Simplifying Air Quality Messaging For Businesses, Community Orgs And The General Public
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Simplifying Air Quality Messaging For Businesses, Community Orgs And The General Public



Presented at the EPA\'s 2008 National Air Quality Conference in Portland, Oregon.

Presented at the EPA\'s 2008 National Air Quality Conference in Portland, Oregon.



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Simplifying Air Quality Messaging For Businesses, Community Orgs And The General Public Presentation Transcript

  • 1. Simplifying Air Quality Messaging for Businesses, Community Organizations and the General Public 2008 National Air Quality Conferences April 6, 2008 Portland, Oregon Frank T. Mongioi, Jr., Marketing and Outreach Manager © 2006 ICF International. All rights reserved.
  • 2. Background 2
  • 3. Who is ICF International? • Thirty-nine years of experience – founded in 1969 • End-to-end management, technology, and policy services – advise, implement, improve • Diverse client base – 82% government covering numerous agencies and departments, 13% commercial, and 5% international • More than 2,000 employees 3
  • 4. ICF International Overview • Mission – We partner with our clients to conceive, implement, and enhance solutions and services that protect and improve the quality of life • Why Do Clients Choose ICF? – We have a passionate commitment to our work and to helping our customers achieve compelling results; – We combine deep program and industry knowledge with world-class technical expertise; and – We have the capability to support our customers through the entire program life cycle, from analysis and design through implementation and evaluation. 4
  • 5. NYSDOT OAD Program Background • An Ozone Action Days (OAD) Program had been in place in the New York region since 1997 – Under the direction of the New York State Department of Transportation, in cooperation with New York State Department of Environmental Conservation • Encouraged actions to reduce air pollution on OADs, and throughout the ozone season – Limited outreach implemented But— The New York State Department of Transportation (NYSDOT) committed to enhancing and expanding the New York metropolitan region’s OAD program in order to achieve quantifiable, on-going reductions in motor vehicle emissions. 5
  • 6. Transitioning to Year-Round Program • Phase I (Summer – Fall 2006): Marketing the program under the Ozone NY name – Using existing program logo and web address – Conducted research and surveys to assess public attitudes and awareness of air quality issues and actions taken on OADs – Refocused materials from “Buy a Plant” to focus on desired travel-related actions to improve air quality – Undertook aggressive employer recruitment effort to increase number of employers participating in the Clean Air Network • Phase II (Winter 2006-2007): Developing a new program – Development of an integrated marketing campaign to be launched in April/May 2007, emphasizing the year-round nature of air quality issues and actions that can be taken. 6
  • 7. Messaging 7
  • 8. Keep it Simple 8
  • 9. Visuals 9
  • 10. Statistics 10
  • 11. Economics 11
  • 12. Basic Actions 12
  • 13. Outreach 13
  • 14. Employer Outreach 14
  • 15. Collateral for Employers 15
  • 16. Collateral for General Public 16
  • 17. Consumer Events • Posted on our Web site • Examples • Promoted through – Earth Fair at Earth Week in MetroNetworks Grand Central – American Lung Association • Uniquely NY Photo Promotion Asthma Walk – Drives traffic to our Web site – NYC Health Fair and Expo 17
  • 18. Upcoming Promotion Clean Air NY will sponsor the Long Island Ducks game on June 3rd QuackerJack figurine with Clean Air NY logo giveaway for fans 20 premium parking spaces for carpoolers Name on Jumbo “Duck Vision” screen Informational booth set up Luxury box for Clean Air NY guests Clean Air NY logo in 2008 pocket schedule 18
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  • 22. On-line Ads 22
  • 23. Radio Ads • Let’s Listen! 23
  • 24. Advertising Campaign Mix July-December 2007 24
  • 25. Accomplishments •The Network has grown to include more than 3,000 individuals, more than 4,000 businesses, 15 Champions and more than 40 community organizations All working to spread our message •Episodic surveys have shown a 3.13% reduction in vehicle miles traveled in the New York metro area on Air Quality Action Days This is after the CARB/EPA method correction factor for adjusting self- reported trip reduction of 0.5 is applied •An estimated 68.6 million miles of travel was reduced over 12 Air Quality Action Days in the 2007 ozone season 25
  • 26. Breathe it in. Thank you! Frank Mongioi ICF International 732-218-5040 26