ny green movement
DESCRIPTION
TRANSCRIPT
NY Green Movement Campaign to Reduce New York State’s Carbon
Footprint
Rufer | 6 May 2014
Situational Analysis
The state of New York is trying to decrease their carbon footprint and educate citizens about the need to conserve.
2010 – 54 million metric tons of CO2
New focus: Suburban households
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Objectives
Decrease footprint by 15%
Inspire 1000 Households to sign “green” pledge
Broadcast New York as eco-responsible
Educate citizens
Generate 75M positive media impressions
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Target Audience
Main Audience
◦ High-energy users
◦ Ages 12 – 24
Sub Audience
◦ Families with children
◦ Suburban households (ages 25 – 40)
Anyone interested in improving
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Strategies
Unify NY community in effort
Promote awareness and sustainability
Encourage action and feeling of impact
Create stories valuing eco-friendly actions
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Tactics
Distribute Carbon Companion Cubes
◦ With accompanying materials
Launch NY Green phone app
Develop social media and web presence
Provide media with print and broadcast kits
◦ With fact sheets, press release, news package, etc
Publish billboard and poster messages
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Rufer | 6 May 2014
NY Green Phone App
Build simple profiles
Compare personal
stats
Regular stream of tips
and tricks
#CarbonCube feed
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
NY Green Website
Central gathering point
for campaign
Showcase user
submissions
Blog posts with tips to
reduce carbon footprint
Encourage households to
register and pledge
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Rufer | 6 May 2014
Calendar
Research and planning – winter months
Cube distribution – April (Earth Day)
Key awareness – warmer summer months
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
Timeline
December: Planning process begins
January: Cube production begins
February: Research target audience, build shipping address list
April 10: Cubes sent out to residences with information packets, while the website and app are launched
April 22: Cube promotion piggybacks on influx of Earth Day content
May: Posters and billboards published
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014
NY Green Movement Thank you for your attention!
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline Rufer | 6 May 2014