social marketing: a tool for more effective … · 2012-09-26 · nancy lee of social marketing...

US EPA Presents

Social Marketing: A Tool for More Effective Stormwater Education and

Outreach Programs

Featuring…

Nikos Singelis of EPA’s Water Permits Division Nancy Lee of Social Marketing Services Inc.

Jack Wilbur of Utah Department of Agriculture and Food

Develop a Public Outreach Strategy to meet the Public Education and Public Involvement Minimum Measures

www.epa.gov/npdes/stormwater/menuofbmps

Good HousekeepingConstruction Site Runoff Control

Post Construction Runoff Control

Illicit Discharge Detection and Elimination

Public Outreach&

Public Involvement

Stormwater Phase II Final Rule

What’s required by the EPA Minimum Measure?

MUST:• Distribute educational materials to the

community, or

• Conduct equivalent outreach activities about the impacts of storm water discharges on water bodies and the steps that the public can take to reduce pollutants in storm water runoff

Minimum Measure Recommendations

• May use materials provided by others • Inform public on how to get involved in

stormwater program activities• Tailor program to target specific groups of

entities, particularly those likely to have significant storm water impacts

• Address the viewpoints and concerns of minority and disadvantaged communities

Who Do You Need to Reach?

• Public agencies and state officials• Elected and other public officials• The MS4 community

– Program managers, inspectors, municipal employees

• Non-governmental organizations• Business and industry (construction site

operators, auto repair shop workers, etc.) • Students and others in academia• Potential volunteers or partners• Citizens, voters, the public

Communicate

Message

Audience

What Is Outreach?

Response

Education

Action!

Outreach For Different Purposes…

Awareness

Why do they do Why do they do what they do?what they do?

How can How can you get you get them to them to change?change?

Use Social Marketingprinciples to: (1) understand your audience(2) develop an effective message (3) get your message out

Outreach Building BlocksBuilding Blocks taken from Getting In Step: A Guide for Conducting Watershed Effective Campaigns

Ready-to-use Resources

EPA’s NonpointSource Outreach Toolboxwww.epa.gov/nps/toolbox/

Stormwater Menu of BMPswww.epa.gov/npdes/stormwater/menuofbmps

Getting In Step – A Guide for Conducting Watershed Outreach Campaignswww.epa.gov/owow/nps/outreach.html

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SOCIAL MARKETING

• Why Is It 1000 Times Harder?

• What are 12 Ways to Make It Easier?

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DEFINITIONS

FORMAL:“The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.”

Kotler, Roberto, Lee

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DEFINITIONS

INFORMAL:“Influencing Public Behavior”

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IT’S ALL ABOUT BEHAVIOR CHANGE

• Eat 5 fruits and vegetables a day.• Leave oyster shells on the beach.• Mow high and let it lie.• Pick up after your pet• Plant native plants.• Keep a litterbag in your car.• Reroute your downspout to a

raingarden• Wash your car at a commercial carwash

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TYPICAL APPLICATIONS

• IMPROVINGHEALTH

• PREVENTINGINJURIES

• PROTECTINGTHE ENVIRONMENT

• INVOLVING THECOMMUNITY

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HOW DIFFERS

• Commercial Sector Marketing– Typically goods and services– For a profit– Benefit of shareholders

• Non-Profit Marketing– Promoting services – Supporting fundraising

• Social Marketing– Changing behaviors

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HOW DIFFERS

From Education:– Education typically just informs– Social Marketing is intent on influencing

behavior changeFrom Advertising:– Advertising is only one of the

communication options (Promotion Tool) for influencing behavior

– There are 3 other powerful tools

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WHY IT’S 1000 TIMES HARDER

We ask people to . . . . • Be uncomfortable• Risk rejection• Reduce pleasure• Give up looking good• Be embarrassed• Go out of their way• Spend more time• Spend more money

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PRINCIPLE #1

• “Take Advantage Of What’s Been Done Before that Works”– Saves time– Saves money– More success

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MICHIGAN’S TAKE OFF

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PRINCIPLE #2

• “TARGET MARKETSMOST READY FORACTION”

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WHAT’S A TARGET MARKET?

• WHO, VERY SPECIFICALLY, DO YOU WANT TO PERSUADE OR INFLUENCE?

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GREENS, SPROUTS, BROWNS

GREENS: Have the value and the behavior. “Just tell me what you want me to do next.”

SPROUTS: Have the value, but not the behavior. “I really want to, but I just haven’t done anything about it.”

BROWNS: Don’t have the value or the behavior. “And I’m not likely to!”

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TARGET MARKET FOR RAINBARRELS

Based on surveys conducted for Seattle Public Utilities those most interested:

– Avid gardeners– Interested in natural gardening– Have compost bins

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KEY MESSAGES

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RESULTS: OUTCOMES

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BOB, THE TARGET MARKET

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PRINCIPLE #3

“Promote single, simple doable behaviors.”

• Ones that will make a difference.

• Ones your audience will understand.

• Ones you can observe/measure.

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CHECK TOILETS FOR SILENT LEAKS

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PRINCIPLE #4

“UNDERSTAND AUDIENCE BARRIERS TO BEHAVIOR CHANGE.”

• Some are perceived.• Some are real.• Most of the time, you can help.

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UNDERSTANDING BARRIERS TO SALMON FRIENDLY GARDENING

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HANDLING ONE BARRIER

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HANDLING ANOTHER ONE

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PRINCIPLE #5

“Bring Benefits Closer to The Present.”

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PRINCIPLE #6

• “Include Tangible Objects & Services That Support Behavior Change”

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TANGIBLE OBJECT TO KEEPGOOD BUGS

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PRINCIPLE #7

• “Find A Price That Matters”

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PRINCIPLE #8

• “Make Access Easy”– Online Exchange: – Targeting Contractors & Home

Remodelers

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RESULTS: OUTCOME & IMPACT

• 43% successful exchange rate• 1,110,622 pounds . . . 555 tons

20,8121815Successful Listings

12,4555495Registered Users

APRIL05

APRIL04

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PRINCIPLE #9

• “Use Effective Communication Techniques”–Messages–Messengers–Media Channels

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MAKE COMMUNIATIONS CLEAR AND SPECIFIC

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USE MEMORABLE MESSAGES

• North Carolina launched the “Click It or Ticket” campaign in 1993:– Increased from 65% usage to 84%– Fatal and serious highway injuries were cut

by 14%

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MAKE MESSAGES VIVID, PERSONAL AND CONCRETE

• DEBI SMOKING

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MAKE MESSAGES VIVID, PERSONAL AND CONCRETE

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MAKING IT CONCRETE

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HAVE SOME FUN

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MORE FUN

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EVEN MORE FUN

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PRINCIPLE #11

• Choose Credible & Influential Messengers,

• Like a Prime Minister– Shirt sales went up 17%!

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MESSENGER IS A COALITION

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USE A CREDIBLE MESSENGER

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PRINCIPLE #11

• Choose Powerful Media Channels– Uniquely designed for your target– Just in time– Popular/Entertainment Media– Social Media (Blogs, YouTube, etc.)

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UNIQUE FOR YOUR AUDIENCE

Messages for tobacco prevention on toilet paper in Porta Potties at Youth Concerts

• “May your lungs be cleaner than this Porta Potty.”• “Tobacco kills one person every 10 seconds. Good

thing you’re sitting down.”• “ What’s worse: running out of toilet paper of

running out of breath.”

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TENT CARDS IN RESTAURANTS

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BE THERE JUST IN TIME

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TRY FOR POPULAR MEDIA

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TRY FOR PRODUCT INTEGRATION

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SOCIAL MEDIA

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PRINCIPLE #12

• “Be Customer-Centric”YOU are the advocate for the customer

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CUSTOMERS KEEP PLEDGES

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CUSTOMERS NEED PROMPTS

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USE PROMPTS.

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IN SUMMARY

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IN SUMMARY

• Social Marketing is about influencing behaviors.

• Incorporate principles that work.1. Take advantage of what’s been before.2. Target markets most ready to act.3. Promote single, simple, doable behaviors4. Understand and overcome barriers.5. Identify near term benefits.6. Find a tangible object or service to include.7. Look for a price that matters.8. Make access easy.9. Use effective message principles10. Use credible messengers.11. Choose effective communication channels.12. Be customer-centric.

Water Social Marketing Water Social Marketing ExamplesExamples

Applying Social Marketing Applying Social Marketing Principles to Stormwater Pollution Principles to Stormwater Pollution

ProblemsProblems

Agenda for this SectionAgenda for this Section

Highlight some successful water social Highlight some successful water social marketing examples using a few of marketing examples using a few of NancyNancy’’s 12 Principless 12 Principles

City of San Diego City of San Diego Stormwater CampaignStormwater Campaign

Know Your Audience Know Your Audience (Be customer centric)(Be customer centric)Used market research to learnUsed market research to learn•• What audience knew, what they believed, and their What audience knew, what they believed, and their

current actionscurrent actions•• Why? BarriersWhy? Barriers

Baseline Telephone Survey Baseline Telephone Survey (2001)(2001)

•• Knowledge attitudes and practices assessedKnowledge attitudes and practices assessed•• Areas of concernAreas of concern

AwarenessAwareness——where stormwater flowswhere stormwater flowsActionsActions——Several actions identified as needing Several actions identified as needing improvementimprovement----adoption ratesadoption rates


Know Your Audience Know Your Audience (continued)(continued)

Focus GroupsFocus Groups•• Learn more about the audienceLearn more about the audience

The The ““WhyWhy”” behind their beliefs and practicesbehind their beliefs and practicesUnderstand more about barriers and benefitsUnderstand more about barriers and benefits

•• Learn or understand better the price pointLearn or understand better the price point

•• Test messages and mediumsTest messages and mediums““Think BlueThink Blue””Identified media mix, channels of communicationIdentified media mix, channels of communication


Use Effective Communication TechniquesUse Effective Communication TechniquesSlogan and logoSlogan and logo•• Easy to remember, briefEasy to remember, brief•• VividVivid

Rubber Ducky Ad (Rubber Ducky Ad (A.K.A Fowl Water)A.K.A Fowl Water)

•• MemorableMemorable•• Funny, and seriousFunny, and serious•• Rubber Duck became iconic within the campaignRubber Duck became iconic within the campaign


Effective Communication Techniques Effective Communication Techniques (continued)(continued)

Media ChannelsMedia Channels•• TVTV•• RadioRadio•• InternetInternet•• PrintPrint•• Community eventsCommunity events•• DiscountsDiscounts•• PromptsPrompts•• VolunteerismVolunteerism


Report CardReport Card

High PointsHigh PointsCampaign StrategyCampaign StrategyMarket research going inMarket research going inFollowFollow--up research up research (2002(2002--2004)2004)

Decrease in Beach ClosuresDecrease in Beach ClosuresIncreased awarenessIncreased awarenessIncrease in certain targeted actionsIncrease in certain targeted actions

Low PointsLow PointsMost messages stressed multiple actionsMost messages stressed multiple actionsChange in AdministrationChange in Administration——funding cutbackfunding cutback

MaineMaine’’s Stormwater s Stormwater Outreach CampaignOutreach Campaign

Campaign GoalsCampaign GoalsForm a statewide cooperative to:Form a statewide cooperative to:•• Use the mass media to raise awarenessUse the mass media to raise awareness•• Standardize strategy and Standardize strategy and ““looklook””•• Implement behavior change through local, Implement behavior change through local,

community based approachescommunity based approaches


Take Advantage of whatTake Advantage of what’’s been done before that works!s been done before that works!San Diego PSA adapted for MaineSan Diego PSA adapted for MaineProgram logo augmented to include rubber ducksProgram logo augmented to include rubber ducks

Think Blue MaineThink Blue Maine


Take Advantage of whatTake Advantage of what’’s been done s been done before that works! before that works! (continued)(continued)

Rubber Ducky ad tested very well in MaineRubber Ducky ad tested very well in Maine•• Low production cost: replace narration, musicLow production cost: replace narration, music

www.epa.gov/owow/nps/toobox


Know Your Audience Know Your Audience (Be customer centric)(Be customer centric)

Maine used surveys and focus groupsMaine used surveys and focus groups•• Similar research goalsSimilar research goals

Establish a baseline of knowledge, attitudes and Establish a baseline of knowledge, attitudes and practicespracticesDetermine effective media channelsDetermine effective media channelsUnderstand Understand ““the whythe why””Test messagesTest messages

•• ExampleExample——San Diego PSA tested very wellSan Diego PSA tested very well


Choose Effective Communication Channels Choose Effective Communication Channels Along with television PSAs, Mass media included:Along with television PSAs, Mass media included:

•• Radio PSAsRadio PSAs•• Print advertisingPrint advertising•• Internet (new website)Internet (new website)•• NewsNews

Local community base approachesLocal community base approaches•• MeetingsMeetings•• Fairs and festivalsFairs and festivals•• Neighborhood stewardship teamsNeighborhood stewardship teams


Report CardReport Card

High PointsHigh PointsCampaign Strategy Campaign Strategy (Statewide mass media, local behavior change (Statewide mass media, local behavior change focus)focus)

Market research throughout the campaignMarket research throughout the campaignUsing existing messages to save moneyUsing existing messages to save moneyAwareness has increasedAwareness has increased

•• Targeted audiences show significant message retention, and Targeted audiences show significant message retention, and increased awarenessincreased awareness

Low PointsLow PointsAdditional mass media needed:Additional mass media needed:

•• More awareness buildingMore awareness building•• Reinforce messageReinforce message

Chesapeake Bay ClubChesapeake Bay Club

Campaign Goal:Campaign Goal:Convince suburban/urban residents to Convince suburban/urban residents to cutback lawn fertilizer application to once a cutback lawn fertilizer application to once a year to save the Blue Crab population in the year to save the Blue Crab population in the BayBay

Chesapeake Bay Club Chesapeake Bay Club Save the CrabsSave the Crabs


Promote Single, Simple, Doable BehaviorsPromote Single, Simple, Doable BehaviorsFertilize lawn once in the fallFertilize lawn once in the fall


Understand and Overcome barriersUnderstand and Overcome barriersMarket research indicated barriers:Market research indicated barriers:•• Homeowners like their big, green lawnsHomeowners like their big, green lawns•• ““Save the BaySave the Bay”” do the right thing approach no do the right thing approach no

longer as effective longer as effective •• Chemical companies benefit when homeowners Chemical companies benefit when homeowners

fertilize multiple times/year fertilize multiple times/year


Understand and Overcome barriers Understand and Overcome barriers (continued)(continued)

ApproachApproach•• HomeownersHomeowners

Appeal to people stomachs Appeal to people stomachs Appeal to regional pride (Maryland Crabs)Appeal to regional pride (Maryland Crabs)

•• Lawn Care CompaniesLawn Care CompaniesOffer and Promote BayOffer and Promote Bay--friendly certificationfriendly certification

•• Companies look good, may charge moreCompanies look good, may charge more

•• Fertilizer ManufacturersFertilizer ManufacturersStay tunedStay tuned


Choose effective communication channelsChoose effective communication channelsTV AdsTV AdsRadio Radio Transportation billboardsTransportation billboardsRestaurant menus and drink coastersRestaurant menus and drink coastersEarned news coverageEarned news coverageWebsiteWebsite


Choose Effective Communication Choose Effective Communication Channels Channels (continued)(continued)

Lawn care InitiativeLawn care Initiative•• Developed partnership with lawn care providersDeveloped partnership with lawn care providers•• Distributed pamphlets and door hangersDistributed pamphlets and door hangers

Chesapeake Bay ClubChesapeake Bay ClubReport CardReport Card

High PointsHigh PointsMarket Research going into projectMarket Research going into projectCampaign StrategyCampaign Strategy

•• Save the Crabs then eat Save the Crabs then eat ‘‘emem, etc., etc.Well targetedWell targeted

•• AudienceAudience•• Media mixMedia mix

Doable change promotedDoable change promotedSignificant awareness/message retention/intent to actSignificant awareness/message retention/intent to act

Low PointsLow PointsSecond year survey not conductedSecond year survey not conducted

•• No data on actionsNo data on actions•• No data on 2No data on 2ndnd year message effectivenessyear message effectiveness

Chittenden County, VermontChittenden County, Vermont

Bonus PrincipleBonus Principle——Pool ResourcesPool Resources12 communities joined forces to create 12 communities joined forces to create outreach campaignoutreach campaign•• Each contributed $5,000/yr for five yearsEach contributed $5,000/yr for five years

Unified look and feelUnified look and feelMore buying powerMore buying power

Use WhatUse What’’s already been done and s already been done and Works!Works!

Their marketing firm adapted ads from Their marketing firm adapted ads from Oregon, CA, and NV.Oregon, CA, and NV.


Choose Effective Communication Choose Effective Communication ChannelsChannels

TV TV PSAsPSAsPaid advertising Paid advertising •• RadioRadio•• NewspapersNewspapers

Smart Water Ways WebsiteSmart Water Ways WebsiteCommunity events within each MS4Community events within each MS4


High PointsHigh PointsPooling resourcesPooling resourcesUsing existing materialsUsing existing materialsQuantitative marketing research going inQuantitative marketing research going in

Low PointsLow PointsLimited research/evaluationLimited research/evaluation

(Read more at (Read more at www.epa.gov/npdes/casestudieswww.epa.gov/npdes/casestudies))

Report Card

social marketing: a tool for more effective … · 2012-09-26 · nancy lee of social marketing...

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