To educate college students and to get them involved with saving the Bay.
To ultimately increase the amount of people not only holding membership but
also being involved in the efforts of the Chesapeake Bay Foundation (CBF).
Strategy: Target the universities and their organizations in order to ultimately reach the students and get them involved with the Bay. By reaching out to the organizations as a whole, they will then in turn reach a larger body of students as opposed to targeting a campaign directly at college aged students.