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Puget Sound Starts Here
                                                                       October 20, 2011

                   Puget Sound Partnership’s Leadership Council Meeting ● October 20, 2011




10/20/2011
Presenter: Doug Rice, King County | 206-296-8360 | doug.rice@kingcounty.gov




           STORM
           • STormwater Outreach for Regional Municipalities
           • driver: Coordinated permit compliance
           • focus: Stormwater
           • members: 81 cities & counties w/ NPDES permits
           • major funding: 2 Ecology grants
                  o   $980,000 Stormwater Grant
                  o   $500,000 GROSS Grant                        (Grant of Regional Or Statewide Significance)




      10/20/2011
STORM: What we do well

   • Collaboration: Phase I are resource for Phase II
   • Capacity building trainings
   • Social Marketing strategies
   • Monitor effectiveness
   • No formal agreements (but no entity w/ ultimate responsibly)




10/20/2011
ECO Network
   •   Education, Communication, and Outreach Network
   •   driver: Action Agenda
   •   focus: Beyond stormwater
   •   members: 400 NGOs, cities, counties
   •   major funding: PSP - 4 rounds to local ECO Net
         o $63k & 200k in FY10
         o $100k in FY11
         o $200k in FY12

         o   Plus 11 local coordinators (~$60k/yr total)




10/20/2011
Major                    Initial                       Campaign    Future
  Funders                  Users                         Alignment   Users


     ECY                                                             •Ecology
                                                                     •STORM
                                                                     •7 local SOGs
                          STORM                                      •Individual Cities
                   81 NPDES cities & counties                        •Individual Counties
                         (7 local SOGs)
                                                                     •PSP
                                                                     •ECO Network
                                                                     •11 local ECO Nets
                   ECO Network                                       •Individual NGOs
                         400+ members

                     (11 local ECO Nets)                             •Tribes
                                                                     •Community groups
                                                                     •Individuals
      PSP                                                            •Schools
                                                                     •Businesses

STORM=STormwater Outreach for Regional Municipalities
SOG=Stormwater Outreach Groups
     10/20/2011
ECO Net=Education, Communication, and Outreach Network
Puget Sound Starts Here Campaign

   • STORM grant created Puget Sound Starts Here brand
   • Open Architecture
   • Consistent messages
   • Phase 1: awareness building
   • Phase 2: behavior change
   • ECO Net & STORM efforts complement




10/20/2011
Presenter: Suzi Wong Swint, Snohomish County | 425-388-6476 | swswint@snoco.org




         PSSH Campaign at two levels:
         Region-wide & in the Local Community

         Region-wide
         • 3 flights of TV ads
         • Web page
         • Radio ads
         • Social media




      10/20/2011
Region-wide



   TV ads
   Fall 2009, Spring 2010, Spring 2011

   Broadcast TV
   KCPQ-TV, KCTS-TV, KING-TV, KIRO-TV, KOMO-TV, KONG-TV, KZJO-TV

   Cable TV
   Arts & Entertainment Network, American Movie Channel, Animal
   Planet, Discovery, Do It Yourself, Food, Home & Garden TV,
   Lifetime, Oprah Winfrey Network, Oxygen, The Learning Channel,
   TNT, The Weather Channel, Versus




10/20/2011
                                         www.youtube.com/watch?v=YqP9mFoqygM&feature=related
Region-wide



   Radio ads
   Spring 2011


   PSSH Sponsored Metro Traffic Reports

   KCIS-AM, KCMS-FM, KGNW-AM, KING-FM, KIRO-FM, KIXI-AM,
   KJAQ-FM, KKNW-AM, KKOL-AM, KKWF-FM, KLFE-AM,
   KMPS-FM, KOMO-AM, KOMO-FM, KPLU-FM, KPLZ-FM,
   KPTK-AM, KQMV-FM, KRWM-FM, KTTH-AM, KUOW-FM,
   KVI-AM, KZOK-FM, KJR-AM




10/20/2011
Region-wide


   Web page
   Launched Sept 2009




10/20/2011
                  www.PugetSoundStartsHere.org
Region-wide



   Social media

   • 1,150 Facebook Fans         - launched Sept 2009

   • 1,185 Twitter Followers          - launched Sept 2009




   • Content posted by Rae McNally, Puget Sound Partnership
     with ideas from ECO Net and STORM members




10/20/2011
Region-wide



   YouTube
   Dog Doogity Video launched June 2011
   • 116,000+ views
   • $27,000 ($333 per jurisdiction)
   • Free media coverage:
       KOMO 4, KING 5, KCPQ 13,
       KIRO 97.3 FM, KISW 99.9 FM,
       Seattle PI, local weeklies,
       local blogs




10/20/2011                           watch “Dog Doogity” at www.ScoopPoop.org
PSSH Campaign at two levels:
   Region-wide & in the Local Community

   In the Local Community
   • 7 Mini-grants to local Stormwater Outreach Groups (SOGs)
   • Open Architecture
       o     local flavor
       o     but clear connection to main campaign




10/20/2011
In the local community – with GROSS grant funds


   Northern SOG
   Drink Sleeves & Coaster




10/20/2011
In the local community – with GROSS grant funds

   Snohomish SOG
   Bus Ads




10/20/2011
In the local community – with GROSS grant funds


   Thurston & Kitsap SOGs
   Bus Ads




10/20/2011
In the local community – with GROSS grant funds
                                                  North King SOG
                                                  3 Scrolling Online Ads




1




2




    10/20/2011
3
In the local community – with GROSS grant funds



      Pierce SOG
      Online ads to support “April is PSSH Month”




10/20/2011
In the local community – with GROSS grant funds




South King SOG
Display Panels & Posters




10/20/2011
In the local community – with utility fees


         Mill Creek
         made car air fresheners for commercial car washes




10/20/2011
In the local community – with utility fees


   Everett, Kitsap Co, Lacey
   Free doggie bag dispensers to owners who pledged to
   Scoop the Poop




10/20/2011
In the local community – with utility fees


     Bothell & Snohomish Co
     Used PSSH themes at fairs

Bothell




                                                  Snohomish County




  10/20/2011
In the local community – with utility fees


   Oak Harbor & Everett
   Banners reach all audiences




10/20/2011
                    Everett
In the local community – with utility fees


        Bus boards = mobile banners



                                                                   Everett




8 Eastside cities: Bellevue, Bothell, Kenmore, Kirkland,
Lake Forest Park, Redmond, Sammamish, Shoreline




                                                           Lacey
     10/20/2011
In the local community – with utility fees


Monroe, Snohomish,




                                                           maintenance van
& Bothell




                                                           Bothell’s
Tagged their maintenance rigs


                         Their closed circuit TV trailer




  Monroe’s
vactor truck
                         Snohomish wrapped




    10/20/2011
In the local community – with utility fees


   Bellevue & Monroe
   movie theater ads




              Monroe also produced 3 radio ads

10/20/2011
In the local community


   Branding by ECO Nets




10/20/2011
In the local community


                                                                      Branding
                                                                   by ECO Nets




                                           PSSH webpage
The Indigo
                      PSSH window clings

                                                                               Student art


                                                                    PSSH posters

               PSSH stickers


                                                    PSSH tattoos
  10/20/2011
Presenter: Tiffany O’Dell, Pierce County | 253-798-2468 | todell@co.pierce.wa.us



          April 2011



                  month in Pierce County!

                                                       A local collaboration propelled by
                                                            Puget Sound Starts Here
1                       2
April is                                                                             Month!
  Sunday                  Monday              Tuesday Wednesday Thursday                                                Friday             Saturday
                     3                      4        5        6        7                                                                 8 10:30 AM 9
                                                                                                                     9 AM Silver Creek       Composting and
                                                                                                                     Volunteer               Worm bins Class
                                                                                                                     Restoration
                                                                                                                                             1 PM Tahoma Salt
                         6 PM Rain barrel                               6:30 PM Natural Yard
                                                                                                                                             Marsh Volunteer
                         Workshop                                       Care Class
                                                                                                                                             Restoration

                10                          11                   12                      13                   14                        15   9 AM Parks         16
                                                                                                                                             Appreciation Day
                                                                        6 PM Soil Prep,
                                                 3 PM Puget Sound
                                                                        Planting Seedlings
                                                 Starts Here Month                                                                           9 AM First Creek
                                                                        Class
                                                 Proclamation at                                                                             Volunteer
                                                 Pierce County          6:30 PM Natural Yard                                                 Restoration
                                                 Council                Care Class                                                           Earth Day at PDZA

                17                          18                   19                      20                   21                        22                      23
                                                                                                                                             10:30 AM Residential
Earth Day at Point                                                                             7:05 PM Puget         10AM Earth Day at       Rain Garden Class
Defiance Zoo &                                                                                 Sound Starts Here     Jerisich Dock
Aquarium                                                                                       Night at the Tacoma                           12 PM Yowkwala
                                                 6:30 PM Natural Yard   6:30 PM Natural Yard
                                                                                               Rainiers                                      Beach Volunteer
                                                 Care Class             Care Class
                                                                                                                          Earth Day          Restoration

                24                          25                   26                      27                   28                        29                      30
                                                                                                                                             9 AM Puyallup River
             24th    -   30th   Coasters and coffee sleeves at local businesses                                                              Volunteer Clean-up
                                                                                                                     8 AM Water4Life
                                                                                                                     Children’s Water
                                                 6:30 PM Natural Yard
                                                                                                                     Festival                10:30 AM Natural
                                                 Care Class
                                                                                                                                             Lawn Care Class
                                                                                                                          Arbor Day

   Visit www.pugetsoundstartshere.org for more events throughout the year!
Opportunity knocks once . . .
Coaster & Coffee Sleeve Campaign with photo contest
PSP – Puget Sound Starts Here Awareness Grant $10K
Opportunity knocks twice . . .
Advertising funds from STORM
DOE – GROSS grant funds $14,200 (not all used here)
Opportunity knocks a third time . . .
Puget Sound Starts Here Night at the Tacoma Rainiers
Sponsorship provided by City of Tacoma $2,500
City of
                           Edgewood

     The numbers:
27 partner organizations
planned 22 PSSH events
     in April 2011
The numbers:
  50 businesses distributed
  30,000 PSSH coasters and
 52,000 PSSH coffee sleeves
at 80+ locations in April 2011
month 2012 . . .


    Will it go regional?
Presenter: Peter Holte, City of Redmond | 425-556-2822 | pholte@redmond.gov




                     Puget Sound Starts Here
                       Campaign Effectiveness
                              Results



            If you don't know where you are going, you might wind up someplace else.
            --Yogi Berra
      10/20/2011
An Awareness Campaign
   • Convey information: ―Stormwater pollution impacts
     the environment‖
   • Make it RELEVANT to people’s lives:
     ―Stormwater pollution impacts YOU‖
   • Purpose: increase people’s receptiveness to programs
     designed to protect the environment




     “Emotion trumps fact.”
     --paraphrasing a quote by Jon Stewart
10/20/2011
May 2011 Phone Survey
   • ~1200 residents in 9 Puget Sound area counties
   • 1 in 4 (26%) respondents had seen or heard the phrase
     ―Puget Sound Starts Here‖
   • 2 in 3 (66%) of those who heard it understood its intent
   • Most learned of PSSH from TV ads
   • Collectively, local SOG & ECO Net efforts had about the
     same impact as the TV ads


        “USA Today has come out with a new survey - apparently, three out of
        every four people make up 75% of the population."
        -- David Letterman
10/20/2011
According to marketing experts,
                a 26% recall rate
           for a two-year old brand is
                  ―very strong‖




      Some people dream of success... while others wake up and work hard at it.
      --Unknown
10/20/2011
An Effective Campaign


   • At 26%, the PSSH message reached beyond ―the Choir‖
   • We ―primed the pump‖ for local, on-the-ground
     programs aimed at protecting the environment




      Try not to become a man of success, but rather try to become a man of value.
      --Albert Einstein
10/20/2011
Context: What we knew

   • About 10 – 15% of the population are ―the Choir‖
   • More people will pay attention
     if we make the topic relevant to them
   • Seeing the same message numerous times
     results in greater recall




      The beginning is the most important part of the work.
      --Plato’s Republic
10/20/2011
What we wanted
   • To break through to new audiences
       — Get our message out to people who are receptive,
         but not necessarily aware
   • Build a receptive audience
       — Make the issue relevant to people’s lives and families
   • Connect and re-enforce outreach actions
       — Create a common brand and consistent messages



      People receive somewhere between 300 and 3000 advertised messages a day.
      --Stuart Elway, STORM survey/evaluation consultant
10/20/2011
The message got through
   • Those who recall PSSH were 20% more likely to rate
     stormwater pollution from neighborhoods & roadways
     as ―Significant‖
   • Willingness to change behaviors was most strongly correlated
     to the belief that local waterways had some pollution
   • Willingness to change behavior went up
     with exposure to the campaign
   • Half of those who saw the campaign understood the actions
     they were being asked to take

      We don't inherit the earth from our ancestors, we borrow it from our
      children.
      --Native American Proverb
10/20/2011
The Takeaways
   • 1 in 4 residents around Puget Sound
     saw or heard the campaign; 26% is VERY STRONG!
   • The campaign reached beyond ―the Choir.‖
   • Maintain regional awareness efforts to increase people’s
     willingness to make changes
   • Continue and increase local on-the-ground social marketing
     programs that promote specific changes



      Message regionally, act locally.
      --STORM Members
10/20/2011
Presenter: Doug Rice, King County | 206-296-8360 | doug.rice@kingcounty.gov




                                     Where We’re Going
           • Collaborative Alignment
           • 26%
           • 50%
           • Education                      Regulation
           • Acknowledgement and Support
           • Reverse the decline!




      10/20/2011
10/20/2011

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2011-10-20-PSSH_For_PSP_Leadership_Council

  • 1. Puget Sound Starts Here October 20, 2011 Puget Sound Partnership’s Leadership Council Meeting ● October 20, 2011 10/20/2011
  • 2. Presenter: Doug Rice, King County | 206-296-8360 | doug.rice@kingcounty.gov STORM • STormwater Outreach for Regional Municipalities • driver: Coordinated permit compliance • focus: Stormwater • members: 81 cities & counties w/ NPDES permits • major funding: 2 Ecology grants o $980,000 Stormwater Grant o $500,000 GROSS Grant (Grant of Regional Or Statewide Significance) 10/20/2011
  • 3. STORM: What we do well • Collaboration: Phase I are resource for Phase II • Capacity building trainings • Social Marketing strategies • Monitor effectiveness • No formal agreements (but no entity w/ ultimate responsibly) 10/20/2011
  • 4. ECO Network • Education, Communication, and Outreach Network • driver: Action Agenda • focus: Beyond stormwater • members: 400 NGOs, cities, counties • major funding: PSP - 4 rounds to local ECO Net o $63k & 200k in FY10 o $100k in FY11 o $200k in FY12 o Plus 11 local coordinators (~$60k/yr total) 10/20/2011
  • 5. Major Initial Campaign Future Funders Users Alignment Users ECY •Ecology •STORM •7 local SOGs STORM •Individual Cities 81 NPDES cities & counties •Individual Counties (7 local SOGs) •PSP •ECO Network •11 local ECO Nets ECO Network •Individual NGOs 400+ members (11 local ECO Nets) •Tribes •Community groups •Individuals PSP •Schools •Businesses STORM=STormwater Outreach for Regional Municipalities SOG=Stormwater Outreach Groups 10/20/2011 ECO Net=Education, Communication, and Outreach Network
  • 6. Puget Sound Starts Here Campaign • STORM grant created Puget Sound Starts Here brand • Open Architecture • Consistent messages • Phase 1: awareness building • Phase 2: behavior change • ECO Net & STORM efforts complement 10/20/2011
  • 7. Presenter: Suzi Wong Swint, Snohomish County | 425-388-6476 | swswint@snoco.org PSSH Campaign at two levels: Region-wide & in the Local Community Region-wide • 3 flights of TV ads • Web page • Radio ads • Social media 10/20/2011
  • 8. Region-wide TV ads Fall 2009, Spring 2010, Spring 2011 Broadcast TV KCPQ-TV, KCTS-TV, KING-TV, KIRO-TV, KOMO-TV, KONG-TV, KZJO-TV Cable TV Arts & Entertainment Network, American Movie Channel, Animal Planet, Discovery, Do It Yourself, Food, Home & Garden TV, Lifetime, Oprah Winfrey Network, Oxygen, The Learning Channel, TNT, The Weather Channel, Versus 10/20/2011 www.youtube.com/watch?v=YqP9mFoqygM&feature=related
  • 9. Region-wide Radio ads Spring 2011 PSSH Sponsored Metro Traffic Reports KCIS-AM, KCMS-FM, KGNW-AM, KING-FM, KIRO-FM, KIXI-AM, KJAQ-FM, KKNW-AM, KKOL-AM, KKWF-FM, KLFE-AM, KMPS-FM, KOMO-AM, KOMO-FM, KPLU-FM, KPLZ-FM, KPTK-AM, KQMV-FM, KRWM-FM, KTTH-AM, KUOW-FM, KVI-AM, KZOK-FM, KJR-AM 10/20/2011
  • 10. Region-wide Web page Launched Sept 2009 10/20/2011 www.PugetSoundStartsHere.org
  • 11. Region-wide Social media • 1,150 Facebook Fans - launched Sept 2009 • 1,185 Twitter Followers - launched Sept 2009 • Content posted by Rae McNally, Puget Sound Partnership with ideas from ECO Net and STORM members 10/20/2011
  • 12. Region-wide YouTube Dog Doogity Video launched June 2011 • 116,000+ views • $27,000 ($333 per jurisdiction) • Free media coverage: KOMO 4, KING 5, KCPQ 13, KIRO 97.3 FM, KISW 99.9 FM, Seattle PI, local weeklies, local blogs 10/20/2011 watch “Dog Doogity” at www.ScoopPoop.org
  • 13. PSSH Campaign at two levels: Region-wide & in the Local Community In the Local Community • 7 Mini-grants to local Stormwater Outreach Groups (SOGs) • Open Architecture o local flavor o but clear connection to main campaign 10/20/2011
  • 14. In the local community – with GROSS grant funds Northern SOG Drink Sleeves & Coaster 10/20/2011
  • 15. In the local community – with GROSS grant funds Snohomish SOG Bus Ads 10/20/2011
  • 16. In the local community – with GROSS grant funds Thurston & Kitsap SOGs Bus Ads 10/20/2011
  • 17. In the local community – with GROSS grant funds North King SOG 3 Scrolling Online Ads 1 2 10/20/2011 3
  • 18. In the local community – with GROSS grant funds Pierce SOG Online ads to support “April is PSSH Month” 10/20/2011
  • 19. In the local community – with GROSS grant funds South King SOG Display Panels & Posters 10/20/2011
  • 20. In the local community – with utility fees Mill Creek made car air fresheners for commercial car washes 10/20/2011
  • 21. In the local community – with utility fees Everett, Kitsap Co, Lacey Free doggie bag dispensers to owners who pledged to Scoop the Poop 10/20/2011
  • 22. In the local community – with utility fees Bothell & Snohomish Co Used PSSH themes at fairs Bothell Snohomish County 10/20/2011
  • 23. In the local community – with utility fees Oak Harbor & Everett Banners reach all audiences 10/20/2011 Everett
  • 24. In the local community – with utility fees Bus boards = mobile banners Everett 8 Eastside cities: Bellevue, Bothell, Kenmore, Kirkland, Lake Forest Park, Redmond, Sammamish, Shoreline Lacey 10/20/2011
  • 25. In the local community – with utility fees Monroe, Snohomish, maintenance van & Bothell Bothell’s Tagged their maintenance rigs Their closed circuit TV trailer Monroe’s vactor truck Snohomish wrapped 10/20/2011
  • 26. In the local community – with utility fees Bellevue & Monroe movie theater ads Monroe also produced 3 radio ads 10/20/2011
  • 27. In the local community Branding by ECO Nets 10/20/2011
  • 28. In the local community Branding by ECO Nets PSSH webpage The Indigo PSSH window clings Student art PSSH posters PSSH stickers PSSH tattoos 10/20/2011
  • 29. Presenter: Tiffany O’Dell, Pierce County | 253-798-2468 | todell@co.pierce.wa.us April 2011 month in Pierce County! A local collaboration propelled by Puget Sound Starts Here
  • 30. 1 2 April is Month! Sunday Monday Tuesday Wednesday Thursday Friday Saturday 3 4 5 6 7 8 10:30 AM 9 9 AM Silver Creek Composting and Volunteer Worm bins Class Restoration 1 PM Tahoma Salt 6 PM Rain barrel 6:30 PM Natural Yard Marsh Volunteer Workshop Care Class Restoration 10 11 12 13 14 15 9 AM Parks 16 Appreciation Day 6 PM Soil Prep, 3 PM Puget Sound Planting Seedlings Starts Here Month 9 AM First Creek Class Proclamation at Volunteer Pierce County 6:30 PM Natural Yard Restoration Council Care Class Earth Day at PDZA 17 18 19 20 21 22 23 10:30 AM Residential Earth Day at Point 7:05 PM Puget 10AM Earth Day at Rain Garden Class Defiance Zoo & Sound Starts Here Jerisich Dock Aquarium Night at the Tacoma 12 PM Yowkwala 6:30 PM Natural Yard 6:30 PM Natural Yard Rainiers Beach Volunteer Care Class Care Class Earth Day Restoration 24 25 26 27 28 29 30 9 AM Puyallup River 24th - 30th Coasters and coffee sleeves at local businesses Volunteer Clean-up 8 AM Water4Life Children’s Water 6:30 PM Natural Yard Festival 10:30 AM Natural Care Class Lawn Care Class Arbor Day Visit www.pugetsoundstartshere.org for more events throughout the year!
  • 31. Opportunity knocks once . . . Coaster & Coffee Sleeve Campaign with photo contest PSP – Puget Sound Starts Here Awareness Grant $10K
  • 32. Opportunity knocks twice . . . Advertising funds from STORM DOE – GROSS grant funds $14,200 (not all used here)
  • 33. Opportunity knocks a third time . . . Puget Sound Starts Here Night at the Tacoma Rainiers Sponsorship provided by City of Tacoma $2,500
  • 34. City of Edgewood The numbers: 27 partner organizations planned 22 PSSH events in April 2011
  • 35. The numbers: 50 businesses distributed 30,000 PSSH coasters and 52,000 PSSH coffee sleeves at 80+ locations in April 2011
  • 36. month 2012 . . . Will it go regional?
  • 37. Presenter: Peter Holte, City of Redmond | 425-556-2822 | pholte@redmond.gov Puget Sound Starts Here Campaign Effectiveness Results If you don't know where you are going, you might wind up someplace else. --Yogi Berra 10/20/2011
  • 38. An Awareness Campaign • Convey information: ―Stormwater pollution impacts the environment‖ • Make it RELEVANT to people’s lives: ―Stormwater pollution impacts YOU‖ • Purpose: increase people’s receptiveness to programs designed to protect the environment “Emotion trumps fact.” --paraphrasing a quote by Jon Stewart 10/20/2011
  • 39. May 2011 Phone Survey • ~1200 residents in 9 Puget Sound area counties • 1 in 4 (26%) respondents had seen or heard the phrase ―Puget Sound Starts Here‖ • 2 in 3 (66%) of those who heard it understood its intent • Most learned of PSSH from TV ads • Collectively, local SOG & ECO Net efforts had about the same impact as the TV ads “USA Today has come out with a new survey - apparently, three out of every four people make up 75% of the population." -- David Letterman 10/20/2011
  • 40. According to marketing experts, a 26% recall rate for a two-year old brand is ―very strong‖ Some people dream of success... while others wake up and work hard at it. --Unknown 10/20/2011
  • 41. An Effective Campaign • At 26%, the PSSH message reached beyond ―the Choir‖ • We ―primed the pump‖ for local, on-the-ground programs aimed at protecting the environment Try not to become a man of success, but rather try to become a man of value. --Albert Einstein 10/20/2011
  • 42. Context: What we knew • About 10 – 15% of the population are ―the Choir‖ • More people will pay attention if we make the topic relevant to them • Seeing the same message numerous times results in greater recall The beginning is the most important part of the work. --Plato’s Republic 10/20/2011
  • 43. What we wanted • To break through to new audiences — Get our message out to people who are receptive, but not necessarily aware • Build a receptive audience — Make the issue relevant to people’s lives and families • Connect and re-enforce outreach actions — Create a common brand and consistent messages People receive somewhere between 300 and 3000 advertised messages a day. --Stuart Elway, STORM survey/evaluation consultant 10/20/2011
  • 44. The message got through • Those who recall PSSH were 20% more likely to rate stormwater pollution from neighborhoods & roadways as ―Significant‖ • Willingness to change behaviors was most strongly correlated to the belief that local waterways had some pollution • Willingness to change behavior went up with exposure to the campaign • Half of those who saw the campaign understood the actions they were being asked to take We don't inherit the earth from our ancestors, we borrow it from our children. --Native American Proverb 10/20/2011
  • 45. The Takeaways • 1 in 4 residents around Puget Sound saw or heard the campaign; 26% is VERY STRONG! • The campaign reached beyond ―the Choir.‖ • Maintain regional awareness efforts to increase people’s willingness to make changes • Continue and increase local on-the-ground social marketing programs that promote specific changes Message regionally, act locally. --STORM Members 10/20/2011
  • 46. Presenter: Doug Rice, King County | 206-296-8360 | doug.rice@kingcounty.gov Where We’re Going • Collaborative Alignment • 26% • 50% • Education Regulation • Acknowledgement and Support • Reverse the decline! 10/20/2011

Hinweis der Redaktion

  1. Hi, I’m Tiffany O’Dell, Education and Outreach Coordinator with Pierce County Surface Water Management. We participate in our local ECO Net group and the STORM group, and have a group of jurisdictions in the county who meet regularly to share and work on NPDES permit requirements. We were looking for a project we could work on together. At our local ECO Net meeting, someone suggested “Puget Sound Start s Here Month.” We thought this would be something simple that everyone could participate in. We all agreed to look at our planned events in 2011 and see how many of them we could cluster into the month of April.
  2. I acted as the “coordinator” by just collecting all of the events and putting them into one calendar. All of the events were advertised in the Tacoma News Tribune and on the Puget Sound Starts Here events calendar. The Puget Sound Starts Here was a simple message we could all use with our individual efforts that would provide a common backdrop, and we hoped, draw more attention to our events and the campaign as a whole.
  3. Shortly after working out the details of Puget Sound Starts Here month, an ECO Net grant was offered by the Puget Sound Partnership to increase public awareness of the Puget Sound Starts Here campaign. The Pierce County ECO Net really liked the Puget Sound Starts Here coaster campaign done by Seattle and submitted a grant application to do something similar in Pierce County. Pierce County was awarded a $10,000 grant to fund the production of coasters and coffee sleeves with Puget Sound Starts Here messaging. To draw more attention to the coasters and coffee sleeves, a photo contest was added, asking people to like Puget Sound Starts Here on facebook and post photos of themselves with the coasters and coffee sleeves to win prizes. ECO net organizations and local jurisdictions offered the coasters and coffee sleeves to restaurants and coffee shops in their areas with great results. The grant funds purchased 30,000 coasters and 52,000 coffee sleeves.
  4. Early in 2011, STORM announced that part of the GROSS Grant funds provided by Department of Ecology would be given to sub-regional groups to promote Puget Sound Starts Here. Pierce County jurisdictions received over $14,000 and decided to use some of that money to purchase advertising for Puget Sound Starts Here month on the Tacoma News Tribune website. 4 different ads were developed highlighting events that were taking place week-by-week with a link to the Puget Sound Starts Here website events calendar where event details were published.
  5. The biggest opportunity that fell into our laps leading up to Puget Sound Starts Here Month was when we were approached by the Tacoma Rainiers for a “Green” night at the stadium. (The Rainiers are the AAA feeder team for the Mariners)They had heard about the Puget Sound Starts Here campaign and thought it would be a good partnership opportunity. The cost of sponsorship was $5,000. Included in the sponsorship was a ceremonial first pitch, an ad in the game program, 2 PSAs played on the big screen at the game, 2 announcements by the game announcer, participation in the 7th inning stretch, and a booth at the entrance to the stadium. The city of Tacoma provided funds for the sponsorship, and the first pitch was thrown out by Bert the Salmon with the help of his buddy Scoopy Doo – two regional water quality mascots. Bert and Scoopy stuck around for the whole game, signed autographs, danced with fans, and helped the Rainiers mascot lead the 7th inning stretch and singing “Take me out to the ballgame”The night at the Tacoma Rainiers was so successful, the team has already contacted us requesting that we make this an annual event.
  6. We thought that for an originally unfunded effort, Puget Sound Starts Here month was very successful. It could not have happened without the collaboration of non-profit organizations, local jurisdictions, and several specialty groups, including the Tacoma Rainiers, Mt. Rainier National Park, and the Point Defiance Zoo & Aquarium,. It seemed that because we were all working together planning something large, that when opportunities like the Tacoma Rainiers fell into our laps, we were able to pick them up and run with them, because the collaborative infrastructure was already in place. We ended up having 27 partner organizations plan 22 events during the month of April.
  7. Thanks to the hard work of our partner organizations approaching businesses in their local area, we were also able to establish relationships with 50 businesses to use 30,000 coasters and 52,000 coffee sleeves at more than 80 locations. Locations were spread geographically across the county, from the Paradise visitors Center at Mt. Rainier, to Gig Harbor and everywhere in between.
  8. Now, there is talk of Puget Sound Starts Here month going region-wide in 2012, so mark your calendars!
  9. Collaborative Alignment: ECO Nets and STORM jurisdictions feed off each other. The whole is much more than the sum of the parts26%: great start50%: the problems facing PS can’t be solved with education alone. There need to be regulations and enforcement. If we get awareness and general acceptance up to 50% then the state, counties, and cities can put regulations in place and the majority will say “thank you” and “finally”. However, if regulations are issued without public support there will be outcry from all but the 10-15% who are “the choir”Acknowledgement and Support: it would be wonderful if PSP could tell elected from cities & counties that the work they are doing via STORM and individually is noticed and valued by PSP the local actions are moving us all to a cleaner PS. (Gerry and Martha mentioned that they would not mind if the local elected expressed support to the state leg for the work that PSP does.)