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Office of Sustainability
iReduce Campaign
Opportunity Statement The Office of Sustainability is working
towards making Virginia Commonwealth University carbon-neutral by 2050. Virginia Commonwealth University’s Office of Sustainability, needs students to contribute by cutting the amount of electrical use within the University.
Goal “To motivate Virginia Commonwealth University
students to reduce the University’s carbon footprint by reducing electricity usage, helping VCU achieve American College and University Presidents’ Climate Commitment.”
Key Publics Students living
on-campus Their individual
behaviors have a greater direct consumption effect on campus as a whole
Students living off-campus Their individual
behaviors aren’t a direct effect but it will help them in their personal lives.
SWOT Analysis Strengths
Good for the environment Feel good People becoming more and
more open to the “green” idea
Web & campus presence Dashboard on website Successful events/programs Trying to engage students
and faculty
Weaknesses Anonymous with efforts Lack of focus on energy Association with ZipCars Getting interest/participation Accuracy of student feedback Understanding of message is
not in sync with how its projected
Lack of promotion on student/faculty maintenance solutions
SWOT AnalysisOpportunities
Become carbon-neutral by 2050
Save VCU money on electricity
Encourage other universities to work towards going green also
Energy saving behaviors can become a natural part of students' daily lives
Friends & family can learn from students participating in energy conservation
Threats Recession Expensive process with
intangible return Lack of student interest Price of eco-friendly
products
Objective Increase the percentage of students who:
Turn off unused lights on campus by 20% Unplug personal electronics by 10% Choose energy efficient lighting by 15%
Strategies and Tactics
Social Media Outlets
Graphical Representation
Tactical Literature
Provide students with information through:
Strategy 1:
Social Media Outlets
Facebook and Tumblr Amazing execution by the Office of
Sustainability!
Social Media Outlets
Tweet: Facts about saving
energy Tips on how to save
money and energy Photographs Upcoming events Contests News
Social Media Outlets
TweetsKeeping items plugged in doesn’t seem so bad, but you’re actually wasting electricity, money, and hurting the environment. Please unplug!
Happy Earth Day! Happy Earth Day to the best planet in the world! Thanks for being our home!
Microwaves use less energy than stovetop cooking. VCU students, keep doing your part by microwaving those taquitos! #vcugoesgreen
Why is saving electricity important to you? Best tweets/pictures win a prize! #vcugoesgreen
How do you save electricity? Best tweets/pictures win a prize!
Did you know that most electricity comes from energy produced by fossil fuels such
A plastic bag that is not biodegradable can take up to 400 years to be broken down.
Logo
Background Graphic
Freshman Orientation
Tactical Literature
Informative literature for incoming students • Where to buy energy efficient products• How to conserve in residence halls• Energy efficient initiatives are already in place
on campus
Light Switch Decals
Graphical Representation
Glow in the dark paint
Graphical Representation
Special Messaging
Graphical Representation
Stall Seat Journal
Tactical Literature
February• Dorm
Competition Awareness
• Submit by January 1, 2013
April• How to keep
electricity down during the summer
• Submit by March 1, 2013
September• Freshmen:
where to get energy efficient products
• Submit by August 1, 2013
November• Energy saving
tips for students• Submit by
October 1, 2013
Sustainability Table
“Lights Out” Events
conseRVAtion cup
Participation and Awareness Events
Strategy 2:
Sustainability Table
Tabling
“Lights Out” Events
Promote awareness with events
Siegel Center BLACKGREENGOLD
Are You Afraid of the Dark?
conseRVAtion cup
BudgetSocial Media $0Freshman Orientation $0Light Decals $300 est.Glow in the Dark paint (1 gal.) $150Stall Seat Journal $0Special Messaging $0Lights Out Event
Siegel Center $0Are You Afraid of the Dark? $50 est.
Sustainability TableStickers/decals $520Light bulbs $309Printing $110Belkin Conserve Socket $35
conseRVAtion cup t-shirts $630
Total: $2,069 est.
2013 Energy Reduction Survey
Participation from students, will help in measuring energy reduction behaviors as apart of VCU’s Climate Commitment to neutralized greenhouse gases on campus
Comments | Questions
It was a pleasure to have worked with the Office of Sustainability
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