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
Norming• Capacity building training (60+ jurisdictions)• Applied Social Marketing• ECO Nets• SOG’s• GROSS Grant
Presenter: Suzi Wong Swint, Snohomish County | 425‐388‐6476 | email@example.com 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
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.
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?
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
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
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)
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
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
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
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…
Presenter: Bill Malatinsky, Seattle Public Utilities | 206‐386‐9154 | firstname.lastname@example.org Showcase: The growth of a great idea Sh h h f d
Puget Sound Starts Here CoasterCampaignSeattle, Washington From Idea to Action…
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 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.
Sorry about the blurry image. Although, actually, when was the last timeyou saw the eye doctor? All I’m saying is consider it.
ECOnet Mini-Grant 2010Funding Structure $e&o$ $ $ $ $ $ $$ $ $$ $ A pot of big faceless general money becomes tiny, targeted, locally- informed, locally-driven action-ideas instantaneously.
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...”
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, 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.
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.
Presenter: Tiffany O’Dell, Pierce County | 253‐798‐2468 | email@example.com 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
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!
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
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 | firstname.lastname@example.org 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
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
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
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
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
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
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
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
Presenter: Doug Rice, King County | 206‐296‐8360 | email@example.com Where W ’ G i Wh We’re Going