LSC 515 Project

You Could Save the World Today. Be Your Own Superhero.

Lithal CommunicationsAbbey WethalJordan SimonsonJosh PeprahStephanie Libo

Table of Contents

1 | Lithal Communications

Situation Analysis Executive Summary Client Background Brand Analysis Student Profile Student Motivation Student Segmentation Audience Brand Needs Barriers Current Marketing Strategies SWOT Analysis Strategic Implications and Recommendations

Campaign Strategy Objectives Target Audiences Barriers and Motivators Implementation Plan Timeline Budget Key Partnerships Plan DIfferences What Dorm Residents Currently Think Emotions Related to Behavior Evaluation Plan

Creative Strategy Benefit Statement Benefits to Target Audience Evidence Unifying Elements Creative Approach Appeal Audience Feelings Audience Actions Effect on CCN Brand

Media and PR Plan Social Media Advertising Public Relations Power Outage Public Relations Event Recommendations and Tactics Key Target Media

Creative Content

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10-15 10 10 11 12 13 13 14 14 14 15 15

16-18 16 16 16 17 17 18 18 18

19-20 19 19 19 19 20 20

22-29

Situation Analysis


Executive SummaryThe Office of Sustainability is a well-received program within both the national environmental community and the UW-Madison campus. They promote various methods of energy and water conservation within campus buildings and our everyday lives. However, our quantitative survey revealed that 66% of students who live in dorms are completely unaware of the Office of Sustainability and their efforts.

The Office of Sustainability facilitates the integration and enhancement of sustainability research and education across all parts of campus, through promoting initiatives such as the national collegiate competition, Campus Conservation Nationals (CCN), and the “We Conserve” campaign. CCN is the largest nationwide electricity and water reduction competition on college and university campuses. CCN is designed to empower the future generation of energy and environmental leaders and promote a culture of conservation on campuses nationwide.

UW-Madison is one of seven schools in the country to receive an “A” for its sustainability efforts among 322 campuses surveyed in 2011 by The Sustainable Endowment Institute’s College Sustainability Report Card. While the Office of Sustainability successfully improved the state of UW-Madison’s sustainability efforts, our survey suggests they are not widely known on campus.

In-depth interviews gave valuable insights on the main reasons for lack of electricity and water conservation

among students. Most of the students admit that one of the main reasons they don’t conserve electricity is because they do not pay for their electricity. Others don’t conserve because they have no control over their electricity. The answers from surveys gave us a good idea of what devices are being used, such as laptops and cell phones and how often they are overusing or wasting energy. Results show definite segmentation opportunities surrounding shower and elevator use, meaning we can better segment our target.

The current CCN campaign on campus is a great start, but there are definite opportunities to expand the plan and put money towards more efficient opportunities. The current campaign has been using non-targeted, traditional campus advertising efforts-primarily Facebook- and free energy-saving light bulbs. Further building upon the competition and making it more competitive will further aid in the competition effectiveness. The network the CCN campaign has formed this year has proved to be valuable in supporting the message.

Based on these results, we will craft a campaign that uses the information gathered in our surveys to change the behaviors of freshmen who live in the dorm. We will create flyers, point-of-contact displays, public relations events and giveaway power strips to residents to maximize participation.


Client BackgroundThe University of Wisconsin-Madison has a long history of sustainability research and action in many areas of campus life, ranging from using recycled industrial materials in infrastructure to ensuring the sustainability of rural agricultural communities.

UW-Madison created the Office of Sustainability to assist in the creation of solutions for the broad challenges related to sustainability, both in the present and for the future. The team of dedicated and educated individuals will solve problems in areas such as water, finance, energy, health, food and community. The Office of Sustainability facilitates the integration and enhancement of sustainability research and education across all parts of campus. Additionally, the Office of Sustainability was created in order to encourage conservation and waste prevention as a way of life for the university. The office ensures that there are opportunities for the campus community to engage in sustainability activities, education, leadership and both personal and professional growth.

Funding for the Office of Sustainability is from the state of Wisconsin, UW-Madison, gifts and grants, alumni, student fees and entrepreneurial endeavors.

An important accomplishment of the Office of Sustainability thus far, is the We Conserve campaign. This project began in 2006 and promotes education and awareness of the importance of environmental stewardship on campus. We Conserve has aided in the reduction of the university’s annual campus energy consumption by over 1.2 trillion BTUs, carbon dioxide by 125,000 tons, water consumption by 178,000,000 gallons and energy costs by over $13 million.

Another project implemented on campus is the national collegiate competition, Campus Conservation Nationals (CCN). CCN is the largest nationwide electricity and water reduction competition on college and university campuses. Students living in campus residence halls compete for the greatest percent reduction in their buildings over the course of three weeks. Schools can choose to compete against buildings on their own campus, in a state or

regional competition, or against a select group of peer institutions.

• Engage,educate,motivateandempowerstudentstoconserveresourcesintheirresidences.

• Achievemeasurablereductionsinelectricityandwateruse,preventingthousandsofpoundsofcarbondioxidefrombeingemitted.

• Fosteracultureofconservationwithinyourcampuscommunityandpropelyourcampussustainabilityinitiatives.

• Participateinaprogramthatenablesstudentstoteachthemselvesconservationbehaviorsthattheycanemployinthehomeandworkplaceinthefuture.

• Enablestudentstodevelopleadership,communityorganizingandcareerdevelopmentskills.

CCN Competition Goals

Campus Conservation Nationals is designed to empower the future generation of energy and environmental leaders, and promote a culture of conservation on campuses nationwide.

While the Office of Sustainability successfully improved the state of UW-Madison’s sustainability efforts, they are not widely known on campus. This could cause potential problems for the promotion of CCN and other programs they implement in the future. The office may not have the power and credibility they need to cause widespread changes on campus. However, there can be benefits to being unknown as well. The office does not have a negative stigma attached to it, which can potentially turn students off to the programs.


Brand AnalysisThe Office of Sustainability is extremely well received in the environmental community receiving national recognition for their We Conserve program. UW–Madison was ranked by the Sustainable Endowment Institute College Sustainability Report Card as one of seven schools to receive a grade “A” for its sustainability efforts among 322 campuses surveyed. However, according to our survey, 66 percent of the survey participants are unaware of what the Office of Sustainability is. What this means is that over half of our target market doesn’t even know about the Office of Sustainabiligy, so it should not be surprising that they lack enthusiasm to participate in the conservation efforts.

On a better note, 68 percent of students in the dorms are familiar with the We Conserve program. This indicates that students in the dorms are more aware of this brand. In our qualitative survey, respondents were generally unaware of the Office of Sustainability program efforts.

Student ProfileAccording to the quantitative survey, 87 percent of the students in dorms are freshman and sophomores. As G1 shows, at least 90 percent of students living in dorms use their phone, laptop, charger and refrigerator every day.

Forty-one percent of students have four to six devices plugged in at all times, while 52 percent excessively charge their computers for longer than 6 hours a day. Only 22 percent of students unplug their electronics at least “often.”

“We have two refrigerators and a microwave. But we don’t unplug those. I guess we turn the TV off, but it is still plugged in, so it is still taking up energy. We try to turn it off as much as we can.”

-Student in the dorm

G1

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PercentageofDevicesUsedOnaDailyBasis

Fifty-nine percent of students shower in excess, longer than 10 minutes, on a daily basis. Thirty-two percent of the time, students do not turn off the lights every time when not in use.

While 71 percent of students view electricity conservation as important, 69 percent are impartial, disagree or strongly disagree that electricity conservation is important to others in their dorm, as shown in G2. They hold similar feelings for water conservation. This isnotaneducationproblem since 94 percent of students are at least “somewhat aware” of the benefits of energy conservation and the large majority of students are aware of ways to conserve electricity and water in their dorms.


0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

Strongly Disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

Electricity conservation is important to residents in my dormitory.

Electricity conservation is important to me.

Seventy two percent of students recognize email as the best way to communicate. This is great news for a campaign with a limited budget as most, if not all, e-marketing tools are free. Social media is the second best way, with 60 percent recognizing it as the best way to communicate, as shown in G3.

G2

G3

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

US mail

Campus mail

Floor meetings

Bulletin boards in dorm

Social media

Email

BestWaystoCommunicate

Student MotivationSeventy-one percent of students state that the main reason they do not conserve more water or electricity is because they do not pay for their electricity or water.

“But it is something I try to do, but as a dorm student it is not something that I am necessarily conscious of because I don’t directly pay for it, it is just part of my dorm fee. So no matter if I use a hair dryer, a toaster, the microwave, everything at the same time my fee is still going to be the same.”


Another 58 percent of students feel they have little control over electricity use in dorms.

Students are unlikely to attend floor meetings about conserving water and electricity, but slightly more likely to participate in a campus-wide competition. Sixty-five percent of students are likely to increase water and electricity conservation efforts.


Student SegmentationThere are definite differences in showering habits between men and women. As shown in G4, forty percent of men shower more than 8 times a week, while only 6 percent of women shower more than 8 times a week. Forty percent of women shower five or less days a week, whereas only 21 percent of men shower five or less days a week. While only slightly less, men tend to also take shorter showers than women.

G4

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8 or moreNumberofShowersinaWeek

Female

Male

Females are 20 percent more likely to not be familiar with the Office of Sustainability. Men are slightly more likely to live on the Southeast campus, while women are more likely to live on Lakeshore.

Forty percent of students in the southeast dorms take the elevator all of the time, while only two percent of students in the lakeshore dorms do the same.

Males who live in Southeast dorms are more likely to have their TV on for a longer period and are nearly 30 percent more likely to take 8 or more showers in a week.

Audience Brand NeedsIn relation to this initiative, students in the dorms want to be better at conserving electricity and water. According to our survey, 65 percent of students living in dorms are either likely or very likely to increase conservation efforts in their dorm room or bathroom. As shown in G5, even though these students have these feelings, 58 percent feel like they have no control over their electricity use in the dorms. This plan will aim to change behaviors so students understand new ways to conserve electricity in the dorms. Seventy percent of students said the main preventative from conserving electricity and water was that they didn’t have to pay for it. Our plan will pursue ways to emphasize monetary reasons outside of paying in the dorms, such as “you can save X dollars over your lifetime if you turn off lights when you leave the room.”

G5

0% 10% 20% 30% 40% 50% 60% 70% 80%

I don’t care.

Other

I’m not sure how to.

Do everything - electricity

Do everything - water

Little control

I don’t directly pay for it.

WhatPreventsYouFromConserving

“I think having fun facts about how much water we do consume like if you take a 15 minute shower how much water that is in a whole year. Make it relate to people, like if you conserve water your food can be better hydrated, stuff like that.”



BarriersFor this particular audience we anticipate several barriers. The first will be combatting student unfamiliarity with the Office of Sustainability. Overcoming student apathy toward the subject of conserving electricity and water is a concern because many students care about conservation, but aren’t incentivized to participate.

Current Marketing StrategiesCampus Conservation Nationals is currently using a competition to encourage students and residence halls to conserve electricity. The winning unit gets a free meal prepared by Slow Food UW and Ian’s Pizza. Prizes will also be given to the leader of the unit and floors who had the most electricity conservation.

Students are able to look at their status online based on specific dorms, however it is very confusing. There is currently a table on the website that looks like it will be updated, but currently is not being updated. Instead there is an excel file that is populated, further adding to the confusion. The competition is not really featured on the Office of Sustainability website either.

To kick-off the competition, Campus Conservation Nationals attended unit student leader meetings to spread the word about the competition. At these meetings, they handed out high efficiency light bulbs to attendees.

Advertising efforts included flyers and powerpoint slides around dorms promoting the competition.


Strengthes

• Campaign is supported by residence halls and Office of Sustainability

• OS has money to give prizes• OS has someone dedicated to cause• OS has a connection to a national

competition that helps students realize their energy and water consumption habits

• OS has the means to read electrical units

Weaknesses

• Office of Sustainability is not guaranteed to talk in front of unit leadership

• Advertising is the only form of guaranteed publicity

• Residence halls have strict protocols for outside venue advertising

• By incorporating Slow Food UW, campaign becomes desirable to select few

• Prizes for unit and floor leaders misguided

• Viewing status online is confusing, advertising doesn’t tell you to go here

• Handed out light bulbs, but not everyone has control of light bulbs

• Competition during winter when electricity usage highest

• Competition during second semester, get benefits for short period of time

Opportunities

• Incorporate water conservation in marketing efforts

• Give incentives that students can use (i.e. power strips)

• Start competition earlier in the year• Work with student organizations

interested in conservation to spread message

• Larger online presence, including social media

• Point-of-usage displays• Segmentation opportunities

Threats

• Student’s lack of willingness to change behavior

• Student’s do not value environment• Weather that induces higher electricity

use• Student’s lack control of electricity and

water use• Ability to measure water usage• Campus housing does not allow all

aspects of the plan to be used


Strategic Implications and Recommendations:

“As for electricity I think having a communal microwave on each floor, that way we don’t have to use our own all the time,”


With the presented information, our group has come up with a few strategic recommendations. These include handing out power strips and promotional materials. Furthermore, we will give out prizes to the winning floor. Depending on our budget, we will be giving everyone their own energy efficient power strip to be turned on and off each day. With a power strip, 1-6 items can be plugged in at a time. With the distribution of the power strips, we will also give them ideas of what can be plugged in to them. For instance, we would not recommend plugging the TV into the power strip because you wouldn’t want to unplug your TV everyday. Instead, we would encourage residents to plug in their phone chargers, computer chargers, hair dryers, hair straighteners, etc.; things that can be unplugged and not be affected. This will be beneficial because we will be providing the tools needed for the residents to be successful during this time period. They will also learn how easy it is to save energy.

Another initiative we are taking is to create a campaign just for the goal of reducing shower time. A realistic goal of ours is to reduce shower time by at least one minute per shower. One way we can encourage this is by creating a laminated poster to put in the shower that will remind them to take shorter showers. We think that this will be a very easily achievable goal.

Lastly, through our quantitative survey, a respondent had the idea to have one or two communal microwaves. They noted that they’re not constantly using one and that it isn’t necessary for each room to have their own. We will suggest to the residence halls that they encourage incoming freshmen to not bring a microwave and instead have one or two on each floor.


Campaign Strategy

Target Audience:PrimaryAudience:Freshmanlivinginthedorms

Freshmen make up the majority of the students living in the dorms and are the audience that will need to make the majority of the behavior change. The overall goal of this campaign is to create behavior change early at UW-Madison so the behavior continues in the future.

Objectives

• Create behavior change that promotes 10 percent less energy and water usage as a way of life in the residence halls.

• Have 60 percent of students living in the residence halls participate in some aspect during the CCN competition.

• Students understand the environmental and financial impacts of their actions from overall electricity and water usage.

• Students will increase in enthusiasm and will be more willing to participate in activities that promote conservation as a way of life in the residence halls.

SecondaryAudience:HouseFellows

As seen from this year’s campaign, a lot of correspondence rides on the involvement of the House Fellows. House fellows are the hired leaders of each dormitory floor. They act as both mentors and supervision for their floors. For this reason, House Fellows are a key part to the success of this campaign because they will be facilitating most of the plan.

TertiaryAudience:Upperclassmenandtransferstudents

These are students that also live in the dorm, but do not make up the majority of residents in the dorms.


Barriers:For this particular audience we anticipate several barriers. The first will be combatting the student unfamiliarity with the Office of Sustainability. Overcoming student apathy toward the subject of conserving electricity and water is our second concern because many students care about conservation, but don’t have incentives to partake in it.

Additionally, like most campaign projects, we have a restricted budget. We feel that purchasing the power strips is a valuable and necessary purchase. However, we would like to incentivize students to participate by offering more exciting prizes for the winning floor and to offer more prizes in general. However, with the given budget, we will not be able to give away as many prizes which can lead to demotivation to conserve. House Fellows will explain how and when to use the power strips when they give them out to their residents.

MotivatorsAgain for the audience being residence hall freshmen they would respond well to floor activities and games with prizes or incentives. Things like having different prizes for each floor depending on their level of conservation, campus wide competitions to competitions within each floor or dorm.


Implementation Plan:The backbone of this plan is to use the Campus Conservation Nationals competition as a setting to encourage water and electricity reduction in the dorms. Due to the close living space of the students in the dorms, we feel it would be best to use a normative approach to facilitate behavior change among freshmen living in the dorms for this competition. By encouraging behavior that will have students conform to expectations of others, this campaign can be really effective, especially since students in the dorms are facing relatively similar situations.

The first phase of this campaign is focused on getting the House Fellows on board with our plan. We will visit their mandatory Resident Assistent meetings that will map out our plan to residence life personnel. At these meetings we will have everyone agree to a contract laying out the electricity and water reductions the House Fellows would like to see from their dorm. By encouraging commitment by signing the contract, this increases the liklihood of future compliance.

We will continue the same process in the dorms by having a representative at each floor meeting the month before the competition starts. We will start by asking everyone if they consider themselves as someone who cares about conserving water and electricity. We will then encourage the floor to make an energy reduction commitment, which will entail coming up with a reduction in water and electricity usage the floor feels they can obtain. We will come prepared with the previous years reductions to give an example, but also to create competition to beat the previous year.

After the group has agreed on a reduction in

electricity and water usage, we will encourage students to sign a group contract stating that they will work to reduce the amount of water and electricity they use. The contract will be placed on a wall on the dorm floor so everyone can see it. We will also publicly post progress so the competition and their standings are highly visible at all times. To help faciliate social norms, door hangings will also be handed out that shows the students has signed the contract.

The people who sign the contract will be given a free power strip (limit 1 per room) that they can use in their dorms. This will allow them to plug in their non-essential electronics to a switch they can turn off when not in use. House Fellows will be given any extra power strips in case someone else wants to sign the contract.

House Fellows will be our main point of support for our campaign, which requires them to be on board with our goals. We will encourage them to host events that would reduce electricity and water usage on their floors and dorms. They will also be in charge of placing everything in the dorms.

On the first day of the competition, we will hold a campus-wide “power outage” where we will encourage students, faculty and staff to turn off all non-essential lights in their buildings. This event will be the kickoff to the competition and will feature special activities run by House Fellows. The hashtag #UWpoweroutage, mainly promoted by @UWMadison and @UWNewStudent, will be used to follow the events taking place on campus.

A pizza/snack/sweets party (menu based on budget left over) will be given as a prize to the winning dorm floor in one Southeast residence hall and one Lakeshore residence hall. In order to win a prize, the residence hall must have shown a net decrease in water and electricity consumption over the course of CCN.

During the competition, we will encourage behavior change through traditional media sources. Posters and PowerPoint slides will be placed in dorms (screens/ computer monitors and walls) to be even more visible on campus. We will engage on-campus social media channels, especially @UWNewStudent


on Twitter, to promote our campaign. Press releases will be sent to UW Communications and various student-focused publications such as the Daily Cardinal and the Badger Herald.

A representative will speak in front of classes that are traditionally for freshman and have an electricity and/or water conservation focus. This will help encourage behavior change among early adopters since these students are more likely to already be engaged and would easily accept new ways of behavior change.

Using prompts, we will be able to reach students during key electricity and water usage times. Window clings will be put on bathroom mirrors encouraging students to turn off their water while they are not brushing their teeth or washing their hands/faces. We will make shower signs using wire hangers that

can hang from the water spout encouraging students to reduce their shower times by one minute. We will also make creative wall decals drawing attention to light switches in the dorms with slogans encouraging students to turn off lights, if they are able to do so.

In our survey, a large portion of people have microwaves that are plugged in all of the time. We will encourage the residence halls to buy a communal microwave for each floor to conserve electricity.

There will be two competition winners, each being from a different dorm campus (Lakeshore and Southeast). Each winning dorm on each campus will receive a travelling trophy.

Timeline

*This timeline is a floating timeline. Day 1 represents the first day of the CCN competition

Budget


Key Partnerships:The Office of Sustainability and Campus Housing are the two primary organizations that will be helping with this campaign. The Office of Sustainability will be providing most of the strategy and execution support. Campus housing will be providing human capital needed to help facilitate these strategies.

UW-Madison social media sites, UW Communications, Badger Herald, Daily Cardinal, student radio and other local media will be key partnerships in the public relations efforts of this campaign.

Plan DifferencesStudents will be more inclined to participate in conserving electricity and water if they sign a contract. The community effect of signing a contract with other members of their floor will increase students activity in CCN because they feel that they are doing this with their peers. This plays up the social norms theory that behavior is influenced by those around you.

In order to get these contracts, our staff will need to attend floor meetings. These will be more meetings than last year. The standings will be made visible on the dorm hall instead of just online.

Instead of using only traditional media sources, we will also focus on guerrilla marketing tactics that are cheaper and usually more effective.

There will be two competition winners instead of one, each being from a different dorm campus. This will help some of the larger dorms feel they can win since smaller dorms appear to be better equipped to conserve electricity and water.

What Dorm Residents Currently ThinkSeventy-one percent of students state that the main reason they do not conserve more water or electricity is because they do not pay for their electricity or water. Without any foreseeable, short-term benefits, students do not have much motivation to change their behavior.

“But it is something I try to do, but as a dorm student it is not something that I am necessarily conscious of because I don’t directly pay for it, it is just part of my dorm fee. So no matter if I use a hairdryer, a toaster, the microwave, everything at the same time my fee is still going to be the same.”


Another 58 percent of students feel they have little control over electricity use in dorms. Without any feelings of self-efficacy, students will have little motivation to learn what they can do to help the situation.

Students are unlikely to attend floor meetings about conserving water and electricity, but slightly more likely to participate in a campus-wide competition. This is why we are attending House Fellow meetings to encourage them to encourage their floors to participate in CCN, so they mention it at their monthly floor meetings. Sixty-five percent of students are likely to increase water and electricity conservation efforts. Students do not want to go out of their way to go to a floor meeting regarding conservation, however they are more willing to incorporate conservation into their daily lives; a main goal of the competition.


Emotions Linked to BehaviorThe main emotions linked to the behavior change is a sense of empowerment and accomplishment. This plan is aimed to give them a sense of control and responsibility so they feel they are making a difference. Each student will single handedly help save water and energy for their dorm, which contributes to the competition. The superhero theme of the campaign will give students a sense of self efficacy and power in this competition, showing them that they can help and be a part of it’s success.

Evaluation PlanA quantitative survey will be given to students living in the dorms before and after they take part in the CCN competition. This survey will evaluate participants feelings towards conservation, the effectiveness of marketing and changes in knowledge, attitudes, behaviors, effectiveness of social media and effectiveness of other marketing techniques.

We will hold qualitative interviews with House Fellows after the competition to analyze what went well and what did not go well. This will allow CCN to gain valuable insights into some of the problems and successes of the campaign.

The most important evaluation plan with be to compare the conservation data (water and electricity saved) collected from the competition period, baseline period and previous competition in order to evaluate the new marketing strategy effectiveness.


Creative Strategy

Benefits to Target AudienceWhile the benefit of conserving electricity and water in the dorms is currently not valued by most members of the target audience, this campaign will aim to show the following benefits to them.

• Opportunity to participate in a friendly and entertaining competition that could result in prizes and festivities for a dorm floor

• Build camaraderie within door floors• Build a habit that will pay for itself in the future• Helping the University save money and energy

long-term could indirectly affect students by reducing housing costs

• The participation between all the dorms will result in helping to sustain the environment, which directly affects students and residents of Madison

• Instill behavior change that could help mediate drastic measures needed in cases of extreme drought and other natural disasters that could affect water use in the future

Benefit Statement

Participating in CCN will give Freshmen living in the dorms the opportunity to make a difference in environment conservation, win prizes, bond with their floor, and practice good habits that will save them money in the future.

EvidenceIn order to portray the benefits to freshman living in the dorms, there are various forms of evidence that the messaging for this campaign will portray. By showing the amount of carbon saved during previous CCN competitions, evidence will be available to show that participation in this campaign will make a difference in world issues. By showing each dorm’s standing on campus, this will provide additional evidence that the conservation efforts are being effective.

This evidence will also be portrayed in an understandable way. For example, how long a light bulb could remain on using the amount of electricity that was saved.


Unifying ElementsBigidea: We will use superheroes as a way to encourage freshman that they can save the world and be the superhero they always wanted to be.

Theme:Everything will have a stereotypical superhero theme using neon colors. The neon will be used because it sticks out in the dark, which promotes using less light. Neon is an array of colors that are typically used in the dark because not only do they make cool lights, but also stand out better in the dark. Promotions will portray the “glow” of neon and will be used to be a cool effect that promotes turning off the lights.

Using Harlow Solid Italic as the primary font will further bring the superhero theme to life because of its retro, superhero look.

Tagline: We Conserve.

We are using the “We Conserve” tagline because of the current brand recognition it has and it is in-line with the current messages of this campaign.

Slogan:You could save the world today. Be your own superhero.

Mascot: students dressed as superheroes

Creative Approach AppealPeople find a connection with superheroes because they are likeable, attractive and possess powers that we, as humans, do not have. People strive to be like them, but they physically cannot. With our tagline and theme, we will communicate that they themselves have “superpowers” to help the world, and they will feel like they have the ability to make a difference.


Audience FeelingsThe point of the Superhero theme is to make students feel empowered. The campaign promotes self efficacy, which will make the students feel like they can actually help the situation. The nature of the campaign is novel and humorous, which should make the students feel excited about the campaign.

Audience ActionsThe creative approach will make freshman in the dorms feel empowered to change their habits. This message will give them a feeling that every time they are turning off the water or shutting off the lights they are making a difference in the world, just like a superhero does. This association will make these behavior changes seem much more important than they currently think.

Effect on Campus Conservation Nationals BrandThis new creative plan brings personality and excitement to the CCN campaign. Instead of only using numbers and informative signs to promote the competition, this superhero campaign makes the competition seem fun and interesting. Students will be more likely to pay attention to promotional materials if they are intrigued by the content.


Media and PR PlanMedia PlanThis campaign will focus primarily on unpaid media and advertising to reach freshmen in the dorms. We believe that this unpaid media plan will be more effective than paid advertising.

Social MediaSince social media was the second-best way to engage freshman on campus, this will be one of our primary focuses for this campaign. Using the Office of Sustainability social media pages, we will promote the CCN campaign to key influencers on campus including: UW-Madison, UW New Student and UW Communications. Twitter and Facebook will be the primary forms of communication with these key influencers. The infographics prepared for the computers in the dorms, pictures of students participating and electricity and water conservation ideas are some examples of content that will be shared using social media.

On the first day of the competition, the campus-wide “power outage” will include the hashtag #UWpoweroutage, which will be promoted by @UWMadison and @UWNewStudent. This hashtag will be used to connect tweets about ways students are conserving electricity and gain public awareness of the entire campaign.

AdvertisingTo reduce advertising costs and increase effectiveness by leverage segmentation, guerrilla marketing tactics will be used in the dorms. Window clings will be placed on bathroom mirrors reminding students to turn off the water while they are brushing their teeth. Shower hangers will be placed in the shower to remind students to reduce their shower time by one minute. Decals will be placed on power switches to

remind freshman to turn these off when they leave. We will also use sidewalk chalk around campus, with heavy emphasis on the sidewalks in front of the dorms.

Our surveys indicated that email was the most effective tool for communicating information. Using this knowledge, we will use MailChimp (a free, online e-marketing tool) to send out email campaigns to students. These emails will include information such as the purpose of the campaign, prizes, current dorm standings, ways you can conserve and other information that the Office of Sustainability deems appropriate.

We will be printing off our own flyers to be placed in the dorms. We intend to place them on floor bulletin boards, in eating areas, in classrooms and on bathroom doors. Powerpoint slides will also be given to Residence Halls to be placed on the powerpoints being run in the dorms.


Public Relations PlanPowerOutagePublicRelationsEvent

The “Power Outage” event will be the primary focus to get media attention on campus. This event will promote using less electricity, and by association water, to students on campus. This event will direct the media to the CCN campaign and its mission in the dorms. We plan on building awareness of our plan by sending out press releases to both the Daily Cardinal and the Badger Herald as well as university communications offices.

Recommendations and Tactics:We will craft press releases for specific target audiences and media that will feature varying levels of information about the “Power Outage” and the CCN competition. These press releases will be featured on our website to aid in google searches.

We will send press releases to the key media targets using email or sending the online link using Twitter and Facebook. Tweets should be sent several times throughout the day, tagging key media in each tweet.

We will actively seek out UW Communications to place a story on the my.wisc.edu homepage. This will place information on the CCN campaign and the “Power Outage” in a place most students view every day.


Key Target MediaIn our plan we will have a targeted approach to contacting media throughout the plan. Below are the major contacts for this campaign.

UW Social Media Campus Media Local [email protected]/uwmadisonNick WeaverWeb Services [email protected]

UWCommunicationsJohn LucasNews and Media Relations [email protected]@jplucas55

TheDailyCardinal(Changes annually)Campus Editorhttp://host.madison.com/daily-cardinal/contact/

UWFirstYear@UWNewStudent

Nick WeaverWeb Services [email protected]

CALSCommunicationsNicole MillerWriter/[email protected]

TheBadgerHerald(Changes annually)Campus Life Editorhttp://badgerherald.com/about/staff.php

[email protected]/UWMadisonLS

L&[email protected]

http://stephaniemlee.wordpress.com/contact/

[email protected]/UWMadisonCALS

EngineeringMediaRelationsJames BealMedia Relations Directorjbealatengr.wisc.edu

UW-MadisonMedia@[email protected]/UWMadisonEngi-neeringUW-MadisonScience@UWMadScienceIsthmustheDailyPage@IsthmusTDP


Creative ContentShower Hanger

You Could Save the World Today. Be Your Own Superhero.

Reducing your shower time by one minute can save 7 gallons of water. That’s 7 gallons of drinking water you will never get back.

Learn how you can become a superhero by visiting our website at competetoconserve.org.


FlyerYou Could Save the World Today. Be Your Own Superhero.

Join your dorm in competing in the Campus Conservation Nationals (CCN) competition. If your dorm reduces electricity and water by the highest percentage, you dorm will win a pizza party, where Bucky will make a special appearance at the party.

Even by reducing your shower time by one minute or unplugging your non-essential cords, you are making a HUGE difference in saving the world. Something a superhero could be proud of.



Door Hanger: Given to students after they sign the contract. To be placed on doors using post-it note type adhesive.

I conserve water and electricity because...

I’m my own Superhero.

Turn off the water when you are not using it.

Be your own Superhero.

Mirror Cling: To be placed in mirrors in dorm bathrooms as a reminder.

Turn off the strip when nothing is hooked up.


Light Switch Cling: Given to students to be placed by their light switch as a reminder to turn off the power strip.


20% of the electricity you use every day is from idle plugged in appliances.

Turn off the strip when nothing is hooked up.


Powerpoint Slide


We, as a floor, promise to conserve water and electricity to our best

ability. We will also help our dorm compete in the Campus Conservation

Nationals competition this month by reducing our water and electricity

consumption.

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Contract


-100 0 100 200 300 400 500 600 700

Adams HallBarnard HallBradley Hall

Chadbourne HallCole Hall

Dejope HallElizabeth Waters Hall

Kronshage HallMerit Hall

New 32 HallOgg Hall

Phillips HallSellery Hall

Slichter HallSmith Hall

Sullivan HallSusan Davis Hall

Tripp HallWitte Hall

Enough power for X Lightbulbs to last for 100 years (2013)

Enough power for X Lightbulbs to last for 100 years (2014)

-5.00% 0.00% 5.00% 10.00% 15.00%

Adams HallBarnard HallBradley Hall

Chadbourne HallCole Hall

Dejope HallElizabeth Waters Hall

Kronshage HallMerit Hall

New 32 HallOgg Hall

Phillips HallSellery Hall

Slichter HallSmith Hall

Sullivan HallSusan Davis Hall

Tripp HallWitte Hall

% Change (2014)

% Change (2013)

CCN Competition ResultsEnough electricity saved to make X number of lightbulbs last for 100 years.

Percent Change


Results Flyer


MailChimp Email


FOR IMMEDIATE RELEASE CONTACT Sabrina Bradshaw, Sustainability Education and Outreach Coordinator sbradshaw @ sustainability.w isc.edu

Power Outage at the UW-Madison The University of Wisconsin-Madison is having a Power Outage.

MADISON, Wis. [Apr. 25, 2013] - For the first time in the University’s history, students in dorms and buildings around campus will be turning off all unnecessary lights and will be encouraged to take a shorter shower. The power outage is kicking off a three-week-long competition for freshmen in the dorms to participate in. The campus competition is part of a national competition called Campus Conservation Nationals. The Office of Sustainability is hosting the competition on campus for the second year in a row. Students will be encouraged to conserve energy and water as a way of life. They will be competing for three weeks and the winning floor will receive a pizza party along with other prizes. The University of Wisconsin-Madison has a long history of sustainability research and action in many areas of campus life, ranging from using recycled industrial materials in infrastructure to ensuring the sustainability of rural agricultural communities. UW-Madison created the Office of Sustainability to assist in the creation of solutions for the broad challenges related to sustainability, both in the present and for the future. The team of dedicated and educated individuals will solve problems in areas such as water, finance, energy, health, food and community. The Office of Sustainability facilitates the integration and enhancement of sustainability research and education across all parts of campus. Additionally, the Office of Sustainability was created in order to encourage conservation and waste prevention as a way of life for the university. The office ensures that there are opportunities for the campus community to engage in sustainability activities, education, leadership and both personal and professional growth. Funding for the Office of Sustainability is from the state of Wisconsin, UW-Madison, rebates, gifts and grants, alumni, student fees and entrepreneurial endeavors.

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Press Release

LSC 515 Project

Documents

Transcript of LSC 515 Project