環境資源報告成果查詢系統

101年環境教育設施場所行銷推廣計畫

中文摘要 自環境教育法上路後,行政院環保署針對全國各地具有特色的環境教育設施及資源,輔導成為環境教育設施場所,為鼓勵民眾踴躍至環境教育設施場所享受良好環境教育,本計畫規劃系列整合行銷活動。計畫期間,設計製作40面環境教育設施場所及環境教育機構標示牌,塑造其專業形象;並規劃2項抽獎活動及3場實體活動,其中抽獎活動為「環境教育 哇寶趣」好禮抽獎活動及「哇 我的尋寶日記」環教主題照片募集,自101年4月22日舉辦至101年10月22日,前項參與達101,566人次,達驚喜加碼抽門檻,後項參與則有11,967人次,並於101年10月28日在臺北市立動物園舉辦公開抽獎,現場民眾參加踴躍,達3,000人次,媒體曝光總數共計65則;此外,101年4月22日於臺北自來水園區舉辦聯合揭牌活動,現場達500人次一同參與,該活動媒體曝光總數共計50則,101年6月5日則於芝山文化生態綠園舉辦環境教育法實施週年活動,活動人次達300人,媒體曝光總數共計37則;本計畫另拍攝2支三分鐘以「山」及「水」為場域特色之環境教育設施場所宣導短片,可作為後續推廣使用;並安排至15處環境教育設施場所進行實地訪查,蒐集多方意見,以提供署內作為後續補助方案訂定之建議;建置環境教育設施場所行銷宣導網站及臉書粉絲團,網站超過91,786瀏覽人次,粉絲團有732位粉絲;全案媒體宣傳採多管道進行,印製4萬1千張海報宣傳海報,寄送至約7,500個單位張貼,廣播宣傳播出1則專訪及400檔廣告,平面宣傳包含2則爽報廣告及1則壹週刊廣告,網路宣傳於UDN聯合新聞網刊登4則活動宣傳、新聞平臺發送4篇新聞稿、環境教育設施場所官方網站17則宣傳、抽獎情報網站27則宣傳,以上所有媒體宣傳總觸及人次達30,267,851人。
中文關鍵字 環境教育;設施場所;行銷

基本資訊

專案計畫編號 EPA-101-EA02-03-A194 經費年度 101 計畫經費 6050 千元
專案開始日期 2012/03/29 專案結束日期 2012/11/30 專案主持人 呂正閔
主辦單位 綜計處 承辦人 陳孝仲 執行單位 新視紀整合行銷傳播股份有限公司

成果下載

類型 檔名 檔案大小 說明
期末報告 EPA101EA0203A194.pdf 19MB

101 years of Environmental Education facilities in place marketing and promotion plan

英文摘要 Since The Environmental Education Act was implemented, Environmental Protection Administration, Executive Yuan has been assisted environmental facilities and resources with features across the country to become Environmental Education Facilities or Venues. In order to encourage public to participate environmental education in Environmental Education Facilities or Venues, this project launched a series of marketing campaign.During the campaign, Environmental Protection Administration designed forty environmental facilities and resources billboards to build the professional image, and planned two lucky draw, which 101,566 people joined in during Aril 22, 2012 to October 22, and there were about 11,967 people to participate in three events. Over 3,000 people joined the draw out audience which earning 65 media at Taipei zoo in October 28, 2012. Moreover, they held an unveiling ceremony which attracted 500 people and earned 50 media at Taipei waterpark in April 22, 2012; and celebrated an anniversary of the Environmental Education Act in the Zhishan Cultural and Ecological Garden. The celebration reached 300 people and earned 37 media. This project shot two environmental education promotional videos which included mountain series and water series; also arranged supervisors to investigate fifteen Environmental Education Facilities to collect different ideas which provided suggestions for the following references; built a website and Facebook Fan Page to share Environmental Education Facilities or Venues information though pictures and videos. The website’s traffic is over 91,786 and the page has 732 fans. Regarding to the multi channels marketing communication, 41 thousands posters were printed and posted on 7,500 places; radio broadcasted one interview and 400 cuts of commercial; 2 pages advertisements on sharp paper and 1 page on Next media; 4 events promotion via UDN.com, 17 posts via the official website, 27 posts via drawing information website. All marketing channels reached 30,267,851 people.
英文關鍵字 Environmental Education;Facilities or Venues;Promotion