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Episode Brief
Series: Teraviv ‘UNBOXING’
Episode #: Episode 1
Episode Name: Grass isn’t Always Greener
Episode Logline: This episode of unboxing follows the voices of those who want change, those on their journey to revitalizing their homes into native ecosystems. We meet users, see the impacts that farmed grass has on our earth, hear the user’s goals, and help them visualize a happier Earth.
Story:
The Hero: The user is the hero.
They are the ones who will utilize the box as a key to help make small changes in the environment that will have great impacts. We will meet those users and help share the information to reduce the use of farmed grass, and see the benefits of how easy it is to create native environments.
The user will be shown in their homes or place of the interview. The users’ world is their home, their yard, and the families that they are a part of. Then the word view of large parcels of land used for grass, piles of grass clippings, and effects of methane gasses in the atmosphere. We hear the users’ needs and goals, and the obstacles they face. Then finally we see the box in action and the results of taking action in our own yard.(or use this space as a call to action, like an invitation to join in the movement.)
Goals/Quests: To revitalize home gardens, reduce farmed grass, and overall combat the effects of global climate change.
Obstacles: Maintenance, availability of plants, lack of knowledge on care for plants, this is a long term commitment and needs to be upheld to see results. The largest obstacle will be empowering those to commit and have fun with it.
Lessons and Celebration: The view will come to learn that there are minor things that we can do at home, to combat climate change. The process will take time, but with a key to begin (teraviv boxes) it is much easier to accomplish. We could see the user enjoying their new yard and seeing the benefits it has.
Logistics and technical:
Axelstrat office, or users' homes for interviews. Directions to the office will be emailed to the users. Cameras and set equipment will be attained from the axelstrat office with help of new team member Alex Weber.
Possible activities: More than likely sitting for the interview. If weather permits and outdoor interview will take place, with a foliage background. The rest will be a carousel of images and videos delineating the information on climate effects. A voice-over will be recorded to give the facts and direct the storyline.
Possible Topics: Effects of global climate change. Data on resource use and waste effects of farming grass. Obstacles users face. Benefits of the teraviv boxes.
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20 Questions
20 questions
1. What are your goals or marketing objectives?
a. The goals I have for teraviv are to inform those in urban communities to rethink how their outdoor environments should be used rather than just how they look.
2. Who are your target audiences?
a. MY target audience are non-gender specific residents of the city of Milwaukee aged 29-45, that are concerned with the effects of global climate change, and are interested in making a difference.
3. What sort of content does your audience find useful or entertaining?
a. They find information regarding benefit for them and for the earth, useful. Passionate stories of redemption and revival, are found entertaining and purposeful.
4. How would you like to affect the social media conversation (e.g. what would you like people to be saying about you)?
a. I would like people to see teraviv as a green company that offers boxes for planting native gardens that make it easy, responsible, and earth friendly.
5. Are there any current consumer impressions that you want to capitalize on, challenge or overcome?
a. I want to capitalize on the green movement. People are constantly finding new ways to be sustainable, by reusing materials and products, being conscious about their effects on the earth or where their products come from, and recycling when they can.
6. How would you define the brand experience the media should convey?
a. A locally provided, friendly, easy to use product that aims for a better future.
7. Is there any relevant background information, history or other issues relating to your product or brand that you would like to share with us?
a. Farmed grass is the largest irrigated crop in the country. It was first used in gardens as an aesthetic feature to show off your property. Today it is used as a relatively low maintenance way of keeping a yard clean and free of the animal world. The waste made from maintenance of irrigated grass, begins to build to create devastating effects on our climate.
8. Is there any market research you’d like to share with us?
a. There are seed boxes on the market but are generally shipped from around the world, and don’t cater to their native landscapes.
9. To what extent are you seeking a measurable action on the part of your customers vs. an overall branding experience?
a. I am completely looking for a measurable action vs the branding experience. I would rather the person take action than remember what our slogan is.
10. If you are looking for a measurable action, what sort? Making a purchase? Requesting a catalog? Subscribing to your email list?
a. Making a purchase of the box, and then continuing to add plants from local retailers that can help them with their local habitats.
11. Where will the media be placed? Your corporate web site? Social networks? Video sharing sites (such as YouTube)? Podcasts? DVD’s?
a. The products will be in big box home improvement stores/local nurseries and mom and pop home improvement stores.
12. Do you currently use video on your site or for social media marketing social media? If so, how?
a. Currently using a video that will be placed on a website.
13. Do you plan on doing any paid advertising or paid PR to draw attention to this media?
a. no
14. What social media and e-mail assets do you currently possess?
a. None, but a website will be the basis of information.
15. Is there any specific data or metrics that you would like us to collect or measure?
a. Size of yards that users want to transform.
16. Are there any existing marketing partners (advertising agencies, social media marketing firms, PR groups) that we may collaborate with?
a. Potentially Axelstrat
17. Do you have any unique assets or attributes that we might wish to utilize in this project?
a. The box itself is a tool in beginning the transformation, and can be broken down into the soil as time goes on.
18. Are there any video campaigns that you want to share as a reference?
a. no
19. Are there any mandatories or legal issues of which we should be aware?
a. no
20. Are there any stories about your company that you think would be well suited to documentary storytelling.
a. The story of a yard transformation?
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