Download - Blue Ocean Society PR Campaign
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Blue Ocean Society PR Campaign...
To empower and recruit young families to take ownership in the conservation efforts at the beaches they so often frequent...
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The Issues:
Young families comprise some of the largest numbers of users of NH beaches, but also some of the fewest conservation volunteers.
Ownership of and education about marine conservation is a huge concern.
Passing on a new model of the importance of conservation to the next generation is key.
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Audience Profile:
Primary: Parents in young families – those who need to see the need enough to take the time and make the effort...
Secondary: Children in young families – those who can convince their parents of the need...
Tertiary: Peers who can help influence young families into conservation efforts...
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The Situation at Hand...
“We must help children acquire proper respect for their environment if they are to learn sound environmental
practices.” - Stewart Cohen
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It is vital to current and future generations to convince parents in young families to buy into marine
conservation...
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Delivery Plan...
Young families just don't seem to utilize traditional forms of media. Therefore, a more “line of sight” and “word of mouth” approach is necessary...
Line of Sight: Fliers, posters, etc. in frequented local businesses.
Word of Mouth: Social media based communications, allowing for both audience interaction and peer influence.
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Metrics: Success will be measured in three ways...
1) Reputational Analysis – tracking how the messages are received through surveys, interviews, and social
media tracking...2) The “Spread the Word” Metric – getting an idea of
the effectiveness of the campaign through partnerships with local businesses...
3) Activism – both the increase in volunteer numbers and the actions in reaction to the message can provide quite a bit of valuable quantitative and
qualitative information...
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The Message:
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References:
Cohen, S. (1993). Reclaiming our earth: Recycling and conservation. Childhood Education, 70(1), 44-44. Retrieved from http://ezproxy.snhu.edu/
All Images are from royalty free clipart collections. Except for the poster on the message slide, which was designed by James Allan.