Transcript AJ Grant

International Polar Year
Packaging and Marketing
AJ Grant, Environmental Communications Assoc., Inc.
StormCenter Communications, Inc.
The Face of International Polar Year
• Branding/image, logo, name
• Messaging: finding the hook
• Understanding who cares and why: our audience
• Applying tone, personality and attitude
(extreme, cool, real)
International Polar Year - Marketing
• Image: Does it pass the “in - an - instant” test ?
• Name: What word is most important?
• Interest Level: Does IPY have what it takes?
(short run - long haul)
Getting Attention in a World of Clutter
• Get on the radar screen
• Activate the active people
• Use multi-media: mainstream, web, blogs, buzz and
more
• Package the message
• Be creative and courageous
Putting the Marketing Edge on Science
• Science gets cool
• Funders notice - people notice
• Have a plan and coordinate
Foundations
NGOs,
Groups
Science
Community
Educators
IPY
Business
Gov’t
Agencies
Funders
Media
And now, some of the memorable
greats ….
Smokey Bear
World Wildlife Foundation
Keep America Beautiful