MacEwan University Sustainability hopes to enhance student engagement and awareness regarding sustainable practices and initiatives on campus. The goal is to develop and implement a targeted marketing plan that effectively communicates the importance of a specific sustainability topic or initiative, encouraging positive behavioral change among students. MacEwan Sustainability will be able to provide a budget for the campaign, with details to be determined based on the scope of the campaign.

This campaign will build off survey data collected in Fall 2024 by the MARK 312 Marketing Research and Analysis class which will help the consultants to understand current student perceptions and behaviors related to sustainability. By analyzing the survey data alongside MacEwan Sustainability staff, the team will identify key areas where awareness is lacking and tailor messages to address one or more of these gaps.

This project provides an opportunity for students to apply marketing principles learned in the classroom to a real-world scenario, focusing on sustainability communication strategies. The outcome will be a comprehensive marketing plan that can be implemented to foster a more sustainable campus culture.

The project deliverables include a detailed marketing plan document that outlines strategies and tactics to increase awareness or change behavior regarding the chosen sustainability topic. Student consultants will utilize a budget furnished by MacEwan Sustainability to execute their marketing plan, and will collect information necessary to assess the results and success of the campaign. The team will create and deliver a presentation of their proposed campaign prior to launch, and will present on the execution and results of the campaign afterwards.

Deliverables will also include any supporting materials, such as digital content or campaign mock-ups, that illustrate the proposed marketing strategies, as well as a rationale for the use of particular platforms and media.