ny green movement

NY Green Movement

NY Green Movement

Campaign to Reduce New York States Carbon Footprint

Untitled-1.jpgcube.jpgRufer | 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


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


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


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


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


Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Rufer | 6 May 2014

Publication3.jpgRufer | 6 May 2014

NY Green Phone App

Build simple profiles

Compare personal stats

Regular stream of tips and tricks

#CarbonCube feed

http://merchandise.thedoctorwhosite.co.uk/wp-content/uploads/rt-cubes.jpgSituational 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

http://merchandise.thedoctorwhosite.co.uk/wp-content/uploads/rt-cubes.jpgSituational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Rufer | 6 May 2014

C:\Users\Ainsley\Documents\01 - School Stuff\Year3 - 2014 Spring\PR 105 - Berman\PRINT\NY Green - Data Sheet 1.jpgRufer | 6 May 2014

Calendar

Research and planning winter months

Cube distribution April (Earth Day)

Key awareness warmer summer months


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


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!

Untitled-1.jpgcube.jpgSituational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Rufer | 6 May 2014

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