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Fresh Face Forward

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by

Brittany Prischak

on 2 May 2013

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Transcript of Fresh Face Forward

Research Next Steps Labeling of
"Natural" and "Organic" SWOT Analysis Core Problem Image Ideas Messages Mercyhurst University students ages 18 - 25 Key Publics Partnerships Strategies and Tactics Our Observations of the Industry Strategies and Tactics Calendar Goal Big brands coming out with 'natural' lines
Earthy tones on packaging
Other companies use colors on products
Some stores have more variety than others Events Print Work Giveaways Social Media Campus Media Other Opportunities Workshops •Academic Departments
•Athletics
•CVS
•Parkhurst
•Public Health Department
•Residence Life - informative posters
•Recognized Student Clubs and Organization’s
•Wegmans
•Whole Food Coop •Facebook
•Pinterest
•Twitter
•YouTube Merciad
Radio
TV
Silent screens in the bookstore and library •Wallet size card – 12 chemicals to avoid
•Free Samples
•T-shirts – with slogan
•Make-up bags/ reusable bags Fundraising
Mobile App
Selling alternatives in the Bookstore
Website
Word of Mouse - used to share ideas
Dream Machine Alumni Weekend/Homecoming/Parents
Guest speakers in IDST classes
Local Farm Source Day
Natural recipe demonstrations
People representatives to talk about the issue
Operation Beautiful
Monthly Club to review PCP's Visual representation - how chemicals affect the water
Restroom posters/fliers - toilet readings
Beauty column in the Merciad
Table tactics in the Laker and Egan
Environmental literacy assessment
The "faces" of Mercyhurst - Trina, Mary, etc.
Regional shopping guide for alternatives
Shopping checklist for parents
Paper cup labels for coffee drinks Pre-survey - awareness of issue, levels of concern
Show “The Story of Cosmetics” video on YouTube
Demonstration concerning the effects of chemicals on water - nerd
Count how many personal care products they use on an average day
Talk about the brands/types of personal care products they use
Ask them to use EWG.org to find the ratings
Talk about the top 12 chemicals to avoid
Hand each person a wallet size version of the list
Display products for attendees to identify the toxic chemicals in each
Talk about safer alternatives to their current PCP’s
Top 10 under $10 list from Women for a Healthy Environment
Ask them to sign a pledge
Pledge to change at least one of the personal care products to safer alternative
Leave the space open for the number of products they pledge to change
Pledge to decrease the number of personal care products they use
Post-survey - change in awareness, concern, behavior An opportunity is to use Mercyhurst University as a pilot project to test different methods of promotion and marketing and determine which methods persuade students to change their habits and behaviors about their personal care products the most. Increase awareness among college students concerning effects of their personal care products on our waterways and on their own health by 40% within the first nine months of the campaign (Academic Year 2013-2014).
Influence 15% of female college students to change at least one of their personal care products to a safer alternative within the first nine months of the campaign (Academic Year 2013-2014)
Influence 10% of female college students who do not change their personal care products to safer alternatives to use less of their current products (containing toxic chemicals) within the first nine months of the campaign (Academic Year 2013-2014)
Influence 5% of female college students to change 3 or more of their personal care products to a safer alternative withing the first nine months of the campaign (Academic Year 2013-2014). The closeness of the Lake and the effects our personal care products have on it will resonate with the local community
Partner with Mercyhurst Lack of social media usage
Complex problem to convey
Price barrier Potential partnership with Women for a Healthy Environment
Mercyhurst is currently researching the Lake
Student awareness
Millennials are concerned about the environment Lack of funding
Students might not have much interest There is not enough awareness of the effect the toxic chemicals in our personal care products are having on ourselves and on the environment for people to change the types of personal care products they use to safer alternatives. Opportunity Reduce the amount of toxins from Personal Care Products (PCP) released into waterways and improve human health by creating awareness among college students concerning the issue through targeted educational initiatives and influencing them to change their current PCP use to safer alternatives. Objectives Most unaware of PA SeaGrant
Women use about 12 personal care products daily;
men about 6
Influenced significantly by parents, peers, professors, celebrities, social media, online reviews
Motivating self-interests are self-seeking, higher education, social media, friends and social life Buying Habits:

Environmental factors are important to 31% when making purchasing decisions
35% willing to pay more for environmentally-friendly products
11% actively seek out environmentally-friendly products
51% not willing to pay more for environmentally-friendly products
46% willing to use at-home beauty treatments to save money
Less brand loyalty, more price-driven;
Price less of a concern compared to other age groups Strengths Opportunities Weaknesses Threats 'Organic' is standardized
No standards for use of 'Natural'
Confusing to consumers https://blackboard.mercyhurst.edu/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_7539_1%26url%3D http://10stepmatrix.wikispaces.com/Message+Brainstorming+Session Great Lakes area college students Partnerships Launch Academic Year 2013-2014
Need to decide specific dates of activities. Need to finalize with details and roll out dates Other campaign ideas and images Partners
Full transcript