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Smart Waterways Case Study, Regional Stormwater Education Program |
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Background:
We were competitively selected to develop a five-year research-based stormwater education campaign for the Regional Stormwater Education Program, a regional partnership of local municipalities. We work with a steering committee comprised of town planners, public works directors and not-for-profit organizations for this federally mandated, state-administered public education program with limited funding. Each year we add tools and materials to expand our toolbox of tactics and leverage a small media buy. We conducted an analysis of national secondary research to identify effective multi-media behavior change communication campaigns for the general public. At the end of each program year, Marketing Partners develops an annual review binder evaluating the past year's accomplishments with in-depth tracking and a reporting summary on program website analytics and a media/public relations visibility report.
Target Audience:
Adults and children in 14 Chittenden County MS4 towns (as defined by the EPA)
Materials developed:
- Campaign identity
- Campaign website with animated section
- TV, print, and radio ads
- 5-minute video and 1-hour educational TV special
- Airport display
- Tip sheets
- News releases and story lines
- Promotional items
Impact:
- First post-campaign survey conducted in 2008 showed an increased in the general public's knowledge about the stormwater system and the behaviors that contribute to it.
- Visitor traffic to the Smart Waterways website has steadily built since its launch in 2003.
- Dozens of municipalities across the United States have requested permission to use the Stormville educational animation section of the Smart Waterways website.
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