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Sustain:GreenSaving the day tomorrow, today…

Empowering consumers to secure a sustainable future through everyday purchases

TABLE OF CONTENTSSituational Analysis

Target Analysis

Launch Strategy

Media Channels

Execution

Nonprofit Partnership

Q&A

Levels of carbon in the atmosphere are at a critical level

A carbon offset is a reduction in emissions of carbon dioxide or greenhouse gases made in order to compensate for or to offset an emission made elsewhere.

Scientific consensus states that carbon emissions must be reduced by 80% by 2050 to avoid temperature rise of more than 2ºc.

However, Sustain:Green can save the day...

For environmentally-conscious individuals, Sustain:Green provides an easy way to make a difference in everyday life. Unlike traditional credit and debit card benefits, Sustain:Green offers a philanthropic benefit program allowing the members to help save the world with every swipe. Reducing carbon in the atmosphere is paramount to securing a sustainable future. Each time a Sustain:Green card is used, the carbon footprint is reduced by two pounds. Sustain:Green helps everyday consumers contribute to a greener world in a fast and easy way without making any daily adjustments to their lives. It’s  super  easy  being green.

Target Audience Analysis

Traits of the Green Consumer Largest age groups of the GC are young adults and millennials

Target age range for the Green Consumer is 18-34 years old

Young adults are very responsive to change and take pride in making a difference in the environment. Mintel 2014 Report: Marketing to the Green Consumer

Authenticity and trustworthiness are two of the most important factors that guide a Green Consumer

Verification of environmental research and impact, conducted by a reliable third party, is necessary

Tech savvy

Subsets of the Green Consumer

Millennials (15-36) Responsive to change and take pride

in making a difference in the environment

Knowledge of and concern for environmental issues

Perception of green products and environmental education as social responsibility

Desire to get involved in green campaigns and share the green lifestyle with peers.

Undergrads carried a mean of $3,173 on their debit cards in 2009

Future credit card members

Generation X (36-50) Households that have children are

more likely to purchase green products

Higher household income also accounts for the purchasing of green products (Boston, San Francisco)

Targeting into specific regionsBoston Boston and Cambridge home to more

than 50 institutions of higher learning and more than 250,000 college students.

City placed third in Popular Science study which combined raw data from the  “U.S.  Census  Bureau  and  the  National Geographic Society's Green Guide”

Total score of 22.7

Cambridge scored sixth place

Ranked as the fourth-largest cybercity in the United States by the TechAmerica Foundation.

Medical and technological hub of the nation

San Francisco Millennial population in San Francisco

increased 68 percent between 2007 and 2013

Second place in Popular Science study

Total score of 23

Second to only Portland, Oregon

Ranked as the largest cybercity in the United States by TechAmericaFoundation

Roughly 30 percent of all employed residents working in the tech industry

Apple, Google, Cisco, HP, and Oracle all have headquarters in the technologically-savvy Silicon Valley

Launch Strategy

Phase One: securing footholds, raising brand awarenessOBJECTIVES STRATEGY TACTICS TARGET

Phase One(Aug. 2015-Jan. 2016)

• Capture the Gen Y (millennial) primary target market at a rate of 1,000 debit card registrations per month.

• Develop techniques and strategies to increase the utility of the non-tangible benefits Sustain:Green offers among all target demographics.

• Increase brand awareness in primary target

• Develop new brand attributes and characteristics to help develop Sustain:Green into a lifestyle brand

• Educate/inform primary target of the carbon crisis and the carbon offset market solution

• Secure footholds in the sister cities of Bostonand San Francisco

• Grassroots-style campaign with an emphasis on social media

• Strong emphasis on “alternative”  digital  (Spotify, Pandora, etc.)

• Promote brand values and attributes among the target market

• Secure brand promoters and advocates in each region

• Develop benefits for WOM referrals

• Employ targeted ads on specific Spotify channels in Boston to capture college students

• Employ targeted ads on Pandora stations based on zip code and demographics in San Francisco

• Branding a Sustain:Green hashtag to generate user content and promote engagement

• Partner with the ACUPCC targeting Boston and San Francisco for corporate university cards.

Target Demographics• Millennial college

students (debit card)• “Baby-Boomer

College Parents”• Millennials (24-36) in

the workforce

Target Regions• Boston• San Francisco

Phase Two: national expansion OBJECTIVES STRATEGY TACTICS TARGET

Phase Two(Feb. 2016-July 2016)

• Capture the Gen X secondary target market for Sustain:Green credit cards at a rate of 1,000 per month

• Capture the baby-boomer secondary target market at a rate of 1,000 pre-paid debit card for their college-aged children.

• Increase brand awareness within the secondary target

• Develop new brand attributes and characteristics to help develop Sustain:Green into a lifestyle brand

• Educate/inform secondary target of the carbon crisis and the carbon offset market solution.

• Expand from the Boston/San Francisco markets into Portland, Los Angeles, D.C., and New York City

• Expand nationalpresence as a nonprofit corporate card

• Continued emphasis on  “alternative”  digital

• Incentivize established promoters to continue sharing the brand

• Employ targeted ads on Pandora stations based on zip code and demographics in D.C.and Los Angeles

• Employ targeted ads on Spotify stations based on demographics and music stations in Portland and New York City

• Using Facebook to target baby boomers.

• Continue partnership with the ACUPCC and higher education nonprofits on a national scale

Target Demographics• 36-48 year olds (Gen

X)• Continuation of the

Baby Boomer generation

Target Regions• New York • D.C.• Portland• Los Angeles

Media Channels

Spotify- Demographic targeting 40% of all Spotify users in the U.S. are between the ages of

18- 24-years-old: Primary age bracket, college student market

Users will be targeted based on music genre selection and tendencies in addition to age, gender, and location.

Pandora- Geotargeting the market Radio: reminds consumers to act, drives real-time traffic to

retail, strong local/regional appeal Internet/Digital/Mobile: Enables interaction; delivers

information and entertainment, immediate and easy to track

Narrow into millennial-dominant regions within San Francisco or target into specific age demographics in Boston

Target by zip-code, music type, and various demographics

YouTube- encouraging WOM awareness TV media buying is too expensive

Production costs can be managed effectively

Dedicated YouTube channel to launch promotional videos online

bare minimum costs

Limited to individuals who choose to watch and share videos

Green Consumer millennials have enthusiasm to seek out and share new information

Snapchat- countering the intangible benefit Recent growth in popularity

Advertising spots display for roughly $750,000

Sustain:Green Snapchat Channel, drive advocates and members

Images and video of the Sustain:Green card environmental benefits

Maintain brand name value

Add a tangible benefit to the product

Media Mix

Pandora, Radio20%

Pandora, Page20%

Spotify, Radio20%

Spotify, Page20%

YouTube10%

Social Media10%

Messaging, Creative Direction, Executions

Creative Direction

Sustain:Green ALTRUISTIC, YOUTHFUL, PROGRESSIVE

Truthful in reporting the specifics of its environmental accomplishments; honesty and ethical decisions are at the core

Instill a sense of trust, encourage consumers to live and act environmentally

Empowerment

“Its  not just for you”

Sustain:Green matters in a global sense

You think of the well being of others as much as yourself

Sustain: Green is for everyday superheroes

It’s  super  easy  being  green…

Messaging:  Sustain:Green  is…

Social Media Strategy

Millennials

Generation X

Non-Profit Organizations

Corporate, Nonprofit Partnerships

Corporate Partnerships- Establishing awareness and a sense of trust Partner with Whole Foods,  Trader  Joe’s,  Patagonia,  Nalgene,  and  local  “green”  

food companies such as SweetGreen.

Campus Sustainability Projects

Second Nature - develops environmental sustainability initiatives in higher education; the organization has worked with more than 600 colleges and universities nationwide

ACUPCC Colleges strive for carbon neutrality

ACUPCC members measure carbon footprint every year Estimate footprint, determine how much carbon needs

to be removed

Emerson & Second Nature already signees of the ACUPCC Emerson can purchase carbon offsets through

Sustain:Green

All colleges need to reduce their travel carbon footprint Market corporate card through the ACUPCC

Form relationships with Greenpeace, the Rainforest Alliance, and the Sierra Club

Questions,  comments,  concerns…