1. First Coast Green Pages
Fall Campaigns 2014

2. Client Overview
U.S. Green Building Council
● U.S. Green Building Council, North Florida chapter
o Non-profit organization
o Founded in 2004, currently over 230 members
o Goal to create a sustainable region and green buildings for all
in north Florida within this generation (2040) through open,
collaborative education, leadership, and action.

3. ● LiveSMART Trailer
○ Sustainable Materials and Resource Trailer
○ Features 100% electric Tesla and Nissan Leaf, insulation
options for homes, solar power and water consumption
education
○ One Spark 3rd place in technology category
○ Projected to be completed by 2015
Client Overview
U.S. Green Building Council

4. Client Overview
First Coast Green Pages
● First Coast Green Pages
○ Launched to the public in October
2014
○ Environmentally friendly and
sustainable businesses online
directory
○ Goal is to connect (to local talent,
products, & services), educate,
inspire, activate and create jobs

5. ● Original premiere directory of its kind in northeast Florida.
● The modern design of the website appeals to consumers of all ages.
● The different categories of the directory attracts a broad variety of
consumers.
● Created specifically to provide a service and benefit to the consumer.
● Backed by a locally and nationally recognized group, U.S Green
Building Council, North Florida chapter.
Strengths

6. ● The social media accounts are underutilized and there are
numerous accounts under each platform, which can be confusing.
● North Florida area does not value green living as much as other
areas.
● “Green” and “sustainable” sometimes have negative connotations in
the targeted area.
● Several different logos for each part of the USGBC North Florida, to
create consistency there should be only one.
Weaknesse
s

7. ● Inform the community, providing phone numbers and addresses for
services and goods that are essential to the consumer.
● Create a stronger economy by sending customers to local
businesses.
● Create awareness of environmental problems at their events, on the
website and through social media accounts.
Opportunities

8. ● Low traffic on the website could
threaten the launch.
● The word “green” could turn
consumers off before they even use
the website
● Businesses may exaggerate and give
false information
● Businesses could change their green
practices after they are listed on the
website.
Threats

9. Situation Analysis
● First directory of its kind in north Florida
● Innovative ideas
● USGBC, North Florida lacks the funds to accomplish these goals
● General interest in “green” movement in targeted area
● Funds available to make business thrive
● Raise awareness
● Help build brand identity

10. Audience Analysis
Overview
● Millennials ages 21 to 32
● Actives ages 33 to 50+
● Businesses in northeast Florida

11. The Culinary Explorers
● Kayla, 25, communications professional and fitness instructor,
Neptune beach resident
● Adventurous foodie
● Focused on local exploration
● Drawn to exotic cuisines and experiences
● Hunger for authenticity
○ It's not so much about the food as the experience.
○ Dining out is an event
Audience Analysis
Millennials

12. Audience Analysis
Millennials
The Exuberants
● Matt, 30, Publix Supermarkets
manager
● Constantly active on social media
● Average lifestyle
● Adventurous
● Northeast Florida attractions
Instagrammer
● Intense desire to maintain a public
image
● Frequent selfies
● Socially competitive
● Driven to try new things

13. ● 24% of Americans
● Somewhat more likely to be aged
45 or older
● Well-educated and relatively
affluent
● Predominantly white
● More likely to be homeowners
● More likely to have children over
20 under 30
● More likely to be Democrats
● Physically and culturally active
● Want products that are recyclable
● Want companies to be more
socially responsible
● Support Localism
Audience Analysis
Actives

14. Primary Research
Survey Analysis - Consumer Survey
● 100 surveys were taken online.
● Millennials thoughts on why going green is important:
● When millennials were asked what they do daily to be more green:

15. ● Actives between the ages of 40-49 were asked: How Green is Your
Home?
● We also asked them if they recycle
Primary Research
Survey Analysis - Consumer Survey

16. Primary Research
Survey Analysis - Business Survey
● 16 businesses were surveyed
● Ranged from small businesses with only 1 to 3 employees, to larger
businesses with 20+ employees.
● 93% consider the environment when making purchasing
● 50% responded that they were in the
middle on a scale of 1 to 5 in terms of
being eco-friendly
● Sustainability practices they already partake in
○ 68% Energy Conservation and Recycling
○ 56% Water Conservation

17. Primary Research
Focus Group - Millennials
● When asked what they thought of the word green?
○ Healthy
○ Organic
○ Clean
○ Grass
○ Kermit the frog
● Obstacles to becoming green - expensive and inconvenient
● Website Feedback
○ Layout was too cluttered
○ Homepage gave no information
● Liked the idea of LiveSmart but didn’t understand it completely or the
correlation between it and the website

18. ● What they associate with the word green?
○ Cleanliness
○ Sustainability
○ Recycling
○ Money
○ “Greenwashing”
● When asked about LiveSmart:
○ Colorful and bright
○ Needs to grab attention better
○ Would not be inclined to go in
● How they strive to be energy efficient:
○ Turn air condition down/off
○ Consolidate car trips
○ Conserve water
○ Turn off lights
Primary Research
Focus Group - Actives

19. ● Green American National Green Pages
● Northeast Sustainable Energy Association (NESEA)
● The South Florida Green News
Secondary Research
Competitive Analysis

20. Objective and Goals
Objective 1
Raising Funds - Aims to raise $10,000 through fundraising events by the
end of the campaign
● Tactic 1: Millennial targeted event that will raise approximately $200
● Tactic 2: Active targeted event will raise approximately $8,000.
● Tactic 3: Text-to-donate during events using Obopay
● Tactic 4: Silent Auction

21. Raise Business Involvement - Plans to increase user account and
listings to 150-200 by the end of the campaign.
● Tactic 1: Increase likes on Facebook by 50%. Increase Twitter and
Instagram followers by 40%
● Tactic 2: Increase the amount of traffic on the website by 15-20%
● Tactic 3: Broadcast business PSA in January in order to gain 250
views on First Coast Green Pages
Objective and Goals
Objective 2

22. Objective and Goals
Objective 3
Raising Awareness - Increase the awareness of First Coast Green
Pages in the community by 10 percent
● Tactic 1: Increase likes on Facebook by 50% and increase Twitter
and Instagram followers by 40 %
● Tactic 2: Obtain 200 views/shares of the viral video and info graphic
video
● Tactic 3: Increase website views during the month of January while
the PSA is being aired on the radio.
● Tactic 4: Increase LiveSMART trailer foot traffic by 50%

23. ● Official hashtag is #LiveSmartLiveGreen
● Enhance the social media pages
● Post weekly on all social media sites
● LiveSMART experiential marketing around Jacksonville
● Contest on Twitter with the LiveSmart Trailer
● Monthly business highlight- Instagram and Facebook
● Informational posts on Instagram and Facebook
● Promote the events that will be held
● Sustainable Sam will be introduced mid way through campaign and
use the hashtag #GreenTeam
Communication Tactics
Social Media

24. Communication Tactics
Sustainable Sam
The identifiable figure of this campaign is
Sam is the leader of the #GreenTeam and
represents the acronym…
Sustainable
Attainable
Manageable

25. ● There are two radio PSAs, one targeted towards actives and one
targeted towards businesses
● The PSA for actives emphasizes that going green will save the
consumer money while creating a better future through First Coast
Green Pages
● The PSA for businesses emphasizes the importance of utilizing
First Coast Green Pages as an advertising and marketing outlet
Communication Tactics
Public Service Announcements

26. Communication Tactics
Viral Video
● Purpose is to grasp the attention of millennial in a humorous way
● Sustainable Sam is in the video and shows his friend Larry that going
green is a better way to live
● The video is cheesy and meant to show that living a sustainable life
is the modern way to live

27. ● Spreads awareness and support from the Millennials in the area
● At Aardwolf Brewing Company
● Event will include:
○ Life size Jenga, Life size Twister, Life size beer pong, flip cup and
corn hole
○ Green beer with donations for FCGP
○ FCGP listed business participating, give advice for living
sustainable
Events
Live Green Play Green - Millennials

29. ● Spreads awareness and gains funding through a formal gala
● At Museum of Science and History Rooftop
● Event will include:
○ Drinks, Dinner and Dessert from Anthony’s catering
○ Brief presentation from Executive Director of FCGP Sarah
Boren
○ Goals and vision of organization will be presented
● EventBrite Sign Ups
● Tickets will be $100
● Silent Auctions
Events
Green Tie Gala - Actives

31. ● Spreads awareness and allows
FCGP to directly interact with the
community
○ Supply public with
information about FCGP
○ Prize game
● At Hemming Park Downtown
● Sustainable Sam
● Targeted towards both audiences
● Free for non-profit
● Dates on Wednesday:
○ April 1, 2015
○ June 3, 2015
○ September 2, 2015
Events
Downtown Artwalk

32. Creative Tactics
Logo Design

33. Creative Tactics
Logo Design

34. Creative Tactics
Social Media Images
● Cover photo to closely tie into the theme of website
● Integrated a blimp carrying a banner that alternates the various
promotional events within the cover photo.
● Within the blimp, we incorporated Sustainable Sam

35. Timeline