rethinkbooklet

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MARKETING STRATEGY

STYLE GUIDE

DELIVERY PLAN

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1MARKETING STRATEGY

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18 - 25

Youth that are finishing university and entering the workforce. Because they are the people most likely to have a future impact in the shortest time frame.

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POSTERS TVCPOSTCARDS

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The marketing strategy for the Rethink Print campaign revolves around educational talks on print and the environment. The talk will be held at various tertiary institutions around Brisbane - with the intention to rectify peoples common environmental misconceptions regarding the print industry. Targeted at university students who are finishing their degrees and about to enter the workforce so, that they can implement these new understandings of print in the business world. To promote awareness about the educational talks five other marketing strategies are employed - posters, postcards, notepads, a TVC and social media. All directing people to information about where and when the educational talks are and an outline on the topics been discussed. Social media plays a vital role in the success of the campaign with all deliverables directing people to facebook, twitter, Instagram and Aurasma.

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Posters will be displayed around university campuses to promote the educational talks and direct people to the website to find out more about the campaign. The hero of the poster is the rethink print logo - highlighted by the trees pointing at it. The unique perspective of looking up at trees is used as a way to highlight the statement rethink print. The fuzzy background is a reference to technology juxtaposed in the natural presence of trees. This is meant to underline the fact that paper comes from a natural source that is apart of a continuous cycle of regeneration. While technology creates deadly

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toxic e-waste that can not be regenerated or replanted. The viewer is then drawn to the tag line - are you saving trees? - By asking the viewer directly a question arouses interest and leads to more questions. This question relates to digital communication been used in stead of printed media as businesses have rapidly migrated online. The Rethink print campaign uncovers the serious environmental problems behind technology and the false claims of businesses that claim they are saving the environment by been online. When all these businesses are really doing is saving money.

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Booklets that fold out into posters will be distributed around the universities containing minimal information. Just a singular fact about print and the environment - making clear that the print industry has a positive impact on the environment. The booklet / poster is clearly marked with the website and social media platforms to find out more about the cause and the educational talks. This marketing strategy is been employed as people are always drawn towards free things especially posters as they can be hung on the wall.

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Avant cards will be used to promote the educational talks as they are predominately displayed around universities. It is an effective marketing strategy to garner a wider audience quickly. Naturally things that are free and visually appealing are noticed and picked up. The question, are you saving trees? Will spark intrigue and get the viewer to go to the website and Connect with its social media platforms. On the back of the postcards is information about a competition that involves posting a question about print and the environment on twitter and the person with the best question which is revealed at the talk wins a $200 printing voucher.

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The rethink print campaign will use social media platforms such as facebook, instagram, twitter and aurasma to effectively reach the target market. On the facebook page there will be information about the meaning behind the campaign and posts about print and environment in particular. There will also be a facebook event with all the relevant information about where and when the talks will be held. The facebook page then connects with twitter and instagram - intertwining all the platforms to make the most effective flow of information. There will be instagram and twitter competitions to get people involved and motivated about educating themselves and others about print and the environment.

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Fuzzy screen 1

Trees pop-up as if growing 2

Rethink print logo appears 3

Trees and logo move down screen until they disappear 4

Are you saving trees is typed 5

Date, time and location and social media icons appear6

The TVC is simple, quick and captivating with its soul purpose been to promote the educational talk. sound effects such as trees sprouting up, a bang for when the logo appears are used.

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Aurisma allows you to add another dimension to the image. Simply by holding your phone up-to the poster it instantly starts playing a video that is coded into the image. It quickly and easily connects people to the TVC bringing the rethink print campaign to life

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Educational talks are at the center of the Rethink Print campaign - with all marketing material leading to the talks. There will be three educational talks at Brisbane’s largest universities; UQ, QUT and Griffith. The purpose of these three educational talks is to educate the youth of tomorrow about the print industry and the environment. Creating discussion and change in the way people percieve print and online communication, in particular organisations that claim to be environmentally friendly in a ploy to save money.

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The talks should have people walking away with a refreshed and positive perception of print and the environment that inspires them to make changes in there lives and carry this knowledge into their future workplaces. Simply by ticking no to online bank statements is a step in the right direction. Free notebooks will be given out at the educational talks - to take notes and also reinforce the importance of printed matter, which should not be treated as a threat to the environment.

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The Rethink Print Campaign will be launched at Brisbane’s three biggest Universities UQ, QUT and Griffith University because these are the best places to reach my target market. The marketing campaign consists of six deliverables that lead people to the educational talks and more information. The marketing strategy will include;

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50 A3 POSTERS

100 BOOKLETS THAT FOLD OUT INTO POSTERS,

10 000 AVANT CARDS

200 NOTEBOOKS

1 TVC

SOCIAL MEDIA

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UQ

GRIFFITH

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2STYLE GUIDE

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R 102B 245G 0

noise

reference to technology the enemy of print.

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Brandon Grotesque Bold

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The headline ‘RETHINK PRINT’ is capitalized and centered on separate lines.

HIERARCHY

The tagline is positioned in the bottom right corner of the poster with a 3mm spacing from the corner. Each word is put on separate line and is aligned to the left. This reiterates the key message of the campaign.

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3DELIVERY PLAN

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$$

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CO

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POSTERS

POST CARDS

500$221

10,000$2000

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NOTEBOOKS

TVC

200$356

20hrs$400

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COST

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$3,5

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