The team is thrilled to offer Earth Share of Georgia another year of marketing support. And this year, the campaign is going social. We will be helping ESGA generate buzz and interest through alternative means - both less expensive and greener.Our concept is designed to:
- Increase the overall awareness of ESGA
- Be simple and fun
- Allow participants to feel proud of their support
- Generate conversation among participants
This Year's Theme
Be a Fan!
A series of thank you cards have been developed for ESGA supporters which craft a personality for each of the three pillars of Earth Share; Air, Land & Water. Each of the elements have such strong perspectives and opinions that it would be only natural that they would express themselves online - like on a social media site!
The Communication Hub
Traditionally, promotions have been designed to drive traffic to an organization's web site. That challenge for a not-for-profit has been constructing the site, maintaining it and keeping it fresh.
Our solution has been to move the destination to Facebook. The social media site has all the built-in tools that ESGA could need to run a promotion. Additionally, the target demographic (young, active and social) already uses social media in their personal life and could be willing to include an ESGA group in their communication mix.
After developing the Facebook group for Earth Share, pages were created for Air, Land and Water. Each page reflects that environment's personality and offers participants ways of interacting with it or each other.
Promotion Materials
In addition to online activity and emails, we have created some other materials for ESGA to hand out at events and fundraisers. Participants can pick and choose which environments they are a fan of.
The event stickers are popular. "I'm a Fan of Water!" "I'm a Fan of Air!" "I'm a Fan of Land!" The message is simple and fun. Who isn't a fan? The call to action is to go online and join the ESGA group and, ultimately, become a fan of your environment online.
During the events, one person is chosen to represent each of the element and lobby for their cause. At the recent Type-A event in Atlanta, three people worked the crowd trying to get more fans for their environment. Some people took all three!
To create a more permanent and public display, we have created window clings for ESGA to give out at events and to their members. There is a cling for each of the three environments. And like all the other material, the clings encourage everyone to become a Fan.
The reception has been great, so far. As predicted, participants end up making our case for us. How can they be a fan of just Land, Air or Water? As our ambassador makes her case, the participants get even more energetic and end up making as strong an argument as they can that we need all three - you can't just pick one. And that's the point. But the conversation is fun and creates an interested audience.
The campaign wouldn't be complete if we didn't make a plea to every person reading this blog (who can) to go onto Facebook and join the ESGA group and even become a fan of an environment. Being a Fan will have it's benefits, as will become evident as the campaign rolls out.
