This document provides a progress report for a campaign by VCU's Office of Sustainability to motivate students to reduce electricity usage. The campaign's goal is to help VCU achieve commitments to reduce its carbon footprint. Strategies discussed include using "go green" screensavers on library desktops with tips, setting up booths during Welcome Week and monthly to provide information, and encouraging students to buy energy efficient appliances. Tactics proposed for the strategies include notifying the library, selecting tips and logos for screensavers. The report also discusses potential taglines and findings.

1. CAMPAIGNS
Progress Report
Client: VCU’s Office of
Sustainability
10.11.12

3. 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.”

4. SWOT ANALYSIS
STRENGTHS WEAKNESSES THREATS OPPORTUNITIES

5. SURVEY RESULTS

6. SURVEY RESULTS

7. SURVEY RESULTS

8. SURVEY RESULTS

9. SURVEY RESULTS

10. SURVEY RESULTS

11. KEY PUBLICS
VCU students that commute
and live on campus.

12. 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

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

14. 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".

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

16. 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

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

18. TACTIC
1. 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.

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

20. 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

21. TAG LINE IDEAS
 Green is the New Black
 Rams Go Green
 Black Gold Green

22. Miscellaneous
Findings/Works

23. Miscellaneous
Findings/Works
CAMPAIGN LOGO IN PROCESS

24. QUESTIONS OR COMMENTS?