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Executive SummaryExecutive Summary

Problem: Global WarmingProblem: Global WarmingGoal: Send a message to UK toGoal: Send a message to UK to

give up petrol and electricity forgive up petrol and electricity for

one dayone dayAudiences: Families,Audiences: Families,

Businesses, UKBusinesses, UK

Strategy: CelebrityStrategy: CelebrityEndorsement, mass mediaEndorsement, mass media

coveragecoverage

Budget: 100 000Budget: 100 000

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IntroductionIntroductionWHO- National Save Energy Day. A charitableWHO- National Save Energy Day. A charitable

campaign, encouraging people to conservecampaign, encouraging people to conserveenergy in the UK, main even taking place onenergy in the UK, main even taking place onSunday 20Sunday 20thth July 2008. Supporters includeJuly 2008. Supporters includeGreenpeace, Energy Saving Trust andGreenpeace, Energy Saving Trust andFriends of the EarthFriends of the Earth

WHAT-Campaigning months in advance in theWHAT-Campaigning months in advance in theUK to give up petrol and electricity for oneUK to give up petrol and electricity for oneday to continuoulsly decrease energy use.day to continuoulsly decrease energy use.

WHERE- Cities around the UKWHERE- Cities around the UK

WHY- To encourage people to help theWHY- To encourage people to help theenvironment, preventing Global Warming,environment, preventing Global Warming,by cutting gas emissions.by cutting gas emissions.

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CommunicationCommunication

ObjectivesObjectivesUsing PR instead of advertisingUsing PR instead of advertisinggenerates interest with lowergenerates interest with lowercostcost

Celebrity EndorsementCelebrity Endorsement

Media Appearances andMedia Appearances andInvolvementInvolvement

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Target AudiencesTarget AudiencesThe UK public as energyThe UK public as energy

consumersconsumers

Families current bill payersFamilies current bill payersand next UK generationand next UK generation

UK Businesses of all sizesUK Businesses of all sizes

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ResearchResearchCampaign sponsors, i.e.:Campaign sponsors, i.e.:

Greenpeace, Energy SavingGreenpeace, Energy Saving

Trust, Friends of the EarthTrust, Friends of the Earth

and the Prince of Walesand the Prince of Wales

Types of PR publicityTypes of PR publicity

Costing of all promotionalCosting of all promotionaltoolstools

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romo ons anromo ons anPublicityPublicityInternet siteInternet site www.nsed.co.ukwww.nsed.co.uk

Campaign WristbandsCampaign Wristbands

School and Business visits bySchool and Business visits by

Prince of WalesPrince of Wales

TV Appearances by Prince ofTV Appearances by Prince ofWalesWales

P i d

http://www.nsed.co.uk/http://www.nsed.co.uk/http://www.nsed.co.uk/

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Promotions andromot ons anPublicityPublicityFree Goody Bag forFree Goody Bag forparticipantsparticipants

Free city buses on 20Free city buses on 20thth

JulyJuly20082008

Millennium Dome RooftopMillennium Dome Rooftopvisualvisual

NSED T-Shirts worn by allNSED T-Shirts worn by allmajor TV presentersmajor TV presenters

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THE BIG IDEATHE BIG IDEA

Our main promotional tool Our main promotional tool The 2007 X Factor finalists co-The 2007 X Factor finalists co-

perform the song Go Greenperform the song Go Green

100% Sales profit goes to the100% Sales profit goes to thecampaign fundcampaign fund

Emphasises the size of theEmphasises the size of thecampaign as similar to Red Nosecampaign as similar to Red NoseDay and Children In NeedDay and Children In Need

http://zoltan.podomatic.com/2006-02-15T16_18_36-08_00.jpg

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Timetable of eventsTimetable of events

T-Shirts worn by all major TVPresenters

Free city buses

On

NSED

Millennium Dome Rooftop visual

Prince of Wales TV appearances

1

Week

X Factor Single Go Green released

Prince of Wales School/Businessvisits

2

Weeks

Launch of website www.nsed.co.uk

Selling of Wristbands and GoodyBags

1

Month

Regular Press Releases leading up

to National Save Energy Day

6

Months

http://www.nsed.co.uk/http://www.nsed.co.uk/

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Swot AnalysisSwot Analysis

Strengths:Strengths:

Media FocusMedia Focus

Support from charitiesSupport from charitiesand the Prince of Walesand the Prince of Wales

Support from TVSupport from TVpresenterspresenters

Campaign day is aCampaign day is a

SundaSunday

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Swot AnalysisSwot Analysis

Opportunities:Opportunities:

High profile event,High profile event,

important figures doing theirimportant figures doing their

partpart

Public expectations highPublic expectations high

Proving the scale of theProving the scale of the

campaignscampaigns

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Swot AnalysisSwot Analysis

Threats:Threats:

Bad weatherBad weather

Campaign beingCampaign beingovershadowedovershadowed

Celebrities or highCelebrities or highprofile individualsprofile individualsshunning the dayshunning the day

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EVALUATIONEVALUATION

Interactive feedback fromInteractive feedback fromparticipants via email andparticipants via email and

survey through thesurvey through the

websitewebsite

Through the results -Through the results -

make targets for 2009make targets for 2009

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