Texas A&M

In spring 2009, Texas A&M University’s sustainability officer selected HCK2 and our partner Gresham Smith & Partners to deliver a comprehensive sustainability program for the university to engage students, faculty and alumni. HCK2 used a phased approach, creating a robust program, brand and toolkit.

The program consisted of a fact-finding stage, where the firms conducted stakeholder interviews, developed a gap analysis, audited peer universities with a sustainability program and reviewed existing Texas A&M sustainability branding.

The second phase focused on the actual development of key messaging to guide the program, the master sustainability plan document, a new logo and tagline to shape the "look and feel" of the program, marketing materials and the marketing communications plan which detailed launch efforts and opportunities to create ongoing momentum for program participation.

The end result was a sustainability plan that armed the university with the goals, ideas and measurement tactics to expand and enhance its sustainability program, as well as a robust marketing plan complete with must-do tactics, big ideas and above-and-beyond opportunities to put the program in action.