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Puget Sound Starts Here October 20, 2011
Puget Sound Starts Here
Puget Sound Partnership’s Leadership Council Meeting ● October 20, 2011
10/20/2011
• STormwater Outreach for Regional Municipalities
• driver: Coordinated permit compliance• focus: Stormwater• members: 81 cities & counties w/ NPDES permits• major funding: 2 Ecology grants
o $980,000 Stormwater Granto $500,000 GROSS Grant (Grant of Regional Or Statewide
Significance)
STORM
Presenter: Doug Rice, King County | 206-296-8360 | [email protected]
10/20/2011
• Collaboration: Phase I are resource for Phase II
• Capacity building trainings
• Social Marketing strategies
• Monitor effectiveness
• No formal agreements (but no entity w/ ultimate
responsibly)
STORM: What we do well
10/20/2011
• Education, Communication, and Outreach Network • driver: Action Agenda• focus: Beyond stormwater• members: 400 NGOs, cities, counties • major funding: PSP - 4 rounds to local ECO Net
o $63k & 200k in FY10 o $100k in FY11o $200k in FY12
o Plus 11 local coordinators (~$60k/yr total)
ECO Network
10/20/2011
PSP
ECO Network400+ members
(11 local ECO Nets)
STORM81 NPDES cities & counties
(7 local SOGs)
•Ecology•STORM•7 local SOGs•Individual Cities•Individual Counties
•PSP•ECO Network•11 local ECO Nets•Individual NGOs
•Tribes•Community groups•Individuals•Schools•Businesses
MajorFunders
CampaignAlignment
FutureUsers
InitialUsers
ECY
STORM=STormwater Outreach for Regional MunicipalitiesSOG=Stormwater Outreach GroupsECO Net=Education, Communication, and Outreach Network
10/20/2011
• STORM grant created Puget Sound Starts Here brand
• Open Architecture • Consistent messages • Phase 1: awareness building• Phase 2: behavior change• ECO Net & STORM efforts complement
Puget Sound Starts Here Campaign
10/20/2011
Region-wide• 3 flights of TV ads• Web page • Radio ads• Social media
PSSH Campaign at two levels:Region-wide & in the Local Community
Presenter: Suzi Wong Swint, Snohomish County | 425-388-6476 | [email protected]
10/20/2011
Broadcast TVKCPQ-TV, KCTS-TV, KING-TV, KIRO-TV, KOMO-TV, KONG-TV, KZJO-TV
Cable TV Arts & Entertainment Network, American Movie Channel, Animal Planet, Discovery, Do It Yourself, Food, Home & Garden TV, Lifetime, Oprah Winfrey Network, Oxygen, The Learning Channel, TNT, The Weather Channel, Versus
TV adsFall 2009, Spring 2010, Spring 2011
www.youtube.com/watch?v=YqP9mFoqygM&feature=related
Region-wide
10/20/2011
PSSH Sponsored Metro Traffic Reports
KCIS-AM, KCMS-FM, KGNW-AM, KING-FM, KIRO-FM, KIXI-AM, KJAQ-FM, KKNW-AM, KKOL-AM, KKWF-FM, KLFE-AM, KMPS-FM, KOMO-AM, KOMO-FM, KPLU-FM, KPLZ-FM, KPTK-AM, KQMV-FM, KRWM-FM, KTTH-AM, KUOW-FM, KVI-AM, KZOK-FM, KJR-AM
Radio adsSpring 2011
Region-wide
10/20/2011
Web pageLaunched Sept 2009
www.PugetSoundStartsHere.org
Region-wide
10/20/2011
• 1,150 Facebook Fans - launched Sept 2009
• 1,185 Twitter Followers - launched Sept 2009
• Content posted by Rae McNally, Puget Sound Partnershipwith ideas from ECO Net and STORM members
Social media
Region-wide
10/20/2011
Dog Doogity Video launched June 2011
• 116,000+ views
• $27,000 ($333 per jurisdiction)
• Free media coverage:KOMO 4, KING 5, KCPQ 13,KIRO 97.3 FM, KISW 99.9 FM, Seattle PI, local weeklies, local blogs
YouTube
watch “Dog Doogity” at www.ScoopPoop.org
Region-wide
10/20/2011
In the Local Community• 7 Mini-grants to local Stormwater Outreach Groups
(SOGs)
• Open Architecture
o local flavoro but clear connection to main campaign
PSSH Campaign at two levels:Region-wide & in the Local Community
10/20/2011
In the local community – with GROSS grant funds
Northern SOGDrink Sleeves & Coaster
10/20/2011
In the local community – with GROSS grant funds
Snohomish SOGBus Ads
10/20/2011
In the local community – with GROSS grant funds
Thurston & Kitsap SOGsBus Ads
10/20/2011
North King SOG3 Scrolling Online Ads
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In the local community – with GROSS grant funds
10/20/2011
Pierce SOGOnline ads to support “April is PSSH Month”
In the local community – with GROSS grant funds
10/20/2011
South King SOGDisplay Panels & Posters
In the local community – with GROSS grant funds
10/20/2011
In the local community – with utility fees
Mill Creekmade car air fresheners for commercial car washes
10/20/2011
In the local community – with utility fees
Everett, Kitsap Co, LaceyFree doggie bag dispensers to owners who pledged to Scoop the Poop
10/20/2011
In the local community – with utility fees
Bothell & Snohomish CoUsed PSSH themes at fairs
Bothell
Snohomish County
10/20/2011
In the local community – with utility fees
Oak Harbor & EverettBanners reach all audiences
Everett 10/20/2011
In the local community – with utility fees
Bus boards = mobile banners
8 Eastside cities: Bellevue, Bothell, Kenmore, Kirkland, Lake Forest Park, Redmond, Sammamish, Shoreline
Lacey
Everett
10/20/2011
In the local community – with utility fees
Monroe, Snohomish, & Bothell Tagged their maintenance rigs
Monroe’s vactor truck
Both
ell’s
m
aint
enan
ce v
an
Snoh
omis
h w
rapp
ed
Thei
r cl
osed
circ
uit
TV t
raile
r
10/20/2011
In the local community – with utility fees
Bellevue & Monroemovie theater ads
Monroe also produced 3 radio ads
Galaxy Theatres played
Monroe’s ad for nearly a
year
10/20/2011
In the local community
Branding by ECO Nets
10/20/2011
In the local community
Branding by ECO
Nets
The Indigo
Student art
PSSH tattoos
PSSH posters P
SSH
web
page
PSSH window clings
PSSH stickers
10/20/2011
April 2011
month in Pierce County!A local collaboration propelled by
Puget Sound Starts Here
Presenter: Tiffany O’Dell, Pierce County | 253-798-2468 | [email protected]
9 AM Parks Appreciation Day
April is Month!Sunday Monday Tuesday Wednesday Thursda
yFriday Saturday
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Visit www.pugetsoundstartshere.org for more events throughout the year!
6 PM Rain barrel Workshop
6:30 PM Natural Yard Care Class
9 AM Silver Creek Volunteer Restoration
10:30 AM Composting and Worm bins Class
1 PM Tahoma Salt Marsh Volunteer Restoration
6:30 PM Natural Yard Care Class
6 PM Soil Prep, Planting Seedlings Class
9 AM First Creek Volunteer Restoration
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 Restoration
6:30 PM Natural Yard Care Class
8 AM Water4Life Children’s Water Festival
9 AM Puyallup River Volunteer Clean-up
10:30 AM Natural Lawn Care Class
10AM Earth Day at Jerisich Dock
Earth Day at PDZA
Earth Day at Point Defiance Zoo & Aquarium
Earth Day
Arbor Day
24th - 30th Coasters and coffee sleeves at local businesses
3 PM Puget Sound Starts Here Month Proclamation at Pierce County Council
Opportunity knocks once . . .Coaster & Coffee Sleeve Campaign with photo contestPSP – Puget Sound Starts Here Awareness Grant $10K
Opportunity knocks twice . . .Advertising funds from STORMDOE – GROSS grant funds $14,200 (not all used here)
Opportunity knocks a third time . . .Puget Sound Starts Here Night at the Tacoma RainiersSponsorship provided by City of Tacoma $2,500
City of Edgewood
The numbers:27 partner organizations planned 22 PSSH events
in April 2011
The numbers: 50 businesses distributed 30,000 PSSH coasters and
52,000 PSSH coffee sleeves at 80+ locations in April 2011
month 2012 . . .
Will it go regional?
If you don't know where you are going, you might wind up someplace else. --Yogi Berra
Puget Sound Starts Here
Campaign Effectiveness Results
Presenter: Peter Holte, City of Redmond | 425-556-2822 | [email protected]
10/20/2011
• Convey information: “Stormwater pollution impacts the environment”
• Make it RELEVANT to people’s lives: “Stormwater pollution impacts YOU”
• Purpose: increase people’s receptiveness to programs designed to protect the environment
An Awareness Campaign
“Emotion trumps fact.” --paraphrasing a quote by Jon Stewart
10/20/2011
• ~1200 residents in 9 Puget Sound area counties
• 1 in 4 (26%) respondents had seen or heard the phrase “Puget Sound Starts Here”
• 2 in 3 (66%) of those who heard it understood its intent
• Most learned of PSSH from TV ads
• Collectively, local SOG & ECO Net efforts had about the same impact as the TV ads
May 2011 Phone Survey
“USA Today has come out with a new survey - apparently, three out of every four people make up 75% of the population."-- David Letterman
10/20/2011
According to marketing experts,a 26% 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. --Unknown
10/20/2011
• At 26%, the PSSH message reached beyond “the Choir”
• We “primed the pump” for local, on-the-ground programs aimed at protecting the environment
An Effective Campaign
Try not to become a man of success, but rather try to become a man of value. --Albert Einstein
10/20/2011
• About 10 – 15% of the population are “the Choir”
• More people will pay attention if we make the topic relevant to them
• Seeing the same message numerous times results in greater recall
Context: What we knew
The beginning is the most important part of the work.--Plato’s Republic
10/20/2011
• To break through to new audiences — Get our message out to people who are receptive, but not necessarily aware
• Build a receptive audience — Make the issue relevant to people’s lives and families
• Connect and re-enforce outreach actions — Create a common brand and consistent messages
What we wanted
People receive somewhere between 300 and 3000 advertised messages a day.--Stuart Elway, STORM survey/evaluation consultant
10/20/2011
The message got through
We don't inherit the earth from our ancestors, we borrow it from our children.--Native American Proverb
• Those who recall PSSH were 20% more likely to rate stormwater pollution from neighborhoods & roadwaysas “Significant”
• Willingness to change behaviors was most strongly correlated to the belief that local waterways had some pollution
• Willingness to change behavior went up with exposure to the campaign
• Half of those who saw the campaign understood the actions they were being asked to take
10/20/2011
Message regionally, act locally.--STORM Members
The Takeaways
• 1 in 4 residents around Puget Sound saw or heard the campaign; 26% is VERY STRONG!
• The campaign reached beyond “the Choir.”
• Maintain regional awareness efforts to increase people’s willingness to make changes
• Continue and increase local on-the-ground social marketing programs that promote specific changes
10/20/2011
Where We’re Going
Presenter: Doug Rice, King County | 206-296-8360 | [email protected]
• Collaborative Alignment
• 26%
• 50%
• Education Regulation
• Acknowledgement and Support
• Reverse the decline!
10/20/2011
10/20/2011
