Composting Your Message: How to Plan and Promote Green Events

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How to plan and promote outreach environmental programs. Presented to high school environmental classes. Find more info at our website:

How to plan and promote outreach environmental programs. Presented to high school environmental classes. Find more info at our website:

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  • Composting Your Message is all about marketing your events. Composting is green. Good marketing is green. Why? Because both make maximum use of efficiency methods to nurture our lives. News is about change. Composting is about change. So the recipe for marketing a composting event adds up: First comes Adding people. Then Mix your message…just like you mix the ingredients in the compost pile. Heat up your methods to stimulate action. And Remember, it’s all about timing! Compost takes cooking time…and so do messages if you want to see action.

Transcript

  • 1. Composting Your Message! + Add People + Mix Your Message + Heat Up Methods + Right Timing! ___________________ CaliforniaGreenSolutions.com Green Outreach Event
  • 2. Composting Target Audiences
    • Home gardeners
    • Green enthusiasts
    • Home makers - cooks
    • Food processors
    • Restaurants
    • Waste haulers
    • Institutional Food (ie School Cafeteria)
    • Landscapers
  • 3. Top “Composting” Keywords 12,100 compost how to 14,800 compost tumbler 14,800 compost bins 27,100 organic fertilizer 27,100 top soil 33,100 compost bin 49,500 composter 90,500 topsoil 110,000 composting 301,000 compost 450,000 fertilizer 1,000,000 worms 1,220,000 gardening
  • 4. Top “Composting” Keywords SOURCE: Google Adwords Surprise! 12,100 compost how to 14,800 compost tumbler 14,800 compost bins 27,100 organic fertilizer 27,100 top soil 33,100 compost bin 49,500 composter 90,500 topsoil 110,000 composting 301,000 compost 450,000 fertilizer 1,000,000 worms 1,220,000 gardening
  • 5. Make Your Plan!
    • Choose Audience Groups
      • Gardeners vs. Restaurants
    • Select Topics for Messages
      • Worms!!!! Surprise
    • Throw Popular Events
      • Demonstrate “Compost Bins”
    • Optimize Webpages/Blogs
      • Repeat related keywords
    WORDS matter!
  • 6. PLAN: Green Enthusiasts
    • Understand goals and motivators
      • Restore nature’s resources ? ( ask !)
      • Health ? ( ask !)
      • Save money ? ( ask !)
    • Communication methods
      • Online communities
      • YOUR personal, local groups
    • Message(s)
      • Role of plants/food in sustainability
      • Nutrition of soil creates good health
      • IT's FUN ! IT's EASY ! IT's Doable !
  • 7. PLAN: Home gardeners
    • Understand their goals and motivators
      • Improve vegetable/fruit production
      • Turn waste into valuable soil
      • Save money on fertilizers and soil amendments
    • Communication methods (ask!)
      • Website & Email
      • Events
      • Posters and Print
    • Message(s) -- Which do you think fit?
      • How To
      • Cost and Savings
      • Emotional Rewards
  • 8. PLAN: School Cafeterias
    • Goals and Motivators
      • Save money
      • Healthy and safe practices
      • Student nutrition
    • Communication Methods
      • Student projects
      • Letters
      • Posters in hallways
    • Message (s)
      • Vermiculture
      • Funding sources
      • Supply system: farmers, bins…
      • Student program ideas
    Right People
  • 9. Right Methods
    • What
      • Demonstrate HOW
      • Resources LIST
      • Benefits !!!
    • Who - Location matters
      • School
      • Apartment
      • House
  • 10. Right Message One Concept Multiple keywords! 12,100 compost how to 14,800 compost tumbler 14,800 compost bins 27,100 organic fertilizer 27,100 top soil 33,100 compost bin 49,500 composter 90,500 topsoil 110,000 composting 301,000 compost 450,000 fertilizer 1,000,000 worms 1,220,000 gardening
  • 11. Wave Your Flag …
    • Keywords
    • Tags
  • 12. Target the Right Media
    • Traditional "Media"
      • Internet based
      • Local newspapers
    • "Direct" Postables
      • Posters
      • Letters
      • Postcards
    • "Broad" Electronic Media
      • Email - (personal!)
      • Blog or Website - (Personal +)
      • Flickr - images (impersonal)
      • YouTube - motion (impersonal)
      • Twitter - events (personal)
    (How does your AUDIENCE get THEIR news & info?)
  • 13. Right Timing
    • 2 weeks out
    • 1 week out
    • 2 days out
    • SAME DAY!
    • Follow up!!!
    WELCOME! I'm planning to come I'll think about it THANK YOU! WIIFM?
  • 14. Your Plan
    • ____________________
    • ____________________
    • ____________________
    • ____________________
    • Right people
    • Right message
    • Right methods
    • Right times
    • Measure the Results!
  • 15. WHO?
    • Family Immediate and extended
    • Friends Close and general
    • Groups Hobby, Interests, career
    • Co-workers School, Classmates
    • Industry Faculty, Sponsors, Districts
    • Community Local, County, State, National
    Build a Lifelong Community Who•What•When•Where•Why•How
  • 16.
    • Making a Difference …
      • Is about THEM (people in your community)
      • and THE EARTH (your physical community)
      • … & Getting Results Through YOU .
      • PS: That's how you become a BIGGER YOU!
    WHAT? Who•What•When•Where•Why•How Build Results Together
  • 17.
    • Are they RECEPTIVE?
      • After an emergency experience
      • Preparing for a 'big moment'
    • How many TIMES?
    • Think "7"
      • 7 TIMES to learn something new!
      • 7x DIFFERENCE to get attention!
        • Slower/faster; taller/shorter; newer/older
      • 7 PEOPLE to find ONE who is
      • highly motivated!
    WHEN? Who•What•When•Where•Why•How Build your Timing Skills
  • 18. WHERE?
    • Distribution (In-house List)
      • Build your lifelong list
      • Stay in touch
    • Media …all sizes and shapes
      • Your School & Groups
      • Family, Friends & Neighbors
      • Community Newspapers, Bulletin Boards
      • City Radio, TV, Newspaper, Events…
      • State, National, International…
    Who•What•When•Where•Why•How
  • 19. WHY?
    • W hat’s I n I t F or M e?
    • W.I.I.F.M.
    WIFFM IS IN HERE Who•What•When•Where•Why•How
  • 20. HOW TO!
    • Traditional Media
      • Publishing Newspaper, TV, Radio
      • Group Newsletters School, Political, Religious, etc
    • New Media
      • Social networks Flickr, YouTube, Facebook, Linked In
      • 1 to 1 Text Msg, IM, Email, Web, Phone
    • Promotion Tell editors and writer/journalists
      • Tell everyone you know… And tell them again…!
    • Word of Mouth
      • Tell them where the "food" is! Think like birds! They pass it on!
    Who•What•When•Where•Why•How
  • 21.
    • CaliforniaGreenSolutions.com
    PS: Check our website for articles and upcoming webinars