Minnesota Demonstration Project PilotConsumer Education and Outreach

Alison Keane, National Paint and Coatings AssociationTania Galarza, McKinley Marketing, Inc.

April 30, 2008

Methodology

• Review of consumer research conducted– McKenzie-Mohr study – PSI study– HHW study

• Interviews – Minnesota HHW Program– Product Care Association– Retailers

• Secondary research – social marketing• McKinley’s branding and marketing experience

Campaign Elements

• A branding strategy that “cuts through the clutter”

• A clear consistent message

• A multi-channel, multi-media strategy and tactics

• Tactics influenced by consumer demographics

Campaign Elements

Long term success dependent on consumer pull

Target Audience• Research found differences based on:

– Urban vs. rural– Level of income– Level of education– Age– Gender

• More affluent, suburban communities (higher education rate) tend to have higher participation rates / dispose of their paint in a short time following a project

• Rural communities tend to store paint for long periods

• More men participate than women

Target Audience• Geographic

– Urban / Suburban – top 10 populations in MN• Minneapolis• St. Paul• Rochester• Bloomington• Duluth• Brooklyn Park• Plymouth• Egan• St. Cloud

– Rural

Target Audience

• Demographic– Age: 22 – 55– Gender: Men and Women– Generational: Baby Boomers, Gen X, Gen Y, Millennials– Income: Over $55,000 annual – Education: College

Target Audience• Psychographic

– Activities include:• Recent university graduate• Purchase/renting new home or apartment• Remodeling home• Expecting new baby• First-time empty nesters

– Interests include:• DIYers• Engaged in environmental efforts in home• Community activists

Target Audience

• Behavioralistic– Benefits sought:

• Save money• Avoid storage issues• Environmentally friendly

– Usage:• Occasionally – purchase paint every few years

Target Audience

Connect the creative with the audience and the tactics

Multi-Media/Multi-Channel Strategy

• Primary Tactics– Community Relations: visibility in local communities

• Partnerships with established organizations– Conservation MN/Boy Scouts/4H/Libraries

– Government Relations: build awareness through government officials at state and local level

– Media Relations: increase awareness of the issue• Media coverage• Consumer engagement

Multi-Media/Multi-Channel Strategy

• Secondary Tactics– Brochure/Post Card Distribution– Radio– Print Advertising– Out-of-Home Advertising

Clear Consistent Message• Gain Awareness: make a first impression

• Develop Interest: develop consumer interest in issue

• Create Desire: create desire to change behavior

• Prompt Decision: prompt “pull” from consumer to measure/ask for assistance

Clear Consistent Message

Messages need to be “top of mind” in order to influence behavior

Potential Branding Strategies

• “Going Green” is hot topic right now, so creates a good opportunity for program message/launch

• At the same time – everyone is “going green” in their messages

• Need to be able to cut through the clutter with direct, memorable message, that has a call for action…

Potential Branding Strategies

• “Legacy”– Most people can relate to taking pride in

leaving behind a legacy for future generations

“Is paint your legacy?

What are you leaving behind?”

Potential Branding Strategies

• “Dream”– Most homeowners struggle with

managing / storing all their “stuff”

“Some things you want to find room for…not your paint.

What would you do with the space?”

Potential Branding Strategies

• “National Landmarks”– Most Americans can relate to national

treasures and their desire to protect them

“With all the leftover paint in Minnesota, you could fill the Mississippi river.

Next time, measure before you buy.”

Evaluation - Targets

• Critical to gauge the success of the program with established measures to quantify results

• Caution: Do not set targets ahead of time

• Need to establish pre-launch benchmark, then measure at intervals throughout campaign

• Look to measure effectiveness of campaign, not predetermined goal

Evaluation - Targets

• Measures include impact to local municipalities’ leftover paint management volumes– New infrastructure

• Collecting feedback from consumers

• Pre-launch / situation at launch / 3 to 6 months post-launch and 7 to 12 months post launch

Measuring Impact

• Awareness – % of market aware of issue

• Influence – % of market that influences others to change behavior

• Credibility – % of market that understand and believes purpose

• Action – % of market that intends to change their behavior

Questions / Comments

• Discussion

• Q/A w/ Tania Galarza (McKinley)

• Straw vote on potential concepts– Other ideas