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
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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
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Target Audience
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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
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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