Book for University of Memphis "Go Green" public relations campaign
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Transcript of Book for University of Memphis "Go Green" public relations campaign
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Go Blue, Go Gray, Go Green 2
Executive Summary
Our campaign goal is to implement a plan that will raise awareness of sustainability efforts on campus at the University of
Memphis and motivate students to become more actively involved in sustainable efforts on campus.
The majority of the research for this campaign was conducted in the fall of 2008. We conducted focus groups, collected
surveys, and did face‐to‐face interviews with key members of the U of M administration. We also conducted a focus group in spring
2009, to find out students’ thoughts on the best methods to communicate with them (website, advertising, etc.) Our results
indicated a large disconnect between where students wanted to be and where the university currently is.
When our research was conducted, we discovered that many students were interested in helping the environment. The
problem was most were unaware of what could be done and what was currently being done at the university. Most students
expressed a concern about the lack of recycling bins around campus. There was also a concern about excessive energy consumption,
such as lights being left on and the heating and cooling of buildings on campus. There were some students who were informed
about what was going on globally, but as a whole the group was relatively uninformed about sustainability efforts. The members of
the focus group were very responsive to new information and seemed to want more answers on ways for the University of Memphis
to become a “green” campus.
After the research was analyzed, our group made the decision to focus on two primary messages for this campaign. Our first
message, “Join the Green Revolution,” will focus on positioning sustainability as the “cool” thing to do. The second message, “Going
Green $aves Green,” will focus on the financial benefits of going green for both students and the University.
Go Blue, Go Gray, Go Green 3
We will implement both messages using traditional and nontraditional media as well as targeting opinion leaders in key
publics. Social media will be used because our research showed that it is the best way to get a message out to college students.
Social media will be complemented with traditional media.
Along with our media campaigns, we will be targeting opinion leaders to influence larger groups of students. Resident
advisors in the residence halls are encouraged to have optional meetings with students in their hall. We will prepare a simple
PowerPoint presentation for the RA's to show their residents ways to live sustainably in the dorms. We would also like to organize a
competition between residence halls to see which one could conserve the most energy by percentage over a specific timeframe.
Implementing these tactics will help the University of Memphis work towards becoming more sustainable. There is progress
to be made on the part of students, faculty and the administration. Students need to become more aware of the consequences from
their actions and take responsibility for them. The administration needs to make every effort to encourage the students to “go
green.”
Many students expressed a desire to live more eco‐friendly, but have not been motivated to do so because of inconvenience
it places on their lives. If the efforts were made to make “going green” more convenient and popular, the U of M would be much
closer to fulfilling its social responsibility of taking care of our environment.
We suggest that these strategies and tactics be implemented in the fall 2009 semester.
Go Blue, Go Gray, Go Green 4
Table of Contents
Cover Page .................................................................................................................... 1
Executive Summary ....................................................................................................... 2
Table of Contents ........................................................................................................... 4
Mandate ........................................................................................................................ 6
Background .................................................................................................................... 7
Situation Analysis ........................................................................................................... 8
Results ......................................................................................................................... .15
Goals and Objectives ................................................................................................... 17
Stakeholders ................................................................................................................ 18
Campaign Messages .................................................................................................... 21
Strategies and Tactics .................................................................................................. 23
Timelines ...................................................................................................................... 26
Budget .......................................................................................................................... 28
Evaluation .................................................................................................................... 34
Go Blue, Go Gray, Go Green 5
Reflections ................................................................................................................... 37
Tab A ..................................................................... Focus Group Moderator’s Guide 38
Tab B ........................................................................................ Focus Group Results 41
Tab C ........................................................................................................ Interviews 43
Tab D ........................................................................................................Definitions 48
Tab E .............................................................................................................. Survey 49
Tab F .................................................................................................. Survey Results 51
Tab G .......................................................................................................... Collateral 69
Tab H .................................................................................................. Press Releases 73
Tab I ....................................................................................................... References 75
Go Blue, Go Gray, Go Green 6
Mandate
Create a public relations campaign to raise awareness of sustainability and motivate University of Memphis students to participate
in Go green efforts on campus.
Go Blue, Go Gray, Go Green 7
Background
Sustainability and go green initiatives are important issues, both on a global level and to the administration of the University of
Memphis. As a result of research conducted in fall 2008 and spring 2009, it was discovered that many students are not aware of the
sustainability efforts on campus and want to know how they can become more involved. After conducting additional research to
determine the best way to reach students about sustainability, the “go green” public relations campaigns group created a campaign
that will increase awareness of sustainability issues and increase participation among University of Memphis students.
Go Blue, Go Gray, Go Green 8
Situation Analysis
The Importance of “Go Green”
The world’s population has been rapidly increasing and in 1830 reached one billion people. The amount of natural resources
required to sustain the world’s population has led to much destruction of the world’s environment. The effort to sustain the
environment of the world can be traced back to the earliest decades in an attempt to reduce pollutants from wood and coal burning.
The first environmental club to be established was the Sierra Club founded on May 28, 1892 with 182 charter members. The club’s
purpose was to defend the reduction of the well known environmental park, Yosemite National Park.
The world’s population reached three billion in 1960. April 22, 1970 marked the first Earth Day, which was established by
Senator Gaylord Nelson due to the lack of awareness of environmental issues through politics or by the media. Three months later
on July 9, 1970, President Nixon put into motion plans to establish the Environmental Protection Agency and the National Oceanic
and Atmospheric Administration. Also established in the 1970s was the Clean Water Act, which included the basic structure for
regulating discharges of pollutants into the waters of the United States.
In 1974 the world’s population reached four billion. In 1985, Joseph Farman, Brian Gardiner, and Jonathan Shanklin
discovered the ozone hole over Antarctica. In the following two years, scientists confirmed that human‐produced chemicals,
chlorofluorocarbons, used in refrigeration and propellant devices, were causing the hole.
In 1987, the world reached five billion people. One of the most devastating environmental disasters in the history of the
United States, the Exxon Valdez oil spill, occurred when 10.8 million gallons of Prudhoe Bay crude oil was spilled into the sea, killing
numerous animals and polluting more than 11,000 square miles of ocean.
Go Blue, Go Gray, Go Green 9
In 1999 the world population came to a total of six billion people and is estimated to reach seven billion by 2010.
The United States and Global Sustainability Efforts
According to the Environmental Performance Index (EPI) of 2008, the top three countries in order of best performance are
Switzerland, Norway, and Sweden. The United States came in at 39th.
Research shows that Switzerland, Norway, and Sweden are very strong in the areas of recycling and their usage of renewable
resources. With these two areas of conservation, a country can save 20 percent of their wealth and reduce the use of nonrenewable
resources by 16 percent.
The Swiss are taking action to conserve their energy. One of the goals of Switzerland’s energy policy is to increase the
proportion of electricity produced from renewable energy by 10 percent by 2030. Today, approximately 58 percent of Switzerland’s
overall electricity production comes from renewable sources. They also use hydropower.
Switzerland leads Europe by recycling 50 percent of all household waste. Annual garbage production is only 880 pounds per
person, which is half of the U.S. figure.
These are some of the ways Switzerland has had great success with recycling and energy conservation:
• They keep trash out of their landfills. There are financial incentives for people who recycle. Users can save money by
disposing of recyclable materials separately from waste materials.
Go Blue, Go Gray, Go Green 10
• In order to reduce reliance on foreign energy, municipal incinerators are tapped to produce electricity and cheap steam heat
that fuel plant operations and heat public buildings. The incinerators also created a market for the purchase of burnable
waste.
• To keep the public and stores from wasteful packaging, all stores selling electronic goods must accept unwanted packaging
from customers and properly dispose of all old equipment returned to them.
Research shows that America is definitely falling behind the trends of “going green” that other countries have already
established; if it were not true, we would have a much better ranking on the Environmental Performance Index. We can definitely
use a lot of information from these three countries. We need to find more ways to have renewable energy and more ways of
recycling just as the top three countries have.
What Other Colleges Are Doing
The University of Memphis is not the only school addressing the issue of sustainability. Colleges and universities across the
nation are identifying these issues and addressing them in creative and effective ways.
Many schools, such as North Carolina State University, are celebrating Earth Week to “raise awareness about environmental
issues and sustainability” (http://www.ncsu.edu/bulletin/archive/2008/04/04‐16/earth‐week.php). Earth Week events are usually
sponsored by a student organization or university administration. These events sometimes feature guest speakers, movies, and
other works of art that promote the issues facing our environment. These types of events are used for getting information to the
students and for motivating students to participate in sustainability efforts.
Go Blue, Go Gray, Go Green 11
High Point University is taking a more active approach to “going green.” They are currently in the process of building a new
environmentally friendly student housing complex. The new development will not only be built using special insulation designed to
lower heating and air conditioning cost, it will also feature all bamboo furniture. A university spokesman noted, “What's great about
bamboo is it actually grows 3 feet per day. So it's a renewable resource and it enables us to protect our environment and save
resources” (Mathis).
Along with the new environmentally friendly buildings, High Point University has also decided to tackle some of their energy
efficiency issues. The university has switched over all of the vehicles used by their Department of Security and Transportation to
energy efficient electric vehicles. Before the switch they were using gas power forms of transportation. Now safety officials
maneuver on new T‐3 vehicles and Segways, which operate on batteries that can be recharged at the end of every night.
Kent State University took a more unconventional approach towards conservation. For the 2007‐2008 school year, the
university held two competitions to see which student residence hall could conserve the most energy (Wolford).
The University of Michigan has implemented a very successful campus‐recycling program. In their multifaceted program, one
of the activities was recycling drives. They challenged their students to recycle as much cardboard as possible going into a big
football game with an instate rival. Challenging other schools is an effective way to increase student involvement. Another program
they have implemented involves student move out donations. When students are moving out of their dorms it is sometimes easier
to throw things away than it is to pack things up into boxes. The university realized there was an opportunity to recycle and
implemented a program that allowed students moving out to donate unwanted items to be recycled and reused
(www.recycle.umich.edu/grounds/recycle).
Go Blue, Go Gray, Go Green 12
Current University of Memphis Sustainability Efforts
• Purchased an electric truck. It costs $.35 per mile to run and gets 60 miles per gallon.
• Purchased two propane lawn mowers that have 0% carbon emission. Propane burns 20% more efficiently than gas. Oil
changes are every 80,000 miles. No tune‐ups.
• Heating/cooling olant use of variable Primary Chilled Water Flow (Savings of 5,063,291 Kilowatt hours of electricity).
Equivalent to NOT burning 9,113 barrels of crude oil or 2,379 tons of coal. Equal to eliminating the fumes from 708 cars per
year or planting 1,468 trees per year.
• $25 unlimited fountain drinks value card. Conserves paper products in the dining area. It is redeemable at 5 locations on
campus.
• Lighting upgrades to ultraviolet lighting system installation.
• HVAC System replacements.
• The U of M’s carbon footprint will be reduced by more than 8,933 Metric tons of carbon dioxide per year.
• U of M’s Green Power Switch:
• Purchased 85,000 blocks (each block equals 150 kWh of green generation, making a total of 1,275,000 kWh of
electric generation. This avoids emissions equal to 953 tons of CO2, 6.4 tons of NOx, and 2.5 tons of SO2.
• All cleaning products are Green Seal certified.
• The pest control system is bio friendly.
• Responsible Printing Initiative is to reduce paper waste (25% or 2 million pages are thrown away annually).
• Environmental Action Club on campus “dedicated to engaging the campus community in action and service that will reduce
our negative impact on the environment and protect our resources for future generations.”
Go Blue, Go Gray, Go Green 13
• In the spring 2009 there will be 100‐200 new recycling receptacles on campus.
What the University of Memphis Plans to Do
• Hire a Sustainability Coordinator to oversee the U of M’s Green Campus Initiatives.
• Continue the Sustainable Campus Fee assessed to each U of M student every year.
Research
In the fall of 2008, the “go green” public relations campaign group conducted research as a class assignment for the course
Public Relations Research. The group conducted two focus groups and also distributed a survey to undergraduate students at the
University of Memphis.
The group found that while more than 86% of students surveyed had heard of the “go green” concept, half had never
recycled on campus, and 36% thought “go green” on campus was only “somewhat important.”
Information gathered from the focus groups indicated that students were aware of the “go green” concept, but were unsure
about exactly how to participate in sustainability efforts, especially on the University of Memphis campus.
In the spring 2009, the group conducted a third focus group to determine the best way to communicate with students.
Students’ responses indicated that they would be best reached through online channels (such as a website, Facebook, etc.) and via
word‐of‐mouth.
Go Blue, Go Gray, Go Green 14
The Campaign
Our campaign goal is to create a plan that will raise awareness of sustainability efforts on campus at the University of
Memphis and motivate students to be more actively involved in sustainable efforts.
Our public relations campaign will focus on University of Memphis students. To meet our campaign goals, we developed a
plan that utilizes traditional and new media, influential campus leaders, and a new “go green” website.
Go Blue, Go Gray, Go Green 15
Results
How aware are University of Memphis students about sustainability?
According to students, they are aware of sustainability and would like the university to become more sustainable. They
understand that the initial cost might be a concern but they believe it will pay off in the long term. Over time, the U of M would save
energy and money. Students say that they would like to become more eco‐friendly on campus but they don’t know how. Many of
them don’t know how to live sustainable lives and there is a general lack of knowledge about sustainability.
The general consensus with all of the students is that the university needs to make sustainability more convenient for them.
For starters, the university could offer more visible places to recycle. Many of the students said that they did not know where to
recycle, even if they wanted to.
“Go green” is the new trend for college students. The problem is that their lack of knowledge, opportunity, and convenience
is holding them back.
What is the best way to reach our publics?
According to the students, the best way to reach their peers is through social media. Many of them first heard about “go
green” on T.V., T‐shirts, newspapers, and from celebrities like Al Gore.
The students were in agreement that a website would be the best way to reach them. A website would be both easy and
economical for the university, not to mention eco‐friendly. The students had a few ideas of their own regarding the content of the
site. They stated that the site should be bold to draw attention. This can be done by using features that will make it stand out from
all the other university sites. The site will be their forum of knowledge, so it should offer regular updates on green tips, places to
Go Blue, Go Gray, Go Green 16
recycle, etc. An interactive message board would also be an asset to the site. The message board would be a place where students
could be interactive and help others by sharing their own tips and real life examples.
Finally, the site should offer incentives. This aspect will draw in more students and ultimately get them involved. An idea of
an incentive would be having a “commuter of the month”. Every month the site could highlight one student that has lowered their
carbon footprint by commuting to school on bike or by foot, rather than in their car. This would exert positive reinforcement for
those students that are making a difference.
Go Blue, Go Gray, Go Green 17
Goal and Objectives
Goal
Our campaign goal is to create a plan that will raise awareness of sustainability efforts on campus at the University of Memphis and
motivate students to be more actively involved in sustainable efforts.
Objectives
Raise awareness by 5% about sustainability initiatives among University of Memphis students by the end of the fall 2009 semester.
Increase participation in sustainability efforts among University of Memphis students by 5% by the end of the fall 2009 semester.
Go Blue, Go Gray, Go Green 18
Key Publics
On‐Campus Students
Students are the main element of any college campus and the prime focus when it comes to decision‐making. There are
approximately 20,000 students enrolled at the University of Memphis. Nearly 2,400 of those students reside on‐campus.
This publics’ self‐interests are convenience and wanting to participate in “cool” activities. Research shows that students are
more willing to engage in sustainable living habits if resources are centrally‐located and fit their routines.
The lifestyles students create today can and will affect the environment, both on campus and in the community.
Influentials of this group are Residential Advisors, Hall Staff, Peers, Student Government Association, Professor’s and
Athletes.
Off‐Campus Students
Approximately 18,000 of the University of Memphis’ students reside off campus.
Go Blue, Go Gray, Go Green 19
The self‐interests of this audience are convenience and not wanting to spend additional money. The influentials of this public
are staff members, clubs and organizations, adult commuter services, and peers.
Greeks
The Greek system includes a majority of the University of Memphis’ leaders on campus. Fraternity and sorority members
comprise of 80 percent of orientation guides and 80 percent of Frosh camp counselors, both of which play a big influential role
towards incoming freshman. A majority of the SGA Senates and Student Activities Council are members of the Greek system.
This key publics’ self‐interests are the desire to reflect a positive image on the Greek system and wanting to be leaders in the
sustainability movement.
Influentials of the Greek systems are chapter leaders, Malikah Nelson (Greek Advisor), and Leslie Poe (Greek Life and Community
Service Advisor).
Freshmen
This key public has the opportunity to create a tradition of sustainable living. Nearly 2,100 new students enrolled at the
University of Memphis during the school year of 06‐07.
Go Blue, Go Gray, Go Green 20
The self‐interests of freshman are convenience, contribution to a greater cause than self, achievement, belongingness, pride,
and acceptance.
The campaigns purpose in targeting freshman is to create a solid and refreshing look towards building a more
environmentally friendly campus. If students come in comprehending sustainable living as the only existence, then growth of a
greener campus will escalate to a higher and more successful standard.
Influentials are Destin Tucker with New Student Orientation, Stephanie Blaisdell with Freshman Convocation, Peter
Groenendyk with Residence Life, Angie Dunlap with Student Activities, athletes, professors and student leaders.
Go Blue, Go Gray, Go Green 21
Campaign Messages
Primary Message #1
Join the Green Revolution
Secondary Messages #1
Students on 621 campuses in the United States are participating in Go green efforts. What are you doing?
Green is a hot look this fall. Will you be in style?
Students today are the green generation and are starting to see the effects of global warming… it’s time to stand up and make a change.
Students can inform the community how actions affect the environment.
Primary Message #2
Going Green $aves Green
Secondary Messages #2
Change your habits, help your wallet
Turn off the lights in your dorm room when you leave.
Go Blue, Go Gray, Go Green 22
Take a shower instead of a bath and save up to 10 gallons of water.
Small things add up – both good and bad.
The best way to have green energy is to not use it at all.
Energy conservation, recycling and reusing items helps the University of Memphis, the community and the world.
Go Blue, Go Gray, Go Green 23
Strategies and Tactics
Strategy
Motivate students to “go green” through new and social media.
Tactic
Start a Facebook page group that encourages people to join the Green Revolution. (Will also have link to website)
Create section on University of Memphis sustainability website that caters specifically to students.
Create Twitter account to send out regular Go green tips to students.
Create an appealing and informative website that looks different from other University websites.
Create a “go green” blog that students can comment on.
Links to Facebook page, Twitter profile, etc.
Put a graphic on the University of Memphis website (www.memphis.edu) that contains a link to the newly redesigned Green Campus Initiative (www.memphis.edu/greencampus).
Craig’s list type of online market to sell/exchange used items.
Calendar of Go green events.
Go Blue, Go Gray, Go Green 24
Strategy
Motivate students to Go green through opinion leaders.
Tactics
Create posters with pictures of influential members of campus “Going Green” (Coach Pastner, etc.)
Create Go green position on the Student Government Association
Create Go green PowerPoint presentation for resident assistants to present to incoming residence students that emphasize how conserving energy can save money.
Strategy
Motivate students through traditional media.
Tactics
Purchase a series of ads in the Daily Helmsman with green tips and the Go green website address.
Run weekly Go green tips on the residence hall television station.
Run PSA on campus radio station.
Include Go green tip in monthly health newsletter.
Run an article or series of articles in the Daily Helmsman.
Go Blue, Go Gray, Go Green 25
Purchase ads on the trash cans located throughout campus with green tips and the Go green website address.
Strategy
Motivate students to conserve energy.
Tactics
Create door hangers for residence students that include reminders to turn off lights, don’t run water, use green cleaning products, etc.
Create light plate stickers for residence students with a reminder to turn off lights.
Have an energy conservation contest between dorms to see who can save the most energy over the course of a week or month.
Strategy
Motivate students to recycle and reuse.
Tactics
List recyclable items on website/Facebook
List places to buy used products on website.
Hold a recycling competition between University of Memphis and another rival school leading up to a football game.
Go Blue, Go Gray, Go Green 26
Research/Planning Timeline
Go Blue, Go Gray, Go Green 27
Implementation/Evaluation Timeline
Go Blue, Go Gray, Go Green 28
Budget
Strategy: Motivate students to Go green through new and social media.
Tactics Item(s) Quantity Per Item Cost
Total Projected
Green Revolution Facebook Group
University Of Memphis Campus Green Initiative Website
Green Revolution Twitter Page
Informative Website
Go green Blog
Links to Facebook and Twitter
Website
Website
Blog
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Go Blue, Go Gray, Go Green 29
University of Memphis Website Graphics
Craig’s List
Calendar of Go green Events
Links
Graphics
Online Marketplace
Calendar
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Strategy Subtotal $0.00
Go Blue, Go Gray, Go Green 30
Strategy: Motivate students to Go green through opinion leaders.
Tactics Item(s) Quantity Per Item Cost
Total Projected
Influential Posters
Go green SGA position
Go green PowerPoint Presentation
Word of mouth marketing
Website
SGA position
PowerPoint
Word of Mouth
50
$0.61
$0.00
$0.00
$0.00
$30.38
$0.00
$0.00
$0.00
Strategy Subtotal $30.38
Go Blue, Go Gray, Go Green 31
Strategy: Motivate students through traditional media.
Tactics Item(s) Quantity Per Item Cost
Total Projected
Daily Helmsman advertising
Go green Tips on Campus Television Station
Campus Radio Station PSA
Green Tips in Campus Health Newsletter
Daily Helmsman article(s)
Campus Trash Can advertising
Newspaper Ad
Television Ad
Radio Ad
Newsletter Tip
Article(s)
Trash Can Ad
1/4 page @ $200
12 month contract @ $99.00 per month
$200.00
$0.00
$0.00
$0.00
$0.00
$1,188.00
$200.00
$0.00
$0.00
$0.00
$0.00
$1,188.00
Strategy Subtotal $1,388.00
Go Blue, Go Gray, Go Green 32
Strategy: Motivate students to conserve energy.
Tactics Item(s) Quantity Per Item Cost
Total Projected
Door tags for University of Memphis residents
Light switch reminder stickers on light faceplates
Sustainability awareness brochures
Dorm Energy Conserving Contest
Door Tags
Light Switch Stickers
Brochures
Contest
1000 @ $144.75
1000 @ $51.80
1000 @ $69.42
$0.05
$0.14
$0.07
$0.00
$144.75
$51.80
$69.42
$0.00
Strategy Subtotal $265.97
Go Blue, Go Gray, Go Green 33
Strategy: Motivate students to recycle and reuse.
Tactics Item(s) Quantity Per Item Cost
Total Projected
University of Memphis Campus Green Initiative Website
Recycling Competition
Word of mouth marketing
Website
Competition
Word of Mouth
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Strategy Subtotal $0.00
Total Overall Used for Budget = $1,684.35
All printed materials were provided by www.UPrinting.com.
Go Blue, Go Gray, Go Green 34
Evaluation
Objective 1
Raise awareness by 5% about sustainability initiatives among University of Memphis students by the end of the fall 2009 semester.
Criteria
The “Go green Team” surveyed 402 students at random on their thoughts, attitudes, and behavior patterns as they pertain to
sustainability efforts on the University of Memphis campus. Eighty‐six percent said that they had heard of the “going green”
concept.
Tools
The survey titled, “Study of Memphis Students ‘Going Green’” will be redistributed in spring 2010. The results from the second
survey will be evaluated and contrasted with the original data gathered in fall 2008 to see if there is an increase in the percentage of
students who are aware of “go green” initiatives.
Go Blue, Go Gray, Go Green 35
Objective 2
Increase participation in sustainability efforts among University of Memphis students by 5% by the end of the fall 2009 semester.
Criteria
An average of 84 percent of University of Memphis students recycles less than two times in a given week. Roughly 55 percent of
those students surveyed said they do not recycle at all.
Tools
The survey titled, “Study of Memphis Students ‘Going Green’” will be redistributed in spring 2010. The results from the second
survey will be evaluated and contrasted with the original data gathered in fall 2008 to see if there is an increase in the percentage of
students who recycle on campus.
Go Blue, Go Gray, Go Green 36
Reflections
When our research was conducted, we discovered that many students were aware of sustainability but few knew how to actively
become involved in efforts at the University of Memphis. One of our biggest challenges when developing this campaign was
determining what messages would be most influential in reaching students.
Most students expressed a concern about the lack of recycling bins around campus. There was also a concern about excessive
energy consumption, such as lights being left on and the heating and cooling of buildings on campus. The members of our focus
group were very responsive to new information and seemed to want more answers on ways for the University of Memphis to
become a green campus.
The University of Memphis’ administration has taken many initiatives towards a sustainable campus, including recycling and
using alternative resources. Our hope is that this campaign will raise awareness with University of Memphis students about what the
university is currently doing in terms of sustainability, and as a result, increase the amount of participation in sustainability efforts on
campus.
Go Blue, Go Gray, Go Green 37
Tab A – Moderator’s Guide
I. BACKGROUND/INTRODUCTIONS
Moderator: Dane Williams
Moderator will: Introduce himself and thank participants for agreeing to come. “Thank you for volunteering your time and coming in
this afternoon. My name is Dane Williams and I am currently involved with a team on campus that is researching and evaluating the
thoughts, actions, and behavior patterns of the University of Memphis college students regarding the campus “Going Green. I’ll be
moderating our discussion today”.
Explain group guidelines and tell how long the focus group will last.
“Our discussion today should last for forty‐five minutes to one hour today. During the group we want to get your reaction and
responses regarding the University of Memphis’ campus “going green” and ways we can better reach the students at the U of M.
Again, I am here just to facilitate the session today. We are interested in hearing your point of view even if it is different from what
others have expressed. I’m going to make every effort to keep the discussion focused and within our time frame. If too much time is
being spent on one question or topic, I may move the conversation along so we can cover all of the questions.”
Address confidentiality:
“We will be audio‐taping the discussion because we don’t want to miss any comments. But, we will only be using first names
today and there will not be any names attached to the comments on the final report. You may be assured complete confidentiality.”
Go Blue, Go Gray, Go Green 38
Focus Group Guidelines:
1. We’d like to ask you to not speak while someone else is speaking. We just want to make sure we hear everyone’s thoughts today.
2. Avoid side conversations with your neighbors.
3. We need to hear from everyone in the course of the discussion, but you don’t have to answer every question.
4. Feel free to respond directly to someone who has made a point.
You don’t have to address your comments to me to get them on the table.
5. Say what is true for you and your school and have the courage of your conviction. If you do not know an answer or are unsure of
where you stand, please simply elect not to answer the question rather than agreeing with an opinion given by another participant.
Participant introduction:
“On that note, please introduce yourselves – first names are fine. Please tell us your name, major, age and classification. Let’s
just go around the table”
Intro to topic:
1. During this discussion we are going to be talking about the University of Memphis’ campus “Going Green”, what does the term
“Going green” mean to you?
a. Where do you recall hearing/seeing the term?
2. How aware do you believe our world is regarding the environmental issues? a. United States b. Memphis c. University of Memphis
Go Blue, Go Gray, Go Green 39
d. Yourself 3. Now that we have discussed the term “Going Green” on a global basis, why would the University of Memphis become a “Green”
campus?
4. What are the disadvantages of going green?
5. Who is going green?
6. Are you interested in finding out more information on ways that you can live more sustainable?
a. Would a website be an appealing way to get that information?
b. What kinds of content or features on websites draw you in and get your attention?
c. What kinds of content or features bring you back to a website again and again?
7. What are some ways that you have found out about your favorite websites?
Thank you for your time.
Go Blue, Go Gray, Go Green 40
Tab B – Focus Group Results
Summary: Results from the Focus Group conducted on April 1, 2009
Criteria Answers
1. What does the term “Going Green” mean to you? Where do you recall hearing or seeing the term?
• Lights out • Eco‐friendly • More organic food in the cafeterias
• Recycling bins more prevalent on campus
• TV • Newspaper • T‐shirt • SGA‐passed recycling bill • Al Gore
2. How aware do you believe our country is regarding the environmental issues?
• “People want to do something, but not convenient. More campaigns today, it’s becoming cooler.”
• It’s an individual thing • “I don’t think we know that it could affect us or won’t affect us.” • “It’s becoming cooler to do” • Change something‐ don’t know what is it might be, but change is needed. Many think everyone knows about the issues, but people don’t put out effort
3. How aware do you believe the University of Memphis is regarding the environmental issues?
a. Aware but no opportunities b. “I don’t know where any recycling bins are.” c. “Why don’t we put some bins in a parking space?” d. With economy the way it is, college campuses might not take
steps to go green
4. Why would the University of Memphis become a “Green” campus?
• Long term, it actually pays off • Over a long time, it will benefit us by saving money, saving energy
Go Blue, Go Gray, Go Green 41
5. What are some disadvantages to going green
• Initial cost, • Current mentality • Not convenient
6. Who is going green? • Celebrities • Families • Trendsetters • “Companies like Abercrombie made it look like a fad”
7. Are you interested in finding out ways you can live more sustainable?
• “Absolutely—I have a son, and his future is my future” • “It needs to be advertised, because there is a lack of knowledge”
8. Would a website be an appealing way to get you that information?
• “Yes it’s the easiest way and it’s a green way.”
9. What kind of content or features on websites draw you in and get your attention?
• Has to stand out more than all of the other U of M websites • Interactive message board • A list of places where to recycle
10. What kind of content or
features bring you back to a website again and again?
• Regular updates • Optional email alerts – “but don’t just start sending them to me” • Incentives • Quality • Grabs attention
11. What are some ways that you have found out about your favorite websites?
• RSS feeds • Blogs • Incentives • Friends • Googling • Interests • Word of mouth
Go Blue, Go Gray, Go Green 42
Tab C – Interviews
Dane’s Interview with Dr. Williams Porter, Dean of Students
Q: What exactly does the Dean of Students do?
A: I work with all of the Registered Student Organizations, I am the SGA adviser, residence halls; we are working to make the new
dorm, the greenest building on campus.
Q: Students pay a “Green Initiative” fee every year…where has it been going.
A: Enhancing the recycling program on campus. Initially we received a plan from the physical plant, and funded it. We are going to
be adding two new positions: a sustainability coordinator and someone to help them with executing their tasks. They will also need
a special collection vehicle.
Q: Where will it go in the future?
A: Recycling will continue to need funding. We are also looking into various energy conservation measures.
Q: Do you think students want to have a “green” campus?
A: Oh yeah. I think as with anything there are some that are more passionate than others, but I think they want it.
Q: Do you think the “Green Initiative” fee is set at the right level? Should it be higher or lower?
A: I think it’s ok where it is at. Students have to continue to express interest for anything to change. They have to very actively
support recycling programs I’m sure there are several students who don’t care or know. Awareness is the key.
Go Blue, Go Gray, Go Green 43
Q: What does “green mean to you?
A: Constantly working on ways to have your campus more sustainable. The priority should be to conserve energy. The best way to
have green energy is to not use it. It is a continual process to increase sustainability and to leave a diminishing carbon footprint.
Q: Where could we improve?
A: We could lower our energy consumption. We’ve looked into solar panels; the amount of energy you actually get from them is
very minimal. I think we would still like to add some someday. They work great as a visual reminder.
Go Blue, Go Gray, Go Green 44
Dane’s Interview with Danny Armitage on February 10, 2009
Q: How many students live on campus?
A: 2,400 live on campus, and about 20,000 attend U of M, and 7,800 are normal college age potential dorm residents.
Q: What are the demographics like for on campus students?
A: 60% are female and 40% male
Q: Will it benefit Residence Life to become more sustainable?
A: 86% of West Hall was recycled. 50% of students circulate through the dorms each year. Drink card program has only 300
participants which are mostly staff.
Q: Do you think residents are informed about sustainability issues?
A: 18‐20% knows about recycling, but not much else. “Your problem will come with participation not so much on education”—
Armitage
Q: Do you feel sustainability issues are important to them?
A: Yes.
Q: Do you feel that residents currently take part in any green initiatives?
A: They probably buy green products, but don’t recycle so much. They are fairly active in limiting the paper that they use.
Go Blue, Go Gray, Go Green 45
Q: Do you think they ever would?
A: Energy consumption is our best bet to get more participation. Females take longer showers. Turning off the lights could reduce
costs 8‐10%. 3 General Recycling dumpsters
Q: Who are the influentials the majority of residents? If we wanted to organize a recycling drive or something along those lines
that would we have to have on board? RAs? SGA? Someone else?
A: RA’s, Hall Staff (people that manage the buildings), Campus television (announcements run on scroll by his office—Edna Nelson)
Q: Can measuring the individual energy expenses for each dorm on campus be measured?
A: “They can in fact be measurable.”
Q: How many recycling bins are on campus and how many are we getting?
“I’m not sure of the exact number but the university could be from 350 to 400 recycling bins on campus along with 50 plastic bottle
bins.” He also said noted that very few are assessable to students meaning the bins are currently only for the faculty. The problem
with giving students the bins is that the bins could easily become trash cans, and once that has happened, it will be very difficult for
the school to change that. Currently only one individual is picking up the bins and the coordinator has no campaign for introducing
the recycling bins to students along with the means to get the recycling picked up.
Q: Where is the green fee going?
“One word. Nowhere.” A year’s worth of green fee money is currently sitting in the account and accumulating. Because of the
nation’s present recession, President Shirley Raines must approve all university money before being spent, and Strong is must file
Go Blue, Go Gray, Go Green 46
the proper paperwork before he is allowed access to the green fee. Strong does plan to post a job opening for the sustainability
coordinator along with signing a campaign for fall 2009.
Q: Will three or four big recycling dumpsters on campus work for the students?
A: “There is only one person picking up the recycling and it’s a big enough job as it is.” Also for the three or four dumpsters to be put
into place we would have to remove three or four trash dumpsters for space. What we didn’t know is that the trash collectors are
charging the school per pickup time taking place meaning that if the truck comes yet there is no or little trash, the U of M still
receives a charge for it. His solution is not for recycling dumpsters but wanting to reduce the pickup times of the trucks to save
money and also reduce our individual trash collection.
Go Blue, Go Gray, Go Green 47
Tab D – Definitions
Go green ‐ (As used within this report) a movement or initiative to sustain the environment.
University of Memphis Community ‐ The University of Memphis student body, administration and faculty.
University of Memphis Campus ‐ The buildings and surroundings of the University.
Biodegradable ‐ Capable of being broken down within a time frame into non‐harmful products by the action of living things.
Sustainability ‐ Meeting the needs of the present without compromising the ability of future generations to meet their own needs.
Go Blue, Go Gray, Go Green 48
Tab E – Survey
Go Blue, Go Gray, Go Green 49
Tab E – Survey, Cont.
Go Blue, Go Gray, Go Green 50
Tab F – Survey Results
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 347 86.3 86.3 86.3
No 55 13.7 13.7 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 51
Frequency Percent Valid Percent
Cumulative
Percent
Valid Peers 46 11.4 13.3 13.3
Media 233 58.0 67.1 80.4
Educators 45 11.2 13.0 93.4
Parents 16 4.0 4.6 98.0
Other 7 1.7 2.0 100.0
Total 347 86.3 100.0
Missing 9 55 13.7
Total 402 100.0
Go Blue, Go Gray, Go Green 52
In the last week, how much have you recycled on the U of M campus?
Frequency Percent Valid Percent
Cumulative
Percent
Valid .00 221 55.0 55.0 55.0
1‐2 times 119 29.6 29.6 84.6
3‐4 times 37 9.2 9.2 93.8
More than 4 times 25 6.2 6.2 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 53
Go Blue, Go Gray, Go Green 54
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes, $5 more to increase
funding for green initiatives
101 25.1 25.1 25.1
No, keep the current green
initiative fee
151 37.6 37.6 62.7
No, Do not want current green
initiative fee
79 19.7 19.7 82.3
Yes, $10 more to increase
environmentally friendly
equipment
71 17.7 17.7 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 55
Frequency Percent Valid Percent
Cumulative
Percent
Valid greatest 139 34.6 34.6 34.6
‐‐ 92 22.9 22.9 57.5
‐‐ 71 17.7 17.7 75.1
not great 74 18.4 18.4 93.5
9 26 6.5 6.5 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 56
Frequency Percent Valid Percent
Cumulative
Percent
Valid greatest 97 24.1 24.1 24.1
‐‐ 124 30.8 30.8 55.0
‐‐ 104 25.9 25.9 80.8
not great 50 12.4 12.4 93.3
9 27 6.7 6.7 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 57
Frequency Percent Valid Percent
Cumulative
Percent
Valid greatest 75 18.7 18.7 18.7
‐‐ 101 25.1 25.1 43.8
‐‐ 127 31.6 31.6 75.4
not great 72 17.9 17.9 93.3
9 27 6.7 6.7 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 58
Frequency Percent Valid Percent
Cumulative
Percent
Valid greatest 63 15.7 15.7 15.7
‐‐ 59 14.7 14.7 30.3
‐‐ 73 18.2 18.2 48.5
not great 180 44.8 44.8 93.3
9 27 6.7 6.7 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 59
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Fundraising/
Promotional Event 93 23.1 23.2 23.2
Add extra clubs for
people to participate
in
59 14.7 14.8 38.0
Have a sponsor
awareness seminar 37 9.2 9.2 47.2
Increase recycling bins
around the campus 211 52.5 52.8 100.0
Total 400 99.5 100.0
Missing 9 2 .5
Total 402 100.0
Go Blue, Go Gray, Go Green 60
Frequency Percent Valid Percent
Cumulative
Percent
Valid Recycling 210 52.2 53.3 53.3
Energy Conservation 106 26.4 26.9 80.2
Utilizing Alternative
Resources 60 14.9 15.2 95.4
Land Conservation 18 4.5 4.6 100.0
Total 394 98.0 100.0
Missing 9 8 2.0
Total 402 100.0
Go Blue, Go Gray, Go Green 61
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Satisfied 21 5.2 5.2 5.2
Satisfied 82 20.4 20.4 25.7
Somewhat
Satisfied 158 39.3 39.4 65.1
Dissatisfied 97 24.1 24.2 89.3
Very Dissatisfied 10 2.5 2.5 91.8
Don't Know 33 8.2 8.2 100.0
Total 401 99.8 100.0
Missing 9 1 .2
Total 402 100.0
Go Blue, Go Gray, Go Green 62
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Satisfied 12 3.0 3.0 3.0
Satisfied 69 17.2 17.2 20.2
Somewhat Satisfied 158 39.3 39.5 59.8
Dissatisfied 86 21.4 21.5 81.2
Very Dissatisfied 30 7.5 7.5 88.8
Don't Know 45 11.2 11.2 100.0
Total 400 99.5 100.0
Missing 9 2 .5
Total 402 100.0
Go Blue, Go Gray, Go Green 63
Frequency Percent Valid Percent
Cumulative
Percent
Valid Not important at all 30 7.5 7.5 7.5
Not Important 54 13.4 13.6 21.1
Somewhat Important 147 36.6 36.9 58.0
Important 96 23.9 24.1 82.2
Go Blue, Go Gray, Go Green 64
Very Important 71 17.7 17.8 100.0
Total 398 99.0 100.0
Missing 9 4 1.0
Total 402 100.0
Go Blue, Go Gray, Go Green 65
Frequency Percent Valid Percent
Cumulative
Percent
Valid Not important at all 38 9.5 9.6 9.6
Not Important 60 14.9 15.2 24.7
Somewhat Important 154 38.3 38.9 63.6
Important 87 21.6 22.0 85.6
Very Important 57 14.2 14.4 100.0
Total 396 98.5 100.0
Missing 9 6 1.5
Total 402 100.0
Go Blue, Go Gray, Go Green 66
Frequency Percent Valid Percent
Cumulative
Percent
Valid Under 23 279 69.4 69.6 69.6
23‐28 85 21.1 21.2 90.8
Older than
28 37 9.2 9.2 100.0
Total 401 99.8 100.0
Missing 9 1 .2
Total 402 100.0
Go Blue, Go Gray, Go Green 67
Please circle your classification:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Freshman 64 15.9 16.1 16.1
Sophomore 104 25.9 26.1 42.2
Junior 110 27.4 27.6 69.8
Senior 103 25.6 25.9 95.7
Graduate 17 4.2 4.3 100.0
Total 398 99.0 100.0
Missing 9 4 1.0
Total 402 100.0
Go Blue, Go Gray, Go Green 68
Frequency Percent Valid Percent
Cumulative
Percent
Valid Female 242 60.2 60.2 60.2
Male 154 38.3 38.3 98.5
9 6 1.5 1.5 100.0
Total 402 100.0 100.0
Go Blue, Go Gray, Go Green 69
Tab G – Collateral
(Poster)
Go Blue, Go Gray, Go Green 70
(Door Hanger)
Go Blue, Go Gray, Go Green 71
(Daily Helmsman Ad)
Go Blue, Go Gray, Go Green 72
(Light Stickers)
Go Blue, Go Gray, Go Green 73
Tab H – Press Releases
(Broadcast Press Release)
Go Blue, Go Gray, Go Green 74
(Print Press Release)
Go Blue, Go Gray, Go Green 75
Tab I – References
Bleau, S. (2008, October 21). U of M continues green initiative with conservative climate control. The Daily Helmsman, pp. 1.
Covington, J. (2007, November 11). Green club hosts recycling week. The Commercial Appeal. Retrieved October 14, 2008, from
<http://m.commercialappeal.com/news/2007/Nov/11/green‐club‐hostscampus‐recycling‐week/>.
Egan, T. (2006, January 8). The greening of America's campuses. The New York Times. Retrieved September 22, 2008, from
<http://www.housing.sc.edu/pdf/GreeningofAmericasCampusesNewYorkTimes.PDF>.
eSchool News Staff (2008, August 28). Poll: Two‐thirds of colleges are going green. eSchool News. Retrieved September 22, 2008,
from <www.eschoolnews.com/news/top‐news/?i=55040>.
Guber, D. L. (2004). The grassroots of green revolution: Polling America on the environment. Rural Sociology, 69(2), pp. 303‐306.
Ingenta Connect. Retrieved September 22, 2008, from <http://www.ingentaconnect.com/
content/rssoc/rs/2004/00000069/00000002/art00008?crawler=true.>
Hendry, E. R. (2008). Going green registers with colleges. USA Today. Retrieved August 14, 2008, from
<http://www.usatoday.com/news/education/2008‐08‐13‐eco‐friendlyuniversities_N.htm>
Jaschik, S. (2005, July 26). Thinking green. Inside Higher Ed. Retrieved September 17, 2008, from
<http://www.insidehighered.com/news/2005/07/26/green>
Jones, K. (2007, February 22). U of M may go green, with student vote. The Daily Helmsman. Retrieved October 14, 2008, from
Go Blue, Go Gray, Go Green 76
<http://www.dailyhelmsman.com/home/index.cfm?event=displayarticleprintefriendl&ustoryid=39df9503‐552c‐4709‐9867‐
733c9d590805>
Judkis, M. (2008, August 25). How colleges are going green. U.S. News and World Reports. Retrieved September 22, 2008, from
<http://www.usnews.com/blogs/fresh‐greens/2008/8/25/how‐colleges‐aregoing‐green.html>
Kressler, B. (2008, June 23). Harris poll shows Americans are making green changes. Green Right Now. Retrieved September 23,
2008, from <http://www.greenrightnow.com/wwltv/2008/06/23/harris‐poll‐shows‐americans‐aremaking‐green‐changes‐
but‐some‐confused‐about‐eco‐choices/>
Mathis, K. (2008, August 7). High Point University goes green. News 14 Carolina. Retrieved October 14, 2008, from
<http://news14.com/content/local_news/triad/598095/high‐point‐university‐goesgreen/Default.aspx>
Spencer, B. (2008, August 29). Cig butts bad for environment. The Daily Helmsman, pp. 1.
Spencer, B. (2008, September 12). Architecture department builds eco‐friendly home. The Daily Helmsman, pp. 1.
Spencer, B. (2008, September 17). Blue goes green. The Daily Helmsman, pp. 1.
Wolford, B. (2008, July 2). Temporary hire to help university go green, conserve resources. Kentnewsnet.com. Retrieved October 14,
2008, from <http://media.www.kentnewsnet.com/media/storage/paper867/news/2008/07/02/N
ws/temporary.hire.to.help.university.go.green.conserve.resources‐3387017.shtml>
Zimring, C. A. (2005). History of recycling. In Cash for your trash: Scrap recycling for America.
New Brunswick: Oxford University Press.