Drawdown GA Case Study - Project
Brief
Context
Background
In February 2020, the Stable Kernel market research team worked with PR agency Dialogue
and Drawdown Georgia (by way of The Ray C. Anderson Foundation) and its partners to
collaboratively conduct a benchmark quantitative research study to assess the attitudes,
perceptions and behaviors of key demographic audiences in Georgia re: climate change and
sustainability. The team came to realize that (although not its original intent) this study now
serves as an indicator for how key Georgia demographic audiences feel about this topic
pre-COVID-19. When it came time to re-survey the audience in July, SK and the client saw a
unique opportunity to understand how attitudes shifted once Georgia opened back up for
business.
The results that returned from that survey were truly eye-opening - for example:
● 43% of Georgians are more aware of climate change since COVID-19 began
● 55% of Georgians are participating in new, healthy, and climate-friendly activities as a
result of COVID-19
● 56% of Georgians believe climate change and social justice issues are either strongly
related or somewhat related
When SK presented the results to the client, they agreed that the findings were fascinating, so
much so that they held a webinar to share them, and have shared them in multiple places on
social. SK believes that this work would be interesting not only to our client, but to a wider
audience - we see this project as an opportunity to leverage our great work in order to message
to new clients, both about these groundbreaking results as well as about the quality and breadth
of work we do. At the same time, VidLoft approached us about collaborating on a project, and
we thought this one would be the perfect fit.
Key Stakeholders
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Joe (CEO, SK) and Jason (Managing Partner, SK)​. We need to ensure that the
messaging accurately represents their vision for SK to future clients.
SK sales team.​ The SK sales team will be using this piece in outreach to potential
clients for whom the message may resonate.
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Mary (VP of Customer Insights and Strategy) and Taylor (Director of Creative
Strategy). ​Mary and Taylor have been leading the internal charge on new, unique
approaches to SK messaging. Additionally, Mary led the Drawdown project, so she
knows it inside and out.
Opportunity
Create a video case study for the Drawdown GA market research project that communicates the
fascinating results of the survey while selling Stable Kernel’s holistic services at the same time.
Tactical Planning
Key Objectives
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Tell the story using what’s available to us: interviews, social media posts, footage of the
Drawdown webinar, statistics via typography and appropriate stock footage
Ensure the final product works with and without sound on by incorporating animated
typography and stock footage alongside “talking heads”
Generate leads by gracefully blending an interesting story with relevant SK reasons to
believe
Explore creating two cuts of the video: one highlighting the partnership between SK and
Dialogue, and one incorporating SK reasons to believe
Target Audience
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Primary: ​Potential SK clients with whom the results of the survey may resonate
Secondary:​ Visitors to the SK website or the SK market research site who want to learn
more about our services
Proposed Approach
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First, create a preliminary deliverable (treatment/script/storyboard?) to determine
required participants and align on video direction
Next, plan shoot as required
Then,​ ​edit video
Measures of Success
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Spark 10 conversations with potential clients that lead to at least 1 proposal
Reality Check
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Due to COVID, we need to ensure that we take all safety precautions during any
in-person shoots
Anyone who we’d like to interview that can’t be in-person will need to be interviewed via
Zoom, and a recording of that video incorporated into the final product
We’ll need to double-check with Dialogue when we know more about what we’re
creating (perhaps once a script, or similar, is finalized) to ensure that they’re on board
with us creating this video
Timeline & Budget
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Budget: TBD
Milestones: TBD