10:10 BUSINESS 25th August 2010
CUTTING 10% OF EMISSIONS IN 2010 Email us: business@1010uk.org
WHAT WE’RE GOING TO COVER: •Why would Business want to be involved with 10:10? •What might stop a Business from joining? •How do you get them to sign up? •What do we do with them when they have signed up? •Some examples of Businesses & Organisations who have engaged with us •How do you take the Business relationship to the next level?
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P:1 Oct | 09
THE PUBLIC REASON A BUSINESS MAY SIGN UP? Brand association: 10:10 is stylish, appealing and, unlike any other climate change brand, in the mainstream. We encourage all 10:10 businesses to use our logo and our brand – free of charge – to get environment messages to staff, customers and the public at large. We will celebrate all 10:10 businesses that make significant carbon savings. Through our own networks and through our media partners we will continue to generate press coverage for our 10:10 heroes. Employee engagement: This is not people’s bosses telling them to save energy and reduce waste; it’s their friends, family, peers and favourite celebrity. This is employee engagement like you’ve never seen before. All the branding and design work is done, with a wide range of posters, checklists and other materials available from 10:10 website. Impact on preventing climate change: If you want your company to be part of the solution, it can be much more powerful as part of a united group than alone. 10:10 is rapidly reaching wider and wider sectors of society.
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Cost reduction: According to DECC, for every tonne of CO2 saved organisations will reduce their fuel bills by £150 to £200. 10:10 is free to join. So sign up and cut costs now. That’s an easy decision.
P:2 Oct | 09
THE PRIVATE REASONS A BUSINESS MAY SIGN UP? You have a sad and frustrated facilities manager: In the UK a buildings energy is often controlled by the facilities managers. They may know energy but often work in isolation and aren’t necessarily qualified in the communications skills necessary to engage their colleagues with their activities. 10:10 often appeals to them because they would like to be recognised and appreciated for the work they do and they would like their colleagues to be able to understand and support them in that work. Sharing because you’re worth it & because you’re nosey: Some organisations like to use 10:10 as a platform to demonstrate how good they are, but the biggest drive is they like to know what other people are doing. As an objective and impartial organisation 10:10 can act as an impartial communications agent. Worried about the competition: In many sectors a few business took a leap of faith with sustainability and started looking at their carbon before it became established good practice. This means that there are a lot of companies who now see their competitors gaining a PR advantage and they want to catch up fast.
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Senior level buy-in: Low carbon initiatives can often entirely depend on senior support. So when a CEO or Director moves from a “Green” company to a “non-Green” company their new team may suddenly wish to impress them and a new energy initiative can be just the way to do it.
P:3 Oct | 09
WHY WOULDN’T A BUSINESS SIGN UP? Because you don’t make contact with them: When 10:10 first launched in the UK a number of business didn't feel comfortable joining a new campaign they knew nothing about. We also discovered – when we finally started to leave the office – that there were lots of misconceptions about 10:10. You will only be able to solve these problems is by communicating and networking within the business community. Because they don’t think they’ll hit 10%: Be very clear in all your communications that 10:10 is an aim for a 10% reduction but what’s really important is the transition to a positive and ambitious, yet still manageable, approach. We are only ever a positive campaign , as long as they achieve over the minimum 3% target every percentage should be celebrated. We’re not going to name and shame, publicise specific figures without their approval, or league table their results. Plus, 10:10 is an all inclusive campaign and whilst a 10% aim is a realistic target for companies that are just beginning to look at their carbon it can be a challenge for companies who have been working on their carbon for many years.
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It is more important that lots of businesses take part in 10:10 and have an opportunity to learn from one another than it is for every participating business to hit precisely the 10% aim.
P:4 Oct | 09
HOW DO YOU GET BUSINESSES TO SIGN UP? Make & use high level contacts: Lets be honest, 10:10 UK would never have been a success without the Guardian, & when the Deputy Editor of a national newspaper calls his contacts and asks them to take part they listen. • Try asking high level contacts to hold networking events for you and e-troduce you to other influential people. Pincer movement: Don’t rely on just one point of entry to get you the organisation you want – try every avenue you can. Network: Go to every event you can where you will meet people you would like to engage with 10:10 Make lists of who you want and go after them: • Try industry leaders for the domino effect (i.e. Get one and the others will follow)
• Call people! Keep calling and emailing until they give in.
• Approach membership organisations - that way one organisation gives you access to hundred or thousands more.
• Use personal connections – everyone knows someone who can ask the office they work in, the school they teach at etc.
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P:5 Oct | 09
WHAT DO W E DO WITH BUSINESSES ONCE THEY’VE JOINED UP? Confirm: You should receive an email when a new business signs up if it is one you already have a relationship access the database and click confirm immediately. If it is a new business first: • call them to tactfully make sure they have the authority to sign up their business & understand the nature of the commitment • point them to all the materials on the website we’ve provided to support them with their communications • encourage them to use the baseline tool as it will not only show them the main source of their emissions but they can use the predictor tool to experiment with what they need to do to reach the 10% aim • the UK has a guide to blogging if you haven’t already translate this for your website and then point them to it • emphasise that the more businesses engage with 10:10 the more they get from it – we’re looking for blogs, facebook posts, tweet material, videos if you can do them, press stories Then go onto the database and click confirm. 1010uk.org
P:6 Oct | 09
WHAT DOES BEING A 10:10 BUSINESS INVOLE? Engage Sign up online Staff: Tell staff that the business has singed up. Encourage them to join as individuals. We can even give you a sign-up widget to embed on your own website. Suppliers: Send this pdf to suppliers, to encourage them to save energy in your supply chain. Customers, partners, etc: etc The more momentum you generate for 10:10, the bigger impact we can have on the country’s carbon footprint.
Communicate Be creative with our logo: We encourage every 10:10 business to use our logo. The more you use the logo, the clearer it is to your staff and customers that you’re doing your best to reduce emissions. If you like, put 10:10 on your products, packaging, website, emails, walls or uniforms – it’s up to you. Share success with us: Your success is our success. Send us fun, interesting 10:10 stories. We’ll help publicise them through our 10:10er of the week feature and case studies on our homepage. Reap the PR benefits: benefits We will help your stories reach mass markets through our media partners.
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Baseline
Reduce
Choose a baseline period: Your business can choose any date between 1 July 2009 and 30 June 2010 to mark the end of the baseline year and the start of the action year.
Employee engagement: Download our posters, checklists and stickers – and create your own, to get your staff involved in cutting energy use process.
Measure emissions in four categories: Enter your baseline data into our very super-simple online tool.
Plan your carbon savings: Make a plan for reducing emissions. If you need help, there are all sorts of organisations that can offer support on every aspect of emissions reduction. Our partners the Carbon Trust, for example.
Report Tell us your savings: At the end of your action year use our super-simple online tool to tell us what savings you have achieved and your business will be listed on the 10:10 register of successful participants
Publicise your success: You can continue to use the 10:10 brand as long as our online tool shows that an emissions reduction of at least 3% was met. So make a lot of noise about what you’ve achieved because as far as we’re Show leadership concerned, above 3%, support: Support from the every percent should be top of the company makes celebrated! a huge difference to success.
P:7 Oct | 09
LONDON UNDERGROUND
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P:8 Oct | 09
Sreetcar UK’s largest car club 200,000 membership base Great synergy! Communicating 10:10 to members Employee engagement Other opportunities
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P:9 Oct | 09
O2 One of UK’s biggest mobile and broadband service providers 470 stores across UK Charity donation Sale of 10:10 tags in their stores Other opportunities
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P : 10 Oct | 09
Adnams Beer UK beer brewer hotelier and wine merchant 25% less CO2 10p donation per bottle sold for 1 year Should raise ÂŁ27,000 Stocked in 75 Adnams owned pubs Tesco and other supermarkets Great story!
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P : 11 Oct | 09
WHAT OTHERS ARE SAYING ABOUT US “Joining 10:10 both underlines our commitment to reducing our carbon footprint even further and gives us access to a wealth of advice on how to help us achieve this. We urge other UK businesses to join.”
“Royal Mail believes 10:10 is a great initiative and one that we’re proud to be part of.” —Adam Crozier, Chief Executive, Royal Mail
—Ronan Dunne, Chief Executive, O2
“Microsoft people by nature are passionate about changing the world and making a tangible difference so we love the 10:10 campaign because we can really get involved both as a company and as individuals.” —Darren Strange, Microsoft UK
“The Guardian is backing 10:10 because it offers us a way to take small actions that together add up to something meaningful and significant.” —Alan Rusbridger, Editor in Chief, The Guardian
“An important and constructive initiative.” —Nicholas Stern, Author of ‘The Stern Review’
“It's too big to think about a 90% reduction in one go, so breaking it into bite-sized chunks like 10% during 2010 is a great way to motivate people.” — Matt Sexton, B&Q
“10:10 will demonstrate the possibility of making changes in short order. It is taking action, not simply talking about doing so.” —Anthony Giddens, Former Director of the LSE
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P : 12 Oct | 09
Thank You!
join: 1010uk.org/business email us: business@1010uk.org