TIE & Edifício Ecológico Ewa Kwolek case study Brazil, March 2012
October 2011 marked the beginning of my
biggest life
adventure. I was chosen as a representative of my agency Proximity London – to work with an NGO in Brazil called Edifício Ecológico (EE) … My work was organised by a social
enterprise called The International Exchange (TIE). My task was to help
develop a communications campaign for EE using my own skills and funds raised in the UK. My work was to be supported by a local agency Arcos Communicaçao who kindly offered their resource
and a desk space.
Background
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Key players Fundraising Portuguese lessons In Brazil Brief & objectives Social media & website Creative idea & comms plan Launch Beyond creative & media Budget Measurements Objectives of my experience My reflections
Content
1. Key players
TIE was set up 7 years ago as a social enterprise to “bring together
the world of communications and the world of development in order to achieve social change.�
Communication professionals (like me) are paired with NGOs
across the globe.
Philippa White Founder
The International Exchange
Edifício Ecológico (The Ecological Building
Project) is an NGO based in Recife, Brazil working with residents and businesses to implement recycling
scheme in the region.
Its main objectives are to improve
the city’s environment and help hundreds of street garbage picker (catadores) at
the same time.
Mark Burr Founder
Edifício Ecológico
Arcos Comunicação is an agency partner based in Recife providing creative resource and an office space. These guys are the most friendly
Rafa Arcoverde Account Executive
and hard working crowd you can dream of! They spoilt me with so many presents and the Google translate farewell card!
Arcos Comunicação
Google translate card
Proximity London is one of the UK’s leading direct
and digital marketing agencies. It was founded 20 years ago and today it is part of a global network of 62 offices and over 2,000 people.
The main clients include: BBC TV Licensing, Lloyds TBC, VW, Orange, P&G, Kraft Foods, Johnson and Johnson, RNLI and many others. It’s a very friendly and fun place to work at. Lou Barber Chairman
Proximity London
I am an Account Director representing Proximity London. I am originally from Poland and I have lived in the UK for last 9 years. I always loved travel, adventure
and foreign
cultures.
languages and
And I love cafezinho (as shown on this photo).
Ewa
2. Fundraising
In order to create a communications campaign for Edifício Ecológico
I needed to raise funds that would form my marketing budget in Brazil. I decided to propose a
‘Green
Proximity’ idea. I wanted to help an
environmental NGO in Brazil so I thought that I
could start ‘green changes‘ in the UK, at my own agency. Working with everybody at Proximity, I decided to find simple
but effective ways of saving energy. The entire ‘green’ savings from electricity bills and paper usage would be passed to support my chosen Brazilian charity.
Green savings at Proximity
With help from 2 students and a lovely creative team (Nick and Luke) from Proximity, a
look and feel of my campaign including my own logo was created.
Look and feel
As soon as I was chosen, I started
writing my blog
in order to gain donations and spread the word about my work. I was using social media channels to promote it and it soon became really busy and
popular with over 4.5k views by the end of my placement.
I loved writing posts to share good and exciting experiences but also my day-to-day struggle. I gained over
ÂŁ600 via a
donate button active between November 2011 – February 2012.
Blog
In December 2011, I launched
an internal
campaign encouraging my colleagues to take simple steps to create savings.
I changed printer settings for over a quarter of my colleagues (to print double sided), distributed stickers to remind to switch off PCs and lights and encouraged everybody to
walk up the stairs as opposed to using lifts.
I gained over
ÂŁ400 from internal agency
savings on paper and electricity.
Internal comms
I produced 250 re-usable
cotton bags in order to
convey the green message (stop using plastic bags, carry cotton bags instead) and I started to
sell them to raise the funds.
I was distributing them to all my friends and colleagues (sending them via post too). I also set up
my own stall at a local market. I earned approx.
ÂŁ300 from
all the sales.
Eco bags
I tried to raise funds using all possible
methods. One night I opened a vodka bar (yes, I am Polish ;) at the agency bar.
I made over
ÂŁ115.
Vodka bar
During a cold February week, I asked my colleagues to
make savings on their transport costs (and pass savings to me) by walking or cycling to work. To set an example,
I cycled to work during the entire week
and offered all my savings to my fundraising fund. I made over
ÂŁ50 in a week.
Walk to work
The finale of my fundraising efforts was a Green party held
at the agency combined with a
charity auction (and a ‘wear
green’ day). I was serving a variety of drinks and at the same time agency talents (skiing lessons, football tickets, hand made cards, home made lunches, paintings, coaching session etc.) were auctioned.
I raised over £1500 just from
the auction! And the entire bar
takings were offered to my charity too!
Green party and charity auction
Thank you to all
my friends, family and everybody at Proximity for all your help!
In total, together we raised £3,216! I wouldn’t have managed to raise so much without you!
Thank you!
3. Portuguese lessons
One of the requirements of my placement was to learn
Portuguese. I was going to be placed with a non English speaking family so it was necessary to learn basics.
I love foreign languages so I was very happy to commence my lessons. And I had the best teacher ever –
Fernando! Every day during my
placement, I thanked him for everything he taught me!
Muito obrigada Fernando
4. In Brazil
To make me see a full picture of the Brazilian society, I was
invited to live with a Brazilian family located in one of the poorer communities of Recife (they called it an ‘urbanised favela’) Brasilia Teimosa. Despite my initial reaction, I loved
comfortable there very quickly.
the place and felt
My Brazilian home
I lived with a family of six:
Ivanildo and Eidenedine and their son Henrique with his family: Patricia, Henri and 2 month old Artur. I watched TV, discussed politics and football and even star signs with them – all of it using my basic Portuguese! Within days I loved them: they were patiently listening to my grammatical mistakes and work stories! I
much!
will miss them so
My Brazilian family
I visited a catador’s house
I loved Brazilian food
5. Brief and objectives
Edifício Ecológico has been functioning for 10
years. Within this period they managed to sign up over 500 residential buildings. What an amazing result!
But they needed to expand their portfolio and decided
to target business based in Recife. Tough brief – they tried for a while. They needed help.
My brief
To establish the ultimate target audience and the right message, we spent a
week researching businesses in Recife.
We created a questionnaire including 9 open and closed questions around: 1. Attitude to recycling (do you do it?, yes or no, why?) 2. Factors stopping businesses from recycling 3. Importance of a ‘green image’ 4. Priorities between helping the environment and helping catadores 5. Awareness around EE 6. Test of initial messages We managed to get responses from 14 businesses (but only 5 by the time I had to present a strategy), including former clients of EE, contractors of Arcos and other businesses.
Research
We found out a few significant insights: 1. Businesses are aware of their environmental
duty.
2. The environment is definitely the main motivator – they are aware of catadores but helping them isn’t their priority.
3. These guys are busy - they want easy
convenient solutions.
and
4. Costs of a recycling system might be an issue. 5. The awareness of EE is minimal – Word Of Mouth is key.
Research results
Therefore based on the research, we decided to target medium-
sized businesses, mainly office based. This was to test the idea and logistics of working with this new audience
(i.e. businesses as opposed to residential buildings) and hence this stage was to become a phase 1 of a longer term strategy.
The value proposition evolved around convenience (as we found out that businesses have no time) in fulfilling the
environmental duty. The local aspect played an important
role too.
“It is simple, it is green, it is local.“ To achieve the objectives, we want to focus on 3 aspects: • Providing tools for EE (updated website and stationary etc.) • Starting social media presence (Facebook, YouTube) • Push campaign (PR, newsletter and email)
Strategy
Who do we want to get?
GET
What do they currently think?
WHO
What do we want them to do?
TO
Medium-sized business mainly office based, services sector
Are already aware of their green duty but need convenience Sign up to the EE scheme
Where and when will they be the most receptive to our message? WHERE DM, Email, press, internet, social media, folders, leaflets, desk media
Single minded proposition: BY EE – making green savings for better future easy for your business É simples, é verde, é o nosso futuro. What could we do? WHAT Easy green steps to better future, illustration of small changes - big future impact on the planet, green certificate leading to better image & success of businesses
GET READY
GAIN AWARENESS
ANNOUNCE
CONVERT
March – April 2012
March - April 2012
April 2012
May 2012 +
Preparing professional materials for EE: leaflets, inserts, pens, letter heads and EE email address
Building awareness & creating reliable and professional base for EE operations
Main launch
Creating new channels: Facebook, YouTube and updating the current site
Launching new social media channels: WOM, on all new stationary and distribution via friends and current clients
Newspaper article and other media
Utilising new stationary to gain awareness
Newsletter mailing with a CTA for a free consultation
Facebook page launch
DM mailing with a CTA for a free consultation
Getting ready via social media training: Facebook and YouTube
Face to face meetings with warm leads
Elemidia
Concepts and production via Arcos
Social media
Media
Training Ewa and Mark
WOM
Broadcast campaign to businesses
Comms plan
Visit EE Facebook page DM and email
Call EE
Visit EE refreshed website
Free consultation for first xx respondents
Sale
On going awareness via: desk media, leaflets and inserts, PR, digital display On going engagement and social recommendations via Facebook
Contact strategy
6. Social media & website
Before arriving to Brazil, I wasn’t sure whether social media is the right way forward for Edifício Ecológico . But I soon found out that Brazilians love Facebook and
the internet.
Therefore, we decided to set up a Facebook page
(facebook.com/edificioecologico) and a YouTube channel (youtube.com/edificioecologico), in order to spread the word (as awareness of EE was minimal) and engage with environment enthusiasts. I created a strategy and content plan for Facebook and helped Mark (the NGO owner) to learn the social media tricks. We also set up a YouTube channel in order to ‘catch’ anyone interested in the topic and drive them to the EE website.
Social media
Social media
EdifĂcio EcolĂłgico website needed a bit of a refresh in order to add an up-to-date content, social media share buttons and to strengthen the contact us section. We also needed to make the best out of the case
studies and testimonials buried in
between other less important content.
Therefore we decided to invest a chunk of the budget and the new site is currently under construction and will be live on 12th of April. edificioecologico.org.br
Website
7.Creative idea & comms campaign
The main creative idea evolved around a provocative and direct message illustrated in a positive and light hearted way:
“What would the garbage at your company say...?� Cute images were combined with an educational content.
Main creative idea
Advert
Animation
Folder
Letterhead
Leaflet
Business cards
Direct mail
Banners
Banners
Bag and pen
Considering the minimal budget we were working with, the media team from Arcos decided to try to secure free media bookings and PR coverage. The final result was overwhelming. They manage to secure (all for free): 1. A one page advert at the biggest B2B magazine in the Northeast Algomais 2. Digital display across business centres, lottery and shopping malls in Recife 3. Multiple placements across the newspaper and online from the biggest media group in the Northeast called Jornal de Commercio 4. A 60 second radio spot at the Antena 1 channel
Media bookings
8.Launch
The most successful part of the work was the fact that we managed to secure our first client. We managed to convince Arcos (the agency we were working with) to launch a recycling scheme at their office. This provided us with a case study and a testimonial as well as necessary learnings and experience.
Arcos management were very enhusiastic and agreed to prepare
it all together in less than a week and combine my final presentation with an annoucement of the recycling launch to the entire office. During my final goodbyes my colleagues continued reassuring me that
they won’t ever forget to separate their rubbish ;)
Launch at Arcos
9.Beyond creative & media
As a way of streamlining
the way EE operates, we decided to look for a student intern to help with running the NGO. The tasks for a student we had in mind included: • • • • •
Admin Leaflet distribution Cold calling Database update Social media content research
NGOs operate in a tough world of minimal profit. Hence operations are based on a
free time of its founders and all the tasks are usually done in between daily jobs. A student called Maria has already been contacted and should be starting work in April.
Intern
With so much of the work and media secured for free, I suggested to use some of the budget left to discuss the model and operations of Edifício Ecológico with a
professional business consultant.
We were aware that communications campaign isn’t going to resolve business challenges that EE were facing such as: • ways of charging businesses for the recycling scheme service (the toughest challenge) • how to approach bigger business players in order to establish partnerships and commence operations on a bigger scale When I was leaving Recife at the beginning of April, Mark was planning to search for a consultant to hopefully start these conversations prior to the media campaign launch.
Business consultancy
10.Budget
Media (incl. social media)
Elemidia – free Antena 1 – free Jornal de Commerco – free Algomais – free Facebook and YouTube – free
Stationary production
Business cards – free
Website
Build – 2000 reais
DM and newsletter
Others
DM- TBC Newsletter - TBC
Folder – free Insert and leaflet – free Pens – 400 reais Bags – TBC
Animation - free Total: 0 reais
Total: 400 reais
Total: 2000 reais
Total: TBC TOTAL: 9000 reais SPENT: 2400 reais AVAILABLE: 6600 reais
Budget
11.Measurements
Raise awareness of EE
• Conduct awareness research post campaign
Increase number of
• Measure number of leads (companies driven to contact EE via calls, emails, FB etc.) as a result of the comms campaign
businesses partnering with EE
Help improve lives of catadores & help the
• Measure increase in awareness around EE existence
• Measure number of conversions i.e. business partners gained as a result of leads in 1 year post campaign
• Measure number of catadores working with EE
environment
Measurements
12. Objectives of my experience
Before living the UK, I needed to set objectives of my Brazilian experience. This was to help me focus and achieve all the goals.
Personal objectives:
My primary personal objective was to gain confidence as an Account Director by leading a project completely on my own (working with an unknown client, agency and strategic problem) and by working on all stages including planning.
Business objectives:
The primary business objective was to offer communications skills from Proximity to an NGO in the developing country as a part of the CSR programme.
Social objective:
My primary social objective was to contribute to a tangible change withinEdifĂcio EcolĂłgico , the society and environment of Recife.
Objectives of my experience
13.My reflections
Unforgettable experience
Friends for life
Thank you!