Keystone Group Agreed to Take on the Task of Local Recycler

CAN DO CAROLINA “Crushing Cans, Building Homes” - a campaign to benefit Habitat for Humanity

2006 BATEMAN COMPETITION an integrated approach to a public relations campaign TABLE OF CONTENTS

Executive Summary...... 1 Situation Analysis: Organization Profile...... 2 Situation Analysis: Problems and Opportunities...... 3 Target Market...... 4 Objectives and Strategies...... 5 Implemention...... 6 Implementation: Media...... 7 Implementation: Events...... 8 Evaluation...... 10 Appendices...... 11

i EXECUTIVE SUMMARY

One idea, 50 days, 564 pounds of aluminum and At the onset of our campaign, our Habitat Chapter 17,000 cans made Can Do Carolina successful. When recieved 40 cents per pound of aluminum from a The Keystone Group agreed to take on the task of local recycler. By the end of Can Do Carolina, designing and implementing a public relations cam- Habitat received 70 cents per pound. A single pound paign for Habitat for Humanity, (Habitat). We knew of aluminum consists, on average, of 34 cans. Armed we wanted to work outside the box and completely with our research and the habits of our demographic, we recognized university communities as an As representatives of the University of South utilize the habits of our market segment. As research untapped resource for extensive aluminum recycling Carolina’s School of Journalism and Mass Comm- would indicate, the best way to do this was with for Habitat. unications, we wanted to choose a name of strength, cans. stability and endurance. We selected The Keystone Using the University of South Carolina as a pilot Group. Our campaign is research driven, taking Our highly successful campaign generated two well market for Can Do Carolina, we created a campaign advantage of the consumer and social behaviors of publicized events, more than 20 media hits valued at that can be successfully implemented on any college college students in order to meet our strategic objec- over $16,000 and created a return on investment of or university campus. The program was implemented tives. The four-member team and its two advisers $39 to $1 in equivalent advertising. throughout the entire University of South Carolina are: On average, 77% of adults between the ages of 18 campus including the residence halls, academic Account Executive and 25 consume canned beverages on a regular basis. buildings and Greek Village as well as off campus Ashley Moore Of these adults, 15.5% have consumed eight to ten apartment complexes specifically catering to college canned beverages in the last seven days, twice the students. Operations and Logistics national average for other age groups. With this Melissa Hensley information, we chose to enhance the existing Cans To inform and entice students to participate, we part- Communications Coordinator for Habitat program, titling our rendition Can Do nered with conventional and unconventional media Betsy Heckert Carolina. The most notable features of Can Do outlets. With the positive monetary benefit to Habitat Carolina include: for Humanity and the exceptional feedback from Media Relations Coordinator community members and students, we believe that Anna Fox An action based approach that encouraged participation by catering to the existing con- Can Do Carolina is an exceptional medium to help Faculty Adviser sumer and social behaviors of the market increase volunteerism and improve awareness for the Beth Dickey audience. organization. A cooperative design between the campaign Professional Adviser Jeffrey Ranta and university/school officials that takes advantage of existing resources and minimizes costs. 1 SITUATION ANALYSIS: Organization Profile

Organization Background Current Standing Central South Carolina In a typical fiscal year, Habitat for Humanity builds In the past year, Habitat for Humanity received a Locally, the Central South Carolina Habitat 200,000 homes worldwide and assists two million great deal of media coverage due to their assistance Chapter estimates that one in every four families people in 3,000 communities. The cost of an average in the rebuilding efforts of areas plagued by natural within their jurisdiction lives in poverty. Central home ranges between $800 for a traditional home in disaster. The United States has been overwhelmed South Carolina is one of 38 affiliates in South Africa to $50,000 for a standard home in the U.S. with hurricanes, fires and tornadoes. Habitat has Carolina and boasts an additional sub-chapter of just maintained a steady stream of builds and support for students on USC’s campus. It sponsors an on-campus Habitat for Humanity remains rooted to the truths and the victims, especially with the recent effects of build every year. beliefs of the Christian religion, although they pro- Hurricane Katrina. vide services to persons of any religious or ethnic background. Since its inception in 1976, Habitat has Our National Plan established a widely known reputation as a provider The Keystone Group wanted to link Habitat’s local of low cost housing for low-income families. chapter with a national opportunity, to raise money for their campaign via can recycling. We also wanted How Habitat Works to educate students on the contributions Habitat was Habitat makes home ownership possible by offering making in the local areas as well as nationally and mortgages with no down payment and no interest to globally. We wanted participation from all students, qualified recipients. Recipients of Habitat homes are not just those already affiliated. The Keystone Group required to assist in the payment of their home by implemented a campaign to entice even the most providing 500 hours of “sweat equity” on the build- uninvolved students to contribute. The convenience ing of their home or at other Habitat for Humanity of Can Do Carolina and the positive impact even the sponsored events. slightest donation can have on Habitat were major factors in rallying the students and exciting them to Habitat for Humanity relies on the charitable efforts make a difference. of individuals and businesses. Upon visiting the With this increased need for new homes, the Habitat for Humanity website, one may choose from necessity to increase volunteerism and donations to a variety of methods to make monetary donations or the organization has also increased. contact one’s local affiliate.

2 SITUATION ANALYSIS: Problems and Opportunities

Tough Competition From Trash to Cash graphic with the tools to gain a complete Habitat for Humanity is a well-established charitable Given the recent occurrence of natural disasters and understanding of Habitat increases the level of volun- organization with a strong reputation for providing economic uncertainty, many Americans are in a posi- teerism, fundraising and brand awareness. affordable housing to low-income families. While tion where they are tightening or reorganizing their Habitat works for the common good of the people, it budgets in order to keep their lifestyles intact. These Can Do Carolina prevailed in this battle by incorpo- has tough competition for volunteer and monetary events have impacted others rating an educational component into all events and donations. Among the key competitors are the United in such a way that many are publicity material. We established a high level of Way, Salvation Army, and American Red Cross. unable to donate time or clarity by raising the level of awareness of exactly money to a charitable cause. how and why Habitat for Humanity works, and how All of these organizations provide a service to fill a “Crushing Cans, Building Homes” could be served need. When deciding where to lend support, this To ease the strain of a tight by students, everywhere. commonality makes for difficult decision making. budget, Can Do Carolina Students responded in a survey that time and conven- helps people use what they ience were the most important factors impacting their have to give to a greater choice of volunteer organizations. cause. By creating a link between recycling and vol- Can Do Carolina crushes this problem by focusing on unteerism, members of our alternative methods of volunteerism for Habitat for demographic participate in Humanity. Our recycling program utilizes the exist- helping Habitat without ing consumer and social behaviors of our primary financial stress. demographic, providing them with a convenient and economically viable volunteer method. Battling Ignorance While many students have heard about Habitat for Humanity, very few comprehend the how and why of American Red Cross the organization. Furthermore, few have volunteered or know how to contribute. Salvation Army Keystone Group member Melissa Hensley speaks to event goers about recycling for Habitat. + United Way Without a complete understanding, the opportunity for confusion increases. Arming students with infor- TOUGH COMPETITION mation will allow them to make a more consistent choice when volunteering. Empowering our demo- 3 TARGET MARKET

Primary Target: Based on our follow-up primary research, recy- University of South Carolina Students cling to benefit Habitat for Humanity was the 15% of persons age 18-25 greatest motivator for students to start recy- - are considered heavy Students at the University of South Carolina in cling aluminum cans. ta . were designated as our primary target. A on ar can users, TWICE the c e s y thi recycling initiative benefiting e e Thirty percent of students surveyed g is ac in ra h pl ng national average for all e t to ti Habitat for Humanity suits the r r ipa responded they would be inclined to v be tic . e fa m ar se b me p lea lifestyles, interests and f o re for p change their aluminum recycling other adult age groups. o s st u nly r y Ju yo o budgets of our target e a . k ns behavior if the proceeds went to b ity an ca wan Th m m aum p. nu market. u n H u mi Habitat for Humanity. n or ick lu wt f p A r e o ita y’s ty. fo Many Columbia residents already participated in the h r ab da ni ce T th H es ma an : for u u ten city’s pre-existingrecycling initiative; however, no 6 n s r T H in . Mass Media 9 e n fo for a or e ca ht t y m do ,0 m ig ita b ur previous recycling effort has benefited Habitat for 8 bnu y n ab ed yo In addition to students, another Primary Target was 1 e mi a H arg e 5 v lu nd ng ch tsid , a r a o rti e ou Humanity. Can Do Carolina expanded on the existing 1 u r M po t b g media. By enlisting the help of media to tell our recy- 4 hyo o p no ba 4 t ct do su ill r , a le ur d w ou recycling habits of Columbia’s residents by providing 6 h ol o an ou y cling good news story, we were able to inform the 1 t c y a *Y ing se ide lin av sea ts ro le a means for them to utilize their recyclables for a rPl ou a According to public of what was happening and determine who e g C a Do b n greater cause. Ca Simmons Marketing was paying attention. Research, 77% of our target market consumes Secondary Target While this target encompasses members of a different canned beverages, 10% higher than The Greater Columbia Community socioeconomic bracket than most students, Can Do the national average. Of those, 15% Carolina is a universal campaign that capitalizes on consume 8-10 beverages in one week. The nature of the consumer market is that most prod- convenience. Further research revealed that persons within this ucts are made of materials that can be recycled. audience are more inclined to recycle their aluminum Consumers, specifically ones that buy aluminum We utilized our secondary market as means to containers if the proceeds go directly to an organiza- products, also exist outside of university campuses. explore the syndication possibilities of the campaign tion they support, such as Habitat for Humanity. Therefore, the parameters of Can Do Carolina were outside our primary target. We recognize that not all designed to allow for convenient participation outside Habitat chapters have the ability to utilize a universi- Can Do Carolina provides the means for this demo- of our primary target. ty community; therefore, Can Do Carolina is a flexi- graphic to recycle their already purchased aluminum ble program designed to be applicable to any commu- products conveniently for the benefit of Habitat for nity, regardless of university presence. Humanity. 4 OBJECTIVES & STRATEGIES

Overview Our primary objectives in developing this campaign By stressing the goals of Habitat for Humanity and The Keystone Group focused on adjusting and were: the convenience of Can Do Carolina, members of our implementing the existing Cans for Habitat program demographic were compelled to become involved. on the University of South Carolina campus and sur- To design and implement an action based pro- rounding area. gram that utilizes the current consumer and NAVIGATE the characteristics of the demographic social behaviors of persons age 18-25. to best inform our target market and conform to their We developed an action-based program that was lifestyles. highly successful and can be replicated in any college To encourage alternative volunteerism amongst or university community. We produced engaging Can Do Carolina utilizes the consumer and social the next generation activities that worked to both motivate and inform behaviors of the students age 18-25 by offering a pro- students of their ability to assist Habitat for Humanity gram that highlights convenience and cost effective- by simply donating their aluminum cans. To increase the awareness of the new Habitat ness. for Humanity logo. During the course of Can Do Carolina we remained SYNDICATE the aspects of the campaign so college goal-oriented and focused on the needs of the client. communities across the country can easily replicate With this in mind we produced a plan that anyone The following strategies, which we have CANS, our program. can participate in regardless of age, financial status or helped us accomplish our goals: physical ability. Using the existing recycling initiatives on our univer- COMMUNICATE the conveniences of helping sity campus as well as partnerships with local apart- Habitat for Humanity by raising awareness of the ment facilities and surrounding areas, our campaign Can Do Carolina campaign. is easily replicable in other college towns.

Can Do Carolina implemented media, both conventional and non-conventional, to emphasize the association of Can Do Carolina as a beneficiary to Habitat for Humanity.

ACTIVATE members of our demographic to participation and volunteerism.

5 IMPLEMENTATION

Off-Campus Volunteerism Key Elements: Delta Tau Delta, and the USC service sorority, February 1 - 21, 2006 In an effort to increase volunteerism among our tar- Epsilon Sigma Alpha, assisted in the sorting process. get market off campus, The Keystone Group part- Objective: nered with two student-focused apartment complexes Acquisition of Endorsements To generate volunteerism of the Can Do Carolina in the Columbia area which are home to 1200 Month of January campaign by offering a convenient volunteer outlet. students. Our research indicated that students would be most likely to participate if they could do so from Objective: Target: their home. We wanted to provide the most conven- Add credibility to Can Do Carolina Student-focused apartment complexes off-campus. ient way possible for the residents to get involved. This was accomplished by hanging white kitchen Key Elements: trash bags on each apartment door with information We targeted The School of Environment, USC attached displaying an aluminum fast fact and Sustainable Housing, and Student Government. The instructions. Residents were asked to place the bags support of these organizations added credibility as outside their doors every Monday evening for well as additional outlets to publicize our campaign. Tuesday pick-up, when bags would be replaced. (See appendix two for additional details of endorsement support) Can Collecting/Sorting February 1 – 28, 2006

Objective: To prepare aluminum for Habitat for Humanity recycling.

Key Elements: Due to the fact that USC recycling uses one recepta- cle for both plastic and aluminum, it was necessary for the Keystone Group to sort the collections daily. Recyclables were collected in all USC academic buildings as well as residential housing and delivered Endorsement letters were obtained throughout the to the maintenance office. Members of the Keystone month of February and aided in credibility of Delta Tau Delta fraternity pledges volunteer program their time to help sort cans. Group as well as volunteers from a USC fraternity 6 IMPLEMENTATION: Events

“Crush Your Frustrations” The activity itself, stomping cans, also provided a “Crushing Cans, Building Homes” Greene Street Russell House Student Union visual appeal to those passing by and enticed further Greene Street, Russell House Student Union February 15, 2006, 10 a.m. - 3 p.m. interest. We chose this activity to allow the students February 23, 2006, 10 a.m. - 3 p.m. quick and easy participation. Objective: Objective: Draw upon college students frustrations the day after 2. Education Opportunity: Draw upon a central campus location for our demo- Valentine’s Day in order to attract attention for our It was imperative for the students to appreciate the graphic to attract participation, education and volun- campaign and educate members of our demographic significance of crushing a can for Can Do Carolina. teerism for Can Do Carolina and Habitat for about the benefits of donating aluminum to Habitat Through their participation we were able to establish Humanity. for Humanity. a personal connection and further our promotion through one-on-one contact. Target: Target: College students and the surrounding community. College students. Keystone Group members established a direct corre- lation between Habitat and aluminum recycling, Strategic Justification: Strategic Justification: emphasizing how convenient recycling is as a way Crushing Cans, Building Homes represented an Crush Your Frustrations served as a light-hearted for the demographic to contribute to Habitat. upbeat, free food filled event to attract students and means of attracting the attention of students. After We explained that Habitat receives 70 cents per the community. Students were able to obtain informa- attracting students’ attentions, representatives of The pound of aluminum donated to a recycling center. We tion about Can Do Carolina and its role with Habitat Keystone Group took advantage of the situation by also discussed Can Do Carolina’s role in helping to for Humanity through participation in our events. explaining the purpose of the event and by handing establish a recycling initiative for Habitat’s benefit. out promotional fliers for our upcoming Finale Event. Key Elements: 1. Attract an audience: Key Elements: The placement of our event allowed us the visibility 1. Attract an audience: to reach 1000 students in a high-traffic area. We The placement of the event, Greene Street, on the strategically placed announcement banners for the central part of campus, attracted approximately 300 event on the entrances of the street. Large tents deco- students within the chosen demographic. Our table rated with balloons and posters were placed mid- was strategically placed and decorated to lure stu- street. We included upbeat rock music and a dents. We offered candy for participation as well as Keystone Group member on loud speaker directly the can crushing opportunity as a frustration reliever. addressed the students and invited them over. Sign attracts students to event during class changes. 7 IMPLEMENTATION: Events

2. Maintain Attention: These games appealed to our target demographic. We also provided informational brochures and flyers Our event was interactive.We encouraged students to They were uncomplicated, quick and entertaining. as well as a sign-up sheet for students to be contacted take-part in a variety of opportunities. The music and The visual appeal of these games also drew further directly by Habitat for future involvement opportuni- loud announcements were the initial attractions, but attention to the event. ties. our activities and one-on-one interaction retained 3. Education Opportunity: their participation. It was vital for the participants to understand the significance of using only aluminum products in our Each attendee took a portion of the pizzas, burgers games and activities. and a canned beverage. We reminded them to recycle to benefit Habitat and to enter our raffle. The free We established a means of personal contact through raffle offered prizes ranging from autographed photos the event, but wanted to reach further and establish of the university’s coaches to gift certificates for local an educational foundation for the continuation of our shops and restaurants. While entering the raffle, stu- campaign and its purposes. We gave out canned bev- dents also participated in our games for t-shirts and erages to create an association between Habitat and other prizes. aluminum recycling. We emphasized the non-conventional methods of helping Habitat by recycling. The games included: Can tower building contest The Keystone Group and Habitat volunteers detailed (Students competed to build the highest tower how aluminum recycling benefited Habitat and the in 30 seconds.) role students can play in its implementation. We also explained the mission and goals of Habitat and how Belching contests any and all volunteerism, including can donation, (Prompted students to give their loudest belch contribute to the success of the organization. into the loud speaker.) Soda-drinking competition We tied our campaign directly with Habitat through Challenging contestants on who finished their the prominent display of Habitat’s logo on promo- beverage quickest.) tional items such as t-shirts, beverage koozies, and a Can bowling contest large display on Habitat’s box truck. (Tested the bowling skills of students using Student battles wind while participating in the can building competition. empty cans as pins.)

8 IMPLEMENTATION: Targeted Media

The media selected were consistent with our primary Local Newspaper Coverage Clear Channel Broadcasting objective of increasing awareness of the Can Do The State Newspaper is Columbia’s daily newspaper. WCOS-AM 1400 (sports) Carolina project’s beneficiary, Habitat for Humanity. The combined, unduplicated reach of The State is WCOS-FM 97.5 (country) 76% of adults 18 and older in the Columbia market. WLTY-FM (light rock) CONVENTIONAL MEDIA WNOK-FM 104.7 (top 40) Our campaign garnered 57.5 column inches WVOC-AM 560 (news/talk) Media Alert and Press Releases WXBT-FM 100.1 (hip-hop and R&B). Can Do Carolina issued Press releases and media Local Television Coverage Our campaign garnered 147 minutes alerts prior to both events (“Crush Your WOLO-TV (Columbia ABC affiliate) is one of four Frustrations”, Feb. 15 and “Crushing Cans, Building local news broadcast stations serving the South Homes”, Feb. 23) notifying students and regional Carolina midlands region. Our campaign garnered 147 minutes of air-time. media of the events. UNCONVENTIONAL MEDIA WLTX-TV (Columbia CBS affiliate) serves the Student Media Coverage Columbia area with three nightly news broadcasts, at On-Campus Targeting To effectively reach our demographic within the uni- 6 p.m., 7 p.m. and 11 p.m. Unconventional media increased awareness of the versity’s community, we used student media. Can Do Carolina program. The following outlets Our campaign garnered 3.5 min. of tv time served as alternative communication methods further The Gamecock (USC’s student newspaper) has a reaching and informing USC students. readership of more than 30,000 and distributes to stu- Local Radio Coverage dents, faculty and staff free of charge at more than 60 The following stations ran PSAs or local programing Fliers Table-toppers locations on and around campus. discussing our campaign: Listserv e-mails News Letters The Carolina Reporter (School of Journalism student Inner City Broadcasting newspaper) publishes weekly during the Fall and WWDM-FM 101.3 (rap) Scroll Bar Web site Spring semesters. WHXT-FM 103.9 (rap) WMFX-FM 102.3 (classic rock) Facebook Carolina News (School of Journalism student news WARQ-FM 93.5 (alternative rock) group) is televised daily on USC’s closed circuit tele- WZMJ-FM 93.1 (ESPN Sports). vision station.

Our campaign garnered 286 column inches 9 EVALUATION

The Can Do Carolina campaign created measurable when they knew it would benefit Habitat for Areas of Improvement success. The depth and layering of each promotional Humanity. and publicity effort played a key role in accomplish- Participation: Most students who participated ing our objectives. Each element was carefully Can Do Carolina’s central focus, to associate in Can Do Carolina’s events were between designed, fine-tuned and executed. Press releases, recycling with Habitat for Humanity, allowed classes and unable to spend enough time to special events and unconventional publicity tools for the creation of recycling programs where obtain the full experience. established awareness and created an association they previously did not exist. Volunteerism: Can Do Carolina was an between recycling and Habitat for Humanity. As part of the campaign, we enlisted two off expansive program. Although we had two campus, student focused apartment complex- groups volunteer time, increasing the number Accomplishments of Campaign es and the Greek Village at the University of of volunteers would greatly expand the capa- Our diverse media efforts were successful in South Carolina. Participation in these pro- bilities of this program. increasing awareness of how aluminum recy- grams served as an untapped resource for Time factor: We were limited in how far we cling can benefit Habitat for Humanity. A both recycling and for Habitat for Humanity. could go. With more time, this campaign local recycling firm learned of Can Do Pointe West Apartments has established a per- could easily grow to encompass middle and Carolina and decided to utilize their manent recycling program for Habitat for high schools as well as other colleges located resources to maintain and expand our pro- Humanity as a result of our campaign. in the Columbia area. gram throughout the city of Columbia. Media Coverage: Although press releases The Keystone Group created a lasting Return on Investment and Budget impression of the new Habitat logo through were sent to all media outlets in the Due to the extensive media coverage, The Keystone Columbia area, only two of the four major its consistent and repetitive use on promo- Group earned the incredible return on investment of tional items including press releases, koozies, TV affiliates reported on Can Do Carolina. $39 to $1 of equivalent publicity at the national rate Potential media coverage was dependent on t-shirts, fliers, banners and information pack- using a 2.5 credibility rating. ets. Our post-campaign research revealed a other news of the day. 15% increase amongst students surveyed who While conforming to the standards placed, The associate Habitat with its new logo. Keystone Group operated on a budget of $257.00 of Our initiative to communicate recycling’s the alloted spending budget and raised an additional social benefit motivated students to change $780.00 in gifts in kind. their recycling habits. Forty-eight percent of students reported their willingness to recycle 10 APPENDICES

Appendix One: Research...... 12-19 Appendix Two: Media...... 20-22 Appendix Three: Alternative Marketing...... 23 Appendix Four: Recommendations...... 24 Appendix Five: Syndication...... 25

Appendix Six: Evaluation...... 26-28 Appendix Seven: Timeline...... 29 Appendix Eight: Meet the Team...... 30

11 APPENDIX 1:Secondary Research Competitive Analysis

The United Way such as the Federal Emergency Management Agency. Q: How do you Habitat and The Red Cross responded rapidly to the The United Way is a system focused on the root of areas ravished by hurricanes in the United States in choose a the causes of a community’s most serious problems. 2005. Both organizations are playing key roles in The United Way’s objectives include involving every restoring the community with Habitat assisting in the volunteer facet of the community in the solution, to help the reconstruction and The Red Cross providing relief most people. assistance including local store vouchers. The Red organization? Cross responded to 72,883 disasters in the 2004-2005 This system includes more than 1,350 organizations fiscal year alone – more disasters on record than in This section explores the strengths of three of Habitat nationally, each independent and separately governed the past six years. for Humanity’s primary competitors. By understand- by local volunteers. Like Habitat, The United Way ing and acknowledging the strengths of these organi- incorporates each of its affiliates to be molded to its zations we were better able to refine our campaign. local community and fulfill the specific requirements of each. A: “I think it The Salvation Army The standards of The United Way are enacted to most depends on what The Salvation Army, like Habitat, was founded on enhance the effectiveness of its affiliates and ensure each organization and still obtains the beliefs and missions of the the fulfillment of The United Way’s mission. The Christian church. The goals and objectives of The United Way strives to impact the overall well-being is looking for, so if Army focus on the social betterment of the poor. of its citizens and, like Habitat, targets each commu- The Army employs many separate means of involv- nity as individuals. each organization ing the community such as the Red Kettle campaign and Adopt-a-Family during the holiday season. Like The Red Cross differentiated Habitat, the Army also maintains separate stores, based solely on donation, providing means for low- The Red Cross is committed to saving lives and eas- itself it would help income families to buy household goods at a discount ing suffering and, like Habitat, helps provide relief to prices. For every dollar received at these Army stores victims of disaster locally and globally. It is currently to get over the as well as in simple contributions, $.84 is donated America’s most trusted charity. conflict of directly to the programs. In 2005, the Salvation Army recorded helping over 34 million people in the The Red Cross functions independently of the gov- interest.” United States alone. ernment but works closely with government agencies 12 APPENDIX 1: Primary Research Survey Results

The methods of our campaign student surveys, along Of the surveys returned, the average age was 20 with results, are discussed in the following section. years, 52% were male and 51% were students living Graphs follow the written outline to provide a visual on campus. “I started representation of the results. Response Rate saving cans as Methodology We received 185 surveys that fit within the parame- The purpose of our research was to examine recy- ters of our target market which we used in the evalu- soon as I found cling behaviors and attitudes of our target market. ation of our primary research. The survey method fulfilled our need to collect quan- out about it.” titative information in a time and cost efficient man- General Results ner from a diverse and representative sample. All data analyzed in this section represents the 185 - on the Can Do students surveyed that comprised our 92% response Carolina project. The Keystone Group carefully developed survey rate. Of this percentage, 48% responded to having questions aimed at collecting specific information heard of Habitat and know how it works. Seventy- about factors contributing to students’ recycling one percent responded they had never volunteered for Given the information in our secondary research, that habits and how they perceived Habitat for Humanity. Habitat, but had considered doing so. This confirmed the majority of the people in our demographic con- The format of the survey served as a tool to help con- our assumptions that students within our demograph- sume aluminum canned beverages, it was necessary struct the best suited campaign objectives and strate- ic have a desire to participate, but are unable to ful- to find out what percentage of students recycle these gies for our audience as well as a baseline for post fill it. cans. Forty-five percent of students surveyed reported campaign comparison. they recycle their aluminum cans. Forty-eight percent We needed to know how to entice students to partici- responded that having a recycling bin in their home Participation in the survey was voluntary. Each per- pate. What was holding them back? We included would make them more inclined to recycle. The num- son was assured of the confidentiality of his or her questions in the survey to help decipher precisely ber one motivator, reported by 40% of our sample, to answers by the survey disclaimer what students were looking for in an organization to change recycling habits, was knowing their recycling qualify it as worthy of their participation. would benefit an organization such as Habitat. Sample Size Characteristics The research population was defined as all students at When asked to rank the factors that discouraged vol- the University of South Carolina, Columbia. A ran- unteering, 50% of students chose lack of time as their dom sample of 200 students was drawn from this most influential factor. The second-highest limitation population, with 98.9% falling within the age range was lack of finances at 38%. of our target demographic. 13 APPENDIX 1:Primary Research Survey Question Justification

1. How familiar are you with the organization 7. Which of these is the current logo for Habitat 14. What is your general impression of Habitat for Habitat for Humanity? for Humanity? Humanity? To gauge the present awareness of Habitat for To find out student’s awareness of the new Habitat To gauge the general feelings students have of Humanity among our target market. for Humanity logo. Habitat for Humanity.

2. Are you aware that there is a local Habitat for 8. Do you currently recycle aluminum cans? Humanity affiliate in Columbia? To learn the recycling behavior of University of To test student knowledge of local presence of South Carolina students. Habitat for Humanity. 9. If no, how inclined would you be to change you 3. Are you aware that there is a student Habitat aluminum recycling behavior if: (Leichart scale) for Humanity affiliate at USC? To understand the factors necessary to change student To find out how aware students are of the presence of recycling behaviors. Habitat for Humanity on the USC campus. 10. In which type of housing do you currently 4. Which of these is the goal/mission of Habitat for live? Humanity? To find out if housing situation affected students To evaluate students perceptions of the organizational recycling behaviors. goals of Habitat for Humanity. 11. What is your class standing? 5. Have you ever volunteered for Habitat for To determin whether or not class standing affected Humanity or considered volunteering? student’s behaviors. To find out how many students have volunteered with Habitat for Humanity. 12. Age To ensure the persons surveyed were members of our 6. If you have considered volunteering for Habitat key demographic for Humanity, but have not done so, how have these factors influenced your decision? (Leichart 13. Ethnicity scale) To obtain demographic information on the persons To better understand what prevents students from surveyed. volunteering. 14 APPENDIX 1:Primary Research Survey Graphs

How familiar are you with the organization Habitat for Humanity? Are you aware that there is a local Habitat for Humanity 3% affiliate in Columbia? 22%

49% 48%

78%

I have never heard of the organization Yes No

I have heard about the organization, but don't know how it works.

I have heard of the organization and know how it works.

Are you aware that there is a student Habitat for Which of these is the goal/ mission of Habitat for Humanity? Humanity affiliate at USC? 30% 30%

45% 64% 55% 6% 64% 6%

To give free homes to people in need.

Yes No To build homes, sell them for a profit and donate the money to chari-

To develop communities with people in need by building houses. 15 APPENDIX 1:Primary Research Survey Graphs

Have you ever volunteered for Habitat for Humanity or considered I don't know anything about building a house.* volunteering? 40% 35% 35% 28% 30%

25% 22% 20% 14% 15% 72% 15% 12% 10% Yes e No 5%

0% *In the following five questions, the students were asked to rank how the 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most listed factors influenced their volunteering habits. influential) influential) influential) influential)

I can't afford to make donations right now.* I don't have time to volunteer.* 30% 35% 25% 29% 30% 24% 30% 25% 21% 25% 18% 20% 20% 20% 15% 15% 15% 12% 10% 10% 6% 5% 5% 0% 0% 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most influential) influential) influential) influential) influential) influential) influential) influential) 16 APPENDIX 1:Primary Research Survey Graphs

I don't know how to volunteer in my area.* I volunteer elsewhere.* 35% 50% 30% 43% 45% 30% 40% 25% 35% 20% 17% 17% 18% 30% 15% 25% 15% 19% 20% 13% 10% 15% 11% 11% 10% 5% 5% 0% 0% 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most influential) influential) influential) influential) influential) influential) influential) influential)

Which of these is the current logo for Habitat for Humanity? Do you currently recycle aluminum cans? 0% 24%

46% 54%

76%

Yes No

17 APPENDIX 1:Primary Research Survey Graphs

*In the following four questions, the students were asked to rank which criteria makes them inclined to change their recycling behavior. I had a recycling bin nearby.* I had a recycling bin in my home.* 35% 60% 29% 48% 30% 50% 25% 25% 40% 20%

30% 15% 13% 12% 11% 18% 20% 10% 12% 14% 5% 10% 6% 0% 0% 1 (least 2 (less 3 (neutral) 4 (more 5 (most 1 (least 2 (less 3 (neutral) 4 (more 5 (most inclined) inclined) inclined) inclined) inclined) inclined) inclined) inclined)

There was a central drop-off point.* The funds raised by recycling cans went to a 35% charitable organization like Habitat for Humanity.* 29% 30% 27% 30% 27% 24% 25% 23% 25% 20% 20% 18% 17% 17% 15% 15% 15% 11% 10% 10% 10%

5% 5%

0% 0% 1 (least 2 (less 3 (neutral) 4 (more 5 (most 1 (least 2 (less 3 (neutral) 4 (more 5 (most inclined) inclined) inclined) inclined) inclined) inclined) inclined) inclined) 18 APPENDIX 1:Primary Research Survey Graphs

In which type of housing do you currently live? What is your class standing? 0% 0% 0% 10% 24% 26% 21%

30% 6%

26% 18% 39% Dorm On-campus apartment Freshmen Sophomore Junior Greek Village Off-campus apartment Senior Graduate Student Other Off-campus house Other

Ethnicity Age 2% 3% 2% 1% Gender 0% 1% 1% 2% 3% 7% 6% 11%

25% 46% 54% 20%

86%

Caucasian African American Native American 30% Male Female Pacific Islander Hispanic Asian 18 19 20 21 22 23 24 25 other Other 19 APPENDIX 2: Media

CONVENTIONAL MEDIA The Carolina Reporter WOLO-TV made reference to our project on both the We received coverage of our can collecting and the 6 p.m. and 11 p.m.news on Feb. 21 and covered the Media Alert and Press Releases expanse of our campaign across campus in an article success of our project during the “Crushing Cans, Press releases are issued prior to both events (Crush highlighting The Keystone Group, published March Building Homes” event, Feb. 23. WLTX-TV also fea- Your Frustrations, Feb. 15 and Crushing Cans, 2nd. tured coverage of our Finale Event. The national Building Homes, Feb. 23) notifying local student and affiliates provided the means for our message to be regional media of the events. These media included Carolina News heard not only in Columbia, but throughout South all outlets we were interested in pursuing based on This media outlet recorded a segment on The Carolina because of their large broadcast footprint. their popularity amongst our target demographic as Keystone Group and Can Do Carolina on Feb. 15. well as any media that would resonate with members However, Carolina News was not airing any recorded Local Radio Coverage of our market. Media alerts were also sent out, the segments at that time. Had it been on its regular Can Do Carolina was spotlighted in a thirty-minute day prior to both events, as a reminder and included schedule, the segment would have been shown on Public Affairs program (Sunday, Feb. 12) along with further information regarding the events themselves. USC’s closed-circuit television station, broadcast to Habitat for Humanity, on all five stations: WWDM- all university buildings. FM 101.3, WHXT-FM 103.9, WMFX-FM 102.3, Student Media Coverage WARQ-FM 93.5 and WZMJ-FM 93.1. Locally, these All students at the University have access to and rely Local Newspaper Coverage stations record the highest levels of listeners within on student media for information. In order to effec- our target demographic. As a direct result of our tively reach those members of our demographic with- The State informational packet sent to these stations’ headquar- in the university’s community, targeting student This daily newspaper reached a large number of resi- ters, our demographic was exposed to a segment media was mandatory. Through the establishment of dents within the greater Columbia community. The devoted entirely to Can Do Carolina and its role in a relationship between The Keystone Group and the readership program at the University of South Cans for Habitat and Habitat as an organization. student-run media organizations, we were able to tar- Carolina, which allowed students to have access to get our market through the coverage of members of The State, free of charge; thus we increased our satu- These stations include, WCOS-FM 1400 (sports), that market. Peer influence played a major role in ration of our target market. Through newspaper cov- WCOS-FM 97.5 (country), WLTY-FM (light rock), the effectiveness of our student media coverage. erage, readers would become aware of our project WNOK-FM 104.7 (top 40), WVOC-AM 560 first thing in the morning, allowing them to adjust (news/talk) and WXBT-FM 100.1 (hip-hop and The Gamecock, USC’s student newspaper their daily behavior to benefit Habitat for Humanity. R&B). We received an announcement on “Carolina We received one front-page story, Feb. 15, featuring Cares,” a public affairs show featured on all the listed the goals and objectives of Can Do Carolina as well Local Television Coverage stations, Sunday, Feb. 19. Clear Channel provided a as two announcements Feb. 8 and 22, in the Student Television coverage was carried by WOLO-TV (local means for us to reach a more diverse group of listen- Government Section. ABC affiliate) and WLTX-TV (local CBS affiliate). ers through their variety of radio genres. 20 APPENDIX 2: Media

UNCONVENTIONAL MEDIA Newsletters Facebook Two outlets were targeted for publication in newslet- Facebook is an online directory that connects people On-Campus Targeting ters: churches and schools. Given the religious back- through social networks at schools. This tool was Unconventional media was used to increase aware- ground of Habitat for Humanity and the substantial used to reach many USC students. Feb. 12 was the ness of the Can Do Carolina program. The tools list- involvement of volunteer groups from churches, first use of Facebook as a medium for publicity. We ed were used to increase visibility on campus and to newsletters were a cost effective way to reach people first highlighted our initial event, “Crush Your help generate substantial interest and involvement in outside of the university community. Four churches Frustrations”, and again on Feb. 18 to promote our the project. We were also able to use these methods published information concerning the Can Do “Crushing Cans, Building Homes” Finale Event. We to help publicize precise information pertaining to the Carolina project, Feb. 7-12. estimate that over 400 students received this message specifics of our project and events. Additionally, an elementary school that is located daily with detailed information about these events. near campus published similar information announc- Fliers ing our project and where parents could drop off their Special fliers were created and placed over recycling aluminum cans to benefit Habitat. bins and trashcans in order to help students associate their recycling behaviors with the success of our Scroll Bar campaign and contribution towards Habitat. There are two announcement scroll bars located in the student union. Both of these carried a reminder Listservs message to students Feb. 1-20 to help Habitat by USC’s College of Mass Communication and recycling their aluminum cans. Informational Studies included our campaign’s information and objectives on its list-serve emails, deliv- Web site ering Can Do Carolina’s message directly to the stu- We created a Web site to be an outlet for posting dents’ homes. These emails were most effectively information and answering questions of potential par- used as reminders for people to participate in our ticipants. The domain name,www.candocarolina.com, event and to recycle their aluminum cans throughout was chosen so that it would be cohesive with the the month of February. campaign and also act as a promotional tool.

USC’s School of the Environment published informa- Volunteer opportunities offered through the Can Do tion on a listserv to students and teachers. Addit ion- Carolina program as awell as a project description ally, the school wrote a letter of endorsement, show- were listed on the Community Service Programs Web ing their support and enthusiasm for the project. site. 21 APPENDIX 2:Media Tactical Spreadsheet

) o i d ) a e ) r t e a t ) r i N l a e e i i t P t f l a r f i i S f l o a f i 3 E f . 3 ( 7 p a f 9 . . e C 1 . 5 0 1 S a 2 . 1 5 4 . R s 7 0 3 . 0 . 0 k B 0 3 7 0 6 0 B 5 1 0 3 4 7 . 0 c a w A C 1 9 1 5 ( C 1 9 1 9 6 1 o n e X B c i ( M 9 l N N M M M M e V O F M M M M M o V ( - F F F e a T F F - F A F M A t m r - T - - - - - F a n - V - - - F - a a i M T X Q J S S - K t l O X H T C T Target Market G C - D F Y S o L T C X R M O O O O B e r S T e e O L A I W H M A Z C C N V X h h a L h Reached W W T T C W W W W W W W W W W W W W T

Primary Target

Secondary Target

Media s e s a le e R s s e r P

& s s r t e s r r e p r l p s a k te s o v o te t A e s r B i e These charts illustrate the effectiveness of i t T l o l a r e s e l b S s i z i l e r ts d o h f l o e b our campaign. Each chart exemplifies Target Market s f b ie s r c w e o - a l i c a e e a L Reached M K T R T F S F W N how individual marketing efforts and media selections successfully reached the Primary Target specified target audience.

Secondary Target

Promotions and Publicity 22 APPENDIX 3: Alternative Marketing

Let’s face it, college students are financially strained. Canned Beverages When trying to reach our primary market, the best Opened coolers of ice cold beverages attracted stu- way to make a lasting impression is by giving them dents to visit our finale event. The appeal of a free free products. When deciding what methods of alter- soda increased the attention of our primary market native marketing to use, we chose items that students and reinforced their awareness of our project. could use and enjoy on a daily basis. Table Toppers Koozies Bright green table toppers provided idle reading at Used for their association with canned beverages, meal times in all dining facilities on the USC cam- koozies were distributed with the Habitat logo to cre- pus. Displaying the toppers was an inexpensive and ate a constant awareness of our program and Habitat simple way to gain attention of our primary market for Humanity. What better way to market our product during daily activities. than by usingsomething closely associated with canned beverages? Raffle Who can resist a free raffle? Our promotion of a raf- T-Shirts fle in exchange for simply showing interest in our Shirts were used as prizes for finale event games. program grabbed students’ attention. It even made it These were designed as incentive for students to par- to USC Sports message boards by word of mouth. ticipate in our event and showcase the new Habitat logo. We also used the display of business logos to entice sponsorship. Everybody appreciates a t-shirt!

23 APPENDIX 4: Recommendations

View All Potential Sponsors with an Open Mind strapped for time and money to give to a good cause. Incorporate Habitat Promotion While The Keystone Group recognizes Habitat for By educating this younger age group on the benefits We would like to encourage Habitat for Humanity to Humanity’s Christian backgrounds we would recom- of recycling and how it can help Habitat for publicize unconventional methods of contributing to mend the organization look toward all potential spon- Humanity, the span of the program as well as volun- the organization, such as recycling aluminum cans. sors with an open mind. teerism will increase. The permanent availability of this information through Habitat will allow more people to be knowl- During this campaign we were given the opportunity Involve Habitat House Owners in Program edgeable of the opportunities provided by campaigns to work with a local beer distributor, but had to When Habitat homeowners receive the keys to their such as Can Do Carolina. decline the opportunity when the local Habitat affili- new house they can also receive a Cans for Habitat ate believed it would violate the mission and origins box. This will allow them to conveniently give back of the organization. Sponsorship provided by an to the organization that has given to them, simply by organization such as this would allow local affiliates recycling cans. as well as Habitat for Humanity International to assist more people annually. Interaction Between Homeowners and Students By creating a personal connection between students Allot More Time for This Campaign and homeowners, consistent participation will Given the nature of this program, success builds upon increase. Adding an additional event where students itself. With an extended time period the level of suc- can ask a family about their experiences with Habitat cess would increase exponentially. will help to solidify this connection.

The ease with which people can incorporate this pro- Educate Students on Recycling through Programs gram into their lifestyles suggests that participation For those students who do not recycle, educating becomes a lifetime commitment. With a longer time them on the benefits of recycling will help increase period to plan and implement this campaign, we feel participation. Where social responsibility may not that more in depth communication and volunteer sup- motivate students to recycle, the environmental port would help initiate a greater level of participa- impact may do so. Many organizations exist that spe- tion. cialize in the environmental benefits of recycling aluminum and hold forums on the topic. Incorporating Recruit the Involvement of High Schools these organizations expand and strengthen the educa- High school students while outside our target demo- tional component of Can Do Carolina. graphic, they share many of the same criteria and are 24 APPENDIX 5: Syndication Potential

The Keystone Group created a template to be syndi- cated across the country using the university community as a mode for transmission. Therefore, we offer projections for national universities should syndication of this campaign truly ensue. Continuing clock- wise around the We examined six different universities, each repre- We traveled west to the University of Texas at country, we come next to the University of Missouri, senting a different region of the country. We used the Austin. This university is more than double the size commonly known to students as MIZZOU. It is not student population of each university as means to of USC. With 48,000 students enrolled, the potential too far behind Southern California in enrollment; compare collection capabilities to the Can Do for UT Austin to contribute vast amounts of cans and however, Mizzou still remains 17% larger than the Carolina campaign at the University of South therefore money towards Habitat is undeniable. UT University of South Carolina. In comparison, the Carolina. yielded one of the highest potential donations with University of Missouri could provide around 700 872.65 pounds and $600 worth of aluminum. pounds of aluminum worth $461.09. The purpose of this simulation is to show how university campuses and our target demographic can We then reached the Farther north we came spear head nation-wide participation and socially west coast and the to the Ohio State responsible recycling. University of University. These Buckeyes Southern California, boast an enrollment of over the other USC. 50,000 in the Columbus Campus alone. OSU Clemson Southern California is 55% larger than our USC. The potential here was University, is not much larger; however, given its student popula- the greatest of the schools we examined and resulted located in tion it has the resources to contribute 25% more recy- in a possible $618 worth of aluminum products. Clemson, South Carolina, was the first cled aluminum for Habitat’s benefit. There are exact- university chosen. Clemson is comprised of around ly 28,753 Trojans enrolled in the Los Angeles cam- Finally, we come full circle, 16,000 students, equivalent to only 75% of USC’s pus alone. California is the most populous state in back to the east coast at the population. We believe that Clemson has the poten- the country. Syndicating this program through the University of Massachus tial to contribute approximately 3/4 of USC’s results extensive university system in the state will act as a setts at Amherst. UMass which would equal 422.25 pounds of aluminum and mechanism to educate all California residents. mimics the University of $295.57 towards Habitat for Humanity. Clemson was USC’s Los Angeles campus alone has the potential to South Carolina with a com- the smallest university examined and yielded the low- yield almost $500 worth of aluminum. parable population and similar est potential results. predictions, $400. 25 APPENDIX 6:Evaluation Post-Campaign Results

PRE-CAMPAIGN Methodology Response Rate WhichWhich of of these these is thethe current correct logo logo for Habitat for Habitat for for The purpose of our post-survey was to measure Out of the 250 surveys distributed, only 21 surveys Humanity?Humanity? change, if any, amongst our target demographic, with (9%) were not returned to a Keystone Group 0% regards to recycling behavior and opinions of Habitat researcher. We received 229 surveys that fit within 24% for Humanity. We included the questions from the the parameters of our target market and were used in original survey in order to quantify the effectiveness the evaluation. of our campaign. We added six questions to get specific information about Can Do Carolina, and in par- General Results ticular, the finale event hosted by The Keystone 76% Group. All data analyzed in this section represents the 229 students surveyed that comprised our 91% response We carefully developed the additional questions to rate. The results of the survey show a 15% increase collect precise results of our campaign and its in recognition of the new Habitat logo; our campaign achievements. The format of the survey served as succeeding in meeting this objective. means for us to examine separate facets of the campaign and assess which areas reported the highest Can Do Carolina also achieved high marks in raising POST-CAMPAIGN levels of success. awareness and understanding of Habitat for Which of these is the correct logo for Habitat for Humanity. Our post-survey results indicate 14% Humanity? As before, the survey was voluntary and each person increase in the number of students who have heard of 1%1% was assured of its confidentiality. the organization and know how it works.

41% Sample Size Characteristics The parameters of Can Do Carolina meet the criteria 41% to motivate students to donate to Habitat; it is con- The research population remained the same: all the venient and economical. Post survey results support 58%58% students at the University of South Carolina, this framework. The majority of students surveyed, Columbia. A random sample of 250 students was 59%, still chose convenience as the most influential drawn from this population, with 93.3% falling with- criteria for contributing to a charitable organization. in the age range of our target demographic. Accordingly, there was a 20% increase in students who listed financial reasons as the primary catalyst Of the surveys returned, the average age was 21 for not contributing to an organization such as years, 69% were female and 67% lived off-campus. Habitat. 26 APPENDIX 6:Evaluation Post-Campaign Results

How familiar are you with the organization Habitat for PRE-CAMPAIGN Humanity? PRE-CAMPAIGN y 2%

I don’t have time to volunteer. IIcan’tcan't affordafford to to make make donations donations right right now. now. I don't have time to volunteer. 25% 23% 23% 35% 36% 21% 29% 30% 30% 20% 18% 17% 16% 25% 20% 62% 15% 20%

15% 12% 10%

10% 6% I have never heard of the organization 5% 5% I have heard about the organization, but don't know how it works. 0% 0% 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most I have heard of the organization and know how it works. influential) influential) influential) influential) influential) influential) influential) influential)

POST-CAMPAIGN How familiar are you with the organization Habitat for Humanity?y POST-CAMPAIGN 3% I can't afford to make donations right now. I don't have time to volunteer. 25% 23% 40% 23% 34% 21% 35% 20% 18% 49% 17% 30% 16% 26% 25% 48% 25% 15% 20% 15% 10% 9% 10% 4% 5% 5% I have never heard of the organization. 0% 0% 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most I have heard about the organization, but don’t know how it works. 1 (least 2 (moderately 3 (neutral) 4 (more 5 (most influential) influential) influential) influential) influential) influential) influential) influential) I have heard of the organization and know how it works.

27 APPENDIX 6: Evaluation Focus Group

A focus group was conducted as an assessment of the effectiveness of Can Do Carolina on March 2, 2006. It involved 11 USC students ranging in age 18 to 22. Questions were asked to gauge the areas of effectiveness and areas for improvement of our campaign.

The conversations that took place during the focus group proved to be informative and inclusive of the attendees. We gained a better understanding of how our recycling program was received by our target audience. Keystone Group member Melissa Hensley speaks as facilitator to student participants at our focus group.

As our research indicated, convenience was the pri publicity material: fliers, table tents, posters and mary factor that impacts student participation in any media coverage. volunteer activity. Several of the participants Students also mentioned creating a stronger tie referred to the convenience factor as reason for between the students’ efforts to contribute to acquiring information, volunteering and when Habitat and the actual impact they are making. One choosing a charitable organization. Can Do interesting suggestion from a participant was to Carolina was well received and considered a unique liken the benefits of an interest free mortgage to way to achieve participation among college stu- those of an interest free student loan. dents; our program was a success. This focus group provided The Keystone Group When asked how to improve the publicity aspect of with valuable insight into how participation in Can our recycling initiative, most comments were Do Carolina impacted our target demographic. geared toward better coverage on our campus with Additionally it offered many valuable suggestions fliers and informational material. Students appreci- that can be used to improve and expand this cam- ated the level of diversity that was incorporated into paign. telling students about our program. At least one stu- Participants listen as a student voices her opinion on recycling habits at USC. dent learned about our campaign from each type of For additional information, see the full transcript of our Focus Group in Appendix Six. 28 APPENDIX 7: Timeline

November December January February March Nov. 20 Nov. 20 Feb 1: Initiated Mar 2: Team Meeting Apt Recycling Focus Group Nov. 21: Meeting Feb 1-10: Solicit Mar 5-7: Compile with Habitat Sponsors Evaluation Data Nov 28 - Jan 9 Feb 3-6: Complete Mar 10-15: Develop Conduct Secondary Research Survey Results Text for Summary Jan 18 - 25: Obtain Feb 15: Crush Mar 16-20: Design Endorsements Your Frustration Layout for Summary Jan 18 - 26: Survey Feb 16: Ordered Mar 20-22: Finalize Dispersement Finale Event Gear Summary/Appendices Feb 18: Sent Out Mar 24: Mail Press Releases Campaign Summary Feb 22: Signs At ABC Administration & Communication Feb 23: Finale Event Events Jan 29 - Feb 28: Disperse Surveys and Evaluations Table Tents and Flyers Feb 28 - March 2: Campaign Summary Post Survey 29 APPENDIX 8: Meet the Team

We are The Keystone Group, a team selected to represent The University of South Carolina School of Journalism and Mass Communications. Each of us come from very different backgrounds and brings a unique quality to the team.The following is an introduction to the members that make up The Keystone Group along with some of our favorite moments from The Can Do Carolina campaign. From left to right Ashley Moore, a senior public relations major is currently seeking employment in Asheville, North Carolina. Moore hopes to become a public relations practi- tioner at a public relations firm.

Favorite Campaign Moment: “There was nothing like the thrill of pulling my car onto the sidewalk and perching on the hood all in the name of Habitat for Humanity. The night we held signs announcing our event outside the ABC station was great. People stopped to stare, we made the news and the executive producer noticed our potential and gave us all “You’re a future star” magnets.”

Melissa Hensley is a senior public relations major, currently seeking employment in corporate public relations. Eventually, Hensley would like to receive a master’s in business administration and start her own public relations consulting firm.

Favorite Campaign Moment: “I’ll never forget climbing into the university’s recycling bin to grab the last bag of cans. It was gross to be inside what had once been filled with old soda cans, but it was a relief to crush the very last can of our campaign.”

Betsy Heckert, a senior public relations major plans to attend graduate school in Anna Fox plans to graduate in May of 2007 with a degree in public relations and the fall. Heckert’s professional goals are to be a successful public relations prac- political science and pursue a career with a non-profit organization. titioner and eventually become a college professor. Favorite Campaign Moment: “We never knew what to expect when we dumped Favorite Campaign Moment: “My favorite moment was when Mr. Jackson, the out the bags of cans and plastic bottles. There were some days when we found a director of University Maintenance, gave us all Valentine’s Day treat bags. He few articles of trash, old boxers, but the best had to be someone’s very old, very wanted to make sure that even though we were sorting cans we had a special colorful vomit.” Valentine’s Day.” 30 BIBLIOGRAPHY

SELECTED WEB SOURCES

Habitat for Humanity International website: www.habitat.org

Central South Carolina Habitat for Humanity website: www.habitat.csc.org

The Aluminum Organization website: www.aluminum.org

The Salvation Army website: www.salvationarmyusa.org

United Way website: www.unitedway.org

The American Red Cross website: www.redcross.org

The Container Recycling Institute website: www.container-recycling.org

Cans for Habitat website: www.aluminum.orgACBHHome.cfm

University of South Carolina Facilities and Recycling: www.fmc.sc.edu/Recycling

Wikipedia, Habitat for Humanity International: http://en.wikipedia.org/wiki/Habitat_for_Humanity

SELECTED INTERVIEW SOURCES

Ms. Laura Pergolizzi, University of South Carolina Facilities and Recycling, interviewed January 20, 2006.

Dr. Kirstin Dow, Director of West Quad Sustainable Housing, interviewed January 18, 2006.

Dr. Bruce Coull, Carolina Distinguished Professor & Dean President, US Council of Environmental Deans and Directors, interviewed January 24, 2006

Mr. Whit Ashley, President, Co-President, Students Allied for a Greener Earth