Final Pres Green

MGP
SUMMER BOOTCAMP
2009

What is MGP?
The Marcus Graham Project (MGP) is a network with the intent strategically focused on building the next generation of leadership in the advertising & marketing industry thru mentorship & career development.

GREENING DALLAS
Clients
Broccoli City
WFAA
South Side on Lamar
YOU!
Process
Tours
Research
Development

TOURS
TracyLocke
The Richards Group
Imaginuity
NewFlower Farmer’s Markets
The Marketing Arm
WFAA-Channel 8
En Vivo
South Side on Lamar
City of Dallas Green Initiative
Reach Media/The Tom Joyner
Morning Show

RESEARCH
Social Media Networks
Online Blogs
EPA
Green Dallas

Interviews
Man-on-Street Interview
Questionnaire

WFAA
Opportunity:
Need for engaging content and PSA production on Project Green website
Objective:
Leverage unproduced vignettes
Create taggable PSA’s educating and inspiring action towards sustainability
Process:
Research
Storyboard
Rough Cuts
Feedback
Final Production

Final cut of videos

SOUTH SIDE ON LAMAR
Opportunity:
Engage SSOL community in furthering their sustainability efforts
Objective:
Develop a strategy to make SSOL more sustainable than it currently is.
Recommendations
Green Rooftop
Community Garden
Solar Panel Parking Lots

GREEN ROOFTOP

PARKING LOT

COMMUNITY GARDEN

BROCCOLI CITY
Opportunity:
Broccoli City (BC) is an LA-based organic lifestyle brand promoting positive thinking and living due to a critical lack of education in the urban community concerning the Green Movement. (see press release for stats)
Objective:
Develop a concept for a campaign introducing BC to the 18- 34 cross-cultural urban audience.
Strategy:
Connect to passion points of audience: Music, Fashion, & Technology.
Products:
Mini-Magazine prototype
Pop-Up retail promotion
GOx News

MINI MAG SCREENSHOT

Gox News
Gox News is a viral news program with the goal of educating the urban community on how to lead an organic lifestyle through current events, music, fashion, and technology.

Show Title: GO News
GO educates and motivates the urban Community to incorporate, embody, and sustain an organic lifestyle. The movement
behind living organic is often misconceptualized as being a financial burden and an undesirable change in the comforts of day to
day living. The purpose of GO is to reform those common misunderstandings by informing these communites that there are
healthier and more efficient alternatives to living, without the expense of financial and social comforts.

Show Concept:
A news program that shows interesting community projects that are going GREEN.

Show Duration: (all times listed are approximate)
Seven (7) – 1:00 minute spots
Show Clock Structure:
0:10 sec. - Introduction to the show
0: 30 sec. - On the scene reporter shows example of businesses/community members going green.
0: 10 sec. - Vigette (utilize WFAA scripts, transadapted to connect to young urban audience)
0: 05 sec - Tag

Slated Topic Categories Include:
WAYS TO SAVE WATER (THE TURN OFF); WAYS TO SAVE ELECTRICITY (THE UNPLUG); FLUSHING SMARTER; SMART WAYS RUN AC
SMART WAYS TO USE LIGHT (NEWFLOWER MARKET); COOL WAYS TO RECYCLE PLASTIC; COOL WAYS TO RECYCLE PAPER

The integration of show topics will incorporate a variety of entertaining and comical avenues to effectively draw viewers to
participate and ultimately "GO" green:
INTERVIEWS WITH LOCAL BUSINESS OWNERS AND HOW THEY SAVE WHEN GOING GREEN.
GOING INSIDE HOMES SHOWING HOW YOU CAN SAVE ON YOUR ELECTRIC BILL.
HOW TO RE-USE EVERYDAY IN A CONSTRUCTIVE AND USEFUL WAY.

POP UP RETAIL

IT STARTS WITH YOU!
Learn
Education is the first step towards leading a sustainable lifestyle.
Teach
In order to build a sustainable community one must pass along the message.
Lead
Coordinate programs that continue to teach sustainability in the urban community.

QUESTIONS?

http://www.marcusgrahamproject.org	258
http://marcusgrahamproject.org	12
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Final Pres Green

by LincolnSteffens on Aug 16, 2009

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