Ford Motor Company:

Road to Better

Brooke Carmichael, Tatum Fisher, Caroline Kay

Dilemma

• The automobile manufacturing industry has been harmful towards the environment, Ford is trying to get away from that association and showcase it is environmentally conscious

Target Audience

• Employees, current customers, potential customers, news media
• For all audiences:
• inform all audiences about the award we have received
• Ford is trying to be a more eco-friendly company and lead the way for a more eco-friendly auto industry.

Target Audience Needs

Employees:

• Appreciate them (thank them)
• Ford recognizes the personal efforts and contributions of our employees that helped us get this award.
• From CEO, to assembly line, we are all apart of a greener future.

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Current customers:

• Thank this audience for supporting our company that is environmentally conscious company
• Make them feel good about spending money with Ford
• We know there are many options when it comes to buying a car, and we thank you for choosing Ford.

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News media:

• have the information they need to spread the message of Ford being an environmentally friendly company
• Portray the company as a leader in the automotive industry

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Desired Behavior

• We want Ford to be viewed as a eco-friendly company that wants to make the world a better place
• Employees and customers to feel valued in their contributions that made it possible for Ford to receive this award
• Establish brand loyalty
• Attract potential customers
• Prompt news media to share Ford’s sustainability achievements

Message

Rational:

• Conserving 230,400 gallons of water through innovative manufacturing practices
• Recognized as one of the few A-Grade companies by CDP
• Partnering with World Vision South Africa to provide water access to drought-stricken communities

Emotional:

• Preserve the environment for future generations
• Employee and customer pride
• Ford’s core values→ guided by Henry Ford’s belief in giving back to the world

Customer Email

• Start the email informing about the award, and why we got it
• Thank the customer for being apart of the Ford Family
• Feature our “Road to Better” campaign
• Include Henry Ford quote
• Balance both needs (environment & human)
• All in this together (a shared need for change)
• Ford’s logo now stands as a symbol
• End the email thanking them for choosing Ford

News Release

• Award recognition: conserving 230,400 gallons of water
• Ford’s ongoing investments in eco-friendly technologies and practices as part of vision for a cleaner, greener future
• Commitment to the environment aligns with core values
• Echoes Henry Ford's commitment to making a positive impact on the world

Employee Email

• Thanking employees!!
• Emphasize this award wouldn’t be possible without their hard work
• Continuing to strive for excellence and eco-friendly work in the future
• Office gatherings in the near future to celebrate the award
• “No matter your position at Ford, your work makes us who we are, and I want every employee to know that you are valued.”

Visuals

Why it will work?

• Emphasizing both prior, proven actions and future commitment
• Referencing founding statement from Henry Ford
• Showing our morals have stayed consistent and it echoes from top management down through all employees

Thank you!