3. Campaign Approach 1. Strategy Phase: Define Objectives 2. Research to Define Context 3. Determine Audience Segments 4. Strategy 5. Mental Framework to Link Strategy to Audiences in Themes 6. Execution Phase: Frame (one or two sentences) 7. Look and Feel with Messages 8. Tagline 9. Campaign Plan and Budget
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5. Carbon Footprint Awareness Growing Slowly The limited U.S. awareness is not generating much behavior, as just 13 percent of those that are aware of the term carbon footprint have used an online carbon footprint calculator in the past year. Source: Natural Marketing Institute, March 2009 (LOHAS study)