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[Sustainable Carolina Marketing Plan [2017]

Marketing Plan SummaryThis Marketing Plan will serve as representation of research our team as compiled and analyzed and utilize this information to properly represent not just Sustainable Carolina but the Office of Sustainability and each event executed in a positive light to our campus community.

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Market Overview

Target market:

The largest segment of the market is university students completing their

bachelor’s degree at the University of South Carolina. This is a narrow age

demographic spanning from approximately 18-24 years of age. In addition

the target market consists of faculty and staff, which opens up a more broad

holistic target market.

Customer profile:

Our ideal customer (in marketing terms) would be anyone attending or

working for The University of South Carolina. Putting aside anytime

demographic profile information, the topic of sustainability can be spread to

anyone willing to listen.

Competitor profile:

While the organization does not face any direct competitors, it does face the

concept of “lacking awareness.” The Carolina Community cannot be

expected to live a sustainable lifestyle if they are not provided with the proper

tools and knowledge. This is where the marketing team becomes the key to

bridging this gap. By utilizing this diagram we will be able to analyse the

consumers decision-making processes.

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Marketing Objectives

Goals/objectives:

Create awareness campaigns via social media to gage interaction

Educate the Carolina Community on sustainability in ways to which

they will be receptive.

Emphasize how important it is to get involved and how easy it is to

learn more via each of our social media platforms as well as in

person.

Create a clear and concise calendar marking the starting point and

ending point of each social media campaign as well as correlating

posts, tweets, pictures, etc…

Incorporate each member of Sustainable Carolina’s contributions in

our marketing strategies. (Victoria)

Overall new project management plan, plan is to develop a hash tag

and organization amongst the team.

DIY/sustainability hack videos for social media, Sustainable Carolina

videos for YouTube channel (Vania)

DIY apartment sustainability projects (short videos on Social media)

campaign. Recipe ideas inspired from that weeks harvest in the

garden, accompanied by short videos for social media. (Tyler)

“Late Night Bites” a series of healthy meal ideas featuring products

from the Farmers Market. Also filming interviews with farmer’s market

vendors to post on Facebook or YouTube page. (Kiana)

Create fun and interactive social media campaigns, mainly focusing

on twitter from my end. Create a system of automated daily tweets

using Hoot suite or various other tools that we have at our disposal so

that there is a constant stream to our Twitter.

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Marketing Strategy

Our strategy and marketing mix:

Product: While Sustainable Carolina is not producing a physical tangible

product, the message and concept that the office builds it’s reputation on is

that, which the team strives to promote. This quite simply is the notion of

sustainability. It might seem broad but with everything this organization does

to promote the topic it is our job to further enhance those experiences to our

customers (Carolina Community).

Price: Again because there is not a concrete product being sold the price

concept is hypothetical. Viewing it more from the angle that what

costs/obstacles are we incurring to spread this organizations message. What

barriers must be overcome to successfully install the concept of sustainability

in a customers mind?

Promotion: In order to inform and educate our target audience we aim to

utilize events put on by the organization, as well as our social media

platforms including but not limited to Instagram, Twitter, Facebook, and

YouTube, as well as word of mouth. By increasing our follower count, event

foot traffic, and verbal publicity the overall organization will become more

recognized.

Place: How our message is being delivered is crucial when attempting to

reach the audience. Are we placing ourselves on the correct platforms to

reach the prevailing portion of our campus population?

People: While we are attempting to reach/impact the Carolina Community

we also emphasize the need to utilize our resources from within. This

meaning the 41 interns that are an active part of Sustainable Carolina. We

are attempting to reach a vast audience but it is important to showcase the

incredible work that is already being done by not just our interns but also our

network of volunteers. These interns are not all a part of the marketing team

but that does not mean that they cannot market themselves as well as the

organization, while shedding a positive light. Marketing is more than just ad

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campaigns and social media. It is building a viable network of human

interaction to spread a message.

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Action Steps

Top 10 Action Steps:

1. Develop a month-to-month, day-to-day concept calendar. This will outline

every single campaign and event that Sustainable Carolina plans to

execute. In addition while still in the early phases of launching our

marketing tactics, each post and tweet will be charted on this calendar.

2. Develop a hash tag to encourage other accounts to interact with

@Sustainablecaro as well as having interns post pictures tagging our

accounts or hash tagging so that we can repost. #sustainatip

3. Compile clear and concise rules, expectations, and social media policies.

Each team member must be adequately informed on what can and

cannot be posted.

4. Valentines Day Week twitter campaign with hash tags and designated

daily tweets and corresponding Instagrams.

5. Life Hacks will be posted bi- weekly (Tuesdays and Thursdays) some will

included images and videos that will be dispersed on instagram and

Facebook launching on Feb 16th

6. Create budget for student government this will include what we need for

videos, and sweepstakes.

7. Create food (tasty) videos to post each Monday prior to the Farmers

Market. These recipes will be sourced from the Green Quad Farm and

Garden.

8. Throughout various campaigns increase follower count as well as like

counts.

9. Have an Earthstock sweepstakes with sustainable prizes if people share

our post or tag us. We will have a budget proposal to purchase these

prizes.

10. Create a Finals Hacks campaign to finish off the semester strong. More

information to come.

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Background Analysis

The current positioning of the Sustainable Carolina Marketing Team is

weak to say the least. Although the Fall 2016 semester was the first full

semester that the team was assembled and in full swing, there were errors

made and miscommunications. The good news is this gives the team a

plethora of room for improvement. We have already began the initiation of a

team liaison between each event team and the marketing team. This will aid

us in determining clear expectations on both ends as well as preventing any

further communication mishaps.

With two new intelligent members joining the team this semester it has

been our goal to seek out each member’s specific strengths and

weaknesses, therefore we will be able to assign tasks accordingly. This will

ensure that they are carried out in a professional and successful manner.

The Core Business Element of this team is essentially communicating

knowledge of the organization and what it stands for. With this knowledge

will come the results we are seeking, these being an increased amount of

sustainable habits being practiced, greater event attendance, and spreading

awareness.

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Organizational overview

Business name:

Sustainable Carolina

Business structure:

Non- profit on campus organization

Business location:

Office of Sustainability located in Green Quad at the University of South

Carolina

Date established:

2007 Academic Year

Vision statement:

The vision of Sustainable Carolina is to provide leadership and support for

students, faculty, staff, and community members who are part of a campus

and community that has adopted sustainability as a core principle.'

Mission statement:

The mission of Sustainable Carolina is to educate and transform the campus

and community by promoting collaborative relationships among students,

faculty, staff, and community members for exploring and implementing the

changes required to create a sustainable campus and society.

Short Term goals:

Guidance: What are three primary short-term goals for your business (6 Months)?

Team Member Short Term Goal/Objective By when

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Victoria Increase Instagram interaction by utilizing hash tags as well as being able to utilize posts from current interns and other organizations. As well as overseeing and supporting campaigns implemented by team.

On going throughout the semester. First campaign to be completed 2/14/2017

Vania

Improve social media presence through pictures and videos.

Throughout the semester. Begin working on these projects immediately.

Ramiro

Create Various February campaign goals. Currently working on Valentine's Campaign for next week. To be completed

by 2/14/2017.

Tyler Create and plan social media campaigns with rollout dates.

First campaign upcoming. As well as calendar to be completed by 2/10/2017.

Kiana

Compile recipe ideas/videos/etc… as well as working on the team’s interactive calendar (also making a virtual calendar).

Calendar to be completed by 2/10/2017.

Long Term goals:

Guidance: What are three primary long-term goals for your business (1-3 Years)?

Team Member Long Term Goal/Objective By when

Victoria Be able to launch a LinkedIn page for Sustainable Carolina/The Office of Sustainability. As well as creating more recognition of the Office of Sustainability/Sustainable Carolina.

Discuss idea with Hayley towards the end of the spring semester.

Vania

Rebrand the Office of Sustainability’s entire social media presence and on-campus presence through constant innovative content.

Ongoing continuous goal can be started now and continued as the team grows.

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Ramiro

Increasing the following on Twitter as well as using that social media platform to interact with our community. Having fun and interesting tweets for our followers. Work alongside the rest of the team to have cohesive social media presence. Also using Social media to increase interest in Sustainability.

Ongoing effort beginning Monday February 6, 2017.

Tyler

Increase interest in sustainable lifestyle choices students can make even if they live in a dorm. Increase traffic to farmers market and encourage students to eat healthier and more sustainably.

Launching Spring 2017 semester as well as continuing throughout time with Sustainable Carolina.

KianaUtilize the videos to increase foot traffic at the farmers market. Also increase viewership on YouTube channel.

Again Spring 2017 semester but will continue to grow in following semesters.

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SWOT analysis

Strengths Weaknesses

Student lead organization

A plethora of on and off campus partnership to utilize

The message of sustainability has an increasingly

important impact on the planet

Supportive staff

Pre-established social media platforms

Lack of substantial funding to create larger incentives

Low numbers of followers on all social media platforms

Not able to break 50- 100 likes on Instagram

Not a full time job therefore academics come first and

Sustainable Carolina work can often be put on the back

burner

Struggling to appeal to studentsOpportunities Threats

Properly utilizing social media to build connections with

the followers

Create interactive campaigns to engage students

Developing incentives to gain support and promote

sustainable practices

Create organization amongst the team to increase

marketing efforts

Students choosing to learn about our organization but later

not part take or engage

The concept of it being convenient not to be sustainable: it

is the easy way out

Low awareness to conversion rate

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SWOT Activity sheet

SWOT weakness/ threat Activity to address weakness/threat Completion date

Low awareness to conversion

rate

While students are aware of our organization and know how to live

more sustainably they choose not to.

On going goal

Properly utilizing social mediaWe need to begin posting, retweeting, etc… consistently to build and

engage a loyal audienceMarch 1, 2017

Creating organization amongst

the team

Once each team members jobs, responsibilities, and deadlines are

clearly communicated there will be a production of results.February 13, 2017

Promoting the importance of

sustainability

Through a green tips campaign we will aid students in learning the

importance of being green and provide them with easy hints and tips

to apply to their everyday lives

On going goal

CampaignsLaunching at the latest beginning of March to engage students these

will be found on all social media platformsMarch 1, 2017

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[Sustainable Carolina] Marketing Plan [2017]

Our Market

Target market based on Focus Groups:

Last semester we were able to conduct focus group scenarios and our target market included the

following class standing we have chosen not to decipher on a gender basis:

Freshman (1)

Sophomore (1)

Junior (2)

Senior (7)

Grad (1)

Market research and environmental/industry analysis gathered from focus groups:

Questions asking in focus group:

What is your current class standing?

Are you involved in any campus organizations? How many?

What is one way you would like to be notified about an event?

Where do you go to learn more about student organizations?

What are your favourite social media platforms?

Do read the Sunday newsletter?

What are your primary social media times?

Do you care about environmental issues? On a scale of 1-10 how would you rank yourself on your awareness on environmental issues?

Summary of Results:

The number of campus organizations focus group participants were involved in:o 1/6 in one organizationo 5/12 in two organizationso 5/12 in three or more organizations

How would students like to be notified about events?o The majority of students indicated email while some also mentioned Facebook

being a successful method. Where do students go to learn more about student organizations?

o The majority of students indicated word of moutho Some also mentioned the school websiteo The student organization fair

Where are students favourite social media platforms? o The main platforms mention include:

Instagram Facebook Twitter Snapchat


Do students read the Sunday Newsletter? o 1/2 of the focus group participants claimed they do not read the newsletter.o 5/12 indicated they rarely read ito 1/12 does read it

What are primary social media times?o Throughout the day/during classo At nighto In the morningo 24/7

Student self-rankings on if they care about sustainability issues.o ½ of the students ranked themselves a 6o 1/3 of the students ranked themselves above a 6o 1/6 of the students ranked themselves below a 6

This information can aid the team in creating insight on where the students are looking to seek information as well as when they are doing so. We have utilized this information by choosing Twitter, Facebook, and Instagram as our primary three social media platforms, with the addition of Snapchat during a big event such as Earthstock. While the Sunday Newsletter is not as effective as we would like it to be we will continue to submit our upcoming events. It requires minimalistic time and will reach those who do read it. Being able to gage prime social media times is essential to our upcoming Twitter campaigns as well as Instagram posts. We now have a better idea of when students will be on their platforms and when we can reach them.


Our Marketing

Marketing Objectives:

Snapshot of our Valentines Day Twitter Campaign Launching February 6th

An ongoing hashtag we could use, #Sustainatip (Sustainable + Tip) Keep an eye out this week for #Sutainatip s from us on how you guys can make

Valentine’s Day more sustainable and special for all. (2/6/17) #Sustainatip for Valentine's Day:Go for potted plants. Not only do they last longer

with proper care, you avoid the hassle of finding a vase (2/7/17) #Sustainatip for Valentine’s Day: Skip the store bought card this year, making

your own from recycled material is more personal and original. (2/8/17) #Sustainatip for Valentine’s Day: Antique jewelry or another retro item make an

awesome and unique gift without having to buy new material! (2/9/17)o (in a reply tweet to ourselves bc this doesn’t fit in one tweet) Not crafty

enough to make your own? Check out awesome local vendors at @SodaCitySC or a local thrift shop!

#Sustainatip for Valentine’s Day: Instead of going out to eat, why not stay in and cook with food from local vendors from @SodaCitySC! (2/10/17)

#Sustainatip for Valentine’s Day: Special someone have a sweet tooth? Opt for local, fair trade, organic, and maybe even vegan chocolate (2/11/17)

#Sustainatip for Valentine’s Day: Buying perfume can send the wrong message. Why not opt organic essential oils to lighten the mood! (2/12/17)

#Sustainatip for Valentine’s Day: Why not spend Valentine’s Day outside by visiting a beautiful National or State Park! (2/13/17)

Happy Valentine’s Day! Learn to love Sustainable Carolina: Show your love by volunteering in the garden

SMART marketing objectives for Valentines Campaign

To achieve at least 3 likes per post

To receive at least 3 retweets

To gain 5 followers

To make the campaign applicable to students as well as faculty and staff

Detailed SMART marketing objectives in the table below:


Objective Specific Measurable

Achievable

Realistic

Timely

3 likes per post increase per post

Very specific

Measured by likes

Yes YesBy 2/14/2017

3 retweets Very specific

Measured by retweets

Yes Yes

By 2/14/2017

5 new followers Very Specific

Measured by follower count

Yes Yes

By 2/14/2017

Instagram 30+ likes

Very Specific

Measured by likes

Yes YesBy 2/14/2017

***this chart will be created for each campaign created with specific dates


Life Hacks as well as Recipes Life hacks will be posted each Tuesday or Thursday launching on

February 16th

Food videos will be launching March 13th

o Each video will launch on a Monday to correspond with the Farmers Market that following Tuesday

Life hacks Space/environment/money savings These will be posted as a picture or a short video tutorial with captions about how

they can help you live a more sustainable lifestyle. Short tutorials about how to install or utilize them in your dorm/apartment as well as around campus.

1. Planting Herbs in Mason Jars (February 23rd)2. Pill bottle First Aid Kit3. Dorm room/small scale composting/Vermicomposting/collecting and delivering to

green quad for use in the garden4. Soup Can Utensil/Craft Supplies Caddy Pictures February 21st 5. Pack lunch salads in mason jars with the dressing on the bottom and leafy ingredients

on top to keep your lunch from getting soggy while you are in class. ( link to mason jar salad in Farm to Table)

6. Natural Cleaners (surface cleaner) Video7. Make your own Laundry detergent (has to come out cheaper than store bought)8. Newspaper pot for Seed starting (Bookmarked under Sustainable Carolina)9. Get a reusable water bottle (show the bottle filling stations found at some water

fountains on campus)10. Get a reusable shopping bag (multipurpose, can be used for shopping as well as

carrying really anything) On February 16th 11. Buy local (plug for Farmers market)12. Wrap bottle/can in wet paper towel to cool it down in the freezer faster (use an IBC

cola, we cannot endorse drink through a school sponsored channel)13. Behind the door hanger to organize pantry items/cleaning supplies (Feb. 28th) 14. Fold your t-shirts the right way (save space in your cramped dorm rooms) 15. Making a bag out of a T-shirt (step by step picture/video) Kiana knows how to do

this.


Farm to Table Recipes These will be short videos shot in the kitchen of the GLC. Source the ingredients

from the garden based upon what is being harvested and sold at the farmer’s market that week. Try to limit or eliminate any extra things that people would need to buy, other than like salt and pepper and general ingredients.

Emphasize keeping your scraps to use as compost. (link to dorm room composting)

These will be posted on Monday with a link in the caption to information about the Farmers market.

Compile the ingredients for the featured recipe and sell as a box set at the farmer’s market.

Recipe cards for the week's featured recipe will be printed and included with these boxes so that students and faculty can purchase the box and have everything they need to cook the meal based upon the video we posted the day before.

We can shoot the videos in a day or two over a weekend(TBD) and have them through post-production (Vania) and ready to roll out.

Rollout dates will be set on the calendar and based upon harvest times and availability of ingredients. Also making the recipes fit with the season and the weather like soup on cold weeks and garden salads on warm weeks.

Exam time rollout a recipe that boosts brain power ER code to recipes

Recipe ideas-1. Mason Jar salad 2. Cranberry Roasted Winter Vegetables3. Caprese Salad Jar4. Spinach and Strawberry Salad5. Potato and Roasted Garlic Broth -with vegetable stock (pg.58 4 Ing)6. Winter Squash soup with Tomato Salsa (pg. 59 4 Ing)7. Mixed Bean and Tomato Chili -Tomato and Herb sauce (pg. 104 4 Ing)


8. Moroccan Carrot Salad (Pg. 149 4 Ing)9. Sautéed asparagus10. Cucumber Soup 11. Basque Salad12. Corn and Zucchini medley13. Fresh Tomato Salad14. Homemade tomato sauce 15. Summer Corn Salad 16. Garlicky Summer Squash and Fresh Corn17. Roasted Root Vegetable Salad18. Butternut Squash-Parsnip Soup

These are just some ideas. We can adapt the recipes to fit what is available at the market.


Here’s what the next few months will look like!

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