Community-based social marketing campaign promotes water conservation
The Clients: Iconergy & University of Colorado at Colorado Springs
The Challenge: In 2023, the University of Colorado at Colorado Springs (UCCS) decided to reach beyond the norm: It asked its energy performance consultant, Iconergy, to seek savings not only through building systems, but also occupant engagement. The team knew that engaging occupants in energy-related behaviors can have as much, if not more, of an impact than capital investments, but it needed an experienced partner to lead a behavior change program.
Our Approach: Working alongside Iconergy to prioritize buildings and behaviors that would offer the greatest savings, IBE piloted a behavior change program during the Winter 2023 semester. IBE designed, facilitated, and evaluated a student campaign that focused on conserving energy and water in residential halls by adjusting showering habits. Using the community-based social marketing (CBSM) framework, IBE designed and delivered a six-week pilot informed by focus groups and intercept interviews. The graphic-rich campaign included a pledge competition for three student dormitories and apartment buildings. IBE also supported STARS certification renewal by facilitating the UCCS STARS core team and data collection champions.
The Outcomes: Behavior change pilot learnings are informing UCCS’ future sustainability programming. Creation of a STARS core team will support UCCS’ ongoing renewal of its STARS certification.
Key Outcomes
- Promoted sustainability behaviors among university students
- Informed future strategy to deepen sustainability culture on UCCS campus
- Guided creation of core team to spearhead ongoing STARS certification
Deliverables
- Student-focused behavior change pilot program, evaluation, and recommendations
- Facilitation and structural materials to support STARS core team and data collection champions
