Designing for change
SKILLS USED: DESIGN RESEARCH |DESIGN STRATEGY| PROJECT COORDINATION |COLLABORATIVE TEAM WORK | BRANDING | SOCIAL MEDIA CONTENT
SCAD DMGT 740 X
Overview
In March 2020, the Savannah City Council unanimously passed the 100% Savannah Plan Renewable Energy resolution declaring that Savannah, Georgia is joining in the fight to combat the climate crisis with equity and environmental justice at the forefront of all strategies.
To ensure that all of Savannah heard the significance of this plan, the student team from SCAD’s DMGT 740: Sustainable Practices in Design, worked with the City of Savannah and built a cohesive brand language, marketing plan and visual communication material, backed by primary research insights from the residents of Savannah. The deliverables that the team generated includes a robust marketing calendar with touch points that targeted different audience groups, merchandise designs including tee shirts that reflected the campaign’s visual language, and a set of interactive activities, as a part of the Earth Day culture probe that is aimed at gathering user data through gamified research models.
Branding
Visual Communication
Color and Icons to represent each strategy
Social media campaign
The messaging:
We first identified the ethos of the event which focused on four core values: RE-energizing, Community Collaboration, Next Generation, and Empowering.
We then defined how to tell the public about the 100% Savannah launch through a strategic narrative. The overarching theme that we designed for the messaging is Start Where You Are. Start Where You Are really resonated with us because it makes the initiatives in the 100% Savannah plan approachable and available to all Savannah residents no matter what their current circumstances might be.
Digital marketing:
We then mapped out types of digital and social content for us to create based on various categories from the 100% Savannah Report.
In person:
By using our stakeholder list and a data mapping tool, we mapped out local businesses that we can both reach out to and canvas for the awareness campaign. We then identified larger businesses specifically in areas with lots of residential (not tourist) foot traffic that we could target for the awareness campaign. We looked at areas that are affordable and accessible for all savannah residents such as medical facilities, malls, YMCA's, targets, dollar stores, and grocery stores. We are also targeted small and large home improvement or hardware stores and other establishments that homeowners frequent.
Informative posts
What is the city doing?
Current initiatives
Key focus areas
Strategies
long term strategies
future initiatives
Community initiatives and offerings
Interactive Posts
Quotes
Fun facts
Did you know
100% Savannah Plan Goals
Outreach Goals
Goals
