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Aspen Skiing Company

Kleercut Campaign Plan

Casey Liu Deborah Sloan Ranyu Chen Saori Kamitani Taylor Wetzel

Nov 14. 2012

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Table of Contents

1. Background 3-4

2. Situation Analysis 5 SWOT analysis

3. Opportunity 5

4. Goal and Objectives 5

5. Key Publics 6-9 Employees Customers Partners

6. Strategies and Tactics 9-12

7. Communication Confirmation 13-17

8. Evaluation 18- 9. Timeline (attached) 10. Budget (attached)

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1. Background Information

The Aspen Skiing Company (ASC) was founded in 1946 in Aspen, Colorado. ASC operates four ski resorts, including , Aspen Mountain, , and . In addition to skiing, the resorts provide high quality lodges, restaurants, and tours, as well as summer activities including hiking and mountain biking. ASC also operates the Ski & Snowboard Schools of Aspen/Snowmass. Lake-Placid Winter Olympics in 1932 drew Americans’ interest in the sport and Aspen began attracting recreational skiers. In 1950, Aspen hosted the United States’ first world skiing competition, which attracted over 1,500 people and gave ASC worldwide visibility.

While it has expanded its business and has been internationally renowned as one of the most popular ski resorts, ASC has been a frontrunner in environmental movement within the ski industry.

Ski resorts require tremendous amount of energy in order to maintain operations including high quality services and ideal ski conditions, all while encouraging visitors to travel long distances to the resorts. Ski resorts has depended on fossil-fuels to produce electricity, and it affects the resorts. As the climate has changed, the planet’s surface temperature had increased by .4 degrees over the twentieth century and the landmass of snow-covered areas had declined by 10 percent since the 1960s. In Colorado alone, a shortened ski season leads to a 1 percent decline in tourism which could result in losses of over $375 million and 4,500 jobs by 2017. The actions of the resort and ski industry are intimately connected to today’s environmental issues. Since 2000, National Ski Area Association has encouraged the ski industry to be more environmentally friendly, focusing on using alternate energy, maintaining the quality of water, and protecting wild animals. ASC has even started to be green company since 1998 when the Environmental Foundation was established. ASC also gives its employees the opportunity to participate in environmental conservation through the Foundation. Through this program almost half of ASC’s employees contributed a dollar per week to the foundation. From 1998 – 2006 ASC’s employees racked up $1.1 million for the Environmental Foundation.

As internationally known ski resorts, ASC also has to beb responsible for its business and results, and the sustainable environment. The thorough environmentally concerned attitude makes ASC unique from the competitors.

ASC’s Sustainable Practices and Achievements ASC has challenged and accomplished many sustainable practices.

● ASC’s Sundeck restaurant became one of the first buildings in the world to become certified in the U.S. Green Building Council’s Leadership in Energy and Environmental Design program, LEED. ● ASC became the first ski resort to become certificated as adhering to the international ISO14001 environmental management system standard. ● ASC was ranked as the number-one eco-ski resort in North America by Plenty magazine because of ASC’s ad campaign, “Save Snow Campaign” to raise awareness of global climate change in 2006. ● ASC committed to reduce its greenhouse gas emissions by four percent by 2006.

4 ● In 2004, ASC completed construction of a micro-hydroelectric plant on its Snowmass ski slope to achieve its goal: to diminish ASC’s dependence on fossil fuels and to increase its reliance on renewable sources, including solar, wind, hydro, biomass, and geothermal sources. ● ASC offers on-mountain education to foster an environmental ethic and ecological awareness among all ASC employees, guests, and the surrounding communities. ● ASC has been installing a solar energy farm on land. It would consist of 754 solar panels, and is projected to generate 6.5 percent ROI. This project is still under way.

Joining the Kleercut boycott The Kleercut boycott called by Greenpeace combats paper product company Kimberly-Clark, which is a $32 billion company with 1.3 billion customers in 150 countries. ASC spends nearly $30,000 per year on Kimberly-Clark products, especially Kleenex tissue. Because of the popularity of Kleenex tissues, the decision to join the boycott reflects on ASC itself as well as other similar companies and ASC’s resort partners. Greenpeace and the NRDC pointed out that Kimberly-Clark’s large consumption of wood fiber from old-growth rainforests and its limited use of recycled fiber is wasteful and harms the environment.

Pros: This boycott also presents a considerable opportunity to change the business practice of a large consumer goods provider. Since ASC has been famous for being an environmentally friendly company, and gained a reputation internationally, it will have a significant impact on other ski companies and partners, as well as its customers and employees who love the outdoors and care about the environment. Preserving old-growth rainforests is crucial to reduce greenhouse gas emission. One of ASC’s main goal is to decrease the rate of greenhouse gas emission. ASC has achieved at sustainable business model. Therefore, Joining the boycott give a dynamic impact to the world and bring a reputation to ASC.

2. Situation Analysis

The ski industry requires a lot of energy to maintain its business. ASC has focused on sustainability and actively shown environmentally friendly attitude including adopting alternative energy and reducing greenhouse gas emission for a long time. Against the environmentally harmful business of Kimberly Clark, joining the boycott can support ASC’s belief of what the ski industry ought to be.

SWOT Analysis:

Strengths Weaknesses ·A frontrunner in environmental movements ·Ski resort operation causes deforestation, within the ski industry. vegetative disturbance, and soil erosion. ·Many awards for its environmental activities. · A limited budget for the environmental ·ASC successfully reduced the rate of movement, especially for renewable energy greenhouse gas emissions and increased the supply. number of skiers. · A strong connection between ASC and its employees.

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Opportunities Threats · Show interest in environmental issues. · Greenwashing · Establish ASC as a true green company. · Climate change causes a decrease in revenue for the ski industry.

3. Opportunity

This boycott will be an opportunity for ASC. By joining the boycott, ASC will be able to gain more reputation as a true green company, so we decided to join the Kleercut boycott.

4. Goal and Objectives

Goal: To be seen as an environmentally responsible company.

Objectives: 1 To inform all Aspen employees of ASCs involvement in the Kleercut boycott. 2 To raise ASC employee-wide commitment to environmental activism. 3 To inform all Aspen partners awareness of boycott in the next five months. 4 To raise $1 million from ASC partners by April 2013. 5 To increase customer awareness of ASC’s many environmental initiatives by 15 percent by April 2013.

5. Key Publics

Key public 1: Employees: Aspen Skiing Company has a staff that exceeds 3,400 in the wintertime, and 1,200 year-round employees. The staff increases in the winter months because we hire ski instructors, lift attendants, rental technicians, etc. Winter employees are often younger men and women with a passion for mountain activities. ASC often recruits its winter employees from South and North America. ASC hires a broad range of employees from managers, executives, rental technicians, lift attendants, housekeepers, ski instructors, guest service representatives, parking lot attendants, chefs, and waiters. ASC full time service employees live in the aspen area and often times and come from lower income communities. Employees come from all different backgrounds. ASC offers employees a competitive wage and a benefits package which includes: a 401K savings plan, discounted bus transportation to get to and from work, an affordable health plan, discounted health club membership, and many other great benefits. There is available housing for ASC employees, but housing is limited and is not free of charge. All employees must adhere to a personal grooming policy and maintain a neat and clean appearance.

Current Relationship: Employees are treated well at Aspen Skiing Company, and are strongly encouraged to take advantage of the great mountains and all the resort has to offer. Employees

6 are encouraged to ski, swim, snowshoe, sled, hike, paraglide, white-water raft, and fish in their free time. A benefit provided to ASC employees is a complimentary ski pass for all four of its mountains. Overall ASC provides many benefits for their employees which in turn creates a great relationship.

Self-Interest: Aspen Skiing Company employees have a strong love for the outdoors especially the four mountains that the resort owns. They care about protecting the environment because they constantly are using it. They also want to work for a prestigious company that has a good reputation and strong morals. Employees want make sure that their jobs are secure and will remain that way even if ASC joins the Kleercut campaign.

Influentials: Aspen Skiing Company, other employees, peers, ForestEthics

Primary Message 1: We’re participating in the boycott because Kimberly Clark products go against our environmental beliefs.

Secondary Messages: ● Kimberly-Clark uses wood fiber from temperate rainforests. ● Kimberly-Clark’s minimal use of recycled fiber is wasteful and harms the environment. ● Kimberly-Clark violates ASC’s values. ● ASC is a frontrunner in environmental movements within the ski industry, and that’s why it’s crucial that ASC joins this boycott.

Primary Message 2: All employees are invited to participate in the ski/snowboard race, Race for the Green, to further reinforce our commitment to environmental activism as a company.

Secondary Messages: ● Get employees excited about our new conservation effort to help the rainforests. ● This event will reinforce the employee involvement in helping all environments. ● Employee teams will increase camaraderie and unity among your coworkers to get involved in an event that is for a worthy cause.

Key Public 2: Customers: The majority of ASC customers are ages 25-65, empty nesters or families with children who make $1 million to $2 million per year. The top feeder markets for ASC are Colorado, Texas, California, Florida, New York and Illinois. A typical length of stay at ASC resorts is 5.5 nights. Most customers stay overnight, with only 2% staying at Buttermilk and Highlands, 18 percent in Snowmass, and 78 percent in Aspen. The few customers willing to pay for overnight lodging in ASC’s luxury hotels pay significantly more. These include celebrities and other affluent clientele. Outdoorsy and environmentally conscious customers are attracted to ASC’s ski areas, golf course, restaurants, retail and overall beauty. Historically the majority of ASC’s income came from ski passes, but now, diversified sources like retail, rentals,

7 lessons, food, beverage and lodging split customer attention and ASC’s opportunity for impressions. ASC attracts more than $1.4 million visitors per year, 11 percent of Colorado’s annual skiers. For this plan we will focus primarily on customers who stay in ASC lodging or in Aspen in order to visit, dine, shop or ski at ASC’s many hospitality venues.

Current Relationships: Customers of the Aspen Skiing Company are generally high-end clients, looking for luxurious accommodations and both indoor and outdoor entertainment during their stay. Typically paying $500 to $5,000 per night, ASC customers are willing to pay more for their lodging because they trust the quality reputation and environmental advocacy of the company. High ratings and media coverage bolster a positive relationship with customers who appreciate the quality venues and services provided by ASC.

Self-Interest: Customers of ASC care about the length of ski seasons each year, as it determines the length and frequency of their vacations. They are interested in the price of lodging and ski passes, and the crowds that lower prices may incur. Because the customers pay more they expect better service no matter how busy ASC becomes. The longer the ski season, the more flexibility customers have to plan their vacations, while simultaneously combating crowds that may swarm due to a shorter skiing window. Customers appreciate the status and prestige that ASC vacations award them. They know the ASC name comes with environmental responsibility, and although they support increasing the ski areas, they like to know their dollar is also doing good.

Influentials: Aspen Skiing Company. Colorado tourism. Travel companies. Media coverage of celebrity clientele. Media coverage of environmental initiatives. Peers. Family. Friends. Factors determining lengths of stay, including weather and prices.

Primary message: Your support makes ASC strive to be a more environmentally responsible company. Secondary message: ● Beyond providing customers with beautiful accommodations, ASC gives back to the environment by contributing to the community. ● ASC supports green construction in its buildings and consistently works to reduce energy demand. ● ASC and its employees work together to help the environment through events like Race for the Green. ● Your stay at ASC is more environmentally responsible than at other similar skiing resorts. ● ASC values its customers as integral participants in their environmental efforts.

Key Public 3: Partners Corporate Partners: The Aspen Skiing Company partners with a number of exceptional companies. There are 10 corporate partners with ASC, including American Express, Audi, Bud

8 Light, Coca-Cola, Green Mountain Coffee, GoPro, Helly Hansen, Rockport, Sentient Jet and Sprint. These partnerships are integrated with ASC in different areas of customer service. In addition, ASC partnered with Holy Cross Energy for wind power initiatives. It became the first large ski resort to buy renewable wind power credits from 2006 to 2008.

NPOs: ASC is focused on developing its social responsibility, already building great partnerships with civil society organizations and nonprofit organizations. Winter sports industries always cause various environmental challenges, so ASC is dedicated to reducing its environmental impact and protecting the planet. ASC formed a multi-year global partnership with Protect Our Winters through donations of more than $10,000. ASC supports POW’s work in educational initiatives, activism and community-focused programs.

Current relationships: ASC maintains a positive relationship with its partners. Through their business practice and collaborative efforts, they strive to positively influence the entire industry. ASC works with partners who provide high-quality customer service and are considered to be the best in their respective industries. ASC and these companies strive to give their customers the best possible vacation experience. They also make great contributions to environmental protection efforts. They have stepped up and used their brand power to help protect the environment through fundraising. ASC and POW have also developed new programs to achieve their common goal of reducing climate change’s effects on winter sports. These projects contribute to the U.S. tourism economy and provide many job opportunities. ASC partnered with Holy Cross Energy for wind power initiatives. The company is actively developing a new renewable energy project, the 150kW CRMA solar array.

Self-Interest: Partner’s of the Aspen Skiing Company have focused their efforts on nurturing social responsibilities and protecting the environment. These companies and nonprofit organizations strive to solve environmental problems regarding climate change. Resort partners worry about resort closures due to lack of snow. They care about how to address that problem.

Influential: Aspen Skiing Company; Corporate Partners: customers; NPOs: donors, volunteers

Primary message: As a resort partner or a nonprofit organization, your support is vital to the success of ASC’s environmental initiatives and programs.

Secondary message: ● ASC continuously raises partner awareness about environmental challenges while providing funding to support conservation efforts. ● Aspen Skiing Co. supports Protect Our Winters’s continuous community outreach to develop new programs, educational initiatives, increased activism, and environmental protection.

9 ● ASC builds strong partnerships with civil society organizations and nonprofit organizations. ● ASC partners with many energy companies. Some of partnerships are the nation’s first on such a large scale. These programs can effectively convert waste into energy to fuel all of Aspen Skiing’s four ski areas.

6. Strategies and Tactics

Employees: Strategy1: Educate ASC employees on the details of the green initiatives in order to provide customers additional sources of information Tactics: ● Schedule separate employee meetings the first week of December based on the four separate mountains at the resort. This meeting will inform all ASC employees about the new Greenpeace effort with ForestEthics to help the temperate rainforests around the world. ● The first wave of meetings will be with department managers. After they are informed, each department manager will meet with their staff to discuss what they have learned. Each department manager will schedule these meetings around employee work schedules.

Strategy2: Put on a race for ASC employees in order for them to get excited about the Kleercut campaign. Race for the Green is an event for the employees to have some fun on the mountain they love, while showing the community their commitment to helping the environment.

Tactics: ● Have employees talk about the upcoming employee race fundraiser to the resorts customers. Let customers know the importance of this effort for ForestEthics, and how they should participate in the race event to compete against the employees. ● Create posters about the ASC employee race fundraiser and put these in local company windows in order to get the word out about the event. ● Make a brochure about the Greenpeace effort and the event the resort will be holding on January 12, 2013. ● Send out a press release in December describing the Race for the Green event on January 12, 2013. ● Create a banner for the event called Race for the Green, and buy a green balloon arch that goes around the banner. This will be the welcoming visual for the event. ● In order for members of the community and corporations to participate each team member must sign up. It’s a free race. ● The race will include employees of ASC vs. community teams and corporate teams.

10 ● We encourage all of our employees to participate and to create employee teams for the race. Employees are also encouraged to invite anyone they know to sign up to participate in the event or simply watch the races. ● Encourage other corporations to sign up as teams for the race against the ASC employees. ● Create an all green team uniform for all employees to wear. The uniform will include a green puff ski jacket, a green beanie, and green gloves. Emphasizing our green efforts, and getting the employees involved and excited for the event. ● Record the event and include the video in later advertising efforts.

Customers: Strategy: Report progress made in each of ASC’s environmental initiatives to customers via marketing collateral. Involve customers in the process and educate them on the good that their continued business supports. Tactics: ● Create pamphlets out of 100 percent recycled materials which outline major successes of ASC’s environmental initiatives. Distribute these pamphlets via mail or partnered travel agencies once a year in January. Include a breakdown of where the money from customers actually goes into these initiatives. Direct further interest to online resources via a QR code which also links to the Aspen Snowmass tourism website. ● Provide information about environmental initiatives within the hotels, restaurants, retail shops and lodges via recycled material pamphlets. ○ Reprint menus in ASC restaurants, pamphlets of ASC retail areas, and ski maps onto recycled materials with a prominent QR code linking customers to a multimedia video detailing various environmental initiatives. ○ Through use of the QR code, instead of pushing facts onto customers, they are invited to learn more themselves by scanning the code and following the link.

Strategy 2: Educate customers about the boycott through reclaimed art installations.

● Recycled materials should be used to create several “reclaimed art” installations set up in different ASC locations. Local Aspen artists or ASC employees should be included in the creative process. The QR code should be placed next to the installations as a form of explanation for their significance. The art acting both as a physical representation of the good being done, and a source of education for customers.

Strategy 3: Multimedia education and distribution.

● Email newsletters including similar initiative reports which include a link to multimedia content detailing significant environmental programs (natural images of Aspen that appeal to ASC customers). Video components should highlight the natural beauty of

11 ASC’s locale with the added benefit of environmental consciousness provided by the initiatives. Videos should be made available online and on closed circuit ASC outlets.

Partners: Strategy One: To inform corporate partners’ awareness of Kleercut boycott. Tactics: ● Hold a meeting with all ASC partners Strategy Two: To hold a fundraising dinner on Feb. 27, 2013. Tactics: ● Send out invitations to ASC partners ● Place a standee at the restaurant entrance ● Presentation given by to explain the reason of the boycott ● During the dinner, play a video about how Kimberly-Clark’s large consumption of wood fiber from old-growth rainforest impact the overall environment ● Have a silent auction that consists of a variety of items that ASC have gathered for the event from local donors. ● Invite Colorado local Jazz band, Peneplain Jazz, to perform during the dinner. ● Send out a Thank you note to all the ASC partners who attended the event

7. Communication Confirmation

Key Publics Self-Interest Primary Influentials Objectives Strategies Tactics Message Employees Aspen Skiing Because you are Aspen Skiing To inform all Put on a race Schedule Company extremely Company, other Aspen employees for ASC separate employees have a important to employees, awareness of employees in employee strong love for the peers, ASC and have boycott. order for them meetings in outdoors ForestEthics to get excited been involved December based especially the four about the new in supporting To increase ASC on the four mountains that the employee conservation our other separate resort owns. They awareness to 100 effort to join the care about environmental percent about our Kleercut mountains at the protecting the programs, your companies campaign. Race resort. This environment visible support decision to stop for the Green is meeting will because they of this effort an event for the inform all ASC constantly are using Kimberly- will be a key Clark products employees to employees using it. They also have some fun want to work for a piece to its because it goes about this new on the mountain company that has success. against our Greenpeace they love, while a good reputation environmental Participate in showing the effort with and strong morals. activism beliefs. the community their ForestEthics to Employees want ski/snowboard help the make sure that their commitment to jobs are secure and race event, Race helping the temperate will remain that way for the Green, to environment. rainforests even if ASC joins further reinforce around the the Kleercut

12 campaign. your world. mployees commitment to The first wave the Aspen of meetings will Skiing be with Company's department support of managers. After environmental they are activism. informed, each department manager will meet with their staff to discuss what they have learned. Each department manager will schedule these meetings. Send out press release describing go green event on January 12, 2013. Create posters about the ASC employee race fundraiser, and put these in local company windows in order to get the word out about the event. Make a brochure about the Greenpeace effort and the event the resort will be holding on January 12, 2013. Create a banner for the event called Race for the Green, and buy a green balloon arch that

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goes around the banner. This is a welcoming visual for the event. Have employees talk about the upcoming employee race fundraiser to the resorts customers. Let customers know the importance of this effort for ForestEthics, and how they should participate in competing against the employees and or watch the race. Create an all green team uniform for all employees to wear. The uniform will include a green puff ski jacket, a green beanie, and green gloves. Emphasizing our green efforts, and getting the employees involved and excited for the event. Customers Customers of As a valued Aspen Skiing To increase Report -Create ASC care about customer of the Company. customer progress made pamphlets out of the length of ski Aspen Skiing Colorado awareness of in each of 100% recycled seasons each year, Company, we tourism. Travel ASC’s ASC’s materials which as it determines would like to companies. environmental environmental the length and show our Media coverage initiatives by initiatives to outline major

14 frequency of their appreciation for of celebrity 15% by July, customers via successes of vacations. They your continued clientele. Media 2013. several ASC’s are interested in support of our coverage of channels of environmental the price of environmental environmental communicatio initiatives. lodging and ski initiatives. Your initiatives. n. Involve passes, and the business is a Factors customers in Distribute these crowds that lower necessary determining the process pamphlets via prices and longer component to lengths of stay, and educate mail or seasons may our numerous including them on the partnered travel incur. Because the sustainability weather and good that their agencies once a customers are programs and prices. continued year in January. paying more, they we would like business Include a expect better to let you know supports. service no matter the progress we breakdown of how busy ASC are making where the becomes. They thanks to your money from know the ASC generous customers name comes with support. actually goes environmental into these responsibility, and although they initiatives. support increasing Direct further the ski areas, they interest to online like to know their resources via a dollar is also QR code which doing good. also links to the Aspen Snowmass tourism website.

-Email newsletters including similar initiative reports which include a link to multimedia interactive video components detailing visually significant environmental programs (images of nature that appeal to ASC customers). Video components should highlight

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the natural beauty of Aspen with the added benefit of environmental consciousness provided by ASC’s initiatives. Videos should be made available on all online and closed circuit outlets, as well as emailed to customers signed up for newsletters.

-Provide information about environmental initiatives within the hotels, restaurants, retail shops and lodges via recycled material pamphlets, video programing on closed circuit channels, art installations and tasteful advertisements. Partners Partner’s of As resort Aspen Skiing To inform all To inform - Hold a Aspen Skiing partners and Company, ASC Aspen partners corporate meeting with all Company have nonprofit partners, awareness of partners’ ASC partners nonprofit focused on organizations, boycott in the awareness of - Send out organizations, developing their you have unique civil society next five Kleercut invitations to social environmental organizations, months. boycott. ASC partners. responsibilities partnerships peers. To raise more To hold a - Place a standee and protecting the with ASC and than $1 million fundraising at the restaurant

16 environment. have been to dinner on Feb. entrance. These companies deeply involved environmental 27, 2013 - Presentation and nonprofit in developing nonprofit given by Walter organizations our social organizations Paepcke to strive to solve responsibility for explain the environmental initiatives. Your environmental reason of the problems about support is vital protection and boycott. the impact of to the success of the boycott by - During the climate change. ASC’s April 22, 2013 dinner, play a Resort partners environmental (Earth Day) . video about how worry about programs. Kimberly- resorts closing Resort partners Clark’s large due to lack of strengthen the consumption of snow. They care impact ASC wood fiber from about how to makes and your old-growth address that continued rainforest problem. support benefits impact the numerous overall efforts of environment. environmental - Have a silent activism, auction that educational consists of a initiatives and variety of items programs. that ASC have gathered for the event from local donors. - Invite Colorado local Jazz band, Peneplain Jazz, to perform during the dinner. - Send out a Thank you note to all the ASC partners who attended the event.

8. Evaluation

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Objective 1: To inform all ASC employees of the Kleercut boycott. Criteria: All ASC employees attend an employee meeting. Tools: Count the number of attendees at the employee meeting.

Objective 2: To raise ASC employee-wide commitment to environmental activism. Criteria: The raise of ASC employee-wide commitment to environmental activism. Tool: Count the number of employees that participate in the race. Record the positive media impressions through coverage received the day of and the week after the event.

Objective 3:To inform all ASC partners of Kleercut boycott in the next five months. Criteria: All ASC partners knows that ASC is joining the Kleercut boycott. Tool: Count the attendance rate of partners meeting.

Objective 4:To raise $1 million from ASC partners by April 2013. Criteria: Receive $1 million donation from ASC partners. Tools: Count the number of donations.

Objective 5: To increase customer awareness of ASC’s environmental initiatives by 15 percent by April, 2013. Criteria: Measure customer awareness of various environmental initiatives with an increase of 15 percent after implementing marketing collateral, art installations and multimedia through QR code placement around ASC locations four months after their introduction. 1 Tools: Conduct an online customer awareness survey in order for customers to checkout of ASC lodging. 2 Branded Tweet Tracking - #ASCgreen. Include an RSS feed on all ASC online resources to encourage retweets containing the hashtag. Measure the success. 3 Use google analytics to track mobile activity to ASC’s website via the QR code.