TGIF 2008-2009 Grant Project by UC Berkeley Office of Sustainability

University of California, Berkeley

The G een Initiative Fund

Talking Louder About Campus SustainabilityA BOISTEROUS COMMUNICATIONS CAMPAIGN

A one-year comprehensive marketing and outreach campaign by the UC Berkeley Office of Sustainability

Raise awareness and engage the students, staff, and faculty in reducing campus environmental impacts, expanding the culture of sustainability and helping the campus meet its greenhouse gas emissions reduction goals

StudentsNicole CampbellCommunications AssociateVickie LyCommunications AssociateJoanna YoungCommunications AssociateOscar ZismanSustainability WebmasterKaren SalviniMBA GraduateStaffLisa McNeillyDirector of SustainabilityKira StollSustainability Specialist

Produced Marketing-Communications Plan• Outlines projects, activities, and timeline• Provides a toolkit to capture and track metrics, consistently brand the campaign effort, & evaluate the level of impacts

Expanded Bright Green News

Certified Green Departments and Events

Created Facebook Page

Hosted Student Sustainability Forums

Participated & Tabled at Events

Provided Sustainability Walking Tours

Redesigned 3 Sustainability Websites• General: sustainability.berkeley.edu• CACS: sustainability.berkeley.edu/cacs• Office: sustainability.berkeley.edu/os•Increased website traffic, metrics, and usability

• Created and updated campus sustainability walking tour and now online tours• Guided international and incoming students on tours

• Made face to face contact by attending large and small events (Caltopia; Eat, Learn, Live; PLAYgreen, Calapalooza)• Tabled at residence halls• Presented to staff groups

• Offered two forums each semester

• Attendance grew over 400% from 20 to 100 attendees• # of student groups presenting doubled from 10 last year to 20

•Interactivey engaged the campus on sustainability•Fans of the page grew from 1

to 186 in a matter of months

• Currently 25 green events and 9 green departments certified

• Bright Green News - the campus sustainability newsletter

• Coverage: # of articles per issue more than doubled from 5 to over 10• Frequency: bi-monthly to monthly publication

• Readership: subscription base of 400 to 1,400 as a result of the campaign, representing a 250% increase

Student GroupsBerkeley Green Campus,Residential Sustainability ProgramDepartmentsFacilities Services, Parking & Transportation, RSSP

http://sustainability.berkeley.edusustainability@berkeley.edu

http://www.facebook.com/pages/Berkeley-CA/UC-Berkeley-Office-of-Sustainability/62295986103

CONTACT

TEAM

GOAL

DESCRIPTION ACTIONS & RESULTS

PARTNERS