The EU Ecolabel Acquiguide

Acquiguide

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

Guidlines, checklists

Best practice examples

Standard PPT

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

3.

Evaluation and

follow-up

Evaluation of activities

Follow-up activities

3.

Evaluation and

follow-up

Evaluation of activities

Follow-up activities

Two Steps approach

1.

Research and Preparation

• Team & Task development

• CB adjustment, focus of product groups, strategy, basic plan, tasks

• Basic research and planning > company short lists, key stakeholder net, key media & events,

• Preparation of basic tools

1.

Research and Preparation

• Team & Task development

• CB adjustment, focus of product groups, strategy, basic plan, tasks

• Basic research and planning > company short lists, key stakeholder net, key media & events,

• Preparation of basic tools

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.)

• Methods:Media 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.

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.)

• Methods:Media 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.

Preparation phase

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

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

key stakeholders are:

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 areasWhat‘s the relevance of environmental issues for the consumer‘s 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.

Adjust your focus & activities

Depending on the national situation the acquisition team can cooperate with and coordinate the resources of other organisations

Promotioncampaigns

Acquisition activities

Other

relevant activities

Application

admini-stration

Tech-nical

support

Sales communi-

cation

Info mate-rials

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

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 > recommend double branding

– Products for EU market > preference for EU Eco-label

– Products for regional/local markets > preference for regional Eco-labels

The high potencial eco-companies on their way to the EU Eco-label

The regional activity mix…

Starter-KIT for interested companies

Starter-KIT for interested companies

Mailing and calling Mailing and calling

Workshops (presentations e.g.

at key events)

Workshops (presentations e.g.

at key events)

Key media work

Key media work

Collaborating with CB activities (acquisition and promotion) and resources

Collaborating with CB activities (acquisition and promotion) and resources

Selected face-to-face meetings on site

Selected face-to-face meetings on site

Key stakeholder lobbying

Key stakeholder lobbying

Development of argumentation and

presentation(tools, training)

Development of argumentation and

presentation(tools, training)

… depends on the regional situation. It may be composed of …

Identification of high potencial companies and stakeholders by market research (eco-labels, stakeholders, regional producers for EU market, retailers, events)

Identification of high potencial companies and stakeholders by market research (eco-labels, stakeholders, regional producers for EU market, retailers, events)

… …

Partner networking

Partner networking

Application adviceApplication advice

Dissemination of info

material

Dissemination of info

material

EU (help desk) and national info materials (web

and print)

EU (help desk) and national info materials (web

and print)

Support for the application

procedure (CBs, consultants etc.)

Support for the application

procedure (CBs, consultants etc.)

Lobbying for retailer and POS activities

Lobbying for retailer and POS activities

Lobbying for national activities

Lobbying for national activities

Developing the strategyThe 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 companies:> development of strategic basics, stakeholder lobbying and key media work> selected contacts

• Countries with small EU-EL administration and minimal EU-EL activities:> quick market research, network development including administration, consultancies, stakeholder lobbying> selected events and contacts

• Countries with acquisition experience in 1 or 2 product groups but limited in other product groups:> development of basics (starter-kit, argumentation) also for other countries,> 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: > Development and implementation of a „synergy strategy“between regional and EU Eco-label (for instance: double branding)

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

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.

Best practice example PROMOTION at trade fairs

Product samples at the EU Ecolabel stand at

EUROPROPRE, Paris 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

EU Ecolabel stand at 4Habitat, Prague, 2007

Best practice example AWARDING CEREMONIES

French Competent Body awarding companies at EUROPROPRE trade fair, Paris 2007

Austrian Minister awarding companies at special awarding events, Vienna 2007

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

Promotion at the point of sales

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

Advertising in magazines, DK

Weekly specials, DK

Best practice example EPCA guide for supporting companies step 1 Steps of ProductionA flow chart tells us who does what. step 2 Research of the suppliersNext 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 applicationSort 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 don’t understand what is required of them, (2) they don’t want to pay for a test, (3) They are just not interested in the flowerIt 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.

STEPS OF PRODUCTIONSTEPS OF PRODUCTION

Fibre SuppliersFibre Suppliers

SpinnersSpinners

Weavers/knittersWeavers/knitters

Dyers/printersDyers/printers

Making upMaking up

Wet treamentWet treament

Sharpening the arguments argumentation needs to be harmonised and trained

Issue Argument (towards companies) Remarks

What‘s the function of Eco-labels?

… to inform eco-minded consumers > to raise the market share of eco-products > to boost a sustainable economy

Why should I use an Eco-label?

„ It‘s the best and easiest way to show what your products/company stand for. Be sustainable and communicate it“ + utilise the potential

What’s the benefit or the necessity to use an Eco-label?

• With an Eco-label the costumer will realise your environmental performance. Enhances the company’s 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)

What’s 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).

What’s 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? It‘s 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.

What’s 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

Key stakeholdersCore team of „Initiators“

Individual networking strategy

Acquisition coordinator

EMP regional partner

Acquisition coordinator

EMP regional partner

Key trade fairs

Key media

„Partners“

Consultants: marketing, application preparation

Others

CBCB

Organisations working on

behalf of CB

Organisations working on

behalf of CB

working on behalf of the CB: administration,

technical expertise, acquisition,..

list with recommendations

cooperationKey stakeholders

For instance key branch representations

other strategic contacts

Identify the key stakeholders

CB Ministry or other organisation

CB Ministry or other organisation

massmedia

massmedia

Chambers of commerce

Chambers of commerce

Industry and trade associations

Industry and trade associations

Environm. consultants

Environm. consultants

Special interest media

Special interest media

Trade fairsTrade fairs

Acquisition Team Acquisition Team

Federal environm. authorities

Federal environm. authorities

General publicGeneral public

Consumer Association

Consumer Association

NGO‘sNGO‘s

Cooperating Labels (e.g.

national Eco-labels)

Cooperating Labels (e.g.

national Eco-labels)

RetailersRetailers

Contacting the companies

• Awarding event

• Marketing support

• Promotion

indirect info (media, trade fairs, products, promotions)

Phone-call

mailing

Data base development (contacts, mailing lists etc.)

On-site meetings

Workshopsfor groups of companies

Key stake-holder

Technical support by consultants in the certification process, supporting the company until fullfillment of the criteria.

Application administration by CB

Acquisiteur

Technical support

Key stakeholders

CB administration

Media & events

On-going communicationphone-call, meeting etc.

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

Green demand: • consumers• Public purchasers• Private company

purchasers (focus: green companies)

Key personnel of companies

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

Always try to contact the key persons who are involved in the innovation/development and the decision process of a company.

Standard timetableSteps 1-2 3-4 5-6 7-8 9-10 11-12 later

Concept, management and documentation

Follow-up

1. preparation

2. performance

Concept 1

Argumentation and Info-tools

Report & concept 2

Key stakeholder contacts

Company contacts

Basic market research

Team of initiators

Key events, workshops, media

result

Never forget the web

Eco-label catalogue

EU Eco-label website

http://europa.eu.int/comm/environment/ecolabel

http://www.eco-label.com/

National Ecolabel websites with Eco-label information

EU Eco-label from Bruxelles

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 cleaning+washing 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)

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

Consumer INFO KIT

fact-sheets for producers

Business fact sheets (for producers and retailers, available online in pdf-format, soon in 19 languages)

1. 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

http://europa.eu.int/comm/environment/ecolabel/marketing/brochures_en.htm  http://europa.eu.int/comm/environment

/ecolabel/marketing/brochures_consumers_en.htm 

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

In general Flower news (2 per year)

Green procurement flyer

EU Eco-label flyer (2 per year)

EU website and web-catalogue

http://europa.eu.int/comm/environment/ecolabel

http://www.eco-label.com/

Producing taylormade info packages

Available info material

Available info material

from national CB

from national CB

from acquisition

project

from acquisition

project

additional taylormade information

additional taylormade information

from Bruxelles

from Bruxelles

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.

Documentation of contactingIn Excel ..

.. or in word

Borrow a Roll-up or print your posterRoll-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

Adopt the standard ppt

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