Rainelle Uszynska
To create a campaign that raises sustainability awareness throughout campus and promotes Students For Energy Efficiency workshops/upgrades as a solution.
Customer Solutions
Convenience
Sustainability Marketing Mix
Cost
Communications
1. Know your customer
2. Appeal to consumer's self-interest
3. Educate and empower
4. Reassure on performance
5. Engage the community
6. Be credible
• Be aware and concerned of about the issues. • Feel empowered to act. • Know what’s in it for them. • Believe us. • Find our brand easily.
Step 1.
• • • •
Students for Renewable Energy Students for Sustainable Food Students For Sustainable Water Students for Urban Planning and Policy
Rename to Sustainable Washington. • The name would be better correlated with the website which is the main product being promoted. • A focus on increasing sustainability activism on campus. • The name change also signified the increased focus on sustainable movements in general, not just energy efficiency.
Develop a new logo • The name would be better correlated with the website which is the main product being promoted. • A focus on increasing sustainability activism on campus. • The name change also signified the increased focus on sustainable movements in general, not just energy efficiency.
• Helps define our organization and its mission to individuals before they even have a chance to visit our website or find out more information. Our brand attributes • Eco-conscious • Relatable • Convenient • Open-minded
Step 2:
Objective: To gain a better understanding of what sustainability workshops students would be interested in attending. • Which sustainability efforts students are certainly aware of. • What environmental issues are most important to students.
1. Primary Target Market: Western Washington University Students • 14,979 students. • 2,700 freshmen (92% live on campus) • University students cultivate around a single location (the university campus) • Comfortable using the internet and often times use the internet as a resource for information. • Eco-conscious, outdoor enthusiasts and avid recyclers.
Step 3:
Objective: to achieve a higher search ranking and increase traffic to the website which will grow consumer awareness. • Keyword purchasing from Google • Our website pages will be filled with keyword phrases • Design more content around the most popular search terms.
Objective: To increase awareness about our sustainable movement and organization website by constantly engaging fans with different types of interactive content and updates. • Keep fans engaged and entertained so they will keep visiting our page. • Post statuses about how to live sustainably and save money – two ideas very important to our target market. • In addition, post statuses and link videos about current news regarding the environment.
Objective: to increase sustainability and product awareness in a casual and constant conversation with students. • Given the ability to engage in constant conversations with our users. • A great way to generate feedback on what sorts of features our users would like to see on our website and what sort of workshops we should implement in the future.
We are on the AS Club page.
But‌ we should get on the WWU Office of Sustainability’s environmental organizations list also.
Step 3:
• • • • • • • • • • •
Against Civilization AS Alternative Transportation Office AS Recycle Center Air & Waste Management Association (AWMA) Environmental and Sustainability Programs Office (ESP) Engineers Without Borders (EWB) Facilities Management, Grounds Maintenance Food Not Lawns Green Purchasing, Central Stores LEAD (Learning, Environment, Action, Discovery) Office of Sustainability
Outback Farm ResRAP Sacred Earth Students for Carbon Pricing (SCP) Students for Sustainable Food (SSF) Students for Sustainable Water (SSW) Surf Rider Sustainable Connections Sustainable Transportation Club Western Animal Rights Network (WARN) • WWU Neotribalism Club (WNC) • WWU Hybrid Team • • • • • • • • • •
Step 4:
• • • •
Inexpensive way to generate hype and awareness. Captivate the attention of our target market. Generate word of mouth. Minimize the paper waste used by traditional media (posters, flyers, etc.)
• Initial branding attack. • Tag the Sasquatch image • Tag green foot prints throughout campus.
• Place 50 plastic bottles in the WWU fountain. • Each bottle will have a paper message. • Alarming statistics about the environment and information about our website.
Fountain in Red Square
Fountain in Red Square
• Hand out mandarins and bananas in front of dining halls. • Show students that choosing package free food is a cheaper and healthier option. • Encourage students to buy always buy package free lunches.
Less of this…
More of this…
• Garbage monsters roaming campus reminding students to recycle.
Objective: raise awareness about our movement and promote community involvement in a fun and engaging way. • Create or purchase a Sasquatch costume and set him loose around the campus. • Show up around popular sites on campus and engage in sustainability activities
Across from Artzen Hall
Log Structure by the Chem Building
Sasquatch wearing bulk clothes.
Encourage the purchase clothes from local thrift stores.
Sasquatch riding a bike around campus
Encourage the use of fuel efficient/non fossil fuel dependent transportation.
Sasquatch holding a chicken.
Promote free-range chicken farms and local farms.
Sasquatch reading green guides in the library during the final weeks.
Promote education about “green shopping� and information how to only buy products which receive the highest sustainability ratings.
Sasquatch fighting with a ghost
Raise awareness about the harms and costs of ghost energy and what steps you can take to reduce it.
Sasquatch sitting on a chair
Promote furniture recycling
Step 5:
Objective: to generate awareness of our website to the media and our target market. • Free publicity • Will spread awareness about our campaign to numerous members of our target market. • Incorporated into an article the university newspaper and this will lead to more traffic to our website/social media sites.
Objective: to place our organization in the mind of the target market before the start of the marketing campaign. • Make post on the student forum, Viking Village, where we would alert students to the campaign we were about to take place and encourage them to get involved. • Increase curiosity before the start of the campaign. • Students could be increasing word of mouth by posting in the forums.
Example post: “Sasquatch is coming to town to spread the word about what you can do to live sustainably. To catch a sighting of Sasquatch, follow us on our Facebook and visit sustainablewashington.org for more information.�
Step 6:
Objective: to create a lasting impact at WWU for generations to come. • During the course of the promotional campaign running on campus, we will document the movement by filming the events and the students’ reactions. • Videos that go viral on YouTube generate a lot of buzz and word of mouth exposure. • Information regarding the sustainable movement on campus and how to be further involved will be available on the Sustainable Washington website, Facebook, and Twitter.
1. 2. 3. 4.
Develop a strong brand image. Create a stronger presence in the online domain. Partner with similar organizations. Raise awareness by using creative marketing techniques to raise intrigue and interest around sustainability. 5. After hype is developed around campus, heavily promote workshops and upgrades as a solution. 6. Create a lasting impact at WWU.
Be aware and concerned of about the issues. Market Research Feel empowered to act. Guerilla Marketing Know what’s in it for them. Informational Website Believe us. Strong Integration. Find our brand easily. Brand Identity, Numerous Outlets