SUSTAINABLE PROVIDENCE: ENERGY

Transcription

1 SUSTAINABLE PROVIDENCE: ENERGY ASSIGNMENT In assigned teams, we were to develop an awareness campaign directed towards the city of Providence. The campaign was to create awareness on behalf of the Sustainable Providence Plan. My team and I were to focus our marketing efforts on energy efficiency. Once we created our communications plan for the city, we were to pitch our recommendations to the client, using Keynote. Our strategy was to create creative advertising tactics that caused people to want to change their lack of energy habits into behavioral changes. By letting the people of Providence know that they have the power to take on energy efficient initiatives, we are giving them the option rather than telling them what to do. ROLE My focus in this project was to develop and edit the Creative Brief, as well as create the Keynote presentation. In addition, I too did the following: arranged group meetings, assigned group members tasks, edited and proofread work, and served as the primary contact within the group. ATTRIBUTIONS Kelsie Allabach Alyssa Copeland Nicholas Delaney

2 CREATIVE BRIEF I VE GOT THE POWER WHAT ARE WE TRYING TO ACCOMPLISH? With our unexpected and highly engaging marketing campaign, we want to increase awareness about energy efficiency. Our tactics will enhance the belief that the target has the power to make the sustainable behavioral changes to their lifestyles. WHO ARE WE TRYING TO INFLUENCE? We want to influence the citizens of Providence by partnering with leaders within the city. Such as: community leaders, schools, and churches, to teach and empower the citizens about becoming more energy efficient. WHAT DO THEY THINK NOW? Most people in Providence know how to be energy efficient. However, they don t feel connected to its reality and possible benefits. In fact, the everyday person feels that their actions are negligible, whether for good or bad. WHAT DO WE WANT THEM TO THINK? It s time to make this habit of saving energy a behavioral change. Know that you have the power to save money, improve our economy, improve national security, and most importantly, enhance the quality of life. WHY SHOULD THEY THINK THIS WAY? Citizens of Providence have the power to act on saving energy, and opportunities for cost-effective improvements in energy efficiency exist. Improving our energy usage, we could deliver half the cuts in emissions needed to slow global warming over the next 25 years. WHAT IS THE SINGLE MOST IMPORTANT THING WE CAN SAY TO INFLUENCE THEM? When you re energy efficient, you re doing more with less energy. This benefits the city of Providence, our state, but most importantly, it benefits you.

3 I VE GOT THE POWER AN ENERGY AWARENESS CAMPAIGN

4 TOP REASONS TO BE ENERGY EFFICIENT 1. Energy efficiency saves you money. 2. Energy efficiency improves the economy. 3. Energy efficiency is good for the environment. 4. Energy efficiency improves national security. 5. Energy efficiency enhances quality of life. People in Providence aren t motivated to change their current habits into long-term behavioral changes. I don t see the need. I don t see the difference that I will make.

5 We show the citizens of Providence through our awareness campaign that every energy efficient act helps. We will motivate as we inform them that they have the power the power to make a behavioral change.

6 APRIL 2015 EARTH MONTH SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATUDAY Launch PSA Launch Press Release Flash Mob at Kennedy Plaza PPMall door clings and elevator 21 Elementary school draft snakes Mall light bulb trade-in University events 24 Providence Fair: The Power Project

7 Press Release Public Service Announcements

8 KENNEDY PLAZA

9 PROVIDENCE RIPTA BUS TAIL POSTERS #IMPWR Eye-catching and cost-effective way to reach the masses Taillight displays visible to passengers riding the bus Unavoidable to vehicular traffic traveling throughout the community.

10 FLASH MOB, KENNEDY PLAZA.

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12 PROVIDENCE PLACE MALL ADVERTISING DOOR CLINGS ESCALATORS Door, floor and mirror clings are all great ways to engage the shoppers as they enter and make their way through the mall environment Marketing avenue provides high-impression frequency Contemporary marketing mode drives client buzz Considerably long impression period of exposure when person is on the escalator Excellent viral marketing medium

13 ENERGY TIPS FROM US, TO YOU. TIP #12 reduce carbon emissions by washing clothes with cold water.

14 PROVIDENCE ELEMENTARY SCHOOLS

15 PROVIDENCE PLACE MALL LIGHT BULB TRADE-IN Do your part. Start by trading in your old light bulbs. #IMPWR I VE GOT THE POWER

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17 UNIVERSITY INFORMATIONALS

18 project providence

19 $$$ AVERAGE COSTS FLYERS Office Max TRANSIT Direct Media BUS SHELTERS Lamar Advertising 5x7 Super Tail Weekly Black and white Single unit (30 h 83"w) $7,350 a week Front and back ~$412 1,332 spots per day.10 cents each 86.5k impressions $70 dollars for 1,000 copies Daily $2,756 1,332 spots per day 12.4k impressions MALL ADVERTISING Table rental ~$1,500 per day

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