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Table of Contents Discover..........4 Define............11 Design...........22 Develop.........30


DISCOVER Overview 04 Visual Audit 06 Audience 09 Competition 10 CFL Info 12 Programs 13


Who is GLNO? Green Light New Orleans is a 501c(3) nonprofit whose main goal is promoting “green” energy by providing and installing free CFL (compact fluorescent lights) bulbs to residents of New Orleans.

Three Things We Know 1 They provide free CFL bulbs to help low-income families and reduce emissions. 2 They educate the public on “green” energy and it’s benefits. 3 They rely on volunteers and donations to keep the organization going.

History The organization was founded by Andi Hoffmann in 2006 as a response to the devastation left by Hurricane Katrina. Andi started by asking for donations at concerts with his band, the B-Goes. The audience immediately supported the idea and the fundraiser was a big success. With the support of private donations and sponsors Green Light New Orleans is rapidly growing to meet the rising demand created by New Orleanians’ desire to save energy and help the planet. Using volunteers, Green Light New Orleans enables low and fixed income households to switch from incandescent light bulbs to energy efficient compact fluorescent lights (CFLs) that reduce carbon emissions and utility costs. Our strategy is to actually go to the homes of New Orleans residents and install the CFLs with their help.

Mission The mission of the program is to have a positive environmental impact by increasing the use of CFLs, helping low income residents reduce their utility bills and creating a connection between the volunteers and recipients of the service. Our goal is a green New Orleans.

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How It Works Fundraising Fundraising is done through donations and through merchandise purchases. The three main sponsors are Coca-Cola, Entergy, and the NFL football team, the Saints, providing $100,000 to $200,000 in funds. Green Light New Orleans also has a program called Buy Green Give Green that sells CFL bulbs for $5 each. This covers the cost for the purchaser as well as donating a bulb to the GLNO program for low-income families. GLNO also applies for state/federal grants to support their services.

Distribution With the help of Hands On New Orleans, a service that matches volunteers with organizations, and volunteers that deal directly with GLNO, GLNO sends out small teams to homes all over New Orleans to install CFLs and educate the homeowners about green living.

Attributes After searching through GLNO’s website, facebook page, twitter, and various non-profit websites, the following list of words was developed to describe the current views of GLNO. Green Efficient Helpful Friendly Educational Environmental Responsible Caring Small Not Tech-Savvy

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Visual Audit Current color scheme, logos, and banners for GLNO and it’s programs.

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Visual Audit Current website homepage.

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Visual Audit Current style of photography. Photos consist of volunteers, employees, and youth in schools.

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Current Audience For volunteers- GLNO aims to find church/youth groups, school groups, college students, and clubs. Typically this audience is volunteering to bond as a group, wants a short term obligation (1 day), and because many of these volunteers are young, want to see the immediate benefit of their efforts. For donors and sponsors- GLNO aims for businesses and middle to upper-middle class citizens. Businesses donate because they care about their community, because they get a tax write-off, and because it is good advertisement. Middle class families may donate because they want to help others that are less fortunate. Also, because they are generally well-educated, they see the long term benefits of CFL light bulbs and want to make a difference.

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Competition The effects of Hurricane Katrina inspired many people to start up new organizations in New Orleans. These new groups, along with nationally known companies, that have entered the area to begin rebuilding the city bring a lot of competition. Some of GLNO’s competitors are; Hands on New Orleans, Habitat for Humanity, Global Green USA, and NOLA Green Roots, the American Red Cross, and the Salvation Army.

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Competitor’s Websites

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CFL Information Wattage Use Guide

Incandescent Bulbs CFLs 40 9 60 13-15 75 18-20 100 22-27

Energy Star qualified CFLs use about 75 percent less energy than an incandescent light bulb and last about 10 times longer. Energy Star qualified CFLs produce about 75 percent less heat and can cut additional energy costs associated with home cooling. CFLs provide the same amount of light (lumens) as standard incandescent bulbs, but have lower wattage ratings. This means they use less energy and cause less pollution. CFLs must be recycled and contain mercury.

Total Impact Green Light New Orleans has: installed over 230,00 CFLs helped 8,967 families saved 90,948,596 kwh saved $10,618,364 in energy bills reduced 103,182,798 lbs of CO2 worked with 4,516 volunteers

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Green Light New Orleans’ Current Programs: Buy Green Give Green “Reduce your carbon footprint. Help someone else do the same.” Buy Green Give Green sells CFL bulbs at a price that allows GLNO to donate one bulb per bulb that you purchase to a family in need. Each bulb you buy saves you $45 as well as the family that receives your donated bulb.

SPARK Spark is an environmental education program implimented in New Orleans schools. It helps build awareness for environmental concerns to students and their families. The program teaches students about the environment, energy usage, how to conserve energy, and how it will be beneficial to future generations.

Give One Bulb Give One Bulb gives you the ability to donate as many bulbs as you like. Each bulb is $2.50.Each energy efficient light bulb donated will save $45 for a low income home and save 447 lbs of CO2 from entering the atmosphere.


Programs Continued... Green Light South Carolina The younger sister to Green Light New Orleans is much newer, but still making an impact. Energy-efficient (CFL) light bulbs installed: 1,803 Carbon dioxide reduction: 805,941 lbs Electricity saved: 710,382 KWH Money put back into SC communities: $82,938

10,000 People <> 10,000 Bulbs “10,000 People for New Orleans offers a unique way for you to make a difference: by purchasing one CFL/month for low-income New Orleans residents, you change your life and someone else’s for the simple cost of one cup of coffee. It brings social change back into the hands of the community. Green Light New Orleans uses energy efficient light bulbs to empower New Orleans residents to fight climate change as they rebuild their community.”

Tip the Block Outreach Tulane initiated Tip the Block for GLNO in August 2010. Volunteers head out into neighborhoods and talk to past participants to find homes that haven’t received free CFL bulbs yet. While installing the new bulbs, they inform the homeowner about energy efficiency, green living, and begin to “tip the block” (get everyone on the block to use CFL bulbs). “Through this program GLNO has reached 1-3 homes in almost every block in the city.

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DEFINE Brand Positioning 18 Audience 19 Personas 20 Desired Image Attribues 24 Design Criteria 25


Brand Positioning Who are we? Green Light New Orleans is a small, non-profit organization.

What do we do? Green Light New Orleans helps low-income families lower their energy bills, while also reducing carbon emissions.

Why does it matter? Green Light New Orleans not only helps people by installing the CFL bulbs for free, but also educates families on green living so they can continue to make environmentally responsible choices.

Statement: Green Light New Orleans is a non-profit organization that educates and inspires people of low-income families to see the financial and environmental benefits of CFL bulbs for the planet.

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Audience Green Light New Orleans has the potential for a very wide audience. Currently they appeal to church youth groups, high school groups, college clubs. There are two audiences that are being neglected; retirees and business owners. Business owners need to be targeted in order to accumulate donations and sponsors. Middle-aged adults and able-bodied reitrees sometimes find themselves bored and would love to find volunteer work that is not physically demanding or a huge time committment.

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Meet Gary and Ann White The Whites are 60 years old and newly retired. Ann was a kindergarten teacher for 35 years and her husband, Gary, was an executive at a bank for 40 years. Both Ann and Gary went to graduate school in their twenties. Their combined success has allowed them to retire a few years early. They are upper class citizens, and have worked hard to save for their retirement. They have two sons who are in their thirties, and a golden retriever named Maxwell that Gary loves to go on walks with. Ann’s hobbies are crafts, Pilates, and baking with her friends. Gary’s passion is golf and playing cards with his lifelong buddies. They live in Metairie, which is a very nice, upscale neighborhood in New Orleans. During their retirement they want to improve their health, spend time with family, help out in the community, and do some traveling around the United States and Europe. The Whites are open-minded individuals and never want to stop learning.

Fast Facts Age: 60 • Retired Teacher • Retired Bank Executive Upper Class • Have two grown sons • Caring Open-minded • Knowledge thirsty • Active

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A Day in the Life of the Whites Gary and Ann wake up early, usually around 5:30am. Together, they make breakfast consisting of scrambled egg whites, turkey bacon, and coffee. Ann reads a magazine while Gary indulges in a little Good Morning America. After catching up on current events, the couple works together to tidy up the house and do laundry. Before noon, the couple goes on a long walk together, Gary calls his brother to catch-up, and Ann invites a friend over to bake in the afternoon. For lunch, Gary and Ann go out to a neighborhood restaurant for seafood and spend an hour just laughing and enjoying each other’s company. When Ann’s friend arrives to start baking, Gary heads out to play some golf with a neighbor. Ann and her friend found a great website that has video tutorials on difficult to make bakery goodies. They gossip and giggle like teenagers while they attempt to follow the video’s instructions on making tiramisu. In the evening, Ann and Gary sit down to watch the evening news along with a couple comedy sitcoms. Gary tries Ann’s tiramisu and is impressed with the quality. At around 10pm they head to bed. Gary goes to sleep and Ann squeezes in one or two chapters of the novel she borrowed from a friend before she drifts off to sleep.

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Meet Scott Lewis Mr. Lewis is 55 years old and owns an advertising agency in New Orleans, LA. Scott is an entrepreneur at heart and is very successful, wealthy man. Scott’s passions are pleasing his clients, spending time with his wife, Cathy, and playing tennis. During his college days, Scott was an active volunteer and giving back is very important to him. Although Scott can seem intimidating when you first meet him, he says his favorite meal is “spaghetti and a beer.” Scott and Cathy do not have children but they do enjoy spending time with their nieces and nephews. He is a busy man and hates it when people waste his time. Scott’s employees say he is a great man to work for and that they have a lot of respect for him.

Fast Facts Age: 55 • Ad agency owner • Upper Class No Children • Married • Sport Lover Very Busy • Kind • Friendly

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A Day in the Life of Scott Lewis Scott wakes up at 4:30am to his alarm clock and the smell of fresh brewed coffee wafting in from his kitchen—thank God for timers. He quickly showers, puts on a suit, slathers a bagel in cream cheese, and sits down for 15 minutes to eat and watch the morning news and a little Sports Center. His wife, Cathy, is a homemaker and wakes up at 5:30am, just in time to kiss Scott goodbye. Scott beats a good portion of the morning traffic and enjoys listening to talk radio in his car. He arrives at the office in a good mood. He walks through the office to a chorus of “good mornings” from his staff. During the day Scott attends a handful of meetings with clients, as well as sitting in on proposal meetings with his employees. The office building is a busy, loud place so Scott locks himself in his office for a quick lunch break and scans the internet for sports updates and breaking news. In the afternoon, Scott finishes up everything he needs to do for the day and heads home around 7pm on a good day. Scott really values punctuality and good time management. When he meets with people who are late and unprepared, it is his utmost pet peeve. When he gets home from work around 8pm or so, Cathy has dinner ready for him. They sit, eat, and chat about their days. Cathy and Scott then head out to their hot tub for some relaxation and cuddle time. Scott is a really busy businessman, but is full of life and has a kind heart. His best friend is his wife, and they truly care about one another. They go to bed fairly early, around 9:30pm, and Scott finds himself mentally preparing for another day at the office tomorrow.

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Desired Image Attributes Educational Green Light New Orleans is educational. They provide classes on energy efficiency and green living to local schools. They also educate volunteers and homeowners on the benefits of CFL bulbs.

Environmental Green Light New Orleans is environmental because they provide the means for underprivileged families to live green. This opportunity is essential because beginning a greener lifestyle is expensive to start.

Helpful Green Light New Orleans is helpful becaues they give free CFL bulbs to families. These bulbs are not only better for th environment, but they also reduce the homeownerâ&#x20AC;&#x2122;s energy bills greatly.

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Design Criteria Taste

Touch

Smell

Hear

See

apple milk pb&j

crisp paper computer mouse chalk

old books fresh fall air crayons

classical music lecture evening news

playground books games

spring water citrus cilantro

moss canvas wood

herb garden grass water

wind rain thunder

redwood trees compost pile clothes on a line

chicken soup protein shake herbal tea

braille railing hug

burning food natural gas rotten food

sirens email alert doorbell

food labels highway signs clock

Educational

Environmental

Helpful

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DESIGN Visual System 28 Typography/Color 30 Photography 32 Marketing 33 Applications Map 34


Visual System The visual system consists of components such as typography, color, photography, and graphic elements that the audience will recognize and connect with throughout all of the marketing applications.www

Wordmark

Symbol

greenlight

greenl ght GreenLight greenl ght

greenl ght The Green Light New Orleans name was shortened to just “greenlight” to reflect it’s expansion into other states. Making it one word makes it become more unique. Inside the symbol a hand can be found within the spiral, emphasizing the helping aspect of the company. The symbol and wordmark can function together or separately.

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GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS GREEN LIGHT NEW ORLEANS

green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans green light new orleans

green light new orleans GREEN LIGHT NEW ORLEANS green light new orleans GREEN LIGHT NEW ORLEANS green light new orleans GREEN LIGHT NEW ORLEANS green light new orleans 30

Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans Green Light New Orleans

Green Light New Orleans Green Light New Orleans Green Light New Orleans


Typography Univers 67 Bold Condensed

Univers 57 Condensed Univers 47 Light Condensed

Headlines

The typographic standards for greenlight.

Subheads Supporting Information

Univers 55 Roman

Body Text Option One- Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Univers 57 Condensed

Body Text Option Two- Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Color

C75 M5 Y100 K1

C28 M0 Y77 K0

C8 M1 Y9 K0

C81 M27 Y22 K0

C64 M57 Y58 K37

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Photography The photography used should be in color or black and white and depict the culture and people of the city in which greenlight is involved. In this case it would be New Orleans. The photos should be of people, places, or activities that a New Orleans citizen would have an emotional response to. The photos with people should not feel staged or fakeâ&#x20AC;&#x201D;the more candid, the better. The idea is to use photography to connect with the audience and make them want to make a difference in their community. Below are a few examples.

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Marketing Message Give Green The marketing message for the campaign is “give green.” It invites the audience to either donate their time to making a “green” lifestyle available to the less fortunate, or to donate money to achieve the same goal. This will appear on advertising materials.

Marketing Strategy The marketing strategy details how the audience will find out about greenlight. Several applications will be utilized to best reach our two audiences--business owners and 50-70 year olds in good health. The marketing strategy will also use the marketing message to help appeal to the audience.

Possible Applications Website Children’s Book Business Sys. Billboard Ad Coffee Mugs Newspaper Ad Posters Banner Ad Commercial Eco-Friendly Bags Magazine Ad Brochure Co-Branding YouTube video Bus Shelter Ad Bus Ad Mailer Bumper Sticker Coupons Sponsorship Radio Ad Packaging Stickers T-Shirts Social Media App

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Phone App Magazine Ad

Poster

Website

Eco-friendly Bags

Childrenâ&#x20AC;&#x2122;s Book

Holiday Cards

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Business System


Website

The website will be the main application. This is where the audience can sign up to volunteer, donate, or purchase CFL’s for themselves. The site will be on all materials because it is the most easily accessed source of communication.

Phone App The app will allow the user to do the same thing as the website, as well as send out messages to Twitter and Facebook about their participation with greenlight.

Magazine Ad Ads will run in popular magazines for our audience. The URL must be included to lead the viewer to find out more about greenlight.

Poster The posters will be hung in local cafes, shops, and venues to attract local people that may want to help their neighbors. The poster will direct them to the website to learn more.

Business System Greenlight will use a cohesive business system to communicate. The website will be listed so the recipient can easily recall where to go for more info.

Eco-friendly Bags Bags will be available for purchase to show your support for greenlight and green living. The website on the bag will be a walking advertisement for new audiences.

Children’s Book To achieve our education goals we will use a children’s book to educate youth and to generate revenue as they will be sold online. The book will include the website.

Holiday Cards

Our audience typically sends out a holiday greeting every year. Greenlight can sell cards and use the revenue to purchase more bulbs, as well as get free advertising that will be mailed all over the country! 35


DEVELOP Website 38 Phone Apps 39 Poster/Canvas Bag 40 Business Sys./Book 41 Magazine Ad 42 Holiday Cards 43 Facebook Page 44


Website The website now has more visual interest by featuring typical New Orleans housing. Showing these homes will help residents connect with greenlightâ&#x20AC;&#x2122;s cause and feel an emotional response. The navigation bar is the transparent white block on the left. A similar bar will pop up covering the rest of the photo when the user clicks on a link.

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Phone App Greenlightâ&#x20AC;&#x2122;s phone app will educate the user on saving energy, how to change their liefstyle to become more green, and will allow them to sign up for volunteer sessions, donate money, or purchase items from greenlight. This example shows the home page of the app and then the interior page for Give Green. Users can download the app from the website.

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Canvas Bag The bag is an eco-friendly, reusable, canvas bag branded with greenlightâ&#x20AC;&#x2122;s logo. Greenlightâ&#x20AC;&#x2122;s audience tends to be more conscious of living a green lifestyle so this bag will be a hit! It will be available for purchase through the website. Revenue will help run the business and buy more bulbs.

Poster This poster will be hung in local venues like cafes, bars, shopping boutiques, and in businesses. The two audiences frequent this locations and will be likely to see them. The URL is on the poster and will lead the viewer to the website to find out more information.

www.greenlightneworleans.org

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Business System The business system will be used to communicate with potential volunteers and sponsors. Looking professional and responsible will help their reputation.

Childrenâ&#x20AC;&#x2122;s Book A childrenâ&#x20AC;&#x2122;s book that tells the story of where energy comes from will be sold to schools. The story will teach children about energy, an otherwise little thought of topic. The hope is that children will want to get involved and can teach their families the green tips the book teaches. The book can be found and purchased on the website.

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Magazine Ad The magazine ad will be run in magazines such as Better Homes and Gardens, Sports Illustrated, and SELF magazine. The target audience likes to read so displaying this ad, that tells a litte more about greenlight than other applications, in a magazine is a good way to reach them. The ad give the reader the telephone number and website so they can find out more information.

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Holiday Greeting Cards The holidays are a great time to update family and friends about what’s going on in our lives. Purchasing a greenlight greeting card will make the buyer feel good about helping out a non-profit, but will also be glad to share the company’s name with relatives. These cards are a great way to get out greenlight’s name all over the country. It will increase awareness of greenlight’s cause and is affordable for those without a lot of extra money to spend.

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Facebook Page Greenlight already has a facebook page but it needs some work. The new facebook page will land on the “welcome” tab rather than the “wall” tab. Greenlight will also have more activity on their page. Adding videos of volunteers and updating their friends on their progress more often.

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Thanks for reading! Sarah Even 608.415.0548 sarahevendesigner@gmail.com www.saraheven.com 45



greenlight