integration communication campaign
DESCRIPTION
Integration Communication Campaign. Account Team. Marketing Director- Alana McLaughlin PR/Promotions Director- David Rathmell Internet Director- Mary Keller & Charlie Weed Creative/Graphic Director- Jonathan Sealy. Marketing Plan. Challenge : - PowerPoint PPT PresentationTRANSCRIPT
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Integration Communication CampaignIntegration Communication Campaign
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Account TeamAccount Team
Marketing Director- Alana McLaughlinMarketing Director- Alana McLaughlin PR/Promotions Director- David RathmellPR/Promotions Director- David Rathmell Internet Director- Mary Keller & Charlie WeedInternet Director- Mary Keller & Charlie Weed Creative/Graphic Director- Jonathan SealyCreative/Graphic Director- Jonathan Sealy
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Marketing PlanMarketing Plan
Challenge : Challenge : To educate Mobilians about recycling and To educate Mobilians about recycling and
the impact of litter on the city of Mobile. the impact of litter on the city of Mobile.
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Target MarketTarget Market
Adult residence of MobileAdult residence of Mobile
Grammar, Middle, and High School Grammar, Middle, and High School Students in the city of Mobile Students in the city of Mobile
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Objectives Objectives
To decrease the litter seen on streets and in yards around Mobile To decrease the litter seen on streets and in yards around Mobile by 25% by the end of 2010.by 25% by the end of 2010.
To increase the proper use of the Metro Mobile Recycling Center To increase the proper use of the Metro Mobile Recycling Center and drop boxes by 25% by the end of 2010.and drop boxes by 25% by the end of 2010.
To increase awareness of all Keep Mobile beautiful and partner To increase awareness of all Keep Mobile beautiful and partner programs by 15% by the end of 2010.programs by 15% by the end of 2010.
To have the outreach coordinator engage in no less than three To have the outreach coordinator engage in no less than three talks per month in adult organizations and three talks in schools talks per month in adult organizations and three talks in schools and churches throughout 2010. and churches throughout 2010.
To provide all volunteers and partners with education materials for To provide all volunteers and partners with education materials for anti-litter and recycling, including PowerPoint presentations and anti-litter and recycling, including PowerPoint presentations and leave-behind pieces, and increase volunteer education activities leave-behind pieces, and increase volunteer education activities by 10% by the end of 2010.by 10% by the end of 2010.
To utilize the Keep Mobile Beautiful brand image in all materials To utilize the Keep Mobile Beautiful brand image in all materials and communication efforts.and communication efforts.
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Position :Position :Keep Mobile Beautiful will be positioned as the expert Keep Mobile Beautiful will be positioned as the expert
organization on recycling, litter prevention and organization on recycling, litter prevention and
beautification.beautification.
BrandingBranding : : The brand of Keep Mobile Beautiful must beThe brand of Keep Mobile Beautiful must be re-re-
established. established. Slogan, “It’s easy being green” Slogan, “It’s easy being green” Mascot, “Ralph the Recycling Frog” Mascot, “Ralph the Recycling Frog”
Keep Mobile Beautiful original logo.Keep Mobile Beautiful original logo.
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Creative/Graphic PlanCreative/Graphic Plan
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ChallengeChallenge
The primary communication challenge is educating the younger demographic on how to keep green and how easy it is to be. The second communication challenge is to promote an over all cleaner city with the plan.
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Objectives Objectives To decrease the litter seen on streets and in yards around Mobile by To decrease the litter seen on streets and in yards around Mobile by
25% by the end of 2010.25% by the end of 2010. To increase the proper use of the Metro Mobile Recycling Center and To increase the proper use of the Metro Mobile Recycling Center and
drop boxes by 25% by the end of 2010.drop boxes by 25% by the end of 2010. To increase awareness of all Keep Mobile beautiful and partner To increase awareness of all Keep Mobile beautiful and partner
programs by 15% by the end of 2010.programs by 15% by the end of 2010. To have the outreach coordinator engage in no less than three talks To have the outreach coordinator engage in no less than three talks
per month in adult organizations and three talks in schools and per month in adult organizations and three talks in schools and churches throughout 2010. churches throughout 2010.
To provide all volunteers and partners with education materials for To provide all volunteers and partners with education materials for anti-litter and recycling, including PowerPoint presentations and leave-anti-litter and recycling, including PowerPoint presentations and leave-behind pieces, and increase volunteer education activities by 10% by behind pieces, and increase volunteer education activities by 10% by the end of 2010.the end of 2010.
To utilize the Keep Mobile Beautiful brand image in all materials and To utilize the Keep Mobile Beautiful brand image in all materials and communication efforts.communication efforts.
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Creative includes:Creative includes: PrintPrint RadioRadio TVTV InternetInternet E-NewsletterE-Newsletter
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ConceptConcept
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Public Relations PlanPublic Relations Plan
Primary communication challenge: Primary communication challenge: educating publicseducating publics Population MobilePopulation Mobile Business leadersBusiness leaders Educators Educators School childrenSchool children
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Promotion PlanPromotion Plan
Meet communication objectives with the Meet communication objectives with the use of promotional materialsuse of promotional materials
Promotional eventsPromotional events Educational materials Educational materials
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Strategic PartnersStrategic Partners
Help us accomplish goalsHelp us accomplish goals Earth ResourcesEarth Resources Dauphin Island Sea LabDauphin Island Sea Lab Mobile County Public Schools Environmental Mobile County Public Schools Environmental
Studies Center Studies Center
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Educational MaterialsEducational Materials
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Press MaterialPress Material
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Education PlanEducation Plan
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Internet PlanInternet PlanObjectives: Objectives: To create a Keep Mobile Beautiful Web site that will facilitate the To create a Keep Mobile Beautiful Web site that will facilitate the
rebranding of Keep Mobile Beautiful. The Web site will provide visitors rebranding of Keep Mobile Beautiful. The Web site will provide visitors with education information for kids, adults, upcoming seminars, classroom with education information for kids, adults, upcoming seminars, classroom activities for teachers, and sign-ups for visiting the Alabama Coastal activities for teachers, and sign-ups for visiting the Alabama Coastal Foundation. The link from the Web site is Foundation. The link from the Web site is www.keepmobilebeautiful.orgwww.keepmobilebeautiful.org
To decrease the litter seen on streets and in yards around Mobile by 25% To decrease the litter seen on streets and in yards around Mobile by 25% by the by the
end of 2010, by providing information to visitors and providing opt in end of 2010, by providing information to visitors and providing opt in features.features.
To increase the use of the Metro Mobile Recycling Center and drop boxesTo increase the use of the Metro Mobile Recycling Center and drop boxes by 25% by the end of 2010, by providing maps, driving instructions of drop by 25% by the end of 2010, by providing maps, driving instructions of drop
of box locations.of box locations. To create awareness of the Keep Mobile Beautiful campaign through the To create awareness of the Keep Mobile Beautiful campaign through the
web site by utilizing web 2.0 venues, such as: Twitter, facebook.com, web site by utilizing web 2.0 venues, such as: Twitter, facebook.com, myspace.com, Linkedin and other partner programs by 15%.myspace.com, Linkedin and other partner programs by 15%.
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WebsiteWebsite
Created “Its easy being green”Created “Its easy being green”
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Strategy for:Strategy for:
EducationEducation CommunicationCommunication Strategic PartnerStrategic Partner
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Develop policy for site:Develop policy for site:
Privacy PolicyPrivacy Policy Email PolicyEmail Policy
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Evaluate Use of SiteEvaluate Use of Site
Track and record visitsTrack and record visits Amount of time on siteAmount of time on site Most viewed pagesMost viewed pages
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Keep Mobile BeautifulWebsite Flow Chart
http://www.keepmobilebeautiful.org