Don’t Drip & Drive Campaign: Phase 1 Evaluation & Next Steps STORM Quarterly Meeting PRR, Inc. & Cascadia Consulting

What? GROSS Grant- $290K Social marketing campaign to reduce vehicle leaks 1. Test up to 10,000 vehicles 2. Encourage owners to fix leaks 3. Test pilot campaign

How? 1. Foundational research 2. Marketing campaign  Radio ads  Website  Local jurisdiction promotion 3. Vehicle inspections and repair  Vehicle Leak Blitz events  ASA auto shops

Basic Campaign Strategy- Vision Radio ads DD&D website Blitz events ASA website (find shops) Repair shop (check/fix leaks) Online ads

Evaluation Highlights We’ll send this URL to you

Key Findings & Lessons Learned 1) Marketing Campaign AAdvertising WWebsite 2) Vehicle Inspections & Repair BBlitz Events RRepair Shops 3) Next Steps

Don’t Drip & Drive Lessons Learned- The Good News 1) We’re on the right track!  We understand audience’s barriers  Campaign now needs fine tuning 2) Very positive response to the campaign  Brand  Strategy (non-regulatory, partnerships) 3) The program is meeting STORM members’ needs

Advertising- Lessons Learned Working with Steve Pool was great fun, but... Radio is not effective at:  driving our target audience to the website  making the campaign visible

Advertising – Impressions

Advertising- Moving Forward Recommended strategies  Make campaign 2 or 3 months in length  Use a visual, multimodal advertising strategy  Online advertising  SOGs choose advertising channels at local/sub- regional scale (bus ads, targeted billboards, etc.)

Website- Lessons Learned Website- Lessons Learned Complete control over website, content and analytics is critical Recommended strategies  Create an interactive map and searchable list of participating repair shops  Ensure analytics can tell whole story

Key Findings & Lessons Learned 1) Marketing Campaign AAdvertising WWebsite 2) Vehicle Inspections & Repair BBlitz Events RRepair Shops 3) Next Steps

Inspections and Leak Rates Event leak detection rate = 9%ASA leak detection rate = 45% ASA repair rate = 40%

Blitz Events: Lessons Learned 1)Leaks Found:  Blitz Events (9%) vs. Repair Shops (45%) 2) Large businesses- more coordination but greater yields

Blitz Events Share of Vehicles Checked

Blitz Events: Lessons Learned 1)Leaks Found:  Blitz Events (9%) vs. Repair Shops (45%) 2) Large businesses- more coordination but greater yields 3) Coordination- takes lots of time 4)Evaluation is challenging 5)Host events only in good weather!

Blitz Events- Moving Forward Recommended strategies  Provide small grants to ECONets to coordinate events  Diversify event locations  Develop better evaluation- follow up surveys  Hold campaign in summer months

Repair Shops: Lessons Learned 1) Most inspections would have happened anyway. 2) The 10% coupon was effective when target audience is at “their mechanic.” 3) Free inspection and 10% coupon is not effective when repair shop is “not their mechanic.” (not trusted)

Repair Shops- Moving Forward Recommended strategies  Conduct additional research on overcoming barriers Getting vehicles inspected Repairing leaks  Develop additional partnerships (AAA repair shops)

Unit Costs Per Vehicle Checked$30 Known fixed$110

Lessons Learned Keys to Success  Foundational research  SOG/ECO Net partnership  ASA partnership  Grant funds

Key Findings & Lessons Learned 1) Marketing Campaign AAdvertising WWebsite 2) Vehicle Inspections & Repair BBlitz Events RRepair Shops 3) Next Steps

Next steps- King ECONet Grant Next steps- King ECONet Grant Futurewise- grant coordinator  Conduct audience research  Lots of blitz events  Coordinate with STORM where possible

Next steps GROSS Grant Next steps GROSS Grant Pierce County- Tiffany Odell Dec Jan 2015 Marketing  SOG local/sub-regional advertising  Improve website Blitz Events  Small grant funding for ECONets Partners  ASA and/or AAA Phase 2

We Need Your Help!  Advisory committee  Participate with your SOG to plan local/sub-regional advertising  Coordinate an event in summer 2014  Are you conducting a public opinion survey anytime soon?

Fix that leak! Stef Frenzl Snohomish County Surface Water Management ?