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PURPOSE? To promote the use of Print Media and get people printing. Aims to re-educate people on their beliefs about Printing and show printing as a having a POSITIVE impact on the environment. Finally, to get people to question How GREEN their electronic devices really are?
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MARKETING STRATEGY
STYLE GUIDE
DELIVERY PLAN
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1 TARGET MARKET & MARKETING STRATEGY
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Youth that are finishing university and entering the workforce. Because they are the people most likely to have a future impact in the shortest time frame.
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POSTERS
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TVC
MARKETING STRATEGY The marketing strategy for the Rethink Print campaign revolves around educational talks on print and the environment. The talks will be held at various tertiary institutions around Brisbane - with the intention to rectify peoples common environmental misconceptions regarding the print industry.
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POSTERS Posters will be displayed around university campuses to promote the educational talks and direct people to the website to find out more about the campaign
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POSTER / BOOKLET
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Booklets that fold out into posters will be distributed around the universities containing minimal information. Just a singular fact about print and the environment - making clear that the print industry has a positive impact on the environment. The booklet / poster is clearly marked with the website and social media platforms to find out more about the cause and the educational talks.
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AVANT CARDS
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Avant cards will be used to promote the educational talks as they are predominately displayed around universities. It is an effective marketing strategy to garner a wider audience quickly. Naturally things that are free and visually appealing are noticed and picked up.
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SOCIAL MEDIA
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The use of social media such as facebook, instagram, twitter and aurasma are employed to effectively reach the target market. On the facebook page there will be information about the meaning behind the campaign and posts about print and environment. There will also be a facebook event with all the relevant information about where and when the talks will be held. The facebook page then connects with twitter and instagram - intertwining all the platforms to make the most effective flow of information. There will be instagram and twitter competitions to get people involved and motivated about educating themselves and others about print and the environment.
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Fuzzy screen
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Trees pop-up as if growing
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Rethink print logo appears
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Trees and logo move down screen until they disappear
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Are you saving trees is typed
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Date, time and location and social media icons appear
TVC
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EDUCATIONAL TALKS Educational talks are at the centre of the campaign roll-out with all marketing material leading to the talks. There will be three educational talks at Brisbane’s largest universities; UQ, QUT and Griffith. The purpose of these three educational talks is to educate the youth of tomorrow about the print industry and the environment. Creating discussion and change in the way people view print and online communication.
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LOCATIONS The Rethink Print Campaign will be launched at Brisbane’s three biggest Universities UQ, QUT and Griffith University because these are the best places to reach my target market. The marketing campaign consists of six deliverables that lead people to the educational talks and more information. The marketing strategy will include;
1. 2. 3. 4. 5. 6.
A3 posters 50 Booklet/poster 100 Avant cards 10 000 Notebooks 200 TVC Social media
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2 STYLE GUIDE
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Brandon Grotesque bold
ABCDEFJHILMNO PQRSTUVWUXYZ
c 80 m 12 y 75 k 1
c 0 m 61 y 50 k 02
c 80 m 12 y 75 k 1
Inverted
How logo is intended to be
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3 DELIVERY PLAN
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POSTERS 500
$221
POST CARDS 10,000
$2000
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NOTEBOOKS 200
$356
TVC 20hrs
$400
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