Collaborative Ink FCGP presenation

8/10/2019 Collaborative Ink FCGP presenation

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First Coast Green Pages

Fall Campaigns 2014


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Client OverviewU.S. Green Building Council

U.S. Green Building Council, North Florida chapter

o Non-profit organization

o Founded in 2004, currently over 230 members

o Goal to create a sustainable region and green buildings for all

in north Florida within this generation (2040) through open,

collaborative education, leadership, and action.


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LiveSMART Trailer

Sustainable Materials and Resource Trailer

Features 100% electric Tesla and Nissan Leaf, insulation

options for homes, solar power and water consumption

education

One Spark 3rd place in technology category

Projected to be completed by 2015

Client OverviewU.S. Green Building Council


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Client Overview



Launched to the public in October

2014

Environmentally friendly andsustainable businesses online

directory

Goal is to connect (to local talent,

products, & services), educate,

inspire, activate and create jobs


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Original premiere directory of its kind in northeast Florida.

The modern design of the website appeals to consumers of all ages.

The different categories of the directory attracts a broad variety of

consumers. Created specifically to provide a service and benefit to the consumer.

Backed by a locally and nationally recognized group, U.S Green

Building Council, North Florida chapter.

Strengths


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The social media accounts are underutilized and there are

numerous accounts under each platform, which can be confusing.

North Florida area does not value green living as much as other

areas.

Green and sustainable sometimes have negative connotations inthe targeted area.

Several different logos for each part of the USGBC North Florida, to

create consistency there should be only one.

Weaknesses


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Inform the community, providing phone numbers and addresses for

services and goods that are essential to the consumer.

Create a stronger economy by sending customers to local

businesses. Create awareness of environmental problems at their events, on the

website and through social media accounts.

Opportunities


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Low traffic on the website could

threaten the launch.

The word green could turn

consumers off before they even usethe website

Businesses may exaggerate and give

false information

Businesses could change their green

practices after they are listed on the

website.

Threats


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Situation Analysis

First directory of its kind in north Florida

Innovative ideas

USGBC, North Florida lacks the funds to accomplish these goals

General interest in green movement in targeted area

Funds available to make business thrive

Raise awareness

Help build brand identity


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Audience Analysis

Overview Millennials ages 21 to 32

Actives ages 33 to 50+

Businesses in northeast Florida


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The Culinary Explorers

Kayla, 25, communications professional and fitness instructor,

Neptune beach resident

Adventurous foodie

Focused on local exploration Drawn to exotic cuisines and experiences

Hunger for authenticity

It's not so much about the food as the experience.

Dining out is an event

Audience AnalysisMillennials


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Audience Analysis

MillennialsThe Exuberants

Matt, 30, Publix Supermarkets

manager

Constantly active on social media

Average lifestyle

Adventurous

Northeast Florida attractions

Instagrammer

Intense desire to maintain a public

image

Frequent selfies

Socially competitive Driven to try new things


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24% of Americans

Somewhat more likely to be aged

45 or older

Well-educated and relatively

affluent

Predominantly white

More likely to be homeowners

More likely to have children over

20 under 30

More likely to be Democrats

Physically and culturally active

Want products that are recyclable Want companies to be more

socially responsible

Support Localism

Audience Analysis

Actives


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Primary Research

Survey Analysis - Consumer Survey 100 surveys were taken online.

Millennials thoughts on why going green is important:

When millennials were asked what they do daily to be more green:


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Actives between the ages of 40-49 were asked: How Green is Your

Home?

We also asked them if they recycle

Primary Research

Survey Analysis - Consumer Survey


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Primary Research

Survey Analysis - Business Survey 16 businesses were surveyed

Ranged from small businesses with only 1 to 3 employees, to larger

businesses with 20+ employees.

93% consider the environment when making purchasing

50% responded that they were in the

middle on a scale of 1 to 5 in terms ofbeing eco-friendly

Sustainability practices they already partake in

68% Energy Conservation and Recycling

56% Water Conservation


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Primary Research

Focus Group - Millennials When asked what they thought of the word green?

Healthy

Organic

Clean

Grass Kermit the frog

Obstacles to becoming green - expensive and inconvenient

Website Feedback

Layout was too cluttered

Homepage gave no information

Liked the idea of LiveSmart but didnt understand it completely or thecorrelation between it and the website


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What they associate with the word green?

Cleanliness

Sustainability

Recycling

Money

Greenwashing

When asked about LiveSmart:

Colorful and bright

Needs to grab attention better

Would not be inclined to go in

How they strive to be energy efficient:

Turn air condition down/off

Consolidate car trips

Conserve water

Turn off lights

Primary Research

Focus Group - Actives


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Green American National Green Pages

Northeast Sustainable Energy Association (NESEA)

The South Florida Green News

Secondary Research

Competitive Analysis


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Objective and Goals

Objective 1Raising Funds- Aims to raise $10,000 through fundraising events by the

end of the campaign

Tactic 1: Millennial targeted event that will raise approximately $200

Tactic 2:Active targeted event will raise approximately $8,000.

Tactic 3: Text-to-donate during events using Obopay

Tactic 4: Silent Auction


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Objective and GoalsObjective 3

Raising Awareness- Increase the awareness of First Coast Green

Pages in the community by 10 percent

Tactic 1: Increase likes on Facebook by 50% and increase Twitter

and Instagram followers by 40 %

Tactic 2:Obtain 200 views/shares of the viral video and info graphicvideo

Tactic 3:Increase website views during the month of January while

the PSA is being aired on the radio.

Tactic 4:Increase LiveSMART trailer foot traffic by 50%


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Official hashtag is #LiveSmartLiveGreen

Enhance the social media pages

Post weekly on all social media sites

LiveSMART experiential marketing around Jacksonville

Contest on Twitter with the LiveSmart Trailer Monthly business highlight- Instagram and Facebook

Informational posts on Instagram and Facebook

Promote the events that will be held

Sustainable Sam will be introduced mid way through campaign and

use the hashtag #GreenTeam

Communication Tactics

Social Media


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Sustainable Sam

The identifiable figure of this campaign is

Sam is the leader of the #GreenTeam and

represents the acronym

Sustainable

Attainable

Manageable


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There are two radio PSAs, one targeted towards actives and one

targeted towards businesses

The PSA for actives emphasizes that going green will save the

consumer money while creating a better future through First Coast

Green Pages The PSA for businesses emphasizes the importance of utilizing

First Coast Green Pages as an advertising and marketing outlet


Public Service Announcements


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Communication TacticsViral Video

Purpose is to grasp the attention of millennial in a humorous way

Sustainable Sam is in the video and shows his friend Larry that going

green is a better way to live

The video is cheesy and meant to show that living a sustainable life

is the modern way to live
http://youtube.com/v/JwzcftdEcOs


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Spreads awareness and support from the Millennials in the area

At Aardwolf Brewing Company

Event will include:

Life size Jenga, Life size Twister, Life size beer pong, flip cup and

corn hole

Green beer with donations for FCGP FCGP listed business participating, give advice for living

sustainable

Events

Live Green Play Green - Millennials


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Spreads awareness and gains funding through a formal gala

At Museum of Science and History Rooftop

Event will include:

Drinks, Dinner and Dessert from Anthonys catering

Brief presentation from Executive Director of FCGP SarahBoren

Goals and vision of organization will be presented

EventBrite Sign Ups

Tickets will be $100

Silent Auctions

Events

Green Tie Gala - Actives


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Spreads awareness and allows

FCGP to directly interact with the

community

Supply public with

information about FCGP

Prize game At Hemming Park Downtown

Sustainable Sam

Targeted towards both audiences

Free for non-profit

Dates on Wednesday:

April 1, 2015 June 3, 2015

September 2, 2015

Events

Downtown Artwalk


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Creative TacticsLogo Design


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Creative TacticsLogo Design


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Creative Tactics

Social Media Images Cover photo to closely tie into the theme of website

Integrated a blimp carrying a banner that alternates the various

promotional events within the cover photo.

Within the blimp, we incorporated Sustainable Sam


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Timeline

Collaborative Ink FCGP presenation

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