Social Media

Marketing Strategy

Getting there Green

Day

Mark 9049

Heather Miller

April 14, 2015

Getting there Green Day is an initiative to encourage commuters in the Greater Toronto area to get to work or school by a greener means on the first day of spring. This plan is for 2016.

The long term plan is to take its success and go national.

The purpose of the day is to allow commuters the chance to “test drive” a greener commute to encourage them to incorporate it into future commuting activity.

This is a grass roots initiative and is under the startup business Green Passport, that has currently very low following, mostly of people already doing a green commute (i.e.. low hanging fruit). Facebook 289 likes, and Twitter 87 followers.

Discover

Vision: The online brand is an eco brand, similar to Earth Hour. Education and engagement are the focal points.

To increase engagement, link with partner organizations, and to make this a national initiative within 5 years.

Landscape is full of green organizations– closest organization is Smart Commute, which ideally would be a partner with Getting There Green Day, rather than “reinventing the wheel”.

Business Case – funding would be from partner organizations, cities, transit companies etc. These are organizations concerned with health and economic benefits of greener commutes.

Will operate as a not-for-profit with skeleton staff. Social media engagement and number of people signing

up will be used as metrics.

Plan

Objectives – To help people use alternatives to relying on car as main mode of transportation

Strategic Plan – Use varied social media and engaging content, original and curated to get sign ups on Getting There Green Day website.

Demographics: All genders

Age responsible for own transportation to retirement

two categories – students and workers

Income – all

Urban/suburban, in GTA/Hamilton

Which Social Media

LinkedIn Group – workers

Facebook community – workers

Twitter - workers, students

I Instagram challenge Students

Core Message: Similar to Meatless

Mondays or Earth Hour, getting people to

alter their behaviour temporarily as a trial

and awareness.

ACTOrganization

A calendar to organize work schedule

Hootsuite to schedule social media

Weekly/ Monthly metrics to track and target

Best Practices

Remember content is king

Curate great content – similar messages from: Smart Commute (primarily aimed at businesses)

Cycle Toronto

Spacing Magazine

Toronto Cycling Committee

Queen of Green

Sustainable cities collective

Meatless Monday

-Consistency,

-Lots of pics and videos

Tools

Content planning calendar (work time)

Hootsuite (for scheduling)

Canva (for visuals)

Google Alerts (to get content)

Google Analytics

Facebook Edgerank

Optimize

Performance Management – all about Metrics:

Reach – growth rate over different social media

Engagement – which posts garner most engagement

Visitor Frequency rate – which social media sends them to the site

Conversion - who signs up for the Getting there Green Day Challenge

Benchmark:

Compare engagement against organizations with similar message

Spacing Magazine – Facebook 6,729 likes & .0034 engagement

Twitter – 31,200 followers

Smart Commute, Facebook -500 Likes = .0034 engagement, Twitter - 2152 followers

Continuous Improvement

Measure, tweak, repeat