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PRSA Creative Strategies With Fewer Resources

The document summarizes the Drive $marter Challenge campaigns from 2008 and 2009, which aimed to promote fuel efficiency and savings among consumers. Key points: - The 2008 campaign had a large budget and partners and promoted specific fuel-saving tips through various media. It was very successful in raising awareness and getting people to change behaviors. - The 2009 campaign had a much smaller budget but was still successful through low-cost tactics like an online video contest that engaged partners and increased social media presence. It focused on radio promotion and continued outreach. - Both campaigns achieved significant media coverage and web traffic. Evaluation found many people were aware of and adopting the fuel-saving tips as gas prices rose.

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Drive $marter Challenge  2009  Fuel Efficiency Consumer Campaign PRSA Association/Nonprofit Conference  Making Less “More:” Creative Strategies for Working With Fewer Resources Rozanne Weissman, Marketing Communications Consultant & Business Writing Trainer Former Senior Director of Consumer Campaigns Alliance to Save Energy [email_address]
Today’s Discussion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Situation Analysis in Jan. 2008  ,[object Object],[object Object],[object Object]
Goals & Target Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Market Research  –   6 Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy Based on Research ,[object Object],[object Object],[object Object]
Website Strategy ,[object Object],[object Object],[object Object],[object Object]
Partner Strategy  ,[object Object],[object Object],[object Object],[object Object]
Evergreen Campaign Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Buzz-Building Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media & PSA Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evaluation  –   Final Campaign Results December 2008
Results – Messaging & Actions ,[object Object],[object Object],[object Object]
Research/Evaluation ,[object Object],[object Object]
Awards & Recognition ,[object Object],[object Object],[object Object],[object Object]
Drive $marter Challenge 2009 Campaign   Challenges
2009 Campaign Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object]
2009 Campaign Opportunities ,[object Object],[object Object],[object Object],[object Object]
‘ Refreshing’ Campaign Low-cost solutions ,[object Object],[object Object],[object Object],[object Object]
2009 Campaign Brainstorming No-cost/low  –   cost ‘blue sky’ ideas  –   contest to build buzz
D$C 2009 Video Contest Worked with C3 to develop contest & microsite
Video Contest Strategy ,[object Object],[object Object],[object Object],[object Object]
Social Media Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Partner Engagement Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
17 Partners Multiply Impact Energy Efficiency Day at the baseball game.  Promoted  D$C  w/Alliance at new LEED-certified Washington, DC Nationals Park– tips on Jumbo-tron, 30,000 cobranded tip cards, booth, Energy Hog with Screech Challenged nation’s 3,066 counties to take  Drive $marter Challenge ,  60+ counties participated & publicized. Winners honored
New Broadband ‘Twist’ ,[object Object],[object Object],[object Object]
Focus on Radio  –   National Negotiated great price for national RMT launch May 19   – Alliance & API on radio networks  & syndicated shows- Fox, AP, CNN, Metro Networks, Bobby Likis’ Car Clinic  Result:  6395 Stations, 8 million listeners Additionally, Bobby Likis featured video contest on radio show, Youtube feed with video, website, “Tweets”
Focus on Radio  –   Local ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Print & Digital Media  ,[object Object],[object Object],[object Object]
D$C Web Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Video Contest #2 Click Photo Questions & Discussion

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PRSA Creative Strategies With Fewer Resources

  • 1. Drive $marter Challenge 2009 Fuel Efficiency Consumer Campaign PRSA Association/Nonprofit Conference Making Less “More:” Creative Strategies for Working With Fewer Resources Rozanne Weissman, Marketing Communications Consultant & Business Writing Trainer Former Senior Director of Consumer Campaigns Alliance to Save Energy [email_address]
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Evaluation – Final Campaign Results December 2008
  • 13.
  • 14.
  • 15.
  • 16. Drive $marter Challenge 2009 Campaign Challenges
  • 17.
  • 18.
  • 19.
  • 20. 2009 Campaign Brainstorming No-cost/low – cost ‘blue sky’ ideas – contest to build buzz
  • 21. D$C 2009 Video Contest Worked with C3 to develop contest & microsite
  • 22.
  • 23.
  • 24.
  • 25. 17 Partners Multiply Impact Energy Efficiency Day at the baseball game. Promoted D$C w/Alliance at new LEED-certified Washington, DC Nationals Park– tips on Jumbo-tron, 30,000 cobranded tip cards, booth, Energy Hog with Screech Challenged nation’s 3,066 counties to take Drive $marter Challenge , 60+ counties participated & publicized. Winners honored
  • 26.
  • 27. Focus on Radio – National Negotiated great price for national RMT launch May 19 – Alliance & API on radio networks & syndicated shows- Fox, AP, CNN, Metro Networks, Bobby Likis’ Car Clinic Result: 6395 Stations, 8 million listeners Additionally, Bobby Likis featured video contest on radio show, Youtube feed with video, website, “Tweets”
  • 28.
  • 29.
  • 30.
  • 31. Video Contest #2 Click Photo Questions & Discussion