Conservation

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					Campaign for Conservation


      Department of Public Relations
         and Community Affairs
   Table of Contents
Purpose………….……………………….………..…….3

Target Audiences….………………….…….…………4

Components………………………………..………….5

Website……………………………...….…….…………6

Blog/Twitter………………..….……….……………….7

Interactive Quiz……………………….……………....8

Posters/Print Ads…………………….…………………9

Brochures…………………………….………….……..10

Publicity Letters……………………..…………………11




                  -2-
                                    Purpose

Renewergy is a company founded on the tenants of sustainability, innovation and
community. This commitment to increasing sustainability and community awareness
requires more than just innovate products or periodic community involvement. In an
effort to embody this commitment, Renewergy has launched an issue campaign:
Campaign for Conservation.

The purpose of this campaign is two-fold. We first hope to raise awareness of energy
conservation issues both globally and in our daily lives. Knowledge is power, and
spreading awareness of the need for energy conservation is necessary for changes to be
made now and in the future.

The second purpose of this campaign is to encourage people to act. After raising
awareness, we hope to get community members to make small changes in their lives
that could make a big difference in the battle for energy conservation. These changes
will be promoted through awareness and involvement.




                                          -3-
                            Target Audiences

The target audience for this campaign is local community members. We chose to begin
locally because we can make the biggest difference by directly interacting with our
audience. This target audience includes local residents and businesses, college students,
and family and friends of community members.

As Renewergy grows, we hope to expand the campaign to include other communities
across the country.




                                           -4-
                               Components

The campaign will include the following components:

     Website
     Blog/Twitter
     Interactive Quiz
     Posters/Print Ads
     Brochures
     Publicity Letters




                                         -5-
                                     Website

This campaign will rely heavily on a website to disseminate the information. The website
will include the following elements:
    Explanation of the campaign
    Facts and figures
    Common myths about energy conservation
    Steps people can take to conserve energy
    Links to the various online components (blog, Twitter, Interactive Quiz)

We want the website to be a source of information for any audience members that take
an interest in the campaign. By directing people to this site through other campaign
components and association with Renewergy, we can get the message out to the
maximum number of people and make the biggest impact possible.

This website will be part of Renewergy’s company website, and will reflect company
logos and identity.




                                           -6-
                                 Blog/Twitter

We will utilize a blog and Twitter account to enhance the effectiveness of this campaign.
The blog will contain periodic posts explaining the purpose of the campaign, the issue of
energy conservation as a whole, surprising facts, and steps people can take to conserve
energy. It will serve as a supplement to the website by providing a more direct and
personal interaction with the information and campaign.

We will also create a Twitter account to disseminate the same information in a more
concise and culturally relevant way. By utilizing the popularity of Twitter and the
generational appeal having an account can create, we hope to reach a younger
audience with this information.




                                           -7-
                               Interactive Quiz

We will include an interactive quiz on the website that any visitor can download and
play. This quiz will be set up like a Jeopardy game, using the following categories:
   Myths: True or False?
   Surprising Facts
   Around the House
   Save Some $$$
   Renewable Energy

The questions in each category will pertain to interesting or surprising facts and individual
actions people can take. By directly engaging audience members, we hope to make
the information stick.




                                             -8-
                            Posters/Print Ads

We will use posters and print ads to spread awareness of the campaign and its objective.
These will include information about the campaign itself and different facts we think
might catch people’s attention. The design will be such that we can reduce or enlarge
the size of the ad to work as a print ad or a full-size poster.

The print ads will be included in local magazines and newspapers, as well as uploaded
to the website for people to download. The posters will be displayed on local college
campuses to generate interest with the younger population.




                                          -9-
                                   Brochures

Similar to the posters and print ads, brochures will be used to spread the message and
raise awareness. These brochures will include the same general information, such as facts
and steps people can take. They will be an additional supplement to the information on
the campaign website that can be directly given to audience members.

The brochures will be mailed to local community members, handed out at Renewergy
events, set out at the company office and any local businesses that will display the
brochures, and given to media as a campaign deliverable.




                                          - 10 -
                               Publicity Letters

We will write publicity letters explaining the campaign and our goals in launching it, as
well as encouraging people to interact with the campaign and utilize the tools we are
providing.

These letters will be sent to local newspapers, magazines, and radio and television
stations in an attempt to get additional local media coverage for the campaign. We are
not going to purchase advertising space on any television or radio stations, so we hope
that making media aware of the campaign might prompt them to give us free
coverage.




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