Shred-it Inc.

Strategic PR Plan
By Barret

 City of Calgary to pass bylaws which will ruin mobile shredding companies
Restrictive parking regulations targeted at the industry; Noise bylaw; Curb side vending bylaw; Anti-idling bylaw.

 Shred-it company info

Operates on 5 continents 150,000 clients worldwide Over 140 branches More than 2,600 employees worldwide

 Situation Analysis
Situation is critical Bylaws will make mobile shredding impossible Mobile shredding co.s being unfairly targeted Main complaints about prime parking, noise

 Objectives
Change city councils decision on bylaws Educate public on Shred-its relevance Showcase environmental initiatives

 Allies
Existing clients Employees of Shred-it Environmentally conscious people 3rd party clients

 Neutrals
People who dont live in Calgary Non-clients People who live in Calgary suburbs

 Adversaries
City Council bylaw makers Environmentally conscious people Negatively affected businesses

 Key Messages
Mobile shredding is only true, risk-free, secure way of shredding documents Shred-it is a leader in Green technology Even non-clients are affected as 3rd parties

 Tactics
Survey local businesses Petition clients and non-clients PSA to educate public on bylaw situation Community Shred-it shred-a-thon

 Tactics
Hold a meeting with key city councillors Hold another meeting with key adversaries Present final case to Calgary City Council Consult with lawyers. Research cases of unfair targeting practices

 Channels of Media
Most will be traditional in accordance with main target audience: businesses, councillors Traditional and new; social media for shred-athon. Goal is to attract many, many people

 Measurement
Main measurement will be after Calgary City Council vote Shred-a-thon will be measured by number of people who attend # of signatures on petition

 Things you should know

In 2008, Shred-it saved over 9 million trees For every ton of recycled paper: 64% less energy, 50% less water, 74% air pollution as compared to paper from virgin wood pulp

 Things you should know

Motors meet or exceed emissions standards Uses environmentally friendly hydraulic fluids Idle Down technology installed Security consoles made of 100% recycled wood particle board

 Shred-it also helps save

14 million litres of water 9.4 million trees 662,000 tonnes of carbon dioxide 14.2 million kgs general air pollution 1.3 million cubic meters of landfill space

 Shred-it benefits
Reduced need for landfills Reduced need for raw materials Less energy/water to process raw materials Trees can keep growing, releasing oxygen and cleaning the air

References
http://www.earth911.org/master.asp?s=lib &a=energy/EnergyFacts.html Shred-it (2007) http://www.environmentaldefense.org/articl e.cfm?contentid=1689 http://www.conservatree.org/learn/Essenti al%20Issues/EIPaperContent.shtml

References
http://resource.shredit.co.uk/Shredit/media /ShreditAssets/Reports/FactSheets/Legisl ative/engb/Environmental%20Fact%20Sheet/Envir onmentalFactSheet.pdf?ext=.pdf) http://www.canada.com/calgaryherald/new s/city/story.html?id=c03f5c5c-61e3-44a9a1ad-b8a7e91be0fd

References
http://pressroom.shredit.com/Shredit/medi a/ShreditAssets/Reports/FactSheets/Broc hures/Questions%20%26%20Answers/Shr ed-it-US-Fact-Sheet-2010.pdf?ext=.pdf http://www.intelligencer.ca/ArticleDisplay.a spx?e=1409736&archive=true http://fleishman.ca/2009/08/shred-it/ http://www.shredit.com

References
http://www.canada.com/calgaryherald/news/city/ story.html?id=c03f5c5c-61e3-44a9-a1adb8a7e91be0fd http://www.calgary.ca/CSPS/ABS/Pages/Bylaws -by-topic/Noise.aspx http://www.calgary.ca/Transportation/Roads/Pag es/Traffic/Parking-management/Parking-inCalgary.aspx http://www.calgary.ca/CSPS/ABS/Pages/Bylaws -by-topic/Streets.aspx

Thank you for listening!