recycle - environment - sports - gator nation- green - carbon footprint - beatwaste First in the SEC.
UNIVERSITY OF FLORIDA’S ZERO WASTE STADIUM
WHO IS THE OFFICE OF SUSTAINABILITY? PAGE 8
EXCLUSIVE& INTERVIEW WITH GATOR FANS PAGE 19
&HOW YOUR STADIUM #beatwaste CAN GO GREEN TOO PAGE 20-25
Produced by Karma PR for the UF Office of Sustainability WELCOMECONTENTS 002
WELCOME/ CONTENTS
03 Cover Letter & The Karma PR Team 04 Executive Summary 05 Executive Summary 06 Karma PR 07 Introduction 08 UF Office of Sustainability and Staff 09 Current Services Provided
10 Purpose of #beatwaste 11 Message Platform 12 The Competition 13 Traditional Media 14 Situational Analysis 15 Audience Analysis 16 Data 17 Research: Quantitative 18 Research: Quantitative 19 Research: Qualitative 20 Campaign Plan 22 Campaign Plan 23 Campaign Plan 24 Campaign Plan 25 Campaign Plan 26 Budget 33 #beatwaste 27 Budget Breakdown 34 References 28 Time Line 35 References 29 Time Line 36 Appendices A 30 SWOT Analysis 37 Appendices A 31 SWOT Analysis 38-45 Appendices B 32 Recommendation/Maintenance WELCOME/ A MESSAGE FROM CONTENTS KARMA PR
Cover Letter March 26, 2014
Joseph Floyd: Zero Waste Coordinator UF Office of Sustainability P.O. Box 113111 Gainesville, FL 32611’
Dear UF Office of Sustainability, This initiative is crucial to minimiz- senior PR students who have not of our plan will not only establish ing the waste output accumulated only completed four years of rigor- UF as the first school in the SEC to The University of Florida is a top- throughout each Gator football ous studies, but have also applied achieve zero waste, but improve ranked institution known for its chal- season in the Ben Hill Griffin Sta- these practices to internships and the campus environment for fu- lenging academic programs, champi- dium. Each football game produces jobs preparing us to be well-round- ture generations of Gators to enjoy. onship-winning athletic teams, and a large waste stream that can eas- ed public relations practitioners. its dedication to innovative research. ily be composted and recycled into We thank you for taking the time In the Southeastern Conference, UF something new for someone to Karma PR conducted qualitative and to assess our proposed #beatwaste competes alongside its rivals in en- enjoy. Due to the lack of signage, quantitative research to assess the campaign and for your assistance vironmental efforts, and routinely social media presence, and overall strengths and weaknesses of the in developing these concepts. We introduces new ways to increase outreach on behalf of the zero-waste campaign. Based on our findings, strongly believe in the potential the sustainability of the campus. initiative, last year’s efforts to achieve we developed a cutting-edge cam- this campaign holds and hope you However, its efforts to achieve zero zero waste yielded minimal results. paign plan we coined #beatwaste will consider its implementation waste—an endeavour sought by that we believe will effectively en- for the 2014 Gator Football Season. other top-ranked universities such We are Karma Public Relations, a courage awareness and participation as Ohio State—lacks campus-wide student-run PR agency from the in the zero-waste initiative among Best, awareness and participation. College of Journalism and Com- students, faculty, staff, and season munications. We are innovative, ticket holders. The implementation Karma PR
Karma PR Team
Account Executive: PR Director: Research Director: Research Director:
Bettina Looney Becca Dougherty Nathalie McCrate Chastity Serrano [email protected] [email protected] [email protected] [email protected]
Copywriting Director: Media Director: Creative Services:
Nicole Burket Francie Weinberg Connor Glenn [email protected] [email protected] [email protected] FEATURELAYOUT1 004 EXECUTIVE SUMMARY 005
recycling on campus, but only 61 percent of students re- How do you incentivize some- ported recycling in the stadium. Karma PR explored how one to change their behavior? situational variables like the visibility of recycling signage and alcohol consumption on game days could influence Throw it in the student behavior. can Gator fan MOTIVATE THEM Research found that the Office of Sustainability’s #beatwaste current print tactics were not effective: consistent brand- Florida Gators are some of the most intensely ing and more image-centered signage is needed to in- competitive students in the nation. They work hard and crease audience awareness and adherence to stadium play even harder. There’s a very strong sense of pride and waste reduction. The team also discovered that students togetherness behind the University of Florida’s iconic Or- had a robust understanding of basic recycling delineation ange and Blue. When a UF student graduates, they don’t (separating plastics from trash) but struggled with under- just join some alumni association, they remain a vibrant standing which items they could compost. It is clear that part of the Gator Nation. future communications tactics must focus on composting education. Karma PR’s #beatwaste campaign taps into a Gator’s sense of school-spirit, driving participation in The Office of Sustainability achieved 72 percent the UF Office of Sustainability’s stadium waste reduction average waste diversion (or nearly 60,000 lbs of com- goals. Karma PR will rally students around a race to be- postable waste) in a stadium pilot test last football season. “IN ALL KINDS come the very first college to achieve a zero-waste sta- On its most successful game day, it achieved 78 percent dium in the Southeastern Conference (SEC). waste diversion. OF WEATHER
By tying environmental education to Gators’ natu- Karma PR’s overarching campaign purpose is to in- WE’LL ALL ral sports rivalry, Karma PR will magnify the campaign’s crease stadium waste diversion by 15 percent for the 2014 effect on our target audience: UF football stadium visitors. Gator Football season--educating stadium visitors about STICK TO- the mission and laying the groundwork for UF to achieve GETHER FOR The Karma PR team conducted extensive primary a zero waste stadium by the end of 2015. research to determine students’ understanding of waste F-L-O-R-I-D-A reduction behaviors like recycling and composting. The team collected 89 survey responses and led a focus group GO GATORS!” with ten undergraduates. WE ARE THE BOYS FROM OLD FLORIDA Nearly 80 percent of surveyed students reported 006
KARMA PR Gators Go Green #beatwaste
Who We Are:
Karma Public Relations is an innovative, student-run PR agency from the College of Journalism and Communications at the University of Florida. The team comprises of seven sen- ior-level PR students enrolled in the capstone course PUR4800, a challenging program that provides students with the oppor- tunity to apply practical skills to real-life public relations cam- paigns.
The #beatwaste campaign was designed to encourage education, awareness and participation in UF’s zero-waste initiative in the Ben Hill Griffin Stadium. These efforts first launched in 2013, but depicted a strong need for recognition among its audiences. 007
INTRODUCTION
The average American throws away 4.38 pounds of individual trash every day, according to the Environmental Protection Agency’s 2012 municipal waste report.
Now let’s imagine that number accumulated over 365 days and multiplied by the entire population of the United States. That’s 251 million tons of trash!
Of that waste, only 34.5 percent gets recycled. Suddenly, seemingly inconsequential decisions like walking the extra few yards to compost a napkin, or using a canteen instead of a water bottle have far-reaching impacts on our country’s waste stream. Minimizing the world’s waste stream through recycling and composting is critically important for resource efficiency and environmental integrity.
The University of Florida currently recycles nearly 40 percent of its waste—or more than 6,000 tons of material annually (UF Zero Waste). With a faculty population of 15,000, a graduate population of 16,272 and a undergraduate population of 32,008, UF has the potential to not only save thousands of tons of natural resources through its zero waste campaign--but to lead by example and teach the next generation of leaders how to make a tremendous differ- ence in the world.
Karma PR’s vision is to help UF take advantage of its unique authority as a leading educational institution to foster a culture of environmental responsibility on campus and achieve zero waste by 2015. 008
WHO IS THE OFFICE OF SUSTAINABILITY? THE STAFF:
Joseph Floyd - Zero Waste Coordinator Allison Vitt- Outreach and Communications Coordinator
Joseph is the Zero Waste Coordinator for the University of Florida’s Allison is the Outreach and Communications Coordinator for the Office of Sustainability. He is tasked with creating and implementing Office of Sustainability. She is responsible for promoting sustain- the Zero Waste Plan encompassing waste prevention, reuse, recycling, able practices through a variety of educational outreach and composting and environmentally preferable purchasing policies engagement programs, public relations efforts and communi- and programs covering all materials and products. Joseph holds a cations campaigns that promote sustainability within the Univer- Bachelor’s degree in Business Administration from Georgia Southern sity of Florida campus community and the community-at-large. University.
The Office of Sustainability works with 88+ campus departments and student groups Turn Over to encourage healthier, environmentally sustainable practices at the University of Florida. A New Leaf The UF Office of Sustainability leads programs structured around 12 core pillars: #beatwaste Academics, and Research, Outreach, and Extension; Energy Conservation and Climate Change; Land and Resource Management; Agriculture and Dining Services; Built Environment; Waste Reduction; Procurement; Investment; Transportation; Health; Equity; Cultural Climate; and Stewardship.
From encouraging students to use alternative transportation on “One Less Car Day,” to promoting food sustainability with the “Gator Community Supported Agriculture (CSA)” program-- the UF Of- fice of Sustainability coordinates a diverse spectrum of environmentally friendly campus initiatives.
Its office is located in Tigert Hall, room 202.
Mission Statement: “The mission of the Office of Sustainability is to make the University of Florida – in its opera- tions, education, research, and outreach – a model of sustainability, integrating the goals of ecological restoration, economic development, and social equity.
Vision Statement: “The Office of Sustainability will encourage and facilitate the collaborative efforts of faculty, students, and staff to generate knowledge, acquire skills, develop values, and initiate prac- tices that contribute to a sustainable, high quality of life on campus, in the state of Florida, CURRENT SERVICES + TailGator Game Day Recycling
Volunteers encourage Gator Football fans
PROVIDED to recycle while tailgating before home foot
ball games. More than 350,000 pounds of
recyclable aluminum, glass, and plastic have
been diverted from UF’s waste stream since
the program began in 2006, according to the
office’s website.
+ Rethink
Stakeholders promote the philosophy of “RE
duce, REuse, and REcycle” to help UF achieve
its Zero Waste Goal. Current focus is on teach
ing students, administrators, faculty and staff
paper waste reduction tips.
+ Sustainability Hut
Volunteers teach the university community
how to “go green” in their personal lives,
through a traveling educational booth.
Gators #beatwaste 010 PURPOSE OF #BEATWASTE
The purpose of this campaign is to create a clean environment at the University of Florida by increasing student, faculty, and visitor awareness The purpose of this campaign is to create a clean environment at the University of Florida by increasing student, faculty, and visitor awareness about recycling. The UF Office of Sustainabil- PURPOSE ity has made progress towards achieving its zero waste goal by 2015.
The ultimate goal is to become the first university in the SEC to achieve zero waste by 2015.
GOAL
The UF Office of Sustainability has made progress towards achieving its zero waste goal by 2015. Currently, the university recycles nearly 40 percent of its waste--or more than 6,000 tons NOW of material annually (UF Zero Waste). 011 MESSAGE PLATFORM
“You as a Florida Gator fan have the power to eliminate all waste output to zero in the Ben Hill Griffin Stadium and throughout campus, to continue the legacy of the Core University of Florida as a sustainable, environmentally friendly institution for all its Message students, staff, faculty, and visitors.”
“The University of Florida has the potential to be the first university in the South- eastern Conference to achieve zero-waste in the stadium.” Recycling and compost- Support ing 100 percent of the waste produced on game days will make UF the first in the Statement 1 SEC to accomplish this momentous goal. When other schools take on this green initiative, they will look to UF as a leader in zero waste.
“Establishing UF as a zero-waste university will allow current students to leave a leg- Support acy for generations of future Gators.” Many students have parents and grandparents who previously attended UF, and plan to continue the Gator legacy by someday Statement 2 sending their own children to UF. Making UF a zero-waste school will allow future generations to enjoy UF as the clean, green, carbon-free environment it is currently.
These messages are intended to remind the University of Florida community of their pride as a Gator, and the pride they feel while visiting their innovative and clean campus. The Office of Sustainability’s call to action is for the target audience to recognize the effort to achieve zero waste on campus, and contribute to its suc-
Call to Action cess by educating themselves and others about the Gator way to compost and re- cycle at the Ben Hill Griffin Stadium. 012 THE COMPETITION Universities across the na- As the nation’s focus on tion have sought to convert foot- lessening emissions and waste ball stadiums into zero-waste diversion develops, the compe- facilities. The increasing focus on tition between universities to #1IN SEC lessening waste and diverting achieve zero waste will thicken. materials for reuse has created Tapping into the competitive competition between universi- spirit of students presents a ties to achieve zero waste. How- unique way to generate excite- ever, the University of Florida ment about UF’s zero-waste has the opportunity to be the initiative. This has been proven first member of the South East- through our survey results. ern Conference (SEC) to achieve When participants were asked: this goal. Of the 14 members “Would recycling at UF appeal to of the SEC, only two (includ- you if it meant that your school ing UF) have developed plans would be the first university in to reduce their stadiums’ waste the SEC to achieve zero waste output to zero. The University in the stadium?” 45 percent re- of Tennessee (UT) implemented ported they “strongly agreed” a plan similar to UF; however, with the statement, and 30 per- its goal is to achieve zero waste cent reported they “agreed.” in Neyland Stadium by 2014 (University of Tennessee, 2013). Ohio State is not a compet- itor for UF in the battle against However, a zero-waste waste, but rather an example to campus was achieved outside emulate. Ohio State’s 2013 total of the SEC. Colorado University’s enrollment was larger than UF’s Folsom Stadium (capacity 50,000) (63,964 v. 49, 042) and its stadium became zero waste in 2008 has a higher capacity (102,329 v. (Colorado University, 2013), fol- 88,548), making its success im- lowed by Ohio State University’s pressive (Ohio State University Ohio Stadium (capacity 102,000) and University of Florida, 2013). in 2012 (Ohio State University, 2013) and Davidson College’s UF’s closest rival in the Richardson Stadium (capac- competition to achieve a zero- ity 6,000) in 2013 (Abare, 2013). waste stadium is the University of Tennessee. The two-man race Ohio State’s efforts mer- to become the first university ited national media recognition, to attain a zero-waste football as Ohio Stadium is the largest stadium in the SEC is already un- derway, as UF and UT attempt stadium in the nation to achieve to blaze the path for the rest this goal. During the 2013 foot- of the conference to follow. ball season, Ohio Stadium land- filled 5.8 tons of waste as op- posed to 59.8 tons in 2010. The stadium achieved a season high 98.5 percent diversion rate for one game and a 90.5 percent diversion rate for the entire sea- son, making Ohio State’s zero- waste program a benchmark for all other initiatives of its kind (Ohio State University, 2013). 013 TRADITIONAL MEDIA PLAN
In addition to using social media, Karma PR will disseminate a press release highlighting the University of Florida Office of Sustainability’s goal to make Ben Hill Griffin Stadium zero-waste. The release will circulate prior to the first home football game on August 30, 2014, and target The Gainesville Sun, The Independent Florida Alligator and newspapers and channels throughout the state. The Gainesville Sun and Independent Florida Alligator reach students and Gainesville locals, while newspapers throughout the state reach potential visiting UF fans. Information in the press release will include an introduction to the #beatwaste campaign, changes to the zero- waste signage in the stadium and zero-waste-focused events scheduled for the football season.
Reaching out to UF radio (WUFT-FM) and television (WUFT-TV) stations presents the #beat- waste campaign another opportunity to receive free media coverage. Both stations will be sent a press release on a weekly basis, covering events to be held on campus throughout the week with a zero-waste focus. As the football season progresses, both stations will be sent updates about the campaign to enhance the transparency of the movement, and to motivate students to do their part.
The Office of Sustainability can reach out to alumni through the UF Alumni List- serv. Alumni make up a large portion of fans visiting Gainesville for football games. In- forming alumni of the #beatwaste campaign will generate awareness as to the office’s mission, and will reach a target audience that is vital for the stadium to be zero-waste.
Karma PR does not suggest buying advertisements in local newspapers. Re- search shows the Office of Sustainability can achieve the same reach through the use of press releases, social media and the alumni listserv. Social media and earned media are the most effective way to garner the attention of University of Florida students. Earned me- dia throughout the state and the alumni listserv are key in reaching visiting gator fans. 014
THE PLAYING FIELD SITUATIONAL ANALYSIS
THE UNIVERSITY OF FLORIDA OFFICE OF SUSTAINABILITY’S CURRENT PLAN TO ACHIEVE ZERO WASTE IN THE STADIUM GOES UNNOTICED BY MANY UF STUDENTS, FACULTY, AND VISITORS
With multiple colored bins to sort trash Karma PR and the Office of Sustainabil- and unrecognizable signage, the awareness of ity understand the importance of a University of the initiative on campus is relatively low. With- Florida student’s education, but most important- out knowledge about the services and informa- ly, their health and the environment in which tion at their disposal, it is impossible for students they live. The new zero-waste initiative will not to become aware of the importance of recycling. only create a culture shift among the students on campus, but will also show them how sim- The primary purpose of the #beatwaste ple it is to take responsibility for the environment campaign is to attain a healthier environment and how beneficial and sustainable it can be. at the University of Florida by raising awareness about recycling on campus. In addition to current resources, this campaign proposes additional new initiatives that will actively engage students and encourage them to properly discard their waste. 015
Reduce. Reuse. Recycle. AUDIENCE ANALYSIS #beatwaste
Karma PR identified the primary audience of the #beatwaste cam- paign as season ticket holders to Gator Football games. This includes under- graduate and graduate students, faculty, alumni and box suite ticket holders.
According to the Gator Ticket Office, there are 19,500 student seats available. In addition to the 54,000 general admission seats, there are two lev- els of box suites known as the Champions Club and the Bull Gator Zone. The amount of seats in each section is not disclosed. However, the #beatwaste cam- paign has the ability to reach out to nearly 88,500 people each football game.
Demographics: The University of Florida is a public institution that houses nearly 50,000 American citizens each year, in addition to 1,2960 In- ternational Baccalaureate students as of February 2014. Of the students that attend UF, there are 32,776 undergraduate students, which consist of 55.1 percent female and 44.9 percent male. Undergraduate students comprise ap- proximately 34 percent of the institution’s total population. The student popu- Figure 1. Pie Chart that shows the racial demographics at the University lation consists of 59.3 percent Caucasian, 18.5 percent Hispanic, 8.1 percent of Florida. African-American and 7.9 percent Asian students as seen in Figure 1. There are approximately 5,000 faculty and staff employed each year.
Psychographics: The University of Florida and the “Gator Nation” prides itself on being number one in all aspects of campus life, ranging from sports to academics. As part of the traditions at UF, created by the Student Alumni As- sociation, students are encouraged to attend at least one home Gator Football game during the duration of their student career. In addition, 15 percent of female students at the University of Florida are in a sorority and 23 percent of male students participate in a fraternity. Each year, sororities and fraterni- ties host “tailgating” parties, and attend Gator Football games as groups and in large numbers. Visitors of UF include alumni, friends and families of current students or Gator fans, whose attitude towards the institution is prideful as well. Figure 2. Bar graph depicting the number of students and faculty at UF. 016
Sustainable UF #beatwaste
DATA 017 RESEARCH QUANTITATIVE:
Karma PR distributed a web-based Qualtrics survey of 21 questions. The Snowball survey method was used in collecting responses from UF un- dergraduate students over a 5-day period. The survey was administered on March 15th through March 19th on UF-related social media outlets.
Responses from survey respondents, who hadn’t attended one or more home games during the 2013 fall football season, were eliminated. The us- able quantitative data pool was brought down to 89 students, but it al- lowed room for more honest results in the research gathering process.
The purpose of the Qualtrics survey was to assess the Of- fice of Sustainability’s current zero waste initiative and to gath- er UF undergraduate students’ opinion about recycling.
Figure 4: Bar graph depicting survey respondents’ audience breakdown by year of college enrollment. The majority of respondents identified as University of Florida seniors.
The Percentage of Students who Recycle on Campus:
Audience Breakdown:
• Nearly 80 percent of students reported recycling on campus. • Only 61 percent of students reported recycling in the stadium.
Justification:
• This disparity points to a significant behavioral inconsistency. Why would students report regularly recycling on campus, but not follow the same pattern in the stadium on game days? This was an unexpected finding. We explored how situational variables like the visibility of recycling signage and alcohol consumption on game days, could influence student behavior. In the survey, we included images of the Office of Sustainability’s current signage posted on all major stadium waste receptacles (see Figure 5). 018
Signage: • 69 percent of respondents said that they had never seen the posters before. • Only 49 percent of respondents said that the posters were aesthetically pleasing.
Justification:
• Respondents’ lacking any knowledge of recycling signage, indicates that the Office of Sustainability’s current stadium recycling visuals and communication materials are not memorable for students. Students were asked further questions to find ways to design more effective recycling signage.
What Does it Actually Mean to be “Zero Waste”?
• 59 percent reported knowing what the term “zero waste” means.
The respondent’s comprehension was tested though an open-response follow-up question: “Define zero waste. What does it mean to you as a student?” Nearly all respondents gave an accurate interpretation of “zero waste.” Some interesting responses include:
• “We are sustainable.” • “Leave no trace.” • “No tolerance for trash.” • “Perfect waste management.” • “No trash. Recycling when possible. Having a green environment.” • “Recycling and composting everything. Not throwing anything away.”
Survey Analysis:
In prior research, it was assumed that a significant number of students would be willing to share sustainability messaging on their personal social media accounts if provided the right incentives. The survey responses supported this assumption. When asked whether students would share a “zero-waste” campaign video, there was a near-tie in “yes” and “maybe” responses, with 36 people saying that they might share and 35 people affirming that they would share. The strong “on-the-fence” crowd indi cates that a substantial number of students would need additional motivation to participate in a stadium sustainability social media campaign.
Survey respondents cited inconvenience and apathy as being the top reasons why they don’t recycle on campus. It is clear that the #beatwaste campaign must deliver a persuasive and emotional communications component, as well as a strong waste- receptacle placement plans to effectively motivate students to recycle in the stadium. 019 RESEARCH QUALITATIVE:
Karma PR conducted a focus group to gain more detailed information about University of Florida students’ current recycling habits. Karma PR gained Based on student reactions to the Office of Sustainability’s stadium sig- insight on the students’ opinions of future campaign messages and strategies. nage, it’s evident that many students are unaware of their efforts to make the University of Florida a zero waste campus. Most of the focus group participants 10 undergraduate students participated in the focus group on the didn’t even know what the term “zero waste” meant. Students are looking for evening of March 18, 2014, which was conducted in the AHA! Co-Lab of the more clarity on the campaign as a whole and what it truly means to be #beat- College of Journalism and Communications. These students were randomly waste. selected and voluntarily took part in this focus group. They offered insightful information about their personal views, experiences, and knowledge about Karma PR learned that students had a lot of trouble identifying com- the Office of Sustainability’s current zero waste program and Karma PR’s new postable materials. The biodegradable forks, spoons and knifes especially approaches. threw them off. This result is consistent with the quantitative research findings. It’s easier to differentiate what’s recyclable than what’s compostable (perhaps Karma PR issued three moderators for the focus group, where the par- because past environmental campaigns have focused more on recycling than ticipants were asked a set of qualitative questions designed to produce unbi- composting?). To solve this knowledge gap, Karma PR will continue their ef- ased and honest answers. These participants were able to answer questions forts in designing strong educational components that urge people to recycle freely but were allowed to remain silent for any questions that they did not and more appealing signage in the stadium for stadium visitors. respond to.
The focus group was designed to gather more complex, nuanced qualitative data from students through deeper discussion questions than the ones issued in the survey component. The focus group was recorded and tran- scribed for analysis purposes. Signed consent forms were received from each participant and pizza was provided to those who contributed. Focus Group Analysis:
Focus Group Participants
Participant 1 Kayla Wisniewski, Senior Female UF student: [email protected] Participant 2 Sonia Chen, Senior Female UF student: [email protected] Participant 3 Rochelle Wijerathe, Senior Female UF student: [email protected] Participant 4 Sharif Hosein, Junior Male UF student: [email protected] Participant 5 Jordi Corido, Freshman Male UF student: [email protected] Participant 6 Matt Friedland, Freshman Male UF student: [email protected] Participant 7 Jordan Moor, Sophomore Male UF student: [email protected] Participant 8 Adam Reiser, Freshman Male UF student: [email protected] Participant 9 Joseph Petrone, Freshman Male UF student: [email protected] Participant 10 Kritoff Carby, Freshman Male UF student: [email protected] CAMPAIGN PLAN #BEATWASTE
Encourage awareness, education and participation in the Uni- versity of Florida’s #beatwaste campaign in order to establish UF as the first zero-waste university in the SEC by 2015. GOAL
To increase stadium waste stream diversion by five to 10 per- cent at the end of the 2014 football season. OBJECTIVE 1
Create a cohesive brand identity around the slogan #BEAT- WASTE, which will be recognizable to students, alumni and visitors by the beginning of the 2014 football season. The first STRATEGY football game is on August 30.
Create new signage to replace disjointed communications.
TACTIC 1
Stadium Signage CAMPAIGN PLAN #BEATWASTE
Partner with corporate sponsors, such as Pepsi, to print the #beat- waste logo on the cups that are used in the concession stands during football games. This will increase awareness of #beatwaste through- TACTIC out the entire 2014-football season. 2
UF vs. Missouri October 18th, Homecoming Day: Encourage fans to wear white T-shirts to raise awareness of zero TACTIC waste efforts. 3
Incentivize staff participation through group photo shoots. The concession and stadium cleanup staff play a vital role in the process to become a zero-waste campus. In order to increase TACTIC awareness and create an incentive for the staff to recycle and 4 compost, a group picture of everyone involved will be taken after every football game and posted to the #beatwaste Face- book page. To increase awareness.
Host “Zero-Waste Fair” to engage university community and simulate model behavior through play. These will be held dur- ing home games. The activities will include: recycling and com- TACTIC posting games, photo booths, and several other zero-waste 5 inspired activities to promote the importance of recycling and composting. Adhesive #beatwaste face tattoos and gameday pins will be given away as well. Educate at least 1,000 students via social media regarding the signifi- cance of recycling and composting by the the first 2014 home foot- ball game on August 30th. OBJECTIVE 2
Foster an understanding of waste reduction methods throughout the university community through multimedia communications by De- cember 2014. STRATEGY
Film and promote an educational video about the #beatwaste cam- paign. Create a promotional video by March 24 and spread it via so- cial media channels (Facebook, Twitter, etc.). The objective is to have TACTIC the video shared, liked and viewed at least 1000 times by the first 1 2014 home football game on August 30th. Jumbotron at the Orange
Use consistent #beatwaste social media hashtags to track success and increasing followers. The Twitter and Facebook #beatwaste hashtag will be created to increase awareness of the zero-waste objective. At- TACTIC taching #beatwaste to all Twitter and Facebook posts will allow for 2 measurable results of how many times it was used or shared in a post. By clicking on #beatwaste, social media users will be exposed to even more information regarding the zero-waste goal and all previous posts that implemented the hashtag. CAMPAIGN PLAN #BEATWASTE
Create a social media presence for the zero-waste campaign and sub- sequently reach at least 800 Facebook likes and 500 Twitter followers by the first football game on August 30, 2014. OBJECTIVE 3
UF vs. Missouri October 18th, Homecoming Day: Encourage fans to wear white T-shirts to raise awareness of zero STRATEGY waste efforts.
Create independent social media pages for the #BEATWASTE brand. Develop new social media pages (Facebook, Twitter, In- stagram) specifically for the zero-waste campaign that solely TACTIC promotes #beatwaste by April 12. The Facebook page, which 1 will display the new logo and the mission of zero waste, will serve as a two-way symmetrical communication platform.
Cross-promote the new brand on Sustainable UF social me- dia pages. It is important to implement the new #beatwaste brand identity on all social media outlets created, and update TACTIC previous Sustainable UF social media pages to include #BEATE- 2 WASTE information by April 12. Utilize university mailing lists to attract social media followers. Promote the Facebook page by sending invitations to at least 1,000 people in the UF network; this would include students, alumni and TACTIC faculty members. 3
Make #beatwaste a trending topic for the university community through photo opportunities. Utilize the #beatwaste hashtag on all social media platforms wherever possible. This will spread awareness TACTIC and increase the amount of likes and followers. One method to spread 4 #beatwaste will be through the photo booth at the zero-waste fair.
Work with athletic print partners to increase message penetration on game days. Include information about the #beatwaste goals and so- cial media links in the programs given out at the stadium by the first TACTIC football game, August 30. 5
Facebook Example Instagram Example 0026
BUDGET BUDGET BREAKDOWN TIME LINE #BEATWASTE
Begin purchasing process for waste receptacles, print materials.
July 2014
Install all signage and new bins in stadium.
August 1, 2014
UF vs Idaho. First home game of the 2014 Gator Football Sea- son; Officially launch campaign. Host sustainability carnival. Play campaign video on jumbotron. August 30, 2014
UF vs Eastern Michigan at Ben Hill Griffin Stadium.
September 6, 2014 UF vs Kentucky. Host sustainability carnival. September 13, 2014
UF vs LSU at Ben Hill Griffin Stadium.
October 11, 2014
UF vs Missouri. Homecoming game! Host sustainability carnival and October 18, tshirt day. Take group staff photo. 2014
UF vs South Carolina at Ben Hill Griffin Stadium. November 15, 2014
UF vs Eastern Kentucky. Last home game of the 2014 Gator Football Season. November 22, 2014
Evaluate complete 2014 Gator Football season waste diversion re- sults. Synthesize findings into report. Collect second round of prima- November 28, ry research--begin updating campaign for 2015 season. 2014 0030 SWOT ANALYSIS
TRENGTH 0031
S STRENGTHS O OPPORTUNITIES Throw it in the can Gator fan The Office of Sustainability has a strong relation- The University of Florida is known for it’s competi- ship with the University Athletic Association. They also tiveness. This campaign allows Gator fans to rush towards #beatwaste receive an abundance of funding from the University of the finish line of becoming the first school in the SEC to Florida and PepsiCo to aid in the dissemination of its mes- achive zero waste. With the release of Al Gore’s film “An sage. Most importantly, the Office of Sustainability have Inconvenient Truth” and many other pro-environmental a strong foundation, which includes established goals, films, more Americans are interested in living sustain- passionate employees, recognition, and reputable part- ably. The University of Florida’s football season has the ners, such as WCA Waste Corporation. All of which help potential to draw audiences of up to 88,548 people to better implement the zero-waste campaign. Ben Hill Griffin Stadium per week. By launching the zero- waste campaign at the Ben Hill Griffin Stadium, the larg- est audience at the University can be reached.
W WEAKNESSES T THREATS “SWOT STRENGHTS
The Office of Sustainability lacks a cohesive brand, Due to the possible intoxication of fans at foot- WEAKNESSES causing an absence of recognition and awareness on cam- ball games, there is the potential for a lack of recy- pus and in the stadium. Also, different student and organi- cling and composting participation and awareness at OPPORTUNITIES zations work concessions in order to help clean-up during the stadium.The belief that one person cannot make THREATS” the fall football season; this makes it harder to properly train a difference, and that students will not be able to wit- employees about the zero-waste campaign and initiative. ness the positive effects of the campaign in the future could cause students and visitors not to recycle and compost.Students and visitors are not educated on what are compostable and recyclable items. 032
RECOMMENDATIONS
WAYS TO MAINTAIN A ZERO WASTE ENVIRONMENT AT THE UNIVERSITY OF FLORIDA
The Office of Sustainability’s decision to take After conducting research, Karma PR was able action will ensure a higher level of awareness among to see what appealed to students and what did not. students, visitors, faculty, staff, and concession work- With the data that has been collected, the Office of ers of the importance of recycling on campus. Sustainability will be able to have a guide that will help ensure positives outcomes for further initia- The Office of Sustainability should do this by tives. using the two-way symmetrical methods Karma PR provided them. This will allow for more communica- tion among the target publics about becoming the first zero-waste school in the SEC. 033
Reduce. Reuse. Recycle. RECOMMENDATIONS #beatwaste
WAYS TO MAINTAIN A ZERO WASTE ENVIRONMENT AT THE UNIVERSITY OF FLORIDA CAMPAIGN #BEATWASTE 034
References
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“Buckeye Footprint - The Ohio State University.” Buckeye Footprint. OS Energy Services and Sustainability, n.d. Web. 26 Mar. 2014.
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“Cans.jpg.” Http://indianapublicmedia.org/. Indiana, n.d. Web. 10 Apr. 2014.
College of Journalism and Communications. University of Florida, 1 Jan. 2014. Web. 10 Apr. 2014.
“College Students: The Gadget Generation.” EMarketer, 25 Aug. 2011. Web. 18 Feb. 2014.
DiRocco, Michael. “Tebow Announces Return to Florida.” Jacksonville.com. The Florida Times Union, 12 Jan. 2009. Web. 15 Apr. 2014.
Garces, Johann. “Smiles.” Flickr. Yahoo!, 28 Oct. 2012. Web. 15 Apr. 2014.
“Gator Fans .” Tumblr. Web. 5 Apr. 2014.
Green, Douglas. “University of Florida Administration Photo- Tigert Hall.” Wikimedia Commons. N.p., 7 May 2005. Web. 27 Mar. 2014.
Ingram, Shannon. “Baby Boomers Media Consumption Habits Have Changed.” GenAge Marketing. N.p.,18 Oct. 2013. Web. 18 Feb. 2014.
“Meet the Class of 2015: The New College Orientation. How Social Media Has Revolutionized Back-to School.” Mr Youth, Mar. 2011. Web. 18 Feb. 2014.
“Mission and Guiding Principles.” Sustainable UF. UF Office of Sustainaibility, n.d. Web. 26 Mar. 2014.
“MIZ SEC.” Pinterest. Columbia Missourian, 1 Jan. 2013. Web. 31 Mar. 2014.
“Municipal Solid Waste Generation, Recycling, and Disposal in the United States: Facts and Figures for 2012.” EPA Waste. U.S. Environmental Protection Agency, 2012. Web. 24 Mar. 2014. 035
References
Nahai, Nathalie. “5 Things You Need To Know About Marketing To Gen Y Why the Traditional Marketing Strategies Are failing.” Webs of Influence. Psychology Today, 13 May 2013. Web.
“Office of Institutional Planning and Research.” UF Fact Book - First Day Enrollment. University of Florida .n.d. Web. 26 Mar. 2014.
“Ohio State Stadium.” OS Buckeyes Official Athletic Site. Ohio State Buckeyes, n.d. Web. 26 Mar. 2014.
“Ohio State University Quick Facts.” Quick Facts--Undergraduate Admissions. Ohio State University, n.d. Web. 23 Mar. 2014.’
Report, Mangrove. “University of Florida.” Flickr. Yahoo!, 23 Sept. 2013. Web. 15 Apr. 2014. Saturday Down South. Web. 10 Apr. 2014. “Sports Facilities.” Ben Hill Griffith Stadium. GatorZone.com, n.d. Web. 22 Mar. 2014. “Stats and Facts for Prospective Students.” UF Admissions. University of Florida, n.d. Web. 26 Mar. 2014. “Sustainability Hut.” Pinterest--Get Involved at UF! Sustainable UF, 2012. Web. 26 Mar. 2014. “Travel.” Natural North Florida.Web. 31 Mar. 2014. http://travel.naturalnorthflorida.com/wpcontent/uploads/2012/11/Blue-Trees-withSun.jpg “Swamp.” Flickr. Yahoo!, 19 Feb. 2008. Web. 15 Apr. 2014. “UF Zero Waste.” Sustainable UF. N.p., n.d. Web. 18 Feb. 2014. “University of Florida.” Petersons’s. N.p., n.d. Web. 18 Feb. 2014. “UT Making Game Day Recycling Easier.” Tennessee Today. University of Tennessee-Knoxville, 6 Sept. 2013. Web. 27 Mar. 2014. “Who Are UF Faculty?” University of Florida, n.d. Web. 25 Mar. 2014. “Zero Waste at Football Games.” Environmental Center--Recycling. University of Colorado Boulder, n.d. Web. 25 Mar. 2014. “Zero Waste.” Sustainable UF. UF Office of Sustainaibility, n.d. Web. 25 Mar. 2014. 036 Appendices A FOCUS GROUP MODERATOR: How many Gator games did you attend in fall and when do you typically arrive at the stadium? Participant 1: Like 3 and 30 minutes before Participant 2: Two games and ten minutes before Participant 3: Five games and 30 minutes Participant 4: Zero Participant 5: Three games and kick off Participant 6: Three games and first quarter Participant 7: Zero Participant 8: Four games and five to ten minutes before Participant 9: Three games and five minutes into the second quarter Participant 10: Three games and ten minutes after it starts MODERATOR: Do you recycle at home? On campus Participant 1: Yes and yes Participant 2: Yes to both Participant 3: Yes to both Participant 4: Yes to both Participant 5: Not sure, I recycle on campus Participant 6: Yes to both Participant 7: I don’t and if it’s convenient I put it in the right bin on campus Participant 8: Yes to both Participant 9: No at home, but on campus I normally do Participant 10: Just started at home and if it’s there [recycling bins] I will on campus MODERATOR: What are some reasons why you do or do not recycle? Participant 1: My parents did it when I grew up and the bins were provided Participant 2: It is good for the environment Participant 3: Recycling bins are right next to the trash bin, why not? Participant 4: Good for the environment Participant 5: No comment Participant 6: No comment Participant 7: I don’t have recycling bins at my place; I only recycle on campus if it is convenient for me Participant 8: People give me weird looks if don’t Participant 9: I don’t go out of my way to recycle Participant 10: It all depends on the location of the bins MODERATOR: Do you know what zero waste means? Participant 1: No Participant 2: Reusing products so you’re not creating new ones Participant 3: Recycling everything Participant 4: No Participant 5: No Participant 6: No waste Participant 7: Reuse everything Participant 8: It sounds like a diet plan, but don’t buy anything, no excess waste 037 Appendices A FOCUS GROUP Participant 9: No idea Participant 10: Don’t know MODERATOR: *hold up stadium signs* Have you seen this sign before? Follow up: What caught your attention (or didn’t)? By looking at the signs, could you determine what items go in which bins? Participant 1: No; I have not seen them; I am probably really hammered so not paying attention to signs Participant 2: No; Signs are not big enough Participant 3: No; nothing stands out. The colors don’t stand out in a swarm of orange and blue. Participant 4: No comment Participant 5: No; Not looking at signs at games Participant 6: No; you should put like Tebow on it or a football on it Participant 7: No; looks like someone copied and pasted bottles on to signs. You should have an artist make them. Participant 8: No; look at how small the signs are versus the stadium, no one pays attention to the signs in the distance Participant 9: No Participant 10: No; I have never bought anything at the game so I haven’t used the signs MODERATOR: *holding a compostable candy wrapper picture* Identify whether or not this item is recyclable, compostable or trash Participant 1: Trash Participant 2: Trash Participant 3: Trash Participant 4: Trash Participant 5: Trash Participant 6: Recycle Participant 7: No comment Participant 8: Trash Participant 9: Trash Participant 10: Trash MODERATOR: What do you think we can do to get students to recycle more? Participant 1: Announce during games and outsource Tebow Participant 2: Announce it Participant 3: Make up a corny saying Participant 4: Incentive competition Participant 5: No comment Participant 6: Mixture of signage, incentivizing and using Tebow Participant 7: No comment Participant 8: Incentive it Participant 9: Take away trash cans Participant 10: Hire a new campaign team and get more money for it 038 Appendices B QUALTRICS SURVEY DATA Consent Form: Survey Questions: 039 Appendices B 040 Appendices B 041 Appendices B 042 Appendices B 043 Appendices B 044 Appendices B 045 Appendices B