ANNUAL REPORT - Can Central

12
Communications
In 2010, CMI’s Board of Governors approved
a reorganization plan that included a new
communications function to support CMI’s core
mission to: promote the can; protect the can; and
serve the members.
CMI determined that future PR programs needed to
move beyond single-year campaigns and develop
a longer-term communications strategy. Such
an approach would ensure that the industry’s
communications investments directly advance its
broader goals and objectives, as well as maximize the
return on those investments by ensuring each year’s
communications efforts build upon those of the
previous years.
In developing the strategy, CMI held multiple
meetings with member companies and consulted
with industry allies, including the steel and aluminum
sectors. Through these discussions and based on
prior campaigns and research, it became clear that
“sustainability” was the angle with the greatest
potential to both promote and proactively protect the
Follow CMI on Facebook and Twitter
Please join our efforts by becoming a Facebook “fan” or following us on Twitter:
FACEBOOK
Cans: Infinitely Recyclable and
AltheCan
Al The Can currently has over 38,000 followers on Facebook!
can by positioning it as an attractive, environmentally
friendly package.
To that end, CMI is building out a detailed
communications strategy that targets key audiences
with tailored sustainability messaging, and delivers
those messages using a variety of earned media,
social media and paid media tactics. Following are
five key messages:
TWITTER
www.twitter.com/CansRecyclable and
www.twitter.com/AltheCan
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Cans are endlessly recyclable back into new
cans
Cans are made with abundant and recycled
materials
Cans are safe and lock in nutritional quality
Cans prevent food waste and spoilage
Cans are economically efficient containers
for customers and retailers