Greenvoice - a closed book
24 SEPTEMBER / 2015
Green Banana Marketing
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What we do
Campaigns
Supporter journeys
Engagement
Brand development
Passionate about helping organistions with a social mission to grow
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Some recent clients
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Losers
“Everyone likes to be in the winner’s enclosure”
Charities Lottery folded in 24 April 2006; events
focused on failure simply would not have
happened then
It’s great (and brave) to learn from failed
initiatives
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New brand
Greenvoice was a new social site
for online campaigning, launched
in 2007
Great learnings for anyone launch
ing new sub brand, partnership
venture or campaign
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New brand
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New brand
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Action sites
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Action sites
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Two audiences
Young adults -18-24 year ol
ds and charity campaigners
at medium to large charities
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Try and think green
... a bit confused
Want to learn more
Actions have to work
Want to be different
Think green’s a bit pricey
Will respond to fresh
approach
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Audiences
Hello and welcome to the very first Greenvoice newsletter! Things are hotting
up here at Greenvoice towers (literally -- the sun's been out with a vengeance
lately) and we thought you'd like to hear about what's going on with your
favourite green web site.
Budding designer? Win £250!
We really want to get the next generation of
students and young people involved with
environmental campaigning, but we could do with a
helping hand. Show us your ideas for a poster that
will get the word out and encourage people to sign
up to Greenvoice, and you could win £250 cash.
Time's running out, though -- you need to submit
your ideas, sketches and designs by 27 June to be in with a chance.
Bare as you dare
No, not the new Greenvoice corporate dress code --
this is the motto of the World Naked Bike Ride,
which rolled through London last week. We were
there to capture the action (for purely journalistic
purposes, of course) at this environmental protest
against the destructive effects of car culture. If you
ever doubted that campaigning can be fun as well
as effective, you need to see this!
Become an ambassador - help save the planet
We're searching for Greenvoice Ambassadors to help spread the word about
getting involved with the environment. If you're passionate about our planet,
we would like to hear from you, particularly if you are a student.
Inside track
In an exclusive Greenvoice interview, Andrew Lee,
Director of the Sustainable Development
Commission, talks about climate change,
sustainable development, and their new report,
"Breaking the Holding Pattern".
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Animated intro movieResources for teachers and students alike
Creating a new brand
Greenvoice Student Ambassadors Programme
We're searching for Greenvoice Ambassadors to
help spread the word about getting involved with
the environment. You'll be our on-the-ground
representatives, informing other students, and
reporting on news and events related to the
campaigns online, with support and funds from us
to help spread the Greenvoice message. If you're
passionate about our planet and about getting
people to support environmental issues, we need
you.
What's in it for you? As a Greenvoice Ambassador,
you'll get:
An enhanced profile online, giving you the
chance to promote causes and campaigns
that bother you the most.
Money towards spreading the Greenvoice
message.
Involvement as a campaigner, helping save the planet.
Great experience working with an online business start-up (fantastic stuff
for your CV).
The opportunity to allocate Greenvoice foundation funds to environmental
issues of your choice.
And, last but not least, a Greenvoice goodie bag.
To qualify you must:
Have an up-to-date Greenvoice profile.
Be involved in at least three campaigns.
Be prepared to add new content to the site about your location and the
environmental issues facing it.
Be a reporter for the campaigns.
Be interested in meeting new people, and providing responses to questions
on your campaign and the environmental issues facing it.
To sign up, visit http://www.greenvoice.com/ambassadors
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Animated intro movieResources for teachers and students alike
Creating a new brand
We did well with young adults with;
1- presence at the top 5 universities’ fresher fairs launching a young
ambassadors programme
2- running solar powered cinema at key music festivals
3- producing 60 second campaign films which were seeded across a
number of networks
4- filming at breaking news stories and seeding with media sites
5-raising awareness and interest in Greenvoice by getting entries to ‘film
vert’ competition and designing the brand’s publicity
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Animated intro movieResources for teachers and students alike
Creating a new brand
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Animated intro movieResources for teachers and students alike
Creating a new brand
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Two audiences
But less well with charity
campaigners at charities
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British Trust for Ornithology
Building new brands is a
complex process
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Final story
- Communicated to 400,000
- 5,000 users and 25 ambassadors
- 500 likes on Facebook fans page
- 4,000 signed excess packaging
petition
- Partners in The Ecologist, Channel 4
and Adnams Brewery
- Greenvoice invited to be advisor on
C4’s reality TV Battlefront about
young adults campaigning
- First page Google ranking for our
featured campaigns
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Brand for two audiences
1. Clarity about the purpose of the business
- Define ambitions, brand and mission
- Open and transparent
2. Target audiences
- Only activity that reaches audience
- Prioritise audiences
- Build relevant partnerships
3. Realistic about growth
- Agile approach
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Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Seminar
24 September 2015
London
#CommsMistakes
My biggest comms
mistake: why failure is the
key to success
