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Integration Communication Campaign

The campaign, led by directors Alana McLaughlin and David Rathmell, aims to educate Mobilians on recycling and the effects of litter. Targeting adults and students, the initiative sets objectives to reduce street litter by 25% by the end of 2010, increase proper recycling use, and raise awareness of Keep Mobile Beautiful programs. Through outreach talks, educational materials, and a revamped website, participants will engage the community with the motto “It’s easy being green” and the mascot Ralph the Recycling Frog.

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Integration Communication Campaign

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  1. Integration Communication Campaign

  2. Account Team • Marketing Director- Alana McLaughlin • PR/Promotions Director- David Rathmell • Internet Director- Mary Keller & Charlie Weed • Creative/Graphic Director- Jonathan Sealy

  3. Marketing Plan Challenge : To educate Mobilians about recycling and the impact of litter on the city of Mobile.

  4. Target Market Adult residence of Mobile Grammar, Middle, and High School Students in the city of Mobile

  5. Objectives • To decrease the litter seen on streets and in yards around Mobile by 25% by the end of 2010. • To increase the proper use of the Metro Mobile Recycling Center and drop boxes by 25% by the end of 2010. • To increase awareness of all Keep Mobile beautiful and partner programs by 15% by the end of 2010. • To have the outreach coordinator engage in no less than three talks per month in adult organizations and three talks in schools and churches throughout 2010. • To provide all volunteers and partners with education materials for anti-litter and recycling, including PowerPoint presentations and leave-behind pieces, and increase volunteer education activities by 10% by the end of 2010. • To utilize the Keep Mobile Beautiful brand image in all materials and communication efforts.

  6. Position : Keep Mobile Beautiful will be positioned as the expert organization on recycling, litter prevention and beautification. Branding : The brand of Keep Mobile Beautiful must bere-established. Slogan, “It’s easy being green” Mascot, “Ralph the Recycling Frog” Keep Mobile Beautiful original logo.

  7. Creative/Graphic Plan

  8. Challenge The primary communication challenge is educating the younger demographic on how to keep green and how easy it is to be. The second communication challenge is to promote an over all cleaner city with the plan.

  9. Objectives • To decrease the litter seen on streets and in yards around Mobile by 25% by the end of 2010. • To increase the proper use of the Metro Mobile Recycling Center and drop boxes by 25% by the end of 2010. • To increase awareness of all Keep Mobile beautiful and partner programs by 15% by the end of 2010. • To have the outreach coordinator engage in no less than three talks per month in adult organizations and three talks in schools and churches throughout 2010. • To provide all volunteers and partners with education materials for anti-litter and recycling, including PowerPoint presentations and leave-behind pieces, and increase volunteer education activities by 10% by the end of 2010. • To utilize the Keep Mobile Beautiful brand image in all materials and communication efforts.

  10. Creative includes: • Print • Radio • TV • Internet • E-Newsletter

  11. Concept

  12. Public Relations Plan • Primary communication challenge: educating publics • Population Mobile • Business leaders • Educators • School children

  13. Promotion Plan • Meet communication objectives with the use of promotional materials • Promotional events • Educational materials

  14. Strategic Partners • Help us accomplish goals • Earth Resources • Dauphin Island Sea Lab • Mobile County Public Schools Environmental Studies Center

  15. Educational Materials

  16. Press Material

  17. Education Plan

  18. Internet Plan Objectives: • To create a Keep Mobile Beautiful Web site that will facilitate the rebranding of Keep Mobile Beautiful. The Web site will provide visitors with education information for kids, adults, upcoming seminars, classroom activities for teachers, and sign-ups for visiting the Alabama Coastal Foundation. The link from the Web site is www.keepmobilebeautiful.org • To decrease the litter seen on streets and in yards around Mobile by 25% by the • end of 2010, by providing information to visitors and providing opt in features. • To increase the use of the Metro Mobile Recycling Center and drop boxes • by 25% by the end of 2010, by providing maps, driving instructions of drop of box locations. • To create awareness of the Keep Mobile Beautiful campaign through the web site by utilizing web 2.0 venues, such as: Twitter, facebook.com, myspace.com, Linkedin and other partner programs by 15%.

  19. Website • Created “Its easy being green”

  20. Strategy for: • Education • Communication • Strategic Partner

  21. Develop policy for site: • Privacy Policy • Email Policy

  22. Evaluate Use of Site • Track and record visits • Amount of time on site • Most viewed pages

  23. Keep Mobile BeautifulWebsite Flow Charthttp://www.keepmobilebeautiful.org

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