnishesBIO ISB

Textiles, Indoor paints & varnishesENVIROSCZChildren clothes (textiles), Bed mattressesValør & TingeDK

EU

SK

S

PL

NOR

IT

HU

GR

F

A

Covered

country

Copying Paper

Soil improvers

Hard floor covers

Textiles, paints & varnishesENVIROS

TextilesValør & Tinge

- - -Detergents, Tissue paper, Paints & varnishes CES

?

Lubricants

- - - - -

- - - -

-

Household appliances

(cleaning) -washing m

., -refrigerators, -dishw

ashers-P

Cs, Laptops

- - -Paper (Tissue, Copying), Textiles, Cleaning productsACTA

Soil improvers, Washing machines, Dishwashers, Indoor paintings, Hard floor coveringsCES

Tissue PaperPrint &

copy papier

- - -

-

Cleaners:

-det. f. sanitary facilities-det. f. dish-w

ashing, -A

ll purpose cleaners

Bed m

attresses

Textiles

LubricantsIVAM

Children clothes (textiles)Valør & Tinge

Cleanders, Bed mattressesSPEED

Textiles, Bed mattresses, Copying paper, LubricantsBIO IS

Cleaning (all purpose, hand dishwashing), Household appliances (refrigerators, washing machines), Tissue paperEnergon, G&L

Proposed focus product groups partner

Product group focus 2006

IVA

M: A

cquisitionactivities

in selectedE

U countries, synergy

actionin F (ev. A

)

P.O.S.-Focussestextiles/mattresses (7+5)Paints/Hard floor cov. (6+1)Cleaners/tissue paper (4+3)E-appliances (3)Lubricants (2)Copying paper (2)Soil improvers (1)

To be updated

4


Task split

Sectoral (EU-wide)

Documentation and reporting

LUBRICANT acquisition:Basic research on facts,

potential applicants, eventsand key stakeholders

> data base; preparation of texts and tools; key stakeholder contacts and preparation of presentations;presentations, participation

at events;direct contactswith companies

Press work (key magazines): identification, texts, contacts,

clipping

Central tasks

EU activities: international networking, cross marketing and participation at 2 big events

(with national partners)(DG, EUEB, head quaters, EU retailers)

Regional tasks

Starter-kit(1) Box: design, production, overview form(2) Basic designs, text (engl.) + production:

box editorial, project flyer, standard ppt, poster, roll-up,

Press-kit: article (engl.) + checklistPress work EU-wide media: database, contacts, service

and clipping

Reporting, concept/acquiguide (with partners)

Kick-off and continuous coordination (email and internet phonr

Overall Management: concept, coordination and administration Starter-kit adaptation

reg. press workdatabase, press-kit:

regional adaptation/translation contacts, service and clipping

Documentation and reporting

EU-wide acquisition:(different depending on national situation)

Basic research on facts, potential applicants, events and key stakeholders > data base;

key stakeholder contacts and preparation of presentations;

presentations, participation at events, direct contacts with companies

* tasks subject to regional differences


Workday split

EMP workday split 2006GR, CYAT

FR, BE

ITSK, CZ

HU, PL

DK, SE, NOIVAM (EU)

Central Tasks (EU)

270TOTAL

67Central Tasks

38IVAM (EU)

35DK, SE, NO

20HU, PL

20CZ, SK

20IT

24FR, BE

26GR, CY

20AT

2006

274TOTAL

69Central Tasks

3817

EU (lubricants)EU (TV,…)

1616

DKNO

23HU, PL

23CZ (retailer), SK

19IT (retailer), RO

24FR, BE or ES

23GR, CY

3AT (p&v)

2007 draft

5


32

Press work

EventsCeBITPREP

Retailer & licence holder package

Acquisition package

Basic materials

P.M.Comm./Quality Dev.Reporting/Docum.

432141Steps 2007Proposal

Int. report draft

m1 Report 06

m2

Strategy 06

DK, SE, NO

strategy2007

draft

Pre-filteringContacting > Short lists

Basic Research

m0

P-folder

2 roll-up

posterstarter-kit

Marketing guide

Acquiguide/ppt

P-site

press-kitP.O.S.-Guideroll-up +5

P-folder

Poster +5

press-kit

2006

Northern countriesCZIT

m3

strategy2008Result

assess.

International press work

National press work


National press work

Sub-report

Int. report draft

Report 06draft

Resultassess.

Final acquisition

researchnew p.g.

Final acquisition

CB adjust-ment

CB adjust-ment

CeBIT

EUROPROPRE

IFA

ExpofilTexWorld

applications

Pre-filtering

?

?

?

Work-shops

Work-shops

?

Basic materials

Big international trade fairs

International cross-marketing and press work

Central Tasks

6

Central tasks, ViennaAT, EU

> UPDATES> IMPROVEMENTS> NEW

2007Standard layoutsProject flyer (EN, GE, GR, HU)+ Lubricant versionStarter-kit box + editorial+ national info packagesRoll-up (2)Posters (EN, FR, GE)Basic press-kit ( )Acquiguide/Standard ppt ( )Tip-on cardT-Shirt

2006

Basic materials


FINALISE:AcquisitionGuide with standard pptBasic press-kit

UP-DATE:Project flyerProject poster (+5)Roll-up (+5)

NEW:O Marketing GuideO Press envelopeO Project website

2007 Basics

7


Press release and ppt


1 050 exhibitors from 32 countries and 225.000

visitors (35% from abroad)

Partners

BERLIN: IFA 2006

8


18-21 September18780 visitors from 108 countries (86% international)

ExpoFIL19-22 September1,300 exhibitors and attracting 50,000 professional visitors from 110 countries

PARIS: 2 International textile fairs


EU Eco-label = key message 2006/2007Press conferences and tradefairs all over the world

Cross marketing

Experience with internallobbying for EU Eco-label and use of the label

9


21.9.06 ParisLenzing press conference with textile press from UK, USA, FR, DE, PT, ES etc.

1.-6.9.06 BerlinPress package, meeting withSharp PR agency in Berlin


Sectoral & national

Stakeholder concept

Change proposals

Result expectations

Strategy & Targets/Results

10


Strategy 2007

Sectoral acquisition

International marketing cooperation

national acquisition

national cooperationWith retailers/licence holders

CLOCKWORK

Target group strategy

Schools,NGOs

Schools,NGOs

massmediamassmedia

CBs

1

Specialmedia

Specialmedia

eventsevents

2

3

Production(licence holders)

Production(licence holders)

Distribution(P.O.S. retailers)

Distribution(P.O.S. retailers) ConsumersConsumers

representativesrepresentatives

Production(potential) Production(potential)

11


Change proposals 2006Going ahead with national acquisition (a) final contacts + (b) new p.g.

Extend sectoral acquisition: lubricants + …

Extend product promotion cooperation (with retailers/licence holders) in CZ and IT

Eventually focus reduction in some countries (AT, SE)Extention on new countries: RO and Far East

!! to balance extentions and to strengthen focusses in other fields !!

CLOCKWORK


Results overview

8 (DE, NL, GR, CH, UK etc.), 260 mails, 20 pers. Contacts(FI, FR)2> LUB

?17 TV producers (most in GE, some in IT, NL, TK, FL, UK

(EL, UK)2> TV

3 det.21 det., tissue pap., 0SK

16 tissue pap., 60 det., 37 text.soil (2), clean. (1)3PL

workshopworkshop prep.tex1NOR

011 det., 12 paper, 19 furnituretex (11), tiss. (10), footware (9), clean. (25), p&v (7), copy pap. (5), hf cov. (3), soil (2),

72IT

7 det., 1 p&v14 det., 15 p&vcleaner (2), soil, tex4BE

5 bed mat., 8 p&v6 bed mat., 18 p&v0CY

1 p&v24 p&v/tex.tex1CZ

13 text., 2 lubr.203 text., 54 copying pap., 40 lub.

p&v (14), soil imp. (13), cleaners (13), tex (5), tissue pap, light b.

48FR

2 text.10 licence holders, 19 text/bed.mat.

text. (27), p&v (5), cleaners (8), bed mat. (2), light bulbs, soil, copy pap.,

45DK

1(max. 8) p&v, 1(max.5) soil, 3 hard cov.

63 from 6 p.g.0HU

1 p&v9 bed mat., 9 allp.cleanersp&v (7), bed mat. (5), dishwasher, text. etc.

19GR

1 p&v (1 housh.appl. + 1 tissue pap. in GE)

15 houshold appl, 30 clean., 2 PC, 1 tissue pap.

det. (3), soil imp. (1)4AT

Potential of interested companiesContacts 2006Product groups / countrieslicence holders

sept. 06area

12


Documents

Contact protocol

Controlling sheet

Project controlling

Partner controlling sheet

(xls)

Budget as contracted

Task overview, automatically actualising, Type in changes and its reason

Articles in print and web media

Work days (´total amounts in table 2) Extra expenditure paid from extra budget

13

In the project

EU-wide

To Do‘s


Decision on focus tasks with DG 2007 (countries, target groups, product groups)

Partner tasks & contracts in detail in adjustment with national CBs

Results overview

14


EU-wide: Intensify umbrella advertising/promotion(campaigning + activation of licence holders)

EU-wide: Intensify market research

CB: integration of national and EU Eco-label promotion

DG: Give-aways for retailer cooperation

Results overview

Thanks

Brussels16.1.2007