Snohomish County’s goal was deceptively simple: motivate mobile businesses across the region to protect surface water quality by adopting best management practices in their disposal of waste water. Getting messages in front of the three target audiences – carpet cleaners, painters and pressure washers – was the first challenge. Many mobile businesses are small, operate under the radar of government regulation, and often do not hold a business license. Messaging that would resonate with target business owners was another challenge: this audience is primarily male, their businesses run on thin margins, and they share a deep distrust of government agencies. Finally, the project required developing a program that could be implemented in cities and counties of any size.
The strategy selected for this program was the social marketing pledge card approach. A brand was created to give the campaign character and substance, and to successfully engage with target audience members. “Dump Smart – It’s Not Just Water” spoke directly to mobile business owners and provided a framework for key messages. Direct mail was used to distribute information about proper waste water disposal and the pledge cards. To encourage participation, businesses returning signed pledge cards were recognized in a series of ads appearing in local newspapers. A web portal was created with links to more detailed information on proper waste water disposal, “Dump Smart” window clings were sent to participating businesses, and a toll-free number was set up to field questions or requests. Clear, direct language – without any government jargon – was used in all materials. No mention was made of the program’s support by Snohomish County or the other five cities and counties involved.
Two primary metrics were used to assess the campaign’s effectiveness: 1) the number of mobile businesses submitting signed pledge cards, and 2) follow-up research with participating businesses. Signed pledge cards were received from 149 mobile businesses, a participation rate of 4.5 percent. This was a greater than expected: the goal was 1.4%-3.4%, based on average response rates established by the Direct Marketing Association. Follow-up research revealed that providing businesses with a way to assure their clients they were environmentally responsible (through newspaper ads) was a key benefit. Both of these results were evidence that Dump Smart – It’s Not Just Water was an effective method of communicating with a very difficult-to-reach target audience.
| Branding | Community-Based Social Marketing |
