Green Ambassadors


	Index Introduction Becoming a Sustainability Expert California Science Standards California ELA Standards How to Be a Green Ambassador Unit: Creating an Earth+ Photo Story Unit: Delivering an Earth+ Presentation Unit: Creating and Delivering an Earth+ Presentation Unit: Writing an Earth+ Script Unit: Producing an Earth+ Video Documentary Unit: Creating Earth+ Marketing Materials Unit: Producing an Earth+ Event Unit: Earth+ Social Marketing Unit: Producing an Earth+ Fundraiser Unit: Earth+ Public Relations Training Unit: Planning and Delivering an Earth+ Elementary Lesson Unit: Creating an Earth+ Game Unit: Creating Earth+ Alternative Marketing

Teaching Guide: Creating Earth+ Marketing Materials
Summary	Students learn basic concepts of marketing, then analyze an example of printed marketing materials for a composter so as to evaluate strengths and weaknesses. As a performance task they then work in groups to create marketing materials for a green product or service of their choice.
Guiding Questions	*What is the purpose of marketing?* *What are the characteristics of effective printed marketing materials?*
Objectives: Language Arts	Standard NL-ENG.K-12.4 COMMUNICATION SKILLS Students adjust their use of spoken, written, and visual language (e.g., conventions, style, vocabulary) to communicate effectively with a variety of audiences and for different purposes. Concepts Marketing Market Mission Message Media
Objectives: Science	TBD (Depends on topic chosen)
Objectives: Sustainability	TBD (Depends on topic chosen)
Objectives: Values	Students believe that they have a responsibility to contribute to the well-being of their community. Students work to gather and share knowledge that supports the well-being of their community. Students encourage other community members to engage in practices that contribute to the well-being of their community.
Materials	Examples of brochures and other printed marketing materials from a variety of companies and organizations. Printed marketing material for the CB+ Composter Checklist for Creating Earth+ Printed Marketing Material
Assessment	In the performance task for this lesson, students create mockups of printed marketing materials and test them on representatives of a target market. (View Performance Task here)
Preparation	Collect 40-50 examples of brochures and other printed marketing materials from a variety of companies and organizations. Make enough copies of the Checklist for Effective Earth+ Printed Marketing Material for each team. (Download here.) Make enough copies of the composting event flyer for each team. (Download here.) Make enough copies of the Earth+ Talking Points Worksheet Example for each team to have two sheets. (Download here.) Make enough copies of the Earth+ Talking Points Worksheet for each team to have two sheets. (Download here.)
Into	Distribute examples of the printed marketing materials from various companies, 4 or 5 per student group. Ask them to study the materials and respond in writing to this prompt: Based on these examples of marketing materials, what do you think is the purpose of marketing? Explain your reasoning. Guide discussion of responses to agreement that the purpose of marketing is "to get people to want to buy or do something". Explain that a "talking point" is "an important, basic idea in a presentation or document". As a class discussion, ask students to look at the materials in front of them and see if they can determine some of the talking points, and how those points are further supported by information in the materials. Discuss examples of these until it's clear that students understand what a talking point is and can identify talking points in marketing material.
Through	Distribute to each team the flyer for the composting event, a copy of the Earth+ Talking Points Worksheet and Earth+ Talking Points Worksheet Example, and the Checklist for Effective Earth+ Printed Marketing Material. Review the Earth+ Talking Points Worksheet Example to ensure that students understand the relationship between the main message of a presentation, the talking points, and the support for the talking points. Ask each team to evaluate the marketing material, first by determining what they key talking points are, then by using the checklist to evaluate the piece. Each team is to complete both the Talking Points worksheet and the Checklist. Share out some results of this work. Explain to students that in any marketing effort it is important to determine three things: Who is the market? That is, what kinds of people that you are trying to influence? Teenage girls? Businessmen? Teachers? People that live in a certain community? Or ? What is your mission? That is, what is it you want to accomplish? What is the message? What is it that you want to communicate to the market in order to accomplish your mission. Have students work in pairs to try to answer these questions for the CB+ marketing materials they have been examining. Discuss their answers as a class until it is clear that students understand the concepts of market, mission and message. Ask students to work in teams to respond in writing to this prompt: What could be done to improve the CB+ marketing piece? Share out results.
Beyond	Ask students to respond in writing to this prompt: What are the 6 most important characteristics of effective printed marketing materials? Explain your reasoning Students carry out the Performance Task for this lesson.