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The Miami Valley Region

The Miami Valley Region. The Miami Valley Region. Regional Demographics. Miami Valley Regional Planning Commission (MVRPC) MPO for a three-county area Wright-Patterson Air Force Base is the largest employer GM/Delphi is the second largest employer

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The Miami Valley Region

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  1. The Miami Valley Region The Miami Valley Region

  2. Regional Demographics • Miami Valley Regional Planning Commission (MVRPC) • MPO for a three-county area • Wright-Patterson Air Force Base is the largest employer • GM/Delphi is the second largest employer • Several regional hospitals and major universities.

  3. Program Background • Air Quality Awareness Program began in 1994 under the name “Regional Ozone Action Program” featured the SMOGinator as mascot. • Received the State of Ohio “Governor’s Award for Outstanding Efforts in Pollution Prevention, Awareness & Outreach” in 1997. • Chosen by FHWA/USEPA in 1999 to be one of the 12 demo cities for “It All Adds Up to Cleaner Air.” • Implemented a gas cap testing program with $25,000 IAAU seed money.

  4. Used IAAU stock ads in conjunction with locally-produced ads about Gas Cap Testing Program. • Initial market research recall rates were low for IAAU broadcast ads. Gas Cap Testing Program ads fared better. • IAAU newspaper ads and Gas Cap Testing Program ads both had high recall rate.

  5. In 2004, merged Rideshare, Air Quality Awareness Program and all Alternative Transportation (biking, pedestrian, transit) efforts under an “umbrella” program called Sustainable Growth Initiative. • Gas Cap Testing Program was discontinued due to end of E-check.

  6. Air quality ads began focusing on program specific “actions” that we tout. • Changed from Ozone Action Days to Air Pollution Advisories • Caught Ya Doin’ Good Campaign • Phone-A-Thon • Web site promotions

  7. Received notice that FHWA wasn’t going to produce second generation of IAAU materials • In spring 2007, decided to develop TV/radio and billboard ads that “mirror” the IAAU newspaper ads which had high recall rate

  8. It All Adds Up – Phase II • Focused on three (3) main themes – • Vehicle maintenance (regular oil changes / proper tire pressure) • Alternative transportation (carpooling / biking) • Proper vehicle use (trip chaining and developed new spot regarding anti-idling)

  9. It All Adds Up – Phase II (cont.) • Patterned the ads after the look/feel/tone of the original IAAU ads • Used same voice-over for radio spots • Ran newspaper ads and billboards during same period

  10. Billboards – Regular oil changes

  11. Billboards – Properly inflated tires

  12. Billboard - Carpooling

  13. Billboard – Trip chaining

  14. Billboard – Anti-idling

  15. Newspaper – Anti-idling

  16. Television / Radio – 30 second spots • Spent approximately $9,000 on TV and radio spot production • All TV/radio stations honored a buy one-get one free agreement

  17. Contact Information - Laura A. Loges Director of Marketing & Public Affairs Miami Valley Regional Planning Commission One S. Main Street One Dayton Centre – Suite 260 Dayton, OH 45402 (937) 223-6323 – phone lloges@mvrpc.org

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