First Coast Green Pages

Fall Campaigns 2014

Client OverviewU.S. Green Building Council

● U.S. Green Building Council, North Florida chapter

o Non-profit organization

o Founded in 2004, currently over 230 members

o Goal to create a sustainable region and green buildings for all

in north Florida within this generation (2040) through open,

collaborative education, leadership, and action.

● LiveSMART Trailer

○ Sustainable Materials and Resource Trailer

○ Features 100% electric Tesla and Nissan Leaf, insulation

options for homes, solar power and water consumption

education

○ One Spark 3rd place in technology category

○ Projected to be completed by 2015

Client OverviewU.S. Green Building Council

Client OverviewFirst Coast Green Pages

● First Coast Green Pages

○ Launched to the public in October

2014

○ Environmentally friendly and

sustainable businesses online

directory

○ Goal is to connect (to local talent,

products, & services), educate,

inspire, activate and create jobs

● Original premiere directory of its kind in northeast Florida.

● The modern design of the website appeals to consumers of all ages.

● The different categories of the directory attracts a broad variety of

consumers.

● Created specifically to provide a service and benefit to the consumer.

● Backed by a locally and nationally recognized group, U.S Green

Building Council, North Florida chapter.

Strengths

● The social media accounts are underutilized and there are

numerous accounts under each platform, which can be confusing.

● North Florida area does not value green living as much as other

areas.

● “Green” and “sustainable” sometimes have negative connotations in

the targeted area.

● Several different logos for each part of the USGBC North Florida, to

create consistency there should be only one.

Weaknesse

s

● Inform the community, providing phone numbers and addresses for

services and goods that are essential to the consumer.

● Create a stronger economy by sending customers to local

businesses.

● Create awareness of environmental problems at their events, on the

website and through social media accounts.

Opportunities

● Low traffic on the website could

threaten the launch.

● The word “green” could turn

consumers off before they even use

the website

● Businesses may exaggerate and give

false information

● Businesses could change their green

practices after they are listed on the

website.

Threats

Situation Analysis

● First directory of its kind in north Florida

● Innovative ideas

● USGBC, North Florida lacks the funds to accomplish these goals

● General interest in “green” movement in targeted area

● Funds available to make business thrive

● Raise awareness

● Help build brand identity

Audience AnalysisOverview

● Millennials ages 21 to 32

● Actives ages 33 to 50+

● Businesses in northeast Florida

The Culinary Explorers

● Kayla, 25, communications professional and fitness instructor,

Neptune beach resident

● Adventurous foodie

● Focused on local exploration

● Drawn to exotic cuisines and experiences

● Hunger for authenticity

○ It's not so much about the food as the experience.

○ Dining out is an event

Audience AnalysisMillennials

Audience AnalysisMillennials

The Exuberants

● Matt, 30, Publix Supermarkets

manager

● Constantly active on social media

● Average lifestyle

● Adventurous

● Northeast Florida attractions

Instagrammer

● Intense desire to maintain a public

image

● Frequent selfies

● Socially competitive

● Driven to try new things

● 24% of Americans

● Somewhat more likely to be aged

45 or older

● Well-educated and relatively

affluent

● Predominantly white

● More likely to be homeowners

● More likely to have children over

20 under 30

● More likely to be Democrats

● Physically and culturally active

● Want products that are recyclable

● Want companies to be more

socially responsible

● Support Localism

Audience AnalysisActives

Primary ResearchSurvey Analysis - Consumer Survey

● 100 surveys were taken online.

● Millennials thoughts on why going green is important:

● When millennials were asked what they do daily to be more green:

● Actives between the ages of 40-49 were asked: How Green is Your

Home?

● We also asked them if they recycle

Primary ResearchSurvey Analysis - Consumer Survey

Primary ResearchSurvey Analysis - Business Survey

● 16 businesses were surveyed

● Ranged from small businesses with only 1 to 3 employees, to larger

businesses with 20+ employees.

● 93% consider the environment when making purchasing

● 50% responded that they were in the

middle on a scale of 1 to 5 in terms of

being eco-friendly

● Sustainability practices they already partake in

○ 68% Energy Conservation and Recycling

○ 56% Water Conservation

Primary ResearchFocus Group - Millennials

● When asked what they thought of the word green?

○ Healthy

○ Organic

○ Clean

○ Grass

○ Kermit the frog

● Obstacles to becoming green - expensive and inconvenient

● Website Feedback

○ Layout was too cluttered

○ Homepage gave no information

● Liked the idea of LiveSmart but didn’t understand it completely or the

correlation between it and the website

● What they associate with the word green?

○ Cleanliness

○ Sustainability

○ Recycling

○ Money

○ “Greenwashing”

● When asked about LiveSmart:

○ Colorful and bright

○ Needs to grab attention better

○ Would not be inclined to go in

● How they strive to be energy efficient:

○ Turn air condition down/off

○ Consolidate car trips

○ Conserve water

○ Turn off lights

Primary ResearchFocus Group - Actives

● Green American National Green Pages

● Northeast Sustainable Energy Association (NESEA)

● The South Florida Green News

Secondary ResearchCompetitive Analysis

Objective and GoalsObjective 1

Raising Funds - Aims to raise $10,000 through fundraising events by the

end of the campaign

● Tactic 1: Millennial targeted event that will raise approximately $200

● Tactic 2: Active targeted event will raise approximately $8,000.

● Tactic 3: Text-to-donate during events using Obopay

● Tactic 4: Silent Auction

Raise Business Involvement - Plans to increase user account and

listings to 150-200 by the end of the campaign.

● Tactic 1: Increase likes on Facebook by 50%. Increase Twitter and

Instagram followers by 40%

● Tactic 2: Increase the amount of traffic on the website by 15-20%

● Tactic 3: Broadcast business PSA in January in order to gain 250

views on First Coast Green Pages

Objective and GoalsObjective 2

Objective and GoalsObjective 3

Raising Awareness - Increase the awareness of First Coast Green

Pages in the community by 10 percent

● Tactic 1: Increase likes on Facebook by 50% and increase Twitter

and Instagram followers by 40 %

● Tactic 2: Obtain 200 views/shares of the viral video and info graphic

video

● Tactic 3: Increase website views during the month of January while

the PSA is being aired on the radio.

● Tactic 4: Increase LiveSMART trailer foot traffic by 50%

● Official hashtag is #LiveSmartLiveGreen

● Enhance the social media pages

● Post weekly on all social media sites

● LiveSMART experiential marketing around Jacksonville

● Contest on Twitter with the LiveSmart Trailer

● Monthly business highlight- Instagram and Facebook

● Informational posts on Instagram and Facebook

● Promote the events that will be held

● Sustainable Sam will be introduced mid way through campaign and

use the hashtag #GreenTeam

Communication TacticsSocial Media

Communication TacticsSustainable Sam

The identifiable figure of this campaign is

Sam is the leader of the #GreenTeam and

represents the acronym…

Sustainable

Attainable

Manageable

● There are two radio PSAs, one targeted towards actives and one

targeted towards businesses

● The PSA for actives emphasizes that going green will save the

consumer money while creating a better future through First Coast

Green Pages

● The PSA for businesses emphasizes the importance of utilizing

First Coast Green Pages as an advertising and marketing outlet

Communication TacticsPublic Service Announcements

Communication TacticsViral Video

● Purpose is to grasp the attention of millennial in a humorous way

● Sustainable Sam is in the video and shows his friend Larry that going

green is a better way to live

● The video is cheesy and meant to show that living a sustainable life

is the modern way to live

● Spreads awareness and support from the Millennials in the area

● At Aardwolf Brewing Company

● Event will include:

○ Life size Jenga, Life size Twister, Life size beer pong, flip cup and

corn hole

○ Green beer with donations for FCGP

○ FCGP listed business participating, give advice for living

sustainable

EventsLive Green Play Green - Millennials

● Spreads awareness and gains funding through a formal gala

● At Museum of Science and History Rooftop

● Event will include:

○ Drinks, Dinner and Dessert from Anthony’s catering

○ Brief presentation from Executive Director of FCGP Sarah

Boren

○ Goals and vision of organization will be presented

● EventBrite Sign Ups

● Tickets will be $100

● Silent Auctions

EventsGreen Tie Gala - Actives

● Spreads awareness and allows

FCGP to directly interact with the

community

○ Supply public with

information about FCGP

○ Prize game

● At Hemming Park Downtown

● Sustainable Sam

● Targeted towards both audiences

● Free for non-profit

● Dates on Wednesday:

○ April 1, 2015

○ June 3, 2015

○ September 2, 2015

EventsDowntown Artwalk

Creative TacticsLogo Design

Creative TacticsLogo Design

Creative TacticsSocial Media Images

● Cover photo to closely tie into the theme of website

● Integrated a blimp carrying a banner that alternates the various

promotional events within the cover photo.

● Within the blimp, we incorporated Sustainable Sam

Timeline