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FLOW Tree Campaign

SCNO Case Competition 2018

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  • Problem Statement
  • Idea
    • Distribution Plan
    • Marketing Plan
    • Education Plan
  • Drawbacks
  • Final Remarks

OUTLINE

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Problem Statement

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  • The Lower Olentangy area contains one of the most quickly developing counties
  • About 1,000,000 people live or work in the Lower Olentangy District
  • Canopy in certain areas is still low
    • For example, Downtown area, University district with Canopy lower than 15%
  • Need more trees planted and people educated about watershed

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Problem Statement

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What has FLOW already tried?

  • Tree Giveaways from Weinland Park Urban Tree Nursery (2018 is 3rd yr)
  • Articles on web page, Facebook, emails
  • Advertising on COTA buses with audio ads
  • Advertising on NPR TV
  • Training for Backyard Conservation Classes- incentives $100 tree coupons

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Why FLOW Needs Help

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  • Not enough people actually participate in the program
  • PICK-UP is a Big problem:
    • Trees 100% claimed but only about 50% pick-up
  • Tree maintenance
  • Difficulty in advertising and letting people engage in low income districts

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Distribution Plan

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Calendar Overview

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  • February
    • Actual sign up survey for trees
  • March:
    • Reminder email
      • (confirm pick up day + location)
  • April
    • Send second reminder email
    • Round #1: Tree pick ups (4/21-4/28)
    • Round #2: Remaining trees planted by volunteers in needed locations

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Sign Up Survey

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  • https://docs.google.com/forms/d/1T3N3E4ygfFA7k8PPzfdLzF9PNGMB9o62HNAPD6Xcjy0/edit
  • During fall, paid staff can find more locations to serve as tree pick up locations
    • Franklinton, Downtown
  • Time currently TBD --> pick up location dependent

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Tree Pick Up

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  • Customers pick up their trees
  • Trees are FREE, BUT penalized for not picking up trees
  • $5 late fee if they don’t pick up on specific day --> addresses issue of accountability

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Marketing Plan

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MARKETING CYCLE

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FALL

- Gather volunteers to spearhead event

- Circulate interest survey

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WINTER

- Expand social media presence

- Holiday “Give a Tree” Campaign

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SPRING

- Feb: detailed interest survey

- April: people post on social media about their trees

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  • 215 Followers, 51 Posts on Instagram
  • 2001 Followers on Facebook, and people can sign up for the event
  • 3-4 activities posted on Facebook every month on average

Current Social Media Engagement

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  1. Put FLOW’s social media handles on each ad to increase as much exposure as possible
  2. Monthly Invite volunteers from different communities to share pictures/stories of planting trees
  3. Post a survey link under posts to gather emails and gauge interest

Social Media Engagement Improvement

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Marketing

Initial Survey

Post interest register link on Instagram, Facebook and Twitter

Libraries

Place flyers at the entrance with the register link

Food banks

Place flyers with registration link to appeal to lower income population

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COTA/CABS

Visual ads on side panels at the top

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Radio

Posting ads on local Columbus Radio

Student Organization

Collaborate with student organizations to increase our volunteers

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Tree Education Plan

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Encouraging Potential Customers

Make it local!

  • 1,000,000 residents live in Watershed

Partner with Lily Pad Lab at COSI

  • “A hands-on lab space dedicated to learning about watersheds”

Public Health

  • Franklin County received “F” rating in air quality in 2017

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Tree Planting Information

When & Where

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Spring planting season: April - Mid June

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Contact OUPS for yard survey & be mindful of power lines, shading

What

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Height and size

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Leaf and seed production

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How

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Yard preparation

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Tools needed

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How to plant (videos and live demo during pick-ups)

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How to protect

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Medium and Distribution

  1. Digital format
  2. Link at end of survey
  3. Links in reminder email

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  • Hard copy
  • At pickup
  • Specific to tree
  • Small pamphlet, illustrated

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  • Timeline: Survey in February, Reminder email in April, Pick-up April 21-28

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DRAWBACKS

  • $5 fee might turn people away
  • 1 week pick up time, may too expensive for partners
  • Apartment complex - difficulty working with landlord

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Thanks!

ANY QUESTIONS?

  • Madeline Frantz. (frantz.117@osu.edu)
    • Economics, French and Public Policy Analysis
  • Jiaqi (Jackie) Wang (wang.9604@osu.edu)
    • Accounting and Business Analytics
  • Zhaofeng (Jason) Chen. (chen.6453)
    • Finance and Economics
  • Swathi Vudatala (vudatala.2)
    • Economics, Global Public Health and Business Analytics

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Sources

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