Communications Asset Map

MISSION:

The mission of Econ Ecos is to collect public opinions about how Vermonters live in the 21st century for the purpose of gathering qualitative data that can be used to impact policy decisions.

Unresolved Issues:

• Econ Ecos is ultimately driving towards promoting sustainability, not just data collection.

CLIENT:

ECON ECOS INC is the facilitating organization behind the movement for data collection, the common pool, and the Great Auction of 2017.

CONSULTING PARTNERSHIP:

The CAT 224 group will help Ezra to facilitate and promote the data collection, media management, brand development, and Great Auction of 2017.

Scope of work:

March 2017: Create and implement a communications plan across multiple media. Develop a visual identity and brand presence. Populate social media with content. Promote the Great Auction.

April 2017: Produce and release a promotional video. Host the Great Auction. Continue social media avenues. Drive responses to data questions on the website.

May 2017:

SWOT ANALYSIS: Econ Ecos

Econ Ecos STRENGTHS:

• Located in Burlington which already has a strong sustainability culture
• Being in a small state makes access to policy makers easier
• Providing incentive ensures high participation rates
• Driven largely by visuals which easily engages audiences

Econ Ecos WEAKNESSES:

• Unclear/ unfocused overall goal/message
• Multiple different avenues lending the movement to disorganization
• Lack of well-established media venues to promote events/ movement

THREATS to Econ Ecos:

• Promising funding to contributors through the common pool but ultimately not being able to procure it, or being forced to pay the money out of pocket
• Not generating enough buzz about the Great Auction to meet goals
• Hanging the art is subject to regulation/ vandalism

OPPORTUNITIES for Econ Ecos:

• Burlington population is more ecologically aware than most- could take interest in our movement
• Burlington has a large amount of nonprofits per capita-- shows a socially responsible culture
• Burlington is a picturesque place- easy to get good shots for the video
• Being college students, we each have a network of opportunities to recruit for the Great Auction
• Easy and practical to hang mobiles on campus. Lots of foot traffic in certain spots.
• No cost of materials for production of mobiles, but can be sold for profit at the Auction.

COMMUNICATIONS ASSET MAP:

Existing Channels – March 2017

"Econ Ecos" NAME:

Current: EconEcos and Ecological Ecosystems Inc. Both are the same organization, yet sound like opposing organizations

Recommendation: Brand using one name consistently. Refer to the two names as the same entity from the beginning as interchangeable to avoid confusion.

WEB SITE:

Current: Econecos.org

Recommendation: The text on the website could be more succinct, easier to follow. Adapt from Executive summary descriptions to keep everything consistent.

FACEBOOK:

Current: N/A

Recommendation: Create and immediately populate with content.

TWITTER:

Current: None

Recommendation: Would not recommend utilizing Twitter; dying social media platform for our generation.

INSTAGRAM:

Current: None

Recommendation: Create immediately as a business platform. Populate with content of the art, promotion of the auction, etc. Promote important posts as sponsored posts to gain traffic, create buzz around art and auction