Nanjing Mochou Ecological Environmental Protection Association Brand Communication Schemes

For non-profit organizations,although they uphold the idea of "Good wine needs no bush." at the beginning,the realistic difficulties and financial distresses practically faced by these organizations are reminding these nonprofit organizations that "Good wine needs bush." Mochou Ecological Environmental Protection Association(hereinafter referred to as Mochou)in Jianye District,as an early environmental protection non-profit organization established in Nanjing,has a high reputation,but it is faced with the embarrassed dilemma of "no one knows out of the environmental protection field" in brand communication.Therefore,the author carried out social environmental analysis and competitive product analysis for Chinese environmental protection non-profit organizations,combined with the analysis of current situations such as the development of non-profit organizations in China,policy and legal support,online public welfare trends,and environmental protection education came into being in China;Comprehensively compared brand publicity among "Environmental Protection Eco-organizational Competitive Products","Green Zhejiang","Friends of Nature" and other non-profit organizations,has positioned Nanjing Mochou brand as a non-profit social organization,which specializing in environmental education based in Nanjing,Jiangsu.The brand image slogan is "Take water as your teacher,don't worry about it",so as to promote Nanjing Mochou brand and increase Mochou's brand awareness.Based on the analysis for Nanjing Mochou's background,existing problems,and target markets,the author integrated Nanjing Mochou's customized "3G" systematic and integrated brand strategy(Green Image,Green Culture,Green Communication),meanwhile,used 4R theory(Relevance,Reaction,Relation,Reward),started from the relationship between Mo Chou and the communication target,systematically designed a communication plan for Mo Chou for one year.The first stage: February-April,2020,the publicity at this stage focuses on constructing associations,publishing some new media soft broadcasts(considering the epidemic)that change the publicity strategy,implementing event marketing and public relations activities,and conceiving the later branding solution;The second stage: April-June,2020,At this stage,mainly carry out "demand + reaction",and shoot and produce image publicity films and songs,to deepen the emotional interconnection with the communication targets from needs and emotions;The third stage: July-September,2020,at this stage,the "relation + subject" plan is implemented mainly,from the launch of Mochou Environment Day and Mochou annual keywords and through APPs design strengthen brand impressions,and the production of short videos;The fourth stage: October-December,2020,at this stage,the main emphasis is on "return and feedback",take the tenth anniversary of the Mochou brand as the main publicity through previous accumulation.At the same time,systematically treat Mochou's brand communication,and design the response methods in case of brand crisis.It is hoped that through this set of brand design schemes can enhance Nanjing Mochou's brand awareness in environmental protection field,and steadily enhance Nanjing Mochou's brand reputation,ensure the idea of protecting the environment will be deeply rooted in human minds.