pr fundamentals shred it

8/2/2019 PR Fundamentals Shred It

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Strategic PR Plan: Shred-it

Background

The City of Calgary is proposing several by-laws which will severely restrict Shred-its abilit y to

function as a business. These by-laws may, in fact, cause Shred-it (and similar businesses) to go

out of business.

Proposed By-laws:

Restrictive parking regulations targeted at the industry; Noise bylaw; Curbside vending bylaw; Anti-idling bylaw.

A superior company in the on-site shredding industry, Shred it operates on 5 continents,

assisting over 150,000 clients through more than 140 branches. Shred-it directly employs over

2,600 people worldwide.

Shred-its management has identified the need to act swiftly and openly on this matter.

Not only is there a need to open up dialogue with government officials, but also to make the

business and non-business community aware of the consequences, if the by-laws should pass.

Since this is a city matter, city councillors need to be addressed. Shred-it should also run anawareness campaign which describes its posit ive environmental impact. Calgary based clients

are to be educated on what the by-laws mean for their business in the future. Shred-it needs to

proactively justify its operations and prove that the complaints against have been blown out of

proportion.

There is a specific timeframe to work within. The entire campaign must make its effect before

the legislation becomes more than just concerns floating around. The goal is to convince

opposing opinions within two weeks.

Corporate responsibility is extremely important to Shred it .

With todays technology, criminals have taken identity theft and consumer fraud to a whole

new level. Criminals have become more sophisticated in their processes and tools, making

traditional document disposal is no longer viable.

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To create awareness in our communities, Shred-It holds Community Shred-it Events in the cities

with Shred-it branches. Shred-it provides documentation shredding to anyone in the

community for free, or a small donation. But Shred-it doesnt take all the credit. Local media,

law agencies, and/or government organizations also support Shred-its efforts with recognit ion

and cooperation. Shred-it has held events as large as servicing 2000 individuals with over 70tonnes of recycled paper.

The Greg Brophy Charitable Foundation was created in 2003 and aims to make changes by

striving to help people in need and by sponsoring specific projects in developing countries.

Shred-it loves this planet and does what it can to protect it. Shredding is done in an eco-friendly

manner. After documents are securely shredded, its baled and recycled. In 2008, Shred-its

recycling efforts helped save over 9 million trees.

For every ton of recycled paper, 64% less energy, 50% less water, and 74% less air pollution is

used when compared to the same amount of paper made from virgin wood pulp.

To show clients its appreciation, Shred-it gives out Environmental Certificates which details

contributions and describes how their clients shredding efforts are saving the environment.

Shred-it prides itself on its fleet of environmentally trucks. Each truck is equipped with motors

that meet or exceed all emissions standards from North America, United Kingdom, and Europe.

Shred-it only uses environmentally friendly hydraulic fluids. There are many benefits, including:

Biodegradable Recyclable Non-toxic, non-carcinogenic, low odor Contain no heavy metals that contaminate ground and waste waters Have a longer life than vegetable-oil-based fluids which decrease consumption

Each truck has Idle Down technology installed.

All security consoles are constructed with wood particle board which has been 100% recycled.

On a side note, Shred-it also helps save:

14 million litres of water that would have been used in new paper production1 9.4 million trees that will keep growing2 662,000 tonnes of carbon dioxide3 and 14.2 million kgs of general air pollution from

being released into the atmosphere from landfills and waste treatment centres1

1.3 million cubic metres of landfill space4



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1http:/ /www.earth911.org/master.asp?s=lib&a=energy/EnergyFacts.html2 Shred-it (2007)3http://www.environmentaldefense.org/article.cfm?contentid=16894http:/ /www.conservatree.org/learn/Essential%20Issues/EIPaperContent.shtml

Something to think about:

On average, each person in the UK uses over 200 kg of paper per year. 66 % of this iscollected for recycling

We use 12.5 million tonnes of paper and cardboard every year in the UK To grow enough trees to provide the amount of paper that Britain uses each year, you

would need a forest the size of Wales

Rainforests are being cut down at the rate of 100 acres per minute

5When Shred-it destroys your confidential documents, they are recycled into new paper

products. That means:

a reduced need for landfill a reduced need for new raw materials less energy and water is needed to process new raw materials trees can keep growing, cleaning the air and releasing oxygen

which is good for everyone.5Source:

http:/ /resource.shredit.co.uk/Shredit/media/ShreditAssets/Reports/FactSheets/Legislative/en-

gb/Environmental%20Fact%20Sheet/EnvironmentalFactSheet.pdf?ext=.pdf)

http://www.earth911.org/master.asp?s=lib&a=energy/EnergyFacts.htmlhttp://www.environmentaldefense.org/article.cfm?contentid=1689http://www.conservatree.org/learn/Essential%20Issues/EIPaperContent.shtmlhttp://resource.shredit.co.uk/Shredit/media/ShreditAssets/Reports/FactSheets/Legislative/en-http://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://resource.shredit.co.uk/Shredit/media/ShreditAssets/Reports/FactSheets/Legislative/en-http://www.conservatree.org/learn/Essential%20Issues/EIPaperContent.shtmlhttp://www.environmentaldefense.org/article.cfm?contentid=1689http://www.earth911.org/master.asp?s=lib&a=energy/EnergyFacts.html


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Situation Analysis

There are several potent ial challenges which Shred-it will not only have to address, but also

provide remedies.

Parking Restrictions Noise Curbside Vending Vehicle Idling

Some of the opinions being expressed are those of people who are not clients of any mobile

shredding company. Their concerns are valid, but the PR campaigns goal is to show that the

concerns are being addressed.

Objectives

1. Create awareness about the potential effect on businesses. Make people think aboutthe consequences of not having the convenience and security of this service.

2. Educate the public on environmental issues. Make people feel as if they are doing theirpart in being environmentally friendly.

3. Change the opinions of the bylaw supporters. We want the opposition to vote againstthe bylaws from even going in front of a committee.



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Strategy

Allies:

- Existing clients- Environmentally conscious people- Clients of direct Shred-it clients- Shred-it employees and their families

Neutrals:

- People who dont live in Calgary- Cit izens of Calgary who live in the suburbs- People/businesses that are not clients

Adversaries:

- Businesses that dont use mobile shredding services affected businesses- Environmentally conscious people- Government off icials who make bylaws

Key Messages:

Existing Clients: Shred-it, with the support of its clientele, will continue to provide a convenient

and secure curb-side shredding service by making the effort necessary to stop the bylaws from

becoming law.

Environmentally conscious people: Shred-it is continuously looking for ways to improve

efficiency and carbon footprint .

Clients of direct Shred-it clients: Although you are not a direct client of Shred-it, your

confidence in our work is of the utmost importance. If your confidential info gets out, you

blame the company that had it, and they blame us because we are the ones ult imately

responsible for your trust.

Shred-it employees and their families: Shred-it provides local jobs to local people and realizes

that it is our trusted employees who give Shred-it its reputation of t rust. Shred-it will doeverything it can to save those jobs.

People who dont live in Calgary: If the bylaws are successfully passed in Calgary, they could be

passed in your city also. That means less jobs and a lack of a secure shredding service. We live

in a symbiotic world.



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Citizens of Calgary who live in the suburbs: These bylaws will have a direct effect on the

economy of Calgary. People who live in the suburbs also work downtown in businesses which

use shredding services. The message here is that there is a what-goes-around-comes-around

effect.

People/businesses that are not clients: Although you may not realize it, you are a stakeholder

of Shred-it. Every time there is a business transaction with a Shred-it client, there is a paper

trail. It is Shred-its responsibility to make sure that all confidential material is destroyed in a

secure manner, including yours. So, even though you dont do business directly with us, your

information is still our business.

Businesses that dont use mobile shredding services: The organization and transportation of

confidential material to an offsite location can present complications in keeping clients

information secure. Mobile shredding services are crucial in providing confidentiality to clients

which may not have the resources to dispose of material in the same, secure way.

Environmentally conscious people: Shred-it is considered a leader in green technology among

mobile shredding companies. Shred-it is continually lessening its carbon footprint and

improving its environmental impact by seeking out and inventing new technology.

Government off icial who make bylaws: Since the bylaws have already been proposed, there is a

certain level of opinion and bias already implanted in the officials minds. If there werent , then

there would not even be any proposals. No action taken to oppose the bylaws, means that they

will be passed. Thats what makes this group adversary. Also, earlier bylaws had been passed,

restricting certain aspects of the service. Shred-it complied fully with those bylaws and feelsthat they may be getting picked on a lit tle bit with the new proposed bylaws6. The message

here is that cooperation to solve any issues is necessary in order to be fair and democratic.

Before any action is taken, Shred-it should have time to present its side of the story.

6http:/ /www.canada.com/calgaryherald/news/city/ story.html?id=c03f5c5c-61e3-44a9-a1ad-

b8a7e91be0fd

http://www.canada.com/calgaryherald/news/city/story.html?id=c03f5c5c-61e3-44a9-a1ad-http://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://www.canada.com/calgaryherald/news/city/story.html?id=c03f5c5c-61e3-44a9-a1ad-


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Tactics

1. Do a survey among local businesses. Take 2 minutes to call business owners, asking theiropinion on mobile shredding services. Dont explain the situation as it may distract from

intended purpose and create bias.

2. Circulate a petit ion amongst existing clients and local businesses. Start with existingclients. Send out petit ions with the service trucks and ask for signatures. Send out a

representative to businesses which are not scheduled to have a service done within the

timeframe, as well as businesses which are not current clients.

3. Public Service Announcement. Ready a PSA aiming at educating the public about theeconomic and environmental impact Shred-it has on the city of Calgary.

4. Hold a meeting with the key city councillors in order to present Shred-its case inprivate, where opinions can be swayed, and technology can be demonstrated.

5. Hold another meeting after the first, with opponents of mobile shredding services inorder to address their concerns. Invite key city councillors to attend.

6. Present final case before city council explaining how Shred-it intends to do what it canto limit the effects of the concerns.

7. Put together a Community Shred-it Event within t he timeframe. Invite councillors,media, and adversaries to see how much of an impact Shred-it has on the community.

Have a Shred-it truck on site; plan real demonstrations for the public. Focus on getting

as many people as possible to come. Prepare media releases, PSA, and press kits.

8. Consult with lawyers and research cases of unfair targeting practices. This tactic is morefor being prepared in case the other tactics fail to sway opinions.

Strategies to deal with:

Restrictive Parking Regulations Shred-it will be more aware of parking restrictions throughout

the day and schedule services accordingly, when possible. For services which occur during

restricted t imes, Shred-it will honor the maximum parking time of 20 minutes at loading zones.

Noise Bylaw Shred it will observe Calgarys noise bylaw of not operating mobile services

between 10 p.m. and 7 a.m., Monday to Saturday and 10 p.m. to 9 a.m. on Sundays and

holidays. However, if there is a client which requires a service outside of those times, Noise

Exemption Permits will be filed.

Curbside Vending Bylaw Shred it changed its routes after the 2006-07 bylaws were passed.

Before the bylaw was passed workers (sometimes) were putting money into the curbside

parking meters for hours on end. Workers will stil l put money into the parking meters, as to

comply with parking laws, but they will not stay over the maximum. When the maximum time

has expired at the meter, they will move on. Shred-it will push the compromise of altering the



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route logistics for the ease and simplification of noise permits, which will allow Shred-it to work

during later hours.

Anti-Idling Bylaw Emphasize that Shred-it has Idle-Down technology installed on trucks.

Highlight that while Shred-it is doing the most it can, as technology allows, there is a need for

some idling. That is, some documents are so sensit ive that clients request to be allowed to

verify the shredding by actual visual observation. Not to mention that security can be easily

compromised if documents are transported to an off-site location. Some documents require,

through legislation, that they be destroyed. In-house shredding reduces documents to strips

which can still be reconstructed. Shred-it solves two problems at once with mobile units. They

ensure that the documents are confidential right up till shredding and they shred documents

into confetti-like pieces which are then baled with millions of other confetti-like pieces of

paper, making them impossible to reconstruct.



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Channels of Media

Most of the channels will be traditional: newspaper, radio, TV. The major audience Shred-it is

trying to reach is that of business and government off icials. Formal channels are preferable as

the audience has a more professional demographic. This would be more of a selective media

outreach.

The Community Shred-it Event, however, will be promoted on both traditional media and

newer social media channels. The focus of that event is to reach as many people as possible.

Reaching a mass audience is the key to the success of the event.

Measurements

Shred-it will know that it has met the objectives if and when the city council decides againstimplementing the new, proposed bylaws.

Lit tle measurements can be taken along the way. These include individual statements of

support from city councillors, as well as signatures of support from its clientele.

The Community Shred-it Event will be measured by comparing it to previous events.



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Other Sources

http:/ /pressroom.shredit.com/Shredit/media/ShreditAssets/Reports/FactSheets/Brochures/Qu

estions%20%26%20Answers/Shred-it -US-Fact-Sheet-2010.pdf?ext=.pdf

http:/ /www.intelligencer.ca/ArticleDisplay.aspx?e=1409736&archive=true

http://fleishman.ca/2009/08/shred-it/

http://www.shredit.com

http:/ /www.canada.com/calgaryherald/news/city/ story.html?id=c03f5c5c-61e3-44a9-a1ad-

b8a7e91be0fd

http:/ /www.calgary.ca/CSPS/ABS/Pages/Bylaws-by-topic/Noise.aspx

http:/ /www.calgary.ca/Transportation/Roads/Pages/Traffic/Parking-management/Parking-in-Calgary.aspx

http:/ /www.calgary.ca/CSPS/ABS/Pages/Bylaws-by-topic/Streets.aspx

http://pressroom.shredit.com/Shredit/media/ShreditAssets/Reports/FactSheets/Brochures/Quhttp://www.intelligencer.ca/ArticleDisplay.aspx?e=1409736&archive=truehttp://fleishman.ca/2009/08/shred-it/http://www.shredit.com/http://www.canada.com/calgaryherald/news/city/story.html?id=c03f5c5c-61e3-44a9-a1ad-http://www.calgary.ca/CSPS/ABS/Pages/Bylaws-by-topic/Noise.aspxhttp://www.calgary.ca/Transportation/Roads/Pages/Traffic/Parking-management/Parking-in-http://www.calgary.ca/CSPS/ABS/Pages/Bylaws-by-topic/Streets.aspxhttp://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://www.calgary.ca/CSPS/ABS/Pages/Bylaws-by-topic/Streets.aspxhttp://www.calgary.ca/Transportation/Roads/Pages/Traffic/Parking-management/Parking-in-http://www.calgary.ca/CSPS/ABS/Pages/Bylaws-by-topic/Noise.aspxhttp://www.canada.com/calgaryherald/news/city/story.html?id=c03f5c5c-61e3-44a9-a1ad-http://www.shredit.com/http://fleishman.ca/2009/08/shred-it/http://www.intelligencer.ca/ArticleDisplay.aspx?e=1409736&archive=truehttp://pressroom.shredit.com/Shredit/media/ShreditAssets/Reports/FactSheets/Brochures/Qu


11/15

PUBLIC SERVICE ANNOUNCEMENT

March15, 2012

For Radio

ITS THAT TIME OF YEAR AGAIN. THATS RIGHT, YOU GUESSED IT. SPRING CLEANING IS JUST

AROUND THE CORNER.

DONT WORRY IF YOU GET THAT DEPRESSED FEELING; SHRED-IT IS HERE TO HELP. FOR ONE

DAY ONLY, YOU CAN SHRED ALL OF YOUR OLD, UNWANTED (YET SENSITIVE) DOCUMENTS FOR

FREE. THATS RIGHT, YOU HEARD IT: FREE.

ALL YOU HAVE TO DO IS BRING YOUR PAPERS DOWN TO THE ABC COMMUNITY CLUB, LOCATED

AT 123 MAIN STREET. ITS BESIDE THE ABC BUILDING, JUST PAST THE CENTRAL STATUE.

THIS FREE EVENT IS TAKING PLACE ON SUNDAY, APRIL 1, FROM 10 AM UNTIL 5 PM. DONT MISS

OUT, ITS ONLY ONE DAY. SHRED-IT WILL BE THERE RAIN OR SHINE.

BRING THE KIDS, YOUR NEIGHBOR, OR YOUR MOTHER. SHRED-ITS THROWING A PARTY AND

MORE THE MERRIER. THERES GOING TO BE ACTIVITIES FOR THE KIDS, AS WELL AS HOT DOGS,

HAMBURGERS, AND DRINKS. 100% OF THE PROCEEDS GO TO THE GREG BROPHY CHARITABLE

FOUNDATION.

TAKE A LOOK AT OUR STATE-OF-THE-ART TRUCKS WHILE OUR EXPERT SHREDDERS

DEMONSTRATE HOW WE SHRED PAPER.

WANT TO KNOW MORE? VISIT OUR WEBSITE AT SHREDIT.COM OR SIMPLY CALL 3-1-1.

-30-

For more information, contact:

Barret DaviesDirector of Communications

Shred-it Incorporated

(555)555-5555

[email protected]

mailto:[email protected]://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/http://www.novapdf.com/mailto:[email protected]


12/15

Shred-it Survey

1. Do you current ly contract a mobile shredding service?2. Do you contract a non-mobile shredding service?3. Does your business shred documents in-house?4. On a scale of 1 to 10, 1 being not so much and 10 being very much, how important do

you think it is for businesses to guard the confidentiality of their clientele?

5. Using the same scale, how much importance do you place on promot ing greentechnology in business?

6. Using the same scale, how much does excessive noise pollution affect your businessduring business hours?

7. Would you contract a mobile shredding service, knowing that it may occupy primeparking space during your business hours?



13/15

Shred-it Petition

Shred-it is the worlds leading mobile shredding service. Shred-it works on 5 continents, has

over 150,000 clients, and employs over 2,600 people in 140 branches worldwide. The City of

Calgary is proposing new legislation which will essentially put Shred-it out of business in

Calgary.

Proposed bylaws include:

Restrictive parking regulations targeted at the industry; Noise bylaw; Curbside vending bylaw; Anti-idling bylaw.

We feel that we are being unfairly targeted by city off icials because we have complied with all

previous bylaws. Shred-it has remedies and concessions in place in order to accommodate all

concerns.

Losing mobile shredding services will create a huge potential security risk for identity theft and

consumer fraud, as well as jobs for your Calgarian neighbors. We ask you to sign this petit ion in

order to present it to City Council for reconsideration of the proposed bylaws. Thank you for

your support.

1.

2.

3.

4.

5.



14/15

Press Kit

- Its outer look will be that of shredded paper strips glued back together.- Contain history of Shred-it Community Events with highlights, pictures, video- Information on the Greg Brophy Charitable Foundation- Information sheets which outline and detail each proposed bylaw and Shred-its plan to

deal with them.

- Background information on Shred-it incorporated- Testimonials from clients, businesses, and governments- Any recent/ relevant articles or press publications- Press Release- List of FAQ



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March 31, 2012

For Immediate Release

Keep your identity yoursShred-it s free community shred-a-thon tomorrow

Shred-it wants to help you protect you from identity theft. Shred-it is holding a free community

shred-a-thon tomorrow, April 1, 2012, at the ABC Community Club, which is located at 123

Main Street.

Bring in any type of document; Shred-it shreds it all: bills, receipts, tax returns, and even CDs.

Take advantage of this free event to shred the chances of your identity being stolen. Shred-its

dedicated employees will shred and dispose your documents professionally and thoroughly.

In 2009, there were 11,095 Canadian victims of Identity Theft for a loss of more than $10

million dollars, states Shred-its Director of Communications, Barret Davies. Thats $1 million

more than was reported in 2008, although many cases go unreported. Payment card fraud was

the most common.

(Source: Royal Canadian Mounted Police)

At the shred-a-thon, there will be activities for kids; hot dogs, hamburgers, and drinks can be

purchased with 100% of the proceeds going to the Greg Brophy Charitable Foundation. One of

Shred-its state-of-the-art mobile shredding trucks will be on-site where our professional

shredders will demonstrate how we properly shred your documents.

All types of documents have personal information which criminals can use to steal your identity

and money. Anything which has your name, address, birth date, Social Insurance Number,

banking or credit card information, needs to be shredded instead of just thrown in the garbage.

-30-

For more information, contact:

Barret Davies

Director of Communications

Shred-it Incorporated

(555)555-5555

[email protected]
mailto:[email protected]:[email protected]

pr fundamentals shred it

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