Emergency App Digital Campaign

The Climate Initiative

Year:

2023

Industry:

Nonprofit
Environment
Climate

Category:

Digital marketing
Influencer marketing
Awareness campaigns
Video content

Background

As the Public Relations Fellow for The Climate Initiative, I was asked to project manage a branding and brand marketing project in collaboration with the American Red Cross.

This brand campaign focused on a co-brand aiming at marketing the Red Cross Emergency App, which provides real-time alerts for climate natural disasters in a user's local area.

Process

To start the co-brand campaign, I made an internal talking sheet document for staff discussing talking points related to the app and how to advertise it to the organization's key demographic: youth interested in climate action.

After distributing this to staff, I coordinated a competition amongst staff to gather video content that staff created talking about the app's benefits and uses for the audience the organization serves.

After receiving video content from staff for the campaign, I researched and compiled a list of influencers who can promote the app and The Climate Initiative's brand.

To begin the campaign, I designed content advertising the Emergency App on social media, incorporating visual aspects of both organization's brand.

Finally, I developed a pitch deck which contained design and copy samples of the content as well as strategy for the implementation of the campaign.