a forest for

All of our social networks grew considerably and our TOH rose from the second place in the first semester of 2016, to the first place in the second semester of ...
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A FOREST FOR

MEDELLÍN CAUSE RELATED MARKETING

TABLE OF

CONTENTS

3

PAGE

SUMMARY

PAGE

PAGE

ACTION 4 9 PAGE

PAGE

RESULTS 10 15 ADVERTISING PUBLICITY PAGE PAGE

16 21

A FOREST FOR MEDELLIN

SUMMARY

During the first half of 2016, Medellin faced an orange alert due to air pollution, which according to the city’s environmental authorities causes 9.2% of the natural deaths. Looking to make a contribution, we designed a campaign to raise awareness and donate a real forest to the city; we invited visitors to jump on our Bouncy Forest and places over the city and post their pictures to our social media, and for each post Santafe would donate U$ 1.70 to plant trees. Thanks to the participation of our clients, we donated US $ 8.333 with which we planted 150 trees of native species in areas surrounding the Shopping Center.

PAGE 3

A FOREST FOR MEDELLIN

SUMMARY ACTION

We designed a family attraction for our main plaza,

a 700 square meter Bouncy Forest.

PAGE 4

A FOREST FOR MEDELLIN With the hashtag #unbosqueparamedellin we invited our followers to post their pictures jumping either on the Forest or anywhere in the city, making each post contribute $ 1.70 for planting trees.

SUMMARY ACTION

PAGE 5

A FOREST FOR MEDELLIN

We carried out different actions in social media to raise awareness, such as:

Alliances with digital influential leaders

The publication of a motivational video

SUMMARY ACTION

A landing page statistics of the campaign and an interactive game.

PAGE 6

A FOREST FOR MEDELLIN

SUMMARY ACTION

We partnered with the Mayor's Office and Metropolitan Area entities to better decide the appropriate species, defining planting sites and logistics.

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A FOREST FOR MEDELLIN

SUMMARY ACTION

Each tree has a locator that allows its tracking and conservation through the Urban Tree System.

With the guide of the local Botanical Garden, we planted native species such as Zapote, Nispero, Guayabo Común, Palma Corozo, Bread Tree and Romeron Pine, which contribute to the diversity of the local flora and to the associated fauna, in 3 creeks close to the mall.

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A FOREST FOR MEDELLIN

SUMMARY ACTION

We shared the results and the planting with our customers and followers.

PAGE 9

A FOREST FOR MEDELLIN

SUMMARY RESULTS

We donated U$ 8,333 to the city,

meaning 150 native trees (1.50 mt. tall), were planted near the Mall.

PAGE 10

A FOREST FOR MEDELLIN

SUMMARY RESULTS

Santafe’s initiative derived in an ongoing program of the Metropolitan Environmental Area promoting private-public alliances and joint actions to plant trees in hope of improving the quality of air.

PAGE 11

A FOREST FOR MEDELLIN

SUMMARY RESULTS

We succeeded mobilizing our network followers for this environmental responsibility campaign, by producing 4,580 publications with the hashtag #unbosqueparamedellin. 7.298 likes and 215 shares were made as well.

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A FOREST FOR MEDELLIN

SUMMARY RESULTS

Bonds with the surrounding community were strengthened.

PAGE 13

A FOREST FOR MEDELLIN

SUMMARY RESULTS

All of our social networks grew considerably and our TOH rose from the second place in the first semester of 2016, to the first place in the second semester of 2016.

PAGE 14

A FOREST FOR MEDELLIN

SUMMARY RESULTS

As a result with our work with the media, we obtained over U$ 10.860 in publicity. PAGE 15

A FOREST FOR MEDELLIN

ADVERTISING MEDIA PLAN

PRINT

INCLUDED

PRINT

INCLUDED

PRINT

INCLUDED

NEWSPAPER El colombiano

1 page 24. 5 cms x 36.67 cms

NEWSPAPER Vivir en El Poblado 1/2 page

NEWSPAPER

Gente (poblado, Belén, laureles y Envigado)

IN CENTER/ON CENTER

INCLUDED

Mall’s service door

DIGITAL

INCLUDED INCLUDED

Santafé Medellín web page

BILLBOARD ADVERTISING

INCLUDED INCLUDED

Palms Avenue 12x4 M

www.centrocomercialsantafe.com/medellin

DIGITAL

Santafé Medellín Facebook page

INCLUDED INCLUDED

DIGITAL

Eblats to Santafe Medellin database

INCLUDED INCLUDED

DIGITAL

Santafé Medellín Twitter page

IN CENTER/ON CENTER

INCLUDED

September’s folding

INCLUDED INCLUDED

IN CENTER/ON CENTER

October’s folding

INCLUDED INCLUDED

INCLUDED

BILLBOARD ADVERTISING

BILLBOARD ADVERTISING

33th Avenue 12x4 M

Mall’s facade 6x12 M

1 page and 1/2 page

RADIO

INCLUDED Audio file

IN CENTER/ON CENTER

INCLUDED

Radio (La W 90.9, 40 principales 95.9 y radio tiempo 105.9)

IN CENTER/ON CENTER

INCLUDED

September’s Santafé newspaper

INCLUDED INCLUDED

30 seconds

Mall’s elevator doors

IN CENTER/ON CENTER

INCLUDED

October’s newspaper

Santafé

BUS STOP ADVERTISING

INCLUDED

1.16 X 1.71 M

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A FOREST FOR MEDELLIN

ADVERTISING PRINT AND RADIO

La W 90.9 30 seconds

VIVIR EN EL POBLADO

40 Principales 30 seconds

EL COLOMBIANO AND GENTE

Radio Tiempo 30 seconds

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A FOREST FOR MEDELLIN

ADVERTISING IN CENTER/ON CENTER

MALL’S ELEVATOR DOORS

MALL’S SERVICE DOORS

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A FOREST FOR MEDELLIN

ADVERTISING IN CENTER/ONCENTER

SEPTEMBER’S FOLDING

OCTOBER’S FOLDING

SEPTEMBER’S SANTAFÉ NEWSPAPER

OCTOBER’S SANTAFÉ NEWSPAPER

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A FOREST FOR MEDELLIN

ADVERTISING

Santafé Medellín Twitter page

Santafé Medellín Web page

DIGITAL

Eblats to Santafé Medellín database

Santafé Medellín Facebook page

www.centrocomercialsantafe/medellin

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A FOREST FOR MEDELLIN

ADVERTISING BUS STOP AND BILLBOARD ADVERTISING

BUS STOP ADVERTISING - 1.16 X 1.71

BILLBOARD - PALMS AND 33TH AV. 12X4 M

BILLBOARD MALL’S FACADE 6X12 M

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A FOREST FOR MEDELLIN

PUBLICITY MEDIA COVERAGE

PRINT

INCLUDED

PRINT

INCLUDED

PRINT

INCLUDED

El Tiempo

2016/09/23 Readers: 48.258 Col.: 1 Cm.: 10

ADN

2016/10/06 Readers: 192.303 Col.: 3 Cm.: 6

2016/10/09 Readers: 501.975 Col.: 1 Cm.: 5

2016/10/15 Col.: 1 Cm.: 32

El Colombiano

DIGITAL

INCLUDED

BROADCAST

INCLUDED

El Colombiano

Vivir en El Poblado

PRINT

DIGITAL

2016/10/09 Readers: 796.696 Col.: 1 Cm.: 5

Vivir en El Poblado

2016/10/14 Col.: 1 Cm.: 5

RADIO

Caracol Básica Noticiero del Mediodía 2016/10/10

Listeners: 350.460

Seconds: 243

Teleantioquia Noticias 2016/09/24 Viewers: .3.517 Seconds: 88

Teleantioquia Hora 13 BROADCAST

BROADCAST

INCLUDED

RADIO

2016/10/05 Viewers: .65.854 Seconds: 78

Noticiero Telemedellín 2016/10/17 Viewers: 13.558 Seconds: 66

La W

2016/09/23 Listeners: 1.494 Seconds: 25

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A FOREST FOR MEDELLIN

PUBLICITY

ADN - 2016/10/06

VIVIR EN EL POBLADO - 2016/10/14

EL TIEMPO - 2016/09/23 EL COLOMBIANO - 2016/10/09

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A FOREST FOR MEDELLIN

PUBLICITY

TELEANTIOQUIA - 2016/09/24

TELEMEDELLÍN - 2016/10/17

PAGE 24

A FOREST FOR

MEDELLÍN Centro Comercial Santafé Medellín