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Cnu Carbon Update Final3 09

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Congress for the New Urbanism
Congress for the New Urbanism

Robin Rather's preliminary findings on marketing New Urbanism's value as a climate change remedy and source of other benefits

Technology
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CNU’s Potential Carbon Campaign: Strategy Discussion and Project Update March 5, 2009
Background and Secondary Research
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
Taglines in Search of Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: CNU campaign RFP
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)
Conclusions from Secondary Sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Collective Strength Secondary Review, 2009
Examples of Top Carbon Reduction Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Examples of Top Carbon Reduction Campaigns cont.
Stakeholder Research
List of Stakeholders Interviewed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Important Is It to You That CNU Do a Carbon Campaign? ,[object Object],[object Object],[object Object],[object Object]
Audience for this Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: CNU Stakeholder Interviews 2009
What should the CNU low carbon message be? ,[object Object],[object Object],[object Object],[object Object],Source: CNU Stakeholder Interviews 2009
What should the CNU low carbon message be? Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: CNU Stakeholder Interviews 2009
CNU’s Strengths and Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: CNU Stakeholder Interviews 2009
CNU Top of Mind and Importance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: CNU Stakeholder Interviews 2009
Importance of this Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: CNU Stakeholder Interviews 2009 “ Ultimately, we need everyday people to KNOW what new urbanism is and DEMAND it. We need people to understand their role and step up to it in their own little ways during the deep transition.”
Key CNU Stakeholder Quotes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key Quotes continued ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Synthesis of What We've Learned
Strategic Implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changes in the American Psyche 2001 to 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CNU Focus: Then Vs Now ,[object Object],[object Object],[object Object]
Possible Steps for Human Infrastructure ,[object Object],[object Object],[object Object],[object Object]
What is our Primary Purpose with this Campaign? ,[object Object],[object Object],[object Object],[object Object]
CNU’s Carbon Paradox ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Audiences
Priority Audiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Directly Involved Professionals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top Ten Issues to Watch for 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Governing Magazine, February 2008
Neighborhood Leaders ,[object Object],[object Object],[object Object],[object Object],[object Object]
Already Green Consumers. ,[object Object],[object Object],[object Object],[object Object]
NPR Audience Profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: NPR/ MRI
Listen ,[object Object],[object Object],[object Object],Source: Interview with recent convert from suburb to new urbanist neighborhood
First Mental Framework
Key Elements of Campaign Greatness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brookings Report Concludes US Drop in VMT Signals a Permanent Shift Away from Cars; Implications for Transportation Policy ,[object Object],[object Object]
Brookings Report Continued ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Roads Not the Only Answer Anymore Which is the best long-term solution to reducing traffic? Source: Smart Growth America Poll 2009
I Love My Car But I Don’t Want to be Chained to It
Two Drive Less Campaigns Exist Portland and Dayton ,[object Object],[object Object]
Drive Less. Direct Guidance With Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Alternate Version ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Possibilities for Involved Professionals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommendation and Next Steps
Recommendation: Phased Approach to All Three Audiences ,[object Object],[object Object],[object Object],[object Object]
Next Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Deliverables ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Cnu Carbon Update Final3 09

  • 1. CNU’s Potential Carbon Campaign: Strategy Discussion and Project Update March 5, 2009
  • 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
  • 4.
  • 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)
  • 6.
  • 7.
  • 8.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Synthesis of What We've Learned
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 36.
  • 37.
  • 38.
  • 39. Roads Not the Only Answer Anymore Which is the best long-term solution to reducing traffic? Source: Smart Growth America Poll 2009
  • 40. I Love My Car But I Don’t Want to be Chained to It
  • 41.
  • 42.
  • 43.
  • 44.
  • 46.
  • 47.
  • 48.