Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner
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Transcript of Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner
Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner
Presentation OverviewSituation Analysis
Objectives
Target Audience
Strategies
Core Communication Message
Tactics
Evaluation
Situation AnalysisThe Florida Legislature passed HB 7243,
Attachment #1.75% recycling goal for the State of Florida by 202040% benchmark by Dec. 31, 2012
At present, Leon County households recycle 30% of waste.
ObjectivesIncrease awareness of the benefits of recycling.
Encourage members of our target audience believe recycling is important.
Increase number of households that recycle.
Achieve 40% benchmark by Dec. 31, 2012.
Target AudienceMothers, age 30-45, in households that do not
currently recycle.
Mothers are today’s most powerful consumers. They are receptive in regards to social media and campaigning.
Mothers are willing to recycle because it will benefit their children.
StrategiesCreate an emotional connection for mothers
through the slogan, “Recycle Today for Your Child’s Tomorrow.”
Use strategic advertising, social media outreach and informational events to achieve objectives.
Position recycling in Leon County as an experience that ensures a sustainable environment.
Core Communication Message
“It’s never too late to start. By recycling today you will ensure a sustainable environment for your children’s tomorrow. Recycle today for your child’s tomorrow.”
TacticsSlogan and Logo
AdvertisementsPrintRadioTelevision
News Releases
Billboard
Social MediaTwitterFacebookBlog
Website
Informational Flyer
Community Event
SloganAppeals to emotions
Shows a benefit
Challenges target audience
LogoRepresents recycling for future generations
Symbolizes growth through recycling
Attracts attention
Print AdvertisementObjective
Simple illustrations Vibrant colors Eye catching
Print Ad DistributionMagazines
Tallahassee Women’s MagazineTallahassee MagazineEmerald Coast Magazine
NewspaperTallahassee Democrat
OtherPartnered homeowner associations
Print Advertisement
Radio AdvertisementObjective
Present as a public service announcement (PSA)
Or purchase a 30 second time slotRealistic conversation
Radio AdvertisementDistribution
Tallahassee’s Best Country 94.9 FM Star 98.9 FM The Wolf 103.1 FM Magic 107.1 FM Adult Contemporary 97.3 FM Tallahassee Talk Radio 100.7 FM Best Little Radio Station 101.9 FM
Radio Advertisement
Radio News ReleaseDistribution
Tallahassee’s Best Country 94.9 FM Star 98.9 FM The Wolf 103.1 FM Magic 107.1 FM Adult Contemporary 97.3 FM Tallahassee Talk Radio 100.7 FM Best Little Radio Station 101.9 FM
BillboardObjective
Place billboards around northeast Leon CountyAreas surrounding Leon County schools
Billboard
Social MediaTwitter
Recycle Today Blog
TwitterObjective
Initial point of contact with individuals and “influencers”
TacticsAttract people to Facebook page, websites and
blogBegin conversations with influential tweeters Use Klout and Twellow
FacebookObjective
Facilitate discussionsGather feedback
TacticsShare content from our website and relevant
linksAllow fans to post and share content, ideas,
links, concerns and issuesHost contests Promote events
BlogObjective
Informational resource
TacticsFeature local mothers as guest writersFeature “Question and Answer” section
Blog
Website LinkObjective
Include a link to the “Recycle Today” websiteGuide target audience to additional information
Website Link
WebsiteObjective
Informational resource
TacticsAn interactive informational site
HomepageAbout pageContentBlogGalleryHelp Links
Website – Home Page
Website – About Page
Informational FlyerObjective
Highlights the simplicity and benefits of recyclingThe magnet serves as a reminder to recycle
Distribution Partnered homeowners associations
Killearn Lakes Plantation Golden EagleKillearn Estates Kilrush
Rhonda Renee Recycles programCommunity recycling events
Informational Flyer
Magnet
Community EventObjective
Invite women and familiesShowcase the importance of recyclingGive tips on recycling