2009 Sustainable GR Campaign Presentation


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For senior level advertising course we conducted an ad campaign for the City of Grand Rapids sustainability project called Sustainable GR. This is the final presentation presented in front of mayor of Grand Rapids and the City Council.

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2009 Sustainable GR Campaign Presentation

  1. 1. Sustainability Campaign for the City of Grand Rapids Presented by: Impressions Inc.
  2. 2. Opportunity <ul><li>Client: Corky Overmeyer </li></ul><ul><ul><li>City of Grand Rapids Sustainability Manager </li></ul></ul>
  3. 3. Research Plan Overview <ul><li>What we know </li></ul><ul><li>What we needed to know </li></ul><ul><ul><li>Secondary Research </li></ul></ul><ul><ul><li>Primary Research </li></ul></ul>
  4. 4. What We Know <ul><li>Grand Rapids Sustainability Definition </li></ul><ul><li>Triple Bottom Line </li></ul><ul><li>Trend of “Green” </li></ul><ul><li>Past Campaigns </li></ul><ul><li>Need for Education </li></ul>
  5. 5. What We Needed to Know <ul><li>Sustainability </li></ul><ul><li>Grand Rapids </li></ul><ul><ul><li>Citizens </li></ul></ul><ul><li>Other Cities </li></ul><ul><li>Secondary Research </li></ul><ul><ul><li>Methodology </li></ul></ul>?
  6. 6. Secondary Research Key Findings <ul><li>Scientific Support of Sustainability </li></ul><ul><ul><li>Tax Reductions, Positive Public Image and Money Saving (Riza, 2007) ‏ </li></ul></ul><ul><ul><li>Employee Productivity 2-16% (Riza, 2007) ‏ </li></ul></ul><ul><ul><li>60% Energy Cost (Riza, 2007) ‏ </li></ul></ul><ul><li>Cost of Living Sustainable </li></ul><ul><ul><li>Budgeting (Liptak, 2008) ‏ </li></ul></ul><ul><li>How is Sustainability Criticized </li></ul><ul><ul><li>Wind Farms (BWEA, 2007) ‏ </li></ul></ul><ul><ul><li>Laundry Detergent (Salazar, 2008) ‏ </li></ul></ul><ul><li>Grand Rapids Citizens </li></ul>
  7. 7. Audience Analysis <ul><li>Four Potential Target Audiences </li></ul><ul><ul><li>Children (middle school – high school) </li></ul></ul><ul><ul><ul><li>Easy to educate </li></ul></ul></ul><ul><ul><ul><li>14 percent of population </li></ul></ul></ul><ul><ul><ul><li>Decision not up to them </li></ul></ul></ul><ul><ul><li>College Students in the Grand Rapids area </li></ul></ul><ul><ul><ul><li>Large portion of population </li></ul></ul></ul><ul><ul><ul><li>GVSU already implementing tactics </li></ul></ul></ul><ul><ul><ul><li>Not a good return on investment </li></ul></ul></ul><ul><ul><li>Men and Women aged 25 – 44 </li></ul></ul><ul><ul><ul><li>2/3 make over $50,000/year </li></ul></ul></ul><ul><ul><li>Men and Women aged 45+ </li></ul></ul>
  8. 8. Grand Rapids Population by Age
  9. 9. Target Audience <ul><li>Men and Women between ages 25 to 44 </li></ul><ul><ul><li>Makes up 30% of the city </li></ul></ul><ul><li>Established foundation in the City of Grand Rapids </li></ul><ul><ul><li>Careers, families and connection to the community </li></ul></ul><ul><ul><li>Financial Opportunity </li></ul></ul><ul><li>Social media users </li></ul>
  10. 10. Primary Research <ul><li>Methodology </li></ul><ul><li>Questions </li></ul><ul><ul><li>What are Grand Rapids resident’s levels of sustainability awareness? </li></ul></ul><ul><ul><li>What attitudes do Grand Rapids residents have towards sustainability? </li></ul></ul><ul><ul><li>What are the best ways to reach Grand Rapids residents? </li></ul></ul><ul><ul><li>Are there any criticisms of sustainability in Grand Rapids? </li></ul></ul>
  11. 11. Primary Research Key Findings
  12. 12. Primary Research Key Findings
  13. 13. Primary Research Key Findings
  14. 14. Primary Research Key Findings
  15. 15. Primary Research Key Findings
  16. 16. Primary Research Key Findings
  17. 17. Primary Research Key Findings
  18. 18. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Connected to City of Grand Rapids </li></ul><ul><li>Large city </li></ul><ul><li>Sustainability campaign already in place </li></ul><ul><li>Opportunities </li></ul><ul><li>Struggling economy </li></ul><ul><li>Target audience </li></ul><ul><li>“ Going Green” is trendy </li></ul><ul><li>Recognized efforts </li></ul><ul><li>Weaknesses </li></ul><ul><li>Financial constraints </li></ul><ul><li>No logo or slogan </li></ul><ul><li>Lack of communication materials </li></ul><ul><li>Threats </li></ul><ul><li>“ Going Green” trend </li></ul><ul><li>Cost and corruption </li></ul>
  19. 19. Positioning Statement <ul><li>For Grand Rapids residents ages 25 to 44, Sustainable Grand Rapids is the cost-effective way to maintain The Triple Bottom Line and work toward advancing the common good for the entire community. </li></ul>
  20. 20. Messaging Platform <ul><li>Triple Bottom Line </li></ul><ul><li>Ease </li></ul><ul><li>Community Orientated </li></ul><ul><li>Cost Effective </li></ul>
  21. 21. Goals <ul><li>Increase sustainability awareness </li></ul><ul><li>Achieve positive attitudes towards Sustainable Grand Rapids </li></ul><ul><li>Encourage action towards sustainable living </li></ul>
  22. 22. Objectives <ul><li>Increase our target audience’s awareness levels of what sustainability is by 20% by April, 2010. </li></ul><ul><li>2. Achieve 60% favorable attitudes with our target audience towards Sustainable Grand Rapids by April, 2010. </li></ul><ul><li>3. Increase the number of people from our target audience who live sustainably by 15% by April, 2010. </li></ul>
  23. 23. Strategies <ul><li>Objective 1 </li></ul><ul><ul><li>Create Buzz </li></ul></ul><ul><ul><ul><li>Public Service Announcements </li></ul></ul></ul><ul><ul><ul><li>Press Release </li></ul></ul></ul><ul><ul><ul><li>You Tube Contest </li></ul></ul></ul>
  24. 24. Sustainability Tip of the Day Spokesperson: It’s easy to make a difference. [Spokesperson name] here with your sustainability tip of the day.   Try this tip to live environmentally and economically sustainable:   Reuse grocery store bags instead of throwing them away.   Or you can re-use them as garbage bags to save money.   For more tips like these or to find out how you can care live and sustain visit the Sustainable Grand Rapids Web site at W-W-W dot Sustainable G-R dot com.
  25. 25. Sustainable Grand Rapids Holds YouTube Contest Winning Video to be Posted on City’s Web site GRAND RAPIDS, Mich.- Sustainable Grand Rapids will hold a YouTube contest starting this Wenesday. Contest judges include Mayor George Heartwell, Grand Rapids Press Entertainment Editor John Gonzalez and WOOD TV 8 Meteorologist Terri DeBoer. The winning video will be shown on the City of Grand Rapids’ Web site. The community is invited to submit creative videos showing how they live sustainably or explaining what sustainability means to them. The Community section of YouTube shows the contest along with a video on official rules. Sustainable Grand Rapids, a division of the City of Grand Rapids, was formed in 2007 to promote the social, economical and environmental components of the Triple Bottom Line. Sustainable Grand Rapids seeks to encourage sustainable practices in the community for the promise of a future. www.sustainablegr.com
  26. 26. YouTube Video Contest
  27. 27. Strategies <ul><li>Objective 1 </li></ul><ul><ul><li>Educate Target Audience </li></ul></ul><ul><ul><ul><li>Billboards </li></ul></ul></ul><ul><ul><ul><li>Newspaper Ads </li></ul></ul></ul><ul><ul><ul><li>Sustainability Web Page </li></ul></ul></ul><ul><ul><ul><li>Tip Sheet </li></ul></ul></ul>
  28. 33. Strategies <ul><li>Objective 1 </li></ul><ul><ul><li>Engage Target Audience </li></ul></ul><ul><ul><ul><li>Billboards </li></ul></ul></ul><ul><ul><ul><li>Sustainability Web Page </li></ul></ul></ul>
  29. 35. Strategies <ul><li>Objective 2 </li></ul><ul><ul><li>Make the Sustainable Grand Rapids brand recognizable </li></ul></ul><ul><ul><ul><li>Logo </li></ul></ul></ul><ul><ul><ul><li>Slogan </li></ul></ul></ul><ul><ul><ul><li>Novelties </li></ul></ul></ul><ul><ul><ul><li>Spokesperson </li></ul></ul></ul><ul><ul><ul><li>Sustainability Web Page </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul>
  30. 37. CARE. LIVE. SUSTAIN.
  31. 38. Novelties
  32. 39. Spokesperson <ul><li>Member of Grand Rapids Community who: </li></ul><ul><ul><li>Lives a sustainable lifestyle </li></ul></ul><ul><ul><li>Encompasses the Triple Bottom Line in everyday life </li></ul></ul><ul><ul><li>Well known community member </li></ul></ul><ul><ul><li>Respected in the community </li></ul></ul><ul><ul><li>Age 25-44 </li></ul></ul>
  33. 42. Strategies <ul><li>Objective 2 </li></ul><ul><ul><li>Community Reinvestment </li></ul></ul><ul><ul><ul><li>Clothing Drive </li></ul></ul></ul><ul><ul><ul><li>Food Drive </li></ul></ul></ul><ul><ul><ul><li>Partnering with local grocery store </li></ul></ul></ul>
  34. 44. Strategies <ul><li>Objective 3 </li></ul><ul><ul><li>Target Audience Participation </li></ul></ul><ul><ul><ul><li>Stickers on trash cans </li></ul></ul></ul><ul><ul><ul><li>Web site quizzes </li></ul></ul></ul><ul><ul><ul><li>Partnering with local grocery store </li></ul></ul></ul><ul><ul><ul><li>Carpool Incentives </li></ul></ul></ul>
  35. 48. Budget Tactics Cost Quantity Total Amount Facebook $0.00 1 $0.00 Twitter $0.00 1 $0.00 Stickers 500 $645.00 Billboards $3,500.00 2 $7,000.00 Carpool Parking Stickers 500 $645.00 Newspaper $92.55 12 $1,110.60 Press Releases $0.00 $0.00 YouTube $990.00 1 $990.00 Public Service Announcement $100.00 1 $100.00 Web Site $85.00 1 $85.00
  36. 49. Budget Continued Novelties Magnets $0.05 1000 $500.00 Pencils $0.11 2000 $220.00 Spokesperson Pro Bono $0.00 Meijer Partnership Pro Bono $0.00 Salvation Army $0.89 100 $89.00 Food Drive $0.89 100 $89.00 Tipsheet Print Up $0.89 1000 $890.00 Total = $12,363.60
  37. 50. Evaluation <ul><li>Achieving awareness of sustainability </li></ul><ul><ul><li>Web site hits </li></ul></ul><ul><ul><li>Number of Facebook group members, Twitter followers, and media impressions </li></ul></ul><ul><ul><li>Post survey </li></ul></ul><ul><li>Increasing Favorable attitudes </li></ul><ul><ul><li>Survey </li></ul></ul><ul><li>Increasing number of people who live sustainability </li></ul><ul><ul><li>Participants in community mentoring, food drive, clothing drive and carpooling </li></ul></ul><ul><ul><li>Post survey </li></ul></ul>
  38. 51. Thank you!