TGIF 2008-2009 Grant Project by UC Berkeley Office of Sustainability
Talking Louder About Campus Sustainability A BOISTEROUS COMMUNICATIONS CAMPAIGN ACTIONS & RESULTS
DESCRIPTION A one-year comprehensive marketing and outreach campaign by the UC Berkeley Office of Sustainability
Produced Marketing-Communications Plan • Outlines projects, activities, and timeline • Provides a toolkit to capture and track metrics, consistently brand the campaign effort, & evaluate the level of impacts
GOAL
Expanded Bright Green News
Raise awareness and engage the students, staff, and faculty in reducing campus environmental impacts, expanding the culture of sustainability and helping the campus meet its greenhouse gas emissions reduction goals
• Bright Green News - the campus sustainability newsletter • Coverage: # of articles per issue more than doubled from 5 to over 10 • Frequency: bi-monthly to monthly publication • Readership: subscription base of 400 to 1,400 as a result of the campaign, representing a 250% increase
Certified Green Departments and Events • Currently 25 green events and 9 green departments certified
TEAM Students Nicole Campbell Communications Associate Vickie Ly Communications Associate Joanna Young Communications Associate Oscar Zisman Sustainability Webmaster Karen Salvini MBA Graduate Staff Lisa McNeilly Director of Sustainability Kira Stoll Sustainability Specialist
Created Facebook Page •Interactivey engaged the campus on sustainability •Fans of the page grew from 1 to 186 in a matter of months
Hosted Student Sustainability Forums • Offered two forums each semester • Attendance grew over 400% from 20 to 100 attendees • # of student groups presenting doubled from 10 last year to 20
Participated & Tabled at Events • Made face to face contact by attending large and small events (Caltopia; Eat, Learn, Live; PLAYgreen, Calapalooza) • Tabled at residence halls • Presented to staff groups
PARTNERS
Provided Sustainability Walking Tours
Student Groups Berkeley Green Campus, Residential Sustainability Program Departments Facilities Services, Parking & Transportation, RSSP
• Created and updated campus sustainability walking tour and now online tours • Guided international and incoming students on tours
Redesigned 3 Sustainability Websites
CONTACT http://sustainability.berkeley.edu sustainability@berkeley.edu
http://www.facebook.com/pages/ Berkeley-CA/UC-Berkeley-Officeof-Sustainability/62295986103
The G een Initiative Fund University of California, Berkeley
• General: sustainability.berkeley.edu • CACS: sustainability.berkeley.edu/cacs • Office: sustainability.berkeley.edu/os •Increased website traffic, metrics, and usability