The Clean Bay Campaign: Engaging Residents Across the Metro Area

1. The Clean Bay Campaign: Engaging Residents Across the Metro Area Christopher Conner Chesapeake Bay Program Washington Council of Governments July 14, 2004

2. Why a Clean Bay Campaign?... • The Bay watershed’s population is growing • New nutrient and sediment reduction goals are extremely ambitious • We need to tap new, broader audiences • Urban nutrient loads growing quickly • Long-term sustainability of the Bay will likely require changes to “business as usual”

3. Why the Washington area? • 2002 Chesapeake Bay Program/ Virginia Tech University Survey of Bay Watershed Residents • High level of concern • High interest in getting Involved • Low level of knowing how to get involved • Can reach residents living in multiple Bay Program partner jurisdictions

4. A couple of Washington facts • Washington Primary Metropolitan Statistical Area (PMSA )

5. A couple of Washington facts • about 1.96 million households • estimated “lawn” area of 530,000 acres • current estimated annual nitrogen load to local water bodies about 4.7 million pounds • current estimated annual phosphorus load to local water bodies about 560,000 pounds per year • Urban nutrient management in this area would: • reduce nitrogen loads to an estimated 3.9 million pounds • 800,000 pound reduction • reduce phosphorus loads to an estimated 430,000 pounds per year • 120,000 pound reduction

6. Campaign Strategy… • Different than traditional public awareness campaigns • Social Marketing approach • most effective way to seek what we are looking for… behavior change • main focus is on improving what we are offering the audience in exchange for behavior change • Solely raising awareness is not enough

7. Campaign Focus • Focus has evolved over the past four years • Will help meet Bay nutrient reduction goals • Target Audience • “Green Lawn Set” • Desired Outcome • Reduction of urban nutrient load

8. Campaign Focus • Current campaign will focus on lawn care related behaviors • can be expanded in futures years/campaigns • We will offer a competitive product to over-fertilizing • product will benefit the audience • we won’t just tell them “no”

9. Key Campaign Components • Mass media will be used for messaging • Radio, television, print advertisements • Additional emphasis on earned media and non-traditional channels will be used to expand the message and is critical to the campaign’s success • Developing and leveraging partnerships will allow us to reach target audience from different angles

10. Want to get involved? • Excellent opportunity to work on a regional level • Could tie into your existing requirements for storm water outreach • Regional campaign can awaken a large number of people to this issue • Once aware of the issue, residents may be more open to locally-driven messages

11. Timeline ... • Summer 2004 • Field pre-campaign survey • Create the Brand • Develop advertising • Build Partnerships

12. Timeline ... • Fall 2004 • Expand partnerships • Purchase media • Develop distribution channels • January 2005 • Prepare for launch • February 2005 • Campaign Launch

13. Contact me... • Christopher Conner • Chesapeake Bay Program • cconner@chesapeakebay.net • 410-267-5758