Integration Communication CampaignIntegration Communication Campaign

Account TeamAccount Team

Marketing Director- Alana McLaughlinMarketing Director- Alana McLaughlin PR/Promotions Director- David RathmellPR/Promotions Director- David Rathmell Internet Director- Mary Keller & Charlie WeedInternet Director- Mary Keller & Charlie Weed Creative/Graphic Director- Jonathan SealyCreative/Graphic Director- Jonathan Sealy

Marketing PlanMarketing Plan

Challenge : Challenge : To educate Mobilians about recycling and To educate Mobilians about recycling and

the impact of litter on the city of Mobile. the impact of litter on the city of Mobile.

Target MarketTarget Market

Adult residence of MobileAdult residence of Mobile

Grammar, Middle, and High School Grammar, Middle, and High School Students in the city of Mobile Students in the city of Mobile

Objectives Objectives

To decrease the litter seen on streets and in yards around Mobile To decrease the litter seen on streets and in yards around Mobile by 25% by the end of 2010.by 25% by the end of 2010.

To increase the proper use of the Metro Mobile Recycling Center To increase the proper use of the Metro Mobile Recycling Center and drop boxes by 25% by the end of 2010.and drop boxes by 25% by the end of 2010.

To increase awareness of all Keep Mobile beautiful and partner To increase awareness of all Keep Mobile beautiful and partner programs by 15% by the end of 2010.programs by 15% by the end of 2010.

To have the outreach coordinator engage in no less than three To have the outreach coordinator engage in no less than three talks per month in adult organizations and three talks in schools talks per month in adult organizations and three talks in schools and churches throughout 2010. and churches throughout 2010.

To provide all volunteers and partners with education materials for To provide all volunteers and partners with education materials for anti-litter and recycling, including PowerPoint presentations and anti-litter and recycling, including PowerPoint presentations and leave-behind pieces, and increase volunteer education activities leave-behind pieces, and increase volunteer education activities by 10% by the end of 2010.by 10% by the end of 2010.

To utilize the Keep Mobile Beautiful brand image in all materials To utilize the Keep Mobile Beautiful brand image in all materials and communication efforts.and communication efforts.

Position :Position :Keep Mobile Beautiful will be positioned as the expert Keep Mobile Beautiful will be positioned as the expert

organization on recycling, litter prevention and organization on recycling, litter prevention and

beautification.beautification.

BrandingBranding : : The brand of Keep Mobile Beautiful must beThe brand of Keep Mobile Beautiful must be re-re-

established. established. Slogan, “It’s easy being green” Slogan, “It’s easy being green” Mascot, “Ralph the Recycling Frog” Mascot, “Ralph the Recycling Frog”

Keep Mobile Beautiful original logo.Keep Mobile Beautiful original logo.

Creative/Graphic PlanCreative/Graphic Plan

ChallengeChallenge

The primary communication challenge is educating the younger demographic on how to keep green and how easy it is to be. The second communication challenge is to promote an over all cleaner city with the plan.

Objectives Objectives To decrease the litter seen on streets and in yards around Mobile by To decrease the litter seen on streets and in yards around Mobile by

25% by the end of 2010.25% by the end of 2010. To increase the proper use of the Metro Mobile Recycling Center and To increase the proper use of the Metro Mobile Recycling Center and

drop boxes by 25% by the end of 2010.drop boxes by 25% by the end of 2010. To increase awareness of all Keep Mobile beautiful and partner To increase awareness of all Keep Mobile beautiful and partner

programs by 15% by the end of 2010.programs by 15% by the end of 2010. To have the outreach coordinator engage in no less than three talks To have the outreach coordinator engage in no less than three talks

per month in adult organizations and three talks in schools and per month in adult organizations and three talks in schools and churches throughout 2010. churches throughout 2010.

To provide all volunteers and partners with education materials for To provide all volunteers and partners with education materials for anti-litter and recycling, including PowerPoint presentations and leave-anti-litter and recycling, including PowerPoint presentations and leave-behind pieces, and increase volunteer education activities by 10% by behind pieces, and increase volunteer education activities by 10% by the end of 2010.the end of 2010.

To utilize the Keep Mobile Beautiful brand image in all materials and To utilize the Keep Mobile Beautiful brand image in all materials and communication efforts.communication efforts.

Creative includes:Creative includes: PrintPrint RadioRadio TVTV InternetInternet E-NewsletterE-Newsletter

ConceptConcept

Public Relations PlanPublic Relations Plan

Primary communication challenge: Primary communication challenge: educating publicseducating publics Population MobilePopulation Mobile Business leadersBusiness leaders Educators Educators School childrenSchool children

Promotion PlanPromotion Plan

Meet communication objectives with the Meet communication objectives with the use of promotional materialsuse of promotional materials

Promotional eventsPromotional events Educational materials Educational materials

Strategic PartnersStrategic Partners

Help us accomplish goalsHelp us accomplish goals Earth ResourcesEarth Resources Dauphin Island Sea LabDauphin Island Sea Lab Mobile County Public Schools Environmental Mobile County Public Schools Environmental

Studies Center Studies Center

Educational MaterialsEducational Materials

Press MaterialPress Material

Education PlanEducation Plan

Internet PlanInternet PlanObjectives: Objectives: To create a Keep Mobile Beautiful Web site that will facilitate the To create a Keep Mobile Beautiful Web site that will facilitate the

rebranding of Keep Mobile Beautiful. The Web site will provide visitors rebranding of Keep Mobile Beautiful. The Web site will provide visitors with education information for kids, adults, upcoming seminars, classroom with education information for kids, adults, upcoming seminars, classroom activities for teachers, and sign-ups for visiting the Alabama Coastal activities for teachers, and sign-ups for visiting the Alabama Coastal Foundation. The link from the Web site is Foundation. The link from the Web site is www.keepmobilebeautiful.orgwww.keepmobilebeautiful.org

To decrease the litter seen on streets and in yards around Mobile by 25% To decrease the litter seen on streets and in yards around Mobile by 25% by the by the

end of 2010, by providing information to visitors and providing opt in end of 2010, by providing information to visitors and providing opt in features.features.

To increase the use of the Metro Mobile Recycling Center and drop boxesTo increase the use of the Metro Mobile Recycling Center and drop boxes by 25% by the end of 2010, by providing maps, driving instructions of drop by 25% by the end of 2010, by providing maps, driving instructions of drop

of box locations.of box locations. To create awareness of the Keep Mobile Beautiful campaign through the To create awareness of the Keep Mobile Beautiful campaign through the

web site by utilizing web 2.0 venues, such as: Twitter, facebook.com, web site by utilizing web 2.0 venues, such as: Twitter, facebook.com, myspace.com, Linkedin and other partner programs by 15%.myspace.com, Linkedin and other partner programs by 15%.

WebsiteWebsite

Created “Its easy being green”Created “Its easy being green”

Strategy for:Strategy for:

EducationEducation CommunicationCommunication Strategic PartnerStrategic Partner

Develop policy for site:Develop policy for site:

Privacy PolicyPrivacy Policy Email PolicyEmail Policy

Evaluate Use of SiteEvaluate Use of Site

Track and record visitsTrack and record visits Amount of time on siteAmount of time on site Most viewed pagesMost viewed pages

Keep Mobile BeautifulWebsite Flow Chart

http://www.keepmobilebeautiful.org