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Designing and Implementing a Multi-Part Campaign to Promote Sustainable Behavior. Megan Zanella-Litke Sustainability Coordinator University of Richmond. Agenda. Creating a concept The planning process Marketing, communications, and events Evaluating Moving forward. The Concept.
Designing and Implementing a Multi-Part Campaign to Promote Sustainable Behavior Megan Zanella-Litke Sustainability Coordinator University of Richmond
Agenda • Creating a concept • The planning process • Marketing, communications, and events • Evaluating • Moving forward
The Concept • Initial Meeting • Sustainability • Communications • Student representatives • Goals • Increase visibility of sustainability efforts • Make “being sustainable” achievable • Make it fun and have a cool t-shirt • Target Behavior Change • “Fostering Sustainable Behavior” • Behaviors that would impact UR’s GHG calculations • Behaviors that had a high chance of success • Focused • Connect with existing events
Stakeholders Target Audience Partners Enthusiastic and committed Resources High visibility New connections Potential for additional partnerships • Faculty, Staff, Students • Balance between a focused message and multiple audiences
Drive-by Focus Group • Groups of 2 students stopped other students to ask questions and establish a baseline for awareness • Questions included: • On a scale of 1-10, how important do you feel environmental issues are? • What environmental issues do you feel are most important? • What campus programs related to sustainability or environmental awareness are you aware of?
Narrowing the Focus • September: Transportation • October: Water • November: Food • February: Energy • February/March: Recycling • April: Celebration
Creating a Brand Theme creation by communications Program approval from students Presented to Sustainability Working Group, partner offices
Marketing Strategy • Keep it green • Use existing channels • Make it clear • Useful giveaways
Monthly Communications • Web updates • Spiderbyte • School Newspaper • Digital Signage • Social Media • Monthly Newsletter • Events
Transportation • Partnership with our transportation office, Ridefinders, GRTC • Event: Transportation Days • Buses and Zipcar onsite • Games • Commitments • Giveaways
Beyond the Event • Signage near the shuttle stops with shuttle information • Signage near prime traffic areas with walking information
Water • Event • Focus on global water use and scarcity • Information on Richmond’s local water cycle and system • Distributed shower hangers reminding people to take shorter showers
Food • Focus on food waste • Students ran tables at the entrance to the dining hall • Dining hall events focused on “Live Well, Dine Green” theme and combined healthy eating with sustainable food choices
Food Events Local apples Local peanuts Sustainable seafood Partnership with vendors on sustainable packaging
Mid-year Evaluation • Drive-by Focus Group • Problems identified in November • Many students recognized the brand, but didn’t know what to associate it with • Students wanted more online messaging and more classroom involvement
Energy: Campus ConseRVAtion Nationals • RVA competition: VCU vs. UR • Overlap with RecycleMania
Eco-Olympics Kick Off • Utilized a high-traffic space • Raffle for prizes to anyone who signed a commitment that day • Signs explained the two competitions • Student volunteers ready to answer questions
Recycling:RecycleMania • Coincided with the University’s shift to single stream recycling and expansion of recycling capacity • Signage on recycling bins ties to campaign but will live beyond this year
Evaluation • Transportation • Number of bus passes distributed • Shuttle bus riders • Use of Zipcar • Water • One meter for the campus • Counted number of student commitments related to water • Food • Dining services began regular inclusion of sustainability in events • Incorporated sustainability logo into their green events • Increase in local and sustainable food purchases
Evaluation RVA - CCN RecycleMania Recycling numbers had fallen over the last year Weekly recycling doubled when messaging and new recycling system were released • Two competitions • On-campus apartments • Residence halls • Real-time monitors in halls, students read meters weekly at apartments • Greater participation at apartments
April • Still to come… Earth Day waste audit and celebration • Trees with commitment leaves • Recycling corn hole • Final figures
Moving forward… • The campaign ends, but the brand continues…
More Information Megan Zanella-Litke Email: email@example.com Web: sustainability.richmond.edu Twitter: @BeAGreenSpider Facebook: University of Richmond Sustainability