NPS Awareness Campaign History - History and Market Research Data

History

In 1995, the Maine DEP embarked on a new approach to education and outreach when it teamed up with the State Planning Office (SPO) (off-site) to begin the NPS Pollution Program. The DEP is the designated lead agency for Maine's Nonpoint Source Pollution program and the SPO is designated as the lead agency for the Coastal Zone Management Program (off-site).

Both agencies had the initial goal to raise awareness about nonpoint source pollution prevention directed towards the same audience, but there was a small amount of funds allocated for education and outreach. With these factors in mind, the two agencies decided to combine efforts and develop the NPS Awareness Campaign. This partnership led to the production of the "Eight Simple Steps" campaign and a series of radio and print messages.

During the first stages of developing campaign materials, the staff recognized that there is a science and method to changing behaviors and that their present staffing did not have the needed expertise to handle an effective outreach effort. This recognition lead to the hiring of an advertising firm who helped to develop the Eight Simple Steps campaign.

There were 17 professional marketing firms that submitted proposals, and after a review and interview process, one marketing company was hired to design and develop a poster, brochure, logo, press releases, TV PSA's, and a half hour (22 minutes) television show. The marketing company was hired using the money provided by the EPA through the Clean Water Act (Section 319) and the NOAA through the Coastal Zone Management Act to fund the campaign.

In the fall of 1996, when all of the campaign materials were complete, a small kick off event occurred with the airing of the half-hour television show "Maine's Polluted Water: We All Can Help" during Coast Week. A larger kick off event was held on Earth Day 1997 with Governor Angus King.

With the completed materials out in the public eye, staff decided to conduct market research to test the effectiveness of the campaign.

Eight Simple Steps Market ResearchIn the fall of 1996, the program staff purchased questions on a major statewide phone survey conducted by one of Maine's leading marketing research firms. The results of the first survey conducted indicated that 34% of Maine's population were unable to name one thing in their neighborhood that might be polluting the water. Those who did name a source of pollution failed to name the sources of most concern to DEP scientists. Since this original survey, Maine DEP continued for 3 more years purchasing questions on the fall Omnibus Survey. Results of the survey were presented at the Groundwater Foundation's November 2000 Conference and the proceedings published.

With 4 years of data it became clear that much work needed to be done to raise awareness of what is polluting the water and what they can do to help.

In addition to the phone surveys, the contractor conducted 2 focus groups to explore more deeply what peoples' understanding was of water-related issues. Topics included the concept of a watershed, pollutants, sources of pollutants, buffer strips, and the palatability of best management practices.

The results of the market research data have allowed the DEP and SPO to refine their target audience towards Maine citizens between the ages of 35 and 55 that own homes. They also used the data to develop effective outlets for future collaborations in seasonal awareness efforts:

Paid ads in special newspaper inserts (ex: Home & Garden Special)
Advertorials in the special newspaper inserts. (Advertorials are articles written by non-paper staff and not run through the editor)
Weekly articles run through the summer season
Paid radio messages
Re-release of the TV show
Re-release of the TV PSA's
Special DEP insert

One of the lessons that the agencies learned during the Eight Simple Steps campaign was to have a narrowly focused message. The DEP later used this knowledge to launch a Soil Awareness campaign focused around this specific NPS pollutant.

NPS Outreach

NPS Awareness Campaign History - History and Market Research Data

History