Sustainability Marketing Plan

Alexis Bossard, Tiffany Bowes, Trevor Boyer, Holden SnyderApril 28th, 2016

Our GoalWe want to decrease the use of plastic bags on the Penn State Behrend campus.

We will encourage students to use reusable alternatives to plastic bags and properly recycle plastic bags that they may use.

This model can then be spread to the rest of the Penn State campuses and replicated nationwide.

Making the Connection● “Every day the United States

generates 200 million tons of trash, or 4.3 pounds per person”

● “If just 25% of American families used 10 fewer plastic bags a month, it

would save over 2.5 billion bags a year.”

● Some nations have gone as far as to create a tax on plastic bags.

● There are a few States in the US that

tax plastic bags.

Plastic pollution in the Watershed

● Plastic pollution has a major effect on our waterways

● Plastic bags are a major source of stream pollution

Market Environmental AnalysisOpportunities and Threats

-Fundraising-Clubs

-Branching out-Uninterested students

-Lack of funding

Target MarketCollege students

Residence Halls & Apartments

Living on own for the first time

Limited financial resources

Motivated by social factors

Value convenience

“Not Me Greens” & “Go-with-the-Flow Greens”

Marketing mix

ProductReusable shopping bags

Recycled materials

True reUSAble

PlacePenn State Behrend

Residence Halls & On-campus apartments

University Gates & Hudson Lofts

PriceResidence Halls: “Free-to-rent”

Apartments: “Free-to-own”

Replacement

Funding

PromotionAdvertising

Social Media

Direct Marketing

Personal Selling

Publicity

Advertising

Social Media

Direct Marketing

Personal Selling

Publicity

EventsPlatform

● Educational Programs● School Partnerships● Group Fundraising● Clean-ups

Newsroom

● Erie Times News● Local News Channels● Community Interest

Impact on Sustainability

Triple Bottom Line

Social: changing the dynamics of how students typically transport their groceries. Students will possibly be able to bond and discuss sustainability over shared use of reusable bags

Economic: decreasing the number of bags used by the Galley or other stores as well as eliminating the cost of students buying their own reusable bags

Environmental: reducing the number of plastic bags used that will end up becoming pollutants and helping to raise awareness about sustainable practices.

Charting the use of reusable bagsWhen a student takes a bag they could sign, swipe their PSU id, or simply be marked down to show that they had made use of them

Further information that could be provided may be how many bags they used and what they carried in the bags, where they went, and how far they carried them

This information could help to implement more effective solutions for students in the future. It also represents areas for potential future undergraduate research

Questions?