Reflective practice assessment
During the project, I used social media as my communication platform. Actually it is quite hard for me to use them efficiently at the beginning. Finally, I was surprised to find that the roles of these platforms had huge power in terms of my friends want to participate in this activity.
I have faced several incidents when I do this campaign. The first idea of my project is to find a retailer that easy to connect with some organization. Based on the knowledge of CSR (Corporation social responsibility) which we were taught before, I came up with the idea of the increasingly environmental responsibility of the enterprise. This fixed the Greenpeace trading direction of my retailer. I would like to see the target audience not only purchase the product, but also increase the responsibility for the environment through this campaign. But referring to business, I don’t know how to make the connection between the store and customers via social media. When I determined the Starbucks and Gloria Jeans’ as our main competitor for their updated products, I learned some social media experiences from them.
Our business model is combined with store and online sales. I have to think two directions to advertise our store and online selling. My main idea is attracting consumers with sustainable products. As a small creative enterprise, I want to break through traditional thoughts of the coffee cup retailer comparing with the normal coffee supplies retailer. We want to make the shop a portable café in producing variety of coffee. If the consumers would like to taste different types of coffee, they need to buy our product KeepCup and drinking free coffee even the take away ones. Moreover, we will offer them a 70% discount coupon as the gift for their next coming.
However, project‘Keep ME, love your planet’ is still incomplete yet, because it is just a test business activity in the real world. Compare with the real world, we still have a lot of problems, such as budget, feedback or evaluation to the campaign. In case that PSM is really important and valuable to us for preparing a real business and more deep research to the contemporary communication situation is needed. Furthermore, we need to use social media strategy frequently for the competitive business industry. It will cost little for us and contact easily with the consumers. Social media provides a real communication between consumer and us rather than the simple promotion. The reflection from customers could help to improve our marketing strategy. This is really practical to us and also we could measure our campaign easily and efficiently.
This project also helps me engaging myself with the social media platform. This is probably the most meaningful thing that I got from this course. Hope I could have a good usage of social media for my work in the future.
References:
Riley, J 2010, ‘What is market segmentation?’ viewed 25th August 2013, <http://www.tutor2u.net/blog/index.php/business-studies/comments/qa-what-is-market-segmentation>
AIMIA 2013, What Australian people and business are doing with social media, Yellow Social Media Report, viewed 1st October 2013, <http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF>
Platforms for my project
Facebook： ‘Keep ME, love your planet.’
Facebook： ‘Professional barista on YOUR side ‘
Twitter： ‘Prize-giving guess contest’
Twitter：’Coffee class held by RMIT and Keepcup ‘
Activity on Facebook : ‘Keep ME, love your planet’.
We try to convince consumers to incorporate the KeepCup into their daily coffee habit and thereby reduce their environmental footprint. We want to build and execute a campaign named ‘Keep ME, love your planet’.
Prize-giving guess contest
Each question you will get three optional answers, but just only one is right. When you finished all six questions correctly, you will get a chance to win a KEEPCUP with your name. We hope through this campaign to let more people know that disposable cups present a global environmental issue and evoke their attention. Furthermore, the environment has benefited significantly from the KeepCup alternative to disposable paper cups, saving tens of thousands of trees and reducing by many tonnes the plastic lids ending up in landfill.
As the questions showed, disposable cups present a global environmental issue, but the solution is relatively simple. In just a few years KeepCup users alone have diverted 3.5 billion cups from landfill and we’re only just getting started.
Congratualltions, you answered all the questions correctly. You will get a DIY KeepCup with your name freely, please link our website to desire your own KeepCup. http://www.keepcup.com.au/keepcup-store/design-your-own
Please leave your details on our Facebook, we will send the prize to you during three days.
Professional barista on YOUR SIDE
As the retailer of KeepCup, our primary target audience is 20-35 years who likes to enjoy a great coffee, but doesn’t like the impact of disposable cups on the environment. The left over coffee lovers are our secondary target audience.
Why we choose RMIT as our classroom? According to the research of an independent Life Cycle Assessment conducted by the Centre for Design at RMIT, over a 12 month period, a KeepCup will use half the carbon, one third of water use, and half the energy use of a disposable cup, therefore RMIT is closely related to our product, so we hope that more RMIT students could join this campaign.
Indeed, there are so many students want to be a ‘Barista’ and making good coffee for themselves and their families. So KeepCup could help them dreams come true. We will invite the famous barista from England and tute students for making wonderful coffee with KeepCup. And we could offer student KeepCup in campus after this class.
Time and address:
9PM-11PM
Next Saturday (26 October 2013 )
Build 9, level 3, Room 5A.
FREELY
Coffee Buffet with your KeepCup (PMS1)
Who are my target audiences and co-creators?
The target audiences would be coffee drinkers they are always busy and even don’t have enough time to enjoy the taste of coffee or when they want to drink coffee, but it already cold. For these audiences drinking coffee is a daily ritual that just simply cannot not happen, they need coffee like their part of life. They love the smell of a fresh coffee no matter where they are, and coffee always easy to carry around them. My co-creators would be the organization who recalled people should protect the environment, or the franchise to gift retailers which are located around Melbourne. Some members who are protecting the environment, we can provide some Keep Cups to them freely and letting them help us to advertise in their social area.
Core idea
As small creative enterprise, we should break up the traditional thought to retailer, especially to the coffee cup retailer. Our Flagship store would be located in the CBD of Melbourne. Compare with the normal coffee supplies retailer, we want to make the shop like a portable café in producing lots of kinds coffee that is quick, consumers would like to taste different of coffee, then they could buy our product KeepCup and drinking coffee freely, even take away some coffee by their KeepCup, we also will send them a coupon that next time they can get coffee from our shop by 70% discount with their KeepCup.
ALL taste of coffee selection will be customer focused and convince for them. It is different like 711, because consumer will drink coffee by their own cups in our shop. It will be not only healthy and keep warm, but also protect the environment. It is kind like a buffet of coffee bar, but you only use your own Keep Cup to drink them. 
Approaches
Got more feedback from social media and discuss the unique ways to sell Keep Cup combine with coffee.
Social Media
Youtube
（spread out some Leaflets around the Melbourne CBD)
Save the planet while you enjoy your coffee (PMS1)
Recently， the environmental responsibility of the enterprise has become more and more important. To the enterprises, they are under the government regulation and public supervision, improve their sense of social responsibility, and normalize their environmental protection behavior, also focus on improving their products. Then Greenpeace should be my trading direction. 
My retail products would be Keep cup and also some products around Keep cup, like Avant Card Post card or bags, all the products’ background is according to environmental pollution and Keep cup’s target audience is the city workers who drink takeaway coffee daily.
I want to think from the harmonious development between human and nature.
As the Keep cup’s company claimed that Keep cup are BPA free and non toxic. Depending on keep cup’s role that played an environmental ambassador, then I chose ‘harmony’ as the trading principle.
The environment has benefited significantly from the KeepCup alternative to disposable paper cups, saving tens of thousands of trees and reducing by many tonnes the plastic lids ending up in landfill. Our retails are not just selling the products, but also reminding people never forgetting to protect our earth.
Role of media in the society
Today television channels and newspapers are making fast money by cashing on the news in wrong sense and wrong way. In the race to become more popular and to make money they have broken all the limits media must follow while serving to build a healthy and progressive society. They have no respect for the sentiments and ethics of the people and land whom they serve to, with their immense power to influence the massses they just make judgment like a true dictator rather than a good advice of a true friend as they previously used to do. If it will be going in the future then we people have to think about the role of media in our life.
Media plays an important role in the society. They help us to know current affairs on the spot. They put their lives in danger during a terrorist attack or a natural disaster, just to inform us about it. It is partly because of them that there is awareness spreading in the society. This is how, many countries are able to contribute to the affected areas. Who are the people who tell us about corruption? Who are the people who tell us about the crimes? It is the media who tells us. It is the media who shape our lives. Without media our lives are incomplete. In conclusion I would like to say that the media plays a very important role in our lives and in the society.
Fast Food & CSR – What’s going on?
Fast Food & CSR
We’ve all heard of the companies at the latter stages: Patagonia, Whole Foods, IBM, Target. SC Johnson requires their suppliers to publish the ingredients they use. If the suppliers refuse? – they’re no longer suppliers.
But what about the companies at the earlier stages of Corporate Citizenship? Who are they? And they interested in CSR? If so, why aren’t we aware of what they’re doing? Let’s zero in on one industry that we, in the CSR field, rarely hear anything about: Fast food.
These 3 well-known names in fast food just might surprise you with what’s going on behind the scenes:
Taco Bell
For most franchised operations, it is up to local managers to organize their store’s giving or volunteering efforts. Some chains (Starbucks, for example) offer their employees a toolkit (fliers, sign-up sheets, posters) to aid in these efforts, but rarely do they offer financial support. It is unlikely that a local franchise’s volunteering efforts will show up in the news unless the brand has aligned – at the corporate level – with a signature cause and put some cash (a.k.a. real support) behind it. All that to say, Taco Bell employees are probably giving and volunteering at stores across the country – but I haven’t heard anything about it.
Until now…
The Hunger to Hope Challenge
This October 2012, Taco Bell’s parent company. The challenge encourages employees to make an impact on local hunger issues by developing teams and identifying non-profit partners to work with. In 2013, all participating teams will be evaluated by a panel of judges and the teams who made the biggest impacts will receive grants, as much as $20,000 each, for their partner agencies. The challenge is designed to be a year-round, ongoing effort.
This program has the potential see great impact – for YUM! Brands, for their employees, and for local communities. It all depends on how well the program is structured to engage employees long-term. Watch for news about Hunger to Hope and your local Taco Bell in the coming year – the CSR landscape for fast food is about to get a little more interesting.
Dairy Queen
Similar to Taco Bell, there’s probably a lot more going on at individual stores than we ever hear about. But at the corporate level, Dairy Queen focuses in on 3 intiaitives:
- Children’s Miracle Network Hospitals: Since 1984, DQ operators throughout the United States and Canada have raised more than $91 million for CMN Hospitals by collecting change, selling balloons, and special fundraising days like Miracle Treat Day.
- DQ Cares Product Grant Program: This is Dairy Queen’s corporate giving program. Every year, they’ll accept applications from non-profits in the Minnesota Twin Cities area and then provide dilly bars throughout the year for kids and families associated with that non-profit.
- Local Community Partnerships: Dairy Queen makes an effort to support the initiatives of local operators by listing a few of them on their website and providing social networks where individual stories can be shared.
These are all great programs, but the impact is unclear. What does it mean that $91 million was given? How did those hospitals apply the money? Were kids lives changed? How? The same questions apply to the product grant program. I know a Dilly Bar always lifts my spirits – is that the purpose of providing them for kids and families? Tell me how what you’re doing is changing the world – just doing something isn’t enough anymore.
Chipotle
In some ways, Chipotle is in a separate category than Taco Bell or Dairy Queen. By avoiding foods that are viewed as less healthy and making themselves known for sustainable sourcing, they’ve managed to sidestep many of the reputation issues that the Fast Food industry typically faces. Chipotle has done an excellent job of telling their story of local and sustainable food; as such, they’ve become a beacon for the CSR community.
As such an innovative company, they must have some incredible community impact stories to share….right?
Unfortunately, Chipotle has only ventured far enough into community involvement to offer money to K-12 schools, Youth Community Groups, Community Gardens, or Food and Sustainable Agriculture Groups – and that’s only if these groups apply for a grant and are accepted. As far as workplace giving, employee volunteering, or engaging employees in their CSR strategy in any way, Chipotle falls short. With such an incredible platform to launch from, I’m counting on Chipotle to impress us soon.
Because I don’t want to come down too hard on this company whose food I love, let me share with you their brilliant video featuring a Willie Nelson rendition of Coldplay’s “The Scientist.” It takes us on a farmer’s journey from pastoral family farm through increasingly industrialized and mechanized processes, and “back to the start.” I cannot compliment Chipotle strongly enough on their storytelling ability. However, the fast food representatives have argued that dietary regulation is one’s own personal choice and responsibility.
Source: http://www.realizedworth.com/2012/10/the-brand-series-part-3-fast-food-csr-whats-going-on.html
Reflective journal
Identity
As I know, the identity in the net to communicate with people will be a little different than real life. Then it caused me to think about the real identity of us.
We have to communicate with others everyday, it makes up our social life. But think it, what we have done everyday and why we do that? We are ourselves or we just acting a role in the life. There has an old words in China, in the world that has existed two of you, small me and big me. In the work, we are normal people to work, and have the same goal. But at home or net, we have the other side to show. Even on the table to dinner, through the conversation you will find a people more sides which different than normal. Finally, control and find a balance point of yourself, should be easy to give you a justify identity.
Zale 