This group project was created for the international convenience store chain 7-Eleven. We planned a sustainability campaign as well as strategies and tactics for implementation on a national level.
For this course, we partnered with Ketchum Mindfire and chose 7-Eleven as our client for a semester-long final project. The project assignment was to develop a corporate social responsibility platform for 7-Eleven convenience stores. Our group chose to focus on sustainability and carbon footprint reduction, to create a more eco-friendly community with each 7-Eleven franchise. We created a campaign proposal and presentation for our "7-Eleven Goes Green" campaign, complete with primary research and social media examples.
First, we identified existing strategies and tactics at 7-Eleven and determined whether those strategies, activities and communication tactics were working. We then conducted background research to determine if any studies regarding sustainability had already been conducted. After completing background research, we conducted formalized research to identify our stakeholders and key publics and analyze their perceptions of the 7-Eleven's sustainability. Finally, we researched competitors in the industry to benchmark our changes in product and packaging.
To view our campaign website, click the button below.
7-Eleven Goes Green