Check Your Number. Campaign Approach, Strategies, and Successes

Transcription

1 Check Your Number Campaign Approach, Strategies, and Successes

2 Why a Marketing Campaign? Inform and educate Develop a recognizable brand Provide air cover for local jurisdictions Drive behavior change!

3 How the Magic Happens RFP Process/Secondary Work plan is a lot of work! Collaborative: OPA, Program, Contractor Maximize Return on Limited Dollars

4 Previous Campaigns Beverage container recycling Tire sustainability Green Roads

5 What is Social Marketing? We re not selling widgets We ARE selling behaviors and beliefs Develop public awareness Inspire and motivate to do the right thing.

6 Check Your Number $1.2 million campaign Thru end of 2012 Successes so far, but more work ahead

7 Research Statewide survey (1,000 respondents) English & Spanish Find out oil change behaviors and beliefs Identify key target markets

8 Research 4-in-10 respondents still changed oil every 3,000 miles or more frequently Over half of respondents agreed completely that frequent oil changes = good car maintenance Over half of DIYers and Hispanics surveyed changed oil every 3,000-4,000 miles

9 The 3,000 Mile Myth The 3,000 Mile Myth message was misleading: - Myth = did not exist - 3,000 mile oil change interval based on history - Several cars on the road today do need an oil change every 3,000 miles

10 Approach & Messaging Shift from debunking the 3,000 mile myth to more proactive messaging Encourage people to take action, and find out the proper oil change interval for their car

11 Approach & Messaging Focus on auto technology advancements: - Changing oil more frequently than needed does not offer mechanical benefits - Do right by your car AND the environment

12 Campaign Elements Multi-prong campaign: - Media relations - Advertising - Partnerships - Events - Website - Social media

13 CheckYourNumber.org

14 Check Your Number Events

15 Campaign Successes Results to date: - Over 50 million impressions through media coverage, including: - Yahoo! Autos - La Opinion - LA Times - Popular Mechanics - Over 38 million impressions through paid advertising - Over 600,000 unique visitors to CheckYourNumber.org - Secured partnerships with General Motors and Jiffy Lube

16 Grantee Support Creative units & templates available: - Print - Radio - Web banners - Outdoor Press materials Campaign fact sheets Window decals

17 Grantee Support Times Have Changed Check Your Number Radio/PSA Spot

18 Filter Recycling Program Starting up or enhancing your existing program

19 Research 95% of DIYers recycled their used motor oil However, only 70% of DIYers recycled their filters 1/3 of DIYers do not recycle their filters Of those who don t recycle filters, over half said they did not know filters can be recycled or where to recycle

20 Research 86% male 61% years old 44% with HHI under $50,000 1/3 of surveyed DIYers were Hispanic 75% of Hispanic respondents preferred Spanish language communications

21 LADPW s Used Oil/Filter Recycling Program SAESHE has managed LA County Department of Public Works program for 4 years Key learnings: - DIYers want to know what s in it for me and how does this affect me in particular - Important to provide hard facts: - 1 gallon of motor oil contaminates 1 million gallons of water - Fines up to $10,000 for illegal dumping - Make the recycling process simple and easy for DIYers and CCCs

22 Kern County Pilot Program Selected Kern County based on the high DIYer population and media market Key learnings from program so far: - Most DIYers did not know that filters must be recycled with used oil - Many were not aware that filters are contaminated - Important to communitcate that recycling is fast, free, and easy - Events provide a great opportunity to demonstrate proper recycling procedures - Important to compliment the existing programs by the local jurisdictions - Cross-promote existing recycling facilities, curbside pickups

23 Filter Exchange Events Very successful in educating DIYers on where and how to recycle their used filters Partner with auto stores, such as AutoZone, O Reilly Auto Parts, Pep Boys Encourage participation with incentives: - Free filters in exchange for new ones - Functional promo items, such as filter containers, shop towels, and funnels Promote with advertising and media outreach

24 Oil & Filter Outreach Guidebook Procedure to set up, promote, and promote filter exchange events - Securing partnerships with auto store chains - Media/community outreach - Advertising - Event run-of-show

25 Oil & Filter Outreach Guidebook