Puget Sound Starts Here                      September 22, 2011
Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov                 Forming, Storming,            ...
Forming• NPDES Permit• Regional coordination• Stormwater grant• Co-branding by PSP
Storming• $980,000 Stormwater Grant• Focus on awareness building and behavior change                             g        ...
Norming• Capacity building training (60+ jurisdictions)• Applied Social Marketing• ECO Nets• SOG’s• GROSS Grant
Presenter: Suzi Wong Swint, Snohomish County | 425‐388‐6476 | swswint@snoco.org           Grant of Regional Or Statewide S...
We asked STORM members to give us three words or phrases that describe their experience with STORM & PSSH then we used Wor...
CollaborationC ll b ti• Bulk orders for PSSH drain markers  34,000+ PSSH markers  $1.25 ea (vs $2.70 for 2,000)  22 jurisd...
TV ads – Spring 2011$164,223Broadcast TVKCPQ TV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69,KONG TV-56, KZJO TV-25...
Radio d SpringR di ads - S i 2011$25,236PSSH Sponsored Metro Traffic ReportsKCIS AM-10, KCMS FM-12, KGNW AM-18, KING FM-7,...
Social Media … it’s not a fadNewspaper all Americans: 30% read paper frequently under 40:      15% read paper frequently (...
Social Media … it’s not a fadPSSH on Facebook by Rae McNally, Puget Sound Partnership  1,124 fansPSSH on Twitter by Rae Mc...
Social Media … it’s not a fad               it sYouTube 71% of online adults use YouTube or VimeoYouTube Dog Doogity   g  ...
PSSH at the local level$102,870$102 870(shares varied depending on number of permittees &population. The smallest project ...
Northern SOGDrink Sleeves & Coaster
Snohomish SOGBus Ads
North King SOGScrolling Online Ads
South King SOGDisplay Panels & Posters
Thurston SOGBus Ads        City of Lacey continued the ad with city funds
Western SOGBus Ads
Pierce SOGPiOnline ads to support “April is PSSH Month”But the online ads are the middle of the story …But the online ads ...
Presenter: Bill Malatinsky, Seattle Public Utilities | 206‐386‐9154 | bill.malatinsky@seattle.gov               Showcase: ...
Puget Sound Starts Here CoasterCampaignSeattle, Washington 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 ...
ECOnet to the Rescue!                         Education, Communications, and                                Outreach Netwo...
Sorry about the blurry image. Although, actually, when was the last timeyou saw the eye doctor? All I’m saying is consider...
ECOnet Mini-Grant 2010Funding Structure                                                               $e&o$               ...
With Funding on the Horizon…  Idea Evolves into CampaignKey Partnerships                                Key Components    ...
Funding Secured! Hooray!
Key Component 1:Coasters  Seattle to Olympia: a crash course in long distance cyber graphic design.
Key Component 1:Coasters Finalized  I Poop is, and always will be, everyone’s favorite.
Key Component 2:  Distribution4,000 Coasters   5,000 Coasters   3,500 Coasters   2,500 Coasters                           ...
Key Component 3:T-Shirts  I rode my bike to make the order >
Key Component 4:Advertisement Piggybacking on an old friend…
Key Component 5:Event & Outreach  A photo essay…
Rachaal Steele, super amazing manager of Naked City Brewery and keypartner.
Me giving a rousing, enthusiastic speech while simultaneously lamentingthe fact that I would be both on the clock and at a...
Creamy Chipotle soup, meets bald man with a beard, meets giant coasterin background, meets Puget Sound affinity.
BAM!
Brother and sister (really) literally updating their location on social mediasite foursquare during the event…
By the Numbers• 30 000 Coasters di ib d to approximately 50 b  30,000 C        distributed      i    l     bars, restauran...
By the Locales                                                              Georgetown                                 Wal...
Presenter: Tiffany O’Dell, Pierce County | 253‐798‐2468 | todell@co.pierce.wa.us                                       Cha...
1                       2April is                                                                             Month!  Sund...
Tacoma News Tribune Web Ads
http://youtu.be/d5A4tY3SvHE
Participating businesses:      15,000 coasters     15 000 coasters                                                        ...
Organizations participating:                               City of                               Edgewood                 ...
The next chapter in thecoaster story comes fromthe Kitsap EnvironmentalEducation P gEd    ti 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:    ...
We conducted a phone survey:• Approx. 1200 residents in 9 Puget Sound Area Counties• 1 in 4 (26%) of respondents had seen ...
According to marketing experts, a 26% recall rate f a t     ll t for two year old b d i                             ld bra...
Was the Campaign Effective?                       p g• We got the message out beyond “the Choir.”• W “primed th pump” f l ...
Context: What we knew• About 10 – 15% of the population are “True Greens” “the                        p p  Choir”• More pe...
What we wanted: increase awareness              and relevance• E  Extend the our market reach—reach receptive people that ...
The message got through• Those that recall the message were 20% more likely to rate  stormwater pollution from neighborhoo...
The Take-away:• 1 in 4 residents around Puget Sound saw the campaign—26% is  STRONG!• The campaign extended our market—rea...
Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov           Where W ’ G i           Wh    We’re ...
2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter
2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter
2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter
2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter
2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter
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2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter

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slides presented at the Sept 22 2011 Quarterly STORM meeting in Bellevue WA

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2011 09-22-0-pssh show-andtell-dougsuzibilltifpeter

  1. 1. Puget Sound Starts Here September 22, 2011
  2. 2. Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov Forming, Storming, Forming Storming and Norming A Classic Outreach Strategy gy
  3. 3. Forming• NPDES Permit• Regional coordination• Stormwater grant• Co-branding by PSP
  4. 4. Storming• $980,000 Stormwater Grant• Focus on awareness building and behavior change g g• BMP Development• Brand, Ad Campaign, and Website• Social marketing, capacity building• Effectiveness measuring
  5. 5. Norming• Capacity building training (60+ jurisdictions)• Applied Social Marketing• ECO Nets• SOG’s• GROSS Grant
  6. 6. Presenter: Suzi Wong Swint, Snohomish County | 425‐388‐6476 | swswint@snoco.org Grant of Regional Or Statewide Significance g g • $500,000 – thank you Dept of Ecology • 3rd flight of TV ads • Radio ads • Bus ads • Online ads • S i l M di Social Media • PSSH at the local level • Evaluation
  7. 7. 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. 
  8. 8. CollaborationC ll b ti• Bulk orders for PSSH drain markers 34,000+ PSSH markers $1.25 ea (vs $2.70 for 2,000) 22 jurisdictions j i di ti• Bulk orders for Drain Ranger Badges• “We Scoop” stickers next?
  9. 9. TV ads – Spring 2011$164,223Broadcast TVKCPQ TV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69,KONG TV-56, KZJO TV-25Cable TVArts & 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 WeatherChannel-10, Versus-8 www.youtube.com/watch?v=YqP9mFoqygM&feature=related
  10. 10. Radio d SpringR di ads - S i 2011$25,236PSSH Sponsored Metro Traffic ReportsKCIS 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-60CPQTV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69,KONG TV-56, KZJO TV-25
  11. 11. Social Media … it’s not a fadNewspaper all Americans: 30% read paper frequently under 40: 15% read paper frequently (Mar 2009)Social Media 65% of adults use social network sites 43% use Facebook, Twitter, YouTube frequently (Aug 2011)
  12. 12. Social Media … it’s not a fadPSSH on Facebook by Rae McNally, Puget Sound Partnership 1,124 fansPSSH on Twitter by Rae McNally, Puget Sound Partnership 1,228 followers
  13. 13. Social Media … it’s not a fad it sYouTube 71% of online adults use YouTube or VimeoYouTube Dog Doogity g g y 112,000+ 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 watch “Dog Doogity” at www.ScoopPoop.org
  14. 14. PSSH at the local level$102,870$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
  15. 15. Northern SOGDrink Sleeves & Coaster
  16. 16. Snohomish SOGBus Ads
  17. 17. North King SOGScrolling Online Ads
  18. 18. South King SOGDisplay Panels & Posters
  19. 19. Thurston SOGBus Ads City of Lacey continued the ad with city funds
  20. 20. Western SOGBus Ads
  21. 21. Pierce SOGPiOnline 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…
  22. 22. Presenter: Bill Malatinsky, Seattle Public Utilities | 206‐386‐9154 | bill.malatinsky@seattle.gov Showcase: The growth of a great idea Sh h h f d
  23. 23. Puget Sound Starts Here CoasterCampaignSeattle, Washington From Idea to Action…
  24. 24. Idea Always write everything down, always…
  25. 25. Funding? Dramatic reenactment by clip art silhouettes of me asking my boss for E&O money to fund beverage coasters during a recession...
  26. 26. ECOnet to the Rescue! Education, Communications, and  Outreach Networks Next Slide ld 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  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  g g designated coordinator and meetings are held at least  quarterly. And by ECOnet I mean the Puget Sound Partnership.
  27. 27. Sorry about the blurry image. Although, actually, when was the last timeyou saw the eye doctor? All I’m saying is consider it.
  28. 28. ECOnet Mini-Grant 2010Funding Structure $e&o$ $ $ $ $ $ $$ $ $$ $ A pot of big faceless general money becomes tiny, targeted, locally- informed, locally-driven action-ideas instantaneously.
  29. 29. With Funding on the Horizon… Idea Evolves into CampaignKey Partnerships Key Components 1. Coasters 2. Distribution 3. T-Shirts 4. Advertisement 5. Event & Outreach “Sometimes you eat the bar, and sometimes the bar eats you...”
  30. 30. Funding Secured! Hooray!
  31. 31. Key Component 1:Coasters Seattle to Olympia: a crash course in long distance cyber graphic design.
  32. 32. Key Component 1:Coasters Finalized I Poop is, and always will be, everyone’s favorite.
  33. 33. Key Component 2: Distribution4,000 Coasters 5,000 Coasters 3,500 Coasters 2,500 Coasters Remainder Coasters How’s my math?
  34. 34. Key Component 3:T-Shirts I rode my bike to make the order >
  35. 35. Key Component 4:Advertisement Piggybacking on an old friend…
  36. 36. Key Component 5:Event & Outreach A photo essay…
  37. 37. Rachaal Steele, super amazing manager of Naked City Brewery and keypartner.
  38. 38. Me giving a rousing, enthusiastic speech while simultaneously lamentingthe fact that I would be both on the clock and at a brewery for the rest ofthe evening. Total bummer.
  39. 39. Creamy Chipotle soup, meets bald man with a beard, meets giant coasterin background, meets Puget Sound affinity.
  40. 40. BAM!
  41. 41. Brother and sister (really) literally updating their location on social mediasite foursquare during the event…
  42. 42. By the Numbers• 30 000 Coasters di ib d to approximately 50 b 30,000 C distributed i l bars, restaurants, cafes i S f in Seattle l• 105 of 110 t-shirts distributed• 350 Attendees at Coaster Kick-Off• 50 Unique Views of Outreach Table at Coaster Kick-Off• 10 000 unique views of ‘C 10,000 i i f ‘Coaster C Costumes’ and 500 event i i i ’ d invitations given at iGreenwood Seafair Parade•Lead-up Kickoff Event article or advertisement on Phinneywood.com, Parkways (SeattleParks), Eventful.com, Seattle PostGlobe, At Your Service (SPU), Highland Park Outlander,Broadview N i hb h d NB d i Neighborhood News, N k d Ci W b i & F Naked City Website Facebook & T i b k Twitter, C k k P k Carkeek ParkHomepage & Newsletter, and more•Spinoff Campaigns now in Kitsap, Pierce, and Whatcom/Skagit Counties Almost finished.
  43. 43. By the Locales Georgetown Wallingford:  Ballard: Calamity Jane’s Smash Wine Bar Smash Wine Bar Bad Albert’s Jules Mae’s Tutta Bella The Loft Smarty Pants Blue Star Thaiku Hudson Lock and Keel 9 lb. Hammer Thornton Creek Watershed:  King’s Hardware Jackson Park Restaurant Hattie’s Hat Madison Valley Caroline Tavern  Old Town Ale House The Attic Cooper’s Ale House Old Peculiar Romio’s Pizza  Bastille Café & Bar Capitol Hill Ram Brewery (Northgate) Honey Hole Maple Leaf Grill  Greenwood: Roosevelt Ale House Naked City Brewery & Taphouse White Center Jewel Box  Pillager’s Pub g Triangle Pub g Thai Fusion Bistro  Thai Fusion Bistro Bleacher’s Reservoir Bar & Grill  Pig N’ Whistle West Seattle Scorecard Bar & Grill Piper’s Creek Pub Skylark Wedgewood Ale House 74th Street Ale House West Five Restaurant Fiddler’s Inn Prost! Poggie Tavern Beverage Place Pub Endolyne J ’ E d l Joe’s Finished.
  44. 44. 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 Coaster and Coffee Sleeve Campaign and Puget Sound Starts Here Month g
  45. 45. 1 2April is Month! Sunday Monday Tuesday Wednesday Thursday Friday Saturday 3 4 5 6 7 8 10:30 AM 9 9 AM Silver Creek Co post g a d Composting and Volunteer Worm bins Class Restoration 1 PM Tahoma Salt 6 PM Rain barrel 6:30 PM Natural Yard Marsh Volunteer Workshop Care Class Restoration 10 11 12 13 14 15 9 AM Parks 16 Appreciation Day 6 PM Soil Prep, 3 PM Puget Sound Planting Seedlings Starts Here Month 9 AM First Creek Class Proclamation at Volunteer Pierce County 6:30 PM Natural Yard Restoration Council Care Class Earth Day at PDZA 17 18 19 20 21 22 23 10:30 AM ResidentialEarth Day at Point 7:05 PM Puget 10AM Earth Day at Rain Garden ClassDefiance Zoo & Sound Starts Here Jerisich DockAquarium Night at the Tacoma 12 PM Yowkwala 6:30 PM Natural Yard 6:30 PM Natural Yard Rainiers Beach Volunteer Care Class Care Class Earth Day Restoration 24 25 26 27 28 29 30 9 AM Puyallup River 24th - 30th Coasters and coffee sleeves at local businesses Volunteer Clean-up 8 AM Water4Life Children’s Water 6:30 PM Natural Yard Festival 10:30 AM Natural Care Class Lawn Care Class Arbor Day Visit www.pugetsoundstartshere.org for more events throughout the year!
  46. 46. Tacoma News Tribune Web Ads
  47. 47. http://youtu.be/d5A4tY3SvHE
  48. 48. Participating businesses:  15,000 coasters 15 000 coasters 2000 coffee sleeves 30,000 coffee sleeves 500 coasters 2,000 coffee sleeves
  49. 49. Organizations participating: City of Edgewood • Mt. Rainier National Park • Puyallup River Watershed  Council • Clover‐Chambers  Watershed Council • KGI Watershed Council • Point Defiance Zoo  • Self‐Reliant Graham
  50. 50. The next chapter in thecoaster story comes fromthe Kitsap EnvironmentalEducation P gEd ti Programs.
  51. 51. Chapter 4 in the Coaster Story: Whatcom/Skagit SOG coaster design
  52. 52. Presenter: Peter Holte, City of Redmond | 425‐556‐2822 | pholte@redmond.gov Puget Sound Starts Here: g Campaign Recall and Impact $51,156 If you dont know where you are going, you might wind up someplace else. don t --Yogi Berra
  53. 53. 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 “Puget Sound Starts Here”• 2 in 3 (66%) of those who had heard it correctly interpreted its meaning• Most learned of it from the TV ads• Added together, local actions had about the same exposure rate as the TV ads USA Today has come out with a new survey - apparently, three out of every four people make up 75% of th population." f l k f the l ti " - David Letterman
  54. 54. According to marketing experts, a 26% recall rate f a t ll t for two year old b d i ld brand is “very strong.” Some people dream of success... while others wake up and work hard at it. p p f p --Unknown
  55. 55. Was the Campaign Effective? p g• We got the message out beyond “the Choir.”• W “primed th pump” f l We “ i d the ” for local, on-the-ground programs l th d aimed at protecting the environment. Try not to become a man of success, but rather try to become a man of value. --Albert Einstein
  56. 56. Context: What we knew• About 10 – 15% of the population are “True Greens” “the p p Choir”• More people will pay attention if we make the topic relevant to them• People need to see things more than once--the same message numerous times results i greater recall i l in ll The beginning is the most important part of the work. --Plato’s Republic
  57. 57. What we wanted: increase awareness and relevance• E Extend the our market reach—reach receptive people that are d h k h h i l h not necessarily aware• M k the i Make h issue relevant--the first step i promoting activities l h fi in i i ii that will protect the environment• C Create a common b d h can b used b numerous cities, brand--that be d by ii 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
  58. 58. 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 pollution• Willingness to change behavior went up with exposer to the campaign• Half of those who saw the campaign understood what it was asking them to do We dont inherit the earth from our ancestors, we b borrow it f from our children. hild --Native American Proverb
  59. 59. 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. --STORM Members
  60. 60. Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov Where W ’ G i Wh We’re Going

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