Cfl campaign
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Transcript of Cfl campaign
How many Spartans does it take to change
a light bulb?
Implementing compact fluorescent lamp (CFL) light bulbs on MSU’s campus
What is a CFL light bulb?
CFLs are compact versions of the long, tubular fluorescent lamps commonly seen in offices, schools and institutional buildings. According to the U.S. Department of Energy, CFLs can save up to 75 percent of the energy used by an incandescent light bulb.
(Green Living 2010)
If every American home replaced just one light with a CFL light
bulb…
we would save enough energy to light more than 3 million homes for a year
we would spend about $700 million less in annual energy costs
we would prevent 9 billion pounds of greenhouse gas emission per year, equivalent to the emissions of about 800,000 cars
(energystar.gov 2010)
Goal
To encourage on-campus MSU undergraduate students to replace their incandescent light bulbs with CFL light bulbs
Target population
PRIMARY TARGET: Michigan State University undergraduate students
living in on-campus housing facilities such as residence halls and university-owned apartments
SECONDARY TARGET: Campus administrators and officials responsible for
decisions about common area lighting such as Campus Living Services and Department of Residence Life
Theory Elaboration Likelihood Model
We will target opinion leaders that will process centrally because they have high motivation and high ability for change
To do this we will present a strong argument in favor of switching incandescent light bulbs for CFL light bulbs on campus
We will focus on factors that have been proven to increase motivation: Personal relevance/involvement Accountability Personal responsibility
(COM 325, Rose Clark-Pitt)
Theory (cont’d) Advantages of ELM
Many lab experiments support the theory Offers prediction and control Explains why factors such as evidence and credibility
are sometimes effective and sometimes not Allows us to predict when receivers will respond to
strong arguments and when they will ignore strong arguments and respond to peripheral cues
(COM 325, Rose Clark-Pitt)
Theory (cont’d) Critiques of ELM
Difficulty defining components of a theory, especially involvement and strength of arguments
Not all research has supported ELM’s predictions Definition of argument quality is not clearly explained Individuals with a high need for cognition do not fall
into the predicted patterns of central and peripheral processing
(COM 325, Rose Clark-Pitt)
Channels Residence Halls Association (RHA) meetings
Governing body representing all on-campus students
Opinion leader outreach Disseminate information to respective groups/
organizations
Low-cost advertising
Earned media (The State News) More than 90 percent of MSU undergraduate
students read The State News on a daily basis (advertise.statenews.com)
Key messages CFLs will save you money!
Each CFL bulb can save $20-$30 in energy costs over the life of the bulb
Using CFLs is good for the environment CFL bulbs produce less waste, less energy and less
greenhouse gasses
With CFLs, you will not have to change your light bulbs as often CFL bulbs burn for 6,000-12,000 hours, compared to
750-1,000 hours that incandescent light bulbs burn
(energystar.gov)
Implementation Residence Halls Association (RHA) partnership
Attending meetings Connecting with campus officials Support bill (earned media)
Opinion leader outreach Student group leaders/executive boards Campus environmental groups Environmental Stewards Mentors, Hall Directors and Assistant Hall Directors
Implementation (cont’d) Low-cost advertising
RHA TV Campus Center Cinemas RHA movie offices Campus group Websites Donated table tents Posters/fliers Mailbox drop University-wide e-mail
Implementation (cont’d) East Lansing city partnership
Proclamation (“Change Your Light Bulb Day”) Grants for free CFL light bulbs for students
Earned media News releases for:
RHA support bill
City proclamation
Distribution event if able to obtain free CFL light bulbs
State News op-ed about benefits of CFL light bulbs
Evaluation
Initial research Focus groups with random samples of on-campus
MSU undergraduate students to measure attitudes toward CFL light bulbs and other “green” initiatives
Randomized survey to measure number of students currently using CFL light bulbs or other energy-saving light sources
Randomized survey to measure awareness of CFL light bulbs and other energy-saving light sources
Evaluation (cont’d)
Follow-up research Focus groups with random samples of on-campus
students after the campaign to measure changes in attitudes toward CFL light bulbs and other “green” initiatives
Randomized survey to measure number of students using CFL light bulbs or other energy-saving light sources after campaign implementation
Randomized survey to measure awareness of CFL light bulbs and other energy-saving light sources
How many Spartans does it take to change
a light bulb?
EVERY
SPARTAN!