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Paper Recycling Campaign

SPC4540 Final Project Presentation

Sara Wasserman

on 11 March 2015

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Transcript of Paper Recycling Campaign

Kelsey Mustra, Vanessa Botero, Chris Menendez, Sara Wasserman, Melissa Newman
Paper Recycling Campaign
Situation Analysis
When paper is left in a landfill, anaerobic bacteria degrade the materials, producing methane (CH4) and carbon dioxide (CO2). In the category of waste, landfills are the largest source of greenhouse gas emissions in the United States. Studies have shown that winds can catch methane released from pollution sites and affect nearby homes (Heaney et al., 2011). In their 2009 Municipal Solid Waste fact sheet, the EPA reports that 28 percent of the average landfill in the United States is comprised of paper.
The paper making process utilizes a variety of chemicals for pulping and bleaching. Lethal effects have been seen in marine wildlife living in water contaminated by this process.
Pollution can affect human health. The EPA has shown that airborne pollution aggravates existing conditions and irritates the lungs.
Increase paper recycling on Florida State University’s campus in order to reduce the harmful side effects of paper pollution to the environment.
Increasing the number of ‘paper only’ recycling bins on campus, and educating students about the bins’ respective locations and which paper products can be recycled.
Goals & Objectives
Target Audience &
Competition Analysis

Thank You!
WVFS Tallahassee 89.7
Radio PSA

Focus group
8 females, 2 males
Goal: obtaining more data regarding paper recycling
For the first question each person stated their opinion of recycling.
The remainder of the conversation was moderated--participants would raise their hands if they wanted to speak.
Landfills fill at a slower rate, less smells and harmful gases produced
Improve aesthetic well being of Florida State University's Campus
overall knowledge about the benefits of recycling from banners with information near bins with facts
Participants stated not knowing the payoff of their actions as one of their main reasons behind not recycling.
Participants wanted a visual aid that kept track of how much is being saved akin to those currently in place by water fountains that track how many water bottles users have not needed to use.
Unsuccessful signage. Participants stated that they were often confused on where they can recycle because recycling bins look exactly like landfill bins;
Sorority houses use Styrofoam cups instead of recyclable cups.
When it comes to drinking hot drinks from vendors on campus, there is no recyclable alternative as most hot drink cups require the wax layering that is un-recyclable.
Putting paper in the trash is the main competition
Viewed as easier and more convenient
Participants often don't know where recycling receptacles are
Participants reported not really understanding what the costs of throwing away paper are
Participants say they throw away the most paper at the end of a semester
Participants said they would recycle more if it had more direct incentives
Internal Strengths
Some paper recycling bins
Student Green Fee
Student Government Association
Elizabeth Swiman
FSU Sustainable Campus Initiative
Garnet and Gold Goes Green
Internal Weaknesses
Priority Status: our plan will work to increase the low priority paper products are given on FSU’s campus and minimize the issue of priority pertinent to our paper recycling campaign.

Not having the appropriate resources availability: We neither have the physical bin to dispose paper of outdoors nor do we have the funds to afford such a bin. As it seems, both of these faculties are contingent on one another and this campaign must work to either find the financial resources to aid in the purchase of such bins or to repurpose a current FSU bin to act as the paper only recycling tool.

Figuring out how to account for the paper purchased both by the university and its students and create an equation that will show our recycling percentage once that paper is recycled. It is also important that this equation takes into account the time it typically takes for paper to go through the recycling process because that will differ from offices to students.
External Opportunities
External Threats
The population we are focusing on is college students, who are generally focused on convenience and time constraints, this lessens the chance that they will recycle.
Contamination of the recycling bin is a threat to the ability to recycle the bin. Natural threats to recycling behavior may be bad weather that discourages people from going to a recycling bin, this is why it is important to have them specifically located.
Prior and Similar Efforts
Warren Wilson College in North Carolina
Make school spirited arts and crafts instead of contributing to paper pollution
Pacific University
Created their own recycling center on campus
Garnet and Gold Goes Green
FSU Sustainable Campus Initiative
4 P's

Goal: Increase paper recycling by 15% between October 2013 and May 2014

Behavior Objective: Persuade Florida State University students to recycle their paper

Belief Objective: Increase the percentage of students who believe that their individual recycling behavior makes an impact on pollution by 20% within the next year.

Knowledge Objective: Increase target audience knowledge on specific locations where paper can be recycled on campus. In addition, we will increase identification of recyclable paper items.
Early Fall Semester 2013
Print logo on stickers to mark bins/purchase lids for Coca Cola bins?
Late Fall Semester 2013
Redesign website
Publicize for competition and kickoff event using social media
Display information signs at Strozier library
Finals Week Fall 2013
Notes recycling and kickoff event
Bins will be in place
Data will be utilized
Winter Break 2013
Publicize Noles KNOW Paper
Prepare for upcoming semester
Promotional banners & logos
Contact high-volume administrative offices to provide them with recycling solutions
Early Spring Semester 2014
Campus promotion
Finals Week Spring 2014
Repeat notes recycling event
Analyze data
Core product: reduce pollution and greenhouse gas emissions to improve human health
Actual product: people on campus recycling their paper products
Augmented products: informative signs posted near trash or recycling locations and a recycling rewards card
Major price: inconvenience
New lids for Coca-Cola bins for paper recycling outside
To increase monetary benefits:
Rebates for recycling certain amount of paper at FSU Bookstore
Rebates/coupons on recycled paper products at FSU Bookstore
Locate bins where paper is often used-- near printers & classrooms as well as at the point of decision making-- trash cans and recycling bins
Best locations: entrance of libraries, printers inside
Best time: finals week
Inform students of the benefits involved with paper recycling using facts and statistics
Identify and publicize paper recycling locations
PSAs displayed through ASLC, WVFS Tallahassee 89.7, and the FSU buses system
The American Forest and Paper Association
The Tallahassee/Leon County Community
Local legislators
Full transcript