Marketing for Sustainability · Academic Infusion •Learning Outcomes – Students will be...
Transcript of Marketing for Sustainability · Academic Infusion •Learning Outcomes – Students will be...
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Marketing for Sustainability: Academic Infusion and Service Learning
Martin Figueroa and John Haner
CHESC 2014, Best Practices
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Project Overview: Perfect Partnership Writing Program Perspective: Designed as a project to advance a holistic range of professional communication skills applicable to multiple courses within the Merritt Writing Program of UCM. Promotes professional writing curricula at UCM, with a project that capable of ● Getting outside the classroom for project-based service learning ● Making contributions to the campus community ● Advancing student competencies with a resume worthy project
Powersave Campus Program Perspective: PowerSave Campus Programs focuses on four pillars: Energy Efficiency, Green Workforce Development, Academic Infusion and Water Conservation. The programs goal is to educate, and involve students in Energy Efficiency and introduce students to the Green Workforce Development.
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Rooted in Institutional Objectives Inculcates UCM’s Guiding Principles of General Education:
● Ethics and Responsibility: To follow ethical practices in their professions and communities, and care for future generations through sustainable living and environmental and societal responsibility
Participates in the goal of the UC as a Living Laboratory in Sustainability Expands sustainability-related curricula supporting AASHE STARS reporting and Sierra Cool Schools.
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UC Merced Water Battle
•Annual month long water conservation competition •Involves 13 student residence halls •Reduces 6-14% of residents water use, every year •Uses Real Time Water Monitoring technology •Online Dashboard
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Metrics
# of Buildings
# of Students
% Decrease
Gallons Conserve
d
2011 9 Bldgs.
565 Students
14% 89,000
2012 13 Bldgs.
1103 8% 36,458
2013 14 Bldgs
1250 10% 43,979
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Building Academic Infusion of Sustainability
• Partnership with Academic Professor to integrate Sustainability into two writing courses
• Introductory presentation on Sustainability Concepts (Energy Efficiency, Water Conservation, Green Jobs, Energy Auditing, IDSM)
• Pre and Post Surveys • Focus Groups • 1 on 1 support (Intern pairing with Students) • Materials produced by students would be used to market
conservation competitions and campaigns on campus.
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Academic Infusion • Learning Outcomes
– Students will be introduced to sustainability concepts – Students will learn basic energy auditing, energy and
water calculations and conversions. – Students will learn and understand IDSM. – Students will be introduced to Green Careers – Students will produce a marketing material that includes
any concept learned
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Resources and Needs Research Advice and Resources: Set up a library research guide on market research with UCM Library that is used for several classes Readings: Provided students with several useful readings on: marketing research, psychological and behavioral motivations, and layout and design Assignment Resources: Prepared assignment descriptions, editing guides, and grading rubrics for all assignments
1. Fliers and 1-page goals and rationale 2. Market Research Report 3. Presentations
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External Partnerships
Powersave Campus Interns: Served as client, offered support, implemented sustainability training S.A.T.A.L. (Students Assessing Teaching and Learning): SATAL Interns helped implement focus group research
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Pedagogical Background: The Marketing the Writing Minor Competition
The Marketing the Minor Competition was a competition between three classes to produce marketing materials to promote professional writing at UCM. ● Students served as marketing consulting teams, with the Writing Program as the client ● Students conducted surveys of WRI-10 (Sophomore Composition) on attitudes toward
professional writing ● Teams wrote and presented market research reports, and produced marketing materials ● Winners received commendations and small bookstore gift cards
Marketing for Sustainability, with Powersave Campus projects as the “client”, added more motivation for students
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The Mini-Version
The smallest version of the marketing project Time estimate: 2-3 weeks Assignments:
1. 1-2 marketing fliers by each student 2. 1-2 page explanation of flier strategies 3. 1-2 stages of drafting and peer review per
assignment Benefits: ● Can be inculcated into various courses easily ● Can be a low stakes assignment ● Favors rapid, instinctive creative processes ● Easily an individual assignment
Courses Offered: Intro to Professional Writing, and Management Communication
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The Medi-Version For projects inculcating primary or secondary market research Time Estimate: 3-4 weeks Assignments:
1. 1-2 marketing fliers 2. 1-2 page explanation of flier strategies 3. 1-2 stages of drafting and peer review 4. Market Research Report 5. Presentation of Findings
Additional Content: ● Literature review of market research OR Primary market
research via surveys or focus groups ● Market research report ● Presentation of findings
Benefits: ● Promotes a holistic range of skills (research, writing,
speaking, and working in teams) ● Analyzes primary or secondary research as a basis for
strategic communication ● Advances investment and reward via team-based learning
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The Maxi-Version
For projects inculcating both primary and secondary market research Time Estimate: 4 weeks Assignments:
1. 1-3 marketing fliers (2 individual, 1 team) 2. 1-2 page explanation of flier strategies 3. 1-2 stages of drafting and peer review
Additional Content: ● Literature review of market research ● Primary market research via surveys or
focus groups ● Market research report ● Presentation of findings
Additional Benefits: Students utilize both primary and secondary research
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Academic Infusion Results
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Survey Data
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Pre-Survey Data
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Post-Survey Data
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Accomplishments • Integrated sustainability into the writing department • Created funny and catchy marketing materials that were used
for conservation competitions • Educated students about sustainability whose major was not
related to science • Inspired students to get involved with Sustainability, by
joining student clubs and organizations or considering applying for Green Jobs
• Initiated efforts to expand this project to involve many other courses
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Variations and Future Options
Crowdsourcing Competitions: many easy opportunities for campus wide competitions for “best marketing”, “best meme,” or etc. Could be hosted on Facebook. Partnerships with Artists: There is an interesting possibility of partnering with an art, design, or photography class to produce artwork for the advertisements. Positive: original artwork, mitigates IP concerns. Negative: Separates art from copy, scheduling challenges. Integration into Other Courses: Could fit a range of courses, as the project meets various course learning outcomes for a range of courses. Multiple, Independent Team Projects: Could have teams choose their projects independently, with sustainability as a default project or an option.
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Thank You from UC Merced
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John Haner UC Merced Merritt Writing Program – Faculty
Martin Figueroa UC Merced-Power Save Campus Intern
Contact Information