Puget Sound Starts HereSeptember 22, 2011September 22, 2011

Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov

Forming Storming and Norming

A Classic Outreach Strategy

Forming, Storming, and Norming

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Forming

• NPDES Permit• Regional coordinationRegional coordination• Stormwater grant• Co-branding by PSP

Storming

• $980,000 Stormwater Grant• Focus on awareness building and behavior changeg g• BMP Development• Brand, Ad Campaign, and Website• Social marketing, capacity building• Effectiveness measuring

Norming

• Capacity building training (60+ jurisdictions)• Applied Social Marketing• ECO Nets• SOG’s• GROSS Grant

Grant of Regional Or Statewide Significance

Presenter: Suzi Wong Swint, Snohomish County | 425‐388‐6476 | swswint@snoco.org

• $500,000 – thank you Dept of Ecology

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• 3rd flight of TV ads• Radio ads• Bus ads• Online ads

S i l M di• Social Media• PSSH at the local level• Evaluation• Evaluation

We asked STORM members to give us three words or phrases that describe their experience with STORM & PSSH then we used Wordle to make this Word Cloud. 

Words are sized in proportion to the number of times they were used. 

C ll b ti

• Bulk orders for PSSH drain markers

Collaboration

Bulk orders for PSSH drain markers34,000+ PSSH markers $1.25 ea (vs $2.70 for 2,000)22 j i di ti22 jurisdictions

• Bulk orders for Drain Ranger Badges

• “We Scoop” stickers next?

TV ads – Spring 2011

Broadcast TV

TV ads Spring 2011$164,223

Broadcast TVKCPQ TV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69, KONG TV-56, KZJO TV-25

Cable TV Arts & Entertainment Network-127, American Movie Channel-116, Animal Planet-12, Discovery-91, Do It Yourself-7, Food-98, , y , , ,Home & Garden TV-105, Lifetime-109, Oprah Winfrey Network-9, Oxygen-10, The Learning Channel-102, TNT-94, The Weather Channel-10, Versus-8

www.youtube.com/watch?v=YqP9mFoqygM&feature=related

R di d S i 2011Radio ads - Spring 2011$25,236

PSSH Sponsored Metro Traffic Reports

KCIS AM-10, KCMS FM-12, KGNW AM-18, KING FM-7, KIRO FM-52, , , , , ,KIXI AM-18, KJAQ FM-33, KKNW AM-2, KKOL AM-8, KKWF FM-4, KLFE AM-15, KMPS FM-35, KOMO AM-70, KOMO FM-42, KPLU FM-10, KPLZ FM-2, KPTK AM-40, KQMV FM-4, KRWM FM-7, KTTH AM-49, KUOW FM-1, KVI AM-6, KZOK FM-42, KJR AM-60CPQ TV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69, KONG TV-56, KZJO TV-25

Social Media … it’s not a fad

Newspaperall Americans: 30% read paper frequently under 40: 15% read paper frequently (Mar 2009)

Social Media65% of adults use social network sites43% use Facebook, Twitter, YouTube frequently (Aug 2011)

Social Media … it’s not a fad

PSSH on Facebook by Rae McNally, Puget Sound Partnership

1,124 fans

PSSH on Twitter by Rae McNally, Puget Sound Partnership

1,228 followers

Social Media it’s not a fadYouTube

71% of online adults use YouTube or Vimeo

Social Media … it s not a fad

71% of online adults use YouTube or Vimeo

YouTubeDog Doogityg g y112,000+ views$27,000 ($333 per jurisdiction)earned (free) media:( )

KOMO 4, KING 5, KCPQ 13, KIRO 97.3 FM, KISW 99.9 FM, Seattle PI, local weeklies, local blogs local blogs

watch “Dog Doogity” at www.ScoopPoop.org

PSSH at the local level$102 870

7 Stormwater Outreach Groups

$102,870 (shares varied depending on number of permittees &population. The smallest project was $11,700, the largest was $17,500)

7 Stormwater Outreach Groups“mini-grants” to disseminate PSSH at the community level

Northern SOGDrink Sleeves & Coaster

Snohomish SOGBus AdsBus Ads

North King SOGScrolling Online Ads

South King SOGDisplay Panels & PostersDisplay Panels & Posters

Thurston SOGBus Ads City of Lacey continued the ad with city funds

Western SOGBus Ads

Pi SOGPierce SOGOnline ads to support “April is PSSH Month”

But the online ads are the middle of the story …But the online ads are the middle of the story …Bill Malatinsky, Seattle Public Utilities, will tell us the story from the beginning…

Presenter: Bill Malatinsky, Seattle Public Utilities | 206‐386‐9154 | bill.malatinsky@seattle.gov

Sh h h f dShowcase: The growth of a great idea

Puget Sound Starts Here Coaster Campaign Seattle, WashingtonCampaign

From Idea to Action…

Idea

Always write everything down, always…

Funding?

Dramatic reenactment by clip art silhouettes of me asking my boss for E&O money to fund beverage coasters during a recession...

ECOnet to the Rescue!

Education, Communications, and 

l dOutreach Networks

ECO Net (Education, Communication and Outreach Network) is a Sound‐wide network of professionals working to help save Puget Sound. It draws on the combined experience, skills and community‐level 

Next Slide

knowledge of local organizations and individuals while linking to and benefiting from regional resources and a comprehensive vision for restoring Puget Sound. There 

are twelve local ECO Networks across the twelve counties of Puget Sound. Each Local ECO Net has a 

designated coordinator and meetings are held at least g gquarterly.

And by ECOnet I mean the Puget Sound Partnership.

Sorry about the blurry image. Although, actually, when was the last time you saw the eye doctor? All I’m saying is consider it.

Funding StructureECOnet Mini-Grant 2010

e&o$ $$$

$e&o$$$

$$

$$$

$$$

$ $

A pot of big faceless general money becomes tiny, targeted, locally-informed, locally-driven action-ideas instantaneously.

Idea Evolves into CampaignWith Funding on the Horizon…

Key Partnerships Key Components

1. Coasters 2. Distribution3. T-Shirts4. Advertisement5. Event & Outreach

“Sometimes you eat the bar, and sometimes the bar eats you...”

Funding Secured!

Hooray!

CoastersKey Component 1:

Seattle to Olympia: a crash course in long distance cyber graphic design.

Coasters Finalized

Key Component 1:

I Poop is, and always will be, everyone’s favorite.

Distribution

Key Component 2:

4,000 Coasters 5,000 Coasters 3,500 Coasters 2,500 Coasters

Remainder Coasters

How’s my math?

T-ShirtsKey Component 3:

I rode my bike to make the order >

AdvertisementKey Component 4:

Piggybacking on an old friend…

Event & OutreachKey Component 5:

A photo essay…

Rachaal Steele, super amazing manager of Naked City Brewery and key partner.

Me giving a rousing, enthusiastic speech while simultaneously lamenting the fact that I would be both on the clock and at a brewery for the rest of the evening. Total bummer.

Creamy Chipotle soup, meets bald man with a beard, meets giant coaster in background, meets Puget Sound affinity.

BAM!

Brother and sister (really) literally updating their location on social media site foursquare during the event…

By the Numbers30 000 C di ib d i l 50 b f i S l• 30,000 Coasters distributed to approximately 50 bars, restaurants, cafes in Seattle

• 105 of 110 t-shirts distributed• 350 Attendees at Coaster Kick-Off• 50 Unique Views of Outreach Table at Coaster Kick-Off

10 000 i i f ‘C C ’ d 500 i i i i • 10,000 unique views of ‘Coaster Costumes’ and 500 event invitations given at Greenwood Seafair Parade•Lead-up Kickoff Event article or advertisement on Phinneywood.com, Parkways (Seattle Parks), Eventful.com, Seattle PostGlobe, At Your Service (SPU), Highland Park Outlander, B d i N i hb h d N N k d Ci W b i & F b k & T i C k k P k Broadview Neighborhood News, Naked City Website & Facebook & Twitter, Carkeek Park Homepage & Newsletter, and more•Spinoff Campaigns now in Kitsap, Pierce, and Whatcom/Skagit Counties

Almost finished.

By the LocalesBallard:

Wallingford: Smash Wine Bar

GeorgetownCalamity Jane’s

Bad Albert’s The Loft ThaikuLock and KeelKing’s HardwareHattie’s HatOld Town Ale House

Smash Wine BarTutta BellaBlue Star

Thornton Creek Watershed: Jackson Park RestaurantCaroline Tavern 

Jules Mae’sSmarty PantsHudson9 lb. Hammer

Madison ValleyThe AtticOld Town Ale House

Old PeculiarBastille Café & Bar

Greenwood: Naked City Brewery & TaphousePillager’s Pub

Cooper’s Ale HouseRomio’s Pizza Ram Brewery (Northgate)Maple Leaf Grill Roosevelt Ale HouseJewel Box Thai Fusion Bistro

The Attic

Capitol HillHoney Hole

White CenterTriangle Pubg

Bleacher’sPig N’ WhistlePiper’s Creek Pub74th Street Ale HouseProst!

Thai Fusion Bistro Reservoir Bar & Grill Scorecard Bar & GrillWedgewood Ale HouseFiddler’s Inn

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West SeattleSkylarkWest Five RestaurantPoggie TavernBeverage Place PubE d l J ’Endolyne Joe’s

Finished.

Presenter: Tiffany O’Dell, Pierce County | 253‐798‐2468 | todell@co.pierce.wa.us

Chapter two of our story continues with Tiffany O’Dell, Pierce County…

Pierce County ECO Net and SOG Pierce County ECO Net and SOG Coaster and Coffee Sleeve Campaign and Puget Sound Starts Here Monthg

April is Month!1 2

April is Month!Sunday Monday Tuesday Wednesday Thursday Friday Saturday

983 4 5 6 79 AM Silver Creek

10:30 AM Composting and

9 AM Parks 161510 11 12 13 14

6 PM Rain barrel Workshop

6:30 PM Natural Yard Care Class

Volunteer Restoration

Co post g a d Worm bins Class

1 PM Tahoma Salt Marsh Volunteer Restoration

9 AM Parks Appreciation Day

161510 11 12 13 14

6:30 PM Natural Yard Care Class

6 PM Soil Prep, Planting Seedlings Class

9 AM First Creek Volunteer Restoration

Earth Day at PDZA

3 PM Puget Sound Starts Here Month Proclamation at Pierce County Council

232217 18 19 20 21

6:30 PM Natural Yard Care Class

6:30 PM Natural Yard Care Class

7:05 PM Puget Sound Starts Here Night at the Tacoma Rainiers

10:30 AM Residential Rain Garden Class

12 PM Yowkwala Beach Volunteer

10AM Earth Day at Jerisich Dock

Earth Day at Point Defiance Zoo & Aquarium

302924 25 26 27 28

Care Class Care ClassRestoration

6:30 PM Natural Yard

8 AM Water4Life Children’s Water

9 AM Puyallup River Volunteer Clean-up

Earth Day

24th - 30th Coasters and coffee sleeves at local businesses

Visit www.pugetsoundstartshere.org for more events throughout the year!

6:30 PM Natural Yard Care Class Festival 10:30 AM Natural

Lawn Care ClassArbor Day

Tacoma News Tribune Web Ads

http://youtu.be/d5A4tY3SvHE

Participating businesses: 

15 000 coasters15,000 coasters

30,000 coffee sleeves 2,000 coffee sleeves

2000 coffee sleeves500 coasters

Organizations participating:

City of EdgewoodEdgewood

• Mt. Rainier National Park• Puyallup River Watershed Council

• Clover‐Chambers Watershed Council

• KGI Watershed Council• Point Defiance Zoo • Self‐Reliant Graham

The next chapter in the coaster story comes from the Kitsap Environmental Ed ti P gEducation Programs.

Chapter 4 in the Coaster Story:Whatcom/Skagit SOG

coaster design

Presenter: Peter Holte, City of Redmond | 425‐556‐2822 | pholte@redmond.gov

Puget Sound Starts Here:gCampaign Recall and Impact

$51,156

If you don't know where you are going, you might wind up someplace else. If you don t know where you are going, you might wind up someplace else. --Yogi Berra

We conducted a phone survey:• Approx. 1200 residents in 9 Puget Sound Area Counties

• 1 in 4 (26%) of respondents had seen or heard the phrase • 1 in 4 (26%) of respondents had seen or heard the phrase “Puget Sound Starts Here”

• 2 in 3 (66%) of those who had heard it correctly interpreted its • 2 in 3 (66%) of those who had heard it correctly interpreted its meaning

• Most learned of it from the TV ads• Most learned of it from the TV ads

• Added together, local actions had about the same exposure rate as the TV adsrate as the TV ads

USA Today has come out with a new survey - apparently, three out of every f l k 75% f th l ti "four people make up 75% of the population."- David Letterman

According to marketing experts, a 26% ll t f t ld b d i recall rate for a two year old brand is

“very strong.”

Some people dream of success... while others wake up and work hard at it.p p f p--Unknown

Was the Campaign Effective?p g

• We got the message out beyond “the Choir.”

W “ i d th ” f l l th d • We “primed the pump” for local, on-the-ground programs aimed at protecting the environment.

Try not to become a man of success, but rather try to become a man of value.Try not to become a man of success, but rather try to become a man of value.--Albert Einstein

Context: What we knew

• About 10 – 15% of the population are “True Greens” “the p pChoir”

• More people will pay attention if we make the topic relevant to them

• People need to see things more than once--the same message i l i llnumerous times results in greater recall

The beginning is the most important part of the work.The beginning is the most important part of the work.--Plato’s Republic

What we wanted: increase awareness

E d h k h h i l h

and relevance

• Extend the our market reach—reach receptive people that are not necessarily aware

M k h i l h fi i i i i i • Make the issue relevant--the first step in promoting activities that will protect the environment

C b d h b d b i i • Create a common brand--that can be used by numerous cities, counties, non-profits, etc.

People receive somewhere between 300 and 3000 advertised messages a day.p g y--Stuart Elway, the STORM survey/evaluation consultant

The message got through• Those that recall the message were 20% more likely to rate

stormwater pollution from neighborhoods and roadways as “Significant”Significant

• Willingness to change behaviors was most strongly correlated to the belief that local waterways had some pollutionto the belief that local waterways had some pollution

• Willingness to change behavior went up with exposer to the campaigncampaign

• Half of those who saw the campaign understood what it was asking them to do

We don't inherit the earth from our ancestors, b it f hild

asking them to do

we borrow it from our children.--Native American Proverb

The Take-away:• 1 in 4 residents around Puget Sound saw the campaign—26% is

STRONG!

• The campaign extended our market—reaching the “light greens”—we got beyond “the choir.”

• Keep the regional awareness effort going

• AND use campaign to support local programs that promote environmentally-sound behavior

Message regionally, act locally.Message regionally, act locally.--STORM Members

Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov

Wh W ’ G iWhere We’re Going