Organization:  British Columbia Lottery Corporation (BCLC)

CSR Initiative:  Environmental Sustainability and Climate Action

1.  Key Messages:

• Commitment to Sustainability:  BCLC is committed to reducing its environmental impact and supporting CleanBC targets and commitments.
• Climate Action Leadership:  BCLC aims to reach net-zero greenhouse gas emissions by 2025, showing leadership in environmental responsibility.
• Community Engagement:  BCLC involves employees and communities in environmental sustainability efforts, encouraging environmental protection.

2.  Target Audiences

• Internal Stakeholders:  BCLC employees.
• External Stakeholders:
  • British Columbia residents 
  • Environmental organizations and advocacy groups
  • Government agencies
  • Media outlets

3. Channels and Tactics to Promote the Initiative:

• Internal Communication:
  • Company Announcements:  Consistent updates on all ongoing initiatives and progress.
  • Employee Training:  Education sessions on sustainable practices.
  • Green Teams:  Create employee-led groups to take on environmental projects.
• External Communication:
  • Press Releases:  Provide announcements that highlight key milestones and goals.
  • Social Media Campaigns:  Share stories, infographics, and videos that emphasize sustainability efforts.
  • Community Events:  Host virtual and in-person events that engage the public in environmental discussions.
  • Partnerships:  Collaborate with environmental groups and local communities on joint projects.

4. Proposed Evaluation Methods to Measure Campaign Success:

• Quantitative Metrics:
  • Employee Engagement:  Track Participation in education sessions and green teams.
  • Social Media Analytics:  Monitor likes, shares, comments, and reach of environmental related content.
  • Event Attendance:  Measure the attendance at community events.
• Qualitative Metrics:
  • Employee Feedback:  Use surveys to assess employee attitudes towards sustainability initiatives.
  • Public Perception:  Analyze media coverage and public comments to determine community sentiment.
• Environmental Impact:
  • Carbon Footprint Reduction:  Assess progress towards net-zero goals through emission tracking.
  • Waste Management:  Evaluate improvements in recycling and composting efforts.

Through the use of this in-depth communications plan, BCLC hopes to promote its environmental sustainability initiatives, engage stakeholders, and positively impact the community.