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					University of Waterloo Alternative Fuels Team
             Communication Report
Table of Contents
1.0      Situation Analysis ................................................................................................................ 7
   1.1       Public Perception of UWAFT .......................................................................................... 7
   1.2       SWOT Analysis................................................................................................................ 8
2.0      Target audiences ................................................................................................................ 10
3.0      Overview of Messages Addressed ..................................................................................... 11
   3.1       Over Consumption of Oil ............................................................................................... 11
   3.2       Climate Change .............................................................................................................. 12
   3.3       Hydrogen Solutions ........................................................................................................ 14
4.0      Communication Goals ....................................................................................................... 18
5.0      Communication Objectives ................................................................................................ 19
6.0      Tactics and Strategies ........................................................................................................ 20
   6.1       Event Participation ......................................................................................................... 20
   6.2       Media Awareness ........................................................................................................... 21
   6.3       Corporate and community involvement ......................................................................... 22
   6.4       Education/School Involvement ...................................................................................... 23
   6.5       Website Development .................................................................................................... 24
   6.6       Internal Communications ............................................................................................... 25
   6.7       Recruitment .................................................................................................................... 26
7.0      Communications Materials ................................................................................................ 27
8.0      Evaluation .......................................................................................................................... 28
9.0      Budget ................................................................................................................................ 29
10.0 Three Year Plan ................................................................................................................. 34
11.0 References .......................................................................................................................... 34
12.0 Appendix ............................................................................................................................ 36
       Appendix A– Events Attended and Metrics ......................................................................... 36
       Appendix B – Proposed Events List for Year 1 of EcoCAR Competition ........................... 42
       Appendix C – Standardized Booth Set-up and Some Standard Materials ............................ 43
       Appendix D - Public Relations- Press Release ..................................................................... 45
       Appendix E - Media/ Events Timeline ................................................................................. 46
       Appendix F - Google Doc Project Tracking Sheet ............................................................... 48
       Appendix G – Events Photos ................................................................................................ 49
       Appendix H – Media Contacted and Media Coverage ......................................................... 51
       Appendix I - Social Media .................................................................................................... 52
Appendix J – Schools Contacted .......................................................................................... 54
Appendix K – Some Educational Material Developed ......................................................... 55
Appendix L– Website Preview ............................................................................................. 57
Appendix M: Google Analytics and Website Metrics .......................................................... 58
Definitions


Advertising           A paid placement that builds awareness of the product, service, and
                      images.

Air Time              The length of time that a television or radio segment is broadcast, a slot
                      or segment of a broadcast.

Angle                 The main idea of the story also known as “pitch”

Claim costs           Any and all loss, damage, costs and expenses including but not limited
                      to, all legal, accounting, and expert costs and expenses incurred.

EcoCAR                The provided name from General Motors for their next alternative fuel
                      vehicle competition for undergrad and graduate students at the
                      university level.

Facebook              A free-access social networking website that is operated and privately
                      owned by Facebook, Inc. Users can join networks organized by city,
                      workplace, school, and region to connect and interact with other
                      people.

Fact Sheet            A one page overview of a company, product or issue to provide a
                      reporter a summary and to emphasize “key messages”

Media                 An all encompassing terminology referring to reporters, editors, and
                      journalists. The type of journal may be radio, television, print, internet,
                      social media, CD, DVD.

News Release          Is a story written in news format containing newsworthy information
                      about the event. Information may be released through the internet,
                      mail.

Outreach Department   Team of three or four who communicate with media outlets, school
                      boards, individuals, event managers, and public relations’ individuals.
                      The outreach department focuses on reaching out to the public to
                      inform them of current endeavors, progression of the project, and
                      awareness.

Photo Opp             A scheduled or planned opportunity for a media outlet to take
                      photographs.
Pitch Calls                Phone calls to reporters and media outlets “pitching” a specific story
                           idea or interview opportunity. Pitch Calls can also be a cover letter to
                           the press kit or a news release.

Press Kit                  A planned process of communication intended to influence and direct
                           any group or persons of interest or institutions potentially providing
                           third party endorsements.

Public Relations           The main communication technique that is used to connect to the
                           public, to create interest for products and ideas. PR adds third party
                           credibility to the story, reaching a large audience.

The NeXt Challenge         The name of the General Motors and Department of Energy’s
                           Alternative vehicle challenge, occurring after Challenge X (2003-2007),
                           also known as EcoCAR.

Social Media               A source of media which is usually online, in comparison to
                           conventional forms of media such as newspapers. Social media is online
                           and available 24 hours a day such as Facebook, Twitter, Youtube etc.

Sponsorship Department     Team of three or four individuals who communicate with organizations,
                           individuals, and companies for financial assistance to support a project
                           that is related to their industry or line of work.

Sustainable Development    Any infrastructure or development that will not affect, alter, or
                           influence the natural environment in a destructive and everlasting way.

Uniform Resource Locator   The global address of documents and other resources on the World
                           Wide Web

Youtube                    A popular international video sharing website where users can upload,
                           view and share video clips.
Acronyms

AFV        Alternative Fuel Vehicle
GHG        Greenhouse Gas
GM         General Motors
GTA        Greater Toronto Area
MP         Member of Parliament
NRCan      National Resources Canada
PR         Public Relations
URL        Uniform Resource Locator
UWAFT      University of Waterloo Alternative Fuels Team
UW         University of Waterloo
WLU        Wilfred Laurier University
1.0     Situation Analysis


The University of Waterloo Alternative Fuels Team (UWAFT) is a student run organization that enters
competitions usually associated with General Motors (GM) and the US Department of Energy (DOE) to
transform conventional fuel vehicles into alternative fuel vehicles (AFV). EcoCAR - The NeXt Challenge is
a competition between seventeen other universities in Canada and the United States, with the same
goals in mind; to reengineer and produce the best fuel economy, lowest emission, most likely to be
commercial vehicle in three years all on in kind and donated funds.


As of September 2008, UWAFT initiated a new platform for the outreach and communication aspects of
the EcoCAR Challenge. The new platform involves attracting students, teachers, and employers, various
levels of government, and businesses and organizations to enhance their knowledge of alternative fuels,
energy efficiency, and green technologies with a strong focus on automotive aspects. UWAFT
progressed from the project’s planning phase (September until December 2008) to the implementation
phase (January until April 2009) where UWAFT dedicated resources to fulfill the planned deliverables set
by the EcoCAR Competition. UWAFT’s Business Team has identified three major channels of outreach;
youth education, public events, and public relations/media outlets. These channels will be effective in
conveying the message of a greener future for our transportation system with a reduced dependency on
fossil fuels and inefficient systems.

        1.1      Public Perception of UWAFT
UWAFT has been competing in challenges like the EcoCAR challenge since 1995. From this point on it
has received ample media coverage, as well as attention within the waterloo community. Since UWAFT
is a student team from a leading engineering school in Canada, the vehicles built by UWAFT attract a lot
of attention in general. Most high school students that are interested in the engineering programs at
University of Waterloo are taken on a tour to the UWAFT facility every year.


Furthermore, for previous challenge X, UWAFT built a hydrogen fuel cell vehicle which was one of the
first hydrogen fuel cell vehicles built by a student team. The Chevrolet Equinox that was built for this
purpose, has been in several media publications, showcased at school events and is very popular on
University of Waterloo campus. Although the general public may not remember the acronym UWAFT,
but many do remember a hydrogen SUV built by University of Waterloo students for a competition.
        1.2     SWOT Analysis
To develop effective tactics and strategies to meet the team’s goals, an analysis of the situation must be
conducted to look at the strengths, weaknesses, opportunities, and threats the team faces. The tactics
and strategies the team uses will be based on utilizing the team’s strengths and working to improve its
weaknesses. (See Next Page)
                  Helpful to UWAFT                              Harmful to UWAFT


                         Strengths                                     Weaknesses
                     -   Experienced technical team                -   Core business team members are new
                                                                       to   the    team;   orientation     period
                     -   Past competition experience
                                                                       undergoing.
                         - Successful graduates
                                                                   -   Business team members do not have
                     -   Long history of UWAFT
                                                                       technical knowledge, difficult to convey

                         Young, motivated team members                 outreach    messages       on   behalf   of
                     -   Excellent facilities                          technical team
Internal Origin




                     -   Diverse teams (skills and education)      -   Difficulty prioritizing UWAFT and school
                                                                       work




                         Opportunities                                 Threats
                     -   Experienced teaching advisors             -   UWAFT recruits leaving for their coop
                                                                       work term
                     -   Financially    supported   by    the
                         University of Waterloo                    -   Graduating students

                     -   Reputation of U of W, sponsors of         -   Current state of the economy which
                         EcoCAR, and past UWAFT                        would make it difficult to obtain
External Origin




                                                                       sponsorship

                                                                   -   Current low price of oil
2.0       Target audiences


By participating in the EcoCAR Challenge, UWAFT is trying to make a positive contribution to society by
demonstrating that it is possible, with current technology, to develop a vehicle using alternative fuel
sources that is feasible for today’s market. UWAFT targets various audiences including:


         elementary school students (kindergarten to grade eight)
         high school (grade nine to grade twelve),
         public interested in green technology
         research and academic institutions,
         government and non-government organizations
         oil companies
         car manufacturers
         parts manufacturers
         sustainable technology oriented businesses


The youth population has been one of the main targets of UWAFT since this population will be the next
generation who may potentially have the choice of driving alternative fuel vehicles of the future. It is
vital that they are educated about the benefits of using alternative fuels in order for them to make
informed sustainable choices, and to carry on these values to others.


When UWAFT demonstrates that students, with limited resources and funding, are able to successfully
convert a vehicle to run on alternative fuels, they have a positive influence on car owners. It will allow
the public to realize that cars powered by alternative fuels are a viable option in the near future. With
this knowledge, oil companies will also be affected as it will become known that there is a possibility
that the automotive industry will no longer need to rely on oil as its main fuel. Policy makers may also be
interested in these facts as it will enable more stringent environmental regulations on automotive
emissions to be imposed as greener alternatives become viable. If a project like UWAFT’s hydrogen fuel
celled vehicle is successful, it may also indicate to policy makers the fact that planning for hydrogen
fuelling stations may be required in the near future.
3.0      Overview of Messages Addressed



         3.1     Over Consumption of Oil


      Conventional fuel such as gasoline is not the ideal way to fuel the vehicles of the future. Based on
      the known world petroleum resources and the current rate of consumption, today’s population is
      consuming at a higher rate than what can be extracted. This issue is expected to worsen, especially
      as developing nations such as China and India continue to demand more petroleum for increasing
      industrialization and to support huge populations. Figure 1 shows world oil consumption (66%) is
      significantly higher than production (51%), and reserves (30%). The difference in consumption
      verses production and reserves is even more extreme in the US. This trend proves to be
      unsustainable.

         World Oil Reserves, Production, and Consumption, 2003
                                              (DOE, 2004)

Of the oil consumed, by sector, transportation makes up the largest consumer of oil (See Figure 3).

World Oil Consumption by Sector 1971-2006 (Mtoe)




(IEA, 2009)

Gasoline prices are temporarily low in the midst of the economic crisis, but will eventually change
(Whipple, 2007). Many events are known to set-off a spike in gasoline prices, such as a hurricane,
terrorist attack, or a political crisis. Then, the realization will dawn that we are short of gasoline and
need to reduce our dependence on it, in hopes of having sustainable and functional transportation
systems. (Whipple, 2007)

    3.2       Climate Change


Temperatures provide the clearest evidence that climate change is occurring and humans are
contributing to it. The natural GHG effect keeps Earth much warmer than it would otherwise be.
GHGs such as carbon dioxide (CO2), methane and water vapour behave like a blanket around Earth,
allowing the sun's rays to reach Earth's surface but impede the heat they create from escaping back
into space. (Met Office, 2009) An increase in the levels of GHGs in the atmosphere mean that more
heat is trapped and global temperatures increase, an effect known as 'global warming'. (Met Office,
2009)

There is indisputable evidence from observations that the Earth is warming as the global average
temperature has risen by more than 0.7 °C over the last 100 years (Met Office, 2009). Figure 4
shows how human activity has contributed to increasing temperatures between the years 1850 and
2000.



                                    Global Temperature Change




                                         (Met Office, 2009)

“Concentrations of CO2, created largely by the burning of fossil fuels, are now much higher, and
increasing at a much faster rate, than at any time in the last 600,000 years” (Met Office, 2009). The
next figure shows world CO2 emissions by fuel to demonstrate oil is the main source; therefore,
transportation is a main contributor to climate change.
    World CO2 Emissions by Fuel, 1971-200 (MtCO2)




                                                        (IEA, 2009)

According to the 2006 Stern Review on the Economics of Climate Change, “If we don’t act, the
overall costs and risks of climate change will be equivalent to losing at least 5% of global GDP each
year, now and forever. In contrast, the costs of action – reducing GHG emissions – can be limited to
around 1% of global GDP each year.” Decisions made taken today will have serious environmental,
social, and economic implications for future generations. This will require a significant reduction in
GHG emissions, meaning a dramatic change in the way our transportation system operates.

    3.3     Hydrogen Solutions


It is projected that oil production will peak between 2000 and 2010, however by the year 2050 oil
production will be at an eight decade low. This is likely not only due to depleting reserves, but also
due to the integration of AFV into our transportation system. It is also predicted hydrogen fuel
vehicles will be in production by 2050 (Block, 2008).


“A hydrogen fuel cell is a cell in which an electrochemical reaction between hydrogen fuel and
oxygen (oxidant) takes place. This reaction produces electrical energy continuously as long as the
fuel and oxidant are available. A hydrogen fuel cell reaction involves converting oxygen and
hydrogen to water and during this process electricity is generated” (Hydrogenics Corporation, 2009).
Due to increasing oil prices and climate change awareness, throughout the past five years,
consumers have been trading-in/purchasing smaller sized vehicles such as the compact car: Pontiac
Vibe, Suzuki SX4, Honda Swift, Toyota Echo etc. This illustrates that demand in the car
manufacturing industry is changing, which is the first pathway to AFV. “The introduction of
hydrogen as a fuel for alternative fuel vehicles is to outline possible futures and provide a basis for a
discussion of the impacts that different modes of hydrogen production and use have on the energy
system and the ecosystem” (Ramesohl, et al, pg.3).


The traditional source for hydrogen is methane, which contributes to 18% more GHG emissions than
conventional gasoline. Yet, with fuel cell technology being more efficient in well-to-wheel reduction
of GHGs, in the long run overall emissions are reduced by 30% to 40%, since the only emission from
the hydrogen fuel cell is pure H2O; water. “Hydrogen fuel cells may be the best energy-saving
alternative to gasoline-powered vehicles, and the technology could be economically competitive by
2023, a U.S. National Research Council report” (Block, 2009).


The Department of Energy has been working on Hydrogen fuel cells since 1976, and alternative fuel
since 1970 (DOE, 2009). Figure 6 below displays a timeline below which indicates the potential of
hydrogen fuel cell technology entering society has a means of renewable energy/alternative fuel for
transportation.
Hydrogen Fuel Cell Technology Timeline




                                                                      (US Government, 2006)


Hydrogen and fuel cell technologies my still be far from being ready for commercial markets, mainly
due to high costs, unproven durability, and lack of hydrogen infrastructure. (Hydrogenics
Corporation, 2009). This belief exists in large part because a great deal of attention has always been
focused on the huge automobile market and not the smaller markets that have potential to be
viable early adopters of hydrogen and fuel cells. (Hydrogenics Corporation, 2009)


Four key industry drivers have the potential to profoundly impact the growth of the hydrogen and
fuel cell industry:


1) Escalating concern over climate change and environmental pollution.
2) Increased desire to reduce our reliance on foreign oil supplies.
3) Increasing global deregulation of the energy industry.
4) Increasing fuel cell investment and activity by well-capitalized companies who have high stakes
   in the emergence of hydrogen technology
                                                             (Hydrogenics Corporation, 2009)
Hydrogen fuel cell technology is not the fuel of tomorrow; however it is the fuel of the future (long
term solution). The primary requirement for hydrogen to become successful in the future is to
extend the global demand for clean energy sources while creating the necessary infrastructure
(Ramesohl et al, pg.2). Countries such as the United States, Japan, and the European Union (EU)
have created hydrogen fuel initiatives to establish hydrogen infrastructure for example, hydrogen
highway from B.C. to California. Hydrogen fuel cell vehicles are not the most efficient AFV as of
today, however, in the future, with the proper infrastructure and renewable energy sources, this
GHG free energy system is achievable prior to 2050.
4.0       Communication Goals


The following are the major communication goals for UWAFT:
         Creating awareness about UWAFT and its involvement in the EcoCAR Challenge
         Encourage community and corporate involvement in UWAFT
         Increase awareness on important environmental and energy-related automotive issues
         Educate youth on alternative fuels
         To develop a popular website to be used as a hub for all outreach information
         To develop a system of operation within the team which allows for an effective way for getting
          tasks completed
5.0       Communication Objectives


Communication goals can be further refined into measurable objectives that need to be
accomplished in order to meet our vision for success in the competition. A combination of
strategies will be implemented to accomplish the goals, through which UWAFT will:
         Increase the outreach for EcoCAR by 50% compared to its previous participation in
          Challenge X competition.
         Increase the number of companies involved in sponsorship by 20% as compared to
          Challenge X competition.
         Double the amount of information it presents on environmental and energy-related
          automotive issues in all its public presentations
         Attend 25% more schools then it did during the Challenge X competition
         Ensure the number of visitors it receives for the website increases by 20% every year for
          the next three years
         Complete 25% more tasks every year for next three years
6.0       Tactics and Strategies


      Outreach efforts are a core component of the EcoCAR Competition, therefore UWAFT needs to have
      effective strategies as to how to meet objectives, as well as measure how well objectives are being
      completed. Furthermore, having quantifiable objectives will allow the team to identify certain areas
      where the team needs improvement, and areas where the team is going well. Measurable methods
      for each area of outreach will be described in the section below, however the main assessment of
      outreach methods will be measured by the number of hits on the UWAFT website after an event,
      media coverage, or a school visit. The UWAFT website will be strongly promoted in all outreach
      activities and on all materials to make this an effective measure. The following section contains
      some tactics to enhance communication.



          6.1      Event Participation


      Strategy:
      Host and participate in widespread events to increase public awareness on hydrogen fuel cell
      technology and UWAFT’s participation in the EcoCAR challenge.


      Implementation:
          1. Determine the type of events that UWAFT should attend in order to meet objectives of
                outreaching to various audiences and achieve the highest coverage for outreach.
          2. Develop a proposed list of events/conferences with various audiences and in various
                locations to extend the appropriate outreach boundaries. This can be done as follows:
                      Ask participants for past events they had attended or events organized in their
                       home town that would be suitable for UWAFT to attend.
                      Contact event organizers for events that may be suitable for UWAFT to attend.
                      UWAFT is often times contacted by a number of events coordinators who were
                       interested in having UWAFT attend their event. This is a result of media and
                       outreach performed by UWAFT in the past. It is important for the team to follow up
                       with these contacts.
        3. A revised list of events and conferences is then established and necessary steps will be
              taken to register and plan for the event (See Appendix B).
        4. Once a list is generated, volunteers and the Event Coordinator establish the feasibility of
              going to each event or conference with a cost-benefit analysis. This includes cost
              considerations such as registration, travel, accommodations, and materials, as well as the
              requirements of the event, the availability of the Chevrolet Equinox, appropriate facilities
              for the Chevy Equinox, and the availability of team members to volunteer at the event.
        5. A booth is developed to ensure all necessary materials are brought to an event and
              displayed appropriately. The set-up includes print materials, banners, posters, and a fuel
              cell model (See Appendix C). These items can be used to attract attention to UWAFT in
              various settings and with various audiences, as well as assist when in answering inquiries
              brought about by attendees of these events.
        6. A quantifiable measure of the outreach is then obtained. This is done as follows:
                    The team attains the number of attendees of the event from the event organizer. If
                     this is not made available, depending on the event UWAFT devises other means of
                     obtaining such information such as asking for business cards. Also, depending on the
                     event, the team gathers information about the demographics of the audience such
                     as age, sex, and hometown, to more effectively estimate outreach efforts.



        6.2      Media Awareness


Strategy:
With the surge in social media in last few years, UWAFT will identify these new media outlets (blogs, e-
magazines, e-newspapers etc.) and contact them to write articles about UWAFT and their participation
in the EcoCAR challenge.


Implementation:
    1. A list of university, local, regional and online media outlets is generated by the media
        coordinator. (See Appendix H)
    2. The media coordinator then develops a press release for distribution. (See Appendix D)
    3. Volunteers contact their hometown newspaper, radio broadcasting, and television stations
        considering their hometown may be interested in the fact that a local student is involved in a
        large competition while at university. The volunteers are provided with a general press release
        covering basic information on the EcoCAR Challenge and UWAFT (See Appendix D).
    4. The press release is then electronically distributed to television broadcasts (such as CTV and
        CBC) and newspapers (such as Toronto star and Globe and Mail) and blogs on green technology.
    5. A quantifiable measure of the outreach is then obtained. This is done as follows:
                   The team attains the number of viewers or subscribers from the media outlet. If this
                    is not made available, depending on the event UWAFT devises other means of
                    obtaining such information such as viewing the number of people that comment on
                    blogs or researching the number of copies that are in circulation for the particular
                    print issue. Also, is feasible, UWAFT gathers information about the demographics of
                    the audience such as age, sex, and hometown, to more effectively estimate
                    outreach efforts.

        6.3     Corporate and community involvement


Strategy:
In order to secure funding and materials towards the competition, UWAFT needs to consistently
communicate with community and corporate members. UWAFT needs to update these members with
its progress in order to obtain funding and in-kind donations. By involving companies into UWAFT, they
expand their knowledge on Hydrogen Fuel Cell technology, which in turn helps UWAFT with its
outreach.


Implementation:
                   A detailed package containing all relevant information from past competitions
                    including the competitions of UWAFT is assembled. This will allow any community a
                    corporate member who wishes to make a donation to UWAFT with an opportunity
                    to learn more about UWAFT and the EcoCAR challenge.
                   From this detailed package, the condensed version is form of an attractive brochure
                    is developed.
                     Meanwhile, a list of potential sponsors and community donors will be established.
                      This list will comprise of past sponsors and donors, companies similar to our past
                      sponsors and government bodies and funds that support such initiatives.
                     These companies, donors and government bodies are then be contacted, providing
                      them with the community package. They are asked to support the team financially
                      or for in-kind contribution of parts and materials. They may also be helpful in
                      providing other contacts which might be interested in helping UWAFT.

        6.4       Education/School Involvement


Strategy:
Increase awareness about UWAFT and EcoCAR challenge amongst students in grade 12 and below, such
that they participate in EcoCAR like challenges when they reach university. There is also an emphasis
placed on their understanding of the potential that lies in hydrogen fuel cell technology. Such an
understanding will spark interest in this field, and they may contribute as a researcher, sponsor or a
supporter of hydrogen technology in the future.


Implementation:
        1. The Education team has segmented its school audiences into two main age groups: grade 4
              to grade 8 and grade 9 to grade 12. However, due to the diversity of these age groups and
              the method of their learning, following is the implementation for both age groups:
                     Elementary school students receive an activity-based presentation
                     High schools students receive PowerPoint presentation
        2. All schools in the area are contacted to inquire about the possibility of doing an educational
              presentation to students in science or other relevant subjects. (See Appendix J)
        3. The education team meets once a week to create materials and activities that catered to the
              school curriculum. At this meeting, material for upcoming school visits is prepared.
        4.    The team then assembles educational packages for teachers to encourage them to continue
              discussions on topics related to hydrogen technology
        5. To measure the amount of outreach conduced for youth education, the team monitors how
              many schools are attended, the grades addressed, and the number of students in each class.
          This allows UWAFT to determine which grades will require more visits to balance out the
          ages that UWAFT communicates to.



    6.5       Website Development


Strategy:
The Competition rules require UWAFT to create an EcoCAR based theme for the team website. The
team is also judged on various other criteria such as visual appeal, content and navigation. These
factors also contribute to attracting more visitors to the website as well as retaining these visitors
for longer periods of time per visit. This will enable each visitor to understand more about UWAFT
and EcoCAR challenge. The more the visitors understand about UWAFT, the more likely they are to
refer the website to their contacts.


Implementation:
    1. The web team redesigned the website using the EcoCAR color scheme, blue and green,
          versus the previous UW colors, black and gold. From a marketing perspective, these colors
          are more suitable for branding UWAFT and EcoCAR. Appendix L contains the screenshot of
          the EcoCAR website.
    2. To encourage previous visitors to revisit the website, the team acquired a website that was
          dynamic in nature. Such a dynamic website requires the ability to update content by
          authorized users with fair amount of ease. A content management system called
          WordPress, which allows such functionality, is installed on the website.
    3. The success of the new website for UWAFT will be measured by the number of hits received
          after changes are made in comparison to the old design. This is done by installing an
          application called Google Analytics, which monitors various trends of the website over time.
          (Appendix M contains a sample Google Analytics page from the website)
    4. The variables measured by Google Analytics are studied to predict the increase in the
          number of visits after we host one of our many outreach events. It is also used to monitor
          the increase in number of users over time.
    6.6     Internal Communications


Strategy:

The strategy is to enhance internal communications such the all team members within UWAFT
understand their roles and responsibilities and the progress of major tasks is measured. This will
allow the team to identify the tasks that are being met with ease and the ones that are meeting
difficulty towards their accomplishment. This will allow the team to identify its strengths and
weaknesses in getting things done, thereby facilitating a system that allows the team to be
productive and highly efficient in completing the required tasks.

Implementation:

A Google Documents Project Tracking Sheet is developed so the Business Team, including the team
leader, could monitor the progress of tasks (Appendix F). It includes who was in charge of the task,
its estimated completion date, and the percentage of it that has been completed. Team members
are required to update the tracking sheet every time they work on a task. This will allow the team to
see what tasks are currently underway, and also monitor what tasks need additional help if their
progress percentage has not changed overtime.
    6.7       Recruitment


Strategy:
The best way to increase awareness of UWAFT and the EcoCAR challenge on campus is to host
recruitment events which encourage students to attend weekly meetings. These weekly meetings
are packed with information about UWAFT and updates from the EcoCAR challenge. Although not all
that attend these meetings would directly add value to the team, the attendees are likely to talk
about UWAFT and EcoCAR to their friends, thereby increasing the outreach.


Implementation:
The Outreach Team works on getting as much participation from volunteers as possible, to achieve
UWAFT’s goals. As UW is a co-op oriented university, the Business Team realized that the biggest
challenge with volunteers would be continuity. Consequently, the team focuses all its efforts at the
beginning of each term to recruit as many interested students as possible. The following strategies
are employed to recruit maximum number of students at the start of every school term:
         Presenting in various different classes across campus about UWAFT and the volunteer
          opportunities that are available within the team. At this presentation, the students will be
          introduced to the EcoCAR challenge and the scope of its impact on society and environment.
         Set up a booth during the beginning of each term at the most populated area on campus.
          The booth contains marketing material and giveaways of UWAFT and EcoCAR.
         Inform faculty advisors to carry out e-mail blasts to all students within the faculty
          mentioning about the EcoCAR challenge and the upcoming UWAFT meetings.
7.0       Communications Materials


The following is a list of tools and materials that will be used to execute the communications
strategies and tactics:
         Press Releases
         Media Kits
         Pitches
         Web site
         Community Package
         Brochures
         Photos
         Meetings
         Events
         Emails
         Newsletters
         Events calendar
         Feedback forms
         Surveys
         Reports
         Conferences
         T-shirts
         Facebook
         Twitter
         Youtube
         Newspapers
         Blogs
         Personal Communication
         University Website (http://www.uwaterloo.ca/)
8.0      Evaluation


In order to evaluate the success of the program, UWAFT will use the following mediums:
      1. Measure increase in the number of events and a total number of people attending these events.
         This data will be compared against previous years to quantify the percent increase in events and
         participants
      2. The number of individual and corporate donors that showcase and interest in UWAFT will be
         established. The total number of these members will then compared against past numbers to
         establish percent increase.
      3. During school visits and events such as the auto show, surveys will be handed out to test the
         participants understanding of hydrogen fuel cell technology. This will help establish how
         accurately people understand the hydrogen fuel cell technology and increase in the number of
         people that take up the survey compared to prior years.
      4. The Google Analytics pages will be monitored daily to understand the increase in the number of
         visitors over time and to study surge that occurs due to attended events.
      5. The Google analytics pages will be studied to understand how visitors arrive to the UWAFT
         website. If the previous URL on the user’s browser is pointed to Facebook, then the user used
         UWAFT Facebook page to access the URL. By studying such trends, the mediums that users used
         to arrive to UWAFT website can be determine. Furthermore, it also helps in identifying the most
         popular mediums towards this purpose. Hence, our outreach efforts can be calibrated to suit
         the most popular mediums through which users arrive to our website.
      6. The Google docs document which tracks the progress of various tasks within the team will be
         continually monitored to understand the number of tasks the team is able to get done. A
         monthly review of this list will be conducted to quantify the number of tasks that are completed
         each month. This number can then be compared to previous months to study the effectiveness
         of the team in getting tasks completed over long period of time.
      7. The number of recruits that appear at meetings each term will be recorded. This data will be
         trended over time to understand the terms during which UWAFT has most number of recruits
         and the average increase in the number of participants over time.
9.0      Budget


A budget is created in order to keep track of the team’s financial expenditures. It is divided into
two sections: outreach and sponsorship; for the duration of the EcoCAR Challenge. The charts
below show the detailed budget for each area for year one, an overall summary for the three
years of the competition, and the final budget for the competition.
Year 1
OUTREACH
                                                    Cost of Travel        Misc.
Deliverables                                        Supplie    Expense    Expense     Total ($)
                                                    s ($)      s ($)      s ($)
School Visits (Estimated per visit)
      Transportation                                           10-60
      Presentation Material                         10-80
      Meals                                                               10-50
      Accommodations                                                      0-100
Subtotal                                                                              30-290
Estimated Average                                                                     160
Year 1 Estimated Total (assuming 20 visits)                                           3,200
Trade shows/Conferences (Estimated per visit)
      Transportation                                           20-1,000
      Presentation Material                         50-250
      Meals                                                               20-300
      Accommodations                                                      0-400
      Entry Fees                                                          0-450
Subtotal                                                                              90-2,400
Estimated Average                                                                     1,245
Year 1 Estimated Total (assuming 10 visits)                                           12,450
Team Recruitment
   Booth Set up                              0-50
   Transportation Expenses                             0-20
   Presentation Material                     5-20
Subtotal                                                                   5-90
Year 1 Estimated Total                                                     47.50
YEAR 1 OUTREACH TOTAL                                                      15,698


SPONSORSHIP ACTIVITIES
                                             Cost of Travel      Misc.
Deliverables                                 Supplie   Expense   Expense   Total ($)
                                             s ($)     s ($)     s ($)
“Thank You” Package
   Materials (Plaque, Letter, Team Photo)    600
   Mailing                                                       120
Subtotal                                                                   720
Year 1 Estimated Total                                                     720
Sponsorship Package (Detailed & Condensed)
                                             400-
   Printing                                  800
   Mailing                                                       70-200
Subtotal                                                                   470-1000
Year 1 Estimated Total                                                     735
Sponsor Recruitment
   Printing                                  60-100
   Mailing                                                       30-50
   Telephone                                                     20-50
   Events                                                        100-150
Subtotal                                                                   210-350
Year 1 Estimated Total                                                     280
End of Term Report
    Printing                              25-50
    Mailing                                                   25-50
Subtotal                                                                50-100
Year 1 Estimated Total                                                  75
YEAR 1 SPONSORSHIP TOTAL                                                1,810


Summaries
OUTREACH SUMMARY
                                        Cost of Travel       Misc.
Deliverables                            Supplies   Expense   Expense   Total ($)
                                        ($)        s ($)     s ($)
Year 1
 School Visits (assuming 20 visits)     10-80      10-60     10-150    3,200
 Trade shows/Conferences (assuming 10
 visits)                                50-250     20-1000   20-1150   12,450
 Team Recruitment                       5-70       0-20      NA        48
 Year Total                             65-400     30-1080   30-1300   15,698
Year 2
 School Visits (assuming 30 visits)     10-80      10-60     10-150    4,800
 Trade shows/Conferences (assuming 15
 visits)                                50-250     20-1000   20-1150   18,675
 Team Recruitment                       5-70       0-20      NA        48
 Year Total                             65-400     30-1080   30-1300   23,523
Year 3
 School Visits (assuming 30 visits)     10-80      10-60     10-150    4,800
 Trade shows/Conferences (assuming 15
 visits)                                50-250     20-1000   20-1150   18,675
 Team Recruitment                       5-70       0-20      NA        48
 Year Total                       65-400     30-1080    30-1300    23,523
   TOTAL BUDGET FOR OUTREACH                                       62,744
SPONSORSHIP ACTIVITIES SUMMARY
                                   Cost of Travel        Misc.
Deliverables                       Supplie    Expense    Expense    Total ($)
                                   s ($)      s ($)      s ($)
Year 1
   “Thank You” Package             600                   120        720
                                   400-
   Sponsorship Package             800                   70-200     735
   Sponsor Recruitment             60-100                150-250    280
   End of Term Report              25-50                 25-50      75
   Year Total                                                       1,810
Year 2
   Sponsorship Package                                   35-100     68
   Sponsor Recruitment             30-50                 25-50      78
   End of Term Report              25-50                 25-50      75
   Year Total                                                       221
Year 3
   Sponsorship Package                                   18-50      34
   Sponsor Recruitment             15-25                 15-25      40
   End of Term Report              25-50                 25-50      75
   Year Total                                                       149
   TOTAL BUDGET FOR SPONSORSHIP                                     2,180
FINAL BUDGET SUMMARY

Deliverables       Total ($)

Year 1
Outreach           15,698
Sponsorship        1,810
Technical          12,500
Year Total         30,008
Year 2
Outreach           23,523
Sponsorship        221
Technical          69,500
Year Total         93,244
Year 3
Outreach           23,523
Sponsorship        149
Technical          30,000
Year Total         53,672
TOTAL BUDGET       176,924
10.0 Three Year Plan
Based on the goals and objectives identified, the following measurable tasks will be
accomplished each year in order to ensure the objectives are being met:

Year 1
    Visit a minimum of 20 high schools and elementary schools to perform a presentations on
       technology being implemented by UWAFT towards the EcoCAR competition
    Develop a standard presentation and handouts that highlight the energy-related and
       automotive issues
    Visit at least 10 events including trade shows and conferences to showcase UWAFT’s
       past accomplishment and their participation in the new challenge
    Develop and print several copies of a sponsorship package to attract corporate and
       community donors.
    Develop a website which meets all the criteria judged by the competition
    Establish a system of communication within the team through which all projects and
       tasks are monitored, along with their progress
    Drive recruitment to ensure all weekly meetings contain at least 20 members
    Ensure the team receives at least 10 media appearances through newspapers, TV
       interviews, blogs and TV news

Year 2 and Year 3

      Visit a minimum of 30 high schools and elementary schools to perform a presentations on
       technology being implemented by UWAFT towards the EcoCAR competition
      Visit at least 15 events including trade shows and conferences to showcase UWAFT’s
       past accomplishment and their participation in the new challenge
      Contact at least 50 new corporations and community donors to secure sponsorship for
       UWAFT
      Drive recruitment to ensure all weekly meetings contain at least 20 members
      Ensure the team receives at least 10 media appearances through newspapers, TV
       interviews, blogs and TV news

Please See Appendix N for the detailed three year plan
11.0 References
Block, Ben (2008). “Fuel cell vehicles 15 years away” in Worldwatch Institute, July 21, 2008.
       Retrieved from site: http://www.worldwatch.org/node/5828

Cooperman, Gene (2004).“The End of Cheap Oil”. Northeastern University. Retrieved from site:
      http://www.ccs.neu.edu/home/gene/peakoil/node2.html .

Department of Energy (DOE) (2004). “Fact of the Week – September 6 2004”. Retrieved from
      site: http://www1.eere.energy.gov/vehiclesandfuels/facts/2004/fcvt_fotw336.html

Department of Energy (DOE) (2009). “Hydrogen Program”. Retrieved from site:
      http://www.hydrogen.energy.gov/.

Hydrogenics Corporation (2009). Retrieved from: http://www.hydrogenics.com/default.asp

International Energy Agency (IEA) (2009). “Key World Energy Statistics -2008”. Retrieved from
        site: http://www.iea.org/Textbase/publications/free_new_Desc.asp?PUBS_ID=1199

Met Office (2009). “Climate Change” from Hadley Centre for Climate Prediction and Research
       (UK). UK Government. Retrieved from site: http://www.metoffice.gov.uk/climatechange/

Ramesohl, Stephan and Merten, Frank (2006). “Energy system aspects of hydrogen as an
     alternative fuel in transport” in Energy Policy 34 (1251-1259). Research Group “Future
     Energy and Mobility structures”. Wippertal Institute for Climate, Environment, Energy.

Stern (2006). “Stern Review on the Economics of Climate Change”. Office of Climate Change.
       Retrieved from site: www.sternreview.org.uk

United States Government (2006). “Hydrogen: timeline”. Retrieved from site:
       http://www.hydrogen.gov/president.html

Whipple, Tom (2007). “Peak oil crisis: minimum operating levels redux” in Energy Bulletin.
      Retrieved from site: http://www.energybulletin.net/node/34459
12.0 Appendix

Appendix A– Events Attended and Metrics

1) Event name: EcoCAR Competition Fall Workshop
     Date/Time: September 24-28, 2008
     Location: GM Headquarters, Detroit, MI
     Audience: Competition Judges, GM, fellow competitors, various sponsors
     Activity description/details: UWAFT attended outreach workshops on media and public relations,
     social media, business planning, and the overall requirements for the competition. The Business
     Team presented the UWAFT Business Plan in front of a panel of competition judges. The Technical
     Team attended workshops on the various alternative fuels they may use and the associated parts,
     controls, and testing material they may require.
     Measureable Results: The Business Team scored 4.5/5 competition points on the Business Plan


2) Event name: Science Fun Fest
     Date/Time: October 19, 2008 (9:30 am – 3:00 pm)
     Location: Booth St., Ottawa, ON
     Audience: General Public
     Key Messages Covered: Science Fun Fest is an event that every individual across the province of
     Ontario was able to attend. The purpose of the event was to raise public awareness of UWAFTs
     commitment towards alternative fuels. Our Team went as far as Ottawa to promote sustainable
     transportation.
     Activity description/details: UWAFT held a booth to showcase achievements associated with new
     up and coming forms of alternative technology. Our team promoted what we believe to be the cars
     of tomorrow.
     Measurable results: Approximately 75 people attended the event.


3)   Event name: Go ENG Girl
     Date/Time: October 18, 2008 (9:30 am – 3:00 pm)
     Location: Student Life Centre, University of Waterloo campus, Waterloo, ON
     Key Messages Covered: Go ENG Girl is an event that every school of engineering across the province
     of Ontario hosts for young girls. The purpose of the event is for young girls to meet women currently
   studying engineering and learn about some of the amazing things women engineers are doing. Our
   group of female team members articulated to the audience how women are involved in UWAFT and
   the EcoCAR Challenge.
   Activity description/details: UWAFT held a booth for the showcase information fair at the Go ENG
   Girl event. At our booth we provided information including EcoCAR Challenge brochures, UWAFT
   brochures, and UW Engineering brochures. In addition, as a visual representation we showcased jars
   displaying the conversion stages of corn-to-ethanol to educate about alternative fuels, as well as a
   model hydrogen fuel cell car (as seen in the picture below).
   Measureable Results: 25 UWAFT information packages were given away


4) Event name: Peel Environmental Youth Alliance (PEYA) 6th Annual EcoBuzz Conference
   Date/Time: October 30, 2008 (9:00 am – 2:30 pm)
   Location: Fletcher’s Meadow Secondary School in Brampton, ON
   Audience: Middle and secondary school students, teachers, and parents
   Key Messages Covered: UWAFT educated the audience on UW’s involvement in the environmental
   community, including our participation in the EcoCAR Challenge. The team aimed to inspire student
   action projects with peer support concerning alternative fuels, environmental issues, and new
   green technologies.
   Activity description/details: The EcoBuzz Conference provided a fun venue for middle and
   secondary school students, as well as their teachers and parents, to explore environmental issues
   concerning youth. UWAFT was an exhibitor at the EcoBuzz Conference. At our booth we provided
   information including the EcoCAR Challenge brochures, UWAFT brochures, and UW Faculty of the
   Environmental brochures. In addition, as a visual representation we showcased jars displaying the
   conversion stages of corn-to-ethanol to educate about alternative fuels, as well as a model
   hydrogen fuel cell car. See Appendix G for photos of UWAFT at EcoBuzz.
   Measurable results: Many students were interested in the model hydrogen fuel cell car, as well as
   the EcoCAR Challenge and the level of participation in “building the cars of the future”. After a
   successful event, PEYA invited UWAFT back to any other events they are organizing, as well will
   inform us of any other conferences or events they have been invited to. Fletcher’s Meadow
   Secondary School (where the event was held) has requested a field trip to the UWAFT garage the
   next school year when we start work on the Saturn Vue. There were approximately 60 people
   (including exhibitors) who attended the event. The team also gave out a number of UWAFT
   business cards to the other exhibitors (potential sponsors).


5) Event name: Faculty Meeting
   Date/Time: November 22, 2008 (11:30am – 12:45pm)
   Location: UWAFT Business Office, UW Campus, Waterloo, ON
   Audience: University of Waterloo and Wilfred Laurier University (WLU) Faculty

   Key Messages Covered: UWAFT believes more support from faculty members is needed for
   outreach, funding, access to resources, and guidance.
   Activity description/details: UWAFT presented the business and outreach plan to UW WLU faculty
   members to create more awareness of the team around the University’s, the EcoCAR Challenge,
   and student participation.
   Measurable results: The team was provided access to WLU’s student centre to promote UWAFT,
   the EcoCAR Challenge, and any of our outreach events. Faculty from WLU also provided the
   contacts of affiliated student groups that may be interested in the EcoCAR Challenge. UWAFT also
   received resources such as contacts of potential sponsors and skilled student recruits.


6) Event name: 7th Skilled Trades Career Showcase
   Date/Time: December 3, 2008 (8:50 am – 2:15 pm)
   Location: Bingeman’s, Kitchener, ON
   Audience: Students, teachers and guidance counsellors
   Key Messages Covered: The purpose of the Skilled Trades Career Showcase was for students to
   learn about trades, the educational requirements, the salary expectations and the skills required to
   be successful. The UWAFT team educated the audience on the requirements for the EcoCAR
   Challenge, the skills required for designing, testing, and building the vehicle, and the benefits of
   being apart of the EcoCAR Challenge (for example, looks great on a resume).
   Activity description/details: UWAFT held an interactive display where the audience could see,
   touch and participate in aspects of the type of work that our technical team does in the UWAFT
   garage. We displayed tools and equipment and gave demonstrations that involved the students’
   participation. See Appendix G for photos of UWAFT at the 7th Skilled Trades Career Showcase.
   Measureable Results: Over 2200 students, teachers, and school personnel attended the event
7) Event name: North American International Auto Show
   Date/Time: January 11-25, 2009
   Location: Detroit Cobo Center, Detroit, MI
   Audience: General public, technical audience, automotive personnel, EcoCAR/ GM representatives
   Key Messages Covered: The EcoCAR Competition had a booth set-up in the “Green Floor” of the
   auto show which showcased alternative fuel technologies and vehicles and had an AFV test-driving
   area.
   Activity description/details: On January 22, the Web and Events Coordinators manned the EcoCAR
   booth with other competing universities to promote the EcoCAR Challenge and GM’s active role to
   develop the cars of tomorrow. They were also given time to walk around the auto show to see what
   other car manufactures were doing with alternative fuels, observe marketing and advertising
   tactics, and get an idea of the cars on the market for upcoming years.
   Measurable Results: It was interesting to see almost every car manufacturer at the show (except
   Ferrari) had developed an AFV. Even Hummer had converted a model to run off Ethanol 85. Toyota,
   Mercedes, and GM all showcased hydrogen fuel cell vehicles. A common theme around hydrogen
   was “Blue Technology” or “TrueBlue Solutions”. See Appendix G for photos of UWAFT at the auto
   show. UWAFT estimates the team outreached to 50 people on January 22.


8) Event name: Global Citizenship Conference
   Date/Time: January 24, 2009
   Location: Wilfred Laurier University
   Audience: Students, academics, and NGOs
   Key Messages Covered: The conference engages the audience in local, national and international
   issues. This year, the focus was turning ideas into actions, examining what “Global Citizenship” is,
   and how to live and act as global citizens. UWAFT covered how using alternative fuels verses oil is
   our responsibility as “global citizens” in an effort to reduce our environmental impact.
   Activity description/details: At our booth we provided information including the EcoCAR Challenge
   brochures, UWAFT brochures, and UW Faculty of the Environmental and Engineering brochures. In
   addition, as a visual representation we showcased jars displaying the conversion stages of corn-to-
   ethanol to educate about alternative fuels, as well as a model hydrogen fuel cell car.
   Any measurable results: Approximately 70 people attended the event.
9) Event name: Canadian International Auto Show
   Date/Time: February 11- 22, 2009
   Location: Rogers Center and Metro Convention Center, Toronto
   Audience: General public, technical audience, automotive personnel
   Key Messages Covered: UWAFT tired to show the public and other manufacturers what students
   were doing to make a shift in the automotive industry.
   Activity description/details: UWAFT held an interactive display where the audience could see,
   touch and participate in aspects of the type of work that our technical team does in the UWAFT
   garage. We displayed tools and equipment and gave demonstrations that involved the students’
   participation. UWAFT educated the audience on UW’s involvement in the environmental
   community, including our participation in the EcoCAR Challenge.
   Any measurable results: UWAFT estimates it outreached to 1000 people over the course of this
   event.


10) Event name: Running on Empty- McMaster Science for Peace Foundation
   Date/Time: March 7, 2009
   Location: McMaster University, Hamilton
   Audience: Students, general public, politicians
   Key Messages Covered: 'Running on Empty' is a conference on how oil depletion is becoming a
   growing source of conflict between countries. The focus is on how depletion of natural resources
   encourages war and conflict and how alternative sources of energy can be used to alleviate this
   tension.
   Activity description/details: Speak and run a workshop at the conference and workshop on
   hydrogen fuel cell technology and its prospects for the future. UWAFT also expressed what
   students at UW are doing to promote sustainability.
   Any measurable results: Approximately 15 people attended the workshop.


11) Activity name: Toronto Sportsman Show
   Date/Time: March 18-22, 2009
   Location: Direct Energy Center, Toronto
   Audience: General public
   Key Messages Covered: UWAFT wanted to educate the general public on AFV and the feasibility of
   them. The team also wanted to show what students at UW are doing to promote sustainability, and
   how everyone can do something to reduce their impact on the environment.
   Activity description/details: At our booth we provided information including the EcoCAR Challenge
   brochures, UWAFT brochures, and UW Faculty of the Environmental and Engineering brochures.
   UWAFT showcased both the Hydrogen Chevy Equinox and the Biodiesel Silverado. Considering it
   was March Break for youth, the team also developed marketing material for a younger audience.
   UWAFT provided large pieces of recycled paper, crayons and markers for kids to draw “How do you
   help save the environment”, “How can we make energy?”, and “What do the cars of tomorrow look
   like?”. This also included a blue and green (team colours) Easter egg counting contest to attract
   kids to the booth so we could educate them and their parents.To enter the contest, people had to
   write down their name, city, guess of the number of eggs, and telephone number so we could
   contact them if they won. The Outreach Team also used this information to analyse the
   demographics of the audience at the event. See Appendix G for photos of UWAFT at the Toronto
   Sportsmen Show.
   Measurable results: 420 people signed up for the egg counting contest. Of those, 15% were from
   Toronto, 4% were from Barrie, and another 4% were from Brampton. The rest were from various
   locations around Ontario that made up 1% of the total. Many other people visited the booth but
   did not sign up for the contest. UWAFT estimated the additional amount of people the team
   outreached to but did not sign up for the contest is about 500. The team also gave out 15
   sponsorship packages to interested companies, received a number of business cards from people
   wanting more information, spoke to a number of teachers who want UWAFT to come to their
   school, and received media coverage (which will be covered in the next section).


12) Event name: Environment and Business Conference
   Date/Time: March 28, 2009
   Location: University of Waterloo, Waterloo
   Audience: UW Students, local businesses, academic community, government, and NGO delegates
   Key Messages Covered: Transitioning to sustainability is the main topic for the integration of
   environment and business. Along with keynote speakers, a problem-solution format has been
   developed, which will involve information sharing, as well as interactive group work.
         Activity description/details: At our booth we provided information including the EcoCAR Challenge
         brochures, UWAFT brochures, and UW Faculty of the Environmental and Engineering brochures.
         UWAFT showcased both the Biodiesel Silverado.
         Any measurable results: Approximately 120 people attended this event.




      Appendix B – Proposed Events List for Year 1 of EcoCAR Competition


         EVENT                 DATE           LOCATION             AUDIENCE                          URL
                                             GM                 EcoCAR reps, GM,      http://www.ecocarchallenge.org/
EcoCAR Competition Fall   September 24-28,
                                             Headquarters,      sponsors, other
Workshop                  2008
                                             Detroit, MI        competitors
                                             SLC, University    Girls Grade 7 -10     http://www.eng.uwaterloo.ca/wie/E
Go ENG Girl               October 17, 2008
                                             of Waterloo                              vents/GoEngGirl.htm
Science Fun Fest                                                Contacted UWAFT       http://www.ottawaevents.org/event
                          October 19, 2008   Ottawa
                                                                                      _details.php?id=3656
                                                                Middle and            http://www.peyalliance.com/ecobu
PEYA EcoBuzz
                          October 30, 2008   Brampton           secondary school      zz.html
Conference
                                                                students, teachers
 th                                                             Students, teachers
7 Skilled Trades Career                      Bingaman’s,
                          December 3, 2008                      and guidance
Showcase                                     Kitchener
                                                                counselors
                                                                General public,       http://www.naias.com/
                                             Detroit Cobo
North American            January 11-25,                        technical audience,
                                             Center, Detroit,
International Auto Show   2009                                  automotive
                                             MI
                                                                personnel
                                                                EcoCAR reps, GM,      http://www.ecocarchallenge.org/
EcoCAR Competition
                          January 20-25      Detroit, MI        sponsors, other
Winter Workshop
                                                                competitors
Global Citizenship                           Wilfred Laurier    Students,             http://www.gcclaurier.org/
                          January 23-25,
Conference                                   University,        academics, NGOs,
                          2009
                                             Waterloo           politicians
                                             Rogers Center      General public,       www.autoshow.ca/
Canadian International
                          February 11- 22,   and Metro          technical audience,
Auto Show
                          2009               Convention         automotive
                                             Center, Toronto    personnel
Running on Empty-                                               Students, NGOs,       http://msfpconference.weebly.com
                                             McMaster
McMaster Science for                                            politicians
                          March 7, 2009      University,
Peace Foundation
                                             Hamilton
                          March 18-22,       Direct Energy      General public        http://www.sportshows.ca/Toronto/
Toronto Sportsmen Show
                          2009               Centre, Toronto
                                             University of      Students, local       ebconference.ca
Environment and
                          March 28, 2009     Waterloo,          businesses,
Business Conference
                                             Waterloo           academics
                                                                General public,       http://www.haltonecofest.ca/
                                             Glen Abby Rec      environmentally
Halton Eco Festival       April 18, 2009
                                             Centre, Oakville   conscience people,
                                                                businesses
                                                                General public,       http://www.greenlivingonline.com/t
                                             Toronto Direct     environmentally       orontoshow/exhibitors.php
Green Living Show         April 24-26
                                             Energy Centre      conscience people,
                                                                businesses
                                                             General public,         www.sunoco.ca/default.aspx?ID=2
                                            Laurel Creek     environmentally         408 - 28k
11th Sunoco Earth Day     April 26, 2009    Conservation     conscience people,
                                            Area, Waterloo   local businesses,
                                                             local politicians
                                            Convention and   Technical audience,     http://www.hfc2009.com/
Hydrogen and Fuel Cells                     Exhibition       government,
                          May 31-June 3
2009                                        Centre,          automotive reps.
                                            Vancouver ,BC
EcoCAR Competition        June 7-13, 2009   Toronto,         EcoCAR reps, GM,        http://www.ecocarchallenge.org/
Finals                                      Canada           other competitors


   Appendix C – Standardized Booth Set-up and Some Standard Materials




                                                             1 Photo: Table set-up of trophies from
                                                             previous competitions and printable
                                                             material (front) and Chevy Equinox with
                                                             general information poster (back)




                                                        2 Photo: Model hydrogen fuel cell car and
                                                        battery (front) and corn-to-ethanol process
                                                        jars (back)




                                                                                   3 Photo: Chevy Equinox (left) and
                                                                                   Silverado (right), EcoCAR Banner
                                                                                   (top) and UWAFT Banner (far
                                                                                   right)
1 Handout: Postcard sized information sheet for general public
(Front)                                               (Back)




               2 Handout: UWAFT Factsheet
Appendix D - Public Relations- Press Release
Appendix E - Media/ Events Timeline
Immediately
        Secure a tentative dates and locations for events.

           Contact any VIPs or “honoured guests” the team would like to invite to, or participate in,
            the event in order to spark interest and determine their availability. Personal, written
            invitations should be sent by e-mail and/or postage mail to such individuals.

           Produce materials to distribute at the events such as media kits, brochures, swag, and
            team organization.

Two Weeks Prior to Events
    Confirm VIP participation in the event (date, time, and location)

       Customize the media advisory template and media kits which will alert the media of the
        events. The media list will contain print, television, and radio outlets (all contact information)

       Review the talking points with members such as the key messages to communicate to the
        media.

       Determine which member of the team will make “pitches” to the contacts in the media list.

Three to Four Days Prior to Events
        E-mail the customized media advisory

       Outreach coordinator will track media outlets that attend the events and get the contact
        information and follow up with the appropriate people.


One Day Prior to Event
    Walk through of the event (ie. last minutes ideas and needs). Walk trough all elements of the
      event with the team and any vendors that are present and make sure everyone understands
      their role and responsibilities.

       Contact media and remind them of the event (date, time, location)

       Ensure that media kits are prepared and ready

On the Day of the Event
     Set up vehicles, displays, signage, tables and any other elements early so everything is ready
       and in place.

       Make a round of calls to television stations by 10am to pitch the event.

       Team will make sure to always be aware of media at the event to ensure maximum coverage

After the Event
     Contact media outlets that did not attend the event and offer them a media kit along with an
         event photo.

       Create a list of media outlets who attended the event

Within a Week after the Event
     Monitor coverage of the event

       Send out thank you letters to those who attended the event
Appendix F - Google Doc Project Tracking Sheet

   Highlighted in red means the task is under 50% complete and still needs work, yellow means the
   task is 50% or over complete, and green means the task is 100% complete.
    Appendix G – Events Photos




                                 2 Photo: UWAFT member, Calvin Leung
                                 demonstrates how hydrogen fuel cell car works to a
                                 fellow exhibitor at the 7th Skilled Trades Career
                                 Showcase




1 Photo: Students surround the
UWAFT booth at EcoBuzz




                                       3 Photo: UWAFT members Gavin and Julie
                                       promote GMs EcoCAR at the North American
                                       International Auto Show




                                                      4 Photo: "Blue" being marketed
                                                      at the auto show
       5 Photo: Toyota's hydrogen fuel cell vehicle




6 Photos: Various photos from the Sportsmen Show
Appendix H – Media Contacted and Media Coverage

                                        MEDIA CONTACTED
 Media- Type                                                                                      Location
N= Newspaper           Media Outlet              Contact Information               Date
T= Television
M= Magazine
  I = Internet
       N             Cambridge Times           jhurst@cambridgetimes.ca          10/2008       Cambridge, ON
       N              Oakville Today          newsroom@oakvilletoday.ca          12/2008         Oakville, ON
       N                The Record              kbrooks@therecord.com            10/2008        Waterloo, ON
       N               Toronto Sun           torsun.citydesk@sunmedia.ca         12/2008         Toronto, ON
       N             the Toronto Star               city@thestar.ca              12/2008         Toronto, ON
                       Mississauga                                                              Mississauga,
       N               Newspaper              ron.lenyk@mississauga.net          10/2008            ON
       N               Ottawa Sun                   Ottawasun.com                12/2008        Ottawa, ON
                      Newfoundland                                                               St. John’s,
       N                Telegram              telegram@thetelegram.com           12/2008        Newfoundland
       N               Sudbury Star         advertising@thesudburystar.com       12/2008        Sudbury, ON
       N             Oshawa Central            newspaper@ocentral.com            12/2008         Oshawa, ON
       N               Ottawa Times         ottawae-mails@reachcanada.com        12/2008         Ottawa, ON
          T                CTV                        am@ctv.ca                  12/2008         Toronto, ON
          T                CTV                       news@ctv.ca                 12/2008         Toronto, ON
          T                CTV                    newsonline@ctv.ca              12/2008         Toronto, ON
          T             The HOUR                   thehour@cbc.ca                12/2008         Toronto, ON
                       The Weather                                                               Toronto, ON
          T              Network                     Form online                 12/2008
          T         Discovery Channel                Form online                 12/2008         Toronto, ON
          T            Daily Planet                  Form online                 12/2008         Toronto, ON
                      Kingston Whig                                                             Kingston, ON
       N                 Standard                    Form online                 12/2008
                                                                                                  Sault Saint
       N              The Sault Star                 Form online                 12/2008          Marie, ON
       N               The Observer                  Form online                 12/2008
          T                Oprah                     Form online                 01/2009          Chicago, Il
          T                Ellen                     Form online                 01/2009       California, USA

                                                MEDIA HITS
   M             Alternatives                                                09/2008        Waterloo, ON
   I          UW Daily Bulletin                                              10/2008         Waterloo, ON
 Social                                                                                          Online
 media            Facebook                                                   10/2008
   T          Fairchild Television              Gavin Leung                  02/2009          Toronto, ON
                                                                                          http://www.treehugge
                                                                                          r.com/files/2009/03/lo
                                                                                             oking-for-green-
                                                                                               sportsmans-
   I             Treehugger             From Toronto Sportsmen Show        24/03/2009            show.php
Appendix I - Social Media
                         Facebook Page (www.facebook.com)




                 Youtube Video 1: September 2008 (Courtesy: the DOE)




http://www.youtube.com/watch?v=1VziFPieWg0&feature=PlayList&p=5FAA99D99115D1
3B&index=2 (259 Views)
Youtube Video 2: February 2009, Mock Interview for Volunteers; (Courtesy: Monty Lau)




           http://www.youtube.com/watch?v=4EJfkqesQWY (41 Views)
      Appendix J – Schools Contacted

SCHOOL NAME                                           TELEPHONE      CITY          ADDRESS
                 Abraham Erb P.S.                     519-747-7694     Waterloo    710 Laurelwood Drive
         Elementary School Bluevale C.I.                               Waterloo     80 Bluevale Ave. N.
        Elementary School Centennial P.S.             519-885-5660     Waterloo       141 Amos Ave.
      Elementary School Edna Staebler P.S.            519-880-2646     Waterloo      450 Bernay Drive
     Elementary School Elizabeth Ziegler P.S.         519-742-4402     Waterloo      90 Moore Ave. S.
          Elementary School Empire P.S.               519-742-8375     Waterloo        83 Empire St.
         Elementary School Keatsway P.S.              519-886-1650     Waterloo      323 Keats Way Dr.
      Elementary School Laurel Creek O.E.C.           519-885-1480     Waterloo    525 Beaver Creek Road
     Elementary School Lester B. Pearson P.S.         519-880-0300     Waterloo     520 Chesapeake Dr.
       Cameron Heights Collegiate Institute           519.578.8330     Kitchener
           Eastwood Collegiate Institute              519.743.8265     Kitchener
         Elmira District Secondary School             519.669.5414      Elmira
         Forest Heights Collegiate Institute          519.744.6567     Kitchener
      Galt Collegiate and Vocational Institute        519.623.3600    Cambridge
         Glenview Park Secondary School               519.621.9510    Cambridge
          Grand River Collegiate Institute            519.576.5100     Kitchener
         Huron Heights Secondary School               519.896.2631     Kitchener
        Jacob Hespeler Secondary School               519.658.4910    Cambridge
Kitchener Waterloo Collegiate and Vocational School   519.745.6851     Kitchener
               Preston High School                    519.653.2367    Cambridge
            Rosemount - U Turn School                 519.576.6870     Kitchener
     Sir John A Macdonald Secondary School            519.880.9979     Waterloo
          Southwood Secondary School                  519.621.5920    Cambridge
           Waterloo Collegiate Institute              519.884.9590     Waterloo
    Waterloo-Oxford District Secondary School         519.634.5441      Baden
Appendix K – Some Educational Material Developed




                          Word Search for Grades 4-8
Activity Page for Grades 4-8
Appendix L– Website Preview
Appendix M: Google Analytics and Website Metrics
Appendix N: Detailed Three Year Plan



Project                  Deliverable                                                        Start Date

Year 1
Visit 20 schools
                         Develop a list of all schools in the area                                 01-09-2008
                         Contact the Principals in each High School                                01-09-2008
                         Follow up with the contact                                                01-10-2008
                         Schedule a time to host the presentation                                  01-10-2008
                         Prepare presentation material and handouts                                01-09-2008
                         Assign team members scheduled to present at each school
                         Present
                         Follow up with the teacher to recieve feedback

 presentation material
                         Contact the teacher to understand the demographics of each class
                         Research presentation and handout materials                               01-09-2008
                         Assemble materials                                                        01-10-2008
                         Proof read materials                                                      01-10-2008
                         Print handouts                                                            01-10-2008

Visit 10 events
                         Develop a list of possible events to attend                               01-09-2008
                         Contact the respective coodinators                                        01-09-2008
                         Follow up with the contact                                                01-10-2008
                         Prepare presentation material and handouts                                01-09-2008
                         Assign team members scheduled to attend the event                         01-10-2008
                         Follow up with the coordinators to recieve feedback                       01-09-2008

Sponsorship Package
                         Send past sponsors a thank you package                                    01-09-2008
                         Review past sponsorship package                                           01-09-2008
                         Develop a theme for the new package                                       01-09-2008
                         Assign a graphic design to develop pictures, banners                      01-10-2008
                         Assign team members to write content for the package                      01-10-2008
                         Assemble all content and images                                           01-10-2008
                         Proof Read, Edit content and images                                       01-10-2008
                         Print sample packages                                                     01-11-2008
                         Identify potential sponsors to contact                                    01-10-2008
                         Send packages to these contacts                                         01-10-2008
                         Follow up with contacts                                                 01-10-2008
                         Secure sponsorhsip                                                      01-10-2008

Website
                         Install a Content Management System (on offline server)                 01-09-2008
                         Edit Graphics for the Banners, pictures etc                             01-09-2008
                         Write content for the website                                           01-10-2008
                         Upload content and pictures                                             01-10-2008
                         Edit website according to criteria defined by EcoCAR                    01-09-2008
                         Make website Online

Internal Communication
                         Ensure all members have a google account
                         make a good doc spreadsheet with project name, ownership etc
                         populate this list using the communication plan and current
                         projects                                                                25-01-2009
                         assign ownership and deadlines                                          25-01-2009
                         develop measures of success to quanitfy progress in each task           25-01-2009
                         monitor deadlines and manage tasks                                      25-01-2009

Recruitment
                         make a booth for recruitment purposes                                  Begining of each
                         prepare content by using handouts and materials handed to
                         sponsors                                                               Begining of each
                         and schools
                         contact professors of large classes to arrange in class presentation   Throughout eac
                         assign team members to speak at these presentations                    Begining of each
                         setup a booth at the beginning of each term at a busy location on
                         campus                                                                 Begining of each

10 Media appearances
                         Develop a list of all media contacts                                    01-09-2008
                         Contact the appropriate members of media                                01-09-2008
                         Follow up with the contact                                              01-10-2008
                         Schedule a time for media visit                                         01-09-2008
                         Prepare material for the media visit                                    01-10-2008
                         Assign team members to be present during this visit                     01-09-2008
                         Follow up with the contact to recieve feedback
Year 2

Visit 30 schools
                       Develop a list of all schools in the area                               01-09-2009
                       Contact the Principals in each High School                              01-09-2009
                       Follow up with the contact                                              01-10-2009
                       Schedule a time to host the presentation                                01-10-2009
                       Prepare presentation material and handouts                              01-09-2008
                       Assign team members scheduled to present at each school
                       Present
                       Follow up with the teacher to recieve feedback

Visit 15 events
                       Develop a list of possible events to attend                             01-09-2009
                       Contact the respective coodinators                                      01-09-2009
                       Follow up with the contact                                              01-10-2009
                       Prepare presentation material and handouts                              01-09-2009
                       Assign team members scheduled to attend the event                       01-10-2009
                       Follow up with the coordinators to recieve feedback                     01-09-2009

Sponsorship
                       Identify potential sponsors to contact                                  01-10-2009
                       Send packages to these contacts                                         01-10-2009
                       Follow up with contacts                                                 01-10-2009
                       Secure sponsorhsip                                                      01-10-2009

Recruitment
                       make a booth for recruitment purposes                                  Begining of each
                       prepare content by using handouts and materials handed to
                       sponsors                                                               Begining of each
                       and schools
                       contact professors of large classes to arrange in class presentation   Throughout eac
                       assign team members to speak at these presentations                    Begining of each
                       setup a booth at the beginning of each term at a busy location on
                       campus                                                                 Begining of each

10 Media appearances
                       Develop a list of all media contacts                                    01-09-2009
                       Contact the appropriate members of media                                01-09-2009
                       Follow up with the contact                                              01-10-2009
                       Schedule a time for media visit                                         01-09-2009
                       Prepare material for the media visit                                    01-10-2009
                       Assign team members to be present during this visit                     01-09-2009
                       Follow up with the contact to recieve feedback
Year 3
         Year 3 progress is similar to year 2, except all dates are pusghed forward by one year

				
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