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Sustainability Marketing Plan
Alexis Bossard, Tiffany Bowes, Trevor Boyer, Holden Snyder
April 28th, 2016
Our Goal
We 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 Analysis
Opportunities and Threats
-Fundraising
-Clubs
-Branching out
-Uninterested students
-Lack of funding
Target Market
College 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
Product
Reusable shopping bags
Recycled materials
True reUSAble
Place
Penn State Behrend
Residence Halls & On-campus apartments
University Gates & Hudson Lofts
Price
Residence Halls: “Free-to-rent”
Apartments: “Free-to-own”
Replacement
Funding
Promotion
Advertising
Social Media
Direct Marketing
Personal Selling
Publicity
Advertising
Social
Media
Direct
Marketing
Personal Selling
Publicity
Events
Platform
● 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 bags
When 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?

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Sustainability Marketing Plan ppt

  • 1. Sustainability Marketing Plan Alexis Bossard, Tiffany Bowes, Trevor Boyer, Holden Snyder April 28th, 2016
  • 2. Our Goal We 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.
  • 3. 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.
  • 4. Plastic pollution in the Watershed ● Plastic pollution has a major effect on our waterways ● Plastic bags are a major source of stream pollution
  • 5. Market Environmental Analysis Opportunities and Threats -Fundraising -Clubs -Branching out -Uninterested students -Lack of funding
  • 6. Target Market College 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”
  • 8. Product Reusable shopping bags Recycled materials True reUSAble
  • 9. Place Penn State Behrend Residence Halls & On-campus apartments University Gates & Hudson Lofts
  • 10. Price Residence Halls: “Free-to-rent” Apartments: “Free-to-own” Replacement Funding
  • 17. Events Platform ● Educational Programs ● School Partnerships ● Group Fundraising ● Clean-ups Newsroom ● Erie Times News ● Local News Channels ● Community Interest
  • 19. 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.
  • 20. Charting the use of reusable bags When 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