Project Type: Advertising Campaign Pitch
Roles: UX/UI Designer, Art Director, Team Leader, Student
TEAM AGENCY'S IDENTITY
Since PennEnvironment is a statewide, citizen-based environmental advocacy organization, Evergreen Marketing decides to stand as a symbiotic community of positive, environmentally concerned marketers, ready to stand tall no matter the conditions.
REQUEST FOR PROPOSAL TAKEAWAYS
Build brand awareness amongst target
Build awareness around the current waste problem
Convince the target to take action within their local government to solve the waste problem
Is our audience aware of PennEnvironment? Are they aware of the waste problem?
How do we get the most engagement from our audience without ostracizing?
Does our audience believe they have the potential to solve the waste problem and other environmental issues?
Over 640 respondents
Google Survey distributed through Canvas, Text, Facebook Groups
84% of respondents do not believe that everyone has access to a waste-free environment
84% of respondents have never heard of PennEnvironment
87.5% of respondents were willing to volunteer
90% of respondents believe they do not have the time or resources to volunteer
40% of respondents consider government-mandated environmental policy as highly important
CREATING THE CREATIVE BRIEF
To 18-24 year old Pennsylvanians who care about the environment and believe they don't have the time or resources to make positive changes, PennEnvironment provides convenient opportunities to progress environmental policy and stop waste compilation.
KEY BUSINESS ISSUE
18-24 year-olds care about the environment and are aware of the current waste problem, but they do not think they have the time to make positive changes, and therefore do not voice their concerns to local officials.
PennEnvironment makes it easy to change environmental policy without changing your schedule.
THE BIG IDEA
TWO PART CAMPAIGN
PART ONE: Targeting the First 40%
Create Earned Media and Collect User Generated Content
Completely Digital, Word of Mouth Marketing
Instagram, Facebook, SnapChat, Spotify
PART TWO: Targeting the Second 60%
Be perceived as modern, present and trustworthy by using Earned Media
Print, Guerilla and Word of Mouth Marketing
Septa Ads, Guerilla Markering
An app that challenges 18-24 year olds who care about the environment and see a waste problem to learn and share about convenient opportunities and progress environmental policy.
PART ONE : Onboarding
To make PennEnvironment's mission personal, the first activity the user is prompted to do is sign their name to seal their promise to preserve Pennsylvania.
To spread the campaign, users can customize their promise with stickers and a photo to share on social media:
- Convenient waste awareness resource
- Easy environmental learning
- Simple waste tracker
- Generates buzz
- Voice concerns personally
- Pre-written scripts to encourage comfortability
- Social incentive
- Actively logs and measures campaign results
PART TWO: Catching the target where and when they have time
While they wait for the subway.
While they hang out in university.
While they wait to eat.
POINT SCORE REWARDS