NYCEDC and Mayor’s Office of Climate and Sustainability (MOC&S) are seeking a consultant to evolve the GreeNYC brand visually and tonally while adhering to the program’s mission with the goal of extending its impact and helping conceive and execute a year‐long integrated marketing program.
Since its inception in 2007, GreeNYC has used a data‐driven approach to inform its outreach efforts to engage New Yorkers in voluntary behavior change to help realize policy goals or fill in gaps created by absent or recently initiated policies. In this regard, GreeNYC functions at the intersection of sustainability, local government, and resident engagement. Over the past 11 years, GreeNYC campaigns have included encouraging residents to weatherize their homes to reduce building energy consumption, stop car engine idling, and to drink tap water while encouraging New Yorkers to use reusable water bottles to reduce reliance on single‐use plastics.
Throughout this decade-long work, GreeNYC has proven one thing: the everyday choices of over 8 million people can add up quickly. We are at a critical juncture in our ability to address climate change and much of the work in the United States must be and is being driven at the local level. We know we must drive this work further, faster. And we know that to succeed, we need all New Yorkers involved. The question is how to better inspire New Yorkers to take these, and other simple, voluntary steps needed to drive positive environmental change?
Scope of Work:
The goal of the marketing program is to better engage New Yorkers in voluntarily making more sustainable choices. The work will entail evaluating past GreeNYC campaigns; reviewing updated marketing research on New Yorkers’ views on sustainability and climate change; prioritizing and segmenting city audiences for specific campaigns and messages; evaluating and identifying influential partners for greater reach and impact; and conceiving of and helping to execute creative campaign concepts that work across multiple channels. The integrated marketing strategy and program should focus on digital communications and be inclusive of out‐of‐home, earned media, influencer engagement, and event planning.