ny green movement

13
NY Green Movement Campaign to Reduce New York State’s Carbon Footprint Rufer | 6 May 2014

Post on 21-Oct-2014

107 views

Category:

Environment


1 download

DESCRIPTION

PR 105 final project presentation

TRANSCRIPT

Page 1: NY Green Movement

Rufer | 6 May 2014

NY Green MovementCampaign to Reduce New York State’s Carbon Footprint

Page 2: NY Green Movement

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

Page 3: NY Green Movement

Rufer | 6 May 2014

Objectives

Decrease footprint by 15%Inspire 1000 Households to sign

“green” pledgeBroadcast New York as eco-responsibleEducate citizensGenerate 75M positive media

impressions

Situational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Page 4: NY Green Movement

Rufer | 6 May 2014

Target AudienceMain 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

Page 5: NY Green Movement

Rufer | 6 May 2014

Strategies

Unify NY community in effortPromote awareness and

sustainabilityEncourage action and feeling of

impactCreate stories valuing eco-

friendly actions

Situational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Page 6: NY Green Movement

Rufer | 6 May 2014

Tactics

Distribute Carbon Companion Cubes◦ With accompanying materials

Launch NY Green phone appDevelop social media and web presenceProvide media with print and broadcast

kits◦ With fact sheets, press release, news

package, etcPublish billboard and poster messages

Situational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Page 7: NY Green Movement

Rufer | 6 May 2014

Page 8: NY Green Movement

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

Page 9: NY Green Movement

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

Page 10: NY Green Movement
Page 11: NY Green Movement

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

Page 12: NY Green Movement

Rufer | 6 May 2014

Timeline

December: Planning process beginsJanuary: Cube production beginsFebruary: Research target audience, build

shipping address listApril 10: Cubes sent out to residences

with information packets, while the website and app are

launchedApril 22: Cube promotion piggybacks on

influx of Earth Day contentMay: Posters and billboards published

Situational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline

Page 13: NY Green Movement

Rufer | 6 May 2014

NY Green MovementThank you for your attention!

Situational Analysis

Objectives

Target Audience

Strategies

Tactics

NY Green Phone App

NY Green Website

Calendar

Timeline