MGP SUMMER BOOTCAMP 2009

What is MGP?

The Marcus Graham Project (MGP) is a network with the intent strategically focused on building the next generation of leadership in the advertising & marketing industry thru mentorship & career development.

GREENING DALLAS• Clients

– Broccoli City– WFAA– South Side on Lamar– YOU!

• Process• Tours• Research• Development

TOURS• TracyLocke• The Richards Group• Imaginuity• NewFlower Farmer’s Markets• The Marketing Arm• WFAA-Channel 8• En Vivo • South Side on Lamar• City of Dallas Green Initiative• Reach Media/The Tom Joyner Morning Show

RESEARCH

• Social Media Networks• Online Blogs• EPA• Green Dallas

Interviews

• Man-on-Street Interview• Questionnaire

WFAA

• Opportunity: – Need for engaging content and

PSA production on Project Green website

• Objective:– Leverage unproduced vignettes– Create taggable PSA’s

educating and inspiring action towards sustainability

• Process: – Research– Storyboard– Rough Cuts– Feedback– Final Production

• Final cut of videos

SOUTH SIDE ON LAMAR

• Opportunity:– Engage SSOL community in furthering their sustainability efforts

• Objective:– Develop a strategy to make SSOL more sustainable than it currently is.

• Recommendations– Green Rooftop – Community Garden– Solar Panel Parking Lots

GREEN ROOFTOP

PARKING LOT

COMMUNITY GARDEN

BROCCOLI CITY• Opportunity: – Broccoli City (BC) is an LA-based organic lifestyle brand promoting

positive thinking and living due to a critical lack of education in the urban community concerning the Green Movement. (see press release for stats)

• Objective: – Develop a concept for a campaign introducing BC to the 18- 34

cross-cultural urban audience.

• Strategy: – Connect to passion points of audience: Music, Fashion, &

Technology.

• Products: – Mini-Magazine prototype– Pop-Up retail promotion– GOx News

MINI MAG SCREENSHOT

Gox News

Gox News is a viral news program with the goal of educating the urban community on how to lead an organic lifestyle through current events, music, fashion, and technology.

Show Title: GO News GO educates and motivates the urban Community to incorporate, embody, and sustain an organic lifestyle. The movementbehind living organic is often misconceptualized as being a financial burden and an undesirable change in the comforts of day today living. The purpose of GO is to reform those common misunderstandings by informing these communites that there arehealthier and more efficient alternatives to living, without the expense of financial and social comforts. Show Concept: A news program that shows interesting community projects that are going GREEN. Show Duration: (all times listed are approximate) Seven (7) – 1:00 minute spots Show Clock Structure: 0:10 sec. - Introduction to the show 0: 30 sec. - On the scene reporter shows example of businesses/community members going green. 0: 10 sec. - Vigette (utilize WFAA scripts, transadapted to connect to young urban audience)0: 05 sec - Tag Slated Topic Categories Include: WAYS TO SAVE WATER (THE TURN OFF); WAYS TO SAVE ELECTRICITY (THE UNPLUG); FLUSHING SMARTER ; SMART WAYS RUN AC SMART WAYS TO USE LIGHT (NEWFLOWER MARKET) ; COOL WAYS TO RECYCLE PLASTIC ; COOL WAYS TO RECYCLE PAPER The integration of show topics will incorporate a variety of entertaining and comical avenues to effectively draw viewers toparticipate and ultimately "GO" green: • INTERVIEWS WITH LOCAL BUSINESS OWNERS AND HOW THEY SAVE WHEN GOING GREEN. • GOING INSIDE HOMES SHOWING HOW YOU CAN SAVE ON YOUR ELECTRIC BILL. • HOW TO RE-USE EVERYDAY IN A CONSTRUCTIVE AND USEFUL WAY.

POP UP RETAIL

IT STARTS WITH YOU!

• Learn– Education is the first step towards leading a sustainable

lifestyle.

• Teach– In order to build a sustainable community one must pass

along the message.

• Lead– Coordinate programs that continue to teach

sustainability in the urban community.

QUESTIONS?