the clean bay campaign: engaging residents across the metro area
DESCRIPTION
The Clean Bay Campaign: Engaging Residents Across the Metro Area. Christopher Conner Chesapeake Bay Program Washington Council of Governments July 14, 2004. Why a Clean Bay Campaign?... The Bay watershed’s population is growing - PowerPoint PPT PresentationTRANSCRIPT
The Clean Bay Campaign:The Clean Bay Campaign:
Engaging Residents Across the Engaging Residents Across the Metro AreaMetro Area
Christopher ConnerChesapeake Bay Program
Washington Council of Governments
July 14, 2004
Why a Clean Bay Campaign?...Why a Clean Bay Campaign?...
• The Bay watershed’s population is growing
• New nutrient and sediment reduction goals are extremely ambitious
• We need to tap new, broader audiences
• Urban nutrient loads growing quickly
• Long-term sustainability of the Bay will likely require changes to “business as usual”
Why the Washington area?Why the Washington area?
• 2002 Chesapeake Bay Program/ Virginia Tech University Survey of Bay Watershed Residents
• High level of concern• High interest in getting Involved• Low level of knowing how to get involved
• Can reach residents living in multiple Bay Program partner jurisdictions
A couple of Washington factsA couple of Washington facts
Washington Primary Metropolitan Statistical Area (PMSA )
A couple of Washington factsA couple of Washington facts
• about 1.96 million households • estimated “lawn” area of 530,000 acres• current estimated annual nitrogen load to local water bodies about 4.7 million pounds• current estimated annual phosphorus load to local water bodies about 560,000 pounds per year
Urban nutrient management in this area would:• reduce nitrogen loads to an estimated 3.9 million pounds
• 800,000 pound reduction• reduce phosphorus loads to an estimated 430,000 pounds per year
• 120,000 pound reduction
Campaign Strategy…Campaign Strategy…
• Different than traditional public awareness campaigns
• Social Marketing approach
• most effective way to seek what we are looking for… behavior change
• main focus is on improving what we are offering the audience in exchange for behavior change
• Solely raising awareness is not enough
Campaign FocusCampaign Focus
• Focus has evolved over the past four years
• Will help meet Bay nutrient reduction goals
• Target Audience
• “Green Lawn Set”
• Desired Outcome
• Reduction of urban nutrient load
Campaign FocusCampaign Focus
• Current campaign will focus on lawn care related behaviors
• can be expanded in futures years/campaigns
• We will offer a competitive product to over-fertilizing
• product will benefit the audience
• we won’t just tell them “no”
Key Campaign ComponentsKey Campaign Components
• Mass media will be used for messaging
• Radio, television, print advertisements
• Additional emphasis on earned media and non-traditional channels will be used to expand the message and is critical to the campaign’s success
• Developing and leveraging partnerships will allow us to reach target audience from different angles
Want to get involved?Want to get involved?
• Excellent opportunity to work on a regional level
• Could tie into your existing requirements for storm water outreach
• Regional campaign can awaken a large number of people to this issue
• Once aware of the issue, residents may be more open to locally-driven messages
Timeline ...Timeline ...
Summer 2004
• Field pre-campaign survey
• Create the Brand
• Develop advertising
• Build Partnerships
Timeline ...Timeline ...
Fall 2004
• Expand partnerships
• Purchase media
• Develop distribution channels
January 2005
• Prepare for launch
February 2005
• Campaign Launch
