live blue: a listen to your lakes campaign

LIVE BLUECreated

by Team 3Created

by Team 3

Megan Wholey Account Executive

[email protected]@meganwholey“I LIVE BLUE by never, ever go fishing. Ever.”

Jacque Madden Research Director

[email protected]@jacquemadden“I LIVE BLUE by drinking out of my reusable water bottle.”

Editor Alyssa Westling

[email protected]@alyssawestling

“I LIVE BLUE by using a Brita filter instead of buying water bottles.”

Media Director Chelsea Paulson

[email protected]@chelsmarie123

“I LIVE BLUE by only running the dishwasher when it’s full.”

Kate Haller Creative Director

[email protected]@k8_haller“I LIVE BLUE by only washing my clothes when I have a full load of laundry.”

Bridget Napleton Strategist/Planner

[email protected]@birdienapleton“I LIVE BLUE bygetting my car professionally washed.”

Production Director Camille Rudolf

[email protected]@rlcamille

“I LIVE BLUE by letting mother nature wash my car.”

*Special Thank You to our mentor Andy Theimer

Table of contents

Executive SummarySituation AnalysisS.W.O.T. Analysis

Primary ResearchSecondary Research

Target AudienceCampaign Overview

Strategy #1Strategy #2Strategy #3Strategy #4 Strategy #5 Strategy #6 Strategy #7

TimelineBudget

ConclusionAppendix

Bibliography

page 4-5page 6-10page 11page 12-13page 14page 15page 16-17page 18-19page 20-21page 22page 23page 24-25page 26-28page 29-31page 32-33page 34-35page 36page 37page 88

executive summary

Since its establishment in 2005, Listen to Your Lakes has worked to educate people throughout the Chicago area about water conservation issues and ways they can become involved in the Great Lakes conservation movement. Listen to Your Lakes is a public awareness campaign that is part of the Shedd Aquarium’s Great Lakes Water Conservation Initiative. The Great Lakes are the largest source of fresh water in the world, together supplying approximately 20 percent of the world’s fresh water. Unfortunately, this precious resource is facing growing conservation threats including habitat loss, invasive species, poor water use practices and water quality issues.

Listen to Your Lakes was created to address these issues and connect Shedd Aquarium guests to the ecosystem through strategic marketing and advertising. Although the organization has been active for several years, brand awareness is not strong. There are many water conservation organizations, both nationally and in Chicago, making it easy for messages to be lost. What differentiates Listen to Your Lakes is its connection to the Shedd, its focus on raising awareness rather than raising funds and not participating in government lobbying.

After conducting a series of surveys, H2O discovered that a large majority of people have never heard of Listen to Your Lakes, even though many of them have visited the Shedd Aquarium. After we explored the Shedd, H2O found there was little information about Listen to Your Lakes inside the aquarium itself. Since the Shedd is a world-reknowned aquarium, H2O plans to leverage Listen to Your Lakes’ association with the Shedd and increase Listen to Your Lakes branding within the aquarium. Through our campaign, H2O hopes to establish Listen to Your Lakes as an educational leader among environmental organizations and inspire people to support its mission.

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executive summary

We also found in our survey that people in our target audience, mothers aged 25-54, have general knowledge about Great Lakes issues but have no connections to environmental organizations supporting the cause. Listen to Your Lakes can leverage its association with the Shedd, as almost half of women in this category visit an aquarium each year, to attract this demographic and differentiate itself from other environmental organizations by making it easy to participate. Some of our survey responses found organizations like Greenpeace “pushy” or “offensive.” We want Listen to Your Lakes to advocate the ease with which mothers can live a water-friendly lifestyle. More on that later.

Our campaign reaches out to moms in Chicago Parent and Chicago Home and Garden magazines, whose readerships correlate to our target audience. Our target market is the fastest growing demographic on Facebook and Twitter, so we created a highly structured social media plan in order to communicate with our audience through these outlets. We also planned strategic events for moms and their kids throughout the year and also plan to partner with the Shedd Navigators educational program.

Our campaign will raise awareness about the Listen to Your Lakes brand, differentiate it from other environmental organizations, and appeal to our target audience by increasing association to the Shedd Aquarium and demonstrating the ease with which moms can LIVE BLUE.

This entire campaign will be centered on the message: LIVE BLUE, a call to action for people to make small changes in their daily lives that promote water conservation. H2O wanted to create a message similar to the all-encompassing “go green” but streamlined toward water quantity and quality. Our campaign teaches our audience how to LIVE BLUE every day by tweeting tips, holding informational and engaging events by advocating the lifestlye in our ads.

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Water Loss/Overuse

Most climate models predict that the Great Lakes water levels will drop to historic lows during the next century because of global climate change. This drop would be caused by a decrease in precipitation in the Great Lakes region and an increase in air temperature, causing evaporation. It is predicted that water levels in Lake Michigan could drop as much as 4.5 feet. Any amount of decrease in water levels in the Great Lakes region will be an issue, as 33 million people depend on the Great Lakes for agricultural, industrial and residential needs.

Water loss in the Great Lakes cannot only be attributed to climate change, but to the overuse of water as well. People in the Great Lakes region use almost 157 billion gallons of water every year in ways such as cooking, cleaning, bathing and heating. Only 1 percent of the water is replenished back into the Great Lakes, causing a loss of around 5,000 gallons of water every year per person. A huge amount of this loss could be cut back if people made small and easy changes in their water usage.

Invasive Species

Invasive species are plants, animals and pathogens that are non-native to the areas in which they are found. They thrive in new environments causing economic loss, damage to the environment and potential health hazards for humans. These invasive species are found throughout all of the Great Lakes and are taking over the ecosystem. More than 160 of these species have found their way into the Great Lakes region. Many of these invasive species arrive into the Great Lakes through ballast water. Ballast water is water carried by many cargo ships and is needed to maintain balance. Many invasive species stow away in the tanks that hold this water. Most ships typically dump this ballast water back into the Great Lakes, which in many cases releases the invasive species into the water. It is estimated that more than 70 million tons of ballast water are dumped in United States waters every year. The invasive species that have entered the Great Lakes has been estimated to have cost the government over $5 billon each year, most of which is paid by taxpayers.

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situation analysis

Issues Affecting Listen to Your Lakes

Water Quality

In the 18th and 19th centuries, it was a common misconception that water could dilute any substance; therefore many people treated bodies of water like garbage cans. As the population in the Great Lakes region increased, the more the water became polluted. Even though people have realized that they need to treat the Great Lakes with more care, many different chemicals can be found lingering in the sand, clay and other materials found at the bottom of the lakes. These chemicals are absorbed by small organisms that reside at the bottom of the lakes, and are then passed on to fi sh, and then on to humans. Mercury is also a problem causing harm to the quality of the water and the fi sh that reside there. This mercury stems from air pollution created by coal burning power plants. One more problem that affects the water quality is E. coli bacteria. The bacteria enter the water through animal feces, dirty diapers and faulty sewer systems, causing health problems for those who swim in the Great Lakes.

Habitat Loss

The Great Lakes region is home to many different species, both in and out of the water. Many times people neglect to think of what is happening on the land. All of the land that surrounds the water are referred to as the Great Lakes drainage basins. All of the water that fl ows into lakes is carried down from the drainage basins, making care of this land critical. These basins, or wetlands, are also home to an infi nite amount of animal and plant species. Many of the animal species are very rare and even endangered. Wetlands are important for a number of different reasons. They play a crucial role in the migration of birds, giving them food and resting places. They are also integral to the Great Lakes because many different species of fi sh use these wetlands to reproduce, making it of great importance to the fi shing industry. Most importantly, the wetlands help to keep the lakes clean. Today, more than 2/3 of the lands surrounding the Great Lakes has been destroyed for urban use, shoreline development and agricultural needs, which could be a very serious problem in the long run.

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situation analysis

Partners in Water Conservation

The Great Lakes Conservation Awareness Initiate is supported by the following companies: Aurelio’s Pizza, the Helen M. Harrison Foundation, HSBC of North America, the Institute of Museum and Library Services, the Norfolk Southern Foundation, the Otto W. Lehmann Foundation, and the National Oceanic and Atmospheric Administration of the United States Department of Commerce.

Government support for the Listen To Your Lakes efforts is provided by the Environmental Protection Agency Great Lakes National Program Offi ce, The Illinois-Indiana Sea Grant, the Michigan Sea Grant, the Wisconsin Sea Grant, The International Joint Commission, the Great Lakes Commission, the Council of Great Lakes Governors, the Great Lakes and St. Lawrence Cities Initiative, and the Great Lakes Fishery Commission.

Healing Our Waters is a partner working toward the same efforts in policy and legislation as Listen To Your Lakes. Healing Our Waters is a coalition of more than 90 organizations in the Great Lakes area who aim to protect the Great Lakes.

The Alliance for the Great Lakes also works to conserve fresh water through policy, awareness and education.

Freshwater Future, based in Michigan, builds effective community-based citizen action to protect and restore the water quality of the Great Lakes basin. It works with over 1,800 grassroots watershed groups and individuals to achieve its mission.

Other groups also contributing time and efforts to preserve the Great Lakes include, the Illinois Environmental Protection Agency, Great Lakes Forever, Great Lakes United, the Great Lakes Natural Resource Center of the National Wildlife Federation, The Nature Conservancy, and the Adopt-a-Beach program.

Listen To Your Lakes considers other Great Lakes conservation organizations as partners, not competitors. Some of the larger organizations are listed below.

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Media Scan

Methodology

This media scan includes coverage of Great Lakes issues and Great Lakes conservation organizations after October 1, 2009. Partner organizations included in the search are Alliance for the Great Lakes, Freshwater Future, The Nature Conservancy, Great Lakes Forever, and Great Lakes United. These organizations were chosen based on their similar size and mission as compared to Listen to Your Lakes (so as to create a benchmark). Coverage of Listen to Your Lakes extends back to 2005.

Local Media

Chicago is the third largest city in the United States and thus controls the third largest media market. While Chicago media has been receptive to Great Lakes issues, including water conservation and the Asian carp situation, there is very little information in the media about the Listen to Your Lakes program. In fact, there was no media mention of Listen to Your Lakes within a simple Google search. Chicago suburbs are looking to tap into the Lake Michigan water supply. Maintaining quality drinking water is becoming a recognizable issue throughout the state of Illinois, in addition to other Great Lakes states. To combat this issue, media are publishing tips on how to conserve water. The Asian carp invasion has been the issue most covered as the public began to discover how quickly the carp are approaching Lake Michigan as well as the impact this invasion would be on the lake’s ecosystem.

National Media

In the national news, the overarching theme surrounding the Great Lakes is President Obama’s $2.2 billion pledge to fi ght the Asian carp invasion and clean up pollution in the Great Lakes. The Environmental Protection Agency (EPA) has also been a big part of this federal effort. The media’s (and the public’s) biggest concern has been around the controversy of what to do to combat the Asian carp invasion. Other states throughout the nation are also looking to tap into the Great Lakes as their source of fresh water, another national media hot topic.

Please refer to Appendix A for an annotated bibliography of articles included in the media scan. (page 38-43)

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Our partners in the news

Alliance for the Great LakesUsing subscription news clipping service Meltwater News, we found that Alliance for the Great Lakes has been mentioned or referenced as an expert in more than 970 unique articles nation-wide since October 2009. Clearly this organization is considered a leading expert on Great Lakes issues.

Freshwater FutureNo articles could be found containing information on or in reference to Freshwater Future.

The Nature ConservancyThe Nature Conservancy is a nation-wide, all-encompassing environmental organization, and is mentioned in over 7,000 articles regarding various topics since October 2009.

Great Lakes ForeverNo articles could be found containing information on or in reference to Great Lakes Forever.

Great Lakes UnitedBased on media coverage, Great Lakes United appears to be the leading expert on Great Lakes conservation concerns in Canada. Since October 2009, Great Lakes United has had over 320 global media hits.

Please refer to Appendix B for a listing of articles related to these organizations. (page 44)

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s.w.o.t. analysis

strengths

Ww

e ak nesses

following national disasters (i.e. earthquake in Haiti)

Oopp or tun iti e

s

federal plan of action in February. Tthr ea t s

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Tool: Survey Monkey

Results: Our 15-question survey yielded 64 responses

Demographics:

Listen to Your Lakes/Great Lakes Conservation Awareness:

quality problems.

were indifferent.

competing organizations listed.

Hobbies:

beach, skiing, etc.)

Social Media:

primary research

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Prim

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Tool: Phone Interview with Chicago Public School teacher

Margie LeiserCPS School: John L. Marsh Elementary School2nd Grade and 4th Grade Science Teacher

For insight into the effectiveness of the current Shedd education program, Shedd Navigators, and to determine how Listen to Your Lakes could get involved, we talked to Margie Leiser, a science teacher at John L. Marsh Elementary School. According to the interview, the Shedd Navigators program went along very well with the science curriculum, and provided the students with lessons they could apply to everyday life. The Shedd also provided materials for before and after the lessons that the teachers found particularly helpful. The fi eld trips to the Shedd seemed to be an effective tool in the children’s education as well. However, it was brought to our attention that the program lacked consistency in classroom visits. It was also noted that the program may be better suited for the upper grades since the younger kids didn’t seem to recognize the lessons apart from the games and exciting activities going on. Another suggestion was for the program be implemented as a compliment to the land and water units in the social studies curriculum.

See Appendix D for full interview. (page 56)

Involvement:

environmental organizations as one of their donations.

as their donation.

never occurred to me to belong to an environmental organization.” Others mentioned that joining an environmental organization is just not a priority for them, or that they have not found one that interested them. Interestingly, a few said they do not belong because no one ever asked them to join.

Refer to Appendix C for full survey and results. (page 45-55)

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secondary research

Target Market Research:

Tool: Simmons and Mediamark

likely to participate in outdoor activities than childless women their age. This suggests that women with children have less time to devote to their chosen causes.

mothers are still receptive to messages regarding conservation, but may not feel they have the time to act.

Aquarium, which drew 1.9 million visitors in 2009.

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target audience

Mothers aged 25-54 and their children.

Target Profile: Karen Anderson

Karen Anderson is a 35-year-old mom with a husband and two children, ages fi ve and seven. She graduated from DePaul University with a degree in Marketing, and held a Marketing Manager position for a Chicago Entertainment Company for six years.

The family moved from the city to the nearby suburb of River Forest shortly after their fi rst son was born. However, they still enjoy spending time downtown just a short train ride away. After the birth of her second child, Karen decided to quit her job and become a full-time mom.

Karen’s husband James works as the Director of Business Development for a successful construction company in the city. His large and stable income allows Karen to stay at home to raise her kids and still afford many luxuries.

While her children are at school, Karen spends her time doing domestic duties around the house, but she also volunteers her time at a local healthcare charity. She fi nds activities like recycling and volunteering fulfi lling, but she doesn’t necessarily have a lot of extra time to devote to things other than her family.

Karen prides herself in being on top of the latest trends. She subscribes to several different e-newsletters, and she has subscriptions to many Chicago magazines for information on trends and fun things to do. She also makes sure she renews her membership to the Lincoln Park Zoo each year since it is a family favorite.

Karen doesn’t mind spending the extra money to shop at natural food stores like Whole Foods and Trader Joe’s because she knows that this is best for her family. She loves the fact that her friends look to her for advice and new information, and she would consider herself an infl uencer of opinions.

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the campaign

Mission: To connect people to the living world, inspiring them to make a difference.

Goal: Establish the Shedd Aquarium’s Listen to Your Lakes program as a thought leader on Great Lakes issues and brand LIVE BLUE as an easy lifestyle choice among members of our target audience.

Objective: Increase overall awareness and impressions in our target market by 10%.

Through the Listen to Your Lakes LIVE BLUE campaign we expect to increase overall impressions from 100,000 to 110,000

campaign.

Message: LIVE BLUE

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the campaignPositioning

PRODUCT BOTTOM LINE

TARGET BOTTOM LINE

Creating an environmentally conscious lifestyle

Hardworking moms with a need for convenience and a passion for knowledge

CONNECTION

LIVE BLUE

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strategy #1

Enact a year long advertising campaign

Tactic 1: Place Listen to Your Lakes ads in Chicago Parent and Chicago Home & Garden magazines for six months out of the year.

makers of their households, and use ads in the magazine to make purchase decisions. Readers generally spend more than 30 minutes with each issue of Chicago Parent.

The ads will focus on how busy women, like mothers, can LIVE BLUE all year.

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Tactic 3: Advertise on the parents’ section of www.scholastic.com.

Scholastic.com an interactive educational website for teachers, parents and children. It is one of the top three websites most visited by mothers between the ages of 25 and 54, according to an article on BizReport.com. The article also notes that mothers are loyal to their favorite kid-friendly sites. The Scholastic site has 30 million page views per month, 2.2 million unique visitors per month, and has an ActGreen section of the website. Using the site’s geolocation capabilities, we decided to target anyone accessing the site within a 50-mile radius of Chicago. The ads will link to the Listen to Your Lakes website. We budgeted for one million views throughout the year, which, using the 200:1 ratio, should lead to 5,000 clicks to the website.

Evaluation: Click-through rate using Scholastic’s measurement tool.

For each advertisement and general branding execution, please see Appendix E. (page 57-59)

Tactic 2: Advertise on half the shopping carts of six Chicagoland Whole Foods locations for twelve months out of the year.

The average grocery store has between 15,000 to 30,000 customers per week. The average customer visits the grocery store 2-3 times per week, with each visit averaging between 45 to 60 minutes. The primary household purchasers are women ages 25 to 54. This method of advertising guarantees that women, especially women ages 25 to 54 with an environmentally conscience lifestyle (since they choose Whole Foods over a supermarket) will encounter the Listen to Your Lakes brand, and the LIVE BLUE message on a weekly basis.

Evaluation: Increase in website hits using Google analytics.

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Enact a a year long advertising cam

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Strategy #2

Generate Listen to Your Lakes brand presence at the Shedd Aquarium

Tactic 1: Include Listen to Your Lakes brochures in the atrium of the Shedd Aquarium.

As nearly half of our target demographic members visit an aquarium each year, Listen to Your Lakes should create a stronger brand presence inside the aquarium.

Create a brochure introducing Listen to Your Lakes and providing facts on how to LIVE BLUE. Explain which exhibits in the museum relate to the organization. Direct traffi c to the website and to social media platforms. Also include information on how to become a member.

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Tactic 3: Place Listen to Your Lakes sidewalk stickers on the front steps of the Shedd Aquarium and on Shedd sidewalk property.

There will be various designs, either featuring just the Listen to Your Lakes logo or a tip on how to LIVE BLUE on each of these stickers. We will have just over 500 stickers, so aquarium attendees should pass nu-merous stickers on their way into the museum during the summer months.

Evaluation (for all Shedd branding tactics): Number of brochures taken at the Shedd, number of people who sign up to become a member, number of people who visit the Shedd and see the sidewalk stickers, and increase in website hits using Google Analytics.

For brochure and sidewalk stickers, refer to Appendix F. (page 60-62)

Generate Listen to Your Lakes brand presence at the Shedd A

quarium

Tactic 2: Develop Listen to Your Lakes signage on relevant exhibits.

In correlation to the brochure, we suggest to put prominent Listen to Your Lakes signs on relevant exhibits at the Shedd, i.e. Asian Carp, that provide information about the pertinent Great Lakes issues.

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strategy #3

Tactic 1: Panel of Experts

In order to gain credibility and to become more visible in Chicago and the Midwest, Listen to Your Lakes will form a panel of Great Lakes experts. These experts will be references for the media when Great Lakes issues are being discussed. The panel is comprised of researchers and professors from multiple universities who are experts in their fi elds of study. This panel will be mutually benefi cial for both Listen to Your Lakes and the experts. The experts will be published and interviewed in prominent publications as the go-to sources on important issues. Listen to Your Lakes will also benefi t as the brand will appear in the article. We will pitch relevant newspapers, magazines and internet sources about the formation of the panel, so they are aware of the new source of information. We will use traditional e-mailed news releases and PitchEngine. Evaluation: Track mentions of Listen to Your Lakes in the media using Google Alerts. See Appendix G for full list of possible panel members. (page 63-64)

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Tactic 1: Membership Program

We would like to create a tiered membership program over the course of three years. Within the fi rst year we will gain 100 members, and by the third year, 500 members. This membership program would be free to anyone interested in learning more about Great Lakes habitats, water quality, invasive species and water loss, as well as how to LIVE BLUE.

In the fi rst year, H2O suggests creating an email and phone number database to improve awareness of Great Lakes issues. The goal is to gain 100 members during this fi rst year. In order to recruit, we will place brochures at the Shedd Aquarium, invite Chicago area residents to join through a direct mailing to current Shedd Aquarium season ticket holders, solicit members at all events, and provide incentives for current members to recruit new members. We would also draw people to the membership program page on the Listen to Your Lakes website through social media such as Twitter, Facebook and our blog: Water Blogged.

In order to communicate with these members about our upcoming events, volunteer opportunities or Great Lakes awareness issues, we will create an e-newsletter to be sent once per month using MailChimp, a free subscription service for creating and distributing HTML emails. We also suggest sending SMS texts about upcoming events and LIVE BLUE tips using Textmarks.com, an inexpensive messaging service.

The membership program would develop in the second year by creating a volunteer group. In the third year, we would like key volunteers to emerge from the volunteer group in order to create a committee to lead Listen to Your Lakes awareness events and volunteer opportunities. This committee would help to alleviate the workload of the Shedd Listen to Your Lakes employees.

Evaluation: Number of members enlisted. Track e-newsletter statistics using Google Analytics.

See Appendix H for direct mail and e-newsletter examples. (page 65-66)

strategy #4Begin to develop a group of supporters who actively participate in events, visit our website and share information

about Listen to Your Lakes 23

Tactic 1: Educational Program with Shedd Navigators

Listen to Your Lakes will add lessons on water conservation to the pre-existing Shedd Navigators program, as part of a four-unit curriculum including water quality, water quantity, invasive species and habitat loss. The program will be based around the 5th grade science curriculum at John L. Marsh Elementary School, who has previously worked with the Shedd Navigators program. Assuming the program is successful, it would be initiated throughout several CPS schools in the coming years. After an initial orientation to introduce the students and teachers to the program, Great Lakes panel experts or Shedd employees will make classroom visits once per week. Throughout the year, the students will take one fi eld trip to the Shedd Aquarium and one fi eld trip to the beach of Lake Michigan. The program will also include an art competition that will involve Shedd Aquarium visitors as judges, and a fi nal essay competition that will result in a grand prize schooner trip for one student on the Denis Sullivan. Through this program we hope to gain awareness through several different outlets as well as provide promotion and coverage for some of our partner organizations.

Evaluation: The John L. Marsh Elementary School 5th grade class has around 60 students. We will expect more than 180 impressions through this program including: the students, their parents/guardians, close relatives and the teachers/administrators at the school. Since the program will include blog features and tweets, we would suggest using GoogleAnalytics to track comments and link hits. Two news releases will be sent out during this program, and we will track coverage using Google Alerts.

See Appendix I for educational handouts. (page 67)

strategy #5

Encourage local youth and their families to promote safe water practices Reach our target audience through their elementary-school children

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strategy #5

Encourage local youth and their fam

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ater practicesR

each our target audience through their elementary-school children

Tactic 2: “Shovels of Fun” Sandcastle Competition

Listen to Your Lakes will host a sandcastle competition called “Shovels of Fun” Saturday, August 20th. This event will be free and open to the public, with registration starting at 10 a.m., the competition beginning at 11 and lasting an hour. At the registration booth, we will give away Listen to Your Lakes beach towels and sand shovels & pails. The event will feature a DJ from KISSFM. The sandcastles will stay up for an hour while passers-by place votes. The winner of the competition will receive a yearly membership to the Shedd, while 2nd and 3rd place winners will receive a family four-pack of day passes. Spectators will be able to take a look at all of the sandcastles for the rest of the afternoon, while the Listen to Your Lakes street team hands out informational fl yers and answers questions. We will also hand out small handbills, each with a different LIVE BLUE tip. On the back, they will ask people to share how they LIVE BLUE on Twitter using the #liveblue hashtag or on our Facebook page.

We will advertise for the event in the June edition of Chicago Parent. We will also send out traditional and PitchEngine releases before and after the event, the post-event release containing video footage. We will also send media alerts to Chicago television stations.

Evaluation: Number of towels and sand shovels & pails given away. Increase in website hits using Google Analytics. Increase in #liveblue use using Twitter Grader. Second and 3rd party event coverage through traditional and social media using Google Alerts.

See Appendix J for the “Shovels of Fun” magazine advertisement. (page 68)

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strategy #6

Tactic 1: LIVE BLUE Gardening Event

We will partner with a Home Depot in Evanston, IL to host an informational event about water conservation while gardening on Sunday, May 1, a week before Mother’s Day, and kick-off to the gardening season. The location is based on its proximity to the lake and the large presence of our target demographic in the area. An expert will then lead mothers in a gardening activity with individual terra cotta pots from Home Depot. Hidden inside two of these pots will be a Listen to Your Lakes keychain indicating that they have won a rain barrel for water recycling from Home Depot. Should the mothers bring children to the event, we will have small terra cotta pots that the children can paint for their mothers. All mothers will receive a tote bag with Listen to Your Lakes branded gardening tools. We will have a table set up with information about Listen to Your Lakes, including the membership program, and will collect e-mail addresses from attendees. We will also hand out small handbills, each with a different LIVE BLUE tip. On the back, they will ask people to share how they LIVE BLUE on Twitter using the #liveblue hashtag or on our Facebook page. We expect 150 attendees.

We will advertise this event in the April editions of Chicago Parent and Chicago Home & Garden, and with banners in the Evanston and Deerfi eld Home Depot locations. We will also buy advertisements in all Chicago-land Pioneer Press weekly community newspapers for the four weeks preceding the event. We will also send direct mail invitations to people who are already members of Listen to Your Lakes, and to Shedd Aquarium season ticket holders that reside in the North Shore suburbs surrounding Evanston. We will also send traditional and PitchEngine news releases to relevant newspapers, magazines and Internet sources preceding the event and as a post-event story. One week after the event we will e-mail the mothers to wish them a Happy Mother’s Day and thank them for attending.

Evaluation: Number of attendees. Number of new members joined since event. Use Google Analytics to track increase in website hits, and to track the reception of our post-event e-mail. Track 2nd and 3rd party event coverage through traditional and social media using Google Alerts.

See Appendix K for invitation, magazine advertisement, in-store banners and event handouts. (page 69-71)

Live events throughout the year

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Live events throughout the year

Tactic 2: LIVE BLUE Cooking Event

We will partner with the Whole Foods in River Forest, IL to host an informational event on Sunday, November 7. The event will focus on water conservation while preparing and cooking meals, perfect practice for the holiday season. We chose the Whole Foods in River Forest, IL because it is located near the city of Chicago, and has a large population of mothers in our target audience. Also, people who shop at Whole Foods are concerned about the environment, and would likely be interested in this topic.

At the event, a Whole Food chef and a Great Lakes panel expert will discuss LIVE BLUE cooking tips, such as defrosting food in the refrigerator instead of running it under water. Sustainable freshwater fi sh will also be discussed. Then Whole Foods chefs will have a cooking demonstration using Thanksgiving recipes. Should mothers bring children to the event, there will be a make-your-own pizza station for them. Attendees will be entered to win a Whole Foods gift certifi cate in the amount of $100 or an EnergyStar certifi ed dishwasher. The mothers will each be given a Listen to Your Lakes tote gift bag including water-saving cooking tips, Whole Foods recipes for Thanksgiving, Brita faucet attachments and Listen to Your Lakes cooking timers. We will have a table set up with information about Listen to Your Lakes, including the membership program, and will collect e-mail addresses from attendees. We will also hand out small bills, each with a different LIVE BLUE tip. On the back, they will ask people to share how they LIVE BLUE on Twitter using the #liveblue hashtag or on our Facebook page. We expect 150 attendees.

We will advertise the event in the October editions of Chicago Parent and Chicago Home & Garden, and with banners in the River Forest and Hinsdale Whole Foods locations. We will also buy advertisements in all Chicago-land Pioneer Press weekly community newspapers for the three weeks preceding the event. We will also send direct mail invitations to people who are already members of Listen to Your Lakes, and to Shedd Aquarium season ticket holders that reside in the western suburbs surrounding River Forest. We will also send traditional and PitchEngine news releases to relevant newspapers, magazines and Internet sources preceding and after the event.

One week after the event, we will contact the attendees via email to wish them a Happy Thanksgiving, invite them to become a member of Listen to Your Lakes and thank them for attending the event.

See Appendix L for cooking event invitation, event handouts, magazine advertisement and in-store banners. (page 72-74)

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6Tactic 3: LIVE at Buckingham Fountain

We will partner with the Chicago Park District to turn off Buckingham Fountain from noon to 8 p.m. on Saturday, June 19. Buckingham Fountain is one of Chicago’s biggest tourist attractions in the summer, and also holds 1.5 million gallons of water. While the fountain is off, a street team will distribute promotional materials, like stainless steel water bottles with the LIVE BLUE logo and website. We will also hand out small cards, each with a different LIVE BLUE tip. On the back, they will ask people to share how they LIVE BLUE on Twitter using the #liveblue hashtag or on our Facebook page.

At around 6 p.m. an accredited Blues Brothers impersonation band will take the stage and the fountain will be turned on. They will play until 8 p.m. The Blues Brothers are a Chicago institution, and also a clever play on the LIVE BLUE theme. This event will be family friendly (which is why the event does not run too late into the evening), but also is geared toward a more general awareness of Listen to Your Lakes, since it kicks off the summer season.

We will advertise for the event in the Friday “Weekend” section of the Chicago Tribune, and for one month on four billboards on each of the major expressways leading into the city. We will send traditional and PitchEngine news releases to event calendars, relevant newspapers and Internet sources before and after the event. We will take video of the Blues Brothers for our blog and website, and put it on a post event PitchEngine release. We will also send media alerts to Chicago television stations.

Evaluation: Number of water bottles given away. Increase in website hits using Google Analytics. Increase in use of #liveblue hashtag.

See Appendix M for #liveblue handouts, billboard and newspaper advertisements, a sample news release, LIVE at Buckingham Fountain event sign. (page 75-79)

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28

strategy #7

Online and New Media

Tactic 1: Update www.listentoyourlakes.org

H2O would like to hire a developer to update the current Listen to Your Lakes site and create a mobile site. The new site will refl ect the Shedd brand more strongly. It will also be more interactive, encouraging people to stay on the site. It will include LIVE BLUE tips, upcoming events, community stories, pictures, games, activity ideas and links to our blog, Facebook and Twitter pages. We will also include a Press Room with digital copies of our fact sheet and the LIVE BLUE fact sheet, and high-resolution images and HD-quality video. We will also include information about our Great Lakes panel of experts. People can sign up on the site to become a member, which means they get our e-newsletter, Living Blue, and invitations to all of our events. The website will be mobile-friendly.

Evaluation:Google Analytics. Google Analytics will also be used to monitor how people arrived to the page, how long they stayed and what content they look at. The content of the website will be constantly updated and will be determined by what people are spending time with.

See Appendix N for website materials, including Press Room materials. (page 80-84)

29

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Tactic 3: Facebook Fan Page

We will hire a developer to assist in customizing a Facebook fan page with custom tabs. Facebook content will directly correlate with events and also include supplemental content (i.e. LIVE BLUE tips and Great Lakes news articles or articles about Listen to Your Lakes) to keep people engaged. We will create event pages. We will post video after each event. We will also have giveaways. Surrounding the gardening and cooking events and the sandcastle competition, we will ask moms to post how they are LIVING BLUE that season, and one lucky winner will receive a gardening kit, Whole Foods gift card or a sandcastle kit, all with our branding. We will also hold monthly trivia questions about water conservation, and the winner will receive two free tickets to the Shedd. Our widget will also appear on our Facebook page in one of the custom tabs.

Evaluation: Track visitors and link click-through rates, demographics, comments and “likes” using Facebook Insights. Acquire 500 fans during the fi rst year, and by May expect participation (comments or likes) on at

Tactic 2: Website widget and Smartphone application.

A developer will create a BLUEprint widget for the Listen To Your Lakes website, that will also be available for download as a smart phone application. The widget will allow website visitors to type in information about daily water habits (i.e. shower time), and get calculated measurements of their daily water usage. Once they receive this calculated information, tips will appear on how to reduce your BLUEprint.

Evaluation: Number of downloads and Apple store rating.

L2YL- Live Blue

30

stra

teg

y #7

Online and New

Media

Tactic 4: Twitter Account

We will create a Twitter account in January called @Listen2UrLakes, and create a #liveblue hashtag. The Shedd Twitter account can announce the new Listen to Your Lakes account in order to transfer some of its 900+ followers. We would advise sending one tip on how to LIVE BLUE every weekday. Additional and frequent tweets would be about our Facebook giveaways and upcoming events, including images and videos.

Evaluation: Use HootSuite to measure clicks on links, number of followers, use of the hashtag. Acquire 500 Twitter followers during the fi rst year, and reach an interaction of 5 mentions, re-tweets, messages or use of the hashtag daily. After each event, measure the increase in use of the #liveblue hashtag to share how they conserved water, mentions, re-tweets and messages. Use Twitter Grader to determine infl uence.

Tactic 5: WaterBlogged

We suggest to update the blog more frequently, and rename it “WaterBlogged.” A blogging schedule would also be created where our Great Lakes expert panel can take turns posting, in addition to Shedd Aquarium personnel. H2O thinks it would be benefi cial to give writers their own accounts so posts show up as tagged by author, and visitors can click a link to read all posts by certain authors. New posts should go up every day from Earth Day (April 22) to the end of August, and weekly throughout the rest of the year. Elementary school children in the Shedd Navigators program can submit thoughts to include in blog posts, and teachers can participate as well. Adding a “share” button to the site so visitors can Tweet articles or share them on Facebook is another creative idea. In addition, WaterBlogged would allow for an RSS feed subscription and a new post subscription by e-mail (Wordpress allows both of these features).

Evaluation: Get 50 blog subscribers by the end of the fi rst year, and an average of 100 views per post. Track readership, click-through rates, referrers, and tag backs on other blogs using WordPress statistics, and “shares” using the AddThis button.

See Appendix O for Facebook, Twitter, and WaterBlogged samples. (page 85-87) 31

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Advertising Cost: $130,249.69

Public Relation Cost: $94,740.74

In our efforts to create an action-based campaign, H20 decided to spend more money on events, promotions, and social media rather than focusing on traditional advertising.

of the solar system. Sadly, nineteen trillion gallons of waste enter the world’s water supply annually. Why then do we call our eco-initiatives “going green”?

Our LIVE BLUE campaign will raise awareness about threats to water conservation, and will demonstrate to busy moms in our target demographic that it is easy, and necessary, to make small, water-friendly changes every day. Our events, education program, website and social media platforms will increase brand interaction among mothers and their children. Our BLUEprint application and mobile-friendly website will reach busy mothers on the go. When moms head to Whole Foods, they will encounter Listen to Your Lakes on their shopping carts. When they head to Scholastic.com to fi nd parenting information or games for their kids, they will fi nd us headlining the page.

Mothers are household decision-makers, opinion leaders among their friends and in their families and workplace. Once Listen to Your Lakes reaches moms, it reaches children, partners, teachers and the community at large. This campaign will meet the

household phrase in the Chicago-land area.

Conclusion

eco-initiatives “going green”?

Our LIVE BLUE campaign will raise awareness about threats to water conservation, and will demonstrate to busy moms in our target demographic that it is easy, and necessary, to make small, water-friendly changes every day. Our events, education program, website and social media platforms will increase brand interaction among mothers and their children. Our BLUEprint application and mobile-friendly website will reach busy mothers on the go. When moms head to Whole Foods, they will encounter Listen to Your Lakes on their shopping carts. When they head to Scholastic.com to fi nd parenting information or games for their kids, they will fi nd us headlining the page.

Mothers are household decision-makers, opinion leaders among their friends and in their families and workplace. Once Listen to Your Lakes reaches moms, it reaches children, partners, teachers and the community at large. This campaign will meet the

household phrase in the Chicago-land area.

36

So, why LIVE BLUE?

Appendix

Appendix AAppendix BAppendix CAppendix DAppendix EAppendix FAppendix GAppendix HAppendix IAppendix JAppendix KAppendix LAppendix MAppendix NAppendix O

page 38-43page 44page 45-55page 56page 57-59page 60-62page 63-64page 65-66page 67page 68page 69-71page 72-74page 75-79page 80-84page 85-87

37

Appendix A: Media Scan Annotated BibliographyAssociated Press. (2010, February 8). USA Today. U.S. commits millions to halt asian carp. Retrieved from http://www.usatoday.com/news/washington/2010-02-08-asian-carp_N.htm.

This article concerns the water gates in Chicago and the Obama Administration’s future plans for the Great Lakes. The administration’s plan to keep invasive species out of the Great Lakes includes a $78.5 million budget and a 25 action plan to prevent the species from further entrance. The strategy includes to change the navigational structures near the gates of Chicago by April 30th and build a third electrical barrier in the Sanitary and Ship Canal. It also explains the overruling of Michigan’s request to keep the gates of Chicago closed and locked.

Associated Press. (2010, February 21). Federal Officials Unveil Blueprint for Great Lakes. New York Times.

The Obama administration has developed a five-year blueprint for the Great Lakes, a sprawling ecosystem plagued by toxic contamination, shrinking wildlife habitat and invasive species. The plan envisions spending more than $2.2 billion for long-awaited repairs after a century of damage to the lakes, which hold 20 percent of the world’s freshwater. Among the goals is taking a “zero-tolerance policy” toward future invasions by foreign species, including the Asian carp, a ravenous fish that has overrun parts of the Mississippi River system and is threatening to enter Lake Michigan.Others include cleaning up the region’s most heavily polluted sites, restoring wetlands and other crucial habitat, and improving water quality in shallow areas, where runoff from cities and farms has led to unsightly algae blooms and beach closings.

Belkin, D. (2010, February 8). U.S. Unveils Plan to Keep Asian Carp Out of Great Lakes. Retrieved from http://online.wsj.com.

Federal officials on Monday decided upon a $78.5 million plan of action to prevent Asian carp from entering the Great Lakes. Among the tactics will be opening navigational locks in Illinois waterways less frequently, and conducting more aggressive searches for Asian carp. The plan also calls for increased testing to monitor the fish and research focusing on how to stop them from reproducing. This is in addition to the electric barrier 20 miles from Lake Michigan that was supposed to stop fish from invading the lake, but was proven ineffective when genetic material from the fish was found in the lake last month. They acknowledged that the fish can quickly displace native species and could hinder the $7 billion recreational fishing industry. This issue is now nationally recognized, and has pitted environmental groups and recreational fishers against commercial shippers. Currently Michigan hopes to sue Illinois to force them to shut all navigational locks leading to Lake Michigan. Also, Michigan, Minnesota, Wisconsin, New York and Pennsylvania are suing to separate the man-made connection between the Great Lakes and Mississippi water basins. A spokesman for the Natural Resources Defense Council says that the federal proposal lacks timelines, and doesn’t articulate a clear and successful plan. Since Listen to Your Lakes tries to remain politically neutral, they would likely not become involved in this controversy, instead choosing to educate the public about the dangers of Asian carp, and continuing to focus on other issues plaguing the Great Lakes that the public can personally prevent.

38

Appendix A: Media Scan Annotated BibliographyCauchon, D. (2006, December 10). USA Today. Great Lakes compact at the center of great debate. Retrieved from http://www.usatoday.com/news/nation/2006-12-10-great-lakes-debate_x.htm.

This article is about the Great Lakes Water Resources Compact that was signed in Dec. of 2005. It discusses how the compact has been affecting even the most unlikely areas near the Great Lakes. It explains how even smaller cities like New Berlin, Wis. are impacted by the continuing issues with Great Lakes water quality. The article quotes many experts from organizations like the Ohio Department of Natural Resources, the Council of Great Lakes Industry and the Alliance for the Great Lakes. It once again highlights the fact that Listen to Your Lakes could be an impactful, more local expert on Great Lakes issues.

Channick, Robert.(2010, February 3). Saving water a tough sell in a city by the lake. Chicago Tribune. Retrieved from http://www.chicagotribune.com/news/local/chicago/ct-x-c-0203-chicago-water-20100201,0,7597481.story.

As Cook County’s demand for water rises, it is crucial for Chicagoans to take small steps toward water conservation. Chicago is now looking for ways to conserve water as a result of a future water needs report for northeast Illinois. One of the water conservation initiatives is a four week training program aimed at developing grass-roots environmental leaders called the Chicago Conservation Corps. Some program graduates have been holding neighborhood workshops to try and educate the public on the small steps they can take toward water conservation in Chicago. This article outlines the steps that Chicago is taking toward water conservation, and gives us an idea of the people involved in these efforts.

Davey, M. (2010, January 2). New York Times. Fight Against Asian Carp Threatens Fragile Great Lakes Unity. Retrieved from http://www.nytimes.com/2010/01/03/science/earth/03states.html.

This article is about an ongoing conflict between the State of Michigan and the State of Illinois over how to stop Asian Carp from invading Lake Michigan. In 2008, the eight states that touched the Great Lakes secured a compact that halts the diversion of water from the Great Lakes unless all of the states agree. As Great Lakes advocates called on leaders to close the locks in the waterway system, representatives of Mike Cox, the attorney general of Michigan, reached out to leaders in Illinois with no response. The State of Michigan has decided to sue the State of Illinois, which would reopen a Supreme Court case from the 1920’s. Illinois leaders are left in an awkward position, because although they don’t want Asian carp taking over Lake Michigan, they are concerned about what closing the waterways would do to Chicago’s prosperous barge industry.

39

Appendix A: Media Scan Annotated BibliographyEgan, D. (2010, February 7). Carp talks may miss bigger lake challenge. Milwaukee Journal Sentinal. Retrieved from http://www.jsonline.com/news/wisconsin/83779317.html.

The governors who called the Asian Carp Summit at the White House wanted to make sure that the Obama administration understands the larger issue surrounding the invasive species in the Great Lakes, not just the Asian Carp. There are at least 185 invasive species living in the Great Lakes, and at least 57 of the species have come from ballast water. In his 2008 campaign, President Obama promised to make the Great Lakes invasive species a priority and pledged billions of dollars for restoration, but it is unsure how this will play out. The article then goes on to give a lot of details about the Asian Carp species and how it will specifically impact the Great Lakes. It also contains information about the pros and cons of the barrier to try and help keep the Carp out of Lake Michigan. Flesher, J. (2010, February 1). Obama seeks $300 million for Great Lakes cleanup. ABC News.Retrieved from http://abcnews.go.com/Business/wirestory?id=9721439&page=1.

President Obama’s latest budget allocates $300 million to fix up the Great Lakes by cleansing harbors and making other repairs. Last year, the budget allocated $475 million for this purpose. The decrease can be attributed to the pressure put on the government to cut back on spending. The overall plan was created in 2005 by government officials, scientists and advocates. The plan calls for spending $20 billion in the long run to protect the Great Lakes region from invasive species, habitat loss and water quality. While some are glad to see Obama pledging to help the Great Lakes, many activists are not pleased, as he pledged to spend $5 billion on the issue throughout his term. However, Obama has asked for more money concerning this issue than any other past president, which leaves many activists optimistic. Overall, this is a good article to understand more about how the government is getting involved with the issues and how activists are responding to their efforts.

Flesher, J. (2010, February 11). USA Today. Feds pass on surest solution to Asian carp advance. Retrieved from http://www.usatoday.com/tech/science/environment/2010-02-11-carp-great-lakes_N.htm.

This article is about the $78.5 million campaign the federal government has created to “combat” the Asian carp issue in the Great Lakes. In this article, too, experts from the Alliance for the Great Lakes are quoted on how this solution is merely a short-term ineffective strategy to solving the problem. It also outlines how the government continues to shoot down any efforts to close the waterways that would make the invasion all that much easier for the carp. It is one of many articles surrounding the issue of simply what to do about this unwanted species invasion.

40

Appendix A: Media Scan Annotated BibliographyHawthorne, M. (2009, July 14). Chicago water: In public reports, city silent over sex hormones and painkillers found in treated drinking water. Chicago Tribune. Retrieved from http://www.chicagotribune.com/health/chi-water-testing-14-jul14,0,4303601.story.

This article is basically about how certain pharmaceutical chemicals were found in Lake Michigan drinking water, including sex hormones, painkillers and anticholesterol drugs. These chemicals aren’t including on the list of chemicals found in drinking water that need to be reported to the public though, so Mayor Daley is technically correct in stating that Chicagoans are drinking pure, fresh water. Many disagree with this statement though and feel as though changes need to be made in the water purification process. Water officials argue that not enough is known and no pattern has been detected that is serious enough to revamp the entire water purification process.

Heath, B. (2010, February 22). USA Today. EPA plans to spend $2.2B to protect Great Lakes. Retrieved from http://www.usatoday.com/news/nation/environment/2010-02-21-great-lakes-asian-carp_N.htm.

This article says that the federal government is going to spend 2.2 billion dollars to clean up pollution in the Great Lakes, and halt the spread of invasive species. Since the EPA is an environmental organization that is a partner/competitor for Listen To Your Lakes, this article can be used to compare EPA efforts as well as government efforts to Listen To Your Lakes initiatives.

Kellman, S. (2010, February 09). Obama administration pledges $78.5 million to fight asian carp; great lakes governors want more than cash. Retrieved from http://www.circleofblue.org/waternews/2010/world/north-america/obama-administration-pledges-78-5- million-to-fight-asian-carp-great-lakes-governors-want-more-than-cash/.

After a “carp summit” Monday, Governor Jennifer Granholm declared her disappointment with the Obama administration’s plans to protect the Great Lakes from Asian carp. Granholm believes that these plans are not sustainable, and the plan only limits damages without solving the problem at hand. While Michigan officials and other Midwest state representatives call for immediate closure of Chicago locks, the Obama administration has opposed the act. Instead, the locks will be closed more often, and the water around them will be treated with poison to kill nearby carp before entering Lake Michigan. of years have given the state some wiggle room. Illinois officials say the state has a legal right to use the water as long as it is in the 2.1 billion gallon cap.

41

Appendix A: Media Scan Annotated BibliographyLong, J. (2010, January 14). 10 Lake County suburbs look to tap into Lake Michigan water. Chicago Tribune. Retrieved from http://www.chicagotribune.com/news/chi-lake-michigan-water-warsjan14,0,264777.story.

Approximately 10 Chicago suburbs are looking to tap into the natural resources of Lake Michigan. Because groundwater supplies are drying up and thus more susceptible to contamination, communities are looking to the largest freshwater in the area for help. This application could spur conflict though, since other states face much more strict barriers to the use of Great Lakes water. Although the final decision is still years away, preliminary hearings are scheduled to begin in January. The applicants looking to utilize the water are the western parts of Lake County including Antioch, Fox Lake, Fox Lake Hills, Grandwood Park, Lake Villa, Lake Zurich, Lindenhurst, Long Grove, Volo and Wauconda. Under a 1967 U.S. Supreme Court decree, Illinois can remove up to 2.1 billion gallons of water per day from the lake, but efforts over the past couple of years have given the state some wiggle room. Illinois officials say the state has a legal right to use the water as long as it is in the 2.1 billion gallon cap.

Long, J. (2010, February 3). The Value of Water. Chicago Tribune.

The Regional Water Supply Planning Group has issued a report that urges aggressive water conservation to make sure that there is enough water to last for the coming decades. It warns that Lake Michigan is not an endless supply, because it is all accounted for under rules decreed by the Supreme Court (a 1967 decree set a limit on lake withdrawals, and IL is nearing that number.) Underground sources of water, too, should not be taken for granted, since experts can’t gauge how much water is beneath the earth’s surface. The report encourages rainwater harvesting, using high-efficiency toilets and appliances, etc. It notes that the average water bill in Illinois is lower than the national aver-

source proves that water is becoming a hot issue, and people are starting to take notice. This presents an opportunity for Listen to Your Lakes to step in and offer solutions.

Michigan Daily, The. From the Daily: halt the asian carp invasion. (2010). The Michigan Daily, Retrieved from http://www.michigandaily.com/content/daily-asian-carp.

Michigan Attorney General Mike Cox requested that Illinois be ordered to close their locks separating the Chicago Sanitary and Ship Canal from Lake Michigan in order to keep Asian carp out of the Great Lakes. It seems unlikely, in the opinion of The Michigan Daily, that Illinois will take action because the state has argued that closing these waterways will be extremely costly for the shipping industry. They believe that it is the Supreme Court’s duty to hear this case quickly because the circumstance “calls for federal intervention” and these decisions effect the water supply from multiple states.

Toronto Star. (2010, February 23). Follow U.S. Lead on Great Lakes. Retrieved from http://www.thestar.com/opinion/editorials/article/769801--follow-u-s-lead-on-great-lakes.42

This article is an opinion piece that gives the Canadian perspective on the issue of the Great Lakes. It discusses the EPA’s plan for Great Lakes restoration in a good light. The author questions why Canada has not come up with any such plan. They also have faith that Obama’s plan could have a positive impact on Canada. “To see the Americans move on that will, hopefully, force our federal and provincial governments to move in the same direction,” says Ontario Environment Minister John Gerretsen. And it will take more than just a glossy plan, Gerretsen acknowledges. “Substantial amounts of money are going to be required.” It is very important for the two countries to work together to address and solve the issues of the Great Lakes.

Unknown. (2010, January 28). Canada and the U.S. Rushing Through Renegotiation of Great Lakes Agreement, [Press Release]. Retrieved from http://www.glu.org/en/press/canada-and-us-rushing-through-renegotiation-great-lakes-agreement.

This article is also another example of what other Great Lakes conservation groups are doing for the Great Lakes and how they’re getting into the media for it. This article describes how Great Lakes United does not agree with the rush through of negotiations behind the Great Lakes Water Quality Agreement between Canada and the United States. John Jackson, Director of Clean Production and Toxics with Great Lakes United said: “I’m sorry, but that’s just not good governance.” Here, they use one of their experts to address the issue and attempt to get noticed in the press by it. This article is also interesting in regards to general research about current Great Lakes conservation efforts because it addresses the need that Canada should be involved too.

Unknown. (2010, February 9). Alliance to Testify at Congressional Carp Hearing; Federal Strategy Unveiled,[Press Release]. Retrieved from http://www.greatlakes.org/Page.aspx?pid=1030.

This article is part of our research to see what other Great Lakes conservation groups are doing and how they’re getting in the media. Alliance for the Great Lakes President Joel Brammeier would testify alongside other environmental groups before a congressional subcommittee about the need to immediately address the Asian carp’s encroachment on the Great Lakes. It shows that the Alliance has proven itself as an expert in Great Lakes conservation.

Unknown. (2008, February 26). Right bights: Shedd’s Guide to Sustainable Seafood. ABC News. Retrieved from http://abclocal.go.com/wls/story?section=resources&id=5980326.

This is an article in ABC 7’s local news about Listen To Your Lakes initiatives to educate people and restaurants on which kinds of fish are sustainable resources, as well as which species of fish to avoid eating. Listen To Your lakes has partnered with several Chicago area restaurants to put these good habits in practice on the menu. The article is both informative and relevant to the public, but it also contains a section about the Listen To Your Lakes campaign itself including links to the websites. This research gives us insight into which kinds of media Listen To Your Lakes has been using, and their strategies to reach out to the public.

Appendix A: Media Scan Annotated Bibliography

43

Alliance for the Great Lakes

national/story.aspx?storyid=113847&catid=16 via Meltwater News database.

www.nrdc.org/media/2010/100219.asp via Meltwater News database.

story.asp?s=11978572 via Meltwater News database.

met-0220-asian-carp-20100219,0,6469443.story via Meltwater News database.

The Nature Conservancy

com/page/content.detail/id/507947.html?nav=5004 via Meltwater News database.

journal.com/page/content.detail/id/100106.html?isap=1&nav=5027 via Meltwater News database.

illinois/article_de267c06-bc7f-5d51-8f6d-8bf69e83b97e.html via Meltwater News database.

Great Lakes United

26, 2010 from http://news.medill.northwestern.edu/chicago/news.aspx?id=157488 via Meltwater News database.

article/769801--follow-u-s-lead-on-great-lakes via Meltwater News database.

Appendix B: Media Clips Naming Partners in Water Conservation

44

Appendix C: Survey Questions and Results1. Please provide the following demographic information. All answers will be held confidential by primary researchers.

Number City/Town State Percentage 1 Appleton WI 1.6% 1 Worth IL 1.6% 1 Erie PA 1.6% 1 Glenview IL 1.6% 1 Arlington Heights IL 1.6% 1 Batavia IL 1.6% 1 Oak Lawn IL 1.6% 1 Naperville IL 1.6% 1 McHenry IL 1.6% 1 Lemont IL 1.6% 1 Oak Park IL 1.6% 1 Indianapolis IN 1.6% 1 Whitehall MI 1.6% 1 Elmhurst IL 1.6% 1 Oak Brook IL 1.6% 1 Highland Park IL 1.6% 1 Willowbrook IL 1.6% 1 Western Springs IL 1.6% 1 Lisle IL 1.6% 1 Blue Island IL 1.6% 2 Wheaton IL 3.2% 2 Wadsworth IL 3.2% 2 Downers Grove IL 3.2% 2 Rosemont IL 3.2% 3 Milwaukee WI 4.8% 3 Burr Ridge IL 4.8% 4 Hinsdale IL 6.3% 7 River Forest IL 11.1% 18 Chicago IL 28.6%

2. Age:

Age Number Percentage 18 1 1.6% 19 1 1.6% 21 10 15.9% 22 8 12.7% 24 1 1.6% 25 1 1.6% 26 1 1.6% 28 1 1.6% 29 3 4.8% 31 2 3.2% 32 3 4.8% 33 1 1.6% 37 1 1.6% 39 1 1.6% 44 1 1.6% 48 1 1.6% 49 3 4.8% 50 4 6.3% 51 2 3.2% 53 2 3.2% 54 1 1.6% 57 7 11.1% 58 1 1.6% 59 3 4.8% 60 1 1.6% 63 1 1.6% 77 1 1.6%

3. Gender:

Number Gender Percentage

1 Other 1.6%

16 Male 25.4%

46 Female 73.0%

2. Age:

Age Number Percentage 18 1 1.6% 19 1 1.6% 21 10 15.9% 22 8 12.7% 24 1 1.6% 25 1 1.6% 26 1 1.6% 28 1 1.6% 29 3 4.8% 31 2 3.2% 32 3 4.8% 33 1 1.6% 37 1 1.6% 39 1 1.6% 44 1 1.6% 48 1 1.6% 49 3 4.8% 50 4 6.3% 51 2 3.2% 53 2 3.2% 54 1 1.6% 57 7 11.1% 58 1 1.6% 59 3 4.8% 60 1 1.6% 63 1 1.6% 77 1 1.6%

3. Gender:

Number Gender Percentage

1 Other 1.6%

16 Male 25.4%

46 Female 73.0%

1. Please provide the following demographic information. All answers will be helf confidential by primary researchers.

2. Age: 3. Gender:

45

Appendix C: Survey Questions and Results

4. Do you have any children? If yes, what are their ages?

Yes – 36 (57.1%) 4 months 5 months 6 months 7 months 8 months 11 months 1 1, 5 2 2 4, 6 4, 6, 8, 10 12, 15, 16 13, 15 13, 18, 18, 20, 22 13, 18, 18, 20, 22 16, 18, 20 16, 19, 21 16, 19, 21 16, 22, 23 17, 17, 22 17, 19, 21 17, 19, 21 18, 22 21, 23 21, 23, 24, 25, 30, 32 21, 25 23, 24, 28, 31 23, 27 23, 28, 29, 30, 32 26 27, 29 27, 32, 35 28, 29, 31 36 46, 48, 50, 53, 54

5. Have you heard of the Listen To Your Lakes campaign? If yes, where did you hear about it?

No – 58 (92.1%)

Yes – 5 (7.9%)

Not sure, Billboard? At the Shedd Aquarium (3) No Answer

6. How important is Great Lakes preservation to you?

Rating Number Percentage 1 – Not Important 0 0.0% 2 2 3.2% 3 0 0.0% 4 2 3.2% 5 5 8.1% 6 3 4.8% 7 13 21.0% 8 8 12.9% 9 4 6.4% 10 – Very Important 25 40.3% 7. Which of the following issues involving the Great Lakes are you aware? Please check all that apply.

Answer Options Number Percentage I’m not aware of any Great Lakes issues. 7 11.1% Invasive Species 47 74.6% Water Quantity 26 41.3% Water Quality 48 76.2% Habitat Protection 25 39.7% Other 3 4.8% - Various dumping, drawing and usage issues, crossing state boundaries. - Surfing laws and regulations - Pumping water from Lake Michigan to be used elsewhere.


No – 58 (92.1%)

Yes – 5 (7.9%)





4. Do you have children? If yes, what are their ages?

5. Have you heard of the Listen to Your Lakes Campaign? If yes, where did you hear about it?

6. How important is Great Lake preservation to you?

46



No – 58 (92.1%)

Yes – 5 (7.9%)





8. Please respond to the following statement: I feel a general responsibility for Great Lakes Conservation. Please explain your answer below.

Answer Options Number Percentage Strongly Agree 6 9.7% Agree 39 62.9% Indifferent 12 19.3% Disagree 3 4.8% Strongly Disagree 2 3.2%

! “I live in Milwaukee during the school year, most of which Lake Michigan is frozen.”

! “Every individual that uses the lakes should feel a general responsibility for Great Lakes Conservation.”

! “I am sympathetic to the idea of making sure that we preserve the integrity of the Great Lakes. Don't know how I could get involved.”

! “Having grown up with Lake Michigan, I feel a certain responsibility to keep it clean and to make sure others do so too. I think this fresh water source is taken for granted much too often, and more efforts need to be made for public awareness of just how valuable our lake is.”

! “Water Consumption per household in the Chicago-land area is staggering. Scientists have been aware of the invasive species that damage ecosystems such as the Asian Carp, and little has been done to stop their advance. The consumer decides how much conservation is necessary and usually that is very little.”

7. Which of the following issues involving the Great Lakes are you aware? Please check all that apply.

47

Appendix C: Survey Questions and Results 8. Please respond to the following statement: I feel a general responsibility for Great Lakes Conservation. Please explain your answer below.







! “Since the water I use is from the Great Lakes I feel it is important to take care of them.”

! “We receive our water supply from Lake Michigan, so it is important for us to conserve it and act responsibly. I am concerned about the Asian Carp issue and pollution in general, and how these issues will impact the eco-system of the Great Lakes. My concern is the short-sightedness of many people who don't want to accept the concept that our fresh water supply is a limited resource, and it is at risk if corrective measures are not taken immediately. I am also concerned about major corporations like BP Oil who have free reign over how they pollute our water.”

! “Environmental preservation is everyone's responsibility.”

! “Just not that well informed on the matter.”

! “We all have to do our part. We can't just leave it to one group of people to take care of our environment. The great lakes are a very important part of all our lives.”

! “I must stay aware of the situation in order to inform those responsible for laws.”

! “Clean water for life and energy is very important and should be every person's responsibility.”

! “Just as the statement was written.”

- “I agree, but I am not sure what I can do to help.”

! “I live on the lakefront and want to make sure it is there for us to enjoy for years to come.”

! “I try to watch what I put down the drain. We try and use "green" cleaning products.”

! “We all have the responsibility to care for our resources so that they are available for our children and grandchildren.”

! “I honestly don't know what I can do to help.”

! “I really don't know anything on this subject.”

! “I believe they should be used sustainably with minimal impact.”

! “Because I enjoy the Lake and it is my home. I would love to do anything I can to make sure it is being taken care of.”








! “Since the water I use is from the Great Lakes I feel it is important to take care of them.”

! “We receive our water supply from Lake Michigan, so it is important for us to conserve it and act responsibly. I am concerned about the Asian Carp issue and pollution in general, and how these issues will impact the eco-system of the Great Lakes. My concern is the short-sightedness of many people who don't want to accept the concept that our fresh water supply is a limited resource, and it is at risk if corrective measures are not taken immediately. I am also concerned about major corporations like BP Oil who have free reign over how they pollute our water.”

! “Environmental preservation is everyone's responsibility.”

! “Just not that well informed on the matter.”

! “We all have to do our part. We can't just leave it to one group of people to take care of our environment. The great lakes are a very important part of all our lives.”

! “I must stay aware of the situation in order to inform those responsible for laws.”

! “Clean water for life and energy is very important and should be every person's responsibility.”

! “Just as the statement was written.”

- “I agree, but I am not sure what I can do to help.”

! “I live on the lakefront and want to make sure it is there for us to enjoy for years to come.”

! “I try to watch what I put down the drain. We try and use "green" cleaning products.”

! “We all have the responsibility to care for our resources so that they are available for our children and grandchildren.”

! “I honestly don't know what I can do to help.”

! “I really don't know anything on this subject.”

! “I believe they should be used sustainably with minimal impact.”

! “Because I enjoy the Lake and it is my home. I would love to do anything I can to make sure it is being taken care of.”


48


! “I will do what I can personally to preserve the lakes and preserve the environment for my children and future generations to come. I try to be "earth friendly" and recycle. I try to be conscious of my purchases, etc.”

! “I'm very concerned about the amount of water loss that is occurring due to diversion and use in cities like Chicago. Invasive species are also a problem, but that won't matter much if the lakes become murky puddles and nothing more than leaches can survive in them.”

! “I don't feel as though Great Lakes conservation issues have been made known to me.”

! “The Great Lakes are tremendously important nationally, regionally and also personally.”

! “Since I use the Great lakes for swimming, sailing, windsurfing and surfing, I feel that I have a responsibility to take care of them.”

! “Mostly I've heard people discussing getting rid of harmful waste appropriately so that it doesn't end up in the lakes.”

! “As a citizen of the region, my actions have an effect on the environment around me. I can take actions that will either hurt or not hurt the Great Lakes.”

! “We all contribute to the problems of this earth with our waste. We need to truly all take part in helping with this effort. I recycle like crazy. My kids think I am nuts, but I am trying to preserve the world for them and all who follow them. I am also going to start composting once I can see my yard again.”

! “I feel it's an issue that is mostly regulated by elected officials which should be lobbied.”

! “I am a boater on Lake Michigan and I love being on the water. We need to preserve our lakes beauty, and maintain its quality for future generations.”

! “We are all responsible for taking care of our natural resources. Living in Chicago, we benefit from the beautiful lakefront. That said, I really don't know any issues other than some beach contamination I hear about every summer on the news.”

! “I live in the greatest Great Lakes state, so I'm obligated to not only care about what happens to the lakes, but to help if I can. Unfortunately, my power as a common citizen only goes so far.”

! “I live nearby, so it's a concern.”

! “Every citizen needs to be aware and do what s/he can to maintain the Great Lakes.”

! “I expect all people to feel responsible for conserving water, and wanting water protected from any type of pollution.”

! “I feel we all have a responsibility to care for the natural resources we have been given to insure the benefit for a future generation.”

! “Fresh water may, one day very soon, be a commodity, and it is smart to make the efforts to conserve and preserve the great lakes now.”

9. Please list some of your hobbies.

Hobby Number Hobby Number Tennis 6 Painting 2 Baking 3 Reading 20 Golf 7 Boating 5 Walking 6 Gardening 3 Aviation 2 Running 6 LaCrosse 1 Writing 3 Traveling 8 Beach 1 Basketball 2 Bowling 1 Snowboarding 1 Video Games 1 Cooking 9 Shopping 1 Biking 3 Skiing 5 Sailing 3 Sports 2 Concerts 2 Museums 1 Dining Out 2 Photography 3 Bird Watching 2 Hiking 3 Canoeing 1 Yoga 3 Sewing 3 Music 3 Theater 2 Knitting 2 Family 3 Bingo 1 Softball 1 Soccer 1 Dancing 2 Exercising 3 Crossword Puzzles 1 Camping 2 Learning 1 Surfing 3 Watching T.V. 1 Home Decorating 1 Playing Bridge 1 Driving 1 Swimming 1 Scrapbooking 1 Hunting 1 Carpentry 2 Crafts 1 Internet 1 Graphic Design 1 Scuba Diving 1 Karate 1 Figure Skating 1

49

! “Every citizen needs to be aware and do what s/he can to maintain the Great Lakes.”

! “I expect all people to feel responsible for conserving water, and wanting water protected from any type of pollution.”

! “I feel we all have a responsibility to care for the natural resources we have been given to insure the benefit for a future generation.”

! “Fresh water may, one day very soon, be a commodity, and it is smart to make the efforts to conserve and preserve the great lakes now.”

9. Please list some of your hobbies.

Hobby Number Hobby Number Tennis 6 Painting 2 Baking 3 Reading 20 Golf 7 Boating 5 Walking 6 Gardening 3 Aviation 2 Running 6 LaCrosse 1 Writing 3 Traveling 8 Beach 1 Basketball 2 Bowling 1 Snowboarding 1 Video Games 1 Cooking 9 Shopping 1 Biking 3 Skiing 5 Sailing 3 Sports 2 Concerts 2 Museums 1 Dining Out 2 Photography 3 Bird Watching 2 Hiking 3 Canoeing 1 Yoga 3 Sewing 3 Music 3 Theater 2 Knitting 2 Family 3 Bingo 1 Softball 1 Soccer 1 Dancing 2 Exercising 3 Crossword Puzzles 1 Camping 2 Learning 1 Surfing 3 Watching T.V. 1 Home Decorating 1 Playing Bridge 1 Driving 1 Swimming 1 Scrapbooking 1 Hunting 1 Carpentry 2 Crafts 1 Internet 1 Graphic Design 1 Scuba Diving 1 Karate 1 Figure Skating 1 Modeling 1

10. Which of the following types of social media do you use? Please check all that apply.

Answer Options Number Percentage I don’t use social media. 20 31.7% Blog 14 22.2% Facebook 39 61.9% Twitter 20 31.7% Flickr 6 9.5% MySpace 1 1.6% Other 4 6.3%

! Google Buzz ! E-mail ! Indy Moms Like Me ! LinkedIn

11. How regularly do you use social media?

Answer Options Number Percentage Never 18 29.0% Rarely 4 6.4% A few times a week 10 16.1%

Appendix C: Survey Questions and Results9. Please list some of your hobbies.

50

Modeling 1






Modeling 1






Modeling 1





Answer Options Number Percentage Never 18 29.0% Rarely 4 6.4% A few times a week 10 16.1% Everyday 29 46.8% 12. Do you currently donate money to any charities or non-profit organizations? If yes, which one(s)?

Answer Options Number Percentage Yes 44 69.8% No 19 30.2%

! Catholic Charities, Midtown Educational Foundation, Hepzibah, Appalacian Service Project, United Way.

! Greater Chicago Food Depository, Society for the Prevention of Cruelty to Animals, AMVETS, St. Vincent de Paul

! Breast Cancer ! Catholic Church and Schools, United Way, Chicago Improv Festival, American

Heart Association, Angel Flight ! Charities, schools ! March of Dimes, Breast Cancer, Special Olympics and private schools ! Nature Conservancy, Sierra Club, Audubon Society Natural Resource Defense

Council, Chicago Food Depository, Red Cross ! Doctors Without Borders, Food pantries, Altzheimers, St. Mary's College,

Nature Conservancy, other various ! Saint Mary’s of Notre Dame, University of Notre Dame, Auditorium Theatre,

America Cancer Society, Our Lady of Mount Carmel Church, Leukemia & Lymphoma Society, William Ferris Chorale, Walter Payton College Prep High School

! Auditorium Theatre, Avon Walk ! My church, Avon Foundation, performing arts groups, American Cancer

Society, other cancer organizations ! Auditorium Theatre, Children's Memorial Hospital, Susan G. Komen and Rock

for Kids ! Habitat for Humanity ! Salvation Army, Food pantry, Habitat for Humanity ! Marquette University ! Planned Parenthood, non-profit theatre companies ! Feed my starving children, Food Resource Bank, Red Cross, Susan B Komen ! It varies, but I always donate to the ASPCA and Humane Society. This year

we also donated to Doctors Without Borders for Haiti relief. ! Locally, church, community center, organizations that I am involved in ! Surfrider Foundation, Save the Manatees, Children’s Hospitals of Wisconsin

and Bear Necessities ! OxFam, American Red Cross, Muscular Dystrophy Association ! Church, homeless, Multiple Sclerosis, cancer ! Misericordia, Churches, Schools

Appendix C: Survey Questions and Results10. Which of the following types of social media do you use? Please check all that apply.


51

Everyday 29 46.8% 12. Do you currently donate money to any charities or non-profit organizations? If yes, which one(s)?




























! Big Shoulders, several schools, church, homes for children, hospitals ! Miseracordia ! The Catholic Church, Paws and Thresholds ! National Wildlife Federation ! Church and disaster relief ! National Public Radio ! Private high school, scholarship foundation, local hospital ! Nuns who taught me in grammar school; American Heart and Cancer

Associations ! Juvenile Diabetes Research Foundation ! Mercy Home, Miseracordia, Women in Aviation, American Assistance for

Cambodia, Catholic Charities, Salvation Army ! Project Medishare, Arthritis Foundation, Special Olympics, Amvets, etc. ! Misericordia, Cancer Research

13. Do you currently volunteer your time with any charities or non-profit organizations? If yes, which one(s)?

Answer Number Percentage Yes 24 38.7% No 38 61.3%

! Through school - Make a Difference Day, Hunger Clean Up

! Little Brothers Friends of the Elderly ! Midtown Education Foundation (MEF) ! Angel Flight





























Appendix C: Survey Questions and Results12. Do you currently donate money to any charities or non-profi t organizations? If so, which one(s)?

52














! Little Brothers Friends of the Elderly ! Midtown Education Foundation (MEF) ! Angel Flight ! Too many to mention ! When at home, Inspiration Café ! Teaching ESL classes ! Kids Golf Foundation ! Peggy Notebaert Nature Museum ! Children’s clinic in Oak Park, IL ! Chicago Loop Alliance, William Ferris Chorale, Walter Payton

College Prep High School ! Board service of a performing arts, Avon Foundation ! Children's Memorial Hospital ! Marquette University, Big Brothers Big Sisters, Milwaukee Irish

Fest ! ChiArts ! Locally, church, community center and organizations that I am

involved in ! Surfrider Foundation ! My youngest daughter’s school ! Community Health Cinic, Griffith tutoring ! Fruitland Covenant Church, Whitehall ! All ! Juvenile Diabetes Research Foundation

14. Do you belong to any environmental organizations? If yes, please state which one(s) and why. If no, please state why not.

! “Don’t know.” ! “Boston College Ecopledge.”

! Too many to mention ! When at home, Inspiration Café ! Teaching ESL classes ! Kids Golf Foundation ! Peggy Notebaert Nature Museum ! Children’s clinic in Oak Park, IL ! Chicago Loop Alliance, William Ferris Chorale, Walter Payton





! “Don’t know.” ! “Boston College Ecopledge.”

Appendix C: Survey Questions and Results13. Do you currently volunteer your time with any charities or non-profi t organizations? If yes, which one(s)?

53


! Too many to mention ! When at home, Inspiration Café ! Teaching ESL classes ! Kids Golf Foundation ! Peggy Notebaert Nature Museum ! Children’s clinic in Oak Park, IL ! Chicago Loop Alliance, William Ferris Chorale, Walter Payton





! “Don’t know.” ! “Boston College Ecopledge.” ! “No, no time.” ! “None. Usually, I find the agenda of environmental groups to be

too extreme. For example, I believe we should be drilling for oil

in the Alaskan Wildlife Preserve and offshore.” ! “No, I am not a joiner.” ! “No time.” ! “No. Thus far, the people involved in such organizations as

Green Peace and Sea Shepherd offend me.” ! “No, I'm a senior in high school and my time is dedicated to

other areas. I attend an A.P. course on environmental studies

though.” ! “No, I’m in college and I have no time!” ! “No.” ! “No. I don't have a lot of time right now to belong to outside

organizations.” ! “No. I'm not sure why...I guess I never looked for one to join,

and I was never approached by any members.” ! “Sierra Club, Nature Conservancy, Audubon.” ! “Sierra Club.” ! “Nature Conservancy.” ! “No, no one ever asked me to join.” ! “No, it is not of interest to me.” ! “No, I'm in grad school and currently do not have any time.

When I'm finished, I plan to volunteer but have not decided on a

cause.” ! “No. I choose to spend the small free time I have working with

Children's, an organization I am extremely passionate about.” ! “Lack of time, and I guess knowledge.” ! “I hate saving the world.” ! “No, because I'm a journalist and steer clear of affiliations that

could become conflicts of interest.” ! “No. I have not found one that I am particularly interested in.

Also, my time currently is more devoted to Marquette

University.” ! “No, I am raising a baby! I breastfeed so it is hard to get away

from him for more than a couple hours.” ! “I just don't know which ones to join, and I don't take the time

to figure it out.” ! “No time.” ! “No, no time.” ! “No, no time.” ! “Sierra Club, The Nature Conservancy”

! “No, no time.” ! “None. Usually, I find the agenda of environmental groups to be

too extreme. For example, I believe we should be drilling for oil

in the Alaskan Wildlife Preserve and offshore.” ! “No, I am not a joiner.” ! “No time.” ! “No. Thus far, the people involved in such organizations as

Green Peace and Sea Shepherd offend me.” ! “No, I'm a senior in high school and my time is dedicated to

other areas. I attend an A.P. course on environmental studies

though.” ! “No, I’m in college and I have no time!” ! “No.” ! “No. I don't have a lot of time right now to belong to outside

organizations.” ! “No. I'm not sure why...I guess I never looked for one to join,

and I was never approached by any members.” ! “Sierra Club, Nature Conservancy, Audubon.” ! “Sierra Club.” ! “Nature Conservancy.” ! “No, no one ever asked me to join.” ! “No, it is not of interest to me.” ! “No, I'm in grad school and currently do not have any time.

When I'm finished, I plan to volunteer but have not decided on a

cause.” ! “No. I choose to spend the small free time I have working with

Children's, an organization I am extremely passionate about.” ! “Lack of time, and I guess knowledge.” ! “I hate saving the world.” ! “No, because I'm a journalist and steer clear of affiliations that

could become conflicts of interest.” ! “No. I have not found one that I am particularly interested in.

Also, my time currently is more devoted to Marquette

University.” ! “No, I am raising a baby! I breastfeed so it is hard to get away

from him for more than a couple hours.” ! “I just don't know which ones to join, and I don't take the time

to figure it out.” ! “No time.” ! “No, no time.” ! “No, no time.” ! “Sierra Club, The Nature Conservancy” ! “I don't belong to any environmental organizations, but am

concerned with environmental issues. I always try to be as

"green" as possible in my habits!” ! “E.P.A” ! “Surfrider Foundation because they strive for goals that I believe

in.” ! “It's never occurred to me to belong to environmental

organization.” ! “I prefer children oriented organizations.” ! “No, not really important.” ! “Minimal time, and it is not my first priority.” ! “Yes, National Wildlife Federation. I am very concerned about

the future of my children and the environment in which they live.

I want them to enjoy wildlife in all its beauty.” ! “None.” ! “No. I used to, but don't have time being a stay at home

mother.” ! “No, I have not had the desire or time up to this point.” ! “Time Factor.” ! “No.” ! “Cisco Lakes Riparian Association – Watersmeet, MI.” ! “Haven’t heard of any in the area lately.” ! “No, not enough time.”

15. Which of the following environmental organizations, if any, are you

aware? Please check all that apply.

Answer Options Number Percentage

Alliance for the Great Lakes 9 15.0% Chicago Wilderness 6 10.0% Great Lakes Aquatic Habitat Network and Fund 2 3.3% Great Lakes Forever 2 3.3% Great Lakes United 2 3.3% National Wildlife Federation 36 60.0% The Nature Conservancy 22 36.7% Environmental Protection Agency (E.P.A.) 45 75.0% Chicago Department of the Environment 7 11.7% Great Lakes Commission 15 25.0% Council of Great Lakes Governors 3 5.0% Great Lakes and St. Lawrence 1 1.7% Great Lakes Fishery Commission 7 11.7% I am not aware of any of these organizations 9 15.0%

14. Do you belong to any environmental organizations? If yes, please state which one(s) and why. If not, please state why not.

54


! “I don't belong to any environmental organizations, but am

concerned with environmental issues. I always try to be as

"green" as possible in my habits!” ! “E.P.A” ! “Surfrider Foundation because they strive for goals that I believe

in.” ! “It's never occurred to me to belong to environmental

organization.” ! “I prefer children oriented organizations.” ! “No, not really important.” ! “Minimal time, and it is not my first priority.” ! “Yes, National Wildlife Federation. I am very concerned about

the future of my children and the environment in which they live.

I want them to enjoy wildlife in all its beauty.” ! “None.” ! “No. I used to, but don't have time being a stay at home

mother.” ! “No, I have not had the desire or time up to this point.” ! “Time Factor.” ! “No.” ! “Cisco Lakes Riparian Association – Watersmeet, MI.” ! “Haven’t heard of any in the area lately.” ! “No, not enough time.”

15. Which of the following environmental organizations, if any, are you

aware? Please check all that apply.

Answer Options Number Percentage

Alliance for the Great Lakes 9 15.0% Chicago Wilderness 6 10.0% Great Lakes Aquatic Habitat Network and Fund 2 3.3% Great Lakes Forever 2 3.3% Great Lakes United 2 3.3% National Wildlife Federation 36 60.0% The Nature Conservancy 22 36.7% Environmental Protection Agency (E.P.A.) 45 75.0% Chicago Department of the Environment 7 11.7% Great Lakes Commission 15 25.0% Council of Great Lakes Governors 3 5.0% Great Lakes and St. Lawrence 1 1.7% Great Lakes Fishery Commission 7 11.7% I am not aware of any of these organizations 9 15.0%

15. Which of the following environmental organizations, if any, are you aware? Please check all the apply.

55

Appendix D: Interview with Chicago Public School Teacher Margie Leiser

What does your science curriculum entail?We don’t do a whole lot with the ocean or the lakes, but we did do a small unit on water, air bubbles and stuff like that. You would probably run into a lot more of that in the upper grades when they’re working on Ecosystems and Earth Science, but it’s not a huge topic that’s touched on each year. They might even have some of the land formation units in the Social Studies classes. Would you be interested in doing a program with Listen To Your Lakes? Yeah, I think it was a really solid program, especially the first year when they came every week and everything was really consistent. The Navigators was a really good program, and the field trips always reinforced the lessons so the kids could actually apply what they learned.

Margie LeiserCPS School: John L. Marsh Elementary School2nd Grade and 4th Grade Science Teacher

Have you worked with the Shedd before?Yes. What types of things have you done with the Shedd? What was the good, and what was the bad?We have done a program called the Shedd Navigators which was a 3 year long partnership. At first we had educators from the Shedd coming once a week to teach lessons, but after the first year they came in as needed (about once a month, or once a quarter). They had guided field trips and classes for grades 1-5 which was really nice, and they provided materials for before and after the field trip to compliment the lessons. We did a small unit with water, and the Shedd lessons went along with our FOSS curriculum. It was really good for the kids to have something different to do, especially because a lot of the things they did, I wouldn’t have been able to do by myself. You have to consider classroom management with the younger grades so it was nice to have a couple of people walking around and teaching the lesson. The only thing that was a little bit challenging, especially with the 2nd graders, was that they thought everything was game, and they didn’t seem to take away the content as much.

56

Appendix E: Advertising Campaign Material & General BrandingMagazine Advertisement

(Full page)

57

USE

don’t abuse

your water

this summer!

For tips on how to LIVE BLUE visit listentoyourlakes.org

Appendix E: Advertising Campaign Material & General BrandingScholastic.com banner and button advertisements

58

Appendix E: Advertising Campaign Material & General Branding Shopping cart advertisement

LIVEBLUE.

SHOP

listentoyourlakes.org

Listen ListenToYourLakes.org

Branded & PromotionalListen to Your Lakes

giveaway mocks

59

Appendix F: Brochure

LISTEN TO YOUR LAKESLISTEN TO YOUR LAKESLISTEN TO YOUR LAKESShedd Aquairum InitiativeShedd Aquairum InitiativeShedd Aquairum Initiative

LIVE BLUE chicago

About Listen to Your Lakes

The Great Lakes are more than a place to call home and a resource we use every day — they are one of the natural wonders of the world. But despite what it may look like on the surface, our planet’s largest freshwater resource is in trouble. Each of us has a responsibility to protect, conserve and restore the Great Lakes for our families, for wildlife and for future generations. Your

small actions have large consequences — make them positive.

The Listen to Your Lakes initiative was created in 2005 as one of the Shedd Aquarium’s conservation programs. It is a contributing member of the Great

Lakes Conservation Awareness Initiative.

For more information, visit our social sites:

Follow us on Twitter @Listen2UrLakes

Visit our Facebook Page

LISTEN TO YOUR LAKES1200 S. Lake Shore Drive

Chicago, IL 60605

[email protected]

FRONT

60

Appendix F: Brochure

Listen to Your Lakes is committed to preserving one of our greatest natural resources.

What does it mean to LIVE BLUE?

Learn more about the Great Lakes and how to protect them

Share conservation tips with friends and neighbors

Adjust sprinklers so that only your lawn is watered, not the sidewalk or your house

Install covers on pools and spas and check for leaks in the pumps

Plant in the fall when conditions are cooler and rainfall is more plentiful

Water your lawn and garden in the morning or evening when temperatures are cooler to minimize evaporation

Shorten your shower a minute or two and save up to 150 gallons of water per month

Water small patches of grass by hand in order to avoid waste

Collect water from your roof to water your garden

Avoid using costly and dangerous chemical fer tilizers or pesticides in your yard

Don’t let the water run while shaving or wash ing your face

Water Quality

Chemicals dumped into the Great Lakes,

mercury and bacterial contamination all pose dangerous threats to

our health and our ecosystem.

Water Quantity

The Great Lakes are not a never-ending resource. Each year

only 1 percent of Great Lakes water gets

replenished while nearly 157 billion

gallons is used for our needs.

Habitat Loss

In some areas, more than 90 percent of our

wetlands have been lost, e!ecting water quality and outfoor-

based tourism.

Invasive Species

From sea lampry to sebra mussels to hydrilla, non-native invasive species are slowly taking over

our local ecosystem.

JOIN TODAYInterested in becoming part of a community dedicated to helping

the Great Lakes?

Want to learn more about what you can do to LIVE BLUE?

Visit listentoyourlakes.org to register for this free membership program. Benefits include coupons to the Shedd Aquarium and

other fun give-aways.

BACK

61

l

ive blue

by only doing laundry when you have a full load.

ListenToY urLakes.orgY u

l

ive blue

by reducing your shower by two minutes each day.

ListenToY urLakes.orgY u

Appendix F: Sidewalk Stickers

62

Appendix G: Panel of ExpertsRichard E. SparksAdjunct Professor at University of Illinois/Environmental CouncilAreas of Expertise

hydrologic and sediment regimes on biological productivity

organisms as sensors and indicators

resistance of native ecosystems to invasionAffiliations

Resources (UCOWR)

Water Resources (NIWR)

Regulated Rivers: Research and Management

Illinois River Coordinating Committee

Phil MoyExpert on Great Lakes fisheries and invasive aquatic species, and Chicago Aquatic Invasive Species Dispersal Barrier from University of Wisconsin-MadisonAreas of Expertise

Illinois RiverAffiliations

Thomas J. MurphyProfessor Emeritus of Chemistry at DePaul UniversityAreas of Expertise

and in precipitation; the mechanism and amounts of these materials depositing in the Great Lakes, and sources of these materials to the atmosphere.Affiliations

Award

Great Lakes Research

David LodgeProfessor of Biological Sciences at the University of Notre DameAreas of Expertise

63

Appendix G: Panel of ExpertsAnders W. AndrenProfessor of environmental chemistry and technology at University of Wisconsin-MadisonAreas of Expertise

toxic chemicals in water, air and sediments

aquaculture and nutrient issuesAffiliations

Steve CarpenterProfessor of limnology at University of Wisconsin-MadisonAreas of Expertise

Affiliations

Ecosystem Assessment

64

Appendix H: Membership Program Material

Jane Smith1234 Fifth StreetChicago, IL 60302

POSTAGE PAID FOR BY

LISTEN TO YOUR LAKES

Become a member...Join the Listen to Your Lakes community and learn more about Great Lakes conservation issues.

Get involved with volunteer opportunities like beach sweeps and classroom education programs.

Special members benefits include Shedd Aquarium coupons and gift certificates and much more.

Join the Listen to Your Lakes Membership Program

free today!

For more information visit www.listentoyourlakes.org/membership

Direct Mail (4’ x 6’)

FRONT

BACK

65

Appendix H: Membership Program MaterialE-Newsletter

66

Appendix I: Education Program Material

listentoyourlakes.org

NAME:GreatLakesWater

LASTSEEN:BrushingitsteethREWARD:FuturedaysatthebeachFACT:PeopleintheGreatLakesregionusealmost157billiongallonsofwatereveryyear.Thirty‐threemillionpeo‐pledependontheGreatLakesasasourceoffreshwater.

Only1%ofthiswatergoesbackintothelakes.Thismeansthelakeslose5,000gallonsofwatereveryyearforeveryperson.

ClimatechangealsothreatenstheGreatLakes.Highairtemperaturescauseevaporation,andprecipitationisdecreasing.

MISSING

Whatcanyoudo?•Turnoffthewaterwhilebrushingyourteeth.•Limitthe5meyouspendintheshower.Tryusinga5mer!•Collectrainwaterto

wateryourgarden.

LIVE.Listen. Learn.

ListenToY urLakes.org

Educational Program8.5’ X 11’

67

Appendix J: “Shovels of Fun” event Material

Sh vels of

Fun

Sh vels of

Sandcastle Competition

Looking for something Outside the Box to do with your Kids?...

the sandbox that is!

Listen to Your Lakes, an initiative of the Shedd Aquarium, in partnership with Chicago Parent Magazine and 103.5 KissFM, is holding a fun-filled sandcastle competition at North Avenue Beach on Saturday, August 13!

Join us before the Chicago Air and Water Show for a morning of sand and sun, while also learning how you how you can keep Lake Michigan beautiful so your kids can enjoy it for years to come! There will be giveaways for all participants and prizes for the winners.

The builders of the winning sandcastle will receive a yearlong membership to the Shedd Aquarium and a year-long subscription to Chicago Parent magazine. Second and third place winners will receive a family four-pack of passes to the Shedd.

Registration begins at 10:00 a.m., and the competition will start at 11:00 am. See you there!

Magazine Advertisement(Full page)

68

Appendix K: Gardening event Materials


POSTAGE PAID FOR BY

LISTEN TO YOUR LAKESLearn how to LIVE BLUE this spring!

Listen to Your Lakes cordially invites you and your children to Live Blue with us.

Sunday May 1st, 2011 at 3:00 pm

Join us at the Home Depot Gardening Center, located at:

2201 Oakton Street in Evanston, Illinois

Meet our expert, Thomas J. Murphy, Professor Emeritus of Chemistry at DePaul University and expert on Organic and Environmental Chemistry

You will be given useful gardening tips, led in water friendly activities with your children, and enjoy a healthy snack provided by Whole Foods. Two lucky winners will win a rain barrel from Home Depot. All attendees will leave with a water friendly gift bag provided by Listen to Your

Lakes in an effort to help more families to LIVE BLUE this season!

Register for FREE at www.listentoyourlakes.org and invite your friends!This invitation was printed on recycled paper.


FRONT

BACK

69

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In-store Banner (3” x 5”)Magazine (Full page)


70


LIVE BLUE LIVE BLUE

LIVE

BL

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LIVE BLUE LIVE BLUE LIVE BLUE LIVE B

LUE LI

VE

BLU

E L

IVE

BLU

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Learn how to LIVE BLUE

this season!

Listen to Your Lakes in partnership with the Shedd Aquarium cordially

invites you and your children to LIVE BLUE with us.

Sunday May 1st, 2011 at 3:00 pm

Join us at the Home Depot Gardening Center, located at:

2201 Oakton Street in Evanston, Illinois

LIVE BLUE LIVE BLUE

LIVE

BL

UE

LIVE BLUE LIVE BLUE LIVE BLUE LIVE B

LUE LI

VE

BLU

E L

IVE

BLU

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VE BLUE LIVE BLUE

Meet our expert, Thomas J. Murphy, Professor Emeritus of Chemistry at DePaul University and expert on Organic and

Environmental Chemistry

You will be given useful gardening tips, led in water friendly activities with your children, and enjoy a healthy snack provided by Whole

Foods. Two lucky winners will win a rain barrel from Home Depot. All attendees will leave with a water friendly gift bag provided by Listen to Your Lakes in an effort to help more families to LIVE BLUE this

season!

Register for FREE at www.listentoyourlakes.org and invite your friends!

Event Handout(6’ x 6’)

71


POSTAGE PAID FOR BY

LISTEN TO YOUR LAKES

Register for FREE at www.listentoyourlakes.org and invite your friends!

Listen to Your Lakes cordially invites you and your children to LIVE BLUE with us.

Join us at the Whole Foods, located at:

7245 Lake Street in River Forest, Illinois

Sunday November 7, 2011 at 3:00pm

You will be given helpful cooking tips and learn about sustainable freshwater fish practices. Thanksgiving recipes will be used as the Whole Foods chefs prepare a meal for demonstration.

Attendees will be entered to win a Whole Foods gift certificate in the amount of $100 or an EnergyStar certified dishwasher.

Attendees will each be given a Listen To Your Lakes tote gift bag including water-saving cooking tips, Whole Foods recipes for Thanksgiving,

Brita faucet attachments and Listen to Your Lakes cooking timers.

Learn how to LIVE BLUE this fall!

This invitation was printed on recycled paper.


FRONT

BACK

Appendix L: Cooking event Materials

72

Appendix L: Cooking event Materials

Listen to Your Lakes in partnership with the Shedd Aquarium cordially

invites you and your children to LIVE BLUE with us.Join us at the Whole Foods, located at:

7245 Lake Street in River Forest, Illinois

Sunday November 7, 2011 at 3:00pm

Learn how toLIVE BLUEthis fall!

Register for FREE at www.listentoyourlakes.org

and invite your friends!

Attendees will be entered to win a Whole Foods gift certificate

in the amount of $100 or an EnergyStar certified dishwasher.

Attendees will each be given a Listen To Your Lakes tote gift bag

including water-saving cooking tips, Whole Foods recipes for Thanksgiving,

Brita faucet attachments and Listen to Your Lakes cooking timers.

This invitation was printed on recycled paper.

You will be given helpful cooking tips and learn about sustainable freshwater fish practices.

Thanksgiving recipes will be used as the Whole Foods chefs prepare a meal for

demonstration.

Event Handout(6’ x 6’)

BACK

FRONT 73

Appendix L: Cooking event MaterialsIn-store Banner (3” x 5”)

Magazine (Full page)

Lear

n

how

to

LIV

E B

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this

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74

Appendix M: Buckingham Fountain event Materials

Thaw frozen food in your refrigerator instead of

running it under water.

www.ListenToYourLakes.org

LIVE BLUE TIPS

LIVE BLUEShare how you

LIVE BLUE on Twitter. Tag your post

#liveblue.

#liveblue Handout

75

Appendix M: Buckingham Fountain event MaterialsBillboard

LIVELIVELIVELIVELIVEJune 19th. Buckingham Fountain.

ListenToYourLakes.org

76


LIVELIVESaturday.

Buckingham Fountain.

Be there.ListenToYourLakes.org

Newspaper advertisement(Half page)

77


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Press Release for event(8.5’ x 11’)

78

Appendix M: Buckingham Fountain event MaterialsSign for LIVE at Buckingham Fountain

(3’ x 5”)

LIVE BLUE

ListenToYourLakes.org

79

Website mock

Home Issues Events Membership

Water Blogged

Listen to your Lakes

Live Blue tips

The Great Lakes are trying to tell you something.

The Great Lakes are more than a place to call home and a resource we use every day — they are one of the natural wonders of the world. But despite what it may look like on the surface, our planet’s largest freshwater resource is in trouble. Each of us has a responsibility to protect, conserve and restore the Great Lakes for our families, for wildlife and for future generations. Your small actions have

large consequences — make them positive. Organize your

own beach

sweep!

Click here to fi nd out how you can make a

difference

Press Room

Appendix N: Website Materials

80

Appendix N: Website MaterialsPress room mock

Home Issues Events Membership

Water Blogged

L2YL Press Room

Live Blue tips

What is Listen to Your Lakes?Your Lakes?

What does it mean to Live Blue?it mean to Live Blue?

Event Calendar

Fact Sheet

Expert Panel

Recent Tweets

How do you #liveblue? For

tips visit http://bit.lyL2Y-

Lakes

Defrost food in the

refrigerator instead of under

running water. #liveblue

When cleaning leaves or other

debris from your lawn, driveway,

or sidewalk, use a broom or rake

instead of water from a hose.

#liveblue

Limit your shower to 5

minutes and you’ll save up to 1,000 gallons of water each

month. #liveblue

Save money, time and lots of

water--wait until you have a full

load of dishes or laundry to run

your appliance. #liveblue

81

Blues Brothers Pitch Engine

Fact Sheet

GENERAL Facts:

Habitat Protection

ISSUES FACING THE GREAT LAKES

Invasive Species

Water Quantity

Water Quality

Great Lakes Facts:

Great Lakes Fact Sheet (8.5’ x 11’)


82


Fact Sheet

TIPS ON HOW TO LIVE BLUE:

what it means to live blue

LIVE BLUE

LIVE BLUE Fact Sheet(8.5’ x 11)

83

Appendix N: Website MaterialsBlues Brothers

PitchEngine Mock

84

Appendix O: Social Media MaterialsFacebook mock

85

Twitter mockAppendix O: Social Media Materials

86

Appendix O: Social Media MaterialsBlog mock

87

BibliographyVENDORS:http://www.4imprint.com - Promotional Items

http://www.bookitentertainment.com - Blues Brothers

http://www.chicagohomemag.com/ - Advertising rates

http://www.chicagoparent.com/ - Advertising rates

Chicago Tribune Media Group (Adrian Guidara) - Chicago Tribune Advertising rate

http://www.digitalhub.com - Printed Materials (i.e. brochures, direct mail, etc.)

http://www.dreamworldtechnologies.com - Widget & App development

http://www.fedex.com- Sidewalk stickers

http://www.infocuschicago.com- Photographer/Videographer rates

http://www.scholastic.com - Online banner ad placement

http://www.starkart.com - Grocery cart advertising

http://www.suntimes.com/advertising/mediakit/pioneer.html - Pioneer Press Ad Rates

http://web-design.com/prices & Andy Theimer Quote - Web site

STATISTICS:Kristina Knight (2008). Nielson: Target power moms for powerful results. Bizreport. Retrieved from http://www.bizreport.com/2008/10/ nielson_target_power_mom

http://www.chicagohomemag.com/ - Impressions

http://www.chicagoparent.com/ - Impressions

http://library.thinkquest.org/26026/Environmental_Problems/water_pollution.html - Water Statistics

http://www.starkart.com - Impressions

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live blue: a listen to your lakes campaign

Documents

lakes association

lakes branding

water conservation issues

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