The EcoReps are a group of students working in campus residence halls to educate undergraduates on sustainability through fun programs and events. There is one EcoRep per dorm building. In February of 2013, the University of South Carolina's EcoReps hosted the Southeastern EcoReps Conference. 80 students from colleges around the region were in attendance.

1. Branding your EcoReps
Program…
in a digital world
Renee’ LeBouef
Eco Reps Conference
February 23, 2013

2. So…what the heck’s a BRAND,
anyway?
• Dictionary: 1) “goods of particular name or trade mark”
2) “to burn”
• Business Dictionary: “The process involved in creating a
unique name and image for a product in the consumers’
mind, mainly through advertising campaigns with a
consistent theme. Branding aims to establish a significant
and differentiated presence in the market that attracts and
retains loyal customers.”
• Inter-brand Definition: “Living business assets, brought to life
across all touch points, which, if properly managed, create
identification, differentiation and value.”
Source:
http://www.brandchannel.com/papers_review.asp?sp_id=358

3. Also…
• A brand is not what you say it is; A brand is what they say
it is…
• A brand is the promise, the “big idea” that reside in
customers’ minds about a product, service or company
• “In a very real sense, a brand only exists in the mind of the
consumer, in the meaning that has been built over time
through marketing communication” (Larry Percy – Renee’s
idol)
Percy, Larry. 2011. Strategic Integrated Marketing Communications, 21.

4. Brand vs. BrandING
• Branding = process, brand = final result
• Branding is also:
• the creation and development of a personality
and an identity
• the process by which a product or an image
becomes synonymous with certain values or ideals
• What do you want your EcoReps program to stand for in
students’ minds?

5. Ok, ok. But what does a brand DO?
• Helps you to stand out from the crowd;
differentiates a product/service from its
competitors
• Makes a promise to followers (must follow
through)
• Serves as the driving force of all messaging

6. …and how do you do THAT?
1.Determine desired brand positioning
2.Create brand awareness and image
3.Develop brand identity (over timeNOT overnight)

7. EcoReps - what do people think of YOUR brand?
“Hippie Commune”
FUN
“Crunchy Granola”
“Relatable” Sustainability
“Tree Huggers”
Young, fresh, modern take on earthfriendly initiatives

8. Avoiding Brand Confusion
Got other “green groups” on campus? It can often be difficult
to ensure your audience knows the distinction between all of
you. We are all advocates for our environment and we often
collaborate. The differentiation comes with how you are
perceived in your target’s minds – your brand positioning.
We touched on separating yourself from other green org.’s– so
let’s talk about how easy it can be for brand confusion to
happen. Your audience will slip away and no longer attend
your events because of a “been there, done that” attitude. To
find that unique identity, your niche, you have to know GUESS WHAT- who your target market is. Knowing who your
consumers are will give you an idea of what works best for
them. It will help you fine tune your message so you can even
visualize that you are speaking directly to one specific
person. This will allow you to concentrate on one thing –
that one thing that will give your brand an edge. Can you
think of some “famous” examples of brand confusion?

9. You’ll have to ask yourself…
• What want or need do we link to for
students to care?
• What benefits should be emphasized
to communicate what our program
offers?

10. Positioning Statement
For (target), (product name) is (single
most important claim) because (reason to
believe).
“The EcoReps Program is the most dynamic ‘green’ group on
USC’s campus because they demonstrate the importance of
protecting our planet in ways that inspire me to make a
difference.”

11. Create Brand Image
• Where do we excel?
• How are we known?
• How aren’t we known?
• What territory (literally and
figuratively) do we want to occupy?

12. Determine brand identity:
What do you want to be?

13. Branding Considerations
• Where’s the social/emotional
tie to your organization for
audience members?
• Do they think of you when
they think “green” on
campus?

14. How is branding different NOW?
• Brands are increasingly being controlled and shaped by
consumers (starting to trust other consumers vs. companies
themsleves)
• Brands must be part of the conversation - and many of
these conversations are happening online
• Digital should be part of holistic strategy, not separate
from the rest of the branding strategy

15. Did you know….
YOU have an incredibly
unique advantage – in that
you ARE a member of your
target market segment.

16. Social Media is IMPORTANT
• Example #1
• Example #2

17. http://www.prdaily.com/Main/Articles/12454.aspx#
(best times for click-throughs; ensure students are clicking links you post)

18. Check y’all out!
• http://sustainability.tufts.e
du/the-original-tuftsecorep-program/
• http://www.uvm.edu/ecor
eps
• http://www.sustainableca
mpus.cornell.edu/initiatives
/student-ecoreps
• More imagery? Emphasize
catchy data (1st program
in the country, etc.)
• Cluttered with pics?
Grammatical errors?
• Links to current projects
and activities humanize
the EcoReps
• Open-ended, relatable
content

19. How to Spread
the EcoReps’
Message

20. 1) Affect students’ habits
• We’re following the leader, the
leader…
• AWARENESS and ACTION
• If you build it, they will come – and tell their
friends

21. 2) Take good
pictures at
events for
future use
• Eyeballs draw eyeballs
• Refrain from LAZY
photography – FACES, not
butts and feet!

22. Yay! This is a blast!
Huh?!
Awwww. I’m not
human, but I’m awfully
cute.

23. 3.) Simplify your message to
communicate effectively
• We don’t need to confuse our audience by talking about
environmentally-friendly initiatives in a way they won’t
understand. Students are only going to care if our efforts sound
FUN. If they’re not engaged – forget it.
• Students will automatically distance themselves from your brand
and see the program as something for someone “much smarter” or
“greener” than themselves if your messaging is “boring.”
• GET THEM EXCITED. Use generalizable phrases – even “clean
water” is more relatable than “water quality.”

24. Let’s talk fonts.
SANS
SERIF
SERIF
dafont.com
**credit**

25. “Disabled Dog”
Sometimes, no matter what words we use, we encounter naysayers. Have
Mantra
you ever been at a tabling event and someone says, “Well, I heard that
it’s better to just use Styrofoam cups instead of reusable water bottles bc
when those get near heat the chemicals give you cancer” - or something
crazy like that?
In our field, we have to learn to take control of that constant wrestling
match over the data. Whatever principle you’re promoting, be sure you
are keeping the focus on the topic at hand in a positive way– in PR, we
hate the word SPIN, bc it implies that we’re not telling the truth. PR is
different from broadcasters and other areas of the mass comm field in
that we are under no obligation to be 100% objective – but doesn’t mean
we lie.
Activity:
You must relate all answers back to your disabled dog (teaching you to
keep the focus where it needs to be.)
1)Would you recommend Jiffy Lube’s service to others?
2)How many fingers do you have on your left hand?

26. EcoReps’ Communication Process
• Awareness & Expectations
• The starting point for all communications is defining your audience.
(Do this for every event – identify specific groups across campus
and promote brand awareness)
• Once expectations are set, must achieve “trial” period – DOCUMENT
their response (always get contact info at all events)
• Audience Interaction
• Use Facebook statuses and tweets to encourage students to share
ideas and request information
• Nurture the relationship
• Follow-up; send emails, newsletters, ANSWER social media inquiries

27. Missed Opportunities
“That recycling
event was so fun!
How come I never
heard from you
again?”

28. Missed Opportunities
“This application
form is too long. I
quit.”
Student was aware, but we
made the process too
difficult and confusing. Is
your EcoRep application
form easy to navigate?

29. Missed Opportunities
“It’s freezing
today and I’m
exhausted. These
volunteer trips
aren’t my thing.”
We affected
behavior, but it
wasn’t their cup
of tea. Student
just wasn’t
engaged. WHY?

30. Missed Opportunities
“I don’t remember
getting an e-mail
from you about
that”…
Did it go to an old
address?
Are you updating
your student listservs
regularly?

31. In short…
• Keep the focus on your audience- if you want to
get your point across, of course.
• Be CONSISTENT
• Utilize trending media outlets
• Trust your instincts
• Follow the communications process

32. Questions?
Comments?
Renee.lebouef@gmail.com
(985) 691-2103
Twitter: @reneelebouef