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Marketing your green project

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Invited presentation at the International Youth Green Summit. Jakarta, Indonesia, 2013.

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Marketing your green project

  1. 1. Michelle Kovacevic m.kovacevic@cgiar.org Marketing your green project
  2. 2. What I am talking about today • What is green marketing? • What makes a successful campaign • How to build a marketing campaign
  3. 3. What is (green) marketing? Communicating an environmental idea to your target audience in order to change their behaviour
  4. 4. What makes a successful campaign? • 3 case studies • I want you to think about: • What is the aim of the campaign? • Who is the target audience? • Which tools/methods did they use? • What impact did it have?
  5. 5. Case 1: Advocacy • Xxx
  6. 6. Why is it successful? • Targeted • Used social media to get the message out to a wide audience • Appeals to human emotions • Simple message • Uses iconic species (orangutan) that people feel sorry for • Gives you more information for how you can take action (their website)
  7. 7. Case 2: Information dissemination
  8. 8. Why is it successful? • Created a emotional connection with the audience by communicating the importance of making the change (crabs as food would disappear) • Gave them very specific advice instead of making people feel like there was nothing they could do • Funny • Targeted to the people in one area
  9. 9. Case 3: Raising finances
  10. 10. Why is it successful? • People feel involved and connected, instead of just donating money • Lots of different types of marketing tools are used (videos, blogs, images)
  11. 11. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  12. 12. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  13. 13. What is your aim? • To increase awareness about an issue? • To activate key influencers and thought leaders? • To change the behaviour of a certain group of people? • What actions do you want your audience to take? • Engage and encourage participation!
  14. 14. Who is your target audience? • Local people? • Government? • Students? • Consumers? • Private sector? Target different groups of people in different ways
  15. 15. Understanding the behaviour of your target audience Survey your target audience asking: • How do they obtain information about the issue? • What are their current perceptions and behavior in relation to the issue addressed by the campaign? • What prevents them from adopting the alternative behaviour promoted by the campaign? • What would motivate them to adopt the promoted behaviour?
  16. 16. Example Aim: Decrease use of plastic bags in Jakarta Target audiences: Shoppers, supermarkets, government Survey your target audience: • How do they obtain daily information on the issue? Online • What are their current perceptions, knowledge, needs, wants, preferences and behavior in relation to the issue addressed by the campaign? I did not know plastic bags are bad for the environment • What prevents them from adopting the alternative behaviour promoted by the campaign? The high cost of green bags • What would motivate them to adopt the promoted behaviour? Online campaign to raise consumer awareness about the issue + free green bag giveaway at supermarkets across Jakarta
  17. 17. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  18. 18. Make the message simple, engaging and easy to participate in Remember: The cornerstone of any effective campaign is great content presented in an interesting and engaging way. But, you can only create change one step at a time!
  19. 19. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  20. 20. Choosing the right tools to reach your audience • Printed materials • Social media (Facebook, Twitter, YouTube) Tool Advantages Disadvantages Leaflet/flyer • Reach a targeted audience • Cheap • Environmentally friendly? • Only reach a very specific audience Social media (Facebook, Twitter, Youtube, blogs) • Reach a wide audience • Easy to have a two-way interaction with your audience • “Crowdsourcing” • May not always grab audience’s attention • Many government agencies do not use social media Education programs (e.g. school visits, seminars, local activities etc) • Message can be very clearly communicated • Easy to stir passion in people • Can be expensive and time consuming Email campaigns • Reach a wide audience • If you audience is not tailored, people could consider it “spam”
  21. 21. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  22. 22. Find funding Some places to look: • Kickstarter (www.kickstarter.com) • Philanthropists • Incorporate fundraising into your campaign
  23. 23. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  24. 24. Timing your campaign • Will depend on your aim and audience • “Surf the wave” • Anticipate the news to plan your messages • Fast response when news breaks – “second day news”
  25. 25. How to build a marketing campaign 1. Identify your aim and target audience 2. Tailor a simple message 3. Choose the right media to reach your audience 4. Find funding 5. Timing your campaign 6. Measure impact
  26. 26. Measure impact Find out what worked about your approach and use it to inform future campaigns • Surveys • Engagement statistics (how many people in your target audience read your blog, commented, retweeted etc) • Environmental measures (e.g. has the city reduced plastic bag consumption?)
  27. 27. Further reading http://www.commpro.biz/marketing/lets-change- behavior-not-just-minds-a-surefire-10-step- program-for-green-marketing/ http://www.guardian.co.uk/sustainable- business/blog/social-marketing-behaviour-change
  28. 28. Any questions before we move on to a simulation?
  29. 29. Campaign simulation The year is 2050. Global rice consumption has risen to beyond sustainable levels. Forests are being cleared to make way for paddies, biodiversity is being lost as these habitats are destroyed, and people are struggling to get the nutrients they need because they are so dependent on rice. Your task: Design a campaign to convince people in your local area to reduce rice consumption.
  30. 30. Campaign simulation It approaching January in the year 2014. Jakarta’s rivers are clogged with rubbish, which doesn’t allow flood water to flow to the ocean. The impending rainy season could mean terrible floods that displace millions of people who live on the borders of the rivers. Your task: Design a campaign that makes people aware of the impact of littering on their environment.

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