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Dominion, one of the nation's largest energy utilities, engaged RightMinds to help highlight their dedication to community service and concern over environmental issues. Project Plant It! is a multifaceted community education program that facilitates tree planting and teaches the benefits of trees through public elementary schools.
Develop program name, logo, and personality unique to the industry and region
Create and implement strategy to reach a large number of community members, thought leaders, and elected officials
Develop strategic partnerships with the largest, most influential school districts in the region
Plan and promote a highly visible Arbor Day media event to highlight the environmental and educational impact of the program
Develop materials to communicate with key target audiences: classroom instructional materials, brochure, website, newspaper ad, and tree seedling labels
Implement a web-based mechanism to assess number of trees planted and teacher feedback
Over 7000 students planted trees at residences and school properties
Direct contact with 18,642 individuals (students, parents, community leaders)
75% of the schools in 3 districts embraced and implemented Project Plant It! lesson plans and educational support
509,269 earned media impressions
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