Marketing Sustainability (powerpoint)


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Students in my Social Marketing course developed this social marketing campaign for their final project. The client is The New School's Sustainability Advisory Committee.

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  • Julie The Sustainability Advisory Committee (SAC) requested a social marketing plan to help New School University move toward a carbon neutral future, one of the goals of the American College and University Presidents' Climate Commitment.
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  • Dava
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  • Agnes
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  • Agnes 1,100 figure: on-campus residents, Greenwich Village and Wall Street housing, acc. to NSU website :
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  • Marketing Sustainability (powerpoint)

    1. 1. SustainAbility Inc. Dava Antoniotti, Julie Beck, Kristen Demaline, Agnes Peterseil & A.J. Stone
    2. 2. Greening The New School <ul><li>The Sustainability Advisory Committee (&quot;SAC&quot;) asked Media Advocacy & Social Marketing students to develop a social marketing plan that will facilitate: </li></ul><ul><ul><li>A reduction of both refuse and recyclable waste produced at the university as well as overall reduction in consumption.  </li></ul></ul><ul><ul><li>Increased student awareness of the environmental and energy-related consequences of their actions, and a deeper understanding for the entire university </li></ul></ul><ul><ul><li>community on the trade-offs made in deciding to </li></ul></ul><ul><ul><li>buy, use or discard products. </li></ul></ul><ul><ul><li>Greater involvement in and dedication to </li></ul></ul><ul><ul><li>sustainability initiatives on the part of the </li></ul></ul><ul><ul><li>student community. </li></ul></ul>
    3. 3. Methodology/What We Did: <ul><ul><li>Our team began by: </li></ul></ul><ul><ul><ul><li>Researching best practices for waste reduction and influencing sustainable behaviors </li></ul></ul></ul><ul><ul><ul><li>Surveying approximately 150 New School students </li></ul></ul></ul><ul><ul><ul><li>Interviewing David Eisenhauer </li></ul></ul></ul><ul><ul><ul><li>Evaluating data from NYU to calculate proxy </li></ul></ul></ul><ul><ul><ul><li>measures for the New School </li></ul></ul></ul><ul><ul><ul><li>Contacting student organizations to ascertain </li></ul></ul></ul><ul><ul><ul><li>scale of potential campus buy-in </li></ul></ul></ul>
    4. 4. Findings Driving Our Design <ul><ul><li>New School students are aware and concerned about social responsibility </li></ul></ul><ul><ul><li>Landscape Assessment survey shows the desire to unify personal action & beliefs is a key motivator </li></ul></ul><ul><ul><li>58% of students dispose of one or more plastic bottles at the New School per week (approx. 12,000 plastic bottles per week) </li></ul></ul><ul><ul><li>Students are concerned with finances and reducing costs </li></ul></ul><ul><ul><li>&quot;Green&quot; behaviors must be made simple & convenient </li></ul></ul><ul><ul><li>Culture and norms encourage action  </li></ul></ul><ul><ul><li>Written/public commitment increases action </li></ul></ul>
    5. 5. Campaign Objectives <ul><ul><li>1. Encourage Shift to Reusable Beverage Bottles on Campus </li></ul></ul><ul><ul><li>2. Encourage Shift to Reusable Shopping Bags </li></ul></ul><ul><ul><li>3. Facilitate Student Engagement </li></ul></ul><ul><ul><li>to Create a Stronger Knowledge Base </li></ul></ul><ul><ul><li>and a “Green” Campus Culture </li></ul></ul>
    6. 6. Measurement Indicators:  What Will Success Look Like? <ul><li>  We propose goals including: </li></ul><ul><ul><li>30% reduction in refuse and recycling collected on campus by May 2012 </li></ul></ul><ul><ul><li>2% annual growth in number of students signing sustainability pledge; goal of 10% increase overall by 2017 </li></ul></ul>
    7. 7. 1: No Disposable Water Bottles! Shift to Reusable Bottles on Campus <ul><li>  </li></ul><ul><ul><li>Why should NSU’s campus focus on reduce/eliminate use of plastic water bottles on campus? </li></ul></ul><ul><ul><ul><li>Carrying a re-usable bottle is a simple &quot;green behavior&quot; change - making small changes will allow students to identify with the movement. </li></ul></ul></ul><ul><ul><li>Why will students buy-in? </li></ul></ul><ul><ul><ul><li>Purchasing your recommended daily water intake can cost an average of $1400 per year.  Drinking the same amount from </li></ul></ul></ul><ul><ul><ul><li>the tap costs approximately $0.49 per year! </li></ul></ul></ul><ul><ul><ul><li>Making bottles to meet America’s demand for </li></ul></ul></ul><ul><ul><ul><li>bottled water requires more than 17 million barrels </li></ul></ul></ul><ul><ul><ul><li>of oil annually; enough to fuel 1 million US cars for </li></ul></ul></ul><ul><ul><ul><li>1 year.   </li></ul></ul></ul>
    8. 8. 2: Reusable Bag Campaign <ul><li>  </li></ul><ul><ul><li>Why should NSU’s campus focus on reduce/eliminate use of plastic water bottles on campus? </li></ul></ul><ul><ul><ul><li>Carrying a re-usable shopping bag is a simple &quot;green” behavior change - making small changes will help students to identify with the movement </li></ul></ul></ul><ul><ul><li>Why will students buy-in? </li></ul></ul><ul><ul><ul><li>According to The Wall Street Journal , the U.S. goes through 100 billion plastic shopping bags annually </li></ul></ul></ul><ul><ul><ul><li>Plastic bags cause over 100,000 sea turtle and other </li></ul></ul></ul><ul><ul><ul><li>marine animal deaths every year </li></ul></ul></ul><ul><ul><ul><li>Each high-quality reusable bag you use has the </li></ul></ul></ul><ul><ul><ul><li>potential to eliminate an average of 1,000 plastic </li></ul></ul></ul><ul><ul><ul><li>bags over its lifetime </li></ul></ul></ul>
    9. 9. 3: Student Engagement & Creating “Green” Campus Culture <ul><li>Why should NSU focus on fostering a “green” campus culture? </li></ul><ul><ul><li>“ Conformity that occurs due to individuals observing the behavior of others in order to determine how they should behave can have long-lasting effects” </li></ul></ul><ul><ul><ul><li>“ This norm is most likely to develop through direct contact with people rather than through campaigns that rely upon prompts or information alone” </li></ul></ul></ul><ul><ul><ul><li>“ To be effective, the norm must also be visible” (McKenzie-Mohr 77) </li></ul></ul></ul><ul><li>Why will New School students buy-in? </li></ul><ul><ul><li>The New School is lacking a cohesive community feel, </li></ul></ul><ul><ul><li>and students are eager for community. </li></ul></ul><ul><ul><li>NSU seems to attract students who care about taking </li></ul></ul><ul><ul><li>action and improving the world around them - they will </li></ul></ul><ul><ul><li>identify with a more public community of people who care </li></ul></ul><ul><ul><li>about sustainable behavior </li></ul></ul>
    10. 10. Campaign Strategy:  Educate & Solicit Commitment <ul><ul><li>SAC gives a 15 minute presentation on Greening The New School at all new-student orientation sessions  </li></ul></ul><ul><li>  </li></ul><ul><ul><ul><li>Emphasize the importance of everyone's commitment </li></ul></ul></ul><ul><ul><ul><li>Encourage participation and innovation </li></ul></ul></ul><ul><ul><ul><li>Direct students to a SAC table nearby to sign a Sustainability Pledge </li></ul></ul></ul><ul><ul><ul><li>Those who sign receive a re-usable bottle  </li></ul></ul></ul><ul><li>and shopping bag and information on using  </li></ul><ul><li>them </li></ul>
    11. 11. Campaign Strategy: Educate & Solicit Commitment <ul><ul><li>SAC representatives visit core/foundation classes in all divisions to give a 5-minute pitch for the initiative, capturing students missed at orientation. </li></ul></ul><ul><ul><ul><li>Ask for a show of hands &quot;who has already signed the Sustainability Pledge to commit to Greening The New School?&quot; </li></ul></ul></ul><ul><ul><ul><li>Who wants to sign right now? </li></ul></ul></ul><ul><ul><ul><li>Solicit signatures and e-mail addresses and hand out  </li></ul></ul></ul><ul><li>           re-usable bottles and bags to those who sign </li></ul><ul><ul><ul><li>Remind students to watch for upcoming events,  </li></ul></ul></ul><ul><li>           guest speakers and films </li></ul>
    12. 12. Campaign Strategy: Educate & Create &quot;Green&quot; Culture <ul><ul><li>Host student engagement and education events throughout the semester </li></ul></ul><ul><ul><ul><li>Films, guest speakers, discussion panels, hands-on how-to lessons for green techniques </li></ul></ul></ul><ul><ul><ul><li>Tone is critical.  Ground level education open to all, regardless of prior green knowledge or NS division </li></ul></ul></ul><ul><ul><ul><li>Choose topics that rotate through discipline areas: </li></ul></ul></ul><ul><ul><ul><ul><li>Eco-art that makes a statement or uses recycled  </li></ul></ul></ul></ul><ul><li>               materials </li></ul><ul><ul><ul><ul><li>Waste and recycling policy in NYC - is there  </li></ul></ul></ul></ul><ul><ul><ul><ul><li>a social responsibility to provide organics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>pick-up? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Apartment composting 101  </li></ul></ul></ul></ul>
    13. 13. Campaign Strategy: Educate & Create &quot;Green&quot; Culture <ul><ul><li>Make events fun and inviting with food, drinks and raffles </li></ul></ul><ul><ul><li>Partner with student groups for better outreach </li></ul></ul><ul><ul><li>Every event is a new opportunity to sign the pledge and receive the bottle and bag. </li></ul></ul><ul><ul><li>&quot;How can I get one of those?&quot;  &quot;Come to the event tonight and sign the pledge!&quot; </li></ul></ul>
    14. 14. Promotional Elements <ul><ul><li>Poster campaign in campus buildings to attract attention, raise questions and drive traffic to new Green Initiatives website </li></ul></ul><ul><ul><ul><li>&quot;Americans use close to 1 billion plastic shopping bags each year.  How many of those are yours?” </li></ul></ul></ul><ul><li>Integrated Web 2.0: website, Facebook, Twitter and links to NSU student/group blogs </li></ul><ul><ul><li>Use e-mail addresses collected in Sustainability Pledge signing to promote events.  Tell students to bring a friend! </li></ul></ul><ul><li>Personal Connections: Students organizing, peer education, and group activities </li></ul>
    15. 15.   Timetable of Implementation <ul><ul><li>Fall 2010: School-wide logo competition </li></ul></ul><ul><ul><ul><li>Preparation for launch </li></ul></ul></ul><ul><ul><li>Spring 2011: &quot;Soft-launch&quot; </li></ul></ul><ul><ul><ul><li>Spring orientation: debut Sustainability Pledge </li></ul></ul></ul><ul><ul><ul><li>Student engagement nights  </li></ul></ul></ul><ul><ul><ul><li>Multi-media advertising </li></ul></ul></ul><ul><ul><ul><li>Gather feedback  </li></ul></ul></ul><ul><ul><li>Fall 2011: Formal launch of campaign for </li></ul></ul><ul><ul><li>incoming students </li></ul></ul>
    16. 16. How Much Will This Cost? <ul><li>Estimate for Bottles: </li></ul><ul><li>$2.50/ea: BPA-free plastic </li></ul><ul><li>$4.50/ea: stainless steel </li></ul><ul><li>1,100 students: $2,750-$4,950 </li></ul><ul><li>Estimate for Reusable Bags: </li></ul><ul><li>$3.20/ea: cotton tote bag </li></ul><ul><li>$4.00/ea: canvas grocery bag </li></ul><ul><li>1,100 students: $3,520- $4,400 </li></ul><ul><li>$500 logo prize </li></ul><ul><li>Food, beverage & raffle ($100 per event) </li></ul>
    17. 17. Looking Ahead   By creating a “green” culture at the New School we will reduce waste and build a unified sustainable community.
    18. 18. Thank you.
    19. 19. <ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Bibliography