Marketing Strategy

Marketing Strategy
TABLE OF CONTENTS
1. Introduction ..................................................... 3
2. Define Audience .............................................. 4
3. Marketing Strategy .......................................... 6
4. References ..................................................... 19

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 1. INTRODUCTION

The National Recycle Coalition is going to launch a marketing campaign on Instagram using a
carrousel post. We are focusing on the segment of women aged 15-29 years old who live in the
Northeast of the USA. Through this campaign, we are encouraging the habit of recycling and
communicating its benefits to the environment and the well-being of the people.
We are making this to raise awareness of the care of the environment and support the sustainable
development goals, focusing on goal 12. Ensure sustainable consumption and production pattern.
Target 12.5: By 2030, substantially reduce waste generation through prevention, reduction,
recycling, and reuse.

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 2. DEFINE AUDIENCE

Our efforts are focused to the segment with the following characteristics:

• Women aged 15-29 years old.

• Living in Region 1: Northeast, Division 2: Mid-Atlantic (New Jersey, New York, and
Pennsylvania).

• People with more pro-environmental attitudes.

• People who believe that they know more about recycling.

• Individuals who are more connected in their communities.

According to (Deloitte, 2022), protecting the environment is a top priority for Gen Zs and
millennials. 75% of Gen Zs and 73% of millennials believe the world is at a tipping point in
responding to climate change. In addition to this, the report made by (GWI, 2022) reveals that in
the US, climate change is the biggest concern of Gen z. The study made by (Liu, Yang,
Blomfield, Clark, & Shelly , 2022) found that younger, female, people from underrepresented
groups were more likely to indicate a stronger intention to recycle better in the future, and people
with more pro-environmental attitudes, those who believe that they know more about recycling,
as well as individuals who are more connected in their communities tend to want to recycle
better because they have a more favorable attitude toward recycling and view recycling as a
socially desirable thing to do.

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3. MARKETING STRATEGY

3 Colors + Tints & Shades

#99C685 #FFFFFF #C5B5E1

#00963F #C1C1C1 #4E3380

#1D621A #000000 #1F1432

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Mood Board

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Carrousel Post

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The campaign is going to be launched on Instagram. We are focusing on the
creation of a carrousel post because it has the highest engagement per impression
according to (Chen, 2022). We are posting on Instagram on Wednesdays at 10
a.m. because according to (Keutelian, 2022) the best time to post for a nonprofit
organization is on Wednesdays from 9 a.m. to 3 p.m. Regarding the budget, we are
going to invert $600 to reach a minimum of 10,000 persons per day during the
period of June 5th to June 11th.

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 4. REFERENCES

Chen, J. (2022, March 15). Instagram statistics you need to know for 2022. Retrieved May 20,
2022, from Sprout Social: https://sproutsocial.com/insights/instagram-stats/
Deloitte. (2021, July 22). For Millennials And Gen Zs, Social Issues Are Top Of Mind—Here’s
How Organizations Can Drive Meaningful Change. Retrieved May 20, 2022, from
Forbes: https://www.forbes.com/sites/deloitte/2021/07/22/for-millennials-and-gen-zs-
social-issues-are-top-of-mind-heres-how-organizations-can-drive-meaningful-
change/?sh=1431fbaa450c
Deloitte. (2022, May 17). The Deloitte Global 2022 Gen Z and Millennial Survey. Retrieved
May 20, 2022, from Deloitte: https://www2.deloitte.com/global/en/pages/about-
deloitte/articles/genzmillennialsurvey.html
GWI. (2022, May). The latest trends for Gen Z. Retrieved May 20, 2022, from GWI:
https://www.gwi.com/reports/generation-z
Keutelian, M. (2022, April 13). The best times to post on Instagram 2022. Retrieved May 20,
2022, from Sprout Social: https://sproutsocial.com/insights/best-times-to-post-on-
instagram/
Liu, Z., Yang, J., Blomfield, A., Clark, S., & Shelly , M. (2022). Predicting recycling intention in
New York state: The impact of cognitive and social factors. Environmental Development.
doi:https://doi.org/10.1016/j.envdev.2022.100712
Nealon , C. (2022, April 25). Study examines how better communication can boost recycling.
Retrieved May 18, 2022, from University at Buffalo:
https://www.buffalo.edu/news/releases/2022/04/032.html
United Nations. (n.d.). 12 Ensure sustainable consumption and production patterns. Retrieved
May 20, 2022, from SDG: https://sdgs.un.org/goals/goal12
United Nations. (n.d.). The 17 Goals. Retrieved May 20, 2022, from SDG:
https://sdgs.un.org/goals

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