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University of Waterloo Sustainability Project - Marketing plan & strategies

TitleUniversity of Waterloo Sustainability Project - Marketing plan & strategies
Publication TypeMiscellaneous
Year of Publication2002
AuthorsDubreuil, A., H. Lalani, L. Fung, M. Moos, and V. Chan
Keywordsstudent engagement, University of Waterloo, University of Waterloo Sustainability Project, UWSP
Abstract

The University of Waterloo Sustainability Project (UWSP) provides University of Waterloo (UW) students with an opportunity to take part in creating a sustainable future. The market for the services provided by UWSP consists of UW students, especially those with heightened environmental awareness and interests. The parameters of the market are expanded to include students seeking a resume-building or extracurricular activity. The market is segmented demographically, upper and first year students, as well as by a benefits-sought segmentation strategy. The marketing goal is to increase publicity levels 20% by Fall 2003, and to increase the active volunteer base by 100% by Winter 2004, to a total of 80 active volunteers… For full text, please e-mail sustainability@uwaterloo.ca