California Department of Boating and Waterways
Clean Vessel Campaign
IN Communications is partnering with Media Solutions on a statewide campaign to motivate California boaters to dispose of raw sewage properly by using pumpout stations. The 1992 Clean Vessel Act identified vessel sewage discharges as a “substantial contributor to localized degradation of water quality in the United States.” For this project, IN Communications led development and implementation of a statistically valid telephone survey of registered boaters to identify and profile those who discharge sewage improperly, perceived barriers to using pumpouts and potential messages to change undesirable behavior. IN Communications is also leading partnership development with corporate, retail and industry associations. Results include a partnership with West Marine to distribute materials in their 40 stores throughout California as well as on their corporate Web site, and partnerships with 48 individual retailers throughout the state.
California Integrated Waste Management Board
Multi-Pronged Approach to Outreach Activities
IN Communications partnered with Ogilvy Public Relations Worldwide on a statewide program to educate Californians about the “3,000-mile myth”—that changing your car’s oil every 3,000 miles is outdated. The program’s ultimate goal is to reduce the amount of used oil generated by unnecessary, frequent oil changes by changing the public’s attitudes and behavior. As a DVBE subconsultant, IN Communications assisted with partnership development and media outreach. Activities facilitated by IN Communications include introducing General Motors to the campaign, developing 31 auto dealership partnerships throughout California and successfully pitching stories to the Los Angeles Times, Ventura County Star, Green Car Journal and elsewhere. Ms. Kohn also drafted opinion articles for the Green Car Journal and Hi Sierran in San Diego, as well as the 3,000 Mile Myth media kit.
Regional Water Efficiency Program
Public Outreach Campaign
IN Communications is leading public outreach efforts for a multi-faceted program designed to persuade residents in Sacramento, Placer and El Dorado counties to use water efficiently. The 2010 Water Efficiency Campaign began with a statistically valid telephone survey of more than 600 adults within the RWEP participant area. Based on survey results, IN Communications worked with strategic partners MediaLine Communications and FRAUSE to develop a two-year outreach plan that includes both advertising/public relations and a unique Community-Based Social Marketing (CBSM) pilot project.
Currently still in the development stage, the regional advertising/public relations campaign will showcase Sacramento-area residents who have a “Blue Thumb”—a talent for creating a beautiful, water-efficient landscape. Television and radio advertising will feature residents in their own garden talking about how they use wisely outdoors through every-day tasks such as adjusting their irrigation system according to the season. The CBSM pilot project will focus on strengthening the Water Wise House Call program, a free service offered by water providers to help customers use water more efficiently at home. The IN Communications team is currently working to identify 20 metered home within the Sacramento region to participate in this grass-roots project. Neighbors will be asked to commit to evaluating their water use and learning how to use water more efficiently. The program will deliver an education program that employs social marketing principles and techniques to enhance water savings and behavior change.
IN Communications Principal Christine Kohn has managed public outreach for the Regional Water Efficiency Program established in 2001 first while with consulting firms Lucyco and PMC, and now with her own company.
City of Sacramento
Spare the Water Campaign
IN Communications created and implemented the city of Sacramento’s new Water Conservation Outreach program. Working in consultation with city staff, IN Communications with partners MediaLine Communications, SpanishWorks and Magma Creative created a strategy and materials designed to educate residents about the city’s updated Water Conservation Ordinance and ways to use water wisely. Campaign elements included:
- Campaign identity in English and Spanish
- “Water Efficiency on Wheels” promotion with KZZO-FM “The Zone,” including 30-second recorded advertisements and visits to community events throughout the summer where the ZONE prize patrol and city conservation staff provided water wise information and give-aways
- Extensive advertising on Capitol Public Radio • Public Service Announcements on radio on via 12 billboards within City limits
- Media outreach and partnership development through English and multicultural channels • Tip card and watering schedule magnet in English, Spanish, Chinese and Vietnamese
- Enhanced Web site pages and unique URL (SpareSacWater.org)
Within two months of launching the campaign, more than 30 stories about the city’s water conservation efforts appeared in regional English and multicultural media. Water waste calls increased by 70 percent, and requests for city water conservation services increased 40 percent.
INform, INvolve, INnovate, INspire!