CAMPAIGNS

Progress ReportClient: VCU’s Office of Sustainability

10.11.12

CAMPAIGN GOAL

“To motivate Virginia Commonwealth University students to shrink the university’s carbon footprint by reducing electricity usage to help VCU achieve American College and University Presidents’ Climate Commitment.”

SWOT ANALYSIS

STRENGTHS WEAKNESSES THREATS OPPORTUNITIES

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

KEY PUBLICS

VCU students that commute and live on campus.

KEY MESSAGES

Using less electricity is the right thing to do, because it's: - Responsible- Benefits Future Generations- Because It's cool.

Using less electricity helps the environment and the wallet:- Reduces carbon footprint- Saves money

STRATEGY

Have "go green" screen savers/ background with tips on library desktops.

TACTIC

1. Notify library department of theme/idea for initial agreement of changing background.

2. Have (chosen) logo as screen saver.

3. Pick three-five tips to have added to the "go green" background along with (chosen) tagline. A "did you know" idea with company website for "more information".

STRATEGY

Set up a booth during VCU Welcome Week & every month.

TACTIC

1. Office of Sustainability interns, a new group and the Green Group at VCU can set up a booth during Welcome Week

2. There could be brochures, physical examples, games, coupons, giveaways (stickers, light bulbs, efficient outlet strips, etc.)

3. This can happen not only during Welcome Week, but it can be a monthly thing in the VCU Compass or Commons

STRATEGY

Encourage students to buy energy efficient appliances and lighting through various promotions.

TACTIC1. Ask stores to place energy efficient products closer to the front of the store, so students see those products first. Strategic product placement!

2. Make posters about the benefits of buying energy efficient products and ask stores to put up posters next to the products. They should have attention grabbing graphics and fun facts.

3. Give stores pamphlets on facts about energy efficient products. They can place them at the front of the store, in the aisle with the products, or they can put them near the checkout.

4. Add energy efficient product options to the freshman orientation list that the VCU Residential Life and Housing has of “what to bring” for Fall move-in. We could also mail the pamphlets with the freshmen orientation packets.

STRATEGY

Have a VCU blackout from 7pm to 11pm on a selected weekend night to promote awareness about wasting electricity and polluting the environment.

TACTIC

1. Put 200 fliers up around campus in most high traffic student areas promoting the event a month before it will happen

2. Put fliers up in each dorm hallway

3. Make announcement about the event on the VCU homepage

TAG LINE IDEAS

Green is the New Black

Rams Go Green

Black Gold Green

Miscellaneous Findings/Works

Miscellaneous Findings/Works

CAMPAIGN LOGO IN PROCESS

QUESTIONS OR COMMENTS?