Education and Outreach
Some of the common barriers and challenges to change include the following:
• Managing organizational change
• Lack of top management visibility and involvement
• Fear of discovery
• Lack of resources
• Irrelevance or a customer requirement
• Complicated, burdensome process
However, these barriers are not impenetrable as the institution moves forward and commits to a more proactive culture of integrating sustainability-based thinking into everyday choices.
Sustainability should be integrated with recruitment strategies and marketing campaigns. Internally, WVU will utilize multimedia strategies, education, and social marketing campaigns to communicate, promote, and effect behavioral changes.
To begin this effort, the strategy to cultivate change will incorporate the following (product, price, place, and promotion):
1. Create an enticing product (package of benefits associated with the desired action);
2. Minimize the price that must be paid by the individual/group in exchange;
3. Provide a range of avenues to make the exchange possible;
4. Design creative promotion of the exchange opportunity to maximize desired responses; and
5. Monitor and rapidly adapt strategies and tactics.
