1. Designing and Implementing a Multi-Part Campaign to Promote Sustainable Behavior Megan Zanella-Litke Sustainability Coordinator University of Richmond

2. Agenda Creating a concept The planning process Marketing, communications, and events Evaluating Moving forward

3. The Concept Initial Meeting Sustainability Communications Student representatives Goals Increase visibility of sustainability efforts Make “being sustainable” achievable Make it fun and have a cool t-shirt Target Behavior Change “Fostering Sustainable Behavior” Behaviors that would impact UR’s GHG calculations Behaviors that had a high chance of success Focused Connect with existing events

4. Stakeholders Target Audience Faculty, Staff, Students Balance between a focused message and multiple audiences Partners Enthusiastic and committed Resources High visibility New connections Potential for additional partnerships

5. Drive-by Focus Group Groups of 2 students stopped other students to ask questions and establish a baseline for awareness Questions included: On a scale of 1-10, how important do you feel environmental issues are? What environmental issues do you feel are most important? What campus programs related to sustainability or environmental awareness are you aware of?

6. Narrowing the Focus September: Transportation October: Water November: Food February: Energy February/March: Recycling April: Celebration

7. Creating a Brand Theme creation by communications Program approval from students Presented to Sustainability Working Group, partner offices

8. Marketing Strategy Keep it green Use existing channels Make it clear Useful giveaways

9. Monthly Communications Web updates Spiderbyte School Newspaper Digital Signage Social Media Monthly Newsletter Events

10. Transportation Partnership with our transportation office, Ridefinders, GRTC Event: Transportation Days Buses and Zipcar onsite Games Commitments Giveaways

11. Commitments

12. Beyond the Event Signage near the shuttle stops with shuttle information Signage near prime traffic areas with walking information

13. Water Event Focus on global water use and scarcity Information on Richmond’s local water cycle and system Distributed shower hangers reminding people to take shorter showers

14. The Water Cycle at the University of Richmond

15. Food Focus on food waste Students ran tables at the entrance to the dining hall Dining hall events focused on “Live Well, Dine Green” theme and combined healthy eating with sustainable food choices

16. Food Events Local apples Local peanuts Sustainable seafood Partnership with vendors on sustainable packaging

17. Mid-year Evaluation Drive-by Focus Group Problems identified in November Many students recognized the brand, but didn’t know what to associate it with Students wanted more online messaging and more classroom involvement

18. Energy: Campus ConseRVAtion Nationals RVA competition: VCU vs. UR Overlap with RecycleMania

19. Eco-Olympics Kick Off Utilized a high-traffic space Raffle for prizes to anyone who signed a commitment that day Signs explained the two competitions Student volunteers ready to answer questions

20. Recycling: RecycleMania Coincided with the University’s shift to single stream recycling and expansion of recycling capacity Signage on recycling bins ties to campaign but will live beyond this year

21. Evaluation Transportation Number of bus passes distributed Shuttle bus riders Use of Zipcar Water One meter for the campus Counted number of student commitments related to water Food Dining services began regular inclusion of sustainability in events Incorporated sustainability logo into their green events Increase in local and sustainable food purchases

22. Evaluation RVA - CCN Two competitions On-campus apartments Residence halls Real-time monitors in halls, students read meters weekly at apartments Greater participation at apartments RecycleMania Recycling numbers had fallen over the last year Weekly recycling doubled when messaging and new recycling system were released

23. April Still to come… Earth Day waste audit and celebration Trees with commitment leaves Recycling corn hole Final figures

24. Moving forward… The campaign ends, but the brand continues…

25. More Information Megan Zanella-Litke Email: mlitke@richmond.edu Web: sustainability.richmond.edu Twitter: @BeAGreenSpider Facebook: University of Richmond Sustainability