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Executive Summary

Our campaign goal is to implement a plan that will raise awareness of sustainability efforts on campus at the University of

Memphis and motivate students to become more actively involved in sustainable efforts on campus.

The majority of the research for this campaign was conducted in the fall of 2008. We conducted focus groups, collected

surveys, and did face‐to‐face interviews with key members of the U of M administration. We also conducted a focus group in spring

2009, to find out students’ thoughts on the best methods to communicate with them (website, advertising, etc.) Our results

indicated a large disconnect between where students wanted to be and where the university currently is.

When our research was conducted, we discovered that many students were interested in helping the environment. The

problem was most were unaware of what could be done and what was currently being done at the university. Most students

expressed a concern about the lack of recycling bins around campus. There was also a concern about excessive energy consumption,

such as lights being left on and the heating and cooling of buildings on campus. There were some students who were informed

about what was going on globally, but as a whole the group was relatively uninformed about sustainability efforts. The members of

the focus group were very responsive to new information and seemed to want more answers on ways for the University of Memphis

to become a “green” campus.

After the research was analyzed, our group made the decision to focus on two primary messages for this campaign. Our first

message, “Join the Green Revolution,” will focus on positioning sustainability as the “cool” thing to do. The second message, “Going

Green $aves Green,” will focus on the financial benefits of going green for both students and the University.


We will implement both messages using traditional and nontraditional media as well as targeting opinion leaders in key

publics. Social media will be used because our research showed that it is the best way to get a message out to college students.

Social media will be complemented with traditional media.

Along with our media campaigns, we will be targeting opinion leaders to influence larger groups of students. Resident

advisors in the residence halls are encouraged to have optional meetings with students in their hall. We will prepare a simple

PowerPoint presentation for the RA's to show their residents ways to live sustainably in the dorms. We would also like to organize a

competition between residence halls to see which one could conserve the most energy by percentage over a specific timeframe.

Implementing these tactics will help the University of Memphis work towards becoming more sustainable. There is progress

to be made on the part of students, faculty and the administration. Students need to become more aware of the consequences from

their actions and take responsibility for them. The administration needs to make every effort to encourage the students to “go

green.”

Many students expressed a desire to live more eco‐friendly, but have not been motivated to do so because of inconvenience

it places on their lives. If the efforts were made to make “going green” more convenient and popular, the U of M would be much

closer to fulfilling its social responsibility of taking care of our environment.

We suggest that these strategies and tactics be implemented in the fall 2009 semester.


Table of Contents

Cover Page .................................................................................................................... 1

Executive Summary ....................................................................................................... 2

Table of Contents ........................................................................................................... 4

Mandate ........................................................................................................................ 6

Background .................................................................................................................... 7

Situation Analysis ........................................................................................................... 8

Results ......................................................................................................................... .15

Goals and Objectives ................................................................................................... 17

Stakeholders ................................................................................................................ 18

Campaign Messages .................................................................................................... 21

Strategies and Tactics .................................................................................................. 23

Timelines ...................................................................................................................... 26

Budget .......................................................................................................................... 28

Evaluation .................................................................................................................... 34


Reflections ................................................................................................................... 37

Tab A ..................................................................... Focus Group Moderator’s Guide 38

Tab B ........................................................................................ Focus Group Results 41

Tab C ........................................................................................................ Interviews 43

Tab D ........................................................................................................Definitions 48

Tab E .............................................................................................................. Survey 49

Tab F .................................................................................................. Survey Results 51

Tab G .......................................................................................................... Collateral 69

Tab H .................................................................................................. Press Releases 73

Tab I ....................................................................................................... References 75


Mandate

Create a public relations campaign to raise awareness of sustainability and motivate University of Memphis students to participate

in Go green efforts on campus.


Background

Sustainability and go green initiatives are important issues, both on a global level and to the administration of the University of

Memphis. As a result of research conducted in fall 2008 and spring 2009, it was discovered that many students are not aware of the

sustainability efforts on campus and want to know how they can become more involved. After conducting additional research to

determine the best way to reach students about sustainability, the “go green” public relations campaigns group created a campaign

that will increase awareness of sustainability issues and increase participation among University of Memphis students.


Situation Analysis

The Importance of “Go Green”

The world’s population has been rapidly increasing and in 1830 reached one billion people. The amount of natural resources

required to sustain the world’s population has led to much destruction of the world’s environment. The effort to sustain the

environment of the world can be traced back to the earliest decades in an attempt to reduce pollutants from wood and coal burning.

The first environmental club to be established was the Sierra Club founded on May 28, 1892 with 182 charter members. The club’s

purpose was to defend the reduction of the well known environmental park, Yosemite National Park.

The world’s population reached three billion in 1960. April 22, 1970 marked the first Earth Day, which was established by

Senator Gaylord Nelson due to the lack of awareness of environmental issues through politics or by the media. Three months later

on July 9, 1970, President Nixon put into motion plans to establish the Environmental Protection Agency and the National Oceanic

and Atmospheric Administration. Also established in the 1970s was the Clean Water Act, which included the basic structure for

regulating discharges of pollutants into the waters of the United States.

In 1974 the world’s population reached four billion. In 1985, Joseph Farman, Brian Gardiner, and Jonathan Shanklin

discovered the ozone hole over Antarctica. In the following two years, scientists confirmed that human‐produced chemicals,

chlorofluorocarbons, used in refrigeration and propellant devices, were causing the hole.

In 1987, the world reached five billion people. One of the most devastating environmental disasters in the history of the

United States, the Exxon Valdez oil spill, occurred when 10.8 million gallons of Prudhoe Bay crude oil was spilled into the sea, killing

numerous animals and polluting more than 11,000 square miles of ocean.


In 1999 the world population came to a total of six billion people and is estimated to reach seven billion by 2010.

The United States and Global Sustainability Efforts

According to the Environmental Performance Index (EPI) of 2008, the top three countries in order of best performance are

Switzerland, Norway, and Sweden. The United States came in at 39th.

Research shows that Switzerland, Norway, and Sweden are very strong in the areas of recycling and their usage of renewable

resources. With these two areas of conservation, a country can save 20 percent of their wealth and reduce the use of nonrenewable

resources by 16 percent.

The Swiss are taking action to conserve their energy. One of the goals of Switzerland’s energy policy is to increase the

proportion of electricity produced from renewable energy by 10 percent by 2030. Today, approximately 58 percent of Switzerland’s

overall electricity production comes from renewable sources. They also use hydropower.

Switzerland leads Europe by recycling 50 percent of all household waste. Annual garbage production is only 880 pounds per

person, which is half of the U.S. figure.

These are some of the ways Switzerland has had great success with recycling and energy conservation:

• They keep trash out of their landfills. There are financial incentives for people who recycle. Users can save money by

disposing of recyclable materials separately from waste materials.


• In order to reduce reliance on foreign energy, municipal incinerators are tapped to produce electricity and cheap steam heat

that fuel plant operations and heat public buildings. The incinerators also created a market for the purchase of burnable

waste.

• To keep the public and stores from wasteful packaging, all stores selling electronic goods must accept unwanted packaging

from customers and properly dispose of all old equipment returned to them.

Research shows that America is definitely falling behind the trends of “going green” that other countries have already

established; if it were not true, we would have a much better ranking on the Environmental Performance Index. We can definitely

use a lot of information from these three countries. We need to find more ways to have renewable energy and more ways of

recycling just as the top three countries have.

What Other Colleges Are Doing

The University of Memphis is not the only school addressing the issue of sustainability. Colleges and universities across the

nation are identifying these issues and addressing them in creative and effective ways.

Many schools, such as North Carolina State University, are celebrating Earth Week to “raise awareness about environmental

issues and sustainability” (http://www.ncsu.edu/bulletin/archive/2008/04/04‐16/earth‐week.php). Earth Week events are usually

sponsored by a student organization or university administration. These events sometimes feature guest speakers, movies, and

other works of art that promote the issues facing our environment. These types of events are used for getting information to the

students and for motivating students to participate in sustainability efforts.


High Point University is taking a more active approach to “going green.” They are currently in the process of building a new

environmentally friendly student housing complex. The new development will not only be built using special insulation designed to

lower heating and air conditioning cost, it will also feature all bamboo furniture. A university spokesman noted, “What's great about

bamboo is it actually grows 3 feet per day. So it's a renewable resource and it enables us to protect our environment and save

resources” (Mathis).

Along with the new environmentally friendly buildings, High Point University has also decided to tackle some of their energy

efficiency issues. The university has switched over all of the vehicles used by their Department of Security and Transportation to

energy efficient electric vehicles. Before the switch they were using gas power forms of transportation. Now safety officials

maneuver on new T‐3 vehicles and Segways, which operate on batteries that can be recharged at the end of every night.

Kent State University took a more unconventional approach towards conservation. For the 2007‐2008 school year, the

university held two competitions to see which student residence hall could conserve the most energy (Wolford).

The University of Michigan has implemented a very successful campus‐recycling program. In their multifaceted program, one

of the activities was recycling drives. They challenged their students to recycle as much cardboard as possible going into a big

football game with an instate rival. Challenging other schools is an effective way to increase student involvement. Another program

they have implemented involves student move out donations. When students are moving out of their dorms it is sometimes easier

to throw things away than it is to pack things up into boxes. The university realized there was an opportunity to recycle and

implemented a program that allowed students moving out to donate unwanted items to be recycled and reused

(www.recycle.umich.edu/grounds/recycle).


Current University of Memphis Sustainability Efforts

• Purchased an electric truck. It costs $.35 per mile to run and gets 60 miles per gallon.

• Purchased two propane lawn mowers that have 0% carbon emission. Propane burns 20% more efficiently than gas. Oil

changes are every 80,000 miles. No tune‐ups.

• Heating/cooling olant use of variable Primary Chilled Water Flow (Savings of 5,063,291 Kilowatt hours of electricity).

Equivalent to NOT burning 9,113 barrels of crude oil or 2,379 tons of coal. Equal to eliminating the fumes from 708 cars per

year or planting 1,468 trees per year.

• $25 unlimited fountain drinks value card. Conserves paper products in the dining area. It is redeemable at 5 locations on

campus.

• Lighting upgrades to ultraviolet lighting system installation.

• HVAC System replacements.

• The U of M’s carbon footprint will be reduced by more than 8,933 Metric tons of carbon dioxide per year.

• U of M’s Green Power Switch:

• Purchased 85,000 blocks (each block equals 150 kWh of green generation, making a total of 1,275,000 kWh of

electric generation. This avoids emissions equal to 953 tons of CO2, 6.4 tons of NOx, and 2.5 tons of SO2.

• All cleaning products are Green Seal certified.

• The pest control system is bio friendly.

• Responsible Printing Initiative is to reduce paper waste (25% or 2 million pages are thrown away annually).

• Environmental Action Club on campus “dedicated to engaging the campus community in action and service that will reduce

our negative impact on the environment and protect our resources for future generations.”


• In the spring 2009 there will be 100‐200 new recycling receptacles on campus.

What the University of Memphis Plans to Do

• Hire a Sustainability Coordinator to oversee the U of M’s Green Campus Initiatives.

• Continue the Sustainable Campus Fee assessed to each U of M student every year.

Research

In the fall of 2008, the “go green” public relations campaign group conducted research as a class assignment for the course

Public Relations Research. The group conducted two focus groups and also distributed a survey to undergraduate students at the

University of Memphis.

The group found that while more than 86% of students surveyed had heard of the “go green” concept, half had never

recycled on campus, and 36% thought “go green” on campus was only “somewhat important.”

Information gathered from the focus groups indicated that students were aware of the “go green” concept, but were unsure

about exactly how to participate in sustainability efforts, especially on the University of Memphis campus.

In the spring 2009, the group conducted a third focus group to determine the best way to communicate with students.

Students’ responses indicated that they would be best reached through online channels (such as a website, Facebook, etc.) and via

word‐of‐mouth.


The Campaign

Our campaign goal is to create a plan that will raise awareness of sustainability efforts on campus at the University of

Memphis and motivate students to be more actively involved in sustainable efforts.

Our public relations campaign will focus on University of Memphis students. To meet our campaign goals, we developed a

plan that utilizes traditional and new media, influential campus leaders, and a new “go green” website.


Results

How aware are University of Memphis students about sustainability?

According to students, they are aware of sustainability and would like the university to become more sustainable. They

understand that the initial cost might be a concern but they believe it will pay off in the long term. Over time, the U of M would save

energy and money. Students say that they would like to become more eco‐friendly on campus but they don’t know how. Many of

them don’t know how to live sustainable lives and there is a general lack of knowledge about sustainability.

The general consensus with all of the students is that the university needs to make sustainability more convenient for them.

For starters, the university could offer more visible places to recycle. Many of the students said that they did not know where to

recycle, even if they wanted to.

“Go green” is the new trend for college students. The problem is that their lack of knowledge, opportunity, and convenience

is holding them back.

What is the best way to reach our publics?

According to the students, the best way to reach their peers is through social media. Many of them first heard about “go

green” on T.V., T‐shirts, newspapers, and from celebrities like Al Gore.

The students were in agreement that a website would be the best way to reach them. A website would be both easy and

economical for the university, not to mention eco‐friendly. The students had a few ideas of their own regarding the content of the

site. They stated that the site should be bold to draw attention. This can be done by using features that will make it stand out from

all the other university sites. The site will be their forum of knowledge, so it should offer regular updates on green tips, places to


recycle, etc. An interactive message board would also be an asset to the site. The message board would be a place where students

could be interactive and help others by sharing their own tips and real life examples.

Finally, the site should offer incentives. This aspect will draw in more students and ultimately get them involved. An idea of

an incentive would be having a “commuter of the month”. Every month the site could highlight one student that has lowered their

carbon footprint by commuting to school on bike or by foot, rather than in their car. This would exert positive reinforcement for

those students that are making a difference.


Goal and Objectives

Goal

Our campaign goal is to create a plan that will raise awareness of sustainability efforts on campus at the University of Memphis and

motivate students to be more actively involved in sustainable efforts.

Objectives

Raise awareness by 5% about sustainability initiatives among University of Memphis students by the end of the fall 2009 semester.

Increase participation in sustainability efforts among University of Memphis students by 5% by the end of the fall 2009 semester.


Key Publics

On‐Campus Students

Students are the main element of any college campus and the prime focus when it comes to decision‐making. There are

approximately 20,000 students enrolled at the University of Memphis. Nearly 2,400 of those students reside on‐campus.

This publics’ self‐interests are convenience and wanting to participate in “cool” activities. Research shows that students are

more willing to engage in sustainable living habits if resources are centrally‐located and fit their routines.

The lifestyles students create today can and will affect the environment, both on campus and in the community.

Influentials of this group are Residential Advisors, Hall Staff, Peers, Student Government Association, Professor’s and

Athletes.

Off‐Campus Students

Approximately 18,000 of the University of Memphis’ students reside off campus.


The self‐interests of this audience are convenience and not wanting to spend additional money. The influentials of this public

are staff members, clubs and organizations, adult commuter services, and peers.

Greeks

The Greek system includes a majority of the University of Memphis’ leaders on campus. Fraternity and sorority members

comprise of 80 percent of orientation guides and 80 percent of Frosh camp counselors, both of which play a big influential role

towards incoming freshman. A majority of the SGA Senates and Student Activities Council are members of the Greek system.

This key publics’ self‐interests are the desire to reflect a positive image on the Greek system and wanting to be leaders in the

sustainability movement.

Influentials of the Greek systems are chapter leaders, Malikah Nelson (Greek Advisor), and Leslie Poe (Greek Life and Community

Service Advisor).

Freshmen

This key public has the opportunity to create a tradition of sustainable living. Nearly 2,100 new students enrolled at the

University of Memphis during the school year of 06‐07.


The self‐interests of freshman are convenience, contribution to a greater cause than self, achievement, belongingness, pride,

and acceptance.

The campaigns purpose in targeting freshman is to create a solid and refreshing look towards building a more

environmentally friendly campus. If students come in comprehending sustainable living as the only existence, then growth of a

greener campus will escalate to a higher and more successful standard.

Influentials are Destin Tucker with New Student Orientation, Stephanie Blaisdell with Freshman Convocation, Peter

Groenendyk with Residence Life, Angie Dunlap with Student Activities, athletes, professors and student leaders.


Campaign Messages

Primary Message #1

Join the Green Revolution

Secondary Messages #1

Students on 621 campuses in the United States are participating in Go green efforts. What are you doing?

Green is a hot look this fall. Will you be in style?

Students today are the green generation and are starting to see the effects of global warming… it’s time to stand up and make a change.

Students can inform the community how actions affect the environment.

Primary Message #2

Going Green $aves Green

Secondary Messages #2

Change your habits, help your wallet

Turn off the lights in your dorm room when you leave.


Take a shower instead of a bath and save up to 10 gallons of water.

Small things add up – both good and bad.

The best way to have green energy is to not use it at all.

Energy conservation, recycling and reusing items helps the University of Memphis, the community and the world.


Strategies and Tactics

Strategy

Motivate students to “go green” through new and social media.

Tactic

Start a Facebook page group that encourages people to join the Green Revolution. (Will also have link to website)

Create section on University of Memphis sustainability website that caters specifically to students.

Create Twitter account to send out regular Go green tips to students.

Create an appealing and informative website that looks different from other University websites.

Create a “go green” blog that students can comment on.

Links to Facebook page, Twitter profile, etc.

Put a graphic on the University of Memphis website (www.memphis.edu) that contains a link to the newly redesigned Green Campus Initiative (www.memphis.edu/greencampus).

Craig’s list type of online market to sell/exchange used items.

Calendar of Go green events.


Strategy

Motivate students to Go green through opinion leaders.

Tactics

Create posters with pictures of influential members of campus “Going Green” (Coach Pastner, etc.)

Create Go green position on the Student Government Association

Create Go green PowerPoint presentation for resident assistants to present to incoming residence students that emphasize how conserving energy can save money.

Strategy

Motivate students through traditional media.

Tactics

Purchase a series of ads in the Daily Helmsman with green tips and the Go green website address.

Run weekly Go green tips on the residence hall television station.

Run PSA on campus radio station.

Include Go green tip in monthly health newsletter.

Run an article or series of articles in the Daily Helmsman.


Purchase ads on the trash cans located throughout campus with green tips and the Go green website address.

Strategy

Motivate students to conserve energy.

Tactics

Create door hangers for residence students that include reminders to turn off lights, don’t run water, use green cleaning products, etc.

Create light plate stickers for residence students with a reminder to turn off lights.

Have an energy conservation contest between dorms to see who can save the most energy over the course of a week or month.

Strategy

Motivate students to recycle and reuse.

Tactics

List recyclable items on website/Facebook

List places to buy used products on website.

Hold a recycling competition between University of Memphis and another rival school leading up to a football game.


Research/Planning Timeline


Implementation/Evaluation Timeline


Budget

Strategy: Motivate students to Go green through new and social media.

Tactics Item(s) Quantity Per Item Cost

Total Projected

Green Revolution Facebook Group

University Of Memphis Campus Green Initiative Website

Green Revolution Twitter Page

Informative Website

Go green Blog

Links to Facebook and Twitter

Facebook

Website

Twitter

Website

Blog

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00


University of Memphis Website Graphics

Craig’s List

Calendar of Go green Events

Links

Graphics

Online Marketplace

Calendar

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

Strategy Subtotal $0.00


Strategy: Motivate students to Go green through opinion leaders.


Total Projected

Influential Posters

Go green SGA position

Go green PowerPoint Presentation

Word of mouth marketing

Website

SGA position

PowerPoint

Word of Mouth

50

$0.61

$0.00

$0.00

$0.00

$30.38

$0.00

$0.00

$0.00



Strategy: Motivate students through traditional media.


Total Projected

Daily Helmsman advertising

Go green Tips on Campus Television Station

Campus Radio Station PSA

Green Tips in Campus Health Newsletter

Daily Helmsman article(s)

Campus Trash Can advertising

Newspaper Ad

Television Ad

Radio Ad

Newsletter Tip

Article(s)

Trash Can Ad

1/4 page @ $200

12 month contract @ $99.00 per month

$200.00

$0.00

$0.00

$0.00

$0.00

$1,188.00

$200.00

$0.00

$0.00

$0.00

$0.00

$1,188.00

Strategy Subtotal $1,388.00


Strategy: Motivate students to conserve energy.


Total Projected

Door tags for University of Memphis residents

Light switch reminder stickers on light faceplates

Sustainability awareness brochures

Dorm Energy Conserving Contest

Door Tags

Light Switch Stickers

Brochures

Contest

1000 @ $144.75

1000 @ $51.80

1000 @ $69.42

$0.05

$0.14

$0.07

$0.00

$144.75

$51.80

$69.42

$0.00



Strategy: Motivate students to recycle and reuse.


Total Projected

University of Memphis Campus Green Initiative Website

Recycling Competition

Word of mouth marketing

Website

Competition

Word of Mouth

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00


Total Overall Used for Budget = $1,684.35

All printed materials were provided by www.UPrinting.com.


Evaluation

Objective 1

Raise awareness by 5% about sustainability initiatives among University of Memphis students by the end of the fall 2009 semester.

Criteria

The “Go green Team” surveyed 402 students at random on their thoughts, attitudes, and behavior patterns as they pertain to

sustainability efforts on the University of Memphis campus. Eighty‐six percent said that they had heard of the “going green”

concept.

Tools

The survey titled, “Study of Memphis Students ‘Going Green’” will be redistributed in spring 2010. The results from the second

survey will be evaluated and contrasted with the original data gathered in fall 2008 to see if there is an increase in the percentage of

students who are aware of “go green” initiatives.


Objective 2

Increase participation in sustainability efforts among University of Memphis students by 5% by the end of the fall 2009 semester.

Criteria

An average of 84 percent of University of Memphis students recycles less than two times in a given week. Roughly 55 percent of

those students surveyed said they do not recycle at all.

Tools

The survey titled, “Study of Memphis Students ‘Going Green’” will be redistributed in spring 2010. The results from the second

survey will be evaluated and contrasted with the original data gathered in fall 2008 to see if there is an increase in the percentage of

students who recycle on campus.


Reflections

When our research was conducted, we discovered that many students were aware of sustainability but few knew how to actively

become involved in efforts at the University of Memphis. One of our biggest challenges when developing this campaign was

determining what messages would be most influential in reaching students.

Most students expressed a concern about the lack of recycling bins around campus. There was also a concern about excessive

energy consumption, such as lights being left on and the heating and cooling of buildings on campus. The members of our focus

group were very responsive to new information and seemed to want more answers on ways for the University of Memphis to

become a green campus.

The University of Memphis’ administration has taken many initiatives towards a sustainable campus, including recycling and

using alternative resources. Our hope is that this campaign will raise awareness with University of Memphis students about what the

university is currently doing in terms of sustainability, and as a result, increase the amount of participation in sustainability efforts on

campus.


Tab A – Moderator’s Guide

I. BACKGROUND/INTRODUCTIONS

Moderator: Dane Williams

Moderator will: Introduce himself and thank participants for agreeing to come. “Thank you for volunteering your time and coming in

this afternoon. My name is Dane Williams and I am currently involved with a team on campus that is researching and evaluating the

thoughts, actions, and behavior patterns of the University of Memphis college students regarding the campus “Going Green. I’ll be

moderating our discussion today”.

Explain group guidelines and tell how long the focus group will last.

“Our discussion today should last for forty‐five minutes to one hour today. During the group we want to get your reaction and

responses regarding the University of Memphis’ campus “going green” and ways we can better reach the students at the U of M.

Again, I am here just to facilitate the session today. We are interested in hearing your point of view even if it is different from what

others have expressed. I’m going to make every effort to keep the discussion focused and within our time frame. If too much time is

being spent on one question or topic, I may move the conversation along so we can cover all of the questions.”

Address confidentiality:

“We will be audio‐taping the discussion because we don’t want to miss any comments. But, we will only be using first names

today and there will not be any names attached to the comments on the final report. You may be assured complete confidentiality.”


Focus Group Guidelines:

1. We’d like to ask you to not speak while someone else is speaking. We just want to make sure we hear everyone’s thoughts today.

2. Avoid side conversations with your neighbors.

3. We need to hear from everyone in the course of the discussion, but you don’t have to answer every question.

4. Feel free to respond directly to someone who has made a point.

You don’t have to address your comments to me to get them on the table.

5. Say what is true for you and your school and have the courage of your conviction. If you do not know an answer or are unsure of

where you stand, please simply elect not to answer the question rather than agreeing with an opinion given by another participant.

Participant introduction:

“On that note, please introduce yourselves – first names are fine. Please tell us your name, major, age and classification. Let’s

just go around the table”

Intro to topic:

1. During this discussion we are going to be talking about the University of Memphis’ campus “Going Green”, what does the term

“Going green” mean to you?

a. Where do you recall hearing/seeing the term?

2. How aware do you believe our world is regarding the environmental issues? a. United States b. Memphis c. University of Memphis


d. Yourself 3. Now that we have discussed the term “Going Green” on a global basis, why would the University of Memphis become a “Green”

campus?

4. What are the disadvantages of going green?

5. Who is going green?

6. Are you interested in finding out more information on ways that you can live more sustainable?

a. Would a website be an appealing way to get that information?

b. What kinds of content or features on websites draw you in and get your attention?

c. What kinds of content or features bring you back to a website again and again?

7. What are some ways that you have found out about your favorite websites?

Thank you for your time.


Tab B – Focus Group Results

Summary: Results from the Focus Group conducted on April 1, 2009

Criteria Answers

1. What does the term “Going Green” mean to you? Where do you recall hearing or seeing the term?

• Lights out • Eco‐friendly • More organic food in the cafeterias

• Recycling bins more prevalent on campus

• TV • Newspaper • T‐shirt • SGA‐passed recycling bill • Al Gore

2. How aware do you believe our country is regarding the environmental issues?

• “People want to do something, but not convenient. More campaigns today, it’s becoming cooler.”

• It’s an individual thing • “I don’t think we know that it could affect us or won’t affect us.” • “It’s becoming cooler to do” • Change something‐ don’t know what is it might be, but change is needed. Many think everyone knows about the issues, but people don’t put out effort

3. How aware do you believe the University of Memphis is regarding the environmental issues?

a. Aware but no opportunities b. “I don’t know where any recycling bins are.” c. “Why don’t we put some bins in a parking space?” d. With economy the way it is, college campuses might not take

steps to go green

4. Why would the University of Memphis become a “Green” campus?

• Long term, it actually pays off • Over a long time, it will benefit us by saving money, saving energy


5. What are some disadvantages to going green

• Initial cost, • Current mentality • Not convenient

6. Who is going green? • Celebrities • Families • Trendsetters • “Companies like Abercrombie made it look like a fad”

7. Are you interested in finding out ways you can live more sustainable?

• “Absolutely—I have a son, and his future is my future” • “It needs to be advertised, because there is a lack of knowledge”

8. Would a website be an appealing way to get you that information?

• “Yes it’s the easiest way and it’s a green way.”

9. What kind of content or features on websites draw you in and get your attention?

• Has to stand out more than all of the other U of M websites • Interactive message board • A list of places where to recycle

10. What kind of content or

features bring you back to a website again and again?

• Regular updates • Optional email alerts – “but don’t just start sending them to me” • Incentives • Quality • Grabs attention

11. What are some ways that you have found out about your favorite websites?

• RSS feeds • Blogs • Incentives • Friends • Googling • Interests • Word of mouth


Tab C – Interviews

Dane’s Interview with Dr. Williams Porter, Dean of Students

Q: What exactly does the Dean of Students do?

A: I work with all of the Registered Student Organizations, I am the SGA adviser, residence halls; we are working to make the new

dorm, the greenest building on campus.

Q: Students pay a “Green Initiative” fee every year…where has it been going.

A: Enhancing the recycling program on campus. Initially we received a plan from the physical plant, and funded it. We are going to

be adding two new positions: a sustainability coordinator and someone to help them with executing their tasks. They will also need

a special collection vehicle.

Q: Where will it go in the future?

A: Recycling will continue to need funding. We are also looking into various energy conservation measures.

Q: Do you think students want to have a “green” campus?

A: Oh yeah. I think as with anything there are some that are more passionate than others, but I think they want it.

Q: Do you think the “Green Initiative” fee is set at the right level? Should it be higher or lower?

A: I think it’s ok where it is at. Students have to continue to express interest for anything to change. They have to very actively

support recycling programs I’m sure there are several students who don’t care or know. Awareness is the key.


Q: What does “green mean to you?

A: Constantly working on ways to have your campus more sustainable. The priority should be to conserve energy. The best way to

have green energy is to not use it. It is a continual process to increase sustainability and to leave a diminishing carbon footprint.

Q: Where could we improve?

A: We could lower our energy consumption. We’ve looked into solar panels; the amount of energy you actually get from them is

very minimal. I think we would still like to add some someday. They work great as a visual reminder.


Dane’s Interview with Danny Armitage on February 10, 2009

Q: How many students live on campus?

A: 2,400 live on campus, and about 20,000 attend U of M, and 7,800 are normal college age potential dorm residents.

Q: What are the demographics like for on campus students?

A: 60% are female and 40% male

Q: Will it benefit Residence Life to become more sustainable?

A: 86% of West Hall was recycled. 50% of students circulate through the dorms each year. Drink card program has only 300

participants which are mostly staff.

Q: Do you think residents are informed about sustainability issues?

A: 18‐20% knows about recycling, but not much else. “Your problem will come with participation not so much on education”—

Armitage

Q: Do you feel sustainability issues are important to them?

A: Yes.

Q: Do you feel that residents currently take part in any green initiatives?

A: They probably buy green products, but don’t recycle so much. They are fairly active in limiting the paper that they use.


Q: Do you think they ever would?

A: Energy consumption is our best bet to get more participation. Females take longer showers. Turning off the lights could reduce

costs 8‐10%. 3 General Recycling dumpsters

Q: Who are the influentials the majority of residents? If we wanted to organize a recycling drive or something along those lines

that would we have to have on board? RAs? SGA? Someone else?

A: RA’s, Hall Staff (people that manage the buildings), Campus television (announcements run on scroll by his office—Edna Nelson)

Q: Can measuring the individual energy expenses for each dorm on campus be measured?

A: “They can in fact be measurable.”

Q: How many recycling bins are on campus and how many are we getting?

“I’m not sure of the exact number but the university could be from 350 to 400 recycling bins on campus along with 50 plastic bottle

bins.” He also said noted that very few are assessable to students meaning the bins are currently only for the faculty. The problem

with giving students the bins is that the bins could easily become trash cans, and once that has happened, it will be very difficult for

the school to change that. Currently only one individual is picking up the bins and the coordinator has no campaign for introducing

the recycling bins to students along with the means to get the recycling picked up.

Q: Where is the green fee going?

“One word. Nowhere.” A year’s worth of green fee money is currently sitting in the account and accumulating. Because of the

nation’s present recession, President Shirley Raines must approve all university money before being spent, and Strong is must file


the proper paperwork before he is allowed access to the green fee. Strong does plan to post a job opening for the sustainability

coordinator along with signing a campaign for fall 2009.

Q: Will three or four big recycling dumpsters on campus work for the students?

A: “There is only one person picking up the recycling and it’s a big enough job as it is.” Also for the three or four dumpsters to be put

into place we would have to remove three or four trash dumpsters for space. What we didn’t know is that the trash collectors are

charging the school per pickup time taking place meaning that if the truck comes yet there is no or little trash, the U of M still

receives a charge for it. His solution is not for recycling dumpsters but wanting to reduce the pickup times of the trucks to save

money and also reduce our individual trash collection.


Tab D – Definitions

Go green ‐ (As used within this report) a movement or initiative to sustain the environment.

University of Memphis Community ‐ The University of Memphis student body, administration and faculty.

University of Memphis Campus ‐ The buildings and surroundings of the University.

Biodegradable ‐ Capable of being broken down within a time frame into non‐harmful products by the action of living things.

Sustainability ‐ Meeting the needs of the present without compromising the ability of future generations to meet their own needs.


Tab E – Survey


Tab E – Survey, Cont.


Tab F – Survey Results

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 347 86.3 86.3 86.3

No 55 13.7 13.7 100.0

Total 402 100.0 100.0



Cumulative

Percent

Valid Peers 46 11.4 13.3 13.3

Media 233 58.0 67.1 80.4

Educators 45 11.2 13.0 93.4

Parents 16 4.0 4.6 98.0

Other 7 1.7 2.0 100.0

Total 347 86.3 100.0

Missing 9 55 13.7

Total 402 100.0


In the last week, how much have you recycled on the U of M campus?


Cumulative

Percent

Valid .00 221 55.0 55.0 55.0

1‐2 times 119 29.6 29.6 84.6

3‐4 times 37 9.2 9.2 93.8

More than 4 times 25 6.2 6.2 100.0

Total 402 100.0 100.0



Cumulative

Percent

Valid Yes, $5 more to increase

funding for green initiatives

101 25.1 25.1 25.1

No, keep the current green

initiative fee

151 37.6 37.6 62.7

No, Do not want current green

initiative fee

79 19.7 19.7 82.3

Yes, $10 more to increase

environmentally friendly

equipment

71 17.7 17.7 100.0

Total 402 100.0 100.0



Cumulative

Percent

Valid greatest 139 34.6 34.6 34.6

‐‐ 92 22.9 22.9 57.5

‐‐ 71 17.7 17.7 75.1

not great 74 18.4 18.4 93.5

9 26 6.5 6.5 100.0

Total 402 100.0 100.0



Cumulative

Percent

Valid greatest 97 24.1 24.1 24.1

‐‐ 124 30.8 30.8 55.0

‐‐ 104 25.9 25.9 80.8

not great 50 12.4 12.4 93.3

9 27 6.7 6.7 100.0

Total 402 100.0 100.0



Cumulative

Percent


‐‐ 101 25.1 25.1 43.8

‐‐ 127 31.6 31.6 75.4

not great 72 17.9 17.9 93.3

9 27 6.7 6.7 100.0

Total 402 100.0 100.0



Cumulative

Percent


‐‐ 59 14.7 14.7 30.3

‐‐ 73 18.2 18.2 48.5

not great 180 44.8 44.8 93.3

9 27 6.7 6.7 100.0

Total 402 100.0 100.0


Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Fundraising/

Promotional Event 93 23.1 23.2 23.2

Add extra clubs for

people to participate

in

59 14.7 14.8 38.0

Have a sponsor

awareness seminar 37 9.2 9.2 47.2

Increase recycling bins

around the campus 211 52.5 52.8 100.0

Total 400 99.5 100.0

Missing 9 2 .5

Total 402 100.0



Cumulative

Percent

Valid Recycling 210 52.2 53.3 53.3

Energy Conservation 106 26.4 26.9 80.2

Utilizing Alternative

Resources 60 14.9 15.2 95.4

Land Conservation 18 4.5 4.6 100.0

Total 394 98.0 100.0

Missing 9 8 2.0

Total 402 100.0



Cumulative

Percent

Valid Very Satisfied 21 5.2 5.2 5.2

Satisfied 82 20.4 20.4 25.7

Somewhat

Satisfied 158 39.3 39.4 65.1

Dissatisfied 97 24.1 24.2 89.3

Very Dissatisfied 10 2.5 2.5 91.8

Don't Know 33 8.2 8.2 100.0

Total 401 99.8 100.0

Missing 9 1 .2

Total 402 100.0



Cumulative

Percent

Valid Very Satisfied 12 3.0 3.0 3.0

Satisfied 69 17.2 17.2 20.2

Somewhat Satisfied 158 39.3 39.5 59.8

Dissatisfied 86 21.4 21.5 81.2

Very Dissatisfied 30 7.5 7.5 88.8

Don't Know 45 11.2 11.2 100.0

Total 400 99.5 100.0

Missing 9 2 .5

Total 402 100.0



Cumulative

Percent

Valid Not important at all 30 7.5 7.5 7.5

Not Important 54 13.4 13.6 21.1

Somewhat Important 147 36.6 36.9 58.0

Important 96 23.9 24.1 82.2


Very Important 71 17.7 17.8 100.0

Total 398 99.0 100.0

Missing 9 4 1.0

Total 402 100.0



Cumulative

Percent

Valid Not important at all 38 9.5 9.6 9.6

Not Important 60 14.9 15.2 24.7

Somewhat Important 154 38.3 38.9 63.6

Important 87 21.6 22.0 85.6

Very Important 57 14.2 14.4 100.0

Total 396 98.5 100.0

Missing 9 6 1.5

Total 402 100.0



Cumulative

Percent

Valid Under 23 279 69.4 69.6 69.6

23‐28 85 21.1 21.2 90.8

Older than

28 37 9.2 9.2 100.0

Total 401 99.8 100.0

Missing 9 1 .2

Total 402 100.0


Please circle your classification:


Cumulative

Percent

Valid Freshman 64 15.9 16.1 16.1

Sophomore 104 25.9 26.1 42.2

Junior 110 27.4 27.6 69.8

Senior 103 25.6 25.9 95.7

Graduate 17 4.2 4.3 100.0

Total 398 99.0 100.0

Missing 9 4 1.0

Total 402 100.0



Cumulative

Percent

Valid Female 242 60.2 60.2 60.2

Male 154 38.3 38.3 98.5

9 6 1.5 1.5 100.0

Total 402 100.0 100.0


Tab G – Collateral

(Poster)


(Door Hanger)


(Daily Helmsman Ad)


(Light Stickers)


Tab H – Press Releases

(Broadcast Press Release)


(Print Press Release)


Tab I – References

Bleau, S. (2008, October 21). U of M continues green initiative with conservative climate control. The Daily Helmsman, pp. 1.

Covington, J. (2007, November 11). Green club hosts recycling week. The Commercial Appeal. Retrieved October 14, 2008, from

<http://m.commercialappeal.com/news/2007/Nov/11/green‐club‐hostscampus‐recycling‐week/>.

Egan, T. (2006, January 8). The greening of America's campuses. The New York Times. Retrieved September 22, 2008, from

<http://www.housing.sc.edu/pdf/GreeningofAmericasCampusesNewYorkTimes.PDF>.

eSchool News Staff (2008, August 28). Poll: Two‐thirds of colleges are going green. eSchool News. Retrieved September 22, 2008,

from <www.eschoolnews.com/news/top‐news/?i=55040>.

Guber, D. L. (2004). The grassroots of green revolution: Polling America on the environment. Rural Sociology, 69(2), pp. 303‐306.

Ingenta Connect. Retrieved September 22, 2008, from <http://www.ingentaconnect.com/

content/rssoc/rs/2004/00000069/00000002/art00008?crawler=true.>

Hendry, E. R. (2008). Going green registers with colleges. USA Today. Retrieved August 14, 2008, from

<http://www.usatoday.com/news/education/2008‐08‐13‐eco‐friendlyuniversities_N.htm>

Jaschik, S. (2005, July 26). Thinking green. Inside Higher Ed. Retrieved September 17, 2008, from

<http://www.insidehighered.com/news/2005/07/26/green>

Jones, K. (2007, February 22). U of M may go green, with student vote. The Daily Helmsman. Retrieved October 14, 2008, from


<http://www.dailyhelmsman.com/home/index.cfm?event=displayarticleprintefriendl&ustoryid=39df9503‐552c‐4709‐9867‐

733c9d590805>

Judkis, M. (2008, August 25). How colleges are going green. U.S. News and World Reports. Retrieved September 22, 2008, from

<http://www.usnews.com/blogs/fresh‐greens/2008/8/25/how‐colleges‐aregoing‐green.html>

Kressler, B. (2008, June 23). Harris poll shows Americans are making green changes. Green Right Now. Retrieved September 23,

2008, from <http://www.greenrightnow.com/wwltv/2008/06/23/harris‐poll‐shows‐americans‐aremaking‐green‐changes‐

but‐some‐confused‐about‐eco‐choices/>

Mathis, K. (2008, August 7). High Point University goes green. News 14 Carolina. Retrieved October 14, 2008, from

<http://news14.com/content/local_news/triad/598095/high‐point‐university‐goesgreen/Default.aspx>

Spencer, B. (2008, August 29). Cig butts bad for environment. The Daily Helmsman, pp. 1.

Spencer, B. (2008, September 12). Architecture department builds eco‐friendly home. The Daily Helmsman, pp. 1.

Spencer, B. (2008, September 17). Blue goes green. The Daily Helmsman, pp. 1.

Wolford, B. (2008, July 2). Temporary hire to help university go green, conserve resources. Kentnewsnet.com. Retrieved October 14,

2008, from <http://media.www.kentnewsnet.com/media/storage/paper867/news/2008/07/02/N

ws/temporary.hire.to.help.university.go.green.conserve.resources‐3387017.shtml>

Zimring, C. A. (2005). History of recycling. In Cash for your trash: Scrap recycling for America.

New Brunswick: Oxford University Press.

book for university of memphis "go green" public relations campaign

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