Presented at the EPA\'s 2008 National Air Quality Conference in Portland, Oregon.

1. Simplifying Air Quality Messaging for Businesses,
Community Organizations and the General Public
2008 National Air Quality Conferences
April 6, 2008
Portland, Oregon
Frank T. Mongioi, Jr., Marketing and Outreach Manager
icfi.com
© 2006 ICF International. All rights reserved.

2. Background
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3. Who is ICF International?
• Thirty-nine years of experience – founded in 1969
• End-to-end management, technology, and policy
services – advise, implement, improve
• Diverse client base – 82% government
covering numerous agencies and departments,
13% commercial, and 5% international
• More than 2,000 employees
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4. ICF International Overview
• Mission – We partner with our clients to conceive,
implement, and enhance solutions and services that
protect and improve the quality of life
• Why Do Clients Choose ICF?
– We have a passionate commitment to our work and to
helping our customers achieve compelling results;
– We combine deep program and industry knowledge with
world-class technical expertise; and
– We have the capability to support our customers through
the entire program life cycle, from analysis and design
through implementation and evaluation.
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5. NYSDOT OAD Program Background
• An Ozone Action Days (OAD) Program had been in place in the New
York region since 1997
– Under the direction of the New York State Department of Transportation, in
cooperation with New York State Department of Environmental Conservation
• Encouraged actions to reduce air pollution on OADs, and throughout
the ozone season
– Limited outreach implemented
But—
The New York State Department of Transportation (NYSDOT) committed to
enhancing and expanding the New York metropolitan region’s OAD program
in order to achieve quantifiable, on-going reductions in motor vehicle
emissions.
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6. Transitioning to Year-Round Program
• Phase I (Summer – Fall 2006): Marketing the program under the
Ozone NY name
– Using existing program logo and web address
– Conducted research and surveys to assess public attitudes and awareness of air
quality issues and actions taken on OADs
– Refocused materials from “Buy a Plant” to focus on desired travel-related actions
to improve air quality
– Undertook aggressive employer recruitment effort to increase number of
employers participating in the Clean Air Network
• Phase II (Winter 2006-2007): Developing a new program
– Development of an integrated marketing campaign to be launched in April/May
2007, emphasizing the year-round nature of air quality issues and actions that
can be taken.
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7. Messaging
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8. Keep it Simple
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9. Visuals
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10. Statistics
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11. Economics
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12. Basic Actions
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13. Outreach
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14. Employer Outreach
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15. Collateral for Employers
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16. Collateral for General Public
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17. Consumer Events
• Posted on our Web site • Examples
• Promoted through – Earth Fair at Earth Week in
MetroNetworks Grand Central
– American Lung Association
• Uniquely NY Photo Promotion Asthma Walk
– Drives traffic to our Web site
– NYC Health Fair and Expo
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18. Upcoming Promotion
Clean Air NY will sponsor the Long Island
Ducks game on June 3rd
QuackerJack figurine with Clean Air NY
logo giveaway for fans
20 premium parking spaces for carpoolers
Name on Jumbo “Duck Vision” screen
Informational booth set up
Luxury box for Clean Air NY guests
Clean Air NY logo in 2008 pocket schedule
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22. On-line Ads
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23. Radio Ads
• Let’s Listen!
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24. Advertising Campaign Mix
July-December 2007
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25. Accomplishments
•The Network has grown to include more than 3,000 individuals, more
than 4,000 businesses, 15 Champions and more than 40 community
organizations
All working to spread our message
•Episodic surveys have shown a 3.13% reduction in vehicle miles
traveled in the New York metro area on Air Quality Action Days
This is after the CARB/EPA method correction factor for adjusting self-
reported trip reduction of 0.5 is applied
•An estimated 68.6 million miles of travel was reduced over 12 Air
Quality Action Days in the 2007 ozone season
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26. Breathe it in.
Thank you!
Frank Mongioi
ICF International
732-218-5040
fmongioi@icfi.com
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