We want to develop our marketing strategy to better share our already high-quality but not yet maximally amplified climate education work with more potential learners to further scale our outputs.
We're a non-profit working at the grassroots level and building networks to promote large scale behaviour change around climate change. We provide a day's worth of climate change learning and certify successful participants and organisations, and their learning and action, as Carbon Literate. While any individual or organisation can receive Carbon Literacy training, our Toolkits are designed for specific sectoral audiences, focusing thus far on Local Authorities and Education (Universities and Colleges). Our audience is therefore segmented, so while we need to better amplify our core work, we also need to focus on how we can best promote to those particular sectors, beginning with Local Authorities. We have a small capacity and are limited to unpaid marketing, focusing on social media marketing, including promoting our blog and newsletter, but we likely have a lot of underutilised content. Our current social media engagement is ok and generally stable, particularly on our best performing platforms Twitter and LinkedIn, but could be improved. Due to our limited capacity, we could do with honing in on how to best place our efforts to maximise conversions."Phone Calls" are 1 hour, one-time calls with an organization. Learn the difference between volunteering on a Phone Call and a Project here.
The Carbon Literacy Project offers everyone a day's worth of Carbon Literacy learning, covering - climate change, carbon footprints, how you can do your bit, and why it's relevant to you and your audience.
The Project's published definition of Carbon Literacy is:
"An awareness of the carbon costs and impacts of everyday activities and the ability and motivation to reduce emissions on an individual, community and organisational basis."
The Carbon Literacy Project is globally unique - there is nothing else quite like it anywhere. It was recognised as such by the UN at COP21, in Paris, where it was awarded as a TAP100, one of 100 worldwide Transformative Action Programs.
Carbon Literacy is relevant climate change learning that catalyses action to reduce greenhouse gas emissions. The Carbon Literacy Project works to provide access to this learning to everyone who lives, works and studies and is expanding rapidly across the UK and beyond.
The Carbon Literacy Project is based on the key aim that if we are to cut our carbon emissions by the kind of reductions demanded of us by science, then we will need to change culture alongside technology.
Carbon Literacy training is offered through workplaces, educational institutions and communities.
Carbon Literate citizens understand how climate change will affect them - both geographically and sectorally - and have acquired the knowledge and skills to lower their carbon footprint, with typical realised carbon savings of 5-15% per person (Jacobs 2018).