Green Initiative Case Study
1
[1] 8033 W. Sunset Blvd., #1076 Los Angeles, CA 90046 (310) 384.5641 BeDifferentlyOnline.blogspot.com Twitter/enMluencer VERDE PASSIONATE: Enfluence Group is committed to making the world a little greener and we try to walk the walk we have been a Carbon Neutral company through our longterm partnership with CarbonFund.org since we opened our doors. Our first client was Live Earth and our first project was Live Earth India with former Vice President Al Gore and Live Earth Founder Kevin Wall. Many of our clients such as World Wildlife Fund and our partners such as New Avenue Marketing are doing what they can to help the earth as well. LED GOES OFF! EnOluence Group partnered with interactive brandmarketing sister agency New Avenue Marketing to educate the inOluential LGBT community about how easy and sustainable it was to be green. Together we created Green With Pride, which was an interactive, fun and accessible exhibit that would be incorporated into Gay Pride Festivals that were committed to showing a little more green! THE GREEN LIGHT: Festivals in both Los Angeles and San Diego committed to having GWP as a major component of each event after we presented our communications objectives: • To launch GWP as a credible, “edutaining,” accessible national initiative • To drive awareness/buzz and foot trafOic to the GWP area during incredibly chaotic and spread out 2day Festival (our goal was 25% of total festival attendees) • Create opportunities that tie sponsors (primarily presenting sponsor Clear2Go) with inOluencers in the LGBT and/or green communities through networking, associations or in key media coverage. SPOTLIGHTS: EnOluence Group devised a strategic, creative and very targeted media relations, grassroots and online awareness campaign “This Year, Don’t Leave Pride with Greenish Envy”. We distributed an initial overall announcement of the Green With Pride initiative that was targeted to green and business outlets to generate buzz and interest in participation. In order to credibly position this as a national campaign, EnOluence Group leveraged its longstanding relationship with multiplatinum dance artist/actress Deborah Cox who was scheduled to perform on the main stage of L.A. Pride already. We presented to her the strategy, the mission/ vision and promotional power behind the initiative and introduced her to the founders and the presenting sponsor. As someone who has been an ecofriendly consumer her entire life, she agreed to be our spokesperson for launch as well as our national ambassador at no fee. That week, Ms. Cox earned her 10 th #1 on the Billboard dance charts so EnOluence Group incorporated that into all subsequent media materials to help with news hook and credibility for all. The Challenge. The Results. “Many people commented that the Green with Pride exhibit was the most innovative and relevant addition to the festival in years. The showcase of green – from the brands to our fantastic national ambassador Deborah Cox was on message and deMinitely enhanced our sales.” Stu Levitan, GM, Clear2Go, presenting sponsor Through our Carbonfund.org partnership, En6luence Group operates at zero percent emissions annually. L.A. PRIDE INCITES ‘GREENISH ENVY’ “Let me hear how many stopped by Green With Pride presented by Clear2Go? Love the roar! They named me the National Ambassador, and I’m very proud! We here have a responsibility to lead the way in saving our planet and GreenWithPride.com is here to help. Let’s show the world that Green is the New Gay, baby!” -- Deborah Cox LA Pride Main Stage 10,000 Concert Attendees
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Transcript of Green Initiative Case Study
[1]
8033 W. Sunset Blvd., #1076 Los Angeles, CA 90046 (310) 384.5641 BeDifferentlyOnline.blogspot.com Twitter/enMluencer
VERDE PASSIONATE: Enfluence Group is committed to making the world a little greener and we try to walk the walk -‐-‐ we have been a Carbon Neutral company through our long-‐term partnership with CarbonFund.org since we opened our doors. Our first client was Live Earth and our first project was Live Earth India with former Vice President Al Gore and Live Earth Founder Kevin Wall. Many of our clients such as World Wildlife Fund and our partners such as New Avenue Marketing are doing what they can to help the earth as well.
LED GOES OFF! EnOluence Group partnered with interactive brand-‐marketing sister agency New Avenue Marketing to educate the inOluential LGBT community about how easy -‐-‐and sustainable-‐-‐ it was to be green. Together we created Green With Pride, which was an interactive, fun and accessible exhibit that would be incorporated into Gay Pride Festivals that were committed to showing a little more green!
THE GREEN LIGHT: Festivals in both Los Angeles and San Diego committed to having GWP as a major component of each event after we presented our communications objectives:• To launch GWP as a credible, “edutaining,” accessible national initiative
• To drive awareness/buzz and foot trafOic to the GWP area during incredibly chaotic and spread out 2-‐day Festival (our goal was 25% of total festival attendees)
• Create opportunities that tie sponsors (primarily presenting sponsor Clear2Go) with inOluencers in the LGBT and/or green communities through networking, associations or in key media coverage.
SPOTLIGHTS: EnOluence Group devised a strategic, creative and very targeted media relations, grassroots and online awareness campaign “This Year, Don’t Leave Pride with Greenish Envy”. We distributed an initial overall announcement of the Green With Pride initiative that was targeted to green and business outlets to generate buzz and interest in participation. In order to credibly position this as a national campaign, EnOluence Group leveraged its long-‐standing relationship with multiplatinum dance artist/actress Deborah Cox who was scheduled to perform on the main stage of L.A. Pride already. We presented to her the strategy, the mission/vision and promotional power behind the initiative and introduced her to the founders and the presenting sponsor. As someone who has been an eco-‐friendly consumer her entire life, she agreed to be our spokesperson for launch as well as our national ambassador -‐-‐ at no fee. That week, Ms. Cox earned her 10th #1 on the Billboard dance charts so EnOluence Group incorporated that into all subsequent media materials to help with news hook and credibility for all.
The Challenge. The Results.
“Many people commented that the Green with Pride exhibit was the most innovative and
relevant addition to the festival in years. The showcase of green – from the brands to our
fantastic national ambassador Deborah Cox -‐-‐ was on message and deMinitely enhanced our sales.”
-‐Stu Levitan, GM, Clear2Go, presenting sponsor
Through our Carbonfund.org partnership,
En6luence Group operates at zero percent emissions annually.
L.A. PRIDE INCITES
‘GREENISH ENVY’
“Let me hear how many stopped by Green With Pride presented by Clear2Go? Love the roar! They named me the National Ambassador, and I’m very proud! We here have a responsibility to lead the way in saving our planet and GreenWithPride.com is here to help. Let’s show the world that Green is the New Gay, baby!” -- Deborah Cox LA Pride Main Stage 10,000 Concert Attendees
