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You will be assigned a group to plan a complete campaign plan responding to a prompt that outlines a specific hypothetical client and their needs

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You will be assigned a group to plan a complete campaign plan responding to a prompt that outlines a specific hypothetical client and their needs. The purpose of this campaign is to begin to apply strategic public relations techniques to real-world scenarios. This is an intensive assignment and will challenge you to analyze business situations and your communication skills ---------------------------------------------------------------------------------

I attached the campaign plan in attachment, you can find all instructions and requirements in it. Please directly type into the doc that was attached.

You need to:

1. Complete the timeline plan and explain the current timeline in detail. (what to do for each tactic, be specific). The current timeline form is organized based on the tactics, do not change the order. Check the highlighted part in the attachment.

2. Complete the budget form for the campaign plan. Provide links to where you found the costs in a footnote. See the highlighted part in the attachment.GREENER THAN YOU FINAL PLAN BOOK Situation Description & Problem Situation: - Global warming is a huge problem the world is facing. There is no perfect solution, but lowering energy use can be a big help. This is where our company, Greener Than You comes in. Our biggest draw to clients is assisting them by coming to their house and providing a consultation about the energy-efficiency of the space, and then directing them toward the necessary resources. Greener Than You wants to focus on suggesting alternatives for items and/or routines that are not energy efficient in your homes. It is our mission to help homeowners make adjustments in their everyday lives to help our planet. We are not asking a few people to make gigantic sacrifices, we are asking the residents of Nashville to make small everyday life changes to help stop the progression of global warming. Problem: - Our main problem is that Greener Than You lacks brand awareness in the Nashville area and wants to grow into a larger operation. The company needs to figure out how to market ourselves better in our community to grow our company. We want to gain business from more residents, however many might think that going green is necessary. We need to get the city on board with green energy and convince them that this is a legitimate problem in our society. The main thing Green Than You needs to do is to keep putting our name out there to gain more business. Take advantage of advertising. We are in Nashville, the music city, full of celebrities and local businesses. We need to put a face to our name and then our business, then when residents see the celebrity it will remind them of us, Greener Than You. Research -local organizations, demographics and geography , look at income of target audience 1 and 2 and location they live in. -Relevance - Delivering content by device, location and user preferences to create effective personalized experiences Objectives ? Grow brand reach and company operations of Greener Than You. ? Our first major objective is to grow the brand reach and business operations of Greener Than You. Greener Than You is already known for having a good local reputation, so rather than changing its branding or presence within the local community, our campaign’s goal is to capitalize upon that and expand its reach into our key publics, young Nashville homeowners that are environmentally conscious and willing to invest their time & money into Greener Than You’s valuable service. ? Establish a cohesive social media presence with increased engagement. ? Our next major objective is to increase Greener Than You’s social media presence while sticking to the brand that is already known to our customers. Because Greener Than You already has a good brand reputation, the goal is to transfer that positive recognition to an active Instagram account. Rather than changing Greener Than You’s already successful brand, this objective seeks to expand upon that. Our goal is to reach a certain number of Instagram followers by the end of our campaign. Along with just a follower count, we will also track engagement with our posts, including likes and comments. This will allow us to reach new publics that are active on social media but might not encounter our brand otherwise. ? Build a credible presence in the community by collaborating with local environmental organizations. ? Finally, in order to ensure the success of our social media initiative as well as our expansion of business operations, Greener Than You must ensure that it is building a credible presence within the Nashville area. This could be achieved through collaborating with local environmental organizations and nonprofits, who are trusted by our environmentally conscious target publics and would increase the likelihood that they would be receptive to the campaign. Strategies, Key Message -Build trust with potential sponsors or partnerships, prove values align by explaining goals. to narrow target market segmentation: -Reach primary audiences through environmental organizations to find those who have better knowledge of the problem than the general. -Identify audience who can understand and afford the service -Gain support from local authorities and the city's counsels. -Focusing on those who also contribute to climate change to further efforts to alleviate Tennessee's carbon emissions (https://lautrecouleur.com/notable-sustainable-companies-in-tennessee/ ) Tactics -(Need a new key message) -Tactics are the specific means or programs to achieve the strategies and this includes the four Ps (see the following). Once example is identifying the local suppliers and costs to achieve a buy local strategy. - Advertise in places that already promote climate change - Local environmental organizations can promote us to our intended target audience as they know more about issues of climate change than the general public they can best represent us - Locate facilities such as buildings, apartment complexes, or even target landlords that know and have or want to do something to alleviate greenhouse gas emissions - Understand the future goals of those in charge of the community, explain how our service fits in their vision. Ex: THE mayor of the Metropolitan Government of Nashville and Davidson County, released the Livable Nashville draft plan, which recommends actions to make the metro area a healthier, cleaner, and more vibrant place to live. The plan aims to do so by increasing access to clean air and water and conserving natural areas while curbing climate change and preserving Nashville’s authentic character (Metro Nashville Public Health Department and Robert Wood Johnson Foundation Center for Health Policy at Meharry Medical College, “Health Equity in Nashville.” ?) - Target audience who is most affected by climate change in TN. - Partnering with business that are environmentally friendly would promote our brand. Do this by offering services and how we can will benefit the community, such as Noritech, food that environmentally sustainable . (https://lautrecouleur.com/notable-sustainable-companies-in-tennessee/ ) Publics: - -Reach primary audiences through environmental organizations to find those who have better knowledge of the problem than the general. EX: In a study conducted by OgilvyEarth, there are varying degrees of how “green” consumers are. From die-hard “super greens” to “green rejecters,” marketers need to determine who best to target to achieve their marketing objectives. - - - - - -Target secondary audience by information how they are stakeholders. Example: Tennesseans pay higher utility bills as a result of pollution because more resources must go towards water treatment. Also contributes to poverty where, poorly-maintained neighborhoods are full of vacant, boarded-up houses, it affects safety. Those environments can invite crime or make people feel unsafe walking around” (BCBST News) . The pollution in the air causes cardiac and respiratory disease (Metro Nashville Public Health Department) Locating environmental friendly businesses in the wealthier areas in TN, such as Green Hill. Such as Centric Architecture and environmental business where locals who support climate change buy for their homes. And “the former Fowlkes and Associates Architects has more than five decades of experience leading design and restoration projects in Nashville and throughout the Southeast.” Tennessee as the state with the second lowest cost of living in the nation: Demographics: Median Household Income- $52,375 , Persons Below Poverty Level - 15.3% () Based on income we can go figure out how to advertise and best reach that audience, also by helping areas that have less resources and lower income it shows our effort to helping the overall community with climate change and not just focusing on business efforts. Timeline What is the detailed timeline for all tactics of the plan? You should create a chart that organizes all of the individual tactics in terms when each one is communicated over the course of the campaign. The campaign should be six to twelve months long. Be sure to have a rationale for the timeline and your choices about which tactic will be executed at which times. Keep this format below ? Timeline: two stage ? Stage 1: awareness stage. (explain specific plan/steps in details for each tactic below, explain why arrange timeline like this) ? Oct1, 2021: Target audience ? Nov 1, 2021: We would first created awareness and consumer anticipation by cooperating with environmental organizations ? Dec, 1, 2021: Contact community directors ? Stage 2: advertising stage. ( Earth Hour Movement is March 26, and there are also Tree Day on May 16, World Environment Day in June, so the key messages are most meaningful to the intended audience during March through June.) (explain specific plan/steps in details for each tactic below, explain why arrange timeline like this) ? Jan 1, 2022: Locate facilities ? Feb 1, 2022: Partnering with business ? Mar 1~Jul 31, 2022: Multi-channel advertise Budgets Budget: You have $10,000 to allocate to account for the cost of any media production, printing, and/or ad placements. You must provide a detailed breakdown of the costs. Each item and expense must be shown and given a total. You will need to do some research to get an idea of what items cost. Estimates from websites and advertising rate cards are widely available with some internet searches. Provide source citations for budgetary information. Make sure that the cost of all tactics are covered and all costs listed are connected to one of your tactics. Need to use your whole budget. If you have money left, spend it on more tactics. Provide links to where you found the costs in a footnote.!!! Your budgets form should organize like this: Tactic Contact community directors Target audience Category of Cost xxxx Quantity Cost per unit xxxx xxxx xxxx Evaluation By partnering with programs such as green apple Total Total: $10,000 https://greenapplestrategy.com/ Timeline May 25, 2020-We launch our Instagram, Twitter, and Facebook all with the same handle @Barkercize. Each account also has the same biography: "Barkercize, a traditional yoga studio with professional trainers and a furry companion doing each pose by your side." We also added the addresses of both of our studios and put a link to our website to the biography. Our social media ad campaign was launched as well with ads on Instagram, Facebook, Twitter, and Google. Each account will make a post five times a month, each post with different information about Barkercize. June 15th, 2020- Barkercize issues a press release and submitted it to local media and also posted it on each social media account. Barkercize will connect with local yoga apparel stores such as: Lululemon and Athleta to have copies of our press release for potential clients to have access to. November 22nd, 2020- Barkercize puts an ad every two weeks in the Atlanta Journal and the Miami Herald until opening day. In these ads, we give a short description about Barkercize, along with the date for our opening day. December 28th, 2020- Barkercize puts out flyers about our opening day event all around Miami and Atlanta. Barkercize, again, coordinated with Lululemon and Athleta to have our flyers in their stores. Flyers were also put out to local grocery stores across Miami and Atlanta, and at coffee shops. January 2nd, 2021- Barkercize puts on a small event for potential clients at each studio location with each attendee having the opportunity to have their first month as a member 50 percent off. Attendees will also receive an RX bar, goodie bag, and a Barkercize water bottle. Tactic Quantity Cost per unit Total 12 $1,000 $1,000 Multi-channel Advertising Category of Costa Social media advertising Printed materials Advertisng on TV $2,000+ $8,000 10 $100 $1,000 2 Total: $10,00011 Target audience field investigation.