greenvoice - a closed book. my biggest comms mistake seminar, 24 september 2015

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Greenvoice - a closed book 24 SEPTEMBER / 2015 Green Banana Marketing

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  • Greenvoice - a closed book

    24 SEPTEMBER / 2015

    Green Banana Marketing

  • GREENVOICE

    What we do

    Campaigns

    Supporter journeys

    Engagement

    Brand development

    Passionate about helping organistions with a social mission to grow

  • GREENVOICE

    Some recent clients

  • GREENVOICE

    Losers

    Everyone likes to be in the winners enclosure

    Charities Lottery folded in 24 April 2006; events

    focused on failure simply would not have

    happened then

    Its great (and brave) to learn from failed

    initiatives

  • GREENVOICE

    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

  • GREENVOICE

    New brand

  • GREENVOICE

    New brand

  • GREENVOICE

    Action sites

  • GREENVOICE

    Action sites

  • GREENVOICE

    Two audiences

    Young adults -18-24 year ol

    ds and charity campaigners

    at medium to large charities

  • GREENVOICE

    11

    Try and think green

    ... a bit confused

    Want to learn more

    Actions have to work

    Want to be different

    Think greens a bit pricey

    Will respond to fresh

    approach

  • GREENVOICE

    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".

  • GREENVOICE

    13

    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

  • GREENVOICE

    14

    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 brands publicity

  • GREENVOICE

    15

    Animated intro movieResources for teachers and students alike

    Creating a new brand

    https://www.youtube.com/watch?v=GiTVAdYWZDghttps://www.youtube.com/watch?v=GiTVAdYWZDg

  • GREENVOICE

    16

    Animated intro movieResources for teachers and students alike

    Creating a new brand

  • GREENVOICE

    Two audiences

    But less well with charity

    campaigners at charities

  • GREENVOICE

    British Trust for Ornithology

    Building new brands is a

    complex process

  • GREENVOICE

    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

    C4s reality TV Battlefront about

    young adults campaigning

    - First page Google ranking for our

    featured campaigns

  • GREENVOICE

    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

  • GREENVOICE

  • 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