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Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner

Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner. Presentation Overview. Situation Analysis Objectives Target Audience Strategies Core Communication Message Tactics Evaluation. Situation Analysis.

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Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner

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  1. Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner

  2. Presentation Overview • Situation Analysis • Objectives • Target Audience • Strategies • Core Communication Message • Tactics • Evaluation

  3. Situation Analysis • The Florida Legislature passed HB 7243, Attachment #1. • 75% recycling goal for the State of Florida by 2020 • 40% benchmark by Dec. 31, 2012   • At present, Leon County households recycle 30% of waste.

  4. Objectives • Increase awareness of the benefits of recycling. • Encourage members of our target audience believe recycling is important. • Increase number of households that recycle. • Achieve 40% benchmark by Dec. 31, 2012.

  5. Target Audience • Mothers, age 30-45, in households that do not currently recycle. • Mothers are today’s most powerful consumers.They are receptive in regards to social media and campaigning. • Mothers are willing to recycle because it will benefit their children.

  6. Strategies • Create an emotional connection for mothers through the slogan, “Recycle Today for Your Child’s Tomorrow.” • Use strategic advertising, social media outreach and informational events to achieve objectives. • Position recycling in Leon County as an experience that ensures a sustainable environment.

  7. Core Communication Message • “It’s never too late to start. By recycling today you will ensure a sustainable environment for your children’s tomorrow. Recycle today for your child’s tomorrow.”

  8. Tactics • Slogan and Logo • Advertisements • Print • Radio • Television • News Releases • Billboard • Social Media • Twitter • Facebook • Blog • Website • Informational Flyer • Community Event

  9. Slogan • Appeals to emotions • Shows a benefit • Challenges target audience

  10. Logo • Represents recycling for future generations   • Symbolizes growth through recycling   • Attracts attention

  11. Print Advertisement • Objective • Simple illustrations • Vibrant colors • Eye catching

  12. Print Ad Distribution • Magazines • Tallahassee Women’s Magazine • Tallahassee Magazine • Emerald Coast Magazine • Newspaper • Tallahassee Democrat • Other • Partnered homeowner associations

  13. Print Advertisement

  14. Radio Advertisement • Objective • Present as a public service announcement (PSA) • Or purchase a 30 second time slot • Realistic conversation

  15. Radio Advertisement • Distribution • Tallahassee’s Best Country 94.9 FM • Star 98.9 FM • The Wolf 103.1 FM • Magic 107.1 FM • Adult Contemporary 97.3 FM • Tallahassee Talk Radio 100.7 FM • Best Little Radio Station 101.9 FM

  16. Radio Advertisement

  17. Radio News Release • Distribution • Tallahassee’s Best Country 94.9 FM • Star 98.9 FM • The Wolf 103.1 FM • Magic 107.1 FM • Adult Contemporary 97.3 FM • Tallahassee Talk Radio 100.7 FM • Best Little Radio Station 101.9 FM

  18. Billboard • Objective • Place billboards around northeast Leon County • Areas surrounding Leon County schools

  19. Billboard

  20. Social Media • Twitter • Facebook • Recycle Today Blog

  21. Twitter • Objective • Initial point of contact with individuals and “influencers” • Tactics • Attract people to Facebook page, websites and blog • Begin conversations with influential tweeters • Use Klout and Twellow

  22. Twitter

  23. Facebook • Objective • Facilitate discussions • Gather feedback • Tactics • Share content from our website and relevant links • Allow fans to post and share content, ideas, links, concerns and issues • Host contests • Promote events

  24. Facebook

  25. Blog • Objective • Informational resource • Tactics • Feature local mothers as guest writers • Feature “Question and Answer” section

  26. Blog

  27. Website Link • Objective • Include a link to the “Recycle Today” website • Guide target audience to additional information

  28. Website Link

  29. Website • Objective • Informational resource • Tactics • An interactive informational site • Homepage • About page • Content • Blog • Gallery • Help Links

  30. Website – Home Page

  31. Website – About Page

  32. Informational Flyer • Objective • Highlights the simplicity and benefits of recycling • The magnet serves as a reminder to recycle • Distribution • Partnered homeowners associations • Killearn Lakes Plantation • Golden Eagle • Killearn Estates • Kilrush • Rhonda Renee Recycles program • Community recycling events

  33. Informational Flyer

  34. Magnet

  35. Community Event • Objective • Invite women and families • Showcase the importance of recycling • Give tips on recycling

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