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Situation
As part of the corporate social responsibility policy Meritor Media offered its services to one of the biggest projects in Macedonia, the “Treeday—Plant your future!” initiative. The Meritor Media Team was responsible for development of the communication plan and operational support of the implementation of the strategy. Treeday is a citizen association which promotes a nation wide tree planting action organized twice a year. It included over 100 000 participants and a 4 weeks call-to-action and education campaign. Meritor Media faced the difficulties of engaging media after 4 organized actions, organizing interesting events for media and lobbying for media support and positive journalist reports.
Solution
The complexity of the Treeday Project demanded a clear communication strategy development and implementation. Meritor Media developed the communication strategy, clearly pinpointing the communication goals that were to be achieved by the strategy and created the action plan. The Meritor Media team worked closely with the media in order to assure positive media reports and the dissemination of the communication message. Several side projects (Planting without frontiers, Planting with kids from Zlatno Slavejce choir) were developed in order to attract more media attention and an intense media appearance schedule was developed in order to enforce the call to action campaign and to raise general awareness.