Event Proposal for enhancing brand name
(casestudy)
Date:
2022
Skills:
User Research
Marketing
Event
Graphic design
Tool:
photoshop
Who are we?
The Nature Conservancy is a global environmental nonprofit that opens a branch in Hong Kong during 2012 and have many project and global international partnership. The current project focuses on education, awareness and projection
Touchpoint:
Fb & IG
Animal photos as the main topic to promote environmental conservation
IG holds the better engagement rate event both platforms are posting similar contents
YouTube:
Footage of past events and conservation work, highlighting the organization's involvement in HK
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The engagement rate of youtube seems extremely high, yet almost all the rates are on specific video
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The engagement rate is only 37% after excluding the specific video
EDM:
Promote the latest news of the organization
Insight
To create a better insight of the current market a secondary research in a primary research questionnaire has been collected the primary research is a online Google form flexing on their knowledge perception in NGOs and their knowledge in biodiversity all these data are being analysed and produced insight that can help to create a proposal for the brand awareness.
The Brand Pyramid (Hong Kong Based) & Brand Inventory
Secondary research insight
1. Hong Kong people’s awareness of environmental conservation has increased, but the actual conservation situation has not improved
2. Less understanding of biodiversity among citizens
3. Insufficient government policy on environmental conservation
Primary research insight
Segmentation
Persona
segmentation and persona is references with the primary and secondary research data
Customer-Based Brand Equity Pyramid
Response from Target Audience
(Brand presence assessment)
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Evaluation of the membership
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Evaluation of the activities
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E-Survey for update information from the members and fans
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Sentimental analysis from the corresponding social media
Event Propsoal
Marketing Funnel Along the Visit Journey
Customer Journey Map
