Using a data and mapping system, uniquely available to One Change, we work with sponsors to identify priority neighbourhoods that sponsors wish to reach with their messaging. We then create outreach lists with residential address points. As visits are made by staff and volunteers, the interaction with the customer and an indication of interest in another sponsors program is recorded. Custom messages and adapted volunteer training that complement and amplify the sponsor brands increase penetration of the campaign in these communities.
Volunteer and community group mobilization
One Change mobilizes volunteers and community groups to be spokespeople for sponsor programs. Giving a free simple gift (CFL, tire gauge, etc) establishes a reciprocal relationship and enables the volunteer to ask for something in return: the customer’s time and commitment to take the next step towards energy efficiency, water conservation, etc. That next step depends on each customer’s interest, but can range from simply using the free tool, to booking an appointment for an energy audit, to becoming a program volunteer. This spectrum of participation opportunities is unique to the One Change campaign design and allows residents to participate in an initial simple action and sign up for a another program that requires more effort.
Direct public engagement is the primary focus of community events. Having a visible presence where people are already gathered provides an opportunity to meet and reach otherwise inaccessible residents. One Change works with sponsors to develop a list of existing fairs, festivals, and community events to attend that are relevant to the target customers.
Regular, positive coverage of the campaign as a public interest story by as many media channels as possible is critical both to getting the word out and for establishing the credibility of the campaign as a community-based effort. We strategically target conventional channels using sponsor messaging to help build momentum for the overall effort with focus on local channels.
To learn more about One Change and our campaigns please see the materials listed on the Documents page.