WE ARE ROOTED
Working towards a greener planet, one tree at a time!
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Organization Overview
Executive Summary
Audience Analysis
Competitive Analysis
Marketing
Strategy
Website Planning
Market Analysis
Objectives & KPI
SEO Strategy
Helping you save the world, one tree at a time.
MARKETING PLAN
Executive Summary
We Are Rooted is a movement created to combat the devastation that deforestation has inflicted upon our global environment. To encourage environmental activism amongst our mostly 15 to 35 year-old donors, we utilize social media platforms, creating viral tree-planting challenges that are endorsed by influencers popular with our target audience. We essentially wish to turn our donors into planters. Additionally, we host university-sponsored events and produce a podcast that features discussions with well-known environmental experts and activists, increasing awareness of our organization.
There are room for 1.2 trillion tree to be planted to reverse Climate Change
Planting tree movement is gaining momentum, millions and billion of tree has been pledged to be planted, but globally, we are far from reaching this goal
13.6 Billion tree has been planted
by One Trillion Tree Initiative
(Feb 2020)
American plant 1.6 billion tree per year, 33% surpass harvested tree
Globally, annual tree harvest vs. production on a world-wide scale shows that humans cut down approximately 15 billion trees a year and plant about 5 billion.
But it is just not any tree, the tree selected need to be local and belong to the historic local environment for the whole Ecosystem to work.
“If every one of us took a couple of hours this weekend to plant a tree, it would eventually reduce the carbon dioxide level by around 6 percent from the current level”
Competitive Analysis
Organizations that specialize in planting trees to help improve the environment offer slightly different services and amenities for donors, supporters, and volunteers.
We Are Rooted’s mission of getting more people involved in our efforts to save the environment is what makes us unique. We Are Rooted also has a global footprint that is seeking to diminish our carbon footprint.
Competitive Analysis
| A Living Tribute | One Tree Planted | The Nature Conservancy | National Forest Foundation |
URL | ||||
Services | Selling trees to plant in honor of the buyer's loved one. Supports Reforestation. | Donation based effort to promote reforestation. Tree planting projects in 4 continents. | Donation based effort to promote reforestation. Fights climate change, lobbies against environmental threats. | Accepting donations to help them plant 50 million trees. |
Contributor Opportunities | Purchase a Tree to be planted. | Donate. Volunteer. | Donate. Volunteer. | Donate. Volunteer. |
Audience Segmentation
Personal Background: 22 years old, single, recently graduated from college with a bachelor degree in environmental science. | Professional Background: Works at a nonprofit as a environmental science consultant. | User Environment: Mostly on a laptop at work, and on his phone while at home or commuting. | Psychographics (likes or dislikes): Loves to go out hiking and planting trees in the local forest on the weekends. I try my best to minimize my carbon footprint. |
Needs/Interests:
Joshua Turner
“ My weekend hobby is planting trees in order to help create a greener environment”
Objectives & KPI
Measured by
KPI
Objectives
# count in social media analytics tool socialblade.com.
Number of Instagram posts using #WeAreRooted hashtag.
100,000 hashtag uses on Instagram in Q3 2020.
Create a conversion goal in GA to measure event registrations.
Number of completed registration page forms.
2,200 event registrations in Q3 2020.
Create a conversion goal in GA to measure donations received.
Number of Tree Planting Kit donations received
3,000 Tree Planting Kit donations received in Q4 2020.
Marketing Strategy
Influencer marketing campaign to promote the use of the #WeAreRooted hashtag. Identify a few key influencers to post on social media with information on the We Are Rooted Initiative, each post would use the #WeAreRooted hashtag.
TACTIC
PR campaign surrounding the promotion of registrations for upcoming We Are Rooted Events. Paid advertisement target the local audience through local journalists, School Boards and School Districts. Local Social Audience.
TACTIC
Paid Social media video advertising campaign promoting the Tree Planting Kits that are available for a small donation to We Are Rooted.
TACTIC
Funnel Strategy
AWARENESS
INTEREST/
CONSIDERATION
CONVERSION
Influencer marketing campaign #WeAreRooted
PR, PodCast, Blog Posts, FB Events
Retargeting Ads
Short tail
Long tail
Keyword Strategy
Content Strategy
#WeAreRooted | Blogs (Video & Text) | Podcast “Leave You With This” |
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Digital Event strategy
Event Landing
page
FB Event Listings and Paid Ads promoting Events.
Local Press articles through Press release
for recruitment with backlinks
Podcast: Speakers & influencers talking about next event. Podcast of past event
Live Social posting
at events #WeAreRooted
SEO Optimized Blog Post & articles about past events.
SEO Strategy - On site
Example:
SEO Strategy - Off Site
Metadata
Title, Description, URL
Robot.txt
Website Planning
Sitemap
HOME
About us
Donate
Events
Treekits
Blog
Podcast
Contact
Wireframes
Wireframes
Homepage
About us
Wireframes
Events
Treekits
Wireframes
PodCast
Blog
Donate
Contact
Website
References