Esitetty 15.5.2012 Haaga-Helian ‘Sustainability Marketing & Communication’ kurssin opiskeijoiden kurssityönä 'Greening Events' hankkeelle.

1. GREEN EVENTS
PROJECT
CITY OF HELSINKI
Jet van Strijp
Louise Ross
Henna Taskinen

2. Jet van Strijp - Louise Ross - Henna Taskinen
Stakeholders
Green Events stakeholders' interest vs. power • 1. Visitors of events
10 • 2. Event organizations
7
9 • 3. Event location owners
1
8 4 • 4. Service and product providers
2
7 • 5. Sponsors
6 • 6. Locals
Power
5 5 • 7. authorities
4
3 6
2
3
1
0
0 1 2 3 4 5 6 7 8 9 10
Interest

3. Jet van Strijp - Louise Ross - Henna Taskinen
Communication for visitors
• Goal:
• Make visitors aware of their behaviour and convince them to adjust
it
• What?
• Enhancing the visitors their experience by taking care of the
environment
• Message needs to be engaging, exiting and easy to understand
• How?
• Online communication prior and after the event through social
media
• On-the-spot communication
• Use of feedback to improve

4. Jet van Strijp - Louise Ross - Henna Taskinen
Communication for organisations
• Goal
• Encourage organisations to make their event greener and more
sustainable
• Minimise waist and so save (cleaning) costs
• What?
• Enhance visitors satisfaction with a better experience by greener events
• Convince them that a more sustainable and green event can be an easy
task and does not require a lot of effort.
• Create a clear and short message that is commercial and understandable
• How?
• Seminars to present the benefits of sustainability
• A ’go greener guide' for event organisers on how to
• Online information and a forum for discussion

5. Jet van Strijp - Louise Ross - Henna Taskinen
Ideas for online campaign
• Wall of fame vs. Wall of shame
• On event Facebook- page
• A place for organizations to post pictures of green or non-green acts on the
event
• Allows people to tag their friends
• Putting social pressure on visitors
• Viral video – replaced behaviour
• Shows the behaviour of event guests placed in another environment, e.g.
home or work
• Uses humour to highlight the behaviour of the guests
• Video could both be published online in advance of the event and be
broadcasted at the actual event

6. Jet van Strijp - Louise Ross - Henna Taskinen
Ideas for on-the-spot campaign
• Instant recycling points
• Points on the location to return recyclable items such as bottles
• Exchange rate for e.g. coins to buy drink or snacks at the event
• Prices can also be other goods such as t-shirts or badges
• Making public transport an experience
• Making public transport part of the event by using the event theme
• For example a DJ or performer in the train on the way to an event
• Add value to the transportation
• Silent disco
• An area at the event where music is played from headphones instead
of speakers
• Making people aware of the noise created by outdoor events

7. Jet van Strijp - Louise Ross - Henna Taskinen
Ideas for on-the-spot campaign
• Giant speakers on stilts
• People on stilts walking around instructing people to pick up their
rubbish or praising good behaviour
• Also an attraction at the event
• Walking garbage bins
• People who are bins themselves
• Walking around so people don’t have to walk to the trash cans
• Encourage people to throw away their trash and making it fun

8. Jet van Strijp - Louise Ross - Henna Taskinen
Thank you for your attention!
Any questions?