Eco-Friendly Brand Movement Going Green, first draft
karinab123
BrandMovementEco-ConsciousCOM3714.pptxCOM3714
Create an eco-conscious brand movement communication element
What is a brand movement? (part 1)
A brand movement not only increases product sales, it inspires positive social change – creating loyal consumers who feel empowered through your brand.
Movements communicate values such as equality, health, safety etc.
Movements generally tie into a social cause or a community’s belief that it is contributing to a greater good.
*Adapted from The Science of a Brand Movement
What is a brand movement? (part II)
The brand serves as the enabler of the movement, providing opportunities for people to develop relationships and community.
Strong brands can inspire and evoke emotion. They establish opportunities for customers and employees to become involved and empowered.
A brand movement has the power to transform society.
*Adapted from The Science of a Brand Movement
INSIGHTS on a BRAND MOVEMENT
"The Ethical Practice of Social Media is Where Actions and Words Speak Louder Than Silence”
-- Brian Solis, 2014, in a blog post titled “Social Media Is Lost Without A Social Compass” Read it.
INSIGHTS on a BRAND MOVEMENT
“…a brand-fueled movement is an enduring phenomenon that organically transcends the brand, involving and connecting customers with each other, the brand, and the movement itself. In a cluttered, fragmented marketplace, movements can build communities and mobilize people.”
-- The Science of a Brand Movement, Deloitte
Example 2 – nike kaepernick
https://www.facebook.com/SportsIllustrated/videos/colin-kaepernicks-nike-ad/1910654369231469/
Example 3 – 1 Hotel launches earth day every day campaign
Example 4 – Bloomberg Impact Report on how they are going green
The assignment
Choose a brand that doesn’t stand for anything sustainable, eco-friendly or green currently
Create a movement for the brand you choose
Create a communication element to promote your brand movement (make sure it is not one you have already done)
How (EVERY) assignment works
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step 1
Which media fit your interests?
Blog post
Email newsletter
Infographic
Interview audio or video
Memo (staff, boss, email to employees)
Online video
Open letter
Podcast
Press release
Printed or digital ad
PSA poster, radio spot or video
Social media
Speech
Vlog
Think about your area of study:
Applied Communications
Public Relations
Advertising
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step 2: Select one of these media
Written
Blog post
Email newsletter
Infographic
Memo
Open letter
Press release
Social media
Speech
Multimedia
Infographic
Online video
Podcast
Printed or digital ad
PSA poster, radio spot or video
Social media
Vlog
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step 3: Select by area of study
Applied Communications
Blog post
Infographic
Interview audio or video
Memo
Online video
Open letter
Podcast
Speech
VLog
Advertising
Infographic
Online video
Printed or digital ad
PSA poster, radio spot or video
Social media
Public Relations
Blog post
Email newsletter
Infographic
Open letter
Press release
Social media
Speech
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Examples of this task: Create a communication piece
Applied Communications
Your client, AT&T is going to change their workplace environments to be more eco-friendly. Create a memo that goes from the CEO of AT&T to all employees explaining the changes and why they matter. Include references/links
Advertising
Your client is One Hotel Miami. It wants to promote that it’s offering a new hotel stay experience that will be more eco-conscious. Inform people creating social media posts on Instagram accomplish this goal. Include hashtags, links, a photo and caption for 6 posts.
Public Relations
Your client, Clorox wants to be known as being socially responsible. Use a public relations medium, such as a press release to announce what the company is doing to change its impact on the climate.
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DEADLINES AND SUMISSIONS
The first draft is mandatory but not graded. Failure to submit a first draft will result in 2 letter grades off your final submission. Turning in a late first draft will result in 1 letter grade off your final submission.
The final version is due by midnight on Canvas.
Please see Canvas for due dates.
Please message your professor on Canvas if you have any questions
