Collaborative Ink- Planbook- FCGP

8/10/2019 Collaborative Ink- Planbook- FCGP

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First Coast Green Pages

Campagins PlanbookFall 2014


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2Table of Contents

Collaborative Ink..............................................................3 Letter from the Director.....................................................4 Mission Statement...........................................................5 Executive Summary.........................................................5 Client Background...........................................................6 SWOT Analysis................................................................8 Situation Analysis.............................................................9 Audience Analysis..........................................................11 Research.......................................................................12

Primary Research..................................................12 Consumer Survey..........................................12 Business Survey............................................18 Focus Group.................................................20 Secondary Research.............................................23 Campaign Objective 1..................................................27 Live Green Play Green...........................................27

MOSH Green Tie Gala..........................................31

Campaign Objective 2 Raise Business Involvement.......35 Social Media.........................................................35 Website Enhancement...........................................35 Public Service Announcement................................36 Campaign Objective 3 Raise Awareness.......................37 Social Media.........................................................37 Sustainable Sam...................................................42 Public Service Announcement................................43 Viral Video..............................................................44 LiveSMART ..........................................................45 Jacksonville Downtown Artwalk..............................49 Feature Story................................................................51 Creative Elements.........................................................52 Evaluation and Recommendations.................................53 Calendar.......................................................................55

Thank you letter............................................................58 Works Cited.................................................................59


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Letter from the DirectorWith the ever advancing technology of today, we are being

provided with new and innovative ways to be sustainable everyday. Our agency is also being given the chance to give backto the community by helping an organization that provides freeservices to that same community. This links the producers andconsumers with an alternative means to protect our environmentand allows us, as a community, to become more sustainable forthe future.

Collaborative Ink is a student-run conglomerate of veadvertising and 15 public relations students at the University ofNorth Florida, but we are much more than that. Each individualthat makes up Collaborative Ink brings a dierent backgroundof professional and academic expertise to the team. Along with

a strong dedication to make every wish of our clients dream come true, Collaborative Inkis much more than an agency. With each individual tactic and strategy, U.S. Green Building

Council, North Florida Chapters primary goals of open and collaborative leadership, educationand action were taken into account and implemented throughout our campaign.

On behalf of Collaborative Ink I want to extend a thank you to Sarah Boren, James Taylor,David Lambert and everyone at the U.S. Green Building Council of North Florida for allowingour team to create this campaign strategy for First Coast Green Pages. By implementing ourcampaign we, as a team, are certain First Coast Green Pages will be one-step-closer to creatinga sustainable region and green buildings for all in north Florida by 2040.

Sincerely,

Courtney Clayton

Campaign Director


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5Mission Statement

The mission of Collaborative Ink is to craft campaigns with apowerful mix of advertising, public relations and marketingtactics to meet our clients needs and exceed their expectations.Our innovative and progressive public relations and advertisingprofessionals strive to deliver creative campaigns for ourclients. We combine a variety of tactics and original creativecontent to carefully plan the most eective campaign.

Executive SummaryFirst Coast Green Pages is a directory of environmentallyfriendly and sustainable businesses that oers northeastFlorida consumers a one-of-a-kind outlet to support a greenlifestyle. Since the outlet was introduced fairly recently to thepublic, the agency created the main goals of raising awarenessand educating the targeted audiences. To accomplish thesegoals we chose to use social media marketing and community

engagement to strategically construct a well developedcampaign.

Target Prole: The team chose to target three separateaudiences for the campaign to gain ultimate awareness andcultivate education, with First Coast Green Pages primarygoals in mind. We will target actives, men and women ages 35-55 living in northeast Florida who care about their sustainable

footprint. Second, we will target millennials, men and womenages 18-34 living in northeast Florida. Last, we will incorporatebusinesses in northeast Florida who practice sustainability.Each strategy and tactic has been specically chosen andimplemented to target each audience and the lifestyles theyengage in.

Social Media Campaign: We will take advantage ofFacebook, Twitter and Instagram platforms to target eachaudience. Over 90 percent of the 150 million people on


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6 Instagram are under the age of 35, which is why millennials willbe targeted on Instagram. Using the hashtag #livesmartlivegreen

we will promote enthusiasm about being a part of a communitythat is trying to attain a more sustainable way of life. A poster

child will also be used towards the end of the campaign topromote interactive involvement among consumers. We wantto create a sense of unity among our consumers by the use ofSustainable Sam, an identiable gure and our #GreenTeamhashtag. On Facebook all audiences will be targeted in a rangeof dierenct facets due to the wide array of users. We havecreated experiential marketing methods and events which willbe promoted and coincide with social media.

Awareness and Education Events: Three events wereconstructed to increase awareness and educate the publicabout First Coast Green Pages.

Live Green Play Green- April 25The Green Tie Gala- July 18Jacksonville Downtown Artwalk- April 1, June 3 and

September 2

Marketing Objective:To increase current brand awarenessand education among north Florida residents for nine months.

Schedule:Our agency created a 10-month plan that will runfrom January 1, 2015 to October 4, 2015 (Green Lion Festival

2015 date).

Client BackgroundFirst Coast Green Pages is a directory of environmentallyfriendly and sustainable businesses. Five years ago, SarahBoren, the founder and Executive Director of First CoastGreen Pages, approached Green America about creating a

regional green pages, but Green America said they did nothave the resources to produce a localized green pages. Boren


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saw a need in the northeast Florida community for a resource for people to nd vetted greentalents, products and services. So she created the resource for the community. The Queen ofGreen Boren is not only the Executive Director of First Coast Green Pages, but a driving forcebehind LiveSMART, a tool for spreading awareness for household sustainability.

LiveSMART is a trailer built completely by volunteers that showcases sustainable materialsfor your home and ideas of how you can renovate any building into becoming more green.

This trailer will hopefully becompleted by the end of the

year. LiveSmart helps promotegreen pages by showing howpeople can make their homes

more environmentally friendly. Itcan also educate them on howto live sustainability, while savingmoney on things such as theirelectric bill.

Boren is also the Executive Director of the The United States Green Building Council ofnorth Florida Chapter. The USGBC is a non-prot organization that spreads knowledge andencourages consumers to operate with environmentally friendly buildings and services. It

was founded in 1993, and since then has made many contributions in the advancement ofsustainable buildings being developed. The USGBC North Florida chapter held its rst meeting

August 19, 2004 with over 35 participants. Since their initial meeting USGBC has expandedto over 230 members. The chapter now includes 11 counties in northeast Florida, Jacksonvillebeing its biggest city involved.

To create a sustainable region and green buildings for all in north Floridawithin this generation (2040) through open, collaborative education,

leadership, and action. Essentially linking people, planet and

profts through green buildings because

of their impact and volume.

-The USGBC of North

Florida mission statement


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One of the most visible facets of the USGBC is the Leadership in Energy & EnvironmentalDesign (LEED), a Green Building Rating System. LEED is a green building certication programthat recognizes best-in-class building strategies and practices. The LEED Green Building RatingSystem was one of the main reasons the USGBC was the fourth recipient to be awarded

the Henry C. Turner Prize for Innovationin Construction Technology, awardedby The Turner Corporation. The LEEDGreen Building Rating System providesa way to measure the sustainabilityand environmental impact of a building.

The Rating System was established inthe year 2000, and has granted 240

buildings with one of the four levels ofLEED Certication.

SWOT Analysisd

Strengths: First Coast Green Pages is the original premier directory of its kind in Northeast Florida. The modern design of the website and developing phone app appeals to consumers of allages. The dierent categories of the directory attracts a broad variety of consumers. First Coast Green Pages was created specically to provide a service and benet theconsumer. First Coast Green Pages is backed by a locally and nationally recognized group, the U.S.Green Building Council of North Florida chapter.

Weaknesses: The social media accounts for First Coast Green Pages are underutilized and there

are many accounts under each platform which can be confusing. The Jacksonville area does not value green living as much as other areas,

such as California. The words green and sustainable sometimes have negativeconnotations in the target area. As of now, there are several dierent logos for each part of the USGBCNorth Florida chapter, there should be only one to create consistency.


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9Opportunities: First Coast Green Pages will inform the community, providingphone numbers and addresses for services and goods thatare essential to the consumer.

First Coast Green Pages will create a stronger economy bysending customers to local businesses in the area. Jobs will be created thanks to First Coast Green Pages, asthey will need people to run the website and secure people tolist their businesses. First Coast Green Pages will create awareness ofenvironmental problems at their yearly events, on the websiteand through social media accounts.

Threats: If the website gets low trac, this could be a major threat tothe businesss ability to take o. Consumers could hear the word green and get turned obefore even using the website. Businesses may exaggerate the fact that they are a green

business in order to get listed on the website. Businesses could change their green practices due to costsor other reasons after they have already been listed.

Situation AnalysisFirst Coast Green Pages (FCGP) is the rst directory of itskind in northeast Florida. Unfortunately, since the launch ofFCGP a few months ago, the company has faced manyobstacles. FCGP has many innovative ideas on expandingthe organization and spreading awareness about livingsustainability to the public, but deplorably the U.S. GreenBuilding Council of North Florida lacks the funds to accomplishthese goals. This is where Collaborative Ink comes into play.

With our fundraising events planned for the upcoming year,our campaign is designed to provide FCGP with the funds theyneed for their business to thrive and to raise the awareness of


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10 sustainability within northeast Florida.Within our campaign, Collaborative Ink also has plans to helpFCGP have a recognizable brand identity for the company. As

of right now, their brand is mostly unidentiable by the northFlorida community. We have included in our campaign anarray of promotional items with the FCGP logo. These items

will be handed out at dierent events throughout the year.These items include, but are not limited to, pens, reusablegrocery tote bags, rack cards, stickers and koozies. Whenconsumers are repetitively seeing the logo, they are more likelyto remember to use the directory. In order to assist FCGP

in becoming a more memorable and well dened companyCollaborative Ink took it upon ourselves to develop a logo that

was better suited for the organization but still keeping in mindthe branding currently present in both FCGP and the U.S.Green Building Council of North Florida.

We at Collaborative Ink have also noticed a weakness in theorganization of the social media platforms currently present.On Facebook, there are three dierent pages with the titleFirst Coast Green Pages which can easily confuse theconsumer when trying to engage with the page or nd outmore information. We plan to have one main account, which

will allow consumers to recognize the brand and FCGP willbe able to provide information about sustainability and thedirectory on one aective, easy to nd page . A single, well

run Facebook page that acts as the hub of contact with thecommunity will allow them to interact with consumers and buildrelationships successfully and conveniently. Instagram and

Twitter pages will also be created using the same strategieswith the same creative and written content. All of these outletscombined will make the social media presence of First CoastGreen Pages consistent and easily recognizable for the onlinecommunity that will engage with it.


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Audience AnalysisBased on the information collected by Collaborative Ink and discussion with the client there aretwo primary audiences that we will focus on. The rst and main audience we will be focusing

on is Actives. The second audience that we felt was important to focus on in order to create asuccessful campaign is Millennials.

The two audiences are determined by age brackets. Actives are between ages 33 to 50 or more.

Millennials are between ages 18 to 32.

The audience was developed within the parameters of northeast Florida. The reason for this isbecause our clients network is focused around the rst coast.

Actives Predominantly Caucasian, professionals that are married. They generally are homeowners, with a high social status, and have disposable income tofollow through on their green values. They are seen as leaders in the communities, and are well educated.

They are very involved in volunteer work in their communities. Public image is very important to actives and being green is an important part of their personalimage. Many actives lead adventurous lifestyles and are outspoken with A-type personalities.

Millennials In the U.S., millennials average 23 percent of the population. Millennials are typically divided into two subgroups the younger, 18-25, and the older 25 to

32. The highest index for millennials is typically college towns or near naval bases. Millennials are greatly connected to the world, they are multicultural and they valuetheir work force. Younger millennials are much more likely to rent their rst house or live athome longer. Most millennials are label seekers who are willing to pay extra for a

brand reecting the images they hope to convey about themselves likesmartphones or hybrid cars. Currently millennials are the largest demographic population purchasing


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new technology and gadgets.

ResearchPrimary ResearchCollaborative Inks primary research tactics included a consumer survey, a business survey, anda focus group. All of these were necessary to understand the thought process that our dierenttarget audiences experience while choosing the specic businesses to fulll their services andproduct needs. The consumer survey gave us the knowledge about what consumers thought

were most important when it came to sustainability and how far they were willing to go to begreen. The business survey gave us insight on why businesses do, or do not practice green

business strategies, and if they plan to in the future. The focus group was necessary in orderto gain insight into the thought process of millennials and actives on a much more personallevel. The combination of individual input and professional experience from the focus groupsallowed us to see specic behavior and gather ideas in relation to sustainability and going green.

Together all three of these research tactics provided us with the information necessary to t ourbusinesses and consumers needs appropriately and accurately.

Consumer SurveyUnderstanding how consumers in the area practice sustainability, as well as, how they feel aboutbeing green will lead to great success for First Coast Green Pages. Collaborative Inks researchteam conducted a survey consisting of questions about perceptions of sustainability and theenvironment. We asked the same questions of both our primary and secondary audience. Theteam divided the data received into two dierent demographic categories: millennials, age 18-32, and actives, age 33-50+.

Millennials:When our research team asked millennials if the economic savings aspect ofsustainability is very important or important, 44 percent of responders between the ages

of 18 and 25 agreed, while none thought that is was not important; and 6 percentbetween the ages of 26 and 32 were generally interested in the money saving

aspect of the green movement.

When people were asked what they do daily to be more green, one of

the rst answers they gave is typically recycling. For our survey when weasked consumers if they recycle, over half of millennials, 52 percent,said that they do not recycle, while only 41 percent said they do. This


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13information is helpful to the campaign because one of thegoals is to educate consumers on simple ways they can makea dierence by being green, for example recycling.

When asked what for what reason millennials thought peoplewere interested in going green, 53 percent felt that consumersare interested in going green because its the right thing to do.Forty seven percent thought it was because of concerns forthe environment. Sixty three percent thought it was meaningfulfor buyers and 48 percent said health reasons. This informationprovides positive feedback for our campaign and providesreassurance that millennials will play a signicant part for the

green movement.

Sixty four percent of these responders disagreed with thestatement I believe it is easy to become sustainable andenergy ecient. However, forty three percent of millennialspractice energy conservation around their home, buy organicor support eco-friendly organizations. We aimed to seea reduction in the percentage of consumers who think is it

hard to become sustainable and energy ecient through ourcampaign eorts.

Our research team then asked the millennials what theythought about the word green that traditionally has had anegative stigma surrounding it. Forty ve percent of millennialsfound the word green, to be trendy. While sixteen percent

of millennials thought that the word green, was more hippy.Only 38 percent of these respondents thought that the wordgreen was important and half of the respondents thought the

word green was not important at all. From these answers weconcluded that the word green does not necessarily have anegative stigma around it. Instead, it sets the ground for whatour campaign needs to focus on, which is strengthening theimportance of what green means to millennials.

The research team was also pleased to report that 91 percent


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14 of millennials felt that the environmental aspect of sustainabilityis very important or important.

Actives: In order for Collaborative Ink to better understand

how to target consumers, our researchers chose to break upthe actives results into 3 age groups because of the widerange of answers between 33 and 55+. Thirteen percentof the respondents were in the 33 to 39 age bracket, 31percent of respondents were in the 40 to 49 age bracket andeight percent made up the 50 or over bracket. The followingquestions are what was asked of actives to determine howthey feel about green, what they are trying to do to be green

and how educated they are about going green.

What is your highest level of formal education?

Do you recycle?

How easy do you believe it is to become sustainable andenergy ecient?

Do you have/do any of the following: Select all that apply__ Buy organic__ Compost__ Practice energy conservation around the house__ Recycle__ Have Solar Panels__ Support eco-friendly organizations

In your opinion, why are consumers interested in the greenmovement?__ Health__ Money-saving Aspects__ Social Responsibility__ Meaningful to buyers__ Concern for the environment

__ Right thing to do__ Other


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How do you feel about the word green?:

How green is your home? Select all that apply:__ I recycle__ I only use green cleaning products__ I have energy-saving light bulbs__ I rely on solar or wind energy__ Own only eco-furniture__ Compost__ Own hybrid car

The things I already know about being green I learned from:a. Peers/familyb. Businessesc. News sourcesd. Bookse. Internet

How important is the economic savings aspect of sustainability?

How important is the environmental issue aspect of sustainability?

Age 33 to 39:Twelve percent had a bachelors degree, 50 percent had a masters degree,and one person had a PhD as their highest form of education. Knowing how educated ouraudience is important to the campaign because it informs us on how to eectively communicate

with them.

Twelve percent of these responders reported that they currently recycle. While 13 percent

reported that they do not, a much lower percent than the millennials. This information is benecialfor the campaign because it helps to dene what each age group is doing or not doing to helpgo green.

Twenty percent of these responders strongly agree that it is easy to becomesustainable and energy ecient while seven percent disagreed whichassists the campaign because First Coast Green Pages will only helpmake becoming sustainable easier for its users.

When asked about what sustainable practices they use around their


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homes: twenty percent said they compost, 16 percent have energy-saving light bulbs, 13percent buy organic and practice general energy conservation around their homes. From this,knowing what practices our audience already use will give us a head start with educating themon easy ways to practice sustainability through our campaign.

When asked about the word green 16 percent felt the word was hippy, compared to onlyseven percent of millennials.

Fourteen percent learned about being green from the Internet; 13 percent learned from peersand family. This tells us that the Internet and word-of-mouth have a similar role as an avenue forinformation, also knowing that this age group mainly uses the Internet for information is great forour client.

Eighteen percent thought that social responsibility is a reason consumers are interested in thegreen movement. Seventeen percent of these responders reported that the economic savingsaspect of sustainability is very important, while 16 percent reported that the environmentalissue aspect of sustainability is very important. This information shows that all respondentsfound something important about the green movement.

Age 40-49: Forty percent of respondents had a high school diploma, 22 percent had anassociates degree, 36 percent had a bachelors degree and 25 percent had a masters degree.

This age group, was closest to the millennials with how much they recycle; 35 percent of theseresponders recycle, while 23 percent do not. Also another interesting similarity was found whenasked about their feelings on the word green, both 38 percent of this age group and millennialsreported the word green is important. Both of these ndings are fundamental for the campaignbecause it means that the majority of our audience is currently attempting at the green eort

and thinks its important.

Thirty six percent of these responders were neutral in believing it was easy to becomesustainable and energy ecient while 21 percent disagreed.

However, in contrast to the millennials and 33-39 year old actives, 33percent of this age bracket learned about being green from books andbusinesses, while 48 percent knew about it from news sources. These

statistics are vital to our campaign because we chose to use a PSA totarget the actives to use First Coast Green Pages.


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17When responded to the question how green their home was,35 percent have energy saving light bulbs, 26 percent onlyuse green cleaning products, 16 percent have eco-friendly

furniture. Thirty percent of these responders compost, 29percent practice general energy conservation around theirhome, 23 percent support eco-friendly organizations, and 22percent felt their home wasnt green at all. Thirty nine percentof dont do any of the items listed above. This is very helpfulinformation for when we integrate the LiveSmart trailer into ourcampaign targeting the actives, as well as, giving us a betteridea of what types of businesses they would be interested in

seeing on First Coast Green Pages.

Regarding factors that drive interest in the green movement,31 percent felt that social responsibility was a factor, Thirtysix percent of these responders reported that the economicsavings aspect of sustainability was important while 20 percent

were neutral.

Thirty three percent reported that the environmental issueof sustainability is important, 30 percent felt that it was veryimportant and 20 percent felt that it was neutral.

Age 50+: Sixteen percent of those responded stated thatthey had a master degree.

This age group had the lowest percentage of people thatrecycle, at only nine percent. But, among these responders,50 percent compost, 33 percent have solar panels, 16 percenthave eco-friendly furniture and 11 percent have energy-savinglight bulbs. Thirteen percent support eco-friendly organizationsand only two percent of these responders thought their home

was not green. Even though only a small percent recycles,they do a lot of other green things around their homes. This is

extremely important to our campaign because we have learnedthat the actives perform almost all their sustainable practices

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18 around their homes. Again making them ideal consumers forthe LiveSmart trailer. This information also helps us predict

what businesses they would like to see on First Coast GreenPages.

Ten percent of these responders strongly agree that it iseasy to become sustainable and energy ecient. Thirty threepercent of these responders learned about being green frombooks while only two percent found it out from the Internet.

When asked about dierent aspects of sustainability and thegreen movement, 13 percent felt the economic savings

aspect of sustainability is not as important while only eightpercent thought it was very important. Twenty percentreported that the environmental issue of sustainability isneutral while 10 percent thought it was important. Lastly, sixpercent of this age bracket felt that health was a reason people

were interested in the green movement. This is importantto our campaign because now we know that millennials areover three times more concerned with being green for health

reasons, compared to the actives.

Business SurveyUnderstanding how businesses in the area feel about the

word green is also a huge part of First Coast Green Pagessuccess. Although, the website runs heavily o of consumerinvolvement, without businesses First Coast Green Pages

would not exist. Collaborative Ink conducted a survey of 16local businesses to gain insight on their sustainability eortsand determine how active they are in the green movement.

The businesses were rst asked how many employees workedat the organization. The majority were smaller businesses with39 percent having only one to three employees. Nineteenpercent replied back that they only had four to six employees

and 12 percent had seven to 10 employees. However, wedid get a high percentage of business with 20 employees or


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more, 31 percent response. This informationis benecial to the campaign becausethe businesses vary in size. Which gaveCollaborative Ink an extremely measurable

and accurate response on how businessesfeel about being green.

When asked on a scale of one to ve howeco-friendly businesses would considerthemselves, with ve being the most, exactlyhalf of the businesses answered the numberthree. Twenty-six percent answered ve, and

18 percent answered four. This informationhelped to breakdown how sustainable

businesses are presently. Which helps the campaign to pinpoint how much awareness andeducation is required, to fully inform businesses on how to become more sustainable.

In order for Collaborative Ink to understand what types of businesses need the most helpwith sustainability the organizations were asked what their primary business industry was. Sixpercent responded back that they were a communications, education or Internet provider type

organization. While 13 percent answered that they were an organization associated with thegovernment, medical, retail or nancial. Thirty percent responded back that their business wasassociated with something other than the options provided.

When asked if the businesses consider the environment when making purchases and decisionsfor their business, 93 percent said yes. This was a very signicant nding, considering it allowsthe assumption to be made that if an organization has access to the resources that First CoastGreen Pages provides, it is more likely they will convert to green practices.

Another question that was asked was whether or not the businesses knew about the U.S.Green Building Council (USGBC) and LEED. Sixty two percent said yes, while 31percent said no. With this information the campaign can gather the materialneeded to be eective in transforming businesses into more sustainableestablishments. By bringing awareness to LEED certication the campaign

will have a greater success at educating businesses on how to be green.

We then asked about the sustainability practices of the businesses.


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Energy conservation and recycling were both used by 68 percent of the businesses, and 56percent practiced water conservation. Waste prevention was only at 37 percent and 25 percentof the businesses patronized green vendors. This information tells us that business are at leasttrying to make an eort to be green. For the campaign to be eective we must fulll the job ofassisting these business green eorts.

Next we asked about the future of these businesses, six of the companies responded that theywere very likely to include sustainability eorts in the future of their business, ve were somewhatlikely and ve were likely. Fortunately, none of the business responded that they were not l ikely.

A question of whether or not consumers of these businesses have ever requested greenproducts was asked. Ten of the businesses responded that customers request them to use

green products, while six did not have customers that request it. Following that question,13 businesses said that they feel their business would be seen as a better company if it

were considered a green business. When asked about their companies experience with greenservices, 43 percent use Energy Star, 37 percent have read information on it, 31 percenthave used LEED and 31 percent said other. These questions provide good information forthe campaign because all business want to cater and please their consumer. Therefore, if themajority of consumers want greener products and will hold these business with higher regardif they become more sustainable, these businesses are more likely to transform into green

companies.

The last question asked was, why the businesses have not been using green building technology.Five of the businesses claimed cost, two said the complexity of the information, one said costof green technology and eight said other. This information provided us with reasons on whybusinesses say no to green, our job is to nd ways to make it easier for them to become green.

Focus GroupCollaborative Ink conducted two focus groups on November 11,

2014 at the Dalton Agency to nd out what our targetaudiences, actives and millennials, think of the existing

First Coast Green Pages website, and also whatgreen practices they already participate in. Wehad nine actives participate in the rst focus groupand ve millennials participate in the second

although two arrived late and did not answer allthe questions.

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21Actives: When we asked them what they associated withthe word green, they answered positively with cleanliness,sustainability, recycling and money. However there was onenegative response greenwashing.

When we asked them what the rst thing was that came to theirminds about green energy or going green they answered with:recycling, building green, smarter choices, energy eciency,reducing their carbon footprint, Tesla, windmills, green energybeing positive, solar panels and LEED certication.

The focus group thought that LiveSMART is bright and colorful,

but it doesnt let you know what it does and that it needs to bemore visually interesting.

We asked them how they strive to become more energyecient, they answered that they turn their air conditionero/down, turn o lights, recycle, use reusable bags andbottles, take their own cup to get coee, conserve water andconsolidate car trips.

When asked what their ultimate goal was when it comes tosustainability and the focus group answered the health of theearth, xing what industrialization did to the earth, inuencingtheir children to make sustainable choices and also thinkingabout their kids future as they are making decisions.

We asked if they thought sustainability has become an integralpart of organizations and companies and they said they feellike organizations and companies either have to do it, or theyshould do it to save money; they should also pay to recycleif it is not already a regular service. Companies such as theirown tend to choose convenience over green, and care moreabout buying local than buying green.

They thought that Sustainable Sam should give people areason why they should be green, it needs to be over the top

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22 to gain attention and should be integrated into the campaignonce the brand has been well established. We took theseideas into consideration and applied them to our campaigntactics.

When we showed them the old and new logos they didnt likeeither of them at all because they felt they werent a cohesiveunit. They also thought the links didnt make sense. They

wanted something much simpler. They liked the logo on theblimp for the Facebook page better than the logo we originallydecided on. We eventually changed it from our version ofFCGPs logo to something very dierent.

The focus group loved the name and theme of the GreenTie Event, but they thought it should be at the garden at theCummer Museum or the Jacksonville Zoo and a $60-$100ticket price would be fair.

Millennials: When we asked this focus group what theyassociate the word green with, they answered healthy,

organic, clean, brass and Kermit the frog.

We asked them how they strive to become more energyecient, like the actives, they answered that they reduce theuse of AC, turn o lights and carpool. They also included ridingbikes instead of driving on the weekends, recycling at work,reading more online than on paper and would choose energyecient practices only if it saves them money.

We asked them what obstacles aect their ability to becominggreen. They said the biggest problem is expense andinconvenience. They would however be likely to pay more forquality food and they do not really think about being sustainable

when they are spending money. This is why for our GreenTie Gala, we targeted the actives and not the millennials,

millennials do not have as many funds as actives typically do.


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They thought the website is copy heavy and didnt like the layout. They said they would have noidea what the website was for if they saw the homepage for the rst time. These are ideas we

will pass on to the client for consideration.

The Millennials were slightly confused how the LiveSMART trailer tied into the First Coast GreenPages. They thought that the idea of LiveSMART is good but it needs to tie into green pagesmore- maybe green pages should be a product within LiveSMART. They also agreed with theactives that they wouldnt know what the trailer was if they were to walk up to it.

One member of the actives focus group pointed out that they didnt like #livelikesam, becausethey felt it references someone passing away, so we did not choose to use that hashtag.

Secondary ResearchThe secondary research was compiled of previous research that has been done on clientscomparable to First Coast Green Pages. The research also educated us about what our clientis trying to achieve. The information was used to help Collaborative Ink create objectives andtactics in order to provide a successful and strong campaign. It gives us insight on things thatthe client can work on, as well as things that the client is already doing correctly.

Benets of being green: The typical answer of why people do not go green is that it istoo costly. However, after further research we found that this is not necessarily true. Goinggreen can reduce household costs signicantly, it just takes a universal eort. According togoinggreentoday.com if everyone in America were to wash their clothes exclusively with cold

water we would save up to $3 billion dollars in energy cost annually, and cut down on nationalCO2 emissions by a whole percent. Simple things can be done to conserve energy and reduce

your households daily cost. Such as, paying attention to lights left on or keeping the temperatureat a consistent degree versus constantly changing it. According to the American Solar Energy

Society, the amount of sunlight that falls on the Earth in one minute is sucient enough to powerthe world for an entire year. Brite Idea Energy reported that solar panels have saved consumersand business anywhere between 50 percent and 90 percent in costs. Shelton Grp.stated the 82 percent of say that higher energy eciency would cause them tochose one new home over another.

Going green does not only save you money but can promote and improveyour health. Goingreentoday.com reported that residents who live in

walkable neighborhoods weigh on average 10 pounds less than thosewho tend to be more sedentary.


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Nevertheless, the main reason we are seeking to develop more sustainable habits is to conserveour environment. If we do not take action now our future as a planet does not look very bright.Every little change can help turn our environment around. From recycling, buying productsmade in America, creating no chemical waste, not buying products from companies that useanimals for testing and buying products that are made from recycled items.

To bring this idea closer to home, Florida is the nations fourth most populous state, accordingto the EPA, and it is projected to increase 50 percent by 2030. Although, since 2000, the wateruse per person has declined in Florida, due to water conservation eorts, it is still predicted torise parallel with the increase in population. The major problem with this is that the Evergladesare slowly disappearing with the increased water consumption by our population. However, we

can do something about this by using special landscaping techniques, water-ecient irrigationsystems, reducing stormwater runo, reducing household water usage and becoming moreecient when watering our lawns and gardens. Floridians have the opportunity to save up to46 million gallons of water each day if we just take these small eorts to turn our environmentaround.

U.S. Green Building Council North Florida:The U.S. Green Building Council North FloridaChapter is a non-prot promoting a sustainable economy through

awareness, education, marketing and transformation. Although, theyfocus on many initiatives each year, their main focus is to promoteand achieve a sustainable region by the year 2040. The three maininitiatives they have established to reach their goal of sustainability areawareness, education and policy. This organization seeks to link people,planet and prot through green buildings because of their impact and

volume (USGBC). The North Florida chapter currently has locations in11 counties with over 200 members.

LEED Certication: Leadership in Energy and Environmental Design. The U.S. GreenBuilding Council created the LEED certication program in order to shed light green

businesses and practices that are making an eort to use specic strategiesand tactics to be a sustainable organization. There are four dierentcertication levels that businesses may qualify for. Being certied is thelowest form of LEED and Platinum is the highest. The LEED program is

the only permanent green certication program and is currently beingused in over 120 countries.

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25Comparable online Directories to First Coast GreenPages:Green Americas National Green Pages

A not-for-prot membershiporganization developed in 1982. Acts as an online directoryfor green practices, a blog anda green-guide for consumers,businesses and investors.

Their mission is to encourage a sustainable societyby strengthening consumer, business and marketplaceinvolvement.

Their vision is to create a sustainable world where all thingsare preserved for the generations that follow. Seek to empower individuals to invest and make bettersustainable choices with their purchases. They want to challenge businesses to take responsibility forour economy by being part of the green movement. They are on a quest to create a sustainable world. Seek to empower people to take responsibly for their

environmental actions. The organization functions as a collaborative and hands-on workplace in order to build a well-designed concept andmessage. They are very active on social media platforms, with 31,722likes on Facebook, a blog, Twitter and Pinterest accounts. They have 99 businesses listed in Florida and over 300listings total in most of their categories: retail, personal care,supplies, clothing, food, and household items.

Northeast Sustainable Energy Association (NESEA)

Acts as an online directory for green businesses, a blog, ajob nder for sustainable jobs and a newsletter.

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26 NESEA green pages are the primary resource for sustainabilityprofessionals in the northeast. The organization functions as a collaborative infrastructure tospread green awareness. Mission is to promote the implementation of sustainableenergy practices in the built environment. NESEA has a 12-year goal that by 2025 through the use ofinquiry, scrutiny and mastery they will be able to create a moresustainable environment. The have created a list of events from BuildingEnergy whichis the most cross-disciplinary renewable energy and highperformance building conference and trade show, as well

as, BuildingEnergy pro tours which are hands-on learningopportunities for practitioners. Their social media outlets are extremely active includingFacebook with 3,092 likes, a Twitter, LinkedIn and RSS feed.NESEA also has a donations pages.

The South Florida Green News

A blog site that acts as a resource page for green businesseslocated in the south Florida region. A resource to inform people about everything green. This web page also contains special local green events, alist of 50 ways to be green, action alerts and Q and As withlocal green activists. Listings are free of charge and they encourage other greenbusiness to contact them in order to be posted on the webpage. They currently have 29 categories with 123 businesseslisted. Their web page is powered by a solar power web host,

AISO.net.

The mission of this database is to sustain the Florida coastlineand keep our ocean clean.


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Campaign Objective 1: Raise FundingObjective: Collaborative Ink aims to raise $10,000 through fundraising events by the end ofthe year. Tactic 1:There will be a Live Green Play Green fundraising event held at Aardwolf Brewery

which will raise approximately $200. Tactic 2:There will be a Green Tie Gala fundraising event held at MOSH which will raiseapproximately $8,000. Tactic 3: Text-to-donate will be implemented at events using Obopay service, a mobilepayment company. Tactic 4:Silent auctions will be implemented at eventsthrough an auction company or personally.

Live Green Play GreenBenets: By hosting the Live Green Play Green event, Collaborative Ink will help First CoastGreen Pages (FCGP) spread awareness and support from the millennials in northeast Florida.

What: Live Green Play Green hosted by FCGP, is an event targeted toward millennials. Thebusinesses listed on FCGP will be invited to table the event where they can give information andgive attendees tips on how to be sustainable. At the tables teams can obtain tickets to partakein the various games, including life-size beer pong, life-size Jenga, life-size Twister, ip cup andcornhole will be played by teams. Winners will enter to win a prize provided by the businessestabling at the event. The attendees can also purchase Green Lion Pale Ale during the event,

where $1 will go back to FCGP for every beer sold. Prior to the event people planning to attendthe event can visit FCGP businesses and receive game tickets to use at the event towardsthe games. There is no initial cost to attend the event and the event will be promoted throughmillennial driven social media outlets. Teams can obtain tickets by going to each individual

businesses table and also have the option of purchasing tickets, which will be sold at $5 eachwith all proceeds going back to FCGP and the U.S. Green Building Council of North Florida.

When:The event will take place on Saturday, April 25th, 2015 and will be heldfrom 12 p.m. to 8 p.m. This time and date was chosen in support of Earth

Week which is April 19-26, 2015.

Where:The Live Green Play Green event would be held outside Aardwolf

Brewery. Holding the event in a popular San Marco brewery in will helpwith the success and turnout of the event. The U.S. Green Building


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Council of North Florida already has a standing relationship with Aardwolf Brewery.

Who:The event is targeted towards millennials who are interested in craft beers and are opento gaining knowledge of living sustainability.

For more information please contact:

Aardwolf Brewery:1461 Hendricks Avenue,Jacksonville, Florida 32207(904)[email protected].

www.aardwolfbrewing.com

Budget:

(Based on 100 people attending)Cost of event: $807 ($8.07 per person)

Includes:Venue: $0

Game Equipment: $436.85 ( $4.37 per player)Misc supplies (green tickets/wheel): $119.97 ( $1.20 per player)

Alcohol: $250 ($2.50 per player)Prizes: Donated by businesses tabling and promotional items from

29CG


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29FCGPEvent funds raised from ticket sales ($5 a ticket, 3-5 peopleper team): $100Prots from beer purchases ($1 from every green beer sold):$100Total funds raised: $200

Live Green

First coast green pages presents

Saturday, April 25 12pm - 8pmfeaturing Green beer, Corn hole, life-sized

jenga, Giant twister, Beer pong, a prize wheel for

promotional giveaways and so much more!

join us at aardworlf brewery to help raise money for FCGP

Play Green

1461 Hendricks Ave, Jacksonville, FL 32207

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FOR IMMEDIATE RELEASEContact:Sarah Boren, Executive Director(904)[email protected]

First Coast Green Pages PromotesSustainability with Live Green Play Green

JACKSONVILLE, Fla.; April 25, 2015 - First Coast Green Pagesis hosting the Live Green Play Green event. The event will beheld on Saturday, April 25 from noon to 8 p.m. at AardwolfBrewery in San Marco. Attendees can enjoy handcraftedgreen beer and play outdoor games while learning about

local green businesses and how they can be sustainable intheir everyday lives.

Attendees will be able to create teams of three to ve peopleand engage in life-size beer pong, life size, Jenga, cornhole,life-size Twister and ip cup. The teams can engage withgreen businesses tabling at the event where they can learnhow to live smart and live green. The tables will be giving out

tickets to teams which they can use to play the games at theevent. Tickets can also be purchased for $5 each and GreenLion Pale Ale will be served for a limited time during the event,

with proceeds going back to First Coast Green Pages. Therewill also be a prize wheel that players can spin to win FirstCoast Green Pages promotional gear. The team that wins themost games at Live Green Play Green will win a grand prize

donated by the companies listed on First Coast Green Pages.

First Coast Green Pages is an online directory that creates a supply and demand for local green


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First Coast Green Pages is an online directory that creates a supply and demand for local greenbusinesses. Sarah Boren, founder of First Coast Green Pages and Executive Director of theUSGBC North Florida Chapter, saw a need in the community for a resource that people couldgo to seeking green organizations.

Twitter @LiveSMARTGreenInstagram @LIVESMARTGREENFacebook: First Coast Green Pages

MOSH Green Tie GalaBenets: Collaborative Ink will increase awareness for First Coast Green Pages through a

fundraising formal gala. The gala will help the organization build lasting relationships in thecommunity as well as collect donations from guests.

What:The Green Tie Gala will be a formal event including dinner catered by Anthonys Cateringand a brief presentation. Guests will be able to walk a green carpet and take part in a stop andrepeat photo opportunity. Sarah Boren, the Executive Director of First Coast Green Pages willpresent to the attendees and explain the vision and goals of the organization while heavy horsdoeuvres and pastries are served. Each guest wil l also have one free drink ticket to use at the

gala.

Where: The Green Tie Gala will be located on the rooftop of the Museum of Science andHistory in downtown Jacksonville.

When: Collaborative Ink suggests July 18, 2015 as the ocial date for the gala.

Who: The gala is targeted towards actives who aim to support First Coast Green Pages.

Usually, actives are the most interested in living a sustainable life and have the funds to be ableto support an organization.For more information please contact:Retail and Special Events Manager:

Ashley Thibedeau1025 Museum Circle Jacksonville, FL, 32207(904)-396-6674 ext: 240

[email protected]

Event Coordinator at Anthonys Gourmet Catering


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Event Coordinator at Anthony s Gourmet CateringKim Flowers-Stoddard670 Kingsley Avenue Orange Park, FL 32073Phone: (904) 264-1338Email: [email protected]

Budget:Ticket Price (per guest): $100Total Cost (per guest): $61.81

Includes:Venue: $10.00

Food: $18.95Alcohol: $6.75Gratuity: $4.99Music > Cello Soloist: $1.00Prot (per guest): 38.19

Total Event Prot: $7,638

Item Cost

Venue: MOSH rooftop $2000.00

Entertainment: Cello Soloist $200.00

Food: Anthonys Catering $3790.00

Alcohol: Anthonys Catering $1350.00

Gratuity: Anthonys Catering $998.00

Total Event Cost $8140.00

Hors doeuvres Cocktail Meatballs:Served in Chefs sweet and sour Sauce

Shrimp Cocktail Shots: Served chilled with spicy cocktail sauce Tomato Pesto Bruschetta: Toasted French baguette topped withspinach pesto, vine ripe tomato and fresh basil

Antipasto Skewers: Genoa salami, mozzarella cheese, black olives

33and grape tomatoes skewered and marinated in balsamic


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33and grape tomatoes skewered and marinated in balsamicvinaigrette dressing Penne Pasta:With alfredo pesto, Italian seasoned sautedchicken and mushrooms Fresh Assorted Pastries: May include: cream horns,

cream pus, mini cheese cakes, assorted tarts, peanut buttercups and chocolate dipped strawberries

At the Museum of Science and History

Saturday July 18th, 2015 from 6 to 10 pm

RSVP at https://www.eventbrite.com/

First Coast Green Pages invites you to the 1st annual

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FOR IMMEDIATE RELEASEContact:Sarah Boren, Executive Director(904)535-0055

[email protected]

First Coast Green Pages PromotesBeing Sustainable with MOSH Gala

JACKSONVILLE, Fla.; June 18, 2015 - First Coast Green Pagesis holding a gala event to celebrate the launch of their new

website on July 18, 2015. The event will be held from 6 p.m.to 10 p.m. at the Museum of Science and History. Guests will

be able to enjoy heavy hors doeuvres and cocktails providedby Anthonys Catering, while being introduced to what FirstCoast Green Pages is all about.

The gala will be a green tie event and as such all guestsare encouraged to dress in formal attire. Accents of green orgreen ties are strongly encouraged. During the event, there

will be a silent auction and guests will hear from Sarah Boren,

Executive Director of First Coast Green Pages.

First Coast Green Pages is a directory of environmentallyfriendly and sustainable businesses that consumers caneasily access. Sarah Boren saw a need in the northeastFlorida community for a resource for people to nd vettedgreen talents, products and services so she decided to createthe resource. Join us on July 18th by supporting First CoastGreen Pages while enjoying dinner and events.

For more information and to purchase tickets please visit: rstcoastgreenpages.org


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p p g p g g

Twitter @LiveSMARTGreenInstagram @LIVESMARTGREENFacebook: First Coast Green Pages

Campaign Objective 2:Raise BusinessInvolvementObjective: Increase business involvement: Increase user accounts/listings on First CoastGreen Pages to 150-200. Tactic 1:Increase likes on Facebook by 50 percent. Increase Twitter and Instagram followersby 40 percent. Tactic 2:Increase the amount of viewing trac on the website by 15-25 percent. Tactic 3:Broadcast business PSA in January in order to gain 250 views on First Coast GreenPages

Social MediaWe suggest using social media to engage with the local community businesses to increasebusinesses involvement on the website. Businesses will be featured monthly on Facebook andInstagram, giving them another incentive to signing up on the First Coast Green Pages website.Every month we will post a green business of the month on Facebook and Instagram to publicizethe new businesses joining First Coast Green Pages. We will also highlight interesting thingsthat are happening at the specied business of the month or what the businesses are doingto help the environment that month. Through use of social media the viewership of these neworganizations will increase. With this coincides increased individual discovery of First CoastGreen Pages.

Website EnhancementProviding businesses with a user friendly and impressive website will givebusinesses a desirable source to engage with. Since the website is in its

beginning stages we found minor changes that can enhance the overallvisual appeal of the website and lead to a user-friendly source.

Simplifying the design to be more similar to a directory type outlet, instead of a forum, would


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p y g g y ypallow users to quickly recognize the purpose of the website as a whole. The suggested changesto the webpage would include: a prominent search tool with advanced specications, removingthe lettering below the search bar and formating the categories to be bold and noticeable whenon the home page.

The content of the website should be updated to be contextually the same across both socialmedia platforms and rstcoastgreenpages.org. Also, including an About tab, with sub-tabsthat include: History, U.S Green Building Council, LEED and How We Work at the top menu bar

would be helpful. The About tab is needed so users can easily locate, with just one eortlessclick, information on First Coast Green Pages. This will be helpful for both consumers andbusinesses.

Public Service AnnouncementThe radio PSA was recorded using the Sam announcers voice with soft music playing in thebackground. The PSA targets businesses and emphasizes the importance of utilizing FirstCoast Green Pages as an advertising and marketing outlet. First Coast Green Pages givesbusinesses an opportunity to not only to promote their business but, inform consumers on whattheir companies are doing to stimulate the green movement. This PSA explains how gainedpublicity through the First Coast Green Pages website will help the business to thrive and furthersustainability in north Florida.

PSA For Businesses:

Announcer:

LOOKING FOR A WAY TO HELP NORTH

FLORIDA LIVE GREEN? FIRST COAST GREEN

PAGES IS AN ONLINE DIRECTORY FOR GREEN

BUSINESSES TO PUBLICIZE AND FURTHER ALL

THE GREAT SUSTAINABLE GREEN

HAPPENINGS OCCURRING IN NORTHEAST

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FLORIDA. WE ARE YOUR OUTLET FOR HELPING

OTHER PEOPLE IN NORTH FLORIDA TO UTILIZE

ALL THAT YOUR GREEN BUSINESS HAS TO

OFFER FOR A BETTER FUTURE! FOR MORE

INFORMATION, PLEASE VISIT OUR WEBSITE AT

FIRST COAST GREEN PAGES DOT ORG. LIVE

SMART LIVE GREEN!

Campaign Objective 3:Raise AwarenessObjective: Raise Awareness: Increase the awareness of FirstCoast Green Pages to the community by 10 percent. Tactic 1: Increase likes on Facebook by 50 percent.Increase Twitter and Instagram followers by 40 percent. Tactic 2:Obtain 200 views/shares of the viral video and infographic video Tactic 3: Increase website views during the month ofJanuary while the PSA is being aired on the radio.

Tactic 4: Increase LiveSMART trailer foot trac by 50percent.

Social MediaCollaborative Ink has created a social media campaign that willstart at the beginning of January and ending in the beginningof October. Twitter, Facebook and Instagram will all play crucial

roles in this campaign.

38 We recommend that the Instagram account and TwitterC G


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account focus on the whole organization, First Coast GreenPages, instead of just the LiveSMART trailer. This change willbetter focus the campaign around the whole organizationinstead of just one part of it.

The tagline throughout the campaign is Live Smart LiveGreen. The LiveSMART trailer is a big part of the First CoastGreen Pages organization because it is an example of an eco-friendly home and if it is utilized correctly during the campaign,it can be very eective towards active consumers. It is alsoa benecial way to exhibit what dierent green businesseshave to oer such as energy conservation, water conservationand other sustainable materials. The LiveSMART trailer isextremely important, which is why we included LiveSMART inour slogan. The LiveSMART trailer will also be taken advantageof during the campaign through the use of a social mediacontest at the beginning of the campaign where people ndthe LiveSMART trailer around Jacksonville, take a picture withit, and post it on Twitter with the hashtag #livesmartlivegreen

for a chance to win a First Coast Green Pages shirt every twoweeks.

After the rst half of the campaign, the LiveSMART socialmedia contest will transition. Starting in June SustainableSam will be introduced as the campaigns identiable gurefor going green. Sam will make frequently post on the socialmedia accounts regarding facts about going green. Sam will

also post where he goes throughout the week and will startbeing incharge of highlighting specic green businesses everymonth. The hashtag used throughout the campaign will be#GreenTeam which will promote a feel of community amongpeople working towards living more sustainable, smart andgreen lifestyles. We chose #GreenTeam because we want theentire community to feel apart of a team that promotes livinga green life. The green team will be lead by Sustainable Sam.

Every Monday we will release an informative post on Twitter, Facebook and Instagram explainingt b Th t ill l h th i t f h li i lif t l


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a new way to be green. These posts will also show the importance of how living a green lifestylecan save money. Our research has shown that the cost of green living is something that is adeciding factor of whether or not our target audiences go green.

There are three events that are held throughout this campaign. Each month leading up tothe three events, we will include a promotional post about the event (Live Green Play Greenmillennial event, Green Tie Gala active event, and Artwalk).

Social Media CalendarJanuary

Radio Public Service Announcements released January 12Launch social media contest on Twitter with the LiveSMART trailer Winner is announced on Friday, the 9 and 23 Winner is announced with a repost of the picture they took and will receive free promotionalitem with the First Coast Green Pages logoEvery Monday post green informational fact on Facebook January 5: Stay warm during the winter while saving money on your energy bill by switchingto more energy ecient appliances. Look for the Energy Star label when you shop. (Picture of

a product with the Energy Star label) January 12: Arbor Day is celebrated in Florida on the third Friday in January. Celebrate ArborDay by planting a Sabal Palmetto, Floridas state tree, and enjoy the outdoors! (Picture of SabalPalm) January 19: By investing in a low-ow shower head, you can save up to 15 gallons of waterduring a 10 minute shower! (Picture of a low-ow shower head with water coming out). January 26: By recycling one aluminum can, you would be able to run your television for three

hours! (Picture of recycle bin with aluminum cans inside)

FebruaryContinue social media contest on Twitter with the LiveSMART trailer Winner is announced on Friday, the 13 and 27Post green informational fact on Instagram and Facebook on Tuesday,February 3 Shopping local is a great way to reduce your carbon footprint and

support your community! (Picture of local store on First Coast GreenPages)

Green Business of the Month is posted on Instagram and Facebook on Wednesday, February25


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25Promote Art Walk on Wednesday, February, 4 on all platforms First Coast Green Pages will be in downtown Jacksonville today for Art Walk. Come see usfrom 5 to 9pm to learn more about our organization and how to live a green life!

MarchInformative Video will be released March 12Continue social media contest on Twitter with the LiveSMART trailer Winner is announced on Friday, the 13 and 27Post green informational fact on Instagram and Facebook starting on Tuesday, March 3 Start fresh this spring with green cleaning products! Using green products can reduce theinhalation of toxic chemicals during cleaning. (Mention business from First Coast Green Pagesthat sells cleaning supplies) Use photo of green cleaning suppliesGreen Business of the Month is posted on Instagram and Facebook on Wednesday, March 25Start promotion for Live Green, Play Green event on all platforms every Saturday Details about date, time, location and pricingPromote Art Walk on Wednesday, March 4 on all platforms

AprilContinue social media contest on Twitter with the LiveSMART trailer Winner is announced on Friday, April 10 and 24Post green informational fact on Instagram and Facebook on Tuesday, April 7 April showers bring May owers! Eco-friendly rain boots and rain coats make a fashionablestatement while keeping you dry during downpours. (Picture of someone wearing an eco-friendly item in rain).Green Business of the Month is posted on Instagram and Facebook on Wednesday, April 29

Post about Earth Day on April 22 on all platforms Happy Earth Day! Today marks the 45th anniversary of Earth Day. Go out and be

green! (Picture of Earth)Post every Saturday to promote Live Green, Play Green event on all platforms

Details about date, time, location and pricingPromote Art Walk on Wednesday, April 1 on all platforms

MayPost green informational fact on Instagram and Facebook on Tuesday,

41May 5 Flowers are blooming everywhere! To keep them beautiful


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Flowers are blooming everywhere! To keep them beautifullonger use chemical-free water caught with a rain barrel. Getcrafty and create your own with a trash can. (Picture of rainbarrel and spigot).

Green Business of the Month is posted on Instagram andFacebook on Wednesday, May 27Promote Art Walk on Wednesday, May 6 on all platforms

JuneViral Video released June 12Introduce Sam from the Green Team Sam will make posts every Monday on all social mediaplatforms Use #GreenTeam to promote First Coast Green Pages andoer facts about going greenGreen Business of the Month is posted on Instagram andFacebook on Wednesday, June 24Start promotion for the Green Tie Gala event on all platformsevery Saturday

Details about date, time, location and pricingPromote Art Walk on Wednesday, June 3 on all platforms

JulySam from the Green Team will continue to post every Mondayon all platforms Use #GreenTeam to promote First Coast Green Pages andoer facts about going green

Green Business of the Month is posted on Instagram andFacebook on Wednesday, July 29Post every Saturday in July to promote the Green Tie Galaevent on all platforms Details about date, time, location and pricingPromote Art Walk on Wednesday, July 1 on all platforms

42 AugustSam from the Green Team will continue to post every Monday


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Sam from the Green Team will continue to post every Mondayon all platforms Use #GreenTeam to promote First Coast Green Pages andoer facts about going green

Green Business of the Month is posted on Instagram andFacebook on Wednesday, August 26Post about Art Walk on Wednesday, August 5

SeptemberSam from the Green Team will continue to post every Mondayon all platforms Use #GreenTeam to promote First Coast Green Pages andoer facts about going greenGreen Business of the Month is posted on Instagram andFacebook on Wednesday, September 30Post about Art Walk on Wednesday, September 2nd

OctoberPost reminder about Green Lion Festival on all platforms on

October 1Campaign ends on October 4

Sustainable SamSustainable Sam is the identiablegure of the campaign. We choseto use Sam in our campaign so that

people have a gure they can relateto and emulate his sustainable ways.When people think of Sam, they willthink of the gure they want to be likeby living a green, sustainable lifestyle.Sam is an acronym for sustainable,attainable and manageable. Sam willpost on all social media platforms

about going green and becomingmore sustainable in ordinary ways.

Sam is also the leader of the Green Team. #GreenTeam will be thehashtag we will be using to encourage people to join the Green Team.


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hashtag we will be using to encourage people to join the Green Team.By using the hashtag people will post pictures of themselves using greenproducts or services. We believe this will encourage people to feel asense of community as well as a sense of responsibility to become more

sustainable in their everyday lives to help that community. The sense ofcommunity and the social media campaign will drive them to use FirstCoast Green Pages as the hub of their new life towards sustainability.

Public Service AnnouncementCollaborative Ink chose to create one radio PSA, one informative video and one viral video toraise awareness of First Coast Green Pages. The PSA was recorded to target actives and we

created the infographic video and viral video to emphasize the importance of First Coast GreenPages and being part of the green movement.

The radio PSA was recorded using the same announcers voice and soft music playing inthe background as the business PSA. The PSA targeting actives emphasizes the fact thatgoing green will save the consumer money while creating a better future. This PSA exhibits theimportance of using the First Coast Green Pages website to look for green businesses that willhelp the consumer to live a green lifestyle.

PSA For Actives:

Announcer:

LOOKING FOR A WAY TO UTILIZE YOUR HARD

EARNED DOLLARS WITH BUSINESSES THAT

CARE ABOUT A BETTER FUTURE FOR ALL?

FIRST COAST GREEN PAGES IS AN ONLINE

DIRECTORY FOR GREEN BUSINESSES TO

PUBLICIZE AND FURTHER ALL THE GREAT

SUSTAINABLE GREEN HAPPENINGS


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OCCURRING IN NORTHEAST FLORIDA. WE WILL

HELP YOU FIND SAFE AND SUSTAINABLE

ALTERNATIVES FOR EVERY ASPECT OF YOUR

LIFE! FOR MORE INFORMATION, PLEASE VISIT

OUR WEBSITE AT FIRST COAST GREEN PAGES

DOT ORG. LiveSMART LIVE GREEN!

Informative Video Summary:The purpose of the informative video is to let consumers know what First Coast Green Pagesis doing and why living a green life is benecial for everyone. This video is primarily targetedtoward actives. Through the use of infographics, such as the LiveSMART trailer, we explainthe importance of going green through statistics and facts about items found in a home in ashort video. We decided to focus heavily on the home features that are displayed inside the

LiveSMART trailer to intrigue the interests of actives. Getting actives to understand that changingtheir lifestyle at home and living smart can be exciting, benecial and easy through the use ofthe First Coast Green Pages website is the goal of this informative video.

Viral VideoThe purpose of the viral video is to grasp the attention of millennials ina humorous way. This video will not be introduced until halfway throughthe campaign due to the use of Sustainable Sam in the video. This video

exhibits Sustainable Sam as First Coast Green Pages face of the brand.He is a brand for everyone to try and emulate. It begins in black

and white and has a 50s theme to it. The video shows Larrydoing things that are not eco-friendly. Then the camera

goes to Sustainable Sam, doing the same activitiesas Larry but in a sustainable way. The frames ofvideo that Sustainable Sam are shown in are in

color rather than the black and white frames thatLarry are shown in. This creates the concept that

45living a sustainable life is the right way to live in our modernworld. The video is voiced over with an announcer explaining


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the harmful things Larry is doing in each frame followed bythe helpful and eco-friendly things Sustainable Sam is doingin each following frame. The purpose is to get millennials to

see themselves as someone like Sustainable Sam and to getthem excited to make the change to live a smarter and moresustainable lifestyle for the benet of all.

Viral Video Script:Scene 1: Voiceover: Larry uses Styrofoam cups. Sam usesreusable cups. Styrofoam cups can take up to 50 years todecompose in a landll. By switching to reusable cups youare not only saving money but you are always joining the greenteam.

Scene 2: Voiceover: Larry doesnt turn o the lights when heleaves. Sam makes sure every light is o before he steps outthe door. By turning o the lights when you leave, you could

save 10 to 20 percent of your household electricity usage.

Scene 3: Voiceover: Larry uses plastic bags for his groceries.Sam never forgets his reusable bag when he goes to thegrocery store. By using reusable bags, a person could reduce

waste by 5 million pounds and save $250,000 in disposalcosts.

Scene 4: Voiceover: Larry thinks the best way to nd abusiness is through Yellow Pages. Sam knows the best way tond green businesses is by going to First Coast Green Pages.

To join the green team and start living a sustainable lifestyle,check out rstcoastgreenpages.org. LiveSMART. Live Green

LiveSMARTFirst Coast Green Pages (FCGP) has a vital component that

we feel is necessary to take advantage of in our campaign,

46 and that is the LiveSMART trailer. This source allows for FCGPto produce interactive and experiential marketing that appeals


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to a wide range of people. We have included a suggested listof locations that would allow the LiveSMART trailer to target alarge majority of the targeted audience throughout the north

Florida community. Also more specic events were createdfor the downtown Artwalk to show the possibilities that areallotted through the appropriate usage of the LiveSMARTtrailer. By bringing the LiveSMART trailer to suggested eventsand Artwalk, FCGP will be able to raise awareness through theexciting and memorable experience of the LiveSMART trailer.

January 2015:Friday, January 2: Gator Bowl 3 p.m.Saturday, January 3: Riverside Arts Market 10 a.m.-4 p.m.

Tuesday, January 13: Jacksonville Beach Art Walk in AtlanticBeach, 5-9 p.m.Saturday, January 17: Riverside Arts Market 10 a.m.-4 p.m.

Thursday, January 22: MOCA Night of White Event 6-9 p.m.Thursday, January 29: MOSH After Dark 6:30 p.m.

Saturday, January 31: Riverside Arts Market 10 a.m.-4 p.m.

February 2015:Saturday, February 7: Riverside Arts Market 10 a.m.-4 p.m.

Tuesday, February 10: Jacksonville Beach Art Walk in AtlanticBeach, 5-9 p.m.

Thursday, February 12: Jacksonville Horticultural Trade Showat the Jacksonville Fairgrounds 10 a.m.

Saturday, February 14: Riverside Arts Market 10 a.m.-4 p.m.Saturday, February 21: Riverside Arts Market 10 a.m.-4 p.m.Sunday, February 15: 26.2 with Donna National Marathon toFinish Breast Cancer at THE PLAYERS Championship Parking

Venue, 7:30 a.m.Thursday, February 26: MOSH After Dark 6:30 p.m.Friday, February 27: MOCA Event 6-9 p.m.Saturday, February 28: Riverside Craft Beer Festival at the

Riverside Arts Market, 1-6 p.m.

March 2015:


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Friday, March 6 to Sunday, March 8: 34th Annual St. Augustine Lions Seafood FestivalSaturday, March 7: Jax4Kids.com Family & Camp Expo at the Jacksonvil le Fairgrounds 10 a.m.

Tuesday, March 10: Jacksonville Beach Art Walk in Atlantic Beach, 5-9 p.m.

Saturday, March 14: Riverside Arts Market 10 a.m.-4 p.m.Saturday, March 21: Riverside Arts Market 10 a.m.-4 p.m.

Thursday, March 26: MOSH After Dark 6:30 p.m.Friday, March 27: MOCA Event 6-9 p.m.

Tuesday, March 31: Florida vs. Florida State Baseball game at Baseball Grounds of Jacksonville,6-9 p.m.

April 2015:

Wednesday, April 1: Downtown Jacksonville Art Walk 5-9 p.m.Thursday, April 2 to Saturday, April 11: Clay County Fair at the Clay County FairgroundsSaturday, April 4: Riverside Arts Market 10 a.m.-4 p.m.Sunday, April 5: MOCA Easter Brunch 10 a.m.-4 p.m.

Tuesday, April 7: Saturday, April 11th: One SparkSaturday, April 18: Earth Day Jacksonville Festival at the The Jacksonville Landing 9 a.m.Friday, April 17 to Sunday, April 19: Springing the Blues Festival at the Seawalk Pavilion, 5-10

p.m.Saturday, April 25: Millennial Live Green Play Green Event 3 p.m.-9 p.m.Thursday, April 30: MOSH After Dark 6:30 p.m.

May 2015:Friday, May 1 to Sunday, May 3: Isle of Eight Flags Shrimp Festival in downtown FernandinaBeach

Tuesday, May 5 to Sunday, May 10: THE PLAYERS Championship at TPC Sawgrass

Saturday, May 9: Riverside Arts Market 10 a.m.-4 p.m.Thursday, May 28: MOSH After Dark 6:30 p.m.Friday, May 29: MOCA Event 6-9 p.m.Saturday, May 30: Riverside Arts Market 10 a.m.-4 p.m.

June 2015:Wednesday, June 3: Downtown Jacksonville Art WalkSaturday, June 6: Riverside Arts Market 10 a.m.-4 p.m.

Saturday, June 13: Riverside Arts Market 10 a.m.-4 p.m.

Saturday, June 20: Riverside Arts Market 10 a.m.-4 p.m.Thursday, June 25: MOSH After Dark . 6:30 p.m.

OC


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Friday, June 26: MOCA Event 6-9 p.m.

July 2015:

Saturday, July 11: Riverside Arts Market 10 a.m.-4 p.m.Saturday, July 18: First Coast Green Pages Green Tie Gala Event 5 p.m.

Thursday, July 30: MOSH After Dark 6:30 p.m.Friday, July 31: MOCA Event 6-9 p.m.

August 2015:Thursday, August 27: MOSH After Dark 6:30 p.m.Friday, August 28: MOCA Event 6-9 p.m.Saturday, August 29: Riverside Arts Market 10 a.m.-4 p.m.

September 2015:Wednesday, September 2: Downtown Jacksonville Art Walk 5-9 p.m.Saturday, September 5t: Riverside Arts Market 10 a.m.-4 p.m.

Thursday, September 24: MOSH After Dark 6:30 p.m.Saturday, September 26: Riverside Arts Market 10 a.m.-4 p.m.

Saturday, September 26: Clean Water Music Festival at the Ponte Vedra Concert Hall, noon-11p.m.

Tentative dates suggested:October 2015:Green Lion Festival

August-December 2015

Jaguars preseason and regular season home football games

Contacts:Everbank Field/Gator Bowl

Will Hanzel, Facilities Services Manager(904) [email protected]

Riverside Arts Market

49Krysten Bennett, Riverside Arts Market Director(904) 389-2449director@riversideartsmarket com


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[email protected]

Jacksonville Art Walk

Hana [email protected]

MOCAHeather Logan, Special Events(904) [email protected]

MOSHAshley Thibedeau, Retail and Special Events Manager(904)-396-6674 ext: [email protected] Fairgrounds(904) 353-0535

Clay County Fair(904) [email protected]

Jacksonville Downtown ArtwalkBenets: Collaborative Ink will increase awareness of FirstCoast Green Pages through tabling at Artwalk. This event

will allow First Coast Green Pages to interact directly with the

public and build relationships with the community.

What: The Artwalk events would consists of First CoastGreen Pages tabling at Artwalk in downtown Jacksonville. FirstCoast Green Pages sta and volunteers would be on hand tosupply the public with information on First Coast Green Pagesand how to live sustainability. Promotional items would bedistributed using the prize wheel purchased for the millennial

event Live Green Play Green.

50Where:Hemming Park, Jacksonville, FL 32202


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When: Collaborative Ink suggests attending Wed. April 1st,2015, Wed. June 3rd, 2015 and Wed. September 2nd,

2015. These dates have been set in adjunction with otherFirst Coast Green Pages events. The Jacksonville Artwalk onlyallows nonprots to attend 3-4 times per year because of thehigh demand.

Who:The event is targeted towards millennials and actives.Both who are present during monthly Artwalk events.

For more information please contact:Artwalk:Marketing and Events Coordinator at Downtown Vision Inc.Liz [email protected](904)634- 0303214 North Hogan Street, Suite 120

Jacksonville, Fl, 32202

MOCA:Director of CommunicationsDenise [email protected](904)-620-3224

Artwalk Event Budget PlanTabling is free for non-prots for the rst time, and limited spotsare available and is a rst-come, rst-served policy.

The only items needed to be supplied are the table and FirstCoast Green Pages promotional materials.

This is an awareness event, there is not expected to be any

prot from the event unless donations are made.

Feature Story


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FOR IMMEDIATE RELEASE

Contact:Sarah Boren, Executive Director

(904)[email protected]

The Green QueenThe green movement is hitting the rst coast!

First Coast Green Pages is an online green directory that is a hub for local green businesses,

talents and practices throughout northeast Florida. It is a resource that develops consumersupply and demand for green companies.

Not only is this green friendly resource about to take north Florida by storm but, it has givenUniversity of North Florida students the opportunity of a lifetime.

This semester students in the Communications department at UNF had the pleasure and rareopportunity of working with an out-of-the-box client. Not only did the students gain experience

with developing a campaign but, were also able to work with a client who was extremelypassionate about their organization and what it stood for.

First Coast Green Pages is a non-prot organization founded by Sarah Borenor rather, The Green Queen.

Boren was raised in a family that promoted the green mentality and wayof life. Her mother ran Earth Day while her father was the president of

the Nature Conservancy. Boren would grow to follow in her parents

footsteps. By working at the Population Institute, the Smithsonian Institution on climate changeand biodiversity and later go on to earned her masters in environmental management at Duke.


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Boren is an unbelievable women with many fans. Shes a real gem to have locally. Its her totalpassion, create a sustainable world. said Sue Nussbaum, a Jacksonville local who reached

out to Boren six years ago in search for a recycling system, Her goal is to teach us how to livea green life. Shes trying to get people to join together and create a healthier, cleaner, greenerplanet.

After ocially meeting with the amazing green woman in person, our campaigns class gotto work, developing a campaign that would help make First Coast Green Pages everything itshould be and more.

Not only were we given First Coast Green Pages as our client, but with it came the mobileeducation device known as the LiveSMART trailer. The trailer was designed to help spreadeducation and awareness on how to build and maintain a sustainable home.

Boren made it extremely clear to us that this trailer should be a vital part of our campaign.

The class conducted surveys, focus groups, PSAs, rebranding ideas and an entirely new social

media plan along with special events to cater to First Coast Green Pages and the LiveSMARTtrailer.

Along with our campaign objectives of raising funding, awareness and business involvement,we also sought out to achieve the wants and dreams of the client.

Our goal as an agency is bring First Coast Green Pages vision, of creating a sustainable regionand green buildings for all in north Florida by 2040, to life.

Twitter @LiveSMARTGreenInstagram @LIVESMARTGREEN

Facebook: First Coast Green Pages

Creative ElementsFirst Coast Green Pages is a non-prot web-portal, aimed toward

providing the northeast region with the resources to nd sustainable andeco-friendly businesses. The proposed tagline is to motivate people to

53live a green lifestyle. The logo we have created is relevantto the original, yet we incorporated a more prominent leafand the website address to ensure the users understand


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and the website address to ensure the users understandthat our companys overall motivation is to provide users withecological businesses. The links we incorporated into the

plan book resemble the building blocks to creating a betterenvironment. The color scheme throughout our campaign arethe colors that First Coast Green Pages has provided, and hasused throughout their branding.

Logo revamp:

Facebook Cover Photo:

Evaluation andRecommendations

After reviewing the goals of First Coast Green Pages, whichare to raise awareness, educate, create policy and gain

54 organizational excellence, it

Collaborative Ink- Planbook- FCGP

Documents

Transcript of Collaborative Ink- Planbook- FCGP