Collaborative Ink - Planbook - FCGP

First Coast Green Pages
Campagins Planbook
Fall 2014
Table of Contents
Collaborative Ink..............................................................3
Letter from the Director.....................................................4
Mission Statement...........................................................5
Executive Summary.........................................................5
Client Background...........................................................6
SWOT Analysis................................................................8
Situation Analysis.............................................................9
Audience Analysis..........................................................11
Research.......................................................................12
Primary Research..................................................12
Consumer Survey..........................................12
Business Survey............................................18
Focus Group.................................................20
Secondary Research.............................................23
Campaign Objective 1..................................................27
Live Green Play Green...........................................27
MOSH Green Tie Gala..........................................31
Campaign Objective 2 Raise Business Involvement.......35
Social Media.........................................................35
Website Enhancement...........................................35
Public Service Announcement................................36
Campaign Objective 3 Raise Awareness.......................37
Social Media.........................................................37
Sustainable Sam...................................................42
Public Service Announcement................................43
Viral Video..............................................................44
LiveSMART ..........................................................45
Jacksonville Downtown Artwalk..............................49
Feature Story................................................................51
Creative Elements.........................................................52
Evaluation and Recommendations.................................53
Calendar.......................................................................55
Thank you letter............................................................58
Works Cited.................................................................59
Letter from the Director

With the ever advancing technology of today, we are being
provided with new and innovative ways to be sustainable every
day. Our agency is also being given the chance to give back
to the community by helping an organization that provides free
services to that same community. This links the producers and
consumers with an alternative means to protect our environment
and allows us, as a community, to become more sustainable for
the future.
Collaborative Ink is a student-run conglomerate of five
advertising and 15 public relations students at the University of
North Florida, but we are much more than that. Each individual
that makes up Collaborative Ink brings a different background
of professional and academic expertise to the team. Along with
a strong dedication to make every wish of our clients dream come true, Collaborative Ink
is much more than an agency. With each individual tactic and strategy, U.S. Green Building
Council, North Florida Chapters primary goals of open and collaborative leadership, education
and action were taken into account and implemented throughout our campaign.
On behalf of Collaborative Ink I want to extend a thank you to Sarah Boren, James Taylor,
David Lambert and everyone at the U.S. Green Building Council of North Florida for allowing
our team to create this campaign strategy for First Coast Green Pages. By implementing our
campaign we, as a team, are certain First Coast Green Pages will be one-step-closer to creating
a sustainable region and green buildings for all in north Florida by 2040.

Sincerely,
Courtney Clayton
Campaign Director
Mission Statement
The mission of Collaborative Ink is to craft campaigns with a

powerful mix of advertising, public relations and marketing
tactics to meet our clients needs and exceed their expectations.
Our innovative and progressive public relations and advertising
professionals strive to deliver creative campaigns for our
clients. We combine a variety of tactics and original creative
content to carefully plan the most effective campaign.
Executive Summary
First Coast Green Pages is a directory of environmentally

friendly and sustainable businesses that offers northeast
Florida consumers a one-of-a-kind outlet to support a green
lifestyle. Since the outlet was introduced fairly recently to the
public, the agency created the main goals of raising awareness
and educating the targeted audiences. To accomplish these
goals we chose to use social media marketing and community
engagement to strategically construct a well developed
campaign.
Target Profile: The team chose to target three separate
audiences for the campaign to gain ultimate awareness and
cultivate education, with First Coast Green Pages primary
goals in mind. We will target actives, men and women ages 3555 living in northeast Florida who care about their sustainable
footprint. Second, we will target millennials, men and women
ages 18-34 living in northeast Florida. Last, we will incorporate
businesses in northeast Florida who practice sustainability.
Each strategy and tactic has been specifically chosen and
implemented to target each audience and the lifestyles they
engage in.
Social Media Campaign: We will take advantage of
Facebook, Twitter and Instagram platforms to target each
audience. Over 90 percent of the 150 million people on
Instagram are under the age of 35, which is why millennials will
be targeted on Instagram. Using the hashtag #livesmartlivegreen
we will promote enthusiasm about being a part of a community
that is trying to attain a more sustainable way of life. A poster
child will also be used towards the end of the campaign to
promote interactive involvement among consumers. We want
to create a sense of unity among our consumers by the use of
Sustainable Sam, an identifiable figure and our #GreenTeam
hashtag. On Facebook all audiences will be targeted in a range
of differenct facets due to the wide array of users. We have
created experiential marketing methods and events which will
be promoted and coincide with social media.
Awareness and Education Events: Three events were
constructed to increase awareness and educate the public
about First Coast Green Pages.
Live Green Play Green- April 25
The Green Tie Gala- July 18
Jacksonville Downtown Artwalk- April 1, June 3 and

September 2
Marketing Objective: To increase current brand awareness
and education among north Florida residents for nine months.
Schedule: Our agency created a 10-month plan that will run
from January 1, 2015 to October 4, 2015 (Green Lion Festival
2015 date).
Client Background

friendly and sustainable businesses. Five years ago, Sarah
Boren, the founder and Executive Director of First Coast
Green Pages, approached Green America about creating a
regional green pages, but Green America said they did not
have the resources to produce a localized green pages. Boren
saw a need in the northeast Florida community for a resource for people to find vetted green
talents, products and services. So she created the resource for the community. The Queen of
Green Boren is not only the Executive Director of First Coast Green Pages, but a driving force
behind LiveSMART, a tool for spreading awareness for household sustainability.
LiveSMART is a trailer built completely by volunteers that showcases sustainable materials
for your home and ideas of how you can renovate any building into becoming more green.
This trailer will hopefully be
completed by the end of the
year. LiveSmart helps promote
green pages by showing how
people can make their homes
more environmentally friendly. It
can also educate them on how
to live sustainability, while saving
money on things such as their
electric bill.
Boren is also the Executive Director of the The United States Green Building Council of
north Florida Chapter. The USGBC is a non-profit organization that spreads knowledge and
encourages consumers to operate with environmentally friendly buildings and services. It
was founded in 1993, and since then has made many contributions in the advancement of
sustainable buildings being developed. The USGBC North Florida chapter held its first meeting
August 19, 2004 with over 35 participants. Since their initial meeting USGBC has expanded
to over 230 members. The chapter now includes 11 counties in northeast Florida, Jacksonville
being its biggest city involved.
To create a sustainable region and green buildings for all in north Florida
within this generation (2040) through open, collaborative education,
leadership, and action. Essentially linking people, planet and
profits through green buildings because
of their impact and volume.
-The USGBC of North
Florida mission statement
One of the most visible facets of the USGBC is the Leadership in Energy & Environmental
Design (LEED), a Green Building Rating System. LEED is a green building certification program
that recognizes best-in-class building strategies and practices. The LEED Green Building Rating
System was one of the main reasons the USGBC was the fourth recipient to be awarded
the Henry C. Turner Prize for Innovation
in Construction Technology, awarded
by The Turner Corporation. The LEED
Green Building Rating System provides
a way to measure the sustainability
and environmental impact of a building.
The Rating System was established in
the year 2000, and has granted 240
buildings with one of the four levels of
LEED Certification.
SWOT Analysis
d
Strengths:
First Coast Green Pages is the original premier directory of its kind in Northeast Florida.
The modern design of the website and developing phone app appeals to consumers of all
ages.
The different categories of the directory attracts a broad variety of consumers.
First Coast Green Pages was created specifically to provide a service and benefit the
consumer.
First Coast Green Pages is backed by a locally and nationally recognized group, the U.S.
Green Building Council of North Florida chapter.
Weaknesses:
The social media accounts for First Coast Green Pages are underutilized and there
are many accounts under each platform which can be confusing.
The Jacksonville area does not value green living as much as other areas,
such as California.
The words green and sustainable sometimes have negative
connotations in the target area.
As of now, there are several different logos for each part of the USGBC
North Florida chapter, there should be only one to create consistency.
Opportunities:
First Coast Green Pages will inform the community, providing

phone numbers and addresses for services and goods that
are essential to the consumer.
First Coast Green Pages will create a stronger economy by
sending customers to local businesses in the area.
Jobs will be created thanks to First Coast Green Pages, as
they will need people to run the website and secure people to
list their businesses.
First Coast Green Pages will create awareness of
environmental problems at their yearly events, on the website
and through social media accounts.
Threats:
If the website gets low traffic, this could be a major threat to

the businesss ability to take off.
Consumers could hear the word green and get turned off
before even using the website.
Businesses may exaggerate the fact that they are a green
business in order to get listed on the website.
Businesses could change their green practices due to costs
or other reasons after they have already been listed.
Situation Analysis
First Coast Green Pages (FCGP) is the first directory of its

kind in northeast Florida. Unfortunately, since the launch of
FCGP a few months ago, the company has faced many
obstacles. FCGP has many innovative ideas on expanding
the organization and spreading awareness about living
sustainability to the public, but deplorably the U.S. Green
Building Council of North Florida lacks the funds to accomplish
these goals. This is where Collaborative Ink comes into play.
With our fundraising events planned for the upcoming year,
our campaign is designed to provide FCGP with the funds they
need for their business to thrive and to raise the awareness of
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sustainability within northeast Florida.

Within our campaign, Collaborative Ink also has plans to help
FCGP have a recognizable brand identity for the company. As
of right now, their brand is mostly unidentifiable by the north
Florida community. We have included in our campaign an
array of promotional items with the FCGP logo. These items
will be handed out at different events throughout the year.
These items include, but are not limited to, pens, reusable
grocery tote bags, rack cards, stickers and koozies. When
consumers are repetitively seeing the logo, they are more likely
to remember to use the directory. In order to assist FCGP
in becoming a more memorable and well defined company
Collaborative Ink took it upon ourselves to develop a logo that
was better suited for the organization but still keeping in mind
the branding currently present in both FCGP and the U.S.
Green Building Council of North Florida.
We at Collaborative Ink have also noticed a weakness in the
organization of the social media platforms currently present.
On Facebook, there are three different pages with the title
First Coast Green Pages which can easily confuse the
consumer when trying to engage with the page or find out
more information. We plan to have one main account, which
will allow consumers to recognize the brand and FCGP will
be able to provide information about sustainability and the
directory on one affective, easy to find page . A single, well
run Facebook page that acts as the hub of contact with the
community will allow them to interact with consumers and build
relationships successfully and conveniently. Instagram and
Twitter pages will also be created using the same strategies
with the same creative and written content. All of these outlets
combined will make the social media presence of First Coast
Green Pages consistent and easily recognizable for the online
community that will engage with it.
Audience Analysis
Based on the information collected by Collaborative Ink and discussion with the client there are
two primary audiences that we will focus on. The first and main audience we will be focusing
on is Actives. The second audience that we felt was important to focus on in order to create a
successful campaign is Millennials.
The two audiences are determined by age brackets.

Actives are between ages 33 to 50 or more.

Millennials are between ages 18 to 32.
The audience was developed within the parameters of northeast Florida. The reason for this is
because our clients network is focused around the first coast.
Actives
Predominantly Caucasian, professionals that are married.
They generally are homeowners, with a high social status, and have disposable income to
follow through on their green values.
They are seen as leaders in the communities, and are well educated.
They are very involved in volunteer work in their communities.
Public image is very important to actives and being green is an important part of their personal
image.
Many actives lead adventurous lifestyles and are outspoken with A-type personalities.
Millennials
In the U.S., millennials average 23 percent of the population.
Millennials are typically divided into two subgroups the younger, 18-25, and the older 25 to
32.
The highest index for millennials is typically college towns or near naval bases.
Millennials are greatly connected to the world, they are multicultural and they value
their work force.
Younger millennials are much more likely to rent their first house or live at
home longer.
Most millennials are label seekers who are willing to pay extra for a
brand reflecting the images they hope to convey about themselves like
smartphones or hybrid cars.
Currently millennials are the largest demographic population purchasing
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new technology and gadgets.
Research
Primary Research
Collaborative Inks primary research tactics included a consumer survey, a business survey, and
a focus group. All of these were necessary to understand the thought process that our different
target audiences experience while choosing the specific businesses to fulfill their services and
product needs. The consumer survey gave us the knowledge about what consumers thought
were most important when it came to sustainability and how far they were willing to go to be
green. The business survey gave us insight on why businesses do, or do not practice green
business strategies, and if they plan to in the future. The focus group was necessary in order
to gain insight into the thought process of millennials and actives on a much more personal
level. The combination of individual input and professional experience from the focus groups
allowed us to see specific behavior and gather ideas in relation to sustainability and going green.
Together all three of these research tactics provided us with the information necessary to fit our
businesses and consumers needs appropriately and accurately.
Consumer Survey
Understanding how consumers in the area practice sustainability, as well as, how they feel about
being green will lead to great success for First Coast Green Pages. Collaborative Inks research
team conducted a survey consisting of questions about perceptions of sustainability and the
environment. We asked the same questions of both our primary and secondary audience. The
team divided the data received into two different demographic categories: millennials, age 1832, and actives, age 33-50+.
Millennials: When our research team asked millennials if the economic savings aspect of
sustainability is very important or important, 44 percent of responders between the ages
of 18 and 25 agreed, while none thought that is was not important; and 6 percent
between the ages of 26 and 32 were generally interested in the money saving
aspect of the green movement.
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When people were asked what they do daily to be more green, one of
the first answers they gave is typically recycling. For our survey when we
asked consumers if they recycle, over half of millennials, 52 percent,
said that they do not recycle, while only 41 percent said they do. This
information is helpful to the campaign because one of the

goals is to educate consumers on simple ways they can make
a difference by being green, for example recycling.
When asked what for what reason millennials thought people
were interested in going green, 53 percent felt that consumers
are interested in going green because its the right thing to do.
Forty seven percent thought it was because of concerns for
the environment. Sixty three percent thought it was meaningful
for buyers and 48 percent said health reasons. This information
provides positive feedback for our campaign and provides
reassurance that millennials will play a significant part for the
green movement.
Sixty four percent of these responders disagreed with the
statement I believe it is easy to become sustainable and
energy efficient. However, forty three percent of millennials
practice energy conservation around their home, buy organic
or support eco-friendly organizations. We aimed to see
a reduction in the percentage of consumers who think is it
hard to become sustainable and energy efficient through our
campaign efforts.
Our research team then asked the millennials what they
thought about the word green that traditionally has had a
negative stigma surrounding it. Forty five percent of millennials
found the word green, to be trendy. While sixteen percent
of millennials thought that the word green, was more hippy.
Only 38 percent of these respondents thought that the word
green was important and half of the respondents thought the
word green was not important at all. From these answers we
concluded that the word green does not necessarily have a
negative stigma around it. Instead, it sets the ground for what
our campaign needs to focus on, which is strengthening the
importance of what green means to millennials.
The research team was also pleased to report that 91 percent
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of millennials felt that the environmental aspect of sustainability

is very important or important.
Actives: In order for Collaborative Ink to better understand
how to target consumers, our researchers chose to break up
the actives results into 3 age groups because of the wide
range of answers between 33 and 55+. Thirteen percent
of the respondents were in the 33 to 39 age bracket, 31
percent of respondents were in the 40 to 49 age bracket and
eight percent made up the 50 or over bracket. The following
questions are what was asked of actives to determine how
they feel about green, what they are trying to do to be green
and how educated they are about going green.
What is your highest level of formal education?
Do you recycle?
How easy do you believe it is to become sustainable and
energy efficient?
Do you have/do any of the following: Select all that apply
__ Buy organic
__ Compost
__ Practice energy conservation around the house
__ Recycle
__ Have Solar Panels
__ Support eco-friendly organizations
In your opinion, why are consumers interested in the green
movement?
__ Health
__ Money-saving Aspects
__ Social Responsibility
__ Meaningful to buyers
__ Concern for the environment
__ Right thing to do
__ Other
How do you feel about the word green?:

How green is your home? Select all that apply:
__ I recycle
__ I only use green cleaning products
__ I have energy-saving light bulbs
__ I rely on solar or wind energy
__ Own only eco-furniture
__ Compost
__ Own hybrid car
The things I already know about being green I learned from:
a. Peers/family

b. Businesses

c. News sources

d. Books

e. Internet
How important is the economic savings aspect of sustainability?
How important is the environmental issue aspect of sustainability?
Age 33 to 39: Twelve percent had a bachelors degree, 50 percent had a masters degree,
and one person had a PhD as their highest form of education. Knowing how educated our
audience is important to the campaign because it informs us on how to effectively communicate
with them.
Twelve percent of these responders reported that they currently recycle. While 13 percent
reported that they do not, a much lower percent than the millennials. This information is beneficial
for the campaign because it helps to define what each age group is doing or not doing to help
go green.
Twenty percent of these responders strongly agree that it is easy to become
sustainable and energy efficient while seven percent disagreed which
assists the campaign because First Coast Green Pages will only help
make becoming sustainable easier for its users.
When asked about what sustainable practices they use around their
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homes: twenty percent said they compost, 16 percent have energy-saving light bulbs, 13
percent buy organic and practice general energy conservation around their homes. From this,
knowing what practices our audience already use will give us a head start with educating them
on easy ways to practice sustainability through our campaign.
When asked about the word green 16 percent felt the word was hippy, compared to only
seven percent of millennials.
Fourteen percent learned about being green from the Internet; 13 percent learned from peers
and family. This tells us that the Internet and word-of-mouth have a similar role as an avenue for
information, also knowing that this age group mainly uses the Internet for information is great for
our client.
Eighteen percent thought that social responsibility is a reason consumers are interested in the
green movement. Seventeen percent of these responders reported that the economic savings
aspect of sustainability is very important, while 16 percent reported that the environmental
issue aspect of sustainability is very important. This information shows that all respondents
found something important about the green movement.
Age 40-49: Forty percent of respondents had a high school diploma, 22 percent had an
associates degree, 36 percent had a bachelors degree and 25 percent had a masters degree.
This age group, was closest to the millennials with how much they recycle; 35 percent of these
responders recycle, while 23 percent do not. Also another interesting similarity was found when
asked about their feelings on the word green, both 38 percent of this age group and millennials
reported the word green is important. Both of these findings are fundamental for the campaign
because it means that the majority of our audience is currently attempting at the green effort
and thinks its important.
Thirty six percent of these responders were neutral in believing it was easy to become
sustainable and energy efficient while 21 percent disagreed.
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However, in contrast to the millennials and 33-39 year old actives, 33

percent of this age bracket learned about being green from books and
businesses, while 48 percent knew about it from news sources. These
statistics are vital to our campaign because we chose to use a PSA to
target the actives to use First Coast Green Pages.
When responded to the question how green their home was,

35 percent have energy saving light bulbs, 26 percent only
use green cleaning products, 16 percent have eco-friendly
furniture. Thirty percent of these responders compost, 29
percent practice general energy conservation around their
home, 23 percent support eco-friendly organizations, and 22
percent felt their home wasnt green at all. Thirty nine percent
of dont do any of the items listed above. This is very helpful
information for when we integrate the LiveSmart trailer into our
campaign targeting the actives, as well as, giving us a better
idea of what types of businesses they would be interested in
seeing on First Coast Green Pages.
Regarding factors that drive interest in the green movement,
31 percent felt that social responsibility was a factor, Thirty
six percent of these responders reported that the economic
savings aspect of sustainability was important while 20 percent
were neutral.
Thirty three percent reported that the environmental issue
of sustainability is important, 30 percent felt that it was very
important and 20 percent felt that it was neutral.
Age 50+: Sixteen percent of those responded stated that
they had a master degree.
This age group had the lowest percentage of people that
recycle, at only nine percent. But, among these responders,
50 percent compost, 33 percent have solar panels, 16 percent
have eco-friendly furniture and 11 percent have energy-saving
light bulbs. Thirteen percent support eco-friendly organizations
and only two percent of these responders thought their home
was not green. Even though only a small percent recycles,
they do a lot of other green things around their homes. This is
extremely important to our campaign because we have learned
that the actives perform almost all their sustainable practices
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around their homes. Again making them ideal consumers for

the LiveSmart trailer. This information also helps us predict
what businesses they would like to see on First Coast Green
Pages.
Ten percent of these responders strongly agree that it is
easy to become sustainable and energy efficient. Thirty three
percent of these responders learned about being green from
books while only two percent found it out from the Internet.
When asked about different aspects of sustainability and the
green movement, 13 percent felt the economic savings
aspect of sustainability is not as important while only eight
percent thought it was very important. Twenty percent
reported that the environmental issue of sustainability is
neutral while 10 percent thought it was important. Lastly, six
percent of this age bracket felt that health was a reason people
were interested in the green movement. This is important
to our campaign because now we know that millennials are
over three times more concerned with being green for health
reasons, compared to the actives.
Business Survey
Understanding how businesses in the area feel about the

word green is also a huge part of First Coast Green Pages
success. Although, the website runs heavily off of consumer
involvement, without businesses First Coast Green Pages
would not exist. Collaborative Ink conducted a survey of 16
local businesses to gain insight on their sustainability efforts
and determine how active they are in the green movement.
The businesses were first asked how many employees worked
at the organization. The majority were smaller businesses with
39 percent having only one to three employees. Nineteen
percent replied back that they only had four to six employees
and 12 percent had seven to 10 employees. However, we
did get a high percentage of business with 20 employees or
more, 31 percent response. This information

is beneficial to the campaign because
the businesses vary in size. Which gave
Collaborative Ink an extremely measurable
and accurate response on how businesses
feel about being green.
When asked on a scale of one to five how
eco-friendly businesses would consider
themselves, with five being the most, exactly
half of the businesses answered the number
three. Twenty-six percent answered five, and
18 percent answered four. This information
helped to breakdown how sustainable
businesses are presently. Which helps the campaign to pinpoint how much awareness and
education is required, to fully inform businesses on how to become more sustainable.
In order for Collaborative Ink to understand what types of businesses need the most help
with sustainability the organizations were asked what their primary business industry was. Six
percent responded back that they were a communications, education or Internet provider type
organization. While 13 percent answered that they were an organization associated with the
government, medical, retail or financial. Thirty percent responded back that their business was
associated with something other than the options provided.
When asked if the businesses consider the environment when making purchases and decisions
for their business, 93 percent said yes. This was a very significant finding, considering it allows
the assumption to be made that if an organization has access to the resources that First Coast
Green Pages provides, it is more likely they will convert to green practices.
Another question that was asked was whether or not the businesses knew about the U.S.
Green Building Council (USGBC) and LEED. Sixty two percent said yes, while 31
percent said no. With this information the campaign can gather the material
needed to be effective in transforming businesses into more sustainable
establishments. By bringing awareness to LEED certification the campaign
will have a greater success at educating businesses on how to be green.

We then asked about the sustainability practices of the businesses.
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Energy conservation and recycling were both used by 68 percent of the businesses, and 56
percent practiced water conservation. Waste prevention was only at 37 percent and 25 percent
of the businesses patronized green vendors. This information tells us that business are at least
trying to make an effort to be green. For the campaign to be effective we must fulfill the job of
assisting these business green efforts.
Next we asked about the future of these businesses, six of the companies responded that they
were very likely to include sustainability efforts in the future of their business, five were somewhat
likely and five were likely. Fortunately, none of the business responded that they were not likely.
A question of whether or not consumers of these businesses have ever requested green
products was asked. Ten of the businesses responded that customers request them to use
green products, while six did not have customers that request it. Following that question,
13 businesses said that they feel their business would be seen as a better company if it
were considered a green business. When asked about their companies experience with green
services, 43 percent use Energy Star, 37 percent have read information on it, 31 percent
have used LEED and 31 percent said other. These questions provide good information for
the campaign because all business want to cater and please their consumer. Therefore, if the
majority of consumers want greener products and will hold these business with higher regard
if they become more sustainable, these businesses are more likely to transform into green
companies.
The last question asked was, why the businesses have not been using green building technology.
Five of the businesses claimed cost, two said the complexity of the information, one said cost
of green technology and eight said other. This information provided us with reasons on why
businesses say no to green, our job is to find ways to make it easier for them to become green.
Focus Group
Collaborative Ink conducted two focus groups on November 11,

2014 at the Dalton Agency to find out what our target
audiences, actives and millennials, think of the existing
First Coast Green Pages website, and also what
green practices they already participate in. We
had nine actives participate in the first focus group
and five millennials participate in the second
although two arrived late and did not answer all
the questions.
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Actives: When we asked them what they associated with

the word green, they answered positively with cleanliness,
sustainability, recycling and money. However there was one
negative response greenwashing.
When we asked them what the first thing was that came to their
minds about green energy or going green they answered with:
recycling, building green, smarter choices, energy efficiency,
reducing their carbon footprint, Tesla, windmills, green energy
being positive, solar panels and LEED certification.
The focus group thought that LiveSMART is bright and colorful,
but it doesnt let you know what it does and that it needs to be
more visually interesting.
We asked them how they strive to become more energy
efficient, they answered that they turn their air conditioner
off/down, turn off lights, recycle, use reusable bags and
bottles, take their own cup to get coffee, conserve water and
consolidate car trips.
When asked what their ultimate goal was when it comes to
sustainability and the focus group answered the health of the
earth, fixing what industrialization did to the earth, influencing
their children to make sustainable choices and also thinking
about their kids future as they are making decisions.
We asked if they thought sustainability has become an integral
part of organizations and companies and they said they feel
like organizations and companies either have to do it, or they
should do it to save money; they should also pay to recycle
if it is not already a regular service. Companies such as their
own tend to choose convenience over green, and care more
about buying local than buying green.
They thought that Sustainable Sam should give people a
reason why they should be green, it needs to be over the top
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to gain attention and should be integrated into the campaign

once the brand has been well established. We took these
ideas into consideration and applied them to our campaign
tactics.
When we showed them the old and new logos they didnt like
either of them at all because they felt they werent a cohesive
unit. They also thought the links didnt make sense. They
wanted something much simpler. They liked the logo on the
blimp for the Facebook page better than the logo we originally
decided on. We eventually changed it from our version of
FCGPs logo to something very different.
The focus group loved the name and theme of the Green
Tie Event, but they thought it should be at the garden at the
Cummer Museum or the Jacksonville Zoo and a $60-$100
ticket price would be fair.
Millennials: When we asked this focus group what they
associate the word green with, they answered healthy,
organic, clean, brass and Kermit the frog.
We asked them how they strive to become more energy
efficient, like the actives, they answered that they reduce the
use of AC, turn off lights and carpool. They also included riding
bikes instead of driving on the weekends, recycling at work,
reading more online than on paper and would choose energy
efficient practices only if it saves them money.
We asked them what obstacles affect their ability to becoming
green. They said the biggest problem is expense and
inconvenience. They would however be likely to pay more for
quality food and they do not really think about being sustainable
when they are spending money. This is why for our Green
Tie Gala, we targeted the actives and not the millennials,
millennials do not have as many funds as actives typically do.
They thought the website is copy heavy and didnt like the layout. They said they would have no
idea what the website was for if they saw the homepage for the first time. These are ideas we
will pass on to the client for consideration.
The Millennials were slightly confused how the LiveSMART trailer tied into the First Coast Green
Pages. They thought that the idea of LiveSMART is good but it needs to tie into green pages
more- maybe green pages should be a product within LiveSMART. They also agreed with the
actives that they wouldnt know what the trailer was if they were to walk up to it.
One member of the actives focus group pointed out that they didnt like #livelikesam, because
they felt it references someone passing away, so we did not choose to use that hashtag.
Secondary Research
The secondary research was compiled of previous research that has been done on clients
comparable to First Coast Green Pages. The research also educated us about what our client
is trying to achieve. The information was used to help Collaborative Ink create objectives and
tactics in order to provide a successful and strong campaign. It gives us insight on things that
the client can work on, as well as things that the client is already doing correctly.
Benefits of being green: The typical answer of why people do not go green is that it is
too costly. However, after further research we found that this is not necessarily true. Going
green can reduce household costs significantly, it just takes a universal effort. According to
goinggreentoday.com if everyone in America were to wash their clothes exclusively with cold
water we would save up to $3 billion dollars in energy cost annually, and cut down on national
CO2 emissions by a whole percent. Simple things can be done to conserve energy and reduce
your households daily cost. Such as, paying attention to lights left on or keeping the temperature
at a consistent degree versus constantly changing it. According to the American Solar Energy
Society, the amount of sunlight that falls on the Earth in one minute is sufficient enough to power
the world for an entire year. Brite Idea Energy reported that solar panels have saved consumers
and business anywhere between 50 percent and 90 percent in costs. Shelton Grp.
stated the 82 percent of say that higher energy efficiency would cause them to
chose one new home over another.
Going green does not only save you money but can promote and improve
your health. Goingreentoday.com reported that residents who live in
walkable neighborhoods weigh on average 10 pounds less than those
who tend to be more sedentary.
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Nevertheless, the main reason we are seeking to develop more sustainable habits is to conserve
our environment. If we do not take action now our future as a planet does not look very bright.
Every little change can help turn our environment around. From recycling, buying products
made in America, creating no chemical waste, not buying products from companies that use
animals for testing and buying products that are made from recycled items.
To bring this idea closer to home, Florida is the nations fourth most populous state, according
to the EPA, and it is projected to increase 50 percent by 2030. Although, since 2000, the water
use per person has declined in Florida, due to water conservation efforts, it is still predicted to
rise parallel with the increase in population. The major problem with this is that the Everglades
are slowly disappearing with the increased water consumption by our population. However, we
can do something about this by using special landscaping techniques, water-efficient irrigation
systems, reducing stormwater runoff, reducing household water usage and becoming more
efficient when watering our lawns and gardens. Floridians have the opportunity to save up to
46 million gallons of water each day if we just take these small efforts to turn our environment
around.
U.S. Green Building Council North Florida: The U.S. Green Building Council North Florida
Chapter is a non-profit promoting a sustainable economy through
awareness, education, marketing and transformation. Although, they
focus on many initiatives each year, their main focus is to promote
and achieve a sustainable region by the year 2040. The three main
initiatives they have established to reach their goal of sustainability are
awareness, education and policy. This organization seeks to link people,
planet and profit through green buildings because of their impact and
volume (USGBC). The North Florida chapter currently has locations in
11 counties with over 200 members.
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LEED Certification: Leadership in Energy and Environmental Design. The U.S. Green
Building Council created the LEED certification program in order to shed light green
businesses and practices that are making an effort to use specific strategies
and tactics to be a sustainable organization. There are four different
certification levels that businesses may qualify for. Being certified is the
lowest form of LEED and Platinum is the highest. The LEED program is
the only permanent green certification program and is currently being
used in over 120 countries.
Comparable online Directories to First Coast Green

Pages:
Green Americas National Green Pages
A not-for-profit membership
organization developed in 1982.
Acts as an online directory
for green practices, a blog and
a green-guide for consumers,
businesses and investors.
Their mission is to encourage a sustainable society
by strengthening consumer, business and marketplace
involvement.
Their vision is to create a sustainable world where all things
are preserved for the generations that follow.
Seek to empower individuals to invest and make better
sustainable choices with their purchases.

They want to challenge businesses to take responsibility for
our economy by being part of the green movement.
They are on a quest to create a sustainable world.
Seek to empower people to take responsibly for their
environmental actions.
The organization functions as a collaborative and handson workplace in order to build a well-designed concept and
message.
They are very active on social media platforms, with 31,722
likes on Facebook, a blog, Twitter and Pinterest accounts.
They have 99 businesses listed in Florida and over 300
listings total in most of their categories: retail, personal care,
supplies, clothing, food, and household items.
Northeast Sustainable Energy Association (NESEA)
Acts as an online directory for green businesses, a blog, a

job finder for sustainable jobs and a newsletter.
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NESEA green pages are the primary resource for sustainability

professionals in the northeast.
The organization functions as a collaborative infrastructure to
spread green awareness.
Mission is to promote the implementation of sustainable
energy practices in the built environment.
NESEA has a 12-year goal that by 2025 through the use of
inquiry, scrutiny and mastery they will be able to create a more
sustainable environment.
The have created a list of events from BuildingEnergy which
is the most cross-disciplinary renewable energy and high
performance building conference and trade show, as well
as, BuildingEnergy pro tours which are hands-on learning
opportunities for practitioners.
Their social media outlets are extremely active including
Facebook with 3,092 likes, a Twitter, LinkedIn and RSS feed.
NESEA also has a donations pages.
The South Florida Green News
A blog site that acts as a resource page for green businesses

located in the south Florida region.
A resource to inform people about everything green.
This web page also contains special local green events, a
list of 50 ways to be green, action alerts and Q and As with
local green activists.
Listings are free of charge and they encourage other green
business to contact them in order to be posted on the web
page.
They currently have 29 categories with 123 businesses
listed.
Their web page is powered by a solar power web host,
AISO.net.
The mission of this database is to sustain the Florida coastline
and keep our ocean clean.
Campaign Objective 1: Raise Funding
Objective: Collaborative Ink aims to raise $10,000 through fundraising events by the end of
the year.
Tactic 1: There will be a Live Green Play Green fundraising event held at Aardwolf Brewery
which will raise approximately $200.
Tactic 2: There will be a Green Tie Gala fundraising event held at MOSH which will raise
approximately $8,000.
Tactic 3: Text-to-donate will be implemented at events using Obopay service, a mobile
payment company.
Tactic 4: Silent auctions will be implemented at events
through an auction company or personally.
Live Green Play Green
Benefits: By hosting the Live Green Play Green event, Collaborative Ink will help First Coast
Green Pages (FCGP) spread awareness and support from the millennials in northeast Florida.
What: Live Green Play Green hosted by FCGP, is an event targeted toward millennials. The
businesses listed on FCGP will be invited to table the event where they can give information and
give attendees tips on how to be sustainable. At the tables teams can obtain tickets to partake
in the various games, including life-size beer pong, life-size Jenga, life-size Twister, flip cup and
cornhole will be played by teams. Winners will enter to win a prize provided by the businesses
tabling at the event. The attendees can also purchase Green Lion Pale Ale during the event,
where $1 will go back to FCGP for every beer sold. Prior to the event people planning to attend
the event can visit FCGP businesses and receive game tickets to use at the event towards
the games. There is no initial cost to attend the event and the event will be promoted through
millennial driven social media outlets. Teams can obtain tickets by going to each individual
businesses table and also have the option of purchasing tickets, which will be sold at $5 each
with all proceeds going back to FCGP and the U.S. Green Building Council of North Florida.
When: The event will take place on Saturday, April 25th, 2015 and will be held
from 12 p.m. to 8 p.m. This time and date was chosen in support of Earth
Week which is April 19-26, 2015.
Where: The Live Green Play Green event would be held outside Aardwolf
Brewery. Holding the event in a popular San Marco brewery in will help
with the success and turnout of the event. The U.S. Green Building
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Council of North Florida already has a standing relationship with Aardwolf Brewery.
Who: The event is targeted towards millennials who are interested in craft beers and are open
to gaining knowledge of living sustainability.
For more information please contact:
Aardwolf Brewery:
1461 Hendricks Avenue,
Jacksonville, Florida 32207
(904)-301-0755
aardwolfbrewing@gmail.com.
www.aardwolfbrewing.com
Budget:
(Based on 100 people attending)
Cost of event: $807 ($8.07 per person)
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Includes:
Venue: $0
Game Equipment: $436.85 ( $4.37 per player)
Misc supplies (green tickets/wheel): $119.97 ( $1.20 per player)
Alcohol: $250 ($2.50 per player)
Prizes: Donated by businesses tabling and promotional items from
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FCGP
Event funds raised from ticket sales ($5 a ticket, 3-5 people
per team): $100
Profits from beer purchases ($1 from every green beer sold):
$100
Total funds raised: $200
First coast green pages presents
Live Green
Play Green
join us at aardworlf brewery to help raise money for FCGP
Saturday, April 25
12pm - 8pm
Fi rst Coas
tG
re
featuring Green beer, Corn hole, life-sized

jenga, Giant twister, Beer pong, a prize wheel for
promotional giveaways and so much more!
1461 Hendricks Ave, Jacksonville, FL 32207
o rg
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Pag
n
e
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FOR IMMEDIATE RELEASE
Contact:
Sarah Boren, Executive Director
(904)535-0055
sarahboren@usgbcnf.org
First Coast Green Pages Promotes
Sustainability with Live Green Play Green
JACKSONVILLE, Fla.; April 25, 2015 - First Coast Green Pages
is hosting the Live Green Play Green event. The event will be
held on Saturday, April 25 from noon to 8 p.m. at Aardwolf
Brewery in San Marco. Attendees can enjoy handcrafted
green beer and play outdoor games while learning about
local green businesses and how they can be sustainable in
their everyday lives.
Attendees will be able to create teams of three to five people
and engage in life-size beer pong, life size, Jenga, cornhole,
life-size Twister and flip cup. The teams can engage with
green businesses tabling at the event where they can learn
how to live smart and live green. The tables will be giving out
tickets to teams which they can use to play the games at the
event. Tickets can also be purchased for $5 each and Green
Lion Pale Ale will be served for a limited time during the event,
with proceeds going back to First Coast Green Pages. There
will also be a prize wheel that players can spin to win First
Coast Green Pages promotional gear. The team that wins the
most games at Live Green Play Green will win a grand prize
donated by the companies listed on First Coast Green Pages.
First Coast Green Pages is an online directory that creates a supply and demand for local green
businesses. Sarah Boren, founder of First Coast Green Pages and Executive Director of the
USGBC North Florida Chapter, saw a need in the community for a resource that people could
go to seeking green organizations.
Twitter @LiveSMARTGreen
Instagram @LIVESMARTGREEN
Facebook: First Coast Green Pages
MOSH Green Tie Gala
Benefits: Collaborative Ink will increase awareness for First Coast Green Pages through a
fundraising formal gala. The gala will help the organization build lasting relationships in the
community as well as collect donations from guests.
What: The Green Tie Gala will be a formal event including dinner catered by Anthonys Catering
and a brief presentation. Guests will be able to walk a green carpet and take part in a stop and
repeat photo opportunity. Sarah Boren, the Executive Director of First Coast Green Pages will
present to the attendees and explain the vision and goals of the organization while heavy hors
doeuvres and pastries are served. Each guest will also have one free drink ticket to use at the
gala.
Where: The Green Tie Gala will be located on the rooftop of the Museum of Science and
History in downtown Jacksonville.
When: Collaborative Ink suggests July 18, 2015 as the official date for the gala.
Who: The gala is targeted towards actives who aim to support First Coast Green Pages.
Usually, actives are the most interested in living a sustainable life and have the funds to be able
to support an organization.
Retail and Special Events Manager:
Ashley Thibedeau
1025 Museum Circle Jacksonville, FL, 32207
(904)-396-6674 ext: 240
athibedeau@themosh.org
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Event Coordinator at Anthonys Gourmet Catering

Kim Flowers-Stoddard
670 Kingsley Avenue Orange Park, FL 32073
Phone: (904) 264-1338
Email: theventpros@aol.com
Budget:
Ticket Price (per guest): $100
Total Cost (per guest): $61.81
Includes:
Venue: $10.00
Food: $18.95
Alcohol: $6.75
Gratuity: $4.99
Music > Cello Soloist: $1.00
Profit (per guest): 38.19
Total Event Profit: $7,638
Item
Cost
Venue: MOSH rooftop
$2000.00
Entertainment: Cello Soloist
$200.00
Food: Anthonys Catering
$3790.00
Alcohol: Anthonys Catering
$1350.00
Gratuity: Anthonys Catering
$998.00
Total Event Cost
$8140.00
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Hors doeuvres
Cocktail Meatballs: Served in Chefs sweet and sour Sauce
Shrimp Cocktail Shots: Served chilled with spicy cocktail sauce
Tomato Pesto Bruschetta: Toasted French baguette topped with
spinach pesto, vine ripe tomato and fresh basil
Antipasto Skewers: Genoa salami, mozzarella cheese, black olives
and grape tomatoes skewered and marinated in balsamic

vinaigrette dressing
Penne Pasta: With alfredo pesto, Italian seasoned sauted
chicken and mushrooms
Fresh Assorted Pastries: May include: cream horns,
cream puffs, mini cheese cakes, assorted tarts, peanut butter
cups and chocolate dipped strawberries
First Coast Green Pages invites you to the 1st annual
Fi rst Coas
tG
re
At the Museum of Science and History

Saturday July 18th, 2015 from 6 to 10 pm
RSVP at https://www.eventbrite.com/
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Contact:
(904)535-0055
First Coast Green Pages Promotes
Being Sustainable with MOSH Gala
JACKSONVILLE, Fla.; June 18, 2015 - First Coast Green Pages
is holding a gala event to celebrate the launch of their new
website on July 18, 2015. The event will be held from 6 p.m.
to 10 p.m. at the Museum of Science and History. Guests will
be able to enjoy heavy hors doeuvres and cocktails provided
by Anthonys Catering, while being introduced to what First
Coast Green Pages is all about.
The gala will be a green tie event and as such all guests
are encouraged to dress in formal attire. Accents of green or
green ties are strongly encouraged. During the event, there
will be a silent auction and guests will hear from Sarah Boren,
Executive Director of First Coast Green Pages.
friendly and sustainable businesses that consumers can
easily access. Sarah Boren saw a need in the northeast
Florida community for a resource for people to find vetted
green talents, products and services so she decided to create
the resource. Join us on July 18th by supporting First Coast
Green Pages while enjoying dinner and events.
For more information and to purchase tickets please visit: firstcoastgreenpages.org

Campaign Objective 2:
Raise Business
Involvement
Objective: Increase business involvement: Increase user accounts/listings on First Coast

Green Pages to 150-200.
Tactic 1: Increase likes on Facebook by 50 percent. Increase Twitter and Instagram followers
by 40 percent.
Tactic 2: Increase the amount of viewing traffic on the website by 15-25 percent.
Tactic 3: Broadcast business PSA in January in order to gain 250 views on First Coast Green
Pages
Social Media
We suggest using social media to engage with the local community businesses to increase
businesses involvement on the website. Businesses will be featured monthly on Facebook and
Instagram, giving them another incentive to signing up on the First Coast Green Pages website.
Every month we will post a green business of the month on Facebook and Instagram to publicize
the new businesses joining First Coast Green Pages. We will also highlight interesting things
that are happening at the specified business of the month or what the businesses are doing
to help the environment that month. Through use of social media the viewership of these new
organizations will increase. With this coincides increased individual discovery of First Coast
Green Pages.
Website Enhancement
Providing businesses with a user friendly and impressive website will give
businesses a desirable source to engage with. Since the website is in its
beginning stages we found minor changes that can enhance the overall
visual appeal of the website and lead to a user-friendly source.
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Simplifying the design to be more similar to a directory type outlet, instead of a forum, would
allow users to quickly recognize the purpose of the website as a whole. The suggested changes
to the webpage would include: a prominent search tool with advanced specifications, removing
the lettering below the search bar and formating the categories to be bold and noticeable when
on the home page.
The content of the website should be updated to be contextually the same across both social
media platforms and firstcoastgreenpages.org. Also, including an About tab, with sub-tabs
that include: History, U.S Green Building Council, LEED and How We Work at the top menu bar
would be helpful. The About tab is needed so users can easily locate, with just one effortless
click, information on First Coast Green Pages. This will be helpful for both consumers and
businesses.
Public Service Announcement
The radio PSA was recorded using the Sam announcers voice with soft music playing in the
background. The PSA targets businesses and emphasizes the importance of utilizing First
Coast Green Pages as an advertising and marketing outlet. First Coast Green Pages gives
businesses an opportunity to not only to promote their business but, inform consumers on what
their companies are doing to stimulate the green movement. This PSA explains how gained
publicity through the First Coast Green Pages website will help the business to thrive and further
sustainability in north Florida.
PSA For Businesses:
Announcer:
LOOKING FOR A WAY TO HELP NORTH
FLORIDA LIVE GREEN? FIRST COAST GREEN
PAGES IS AN ONLINE DIRECTORY FOR GREEN
BUSINESSES TO PUBLICIZE AND FURTHER ALL
THE GREAT SUSTAINABLE GREEN
36
HAPPENINGS OCCURRING IN NORTHEAST
FLORIDA. WE ARE YOUR OUTLET FOR HELPING

OTHER PEOPLE IN NORTH FLORIDA TO UTILIZE
ALL THAT YOUR GREEN BUSINESS HAS TO
OFFER FOR A BETTER FUTURE! FOR MORE
INFORMATION, PLEASE VISIT OUR WEBSITE AT
FIRST COAST GREEN PAGES DOT ORG. LIVE
SMART LIVE GREEN!
Campaign Objective 3:
Raise Awareness
Objective: Raise Awareness: Increase the awareness of First

Coast Green Pages to the community by 10 percent.
Tactic 1: Increase likes on Facebook by 50 percent.
Increase Twitter and Instagram followers by 40 percent.
Tactic 2: Obtain 200 views/shares of the viral video and info
graphic video
Tactic 3: Increase website views during the month of
January while the PSA is being aired on the radio.
Tactic 4: Increase LiveSMART trailer foot traffic by 50
percent.
Social Media
Collaborative Ink has created a social media campaign that will

start at the beginning of January and ending in the beginning
of October. Twitter, Facebook and Instagram will all play crucial
roles in this campaign.
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We recommend that the Instagram account and Twitter

account focus on the whole organization, First Coast Green
Pages, instead of just the LiveSMART trailer. This change will
better focus the campaign around the whole organization
instead of just one part of it.
The tagline throughout the campaign is Live Smart Live
Green. The LiveSMART trailer is a big part of the First Coast
Green Pages organization because it is an example of an ecofriendly home and if it is utilized correctly during the campaign,
it can be very effective towards active consumers. It is also
a beneficial way to exhibit what different green businesses
have to offer such as energy conservation, water conservation
and other sustainable materials. The LiveSMART trailer is
extremely important, which is why we included LiveSMART in
our slogan. The LiveSMART trailer will also be taken advantage
of during the campaign through the use of a social media
contest at the beginning of the campaign where people find
the LiveSMART trailer around Jacksonville, take a picture with
it, and post it on Twitter with the hashtag #livesmartlivegreen
for a chance to win a First Coast Green Pages shirt every two
weeks.
After the first half of the campaign, the LiveSMART social
media contest will transition. Starting in June Sustainable
Sam will be introduced as the campaigns identifiable figure
for going green. Sam will make frequently post on the social
media accounts regarding facts about going green. Sam will
also post where he goes throughout the week and will start
being incharge of highlighting specific green businesses every
month. The hashtag used throughout the campaign will be
#GreenTeam which will promote a feel of community among
people working towards living more sustainable, smart and
green lifestyles. We chose #GreenTeam because we want the
entire community to feel apart of a team that promotes living
a green life. The green team will be lead by Sustainable Sam.
Every Monday we will release an informative post on Twitter, Facebook and Instagram explaining
a new way to be green. These posts will also show the importance of how living a green lifestyle
can save money. Our research has shown that the cost of green living is something that is a
deciding factor of whether or not our target audiences go green.
There are three events that are held throughout this campaign. Each month leading up to
the three events, we will include a promotional post about the event (Live Green Play Green
millennial event, Green Tie Gala active event, and Artwalk).
Social Media Calendar
January
Radio Public Service Announcements released January 12
Launch social media contest on Twitter with the LiveSMART trailer
Winner is announced on Friday, the 9 and 23
Winner is announced with a repost of the picture they took and will receive free promotional
item with the First Coast Green Pages logo
Every Monday post green informational fact on Facebook
January 5: Stay warm during the winter while saving money on your energy bill by switching
to more energy efficient appliances. Look for the Energy Star label when you shop. (Picture of
a product with the Energy Star label)
January 12: Arbor Day is celebrated in Florida on the third Friday in January. Celebrate Arbor
Day by planting a Sabal Palmetto, Floridas state tree, and enjoy the outdoors! (Picture of Sabal
Palm)
January 19: By investing in a low-flow shower head, you can save up to 15 gallons of water
during a 10 minute shower! (Picture of a low-flow shower head with water coming out).
January 26: By recycling one aluminum can, you would be able to run your television for three
hours! (Picture of recycle bin with aluminum cans inside)
February
Continue social media contest on Twitter with the LiveSMART trailer
Post green informational fact on Instagram and Facebook on Tuesday,
February 3
Shopping local is a great way to reduce your carbon footprint and
support your community! (Picture of local store on First Coast Green
Pages)
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Green Business of the Month is posted on Instagram and Facebook on Wednesday, February
25
Promote Art Walk on Wednesday, February, 4 on all platforms
First Coast Green Pages will be in downtown Jacksonville today for Art Walk. Come see us
from 5 to 9pm to learn more about our organization and how to live a green life!
March
Informative Video will be released March 12
Post green informational fact on Instagram and Facebook starting on Tuesday, March 3
Start fresh this spring with green cleaning products! Using green products can reduce the
inhalation of toxic chemicals during cleaning. (Mention business from First Coast Green Pages
that sells cleaning supplies)
Use photo of green cleaning supplies
Green Business of the Month is posted on Instagram and Facebook on Wednesday, March 25
Start promotion for Live Green, Play Green event on all platforms every Saturday
Details about date, time, location and pricing
Promote Art Walk on Wednesday, March 4 on all platforms
April
Winner is announced on Friday, April 10 and 24
Post green informational fact on Instagram and Facebook on Tuesday, April 7
April showers bring May flowers! Eco-friendly rain boots and rain coats make a fashionable
statement while keeping you dry during downpours. (Picture of someone wearing an ecofriendly item in rain).
Green Business of the Month is posted on Instagram and Facebook on Wednesday, April 29
Post about Earth Day on April 22 on all platforms
Happy Earth Day! Today marks the 45th anniversary of Earth Day. Go out and be
green! (Picture of Earth)
Post every Saturday to promote Live Green, Play Green event on all platforms
Promote Art Walk on Wednesday, April 1 on all platforms
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May
Post green informational fact on Instagram and Facebook on Tuesday,
May 5
Flowers are blooming everywhere! To keep them beautiful
longer use chemical-free water caught with a rain barrel. Get
crafty and create your own with a trash can. (Picture of rain
barrel and spigot).
Green Business of the Month is posted on Instagram and
Facebook on Wednesday, May 27
Promote Art Walk on Wednesday, May 6 on all platforms
June
Viral Video released June 12
Introduce Sam from the Green Team
Sam will make posts every Monday on all social media
platforms
Use #GreenTeam to promote First Coast Green Pages and
offer facts about going green
Facebook on Wednesday, June 24
Start promotion for the Green Tie Gala event on all platforms
every Saturday
Promote Art Walk on Wednesday, June 3 on all platforms
July
Sam from the Green Team will continue to post every Monday
on all platforms
Facebook on Wednesday, July 29
Post every Saturday in July to promote the Green Tie Gala
event on all platforms
Promote Art Walk on Wednesday, July 1 on all platforms
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August
on all platforms
Facebook on Wednesday, August 26
Post about Art Walk on Wednesday, August 5
September
on all platforms
Facebook on Wednesday, September 30
Post about Art Walk on Wednesday, September 2nd
October
Post reminder about Green Lion Festival on all platforms on
October 1
Campaign ends on October 4
Sustainable Sam
Sustainable Sam is the identifiable

figure of the campaign. We chose
to use Sam in our campaign so that
people have a figure they can relate
to and emulate his sustainable ways.
When people think of Sam, they will
think of the figure they want to be like
by living a green, sustainable lifestyle.
Sam is an acronym for sustainable,
attainable and manageable. Sam will
post on all social media platforms
about going green and becoming
more sustainable in ordinary ways.
Sam is also the leader of the Green Team. #GreenTeam will be the
hashtag we will be using to encourage people to join the Green Team.
By using the hashtag people will post pictures of themselves using green
products or services. We believe this will encourage people to feel a
sense of community as well as a sense of responsibility to become more
sustainable in their everyday lives to help that community. The sense of
community and the social media campaign will drive them to use First
Coast Green Pages as the hub of their new life towards sustainability.
Public Service Announcement
Collaborative Ink chose to create one radio PSA, one informative video and one viral video to
raise awareness of First Coast Green Pages. The PSA was recorded to target actives and we
created the infographic video and viral video to emphasize the importance of First Coast Green
Pages and being part of the green movement.
The radio PSA was recorded using the same announcers voice and soft music playing in
the background as the business PSA. The PSA targeting actives emphasizes the fact that
going green will save the consumer money while creating a better future. This PSA exhibits the
importance of using the First Coast Green Pages website to look for green businesses that will
help the consumer to live a green lifestyle.
PSA For Actives:
Announcer:
LOOKING FOR A WAY TO UTILIZE YOUR HARD
EARNED DOLLARS WITH BUSINESSES THAT
CARE ABOUT A BETTER FUTURE FOR ALL?
FIRST COAST GREEN PAGES IS AN ONLINE
DIRECTORY FOR GREEN BUSINESSES TO
PUBLICIZE AND FURTHER ALL THE GREAT
43
SUSTAINABLE GREEN HAPPENINGS

OCCURRING IN NORTHEAST FLORIDA. WE WILL
HELP YOU FIND SAFE AND SUSTAINABLE
ALTERNATIVES FOR EVERY ASPECT OF YOUR
LIFE! FOR MORE INFORMATION, PLEASE VISIT
OUR WEBSITE AT FIRST COAST GREEN PAGES
DOT ORG. LiveSMART LIVE GREEN!
Informative Video Summary:
The purpose of the informative video is to let consumers know what First Coast Green Pages
is doing and why living a green life is beneficial for everyone. This video is primarily targeted
toward actives. Through the use of infographics, such as the LiveSMART trailer, we explain
the importance of going green through statistics and facts about items found in a home in a
short video. We decided to focus heavily on the home features that are displayed inside the
LiveSMART trailer to intrigue the interests of actives. Getting actives to understand that changing
their lifestyle at home and living smart can be exciting, beneficial and easy through the use of
the First Coast Green Pages website is the goal of this informative video.
Viral Video
The purpose of the viral video is to grasp the attention of millennials in

a humorous way. This video will not be introduced until halfway through
the campaign due to the use of Sustainable Sam in the video. This video
exhibits Sustainable Sam as First Coast Green Pages face of the brand.
He is a brand for everyone to try and emulate. It begins in black
and white and has a 50s theme to it. The video shows Larry
doing things that are not eco-friendly. Then the camera
goes to Sustainable Sam, doing the same activities
as Larry but in a sustainable way. The frames of
video that Sustainable Sam are shown in are in
color rather than the black and white frames that
Larry are shown in. This creates the concept that
44
living a sustainable life is the right way to live in our modern

world. The video is voiced over with an announcer explaining
the harmful things Larry is doing in each frame followed by
the helpful and eco-friendly things Sustainable Sam is doing
in each following frame. The purpose is to get millennials to
see themselves as someone like Sustainable Sam and to get
them excited to make the change to live a smarter and more
sustainable lifestyle for the benefit of all.
Viral Video Script:
Scene 1: Voiceover: Larry uses Styrofoam cups. Sam uses
reusable cups. Styrofoam cups can take up to 50 years to
decompose in a landfill. By switching to reusable cups you
are not only saving money but you are always joining the green
team.
Scene 2: Voiceover: Larry doesnt turn off the lights when he
leaves. Sam makes sure every light is off before he steps out
the door. By turning off the lights when you leave, you could
save 10 to 20 percent of your household electricity usage.
Scene 3: Voiceover: Larry uses plastic bags for his groceries.
Sam never forgets his reusable bag when he goes to the
grocery store. By using reusable bags, a person could reduce
waste by 5 million pounds and save $250,000 in disposal
costs.
Scene 4: Voiceover: Larry thinks the best way to find a
business is through Yellow Pages. Sam knows the best way to
find green businesses is by going to First Coast Green Pages.
To join the green team and start living a sustainable lifestyle,
check out firstcoastgreenpages.org. LiveSMART. Live Green
LiveSMART
First Coast Green Pages (FCGP) has a vital component that

we feel is necessary to take advantage of in our campaign,
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and that is the LiveSMART trailer. This source allows for FCGP
to produce interactive and experiential marketing that appeals
to a wide range of people. We have included a suggested list
of locations that would allow the LiveSMART trailer to target a
large majority of the targeted audience throughout the north
Florida community. Also more specific events were created
for the downtown Artwalk to show the possibilities that are
allotted through the appropriate usage of the LiveSMART
trailer. By bringing the LiveSMART trailer to suggested events
and Artwalk, FCGP will be able to raise awareness through the
exciting and memorable experience of the LiveSMART trailer.
January 2015:
Friday, January 2: Gator Bowl 3 p.m.
Saturday, January 3: Riverside Arts Market 10 a.m.-4 p.m.
Tuesday, January 13: Jacksonville Beach Art Walk in Atlantic
Beach, 5-9 p.m.
Thursday, January 22: MOCA Night of White Event 6-9 p.m.
Thursday, January 29: MOSH After Dark 6:30 p.m.
February 2015:
Saturday, February 7: Riverside Arts Market 10 a.m.-4 p.m.
Tuesday, February 10: Jacksonville Beach Art Walk in Atlantic
Beach, 5-9 p.m.
Thursday, February 12: Jacksonville Horticultural Trade Show
at the Jacksonville Fairgrounds 10 a.m.
Sunday, February 15: 26.2 with Donna National Marathon to
Finish Breast Cancer at THE PLAYERS Championship Parking
Venue, 7:30 a.m.
Thursday, February 26: MOSH After Dark 6:30 p.m.
Friday, February 27: MOCA Event 6-9 p.m.
Saturday, February 28: Riverside Craft Beer Festival at the
Riverside Arts Market, 1-6 p.m.
March 2015:
Friday, March 6 to Sunday, March 8: 34th Annual St. Augustine Lions Seafood Festival
Saturday, March 7: Jax4Kids.com Family & Camp Expo at the Jacksonville Fairgrounds 10 a.m.
Tuesday, March 10: Jacksonville Beach Art Walk in Atlantic Beach, 5-9 p.m.
Saturday, March 14: Riverside Arts Market 10 a.m.-4 p.m.
Saturday, March 21: Riverside Arts Market 10 a.m.-4 p.m.
Thursday, March 26: MOSH After Dark 6:30 p.m.
Friday, March 27: MOCA Event 6-9 p.m.
Tuesday, March 31: Florida vs. Florida State Baseball game at Baseball Grounds of Jacksonville,
6-9 p.m.
April 2015:
Wednesday, April 1: Downtown Jacksonville Art Walk 5-9 p.m.
Thursday, April 2 to Saturday, April 11: Clay County Fair at the Clay County Fairgrounds
Saturday, April 4: Riverside Arts Market 10 a.m.-4 p.m.
Sunday, April 5: MOCA Easter Brunch 10 a.m.-4 p.m.
Tuesday, April 7: Saturday, April 11th: One Spark
Saturday, April 18: Earth Day Jacksonville Festival at the The Jacksonville Landing 9 a.m.
Friday, April 17 to Sunday, April 19: Springing the Blues Festival at the Seawalk Pavilion, 5-10
p.m.
Saturday, April 25: Millennial Live Green Play Green Event 3 p.m.-9 p.m.
Thursday, April 30: MOSH After Dark 6:30 p.m.
May 2015:
Friday, May 1 to Sunday, May 3: Isle of Eight Flags Shrimp Festival in downtown Fernandina
Beach
Tuesday, May 5 to Sunday, May 10: THE PLAYERS Championship at TPC Sawgrass
Saturday, May 9: Riverside Arts Market 10 a.m.-4 p.m.
Thursday, May 28: MOSH After Dark 6:30 p.m.
Friday, May 29: MOCA Event 6-9 p.m.
Saturday, May 30: Riverside Arts Market 10 a.m.-4 p.m.
June 2015:
Wednesday, June 3: Downtown Jacksonville Art Walk
Saturday, June 6: Riverside Arts Market 10 a.m.-4 p.m.
47

Thursday, June 25: MOSH After Dark . 6:30 p.m.
Friday, June 26: MOCA Event 6-9 p.m.
July 2015:
Saturday, July 11: Riverside Arts Market 10 a.m.-4 p.m.
Saturday, July 18: First Coast Green Pages Green Tie Gala Event 5 p.m.
Thursday, July 30: MOSH After Dark 6:30 p.m.
Friday, July 31: MOCA Event 6-9 p.m.
August 2015:
Thursday, August 27: MOSH After Dark 6:30 p.m.
Friday, August 28: MOCA Event 6-9 p.m.
Saturday, August 29: Riverside Arts Market 10 a.m.-4 p.m.
September 2015:
Wednesday, September 2: Downtown Jacksonville Art Walk 5-9 p.m.
Saturday, September 5t: Riverside Arts Market 10 a.m.-4 p.m.
Thursday, September 24: MOSH After Dark 6:30 p.m.
Saturday, September 26: Riverside Arts Market 10 a.m.-4 p.m.
Saturday, September 26: Clean Water Music Festival at the Ponte Vedra Concert Hall, noon-11
p.m.
Tentative dates suggested:
October 2015:
Green Lion Festival
August-December 2015
Jaguars preseason and regular season home football games
Contacts:
Everbank Field/Gator Bowl
Will Hanzel, Facilities Services Manager
(904) 633-6104
whanzel@smgjax.com
48
Riverside Arts Market
Krysten Bennett, Riverside Arts Market Director

(904) 389-2449
director@riversideartsmarket.com
Jacksonville Art Walk
Hana Ashchi
hana@downtownjacksonville.org
MOCA
Heather Logan, Special Events
(904) 366-6911
HLogan@MOCAjacksonville.org
MOSH
Ashley Thibedeau, Retail and Special Events Manager
(904)-396-6674 ext: 240
athibedeau@themosh.org
Jacksonville Fairgrounds
(904) 353-0535
Clay County Fair
(904) 284-1615
info@claycountyfair.org
Jacksonville Downtown Artwalk
Benefits: Collaborative Ink will increase awareness of First

Coast Green Pages through tabling at Artwalk. This event
will allow First Coast Green Pages to interact directly with the
public and build relationships with the community.
What: The Artwalk events would consists of First Coast
Green Pages tabling at Artwalk in downtown Jacksonville. First
Coast Green Pages staff and volunteers would be on hand to
supply the public with information on First Coast Green Pages
and how to live sustainability. Promotional items would be
distributed using the prize wheel purchased for the millennial
event Live Green Play Green.
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Where: Hemming Park, Jacksonville, FL 32202

When: Collaborative Ink suggests attending Wed. April 1st,
2015, Wed. June 3rd, 2015 and Wed. September 2nd,
2015. These dates have been set in adjunction with other
First Coast Green Pages events. The Jacksonville Artwalk only
allows nonprofits to attend 3-4 times per year because of the
high demand.
Who: The event is targeted towards millennials and actives.
Both who are present during monthly Artwalk events.
Artwalk:
Marketing and Events Coordinator at Downtown Vision Inc.
Liz Grebe
liz@downtownjacksonville.org
(904)634- 0303
214 North Hogan Street, Suite 120
Jacksonville, Fl, 32202
MOCA:
Director of Communications
Denise Reagan
DReagan@MOCAjacksonville.com
(904)-620-3224
Artwalk Event Budget Plan
Tabling is free for non-profits for the first time, and limited spots
are available and is a first-come, first-served policy.
The only items needed to be supplied are the table and First
Coast Green Pages promotional materials.
This is an awareness event, there is not expected to be any
profit from the event unless donations are made.
Feature Story

Contact:
(904)535-0055
The Green Queen
The green movement is hitting the first coast!
First Coast Green Pages is an online green directory that is a hub for local green businesses,
talents and practices throughout northeast Florida. It is a resource that develops consumer
supply and demand for green companies.
Not only is this green friendly resource about to take north Florida by storm but, it has given
University of North Florida students the opportunity of a lifetime.
This semester students in the Communications department at UNF had the pleasure and rare
opportunity of working with an out-of-the-box client. Not only did the students gain experience
with developing a campaign but, were also able to work with a client who was extremely
passionate about their organization and what it stood for.
First Coast Green Pages is a non-profit organization founded by Sarah Boren
or rather, The Green Queen.
Boren was raised in a family that promoted the green mentality and way
of life. Her mother ran Earth Day while her father was the president of
the Nature Conservancy. Boren would grow to follow in her parents
51
footsteps. By working at the Population Institute, the Smithsonian Institution on climate change
and biodiversity and later go on to earned her masters in environmental management at Duke.
Boren is an unbelievable women with many fans. Shes a real gem to have locally. Its her total
passion, create a sustainable world. said Sue Nussbaum, a Jacksonville local who reached
out to Boren six years ago in search for a recycling system, Her goal is to teach us how to live
a green life. Shes trying to get people to join together and create a healthier, cleaner, greener
planet.
After officially meeting with the amazing green woman in person, our campaigns class got
to work, developing a campaign that would help make First Coast Green Pages everything it
should be and more.
Not only were we given First Coast Green Pages as our client, but with it came the mobile
education device known as the LiveSMART trailer. The trailer was designed to help spread
education and awareness on how to build and maintain a sustainable home.
Boren made it extremely clear to us that this trailer should be a vital part of our campaign.
The class conducted surveys, focus groups, PSAs, rebranding ideas and an entirely new social
media plan along with special events to cater to First Coast Green Pages and the LiveSMART
trailer.
Along with our campaign objectives of raising funding, awareness and business involvement,
we also sought out to achieve the wants and dreams of the client.
Our goal as an agency is bring First Coast Green Pages vision, of creating a sustainable region
and green buildings for all in north Florida by 2040, to life.
Creative Elements
52
First Coast Green Pages is a non-profit web-portal, aimed toward

providing the northeast region with the resources to find sustainable and
eco-friendly businesses. The proposed tagline is to motivate people to
live a green lifestyle. The logo we have created is relevant

to the original, yet we incorporated a more prominent leaf
and the website address to ensure the users understand
that our companys overall motivation is to provide users with
ecological businesses. The links we incorporated into the
plan book resemble the building blocks to creating a better
environment. The color scheme throughout our campaign are
the colors that First Coast Green Pages has provided, and has
used throughout their branding.
Logo revamp:
Facebook Cover Photo:
Evaluation and
Recommendations
After reviewing the goals of First Coast Green Pages, which

are to raise awareness, educate, create policy and gain
53
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organizational excellence, it is vital to Collaborative Ink that we

fully explain the results we expect for the client and the plan
we have developed for them, in order for them to go on and
prosper.
The objectives below are the recommended ideas Collaborative
Ink created for the campaign.
Objective 1: Raise the amount of funding for First Coast
Green Pages.
Goal 1: Collaborative Ink aims to raise $10,000 through
fundraising events by the end of the year.
Tactic 1: There will be a Live Green Play Green fundraising
event held at Aardwolf Brewery which will raise approximately
$200.
Tactic 2: There will be a Green Tie Gala fundraising event
held at MOSH which will raise approximately $8,000.
Tactic 3: Text-to-donate will be implemented at events using
Obopay service, a mobile payment company.
Tactic 4: Silent auctions will be implemented at events
through an auction company or personally.
Recommendations: We advise that through strategic
planning and execution that our client develop multiple
fundraising events similar to the ones stated above. By following
our format the client will not only be able to raise money for
their organization but awareness as well. Collaborative Ink
suggested locations above because of ties with First Coast
Green Pages and the U.S Green Building Council.
Objective 3: Increase the amount of business user
involvement on First Coast Green Pages.
Goal 3: Increase user accounts/listings on First Coast Green
Pages to 150-200
Tactic 1:: Increase likes on Facebook by 50 percent. Increase Twitter and Instagram followers
by 40 percent.
Tactic 2: Increase the amount of viewing traffic on the website by 15-25 percent
Tactic 3: Broadcast business PSA in January in order to gain 250 views on First Coast Green
Pages
Recommendations: We recommend taking advantage of social media platforms already
present and enhancing the First Coast Green Pages web directory. This will allow for an increase
in business involvement on the website. Along with airing the public service announcements
targeting businesses on the radio, our client will quickly gain more organization listing on the
website and also increase viewership across multiple facets.
Objective 3: Raise awareness of First Coast Green Pages in the north Florida community
Goal 3: Increase the awareness of First Coast Green Pages to the community by 10 percent
Tactic 1: Increase likes on Facebook by 50 percent. Increase Twitter and Instagram followers
by 40 percent.
Tactic 2: Obtain 200 views/shares of the viral video and info graphic video
Tactic 3: Increase website views during the month of January while the PSA is being aired
on the radio
Tactic 4: Increase LiveSMART trailer foot traffic by 50 percent.
Recommendations: We advise that through use of our social media campaign and consistently
introducing an online presence to the targeted audience will allow First Coast Green Pages to
directly access the targeted audience through Facebook, Twitter and Instagram. First Coast
Green Pages will be able to gain consumer involvement and business demand.
Calendar
January:
Begin to post a green informational fact on Facebook every Monday (1/5)
Launch social media contest on Twitter with the LiveSMART trailer (1/9
& 1/23)
Radio Public Service Announcements released (1/12)
55
2-3 posts per week on all platforms with graphics

Contact Aardwolf to choose a date for Live Green Play Green (1/18)
Meet with MOSH to choose a date for gala 50% of deposit due at signing (1/25)
February:
Begin contacting local businesses for potential tabling at Live Green Play Green (2/1)
Begin posting on all social media platforms about Live Green Play Green at least one post per
week
Post green informational fact on Instagram and Facebook on Tuesday (2/3)
Promote Art Walk on all platforms (2/4)
Green Business of the Month is posted on Instagram and Facebook (2/25)
March:
Post green informational fact on Instagram and Facebook (3/3)
Informative Video will be released (3/12)
Continue social media contest on Twitter with the LiveSMART trailer (3/13 & 3/2)
Finalize business tabling list for Live Green Play Green event (3/15)
Research and find artist/band for gala (3/25)
April:
Artwalk Event (4/1)
Post green informational fact on Instagram and Facebook on Tuesday, (4/7)
Continue social media contest on Twitter with the LiveSMART trailer(4/10 & 4/24)
Post about Earth Day on all platforms (4/22)
May:
56
Begin posting on all social media platforms about Green Tie Gala at least one post per
week
Contact/meet with caterer at Anthonys Catering to choose hors doeuvres for
gala (5/18)
Post green informational fact on Instagram and Facebook (5/5)
Green Business of the Month is posted on Instagram and Facebook
(5/27)
June:
Introduce Sam from the Green Team(6/1-6/30)
Post tickets for sale on Eventbrite (6/1)
Artwalk Event (6/3)
Facebook (6/24)
July:
Deposit for artist/band for gala due (7/1)
Sam from the Green Team will continue (7/1-7/31)
Remainder of deposit due for MOSH (7/3)
MOSH Green Tie Gala Event (7/18)
Facebook (7/29)
Post every Saturday in July to promote the Green Tie Gala
event on all platforms
August:
Sam from the Green Team will continue (8/1-8/31)
Post about Art Walk on Wednesday, (8/5)
Begin posting on all social media platforms about Green Lion
Festival at least two post per week
Facebook (8/26)
September:
Sam from the Green Team will continue (9/1- 9/30)
Artwalk event (9/2)
Facebook (9/30)
Post about Art Walk (9/2)
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October:
Green Lion Festival (10/4)
Campaign Ends (10/5)
Thank You Letter

Ms. Sarah Boren,
Collaborative Ink would like to thank you for the opportunity to
work on this campaign for First Coast Green Pages. It was our
pleasure to create an innovative and progressive campaign to
increase awareness and education in the north Florida market.
Throughout this semester we combined our talent and skills to
come up with a variety of tactics and original content to ensure
the most effective campaign. We are very excited to present
this campaign to you and your colleagues and hope that you
see the passion we put into every element of this planbook.
We wish you all the success with First Coast Green Pages
and hope that you consider implementing this campaign in
the future.

Sincerely,
Collaborative Ink
Works Cited
About Us. SustainableNorthFlorida.org. Web.

American Solar Energy Society. About ASES. American Solar Energy Society. Web.
Bright Ideas Energy LLC. Solar Panels. Welcome to Bright Ideas Energy. Web.
Carmichael, Matt. Where the Millennials Are:What Gen Y Spends Its Money on, and Where to

Find Them. Ad Age, 2011. Web.
Connecting the Dots from Values to Actions. Sheldon Group, 2014.

Denton, Frank. Queen of Green Wants to Change Your Life. Jacksonville.com. The Florida

Times Union, 1 Nov. 2014. Web.
Green America - About Us. GreenAmerica.com. Web.

Green America - Our Successes. GreenAmerica.com. Web.
Iannuzzi, A. Greener Products: The Making and Marketing of Sustainable Brand. CRC Press,

2011
Saving Water in Florida EPA.gov. Web. Shelton Grp.

Shirreffs, Anita. The South Florida Green News. The South Florida Green News. Web.
Smith, Cooper. Heres Why Instagrams Demographics Are So Attractive To

Brands. Business Insider. Business Insider, Inc, 17 Aug. 2014. Web.
10 Nov. 2014.
USGBC North Florida Chapter. Home. USGBC North Florida Chapter.
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USGBC North Florida Chapter, Web.

Welcome. GoingGreenToday.com. Web.
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First Coast Green Pages

Letter from the Director

The mission of Collaborative Ink is to craft campaigns with a

First Coast Green Pages is a directory of environmentally

First Coast Green Pages is a directory of environmentally

First Coast Green Pages will inform the community, providing

If the website gets low traffic, this could be a major threat to

First Coast Green Pages (FCGP) is the first directory of its

sustainability within northeast Florida.

new technology and gadgets.

information is helpful to the campaign because one of the

of millennials felt that the environmental aspect of sustainability

How do you feel about the word green?:

However, in contrast to the millennials and 33-39 year old actives, 33

When responded to the question how green their home was,

around their homes. Again making them ideal consumers for

Understanding how businesses in the area feel about the

more, 31 percent response. This information

Collaborative Ink conducted two focus groups on November 11,

Actives: When we asked them what they associated with

to gain attention and should be integrated into the campaign

Comparable online Directories to First Coast Green

Acts as an online directory for green businesses, a blog, a

NESEA green pages are the primary resource for sustainability

A blog site that acts as a resource page for green businesses

Campaign Objective 1: Raise Funding

Live Green Play Green

First coast green pages presents

join us at aardworlf brewery to help raise money for FCGP

featuring Green beer, Corn hole, life-sized

1461 Hendricks Ave, Jacksonville, FL 32207

MOSH Green Tie Gala

Event Coordinator at Anthonys Gourmet Catering

Venue: MOSH rooftop

Entertainment: Cello Soloist

Food: Anthonys Catering

Alcohol: Anthonys Catering

Gratuity: Anthonys Catering

Total Event Cost

and grape tomatoes skewered and marinated in balsamic

At the Museum of Science and History

For more information and to purchase tickets please visit: firstcoastgreenpages.org

Objective: Increase business involvement: Increase user accounts/listings on First Coast

Public Service Announcement

HAPPENINGS OCCURRING IN NORTHEAST

FLORIDA. WE ARE YOUR OUTLET FOR HELPING

Objective: Raise Awareness: Increase the awareness of First

Collaborative Ink has created a social media campaign that will

We recommend that the Instagram account and Twitter

Social Media Calendar

Sustainable Sam is the identifiable

Public Service Announcement

SUSTAINABLE GREEN HAPPENINGS

The purpose of the viral video is to grasp the attention of millennials in

living a sustainable life is the right way to live in our modern

First Coast Green Pages (FCGP) has a vital component that

Saturday, June 20: Riverside Arts Market 10 a.m.-4 p.m.

Riverside Arts Market

Krysten Bennett, Riverside Arts Market Director

Jacksonville Downtown Artwalk

Benefits: Collaborative Ink will increase awareness of First

Where: Hemming Park, Jacksonville, FL 32202

FOR IMMEDIATE RELEASE