Embed Size (px)
DESCRIPTION
Client presentation for the 2013 School of Communications PhilAdtropy event
Citation preview
DREAM IN GREEN
To make Dream in Green a household name,
to improve its funding capability and reach
PROJECT OBJECTIVE
STRATEGIC CONSIDERATIONS
— Commitment to change through education
— Educates about daily action and decisions that relate to
your direct environment
— Long term effects with low cost through simple tools & tips
— Accomplishments:
— partnership with 165 schools
— Saved $4.5 mil in energy costs (9.5 mil kilowatt hours of
electricity, 22.5 mil pounds of carbon emissions)
CHARACTERISTICS
DRUCKER’S 5
I. What business are you in?
II. Who are your competitors?
III. Who are your customers?
IV. What do those customers care about?
V. What should we be really good at?
DRUCKER’S 5
I. What business are you in?
Inspiring a green generation through education and
personal action
II. Who are your competitors?
Other “green” organizations that ask for funding and
donations
III. Who are your customers?
Donors and Schools (teachers, parents and kids)
DRUCKER’S 5
IV. What do those customers care about?
Donors: reputation, CSR, monetary incentives
School community: improved curriculum, saving
money, teaching/learning, fun
V. What are you really good at?
Making complex stuff actionable: helping people to
achieve observable and tangible results that matter
OUR BRIEF: THE OIIC
I. Objective: a real, measurable and transformational business objective
II. Issue: the one thing that currently stands in our way to meet the objective
III. Insight: the truth we know about people that will help us overcome the issue
IV. Challenge: what do we need to do (not say!) to meet the objective
I. Objective
Increase funding by X% before the end of next school year
(2013/14) to accommodate 400 schools in the program
II. Issue
People often view environmental charities as ‘vague’ and
trying to achieve unattainable ‘global’ goals. It is difficult to
see the value of a donation or program if the benefits are
unclear or elevated into the ‘impersonal’
OUR BRIEF: THE OIIC
III. Insight
People and organizations care most about things that impact
them directly and that give immediate rewards to their
community
IV. Challenge:
Move the perception about Dream in Green from ‘another
green initiative’ to a way to impact your local environment
NOW with direct benefits for you
OUR BRIEF: THE OIIC
BRAND ARCHITECTURE
BRAND ARCHITECTURE
Proof Points: no. of schools in the program, money saved,
personal testimonials, earth’s resources saved
Brand Character: realistic, cooperative, empowering, fun
DNA: inspiring immediate action that benefits individuals
and their environment now, and in the future
Brand Beliefs & Values: sustainability through education,
building awareness through individual change, leading
through action
ORGANIZING IDEA
TAKE CHARGE OF YOUR ENVIRONMENT
MANIFESTO
“A little change goes a long way. When you take charge of your
environment, we can accomplish not only local, but global
sustainability goals. Education becomes action, and action becomes
impact. Rather than simply encouraging change, we empower you to
make changes in your own life and your community. Through
specialized programs, we equip you with the knowledge and tools you
need to create a greener future. Our Green Schools Challenge
motivates children to participate in a competition that has global
impact from a local level. Our future is green, and change is not an
option. It is a necessity we can only achieve together.”
CAMPAIGN
Build the Dream in Green brand through a
targeted campaign that connects the brand
name to its unique benefit: allowing people to
take charge of their environment
CAMPAIGN OBJECTIVE
SETUP
I. Ensure campaign character is about empowerment, both for schools and for potential donors: TAKE CHARGE
II. Communicate dual benefits: making the world a better place for all + enabling you to have a direct impact that matters (and save some money to boot)
III. Stand out, be engaging, with a strong call to action
Landing Page
Print Social Media Activation Giveaways Video Newsletter
MOOD BOARD
STYLE GUIDE
STYLE GUIDE
STYLE GUIDE
LOGO TREATMENT
LANDING PAGE (1)
LANDING PAGE (2)
VIDEO
POSTER (1)
POSTER (2)
POSTER (3)
NEWSLETTER E-BLAST
FLYER
FACEBOOK PAGE
ACTIVATION & SOCIAL MEDIA
1. Take Charge Video Challenge Activity Description: Invite students to form teams to make a 30-sec video about how they take charge of their environment. Students will share their videos in order to get the most views to win the challenge. School of winners would be rewarded as the Green School of the Month and press would be invited to share their achievements. Mediums: Facebook YouTube Twitter Newsletter Website Press Release
ACTIVATION & SOCIAL MEDIA
2. Green Report Card Activity Description: Recognize organizations that go environmental friendly and educating organizations interested in becoming more responsible with daily tips to save on operating costs. Donate links will be featured through social networks for organizations interested in giving back to schools and their communities. Mediums: Facebook Twitter Website Newsletter
ACTIVATION & SOCIAL MEDIA
3. Take Charge Pinterest Challenge Activity Description: Invite students to make Pinterest boards about how they take charge of their environment. Students will share their boards in order to get the most likes/followers/repins win the challenge for that week’s theme. Winners would be rewarded as the Green activist of the week and press would be featured on the cover photo of our fan page to share their achievements. Mediums: -Pinterest -Facebook & Twitter -Newsletter -Press Release -Website
GIVE-AWAY - BAG
GIVE-AWAY - BOTTLE
GIVE-AWAY - BOOKMARK
GIVE-AWAY - STICKERS
NEWS RELEASE
NEWS RELEASE
NEWS RELEASE
NEWS RELEASE
THE TEAM
Aaron Martin – [email protected] Ivana Cruz – [email protected] Anna Hicks – [email protected] Lei Yang – [email protected] Lexi White – [email protected] Monica Zgurova – [email protected] Ada Wong Choi Kiu – [email protected]
