Archive for the ‘Greenhouse’ tag

MSNBC’s Growing Hope Tour Awarded Best Multicultural Campaign

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The Chief Marketer PRO Awards recognize outstanding promotion marketing campaigns. The awards, now in their 25th year, are the preeminent benchmark for excellence in innovation and creativity that produce stellar results. The winning campaigns are selected by a jury of expert peers.

This year, MKTG is proud to have been a part of MSNBC’s Growing Hope tour, which was awarded the Silver PRO Award for “Best Multicultural/Lifestyle Campaign.”

To further expand MSNBC’s already strong multicultural viewership,  we brought our message of hope to Texas State University, Atlanta’s Sweet Auburn Springfest, Taste of Charlotte, and Essence Fest in New Orleans. At each location, MSNBC set up a Growing Hope Community Garden, where visitors entered a branded greenhouse to enroll in the program at msnbc.com via a custom app. They were then invited to digitally submit their hopes regarding community-relevant issues such as education, equality and the economy. These were immediately printed out, and participants could sit at a workbench and attach the paper to an “issue petal” for planting on the iconic MSNBC Hope Tree outside.

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While at the event, participants could meet MSNBC anchors, watch live broadcasts from the set, and attend current-events forums with guests such as Rev. Al Sharpton. Visitors could then bring home a free Arbor Day Foundation sapling to plant as their own “hope tree.” Videos shot at the events, in which visitors spoke of their hopes and efforts to effect change, were subsequently posted on msnbc.com and nbc.com.

Nearly 15,000 visitors enrolled in the promotion and became members of msnbc.com, enabling the network to continue to communicate with them after the event. The campaign also engaged more than 1 million people via social media and delivered more than 61 million media impressions.

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MKTG Grows Hope With MSNBC

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MSNBC is more than a cable news channel. It not only champions progressive issues and values, it seeks to directly engage with its viewers and their communities. So this year MSNBC launched Growing Hope – a campaign inspired in part by MKTG’s design for the channel at last year’s Essence Festival – to give people a voice around the issues that matter to them.

As developed by MKTG, the spirit of Growing Hope is embodied by a community garden, a place where people come together to nurture and grow. The symbol of Growing Hope is a grand solitary tree, evidence of the power and possibilities of voices united.

Visitors begin their experience in our digital greenhouse, where they choose the topic that directly impacts their families and communities, and write their hope for change. Issues include: Education, Economy, Equality, Health & Environment, Community, as well as Veterans and Foreign Affairs. Next, visitors print their hope (now entered into MSNBC’s database), attach it to a flower petal, connect it to a stem and plant it in our outdoor garden – a place where people literally put stakes in the ground.

The Growing Hope Tour began in Houston at Texas Southern University with stops in Atlanta and Charlotte. It culminated in New Orleans at the 20th Annual Essence Festival during Fourth of July weekend.

You can join in the conversation and submit your own hope by clicking here.

 

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