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COM581 Introduction & Awareness
- 1. Undriving Katy Balatero Derek Belt Cat Chien David Jones Nicole Maroutsos Lara Underhill
- 4. Challenges
- 5. Fundraising
- 6. Awareness
- 7. Tools
- 13. Branding
- 17. Future Steps
Notas del editor
- Undriving is a nonprofit organization in Seattle that has issued over 3600 “undrivers licenses” to people in exchange for pledges to drive less often. Program Director Julia Field discussed ideas for the Undriving brand and mission statement with us, stressing the values of playfulness, creativity, self-expression, optimism, self-determination, community, resourcefulness, and curiosity. Her objectives are to motivate people to reduce car usage, activate undrivers to influence others and spread awareness, and spread the concept of undriving to a national and international level now that Undriving has experienced some regional success. client wants to spread Undriving movement to a national/international level
- staff time and finances are limited (just Julia) need for volunteers need more talented volunteers (web developer, event coordinators, grantwriter)
- regionally successful, need to spread to other cities license is a big part of awareness hard to get a license without attending an event in Seattle area, licenses are expensive to produce non-greens are not being reached community exists but there is no way to connect after the act of getting a license
- podcasts too much of a barrier, hard to download, expensive/time-consuming to produce too many choices, limited time, using all can become unmanageable
- podcasts too much of a barrier, hard to download, expensive/time-consuming to produce too many choices, limited time, using all can become unmanageable
- current usage: links to relevant news and events in status updates creative prompts/asking for stories, photos, video event invitations use discussion tab to keep people engaged reach out to community evangelists -- currently on blog, or are active volunteers -- ask them to join FB and contribute content/start discussions/coordinate events break content into pieces, schedule out scheduled content to drive repeat traffic newsletter can be collection of content Undriving has posted on FB, on blog, on Twitter put blog entries on FB page (should be comment-enabled on website) campaign to change your profile pic to your Undrivers license
- 80/20 rule for successful communication, conversation with audience rather than broadcasting campaigns -- “what does undriving look like for you, mean to you,” pictures encourage #undriving hashtag use use other green/enviro hashtags Earth Day pledge
- tools are free, Facebook and Twitter have been set up only requires Julia’s time daily postings -- schedule content out across the week/month amount of time is less as awareness grows and community fills in the gap by providing content
- making Undriving brand/logo clear comment-enabled blog Twitter feed on website link to Facebook fan page contact info reorganize so that content is easy to find online licensing create-a-badge FB app FB quiz or game Causes app localize FB pages as undriving spreads to coordinate offline interaction better: events, etc.