Campaign Objectives FAMU PR class

1. Energy Campaign at Florida A&M University By Portia Mazone, Karla Maynard and Schneider Santil

2. Campaign Objectives To inform 1,500 incoming Florida A&M freshman between the ages of 17-21. About the effects of Energy and Global Warming on FAMU campus and in the African American community during Fall 2009 semester. To inform 85 percent of FAMU campus leaders at the Green Summit of the effects of Energy and Global Warming on FAMU campus and in the African American community during the Fall 2009 semester. To persuade incoming FAMU freshman, that global warming is an issue and conserving energy on FAMU campus and at home is important. Move to Action is to see a decrease of Energy consumption in FAMU student housing by 10 percent ,from Fall 2008 to Fall 2009 .

3. Target Audience Demographics Approximately 12,000 students attend FAMU About 6,940 are female About 4,908 are male There are 10,509 are full-time students There are 1,339 are part-time students Population of incoming freshmen is 3,100 Psychographics Studying Partying Eating Shopping Sleeping Drinking

4. Target Events Welcome Week- Is an event week where incoming FAMU freshman get acquainted with the FAMU campus and the FAMU way of life.Green Summit- Is a series of learning sessions and seminars from September 11-12, 2009 on FAMU’s campus. It is an attempt to reach out to student leaders and students to teach them about Global Warming issues.

5. Communication Plan Welcome Week We will be targeting 1,500 FAMU freshmen and introducing “green” ways of life on campus. We believe by targeting a select few of incoming freshman will be the tipping point where the spread of conserving energy and living a sustainable life will spread throughout FAMU housing through word-of-mouth. Green Summit One lecture proposed will be an energy lecture titled “Black in America” How global warming and energy affects the black community.

6. Pr Metrics We will measure the effectiveness of our campaign by offering a pre-test and post-test at the Green Summit about energy and how it relates to global warming and the African American community. We will measure the energy consumption in the beginning of Fall 2009 semester of FAMU student housing and at the end of Fall 2009 semester. We will use benchmarking to measure FAMU housing consumption, by measuring FAMU student housing consumption over a 10 year period. Also we will compare FAMU student housing consumption to another HBCU with the same amount of student dormitories.