Personalized Marketing to Increase Community Engagement in Southeast San Diego

The San Diego Urban Sustainability Coalition (SDUSC) partnered with the Sage Project at San Diego State University to address sustainability issues in the community. The goal of the project was to increase youth participation in SDUSC’s mission and promote sustainable behaviors. As participants in this partnership, students in the Rhetoric and Writing Studies 504 Advanced Professional Writing class proposed various initiatives to achieve these goals, including a monthly newsletter initiative, enhancements to the Climate Ambassador Program, and a community-building campaign called “Consider Your Litter.” The proposed monthly newsletter initiative is designed to increase community outreach and engagement on local sustainability issues. The newsletter will feature a “community corner” section, highlighting young community members’ voices, as well as information on outdoor recreation activities, infographics, community spotlights, and green job opportunities. The newsletter will also inform the public on timely environmental news, SDUSC events, and updates. The enhanced Climate Ambassador Program, in partnership with organizations such as Homegrown Youth Collaborative and the San Diego Mycological Society, will help increase youth participation in SDUSC’s mission. Through creative projects, the program will inspire the community to take pride in their environment and promote sustainable behaviors. The third initiative, “Consider Your Litter,” aims to encourage community members to properly dispose of garbage instead of littering. This community-building campaign will be a reward-incentive program that includes physical totems, a branded hashtag on social media, and a challenge where participants would collect increasing numbers of litter pieces. The initiative also includes community clean-up events, private tours, and a community potluck and BBQ event.Through their research, the RWS 504 class found that the proposed initiatives have the potential to increase youth participation in SDUSC’s mission, promote sustainable behaviors, and create a greener economy. Partnerships with outside organizations, such as Waste Free SD, can provide valuable support for organizing successful community clean-up events. The proposed initiatives will effectively illuminate the education and needs of young community members, while informing the public on timely environmental news and promoting sustainable behaviors. The proposed initiatives have the potential to create a greener economy and a more sustainable future for San Diego. The initiatives aim to increase community outreach and engagement on local sustainability issues, inspire the community to take pride in their environment and promote sustainable behaviors.