Solution
Frause developed a comprehensive strategy and plan that greatly expanded EnviroStars’ marketing reach. The approach included targeted communications to a green consumer audience (with a built-in propensity to patronize environmentally friendly businesses), vertical consumers (those patronizing industry segments or who were potential buyers within those segments), and various influencer audiences (such as staff members of suburban cities who communicate with their publics). In addition, Frause provided a unique menu of tactics that focused on reaching potential businesses with EnviroStars program information. These action plans included using the existing EnviroStars-certified businesses as ambassadors for the program and sponsoring environmental events to get businesses involved in their communities. Other tactics included implementing industry specific marketing programs, partnering with cities on outreach projects, and one-on-one outreach to help businesses move through the application process.
Outcomes/Results
When The Frause Group began to develop and implement a marketing communications program in early 1999, research indicated that consumer awareness was at four percent. Approximately 150 businesses were involved in EnviroStars within a four county region with the majority in King County. The same research indicated that 88 percent of consumers wanted the businesses they patronize to reduce their use of hazardous materials, a sure-fire indication of interest in a program like EnviroStars.
As the program entered its ninth year in 2006, research shows that more than twenty (20) percent of people in the area are aware of the program. The number of certified businesses in King County now exceeds 600.
APPROACH:
