A portfolio to increase awareness
Cr e a t e dby : Lu k eBor k ows k i S he ngChi a Ke i r s t i nPoppe Ta bi t haUhl
1 Proposal
Current Situation Objectives Solution Methods Qualifications Costs Benefits
1
M EM ORA ND UM
T O:
PROFESSOR BRIA N D EW A LL
FROM :
LUK E BORK OW SK I
SUBJECT :
PROPOSA L FOR PORT FOLIO T O INCREA SE ST UD ENT A W A RENESS OF T HE IOW A ST A T E LIVE G REEN! INIT IA T IVE
D A T E:
12/ 11/ 2010
A s stu dents of Iow aState Universityand responsib le citizens of the earth, m ycolleagu es and Ihave avested interest inthe su ccess of the Live G reen! Initiative. Estab lished b yPresident G eoffroy, the initiative dem onstrates Iow aState University’s environm entalaw areness and dedicationto positioning itself as apioneer inthe su stainab ilitym ovem ent. It is tru lyou r honor to contrib u te to the Live G reen! Initiative throu g h the su b m issionof aportfolio to increase stu dent aw areness and participation. T his docu m ent contains ou r plans for the portfolio, inclu ding : • Ou r u nderstanding of you r cu rrent situ ation • W hat you r ob jectives are • Ou r solu tion • T he m ethods w e w illu se to reach this solu tion • W hyw e are w ellqu alified to address you r situ ation • W hat k ind of costs w illb e incu rred • T he b enefits you w illreceive from w ork ing w ith u s Your current situation: Live G reen! is Iow aState University’s cam pu s-w ide su stainab ilityinitiative encou raging allfacu lty, staff, and stu dents to b e fu llycom m itted and eng aged inm aking ou r cam pu s, its operations, and initiatives as “ g reen” as possib le. W henintrodu ced in2008 b yPresident G eoffroy, tw o challeng es w ere presented to allfacu lty, staff, and stu dents: 1. T o b e aleader insu stainab ilityam ong land g rant institu tions 2. T o recog nize that the involvem ent and dedicationof everym em b er of the Iow aState University com m u nityis criticalto achieving this g oal A s the second challeng e states, it is criticalto the su ccess of the Live G reen! Initiative that allm em b ers of the Iow aState com m u nityb e aw are and involved w ith this initiative. Iow aState stu dents, du e to their b u sy schedu les and involvem ent innu m erou s org anizations oncam pu s and inthe com m u nity, have little tim e to g et involved or b ecom e aw are of yet another activity. T herefore, aneffort m u st b e m ade to increase the aw areness and involvem ent of stu dents to ensu re the su ccess of Live G reen!. Objectives: Inorder to ensu re the g reatest su ccess of Live G reen!, Iow aState UniversityD irector of Su stainab ility, M erryRank in, w ou ld lik e to have aportfolio created to provide ideas and su g g est a
2
inthe su rvey, ab etter u nderstanding canb e g ained of w here m ore em phases needs to b e place inreg ards to increasing aw areness. A dditionally, b ynoting w hich m ediu m is preferred b ysu rveyparticipants, L ive G reen! w illb e ab le to tailor its fu tu re annou ncem ents and inform ationto fit this preference. T he second sectionof the portfolio w illprovide ideas for g etting stu dents m ore involved inL ive G reen!. T hese ideas w illb e g enerated b yresearching cam pu s events that have the m ost su ccess w ith stu dents and finding w ays to prom ote L ive G reen! throu g h these events. Inaddition, as stu dents, w e have insig ht into w hat w ou ld m ake involvem ent inthe L ive G reen! Initiative m ore enticing . A fter prelim inaryresearch, the g rou p has g enerated alist of ideas that w illincrease stu dent aw areness and involvem ent: 1 . L ive G reen! sponsored su stainab ilityphoto contest a.Contest w ou ld take place onFaceb ook , so stu dents caneasilyu pload pictu res i. Pictu res w illb e of stu dents dem onstrating su stainab le practices and environm entalresponsib ilityacross cam pu s, inthe com m u nity, and intheir residence ii. Prom ote m aking su stainab ilityconcepts part of stu dents’every-daylives iii. Share ideas of w ays inw hich to b e m ore su stainab le b . Stu dents w illvote onw hich pictu re dem onstrates the actionhaving the g reatest positive im pact c. W inning stu dent or stu dent team w illreceive L ive G reen! m erchandise inclu ding reu sab le w ater b ottle and coffee m u g i. Fu rther prom ote L ive G reen! 2. Brand the L ive G reen! Initiative a.Create alog o and color schem e i. Som ething that stu dents w illim m ediatelyrecog nize and associate w ith su stainab ilityand environm entalresponsib ility ii. M ark et L ive G reen! m erchandise as aspirationalg oods 3. Iow aState D aily“G reenT ip” a.Utilize resu lts from su rveys onstu dents’interest inL ive G reen! to persu ade the Iow aState D ailythat hosting a“G reenT ip” w illincrease readership b . Provide stu dents w ith aw eek ly“G reenT ip” that canb e directlyapplied to their dailyrou tines i. Provide incentives su ch as m oneysaving s and prolong ed b atterylife 4. Events at Hom ecom ing and VEISHA a.Host contests am ong st residence halls, G reek hou ses, and stu dent org anizations b . Prom otionaltent and events oncentralcam pu s 5. Cam pu s m aps of recycling b ins and solar trash com pactor locations a.Posted onL ive G reen! w eb site T he third sectionw illprovide ag u ide to im plem enting these ideas to have the g reatest su ccess. W ithou t the correct im plem entation, the ideas to im prove stu dent aw areness and involvem ent w illb e u nsu ccessfu l. W ith this inm ind, the g rou p w illcreate acom prehensive g u ide to ensu re the su ccessfu lim plem entationof each idea.Focu s w illb e placed onm ark eting L ive G reen! as anorg anizationthat cares ab ou t stu dents and w ants them to b enefit from their involvem ent.
4
2 Progress Report
Task Distribution Progress Results Completion Date
6
M EM ORA ND UM
T O:
PROFESSOR BRIA N D EW A LL
FROM :
LUK E BORK OW SK I
SUBJECT :
PROG RESS REPORT FOR PORT FOLIO T O INCREA SE ST UD ENT A W A RENESS OF T HE IOW A ST A T E UNIVERSIT YLIVE G REEN! INIT IA T IVE
D A T E: 12/ 12/ 2010 Task Distribution T he team is com prised of fou r stu dents from Iow aState University allfrom different m ajors w ith variou s talents and sk ills sets and each w ith anassig ned project to com plete for the portfolio to increase stu dent aw areness of the Iow aState University Live G reen! Initiative. • K eirstinPoppe K eirstinis responsib le for the desig nof the log o and other visu alaid m aterials to help w ith the b randing of the Live G reen! Initiative. W ith her b ack g rou nd inarchitectu re and extensive desig n experience, especially w ith Photoshop, she is w ellsu ited for this responsib ility. • Sheng Chia Sheng is responsib le for creating the m aterialto prom ote aLive G reen! photo contest. He is an econom ics m ajor and has had the opportu nity to stu dy the relationship b etw eensu stainab ility and the econom y. He is w ellsu ited to create docu m ents to prom ote the initiative b ecau se of his previou s experience insu stainab ility charities. • T ab ithaUhl T ab ithais responsib le for creating docu m ents to planand prom ote Live G reen! activities du ring VEISHEA and Hom ecom ing . Her creativity and planning experience w illplay ak ey role inthe creationof ideas to prom ote the Live G reen! Initiative du ring VEISHEA and Hom ecom ing . • Lu k e Bork ow sk i Lu k e is responsib le for the creationof m aps to locate variou s recycling opportu nities arou nd cam pu s, au thoring su rveys to test stu dents’cu rrent aw areness and involvem ent inLive G reen!, and com piling “ g reen” tips to b e pu b lished w eek ly inthe Iow aState D aily’s online new spaper. Progress T he Live G reen! portfolio to increase stu dent aw areness and involvem ent is prog ressing along very w ell. A lm ost each aspect of the project has b eenstarted and m any are nearly com pleted. T he follow ing projects have b eenstarted b u t are not com pleted:the b randing of Live G reen! inclu ding the log o and other b randing aids, ideas and planning docu m ents to prom ote Live G reen! du ring VEISHA and Hom ecom ing , m aterials to prom ote and execu te the Live G reen! photo contest, the m aps to locate recycling opportu nities arou nd cam pu s, su rveys to test stu dents’cu rrent aw areness and involvem ent w ith Live G reen!, and tw o years’w orth of “ g reen” tips to b e pu b lished inthe Iow aState D aily’s online new spaper.
7
3 Live Green! Photo Contest
Letter to Events Management Guidelines and Facebook Access Poster
9
3.1 Letter to Events Management
10
4 Live Green! Brand
Evaluation of Current Logo New Logo Design and Survey
13
4.1 Live Green! Brand
Figure 4.1
Current l ogo
W h en q uestioned about th e current Live G reen! l ogo, th e m ajority of students w ere unabl e to recol l ect th e l ogo.Th e sim pl el ogo (figure 4.1) of bol d, al lcapital iz ed text does not resonate w ith students.As a cam pus w ide organiz ation attem pting to raise aw areness am ong students, it is necessary to h ave a recogniz ed l ogo. Th e current l ogo portrays a corporate, professionalorganiz ation, th e new l ogo sh oul d m aintain th e professional ism of th e current l ogo as w el las appealto th e student popul ation. Bel ow , figure 4.2, sh ow s th e pl acem ent and appearance of th e current Live G reen! l ogo on th e Iow a State University w ebsite h om e page. Figure 4.2
Iow a State University’ s w ebsite h om e page
Al ink to th e Live G reen w ebsite is l ocated on th e University’ s h om e page.Th e l ink is discreet and is l ost on th e page.It w oul d be m ore effective to pl ace th e Live G reen! l ogo h ere.Th e l ogo w oul d be q uick l y noticed by current and potentialstudents w h o freq uent th e Iow a State University w ebsite.
14
5 Iowa State Daily “Green Tip”
Interest Survey and Survey Results Green Tips for Daily online Green Tips for Daily in Print Additional Green Tips
16
17
18
19
Fi gur e5 . 2 Pl a c e me ntof “ Gr e e nTi p” ont heDa i l y we bs i t e
Fi gur e5 . 3 Loc a t i onof l i nkt of u l l “ Gr e e nTi p” a r t i c l e
20
21
Fi gur e5 . 4 Pl a c e me ntof “ Gr e e nTi p” i nt heDa i l y ne ws l e t t e r
Fi gur e5 . 5 S a mpl eof t i pi nc ol or a ndg r a y s c a l e
22
23
24
25
26
27