1 / 11

Sustainable PR Strategies for Engaging Campaign Audiences

Discover the essence of PR in sustainability campaigns, navigating challenges with innovative solutions for effective communication. Explore quick data insights, target audiences, brand strategies, maximizing resources, and top student-generated ideas.

zeus-rivers
Download Presentation

Sustainable PR Strategies for Engaging Campaign Audiences

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sustainability PR Amy Young July 20, 2010

  2. Agenda • What is PR (and why do I care)? • Sustainability Committee challenges and how to frame solutions • Quick data • Campaign Audiences • Thinking about the Brand • How to do a lot with a little • Student ideas • Discussion, next steps, questions, etc.

  3. What is PR? • An umbrella term for persuasive communication that encompasses market research, marketing, advertising, event planning and management, and overall public communication strategy • We think about: audience, media choice, timing, market forces, social/political/historical context, persuasion techniques, and relationship-building

  4. Challenges and Considerations • Sustainability is not sexy • Consider: spokesperson(s), visual appeal/aesthetic, humor/wit, media choice • Sustainability makes people feel guilty about the way they live • Consider: tone of voice, spokesperson(s)

  5. Challenges and Considerations • Sustainability is shoved down people’s throats • Consider: higher quality and less quantity, tone, using students to message for you • Resource limitations • Consider: cheaper and greener media • Lack of understanding • Consider: visual and message consistency • All-or-nothing • Consider: giving tips on baby steps through RAs, on FB, on water bottles

  6. Quick Data • Because I already gave Chrissy the proposals, I am doing this “aggregate” from memory: • Very few people on campus know what your logo means or stands for and if you aren’t married to it, ALL of my students suggested changing it • Students at PLU understand they should say they are sustainable, but feel it is too hard and/or they just say they care but don’t • Very few people know that the Community Garden, Bike COOP, etc. are actually connected • Most students will tell you that sustainability feels crammed down their throats to the point where they just give up or roll their eyes

  7. Campaign Audiences • Students: The major target for the Sustainability Committee (on-campus living, learn good habits now, largest market on campus) • Faculty/Staff: The secondary target (transportation/parking, resource usage, ability to model good habits for others) • Community around PLU: The tertiary target

  8. The Brand • Apple's brand • Let’s work through this together: • Brand platform consists of five “planks”: • Brand Vision: How does the SO see the world? • Brand Mission: How will the SO act on its insight? • Brand Values: What is the code by which the SO lives? • Brand Personality: What human characteristics would you like associated with the SO? • Brand Tone of Voice: How should the SO speak to its audience(s)?

  9. How to do a lot with a little • Word of mouth: use your “mavens” • Go viral: “mavens” blast videos, tips, stories, links. • Media choice: utilize cheap or free media like Facebook (more than 95% of students at PLU are on FB), have a student write the blog as an internship, multi-media • Utilize on-campus resources like MediaLab and Amy’s classes and great designers (JP Avila, Chad Hall, Cameron Cowles, etc.) • Think CONSISTENCY

  10. Best Student Ideas • Overall strategy: visual consistency, high message discipline, thinking about student audience in terms of “cool factor” • Tag line: Be That Guy • Viral videos • Student postcard • Free coffee Wednesday (logo stickers) • UC mural • Team bike event • Tips on reusable grocery bags or water bottles • Better organization and visual appeal on website

  11. Discussion Let’s talk…

More Related