A FOREST FOR
MEDELLÍN CAUSE RELATED MARKETING
TABLE OF
CONTENTS
3
PAGE
SUMMARY
PAGE
PAGE
ACTION 4 9 PAGE
PAGE
RESULTS 10 15 ADVERTISING PUBLICITY PAGE PAGE
16 21
A FOREST FOR MEDELLIN
SUMMARY
During the first half of 2016, Medellin faced an orange alert due to air pollution, which according to the city’s environmental authorities causes 9.2% of the natural deaths. Looking to make a contribution, we designed a campaign to raise awareness and donate a real forest to the city; we invited visitors to jump on our Bouncy Forest and places over the city and post their pictures to our social media, and for each post Santafe would donate U$ 1.70 to plant trees. Thanks to the participation of our clients, we donated US $ 8.333 with which we planted 150 trees of native species in areas surrounding the Shopping Center.
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A FOREST FOR MEDELLIN
SUMMARY ACTION
We designed a family attraction for our main plaza,
a 700 square meter Bouncy Forest.
PAGE 4
A FOREST FOR MEDELLIN With the hashtag #unbosqueparamedellin we invited our followers to post their pictures jumping either on the Forest or anywhere in the city, making each post contribute $ 1.70 for planting trees.
SUMMARY ACTION
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A FOREST FOR MEDELLIN
We carried out different actions in social media to raise awareness, such as:
Alliances with digital influential leaders
The publication of a motivational video
SUMMARY ACTION
A landing page statistics of the campaign and an interactive game.
PAGE 6
A FOREST FOR MEDELLIN
SUMMARY ACTION
We partnered with the Mayor's Office and Metropolitan Area entities to better decide the appropriate species, defining planting sites and logistics.
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A FOREST FOR MEDELLIN
SUMMARY ACTION
Each tree has a locator that allows its tracking and conservation through the Urban Tree System.
With the guide of the local Botanical Garden, we planted native species such as Zapote, Nispero, Guayabo Común, Palma Corozo, Bread Tree and Romeron Pine, which contribute to the diversity of the local flora and to the associated fauna, in 3 creeks close to the mall.
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A FOREST FOR MEDELLIN
SUMMARY ACTION
We shared the results and the planting with our customers and followers.
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A FOREST FOR MEDELLIN
SUMMARY RESULTS
We donated U$ 8,333 to the city,
meaning 150 native trees (1.50 mt. tall), were planted near the Mall.
PAGE 10
A FOREST FOR MEDELLIN
SUMMARY RESULTS
Santafe’s initiative derived in an ongoing program of the Metropolitan Environmental Area promoting private-public alliances and joint actions to plant trees in hope of improving the quality of air.
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A FOREST FOR MEDELLIN
SUMMARY RESULTS
We succeeded mobilizing our network followers for this environmental responsibility campaign, by producing 4,580 publications with the hashtag #unbosqueparamedellin. 7.298 likes and 215 shares were made as well.
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A FOREST FOR MEDELLIN
SUMMARY RESULTS
Bonds with the surrounding community were strengthened.
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A FOREST FOR MEDELLIN
SUMMARY RESULTS
All of our social networks grew considerably and our TOH rose from the second place in the first semester of 2016, to the first place in the second semester of 2016.
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A FOREST FOR MEDELLIN
SUMMARY RESULTS
As a result with our work with the media, we obtained over U$ 10.860 in publicity. PAGE 15
A FOREST FOR MEDELLIN
ADVERTISING MEDIA PLAN
PRINT
INCLUDED
PRINT
INCLUDED
PRINT
INCLUDED
NEWSPAPER El colombiano
1 page 24. 5 cms x 36.67 cms
NEWSPAPER Vivir en El Poblado 1/2 page
NEWSPAPER
Gente (poblado, Belén, laureles y Envigado)
IN CENTER/ON CENTER
INCLUDED
Mall’s service door
DIGITAL
INCLUDED INCLUDED
Santafé Medellín web page
BILLBOARD ADVERTISING
INCLUDED INCLUDED
Palms Avenue 12x4 M
www.centrocomercialsantafe.com/medellin
DIGITAL
Santafé Medellín Facebook page
INCLUDED INCLUDED
DIGITAL
Eblats to Santafe Medellin database
INCLUDED INCLUDED
DIGITAL
Santafé Medellín Twitter page
IN CENTER/ON CENTER
INCLUDED
September’s folding
INCLUDED INCLUDED
IN CENTER/ON CENTER
October’s folding
INCLUDED INCLUDED
INCLUDED
BILLBOARD ADVERTISING
BILLBOARD ADVERTISING
33th Avenue 12x4 M
Mall’s facade 6x12 M
1 page and 1/2 page
RADIO
INCLUDED Audio file
IN CENTER/ON CENTER
INCLUDED
Radio (La W 90.9, 40 principales 95.9 y radio tiempo 105.9)
IN CENTER/ON CENTER
INCLUDED
September’s Santafé newspaper
INCLUDED INCLUDED
30 seconds
Mall’s elevator doors
IN CENTER/ON CENTER
INCLUDED
October’s newspaper
Santafé
BUS STOP ADVERTISING
INCLUDED
1.16 X 1.71 M
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A FOREST FOR MEDELLIN
ADVERTISING PRINT AND RADIO
La W 90.9 30 seconds
VIVIR EN EL POBLADO
40 Principales 30 seconds
EL COLOMBIANO AND GENTE
Radio Tiempo 30 seconds
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A FOREST FOR MEDELLIN
ADVERTISING IN CENTER/ON CENTER
MALL’S ELEVATOR DOORS
MALL’S SERVICE DOORS
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A FOREST FOR MEDELLIN
ADVERTISING IN CENTER/ONCENTER
SEPTEMBER’S FOLDING
OCTOBER’S FOLDING
SEPTEMBER’S SANTAFÉ NEWSPAPER
OCTOBER’S SANTAFÉ NEWSPAPER
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A FOREST FOR MEDELLIN
ADVERTISING
Santafé Medellín Twitter page
Santafé Medellín Web page
DIGITAL
Eblats to Santafé Medellín database
Santafé Medellín Facebook page
www.centrocomercialsantafe/medellin
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A FOREST FOR MEDELLIN
ADVERTISING BUS STOP AND BILLBOARD ADVERTISING
BUS STOP ADVERTISING - 1.16 X 1.71
BILLBOARD - PALMS AND 33TH AV. 12X4 M
BILLBOARD MALL’S FACADE 6X12 M
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A FOREST FOR MEDELLIN
PUBLICITY MEDIA COVERAGE
PRINT
INCLUDED
PRINT
INCLUDED
PRINT
INCLUDED
El Tiempo
2016/09/23 Readers: 48.258 Col.: 1 Cm.: 10
ADN
2016/10/06 Readers: 192.303 Col.: 3 Cm.: 6
2016/10/09 Readers: 501.975 Col.: 1 Cm.: 5
2016/10/15 Col.: 1 Cm.: 32
El Colombiano
DIGITAL
INCLUDED
BROADCAST
INCLUDED
El Colombiano
Vivir en El Poblado
PRINT
DIGITAL
2016/10/09 Readers: 796.696 Col.: 1 Cm.: 5
Vivir en El Poblado
2016/10/14 Col.: 1 Cm.: 5
RADIO
Caracol Básica Noticiero del Mediodía 2016/10/10
Listeners: 350.460
Seconds: 243
Teleantioquia Noticias 2016/09/24 Viewers: .3.517 Seconds: 88
Teleantioquia Hora 13 BROADCAST
BROADCAST
INCLUDED
RADIO
2016/10/05 Viewers: .65.854 Seconds: 78
Noticiero Telemedellín 2016/10/17 Viewers: 13.558 Seconds: 66
La W
2016/09/23 Listeners: 1.494 Seconds: 25
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A FOREST FOR MEDELLIN
PUBLICITY
ADN - 2016/10/06
VIVIR EN EL POBLADO - 2016/10/14
EL TIEMPO - 2016/09/23 EL COLOMBIANO - 2016/10/09
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A FOREST FOR MEDELLIN
PUBLICITY
TELEANTIOQUIA - 2016/09/24
TELEMEDELLÍN - 2016/10/17
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A FOREST FOR
MEDELLÍN Centro Comercial Santafé Medellín
