The NY Green Movement is a campaign to reduce New York State's carbon footprint by 15% through educating citizens and inspiring households to pledge green actions. Tactics include distributing Carbon Companion Cubes, launching a NY Green phone app and website to share tips, and promoting awareness through social media, media kits, posters and billboards. The campaign aims to reach high-energy young people as well as families, and will take place from December to May, with Cube distribution around Earth Day.

1. NY Green Movement
Campaign to Reduce NewYork State’s Carbon
Footprint
Rufer | 6 May 2014

2. Situational Analysis
 The state of NewYork 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
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline
Rufer | 6 May 2014

3. Objectives
 Decrease footprint by 15%
 Inspire 1000 Households to sign “green” pledge
 Broadcast NewYork as eco-responsible
 Educate citizens
 Generate 75M positive media impressions
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline
Rufer | 6 May 2014

4. 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
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline
Rufer | 6 May 2014

5. 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

6. 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

7. Rufer | 6 May 2014

8. 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

9. 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

10. Rufer | 6 May 2014

11. 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

12. 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

13. NY Green Movement
Thank you for your attention!
Situational
Analysis
Objectives
Target
Audience
Strategies
Tactics
NY Green
Phone App
NY Green
Website
Calendar
Timeline
Rufer | 6 May 2014