The document outlines a strategy and tactics for a campaign to promote the Student Green Energy Fund at the University of South Florida. The campaign aims to increase submissions of ideas to make USF more environmentally friendly by raising awareness of the fund. Tactics include media relations with local TV stations and newspapers, social media posts on platforms like Instagram, Twitter and Facebook, and a promotional event. The campaign will be evaluated based on social media engagement, event attendance, media impressions, and comparing the number of submissions before and after.

1. TheStudentGreenEnergy
FundProject
Victoria Allen, Erica Kinsman & Danielle Fox

2. TheProblem
The Student Green Energy Fund is having difficulty compelling students into submitting
ideas to make the University of South Florida a more environmentally friendly campus.

3. Objectives
1. To inform the USF community of
the Student Green Energy Fund.
2. To target the campaign towards
environmentally friendly students
and staff.
3. To motivate the USF community
to participate in the Student
Green Energy Fund by submitting
ideas.

4. STRATEGY
Our main strategy is to make the SGEF projects widely known across campus and
throughout the USF community.

5. Tactics
1. Media Relations
2. Social Media
3. Promotional Event

6. Media
Relations

7. PRESSRELEASE

8. LocalTVStations
We will reach out to Fox 13
and Bay News 9
We will reach out to Fox 13 and Bay
News 9
Pitch feature stories of projects that
have already been implemented,
along with the student that
presented the idea
TheOracle
We will pitch feature stories to the
campus wide newspaper as well

9. BullsRadio
PSA’s
Interviews with students that have
contributed to the Student Green
Energy Fund

10. Social
Media

11. Instagram
Show you’re green by showing your green! Share a
photo of you showing how you “go green” using
#showyourgreen to be entered for a chance to win
this shirt!
Example
This platform would serve as a good way of informing
students because it isn’t as easy to engage or have a
dialogue.
● Post important information for events coming
up
● Display efforts of SGEF
● Show students doing “green” actions or
projects

12. Twitter
Twitter is a very interactive and quick way to
communicate with publics. Twitter should be utilized
to get quick feedback and send out short messages
that support the cause.
● tweet out statistics about climate change
● share content from other environmentally
geared organizations
● remind people about contest being run on other
social media
Have you seen this awesome video by
@benandjerrys? #ItsOurWorld so
#ShowYourGreen!
https://youtu.be/80NLPNHpm0k
Example

13. Facebook
Facebook is good for sharing a lot of information and
interacting with publics at the same time. This is the
platform that lengthy contests, share pertinent
information, and create a cohesive and strong base by
which to centralize information.
● Post information about how to contribute ideas
to fund
● Profiles about people who have had a project
funded by SGEF
● Information on upcoming events and tips on
going green
Have you used the water bottle refill stations lately? That’s all
thanks to Kelli Burns! She noticed that plastic water bottles were
being tossed away regularly and decided there had to be a way to
stop it. All she had to do was come up with an idea and we did the
rest of the work, it’s that easy!
Example

14. Pinterest
Pinterest is difficult to gauge in regards to
impressions, but it is a great way to engage people and
pique their creative sides.
● Create boards with ideas on how to repurpose
old items
● Create boards about ways to save money by
being green
● Create boards on recipes using sustainable
foods

15. Event

17. Evaluation
1. Analytics of Social Media
a. engagement
b. use of hashtags
2. The number of attendees at the event
3. The number of impressions from
media relations
4. The comparison of the number of
submissions before and after the
campaign
a. measure from one submission