Play Your Part: Every Drop Counts
Syracuse University Adviser: Professor Robert Kucharavy Megan Woods, Laura Foti & Kayla Burgos
Table of Contents: Research Proposal………………………………………………………………………………………… 2‐4 Budget……………………………………………………………………………………………………………….5 Appendices……………………………………………………………………………………………… ….6‐21 Biographies………………………………………………………………………………………………. 22‐24
1 Evaluating the Environment
The fact that 36 states anticipate water shortages by the year 2013 is startling. With only 3% of Earth’s water being fresh water, it is essentials that the public is educated on the fact that their everyday actions DO make a difference. It is companies like Kohler and the Save Water America campaign that are vital in this process of public education. The Kohler Company realizes the importance of social responsibility, donating over $528,000 in product donations to Habitat for Humanity and over 8,000 products for ABC’s Extreme Makeover show. Aside from charitable contributions of energy-efficient products, the Kohler Company is making strides in educating the public about water conservation. While the Kohler 1.28 gallon high- efficiency toilets can save up to 16,500 gallons of water a year, for example, this means nothing if the public does not realize the importance of conserving water. Once we researched Kohler and the Save Water America campaign and pinpointed the goals and mission statement, we needed to determine who our target audience should be for this campaign. Because water conservation is a topic that everyone in our society should know about, we had to pinpoint a specific audience to spread education about both water conservation and the high-efficiency, environmentally- friendly products by Kohler. Since this campaign was geared toward raising awareness about and encouraging sustainable consumption and behaviors, we chose children and their parents as our key publics. Our research has shown that most parents are driven to purchase based on the best interests of and desires their children have. Also, the middle-aged adult group that is most likely to have children will be more likely to own homes in which they can purchase Kohler products. That being said, the depletion of our resources is more likely to affect future generations, our children, than they are to affect the current generation of adults. Thus, parents will take the sustainability campaign more seriously because it is an effort to preserve the well being of their children's future. A further description of our research can be found in Appendix A. Our group’s goal became designing a campaign that would engage children and involve parents. We first researched how children learn and retain habits. The younger children are taught behaviors and the more consistently they're reinforced, the stronger these habits are. If parents encourage environmentally friendly habits, children are more likely to retain them. We want to instill these values and sustainable habits early on, hoping that they will be more eco-conscious adults. Based on our research, we knew we wanted to find an existing event in the Syracuse area that would include both parents and their children. The Rosamond Gifford Zoo in Syracuse seemed like an ideal space to begin.
Party for the Planet™ Rosamond Gifford Zoo, Syracuse, NY
On April 17, 2010, the Rosamond Gifford Zoo in Syracuse, NY will be hosting Party for the Planet™ in celebration of Earth Day. This event, which takes place from 10 a.m. to 4:30 p.m. on a Saturday, will be an ideal location to attract both young children and their parents. The activities and vendors at the event will all be geared towards educating families on becoming more environmentally friendly, which is in
2 accordance with the goals and mission statement of the Kohler Company and Save Water America campaign. Spanning 43 acres and attracting crowds of over 345,000 people annually, the Rosamond Gifford Zoo is the site of Central New York’s first “green” building. They practice water conservation at the zoo, including a rain conservation system that supplies water to their gardens and new construction underway that will include porous pavement, a green roof and additional rain collection cisterns and rain water gardens. The Rosamond Gifford Zoo is in the top 10 percent of zoos in America, being accredited by the Association of Zoos and Aquariums (AZA). Party for the Planet™ is a national event implemented by many zoos and aquariums accredited by the AZA. Our decision to partner with the zoo and the Party for the Planet™ event may open up future opportunities to publicize Kohler at these national events. Additional information about the Rosamond Gifford Zoo and the 2009 Party for the Planet™ can be found in Appendices B and C. On April 17, we will be able to have the Kohler Conservation Tent with the various high‐efficiency products at Party for the Planet™. Our team has partnered with the Sustainability Division at Syracuse University, an umbrella group that encompasses many sustainability groups on the SU campus, and they have helped us connect with the local water municipality, the Syracuse Water Department, to strengthen the impact made by Kohler at the zoo event. A representative from the water department will be on‐site, as well, to assist in strengthening Kohler’s message. The representative from the water department will have rebates to offer and will be there to answer any questions about local water distribution and services. We recognize that in order to keep parents at the Kohler booth, learning about what Kohler products have to offer, we must keep their children entertained and occupied. As seen in the Appendix D, there are many creative ways to reuse plastic water bottles. We will have an arts and crafts area where our team members can show the children how to make the penny banks, fish creations, etc. all with previously used water bottles. This will allow additional engagement and attraction to the Kohler Conservation Tent. Additionally, we will create and distribute a coloring book (see Appendix E) to all children visiting the Kohler Conservation Tent. Printed on 100% recycled paper, this take‐home piece will reinforce the marketing message to the parents, while serving as an additional learning tool about water conservation. Otto the Orange, the prominent Syracuse University school mascot (see Appendix F), will be attend the event for about two hours to distribute these coloring books and take pictures with the children. We will provide a table with crayons and markers should children wish to begin coloring while their parents look at the appliances and talk to representatives of both Kohler and the Syracuse Water Department.
3 Going Viral: Play Your Part to Save Water
While the Party for the Planet™ event on April 17 will be an effective way to reach our target audience, we thought that it was important to educate as many people as we could about water conservation and Kohler’s mission. We decided to create a short video that illustrates small ways that we can make a difference for our environment everyday. We created a storyboard, as seen in Appendix H, and we are in the process of recruiting popular “locals” to star in the video with the help of our connections and professors. This includes SU’s Chancellor, Nancy Cantor, Jim Boeheim, SU’s men’s basketball coach, and Stephanie Miner, the Mayor of Syracuse. In order for this video to make an impact, our group knew that social media would be a key component. As Appendix G shows, we pinpointed various environmentally friendly Twitter and Facebook outlets to utilize and spread our video. Utilizing the PRSA Web site and multiple outlets through the S.I. Newhouse School of Public Communications will also be a good way to reach college students and communities both local and national. We plan to put the video on YouTube, which will be an ideal way to measure now many hits the video gets. The great aspect of this video is that children, college students and older people alike can understand the material.
A Sustainable Campaign
As mentioned before, our group has partnered with members of the Syracuse University community to effectively spread the message of Kohler’s Save Water America campaign and to utilize resources in the community. These organizations have been supporting us with our proposal for Kohler and educating us about relevant organizations in the community to tap into. Partnering with organizations like the Sustainability Division at SU and OCRRA, the Onondaga County Resource Recovery Agency, is also helping to assure that we can make a presence at the Party for the Planet™ event on April 17. While it is our hope that the members of the Kohler Company choose to implement our research proposal, our group truly believes in our ideas and creativity for water conservation education. We have created a sustainable campaign to assure that we can make a presence at Party for the Planet™ and implement our viral video ideas with the help of these partnering organizations. As Executive Vice President David Kohler said, “Business success doesn’t matter much if we can’t say we left the world a better place than we found it.” In the same regard, our team believes that campaign success is defined as leaving the world a better place than we found it. We have researched the Kohler Company and their goals, examined our target publics, and have developed innovative ways to spread public education about water conservation, and we want to be sure that others can learn what we have about the importance of water conservation. We hope to partner with Kohler to ensure that this happens!
4 Budget
Permit‐ Rosamond Gifford Zoo $1,000
100% Recycled Paper (for coloring books‐ Staples price) $54 ‐Free printing through Syracuse University
Estimate for Crayons/Markers/Construction Paper (100% recycled) $50
TOTAL COST $1,104
5 Appendix A
RESEARCH SUMMARY
Because our campaign is focusing on children and their parents, we felt that it would make sense to tap into secondary research. Because there are always studies and research about parenting and childhood behavior, we spent our time researching the work of psychologists and professionals referred to us by Syracuse University professors. When approaching the research of the campaign, there were several factors we wanted to consider. Firstly, we wanted to have background knowledge of our client, the Kohler Company, and their mission with this campaign. This would allow us to create the objectives for our public relations plan. When we looked at the company Web site, we found the section listing their environmentally conscious programs as well as evidence of the company's commitment to corporate social responsibility. This project is an opportunity for Kohler to distinguish themselves as a high-quality manufacturer of products that are not only aesthetically attractive and functional, but sustainable as well. The public could gain awareness of the deliberate efforts Kohler has made to become “greener.” Below are the predominant sources we used during the creation of this campaign.
- Readings on the Development of Children: http://www.psy.cmu.edu/~siegler/vygotsky78.pdf
- Children, Youth and Sustainable Cities: http://unpan1.un.org/intradoc/groups/public/documents/APCITY/UNPAN012799.pdf
- Parental Involvement: What Research Says to Administrators: http://eus.sagepub.com/cgi/pdf_extract/19/2/119
- Cultural Differences in Teaching and Learning: http://fuhu.dk/filer/FBE/Arrangementer/Denmark%20Unlimited%20080508/FBE_geert_ hofstede_teaching_learning.pdf
- Raising Kids That Are Eco- Friendly: http://www.more4kids.info/294/raising-kids-that- are-eco-friendly/
6 Appendix B
About the Rosamond Gifford Zoo Syracuse, New York
For additional information about the zoo, please visit www.rosamondgiffordzoo.org Feel free to contact the Director of Public Relations as well: Lorrell Walter [email protected] (3154358511) x110
Bringing You Close Enough to Care The mission of the Rosamond Gifford Zoo is to conserve, exhibit and interpret a living animal collection in order to promote public recreation, understanding of the relationship between animals and people, and action to sustain the environment we share.
History of the Zoo The Rosamond Gifford Zoo at Burnet Park has had its own wild adventure of growth and improvements over the last century. Once just a small 4‐acre facility, the Zoo is now home to nearly 1000 animals on 43 acres. Continuous improvements to the Zoo's infrastructure and animal exhibits ensure that the Rosamond Gifford Zoo will remain a treasured attraction in Central New York.
7 Appendix C
Rosamond Gifford Zoo to Host Party for the Planet Community invited to connect with conservation at the zoo’s annual Earth Day celebration
Syracuse, NY (April 21, 2009) – On Saturday, April 25 the Rosamond Gifford Zoo will join more than 100 of the top zoos and aquariums across North American in hosting a Party for the PlanetTM in celebration of Earth Day. The event, which runs from 10 a.m. to 4:30 p.m., is free with paid zoo admission. Visitors are encouraged to bring in used printer cartridges and old cell phones that will be recycled courtesy of the zoo.
The Rosamond Gifford Zoo is an ideal place for members of the community to connect with conservation. Party for the Planet™ festivities will feature environmental education activities, amazing animal encounters and fantastic family fun. Activities will show families how to be environmentally friendly, protect ecosystems and help save endangered species. Attendees can also tour the habitat garden, watch puppet shows and visit with several different exhibitors from local environmental groups.
The Central New York State Nursery and Landscape Association will give seedlings to children to bring home and plant in their yards. Planting trees helps restore those that have been destroyed by forest fires and deforestation. Trees help to remove ozone damaging carbon dioxide from the air, which helps fight global warming.
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The Rosamond Gifford Zoo at Burnet Park is an accredited member of the American Zoo & Aquarium Association and is focused on conserving, exhibiting and interpreting a living animal collection in order to promote public recreation, understanding of the relationships between animals and people, and action to sustain the environment we share. The Rosamond Gifford Zoo is open daily from 10:00 a.m. to 4:30 p.m. Admission is $6.50 for adults, $4.50 for seniors age 62 and up and students age 16 to 21 with I.D, $4.00 for youth ages 3 to 15, and children two and under are free. For more information, call the zoo at (315) 435- 8511 or visit www.RosamondGiffordZoo.org.
8 Appendix D
Water Bottle Activity at Party for the Planet™
Here is one of the links that we used as we researched creative ways to reuse plastic water bottles: http://crafts.kaboose.com/terrarium.html http://www.freekidscrafts.com/index.php?option=com_events&task=view_de tail&agid=427
Below are come creative uses that we will help children make at our Kohler tent:
‐Piggy Banks ‐Flower Vases ‐Fish ‐More ideas to come
9 Appendix E
Coloring Book Storyboard
The purpose of this coloring book is to act as an accompaniment to the viral video. Young children tend to retain information when a message is conveyed in a variety of ways and this coloring book will serve to reinforce these basic water saving practices. The coloring book consists of 6 pages corresponding to “tips” from the viral video. It is also linked to the celebration of Earth Day, as the event in which they will be distributed is “Party for the planet.” These images are suggestions, as we will also work with an artist to develop other images in order to effectively raise awareness in young populations of how to save water. With the Kohler brand attached to the coloring book, the book will serve as a constant reminder to parents of not only the importance of water saving practices, but of the company that strives and does the best to achieve these goals—Kohler.
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Cover: Earth Week 2010, “Color with Kohler”
Words: Did you know that less than 1% of all the water on Earth can be used by people? The rest is salt water (the kind you find in the ocean.)
11 2nd page:
Luckily, there are easy changes we can make to our habits and to our homes to save water!
12 3rd page:
Tip: Turn off the faucet while brushing your teeth.
13 4th page:
Tip: Do not use the toilet as a garbage can: Only flush after you go to the bathroom.
14 5th page:
Tip: Take short showers instead of baths and make sure you turn off faucets.
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6th page:
Happy Earth Day 2010
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Bibliography of Images
Image Page 1: http://www.dulemba.com/Blogstuff/ColoringPageTuesdays/Earth‐big.jpg
Image Page 2: www.malindarogers.com/ house4.gif
Image Page 3: http://members.coloringplanet.com/gallery/imageFolio/Household/Kitchen/tn_fa ucet400.gif
Image Page 4: http://activities.999coloringpages.com/Coloring+Page/Toilet/5.htm
Image 5; http://www.animals‐coloring‐ pages.com/coloringpages/farmanimals/pigs/showeringpig/showeringpig.png
Image 6: http://www.primarygames.com/holidays/earth_day/images/color1.gif
17 Appendix F
Otto the Orange: An introduction
Otto the Orange, the mascot of Syracuse University, will be featured in the viral video as he helps SU coaches, players and others help teach tips about conserving water. He will also e attending the Party for the Planet™ event on April 17.
Otto the Orange has been Syracuse University’s mascot since 1995 and has received widespread exposure with the success of SU athletics.
The strength in utilizing Otto as a part of the campaign is that his character is recognizable, memorable and kid‐friendly. Current exposure with the success of Syracuse University Men’s basketball in recent years, culminating in an NCAA championship in 2003, has further catapulted Otto the Orange into the national spotlight. The SU Men’s Lacrosse team is also televised nationally and the team has won the NCAA championship most recently in 2008 and 2009.
This year, Otto’s image has appeared in games on ESPN and other networks with diverse audiences.
Otto is often mentioned in articles about he most unique or strange college mascots. According to an article in sportspagemagazine.com titled “The Top 100 College Nicknames/Mascots Among NCAA Division I Schools, Otto was ranked 8th.
Otto the Orange will provide a cute and effective spokesperson in promoting sustainable water saving practices.
Article: http://www.sportspagemagazine.com/content/header/features/the‐top‐100‐ college‐nickn‐5.shtml
18 Appendix G
Kohler Social Media Analysis
In order for the viral video to be effective, our team researched the presence of environmentally friendly twitter feeds and Facebook pages to target potential outlets to relay the video link.
In order to relay the link to our Kohler water conservation video, we narrowed our potential outlets down to twitter feeds concerning “green living,” an ideal we believe Kohler represents. The strength of using twitter to promote the video is that it expands our campaign’s presence from a local to national and potentially international level. Here are a few of the top “Green twitters” we would target to post the video to:
earthtweet Name earthtweet Location Vermont Web http://earthtweet... Bio The #earthtweet hashtag binds together Twitterfolk who want to shrink their environmental footprint ‐ share actions taken, choices made, relevant news, etc. 2,365 3,206 following followers
ecogeek 97 19,747 following followers
19 Name Hank Green Location Missoula, MT Web www.ecogeek.org’ Bio Hank runs EcoGeek.org...and Vlogs at Nerdfighters.com (Tweets about environmentally friendly practices.)
Facebook groups and pages can be utilized to upload content and potentially post our viral video to promote sustainable appliances. Our goal is to target groups formed by concerned consumers. Two examples:
GO GREEN! About: “This group is to bring together the average people who are doing their part in keeping this planet cool. :)”
KOHLER Post video to Kohler Facebook page as well.
20 Appendix H
Viral Video Storyboard
*We apologize that this is difficult to read. Please email us if you would like the storyboard PDF for better legibility.
21 Biographies of Participants:
Megan Woods Public Relations & Psychology
As Director of Community Service for the Residence Hall Association two years ago, I had the opportunity to be involved in a Civic Engagement Committee through the Office of Residence Life. I had always recycled when I could, didn’t leave lights turned on when unnecessary, etc., but I never realized the impact that my seemingly small actions could have on our environment. In the same light, I never realized the importance of water conservation until being involved with this Kohler competition. I will be the first to admit that I can be careless and leave water running when I’m not using it, but I have noticed that I turn the water off now while I brush my teeth. Yes it seems minute in the grand scheme of things, but I think this is success. And this is the kind of success, seemingly small, that I think should be the goal of those who hear the message and mission of Kohler. Thank you for this opportunity!
22 Laura Foti Public Relations and International Relations
I have experience working on public relations campaigns, newspaper writing and broadcast journalism, but I believe public relations is the key for spreading knowledge and facilitating change. While working on our campaign for Kohler, I incorporated day‐to‐day activities that others can adapt, not because these changes are easy, but because they are the right things to do. This is the corporate responsibility I believe epitomize the Kohler brand. After living near and traveling to the Iberá marshes in Argentina, the second‐ largest wetlands in South America and one of the most important fresh water reservoirs in the world, I know firsthand the importance of conserving our planet’s natural water resources. Everyday, I strive to conserve water by washing dishes in a basin, turning off the faucet while brushing my teeth and by using filtered instead of bottled water. I believe Kohler has the potential to change the way we view water consumption and that we all have to play our part for the planet.
23 Kayla Burgos Public Relations; Minors in Psychology and French Language/Literature
I have been involved in the Syracuse University chapter of Public Relations Student Society of America, Campus Hill Communications, and La L.U.C.H.A. My extracurricular involvement also includes writing for publications like La Voz, Le Manifestation and What the Health? student magazines. I have used these experiences to strengthen my writing ability, increase my cultural awareness, and remain knowledgeable about current events. I was involved in residence life during my time at SU and was responsible for educating my floor on sustainable living in the residence halls. This experience with Kohler allowed me to creatively express my concern for environmental issues and social responsibility. Thanks for your continued commitment to water conservation!
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