Strategies that work!

1.  Mapping the Problem: Sometimes to get an issue on campus the attention it deserves, you have to prove that there is a problem in the first place.  Twenty page long studies are one way to do this but if you are short on time and you want to create fast action, mapping the problem is a very effective strategy.   For example, at SDSU students took a campus map and with red stickers showed where all the trash cans were outdoors.  They did the same thing with green stickers to indicate the recycling containers.   Students knew that there was very little recycling on campus but by mapping the problem, you could see at a glance what was wrong.   Then the students at SDSU were able to take the map to campus administrators as a conversation starter.  Students who are now part of Green Tower Sustainability also helped create a zero waste solution in which we retrofitted many of the excess trash containers to become recycling containers.  When we paired the trash and recycling containers together, we created waste stations.  This is important to make it just as convenient to recycle as it is to throw away trash.   Students were able to quickly push this project through because the cost of implementation was only about $15 per can and the school would save up to $50,000 yearly on waste disposal fees.

2.  Creative Grassroots Marketing: The list below shows what marketing strategies are sustainable and which are not.   You will notice that some of the conventional marketing strategies are unsustainable.  Fortunately, we have identified that often times creative and sustainable marketing alternatives to typical unsustainable marketing is much more fun and draws attention.  Green Tower Sustainability encourages out of the box marketing strategies.    General rule of thumb, if it is not inappropriate and it makes you turn your head, then your marketing strategy will probably be effective on campus.

Here are some examples of sustainable grassroots marketing that work!

Electronic Shock Advertisement:  shock advertisement makes you turn your head.  It is either ironic or very serious about important messages.  This strategy of advertising works well with college students and in general for pointing out environmental problems.  You want to find someone who is good at a graphic design program like photo shop to make effective shock ads.

A shocking depiction of deforestation

The Ad on the left was created by the Denver Water Authority to promote using moderation with water.  The ad on the right was created by Diesel Jeans Co to highlight the issue of sea level increase due to climate change.  This ad combines irony of two models standing seductively on a beach in front of a submerged Mt. Rushmore.  Student organizations have created equally clever shock eco-marketing designs.

This student created advertisement is a perfect example of how shock ads can send a strong message with one simple image and a clever tag line

Tabling: love it or hate it, tabling is one of the most effective marketing strategies for a student organization.

One of the most overlooked benefits of tabling is that it enables new members to get involved in the organization’s operations.   You always want to have a seasoned veteran accompany the new member in tabling.  On top of being a great way to involve new members, they become educated on what your club does and can effectively communicate that to their friends!

Quirky Marketing: Get Creative!  Anything that turns your head and gets people out of their daily routine (in a fun way) will be good advertising for you.  Here are some examples:

Perfect yet quirky advertisement for Farmers’ Markets

Mascots are great grass roots advertisements.  This is the Chico plastic bag monster.   It can be rented for free.  All you pay is postage.  Other mascots work great too.  Be creative!

Another creative shock marketing strategy.

Successful campus marketing is creative!

3.  Today’s Tactics on Campus that Work:  The video below illustrates the key differences between the student movement today compared to those of yesterday.   Using Powershift as an example, this documentary points out how students that work with the system tend to accomplish the most.  This is a founding principle of Green Tower Sustainability and it reflects our methodology, which is strongly founded on presenting the business argument for sustainability as opposed to taking more abrasive tactics.  The video also illustrates how technology plays a strong role in our ability to be “activists”.