SEED Ohio Facebook Cover Photo
Blue SEED Ohio Logo
SEED Ohio Website Home Page

Situation

1% for the Planet is a global organization that connects dollars and doers to address the most pressing issues facing our planet. To drive new and increased environmental giving, 1% for the Planet desired to create a new, compelling product and engaging process.

The SEED (Solutions Elevating Environmental Donations) investment portfolio program was created as a way to provide everyday investors a simple, engaging and trackable option for environmental giving.

Prosper for Purpose was tasked with helping 1% for the Planet brand and launch a scalable SEED platform to deliver funds to the most impactful and innovative environmental nonprofits while managing risk and creating engagement for portfolio investors.

Objectives

  • Develop the SEED investment portfolio initiative brand
  • Launch investment portfolios regionally (beginning in Ohio) in 2017
  • Launch investment portfolios nationally in 2018

Strategy

To develop a brand that resonates with the target audience and communicates SEED’s unique position, while also creating a regional pilot program and assets that will enable national scaling.

BRAND DEVELOPMENT TACTICS

  • Create a brand strategy, including architecture, positioning and key messaging
  • Design a visual identity, including SEED logo, color palette, typography and other guidelines

PUBLIC RELATIONS TACTICS

  • Distribute press releases
  • Conduct local and national media relations
  • Engage with key influencers
  • Social media campaign management

MARKETING TACTICS

  • Develop SEED e-newsletter for investors, showcasing results and progress
  • Place advertisements in regional publications focused on environmental sustainability
  • Design a SEED microsite which includes a downloadable promo toolkit
  • Social media campaign management

COMMUNITY ENGAGEMENT TACTICS

  • Partner with existing 1% for the Planet members to help spread the word about the SEED program
  • Participate in and/or speak at events target audiences would attend

Results

SEED Ohio successfully launched in July 2017. One Percent for the Planet set a lofty goal of 1,000 entities providing $100k in funding during the first year of the program — a goal they are making progress towards every day.