The EU Ecolabel Acquiguide

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The EU Ecolabel Acquiguide
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Acquiguide
.. is a tool for successful acquisition of new
applicants to the EU Ecolabel.

• Guidlines, checklists
• Best practice examples
• Standard PPT

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Content

• Collection of basic information
• Focus strategy
• Market research and data preparation (selection,
  controlling sheet)
• Networking with key stakeholders
• Splitting the work
• Project platform and other links
• Sharpening the arguments
• Preparing the info package
• Contacting the companies
• Media work

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Two Steps approach

• 1.
• Research and Preparation
• Team Task development
• CB adjustment, focus of product groups, strategy,
  basic plan, tasks
• Basic research and planning gt company short
  lists, key stakeholder net, key media events,
• Preparation of basic tools

• 3.
• Evaluation and
• follow-up
• Evaluation of activities
• Follow-up activities

• 2.
• Communication and acquisition
• key stakeholders (cooperation possibilities,
  support for strategy, impact and result
  evaluation)
• interest groups
• special media
• Relevant associations
• companies (information, advice and contact for
  potential applicants. Establish contacts to the
  technical experts and decision makers.)
• MethodsMedia use advertising, articles,
  coverage of events and so on. Promotional work
  seminars, events through retailers, relevant
  organizations, exhibitions, etc. Direct approach
  Canvassing, target seminars, mailing, phone
  contact, letters, etc.

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Preparation phase
key stakeholders are

• RESEARCH, PLAN and PREPARE THE BASICS
• 1. Basic market research Companies, retailers,
  Eco-labels, key stakeholders, key media and
  relevant events
• 2. Select regional focus product groups based on
  likelihood of success (confirm with CB)
• 3. Identify high potential companies
  Environmentally profiled with eco-relevant
  products on the market, exporters to the European
  market, suppliers to the public sector, suppliers
  to other companies that want to promote
  themselves as environmentally concerned.
• 4. Select key media
• 5. Select key events
• 6. Build a team of initiators Identify and
  arrange the work distribution of acquisition
  application process in which acquisiteurs, CB and
  private consultants/certificators cooperate
  (information consulting certification
  administration)
• 7. Identify and attract key stakeholders
• Identify the key retailers of EU Eco-label
  products in your region
• Develop strategy and communication plan
  (Situation, competitive Eco-labels, target groups
  and targets, mix of all events, means and
  measurements)
• Prepare the basics Green box for interested
  companies and key persons, first-info pack,
  powerpoint presentation, posters and flyers,
  argumentation, key contact lists, basic texts

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Collecting first key facts

• Ecolabels awarded to producers and products in
  your home region their relevance and
  recognition rating (National ecolabels with
  comparable guidelines are high potential contacts
  for EU Ecolabel acquisition)
• Eco-attitudes of consumers, retailers, producers,
  especially in focus areasWhats the relevance of
  environmental issues for the consumers buying
  decision (private consumer as well as public
  purchasers)
• Eco-product distribution Availability of
  Ecolabel products in retailer shops (national and
  EU Ecolabel)Who are the relevant (important for
  existing Ecolabel products) and the eco-minded
  retailer groups already or potentially offering
  Ecolabel products? They are the potential for
  promotion activities at the point of sales.
• Ecolabel potential of PRODUCERS in the country,
  covered by EU Ecolabel criteria Who are the
  environmentally minded producers for EU markets?
• Key information channels for focus
  companiesResearch for events and media in which
  you can place your information effectively-
  relevant trade fairs, congresses and other
  events- relevant special interest print media,
  websites etc.

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Adjust your focus activities
Depending on the national situation the acquisition team can cooperate with and coordinate the resources of other organisations Promotion campaigns Acquisition activities Acquisition activities Acquisition activities Acquisition activities Other relevant activities
Depending on the national situation the acquisition team can cooperate with and coordinate the resources of other organisations Promotion campaigns Application admini-stration Tech-nical support Sales communi-cation Info mate-rials Other relevant activities
EU (DG) International representatives of industry groups flower week, xxx x
Ministry, CB, organisations working on behalf of the CB National flower week activities, x x
Acquisition team (EMP) x xxx (x)
Other organisations with reference or interest to the subject, doing useful events and activities (trade-fairs, media, ..) xx xxx
retailers, green procurement lobby etc. xx xx
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Set your national strategy

• Especially in countries with strong regional
  Eco-labels (Nordic Swan in the Scandinavian
  countries, national Eco-labels in A, CZ, HU and
  SK etc.) establish cooperation strategy
• Harmonisation of national and EU Ecolabel
  criteria
• Cooperation in promotion, information and
  advertising (e.g. sustainable weeks in retailer
  chains, umbrella campaign)
• Cooperation in acquisiton
• Double application by the national Competent Body

• The synergy potential of Eco-labels depends on
  the target market of the labelled products gt
  recommend double branding
• Products for EU market gt preference for EU
  Eco-label
• Products for regional/local markets gt preference
  for regional Eco-labels

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The regional activity mix
depends on the regional situation. It may be
composed of
Mailing and calling
Lobbying for retailer and POS activities
Collaborating with CB activities (acquisition and
promotion) and resources
Key media work
Workshops (presentations e.g. at key events)
Lobbying for national activities
Key stakeholder lobbying
Identification of high potencial companies and
stakeholders by market research (eco-labels,
stakeholders, regional producers for EU market,
retailers, events)
Selected face-to-face meetings on site
Partner networking
Dissemination of info material
Application advice

The high potencial eco-companies on their way to
the EU Eco-label
EU (help desk) and national info materials (web
and print)
Development of argumentation and
presentation (tools, training)
Support for the application procedure (CBs,
consultants etc.)
Starter-KIT for interested companies
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Developing the strategy
The strategic emphasis and the mix of means and
measures needs to be tailored to the regional
situation For instance

• Countries with big Eco-label administration that
  have already contacted most of potential
  companiesgt development of strategic basics,
  stakeholder lobbying and key media workgt
  selected contacts
• Countries with small EU-EL administration and
  minimal EU-EL activitiesgt quick market
  research, network development including
  administration, consultancies, stakeholder
  lobbyinggt selected events and contacts
• Countries with acquisition experience in 1 or 2
  product groups but limited in other product
  groupsgt development of basics (starter-kit,
  argumentation) also for other countries,gt
  selected events and contacts,
• Advice from CBs in countries with particular
  product group acquisition experience
• Different impacts of competitive Eco-labels in
  the different regions gt Development and
  implementation of a synergy strategybetween
  regional and EU Eco-label (for instance double
  branding)

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Best practice examples

• Press events
• Promotion at trade fairs
• Promotion at the point of sales
• Awarding ceremonies
• Workshops for interested companies and schools
• Cooperation campaign of national and EU Ecolabel

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Best practice example International PRESS WORK
International press conference with EU Ecolabel
presentation in Paris, Texworld 2006 with
journalists from USA, UK, DE, FR, ES and others.
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Best practice example PROMOTION at trade fairs
EU Ecolabel stand at 4Habitat, Prague, 2007
TV spot with Ecolabelled producer and Competent
Body at the EU Ecolabel stand, IFA Berlin 2006
Quiz game with Ecolabel TV as first price
Product samples at the EU Ecolabel stand at
EUROPROPRE, Paris 2007
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Best practice example AWARDING CEREMONIES
Austrian Minister awarding companies at special
awarding events, Vienna 2007
French Competent Body awarding companies at
EUROPROPRE trade fair, Paris 2007
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Best practice example WORKSHOPsfor companies and
schools
Workshop with companies interested in EU Ecolabel
Cyprus, 2006
Workshos at University Bicocca and IULM,
Milano 2007, describing Ecolabel system and
labelled products
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Promotion at the point of sales
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Flower Week Denmark,campaign 2006
with media and retailer shops aimed at families
with small children, pointing out environmental
health quality benefits of the EU Ecolabel
Nordic Swan
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Advertising in magazines, DK
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Weekly specials, DK
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Best practice example EPCA guide for supporting
companies
step 1 Steps of Production A flow chart tells us
who does what. step 2 Research of the
suppliers Next step follows a decision schedule,
starting with the first key question Does the
textile supplier have a flower licence? If YES
Ask the textile supplier to send their licence
number and a letter stating that qualities in
question are covered by the licence. Fill in
application forms (pages 7.8 and 9 of the users
manual) and send the application to the
competent body. If NO leads to the next question
Has the textile supplier previously provided
flower documentation for another customer? If
YES, then ask them to send the same documentation
relevant to your quality. Check to see that the
documentation is up to date, fill in the
application forms and send them to the competent
body. If NO, proceed to step 3. Next key question
is Are the suppliers in the flow chart European,
Asian or other? If European proceed to step
3. If Asian or other Find out if they treat
the waste water. If YES (they treat their waste
water) send pages 88, 89 and 90 to be read and
filled in (this is to make sure that they
conform to the waste water criteria). Proceed to
step 3. If NO Stop work cannot certify
products. Step 3. Assistance towards
application Sort out what pages (users manual)
apply to the fibre supplier, the spinner, the
knitter and dyer. Find out whether to contact
them directly or whether an agent or any other
supplier will do it. Find out if there is any
wet process other than the dyer and who it
is. Send the relevant criteria and accompanying
pages to whom they apply. This way they only get
some pages rather than the whole users
manual. Make a folder with an index. Place
documentation received in the appropriate place
in the folder and check it in the index. When
all the documentation is received, send your
product for the fitness to use tests (pages
104-109 users manual), fill in the application
forms and send it to the competent body. If a
supplier is not responding, find out the reason.
It could be because (1) they dont understand
what is required of them, (2) they dont want to
pay for a test, (3) They are just not interested
in the flower It is easier to get a supplier to
cooperate if the reason why they are not
responding is known. Remember to always check
if the declaration sheets are filled in correctly
(date, ticked boxes, stamped and signed). Check
that the tests, safety data sheets and
documentation asked for are attached to the
declaration.
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Sharpening the arguments argumentation needs to
be harmonised and trained
Issue Argument (towards companies) Remarks
Whats the function of Eco-labels? to inform eco-minded consumers gt to raise the market share of eco-products gt to boost a sustainable economy
Why should I use an Eco-label? Its the best and easiest way to show what your products/company stand for. Be sustainable and communicate it utilise the potential
Whats the benefit or the necessity to use an Eco-label? With an Eco-label the costumer will realise your environmental performance. Enhances the companys image Utilise the sales advantage of an additional value in a highly competitive market. Gives the company a competitive edge. (but beware a logo does not replace quality and price policy) Join the increasing eco-market (eco-minded consumers) and meet green procurement requirements. Use the high credibility and visibility of the official EU logo (strong and reliable criteria, high audit standard, known throughout Europe)
Whats the use of Eco-production? Eco-production is a must for sustainability. Eco-friendly products and production is important for the minimisation of the impact on environment and health (for you and your children).
Whats the cost-benefit ratio? Initial and running costs technical adjustments, consulting, certificates, fees,.. These costs are minimal especially when compared with the benefits information, sales benefit, meeting of procurement requirements, position yourself as a pioneer for sustainability
What will be the cost in particular? Cost will depend on which criteria you already meet and which certificates already exist costs for technical adjustments, consulting, expertise, application fee, annual fee,... prepare and deliver concrete figures
Issue Argument (towards companies) Remarks
Why the EU Eco-label? Its a official and strong European wide standard with an increasing recognition throughout EU (while national Eco-labels mainly focus on their national market) There are increasingly marketing activities for the EU Eco-label such as flower week, national promotions and visibility will raise also by the usage of the logo by Eco-labelled companies. Export opportunities
Conflict between national and EU Eco-label? There should be a synergy of these instruments. For products with European wide marketing activities the EU Eco-label is first choice, more and more.
If I already have the national Eco-label How difficult is it to get the EU Eco-label? It depends of the difference of national and EU criteria which in some countries are already very near or harmonised. In some countries you can get both labels in one procedure for one fee and ride a double branding strategy. Check harmonisation of criteria and check the compatibility of the application processes
How to use the EU Eco-label efficiently? In your own interest Use the logo offensive in your promotion and advertising dedicate a part of advertisment budget for Eco-label promotion. Being labelled is not enough.
Whats the support by the EU or by the national CB? EU-Eco-label promotion and national activities depending on the national CB promotion, media information, subsidies, tax reliefs etc. Prepare regional info animate public acitivities
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Individual networking strategy
Core team of Initiators
Key stakeholders
Partners
other strategic contacts
CB
Acquisition coordinator EMP regional partner
Key stakeholders For instance key branch
representations
cooperation
Organisations working on behalf of CB
list with recommendations
Key media
Consultants marketing, application preparation
working on behalf of the CB administration,
technical expertise, acquisition,..
Key trade fairs
Others
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Identify the key stakeholders
CB Ministry or other organisation
Acquisition Team
Federal environm. authorities
Trade fairs
NGOs
Special interest media
Consumer Association
Chambers of commerce
massmedia
Retailers
Cooperating Labels (e.g. national Eco-labels)
Industry and trade associations
General public
Environm. consultants
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Contacting the companies
Workshopsfor groups of companies
Key stake-holder
Application administration by CB
On-going communicationphone-call, meeting etc.
On-site meetings

• Awarding event
• Marketing support
• Promotion

Phone-call
Technical support by consultants in the
certification process, supporting the company
until fullfillment of the criteria.
mailing
Acquisiteur Technical support Key stakeholders CB
administration Media events
Data base development (contacts, mailing lists
etc.)
indirect info (media, trade fairs, products,
promotions)
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Key personnel of companies
Always try to contact the key persons who are
involved in the innovation/development and the
decision process of a company.

• Key personnel of
• potential applicants
• CEO
• Environmental manager
• marketing
• Sales
• Product chief

• Key personnel of
• retailers
• CEO
• Central buying
• Marketing
• POS shop managers

• Green
• demand
• consumers
• Public purchasers
• Private company purchasers (focus green
  companies)

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Standard timetable
Steps 1-2 3-4 5-6 7-8 9-10 11-12 later
Concept, management and documentation Follow-up
1. preparation Follow-up
2. performance Follow-up
Concept 1
Report concept 2
Basic market research
Team of initiators
Argumentation and Info-tools
Key stakeholder contacts
Key events, workshops, media
result
Company contacts
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Never forget the web
Eco-label catalogue
EU Eco-label website
http//www.eco-label.com/
http//europa.eu.int/comm/environment/ecolabel
National Ecolabel websites with Eco-label
information
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EU Eco-label from Bruxelles
Green procurement flyer
EU website and web-catalogue
In general
Flower news (2 per year)
Consumer INFO KIT
http//europa.eu.int/comm/environment/ecolabel
http//www.eco-label.com/
EU Eco-label flyer (2 per year)
fact-sheets for producers

• 10 brochures (currently available in 11
  languages in June available updated, in a new
  layout and in the 19 EU languages)
• New general brochure (the old version was the
  'at-a-glance' Eco-label guide)
• Home cleaningwashing up All-purpose
  cleaners-cleaners for sanitary facilities, hand
  as well as machine dishwashing detergents and
  laundry detergents (former Household Detergents)
• Appliances Dishwashers, washing machines,
  refrigerators (former Household Appliances)
• Computers and TVs Personal and portable
  computers, TVs (former part of Office
  Equipment and Supplies)
• Paper products Copying and graphic paper and
  tissue paper products (former Household Tissue
  Paper and part of Office Equipment and Supplies)
• Household furnishings Bed mattresses and textile
  products (former Bedding and Mattresses)
• DIY Hard floor coverings, indoor paints and
  varnishes and lubricants (former
  Do-It-Yourself)
• Gardening Soil improvers (former Gardening)
• Wardrobe Footwear and clothes (former Clothing
  and footwear)
• Holiday Camp site service and tourist
  accommodation service (NEW)

http//www.europa.eu.int/comm/environment/ecolabel
/news/flowernews_en.htm

• Business fact sheets (for producers and
  retailers, available online in pdf-format, soon
  in 19 languages)
• Existing fact sheets
• Tissue papers
• Fridges
• Personal Computers
• Portable Computers
• Camp sites
• Hand dishwashing detergents
• Detergents for dishwashers
• All purpose cleaners and cleaners for sanitary
  facilities
• Textile products
• Footwear
• Footwear
• Landry detergents
• Paints and varnishes

• 2. Additional fact sheets
• Dishwashers
• light bulbs
• televisions
• vacuum cleaners
• washing machines
• copying and graphic paper
• bed mattresses
• soil improvers
• lubricants

• 3 thematic brochures (currently in fr, in June
  available updated, in a new layout and in the 19
  EU languages)
• In the office Computers, paper products and
  light bulbs
• In the kitchen detergents and appliances
  tissue paper
• In the house Household furnishings, DIY,
  appliances and light bulbs detergents tissue
  paper

http//europa.eu.int/comm/environment/ecolabel/mar
keting/brochures_en.htm 
http//europa.eu.int/comm/environment/ecolabel/mar
keting/brochures_consumers_en.htm 
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Producing taylormade info packages
additional taylormade information
Available info material
from Bruxelles
from national CB
from acquisition project
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Preparing info packages

• and put it into
• the green-box for handing it over to highly
  interested company representatives and key
  stakeholders to set an anchor towards
  application and provide practical assistence
• Info material set
• Powerpoint presentation

• Content can be ...
• editorial letter, consumer flyer, fact sheet,
  application pack, verification pack, Flower News,
  etc.

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Documentation of contacting
In Excel ..
.. or in word
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Borrow a Roll-up or print your poster
Roll-up Image wall to present the EU Eco-label
visually Application at events, fairs, press
conferences, workshops Available in English,
Spanish, French, German at DG ENV. Poster
Reciting the key interests of consumers,
producers and purchasers Available as pdf (in
English, German, French, Czech and ) for
printing in format A1 Application in the
office, at events or on black boards
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Adopt the standard ppt
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Standard presentation content

• Welcome, overview
• regulation and scheme
• System (DG, EUEB, CBs, )
• Criteria (mandatory, optional)
• The way to the Eco-label (application procedure)
• Cost and benefit (arguments)
• Fee
• EU and CB support (marketing)
• How to use the EL logo efficiently
• Support (national CB, consultants,..)
• Emotional plea