A public relations campaign to increase awareness, educate, and motivate University of Memphis students

about sustainability.

Our campaign goal to implement a plan that will educate students about sustainability, raise awareness of sustainability efforts on campus at the University of Memphis, and motivate students to be more actively involved in sustainable efforts.

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•The majority of the research for this campaign was conducted in fall 2008. We conducted focus groups, collected surveys, and did face-to-face interviews with key members of the U of M administration. We also conducted a focus group in spring 2009, to find out students’ thoughts on the best methods to communicate with them (website, advertising, etc.) Our results indicated a large disconnect between where students wanted to be and where the university currently is.

•After the research was analyzed, our group made the decision to focus on two primary messages for this campaign. Our first message, “Join the Green Revolution,” will focus on positioning sustainability as the thing to do. The second message, “Going Green $aves Green,” is centered on the financial benefits of going green.

•High Point University•Green Housing Project•Energy Efficient Vehicles

•Kent State University•Green Competition

•The University of Michigan•Campus Recycling Program

•What has the University of Memphis done to “go green?”

•Students form the Environmental Action Club•The University has purchased an electric truck and propane lawnmowers•$25 Unlimited Fountain Drink Value Card•The Green Initiative Fee, also referred to as the Sustainable Campus Fee

•What the University of Memphis plans to do…

•Hire sustainability coordinator •Plan to purchase recycling vehicle•Established a bio fuels quality assurance laboratory•Sustainable Technologies Awareness Day

•Quantitative Research•Interview•2 Focus Group

•Qualitative Research•Survey

•Occurred: November 9, 2008•Participants included 4 males and 6 females•Moderator asked 12 open ended questions•Results

•“There are hardly any recycle bins. If they were placed by trash cans, students would probably use them, but now they are just scattered around.”•“Students don’t know what to throw in the different recycling bins.”

•402 surveys•Random Sampling•Results

•Dr. William Porter, Dean of Students

• “Constantly working on ways to have your campus more sustainable. The priority should be to conserve energy. The best way to have green energy is to not use it. It is a continual process to increase sustainability and to leave a diminishing carbon footprint.”

•What we can suggest to the University of Memphis based on our findings