Data-Driven Messaging for Groups and Individuals: Cardinal Green Buildings Sara-Katherine Coxon Sustainability Coordinator Stanford University

Sustainable Stanford: Dual Approach for Building a Culture of Sustainability Infrastructure & Systems Education & Practice ENERGY ANALYSIS WATER CONSERVATION WASTE EVALUATION TRANSPORTATION COMMUNICATION BUILDINGS EDUCATION

Driving Action Through Data Seasonal Conservation Campaigns: Winter Closure (energy) RecycleMania (waste) WaterWise (water) Give and Go (waste)

Winter Closure Campaign Cardinal Green Buildings Campaign Goals Expand engagement with and participation from building managers, staff, and students Leverage building performance data to mobilize occupants Increase energy savings Building managers: key audience

Engagement pathways Existing Opportunities: Internal Building Sustainability Dashboards rate performance and identify improvement areas for 135 campus buildings My Cardinal Green platform encourages and rewards individual sustainability actions How can we broadcast and leverage these tools to activate the Stanford community around conservation?

Engagement pathways Step 1: Gamify My Cardinal Green Engagement for building managers Managers participate through the platform High-stakes raffle for taking key steps to engage occupants Step 2: Dispatch students to help drive messaging in dorms through a Dorm Energy Challenge 43 students canvassed door-to-door at seven of Stanford’s largest residences the week before Break Peer-to-peer messages and physical checklists were more effective at driving action than emails Quantify individual contributions to show magnitude of savings Raise My Cardinal Green brand awareness by linking reminder notes to the platform

Winter Closure Performance: Results December 2017 - January 2018     December 2017 - January 2018 December 2016 - January 2017 Students move out Students move back in

15% decrease in electricity use in buildings that were covered Winter Closure Performance: Results Student Dorm Energy Challenge: 5 days of canvassing 43 volunteers 15% decrease in electricity use in buildings that were covered 12% decrease in hot water use $1,500 paid in incentives $15,627 in energy savings

166 academic buildings participated 1,045 metric tons of CO2 avoided Winter Closure Performance: Results Cardinal Green Buildings Campaign: 166 academic buildings participated 1,045 metric tons of CO2 avoided $432,000 total cost savings $4.4 million in total savings since program inception

Winter Closure Performance: Lessons & Looking Ahead Build on partnerships to magnify reach and impact Host a hackathon with student energy group to identify even more ways to reach students where they’re at Explore creative incentive opportunities High savings associated with energy conservation open up doors for new incentive structures Showcase your data Infographics, personalized checklists, and other data visuals can make your messages “stick” more than a list of numbers of block of text