us forest service discover the forest
Post on 07-Nov-2014
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Discover The ForestPSA Campaign
Tailoring a message to diverse audiences
Discover The ForestAbout Us
OverviewSponsor:
Partnership between U.S. Forest Service and the Ad Council
Campaign Goals:• Encourage parents and caregivers to take their families out to
the forest to experience and re-connect with nature
• Engender a love for nature in kids by fostering a connection with urban and national forests, ultimately creating a lifelong interest and a legacy of stewardship through first-hand experience.
TargetParents and Caregivers of Tweens (ages 8-12)
Call-to-Action:Go to DiscoverTheForest.org and find a forest or park near you
Program ElementsPSA:• TV, Radio, Outdoor, Web Banners
Website:• Interactive Map Search Tool, Activity ideas, Packing lists, Safety
tips
Social:• Facebook, Twitter, Instagram, Mobile
Partnerships:• Movie Partnerships with The Lorax and Shrek
Educational:• In-school postings, curriculum, teacher guides
Discover The ForestTalking to Different Audiences
Need for Different Audiences
Why is it important to talk specifically to sub-groups?• Growing minorities
• Unique household composition, behavior habits, technology needs
• Self perceptions through media
Why can’t you say the same thing to everybody?• Motivators
• Barriers
• Sensitivities
• Background
• Family dynamic
• Language
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Current Campaign Composition
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General Market Hispanic African American
Objective Create a campaign that encourages parents and their children to go out and experience the forest first-hand, creating a lifelong interest and a legacy of stewardship.
Primary Target
Sub-Target
Parents of Tweens (ages 8-12)
Tweens
Hispanic Parents of Tweens
Hispanic Tweens
African American Parents of Tweens
African American Tweens
Strategy Brief – General
Audience Mindset Key insight Main Message
We are constantly connected and busy managing my family’s schedule. I prioritize our schedule with activities that benefit my family.
The experience of being in the forest is unique to anything else we do, and the family can enjoy it together.
Going out to the forest is the best way for my kids to experience nature, and it also re-connects my family.
Strategy Brief - Hispanic
Audience Mindset Key insight Main Message
I live a stressful life and never feel like I have enough time. I wish I had a nearby escape to go to with my family.
Hispanic parents enjoy visiting the forest, but the lack of awareness and information regarding the proximity and easy access is a barrier.
Escape to the forest… it is closer than you think
Strategy Brief – African American
Audience Mindset Key insight Main Message
I seek out meaningful experiences that will contribute to my child’s personal development and discovery of self
AA parents seek to provide a range of unique experiences to their children so they can reach their full potential
The forest is a place of unrestricted imagination at play
Messaging Result
Messaging Strategy is shown, not told, through the creative execution
Campaign elements that looks different across campaigns; but works to achieve the same result• Culturally appropriate creative articulation of aligned message
• Universal truths are nuanced for each target
Overarching objective and outcome for consistency across each effort
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Descubre el BosqueA little more
Social Media
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Social Media
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Social Media
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Latinos en Acción
Did You Spend Time Outdoors Growing Up?Why Did You Choose the Forest Service for Your Career? What is the Best Thing About Spending Time Outdoors?
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Thank you
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