Greenwork Branding | Greenwork Online Engagement

Goals of Greenworks Online Presence:

1. Clearly communicate Greenwork services to stakeholders (companies,
academic institutions, communities)
2. Demonstrate experience and authority in the area of socially inclusive
clean tech deployment
3.
Engage with potential Greenwork clients and bring into the sales
funnel
Brand Personality, Identity, and Experience
As a Peacework initiative, Greenwork will mirror some elements of the Peacework
brand identity and experience as explained in the Introduction to the Peacework
Brand document. In particular, these elements include the following:
Peacework Brand:
Peacework is an adaptive, flexible, and energetic organization. Were small
but mighty capable of developing innovative programs that
simultaneously meet the needs of our community, academic, and
corporate alliances. Our Brand Personality aims to reflect both our topnotch, detail-oriented professionalism as well as our relational,
compassionate, people-centered philosophy. It strives to strike a balance
between being smart, cutting-edge, innovative practitioners of community
development work, as well as dynamic, charismatic, impatient optimists
who believe positive relationships are critical to our success. This balance
is what inspired us to build our brand with an approachable, inviting tone
one that inclusively describes our mission through lifting up the
meaningful contributions of others.
Peacework Brand Experience:
When people collaborate with Peacework, we want them to know that they
are connecting with a global ecosystem of change agents and innovators.
We also want them to know that this network is not just full of intellect and
ability it is rich with optimism, inspiration, and a deep belief in potential
of the human family.
As a separate initiative, Greenwork is a forward-thinking initiative built out of
Peaceworks extensive experience in order to respond to new global challenges.
We are directly engaged in work around mitigating climate change and are part
of a global transition to a clean future, applying our extensive experience in
the field as Peacework to this pressing issue. Our approach is innovative,
comprehensive, and multilayered- addressing the need to preserve the livable
environments of the communities where we work while simultaneously seeking
to meet community development goals through the deployment of clean
technologies. Similarly to the Peacework Brand Experience, we have a global
presence and extensive network that we are able to leverage to create crosssector solutions that work.
Our online presence seeks to represent these elements of our brand personality
through:

Supplementing accessible, user-friendly, visual information with deeper,

technical knowledge that demonstrates experience and knowledge of our
relevant sectors
Aligning ourselves with the wider movements that Greenwork is a part of
by establishing and maintaining a presence as members of relevant online
communities (CSR, Development, Sustainability/Green transition)
Engaging with our target audiences (green tech, academic institutions,
collaborators) in the following ways:
o On a one-on-one basis through direct outreach
o
Creating and curating relevant content
o Connecting with relevant media sites
For example, for clean tech: Clean Technica, Cleanedge,
Clean Techies

Target Audience
Our target audience categories are cleantech companies, cleantech clusters,
and academic institutions. With this in consideration, all three of our identified
audiences (cleantech companies, academic institutions, and our collaborators) are
active on both twitter and facebook, among other social media sites. Given that
all three audiences are active on these two platforms, to begin our online
marketing it would be best to start by establishing Greenwork on these two
platforms.
Additional research on how to maximize our online presence across these two
platforms to best reach our target audience is included in the Website and Social
Media Research document. Further detail as to how we can best utilize these
platforms to contribute to our overarching goals of our online presence can be
found below.
Goals & Social Media:
1. Clearly communicate Greenwork services to stakeholders
(companies, academic institutions, communities)
a. Create and curate relevant content
i. Contribute content that highlights Greenwork services to
relevant news outlets
ii. Ask collaborators to share Greenwork content
iii. Share related content that gives a broader picture of the
Greenwork mission and message
b. Participate in online chats that allow direct engagement with
potential clients and other industry leaders
c. About section should clearly detail services and link to
Greenwork website
i. Who is involved, what we do, how to further connect
2. Demonstrate experience and authority in the area of socially
inclusive clean tech deployment
a. Share relevant and timely articles that give a broader picture of
the Greenwork mission and message
b. Find ways to have industry leaders share Greenwork content
i. Establish list of contacts we can reach out to and ask to
share
ii. Track those who have shared in the past and
strategically reach out for future shares
3. Engage with potential Greenwork clients and enable future
contact

a. Link back to Greenwork website

b. Pinned tweet with email address (info[at]Greenwork.org)/link to
website
c. Fill out all info sections on social media sites
d. Identifiable logo consistently used across platforms
Goals & Website Content:
Our content will be based on the goals of the website, as listed above:
1.

Clearly communicate Greenwork services to stakeholders

(companies, academic institutions, communities)
a. Display services on the first page
i. What is it? Greenwork.
What results does it get me?
1. Questions about tagline: Accelerating education,
employment, and empowerment in the emerging
green economy
a. Doesnt explain who is involved (for example,
clean tech companies dont know their role
when they first land on the site)
b. Accelerating being used in GTDI website,
how can we distinguish ourselves with them
as partner & competitor
2. Connecting clean tech with communities (?)
ii. Infographs
b. Photos of the projects in action
c. What we do page AND about page
i. About page
1. Background of Peacework (Powered by Peacework)
2. Reason for the development of Greenwork
ii. What we do page
1. Greenwork services, where we work, and how we
work
2. Demonstrate experience and authority in the area of socially
inclusive clean tech deployment
a. Endorsements from collaborators
i. Endorsements on the need for the kinds of solutions were
offering until endorsements of the services themselves are
possible through pilot project
1. Club de Madrid, Global Solutions Summit, etc.?
b. Pilot project examples
i. Clear explanation of the role of each stakeholder
1. Community, technology, academic partner
3. Engage with potential Greenwork clients and ensure future
contact
a. Ask to join email list- send periodic updates to keep people looped
in
i. Email list for updates is separate from contact form for
info@greenwork.org (which is an option on contact page)
b. Links to social media: Facebook & Twitter
i. Display twitter feed at the bottom of page