Living Green Content Strategy

Philip Walke

Living Green What is it

•  Living green is a sustainability initiative that was launched in partnership with Durham College in 2012

•  This seeks to improve the environmental sustainability of all facets of the campus including campus operations, planning and administration.

Strategy Objective •  To increase overall awareness of the living

green program among Durham College students. This will increase overall sustainability around campus.

•  This will be achieved with various forms of social media as well as community an campus partnerships.

Insights

•  Overall growth of social media presence should be main focus. Social media is a overall driving force that can gain views of content.

•  It is also great because it is widely used by college students on a daily basis

Strategy/Mission

•  Our mission is to Inform and educate students and faculty about living green and their commitment to the environment and the overall ecosystem.

Target

•  The target audience that has been chosen that appropriately coincides with our strategy is college students aged 18-30

•  This is a good age group because they are more likely to use social media channels and view the content on them and are also more likely to participate in campus activities.

Workflow

Channel plan Facebook •  Partner with coffee culture •  Curated content filtered out using a social

rating system •  5 posts per day •  Post a mix of links pictures and videos •  Posted by students authorized by content

specialists Account coordinator has passwords .

Channel plan Twitter

Reach out to community schools •  Original content •  3 posts per month •  Links photos and videos •  Creative director publish •  Account coordinator passwords

Channel plan Instagram

•  Promoting events in and around the school •  2 posts per week •  Mix of links photos and videos •  Account planner publish content •  HR have logins •  Original content

Content examples

Other content avenues

•  Riot radio ads •  Better partnership with SA to organize

events

Kpi

Measurement tools