slides presented at the Sept 22 2011 Quarterly STORM meeting in Bellevue WA

1. Puget Sound Starts Here
September 22, 2011

2. Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov
Forming, Storming,
Forming Storming and Norming
A Classic Outreach Strategy
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3. Forming
• NPDES Permit
• Regional coordination
• Stormwater grant
• Co-branding by PSP

4. Storming
• $980,000 Stormwater Grant
• Focus on awareness building and behavior change
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• BMP Development
• Brand, Ad Campaign, and Website
• Social marketing, capacity building
• Effectiveness measuring

5. Norming
• Capacity building training (60+ jurisdictions)
• Applied Social Marketing
• ECO Nets
• SOG’s
• GROSS Grant

6. Presenter: Suzi Wong Swint, Snohomish County | 425‐388‐6476 | swswint@snoco.org
Grant of Regional Or Statewide Significance
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• $500,000 – thank you Dept of Ecology
• 3rd flight of TV ads
• Radio ads
• Bus ads
• Online ads
• S i l M di
Social Media
• PSSH at the local level
• Evaluation

7. We asked STORM members to give us three words or phrases that describe their
experience with STORM & PSSH then we used Wordle to make this Word Cloud.
Words are sized in proportion to the number of times they were used.

8. Collaboration
C ll b ti
• Bulk orders for PSSH drain markers
34,000+ PSSH markers
$1.25 ea (vs $2.70 for 2,000)
22 jurisdictions
j i di ti
• Bulk orders for Drain Ranger Badges
• “We Scoop” stickers next?

9. TV ads – Spring 2011
$164,223
Broadcast TV
KCPQ TV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69,
KONG TV-56, KZJO TV-25
Cable TV
Arts & Entertainment Network-127, American Movie Channel-116,
Animal Planet-12, Discovery-91, Do It Yourself-7, Food-98,
, y , , ,
Home & Garden TV-105, Lifetime-109, Oprah Winfrey Network-9,
Oxygen-10, The Learning Channel-102, TNT-94, The Weather
Channel-10, Versus-8
www.youtube.com/watch?v=YqP9mFoqygM&feature=related

10. Radio d Spring
R di ads - S i 2011
$25,236
PSSH Sponsored Metro Traffic Reports
KCIS AM-10, KCMS FM-12, KGNW AM-18, KING FM-7, KIRO FM-52,
, , , , ,
KIXI AM-18, KJAQ FM-33, KKNW AM-2, KKOL AM-8, KKWF FM-4,
KLFE AM-15, KMPS FM-35, KOMO AM-70, KOMO FM-42,
KPLU FM-10, KPLZ FM-2, KPTK AM-40, KQMV FM-4, KRWM FM-7,
KTTH AM-49, KUOW FM-1, KVI AM-6, KZOK FM-42, KJR AM-60CPQ
TV-83, KCTS TV-60, KING TV-99, KIRO TV-122, KOMO TV-69,
KONG TV-56, KZJO TV-25

11. Social Media … it’s not a fad
Newspaper
all Americans: 30% read paper frequently
under 40: 15% read paper frequently (Mar 2009)
Social Media
65% of adults use social network sites
43% use Facebook, Twitter, YouTube frequently (Aug 2011)

12. Social Media … it’s not a fad
PSSH on Facebook by Rae McNally, Puget Sound Partnership
1,124 fans
PSSH on Twitter by Rae McNally, Puget Sound Partnership
1,228 followers

13. Social Media … it’s not a fad
it s
YouTube
71% of online adults use YouTube or Vimeo
YouTube
Dog Doogity
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112,000+ views
$27,000 ($333 per jurisdiction)
earned (free) media:
( )
KOMO 4, KING 5, KCPQ 13,
KIRO 97.3 FM, KISW 99.9 FM,
Seattle PI, local weeklies,
local blogs
watch “Dog Doogity” at www.ScoopPoop.org

14. PSSH at the local level
$102,870
$102 870
(shares varied depending on number of permittees &population. The smallest project was $11,700, the largest was $17,500)
7 Stormwater Outreach Groups
“mini-grants” to disseminate PSSH at the community level

15. Northern SOG
Drink Sleeves & Coaster

16. Snohomish SOG
Bus Ads

17. North King SOG
Scrolling Online Ads

18. South King SOG
Display Panels & Posters

19. Thurston SOG
Bus Ads City of Lacey continued the ad with city funds

20. Western SOG
Bus Ads

21. Pierce SOG
Pi
Online ads to support “April is PSSH Month”
But the online ads are the middle of the story …
But the online ads are the middle of the story …
Bill Malatinsky, Seattle Public Utilities, will tell us the story
from the beginning…

22. Presenter: Bill Malatinsky, Seattle Public Utilities | 206‐386‐9154 | bill.malatinsky@seattle.gov
Showcase: The growth of a great idea
Sh h h f d

23. Puget Sound Starts Here Coaster
Campaign
Seattle, Washington
From Idea to Action…

24. Idea
Always write everything down, always…

25. Funding?
Dramatic reenactment by clip art silhouettes of me asking my boss for E&O
money to fund beverage coasters during a recession...

26. ECOnet to the Rescue!
Education, Communications, and
Outreach Networks Next Slide
ld
ECO Net (Education, Communication and Outreach
Network) is a Sound‐wide network of professionals
working to help save Puget Sound. It draws on the
combined experience, skills and community‐level
knowledge of local organizations and individuals while
linking to and benefiting from regional resources and a
comprehensive vision for restoring Puget Sound. There
are twelve local ECO Networks across the twelve
counties of Puget Sound. Each Local ECO Net has a
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designated coordinator and meetings are held at least
quarterly.
And by ECOnet I mean the Puget Sound Partnership.

27. Sorry about the blurry image. Although, actually, when was the last time
you saw the eye doctor? All I’m saying is consider it.

28. ECOnet Mini-Grant 2010
Funding Structure
$
e&o$ $ $
$
$
$
$$ $
$$ $
A pot of big faceless general money becomes tiny, targeted, locally-
informed, locally-driven action-ideas instantaneously.

29. With Funding on the Horizon…
Idea Evolves into Campaign
Key Partnerships Key Components
1. Coasters
2. Distribution
3. T-Shirts
4. Advertisement
5. Event & Outreach
“Sometimes you eat the bar, and sometimes the bar eats you...”

30. Funding Secured!
Hooray!

31. Key Component 1:
Coasters
Seattle to Olympia: a crash course in long distance cyber graphic design.

32. Key Component 1:
Coasters Finalized
I Poop is, and always will be, everyone’s favorite.

33. Key Component 2:
Distribution
4,000 Coasters 5,000 Coasters 3,500 Coasters 2,500 Coasters
Remainder
Coasters
How’s my math?

34. Key Component 3:
T-Shirts
I rode my bike to make the order >

35. Key Component 4:
Advertisement
Piggybacking on an old friend…

36. Key Component 5:
Event & Outreach
A photo essay…

37. Rachaal Steele, super amazing manager of Naked City Brewery and key
partner.

38. Me giving a rousing, enthusiastic speech while simultaneously lamenting
the fact that I would be both on the clock and at a brewery for the rest of
the evening. Total bummer.

39. Creamy Chipotle soup, meets bald man with a beard, meets giant coaster
in background, meets Puget Sound affinity.

40. BAM!

41. Brother and sister (really) literally updating their location on social media
site foursquare during the event…

42. By the Numbers
• 30 000 Coasters di ib d to approximately 50 b
30,000 C distributed i l bars, restaurants, cafes i S
f in Seattle
l
• 105 of 110 t-shirts distributed
• 350 Attendees at Coaster Kick-Off
• 50 Unique Views of Outreach Table at Coaster Kick-Off
• 10 000 unique views of ‘C
10,000 i i f ‘Coaster C
Costumes’ and 500 event i i i
’ d invitations given at
i
Greenwood Seafair Parade
•Lead-up Kickoff Event article or advertisement on Phinneywood.com, Parkways (Seattle
Parks), Eventful.com, Seattle PostGlobe, At Your Service (SPU), Highland Park Outlander,
Broadview N i hb h d N
B d i Neighborhood News, N k d Ci W b i & F
Naked City Website Facebook & T i
b k Twitter, C k k P k
Carkeek Park
Homepage & Newsletter, and more
•Spinoff Campaigns now in Kitsap, Pierce, and Whatcom/Skagit Counties
Almost finished.

43. By the Locales
Georgetown
Wallingford:
Ballard: Calamity Jane’s
Smash Wine Bar
Smash Wine Bar
Bad Albert’s Jules Mae’s
Tutta Bella
The Loft Smarty Pants
Blue Star
Thaiku Hudson
Lock and Keel 9 lb. Hammer
Thornton Creek Watershed:
King’s Hardware
Jackson Park Restaurant
Hattie’s Hat Madison Valley
Caroline Tavern
Old Town Ale House The Attic
Cooper’s Ale House
Old Peculiar
Romio’s Pizza
Bastille Café & Bar Capitol Hill
Ram Brewery (Northgate)
Honey Hole
Maple Leaf Grill
Greenwood:
Roosevelt Ale House
Naked City Brewery & Taphouse White Center
Jewel Box
Pillager’s Pub
g Triangle Pub
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Thai Fusion Bistro
Thai Fusion Bistro
Bleacher’s
Reservoir Bar & Grill
Pig N’ Whistle West Seattle
Scorecard Bar & Grill
Piper’s Creek Pub Skylark
Wedgewood Ale House
74th Street Ale House West Five Restaurant
Fiddler’s Inn
Prost! Poggie Tavern
Beverage Place Pub
Endolyne J ’
E d l Joe’s
Finished.

44. Presenter: Tiffany O’Dell, Pierce County | 253‐798‐2468 | todell@co.pierce.wa.us
Chapter two of our story continues with Tiffany O’Dell, Pierce County…
Pierce County ECO Net and SOG
Coaster and Coffee Sleeve Campaign
and Puget Sound Starts Here Month
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45. 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 Co post g a d
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!

48. Tacoma News Tribune Web Ads

50. http://youtu.be/d5A4tY3SvHE

51. Participating businesses:
15,000 coasters
15 000 coasters
2000 coffee sleeves
30,000 coffee sleeves 500 coasters
2,000 coffee sleeves

52. Organizations participating:
City of
Edgewood
• Mt. Rainier National Park
• Puyallup River Watershed
Council
• Clover‐Chambers
Watershed Council
• KGI Watershed Council
• Point Defiance Zoo
• Self‐Reliant Graham

53. The next chapter in the
coaster story comes from
the Kitsap Environmental
Education P g
Ed ti Programs.

54. Chapter 4 in the Coaster Story:
Whatcom/Skagit SOG
coaster design

55. Presenter: Peter Holte, City of Redmond | 425‐556‐2822 | pholte@redmond.gov
Puget Sound Starts Here:
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Campaign Recall and Impact
$51,156
If you don't know where you are going, you might wind up someplace else.
don t
--Yogi Berra

56. We conducted a phone survey:
• Approx. 1200 residents in 9 Puget Sound Area Counties
• 1 in 4 (26%) of respondents had seen or heard the phrase
“Puget Sound Starts Here”
• 2 in 3 (66%) of those who had heard it correctly interpreted its
meaning
• Most learned of it from the TV ads
• Added together, local actions had about the same exposure
rate as the TV ads
USA Today has come out with a new survey - apparently, three out of every
four people make up 75% of th population."
f l k f the l ti "
- David Letterman

57. According to marketing experts, a 26%
recall rate f a t
ll t for two year old b d i
ld brand is
“very strong.”
Some people dream of success... while others wake up and work hard at it.
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--Unknown

58. Was the Campaign Effective?
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• We got the message out beyond “the Choir.”
• W “primed th pump” f l
We “ i d the ” for local, on-the-ground programs
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aimed at protecting the environment.
Try not to become a man of success, but rather try to become a man of value.
--Albert Einstein

59. Context: What we knew
• About 10 – 15% of the population are “True Greens” “the
p p
Choir”
• More people will pay attention if we make the topic relevant
to them
• People need to see things more than once--the same message
numerous times results i greater recall
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The beginning is the most important part of the work.
--Plato’s Republic

60. What we wanted: increase awareness
and relevance
• E
Extend the our market reach—reach receptive people that are
d h k h h i l h
not necessarily aware
• M k the i
Make h issue relevant--the first step i promoting activities
l h fi in i i ii
that will protect the environment
• C
Create a common b d h can b used b numerous cities,
brand--that be d by ii
counties, non-profits, etc.
People receive somewhere between 300 and 3000 advertised messages a day.
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--Stuart Elway, the STORM survey/evaluation consultant

61. The message got through
• Those that recall the message were 20% more likely to rate
stormwater pollution from neighborhoods and roadways as
“Significant”
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 exposer to the
campaign
• Half of those who saw the campaign understood what it was
asking them to do
We don't inherit the earth from our ancestors,
we b
borrow it f
from our children.
hild
--Native American Proverb

62. The Take-away:
• 1 in 4 residents around Puget Sound saw the campaign—26% is
STRONG!
• The campaign extended our market—reaching the “light
greens”—we got beyond “the choir.”
• Keep the regional awareness effort going
• AND use campaign to support local programs that promote
environmentally-sound behavior
Message regionally, act locally.
--STORM Members

64. Presenter: Doug Rice, King County | 206‐296‐8360 | doug.rice@kingcounty.gov
Where W ’ G i
Wh We’re Going