This campaign was created as my PR strategy class project. I created this strategic evaluation of the Timberland Earthkeepers campaign to measure the campaign's effectiveness and connection to its target audience.
My role was to work with the team on all aspects of the project. We initially divided the work among the group, then swapped work with each other to make sure everything was covered in depth.
-There was a lot to learn about the Timberland Earthkeepers campaign. The Timberland reputation was highly regarded, which made the research for the campaign easier as more facts were available.
-We offered ways to extend the successful campaign by outlining their publics, creating evaluation techniques and building long-term relationships.
-It was difficult to find information about the target public, since there was a lot of positive media coverage about Timberland. The media and company focused on their success, rather than the customers affected.
-Some parts of the project were difficult to determine, such as the four Cs in communications effectiveness. We were unsure if the spokesperson should be a celebrity or the CEO, because of who Timberland was trying to reach. We chose the CEO since he has the most knowledge of the company and a clean reputation.