ny green movement
Post on 21-Oct-2014
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PR 105 final project presentationTRANSCRIPT
Rufer | 6 May 2014
NY Green MovementCampaign 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” 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
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
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
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
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
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 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
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