Professional Documents
Culture Documents
adventure. I was chosen as a representative of my agency Proximity London to work with an NGO in Brazil called Edifcio Ecolgico (EE) enterprise called The International Exchange (TIE). 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 Communicaao who kindly offered their resource
My task was to help My work was organised by a social
biggest life
Background
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
the world of communications and the world of development in order to achieve social change.
Project) is an NGO based in Recife, Brazil working with residents and businesses to implement recycling
the citys environment and help hundreds of street garbage picker (catadores) at
Edifcio Ecolgico
Arcos Comunicao is an agency partner based in Recife providing creative resource and an office space.
and hard working crowd you can dream of! They spoilt me with so many presents and the Google translate farewell card! These guys are the most friendly
Arcos Comunicao
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. Its 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
cultures.
and foreign
languages and
Ewa
2. Fundraising
Green
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.
With help from 2 students and a lovely creative team (Nick and Luke) from Proximity, a
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
600 via a
Blog
an internal
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 lifts.
Internal comms
I produced 250 re-usable convey the green message (stop using plastic bags, carry cotton bags instead) and I started to
I was distributing them to all my friends and colleagues (sending them via post too). I also set up
300 from
Eco bags
I tried to raise funds using all possible (yes, I am Polish ;) at the agency bar.
I made over
115.
Vodka bar
make savings on their transport costs (and pass savings to me) by walking or cycling to work.
To set an example,
50 in a week.
Walk to work
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. the auction! And the entire bar
Thank you!
3. Portuguese lessons
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 placement, I thanked him for everything he taught me!
4. In Brazil
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
My Brazilian home
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!
My Brazilian family
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
My brief
To establish the ultimate target audience and the right message, we spent a
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.
convenient solutions.
and
Research results
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 role too.
environmental duty. The local aspect played an important 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
GET
WHO
TO
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 simples, verde, 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
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
Newsletter mailing with a CTA for a free consultation DM mailing with a CTA for a free consultation Elemidia
Comms plan
Visit EE Facebook page DM and email Call EE 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
Before arriving to Brazil, I wasnt sure whether social media is the right way forward for Edifcio Ecolgico . But I soon found out that Brazilians love Facebook and
the internet.
(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
Edifcio Ecolgico 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 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
The main creative idea evolved around a provocative and direct message illustrated in a positive and light hearted way:
Advert
Animation
Folder
Letterhead
Leaflet
Business cards
Direct mail
Banners
Banners
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.
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
Launch at Arcos
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
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.
NGOs operate in a tough world of minimal profit. Hence operations are based on a
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 Edifcio Ecolgico with a
We were aware that communications campaign isnt 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
Stationary production
Website
DM and newsletter
Others
Elemidia free Antena 1 free Jornal de Commerco free Algomais free Facebook and YouTube free Animation - free Total: 0 reais
Business cards free Folder free Insert and leaflet free Pens 400 reais Bags TBC
Total: TBC TOTAL: 9000 reais SPENT: 2400 reais AVAILABLE: 6600 reais
Budget
11.Measurements
Raise awareness of EE
Conduct awareness research post campaign Measure increase in awareness around EE existence
Increase number of
Measure number of leads (companies driven to contact EE via calls, emails, FB etc.) as a result of the comms campaign Measure number of conversions i.e. business partners gained as a result of leads in 1 year post campaign
environment
Measurements
Before living the UK, I needed to set objectives of my Brazilian experience. This was to help me focus and achieve all the goals.
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.
Personal objectives:
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 withinEdifcio Ecolgico , the society and environment of Recife.
Objectives of my experience
13.My reflections
Unforgettable experience
Thank you!