Page 1


Table of Contents Executive Summary

5

Situation Analysis Secondary Research Primary Research Target Profiles

6 9 12

Local Campaign Creative Brief & Rationale Overall Marketing Objective Scheduling: Objectives, Strategies, Tactics 1st Period 2nd Period 3rd Period Budget Outline

14 16 17 17 23 27 30

Creative Portfolio

32

Evaluation & Adjustment Plan National Campaign Overall Marketing Objective Scheduling, Strategies & Tactics

44 46 46

Conclusion

48

Budget & Flowchart

49

References

51

Appendix

52


Executive Summary A popular trend in today’s society is going green: being aware of environmental issues and taking action to make our world a better place. Texas Christian University currently has a recycling program in place, but lacks the knowledge to make it effective to students. One main problem with TCU recycling is not the lack of recycling that takes place, but the attitude and lack of awareness from students of what happens to their trash. Although TCU has implemented a Single Stream recycling system on the academic side of campus, our research found that TCU students do not trust the recycling system that is currently in place on campus. Some students did not even know that a system existed. Purple Impact aims to change this perception with the idea of RE: Re-inspire, Reignite, Recycle. We will re-inspire students’ confidence in TCU’s green efforts, reignite a passion for a greener society and motivate students to take action by living green and recycling. In order for Purple Impact to reach the target audience of TCU students, we must gain and keep their attention through the use of promotions and campus-wide events throughout the academic school year. We have devised a plan to implement several different tactics, as outlined in this book, aimed at targeted demographics, with the intent of increasing awareness of TCU’s current recycling system, and encourage future action and involvement in recycling efforts on campus. In addition to our plan of action on a local and national level, we have included in this book a comprehensive budget allocation plan, highlighting major expenses necessary for the completion of this campaign. We have allocated a majority of these funds in different areas to effectively communicate our message to our target audience. In total, we have a plan to spend $33,690 to reach this end.

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Situation Analysis The following is Purple Impact’s plan to increase awareness of current recycling efforts at TCU, as well as a call to action to utilize the current resources available and continue the movement of going green. Texas Christian University already has a recycling system in place that has the potential to make the campus among the top sustainable universities in the state of Texas. The problem with this system is that students are unaware and hesitant about the process of Single Stream recycling. Purple Impact will eliminate this confusion and enlighten students in order for them to effectively participate in a sustainable lifestyle.

Secondary Research

The majority of our secondary research was used to better understand and select a local and national target audience, which in turn helped us select the most effective tactics and strategies for our audience. Through online research, personal observation and social network browsing we formulated profiles for our local and national audiences, which are those affiliated with TCU and campuses nationwide. Some of the key factors we considered during our construction of profiles were: daily surroundings and living environment, current recycling options, age, level of education, interests, priorities, status and occupation. In addition to target profiling, our secondary research included a close examination of the recycling industry from both a local and national standpoint. We researched TCU’s recycling history and national sustainability records in order to redirect previous missteps and reinforce previous accomplishments.

Industry Research

In 1985, TCU facility services, in cooperation with the physical plant department, began a recycling initiative to increase the efficiency of the university’s waste removal services in academic and administrative buildings on campus. This initial effort followed the common recycling practice of source separation. This method, though useful in the past, was hindered by problems of cost and increased labor efforts associated with sorting and transporting paper separately from the waste stream. The effort was made more complicated by building design, transportation, and staffing needs that arose due to the new program (TCU Physical Plant, 2008). TCU formed a partnership with Waste Management in 1987, which allowed the university’s housekeeping staff to remove waste using new recycling dumpsters located near each building. TCU pays a reduced fee for using these dumpsters and all materials inside are recycled instead of being sent to a landfill. Using a state-of-the art sorting process, Waste Management separates out recyclable materials.

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This system is still utilized in academic and administrative buildings today with constant upgrades being made every year to improve efficiency. In addition to recycling paper waste, the physical plant constantly recycles scrap metals, tree limbs and even salvageable materials from demolished buildings on campus (www.sustainability.tcu.edu). Evergreen is responsible for recycling materials from dormitories using a more traditional separation method. In this system, recyclable materials are placed into blue bags that are separate from 7trash thrown away (TCU Physical Plant, 2008). the rest of the Today, TCU recycles about 75% of all paper waste generated throughout the entire campus. If you remove residential buildings from this mix, the amount rises to about 95% (TCU Physical Plant, 2008). This information tells us that TCU has developed a satisfactory method for recycling. However, residential buildings experience many problems with contamination of recyclable materials, mostly by food and liquids accidentally or carelessly tossed into recycling bins by students. Because students are responsible for separating their own waste materials, the effectiveness of recycling efforts comes down to each student’s knowledge and motivation to recycle.

Sustainability

The 2011 College Sustainability Report Card, which evaluates environmental sustainability efforts at 322 colleges in the United States, conducted four surveys that were designed to gather information about sustainability in campus operations, dining services, endowment investment practices and student activities (Bauer, 2011). The Food and Recycling category of the report card examines schools’ waste management practices. It found that 75% of schools surveyed have implemented tray less dining programs (Bauer, 2011). This has reduced their energy and food waste by eliminating trays in some or all dining facilities. Student involvement in sustainability efforts has also been measured at a national level. More than four in five schools have introduced recycling practices into student orientation (Bauer, 2011). Sustainability awareness attempts, like discussions, speeches or an active volunteer program have been introduced to 82% of orientation events (Bauer, 2011). Almost half of all schools surveyed have programs that promote recycling practices on campus. About 45% of these schools have initiated sustainability programs to encourage recycling practices in campus residence halls (Bauer, 2011). Also, more than two in five schools have a green residence hall, which is a living space dedicated to sustainable living for eco-minded students. This type of living is offered by 45% of colleges (Bauer, 2011). Based on thorough research on sustainability on college campuses, the report card indicated 52 of the best practices that have led to the most efficient results concerning campus recycling operations. A few are as follows (Bauer, 2011): • Assigning faculty members to help develop, assist and manage recycling programs and policies. • Having an office or department within the university focused on achieving campus sustainability goals. • Having a school website to encourage involvement in campus sustainability programs and to in form the community. • Organizing programs to encourage sustainable behavior among faculty, staff and students.

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• Offering takeout containers made from recycled, biodegradable or eco-friendly materials. • Implementing a recycling program for all campus and dining hall traditional recyclables, such as bottles, cans and cardboard. • Providing composting receptacles around campus in locations other than dining halls, such as libraries or classrooms. • Incorporating sustainability awareness discussions into new student orientation. • Overseeing recycling challenges on campus or with other colleges at least once a year.

SWOT

Based on the findings from our secondary research, we are able to identify the potential strengths, weaknesses, opportunities and threats for recycling at TCU. By identifying these qualities, we will be able to create a more effective campaign to reach and influence our target market.

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Primary Research

The majority of our campaign is a result of what we found from conducting primary research. We chose to focus on the results from our primary research because our overall campaign objective is to increase awareness in TCU students, faculty and staff members. In order to meet this awareness objective we decided it was important to know the current mindsets and perspectives of our target audiences. Therefore, we utilized various research tools that are aimed at exploring the attitudes of students and the overall recycling atmosphere of TCU. Our primary research tools included a TCU student survey, campus ethnography, a faculty interview and a focus group.

TCU Student Survey

Our first primary research method was a survey of TCU’s undergraduate students. We received s total of 288 responses to the survey that we made available through each team member’s Facebook status, a Facebook event page and through an email sent to members’ sorority and fraternity members. We also sent our survey to 800 randomly chosen student e-mail addresses. Twenty-eight percent of students surveyed were freshmen, 16% were sophomores, 24% were juniors and 32% were seniors. Seventy-one percent of students surveyed were females and 29% were males. Significant points from our findings are as follows: • Thirty percent of TCU students surveyed recycle on a daily basis at TCU (versus 70% who do not regularly recycle). • Twenty-nine percent of students surveyed are knowledgeable about recycling practices (versus 71% of students that are not knowledgeable about recycling practices). • Twenty-two percent of students surveyed are aware of how the Blue Bag recycling system operates within the TCU dormitories (versus 78% not aware). • Only 15% of students surveyed are aware of how the Single Stream recycling system operates within the administrative and classroom buildings. • Six percent of students surveyed think TCU effectively communicates its recycling programs (94% do not think that TCU communicates its recycling programs effectively). • Given the option to recycle or not to recycle, even if it took more effort, 4.3% of students surveyed strongly disagree on choosing to recycle; 3.9% disagree on choosing to recycle; 8.2% are neutral to the question; 40.2% agree on choosing to recycle and 43.6% strongly agree on choosing to recycle. • Twenty percent of students surveyed strongly disagree that TCU has an effective recycling program in place; 32% disagree; 33% are neutral to the opinion; 14% agree that TCU has an effective recycling program and 2% strongly agree. • Ten percent of students surveyed strongly disagree that TCU is actively working to improve recycling on campus; 23.5% disagree; 37% are neutral; 23.8% agree and 6% strongly agree that TCU is actively working to improve recycling on campus.

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Ethnography

Our objective in conducting the ethnography was to better understand student, faculty and staff recycling behavior, natural tendencies and personal views. We conducted our research at on-campus dorms and at the library during typical study hours on several weekday evenings. We were able to observe the trash rooms in residence halls and get a feel for the different atmospheres in each of the dorms. We also informally interviewed several dorm residents, as well as a Resident Assistant in Colby Hall.

Results

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• In the freshmen, all-girls dormitory, Colby Hall, there was an absence of Blue Bags. After talking to the Residence Assistant we found that she had previously attempted to have her hall recycle, but housekeeping kept taking away the recycle box. The R.A. also said that her residents show great interest in recycling. The only presence of recycling in Colby Hall was a recycle box in the front office for batteries. The only way students living in Colby can recycle is by walking to the recycling dumpster behind Waits Hall. • Foster is a freshmen co-ed residence hall. In the trash room at Foster, there was one Blue Bag receptacle, but it was behind the door. There were no signs indicating recycling. • Waits is also a freshmen co-ed residence hall. In the trash room at Waits, there was a presence of two Blue Bag bins. There were also signs indicating the recycling bins. They said, “This bin is just for recycled plastic, cans and glass. They must be empty and clean. Please no food or trash in this one,” “Recycle Paper only no paper towels,” “Please…take your boxes outside to the dumpster. Thank you!” Although this was an improvement from the first two dorms, the signs were misplaced because the trashcans had been moved around. We also noticed that there was a black bag underneath the blue bag. This brought up the concern of when the trash is taken up, how does housekeeping tell which bags to take to recycling dumpster? • Sherley is an all-girls freshmen residence hall. In Sherley, there was a box lid next to the blue bag bin for recycling newspapers. The recycling bin was very full. There were colorful signs indicating trash and recycling. They said, “Trash: this includes food items, glass, batteries, light bulbs, basically anything that can’t be recycled,” and “Recycle: Paper, cardboard-small pieces, metal-rinsed, rigid plastic-rinsed.” • Sophomores and juniors live in the Campus Commons. In the Commons, there were signs hung in the trash room that said, “Please please please… set all heavy items (books, bricks, etc…) to the side DO NOT put them in the trash barrels. Thank you SO MUCH for your help and consideration!,” and “Please take your boxes outside to the dumpsters. Thank you!” However, there were no signs indicating recycling. • In Mary Couts Burnett Library there are blue (paper only) recycling bins by the printers and copiers. They appeared strategically placed, so that they are used often and correctly. There are also regular gray bins (no label) by doors and exits and they are significantly smaller than the blue paper bins. The contents in the trash looked and smelt like food. Overall, students seem to trust the blue bin. During the hour observed in the library, only two people put paper in the regular trash bin compared to the 29 who put paper in the blue bin. Food, plastic or other erroneous items were never seen being disposed of in the blue bin.


TCU Faculty Interviews

As a group we tailored a list of questions aimed specifically towards TCU faculty. We conducted a faculty interview, using the same set of questions for each. Interview with Faculty Grief Counselor The professor’s recycling practices at home are regular. She has a trashcan and her recycle bin is twice as big as it. She is not aware of the recycling program at TCU except for the paper receptacles in some offices. She is not aware of how the Single Stream recycling system operates within the administrative and classroom buildings. She also does not know anything about the credibility and effectiveness of the Single Stream recycling system process. She said that faculty and staff do not hear anything about the way TCU communicates its recycling programs. The only way that the administration has introduced or informed faculty of TCU’s recycling system is that they would like to go paperless as much as possible which is why this professor uses eCollege. She suggests that we inform staff about TCU’s recycling system in order to improve it. She would prefer no extra communication avenues about TCU’s recycling and sustainability other than quarterly emails sent by the school.

Student Focus Group

The focus group consisted of ten TCU undergraduate men and women. We recorded the session and later wrote a narrative based on the discussion findings and results.

Results

• Students said that recycling at home is easier to do than on campus. • Students said that they recycled more in high school because there were bins in every single classroom and there were more on-campus organizations for recycling. • Students said they don’t know where to recycle on TCU campus. • Students said the Greek dorms do not have recycling or they are just not easily identifiable. • Students doubted the Single Stream recycling system. • Students had never heard of the Blue Bag system. • Students said that by placing more bins on campus and explaining TCU’s recycling systems would help them be more aware of how to recycle. • Students said that they would like to receive general information about the programs in place since they do not have a basic understanding of the systems. • Students said that it would be most beneficial to inform students of the programs in place during freshmen orientation. • Students suggested TCU have two different bins because it will teach students how to recycle for after college. • Students said they have a hard time believing the Blue Bag system because almost every trash can has something contaminated in it.

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Target Audience Analysis Based on our consumer research and target profiling we decided to focus on underclassmen and recently accepted TCU students who will attend summer orientation as our main target audience. The vast amount of time they spend on campus, their constant contact with TCU’s Single Stream system and their fresh mindsets about TCU recycling make them ideal candidates for the new information that our campaign will present. We have also chosen to target upperclassmen, faculty and staff members, although, they will stand as our secondary target audience due to less time spent on campus and difficulty changing existing beliefs.

TCU Underclassman

• Underclassmen are affected by both recycling systems: academic building Single Stream system and residential Blue Bag system. • Students have loyalties to Greek organizations. • Students live, dine and attend classes all on TCU campus, so there is not much need to leave often. • Students’ main interests include partying, hanging out with friends, meeting members of the opposite sex, TCU sports, pop culture, studying and making good grades. • Students are likely to become preoccupied with schoolwork and social life rather than social issues. • This group is new to TCU and has few preconceived notions about campus sustainability policies. • Underclassmen students will stand as our primary target audience throughout the campaign because of their availability and adaptability.

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TCU Upperclassmen

• Single Stream on-campus system, academic buildings and the TCU library are the primary locations on campus used by upperclassmen. • Upperclassmen live mainly in apartments, houses, duplexes and other off-campus locations. • Future plans, including jobs, marriage, etc., are the main focuses of this group. • Some of their recycling efforts might occur at offcampus houses, using Fort Worth’s recycling bins. • Although upperclassmen would still be worth targeting in this campaign, underclassmen are a more relevant investment.

Faculty & Staff

• • • • • • •

Faculty and staff are only affected by the on-campus Single Stream recycling system. Living arrangements include off-campus apartments, houses, duplexes, etc. It is possible that family life, marriage, or social life distract staff from spending time on campus. After teaching at TCU for a significant amount of time, it is likely that they would have formed a solid mindset towards personal environmental concerns and recycling at TCU. It would then take more time and energy to change their existing mindset. They most likely dispose of personal items at home, where they would rely on a city-run recycling system. Being currently employed and invested with TCU programs, students and campus well-being could lead to greater interest in sustainability programs. Like our TCU upperclassmen, faculty and staff will be our secondary target audience.

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Local Campaign Creative Brief Why are we advertising?

To spread awareness of TCU’s recycling program. We believe that most students are unaware of the efforts TCU makes towards recycling. This, in turn, causes students to not make the effort to recycle at all. We want to improve credibility and awareness of TCU recycling systems, increase motivation and efficiency of students’ recycling habits.

Who are we competing with?

Our primary competitors are the skeptics in our target audience, as well as distractions, laziness, lack of caring, and skepticism.

Whom are we talking to?

Our target audience is TCU students ages 18-23 who are infrequent recyclers. This consumer group is considered experiencers, according to VALS2. They are motivated by self-expression. They seek excitement and live for the moment. They are carefree with most aspects of life, but are conscious of money and are frugal with their spending. We are also targeting staff and faculty at TCU.

What do they currently think?

The thoughts associated with TCU recycling are, “it’s nonexistent.” They believe TCU isn’t doing anything about recycling. Some also think recycling is not important.

What would we like them to think?

Not only is TCU recycling, but also it’s easy for people to use. It’s effective if people know how to use it correctly. They can have an impact.

What is the single most persuasive idea we can convey?

Single Stream recycling system and the Blue Bag system are effective ways of helping the environment.

Why should they believe it?

We’ve got proof that the systems are in place and that if they take certain steps, it will be more effective.

What tone is the advertising going to portray? Positive, trendy, persuasive

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Creative Rationale

Based off the target audience, situation analysis and creative brief, Purple Impact’s creative team has come up with a unifying campaign initiative to encompass the heart of our marketing objectives. Purple Impact seeks to change the perception among Texas Christian University’s students toward recycling on campus. According to our research, TCU students currently have negative or nonexistent attitudes toward the subject of sustainability. Our goal is to instill positive perspectives toward recycling and the programs TCU has in place to be “green.” Since TCU students are often busy with schoolwork, social lives and extracurricular activities, it takes excitement to get their attention. They typically won’t take time out of their busy schedules to act on something unless they genuinely see it as worthwhile. Since there is a lack of knowledge about the Single Stream and Blue Bag recycling systems among students, we aimed our creative strategies towards capturing them with aesthetically pleasing visuals and compelling events. We titled our campaign “RE:” to embody the simplicity and trendiness that our audience is looking for. We don’t want TCU students to have to sift through clutter, but to become familiar with the logos and slogans we came up with. “RE:” stands for Reinspire. Reignite. Recycle. Purple Impact will re-inspire confidence in TCU’s green efforts, reignite passion for a greener society, and motivate students to take action by living green and recycling freely.

The Design: All of our material is simple and straightforward, yet eye-catching and appropriate for this age group. We encompassed a hand-drawn feel with a more structured, bold and modern body to create a sense of authority and familiarity with these students. We want to seem like their friends, but someone they can respect and trust with accurate information. We incorporated TCU purple and “sustainable-feeling” green throughout an overall black and white campaign. Simple. Fun. Relatable.

The Logos: Purple Impact came up with their identity before the project even began, and it happened to instill the same modern, simple vibe. Our PI logo serves as an identity piece for the strategic communication firm. The TCU Recycling logo is a simple illustration of the school’s sustainability efforts. There have been various logos in the past for this purpose, but we would like to use a single, simple and easily understood mark on everything to create consistency and familiarity. One of the biggest issues regarding students’ attitudes towards recycling at TCU is the misunderstanding about the Single Stream recycling system. Therefore, we created an emblem to represent the system. With an official emblem for the system, we will establish credibility and familiarity in the sorting process.

Reinspire. Reignite. Recycle.

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Overall Marketing Objective Our overall marketing objective is to create awareness and promote the current TCU recycling system. Our campaign will include three periods, starting with TCU orientation in June and ending with the school year in May. Our first period will be three months long with our highest level of concentration. We will follow it with a five-month period at a high-medium concentration level and end with a fourmonth period of medium concentration. We chose a pattern of falling continuity in order to create an initial burst of awareness during orientation. Our initial concentration will gradually ease up and move toward periods of reinforcement. Our primary focus throughout the campaign will be to educate and reassure students of TCU’s recycling program through various PR techniques and promotional materials. We will present our information in a way that can be trusted and remembered in order to ensure students that TCU does recycle. Our objective will be to create a positive attitude towards TCU recycling in order to increase individual recycling practices and TCU’s overall sustainability effort.

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Scheduling 1st Period (June-August): High Strategy

In order to successfully meet our overall objective we believe it is crucial to educate the Resident Assistants and Hall Directors during their initial training. Educating them on all recycling systems in place at TCU will help them serve as knowledgeable and consistent informants to the residents. This in turn, will give students and other’s inquiring about TCU’s recycling efforts a unified and detailed understanding. Also during this period, we plan to engage our target audience with an interactive iPhone application. This application will help students get involved with TCU recycling practices on their own time, so that those with demanding schedules can participate as well. Another strategy we will implement is a promotional marketing technique that will focus primarily on incoming TCU students (members of our primary target audience). This technique will be applied in order to produce a meaningful and lasting connection with our target audience during their first few experiences on campus. We will also include a feature article in the first issue of the Fall semester in order to create awareness from the get-go. At this time, we will also bring attention to our social media sites on Facebook and Twitter, which will give interested students a place to produce, respond, and acknowledge our previous and upcoming recycling efforts. The final strategy for this period will be the placement of another recycling promotional piece; a sticker for all campus trash bins. The stickers will act as a reinforcing message after the students have already learned the importance of recycling at TCU during their orientation.

Tactics

Tactic 1: “Think Purple, Live Green App” A large portion of our budget will go to the creation of an iPhone/Android application. With the estimates found on StackOverflow.com, the application would cost around $10,000 to create, with developer and designer costs running around $50 per hour working an estimated 200 hours on our app. The app will work as a layer with the Google map architecture and will overlay point of interest on and near the TCU campus. The app will work in two ways. First, the large tan Waste Management recycling Dumpsters will be marked on the map in relation to the user’s GPS position. Second, the restaurants and businesses near the TCU campus will be marked on the map and be given a grade of A-F based on the locations “greenness.” Users will be able to “check-in” to these different locations. For example, if Stay Wired Coffee uses compact fluorescent bulbs, recycle their glass, plastic, and paper, and uses fair

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trade coffee beans, they will receive the grade of “A.” Much like the Yelp app, users will be able to grade the business by logging on and submitting a grade and review. To get the program started, we will go to businesses and grade them based on the following criteria: use of recyclable materials, use of energy efficient light bulbs, use of local and fair trade materials, etc. If they meet our grade “A” qualifications we will approach them and see if they might be interested in issuing discounts to students who “checkin” to their store using our application. We will explain to them how our application and a discount incentive will benefit their business through brand exposure as an eco-friendly company to TCU students. By building these “green” relationships with local businesses and helping to provide discounts to our participating students, we believe TCU’s recycling awareness will increase and remain positive in the eyes of students and businesses alike.

Tactic 2: PR Informative Presentation Purple Impact will give a short, but informative presentation on Single Stream recycling and the Blue Bag system. Our presentation will include a brief synopsis of TCU’s recycling system during orientation so that incoming students are informed from the very start of their transition into TCU about the different ways to recycle on campus. The presentation will also explain the magnet and its purpose. This tactic will condition the new group of horned frogs to know what TCU recycling entails and it will be a way to earn credibility among a new generation of minds that have not already been at TCU.

Tactic 3: Mini-fridge Magnet

ycle!

Sin gle S

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A piece of promotional material we will feature during orientation will be a magnet for campus dorm room refrigerators. The magnet will feature our team’s Single Stream logo as well as a list of facts about TCU’s Single Stream ut BLUE BA GS . abo A . to R System. Before TCU students arrive for orientation, we will place h ur the magnets on the refrigerators in every dorm room on campus. The magnets will remain in the rooms throughout orientation and into the school year, informing students first during their summer orientation visit and then on a daily basis once they’ve moved in. Our survey results and a discussion with a freshmen dorm residence assistance brought to our attention that even small measures, such as a magnet with informative recycling facts on it, would help students be aware and remind them on a daily basis TCU’s recycling practices. Our primary research showed that this demographic is willing and wanting to adopt sustainability and make it a more important program at TCU. cling is us e Recy d on am t tre

Tactic 4: A Place in Social Media We will create and maintain TCU Recycling Facebook and Twitter sites in order to keep students updated and informed throughout the year. Social media was shown to be one of most popular forms of

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communication among students, based on our research, so we felt that these two forms of social media would be the most influential and easily assessable way to reach our target audience. Facebook will also work to our advantage because of user-generated content, which will allow students to upload stories, pictures, etc. about recycling practices onto our page. This is great because it is free and we do not have to produce the content.

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Tactic 5: Feature in the Skiff A feature story, which will run in the opening August issue of the Skiff, will serve as a reminder to those already aware of the TCU recycling system, and as an informative piece to those without previous knowledge of the system or to those who just learned about it at orientation.

OPINION STORY

   

TCU Students Revamp Image of Recycling On-Campus

Does Texas  Christian  University  really  recycle?  There  are  handfuls  of  

blue or  otherwise  labeled  recycling  bins  scattered  throughout  campus,  but  all  of  the   trashcans  seem  to  be  taken  to  the  same  tan  Dumpsters  labeled  “Waste   Management.”    

In regards  to  Earth  Day,  which  was  April  22,  several  student  organizations  

have been  questioning  the  sustainability  efforts  of  TCU.  Special  attention  has  been   brought  to  the  efforts  of  several  groups  of  students  on  campus  to  increase  

awareness, effectiveness,  and  credibility  to  the  school’s  recycling  programs.      

Based on  research  of  students’  attitudes  on  the  recycling  programs  currently  

in place  on  campus,  there  is  a  wide  variety  of  opinions  on  the  subject.  Kia  Igel,  junior   strategic  communication  major,  said  it  would  be  easier  if  there  were  clearly  labeled   recycling  bins  all  over  campus.  

“When I  give  tours,  people  always  ask  where  the  recycling  is,  and  it’s  kind  of  

hard to  explain  to  them  that  they  sort  through  it  after,”  Igel  said.    

According to  TCU’s  sustainability  site,  the  school  has  many  programs  in  place  

that uphold  the  “Think  Purple,  Live  Green”  motto,  including  the  recycling  of  old   building  materials,  participation  in  a  competition  between  colleges  called  

RecycleMania, as  well  as  an  increased  effort  to  go  paperless  in  financial  services,   human  resources  and  the  classroom.    

Dr. Keith  Whitworth  offered  students  compelling  information  about  the  

recycling systems  in  place.  Whitworth,  a  professor  in  the  sociology  department  at  

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21


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22


Tactic 6: Promotional Sticker The stickers, which will go on every campus trash bin, will be a way to reach students in an aesthetically pleasing way, rather than bombarding them and ultimately giving them a negative attitude towards recycling. They will stand as a constant reminder and reassurance of the TCU Single Stream recycling system. We will place them on all trash bins sent through the system, which are the trash bins in classroom buildings and the library. The stickers will ultimately serve the same purpose as the magnets. Our survey results and a discussion with a freshmen dorm residence assistance brought to our attention that even small measures, such as a stickers with Single Stream’s logo, would help students become aware and remind them on a daily basis of TCU’s recycling practices. Our primary research showed that this demographic is willing and wanting to adopt sustainability and make it a more important program at TCU.

2nd Period (September- January): Medium-High Strategy

Since the campaign’s second period is during TCU football season, we have planned a pre-game event that will take place during halftime of every home game. The event will help promote TCU’s Single Stream recycling system through a contest and prize giveaway. To promote participation in the contest, its details will be distributed to a local radio station via a radio news release. An article will also be written up about it in the TCU Daily Skiff. We will send a news release to the editors of the Skiff as well. The last strategy for this period of medium-high concentration will be a promotional flyer placed in all academic buildings around campus that will reinforce TCU recycling practices.

Tactics

Tactic 1: Home Game Football Toss Event During each of the TCU home football games, we will put on a contest between one of the past well-known football players from the team and a lucky fan, who will compete against the ex-football player in a football toss-off. During the toss-off, student participants will stand 10 yards away from a preassembled goal post made of wood and tires. The ex-football player will stand 15 yards away so that the participant has a slight advantage. Both players will attempt to make the most goals in the tire goal post. After 30 seconds of throwing, if the

23


student is able to make the most goals, he or she will win a player-autographed football and an iPod nano. Furthermore, each of these winners will be placed in a drawing for the chance to win an electric car. The final drawing and winning announcement will occur during halftime of the last home game. Event participants will be chosen at random from those who visited the recycling booth set up by Purple Impact representatives outside the stadium. At the booth, students will receive information about the Single Stream and Blue Bag recycling systems, and as an incentive for visiting, they will each receive a free koozie. We will run a radio news release on KTCU each Friday prior to home football games advertising the competition and prizes. A write up on the event will also be in the TCU Skiff.

RADIO NEWS RELEASE

Â

Contact: Wendy Macias 817-257-4577 w.macias@tcu.edu

For immediate release: September 1, 2011

Contact: Purple Impact purpleimpact@gmail.com 409-791-1499

Strat Comm Campaigns students partner with TCU Football Students aim to educate others about recycling on campus. A group of T-C-U students is out to inform the Horned Frog football fans about everything there is to know about recycling. A horned frog that visits the T-C-U recycling booth in Frog-Alley will be entered into a drawing to participate in a football toss off against a former T-C-U football player for fabulous prizes like an I-pod Nano. For more information about T-C-U recycling visit their booth and check them out on twitter at T-C-U underscore Recycling.

24

###


FOR IMMEDIATE RELEASE

Contact: Ian Cannon Purple Impact (832) 289-3101 ian.k.cannon@tcu.edu Sept. 1, 2011

TCU Sustainability Program Hopes to Raise Awareness Through Football Toss Event FORT WORTH, TX— Purple Impact, a group of 10 students that strive to promote TCU’s recycling system, anticipate their upcoming football game events that will reinforce Single Stream recycling practices. Purple Impact will have a booth set up at every TCU home football game. Koozies and t-shirts will be given as an incentive to attract students to the booth. Information about how to recycle correctly and what items are acceptable to recycle through the Single Stream Recycling system will be given at the booth. Information on the Blue Bag recycling system, used in TCU campus dorms, will also be available at Purple Impact’s booth. Students who visit the booth will also be entered into a raffle. The winner of the raffle will get the chance to compete in the main event. He or she will go down on the field during half time to compete with a past TCU football player in a football toss. The football player will attempt to throw a football through a tire goal post from a distance of 15 yards for 30 seconds. The raffle winner will do the same thing from a distance of 10 yards. If the event participant successfully gets the ball through the tire more than the former TCU football player, he or she will win an iPod nano, an autographed football and a chance at winning an Acrimoto Sustainable Car. Purple Impact hopes to raise awareness about TCU’s recycling system and therefore increase student’s recycling practices on and off campus through this event. By making this event interactive and fun, Purple Impact will be able to influence students’ attitudes towards a positive outlook on TCU’s recycling programs, and sustainability in general. This event will be something that TCU student’s and fans look forward to at every home game. Purple Impact is a group of 10 undergraduate Strategic Communications majors at TCU. They came together with the hopes to spread awareness about Single Stream recycling and Blue Bag recycling, both of which TCU utilize. For more information visit sustainability.tcu.edu.

- ### -

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Tactic 2: T-shirt Cannon Shoot Also during home football games, Purple Impact representatives will increase excitement among fans in the student section by using a t-shirt cannon to distribute our Single Stream recycling t-shirts. This will give students a free shirt that they will wear around campus and other students will be able to see.

Does TCU Recycle?

You’re going green and

you didn’t even know it!

Tactic 3: Informative Poster 17” by 6” informative posters will be placed in various places around each of the academic buildings to create further awareness and instruction about the Single Stream recycling system in place. The posters will serve as an eye-catching, recognizable infographic that will remind students of the information we released during period 1. This is a quick glance at the processes that students can recall without having to read any tedious copy.

TC U Single S tream Recycling RE Reinspire. Reignite. Recycle.

26


Tactic 4: A Presence in Social Media We will maintain the TCU Recycling Facebook and Twitter sites in order to keep students updated and informed throughout the year. Social media was shown to be one of most popular forms of communication among students, based on our research, so we felt that these two forms of communication would be the most influential and easily assessable way to reach our target audience. Facebook will also work to our advantage because of user-generated content, in which will allow students to upload stories, pictures, etc. about recycling practices onto our page. This is great because it is free and we do not have to produce the content.

3rd Period (February-May): Medium Strategy

During this period, we will hold two main events while maintaining our previous interactive media strategies. Our main event for this period will involve a paper snowball fight on the Friday after finals. We will gear the event towards TCU underclassmen that will be ready, come the Friday after finals, to celebrate the end of their first college final exam period. We will help them celebrate this victory through a recycling awareness activity, an event to both enjoy and feel good about. We will also hold another minor event during Earth week. Under the assumption that Earth Week will continue in 2012, the Recycling Awareness Event our team will host Tuesday, April 26th would be implemented once again next April and adjusted as needed in accordance with results from the previous year. Through this period, we will also maintain our social media accounts, Twitter and Facebook, in order to further update and inform students about recycling events and developments.

Tactics

Tactic 1: Snow Ball Event A media advisory will be presented to the Skiff a month prior to the event. We will also use the advisory as a flyer to post near campus dormitory entrances, which will give our primary target audience (underclassmen) direct access to the event details. Our goal for the snowball fight is to give students a chance to recycle old study guides and notebooks in a fun and active way. During the activity we will provide awareness and information about TCU’s Single Stream system; explaining and showing (through recycling plant pictures) exactly where their paper “snowballs” will go next. The paper snowball fight will begin at 5:00 p.m. with press availability until 7:00 p.m.

Celebrate Summer with Snow!

Done with Finals? Get rid of your unneeded papers to relieve stress and reward your hard work! Come out for TCU Recycling’s 1st Annual Snowball Fight in the Rec. Reinspire. Reignite. Recycle.

27


MEDIA ADVISORY

TCU Students hosts a paper snowball fight to raise awareness What:

TCU Students host a paper snowball fight to raise awareness about recycling. Students are invited to bring all of their study guides, note books and other paper products from finals and throw them around.

Where:

The recreation room at the TCU Recreation Center.

When:

Friday, April 29, 2012, from 5:00-7:00 p.m.

Media Coverage:

The paper snowball fight will begin at 5:00 p.m. with press availability until 7:00 p.m.

Who:

TCU Recycling is a campaign that was created last year by the campaigns team Purple Impact. Purple Impact has arranged several events through the year to raise awareness about TCU recycling and the single stream system. It is their mission to make students aware that TCU is recycling and exactly how it gets done.

Why:

The paper snowball fight is being held to get students to recycle their old test papers and notebooks as well as enlighten them on just how much paper they use in a semester. After the snowball fight the students participating will realize that a small amount of people can create a huge amount of trash, and it is our responsibility to recycle that trash.

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Tactic 2: Earth Week Event Our Recycling Awareness Event during Earth week will include a food and game incentive meant to capture the attention of TCU’s busy students, faculty and staff members. One of our incentives for this event is popcorn, which we will serve to anyone willing to stop and listen to our brief description about TCU’s Single Stream recycling system. The description will offer valuable information, promoting our overall objective to increase awareness of the Single Stream recycling system. The other incentive is the basketball hoop activity. After students and faculty read the awareness flyer, they will then shoot a crumpled up awareness flyer into small basketball hoops, adding another element of fun. Also, in order to further enforce our message, we created a sticker for the popcorn bags that states an interesting and important fact about the system. The sticker is another example of the many promotional materials our campaign provides. For the event location we chose the BLUU. We made this decision based on its close vicinity to our target audience’s housing and dining area; two factors responsible for the high levels of underclassmen traffic at the BLUU.

Meet Your Trash Reinspire. Reignite. Recycle.

This is a block of recycled trash sorted by Single Stream recycling at the Waste Management plant. TCU uses this Single Stream system in all of the academic buildings, meaning THIS IS YOUR TRASH. Thanks to Single Stream recycling, TCU students recycle everytime they use academic building’s trash bins, meaning TCU STUDENTS RECYCLE!

Effective Right?

True or False? All academic buildings, including the library, use a single stream recycling system. T R UE , all uncontaminated trash thrown away is sorted for us to help increase how much we recycle!

29


Tactic 3: A Presence in Social Media We will maintain the TCU Recycling Facebook and Twitter sites in order to keep students updated and informed throughout the year. Social media was shown to be one of most popular forms of communication among students, based on our research, so we felt that these two forms of communication would be the most influential and easily assessable way to reach our target audience. Facebook will also work to our advantage because of user-generated content, in which will allow students to upload stories, pictures, etc. about recycling practices onto our page. This is great because it is free and we do not have to produce the content.

Budget 1st Period

Think Purple, Live Green mobile app: $10,000 • Covering development and maintenance, this $10,000 supplies the campaign with the “Green” mapping app. Interactive Marketing Event: $1800 • This covers the cost of the booth and seven iPod nanos. Employees to Manage Internet: $90 • This is the total amount that will be paid to the employees that will manage our social media sites. Magnets: $150 • We will use this $150 to get 1,000 magnets for every freshmen room on campus. Trashcan Stickers: $500 • We estimated approximately 500 trashcans in the academic buildings, so at $1 a trashcan it will cost $500. Trashcan Signs: $100 • This covers about 120 flyers that will go above trash and recycle bins in all TCU residential halls, as well as large single-stream stickers placed on the trashcans.

2nd Period

Employees to Work Events: $1,750 • This is the total amount that will be paid to the employees that work our PR events. Employees to Manage Internet: $1,280 • This is the total amount that will be paid to the employees that manage our social media sites. Acrimoto SRK: $15,750 • This is the price of the electric car that will be given to the raffle winner. Koozies: $500 • This $500 will be allocated to 75 koozies per home football game and there are about seven home games, which will gives us 500 koozies. T-shirts: $500 • This $500 will be used for a number of t-shirts to load the shirt cannon used during football games. Single Stream Posters: $100 • This covers fifty 17”x 6” flyers that we will be mounted on academic bulletins around campus.

30


3rd Period

Recycling Awareness Event: $200 • This amount is used to cover costs for stickers for the paper bags that will hold the popcorn, paper bags, kernels, 2 basketball hoops, and informational flyers. • The hoops will serve as a way to create a fun and purposeful way of disposing of recycled fliers at the informational booths. Employees to Manage Event: $290 • This is the total price that will be paid to our employees that work at the Earth Week event. Employees to Manage Internet: $680 • This is the total amount that will be paid to the employees that manage our social media sites

Total Spending: $33,690

Acrimoto SRK: Electric Car

31


Sing l e S tre

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ing is used on cycl t he Re a


THIS IS... Single Stream Everything that goes into trashcans on the academic side of campus is taken to Waste Managment, where your trash is SORTED into recyclable items and disposable trash. Help us make this system more effective by refraining from disposing of “contaminated” items such as food, drink, etc.

Re inspire. Reignite. Recycle.

Look for this logo on trashbins that go through the Single Stream EC recycling system! YCLIN

R

G

E STR IS NGL EAM


T RASH

FOOD GLASS BATTERIES LIGHTBULBS ANYTHING THAT CAN’T BE RECYCLED.


PAPER CARDBOARD METAL (RINSED) PLASTIC (RINSED) BLUE -BAG

R E C Y C L IN G


Does TCU Recycle?


You’re going green and

you didn’t even know it!


Are you ready for some

FOOT BALL?

Visit our RECYCLING BOOTH outside the football stadium before every home game for your chance to compete against a well-known former TCU Football Player!

Win an iPod, an autographed football, and a chance at getting your own Acrimoto Sustainabile Car!!!

Reinspire. Reignite. Recycle.


TC U Single S t


ream Recycling RE Reinspire. Reignite. Recycle.


Meet Your Trash Reinspire. Reignite. Recycle.

This is a block of recycled trash sorted by Single Stream recycling at the Waste Management plant. TCU uses this Single Stream system in all of the academic buildings, meaning THIS IS YOUR TRASH. Thanks to Single Stream recycling, TCU students recycle everytime they use academic buildingâ&#x20AC;&#x2122;s trash bins, meaning TCU STUDENTS RECYCLE!

Effective Right?


Celebrate Summer with Snow!

Done with Finals? Get rid of your unneeded papers to relieve stress and reward your hard work! Come out for TCU Recyclingâ&#x20AC;&#x2122;s 1st Annual Snowball Fight in the Rec. Reinspire. Reignite. Recycle.


Evaluation & Adjustment Plan Through the use of our promotional materials, interactive events, and “Think Purple, Live Green App” usage, we hope to promote TCU’s existing commitment to recycling. In essence we plan to make “Purple” feel more “Green.” During Period 1, we will undergo the app development and beta testing period for usage throughout the school year. We will be able to measure the activity and effectiveness of the app by tracking the amount of downloads the app has, and by tracking the number of check-ins that users of the app have. By checking-in to various places around TCU, users will influence other users of the app to do the same. If the app does not show to be effective, Purple Impact will have to analyze and adjust what appears to not be working. We will measure the effectiveness of our Facebook and Twitter pages by the number of followers, fans, re-tweets, likes, posts, etc. that we receive. Ultimately, we will measure user engagement. We will adjust our social media in accordance to whatever issues we see. At various events, we will measure attendance and poll randomly selected attendees to assess general attitudes about event success. We plan on having student ID scanner boxes at each of the events for students to quickly and easily “swipe in” and be counted present. To further gage event success, we will interview the football competition contestants and students who visit the information booth outside of the stadium. The same procedures will take place at the Snowball Fight and Earth Week event. In order to track the success of our campaign in the eyes of TCU students, we want to gage the attitudes that students have towards TCU recycling after our campaign has run. To do this, we plan on implementing a follow-up survey that will give us detailed results of how effective the campaign was in raising awareness, perceptions and overall feelings about TCU recycling. With the blue bag system in place in all dorms on campus, we will be able to evaluate the increase of recycling as the campaign continues throughout the year by having RA’s and hall directors in each dorm keep track of the number of blue bags used by their residents. This will be able to provide us with another way to measure the success of our campaign by logging and comparing the resident’s use of the blue bag system on campus. Ideally, we would love to be able to track the weight of recyclable materials coming from TCU. However, we feel that asking Waste Management to keep track of such a minute part of Fort Worth’s recycling separate is a lost cause. Therefore, we will evaluate the success of our campaign to the best of our abilities by utilizing the resources we have on campus and obtaining feedback from TCU students about the effectiveness of our campaign.

44


National Campaign Consumer Research

According to an MRI database, we found that those most likely to adopt recycling and â&#x20AC;&#x153;going greenâ&#x20AC;? practices are women with a higher- income that live in a city or town. The database showed that this demographic is especially likely to be concerned about the environment in general; that concern tends to be reflected in their attitudes about pollution, recycling and green shopping. Also of interest to us, considering we want to influence people to adopt recycling practices, is that the data showed that mid to upper income level respondents (between $50,000 and $149,900) tend to be the most dedicated to green habits in their daily lives. This suggests that they may be willing to commit to greener services if they can be convinced of their value. The MRI database showed that higher income groups and those ages 25-34 are more likely to shop online for green products. This can be taken into consideration when deciding where to market our campaign because it suggests that online marketing may be especially effective in reaching these groups. Statistics show that women tend to be concerned about a wide array of environmental threats, including pollution and the increase of plastic waste. This gives us flexibility in the way we want to reach and target messages to women. Also giving us flexibility in our national campaign is that those under the age of 35 are most likely to rely on the opinions of friends and family in evaluating recycling and green claims. This was also true in our local target market; those under 35 seem skeptical in truly believing the claims of recycling practices. This suggests that an online social marketing campaign would be the most influential for reaching these consumers.

Target Audience

Based on our consumer research we decided to focus our national campaign on those who live in big cities around the U.S and have an income between $50,000- $149,000. Also, we plan to target messages to mainly women in this group since our research showed that they are the most inclined to adopt recycling practices. If we are successful in targeting this group, they will be influential on those in our secondary target audience. As our secondary audience of interest we have chosen to target college undergraduates enrolled at universities around the U.S. Although this age group is better influenced by those older, we feel that messages should still be targeted at them as to reinforce recycling practices. Also, results from the college report show that recycling awareness efforts have been paying off around the U.S.

45


Overall Marketing Objective Our national marketing objective is to promote and increase sustainability practices among our primary and secondary target audiences.

Scheduling

At a national level our campaign will be much more broad; therefore, we plan to implement a continuity pattern throughout our campaign. Since our objective is non-seasonal we feel that a steady reach and frequency would work best. The advantages to us implementing a continuity pattern are that it will act as a continuous reinforcement in our audiences mind, it will cover the entire purchase cycle, it will be cost efficient in the form of large media discounts and hopefully it will put us at a stronger position within the media. Also, our consumer research suggests flexibility in our marketing efforts and shows consumer susceptibility year round. Because of this a continuity pattern fits best with our objective.

Strategy

• After researching our target audience we found that the best way to achieve our stated marketing objective would be through magazine ads. Since we are promoting a sustainable “green” lifestyle, advertising on the printed page seems like it’s contributing to the problem; however, magazine content is still a great way to reach the target market. • The second strategy we plan to use to reach our target audience is by strategically placing commercials on television. • The final strategy we plan to use is placing ads on the Internet.

46


Tactics

• Instead of advertising in the ten most popular magazines for 25-34 year old women, we will buy space on those magazine’s websites and mobile apps. The most popular magazines in our target are Vanity Fair, Real Simple, O (The Oprah Magazine), Glamour, Marie Claire, Redbook, Cosmopolitan, Self, People and InStyle. • Many of the most popular shows cited by the used study are no longer on-air such as Lost and Two and a Half Men. By looking at the patterns, we found that police procedurals and dancing shows are popular, which led us to decide that the majority of the funds for television will go into network prime time. The medium is expensive but allows us to reach our confirmed target as well as other demographics that recycling should be more important to. • As with television there will be a lot of overlaps with our target and other demographics, which we feel will benefit us through more exposure. Our target is most likely to watch TV on the Internet so ads that play during Internet television like on HULU or ABC.com will work very well for our goals. Also, banner ads on news sites like MSN.com and AOL/Huffington post will reach the number of people we need.

47


Conclusion To wrap up, our strategies and tactics will make an efficient use of our budget as well as get our message, RE: reinspire, reignite and recycle, out there. Using our three periods of events, promotions and displays of creative pieces we aim not only to inform students and faculty, but also change their perspective on TCU recycling. Through a focus group, ethnography, a faculty interview and surveys we have discovered that our target audience does not trust the Single Stream system or TCU when it comes to their trash and our main objective is to put this belief to rest. We are prepared for a crisis by reserving 10% of our budget and are armed with a plan to inspire, ignite and move people to recycle. We hope to improve the recycling situation at TCU and that students will be proud to say their school is environmentally friendly. After reaching success at TCU, our national campaign will reach a whole new audience through television and magazines. We hope to make people aware of our cause across the country and increase sustainability nationwide. With our help, the nation will be aware of how to save our planet.

48


Local Budget & Flowchart Purple Impact,  Local  Budget

Acrimoto SRK Employee  (Events) Employee  (Internet) InteracJve  MarkeJng  Events InteracJve  Media  (app) Koozies Magnets Radio  News  Release Recycling  Awarness  Event Single  Stream  Flyers Skiff Social  Media Trashcan  Signage Trashcan  SJckers T-­‐Shirts ConJngency Totals

June

10,000 150

0 100 500

10750

1890

0

90 1800

Period 1 July   August

0

2011 GC@@

810

500 310

September October 15750 750 300

500 0 100

500

17900 Sustained cost,  sustained  program One  Jme  cost,  one  Jme  program One  Jme  cost,  sustained  program One  Jme  cost,  limited  program No  cost

W@C

GAC @XC

G@C

G@C

Period 2 !&#=/1'G November V&+&)9&# 3*4"*#5

250 300

550

P&9#"*#5

GMC

GMC

GC@G !&#=/1'I 6$#=%

K*#+S

I@C

I@C

HC IC

GCC

IGC

K*5

GCC XC

C

@I@C

@ABC

IACCC

@CC ACC ACC @I@C

GCC @CC

@ABAC GCWC GCAC @MCC @C-CCC ACC @AC

R/,*%7

49


50


References: Bauer, D., Bolger, B., Chandler, J., Christensen, A., Corey, W., Goodwin, N., … Winston, G., (2011). The college sustainability report card. Retrieved from http://www.greenreportcard.org/ “Interview with Dr. Keith Whitworth.” Personal interview. 24 Jan. 2011. Market Research Insight. Web. 20 Mar. 2011. <http://www.mri-research.com/>. “Objective C - How Much Does It Cost to Develop an IPhone Application?” Stack Overflow. Web. 14 Apr. 2011. <http://stackoverflow.com/questions/209170/how-much-does-it-cost-to-develop-an- iphone-application>. “TCU Physical Plant - Services.” Welcome to TCU Physical Plant. Web. 13 Feb. 2011. <http://www. physicalplant.tcu.edu/sustainability.asp>. TCU Sustainability Program. Web. 2 Feb. 2011. <http://www.sustainability.tcu.edu/>. Waste Management – Trash Removal, Garbage Collection, Recycling and Dumpster Rentals. Web. 26 Feb. 2011. <http://www.wm.com/index.jsp>.

51


Appendix Market List

Student Professor Semester

Market Name Cleveland, OH Denver, CO Detroit, MI Miami-Ft. Lauderdale, FL Minneapolis-St. Paul, MN Orlando et al, FL Phoenix, AZ Sacramento-Stockton, CA Seattle-Tacoma, WA Tampa-St Pete, FL

Rank

17 18 11 16 15 19 12 20 14 13

Chris Fine Wendy Macias Spring 2011 %US

1.36 1.31 1.7 1.36 1.51 1.27 1.6 1.23 1.58 1.58

10 Markets Chosen, covering 14.5% of US households.

Year At a Glance

Student Professor Semester

April May June July August September October November December January February March Total

52

Goal

Reach 0 0 0 0 0 0 0 0 0 0 0 0

Est

Chris Fine Wendy Macias

15.7 18.7 22.9 18.7 15.7 18.1 15.7 15.7 15.7 15.7 15.7 15.7

Avg Freq Goal Est 0 1.1 0 1.1 0 1.2 0 1.1 0 1.1 0 1.1 0 1.1 0 1.1 0 1.1 0 1.1 0 1.1 0 1.1

Goal

0 0 0 0 0 0 0 0 0 0 0 0 0

GRPS Est

17 21 27 21 17 20 17 17 17 17 17 17 225

Balance -17 -21 -27 -21 -17 -20 -17 -17 -17 -17 -17 -17 0

N


Medium Net TV-Prime $(000) Internet-Trgtd Sites $(000) Internet-Sponsorship $(000) Spot TV-Prime $(000) National Only Area GRPS $(000) Reach Avg. Freq. Spot Only Area GRPS $(000) Reach Avg. Freq. Spot + National GRPS $(000) Reach Avg. Freq.

Apr 4 141.6 4 94.6 4 94.6 5 32.1

16 425.4 14.5 1.1

May 4 141.6 6 141.9 6 141.9 5 32.1

5 32.1 5 1.0

22 567.3 18.9 1.2

Jun 4 141.6 9 212.8 9 212.8 5 32.1

21 457.4 18.7 1.1

5 32.1 5 1.0

16 425.4 14.5 1.1

Jul 4 141.6 6 141.9 6 141.9 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

Aug 4 141.6 4 94.6 4 94.6 5 32.1

20 469 18.1 1.1

5 32.1 5 1.0

15 436.9 13.8 1.1

Sep 7 247.7 4 94.6 4 94.6 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

Oct 4 141.6 4 94.6 4 94.6 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

Nov 4 141.6 4 94.6 4 94.6 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

Dec 4 141.6 4 94.6 4 94.6 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

Jan 4 141.6 4 94.6 4 94.6 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

Feb 4 141.6 4 94.6 4 94.6 5 32.1

17 362.8 15.7 1.1

5 32.1 5 1.0

11 330.8 11.2 1.1

GRPS: Cost:

GRPS: Cost:

GRPS: Cost:

225 4885.7

60 384.8

165 4500.9

Recycling Nationally By: Purple Impact

11 330.8 11.2 1.1

5 32.1 5 1.0

27 599.3 22.9 1.2

Chris Fine Wendy Macias Spring 2011

5 32.1 5 1.0

21 457.4 18.7 1.1

Student Professor Semester

17 362.8 15.7 1.1

Target Demo: All Adults ages 25-34 Mar Total Across 4 GRPS: 51 141.6 COST: 1804.8 4 GRPS: 57 94.6 COST: 1348.0 4 GRPS: 57 94.6 COST: 1348.0 5 GRPS: 60 32.1 COST: 384.8

53


TCU Recycling Survey Resultsâ&#x20AC;&#x201D;288 Respondents Please answer the following questions pertaining to recycling. I recycle regularly at TCU. Yes! 89 (31%) No!199 (79%) I am knowledgeable about recycling practices at TCU. Yes! 85 (30%) No! 203 (70%) I am aware of how the Blue Bag recycling system operates within the TCU dormitories. Yes! 64 (22%) No! 224 (78%) I am aware of how the Single Stream recycling system operates within the administrative and classroom buildings. Yes! 44 (15%) No! 244 (85%) Do you think TCU effectively communicates about its recycling programs? Yes! 20 (7%) No! 268 (93%) Use the scale below to answer the following questions: 1=Strongly Disagree 2=Disagree 3=Neutral 4=Agree 5=Strongly Agree I make an extra effort to recycle. 1- 20 2-49 3-75 4-90

5-55

Given the option to recycle or not to recycle, I would choose to recycle, even if it took more effort on my part. 1-12 2- 13 3- 28 4- 113 5- 122 TCU has an effective recycling program in place. 1- 60 2- 93 3- 93 4-38 5-6 TCU is actively working to improve recycling on campus. 1-28 2-68 3-106 4- 69 5-18 During your time at TCU, in what ways have you been introduced or informed of TCUâ&#x20AC;&#x2122;s recycling system, if at all? None; a few classes (sociology)

54


If you do recycle, where do you go on campus to do so? Library was main answer. A lot of people said wherever they see a bin, which is rare. Some said don’t make the effort; don’t; not many places; too lazy What suggestions would you make to improve TCU’s recycling system? • Advertisement. Maybe coming around to Greek chapters and letting them know also • More recycling cans in the library where students are continuously drinking from cans/bottles. also, put a recycling bin in the library cafe area. make the recycling bins green with BOLD lettering that the bins are for recycling only. • Make it more available especially in the dorms and Grand marc • Events • More recycle bins • More information

Classification: Freshmen-79 Sophomore-47 Junior-69 Senior-93 Gender:

Female- 204

Male- 84

!

55


Waste Management Factory Tour

56


57


Dormitory Ethnography

58


59


Earth Day Public Relations Event We chose to implement a grassroots P.R. event on April 27th during TCU’s Earth week. To catch students coming to and from lunch, we set up a table and popcorn machine at the east entrance of the BLUU and handed out flyers to students after they tossed their recyclable materials into our basketball hoop rigged over a recycling bin. During the busier times of the lunch rush, we intercepted several groups of students and quizzed them over various aspects of TCU’s Single Stream recycling system. Each popcorn bag we handed out featured a sticker with our Single Stream logo and a short true or false question about recycling. Most students admitted they had never heard of the system or simply didn’t understand it, but some students expressed genuine interest in the subject and asked about ways they can recycle more effectively on campus. Most students seemed receptive to our message and were friendly when they approached our table. By going to the source and talking to students at point blank about Single Stream, our group gained a better understanding of undergraduate’s knowledge of the recycling process as well as their motives and enthusiasm for recycling in their dorms.

60


TCU Recycling Awareness Week 61


PI

Schiefferâ&#x20AC;&#x2122;s

PurpleImpact

S t ra tegic Campaign s G r o u p

Ian Cannon, Chris Fine, Stacy Freeman, Lauren Hillin, Wes Jett, Megan Montgomery, Rachel Nelson, Kendall Reid, & Megan Smock 62

Purple Impact: TCU Relcying Campaign  

A student run strategic communication firm's campaign on recycling efforts of students and staff at Texas Christian University. Achieved pro...