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Social Indicators + Social Marketing = Cleaner Water!. Lyn Crighton Tippecanoe Watershed Foundation (TWF) Jill Hoffmann Upper White River Watershed Alliance (UWRWA). A campaign about the choices we make and their impact on water quality. CCCW Goals. SOLUTIONS TO WATER

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Social Indicators + Social Marketing

= Cleaner Water!

  • Lyn Crighton

  • Tippecanoe Watershed Foundation (TWF)

  • Jill Hoffmann

  • Upper White River Watershed Alliance (UWRWA)



CCCW Goals water quality

SOLUTIONS

TO WATER

RESOURCE PROBLEMS

PARTICIPATION

(acquire

experience and

take action)

SKILL

(identify problems)

ATTITUDE

(values &

feelings)

KNOWLEDGE

(understanding)

Measure Progress

AWARENESS

(appreciation)

Source: Project WET International Foundation, Inc


Today s journey
Today’s Journey water quality

  • Social Indicators

  • Social Marketing

  • Media (Social Media)

  • Cleaner Water (Outcomes)



2007 land use land cover
2007 Land Use/ Land Cover water quality

2,720 square miles – 15 counties - Indianapolis



Module 1 social indicators definition

Module 1. water qualitySocial Indicators Definition

Raymond Bauer (1966), often referred to as the father of the social indicators movement, defined social indicators as “statistics, statistical series, and all other forms of evidence – that enable us to assess where we stand and are going with respect to our values and goals, and to evaluate specific programs and determine their impact” (p. 1). 


Social indicators surveys
Social Indicators Surveys water quality

  • Social context

  • Awareness

  • Attitudes

  • Capacities

  • Constraints

  • Behaviors


Survey overview
Survey Overview water quality

  • Purdue University

  • 5 wave design

  • Random sample

  • Return rate / # of surveys

  • Cost



Hands on fun
Hands-on Fun water quality

  • Work with a partner.

  • Write a public survey question that would tell you if people know that stormdrains are connected to streams.



How About Their Values? water quality

Rewording the question to avoid bias (eg. ‘taxes’)

or leading answers w/ positive or negative phasing

$


Values indianapolis area
Values – Indianapolis Area water quality

I don’t have to convince them of their role or even of the importance of clean water – I have to show them how it doesn’t cost more and teach them about pollutants, loads and what to do to have a green lawn!



More on this in our “Media” Module! water quality

67%

47%

34%


Module 2 social marketing

Module 2. water quality Social Marketing

Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors. 

Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society." 


Website development design principles pledges social pressure
Website development & Design principles water quality (pledges/social pressure)

  • Web Developer

    • Do you know a good car mechanic?

  • Mood boards and wireframes

    • Examples of other sites we liked

  • Barrier ID from Social Indicators – makes sure to address barriers in website materials via resources

  • Watershed concept early


Timeline and adjustments
Timeline and Adjustments water quality

Aug. 2010

Aug. 2009

Nov. 2009

Jan. 2010

Feb. 2010

June 2010


Timeline and adjustments cont
Timeline and Adjustments (cont.) water quality

Dec. 2010

Feb. 2012

July 2011

Sept. 2011

Apr. 2012

April 2012


W ater w ords that w ork key steps
W water qualityater Words that Work – Key Steps

  • Begin with Behavior

  • Find Foolproof Photos

  • Swap the Shoptalk

  • Insert the Words That Work


Water words that work key principles
Water Words that Work – Key Principles water quality

  • Make sure to make folks believe that their impact makes a difference (more on this in Cleaner Water section)

  • Make an emotional/values connection



Hands on fun1
Hands-on Fun water quality

  • Write a tagline for a campaign on each of CCCW topics in small groups.

Native Plants

Pet Waste

Fertilizer

Septic systems


Your taglines
Your Taglines water quality


Tagline logos and branding draft taglines
Tagline, Logos and Branding – water qualityDraft Taglines

  • Infiltrating Indiana with native plants

  • Garden with Water Quality in Mind

  • Clean water starts in your yard

  • Beautiful solutions to water pollution

Rain Gardens & Shoreline Plantings


Draft Taglines (cont.) water quality

No Phosphorus Fertilizer

  • Don’t P on the Lawn

  • Do the Green Thing: Fertilize Responsibly

  • Lawns Green, Water Clean

  • The Hero with the Zero (w/ a little “hero” mascot)

  • You’re not just fertilizing the lawn

  • Your Lawn Won’t Care

  • Happy lawns, Healthy Water


Draft Taglines (cont.) water quality

Septic Maintenance

  • Your septic system, your responsibility

  • What happens after the flush?

  • Erase the Waste

  • Clean Water Starts In Your Backyard

  • Got Septic?

  • Doo Doo the Right Thing


Draft taglines cont
Draft Taglines (cont.) water quality

Pet Waste

  • There’s no such thing as a Poop Fairy

  • If picking up poop is unpleasant, try swimming in

  • Scoopy Doo! A Pet Waste Campaign

  • Pooches for the Planet

  • Scoop the Poop

  • It’s in the grass… It’s on my paws… It’s in the creek

  • Stop the Fecal Bacteria Machine (with photo of puppy).

  • Dogs can’t flush!

  • Too Cute To Pollute?


Behaviors or choices

Behaviors or Choices water quality


Behaviors or choices1

Behaviors or Choices water quality




Thank You Email prevented!


1600 pledges
1600 Pledges prevented!

  • 1051 lawns - 576 acres

  • 18,818 lbs Phosphorus saved

  • 4.6 million lbs Algae prevented

  • 295 pet owners – 383 dogs

  • 2.4 trillion bacteria/year

  • 180 native planting pledges

  • 58,079 lbs Phosphorus saved

  • 29 million lbs Algae prevented

  • 72 septic pledges

  • each save 76,650 gallons waste


Module 3 media social media

Module 3. prevented!Media & Social Media


Advice from marketing gurus
Advice from Marketing Gurus prevented!

  • People are more likely to visit website from electronic link than from any other advertising

  • Repeat Visitors

  • Email Autoresponders


More advice from marketing gurus
More Advice from Marketing Gurus prevented!

  • Landing Pages

  • Facebook & Google Ads

  • Facebook Fan Page


Facebook Ads prevented!

25 character title MAX

135 character body MAX

Pay per click ~ $1.00


Mass media
Mass Media prevented!

  • Goal #1 - # pledges & behavior change

  • Goal #2 - awareness in broader scale

  • Methods

    • TV

      • Targeted (fertilizer at news time, pet stuff on animal show)

    • Radio

      • Targeted marketing

      • Online to online element w/ radio

    • Billboards

      • Target marketing rural topics/rural areas

      • Revisions so stand alone educational messages




Why all the blah blah blah at the beginning
Why all the blah, blah, blah at the beginning? commercial?

“WATERSHED” = Water Words that Work

  • Create a recognizable brand

  • More importantly…

  • If they never take action/make the ‘choice’ they still need to know the primary message about connection!


Hands on fun 3
Hands-On Fun #3 commercial?

What would Eric Eckl Say (WWEES)?

  • Review versions of materials against WWTW principles and social indicators results (base knowledge and/or barriers)


W ater w ords that w ork
W commercial?ater Words that Work

Begin with Behavior

Find Foolproof Photos

Swap the Shoptalk

Insert Water Words That Work

Clean water Working together  Balance

Make a difference  What you can do

Healthy  Save money  Choice

Do your part  Family  Safe  Responsible


Radio partnerships

Semi-monthly Polls commercial?

Radio Partnerships!

Weekly Blogs



Google Analytics commercial?


More marketing
More Marketing commercial?

  • Exhibits

  • Postcards

  • Give-aways/bribery

  • Articles in newsletters, newsletters

  • Links on other groups’ websites

  • Sponsorships


Sponsors funding
Sponsors & Funding commercial?

  • Partnership – Charter Sponsors (incl MS4s)

  • IDEM – 319 Nonpoint Source & P2 Grants

  • IN Living Green

  • ECWA

  • WACF

  • ILMS

  • IASWCD

  • IWF

  • WREC

  • LTPO

  • Big Walnut

  • Monroe SWCD

  • MACOG/SJRBC



Module 4 cleaner water outcomes

Module 4. commercial? Cleaner Water (Outcomes)

Evaluation Measures

Depends on the audience (funders, grant reportables, regulators/MS4, your Board)

# of impressions

# of pledges

# of site hits

Load reductions/pollution

Reductions by shed or shed participation


What does this mean
What does this mean? commercial?

  • According to marketing consultant…

  • I'll be blunt - in several ways, your site is among the best I have reviewed.

  • The bottom line … is that your site is very attractive and appealing to the visitors - relatively long and deep visits.

    • Your average time on site (in seconds) is about the highest I have ever seen! Good job.

    • Your average visitor clicks to almost 4 pages - this is also extremely high. Good job!


Pledges
Pledges commercial?

23%


More outcomes
More Outcomes commercial?

  • Engaging partners/sponsors – reaching new audiences via already trusted sources

  • Having measurable outcomes – funding opportunities

  • Trademarking

  • Licensing? Signup sheet available

  • Follow-up Social Indicator surveys

  • Awards – woo hoo!


Want to join us
Want to Join Us? commercial?

  • Make a Clear Choice Pledge today!

  • Talk to us about licensing opportunities!



Questions commercial?

or Comments?

Contact Info:

Lyn Crighton

[email protected]

Jill Hoffmann

[email protected]


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