»I&E PROGRAM'S USE OF MARKETING TECHNIQUES
»SHOULD YOUR AGENCY ENTER "THE MARKET"?
»UPCOMING OPPORTUNITIES FOR YOUR AGENCY TO PARTNER WITH HRWC
I&E PROGRAM'S USE OF MARKETING TECHNIQUES
The HRWC Public Information & Education program targets nonpoint source pollution prevention through traditional marketing outlets including print advertising, radio and direct mail. Because 75% of the pollutant loadings in the Huron River are due to home-site activities, homeowners are the target audience. Behaviors addressed by the program include: proper lawn care practices, home toxics disposal, septic system maintenance, water conservation, and storm drain awareness. Behavior change is encouraged through messages that focus on items of interest to the homeowner, such as savings in time and money, with water quality protection positioned as an "added benefit". Individual impacts are stressed to empower homeowners with the message that "their actions do make a difference".
SHOULD YOUR AGENCY ENTER "THE MARKET"?
Consumerism drives many of the behaviors that are detrimental to our waterways. Traditional marketing is the most prominent vehicle for driving consumer demand. If you identify that your "market competition" is using mass media and direct marketing to reach the target audience, your pollution prevention efforts should include some component of these same techniques.
 The Public Information & Education program has been funded for over 4 years by the USEPA and the MDEQ through a 319 CWA grant. Partner agencies have also contributed significant resources to the campaign. Some of the products and upcoming projects of the Campaign that may be of interest to your agency:
- Tip cards: water conservation, home toxics, storm drain awareness, lawn care, native plants, septic care
- Booklets: phosphorus (4 pages), home toxics and deck care (4 pages), Runoff as Resources (20 pages)
- Map poster: available in printed version only (shown at upper right).
- Radio PSAs
- Print advertisements: Here are some samples of ads and messages employed. Click on the caption below each ad to view a larger copy of the ad.
NOTES REGARDING PRINT MATERIALS:
1. In some cases the actual printed copy may be available. In other cases, we may have an electronic version.
2. In some cases, the illustrator, photographer and/or designer must be contacted to secure permission for use of a piece in its entirety. Any fees for use will depend on distribution, output requirements, etc. and are to be negotiated and paid between the requesting agency and the appropriate design or photo source.
UPCOMING OPPORTUNITIES
Community partners within the watershed are encouraged to join together on public information and education materials as a means of saving labor and money.
HRWC coordinates direct mail printing and newspaper advertising several times each year. The design and printing costs are shared, and assistance with distribution is also available. To learn more or request a letter of agreement, contact Jennifer Wolf at jwolf@hrwc.org or 734/769-5123 x17.
Last Updated: October 2006
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