campaign activation proposal
TRANSCRIPT
GB Poem
1
Activation and Engagement Proposal
(SOMETIMES) weforget about whogrew what we’rehaving for dinner
Friends of the Greenbelt Foundation
A GB POEMW H Y A V I D E O ? !
T h e g o a l o f m a r k e t i n g t h e G B v i a a n e w c o m m u n i c a t i o nt o o l s i s t o r e a c h o u t t o d i f f e r e n t d e m o g r a p h i c , b e a b l et o g i v e p e o p l e t h e o p p o r t u n i t y t o s h a r e , i n t e r a c t a n d
v i s u a l i z e t h e G B i n a d i f f e r e n t p a s s i o n a t ew a y t h r o u g h a p o e m t h a t s h a r e s o u r v a l u e s a n d g o a l s !
S T R E E T W E A R
C A M P A I G N T A R G E T |
OPPORTUNITIES
Creatinga powerful social media
Buzz
Increasingthe # of Greenbelt
Friends
RaisingAwareness withindifferent circles
GOAL ‐ OBJECTIVE!With this campaign we are adopting a new
vibrant and different approach tocelebrate the Greenbelt and raise
more awareness and word of mouth aboutit via new and more artistic
communication channels and social mediaplatforms!
Our goal is to create a buzzthat would make peoplerecognize, interact, and shareour values
Strategy
ONLINE OFFLINE EVENTS
Online
YoutubeVideo
Twitter #
Instagramvideoclips
Facebook posts
Blog
Email Campaign
Social MediaFacebook
PosterSample
Create different FB posters with poem's main quotes and make an immediate link via it to the video once peopleclick on the post
We think there will alwaysbe spare land to growthe things we need LIKES
1500
DigitalYoutube/
VimeoVideo
We can publicize poem videos and GB YouTube channel onthe radio
other websitesforums
newsletters&
different social networking platforms by linking GB YouTubechannel in as many places: websites, blogs, etc.
DigitalOnlineEngagement
We will speak directly to our YouTube community and ask them to subscribe to ourYouTube channel and check our blog and website!
We will use the embed URL that comes with each video to embed video on GBwebsite and share the links with influencers/activists/bloggers who may want to
display our content and share our video
We will Enable Comments on GB Youtube Page
We will engage audience through shoutouts, comments, subscriptions, and by askingquestions or soliciting ideas
DigitalCTA
Ask a question (inviting viewers to engage with GB Video Campaign or
hashtag#)
Enter to win (a contest or giveaway
Vote now (for voting scenarios and creating a sense of ownership amongst
viewers)
Sign up for a webinar or to attend an event that the poem will be recited in for
free
Giving our viewers clear guidance on howthey can further interact with our video is the
best way to promote GB Poem ...
DigitalPoem Video
& Audio Make a second version of our poem
video and add WHITE NOISE to it thenshare it on ...
YouTube
Vimeo
Podcast Soundcloud
iTunes Blogs
Offline BookMarkers
Wethink there will
always be spareland to grow thethings we need
! ! !
Promotional book markers can bedistributed in Public Library, INDIGO,
and CHAPTERS among book buyers asa giveaway!
Offline BookMarkers
Wethink there will
always be spareland to grow thethings we need
! ! !
Target: Raise awareness- Share our values via poem bookmark quotes - Introduce Greenbelt in a different way and manner- Video URL/Hashtag is mentioned in the back of thebookmark- Gaining bookstores attention and stirring a word of mouth- Design will promote our photo contest winners photos andpoem quotes- Every reader likes a bookmark and keep it forever!
Offline Postcards
We think there will alwaysbe spare land to grow the
things we need
Target:- Raise awareness- People enjoy giving postcards as a giftseasonally, when traveling, and duringoccasions.-Postcards will be stamped with GB logo!- Everybody loves postcards- No one throws away a postcard!
Promotionalpostcards gives
people the chance tooccasionally share
with each other theirfavorite picture and
quote aboutGreenbelt.
Events
Examples of communities and events that we would identify include:
* Drake Hotel spoken word night
* MeetUps (groups often use short videos to begin meetings or as inspirational
entertainment during breaks)
* Canada 150 events (there will be hundreds of events focused on
the environment, water and food)
* Jams / Hacks and Conferences e.g. TEDx, DesignJam
* Outdoor movie nights (as a trailer)
CTA
Events
We also recommend making 30 and 60 second edits of the video thatcan be played as a PSA, at no cost by broadcasters.
You may want to enlist the services of a distributor such as CanadianNetwork Broadcasting (CNBMedia).
CTA
Thank You!