Students & Alumni of Historically Black Colleges and Universities
Increase sales of Toyota Environmental Fleet
Low engagement among influential market segment (African-American Consumers).
90% of African-American professionals graduate from a Historically Black Colleges or University. Alumni Engagement critical opportunity. Traditional Advertising not reaching target.
Co-designed & managed Toyota’s flagship green campaign targeting African-Americans, “The Toyota Green Initiative.” In its fifth year, this regional tour includes a Celebrity Lecture Series, Community Service Events and Contests. The initiative engaged millions of students and alumni in beautification projects, music and celebratory activities centered in themes of environmental sustainability, food justice and social entrepreneurship.
The before and after on that was stunning.
- Keith Dahl, National Manager Engagement Marketing | Toyota Motors, Inc. -