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Winning Campaign (PDF) 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.
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