RAINFOREST ALLIANCEStudents Leader Campaign

Rainforest Alliance Campaign

This initiative focuses on the education and outreach of the Rainforest Alliance for college students with the help of student leaders. The appropriate student leaders start an awareness campaign on campus and host an event and follow up by asking for Rainforest Alliance products on campus and in the surrounding areas.

Students Leading Students Step 1: Finding the

appropriate student leaders

Step 2: Pre-Event Planning

Step 3: Rainforest Themed Party

Step 4: Follow up Strategy Step 5: Reward System

Suggestions on where to start

Social media aspect Conclusion

Step 1: Find Student Leaders

The people on campus leading the way will make or break the campaign.

Consult the Student Activities office on campus to find the appropriate student group to lead the initiative across campus for the Rainforest Alliance.

i.e. Fraternity’s with a community service aspect, Community Service Centers, existing sustainability campaigns, environmental awareness groups.

Step 2:Pre-Event PlanningThis will be the undefined interim period before

the event to promote team building and the campaign on campus.

They can be provided with Rainforest Alliance products that will allow students to be informed about the organization and its cause.

A strong team will do better in the performing stage of the campaign.

They should be provided with a Rainforest Alliance contact so that they feel part of the organization.

Step 3:Rainforest Themed partyA rainforest themed party will draw students to the event and

inform them of the delights and disasters associated with rainforests across the world.

Utilize the campus resources given to the student group to host a rainforest themed dance party.

Rainforest Alliance can promote it by providing merchandise available for free and for purchase at the event. i.e. RA plastic frogs, RA coffee beans, plants and animals from the rainforest exhibited, free tee shirts etc.

Rainforest facts used creatively as decorations. i.e. table tops, cups, napkins, etc. (see Coffee Cups that Care pitch)

Make sure to creatively explain Rainforest Alliance’s position as well the initiative to promote its products.i.e. info on ticket stubs, pamphlets, conversation with student leaders, posters etc.

Step 4:Follow Up Strategy

Student Leaders follow up on the event by e-mailing the guest list and providing interested students with information on the Rainforest Alliance.

Student Leaders + interest students = High Quantity of students asking for RA products.

The high quantity of students asking may be as useful or even more so than a high quality pitch from a RA associate.

They should be given information and free samples of their product to strengthen the initiative.

Step 5:Reward SystemSuccessful students and coffee houses should be rewarded for

their contributions to the Rainforest Alliance.

See Challenge and Creating Incentives pitches for reward ideas.Monetary Compensation by commission for students that

successfully get local businesses to use RA products.-encourages more students to participate.

Reward the most successful students at the Annual Gala.-College students seek resume builders and networking events that make them feel important.

All-expenses paid pilgrimage to RA affiliated coffee plantations for interested students.-volunteers have a direct impact on the work and it leaves a lasting impression on the students that will continue RA enthusiasm in future semesters.

Suggestions on where to Start

A campus already showing an interest in the environment would be an ideal epicenter.

Campuses that already have an established sustainability campaign-Utilize the Go Green movement across America to Rainforest Alliance’s advantage

Campuses with active environmental student groups-they ideally have the passion necessary for change

Smaller campuses with dining halls that can be easily influenced or campuses with several local coffee houses in the surrounding area.-The success of the campaign is reliant on the culture of the college.

Social Media Aspect

TwitterStudent Leaders tweet about their progress with the Rainforest Alliance to show interest.

FacebookEvent profiles and groups should be made by the Student Leaders for the event and students interested in the campaign.

ApplicationsFun and informative Rainforest Alliance

applications for Facebook and Iphone would be great ways to encourage student awareness.

CONCLUSION

Student Leaders with passion for the environment will integrate social media into their initiative to increase the distribution of Rainforest Alliance products across campus

after a successful informative event. Both the businesses and students will be encouraged to do so by the reward system provided by

the Rainforest Alliance.