Student’s Attitude and Action Regarding the No to Single-Use of Plastic Campa...
PR 1 CAMPAIGN FINAL
1. Zulj 1
BLUE PIRATES FOR A GREEN WORLD
An abbreviated Public Relations campaign aimed at creating a realistic plan for
increasing 25% percent of trash as recycled items at Seton Hall University. The
campaign includes a situational analysis, primary and secondary research, a goal
with related objectives and strategies, an overview of primary and secondary
publics, a key message and lastly, an evaluation plan.
Public Relations I
By: Nikolina Zulj
2. Zulj 2
Situational Analysis
Seton Hall University is a private Roman Catholic university located in South
Orange, New Jersey. The university is home to about 10, 000 students, both
commuter and residential. Department of Facilities and Operations associate vice
president John Signorello has a strong passion for bettering the sustainability
program at Seton Hall University.
Signorello, who has many great ideas and intentions for the recycling
program is willing to work with students and faculty. He believes that the students
and faculty are the ones who truly know what the campus needs in order to thrive in
sustainability. Signorello is hoping to not only get the Seton Hall community
involved, but outsiders as well. This includes future students, parents and the South
Orange community.
The university currently recycles plastics, glass, paper, aluminum, waste oil
and leaves. They have established new goals and objectives for the university. The
goal is to recycle 25% of trash as recycled material.
The first objective is to create three social media platforms by December 31,
2015. The three platforms include Facebook, Twitter, and Instagram. Creating
these platforms would allow the school to post information and news regarding
recycling on campus. Any new updates will be posted through these platforms.
They also expect students, faculty and outsiders to get involved by posting positive
pictures of recycling on campus.
3. Zulj 3
The second objective is to recycle 25% of trash as recycled material by
December 31, 2015. The university will be able to do this by implementing change
and evaluating all campus labeling. The university also plans to replace all the old
recycling and trash bins with new ones. New bins will be much more suited for
recycling because they will be color coded and labeled properly. The bin for bottles
and cans will also have an opening on top wide enough to fit all sizes of bottles and
cans.
The final objective is to emphasize the importance of recycling on campus.
John Signorello and his team will work with students and faculty to spread
awareness for recycling. Plans to promote recycling will be implemented by the end
of 2015. Seton Hall University will also be known as a competitor in recycling
against other universities in the tri-state area.
Blue pirates for a green world will be the Seton Hall family’s new motto.
4. Zulj 4
Research
Primary
John Signorello was interviewed personally in the classroom in order to gain
more perspective on his own vision for the Seton Hall University recycling program.
Signorello presented himself as the head of the recycling department who was
willing to better the program, but just had no ideas of what he could do to improve
it. He seemed to have a lot of hope for the program, but needs the right students to
help him achieve this. He says the school once had a much better program when it
comes to recycling than it does now, but that is because we are not spreading the
word about recycling.
Signorello believes that the Seton Hall community needs to come together to
improve the recycling program. It is important to understand Signorello’s visions
because as the head of the recycling department he is passionate in what he does.
With a little help from creative students, he believes Seton Hall University will once
again be a university with a good recycling program.
While Signorello had a clear vision for the recycling program, it is very
evident that he did not have any sort of plan. Having any sort of structure,
organization and motivation are the key to success. Since the client does not have a
set plan, this campaign focuses to create a plan for bettering the recycling program
in the upcoming five years.
5. Zulj 5
Secondary
The Green Report Card: Seton Hall University received a letter grade of B- in
overall performance for their recycling program in 2011. In the previous years the
school was receiving grades in the D range. The university’s administrative
performance was very weak in previous years.
http://www.greenreportcard.org/report-card-2011/schools/seton-hall-
university.html
Gourmet Dining LLC: Gourmet Dining is Seton Hall University’s food provider.
From 2010-2013, the University agreed to let Gourmet Dining grow vegetables on
campus in order to provide a more eco friendly experience for students. Gourmet
Dining recycles cardboard, paper and aluminum at Seton Hall. Their goal is to
increase 10% percent every year of what they recycle.
http://www.gourmetdiningllc.com/campus/shu/index.php?option=com_content&v
iew=article&id=101&Itemid=435
Seton Hall University: Seton Hall University has a goal to recycle 25% of trash as
recycled materials.
http://www.shu.edu/offices/policies-procedures/facilities-engineering-
recycling.cfm
6. Zulj 6
Goal
To outline clear benchmarks for the Seton Hall University Recycling Program
over a period of one year with a focus on an increasing recycling on campus by
25%.
Publics
Primary
Students on and off campus currently enrolled at Seton Hall University
Faculty and administration at Seton Hall University
Secondary
High school seniors looking into Seton Hall University
South Orange community
Visitors
Mayor and council members of South Orange
7. Zulj 7
Objectives
To create three social media platforms by December 31, 2015
Seton Hall community would have access to quick information and news on
occurring on campus regarding recycling through Twitter, Facebook and
Instagram.
Get students, faculty and outside community to share their personal thoughts
and pictures so others will want to get involved
To recycle 25% of trash as recycled material by December 31, 2015
Evaluate campus labeling and implement change
Invest in new trash bins for garbage and recycling
To emphasize the importance of recycling on University grounds
Main reason for why John Signorello was willing to better the program
Creating a name for Seton Hall University as a competitor in recycling
8. Zulj 8
SWOT
Internal:
Strengths
Seton Hall University has a motivated department
Our client has the funding and endowment
There is a lot of campus interest to better the program
The university has many good resources on campus
Weaknesses
Our client has no outreach from its faculty
There no social media platform
There is no student body interest
External:
Opportunities
Starting a social media platform for our client
Getting outside organizations involved
Create a benchmark for our client, because there is none currently
Threats
Seton Hall University is mainly a commuter school
The outside community is filthy, causing the Seton Hall community to not
care
Current recycling bins are unappealing and dirty
9. Zulj 9
Strategies
Secure 10 placements in local and regional news media outlets nationally per year
over the next five years
Tactics
o Press Releases on prior and upcoming events
o Pitching local reporters in areas of other universities where Seton Hall
University will be looked at as a competitor school
Present the success of Seton Hall University’s recycling program via social media
outlets and planned events
Tactics
o Social Media (Facebook, Twitter, Instagram etc.)
Linking all the social media accounts for easier monitoring,
checking each account constantly and using each component
effectively
o Updating the current Seton Hall University recycling page
Pitch students during half time at sporting events about going green and monitoring
weekly recycling.
Tactics
o Promote recycling by giving students an incentive of free prizes such
as food vouchers if the goal of that weeks recycling beat the previous
weeks goal
Set weekly goals and monitor recycling for each week
10. Zulj 10
Key Messages:
Seton Hall University is the oldest diocesan university in the United States.
With an enrollment total of 10,000, the university focuses on making its
planet greener with the help of its students. From recycling to green houses,
the blue pirates are for a greener world.
11. Zulj 11
Media Outlets
Media Outlet Information
The Setonian Clayton Collier
News Editor
E-mail: clayton.collier@student.shu.edu
Phone: (973)-275-2960
WSOU Caroline Ramo-Pinsky
News Director
E-mail: wsou@shu.edu
Phone: (973)-761-9000
Department of Facilities and Operations John Signorello
Vice President
Student Services E-mail: studentservices@shu.edu
Phone: (973)-761-9075
Media Relations Laurie Pine
Director of Media Relations
E-mail: laurie.pine@shu.edu
Phone: (973)-378-2638
Student Government Timothy Hoffman
President
E-mail:
timothy.hoffman@student.shu.edu
New Brunswick Today Andrew Cangiano
Science Reporter
Phone: (973)-999-9697
NJ.Com Ashley Peskoe
Reporter
E-mail: apeskoe@njadvancedmedia.com
The Star Ledger Miguel Llanos
Environment Reporter
E-mail:
miguelllanos@msnbc.feedback.com
12. Zulj 12
ABC Channel 7 Eyewitness News Toni Yates
NJ Reporter
E-mail: 7online@abc.com
Phone: (917)-260-7000
Twitter: @toniyates7
Fox News Kate Seamons
Science Reporter
Phone: 212-301-3000
E-mail: kateseamon@foxnews.com
The New York Times James Gorman
Science Reporter
Gorman@nyt.com
Twitter: @jimgorman
Dining Services Robert Frungillo
Director of Operations
E-mail:
rfrungillo@gourmetdiningllc.com
Phone: (973)-761-9559
1010 WINS Derricke Dennis
Reporter
E-mail: derricke.dennis@shu.edu
13. Zulj 13
Evaluation
Objective 1: To create three social media platforms by December 31, 2015
If Seton Hall community has access to Twitter, Facebook and Instagram by
December 31, 2015 and is monitored constantly for updates, the campaign
was a success
If students and faculty are sharing their thoughts and pictures by December
31, 2015, the campaign was a success.
Objective 2: To recycle 25% of trash as recycled material by December 31, 2015
If change has been implemented and the campus is recycling by December
31, 2015, the campaign was a success
If all trash bins for garbage and recycling have been replaced on campus by
December 2015, the campaign was successful
Objective 3: To emphasize the importance of recycling on University grounds
John Signorello, has increased the goal to recycle by December 31, 2016, the
campaign was a success.
Seton Hall University has become one of the leading schools in recycling in
the state by 2020, the campaign was successful
14. Zulj 14
400 South Orange Ave, South Orange, New Jersey 07079
NEWS RELEASE
FOR IMMEDIATE RELEASE Contact Information:
November 25, 2014 Nikolina Zulj, Communication Director
Office: (908)-285-4236
Fax: (908)-781-5543
E-mail: nikolinazulj@yahoo.com
SETON HALL UNIVERSITY LAUNCHES PLAN FOR RECYCLING ON CAMPUS
The University Creates a New Plan for Recycling Hoping to Get Students Involved
SOUTH ORANGE, NJ—Seton Hall University announced today its plan for a recycling
program to make its campus atmosphere greener. The university worked with its
students, faculty and administration to make recycling a habit on campus.
Recycling is very important to many students and faculty at the university
and the Department of Facilities and Operations hoping that their new plan will
improve recycling like never before. The university has the proper funding and
endowment to make plan work well. The students are motivating one another by
spreading the word. The new garbage cans for paper, plastic and garbage should
give students and faculty a good incentive to keep those cans clean since they are
brand new. The university also plans to hold a few events on the University Green
to promote a clean earth and to recycle.
-more-
15. Zulj 15
Public Relations professor Melissa May said, “I am a big recycler and since
coming to Seton Hall this fall, I took it into my hands to come together with the
recycling department at the university and our students to create an eco-friendly
environment on campus.”
Students have shown much more engagement and eagerness to help since
talks of creating a new plan for the recycling program started early in September.
Faculty as well is concerned about the program and some have actually started to
pick garbage out of plastic and paper cans so that it could be recycled.
Associate Vice President of the Department of Facilities and Operations, John
Signorello said, “I always had a vision that Seton Hall will work as a community to
make our campus greener and this is just the first step of our campus becoming
greener. With a little bit of help from our students and faculty anything is possible.”
About Seton Hall University:
Recycling is mandatory in New Jersey and at Seton Hall University. As part of
South Orange, the university must comply with all local ordinances and policies on
recycling. The current goal is to recycle 25% of trash as recycled material.
###
16. Zulj 16
November 24, 2014
James Gorman
New York Times
620 8th Ave New York, NY
Dear Mr. Gorman,
Seton Hall University is recreating their recycling plan. It’s completed step
one of the process and is hoping for a good take off with the plan. The students in a
public relations class are working with their professor to persuade the students and
faculty at Seton Hall to recycle!
Seton Hall University’s department of operations and services is working
together with this public relations class by coming together with ideas as well as
solutions for this matter. The university wants to make their campus greener by
installing new eco friendly bins all over the school.
Based on the article you wrote on sustainable food, I am confident your
readers would love to read about a nearby university getting involved. The school
will hold an event to present the plan at 3 p.m. on December first in Fahey Hall to
everyone in the Seton Hall community. Vice President of the department John
Signorello will hold a question and answer period after the event for anyone who is
interested in finding out more. We are expecting well over 150 students and faculty
to come and support their mission to make their campus greener.
If you have any questions feel free to contact me at nikolina.zulj@shu.edu .
You may also call me at (908)-285-4236 for further information. I will follow up
with you next week on this topic.
Respectfully,
Nikolina Zulj
