100% ST. PETE RENEWABLE ENERGY INITIATIVE Final Project Booklet
THE UNIVERSITY OF SOUTH FLORIDA ST. PETERSBURG Group 5: Paula Anderson, Cathy DeKarz, Kerri Grimsley, Connie Kozlowski, Anita Lane & Catherine Spiller
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TABLE OF CONTENTS OVERVIEW Our Team The Strategic Problem Our Strategic Process
Page 4 Page 4 Page 5
RESEARCH The Climate Elements of Sustainability PESTEL Analysis The 5-Forces Model SWOT Analysis Messaging Architecture Survey
Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14
ANALYSIS Personas Journey Map Competitive Advantage Business Model Canvas Mission and Vision
Page 18 Page 21 Page 22 Page 22 Page 23
STRATEGIC RECOMMENDATIONS Overview Strategy A Strategy B Strategy C Mock-Up
Page 25 Page 27 Page 30 Page 34 Page 38
REFLECTION RESOURCES
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OVERVIEW OUR TEAM We are a group of six hard-working seniors in the college of business with a drive to succeed and a determination to set ourselves apart. Specifically, we are: Paula Anderson (accounting major, USFSP), Cathy DeKarz (marketing major, USFSP), Kerri Grimsley (management major, USFSP), Connie Kozlowski (management major, USF Tampa), Anita Lane (accounting major, USFSP), and Catherine Spiller (accounting major, USFSP). Working with the Sierra Club and 100% St. Pete this semester has been a privilege, and we are excited to present the following booklet in hope that it may be implemented to unite our city to one day be truly “powered by the sun.�
THE STRATEGIC PROBLEM The goal of this project and booklet is to bolster support for the 100% St. Pete initiative. Its objectives are three-fold: 1. To institute and support planning, policy, and budgeting measures within the city government through civic engagement, 2. To establish diversity among supporters, and 3. To provide the capacity to continue the campaign after the end of the year when the consulting group is no longer working with the initiative. This being said, our research, analysis, and strategic recommendations will reflect these objectives.
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OUR STRATEGIC PROCESS To organize our strategic process, our group designed an hourglass model to outline the various steps involved with our strategic development. This model will serve as a guide for the remainder of the booklet as our research content narrows down to data analysis and strategy design and eventually disperses into our various, on-strategy recommendations.
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RESEARCH
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SECONDARY RESEARCH THE CLIMATE St. Petersburg has a diverse population of residents with a median age of 42 years old and a median income of $45,483. The population consists of 69% Caucasian residents with the other 31% being African American, Asian, American Indian, Pacific Islander, and other origin. More demographics and the poverty rate and cost of living for St. Petersburg are as follows:
ELEMENTS OF SUSTAINABILITY There are various elements of sustainability that relate to both renewable energy and energy efficiency. These elements should be merged together for the successful implementation of 100% St. Pete. As seen below, this initiative should focus equally on both renewable energy and energy efficiency.
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PESTEL ANALYSIS There are numerous external factors affecting the 100% St. Pete movement. Through our research, we have identified and analyzed these factors, some of which are beneficial to our movement and some of which will present hurdles to overcome. Based on this, we have constructed potential ways to conquer the negative factors and use the positive factors to our benefit and incorporated them into our strategies.
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THE 5-FORCES MODEL We have utilized the 5-Forces Model to analyze competitive forces within our industry. Being a non-profit organization, the 5-Forces Model works differently for 100% St. Pete, and has been adapted accordingly.
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SWOT ANALYSIS The purpose of the SWOT Analysis for the Sierra Club is to discover the organization’s strengths and weaknesses in relation to its external opportunities and threats in the market. The Suncoast Group is part of the Florida chapter of the Sierra Club and is working to transition St. Petersburg to 100% renewable energy. This SWOT analysis reveals conclusions about the Sierra Club’s situation and led us towards actions to create and improve strategies.
After carefully determining the internal strengths and weaknesses of the Sierra Club, we understand that the organization is able to accomplish their goals and maintain a highly-regarded reputation through the effort of their volunteers. Hence, we have realized the importance of surveying the public and understanding the mindsets of the people in St. Petersburg. We believe that, with an understanding of the different mindsets in the community, we can effectively respond by creating support for the renewable energy movement. We will also learn from the research we have done on other cities so that we can avoid potential setbacks.
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PRIMARY RESEARCH MESSAGING ARCHITECTURE The various attitudes surrounding the concept of renewable energy are complex and often difficult to understand. To help with that, we have created a messaging architecture that outlines those attitudes. Within the two broad groups (the skeptics and the believers) come five different subsections, descriptions, and strategic directions. The goal is to use the architecture to push as many St. Pete residents as possible into the on-board section; only then, are consumers actively inciting change for the initiative.
This messaging architecture is further used in our survey, our journey map, and all of our strategic recommendations.
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SURVEY As the messaging architecture shows, we are using an attitudinal segmentation to sort consumers into the differing mindsets regarding renewable energy. As a result, our survey (completed through Qualtrics with 66 total responses) was designed to use branching that sorted the respondents into the various attitudes. However, like in all primary research, our survey had some limitations.
Overall, the key demographics of our respondents were as follows:
Some key findings from our survey include the following; 1. 91% of respondents support the movement to convert St. Petersburg to 100% renewable energy, 2. 85% of respondents had never heard of the 100% St. Pete movement, and 3. Many believers want to support the initiative, but do not want to attend meetings or volunteer. The takeaways from these findings are that there are many believers, but the initiative has low awareness and limited support through traditional means. The results of our survey, combined with our messaging architecture, led us to our analysis stage, our personas, our journey map, and our strategic recommendations.
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ANALYSIS
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DATA ANALYSIS AND STRATEGY DESIGN PERSONAS We decided to use an attitudinal segmentation approach with our personas in lieu of a demographic approach. Attitudinal segmentation makes it difficult to locate specific personas in the external environment; for example, any of our given personas could be any age, race, education level, and/or income level. Through the attitudinal approach, we are able to better define our strategies. Our personas are listed below.
UNAWARE ALLIE Unaware individuals may be unaware of the renewable energy movement and its goals both within St. Pete and/ or around the world. Unaware Allie is shown here with the “question mark” which symbolizes her obliviousness of renewable energy.
MISINFORMED MARY Misinformed individuals tend to be incorrectly informed about renewable energy, its logistics, and/or its impact on consumers. Misinformed Mary is shown here with the “listening ear” which symbolizes her misguided knowledge of renewable energy through word-of-mouth or media channels.
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UNMOTIVATED MICHAEL Unmotivated individuals see no reason to invest in renewable energy for political, environmental, economic, and/ or personal reasons. They may also lack concern regarding the issue. Unmotivated Michael is shown here with the “circle-backslash symbol” which symbolizes his unwillingness to think about change unless there is something in it for him and/or his various causes.
INACTIVE PARKER Inactive individuals may be unaware of 100% St. Pete and/or are unsure about how to have their voices heard. Inactive Parker is shown here with the “pause sign” which symbolizes his idle mindset even though he is interested in the cause.
ON-BOARD ADDISON On-board individuals actively support 100% St. Pete either through the Sierra Club or through direct interaction with the initiative. On-board Addison is shown here with the “play sign” which symbolizes her active participation with the Sierra Club and the renewable energy initiative.
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JOURNEY MAP Our journey map is a visual interpretation of our five personas in relation to time, touchpoints, and channels. In our diagram, consumers move through the different personas. It is our goal to create strategies to push residents through these attitudes and get as many consumers as possible on-board.
COMPETITIVE ADVANTAGE With 100% St. Pete being a non-profit organization, it does not fit perfectly into any of the strategic approach categories. However, the competitive strategy that best fits 100% St. Pete is the “broad differentiation strategy.�
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BUSINESS MODEL CANVAS The Business Model Canvas (BMC) shows how all of our research, data analysis, and strategy design tie together from a strategic standpoint. The BMC is the springboard for which we’ve created our strategic recommendations. From this, we have realized the importance of using channels and relationships to reach our customer segments which we have targeted based on attitudinal segmentation and assigned value propositions to accordingly. While customer segments and a growing grassroots and awareness campaign will build momentum, the success of 100% St. Pete will ultimately be determined by how we leverage key partners through key activities and key resources. Lastly, the weight of 100% St. Pete sits atop the foundation of its cost structure and revenue streams. We have balanced the importance of each area when shaping our strategic recommendations.
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MISSION AND VISION Our mission statement represents our present purpose and goal for 100% St. Pete, while the vision statement represents our long-term strategic aspirations for the initiative. These two statements are clear, concise, and distinct. They provide a direction for where we are heading and what we are moving towards. Our strategic recommendations relate to both the mission and vision for the 100% St. Pete initiative.
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STRATEGIC
RECOMMENDATIONS
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OVERVIEW INTRODUCTION Though our strategies are targeted to our five personas and their differing attitudes towards renewable energy, we have designed our recommendations to be successful among a wide range of consumers. One reason for this choice lies in the fact that attitudinal segmentation makes it difficult to locate specific personas in the external environment. Hence, an unmotivated individual could be any age, race, education level, and/or income level, which makes targeted advertising difficult and costly to implement. A second reason lies in the fact that Inspyrod will no longer be contracted for 100% St. Pete after the end of the year. This means that the majority of this campaign will be volunteer-run, and these volunteers will likely have little knowledge of grassroots campaigning and advertising. As a result, we have designed strategies that do not require expertise in segmentation and targeting to implement. Our goal is to present this booklet and its strategies in a way that can be easily understood and conducted from a volunteer standpoint.
TWO TYPES OF STRATEGIES In order for 100% St. Pete to be successful in reaching a diverse group of residents and building support for the initiative, communication methods must be realistic and effective. With this being said, we have identified two major types of communication strategies: primary and secondary.
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Primary communication methods such as social media and Sierra Club promotions are only effective up to a certain extent. This is because consumers who participate in these activities are likely already believers in the renewable energy cause. While it is beneficial to encourage this group to continue their support, a focus on targeting skeptics will also be crucial to the initiative’s success. To really make an impact and grow the initiative, we need to reach a diverse community through secondary communications. As a reminder, the skeptics may be unaware, misinformed, or unmotivated to act in favor of 100% St. Pete. Thus, we have designed our secondary communication strategies. We need to make aware, educate, and give these consumers a reason to care about renewable energy. For each strategy, we have listed out strategic foundations that support each recommendation. However, before reviewing our strategies, we suggest consulting our messaging architecture and journey map, since they align with the analysis of those items as well. In addition to this, a recap of our objectives for this campaign are as follows: 1. To institute and support planning, policy, and budgeting measures within the city government through civic engagement, 2. To establish diversity among supporters, and 3. To provide the capacity to continue the campaign after the end of the year when the consulting group is no longer working with the initiative.
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STRATEGY A: SOCIAL MEDIA STRATEGIC FOUNDATION SURVEY We need to clear a path for action since many of the believers are inactive. These individuals do not want to attend meetings or volunteer, but still want to make a difference. Specifically, 92% of inactive consumers are willing to support 100% St. Pete. However, only 21% are likely or very likely to attend a meeting and only 25% are likely or very likely to volunteer. On the other hand, 53% would be likely or very likely to interact with 100% St. Pete on social media.
SECONDARY RESEARCH Grassroots campaigns leverage the use of new media, which includes social media channels.
JOURNEY MAP We need to build awareness so that we can convert skeptics into believers and create a path for action for inactive and on-board residents to support the movement.
COMMUNICATION STRATEGY Refreshing social media efforts for 100% St. Pete is considered a primary communication strategy, since it will likely reach more believers than skeptics. This is because believers are the ones more likely to seek out supporting the initiative via social media and interact with the initiative accordingly.
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ADD SPECIFIC SOCIAL MEDIA HANDLES FOR 100% ST. PETE For this strategy, we recommend creating social media handles specific to 100% St. Pete, its events, and its cause. By its very nature, a grassroots campaign lends itself to advertising through social media due to the channel’s inexpensive nature and ability to reach a wide range of consumers. Currently, 100% St. Pete social media only exists as an extension of Sierra Club handles, which is not local or specific enough for many of our causes. We feel that Facebook and Instagram will be the best platforms to connect with the St. Petersburg community. We believe that these are the most popular and most influential social media sites to use to build awareness and engage the residents. We suggest the following handles for the 100% St. Pete campaign: •
Facebook: https://www.facebook.com/100StPete
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Instagram: @100StPete
CREATE A STRONG SOCIAL MEDIA PRESENCE PERSONAS: UNAWARE ALLIE, INACTIVE PARKER, AND ON-BOARD ADDISON In order to be effective, consumers need to be entertained and wowed by the social media presence of 100% St. Pete. Hence, building a strong social media presence can create a path for the initiative to leverage its followers to accomplish many of its goals. In order to do so, 100% St. Pete needs to leverage unique social media handles via Facebook and Instagram, as explained above. The initiative could also consider the use of Snapchat to aid in creating awareness in the community. On this platform, geofilters can be implemented during some of the above strategic events. This could include a renewable energy filter for our challenges and subsequent strategic recommendations for Downtown St. Pete (DTSP). The continued use of a singular hashtag such as #100StPete is also encouraged. We further recommend that 100% St. Pete social media follow the 80/20 rule. This denotes that 20% of the material should consist of actual advertising for the campaign and its events while the other 80% includes fun/relatable posts that consumers can connect with emotionally. Such posts can include educational material about renewable energy and/or energy efficiency, or simply posts that build a community following and sentiment within St. Petersburg. Our goal from this is to engage residents to grow the 100% St. Pete movement and to create goodwill towards renewable energy. For more information, our “Social Media Style Guide” should be referenced. This document will provide guidance and structure when utilizing the social media platforms. Our goal is that our mock-up will be a useful tool for the volunteers operating 100% St. Pete’s social media after Inspyrod is no longer contracted for the awareness campaign.
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PERSONA EXPERIENCES
Unaware Allie is on Instagram when she sees a picture her friend with a #100StPete hashtag. Allie wonders what that means, so when she sees her friend a few days later, she brings the picture up in conversation. Her friend informs her of the renewable energy movement and the 100% St. Pete campaign. After the conversation, she decides to follow 100% St. Pete on Instagram to learn more.
UNAWARE ALLIE
Inactive Parker is on Facebook when he sees a video in his newsfeed that a friend shared from a 100% St. Pete Facebook page. The video is of the mayor Rick Kriseman talking about renewable energy and the 100% St. Pete campaign. Parker knows about solar energy and supports the movement in St. Pete, but he didn’t realize they had a Facebook page for the movement. He has always been too busy to go to meetings or volunteer. However, he likes the page and shares it with
INACTIVE PARKER
his friends. As time goes on, Parker likes 100% St. Pete posts and shares their videos.
On-board Addison is an active supporter of renewable energy and the Sierra Club. She volunteers when she can and spreads awareness to further the 100% St. Pete campaign. She utilizes the events calendar on Facebook to plan her time and often invites friends to attend with her. She also enjoys sharing her photos on Facebook, as well as on the 100% St. Pete Instagram account.
ON-BOARD ADDISON
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STRATEGY B: COMMUNITY OUTREACH STRATEGIC FOUNDATION SURVEY Our survey shows that 100% of responding skeptics and 83% of responding believers had never heard of the 100% St. Pete initiative, which shows a large gap in awareness. To combat this, we can use community outreach to get the word out to St. Pete residents.
SECONDARY RESEARCH Grassroots campaigns can benefit greatly from involvement of key partners and key activities.
JOURNEY MAP We need to properly educate the unaware and misinformed in order to move them along our journey map. This will allow us to clear a path for action with opportunities to get the inactive and on-board believers involved.
COMMUNICATION STRATEGY Community outreach strategies employ both primary and secondary communication approaches we have outlined. With these strategies, we will be reaching out to both skeptics and believers. We will focus these strategies on getting the believers more involved and moving the skeptics along the consumer journey map towards becoming on-board.
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DEVELOP AND LEVERAGE LOCAL PARTNERSHIPS PERSONAS: UNAWARE ALLIE, INACTIVE PARKER, AND ON-BOARD ADDISON This strategy involves partnering with local businesses or organizations. Partnerships would enable the 100% St. Pete campaign to gain momentum and be able to use already-established platforms to reach the community. Through these partnerships, a larger population of the community can be reached to spread awareness of 100% St. Pete. Reaching residents via familiar platforms would be beneficial because of the convenience of not have to go out of the way to learn about 100% St. Pete. Receiving messages through familiar organizations could help shine a positive light on consumer mindsets. Partnerships could include USFSP, the Rays, local artists, the Dali Museum, and the Mahaffey Theater.
PERSONA EXPERIENCES Unaware Allie is at a Rays baseball game with a few of her friends one night and a message from her favorite player pops up on the big screen in between innings. He talks a little bit about 100% St. Pete and the movement towards a renewable city. Allie has never heard of 100% St. Pete and doesn’t know much about renewable energy, but is now intrigued after hearing about it from her
UNAWARE ALLIE
favorite baseball player. She makes a mental note to look into it more after the game.
Inactive Parker is a volunteer at the Dalí Museum. He is familiar with 100% St. Pete and supports the idea of renewable city initiatives, but is not sure what he can do to get involved. He hears about a collaboration between the Dalí Museum and 100% St. Pete and thinks that this would be a perfect way for him to support. He volunteers to head the committee at the Dalí to help spread the word
INACTIVE PARKER
about 100% St. Pete and renewable energy.
On-board Addison is a local artist, a big supporter of 100% St. Pete, and has attended meetings with the Sierra Club. She performs shows at local venues and takes time out at each show to mention 100% St. Pete and even hands out some promotional items she has received from the Sierra Club. She also shares information on her social media pages about 100% St. Pete to help get the word out
ON-BOARD ADDISON
to her followers.
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SPONSOR CHILDREN’S ACTIVITIES PERSONAS: UNAWARE ALLIE, MISINFORMED MARY, UNMOTIVATED MICHAEL, AND INACTIVE PARKER This strategy involves sponsoring events that children will be a part of throughout the community. This could involve something as simple as a picnic in the park, a volleyball game on the beach, sponsoring a soccer game, or hosting arts-and-crafts days at the library that incorporate renewable energy and energy efficiency concepts. This strategy will also branch out to the parents of the children involved through the kids talking about it with their parents or the parents attending the events with them. Key locations could include public libraries, YMCAs, local parks and fields, and public parks including Fort DeSoto.
PERSONA EXPERIENCES Unaware Allie is a ten-year-old girl who has never heard of 100% St. Pete or renewable energy. She goes on a field trip with her class one day to an arts-and-crafts day at her local library. At the artsand-crafts day, there is a display showing how solar energy works by using it to power a toy car. She thinks it is really cool that the sun can be used to power things and tells her mom all about it when she gets home from her trip that day. She shows her the pamphlet she brought home about
UNAWARE ALLIE
solar energy, sponsored by 100% St. Pete.
Misinformed Mary takes her son, Alex, to his youth soccer game at the local YMCA, which is sponsored by 100% St. Pete. She has heard of renewable energy before, but doesn’t really think there is a reason to switch from the current source of energy. At the soccer game, she ends up speaking with one of the representatives from the Sierra Club and learns a lot more about renewable energy, including the monetary and environmental benefits and how solar energy
MISINFORMED MARY
works. From this, Mary starts to think differently about the idea of renewable energy.
Unmotivated Michael is watching his niece’s softball game which is sponsored by 100% St. Pete. He has heard of solar energy before, but was never really interested in the idea because he didn’t see what was in it for him. His sister starts telling him during the game about how you can actually save money by switching to renewable energy, and he’s suddenly a bit more interested; Florida
UNMOTIVATED MICHAEL
summers can cause some high electricity bills and he would like to save money any way he can.
Inactive Parker is a fan of the idea of a renewable city, but he is busy with his job at the library and doesn’t have time to help out with the 100% St. Pete initiative. He hears the library is planning a fun educational event for children and thinks that a solar energy display would be a great idea. He brings it up to his boss, who agrees, and they make arrangements with 100% St. Pete to join them
INACTIVE PARKER
at the event.
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DISTRIBUTE PROMOTIONAL ITEMS PERSONAS: UNAWARE ALLIE AND INACTIVE PARKER As a part of the re-vamped awareness campaign, the use of branded gear and other promotional items for St. Pete residents will help get the word out. This could include branded T-shirts, cups, pens/pencils, notebooks, car decals, stickers, buttons, or signs. College campuses could be a great platform for distributing such items in exchange for the students learning a little bit about 100% St. Pete. Following the campaign on social media or for signing up for an email newsletter could be one such tactic tied in the promotional giveaways. Possible locations in the area include SPC, USFSP, and Eckerd College.
PERSONA EXPERIENCES Unaware Allie is a freshman at USFSP; she is new to St. Pete, has not heard of the 100% St. Pete initiative, and doesn’t know very much at all about solar energy. One day, Allie is on campus and sees one of her friends at a 100% St. Pete table. She stops by and ends up grabbing a few free items: a pen, a sticker, and a cup, and learns a little about 100% St. Pete. She takes home a flyer and is
UNAWARE ALLIE
now more aware of solar energy.
Inactive Parker is also a student at USFSP. He knows about 100% St. Pete and supports solar energy, but isn’t interested in going to meetings and doesn’t know how else to help the movement. He sees a 100% St. Pete booth at school one day and volunteers to help pass out some 100% St. Pete promotional items. He takes home a yard sign, and places it in his apartment window for passerby
INACTIVE PARKER
to see.
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STRATEGY C: SOLAR ENLIGHTENMENT STRATEGIC FOUNDATION SURVEY Our survey shows that 100% of responding skeptics and 83% of responding believers had never heard of the 100% St. Pete initiative, which shows a large gap in awareness. A lack of knowledge and understanding about renewable energy also showed in our survey.
JOURNEY MAP The solar enlightenment strategic initiatives will target the skeptics and move them along the journey map into a believer mindset by utilizing awareness, education, and incentives.
COMMUNICATION STRATEGY The following three strategies employ secondary communications tactics as described previously. Although both skeptic and believers can be reached through secondary communications, our primary targeted personas are the skeptics. These activities will play an integral role in moving the skeptics along the journey map into the believer mindset where primary communications can then play a significant role.
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SOLAR MOVIES-IN-THE-PARK PERSONAS: UNAWARE ALLIE, MISINFORMED MARY, AND UNMOTIVATED MICHAEL Many St. Pete residents enjoy spending time with family and friends at North Straub Park for free movies-in-the-park nights. Suggesting a similar approach, our strategy involves sponsoring and hosting a movies-in-the-park night that is powered entirely by solar energy. This strategic initiative will bring a diverse group of residents together and provide both an enjoyable evening and an educational opportunity, showing residents that solar energy is still effective at night. This strategy could also provide residents with the information needed to get involved with 100% St. Pete. Key locations could include North Straub Park, Vinoy Park, and other waterfront parks.
PERSONA EXPERIENCES Unaware Allie hears that one of her favorite movies will be showing at the park, so she invites her friends and they attend. Allie has no knowledge of how solar energy works, and is very surprised to see that the nighttime movie will be powered by the sun. After the movie, she picks up a flyer and is later able to read more about the initiative on social media. It is the first time she’s heard about
UNAWARE ALLIE
a solar-powered city.
Misinformed Mary decides to take her children to the movies in the park for a night out. The family begins chatting with one of the representatives of Sierra Club, and is surprised by some of the information. Mary had heard that solar energy only worked when the sun was out and was very intrigued to hear from the representative that solar was powering the movie and could be an
MISINFORMED MARY
effective energy source with or without the sun.
Unmotivated Michael wants to take his girlfriend, Lisa, on a date, but doesn’t want to spend much money. As a compromise, he decides to take her to the movie-in-the park event. As they were waiting for the movie to begin, Michael and Lisa heard the couple sitting next them talking about how the movie was solar powered. Michael’s ears perked up when he heard them start to talk about how much money could be saved through solar energy and energy efficiency.. Michael is all about
UNMOTIVATED MICHAEL
saving some money, so he grabbed a flyer with all the information he needed.
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SOLAR HOLIDAY LIGHTS PERSONAS: UNAWARE ALLIE, MISINFORMED MARY, AND UNMOTIVATED MICHAEL With the holidays approaching, light displays are a popular attraction for St. Pete residents, especially at waterfront parks. This strategy involves creating a solar-powered light display that residents can see when they visit parks. This strategic initiative could provide a unique opportunity to educate residents of all ages that solar energy is effective at night while also raising awareness for 100% St. Pete. Key locations could include Vinoy Park, North Straub Park, and other parks known for their holiday light displays.
PERSONA EXPERIENCES Unaware Allie and her husband, Mark, decide to go see Christmas lights in DTSP. While there, Mark noticed an interesting display and guided Allie in that direction. They read on a banner that the display was powered entirely by the sun. Allie and Mark were confused since they had never heard of 100% St. Pete. Later, while attending another event, they shared with their friends what they had
UNAWARE ALLIE
learned.
Misinformed Mary was invited to join a group of ladies from work to see Christmas lights. As they approached the solar display, On-board Addison excitedly pulled the group over toward it and started telling them all about the initiative. Mary was surprised at how wrong she had been. Addison knew a lot about the initiative and was able to share reliable information about 100% St. Pete. The ladies all agreed to attend the next meeting with Addison to learn more about it, and to
MISINFORMED MARY
see how they could get more involved.
Unmotivated Michael takes his wife and newborn son to see Holiday lights in DTSP. As they stroll through the park, they come across the 100% St. Pete light display. They were impressed that the lights were running off of stored energy from the sun. Previously, Michael never cared about the benefits of renewable energy, but now that he has a son, he is more concerned with the future of St. Petersburg and the environment. Michael took note to look up tax incentives for installing solar
UNMOTIVATED MICHAEL
panels on his home.
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SOLAR CHARGING STATIONS PERSONAS: UNAWARE ALLIE, MISINFORMED MARY, AND UNMOTIVATED MICHAEL Owners of smart phones have all faced the low-battery dilemma, and St. Pete residents are no exception. This strategic initiative aims to bring convenient solar powered charging stations to St. Pete residents, which is cost-intensive, but provides multiple opportunities to reach the diverse group of skeptics. This involves setting up solar-powered cell phone charging stations throughout DTSP or other popular areas of the city using 100% St. Pete branding. Cell phone charging stations could attract residents and spread the word about solar energy and the campaign. The success of current solar-powered cell phone charging tables on-campus at USFSP provide evidence that this strategy is viable. Key locations could include Fort DeSoto, Weedon Island, USFSP, busy areas along Central Avenue, at The Sundial, Tyrone Mall, along Beach Drive, in Vinoy Park, and along the Pinellas Trail.
PERSONA EXPERIENCES Unaware Allie was riding her bike along the Pinellas Trail listening to music on her smartphone. She spotted a picnic table on the side of the trail, so she decided to pull over and take a break. As she approached the table, she realized it was a Solar Charging Station. She thought to herself, “Wow, this is cool,” and was able to recharge her phone while reading the posted information on how solar energy powered the charging station. She used her phone to look up 100% St. Pete on
UNAWARE ALLIE
Facebook and began to follow their page to stay updated.
Misinformed Mary was walking along the beach at Fort DeSoto Park when took a break so she could call and check on her children. However, upon doing this, she realized the battery on her phone had died. A passerby informed her of a Solar Charging Station that was up near the park. She was surprised about this since she hadn’t seen any large solar panels in the area. As her phone
MISINFORMED MARY
charged, Mary was able to read up on how the Solar Charging Stations worked.
Unmotivated Michael is at the mall, waiting for his wife to finish shopping. To pass time, he decides to watch a movie; however, part-way through, his phone dies. Thankfully, Michael spots a Solar Charging Station, and heads towards it. As he begins to charge his phone, he reads the posted information on solar energy and how it reduces costs and saves money. He is appreciative and intrigued, so he bookmarks the website so he can look up more information on the 100% St. Pete
UNMOTIVATED MICHAEL
initiative.
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MOCK-UP: SOCIAL MEDIA STYLE GUIDE PURPOSE This style guide outlines 100% St. Pete’s social media preferences. As Florida’s “Sunshine City,” we want to make that name mean something by bringing solar energy to the forefront, and we can do that through social media. Keeping the 100% St. Pete brand strong will be a key goal for the initiative, as will expanding our awareness and reach. To attain our goals and keep our focus, this document should be followed closely and updated frequently.
PROPOSED ACCOUNTS https://www.facebook.com/100StPete
@100StPete
SOCIAL MEDIA GOALS 1. To effectively engage the residents of St. Petersburg and create awareness and support for the 100% St. Pete campaign. 2. To use engaging and meaningful content in a way that grows the 100% St. Pete movement and creates goodwill towards renewable energy.
AUDIENCE BREAKDOWN Our social media campaign targets St. Petersburg residents, government officials, business owners, and tourists who support the city, its renewable energy movement and/or 100% St. Pete. Therefore, our social media should speak to these groups in their language.
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TONE OF VOICE 100% St. Pete gives off that “fresh, edgy and empowered feeling.” We seek to engage our community and inform residents on the renewable energy movement. We are diverse, forward-thinkers fighting for our planet, our city, and our people. We are calling for action, while providing educational tools. We are making a difference. We’re optimistic but realistic, and we know that we need the community’s support. Source: 100% St. Pete Social Media Awareness Campaign
TERMINOLOGY AND GRAMMAR We use a casual tone with “regular” terminology. We stay away from terms that are too complicated, but don’t shy away from introducing new concepts when they matter. Some specific guidelines are listed below:
DATES AND TIMES •
Months and days of the week should be written out and not abbreviated if space permits (ex: January, not Jan / Sunday NOT Sun).
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When space is a constraint, dates may be listed numerically (ex: November 2 as 11/2).
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When listing particular dates and times, we use am and pm in lowercase without periods (ex: 8 am, 3 pm).
PUNCTUATION •
Punctuation should always follow the rules of grammar, and should not be used in excess
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Exclamation points should be exercised with caution.
WORDS WE DO NOT USE •
Incorrect solar energy terms (ex: Reusable energy)
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See “Legal Considerations” section for more terms and phrases that our campaign cannot speak on
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PUBLISHING CROSS-PLATFORM PUBLISHING We try not to duplicate social media content between Facebook and Instagram when possible. Though, there may be times when posting about particular events/promotions may occur on both platforms at the same time, we will try to avoid direct duplication. One exception is that profile pictures for both Facebook and Instagram should always be the same to create synchronicity across accounts.
SOURCED CONTENT Sourced content includes re-posting content from other brands, cities, initiatives, and/or users, and is an effective way to generate awareness from a post. However, the original owner of the content must give their consent before 100% St. Pete can appropriate the content. Such consent must be received in-writing before the content may be posted. When sourcing content from outside accounts or websites, we always try to give credit to the original location/user. Such references should be placed mid-message as opposed to the end. •
Poor Example: “This infographic shows how much energy efficiency can reduce power consumption over time. Thanks, @thesierraclub”
•
Good Example: “This infographic from @thesierraclub shows how much energy efficiency can reduce power consumption over time”
When using links to outside content, we always try to use the shortened link to save space. This link should be placed in the message rather than in the bio, and only if the link is relevant. We encourage our own posts being shared and/or sourced by other users and accounts in order to create awareness. However, we must be careful to only give implicit sourcing consent to accounts that align with our mission, vision, and goals.
HASHTAGS The primary hashtag for 100% St. Pete is #100StPete. Other relevant hashtags that may be used n conjugation with #100StPete include all of the following. #sunshinecity
#mysunshine
#proveitstpete
#iam100stpete
#readyfor100
#thesunshineshere
#sunshinestpete
#sunpower
#sunshine
#sunshinecity
Source: 100% St. Pete Social Media Awareness Campaign
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EMOJI We caution against using emoji excessively. As a general rule, we should rely on the content of our message more than the use of emoji, and should shy away from any emoji that do not add to the value of the message.
PLATFORM-SPECIFIC GUIDELINES •
Recommended image resolution is 1200 x 900 pixels
•
Recommended copy specs are <110 characters for a photo post and <150 for a text post
•
No image should have more than 20% text
•
Recommended image resolution is 1080 x 1080 pixels
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Recommended copy specs are <125 characters
•
No image should have more than 20% text
CADENCE We recommend posting on Facebook and Instagram at the following cadences. However, special events or campaigns may require additional posts, as dictated by The Sierra Club, 100% St. Pete and/or the content calendar.
1 post daily
2 posts/week
CONTENT CALENDAR 100% St. Pete’s awareness campaign includes a rough outline for a content calendar. However, we also should create a monthly calendar that outlines when content will be posted to both Facebook and Instagram, and for what purpose.
IMAGE AND DESIGN GUIDELINES All images posted to 100% St. Pete should be high-resolution, and are recommended to be taken on a camera and not a phone. Our images and graphics should reflect the “fresh, edgy and empowered feeling“ that 100% St. Pete strives for, and should be visually-appealing. Image tones and aesthetics should be varied as to create variety in posts.
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LEGAL CONSIDERATIONS When posting on social media platforms, it is important to be mindful of the limitations of non-profit organizations to engage in political activity and campaigns. Legally, we need to stay away from endorsing politicians and instead focus on content to build awareness of the 100% St. Pete campaign and share information on solar energy. Instead of sharing how the community should vote in elections, we focus on providing the community with the information they need to make an educated decision. We hope to reach the residents through social media and provide them with the knowledge they need to make the best decisions for St. Petersburgâ&#x20AC;&#x2122;s environment. Also, we need to be aware of content posted to the social media platforms by users. It is important to make sure the content is appropriate and not in violation of any laws.
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REFLECTION
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LOOKING BACK A REFLECTION FROM THE GROUP Three months ago, as we began this course, we all knew a group project was in our future. As we prepared for being put in a group, we had no idea that this project would be so unlike any others we had experienced. Everyone has been in a group with the overachiever (the one who takes control from day one) and, of course, the ones who do not pull their own weight. To our surprise, this group was completely different. From day one, we all took an active role in what would become our best group experience of our college careers. The energy of the group only fueled our desire to do the best we could each and every day. We have found that teamwork, active participation, and open-minded collaboration have created a very successful team. With weekly team meetings, each member of our group was always prepared and ready to work. There was always a goal each week and we worked diligently to complete the agenda. Our brainstorming sessions were productive and involved the use of a whiteboard to help us visualize our ideas. This collaboration helped our team grow stronger and closer. We began the project by dividing up the topics and doing individual research. As the semester progressed, we worked in teams of two that changed with each milestone. We quickly found the amount we accomplished was possible because each of us went above and beyond to do our parts. The strategic hourglass model that we built was also an effective way to move in a strategic direction. After three months of six women working together, the only idea of room for improvement we could come up with was if we had designated someone to submit the assignments ahead of time. Each member of this group worked hard, brought intuitive ideas to the table, and went over and above the expectations. The rapport and camaraderie developed only strengthened the work ethic and productivity of the group, and ultimately allowed us to complete and present this booklet with pride.
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RESOURCES
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WORKS CITED Berkeley Laboratory and Energy Efficiency. (2016). What’s Energy Efficiency? Retrieved September 25, 2016, from http://eetd.lbl.gov/ee/ ee-2.html City of St. Petersburg. (2011). Green St. Petersburg: Florida’s First Green City. Retrieved September 11, 2016, from http://www.stpete.org/ sustainability/docs/2011_Green_St_Petersburg_web.pdf City of St. Petersburg. (2016, April 6). St. Petersburg: Data and Demographics. Retrieved September 23, 2016 from https://www.stpete.org/ economic_development/data_demographics/index.php Cornwell, G. (2015, November 19). Funding Proposals: RV Bellows and High Speed Ferry Service. Retrieved September 25, 2015 from https://www.stpete.org/cityofstpetersburg/12_3_USF_Marine_Sciences_RV_Bellows__250_000.pdf Foundation, G. C. (n.d.). The Basics: Energy Efficiency 101. Retrieved September 25, 2016, from http://www.gracelinks.org/552/the-basicsenergy-efficiency-101 Garect, J. (2015). 5 Secrets of Successful Grassroots Organizations. Retrieved September 24, 2016, from http://www.localvictory.com/ grassroots/grassroots-organizations.html Gerardi, S. (2016, April 21). St. Pete Rolls Out Bike Share Program. Retrieved September 25, 2016 from http://www.tbo.com/pinellas-coun ty/st-pete-rolls-out-bike-share-program-20160421/ Greenpeace International. (2014). Renewable Energy Myths. Retrieved from http://www.greenpeace.org/international/en/campaigns/ climate-change/energyrevolution/renewable-energy-myths/ Irwin, J. (2016, August 4). St. Pete-Tampa Ferry Project is a Go. Retrieved September 25, 2016 from http://www.bizjournals.com/tam pabay/news/2016/08/04/st-pete-tampa-ferry-project-is-a-go.html Kriseman, R. (2015, August 18). EO - 2015-07 Sustainable St. Petersburg. Retrieved September 11, 2016, from http://www.stpete.org/sus tainability/docs/2015_Kriseman_Sustainability_EO.pdf Kennedy, B. (2015, February 18). America’s 11 Poorest Cities. Retrieved September 23, 2016 from http://www.cbsnews.com/media/ameri cas-11-poorest-cities/12/ Mahoney, C. (2013, October 24). 8 Steps to Successful Grassroots Advocacy Campaigns. Retrieved September 24, 2016, from http://www. votility.com/blog/bid/321743/8-Steps-to-Successful-Grassroots-Advocacy-Campaigns Perry, M. (2016, March 22). St. Petersburg Launches ‘Ready for 100’ Clean Energy Campaign. Retrieved from
http://saintpetersblog.
com/st-petersburg-launches-ready-100-clean-energy-campaign/ St. Petersburg Area Chamber of Commerce. (2016, January 21). Mayor Kriseman Joins Sierra Club Forward Fund Cities in Signing Declaration of Local Leadership for 100% Clean Energy Communities. Retrieved September 11, 2016, from http://web.stpete.com/ news/newsarticledisplay.aspx?ArticleID=306 Scott, G. (2016). The Difference Between C3 & C4 Non-Profits. Retrieved September 25, 2016, from http://smallbusiness.chron.com/differ ence-between-c3-c4-nonprofits-33782.html Sierra Club. (2016, August 30). 100% St. Pete. Retrieved September 11, 2016, from http://www.sierraclub.org/florida/suncoast/100-st-pete Solmes, L. (2009). Energy efficiency: Real time energy infrastructure investment and risk management. Dordrecht: Springer. The City of San Diego. (2015). City of San Diego: Climate Action Plan. San Diego, CA: Local Government Office. United Nations Human Settlements Programme (UN-HABITAT). (2009). Sustainable Urban Energy Planning: A Handbook for Cities and Towns in Developing Countries. Nairobi, Kenya: UNON. U. S. Census Bureau. (2010). American FactFinder Fact Sheet: St. Petersburg City, FL. Retrieved September 23, 2016, from http://factfind er.census.gov/faces/nav/jsf/pages/community_facts.xhtml U.S. Census Bureau. (2015). Income, Poverty and Health Insurance Coverage in the United States: 2014. Retrieved September 23, 2016 from http://www.census.gov/newsroom/press-releases/2015/cb15-157.html
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