Marketing Portfolio

J. Ashley Nowak Marketing Portfolio |

2645 Hamptons Chase, Alpharetta GA 30005

Jacqueline Ashley Nowak Search Engine Analyst Intern - Disney

15Summer

1

Table of ContentsLeadercast.................................................................................................................................3Leadercast Blog Contributions................................................................................................................................................4

How To Trust and Develop Your Intuition.................................................................................................................... 4Dear Generation X, Baby Boomers, & the Greatest Generation.............................................................5

Atlanta Business Chronicle Advertisements................................................................................................................7¼ Page Ad............................................................................................................................................................................................... 7Corner Ad................................................................................................................................................................................................ 8

Email Campaigns............................................................................................................................................................................... 9“Highlight Video Release” Email......................................................................................................................................... 9“Know Before You Go” Email............................................................................................................................................... 12“Host Site Survey” Email........................................................................................................................................................ 15

Student Ticket Program – Social Media Ads..............................................................................................................18“There is no substitute for hard work” Social Post...........................................................................................18“Be an encourager” Social Post........................................................................................................................................ 18“Feed Your Focus” Social Post........................................................................................................................................... 19“Become a next generation leader” Social Post.................................................................................................19“Discover Your Passion” Social Post............................................................................................................................. 20“Leave a legacy” Social Post............................................................................................................................................... 20“Andy Stanley” Social Post................................................................................................................................................... 21“Mayor Aja Brown” Social Post.......................................................................................................................................... 21Campaign Totals:........................................................................................................................................................................... 22Student Ticket Sales................................................................................................................................................................... 22

Simply Southern Etsy Shop.............................................................................................23Shop Statistics.................................................................................................................................................................................. 24Listing Examples............................................................................................................................................................................. 24

Habitat for Humanity – North Central Georgia.......................................................28Social Media Intern May 2013- Aug2013.....................................................................................................................28Picture Portfolio................................................................................................................................................................................ 29

Coursework & Projects.......................................................................................................31Consumer Behavior Semester Project...........................................................................................................................32Marketing Research Semester Project..........................................................................................................................52

J. Ashley Nowak Marketing Portfolio | 2

LeadercastJan 2015-May 2015


Leadercast Blog Contributions

How To Trust and Develop Your IntuitionJanurary 22, 2015 by Ashley Nowak

Intuition is not luck- it is noticing clues and patterns to make decisions and predict future outcomes. In other words, it is our subconscious mind combing through information that our conscious mind has still not processed. We trust this intuition, sometimes over what seems to be the most reasonable decision.

As leaders, we often encounter situations where we need to tap into our intuition to resolve things or come to conclusions. But how do we open these passages of communication to obtain rare insight into decisions we might be struggling with? Although I personally don’t know the answer to this, I have found a source that might. “Thinkertoys” (a book of creative-thinking techniques) by Michael Michalko dives into ways of developing intuitions. Michalko shared what he called “Brainwriting.”

You can accomplish Brainwriting through:Meditate. Meditating on a specific problem you are struggling with.Question and Answer. Listing out questions that have to do with the subject matter. Then, answer these with as much information that you have. This allows you to recognize the most important parts of the decision and group relative information together.Keep going. Continue with Step 2 until you have listed ALL of the information you know about a problem.Review. Reread these questions and answers until you can openly speak to your intuition about the subject. Note: It is okay if your conclusion does not give you a clear decision. This may be a sign that you are too early in the decision process to make a decision or that you need more information to decide.Although this particular method helps with specific questions, Michalko also lists multiple ways to improve your intuition in every-day situations. Trust your heart, and you’ll be on the path to what your intuition wants most.

Click To Tweet: “Intuition is not luck- it is noticing clues and patterns to make decisions and predict future outcomes…” http://bit.ly/1uzIzck #Leadercast #choosetoleadClick To Tweet: Trusting and Developing Your Intuition: http://bit.ly/1uzIzck #Leadercast #choosetoleadClick To Tweet: “Trust your heart, and you’ll be on the path to what your intuition wants most.” http://bit.ly/1uzIzck #Leadercast #choosetoleadClick To Tweet: A system to help you determine when a new idea is worth investing your time and resources: http://bit.ly/1uzIzck #Leadercast #choosetoleadClick To Tweet: New #Leadercast Blog Post! http://bit.ly/1uzIzck #choosetolead



Dear Generation X, Baby Boomers, & the Greatest Generation April 16th, 2014 by Ashley Nowak

As part of the next generation of leaders, I would like to shed light onto how Millennials think, act, and follow.

Who We AreThe Millennial Generation is already in your life. You can find us in internship programs at workplace, at your local university, and in the place we are most known for being: social media. Social media and the internet have caused us to be raised with a strong appreciation for human connection. To the millennials, social media is a means to develop human connections as well as physical interactions. Although many critics believe social media is harming the quality of our relationships, we have experienced social media as an avenue for social interaction with a wider range of people.

How To Maximize Your Relationship With MillennialsIf you are leading a group of Millennials, it is important to understand the best way to lead us—more specifically, what gives us the greatest motivation to do good work. Implementing the characteristics below and actions can help Millennials thrive:

Millennials thrive off of positive energyWe would much rather enjoy our coworkers than enjoy our job. For example, I had a job as a telemarketer at my university. The actual job included no element of fun whatsoever. But because I had such a great group of coworkers, I enjoyed going to work, which led to more positive conversations with potential donors and more money raised for the university. This organization, as well as other companies I have worked for found fun and innovative ways to create a positive work atmosphere. These activities can be anything from weekly Friday lunches out to office ping-pong competitions (Leadercast hosts an annual office ping-pong tournament in honor of March Madness!). In the long run, hiring a positive team that works well together will make the most difference.

Millennials enjoy bite-sized relevancyAs Millennials, we like quick, relevant information. We believe meetings should be useful—if something does not apply to us, you may find us working on something different until the subject does apply to us. There is even a trend of companies following a 30-minute meeting standard. The Millennial Generation does not need the whole background story, just the details pertinent to him/her and the purpose of the project.

Group work is second natureWhile many generations have been raised to believe that the way to get something accomplished is by completing tasks, the Millennial Generation has been raised with an emphasis on the process of completing a task, with an innovative outcome. We have been raised with group work, discussions, and


projects components in all of our classes. Although, if hired, we can complete a task given to us, we would prefer to brainstorm in groups, peer edit, and accomplish goals together.

Give millennials a purposeIf we do not understand the reason for a task, we will not perform to the best of our ability. It is helpful if you, as our employer, inspire a purpose and show how this task works toward that greater mission. Although many employees are used to simply doing what they are told, the Millennial generation has been raised with a certain preference for information and purpose. Even from a young age, we have always asked “why.”

In order to get the most out of your Millennial generation employee, clearly communicate the importance of their tasks. This will show that you understand your interdependent relationship and truly care about their purpose.

Although we all live in a similar society, generations think, act, and lead different than each other. It is important that we understand our differences to work better together and capitalize on our differences.

Now, it’s your turn:How can you guide the millennials under your direction to be leaders worth following?

Wanna share this post? Here are some ready-made tweets:• Click To Tweet: 4 Ways to Lead Your Millennial Employee…New post on the

#Leadercast blog http://bit.ly/1yvxgDD• Click To Tweet: Dear Generation X, Baby Boomers, & the Greatest Generation…

New on the #Leadercast blog! http://bit.ly/1yvxgDD• Click To Tweet: How have you seen millennials leading brave new frontiers?

New post on the #Leadercast blog http://bit.ly/1yvxgDD


Atlanta Business Chronicle Advertisements

¼ Page AdApril 2nd issueCirculation: 300,000 print copies




Corner AdMarch 13th issueCirculation: 300,000 print copies


Email Campaigns“Highlight Video Release” EmailPurpose: Encourage investment into other Leadercast products, retention for next year’s Leadercast LIVE event, and brand engagement. Subscribers: 27,065Opens: 31.4% (list average is 16.3%)Clicks: 7% (list average is 1.4%)*Statistics of this event are not up-to-date because due to the time constraints on this portfolio. These are the statics as of 26 hours after the email was sent. **I made the sponsorship part of this email using HTML coding.




“Know Before You Go” EmailPurpose: Educate Live-site attendees about the eventTotal Recipients: 724Openings: 66% (List average is 63%)




“Host Site Survey” EmailPurpose: Encourage communication with host sites to better the chances of host site renewals and feedback survey participants. Total Recipients: 538Openings: 67.2% (list average is 57.1%)Survey Clicks: 42% (list average is 15.8%)Surveys Received: 292




Student Ticket Program – Social Media AdsAll of these Facebook post boosts targeted specific groups of students.I was in charge of the student ticket program- from running break-even price analysis, advertising to the students, and setting up for the student section during the event.

“There is no substitute for hard work” Social PostImpressions: 2880Social Impressions: 103Social %: 34.92%Clicks: 38.3%Social Clicks: 15Click-Through Rate: 1.562%Social CTR: 1.36%CPC: 0.26CPM: 4.05Total Spent: $11.67Actions: 44Page Likes: 4

“Be an encourager” Social PostImpressions: 3570Social Impressions: 920Social %: 25.77%Clicks: 78Social Clicks: 20Click-Through Rate: 2.185%Social CTR: 2.17%CPC: 0.26CPM: 5.6Total Spent: $20Actions: 68Page Likes: 3


“Feed Your Focus” Social PostImpressions: 2546Social Impressions: 1029Social %: 40.42%Clicks: 19Social Clicks: 3Click-Through Rate: .75%Social CTR: .29%CPC: .53CPM: 3.93Total Spent: $10Actions: 17Page Likes: 1

“Become a next generation leader” Social PostImpressions: 4552Social Impressions: 1642Social %: 36.07%Clicks: 42Social Clicks: 11Click-Through Rate: .92%Social CTR: .67%CPC: .43CPM: 3.95Total Spent: $18Actions: 39Page Likes: 1


“Discover Your Passion” Social PostImpressions: 1549Social Impressions: 433Social %: 27.95%Clicks: 24Social Clicks: 4Click-Through Rate: 1.549%Social CTR: .92%CPC: .42CPM: 6.46Total Spent: $10Actions: 23Page Likes: 2

“Leave a legacy” Social PostImpressions: 3970Social Impressions: 1203Social %: 30.30%Clicks: 110Social Clicks: 25Click-Through Rate: 2.771%Social CTR: 2.08%CPC: .18CPM: 5.04Total Spent: $20Actions: 110Page Likes: 2

“Andy Stanley” Social PostImpressions: 2496Social Impressions: 149


Social %: 5.97%Clicks: 23Social Clicks: 3Click-Through Rate: 0.921%Social CTR: 2.01%CPC: .43CPM: 4.01Total Spent: $10Actions: 19Page Likes: 2

“Mayor Aja Brown” Social PostImpressions: 358Social Impressions: 125Social %: 34.92%Clicks: 32Social Clicks: 11Click-Through Rate: 8.939%Social CTR: 8.8%CPC: .16CPM: 13.97Total Spent: $5Actions: 29Page Likes: 3

Campaign Totals: Impressions: 24,162Average Click-Through Rate: 2.19%Average CPC: .593


Total Spent: $112.67Actions: 351Page Likes: 18

Student Ticket SalesTickets Sold: 235Revenue: $11,127The only advertising Leadercast spent on targeting was through social media.


Simply Southern Etsy ShopOwner – Aug 2013-Present


Shop StatisticsListing Views: 19,524# of times listings were “Favorited”: 1,192Orders: 388Admirers: 113Current Listings: 30Listings Ever: 57Reviews: 61 (5-star average)Growth: Growing 250% every year since opening

Listing ExamplesEngagement Cake Topper – AshleyFamily Set of Handled Mason JarsPersonalized Steak Knives





Habitat for Humanity – North Central GeorgiaSocial Media Intern May 2013- Aug2013


Picture PortfolioThese pictures can be found on the HFH - NCG social pages and marketing materials.

Pictures trending on Pinterest:

15 direct repins and 1 direct like

68 direct repins and 3 direct likes

12 direct repins




More Pictures:


Coursework & Projects


Taco Bell Product Analysis

Consumer Behavior Semester ProjectDr. Schwartz, Fall 2014

Abstract: A group of 3 other students and I analyzed the Taco Bell Brand by reviewing marketing campaigns, social strategies, product prices, competitive analysis, etc.


Introduction

The quick service restaurant industry is a major economic driving force in America. The

beginning of the Great Recession in December of 2007 caused a decline in growth for a number

of industries such as the construction and auto industries. However, the quick service restaurant

industry survived the recession recovery with a steady incline of U.S. establishments. From 2011

to 2014, the rate of increase for fast food establishments rose from 1.4% to 2.7% (“Fast Food

Restaurants Industry,” 2015). Taco Bell, along with the entire quick service restaurant industry,

is part of one of the largest dominating markets worldwide. By 2016, the overall industry is

predicted to have a market value of $93.6 billion, placing Taco Bell in one of the world’s leading

markets (“Fast Food Industry Profile”, 2012).


Company Description

After years of working in the Quick Service Restaurant industry for the McDonald

brothers, Glen Bell saw a need in the market outside of the burger and fries. In 1962, Bell

established the first Taco Bell location. By 1970, a total of 325 Taco Bell franchises were open

across America (“Taco Bell Company...”).

Taco Bell is a subsidiary of the parent company Yum! Brands, the corporate franchiser

for KFC and Pizza Hut. Before becoming an independent company in 1997, Yum! Brands was a

sector of the PepsiCo fast food division (“Building the Defining...”). Affiliation with PepsiCo

and partnership availability with KFC and Pizza Hut sparked growth for Taco Bell franchises.

Taco Bell currently has 6,053 franchises open worldwide and is ranked #11 on Entrepreneur's

Fastest-Growing Franchise 500 List (“2014 Top...”).

Before Chipotle Mexican Grill began to grow in the American fast food market, Taco

Bell resided in a niche of the quick service restaurant industry that contained little direct

competition from restaurants containing a similar product line. In an attempt stay relevant, the

last decade has seen a number of rebranding techniques and product innovations from Taco Bell

such as the slogan change from “Think Outside the Bun” to “Live Más,” and the introduction of

the Doritos Locos Tacos (Morrison, 2013). Taco Bell’s innovation team evaluates between 4,000

and 4,500 ideas a year in attempt to retain their position in the quick service restaurant industry

and stay relevant in the minds of their target audience (Wong, 2014). This innovation strategy

can be seen through the various diverse menus and meal choices that Taco Bell has to offer.


Marketing Mix

Taco Bell consists of six overall menus. These menus include the Breakfast Menu,

Cantina Power Menu, Fresco Menu, Dollar Cravings Menu, FourthMeal Menu, and the Freezes

Menu. Each of these targets different demographics at different times of the day. Taco Bell

recently created the Breakfast Menu, which includes an entirely new product line in hopes to

enter the quick service restaurant industry with a unique breakfast product offering. This menu

includes items such as the Waffle Taco, A.M. Crunchwrap, A.M. Grilled Taco, Grande

Scrambler Burrito with Steak, and Cinnabon Delights (Taco Bell, Corp. 2014).

The Cantina Power Menu is an adaption of the Cantina Menu and contains items loaded

with extra sources of protein, as well as the healthy food options that were included on the

original Cantina Menu (Roberto, 2014). The main items on this menu are the steak burrito and

the chicken bowl. Both of these items are made with Pico de Gallo, guacamole and extra meat to

adhere to the protein and health aspects of the menu. Not being notorious for healthy meal

choices, the Cantina Power Menu is meant to attract audiences seeking healthier alternatives to

the standard items on the Taco Bell menu.

Similar to the Cantina Power Menu, the Fresco Menu is also targeted to an underserved

demographic of the Taco Bell customer base. The Fresco Menu differentiates itself by including

only food items that are under 350 calories and 10 grams of fat. All of the food items are typical

of Taco Bell, such as tacos and burritos, but they are specifically made with fewer of the

ingredients that contain a large amount of calories. While the Cantina Power Menu targets

customers who are looking for extra protein, the Fresco menu targets those looking for food with


less calories and fat. The addition of these menus provides a solution for customers looking for a

healthier alternative to the standard items on the Taco Bell menu and widens the restaurant’s key

demographic.

In contrast to the Cantina Power and Fresco Menus, the Dollar Cravings Menu does not

focus on health or body development, but appetite fulfillment on a budget. This is the most

diverse menu, marketing Cinnamon Twists, Spicy Potato Soft Tacos, Triple Layer Nachos, and

Cheese Roll-ups, just to name a few (Taco Bell Menu, 2014). Taco Bell thrives at this place in

the market where consumers are looking for a low-cost meal on the go. In congruence with the

Dollar Cravings Menu, The FourthMeal Menu is marketed as “the meal between dinner and

breakfast” (Taco Bell Menu, 2014) to specifically target the late night customer who is looking

to eat cheap, inexpensive food.

Freezes, Taco Bell’s line of frozen drinks, are available during lunch, dinner and late

night hours to target all audiences, specifically kids and young adults. To market this line, Taco

Bell has recently launched a campaign to directly compete with other fast-food restaurants that

provide similar products as the Freeze Menu such as Steak N’ Shake and Sonic by providing

deals on drinks from 2-5 p.m. (Taco Bell, Corp, 2014).

Finally, Taco Bell has a general menu for permanent meal choices and items that may

only be available for a limited time. For example, Taco Bell has sold the Touchdown $5 Buck

Box since 2012. This box comes as the Beefy Crunch Box, the Volcano Box, and a few other

variations sold at different locations. Each box includes a medium drink, Cinnamon Twists, a

crunchy taco and 2 other specialty items. With these product bundles, Taco Bell is able to target

a mostly male audience looking to satisfy a large appetite. To promote these boxes during


football season in order to reach this specific target audience, Taco Bell has partnered with ESPN

and BCS bowl games to advertise during their programming (Taco Bell, Corp, 2014).

In the past, Taco Bell has been branded by their taglines “Yo quiero Taco Bell” and

“Think Outside the Bun,” but they are currently rebranding using the “Live Más” campaign. This

campaign seeks to attract members of the millennial generation who are “young, hip and cross-

cultural,” particularly consumers who want to “live more.” The campaign was launched during

the 2013 Super Bowl XLVII game featuring a commercial where an old man participates in

funny, irresponsible activities that younger audiences are more likely to partake in (Taco Bell,

Corp., 2014). The average price of a 2013 super bowl ad was between $3.5 and $4 million

dollars. However, this was a minor cost in comparison to the $250 million dollars Taco Bell

spent on advertising in 2011 after a year of declining sales leading up to the “Live Más”

rebranding in 2012 (Kulicke, 2014).

The company has also taken to social media to target their young millennial audience. In

2012, Taco Bell hosted a Twitter competition where the winner received a truckload of Doritos

Locos Tacos. The outrageous nature of this campaign quickly created a buzz throughout the

country, thereby motivating customers to buy their newly introduced Doritos Locos Tacos while

in turn creating the company’s most successful product launch to date (Hammer, 2012). Due to

the fact that the millennial demographic is typically social media savvy, Taco Bell’s presence on

Twitter and Facebook plays a crucial role in their marketing campaign to target that audience.

Their social media presence portrays a rather dry, sarcastic humor, but it helps to appeal to their

target demographic.


Competitive Environment

Taco Bell positions its products on the low-cost end of the quick service industry.

Although some prices vary depending on the location, most menu items have a consistent cost no

matter what region the store is located in. Most items are priced between $1-$8 to satisfy a quick

craving or have an entire meal at lower costs in order to target varying audiences

("TacoBell.com,” 2014). Many fast food restaurants have created products similar to those

available at Taco Bell due to their success. For instance, in imitation of Taco Bell’s $5 Buck

Box, Dairy Queen began offering a $5 Buck Lunch. Much like the $5 Buck Box, this meal

comes with a drink, main food item, side and dessert. (American Dairy Queen, 2014).

Much of Taco Bell’s direct competition lies with their time-specific menus. After the

addition of the breakfast menu at Taco Bell, some fast food restaurants have made an effort to

battle the added competition this new menu created for the fast food breakfast market. For

example, McDonalds gave out free coffee from March 31-April 13 to motivate customers into

choosing their restaurant for breakfast instead of Taco Bell, who was coincidentally in the midst

of their breakfast menu launch. Apart from their competing breakfast menus, McDonalds and

Taco Bell are after a similar general target audience, and even partake in comparable marketing

campaigns, store redesigns, healthy eating campaigns, etc.… (Rogers, 2014). In the same vein as

breakfast competition, it has been a recent trend for fast food restaurants to specially cater to late

night consumers, creating extra competition for that specific audience. For example, Jack-in-the-

Box, a San Diego-based quick service restaurant, recently tried to gain traction in late night sales


through addition of a “Munchie Meals” menu. This menu was in direct response to the extended

hours and special late-night menus of Taco Bell, McDonalds, and Wendy’s (Jennings, 2013).

Chipotle is another of Taco Bell’s biggest direct competitors. Although they are not in the

same price range, their food selection is more alike than that of other fast food restaurants in

competition with Taco Bell. Chipotle may not mirror Taco Bell’s services in terms of drive-

through capabilities, but they are also not considered a sit-down restaurant. Both Taco Bell and

Chipotle can substitute a sit-down Mexican restaurant if a customer is looking for fast service.

They differ in the prices, food quality and unique audiences reached. Taco Bell has a more

inexpensive menu, but Chipotle serves audiences looking for healthier food of higher quality.

Even with the introduction of the Fresco and Cantina Power Menus, many consumers looking for

higher quality food are more likely to choose Chipotle over Taco Bell due to their higher-quality

reputation.


Brand Personality

Taco Bell’s overall personality stems from their marketing to the millennial population.

They are speaking to them in a language they understand about topics and lifestyles that interest

them (Epstein, 2014). Utilizing social media, they’ve been able to connect to millennials who

eat, sleep, and breathe social media. At one point they were ranked No.1 on Digital CoCo’s

Restaurant social media index, edging out other powerhouses such as McDonalds and Wendy’s.

With the rise of mobile and digital marketing, Taco Bell is able to reach millennials as well as

engage with them.

Trying to stay relevant to this younger audience [who note that 53% would rather lose

their sense of smell than get rid of their digital devices (Ganapathy, 2014)] Taco Bell has altered

their personality to use humor and visualizations as their primary communication efforts.

Millennials want to be involved (Fromm, 2014) and Taco Bell is doing so by presenting its

personality to its followers and various social media websites. Humor is a good use to cut

through the clutter found in social media websites. Taco Bell streams large amounts of content

on these sites in order to stand out and distinguish themselves from other corporate social media

entities with humor-driven, interactive content.


Being quirky and relevant to trends, Taco Bell is looked upon in a favorable light of those

who are heavy social media users. In effort to stay relevant to consumers and take risks in terms

of social media interaction, Taco Bell uses platforms like Reddit and Instagram that are outside

of the realm of conventional social media platforms used for corporate marketing (Epstein,

2014). Much like Reddit and Instagram, Taco Bell uses the social media platform SnapChat as

an expression of their personality where they can broadcast novel content (videos) and

photographs that promote their brand in humorous and sharable ways.

During the 2013 Super Bowl, Taco Bell introduced its first “Live Más” advertisement

showing elderly aged individuals having unforgettable nights. The advertisement was created by

Deutsch LA in attempt to associate Taco Bell with memories and experiences to be shared

(Aaker, 2013). With this introduction of the “Live Más” tagline, Taco Bell hoped to rebrand their

personality in association with this process of gaining and sharing experiences. Más, translated

from Spanish, means “more.” Taco Bell is trying to tell its consumers to literally “live more.”

By means of this Super Bowl commercial that introduced the rebranding, Taco Bell

wanted to show an epic night out on the town followed by a trip to their restaurant to appeal to

millennials, while not actually showcasing them. Due to the partying nature of the millennial

demographic, Taco Bell chose this “Live Más” campaign as a way to specifically reach that

audience. A study conducted by researchers at the National Institute of Alcohol Abuse and

Alcoholism found that cyber millennials are by far the heaviest drinkers and partiers (Durfree,

2009). Because Taco Bell is positioning itself to reach this audience, they want to be associated

with the culture and personality of this age’s lifestyle. With the “Live Más” tagline, Taco Bell is

trying to express to their consumers that they are a part of this lifestyle. This is done by countless

advertisements reflecting this party mentality in addition to humor attempts that are targeted


towards a younger market. The sprinkle of Spanish into the “Live Más” tagline was used in order

to convey authenticity. Being a fast-food serving Mexican restaurant, Taco Bell needed to show

it still stands behind the quality and authenticity of their Mexican roots. Seeing this, CEO Chris

Brandt articulates that “you have to be genuine, authentic and real” when branding yourself and

reaching your audience (Weissman, 2014).

The “Live Más” tagline has been the company’s foundation for their personality since the

rebranding (Weissman, 2014). To keep up with this consistent image, Taco Bell tries to market

themselves as the “cool friends.” In expression of this, Taco Bell created the “Rockumentary” for

the Feed the Beat program where they gave passionate fans a chance to share a concert

experience via social media. They compiled fans’ content submissions into a film made for their

customers. Another program funded by the Feed the Beat program gives 100 up-and-coming

artists from across the United States $500 in Taco Bell gift cards to keep them fed while touring.

Employing this strategy not only keeps the “cool friend” image, but also presents them in a

positive light as a corporation that helps to fund the arts by assisting struggling artist as well as

showcasing the need to give back. Another Philanthropic venture Taco Bell pursues is their

Foundation for Teens. This organization helps fund teens by means of scholarships and direct

financial assistance to support staying in school and pursuing higher education. This further

demonstrates how Taco Bell is targeting a younger clientele through philanthropic ventures.

Even though Taco Bell is trying to promote their “Live Más” personality, they still want to make

an effort to be viewed as socially responsible.

One of the largest assets Taco Bell tries to convey to its consumers is their convenience.

Catering to the millennial lifestyle, which often includes a busy schedule and snacking rather

than three stringent meals a day, Taco Bell has introduced Happier Hour which offers deals


everyday from 2-5 p.m. (Epstein, 2014). These are special discounts for those who don’t want to

eat a conventional dinner or wish to have options for a possible snack or small meal. They’ve

also introduced the FourthMeal menu, which makes it easier for consumers to snack and eat after

hours. This aligns with the “party” personality the “Live Más” tagline tries to get consumers to

associate with their brand, while also continuing with their reputation for convenience.

Taco Bell stays open until 3:00 a.m. to cater to those late night individuals that would be

attracted to the FourthMeal menu. Even the FourthMeal category on the Taco Bell website

depicts people in a party setting, further exemplifying the “Live Más” brand image. This menu

was created to not only reach a larger audience, but also exemplify the personality Taco Bell is

trying to assume. They want consumers who live the “Live Más” lifestyle to associate

themselves with their brand and personality. Taco Bell tries to further illustrate their convenience

with the Taco-12 Pack, a product positioned to be shared amongst friends. Various

advertisements present the tagline for the product as “A game day tradition since right now.”

This is not only an attempt by Taco Bell to create a ritual artifact through the Taco- 12 Pack, but

also exemplify a multitude of the defining characteristics that they want to be associated with

such as convenience, experience and a party lifestyle; this further demonstrates the “Live Mas”

personality.

The product, pricing and packaging are components that help build on Taco Bell’s

personality. The packaging of Taco Bell’s sauce packages include quirky messages, known as

‘Saucy Sayings.’ This is an example of Taco Bell’s quality initiative to reach their customers in a

bold, relevant way. The quirky sayings and statements help demonstrate Taco Bell’s attempt at

trying to stay innovative and unique amongst competitors, while also portraying their fun

personality. Taco Bell has also responded to the recent trend in modern architectural upgrades to


restaurants in the quick service restaurant industry by partaking in their own remodeling, further

helping them stay relevant not only with consumers, but also direct competitors.

Target Market

The most prominent audience Taco Bell tries to reach is the “millennial” generation,

comprised of college-aged consumers. Stereotypically speaking, millennials are known to be

partiers. Because we know that, Taco Bell has taken extra strides to accommodate the life of a

college student. Taco Bell offers low price food with the convenience of late-night hours to


appeal to the schedule of almost any college kid. Taco Bell utilizes social media in its favor,

which is significant to marketing towards millennials. At the 50-year anniversary of the creation

of Taco Bell, corporate officials decided that it was time to revamp the brand, in order to better

reach their target market, the millennials. In order to do so, Taco Bell rebranded them as a

younger, hip brand. “The chain's new slogan [Live Más], bilingual for "Live More," heralds the

next phase of the brand's positioning -- and its menu -- to make it more vital and exciting to its

target of cross-cultural millennials” (Hammer, 2012).

In an attempt to embody the new “live more” slogan associated with the entity, Taco Bell

rolled out the Doritos Locos Taco, the Fresco Menu and the Cantina Bell Menu as part of the

50th anniversary celebration. The Doritos Locos Taco exploded after its release. Taco Bell

sought to bring the “wow” factor to their target market by blending two commonly desired

products of their target audience. Taco Bell aims to be the go-to place for a munchie driven

college student, and by providing a low cost meal with convenient locations, they are successful

in this. Additionally, Doritos are the chip associated with satisfying “munchies.” By combining

the two, Taco Bell has created a whirlwind of successes with their target market. “We're

exposing people to many new experiences, and millennials crave fringe experiences. We're

simply showing them how they can Live Más" (Hammer, 2012). Taco Bell is seeking to compete

on the same level as the ever-so-trendy Chipotle. By keeping menu items fresh and new, and by

truly playing off of the AIOs of their target market, Taco Bell is proving to be successful.

Market Segmentation

Taco Bell is a distinctive fast food entity that was created to offer consumers a more

budget-friendly and convenient option in the Mexican food category. It has evolved into a brand


that offers multiple product lines to compete with other fast food chains. The chain offers

healthier choices, breakfast items, and fourth meal options in attempt to appeal to as many

consumers as possible. Taco Bell has developed an outstanding brand equity and loyalty, which

they maintain by consistently offering fresh, new recipes. Taco Bell consumers can be divided

into multiple segments that make it easier for marketers to target.

The first way that Taco Bell segments its consumers is demographically. Taco Bell is

centrally targeting “millennials,” more widely known as college-age. Consumers between ages

eighteen and thirty-four are essentially the prime subjects for Taco Bell’s marketing. In fact,

college aged consumers are 1.5 times more likely to go to Taco Bell than the rest of Americans.

They target this group of consumers by making the connotation that Taco Bell is the hip place to

eat at while presenting the “Live Más” personality. They offer fresh new recipes that make the

consumer feel cutting-edge when they are eating the latest flavor of the popular Doritos Locos

Taco. The fact that Taco Bell offers a late night menu specifically hones in on the core audience.

College students are widely known for staying up late and that alone tells us that Taco Bell is in

the market to satisfy any college students’ late night craving. The recent slogan “Live Más” plays

off the idea that college students also stay up late to party and specifically targets the millennials.

The Doritos Locos Taco has played an enormous role in Taco Bell’s success among college

students. "We had college kids from Virginia asking us about it more than a year ago. One of

them drove to the test market to try it” (Hammer, 2012). The Doritos Locos Taco was made

popular by Taco Bell’s unique social media campaign. Demographically segmenting the market

has proven to be the most successful means of segmentation.

The second way that Taco Bell segments its consumer base is psychographically. This

segment deals with the Activities, Interests, and Opinions (AIOs) of consumers. Taco Bell


successfully targets the late night crowd, the health conscious, the budget conscious, and the

early birds. By offering a fourth meal, Taco Bell targets the late night crowd. These consumers

are the night shift workers, college students, and those who just can’t sleep and need a bite to eat.

Taco Bell effectively dominates the fourth meal market, because of the fact that they are one of

the only quick service restaurants that offers such extended hours.

Beyond the late night crew, Taco Bell targets the health-conscious with the recent release

of the pricier Cantina menu. Taco Bell is attempting to change the stereotypes behind the brand

and offer fresher and healthier ingredients. The Cantina menu is said to be successful among

women and older consumers. Another way that Taco Bell psychographically targets its

consumers is by creating a value menu for its budget-conscious consumers. Dollar Cravings, as

Taco Bell calls it, targets a core group of consumers by offering menu items for $1. Most

recently, Taco Bell rolled out a breakfast menu, featuring the waffle taco and the AM

crunchwrap. The new menu items target the on-the-go consumer who needs to grab a bite to eat

for breakfast. Taco Bell faces a lot of competition in the breakfast market, but due to the fact the

Taco Bell has brand loyalty from many consumers, the breakfast has been successful.

The creation of the breakfast menu was a smart move for Taco Bell. According to analyst

Sara Senatore, breakfast has been the fastest-growing segment of the quick service industry in

the past few years, making it crucial for Taco Bell to keep up with its competitors (Wong, 2014).

Taco Bell is bringing a competitive edge to the quick service Mexican food market by

introducing breakfast, while competitors like Chipotle and Moe’s have not yet delved into the

breakfast market. Partially due to the fact that Taco Bell is rapidly delving into other markets, the

entity is considered one of the most popular Mexican quick service restaurants in the United


States. Psychographically segmenting the market for Taco Bell proves to be an extremely

successful means of segmentation.

Conclusion

Since the “Live Más” re-branding of Taco Bell, the company has created a successful

millennial-based position. Through social media and marketing campaigns such as the Fourth

Meal, Taco Bell effectively reached their millennial target. Unfortunately, with such a strong

emphasis placed on millennials, the target audiences for their Cantina and Fresco menus were

not reached. These new menus offer options for more health conscious consumers,

predominantly older generations and women, who are not specifically targeted in the on-going

“Live Más” campaign.

In effort to reach the Cantina Power Menu and Fresco Menus’ audience and continue the

socially responsible position associated with the Foundation for Teens, Taco Bell could expand

on the existing “Live Más” campaign to specifically address their healthier food options. While

“Live Más” currently symbolizes “live more” in terms of the exciting millennial lifestyle, it

could also be a symbol for living a healthier life. To coincide with the Foundation for Teens,

Taco Bell could create a campaign that focuses on living healthy and creating a more nutrition-

conscious society. The “Live Más” advertisements that are focused on the Cantina and Fresco

menus could be strategically placed to increase awareness of the new menus between their

specific target, rather than the millennial-based audience.

One obstruction to reaching the health-conscious audience is food presentation. While the

millennials may not be as concerned with the visual quality of their food, the Cantina Menu

options are more “up-scale” in comparison to the rest of Taco Bell’s menu. Consumers will


expect higher quality to accompany the menu’s higher price. There is a disconnect for the

consumer when they expect to see the item as it is displayed on the menu, but receive something

else entirely. By reevaluating the training given to Taco Bell employees, food presentation can

be improved. This will not only help to attract the health-conscious target audience, but also

increase the overall food quality perception of Taco Bell.

Because Taco Bell is not known for producing high quality food, they would have the

unique opportunity to publicly acknowledging their low food quality perception and the steps

they took to change this perception. Publicizing the quality rejuvenation would not only create

buzz, but also inform their target audiences of the changes they have made. For this to be

effective, Taco Bell would need to make actual changes to the preparation of their food to assure

that the buzz created from the campaign is positive. Since their “Live Más” rebranding, Taco

Bell has created a successful campaign to reach their millennial target. The introduction of their

new menus and the possibility of quality rejuvenating could help Taco Bell to not only reach new

potential audiences, but also improve their overall brand image.

References

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Aaker. D. (2013). Taco Bell: The Adage Marketer of the Year. Prophet. Web 6. Nov. 2014.

Allison, P. (2012). Fast Food – Who Eats Where? Retrieved November 4, 2014.

American Dairy Queen, C. (2014). The Dairy Queen® System Launches Value Lunch. Business Wire (English).

Building the Defining Global Company That Feeds the World. (n.d.). Retrieved November 7, 2014, from http://www.yum.com/


Durfree. R. (2009). The Worlds Hardest-Partying Generation: Cyber Millennials. Popular Science. Web. 7 Nov. 2014)

Epstein. E. (2014). Why Taco Bell Went Locos for Snapchat. Mashable. Web. 6 Nov. 2014.

Fast Food Restaurants Industry (NAICS 72221). (2015). United States Fast Food Restaurants Industry Report, 1-217.

Fast Food Industry Profile: the United States. (2012). Fast Food Industry Profile: United States, 1-32.

Fromm, J. (2014). Taco Bell Makes Changes in Millennial Marketing Strategy. FutureCast Millenial Marketing Insights. Web. 7 Nov. 2014.

Hammer, M. (2012). Taco Bell Gets a More Relevant Attitude. Adweek,53(10), H9.

Jennings, L. (2013). Overnight success. Nation's Restaurant News,47(20), 20.

Kulicke, H. (2013). Super Bowl Preview: Peek at OC Brands' Playbooks.Orange County Business Journal, 36(4), 60.

Konrad, A. (2013). Back In The Game: Taco Bell's CEO Speaks On The Brand's Super Bowl Return And Free Churros. Forbes.Com, 35.

Morrison, M. (2013). Sales are Going Loco at Taco Bell, Ad Age's Marketer of the Year. Retrieved October 29, 2014.

Morrison, M. (2013). MARKETER OF THE YEAR 2013. Advertising Age, 84(30), 15

Roberto A., F. (n.d.). Taco Bell's Cantina Power Menu to go heavy on the meat. Washington Post, The.

Rogers, A. (2014). McDonald's Heats Up Free Coffee in Taco Bell Breakfast War. Time.Com, 1.

Swanson, A. (n.d.). Taco Bell: Marketing Genius and Taco Extraordinaire. Retrieved November 1, 2014.

Taco Bell Company Information. (n.d.). Retrieved from http://www.tacobell.com/company/

Taco Bell Menu. (n.d.). Retrieved November 10, 2014, from http://www.tacobell.com/food/menu/

Taco Bell, C. (3). CORRECTING and REPLACING Consumers to #WakeUpLiveMás as Taco Bell® Breakfast Now Available Nationwide.Business Wire (English).

Taco Bell, C. (1). Taco Bell® Embarks on Largest Expansion of Beverage Menu in Company History with Six Unique Flavors. Business Wire (English).

"TacoBell.com." Taco Bell®. Taco Bell Corp. Web. 4 Nov. 2014


Taco Bell, C. "Taco Bell® Turns Bowl Season into ‘Box Season’ with Launch of ‘Touchdown $5 Buck Box,’ Featuring the New Beefy Crunch Burrito." Business Wire (English) 12: Regional Business News. Web. 7 Nov. 2014.

Taco Bell, C. "Taco Bell® Unveils Details Supporting Its LIVE MÁS® Super Bowl XLVII Advertisement." Business Wire (English) 1: Regional Business News. Web. 6 Nov. 2014.

"TacobellfoundationforTeens.org." Taco Bell®. Taco Bell Corp. Web. 5 Nov. 2014

Wong, V. (2014). Taco Bell's Secret Recipe For New Products. Bloomberg Businessweek, (4381), 18-20.

Weissman. S. (2014). Taco Bell’s social strategy: Play ‘cool friend’ to Millennials. Digiday. Web. 6 Nov. 2014.


Milledgeville, GA Fats, Oils, and Grease Program

Marketing Research Semester ProjectDr. Sams, Spring 2015

Abstract:3 other students and I surveyed 113 Georgia College students, determining their attitudes and behaviors toward the FOG program. We analyzed this data, determined ways the City of Milledgeville could educate college students on proper disposal habits, and presented our data and conclusions to city officials.


EXECUTIVE SUMMARY

The purpose of this study is examine behaviors of College students in Baldwin County Georgia as to their disposal behavior of fats, oils, and grease (FOG) and their attitudes toward FOG behaviors and the environmental sustainability. The GC Institutional Review Board approved the study and the researchers were all human subject certified. The surveys were dispersed using a convenience sampling method to students over the age of 18. The marketing team surveyed 113 students at Georgia College and State University (GC) and found relationships between attitudes, behaviors, and intentions of disposal of FOG. The following research report provides details that are helpful to the City of Milledgeville Water Treatment Plant in determining further actions and possible investments into means of marketing proper FOG behaviors to college students.


INTRODUCTION

The EPA (Environmental Protection Agency) regulates the FOG (Fats, Oils, and Grease) Program in Milledgeville, Georgia to help decrease water contamination and blockage in the sewer systems. According to the FOG ordinance passed by the City of Milledgeville, businesses inside of the city limits must abide by certain regulations or be fined by the city. This ordinance can be found on the City of Milledgeville’s website. However, this ordinance fails to regulate residents and students. This study will help determine how to encourage or force students into the proper FOG habits.

FOG regulations were created to resolve issues with sewer systems backups and overflows caused by fats, oils, grease, and solids that are disposed of in sinks and toilets. In Milledgeville, Georgia, problems with the sewer system can be narrowed down into three major areas. These problem areas include businesses depositing fats, oils, and grease (mostly in restaurants) down sink drains, residents and students depositing fats, oils, and grease down sink drains, and flushing solids down toilets. In the past, The City of Milledgeville has contacted residents and business owners. The business owners have been under the most scrutiny, with ordinances that require extra precautions when depositing fats, oils, and grease in drains (Akins 2014).

This research study focuses on college students’ behaviors with disposals in sinks and toilets. Uniquely, the college students flush solid objects, (tampons and condoms, particularly), which causes back-ups in the sewer system. The back-ups keep water from being cleaned and can cause dirty water flooding into the cleaner streams and creeks (Akins 2014).

The research team plans to survey current college students 18 years of age or older who attend Georgia College, Georgia Military College, and Central Georgia Technical College. The surveys will lead to data to enhance understanding of attitudes toward FOG guidelines, current practices compared to how their behaviors might change if they are informed about the FOG program and responsible depositing behavior. After we have all of our data collected, the City of Milledgeville will have more information about how to contact and, ultimately, change the behaviors of out-of-town college students (Akins 2014).

Thank you very much for your completion of the survey. Your input is very valuable to the research team.

Instructions: Please click on okay to submit.

SECONDARY DATA

Augusta Utilities Department System Protection Division FOG ProgramOne useful source for secondary data comes from the Fats Oils and Grease program out of Augusta, Georgia. This is a good source for data because they have implemented and enforced a successful FOG program. In the ordinance, it includes definitions of all terms that apply to the wastewater program. This is crucial because unless someone works at a wastewater treatment plant, he/she would not know what a lot of the terms mean. This is a helpful source to help gain a deeper understanding on how the system actually works. This ordinance also provides a chart that gives requirements for grease interceptors location and size based on fixture types and flow rate. This gives an insight into how much water flows through certain fixture types in comparison to others. This information helps to gauge, which fixtures are larger sources contributing to the wastewater management issue. Another important part of the ordinance is the Food Service Wastewater Discharge Permit Application. This application shows exactly what is required by the ordinance, which allows the research team to know what is required by the city in order to run a successful program (Fats, Oils, and Grease Program 2010).

The City of Atlanta Department of Watershed WebsiteThe City of Atlanta Department of Watershed website was useful in becoming more familiar with the FOG program. The most important information gathered from this source is the explanation of how noncompliance to the FOG program actually affects the average person. People who do not follow wastewater maintenance are at increased risk to raw sewage backup, increased calls for a plumber, expensive cleanup, and higher sewer bills. This is a way to reach out to students by telling them these effects. By telling students about these potential effects, it is expected that they would be more willing to comply with regulations established by FOG because of negative personal effects (Grease Management 2015).

The City of Milledgeville Fat Oils and Grease ProgramThe City of Milledgeville FOG program packet includes lots of vital information regarding water treatment plant research. It includes pictures of how the wastewater the treatment plant runs and where the blockage occurs. This gives the research team an idea of how the process works and how improper disposal of fats, oils, greases, and solids actually affect the how the system runs. This information is important to creation of survey questions.


Milledgeville Ordinance 0-1311-013This is the official ordinance that lays out the rules and regulation the FOG program. This ordinance gives definitions to the words associated with FOG. Although this ordinance is focused toward businesses, it is still applicable for the research regarding college students. This is applicable because it gives students an idea of what they are doing and the damages it is causing to the sanitary sewer system. This source is going to be helpful because it is a reference to what the city of Milledgeville expects from the people to better the situation (Akins 2014).

THE UNION RECORDER “ City Program Preventing Fats, Oils, and Grease in Sewers” This is an article about what FOG is and how people in the community can help to carry out this ordinance. Although it does not go into much detail about the program, it is important to note that there has been publishing’s about FOG to raise awareness in the community. Whether people actually read this or not though are a different issue. The article talks about having a Milledgeville FOG Facebook page. This is going to be important to this research for the college students because this provides the general information needed to conduct adequate research (City Program Preventing FOG 2014). For example, the article discussed foods and products that are considered improper to dispose in toilets and sinks. The FOG program is trying to regulate things such as: turkey, chicken, beef, fish, pork, bacon, dairy products, cooking oil, and condiments such as mayonnaise, gravy, salad dressing, and icing. When people are disposing of these objects down the sink or in the toilet, it is causing the water treatment plant to become clogged and contaminated.

Petroleum and Environmental Biotechnology EditorialThe National Renewable Energy Laboratory (NREL) reported that an estimated rate of 7.1 liters of fats, oils, and grease in the United States is used per person each year. The Environmental Protection Agency (EPA) estimated 23% of all sewer spills to be FOG related. FOG gives way to 70% of sewer plant obstructions and 30% of pump station botches (Ragauskas 2013). From this research, the importance of consequences of poor FOG behavior demonstrates the importance of researching attitudes and intentions toward proper FOG behavior.

Cleanwater Services WebsiteA Grease Removal Device (GRD) is used to slowdown discharge so that the fats, oils, and grease can separate. The GRD is linked to the sewer line near the foundation of the FOG problem. The FOG floats on the top of the tank while the water flushes through the system and food particles fall to the bottom of the tank (FOG 2015). This is important because it directly explains what happens at the water treatment facility when it is clogged due to fats, oils, and greases coming through the system.

“Cutting Through FOG” Water Environment and Technology ArticleThis article is an overview about the harmful effects of FOG. It includes information about maintenance fees associated with harmful waste, other solutions for waste, and environmental effects of inefficient waste (Fonda 2004). These effects include things like



contaminated water, higher water bills, inefficient filtration system, and higher tax dollars spent to minimize damage. “Discharge of Food Preparation Wastewater to the University of Connecticut Sewer System”

This source was a presentation made by the University of Connecticut Environmental Policy committee to the University of Connecticut Water/Wastewater Advisory Committee. It explained the University of Connecticut FOG program. This program includes the requirements of grease traps. It also included inspection and maintenance tips and requirements (Coite 2011). For example, in the document there is a scanned copy of the registration application for the FOG program. On this application, the city is asking for information about whether a business produces wastewater discharge, what kind of facility it is, what hours/days it is open and other information that allows the city to set the appropriate regulations (Coite 2011).

INFORMATION NEEDS

Purpose of the ResearchThe purpose of this research study was to determine what the attitudes of college students are toward FOG behavior, actual behaviors, and what is their level of expected compliance. The research showed the research team how to market FOG behavior change to college students.

Problem SituationResearch provided by Mrs. Akin (2015) revealed improper disposing of fats, oils, and greases behavior by college students. There is also an issue with people improperly flushing solid objects down the toilet. This causes the water treatment plant to have blockages in the system, which forces them to spend time and money fixing the issue. One problem is that when students are coming back during the school year, there is a noticeable increase in the blockage created in the water treatment plant. Students’ attitudes, actual behaviors, and intentions toward FOG behavior are currently unknown.

Measurable SymptomsAttitudes and behaviors of college students are unknown; however, it is known that when college students come back to school after breaks, there is an immediate increase in the blockage at the water treatment plant (Akin 2015).

Unit of AnalysisThe unit of analysis was individual college students at Georgia College living in Milledgeville, Georgia.

Relevant/Construct Variables

Dependent Variable Intention to Change FOG BehaviorIndependent Variables

Attitude Toward Fog


Cooking Behavior Eating at Home Behavior Flushing Behavior

Others Related Variables

Age Range Environmental Consciousness Gender Living Arrangements Number of Roommates Residency Longevity

Decision problem as a research problemResearch QuestionWhat are the attitudes and behaviors of college students in Milledgeville Georgia toward compliance with the FOG program and how do these impact their intentions to change FOG behavior?

Hypotheses HO1: The majority of college students in Milledgeville Georgia holding a positive attitude

toward FOG yet have no intention to comply with FOG.HA1a: The majority of college students in Milledgeville Georgia holding a positive attitude

toward FOG will have no intention to comply with FOG unless there are penalties involved.

HA1b: The majority of college students in Milledgeville Georgia reporting positive FOG behaviors will intend to comply with FOG unless there are penalties involved.



Research ObjectivesThe research team did descriptive research in order to generate insights that will identify attitudes, behaviors and intentions that contribute to the FOG problem and offer marketing recommendations to improve the understanding of students’ attitudes, behaviors, and intentions.

Value of the InformationThe research provided valuable information as to current attitudes, behaviors, and intentions toward FOG. Reported behavior although valuable is not a clear indicator of intentions to change or adhere to appropriate FOG behavior.

Research AppropriatenessThis research was appropriate for informing the City of Milledgeville as to current attitudes, behaviors, and intentions of college students toward the FOG. The findings provided the needed information to create marketing output to improve FOG behavior on campuses. The Institutional Review Board of Georgia College & State University approved the study on March 6, 2015. Prior to data collection, all researchers achieved the National Institute of Health (NIH) certification for the proper treatment of human subjects.

Primary Data Collection Procedure and Administration ProcedureAdministrative ProcedureThe survey was distributed electronically through Facebook, email, and other social media outlets to college students 18 years of age or older. The data were collected using an Internet survey platform (Surveymethods.com) to assure anonymity to provide the largest possible sample size from the targeted population.

Sample and Sampling ProcessSample Population Georgia College & State University has 6,551 students (GeorgiaCollege411, 2015).

Institutional Research CenterInformation about the enrollment at Georgia College was acquired from the Institutional Research Department of Georgia College. For example, as of Fall 2014, there are just fewer than 6,000 students enrolled; of which, 3600 were female and 2,300 were male (Flachbarth 2015).The sample population consists of all college students over the age of 18 in the City of Milledgeville who are not long-term residents of the city. These students may live on-campus apartments, on-campus dorms, or off-campus rented units. The total population of college students in Milledgeville, Georgia is close to 9,000. The research team’s response rate is 25%. This means that the research team must reach 2,250 students to successfully obtain 368 usable survey (See Table 1 below for details).


Table 1 – Sample Sizes

Sampling UnitsThe sampling unit was any individual student 18 years or older currently enrolled at Georgia College.

Sampling List To find the appropriate sampling lists are student directories for colleges in the City of Milledgeville.

Appropriate Sample Size The appropriate sample size is 364 total surveys. This is based on a total population of 6,636 people in the population. See table above.Georgia College – 6,636 students

Expected Reach RateA predicted 25% of the students who know about the survey will actually take it. To reach a minimum response rate of 25% of 6,636 students, 1,667 students will need to be reached (Flachbarth 2014). Georgia College – 74.1% of 2,250 = reach of 1,667

Sampling Plan



This online survey was sent out through GC Frontpage and social media. Because of the nature of our surveying strategy, the research team utilized the non-probability convenience-sampling plan. This method had a potential for biases because particular groups of students were more likely to participate than others. For example, students in 1st degree networks are more likely to participate in the survey. In addition, students interested in the subject matter and, simply, students on Facebook during times when the links are posted are more likely to participate. However, the research team sent the survey out through as many social media outlets as possible in order to reach the largest number of students possible so bias will be minimized. The research team made an effort to reach out to people in person, in order to eliminate the bias of only having students who are actively on social media, read FrontPage messages, or students who have computers.

Other Data Analysis and Findings

Range and Missing DataThere were four missing responses on the surveys out of 113 usable surveys. After analyzing the missing data, the research team decided to replace the missing responses with the mean. This allows the data analysis to not be affected by missing responses and therefore, give the research team more reliable data. All of the values were within the proper ranges between zero and six.

Reliability Analysis

Attitude Toward Environmental Sustainability Scale

This attitude scale consisting of three items (with one reversal) were subjected through SPSS® to a scale reliability analysis. The findings revealed a Cronbach’s alpha of .406. This reveals that the scale was not reliable. Scale item #3 was removed bringing the reliability to .519. Because the scale was not reliable, it needs to be further developed in order to make inferences about the data. See Appendix B for details.


Attitude Toward FOG ScaleThe attitude toward FOG scale included 11 Likert scale items such as “flushing tampons does no harm to the sewer system,” “I wish other people would be more careful of what they put down the sink because I want safe drinking water,” and “if I was informed on the harms of FOG, I would change my behavior.” With a Cronbach’s alpha of .628, this scale is somewhat reliable. Scale item #3 was removed increasing the reliability to .654, which is closer to the preferred .70. See Appendix B for details. The marketing team could have deleted more statements to increase reliability, but the scale would not include as valuable information. See Appendix D for details.

Intention ScaleThe semantic differential Intention Toward FOG Behavior scale included three reversals (INT1, INT2 and INT4). Analysis of the scale revealed a Cronbach’s alpha of .601. This was not an acceptable level of reliability. Upon investigation of the item-total statistics table it was discovered that scale item #4 would be removed to bring the scale closer to an acceptable level of .7. Removal of scale item #4 revealed an alpha of .644 and the opportunity to remove scale item #3. This item was removed and the scale was then reliable at .737. Although scale item #5 could have been removed producing a highly reliable scale at .938, it was determined that scale item #5 was too valuable to the scale to be removed unlike scale items #3 and #4 which were compliance behavior questions which were also measured elsewhere in the survey; scale item #5 was about behavior promotion which fits nicely with the rest of the scale that examines training and workshop intentions. See Appendix B for details.

Hypothesis TestingHA1: The majority of college students in Milledgeville Georgia holding a positive attitude

toward FOG will have no intention to comply with FOG unless there are penalties involved.

Attitudes and intentions were examined through a linear regression analysis. Finding os the analysis revealed a significance level of .009 (<.01) and an r2 of .067, f-value of 7.848, and n,111. The r2 reveals that 6.7% of the variation in intentions to comply with FOG is due to a change in attitude. Therefore, the alternative hypothesis was supported; however, the r2 was so low that further the research should be conducted to determine other influencing variables. See Appendix C for details.

Other Related Data Analysis

Cross Tabulation #1 – Gender and Flushing of Solid Objects Behavior

For cross-tabulation 1, the researched team compared gender and the frequency of how often students flush condoms, tampons, and other solids down the toilet. Out of the 110 responses to this scale, those responding (n, 17) that they often flush solids 11.8% (n, 2) were male and 88.2% (n, 15) were female. Only two males (33.3%) and four females (66.7%) responded that they very frequently flushed objects. Of those who responded “rarely” as to flushing



solid objects down the toilet 73.7% (n, 14) were males and 26.3% (n, 5) were females. Of the 38 who reported never flushing solids, 20 (52.6%) were male and 18 (47.4%) were female. See Appendix D for details.

CrossTabulation #2 – Flushing Behavior and Number of RoommatesIn cross-tabulation #2, the research team found no significant relationships between flushing habits and number of roommates. The data between flushing habits and number of roommates was widely distributed. See Appendix D for details.

Cross Tabulation #3 – FOG Cooking and Meals Cooked During WeekOf the 83 who said they prepare breakfast at home during the week, 42 (50.6%) cook with FOG between 2-4 times per week and another 14 (16.9%) cook with FOG 5-7 times per week. Of the 72 who prepare lunch at home during the week, 31 (43.1%) are those who cook with FOG 2-4 times a week and another 16 (22.2%) cook with FOG 5-7 times a week. As to dinner/supper, 46 (54.1%) of the 85 who said they cook this meal at home use FOG 2-4 times per week and another 16 (18.8%) of these respondents use FOG 5-7 times per week. Overall the majority of the respondents cooking with FOG anywhere from 2-7 times a week are cooking all three meals at home as only 29 out of 112 do not cook breakfast at home, 40 out of 112 do not cook lunch at home, and only 27 out of 112 do not cook dinner/supper at home.

Frequency Analysis #1 – Educations Effects on FOG BehaviorThis frequency analysis shows that being informed about the environmental effects of improper FOG disposal behaviors would change students’ habits (91.7%) of the 109 respondents said yes that knowing the effects of their behaviors would affect their disposal habits. See Appendix D for details.

Frequency Analysis #2 – Living ArrangementsOf the 110 responses to the scale item asking about the respondents’ living arrangements, 76.4% live in off-campus houses or apartments. Three respondents did not answer this question and only 23.7% (n, 23) lived in dorms or apartments on-campus. See Appendix D for details.

Frequency Analysis #3 – FlushingOf the 112 respondents, 50.9% said that they never or rarely ever flush solid objects, including condoms, tampons, and wipes down the toilet. One respondent did not answer the survey question. See Appendix D for details.

Frequency #4 - Attending FOG Workshops in the CommunityOf the 112 who responded to this scale item, 58.0% said that they definitely would not or would not attend a free FOG workshop in the community, which another 35.7% reported that they might attend. There was one missing response. See Appendix D for details.

Frequency #5 - Fines to Change Bad FOG BehaviorAs seen in Table 2 below, the results of the frequency analysis revealed that if the respondents faced fines, they report that it is somewhat probable (36.7%, n 40 out of 109) to


probable (45% n 49 out of 109) that they will engage in proper FOG behavior to avoid the fines.

Table 2 – Fines/Behavior Change

Frequency PercentValid

PercentCumulative

PercentNo Opinion 5 4.4 4.6 4.6Improbable 5 4.4 4.6 9.2

Somewhat Improbable 10 8.8 9.2 18.3Somewhat Probable 40 35.4 36.7 55.0

Probable 49 43.4 45.0 100.0Total 109 96.5 100.0

Missing 4 3.5Total 113 100.0

Frequency Analysis #6 – Current Level of College EducationStudents responding to the survey (See Table 3 below) were representative of the population of the schools participating. Georgia College currently has 845 graduate students (12.73% of population), 1,358 seniors (20.46% of population), 1,300 juniors (19.59% of population), 1462 sophomores (22.03% of population), 1706 Freshmen (25.71% of population). After gathering these numbers, the research team was able to conclude that most of the grade levels were represented appropriately in the survey. The only outstanding number comes from the junior class, which accounted for 35.4% of the survey. This number is high compared to the actual percentage of juniors who attend Georgia College.



Table 3 - Education Level

Frequency Percent Valid PercentCumulative

Percent

Freshmen 16 14.2 14.5 14.5

Sophomore 19 16.8 17.3 31.8Junior 40 35.4 36.4 68.2Senior 26 23.0 23.6 91.8

Graduate Student 9 8.0 8.2 100.0Total 110 97.3 100.0


Correlation After analyzing the correlation between the attitude toward FOG behavior and the attitude toward sustainability, there is a significant relationship between the two variables, with a significance of .006. However, after analyzing the Pearson correlation between the variables, there is a weak but positive relationship of .257.

Qualitative Report of FindingsResponses to an open-ended question asking respondents to explain why or why not they would or would not participate in the FOG program. This information was designed to identify the reasons that students would or would not participate in the FOG program. After analyzing the responses, the most common reasons (73 out of 113) for people not participating in proper disposal methods is because most respondents reported not fully knowing the harm it is causing to the treatment plant. Another common (73 out of 113) reason for respondents not participating in proper disposal is that they do not know what is considered acceptable as far as flushing and pouring grease down the sink.

Conclusions and RecommendationsAfter conducting the survey, the research team concluded that it is important for the Milledgeville Wastewater Treatment Plant to reach out to the Georgia College and State University students to try to affect their behavior of disposal habits. After analyzing the data, the research team concluded that if Milledgeville offered free workshops on campus to inform students about the FOG program, most students would not be willing to attend. Therefore, this would not be a useful method for reaching out to the students. After looking at the cross-tabs about cooking meals with fats, oils, and greases, the research team was able to conclude that the average student cooks more meals that use fats, oils, and greases for breakfast, lunch, and dinner, than students who do not. This tells the team that it is even more crucial for students in Milledgeville to be informed about the effects of FOG because so many of them cook their meals. If students were more informed, it would make a large difference in the results that are seen at the Wastewater Treatment. Another frequency that the research team analyzed revealed that if the vast majority of students were informed about the effects of FOG on the Wastewater Treatment Plant, they


would be willing to change their disposal behaviors; therefore, reaching students with messages as to proper FOG disposal methods is very important.The team has proposed that one way to inform students is through putting up signs and advertising. Specifically, ads should be located on campus in restroom stalls and in community restrooms. These signs can have large images showing a cartoon sewer system being backed up because of solid build up. Another option could include advertisements in the Colonnade explaining the FOG program, distributing refrigerator magnets reminding students not to pour grease down the sink, and handing out flyers summarizing behavioral ways to help the sewer systems. Survey results revealed that if students actually knew how improper disposal habits affects the purity of water and the cost associated with unclogging the plant, they would actually change their habits. So, this lead the research team to conclude that one way the City of Milledgeville could reach out to the students is by touching the students in multiple ways, explaining FOG regulations and the harms of improper disposal methods. This allows for every student to be informed as they come into school, which would create awareness among the student body.

Limitations

After reflecting back on the research and analysis process, a few limitations, and changes may have affected the analysis results. When the survey was posted online, it was not posted in places that were easily seen by Georgia Military College or Central Georgia Technical College students; thus, there was no participation from these colleges. The placement of the announcement of survey online is believed to resulted in a slight skewing of the respondents who were in the Junior and Senior thus reducing the changes for a fully representative sample.

Finally, the team should have asked more survey questions about current flushing behaviors, dividing up the different types of flushing behaviors (flushing condoms, tampons, wipes, etc.) based on the gender of the respondent thus showing which items needed the most marketing attention to decrease improper behavior. There should have also been another question asked about the penalties, establishing what would be the most effective penalty.



WORK CITED

Akins, A. (2014). City of Milledgeville FOG Program.

Burks, D., & Quinn, B. (2014, January 1). Fast Facts; 3 Year Trend Data. Retrieved January 1, 2015, from http://www.centralgatech.edu/general/pdfs/CGTC_Fast_Facts_14.pdf

"City Program Preventing Fats, Oils and Grease in Sewers." The Union-Recorder [Milledgeville] 22 July 2014: 5. Print.

Coite, J. (2011, February 11). Fats, Oils, and Grease Discharge of Food Preparation Wastewater to the University of Connecticut Sewer System. Retrieved January 27, 2015, from http://www.facilities.uconn.edu/Fats, Oils & Greases Presentation to the UConn Water-Wastewater Advisory Committee 2_17_11.pdf

Fats, Oils, and Grease Program. (2010). Retrieved February 5, 2015, from augustaga.gov

Flachbarth, J. (2014). 2014 Georgia College Factbook (1st ed.). Milledgeville: Chris Ferland

FOG (Fats, Oils & Grease) Commercial Program. (n.d.). Retrieved February 17, 2015, from https://www.cleanwaterservices.org/BusinessAndIndustry/FatsOilsGreaseProgram/CommercialFOGProgram.aspx

Fonda, K. D., Hetherington, M., & Kawamoto, M. H. (2004). Cutting through FOG. Water Environment & Technology, 16(7), 28-32. Retrieved from http://search.proquest.com/docview/205339463?accountid=11078

GAcollege411 - Expand Your Opportunities. (2013, November 7). Retrieved February 12, 2015, from https://secure.gacollege411.org/College_Planning/Explore_Schools/School_Profile/School_Profile.aspx?iid=Kdor5U3p8k7cHtn3Razv2gXAP3DPAXXAP3DPAX

Grease Management. (n.d.). Retrieved February 17, 2015, from http://www.atlantawatershed.org/inside-dwm/offices/watershed-protection/grease-management/

Ragauskas, A., & Ragauskas, A. (2013). Re-defining the Future of FOG and Biodiesel. Journal of Petroleum & Environmental Biotechnology, 4(1). Retrieved February 10, 2015.


https://secure.gacollege411.org/College_Planning/Explore_Schools/School_Profile/School_Profile.aspx?iid=Kdor5U3p8k7cHtn3Razv2gXAP3DPAXXAP3DPAX

https://secure.gacollege411.org/College_Planning/Explore_Schools/School_Profile/School_Profile.aspx?iid=Kdor5U3p8k7cHtn3Razv2gXAP3DPAXXAP3DPAX

http://search.proquest.com/docview/205339463?accountid=11078

http://www.centralgatech.edu/general/pdfs/CGTC_Fast_Facts_14.pdf

Appendix A – Range and Missing Data



Descriptive StatisticsN Range Minimum Maximum

Response113

138 1 139

COL113

0 1 1

MIL113

1 0 1

AFF1112

5 1 6

AFF2112

5 1 6

AFF3112

6 0 6

COOK112

4 0 4

WEEK1113

1 0 1

WEEK2113

1 0 1

WEEK3113

1 0 1

WEEK4113

1 0 1

WKND1113

1 0 1

WKND2113

1 0 1

WKND3113

1 0 1

WKND4113

1 0 1

FREQ112

4 0 4

CON1112

6 0 6

CON2112

6 0 6

CON3112

6 0 6

CON4112

5 1 6

CON5112

6 0 6

CON6112

6 0 6

CON7112

6 0 6

CON8112

6 0 6

CON9112

6 0 6

CON10112

5 1 6

CON11112

6 0 6

INT1112

4 1 5

INT2112

4 1 5

INT3112

4 1 5

INT4112

4 1 5

INT5112

4 1 5

Appendix B – Scale Reliability

Attitude Toward Sustainability

Reliability Statistics

Cronbach's Alpha

Cronbach's Alpha Based on

Standardized Items

N of Items

.406 .435 3

Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Squared Multiple

Correlation

Cronbach's Alpha if Item

DeletedAFF1 4.71 3.237 .297 .131 .244AFF2 4.95 2.754 .303 .137 .195AFF3 4.69 2.667 .157 .025 .519


Cronbach's Alpha


Standardized Items

N of Items

.519 .525 2





Squared Multiple

Correlation


DeletedAFF1 2.22 1.166 .356 .127 .AFF2 2.46 .810 .356 .127 .

Attitude Toward FOG


Cronbach's Alpha


Standardized Items

N of Items

.628 .651 11






Squared Multiple Correlation


DeletedCON1 42.46 39.872 .182 .367 .628CON2 42.80 42.213 .103 .431 .639CON3 42.06 43.032 .033 .320 .654CON4 40.24 39.734 .235 .173 .615CON5 40.80 34.141 .416 .384 .572CON6 40.81 41.703 .071 .256 .654CON7 40.01 37.072 .447 .375 .573CON8 39.82 39.013 .403 .459 .587CON9 39.92 37.336 .509 .546 .567CON10 39.24 40.022 .409 .334 .591CON11 40.22 34.445 .515 .554 .551


Cronbach's Alpha


Standardized Items

N of Items

.654 .680 10





Squared Multiple Correlation


DeletedCON1 39.68 38.905 .105 .357 .677CON2 40.03 41.432 .002 .345 .687CON4 37.46 36.864 .272 .160 .639CON5 38.03 31.792 .428 .384 .604CON6 38.04 38.251 .128 .241 .674CON7 37.23 34.216 .495 .375 .595CON8 37.04 36.349 .437 .452 .612CON9 37.14 34.646 .549 .544 .590CON10 36.46 37.206 .460 .317 .614CON11 37.45 32.285 .516 .548 .583



Intention Scale





Squared Multiple

Correlation


DeletedIN1 15.00 7.225 .515 .795 .459

INT2 15.13 7.498 .422 .789 .509INT3 14.60 9.306 .192 .456 .620INT4 13.71 7.921 .213 .070 .644INT5 14.89 7.772 .513 .498 .475


Cronbach's Alpha

Cronbach's Alpha Based

on Standardized

Items

N of Items

.644 .639 4



Scale Variance if

Item Deleted


Squared Multiple

Correlation


DeletedIN1 10.38 4.291 .571 .791 .461

INT2 10.50 4.378 .499 .786 .518INT3 9.97 6.315 .153 .455 .737INT5 10.27 4.955 .510 .491 .521


J. Ashley Nowak Marketing Portfolio |


Cronbach's Alpha


Standardized Items

N of Items

.601 .618 5

74

Cronbach's Alpha

Cronbach's Alpha Based

on Standardized

Items

N of Items

.737 .723 3





Scale Variance if

Item Deleted


Squared Multiple

Correlation


DeletedIN1 6.64 2.556 .777 .790 .366

INT2 6.77 2.540 .721 .784 .437INT5 6.54 4.431 .262 .082 .938

Appendix C – Hypotheses Testing

Model Summary

Model R R SquareAdjusted R

SquareStd. Error of the Estimate

1 .258a .067 .058 .81293a. Predictors: (Constant), atd_avg

ANOVAa

ModelSum of Squares

df Mean Square F Sig.

1

Regression 5.186 1 5.186 7.848 .006b

Residual 72.694 110 .661

Total 77.880 111

a. Dependent Variable: int_avgb. Predictors: (Constant), atd_avg

Coefficientsa

ModelUnstandardized Coefficients

Standardized Coefficients t Sig.

B Std. Error Beta

1(Constant) 1.938 .501 3.871 .000

atd_avg .330 .118 .258 2.801 .006a. Dependent Variable: int_avg


Appendix D – Other Findings

Cross Tabulation 1 – Gender and Flushing of Solid Objects Behavior

Cross Tabulation 1- Gender and Flushing Solid Objects Behavior

TotalNot At All

Rarely Sometimes OftenVery

Frequently

MaleCount

% within FREQ

2052.6%

1473.7%

1033.3%

211.8%

233.3%

4843.6%

FemaleCount

% within FREQ

1847.4%

526.3%

2066.7%

1588.2%

466.7%

6256.4%

TotalCount

% within FREQ

38100.0%

19100.0%

30100.0%

17100.0%

6100.0%

110100.0%



Cross Tabulation 2 – Flushing Behavior and Number of Roommates

FrequencyROOM

TotalNone

One Other Person

2-3 Other Persons

3+ Other Persons

Not At AllCount 3 7 26 2 38

% within ROOM 37.5% 22.6% 44.1% 14.3% 33.9%

RarelyCount 1 5 8 5 19

% within ROOM 12.5% 16.1% 13.6% 35.7% 17.0%

SometimesCount 3 12 13 2 30

% within ROOM 37.5% 38.7% 22.0% 14.3% 26.8%

OftenCount 1 4 10 4 19

% within ROOM 12.5% 12.9% 16.9% 28.6% 17.0%

Very FrequentlyCount 0 3 2 1 6

% within ROOM 0.0% 9.7% 3.4% 7.1% 5.4%

TotalCount 8 31 59 14 112

% within ROOM 100.0% 100.0% 100.0% 100.0% 100.0%

Cross Tabulation #3 – FOG Cooking and Meals Cooked During Week

Breakfast Cooked at Home During Week

FOG Cooking BehaviorTotal

NoneOnce Per

Week2-4 Times Per

Week5-7 Times Per

Week7+ Times Per

Week

NoCount

% within Breakfast

517.2%

620.7%

1241.4%

517.2%

13.4%

29100.0%

YesCount

% within Breakfast

44.8%

1720.5%

4250.6%

1416.9%

67.2%

83100.0%

TotalCount

% within Breakfast

98.0%

2320.5%

5448.2%

1917.0%

76.3%

112100.0%

Lunch Cooked at Home During Week


NoneOnce Per

Week2-4 Times Per

Week5-7 Times Per

Week7+ Times Per

Week

NoCount

% within Lunch

37.5%

1025.0%

2357.5%

37.5%

12.5%

40100.0%

YesCount

% within Lunch

68.3%

1318.1%

3143.1%

1622.2%

68.3%

72100.0%

TotalCount

% within Lunch

98.0%

2320.5%

5448.2%

1917.0%

76.3%

112100.0%

Dinner/Supper Cooked at Home During Week


NoneOnce Per

Week2-4 Times Per

Week5-7 Times Per

Week7+ Times Per

Week

No

Count% withinDinner/ Supper

414.8%

1037.0%

829.6%

311.1%

27.4%

27100.0%

Yes

Count% within Dinner/ Supper

55.9%

1315.3%

4654.1%

1618.8%

55.9%

85100.0%

Total

Count% within Dinner/ Supper

98.0%

2320.5%

5448.2%

1917.0%

76.3%

112100.0%


Frequency 1 – Educations Effects on FOG Behavior


PercentCumulative

PercentFalse 9 8.0 8.3 8.3True 100 88.5 91.7 100.0Total 109 96.5 100.0


Frequency 2 – Living Situation


PercentCumulative

PercentOn-Campus Dorm 17 15.0 15.5 15.5

On-Campus Apartment 9 8.0 8.2 23.6Off-Campus Apartment 51 45.1 46.4 70.0

Off-Campus Rental Home 33 29.2 30.0 100.0Total 110 97.3 100.0


Frequency 3 – Flushing Solid ObjectsFrequenc

yPercent

Valid Percent

Cumulative Percent

Not At All 38 33.6 33.9 33.9Rarely 19 16.8 17.0 50.9

Sometimes 30 26.5 26.8 77.7Often 19 16.8 17.0 94.6

Very Frequently 6 5.3 5.4 100.0Total 112 99.1 100.0

Missing 1 .9Total 113 100.0

Frequency 4 – Attending FOG Workshops in the Community


PercentCumulative

PercentDefinitely Would Not 38 33.6 33.9 33.9

4 27 23.9 24.1 58.03 40 35.4 35.7 93.82 0 0 0 93.8

Definitely Would 7 6.2 6.3 100.0Total 112 99.1 100.0

Missing 1 .9Total 113 100.0



Frequency 6 – Level of EducationFrequenc

yPercent Valid Percent

Cumulative Percent

Freshmen 16 14.2 14.5 14.5Sophomore 19 16.8 17.3 31.8

Junior 40 35.4 36.4 68.2Senior 26 23.0 23.6 91.8

Graduate Student 9 8.0 8.2 100.0Total 110 97.3 100.0


Correlation 1

CorrelationsAttitude Toward FOG Behavior


Attitude Toward FOG Behavior

Pearson Correlation

Sig. (2-tailed)N

1112


Pearson Correlation

Sig. (2-tailed)N

.257**

.006112

1112

**. Correlation is significant at the 0.01 level (2-tailed).


Appendix E – FOG Disposal Survey

FOG Disposal Survey

The City of Milledgeville is gathering information about college students’ attitudes, behaviors, and intentions regarding disposal of fats, oils, and grease. This survey will take approximately 5-7 minutes to complete.

This survey was designed by a marketing research team at Georgia College and State University under the supervision of Dr. Doreen Sams, Ph.D., Marketing. Research at Georgia College & State University involving human participants is carried out under the oversight of the Institutional Review Board. Questions or problems regarding these activities should be addressed to Dr. Tsu-Ming Chiang, GC IRB Chair, CBX 090, GC, (478) 445-0863.

INSTRUCTIONS: Please take your time to correctly fill out the following survey regarding attitudes, behaviors, and intentions as to the disposal of fats, oils, and grease. If at any time you feel uncomfortable with any of the questions being asked, you are free to stop the survey and your information will not be included in the study. By continuing with this survey, you are certifying that you are 18 years of age or older and that you are giving your consent to participate in the study. Thank you for your time.

1. Are you currently a student attending Georgia College and State University, Georgia Military College, or Central Georgia Technical College? (X only one)

Yes No (If you answered no, please hand the survey to the research assistant)

2. Do you live in Milledgeville for the purpose of higher education? (X only one)

Yes No



Statements 3-5

INSTRUCTIONS: Circle ONLY one number for each of the following statements that best represents your level of agreement.

Str

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Dis

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Som

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Agr

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App

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I feel a strong obligation to be environmentally conscious 1 2 3 4 5 6 0

Humankind is severely abusing the natural environment 1 2 3 4 5 6 0

Pouring oils, fats, or grease down the sink is okay 1 2 3 4 5 6 0

6. How often do you cook with butter, cooking oil, grease, or fat at home? (“X” only one)

Once per week 2-4 times per week 5-7 times per week 7+ times per week None

7. Which meals do you typically eat at home during the week (Monday-Friday)? (Mark all that apply with “X”)

Breakfast Lunch Dinner/Supper None

8. Which meals do you typically eat at home on weekends (Saturday/Sunday)? (Mark all that apply with “X”)

Breakfast Lunch Dinner/Supper None

9. How frequently do you flush solid objects (e.g., tampons, condoms, wipes, etc.) down the toilet? (X only one)


Not at all Rarely Sometimes Often Very frequently

Statements 10-20


As to effects of disposal of fats, oils, and grease, in my opinion …

Str

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Dis

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Not

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… flushing tampons does no harm to the sewer system 1 2 3 4 5 6 0

… flushing condoms does no harm to the sewer system 1 2 3 4 5 6 0

… pouring cooking oils, fats, or grease down the sink is okay if they are followed with hot water

1 2 3 4 5 6 0

… disposing of fats, oils, and grease properly is good for the environment 1 2 3 4 5 6 0

… if I was informed of the harms of flushing solids down the toilet, I would change my flushing behavior

1 2 3 4 5 6 0

… improperly disposing of fats, oils and grease negatively affects safe drinking water

1 2 3 4 5 6 0

…. if it does not require a lot of work, I would love to use proper FOG disposal behaviors

1 2 3 4 5 6 0

… I wish other people would be careful of what they put down the sink because I want safe drinking water

1 2 3 4 5 6 0

…. if I was informed on how to properly dispose of fats, oils, greases and bathroom products, I would choose dispose of them properly

1 2 3 4 5 6 0

… when I move into my own home or apartment after college, I do not want to end up with an expensive sewer repair bill

1 2 3 4 5 6 0

… if I was informed on the harms of FOG, I would change my behavior 1 2 3 4 5 6 0

FOG is fats, oils, grease, and solids that should not be put down sink drains or flushed down toilets.

Statements 21-25

INSTRUCTIONS: For each of the following, please indicate which answer BEST represents your intentions to properly dispose of fats, oils, grease and solids down sink drains and toilets. Circle ONLY one number for each statement that best represents your intention.

Attending fats oils and grease training programs on campus

Definitely Would Attend

1 2 3 4 5Definitely Would Not

Attend

Attending free fats oils and grease workshops in the community



Attend

Comply with proper disposal behavior of fats, oils, and greases

Not At All Likely

1 2 3 4 5 Highly Likely

Comply with proper disposal behavior of fats oils and grease if non-compliance results in fines

Highly Likely 1 2 3 4 5 Not Likely



Share proper FOG disposal with other studentsDefinitely Will

Not1 2 3 4 5 Definitely Will

26. Please explain below (in one sentence) why you may or may not participate in proper FOG disposal (toilet and sink). Please print carefully.

27. What is the probability that with fines for improper FOG behaviors, student’s FOG behaviors would change. (X only one)

Improbable Somewhat Improbable Somewhat Probable Probable No opinion

28. Being educated on the environmental effects of my behaviors will change my habits. (X only one)

True False

Now for a few more questions so we can combine your responses with those of others.

29. What is your current level of college education? (X only one)

Graduate Student Senior Junior Sophomore Freshman Continuing Education

30. What college or university do you currently attend? (X only one)

Central Georgia Technical College Georgia College and State University Georgia Military College

31. What are your current living arrangements? (X only one)

On-campus dorm On-campus apartment Off-campus apartment


Off-campus rental home

32. How many roommates do you live with? (X only one)

I live by myself I live with one other person I live with 2-3 other people I live with 4+ other people

33. How many people share the bathroom in where you live? (X only one)

I am the only person who uses my bathroom. I share my bathroom with 1 other person. I share my bathroom with 2-3 other people. I share my bathroom with 4+ other people.

34. What is your gender? (X only one)

Female Male



FOG Disposal Survey CodedFOG Disposal Survey

The City of Milledgeville is gathering information about college students’ attitudes, behaviors, and intentions regarding disposal of fats, oils, and grease. This survey will take approximately 5-7 minutes to complete.

This survey was designed by a marketing research team at Georgia College and State University under the supervision of Dr. Doreen Sams, Ph.D., Marketing. Research at Georgia College & State University involving human participants is carried out under the oversight of the Institutional Review Board. Questions or problems regarding these activities should be addressed to Dr. Tsu-Ming Chiang, GC IRB Chair, CBX 090, GC, (478) 445-0863.

INSTRUCTIONS: Please take your time to correctly fill out the following survey regarding attitudes, behaviors, and intentions as to the disposal of fats, oils, and grease. If at any time you feel uncomfortable with any of the questions being asked, you are free to stop the survey and your information will not be included in the study. By continuing with this survey, you are certifying that you are 18 years of age or older and that you are giving your consent to participate in the study. Thank you for your time.

3. Are you currently a student attending Georgia College and State University, Georgia Military College, or Central Georgia Technical College? (X only one) (COL) (0/1)

Yes (1) No (0) (If you answered no, please hand the survey to the research assistant)

4. Do you live in Milledgeville for the purpose of higher education? (X only one) (MIL) (0/1)

Yes (1) No (0)


Statements 3-5

(AFF) (0-6)INSTRUCTIONS: Circle ONLY one number for each of the following statements that best represents your level of agreement.

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I feel a strong obligation to be environmentally conscious (AFF1) 1 2 3 4 5 6 0

Humankind is severely abusing the natural environment (AFF2) 1 2 3 4 5 6 0

Pouring oils, fats, or grease down the sink is okay (AFF3) 1 2 3 4 5 6 0

8. How often do you cook with butter, cooking oil, grease, or fat at home? (“X” only one) (COOK) (0-4)

Once per week 2-4 times per week 5-7 times per week 7+ times per week None

9. Which meals do you typically eat at home during the week (Monday-Friday)? (Mark all that apply with “X”) (WEEK) (1-4)

Breakfast (WEEK1) (1/0) Lunch (WEEK2) (1/0) Dinner/Supper (WEEK3) (1/0) None (WEEK4) (1/0)

8. Which meals do you typically eat at home on weekends (Saturday/Sunday)? (Mark all that apply with “X”) (WKND) (1-4)

Breakfast (WKND1) (0/1) Lunch (WKND2) (0/1) Dinner/Supper (WKND3) (0/1) None (WKND4) (0/1)

9. How frequently do you flush solid objects (e.g., tampons, condoms, wipes, etc.) down the toilet? (X only one) (FREQ) (0-4)



Not at all Rarely Sometimes Often Very frequently

Statements 10-20 (CON) (0-6)


As to effects of disposal of fats, oils, and grease, in my opinion …

Str

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Dis

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(CON1)… flushing tampons does no harm to the sewer system 1 2 3 4 5 6 0

(CON2)… flushing condoms does no harm to the sewer system 1 2 3 4 5 6 0

… pouring cooking oils, fats, or grease down the sink is okay if they are (CON3) followed with hot water

1 2 3 4 5 6 0

(CON4)… disposing of fats, oils, and grease properly is good for the environment

1 2 3 4 5 6 0

… if I was informed of the harms of flushing solids down the toilet, I (CON5) would change my flushing behavior

1 2 3 4 5 6 0

… improperly disposing of fats, oils and grease negatively affects safe (CON6) drinking water

1 2 3 4 5 6 0

…. if it does not require a lot of work, I would love to use proper FOG (CON7) disposal behaviors

1 2 3 4 5 6 0

… I wish other people would be careful of what they put down the sink (CON8) because I want safe drinking water

1 2 3 4 5 6 0

…. if I was informed on how to properly dispose of fats, oils, greases and (CON9) bathroom products, I would choose dispose of them properly

1 2 3 4 5 6 0

… when I move into my own home or apartment after college, I do not (CON10) want to end up with an expensive sewer repair bill

1 2 3 4 5 6 0

(CON11) … if I was informed on the harms of FOG, I would change my behavior

1 2 3 4 5 6 0

FOG is fats, oils, grease, and solids that should not be put down sink drains or flushed down toilets.

Statements 21-25 (INT) (1-5)

INSTRUCTIONS: For each of the following, please indicate which answer BEST represents your intentions to properly dispose of fats, oils, grease and solids down sink drains and toilets. Circle ONLY one number for each statement that best represents your intention.

Attending fats oils and grease training programs (INT1) on campus



Attend

Attending free fats oils and grease workshops in (INT2) the community



Attend

Comply with proper disposal behavior of fats, (INT3) oils, and greases

Not At All Likely

1 2 3 4 5 Highly Likely

Comply with proper disposal behavior of fats oils (INT4) and grease if non-compliance results in

finesHighly Likely 1 2 3 4 5 Not Likely

(INT5) Share proper FOG disposal with other students

Definitely Will Not

1 2 3 4 5 Definitely Will


26. Please explain below (in one sentence) why you may or may not participate in proper FOG disposal (toilet and sink). Please print carefully. (QUAL) (0- ∞)(Disp)

27.What is the probability that with fines for improper FOG behaviors, student’s FOG behaviors

would change. (X only one) (PERS) (0-4) Improbable (1) Somewhat Improbable (2) Somewhat Probable (3) Probable (4) No opinion (0)

28. Being educated on the environmental effects of my behaviors will change my habits. (X only one) (ENVI) (0/1)

True (1) False (0)Now for a few more questions so we can combine your responses with those of others.

29. What is your current level of college education? (X only one) (EDU) (1-6) Graduate Student (6)

Senior (5) Junior (4) Sophomore (3) Freshman (2) Continuing Education (1)

30. What college or university do you currently attend? (X only one) (UNI) (1-3)

Central Georgia Technical College (3) Georgia College and State University (2) Georgia Military College (1)

31. What are your current living arrangements? (X only one) (LIV) (1-4)

On-campus dorm (1) On-campus apartment (2) Off-campus apartment (3) Off-campus rental home (4)

32. How many roommates do you live with? (X only one) (ROOM) (1-4)

I live by myself (1) I live with one other person (2) I live with 2-3 other people (3)



I live with 4+ other people (4)

33. How many people share the bathroom in where you live? (X only one) (BATH) (1-4)

I am the only person who uses my bathroom. (1) I share my bathroom with 1 other person. (2) I share my bathroom with 2-3 other people. (3) I share my bathroom with 4+ other people. (4)

34. What is your gender? (X only one) (GEN) (0/1)

Female (1) Male (0)


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