Data-Driven Messaging for Groups and Individuals: Cardinal ...Cardinal Green Buildings Campaign...
Transcript of Data-Driven Messaging for Groups and Individuals: Cardinal ...Cardinal Green Buildings Campaign...
Data-Driven Messaging for Groups and Individuals: Cardinal Green Buildings
Sara-Katherine CoxonSustainability CoordinatorStanford University
Infrastructure & Systems
BUILDINGS
TRANSPORTATION
WASTE
WATER
ENERGY
EDUCATION
COMMUNICATION
EVALUATION
CONSERVATION
ANALYSIS
Education & Practice
Sustainable Stanford: Dual Approach for Building a Culture of Sustainability
Driving Action Through Data
Seasonal Conservation Campaigns:
• Winter Closure (energy)• RecycleMania (waste)• WaterWise (water)• Give and Go (waste)
Winter Closure Campaign
Cardinal Green Buildings Campaign Goals
• Expand engagement with and participation from building managers, staff, and students
• Leverage building performance data to mobilize occupants
• Increase energy savings
Engagement pathways
Existing Opportunities:
• Internal Building Sustainability Dashboards rate performance and identify improvement areas for 135 campus buildings
• My Cardinal Green platform encourages and rewards individual sustainability actions
How can we broadcast and leverage these tools to activate the Stanford community around conservation?
Engagement pathways
Step 1: Gamify My Cardinal Green Engagement for building managers• Managers participate through the platform• High-stakes raffle for taking key steps to engage
occupants
Step 2: Dispatch students to help drive messaging in dorms through a Dorm Energy Challenge• 43 students canvassed door-to-door at seven of
Stanford’s largest residences the week before Break• Peer-to-peer messages and physical checklists were
more effective at driving action than emails– Quantify individual contributions to show magnitude of savings– Raise My Cardinal Green brand awareness by linking reminder
notes to the platform
December 2017 - January 2018
December 2016 - January 2017
Winter Closure Performance: Results
Students move out
Students move back in
5 days of canvassing
43 volunteers
15% decrease in electricity use in buildings that were covered
12% decrease in hot water use
$15,627 in energy savings
$1,500 paid in incentives
Student Dorm Energy Challenge:
Winter Closure Performance: Results
9
166 academic buildings participated
1,045 metric tons of CO2 avoided
$432,000 total cost savings
$4.4 million in total savings since program inception
Cardinal Green Buildings Campaign:
Winter Closure Performance: Results
Build on partnerships to magnify reach and impact Host a hackathon with student energy group to identify even more ways to reach students where
they’re at
Explore creative incentive opportunities High savings associated with energy conservation open up doors for new incentive structures
Showcase your data Infographics, personalized checklists, and other data visuals can make your messages “stick” more
than a list of numbers of block of text
Winter Closure Performance: Lessons & Looking Ahead