NY Green Movement

Campaign to Reduce New York States Carbon

Footprint
Rufer | 6 May 2014
Situational Analysis

The state of New York is trying to
decrease their carbon footprint and
educate citizens about the need to
conserve.


2010 54 million metric tons of CO2
New focus: Suburban households

Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Objectives

Decrease footprint by 15%
Inspire 1000 Households to sign green
pledge
Broadcast New York as eco-responsible
Educate citizens
Generate 75M positive media impressions
Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Target Audience
Main Audience
High-energy users
Ages 12 24

Sub Audience
Families with children
Suburban households (ages 25 40)

Anyone interested in improving
Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Strategies

Unify NY community in effort
Promote awareness and sustainability
Encourage action and feeling of
impact
Create stories valuing eco-friendly
actions

Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Tactics

Distribute Carbon Companion Cubes
With accompanying materials
Launch NY Green phone app
Develop social media and web presence
Provide media with print and broadcast kits
With fact sheets, press release, news package,
etc
Publish billboard and poster messages
Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Rufer | 6 May 2014
NY Green Phone App

Build simple profiles
Compare personal
stats
Regular stream of
tips and tricks
#CarbonCube feed

Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
NY Green Website

Central gathering point
for campaign
Showcase user
submissions
Blog posts with tips to
reduce carbon footprint
Encourage households
to register and pledge

Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Rufer | 6 May 2014
Calendar

Research and planning winter
months
Cube distribution April (Earth Day)
Key awareness warmer summer
months
Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
Timeline

December: Planning process begins
January: Cube production begins
February: Research target audience, build
shipping address list
April 10: Cubes sent out to residences
with information packets, while
the website and app are
launched
April 22: Cube promotion piggybacks on
influx of Earth Day content
May: Posters and billboards published

Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014
NY Green Movement
Thank you for your attention!
Situational
Analysis

Objectives

Target
Audience

Strategies

Tactics

NY Green
Phone
App

NY Green
Website

Calendar

Timeline
Rufer | 6 May 2014