Stanford University had been pursuing sustainability in all facets of campus operations—and getting results. But key audiences knew little about the university’s efforts or accomplishments.
The Stanford Sustainability Program (now the Department of Sustainability and Energy Management) hired Thinkshift to develop a strategy for reaching those audiences and to create key materials.
We researched audience interests and perceptions, determined communicator needs and worked with Sustainability Working Group members to refine goals and create a messaging foundation.
The resulting communications strategy provided identity guidelines; specified general and audience-specific messages and described how to use them; outlined recommended communications materials and set priorities; identified upcoming communications opportunities and materials needed to take advantage of them; and listed actions needed to ensure communications success.
Thinkshift then created key materials that brought the strategy to life. The pieces include:
>The Sustainable Stanford website, which delivers
substantive, credible content; a dynamic design; and a
user-oriented structure. Sustainability: The Journal of
Record had this to say: “Should anyone question
Stanford’s commitment to sustainability, point them to the
'Sustainable Stanford' website. Then watch their jaw
>A substantive brochure for multiple audiences, touching on
all aspects of sustainability at Stanford
>Fact sheets for journalists and others seeking details on
specific sustainability initiatives
>A poster for new students providing pointers for
living sustainably on campus
>A PowerPoint presentation for use at conferences
Stanford now has an umbrella identity (Sustainable Stanford) that unifies sustainability communications, along with methods and tools to reach all target audiences.
· Communications strategy
· Concept development
· Identity and branding guidelines
· Fact sheets
· PowerPoint presentation