An Integrated Communications Campaign Plan for
LISTEN TO YOUR LAKES Proposed by
PURE AGENCY
LIS
TEN
TO YOUR LA
S E K Submitted in partial fulfilment of the requirements for ADPR 4997 Spring 2010
PURE AGENCY
PURE AGENCY
Listen To Your Lakes is a non-profit organization dedicated to Great Lakes issues with an overall message pertaining to conservation, water quality, habitat protection, and the prevention of invasive species. PURE | AGENCY has created a cohesive campaign for the Listen To Your Lakes organization with the main objective being to create awareness about the organization and their messages through traditional and non-traditional advertising, social media, and a series of public relations events. The basis of PURE | AGENCY’s goals, objectives, strategies, and tactics were formulated through primary research, secondary research, a competitor analysis and an extensive media scan. The overall campaign seeks to set Listen To Your Lakes as an authoritative leader in Great Lakes awareness and to create an engaging brand presence. This will be established through online communication channels, media exposure and a series of grassroots marketing approaches, which will be geared towards mothers aged 25-55 as well as fishermen and boaters. In addition, PURE | AGENCY recommends that Listen To Your Lakes establish a media outreach program that positions Listen To Your Lakes as spokespeople for story opportunities. A creative media drop is suggested to grab the attention of Chicago media personnel as well as the establishment of a Water Board to position Listen To Your Lakes as a source of unbiased information regarding Great Lakes issues. After executing a one-year media buy and hosting a series of initiatives and special events, Listen To Your Lakes will evaluate its effectiveness through an array of Google Analytics social media monitoring and an extensive media scan studying readership and audience reach. Surveys will also be given for feedback on the success of the Listen To Your Lakes events and overall brand awareness.
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Executive Summary
Our Team Account Executive: Lauren Lakomek Research Director: Tom Klind Strategist/Planner: Mary Niles Creative Director: Nick Roberts Production Director: Lauren Lazzara Media Director: Meghan Ficarelli Editor: Claire Eslinger
PURE AGENCY Mission Statement
PURE | AGENCY is an advertising and public relations agency composed of young talent, eager to inspire. Our clients recognize our unique flavor and take advantage of our fresh perspective. We aren’t afraid to go the extra mile or get in too deep. We don’t just ask questions, we search for insight. We strive to develop and create ideas and products as crisp and as clean as our name.
Vision Statement
PURE | AGENCY will develop into a model agency that will serve as inspiration for other up-and-coming organizations. We will create a campaign that is truthful to ourselves and reflective of our clients’ objectives.
Objective
For this proposal, our agency was asked to devise creative ways to connect with the target audience while being mindful of the organization’s budget. The client also recognizes the need for social media and would like to improve their offerings in such areas. That being said, PURE | AGENCY has developed the following objective.
Using social media tools along with conventional and unconventional advertising and public relations tactics, our objective is to increase consumer brand awareness and impressions from zero to 10% by the culmination of the year-long campaign.
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Table of Contents Reasearch Plan Situational Analysis Media Scan Competition Analysis SWOT Analysis Audience Campaign Outline and Goals Timetable Budget Evaluation Conclusion Apendix A Media Scan Apendix B Qualtrics Results Graphs Apendix C Print Advertisements Apendix D Pitch Letters Apendix E Bibliography
.... 4 .... 5 .... 6 .... 8 .... 12 .... 14 .... 20 .... 33 .... 40 .... 44 .... 46 .... 48 .... 58 .... 62 .... 64 .... 66
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Research Plan PURE | AGENCY conducted independent primary research to gain information on our target audiences in the form of an online survey.
Online Survey
Questions were asked to the primary target audience in order to gauge their awareness and perception of Great Lakes conservation issues along with the Listen To Your Lakes program. See Appendix B for a comprehensive research report. Questions we asked included: 1. Have you noticed any change in your sustainability habits in the past 10 years? Yes No 2. If yes, check all that apply Recycling more Monitoring water usage Use of a Brita/Pure type filter Wash clothes in cold water and/or less frequently Use of personal water bottles and/or canteen Purchasing more organic products Alternative transportation such as carpooling and/or public transportation Bottled water purchasing If other, please specify. 3. Are you familiar with Great Lakes water issues? Yes No 4. If yes, please rank in order of your perceived importance, with 1 being least important and 5 being most important. Water levels Invasive species Clean water Declining levels of clean drinking water Clean beaches/swimming issues
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PURE AGENCY 5. If there were a correlation between Great Lakes issues, your health and your children’s health, would you be more prone to change your sustainability habits? Yes No 6. Do you view the Shedd Aquarium as an advocate in the Chicagoland area for issues negatively affecting the Great Lakes? Yes No 7. Are you aware of the Shedd Aquarium’s water conservation program, Listen To Your Lakes? Yes No 8. On a scale from 1 to 5, please rank the following with how prone would you be to attend an event sponsored by the Shedd Aquarium benefiting the Great Lakes? Lecture Culinary class Daycamp for kids Concert series General clean-up projects 9. If no, please type why not. 10. Would you support adding the Great Lakes issues to your child’s school curriculum? Yes No 11. Do you feel Great Lakes issues are a passing fad/hot topic? Yes No 12. The following question is for classification purposes only: please check which age bracket applies to you? 25-35 36-45 46-55
In order to gauge the public’s awareness and current perceptions of Great Lakes issues, PURE | AGENCY conducted a situation analysis of the economic, political, environmental and sustainable habits that impact the Listen To Your Lakes organization. PURE | AGENCY also listed the top ten trends that have emerged in the media and continue to influence key conversations among Great Lakes conservation.
Political
Although Listen To Your Lakes takes no political stances, the Obama administration has created a blue print that is the same common goal as Listen To Your Lakes. President Obama has created a $2.2 billion plan dedicated to Great Lakes conservation with a zero tolerance towards invasive species.
Situtation Analysis
to the fact that Asian carp consume large amounts of plankton. The amount of food that the carp consume will destroy the food chain of the Great Lakes.
Sustainability
The “going green” movement is growing in popularity with sustainability and eco-friendly choices being incorporated into individuals’ everyday lives to reduce their carbon footprint. There are growing concerns about water conservation as well as securing a quality water supply. Chefs are applying sustainablity focused elements to their restaurants’ menus and individuals are encouraged to use energy efficient appliances. Families are also practicing better sustainability habits at home such as recycling, monitoring water usage, and growing sustainable gardens.
Economic
Lock closure and invasive species, specifically Asian carp, have a significant influence on the shipping, fishing and tourism industries. Closing the locks will affect how Chicago receives raw materials. Also, Asian carp will greatly affect Lake Michigan’s boating industry, which is estimated at $7 billion. Boat captains and fishermen also worry they will lose their jobs, while Chicago tour boat companies worry they will not be able to operate.
Environmental
At the moment, Lake Michigan is facing the threat of an Asian carp invasion. Asian carp DNA was found in the lake and scientists have begun a search-and-destroy mission for this invasive species. If Asian carp enter Lake Michigan, it will damage the lake’s ecosystem due
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Photo couresy of Getty Images
Media Scan PURE | AGENCY has completed an extensive media scan for Listen To Your Lakes as well as for relevant issues. We covered traditional Chicago media including the Chicago Tribune and the Chicago SunTimes from January until April 2010. Below is a listing of traditional coverage from the Chicagoland area. See Appendix A for a comprehensive media scan. A majority of the articles found address the Asian carp and invasive species issue. This includes Asian carp DNA found in Lake Michigan, the search-and-destroy mission for Asian carp, and the effects of Asian carp on the boating and tourism industry. Other issues included the Obama administration’s $2.2 billion dollar blueprint to clean up Lake Michigan and zero tolerance towards invasive species. We also found articles about water conservation and quality that directly relate to Lake Michigan. These articles help form public perception of lake issues. The media scan shows that Chicago Tribune reporter Joel Hood covers issues relating to the Great Lakes in the Chicagoland area. Utilizing Joel Hood to pitch relevant stories and events is a starting point for a public relations campaign. We recommend that the Shedd Aquarium, the Listen To Your Lakes organization and our proposed Water Board members form a relationship with him in order to direct their message to Chicago Tribune Readers. Likewise, Chicago SunTimes reporters Mark Brown, Fran Speilman, Doug Whitley, and Jim Farrell have written articles related to Great Lakes issues. The Shedd Aquarium, Listen To Your Lakes organization and the Water Board should form a relationship with each of them as well. From the media scan, it is suggested that these reporters be introduced to the Listen To Your Lakes Water Board and receive a Listen To Your Lakes media drop. Each of these reporters will also fill out an editorial survey, so that Listen To Your Lakes knows how to contact each reporter and
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PURE AGENCY pitch their stories accordingly. The media scan also indicated that although there were many articles about the issues facing the Great Lakes, there was no specific mention of the Listen To Your Lakes program. Although awareness of vital Great Lakes issues is the primary goal of Listen To Your Lakes, a lack of brand awareness is evident. One of our objectives for our campaign is to increase the presence that Listen To Your Lakes has in the media. We would like to position Listen To Your Lakes, along with the Water Board, as industry leaders in Lake Michigan and conservation issues to Chicago media.
Photo courtesy of Getty Images
Top Ten Media Trends 1. Lock Closure: The political debate over the closure of Chicago’s
shipping locks was the biggest hot-button topic in the media. Media coverage included the Carp Summit, Supreme Court case regarding lock closure and how closing the locks will affect Chicago’s boating industry. There was also a debate on whether or not closing the locks would actually keep out Asian carp. Engineers feel that the carp would be able to slip through leaks in the structure. 2. Asian carp DNA: There were numerous articles in Chicago newspapers about Asian carp DNA found in Lake Michigan and the extensive search to see if this DNA meant that Asian carp had actually invaded Lake Michigan. Biologists and fishermen held a search-anddestroy mission where they scoured Lake Michigan for three weeks. As a precaution to the DNA findings, poison was spread and electric barriers were set up. 3. Job loss fears: Another hot topic in the media was whether or not Asian carp would help or hurt the economy, specifically jobs. Newspapers covered a lengthy debate on whether or not an Asian carp invasion would destroy or establish more jobs in Chicago. Although Asian carp cultivated job loss fears in some industries, it also brought opportunities to create jobs in others. 4. Tourism and Fishing Industry: Many concerns in the media were that Asian carp would reduce fish populations and hurt Chicago tour boat operations. Fishermen say that Asian carp will reduce walleye and bass populations. Small businesses and boat captains fear that Asian carp would hurt the tourism industry. A big issue in newspapers was how fishermen and boating operations would be affected by an Asian carp invasion. 5. Economy: Many were worried that the Lock closure would have a big impact on Chicago’s economy. Chicago’s waterways deliver construction materials, road salt, metals and fuel for airplanes.
6. Obama’s $2.2 billion Five-Year Plan: Newspaper
reporters as well as the Associated Press published articles about the Obama administration’s plan to rescue the Great Lakes. The $2.2 billion budget included an agenda to clean up pollution, improve water quality and have zero tolerance towards invasive species.
7. Eco-friendly Solutions to Control Asian Carp:
Another idea mentioned by Alderman Walter Burnett was to feed Asian carp to the poor if they ever invaded Lake Michigan. Other ideas in the media were to commercially fish for Asian carp, build plants to process the fish into food and fertilizer, complete the second and third barriers and add bubble and fencing barriers. 8. Green Cooking: Cooking seafood that is good for you and good for the environment is becoming a trend with chefs across the city and country. Chefs are beginning to cook different types of fish to protect fish populations. Chefs, such as Carrie Nahabedian of Naha Restaurant, support the Shedd Aquarium. 9. Water Conservation: A report in the Chicago Tribune on the value of water warns not to rely on the “seemingly bountiful Lake Michigan,” and strongly encourages rainwater harvesting and the use of high-efficiency toilets and washing machines. This report suggests charging more money for water in an effort to get more people to conserve. 10. Water Quality: A Chicago Sun-Times article talked about key water quality issues. It mentioned The Metropolitan Water Reclamation District (MWRP), which controls the Chicago canals. Key issues for The MWRP are disinfecting local waterways with ultraviolet light. MWRP is also working on cleaning up the rivers and canals because human sewage will also pose a threat to water sports.
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Competition Analysis The following is a brief summary of partners that are also working to meet objectives similar to Listen To Your Lakes. Specifically, this review focuses on the social media offerings these organizations have to contribute.
CHICAGO WILDERNESS ALLIANCE
www.chicagowilderness.org
“The Chicago Wilderness Corporate Council brings the resources, skills, capabilities, and influence of its members to foster widespread awareness of the region’s biodiversity and to develop broad-based support for its protection, restoration, and stewardship. To provide a more sustainable urban region, members of the Council strive to promote and use best practices in the design and management of their facilities and properties” Chicago Wilderness Alliance is comprised of over 240 organizations committed to the conservation of the nearly 360,000 acres of protected lands and waters from southern Wisconsin, northern Illinois, northern Indiana and southwestern Indiana. Social Media Twitter: There is not a Twitter page for the Chicago Wilderness Alliance as a whole, however they have one for the “Leave No Child Inside” initiative —@lnci — which has 134 followers. Facebook: There is a Chicago Wilderness Alliance page which has 192 fans. The website does not contain any links to social media or even any mention of their social media accounts. The Chicago Wilderness Alliance website is a supplement to
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PURE AGENCY the Chicago Wilderness Magazine publication. The website has information on the Chicago Wilderness mission, ways to donate and opportunities to volunteer. The site also focuses on Chicago Wilderness’ four initiatives: Green Infrastructure Vision: Bringing Nature to People; Leave No Child Inside; Restoring the Health of Local Nature and Climate Change. The Chicago Wilderness Alliance organizes its efforts based on landscapes: prairies, woodlands, wetlands and still and moving waters. This is based on their Biodiversity Recovery Plan, which is a sort of blueprint for saving and restoring the natural communities within the Chicago region. The Biodiversity Recovery Plan is available on the site in PDF format and gives readers an outline of the steps necessary to achieve the Chicago Wilderness Alliance’s mission. They also provide other publications such as their annual report, an activity guide that contains kid-tested activities for families to do together outdoors and issues of their quarterly publication. The site does have a news room section; however it is used for highlighting news and events specific to the Chicago Wilderness Alliance and does not include any stories from other publications.
ALLIANCE FOR THE GREAT LAKES
www.greatlakes.org
The mission of the Alliance for the Great Lakes is to: “conserve and restore the world’s largest freshwater resource using policy, education and local efforts, ensuring a healthy Great Lakes and clean water for generations of people and wildlife.” Alliance for the Great Lakes, based in Chicago, is formulated along the lines of a grassroots campaign. They work more directly with cleaning the Great Lakes compared to Listen To Your Lakes. Also, the alliance vocalizes a stance in regards to certain governmental policies rather than keeping a consistent position of neutrality as Listen To Your Lakes does.
The website also contains information about membership, fundraising events, ways to donate, volunteer opportunities and business partners. In the “About the Alliance” section, there are short biographies for the alliance’s board of directors and staff members, which give visitors a more personal connection to the alliance. The alliance also includes collateral on the website such as a brochure, newsletters, educational materials and their annual reports. As a whole, the website seems more succinct than Chicago Wilderness Alliance Web site, and is updated more frequently than the Listen To Your Lakes site.
Social Media Twitter: Their Twitter page —@A4GL — has 986 followers. Facebook: Alliance for the Great Lakes page has 1,193 fans. The website features “Share this” buttons for easy access to social media pages. The Alliance for the Great Lakes website features an extensive news room section which is divided into press releases, stories posted on the website as well as the section “Alliance in the news” containing news articles that feature the alliance from multiple publications such as The New York Times, The Wall Street Journal and USA Today. News stories as well as general content on the website are organized by themes which relate to the alliance’s focus. The themes are water conservation, water quality, habitat recovery, land use, clean energy, and education & outreach.
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Competition Analysis HEALTHY LAKES, HEALTHY LIVES
http://www.healthylakes.org
“More than 90 organizations representing millions of residents in the Great Lakes have joined a new coalition whose goal is to restore and protect the Great Lakes. Formed in 2005 with support from the Wege Foundation, Joyce Foundation, and others, the Healing Our Waters-Great Lakes Coalition reflects a growing public awareness about the urgent need to protect the Great Lakes. The Coalition seeks to secure a sustainable restoration plan and the billions of dollars of state and federal funding needed to implement it.” Social Media Twitter: The Health Lakes Twitter page —@healthylakes — has 1,741 followers. Facebook: The Healthy Lakes, Healthy Lives group has 315 members. Healthy Lakes, Healthy Lives campaign is administered by the Healing Our Waters (HOW)-Great Lakes Coalition. The Healthy Lakes, Healthy Lives campaign’s website is a constantly updated blog divided into relevant sections for the audience. There is an About Us section which includes posts about the HOW coalition and actions performed by individual coalition members. A News & Events section contains posts regarding any progress towards Great Lakes restoration such as, conferences, actions being taken by the government and relevant news stories. The Threats page contains news stories about challenges the Great Lakes face and a Your Lake & You section that includes stories about how Great Lakes issue can affect everyone on a daily basis. There is also a reader-based section called Stories where people can submit photos or stories about experiences with the Great Lakes or ways in which they have contributed to cleaning or
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PURE AGENCY restoring the Great Lakes areas. Healthy Lakes, Healthy Lives is prominently a political watchdog organization. Their homepage includes a “Congressional Watch” and information about past votes and President Obama’s pledge to the Great Lakes. The organization is highly tapped into the political sphere. All of the information on the website is also divided into sections for quick navigation based on relevant themes: Great Lakes Congressional Watch, In the News, Success Stories, Policy, Jobs and Economic Recovery, Fiscal Accountability, Take Action, Threats, Your Lake & You, Activities and Stories & Photos. All posts and news stories are also archived by month and year. The website also provides links to the Healthy Lakes, Healthy Lives social media sites, related blogs and similar campaigns’ websites.
SUSTAIN OUR GREAT LAKES
www.sustainourgreatlakes.org
“The Sustain Our Great Lakes program is a public–private partnership among ArcelorMittal, the National Oceanic and Atmospheric Administration, the National Fish and Wildlife Foundation, the Natural Resources Conservation Service, the U.S. Environmental Protection Agency, the U.S. Fish and Wildlife Service, and the U.S. Forest Service. The program is designed to support the implementation of the Great Lakes Restoration Initiative, an outcomes-focused initiative designed to protect, maintain and restore the chemical, biological and physical integrity of the Great Lakes ecosystem.” Sustain our Great Lakes is a financial aggregator for other grants and projects. According to their website, since 2006, the Sustain our Great Lakes has granted $4.5 million to 78 different funds. Social Media Twitter: The Twitter page—@SOGL— has 131 followers. Facebook: Sustain Our Great Lakes page has 161 fans. The website includes share this buttons which provide easy access to social media pages.
and enhancement projects, invasive species control, water quality improvements and watershed planning and management. It also provides grants to non-profit organizations, state and local governments, tribes and educational institutions working to improve watershed health in the Great Lakes region. Since Sustain Our Great Lakes provides grants to various institutions for their conservation or restoration efforts, their website is focused around the projects they have funded from 2006 and onward. There is also a section that details how to apply for a grant. The site includes an online forum that was designed for visitors to be able to ask questions about the grant application process or post any updates for ongoing projects. However, since its creation in 2009, it had not been utilized at all with a total of two posts from the system administrator. There is a Media & Resources section which contains news stories from the National Fish and Wildlife Foundation website. There is a list of relevant Great Lakes resources as well and additional links to Sustain Our Great Lakes’ social media pages. Sustain Our Great Lakes actually conducted a “twitterview” (an interview via Twitter) with the Alliance for Great Lakes regarding their Adopt-the-Beach program.
Sustain Our Great Lakes is a public-private partnership among ArcelorMittal, a steel production company, the National Oceanic and Atmospheric Administration, the National Fish and Wildlife Foundation, the Natural Resources Conservation Service, and the U.S. Forrest Service. The partnership was created to support the implementation of the Great Lakes Restoration Initiative. The program supports conservation work, habitat restoration, protection
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SWOT Analysis STRENGTHS
• The Shedd Aquarium has a strong brand identity around the city of Chicago, which helps the Listen To Your Lakes initiative be seen as a credible program. • The program appeals to the current “eco-friendly” movement because it is promoting living in a socially and environmentally responsible manner. • Listen To Your Lakes has access to the Shedd Aquarium’s conservation and research team, which adds credibility and unique insights to the organization. • Capable of using the Shedd Aquarium facilities as a platform to reach their target audience. • Strong educational programs, such as the Dennis Sullivan Schooner, which educate students about Lake Michigan. • The Shedd Aquarium provides educational and unique opportunities for families and students.
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PURE AGENCY WEAKNESSES
• There is minimal public awareness of the Listen To Your Lakes conservation program. • Listen To Your Lakes has little social media support to keep in contact with those interested in the initiative. • Limited budget to sustain a large advertising and public relations effort. • The website is particularly underwhelming and not updated frequently. • The Camp Shedd portion of the Invasive Species exhibit needs a heavier emphasis on Listen To Your Lakes educational messages. • Current Listen To Your Lakes educational messages exhibit average effectiveness. • Lacks community support from organizations and figures around the Chicagoland area. • No specific steps taken to show political stance or more importantly, a “what’s in it for me?” approach. • Undeveloped brand identity in the Chicagoland area. • Stagnant marketing mix.
OPPORTUNITIES
• Capitalize on the “going green” effort. • Very diverse target markets: mothers, fisherman, gardeners, etc. • Use social media platforms to get in touch with a broader genre of people. • The initiative can utilize the Shedd Aquarium members and contacts. • Growing awareness and public interest in Great Lakes issues, specifically invasive species. • Take advantage of Lake Michigan by sponsoring water related events on the lakefront. • Headquartered in the third largest media market in the United States. • Large population to engage. • Few other water conservatory groups utilizing the unique proposed tactics. • The ability to focus on the Chicago demographic allows for more personal communication. • Listen To Your Lakes has the chance to form partnerships with other water non-profit organizations.
THREATS
• People uninterested in the efforts to preserve the Great Lakes can be unresponsive. • Action needs to be taken soon to preserve the Great Lakes from invasive species. • People may choose to dedicate their time/money to a different conservation effort that has a more polarized opinion. • Strong media focus on invasive species is retracting attention from the other relevant conservation issues. • Reliant on budget from the Shedd Aquarium. • The economy may affect the Shedd Aquarium’s net profit in the coming year. • Poor shoreline water quality in Lake Michigan. • With recent Chicago budget loss, it may be more difficult for the city to allocate dollars to the Great Lake conservation cause. • There is a possibility that there might not be enough key staff members able to foresee efforts all year-round.
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Audience Analysis
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TARGET PROFILE
Secondary
As PURE | AGENCY strives to build brand identity and awareness for the Listen To Your Lakes program, we have chosen to pursue the following audiences:
Outdoor males, age 35-74, in the Chicago area, which are interested in Great Lakes activities such as fishing and boating. This group is targeted strictly to educate them on conservation issues.
Primary
To calculate the following numbers, data was collected from the Chicago Target Analysis (SRDS data collection). A report was generated for all males age 35-74 in the Chicago area. Education achieved is irrelevant to outdoor usage, as is income. Those in the lower tax brackets may fish for food, while those in the upper tax brackets may fish for sport on expensive powerboats.
Caucasian mothers, age 25 -55, in the Chicagoland area, who are familiar with the conservation issues facing the Great Lakes. To calculate the following numbers, data was collected from the Chicago Target Analysis (SRDS data collection). A report was generated for white females, age 25-55 in Chicago making over $50,000 per year. These women have children present in their homes and have at least some college education. They can be married or single mothers. • 3,222,815 white females • 1,355,524 white females age 25-54 yrs. • 2,044,932 households making $50,000+ per year • average income: $78,601 • median income: $60,169 • 904,007 married couples with children present x .65 (white) = 587,604 • 514,794 single females with children present x .65 (white) = 334,616 • 3,531,682 persons with at least some college
• 2,190,761 males age 35-74
HOW TO INTERPRET RANKING INDEXES Index: The national usage average is zero. If the usage index is greater than zero, then it is above the national average. If the usage index is less than zero then it is below the national average.
Heavy usage: A large amount of users within a specific media consumption.
Moderate usage: A medium amount of users within a specific media consumption.
Light usage: A small amount of users within a specific media consumption.
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RELEVANT STATISTICS
Media Consumption
The following numbers were collected from the Chicago Lifestyle Ranking Index (SRDS).
Sports and Leisure
• 1,744,560 persons attend a museum annually: +20 index • 240,659 persons go sailing annually: +10 index • 174,271 persons belong to an environmental organization: + 15 index • 2,667,836 persons go to the beach/lake annually: +7 index • 770,166 persons go backpacking/hiking annually: +5 index • 502,854 persons go power boating annually: -4 index • 972,971 persons go camping annually: -7 index • 901,150 persons go fresh water fishing annually: -20 index • 417,286 persons go hunting annually: -31 index • 1,343,048 persons go jogging/running annually: +21 index
Psychographics
• 2,876,535 would pay more for environmentally friendly products: +11 index • 4,076,456 have a duty to recycle: +8 index • 2,673,125 would ban products that pollute: +8 index • 1,002,320 rely on magazines to stay informed: +7 index • 3,222,230 typically avoid watching TV commercials: +4 index • 1,991,890 rely on radio to stay informed: +5 index • 2,552,857 rely on newspaper to stay informed: +4 index • 3,168,897 rely on TV to stay informed: 0 index • 2,936,691 feel that advertising to kids is wrong: +1 index • 4,360,011 like spending time home with family: +1 index
The following numbers were collected from MRI Online Plus Fall 2008 database looking for Illinois females with two children, age 0-17, currently living at home. Magazine Usage • Mag I (Heavy): Index +2 • Mag II: Index +16 • Mag III (Moderate): Index +12 • Mag IV: Index -7 • Mag V: Index -23 Newspaper Usage • News I (Heavy): Index -21 • News II: Index -17 • News III (Moderate): Index 12 • News IV: Index 17 • New V (Light): Index 9 Radio Usage • Radio I (Heavy): Index +5 • Radio II: Index +13 • Radio III (Moderate): Index +5 • Radio IV: +8 • Radio V (Light): Index -30 Television Usage • TV I (Heavy): Index -34 • TV II: Index -22 • TV III (Moderate): Index +10 • TV IV: Index +22 • TV V (Light): Index +14 • Cable: Index: +0 • Digital Cable: +17 • Satellite TV: +19
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Audience Analysis Comparing these statistics indicates that the mean female media consumer in Chicago, with two children under 17 in the home, reads magazines more often than the national average, and definitely more often than newspapers. These statistics are slightly skewed by national newspaper readership declining. Although the heavy readership index for magazines is top heavy compared to an inverse newspaper readership, other variables play into the decision of where to advertise. Radio media consumption in this geographic area is right around the national mean. Television media consumption is bottom heavy and less likely to produce results. It is more expensive, but it does allow for more aesthetic media hits. Bottom line: we feel we can reach television market through public relations campaigns. Advertising in newspapers can still be an appropriate and viable option for advertising. First, newspaper advertisements are, on the whole, cheaper per media impression than other print sources (magazines). Additionally, newspapers are more timely and reach a broader audience.
PURE AGENCY Magazine Usage
Women with two children at home are more prone to subscribe to: • Better Homes and Gardens: 31,342 readers – Index: -6 • Reader’s Digest: 21,085 – Index -14 • Good Housekeeping: 21,031 – Index -18 • Woman’s Day: 20,243 – Index +2 • Family Circle: 18,498 readers - Index: -2 • National Geographic: 14,924 – Index -29 • O, The Oprah Magazine: 14,338 – Index -9 • Parents: 13,113 – Index +11 • Southern Living: 12,721 – Index -46 • Glamour: 11,029 – Index +4 • TV Guide: 10,648 – Index +8
Female Opinion Leaders
1. Wendy Turner: VP and GM Vocalo.org- Chicago Public Radio 2. Janet Froetscher: CEO United Way of Metropolitan Chicago 3. Michelle Obama: First Lady 4. Sandi Jackson: Alderman- 7th Ward Chicago 5. Irene Rosenfeld: Chairman and CEO of Kraft Foods 6. Diana Sands: VP Investor Relations Boeing Co. 7. Ann Alexander: Sr. Attorney: Natural Resources Defense Council 8. Sophia Siskel: CEO Chicago Botanic Garden 9. Brenda Barnes: Chairman and CEO Sara Lee Corp. 10. Anita Alvarez: Cook County State’s Attorney Based on Crain’s Chicago Business’ Women to Watch 2008
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Photo couresy of Getty Images
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Meet Carol
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Carol is a 36-year old female. She and her husband Mark live in the Chicago neighborhood, Lincoln Park. Carol and Mark have two children, eight-year-old Tyler and five-year-old Audrey. Carol graduated from the University of Loyola-Chicago with a degree is psychology. She works part-time as a counselor at a nearby grade school. Mark graduated from Northwestern University and recently opened his own chiropractic office. Together, they bring in a comfortable income and consider themselves to be middle class. Tyler and Audrey both attend private school and the family takes regular trips to their cottage in Lake Geneva, WI. Carol drives the children to school every morning in her Volkswagen Routan. When Tyler and Audrey are in the car, she tunes into Radio Disney, but when driving alone, Carol typically listens to NPR or 101.9The Mix. Since Carol only works three days a week, she is able to devote her time to other activities. She is on the Parent Teacher Association of her children’s school and volunteers at The Christopher House tutoring children. In her free time she enjoys taking the family dog Bailey on runs, learning new recipes and gardening. Carol tries to instill environmentally friendly behaviors in her children, such as conserving water, turning off lights and recycling. She also uses cloth tote bags instead of disposable grocery bags when shopping. Carol and Mark have been discussing trading in their van for a hybrid vehicle once their kids get older. Working as a school counselor, Carol enjoys involving her children in educational activities such as making art projects or attending all of Chicago’s wonderful museums.
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Photo couresy of Getty Images
Meet Jimmy Jimmy is a 45-year old male. He lives in the surrounding-area Chicago suburbs with his wife, Nancy, and two children, five-year-old Mike and six-year-old Lauren. Jimmy graduated from University of Illinois-Champaign Urbana with a degree in marketing. He is employed at a marketing firm in Chicago, where he has been working for the past five years. Jimmy travels 30 minutes each day to work in his Toyota Prius. During his commute he tunes in to the AM radio station WGN 720 and listens to Greg Jarretts morning talk show. With their children, Mike and Lauren, now both at school for a full day, Nancy, has just picked up a part-time job as a banker working at a branch in their town. With both Jimmy and Nancy contributing a salary to their household they are considered middle class. Jimmy loves to spend his free time outside. He owns his own fishing equipment and goes fresh water fishing with his friends frequently. He also dedicates his weekends to do adventurous and educational activities with his family such as visiting museums, camping, hiking or going to the beach during the summer months. The family has also planted a garden in the backyard to grow their own fruits and vegetables, while also teaching the children healthy eating habits. Jimmy subscribes to Chicago Wilderness Magazine to keep up-to-date with sustainable gardening techniques and other outdoor trends. Photo couresy of Getty Images
Jimmy’s schedule is very busy and he finds it difficult to dedicate time to volunteer at organizations. Instead, Jimmy decides to donate a small portion of his income each year to the environmental organization of his choice.
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Outline of Campaign 1. Goal 1: Spread awareness of Listen To Your Lakes and
environmental issues surrounding the Great Lakes and engage with audiences through online communication channels.
A. Objective 1: Gather more than 300 real and relevant followers via Twitter within one-year. B. Objective 2: Gather more that 500 fans via Facebook within six months. C. Objective 3: Gather at least 250,000 unique visitors to an updated website within nine months. D. Objective 4: Gather at least 1,000 views of educational and informational-based videos about Great Lakes issues. E. Objective 5: Gather more than 50 subscribers to the new Listen To Your Lakes RSS feed within nine months. F. Objective 6: Create a full time social media position. G. Objective 7: Create an internship position within the organization with the sole purpose of maintaining Listen To Your Lakes social media outlets or other related communication channels. a. Strategy 1: Create and establish a topical authoritative and engaging brand presence for the organization through online communication channels.
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3. Goal 3: Utilize traditional media to increase awareness of the Listen To Your Lakes organization.
A. Objective 1: Generate three million paid for media impressions through advertising within 12 months. a. Strategy 1: Execute a one-year media buy to generate awareness amongst the public and media of Listen To Your Lakes initiatives and special events. b. Strategy 2: Create advertisements to increase awareness of the Listen To Your Lakes organization and create anticipation for special events and website launch.
4. Goal 4: Qualitative contribution to an increase in knowledge about key environmental issues, as communicated through Listen To Your Lakes among target audiences.
2. Goal 2: Increase awareness of the Listen To Your Lakes
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program and issues surrounding the Great Lakes region among key audiences through media coverage.
A. Objective 1: Generate at least one million media impressions in target media outlets within one year, as measured by readership circulation and audience reach.
a. Strategy 1: Establish and maintain a proactive media outreach program, while positioning Listen To Your Lakes and its spokespeople for story opportunities. b. Strategy 2: Gain media exposure by delivering relevant media materials, topical news items and pitching stories as they coincide with editorial focus, ongoing sections and beat reporters and bloggers.
A. Objective 1: Increase awareness of the organization and issues surrounding the Great Lakes region among key audiences through grassroots efforts and community outreach activities. a. Strategy 1: Create and implement a series of unique events and engaging programs.
Campaign Goal One Goal 1: Spread awareness of Listen To Your Lakes and environmental issues surrounding the Great Lakes and engage with audiences through online communication channels. Strategy: Create and establish a topical authoritative and engaging brand presence for the organization through online communication channels. Objective 1: Gather more than 300 real and relevant followers via Twitter within one year. Tactic: For the mobile and active audience our campaign targets, up
to the minute status updates of reliable and relevant information is a desired commodity. With more users than ever using social media sites, it would be in Listen To Your Lakes’ best interest to have a place in this pool of users. We first recommend that Listen To Your Lakes create a Twitter account that is devoted strictly to the Listen To Your Lakes conservation program. The first step in creating a Twitter account for the program would be to create a Twitter handle. The Listen To Your Lakes Twitter handle would be @LTYL. Creating a separate Twitter account for the organization would create a channel for open dialogue between the organization and key audiences. The Twitter account would also open up opportunity for immediate feedback. It serves as a communication platform for those interested in lake conservation issues to share news, links and other relevant
information with the Listen To Your Lakes program, thus making the organization aware of current trends and perceptions about conservation issues. Also, creating Twitter “hashtags” about current conservation issues would allow followers to engage in live Tweet sessions. The Listen To Your Lakes organization would also utilize the Twitter account to attract new followers. It would serve as a platform for those interested in the organization to become aware of up coming events as well as other important news topics regarding the organization. This could also serve as a great place to increase media impressions. When newspapers feature stories that mention the organization, a link will be posted on Listen To Your Lake’s Twitter account, so followers can easily access and read the story.
Objective 2: Gather more than 500 fans via Facebook within six months. Tactic: To continue to leverage social media it is important that
Listen To Your Lakes creates a Facebook page. Once an account is made, go to http://www.facebook.com/pages/, and click “Create a Page”. Then choose between three options: 1. “Local,” 2. “Brand, Product, or Organization”, 3.“Artist, Band, or Public Figure”. For Listen To Your Lakes, choose “Brand, Product, or Organization” and continue by specifying “non-profit.” Once this step is complete, create a name for your Facebook page and click “create.” From this point forward, you can upload pictures, videos, discussions, post relevant Great Lakes issues, post links when Listen To Your Lakes is in the media and invite people to “like” the Listen To Your Lakes page. The Facebook page will also contain a “cause” button. This
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PURE AGENCY will give those who would like to give a monetary contribution to the organization a way of doing so. Facebook will serve as an open discussion forum for those interested in the organization and Great Lakes conservation issues. The Facebook page will be updated daily in order to keep the page up to date with the most relevant news and content regarding the organization and related Great Lakes topics. The Facebook page will be launched six months into the campaign.
Objective 3: Gather at least 250,000 unique visitors to an updated website within nine months. Tactic: The Listen To Your Lakes website will be completely
redesigned. The website will include an “about us” section which will include what the organization does and who they are. In order to have a readily-available and easy to find newsroom with online media materials for reporters, the Listen To Your Lakes Web site will put a “newsroom” tab on the site. This section will contain media materials such as a fact sheet and news releases along with past media coverage relating to the organization. The website will also include Water Board bios and videos. The Waterblog on the website will be updated monthly in order for readers to keep up to date with Great Lakes trends and issues. The newly added “Kids Club” tab will serve as a kid-friendly section where children can find educational activities and submit photos for contests. The “Kids Club” will be explained indepth in a later tactic. The website will be linked to the organization’s Twitter and Facebook page.
Objective 4: Gather at least 1,000 views of educational and informational-based videos about Great Lakes issues. Tactic: Listen To Your Lakes will create a YouTube Channel where the organization will house videos created by the organization or
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that pertain to relevant Great Lakes issues. The primary goal of this YouTube Channel is to connect with the Listen To Your Lakes target audience via an online source. The channel will serve as a resource for those interested in finding informative and newsworthy video content, the YouTube Channel will also provide media outlets with easy access to Listen To Your Lakes information and videos. The YouTube channel will also be an online-based source for a video submission contest that will be explained in-depth in a later tactic. By publishing content unique to Listen To Your Lakes, the program will not only generate greater awareness but also increase credibility.
Objective 5: Gather more than 50 subscribers to the new Listen To Your Lakes RSS feed within nine months. Tactic: Listen To Your Lakes will add a RSS feed button to the new website and WaterBlog. This will give readers updates whenever Listen To Your Lakes has new content on their website and blog. The RSS feed will allow Listen To Your Lakes to continuously send out their message to readers in a new and innovative way. Once subscribers read the summary available on the RSS feed, they can click on it to be directed to the Listen To Your Lakes website and Waterblog.
Objective 6: Create a full time social media position. Tactic: Listen To Your Lakes will create a position for a new Social
Media Director. They will hire a director who has at least three to five years of social media experience and who has enough background to develop a well-executed social media strategy for Listen To Your Lakes. This will be a full-time position, which will pay $35,000. This new position will be posted on Career Builder, Monster.com, the Shedd Aquarium’s website, and Yahoo Hot Jobs. Shedd Aquarium
staff will conduct the interview process. This director must be organized, smart, talented and social media savvy. They will direct and delegate tasks to an intern as well as oversee the Listen To Your Lakes’ Twitter, Waterblog, YouTube Channel and website. In addition, they will use social media platforms to communicate with target audiences and monitor Listen To Your Lakes’ online presence throughout the entire campaign. The interviewing process for the Social Media Director will start at the beginning of the first month of the campaign, with the goal being to hire a director at the end of the first month.
Objective 7: Create an internship position within the organization with the sole purpose of maintaining Listen To Your Lakes social media outlets or other related communication channels. Tactic: The intern position will be an unpaid position that could
merit college credit. The intern’s tasks will include, monitoring and updating all social media platforms that Listen To Your Lakes utilizes. This position will last the duration of a college semester and a summer position would also be available. It is recommended Listen To Your Lakes hire two interns during the summer position, due to the seasonal increase in campaign activities, and one intern during the fall and spring semesters. The intern will report to the Director of Social Media. The intern supervisor’s responsibilities include: completing intern evaluations for course credit, providing the intern with social media work and answer questions throughout the day that the intern may have. The Listen To Your Lakes team will reach out to local Chicago universities such as, DePaul University, Loyola University-Chicago, University of Chicago and Northwestern University to find interns and work with their intern coordinators. An ideal candidate for this social media internship position would be of
Campaign Goal Two
junior or senior standing with a 3.0 GPA with a major in Advertising, Public Relations or Communications. At the end of the duration of the internship, the intern will be required to present a final project to the team that includes their findings and suggestions of how Listen To Your Lakes can improve their social media usage.
Goal 2: Increase awareness of the Listen To Your Lakes program and issues surrounding the Great Lakes region among key audiences through media coverage. Objective 1: Generate at least one million media impressions in target media outlets within one year, as measured by readership circulation and audience reach. Strategy 1: Establish and maintain a proactive media outreach
program, while positioning Listen To Your Lakes and its spokespeople for story opportunities. Tactic 1: Media drop: Listen To Your Lakes will put together a creative media drop to give out to Chicago media. Media drop items will include a USB drive with the Listen To Your Lakes logo. The USB drive will be attached to a boating keychain and will be inside a small tackle box. Media materials on the USB drive will include: feature releases, media toolkit, and pitch letters. The goal of the media drop is to grab the attention of Chicago media personnel, specifically those who have written articles relating to Great Lakes issues, in a creative way in hopes of creating interest from these reporters in Listen To Your Lakes for future story opportunities.
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PURE AGENCY Tactic 2: Water Board: The purpose of the Water Board is to
establish a water council in the Chicagoland area with the purpose of engaging relevant publics through media positioning. The goal is to increase awareness of Listen To Your Lakes in the media by positioning the Water Board as a source of unbiased information regarding water and Great Lakes issues. First, Listen To Your Lakes must look internally to fill the roles of ideal members of the council via general categories. Our suggestions: • 1 Listen to Your Lakes staff members • 1 expert of water quality and water conservation • 1 expert in Great Lakes native and invasive species • 1 expert in Great Lakes native plant life • 1 expert in sustainability practices such as sustainable fishing and sustainable gardening • 1 expert in water policy and legislation As a part of this step, initiating contact with prospective council members via phone calls and personal letters is important to gauge their interest. Ideally, members of the Shedd Aquarium’s fulltime staff will have the Water Board written into their contract as a part of their job. A singular central office is required for the council to succeed. Develop a meeting time that works for all members and establish the Shedd Aquarium as primary meeting place for the new council. The budget should come primarily from the Shedd Aquarium and Listen To Your Lakes’ general operating budget. It is our hope that the Shedd Aquarium, thus deferring the cost, already employs most members of the water council. The Water Board will work with the Shedd Aquarium budget to provide initial funding for the council’s
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first meetings. The Water Board will attempt to establish corporate sponsors and grants for the project via an extensive letter-writing campaign. The goal is $100,000 per year in corporate donations (preferably organizations that are not primarily involved in water issues so as to maintain an unbiased image). Finally, the initial meetings will work towards a mission statement, identity, and set of goals separate from the Shedd Aquarium or Listen to Your Lakes, while still maintaining both organizations with umbrella status. If possible, once the Water Board is firmly established and has created a credible reputation, it can expand to include members from the larger community, such as individuals involved in water utilities, water commerce or economics. This would even greater increase the Water Board’s relevance with the public and allow them to discuss a broader range of water-related topics.
Tactic 3: Educational videos created by Water Board members:
Each of the six members of the Water Board created by Listen To Your Lakes will be featured in short, educational videos that will be posted on the Listen To Your Lakes YouTube Channel. Each member will have their own video, discussing topics relevant to their focus of work for the Shedd Aquarium and how it relates to the Listen To Your Lakes mission of conservation and protection of the Great Lakes region. For example, one video could focus on native plant life and habitat protection and another could discuss water quality and actions that could be taken by the public to help prevent contamination in Lake Michigan. The videos will be released on a biweekly basis. Members of the Water Board could also create videos
discussing pressing issues or topics as they arise over time. These videos will help further educate the public on Great Lakes issues while also publicizing the Water Board and creating a more personal connection with the Water Board members. By personalizing the Water Board, it will help increase its credibility and the chances of Water Board members being contacted as knowledgeable sources on Great Lakes issues.
Tactic 4: Editorial Survey: In order to gauge attitudes of key beat
reporters in the Chicago media, Listen To Your Lakes will create and implement an online survey for reporters to complete. The goal is to help introduce the Listen To Your Lakes organization to the media while also generating awareness of the organization and gauging the attitudes of these reporters. Gaining knowledge of details about how targeted media prefer to gather information will help the Listen To Your Organization pitch to them in the most effective manner. Tactic 5: Media Relations Training: The Water Board as well as the Chef from Shor, for the WGN Lunchbreak segment, must go through an extensive media-training program before speaking about Listen To Your Lakes to the media. This media training will be outsourced to a Public Relations agency. For one day, the group will receive a media-training pamphlet, go through training interviews, and watch demonstrative videos. By the end of this media training session, these representatives will know how to successfully share key Listen To Your Lakes messages during an interview, the “do’s and don’ts” for interviews as well as how to give quotes to reporters. Media relations training will allow Listen To Your Lakes to preserve their image as a leader in conservation issues while separating them from any political stances.
Strategy 2: Gain media exposure by delivering relevant media
materials, topical news items and pitching stories as they coincide with editorial focus, ongoing sections and beat reporters and bloggers. Tactic 1: Internal news monitoring: On a daily basis the Listen To Your Lakes Social Media Director and intern will be in charge of conducting internal news monitoring. This will consist of searching the Internet and hard-copy publications for news regarding competitors, hot topics and other relevant Great Lakes and environmental issues. A Google Alerts account will also be set up with specific key words in order to provide additional monitoring. This internal news monitoring will allow Listen To Your Lakes to follow trends in the media while also using this as an opportunity to connect and/or follow-up with beat reporters based on the news coverage they found for future reference when pitching. Tactic 2: Editorial Matrix: Create an editorial matrix to help identify and facilitate pitching Listen To Your Lakes stories to publications. Through gathering editorial calendars from relevant magazine publications, an excel spreadsheet will be created to help coordinate when to pitch stories to specific publications. Magazines use a specific calendar based around various topics. Editorial calendars can often be found on the magazine’s website or through contacting the magazine and requesting their media kit. Knowing which month a magazine will want to focus on issues relevant to Listen To Your Lakes will help increase the chances of getting media coverage. For example, the April edition of Chicago Parent contains editorial features on green parenting. This could be a prime opportunity for Listen To Your Lakes to pitch a story about ways parents can teach their children water sustainability habits, such as turning off the water when they are brushing their teeth.
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Tactic 3: WGN Lunchbreak Segment: Sustainability is a growing
trend, especially in the kitchen. According to the Chicago Tribune, chefs across the city, and across the country, are buying and serving seafood that is considered “green,” meaning it is good you for and good for the lake. Chicago is a food city known for its exquisite restaurants, innovative chefs and the locals who enjoy fine dining. That in mind, we would like to combine Great Lakes awareness with a seafood cooking demonstration. After talking with Hyatt Regency McCormick Place’s public relations firm, we developed the tactic to have a chef from Shor, Hyatt Regency McCormick’s restaurant, to do a cooking demonstration on WGN’s Lunchbreak segment. Shor is a Chicago grill that offers a diverse selection of steak and seafood. The name Shor goes along with the Great Lakes awareness theme and can easily be integrated into the demonstration. Shor’s chefs are masters of seafood grilling, and would demonstrate how to cook a contemporary fish dish while talking about issues such as water conservation, invasive species and the Listen To Your Lakes organization. While the Asian carp itself is an edible fish, our goal would not be to glorify this damage-causing creature by preparing it. We would propose that our chef craft green seafood dishes. The angle here is that if the audience enjoys preparing and eating fish, they should do their part in preventing invasive species. This tactic could be executed in very distinct seasons, such as a late summer spot as a fresh idea for grilling or as a winter holiday fare. WGN is one of Chicago’s primary news sources, therefore, our Lunchbreak segment would be aired on the midday news and viewed by a large chunk of our target market. Mothers- ages 25-50
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(our target demographic) have lifestyle habits that tend to involve cooking. Therefore, our segment would apply to their needs. Lunchbreak segments are archived on the website, allowing women in our target market to view the recipe online, while also enabling them to make a connection with the Listen To Your Lakes message about Great Lakes conservation if they miss the live segment. The midday Lunchbreak segment takes place in the WGN station. Our chef would bring all of his own cooking materials and a finished dish to show the audience. Listen To Your Lakes would supply the food at a cost of $300 and pay the chef $250.
Tactic 4: Unique Pitch Angles: Send out pitch letters focusing on
a unique angle on a monthly basis that leverages timely topics and initiatives: It is imperative that Listen To Your Lakes reaches out to beat reporters on a monthly basis. The organization will provide press releases and pitch letters to The Chicago Tribune and The Chicago Sun- Times. The Chicago Tribune and The Chicago Sun-times reporters covered numerous articles about invasive species and Lake Michigan, but few articles on water conservation. Joel Hood and AP Environmental Writer John Flesher covered the majority of the articles in The Chicago Tribune about invasive species, specifically Asian carp. It would be to Listen To Your Lakes’ benefit to form a relationship with both reporters and pitch Joel Hood stories pertaining to Asian carp and Lake Michigan and pitch to John Flesher with press releases pertaining to the entire Great Lakes area and water conservation. The Chicago Sun-times assigned columnists Mark Brown, Stefano Eposito, and Dale Bowman to cover stories on Asian carp, although the bulk of the articles were written by the Associated Press. Reporter Fran Spielman covered Mayor Daley’s involvement of the Great Lakes and Doug Whitley and Jim Farrell wrote about the lock closure. Since The Chicago Sun-times’ reporters are a bit
more scattered, it would be in Listen To Your Lakes’ interest to form a relationship with each of the reporters who covered Great Lakes beats. It seems that they are all informed about issues surrounding the Great Lakes and may be interested in writing future pieces about this topic. Tactic 5: Blogger Contacts: Establish contact with bloggers who focus on topics that resonate with Listen To Your Lakes’ target market. Aside from traditional media, blogs are a great way to reach out to Listen To Your Lakes’ target market. The Chicago Redeye website, “Chicago Now,” has numerous blogs about hot-button issues. Blogs which Listen To Your Lakes should take note of are: Kari McLennan’s “The Green Mama”; Ana Belaval’s “Ay Mama!”; Dennis Byrne’s “Dennis Byrne’s Barbershop” and Don Dziedzina’s blog “Illinois Outdoors.” The Green Mama is a perfect blog for Listen To Your Lakes to use to reach out to their target market. Mothers who read this blog most likely are part of the “congregation.” If Listen To Your Lakes were to capture the interest of these women, they could easily become part of the “choir.” “Ay Mama!” is also a RedEye mommy blog that would be useful to get mothers involved in Great Lakes issues. Appearing on this blog would help to generate awareness of Listen To Your Lakes. Dennis Byrne is a frequent blogger about Asian carp. He seems interested about the issue of the Great Lakes and would help to create buzz and initiate activity about Great Lakes awareness for Listen To Your Lakes. Don Dziedzina is an outdoor enthusiast and is a great way to reach out to our target market interested in fishing and boating. Chicago Parent magazine also has numerous mommy blogs that Listen To Your Lakes can utilize to reach out to moms ages 25-50. It would be beneficial to form relationships with Meredith Sinclar, Jim Noonan, Jennifer Dubose, and Amy Bizzarri. These bloggers each
have a blog dedicated to parenting. Listen To Your Lakes should also form a relationship with “Green Parent Chicago,” a blog dedicated to parenting and green lifestyles. Visitors of this site are more likely to become involved in Great Lakes issues and teach their children about water conservation habits. There are also numerous Great Lakes blogs that Listen To Your Lakes should develop a relationship with. These include: “Great Lakes Town Hall”, “Great Lake Echo,” “Healthy Lakes, Healthy Lives,” “The Political Environment,” “Great Lakes Guy,” “Black Bear Speaks,” and “Great Lakes Boating.” “Great Lakes Town Hall” is a forum for people who live around Great Lakes regions to discuss current issues facing the Great Lakes. Listen To Your Lakes can easily register to “Great Lakes Town Hall” to share information. “Great Lakes Echo” is a blog started by Michigan State. It is updated by environmental journalists and is dedicated to issues about the Great Lakes. “Healthy Lakes, Healthy Lives” blog is part of The Healing Our Waters-Great Lakes Coalition. The Coalition is growing with over 100 groups throughout the Great Lakes region and works to restore and protect the Great Lakes. “The Political Environment” links politics and the environment throughout Great Lakes areas. “Great Lakes Guy,” Andy Guy, considers restoration a way to make a more sustainable economy. He is also big on Twitter as @GreatLakesGuy. “Black Bear Speaks” focuses on everything green including the Great Lakes, and seeks to take action-utilizing volunteers. Lastly, “Great Lakes Boating” reaches out to Listen To Your Lake’s target audience, boaters that are utilizing Lake Michigan. Right now, Asian carp and lock closure are important issues this blog is posting about. It is recommended that Listen To Your Lakes develop a relationship with these blogs, because they can be used as a platform to reach out to the individuals interested in Great Lakes issues and looking for ways to become involved.
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Campaign Goal Three
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Goal 3: Utilize traditional media to increase awareness of the Listen To Your Lakes organization.
Objective: Generate three million paid for media impressions through advertising within 12 months.
Strategy 1: Execute a one year media buy to generate awareness among the public and media of Listen To Your Lakes initiatives and special events. Tactic 1: Time Out Chicago media buy. A four color, full-page advertisement was chosen in Time Out Chicago for Listen To Your Lakes. This is a good choice because Time Out Chicago is a primarily events-filled publication. Through placing the ads in Time Out Chicago, Listen To Your Lakes will reach mothers who are looking for something to do on the weekends. With the large circulation throughout Chicago, we will reach women in many different neighborhoods.
Tactic 2: Northwest Herald media buy. Northwest Herald will run
advertisements in this publication. This would successfully reach working people who pick up the paper and read it every morning. Those in our target market looking for events going on in Chicago, often look to this paper for answers.
Tactic 4: Chicago Parent media buy. A quarter-page color ad will be
placed in the Chicago Parent magazine. This is a good choice because parents in Chicago read this magazine on a regular basis and it has a high circulation number. The ads placed in this publication will be during the times that special events will be taking place, such as the Lake on Tap project.
Tactic 5: Chicago Wilderness media buy. Advertisement in
the magazine, Chicago Wilderness. Four color, quarter-page advertisements will appear four times throughout the campaign year. Through this publication Listen To Your Lakes will reach the boaters and fisherman who are interested in topics related to the Great Lakes. Ad placement in this publication is appropriate because Chicago Wilderness subscribers are a large number of Listen To Your Lakes’ target audience.
Tactic 6: Radio advertising: PURE Agency chose Chicago
a quarter page advertisement eight times throughout the year our campaign is taking place. This is a good choice because it targets people who live further outside the city, yet come to the city on the weekends. These people are interested in Chicago events and read the newspaper weekly.
radio stations, Light FM, WXRT, and The Mix to run: 15-second advertisements throughout the year. Our group found that advertising on these specific stations would reach the largest amount of woman during the morning drive. This is the best idea because women are driving to work, children to school, and often listening to the radio while in the car or at the office.
Tactic 3: Chicago RedEye media buy. The Chicago RedEye is a free
Tactic 7: Outdoor advertising. A digital outdoor billboard will run
paper that is distributed daily. We will be placing 12 quarter-page
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for a four-week period, during the time that Listen To Your Lakes’
call to action campaign occurs. This outdoor board will be located on the I-294 expressway. The ads will be strategically placed to run before major summer events that are occurring in Chicago. Through this call to action campaign, the main goal is to create awareness. Digital images will be changing throughout the day, in order to create curiousity and direct traffic to the Listen To Your Lakes website.
Campaign Goal Four information.
Goal 4: Qualitative contribution to an increase in knowledge about key environmental issues, as communicated through Listen To Your Lakes among target audiences.
Strategy 2: Create advertisements to increase awareness of the
Listen To Your Lakes organization and create anticipation for special events and website launch. Tactic: Print Advertisements: For the Listen To Your Lakes campaign, PURE Agency wanted to keep a clean, modern aesthetic when creating the ads. PURE Agency wanted to ensure that throughout all the ads, new website, and any other collateral with the new launch, the brand image was consistent.
Objective: Increase awareness of the organization and issues surrounding the Great Lakes region among key audiences through grass roots efforts and community outreach activities.
For the “Hear What Your Lakes are Saying” ad, the concept was to provide a simple message, one that would create anticipation. The copy does not provide too much detail, but gives the viewer enough information pertaining to the subject. “Hear What Your Lakes are Saying” is a call to action to the viewer to become more aware of Great Lake issues, and directs them to a source that can provide them with that information. The date included in the copy is to build anticipation for the new launch of the Listen To Your Lakes brand.
engaging programs. Tactic 1: Little League Team Sponsorship: The Listen To Your Lakes organization will sponsor a local little league team in an effort to reach out to families in the Chicagoland area. Listen To Your Lakes will be able to give children the opportunity to learn sportsmanship and teamwork while positioning themselves as an influential organization within the community. In exchange for funding this team, Listen To Your Lakes will have their name placed on the back of the team’s uniform, a sign on the outfield fence, and acknowledgement during sponsor recognition day. Through this sponsorship, Listen To Your Lakes will be able to reach out to their target audience of mothers 25-55. Mothers will see Listen To Your Lakes as a key to their child’s success and development, therefore, making them more likely to accept Listen To Your Lakes’ messages.
The “Lake on Tap” project design was based on the aesthetic that PURE Agency wanted to keep throughout our new branding efforts. The cup is a simple design, made up of two lines and two circles. The bottom of the glass is colored in a gradient blue, signifying water, and the new Listen to Your Lakes logo resides about the glass, signifying water falling into the class. The copy talks about the details of the program and how people can find out more
Strategy: Create and implement a series of unique events and
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PURE AGENCY Tactic 2: Flash-Carp Mob: Listen To Your Lakes will create a carp
mob to raid the streets of Michigan Avenue. This large group of about 300 people will assemble at the Shedd Aquarium, where they will receive T-Shirts that have “carp” written on the front and the Listen To Your Lakes Twitter handle and website on the back. They will then head to Michigan Avenue where they will run or walk on the sidewalks in an attempt to act like an invasion of Asian carp. After five minutes of this behavior, the crowd will disperse. This carp mob will attract attention from people passing by on the streets, who will look to Listen To Your Lakes Twitter and website, located on the back of the T-shirts, for more information.
Tactic 3: Listen To Your Lakes Mascot: Listen To Your Lakes will
utilize a water drop mascot, Marina, which will serve as an icon for the organization. This mascot will be the voice of Listen To Your Lakes Twitter account and will be a guest blogger on the Waterblog. She will also make appearances at the Shedd Aquarium on certain weekends throughout the year and at the Air and Water Show in Chicago, where she will pass out informational flyers about the Listen To Your Lakes organization as well as conservation tips while also serving as a photo opportunity for children and families. Tactic 4: Environmental essay competition: Listen To Your Lakes will invite Chicago high school students, planning to graduate at the end of the 2010-2011 school-year, to compose an essay focusing on an environmental topic. The students should also be scheduled to be enrolled in an accredited two or four-year post secondary education institution. The essay can highlight ways in which the student practices sustainability, how the surrounding Great Lakes region has impacted their life, or unique ideas on water conservation, improving water quality, etc. Students will submit the essays to Listen To Your
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Lakes via e-mail and they will be judged by a group of Listen To Your Lakes and Shedd Aquarium staff members. The writer of the winning essay will be awarded a $1,000 scholarship, which will go towards the student’s tuition at the institution they designate. They essay will also be posted on Listen To Your Lakes website along with a brief video profile of the winning student while will be placed on the YouTube channel. Tactic 5: Extreme Garden Makeover: Listen To Your Lakes will create a competition for a garden makeover open to all those interested in the Chicagoland area. Participants will be asked to create a short video showcasing their garden and highlighting why it is in need of a makeover. Listen To Your Lakes will then post all submitted videos to their YouTube Channel. Once the submission deadline has been reached, Listen To Your Lakes will open a voting page on their website allowing the public to vote for which garden is in most need of a makeover based on the submitted video. Voting will be limited to one time per person. The contestant who receives the highest number of votes will be awarded a garden makeover courtesy of Listen To Your Lakes. The garden makeover can be used as an opportunity to educate the public on using native plants during gardening, how the use of certain gardening chemicals can affect the environment and how practicing sustainable gardening greatly reduces your carbon footprint. Preferably, a staff member from the Shedd Aquarium who has a focus on plant life will help to facilitate the garden makeover. A video of the makeover process and final results will be posted to the YouTube Channel. Tactic 6: Can Crushing Contest: Listen To Your Lakes will sponsor a “can crushing” contest with local fishing club, The Chicago Lake Michigan Anglers. The goal of the contest is for contestants to
attempt to set the Guinness Book of World Records for how many cans can be crushed by a single person. The contest will be held on November 17th, national “crush a can” day. The cans used in this contest will be donated by club members and those interested in recycling their aluminum cans. The purpose of this event is to generate media coverage and garner awareness for the Listen To Your Lakes organization. Also, the contest promotes responsible recycling practices and will educate participants and the public the importance of recycling. Listen To Your Lakes will generate awareness of this contest through print advertising in TimeOut Chicago. Tactic 7: Lake On Tap Project: Tap water is something that is always served at restaurants and is usually free. We propose a program that will ask patrons at restaurants to donate one dollar for their tap water, which will be donated to the Listen To Your Lakes organization. This program will run for one month. The program serves two purposes: to raise funds for Listen To Your Lakes and create another avenue of education regarding Great Lakes issues. To find restaurants that are likely to participate in this program, several years ago UNICEF launched a program around the United States called the “Tap Project.” On the project’s website, they have a list of restaurants in the Chicagoland area that participated in the project. These restaurants will be more likely to participate in the program since they are sensitive to water issues. A proposed name for this project is “Lake on Tap.” Tap water being served in Chicago restaurants comes from the Great Lakes and the connotation of consumers “tapping out” our natural resources might encourage reflection on the issue of water conservation. Participating restaurants would be given promotional items to pass out to participating patrons to advertise their restaurant as well as
the program. These include a vinyl window adhesive advertising “Lake on Tap inside” and drink coasters explaining the program. Water drop shaped magnets with information about the project will also be distributed the month before “Lake on Tap” begins.
Tactic 8: Chicago Air and Water Show Marketing Opportunity: Each
year the Chicago Air and Water Show draws large crowds to the shoreline of Lake Michigan. This is a great opportunity for Marina, the Listen To Your Lakes mascot, to walk around the outdoor festival and hand out Listen To Your Lakes marketing materials, such as brochures. A Listen To Your Lakes staff member will accompany Marina to the Air and Water Show and answer questions the public may have about the organization and Great Lakes conservation issues. This will help spread awareness of the organization, while also education the public about issues affecting the Great Lakes. Tactic 9: Listen To Your Lakes Kid’s Club: As part of the website launch, Listen To Your Lakes will add a “Kid’s Club” section to their website. During this launch, the first 100 children to register on the website will receive a Listen To Your Lakes Kid’s Club T-shirt and a box of crayons to use when printing out coloring book pages. The Kid’s Club portion of the Listen To Your Lakes website will be a safe online environment for children. It will contain educational content and videos about recycling, conservation, and Lake Michigan as well as feature safe science experiments that children can do with their parents. Kid’s Club will also provide interactive games featuring the Listen To Your Lake’s mascot, Marina. In addition, there will also be beat the clock type games, a garbage hunt, coloring book pages, and desktop wallpapers they can load onto their computer. Lastly, children, with the permission of their parents, will be able to send Listen To Your Lake’s photos of them with their pet fish or on their
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PURE AGENCY bicycle to be posted on the Kid’s Club website. Each month a new child will be featured as a fish owner or bike rider of the month. Tactic 10: Vinyl adhesive stickers: The Listen To Your Lakes campaign is committed to taking steps towards educating others on conservation issues. However, Listen To Your Lakes also has major branding issues. In effort to address both of these issues, a Listen To Your Lakes boat sticker campaign will be launched. The boat sticker will feature the new Listen To Your Lakes logo, as well as a call to action to visit the Web site for more information. The first step is contacting the four closest Farm and Fleet locations to Lake Michigan, the two Bass Pro Shops in the area, and the one Cabela’s location to see if they would be interested in featuring the boat sticker. The sticker would be attached to a piece of paper outlining a pledge to practice sustainable fishing and boating. It will sit on the counter-top where shoppers will go to purchase their outdoor gear and/or fishing licenses. The sticker will be free. The second step is designing the sticker and having it printed. In order to address the lack of brand awareness for Listen To Your Lakes, the new logo will be used. The third step is placing an order for the stickers. We received a quote from Kinko’s at $15 per square foot. Each sticker will be 4x4 inches, and as such 3 will fit on each page. There will be an order for 1,500 stickers. Distribution of the stickers will fall on the new intern. They will be dropped off at the locations described above, and about 200 will be saved to distribute by hand at local boat launches and marinas. Extra emphasis should be placed to distribute close to major holidays such
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as July 4th. Finally, an evaluation of the program will be done by calling/visiting each retail location to gauge interest over the course of the summer in the stickers and count the remaining stickers at each location. Also, random polling at the boat launches/marinas to gauge success is also important.
Timetable
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Timetable
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Timetable
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Timetable
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Timetable
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Photo couresy of Getty Images
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Advertising Budget Object Marketing Kit -4.25x5.5” Magnets -1.75x8” Bookmarks -Fact Sheets -Business Cards -8.5x11” Folders Media Drop -Floating Key Chain -Tackle Box -USB 128MB Diamond Flash Promotional Items -2.5x3” Water Drop Magnets -4x4” Boating Decals -Kids Club T-Shirts -Crayons Traditional Media Campaign -4C Full Pg. Time Out Chicago Ad -BW Full Pg. Time Out Chicago Ad -Quarter Pg. Northwest Herald Ad -Quarter Pg. Chicago Parent Ad -Quarter Pg. Red Eye Ad -4C Quarter Pg. Chicago Wilderness Ad -15 Sec. LITE FM Spot -15 Sec. WXRT Spot -15 Sec. MIX Spot
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Quantity
Cost Per Unit
Total Cost
1,000 1,000 500 1,000 75
N/A N/A $1.23 $0.05 $1.25
$36,00 $460 $615 $50 $94
250 100 100
$1.32 $4.97 $275 (20 count)
$440 $497 $1,375
6,000 1,500 101 100
$0.13 $5.00 N/A $1.99
$780 $7,500 $1,127.16 $199
13 13 8 12 12 4 9 12 11
$5,775 (13x rate) $3,804 (13x rate) $563 $3820 $9,276 $700 $250 $270 $700
$5,775 $3,804 $4,504 $45,840 $9,276 $2,800 $2,250 $3,240 $7700
Office Supplies -8.5x11� Letterhead -#10 Envelopes -Postage -Packages Non-Traditional -Mascot Costume -Carp Mob T-Shirts -Flyers for Distribution -Brochures T-Ball Sponsorship Bench Ads Digital Outdoor PR Budget (contingency included)
6 reams=2,000 6 reams=2,000 40 (pkg. of 10) 40
$145/ream $130/ream $4.40 $10.70
$870 $780 $17.60 $428
1 300 2,000 2,500 1 4 (3 month) 4 weeks
$2,000 $5.87 $0.04 N/A $300 $250 N/A
$2,000 $1,761 $80 $879.99 $300 $1,000 $25,000 $96,794
Advertising Total Grand Total
$128,133 $ 249,927
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Public Relations Budget
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Object Social Media -Twitter -Facebook -WaterBlog -Social Media Director Intern New Website Launch Media Training Session Water Board -Flip Cameras Scholarship -1st Place
Quantity
Cost Per Unit
Total Cost
N/A N/A N/A 1 2 1 1
$0 $0 $0 $35,000 $0 $30,000 $10,000
$0 $0 $0 $35,000 $0 $30,000 $10,000
2
$200
$400
Extreme Garden Makeover Lake on Tap -Posters -Window Clings -Coasters WGN Lunchbreak -Chef -Cooking Supplies -Ingredients
1
$5,000
$5,000
40 250 500
$48.45 (for 10) $.031 $0.25
$193.80 $77.50 $125.00
2 N/A 2
$250 $0 $300
$500 $0 $600
1
$1,000
Crush a Can Day Event -Award for Winner -Recycling Dumpster -Hotdogs -Buns -Grill -Griller -Cooking Utensil Set -Condiments
Contingency Fund Total
1 1 330 4 cases 1 2 2 200 ketchup 200 mustard
$1,000 $320 N/A $26.87 $300 $200 $22 $8 $8
$1000 $320 $110.45 $107.48 $300 $200 $44 $8 $8
10% of Budget
$25,000
$25,000 $96,794
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Evaluation Goal 1: Use social media as information aggregators and disseminate information through social media channels. Objective 1: Gather more than 300 real and relevant followers via Twitter within one year. Evaluation: Utilize HootSuite.com, a free service, to measure tweets regarding Listen To Your Lakes weekly. Additionally, Listen To Your Lakes will evaluate its own usage of Twitter through Klout, which will measure how influential its presence is on Twitter as well as the clout and influence of their followers. Lastly, Listen To Your Lakes will take note of the number of followers as well as the number of messages, direct messages and re-tweets. Objective 2: Gather more that 500 fans via Facebook within 6 months. Evaluation: In order to evaluate website traffic to the Listen To Your Lakes’ Facebook page the analytics program, “App Measurement,” by the company, Omniture, will be utilized. This analytics program will allow Listen To Your Lakes to understand which user demographic is visiting their Facebook page the most and which users are inviting their friends to the app. This analytics research will be done in hopes of delivering meaningful insight about the Listen To Your Lakes’ Facebook page to staff. Collecting and analyzing this analytical data will help guide future decisions about the Facebook page. Objective 3: Gather at least 250,000 unique visitors to an updated website within 9 months. Evaluation: Using free Google Analytics software, measure user traffic to the updated website every three weeks. This allows for more targeted analysis of what types of information and updates
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PURE AGENCY users like, versus which types are not being accessed regularly. Additionally, track the number of visitors coming from Twitter, Facebook, or other hyperlinked areas. This allows more targeted evaluation techniques of the effectiveness of social media used. Objective 4: Gather at least 1,000 views of educational, Listen To Your Lakes programming videos, and informational-based videos about Great Lakes issues on YouTube. Evaluation: Listen To Your Lakes will use YouTube’s insight to measure how many views their videos are getting over time, how people are finding their videos and how popular they are. Insight will measure how popular Listen To Your Lake’s YouTube videos are compared to similar markets. YouTube also allows users to see an analytics report when they have their own channel. Objective 5: Gather more than 50 subscribers to the new Listen To Your Lakes RSS feed within nine months. Evaluation: In order to evaluate the RSS feeds on the Listen To Your Lakes website and Waterblog the Google Analytics program will be used. Using this Google Analytics program will help the Listen To Your Lakes organization determine how many visitors from their website have subscribed to the RSS feed. The goal of this evaluation is to help the organization focus in on feeds that have a high number of subscribers for future RSS postings. Objective 6: Create a full time social media position. Evaluation: Create a succinct list of job completion requirements for the new employee. These requirements/tactics will be the main content of an evaluation interview. After four months, Listen To Your Lakes will complete a mandatory progress interview regarding job goals outlined on the original list.
Objective 7: Create an internship position within the organization with the sole purpose of maintaining Listen To Your Lakes social media outlets or other related communication channels. Two summer interns, one for each of the fall and spring. Evaluation: The intern will report directly to the new Social Media Director throughout their tenure at Listen To Your Lakes. At the end of the duration of the internship, the intern will be required to present a final project to the team that includes their findings and suggestions of how Listen To Your Lakes can improve their social media usage. The interns will also be given an exit interview regarding their experience.
Goal 2: Increase awareness of the Listen To Your Lakes program and issues surrounding the Great Lakes region among key audiences through media coverage. Objective 1: Generate at least one million media impressions in target media outlets within one year. Evaluation: This will be measured primarily by readership circulation and audience reach. Additionally, Listen To Your Lakes should conduct a continuous media scan of other forms of media such as relevant television, radio, and print. A Listen To Your Lakes employee will be in charge of scanning all Chicago media for relevant stories. Objective 2: Generate three million paid for media impressions through advertising within 12 months. Evaluation: After executing a one-year media buy to generate awareness among the public and media of Listen To Your Lakes initiatives and special events, Listen To Your Lakes will evaluate the success of the campaign through readership, circulation and audience reach.
Goal 3: Increase knowledge of, and make qualitative contributions, to key environmental issues through the Listen To Your Lakes brand. Objective: Increase awareness of the organization and issues surrounding the Great Lakes region among key audiences through grass roots efforts and community outreach activities. Evaluation: Grassroots campaigns are more challenging to measure. A survey should be conducted at the Shedd Aquarium and be available online to see if people have heard of the different public relations strategies, and/or greater overall brand of the Listen To Your Lakes program. The online surveys will be linked to the Listen To Your Lakes social media platforms such as, Twitter and Facebook. Additionally, each information-oriented public relations tactic will require evaluation by contacting participants and asking for a brief synopsis of how the program went. Survey: The purpose of this survey is to approach patrons of the Shedd Aquarium, prior to their entrance, and ask them to answer a few questions. The goal is to make the survey as short as possible, so that the patrons can return to their family/friends, while still collecting valuable data. 1. Are you aware of some of the issues currently facing the Great Lakes? 2. If so, which ones? 3. How did you hear of Listen To Your Lakes? 4. Have you seen or heard of Listen To Your Lakes outside of the Shedd Aquarium? 5. If so, can you name the Listen To Your Lakes programs that you have heard of/attended?
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Conclusion
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It is PURE | AGENCY’s belief that the proposed campaign for the 2011 calendar year will meet the client’s need of increasing awareness of the Listen To Your Lakes organization by 10%. This will be accomplished through both traditional and nontraditional advertising, along with proposed public relations tactics. PURE | AGENCY feels that through building relationships with the Chicago media, establishing up to date and relevant social media platforms, implementing community outreach activities, along with creating an established Water Board will help Listen To Your Lakes be seen as a credible Great Lakes conservation information source. It is PURE | AGENCY’s hope that the Listen To Your Lakes organization leverages the proposed strategies, objectives and tactics in this campaign to establish Listen To Your Lakes as an expert in Great Lakes issues. Once this reputation has been established, Listen To Your Lakes will be able to achieve further achieve their goal of preserving the Great Lakes for future generations.
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Appendix
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Appendix A Results of media scan for Carp Summit Egan, Dan. “White House Sets Carp Summit.” Milwaukee Journal Sentinel. 21 Jan. 2010: 1, 5B. The White House has agreed to hold an emergency Asian carp summit with the Great Lakes Governors. U.S. Rep. Dave Camp introduced a bill to shut down the Chicago area navigation locks and construct permanent barriers to separate the Great Lakes and the Mississippi River. The Supreme Court and Obama administration decided not to close the navigation locks but have not given up fighting the Asian carp invasion. The problem with lock closure is the disruption of the navigation industry and possible flooding of Chicago. Egan, Dan. “AGs Want Seats At Summit.” Milwaukee Journal Sentinel. 26 Jan. 2010: 1, 6A. Attorney generals for states surrounding the Great Lakes have sent a letter to the president requesting a seat at the summit. The U.S. Supreme Court has sided with the Obama administration not to close the locks. The administration has agreed to meet with leaders of the Great Lakes states to discuss strategies to prevent Asian carp from invading Lake Michigan. President Obama pledged a zero tolerance towards invasive species, but closing the locks may cause economical trouble. Egan, Dan. “Carp Talks May Miss Bigger Lake Challenge.” Milwaukee Journal Sentinel. 8 Feb. 2010: 1-2. The focus of the summit was to address Asian carp. Leaders of the Great Lakes do not only want to address this issue, but they also want to look into the 57 other species invasions due to ballast water. Scientist Fahnestiel says that although the Asian carp issue
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PURE AGENCY is important, he worries that the public is missing the larger issue. Ballast water is also linked to ecological destruction. Egan, Dan; Marrero, Diana. “Washington Offers Plan To Control Asian Carp.” Milwaukee Journal Sentinel. 9 Feb. 2010: 1, 7A. The government has decided to periodically close the locks three to four days each week in order to keep out Asian carp. Attorney General Mike Cox is still petitioning to close the locks full time until a better plan is made. The plan released has a $78.5 million budget with $10 million being used for a third electric barrier and $13 million for a wall to keep fish from riding flood waters. Additionally, $5 million will go to poising above locks incase Asian carp get over them and $1.5 million will go into further research on the situation. RESULTS OF MEDIA SCAN FOR GREAT LAKES Conrad, Dennis. “Congress Targets Asian Carp Problem in Great Lakes.” The Chicago Tribune. 15 Oct. 2009 http://archives. chicagotribune.com/2009/oct/15/science/chi-ap-us-greatlakes-asianc The Senate voted to provide $6 million to the efforts of preventing the Asian carp from invading the Great Lakes and destroying its existing wildlife. Egan, Dan. “Great Lakes Aid Isn’t Cure-All.” Milwaukee Journal Sentinel. 26 Oct. 2009: 1, 6A. The government is about to spend $475 million toward a restoration program, but there are no laws or regulations to protect the Great Lakes. The Great Lakes needs help beyond funding. There needs to be policies to protect it against pollution and a barrier built to protect it from Asian carp and other invasive species.
Egan, Dan. “Some Want A Piece Of The Pie.” Milwaukee Journal Sentinel. 26 Oct. 2009: 6A Groups listened to the court hearing about Great Lakes Restoration budget and hope to get some of the money for their own organization. The draft finances about 100 projects. Egan, Dan. “Little Harm Found In Closing Locks.” Milwaukee Journal Sentinel. 5 Feb. 2010: 1, 8A. Attorney General Mike Cox wants to close the two locks near Lake Michigan. Cox claims that two trains a day could handle the amount of cargo that is shipped down Lake Michigan annually. Overall, the cost would about to $70 million a year. If Lake Michigan were invaded by Asian carp, commercial and sport fishing would be jeopardized. This loss is worth $7 billion a year. Cox wants the court to take another look at the request to close the locks. Flesher, John. “Michigan Asks Supreme Court to Reconsider Closing Chicago Locks to Prevent Asian Carp Invasion.” The Chicago Tribune. 4 Feb. 2010: http://www.chicagotribune.com/business/sns-ap-usgreat-lakes-asian-carp,0,4942082.story Michigan asked the Supreme Court to rethink their initial decision of not closing the Chicago locks as a way of stopping the Asian carp from entering the Great Lakes. The Supreme Court originally made their decision before learning that DNA from Asian carps was discovered in Lake Michigan. Hood, Joel. “Asian Carp DNA Found in Lake Michigan.” The Chicago Tribune. 19 Jan. 2010: http://www.chicagotribune.com/news/local/ chicago/ct-met-0120-asian-carp-ruling-20100119,0,4725350.story The DNA of Asian carp was found in Lake Michigan for the first time. The finding created a call for urgent action to prevent the spread of the Asian carp and also increased criticism of Illinois for allowing the
species to spread as far as it had. Hood, Joel. “Carp DNA: Researchers Treat Lake Like a Crime Scene.” The Chicago Tribune. 24 Jan. 2010: http://www.chicagotribune.com/ news/local/chicago/ct-met-0124-carp-dna-science-20100122,0,3687170. story Biologists searching for the presence of Asian carp in the channels that flow into Lake Michigan are using cells that may contain Asian carp DNA to track their movement. While the DNA evidence is conclusive, the new issue is whether or not the DNA could have gotten there through other means. For example, passing boats may have collected cells naturally left behind by fish and then carried those cells towards Lake Michigan. Hood, Joel. “State Dumps Posion in Canal Near Lockport in Bid to Stop Asian Carp.” The Chicago Tribune. 3 Dec. 2009: http://archives. chicagotribune.com/2009/dec/03/science/chi-fish-kill-03-dec03 A chemical intended to produce a mass kill of fish was distributed a long a 6-miles stretch of Chicago Sanitary and Ship Canal. The liquid toxin, rotenone, is a natural chemical that will not harm other wildlife. Hood, Joel. “Asian Carp: U.S. May Close Chicago Sanitary and Ship Canal.” The Chicago Tribune. 6 Dec. 2009: http://archives. chicagotribune.com/2009/dec/06/news/chi-asian-carp-06-bd-dec06 After distributing a natural poison near the Chicago Sanitary and Ship Canal in attempt to combat the Asian carp invasion, federal officials are considering a temporary closing. The poison did not get the results environmentalists had hoped for and it may be the next necessary step to prevent the spread of an invasive species.
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PURE AGENCY Marrero, Diana. “Obama Projects Record Deficit.” Milwaukee Journal Sentinel. 2 Feb. 2010: 1, 8A President Obama’s budget proposal has a $175 million decrease from this year’s spending on the Great Lakes restoration efforts. According to Representative Gwen Moore, this may not be enough. This new budget poses a problem to the Great Lakes, especially while fighting off a new invasive species.
supplies drying up and its increasing vulnerability to contamination.
Tortorice, Dominic. “Lakes Facing Fishy Situation.” The Marquette Tribune. 21 Jan. 2010: 1, 5. The U.S. Supreme Court refused to close the locks on the Chicago Sanitary and Ship Canal. The court will now decide whether to hear the diversion case. No carp have been found in Lake Michigan, but their DNA is present. Michael Cox has called for an emergency meeting with the president to discuss the Asian carp policies.
Media Scan for Great Lakes education
Results of media scan for Water Conservation Channick, Robert. “Saving Water A Tough Sell In A Lakeside City.” Chicago Tribune. This article states that conservation efforts in Chicago are crucial. Efforts such as installing low-flow fixtures, waterless urinals and fixing water mains are expected to save millions of gallons per day by 2016. Another effort will be a voluntary program called Metersave, which will help families conserve water. Long, Jeff. “10 Lake County Suburbs Look to Tap Lake Michigan Water.” The Chicago Tribune. 14 Jan. 2010: http:// www.chicagotribune.com/news/chi-lake-michigan-waterwarsjan14,0,264777.story Ten Chicago suburbs are seeking approval to tap into the vast resource of Lake Michigan. This came as a result of groundwater
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Long, Jeff. “The Value of Water.” The Chicago Tribune. 3 Feb. 2010: 4 This article encourages water conservation. It states that Lake Michigan may not always be a bountiful source of water supply. It also predicts that the demand for water will grow by more than 25% by 2050.
Content, Thomas. “Surf’s Up! Marshfield Wins Oceanography Quiz Bowl.” Milwaukee Journal Sentinel. 7 Feb. 2010: 7B. The Lake Sturgeon Bowl was held the day before the Super Bowl. Over 125 students from 23 schools competed. This competition quizzed students on oceanography, geology and biology. Questions were linked to current biological research taking place. It was hosted by scientists at the University of Wisconsin-Milwaukee’s Great Lakes Water Institute and the University of Wisconsin Sea Grant Program. Media Scan for Shedd Aquarium Mullen, William. “City’s Museum Attendance Up in ’09.” Chicago Tribune. 28 Jan.2010: 5. Museums and zoos have seen a 7% increase from 2008 to 2009. Although the economy is down, people are still looking for ways to get an education. Shedd Aquarium saw a small increase in attendance (5.4%).
Media scan for Invasive Species “Biologists Hope Carp Is Catch of Day in Chicago-area Waters; Debate of Locks in Michigan.” Chicago Tribune. Associated Press, 17 Feb. 2010. Web. 17 Feb. 2010. <http://www.chicagotribune.com/ business/sns-ap-us-asian-carp-great-lakes,0,7376116.story>. Fishermen and biologists form the Illinois Department of Natural Resources and the U.S. Fish and Wildlife Service began a search for Asian carp. No Asian carp was found, but the search will continue for another three weeks. Crews searched near power and wastewater treatment plants because the fish congregate towards warmer water in the winter. This search is being held due to a single Asian carp found in December, it was in the ship canal leading to Lake Michigan. During the search, the crew used commercial fishing nets that sent out electric charges into the water to herd fish toward the net. Michigan, Minnesota, Wisconsin, Ohio, Pennsylvania and New York support the closing of the locks to keep out Asian carp. The Obama administration feels that the locks don’t need to be completely closed, but should be opened less often. “Carp Not Found Past Barrier.” Chicago Sun-Times. Associated Press, 30 Mar. 2010. Web. 30 Mar. 2010. <http://www.suntimes.com/ news/metro/2130327,CST-NWS-carp30.article>. No Asian carp have been found beyond an electronic barrier designed to keep them out of the Great Lakes. DNA has been detected in the waterways, but no actual fish were found during a six-week search of Chicago’s waterways. The barriers effectiveness is a key issue on whether or not to close Chicago’s shipping locks. “Carp ‘Search-and-Destroy’ Mission in Chicago-Area.” Chicago SunTimes. Associated Press, 18 Feb. 2010. Web. 18 Feb. 2010. <http://
www.suntimes.com/sports/outdoors/2056372,CST-NWS-carp18. article>. Biologists began a “search-and-destroy mission” with fishing nets and boats equipped with electric prods. They are searching for Asian carp. Officials are also meeting to come up with a plan to protect the Great Lakes from invasive species. “Common Sense on Asian Carp.” Chicago Sun-Times. Associated Press, 10 Feb. 2010. Web. 10 Feb. 2010. <http://www.suntimes.com/ news/commentary/2038732,CST-EDT-edit10b.article>. Officials of Michigan and other Great Lakes states agree that the locks that link Illinois waterways that link Lake Michigan to the Illinois River should be closed. The Obama administration is advocating a more sophisticated effort. The $78.5 million approach uses 25 actions to prevent Asian carp. This action plan will not close the locks; therefore it would not devastate the shipping industry. “Eco-Friendly Solutions Will Kill Carp and Create Jobs.” Chicago Sun-Times. Associated Press, 18 Feb. 2010. Web. 18 Feb. 2010. <http://www.suntimes.com/news/commentary/ letters/2055173,CST-EDT-vox18a.article>. Instead of closing the locks or doing DNA testing there are eco-friendly ways of controlling invasive species. This includes commercially fishing for Asian carp, building more plants to process the fish into food and fertilizer, complete the second and third barriers, and add bubble and fencing barriers, which would stop the carp migration and isolate them downstream. The article states that these measures will increase jobs and revenue and will have no effect on the Chicago or Great Lakes area. “Feds Pass on the Surest Solution to Asian Carp Advance.”
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PURE AGENCY Chicago Sun-Times. Associated Press, 11 Feb. 2010. Web. 14 Feb. 2010. <http://www.suntimes.com/sports/outdoors/2042801,asian-carpplan-021110.article>. The federal government has crafted a $78.5 million plan to keep Asian carp out of Lake Michigan. This current plan will strengthen an electronic barrier and use nets and poisons to block Asian carp. The problem is that it may not work. The best way is to sever the link between Lake Michigan and the Mississippi River, but that may take too long. The next plan would be the close the locks, but the government refuses to shut down the Chicago waterways. Engineers feel that even closing the locks is not the best short-term option because Lake Michigan has many other points of access and smaller carp may fit through leaky structures. They are hoping that this two-tiered electric barrier in the Chicago Sanitary and Ship Canal will be the best way to keep out Asian carp. The barrier emits pulses to scare off the carp or knock them unconscious if they don’t turn around. “Hunt for Asian Carp in Chicago Waters Comes Up Empty.” SunTimes. Associated Press, 29 Mar. 2010. Web. 7 Apr. 2010. <http:// www.chicagobreakingnews.com/2010/03/6-wk-search-finds-no-asiancarp-in-chicago-waters.html>. Biologists and fishermen have ended their search and concluded that no Asian carp were found during a six-week search of Chicago waterways. Electric stunning prods as well as 5.6 miles of net were used in the search of main channels, barge slips, marinas, and other off channel areas. They also searched and sampled warm-water discharge areas in the Chicago Sanitary and Ship Canal, Des Plains River, Little Calumet River, South Branch of Chicago River, and the Cal-Sag Channel. Crews also searched for Asian carp below the electronic barrier. Wildlife service spokeswomen Ashley Spratt said that although no
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Asian carp were found it does not mean that there are none there. They are usually difficult to catch and this is a large area. Biologists plan to continue to search over the next three months. “Ind. AG to File Brief Supporting Asian Carp Suit.” Chicago Tribune. Associated Press, 18 Feb. 2010. Web. 18 Feb. 2010. <http://www. chicagotribune.com/news/chi-ap-in-asiancarp-indiana,0,6107700. story>. Indiana’s Attorney General Greg Zoeller intends to file a friendof-the-court brief with the U.S. Supreme Court supporting part of Michigan’s lawsuit to keep Asian carp out of the Great Lakes. “Indiana joins Asian carp fight.” Chicago Tribune. Associated Press, 20 Feb. 2010. Web. 20 Feb. 2010. <http://www.chicagotribune.com/ news/ct-met-0220-asian-carp-20100219,0,6469443.story>. Indiana and three environmental advocacy groups joined with Michigan on Friday, asking for the high court to appoint a special master to judge the merits of closing Chicago’s locks. Indiana did not endorse closing the locks because it may not be sufficient in keeping Asian carp out of Lake Michigan. “River Town on Front Line of Asian Carp Invasion.” Chicago Tribune. Associated Press, 14 Feb. 2010. Web. 14 Feb. 2010. <http:// www.chicagotribune.com/news/local/ct-met-asian-carp-springvalley-20100212,0,3654015.story>. Midwest lawmakers and the White House are working on laws to keep Asian carp out of Lake Michigan. In Illinois, Peoria is dealing with Asian carp in their river, injuring boaters and out-competing other fish for food. In Spring Valley, they are worried that the town may not exist at all if Asian carp take over. Their economy is based on fishing;
they host a giant fishing tournament each year with 225 teams. Spring Valley’s Mayor Cliff Banks began a proposal to built a mobile fish processing plant for Asian carp. The carp would be ground into fertilizers, feed for livestock, protein and fish oils. Tim Leeds, who introduced the proposal, says that commercial fishermen could remove up to 90 percent of them over the net five years. The government just needs to subsidize the program. Towns such as Peoria, Bartonville and Pekin have shown the devastation from Asian carp. They feed on plankton and other vegetation, causing competition for food with other fish. They also are so abundant that they even further cause the decline of fish. Also, disturbances in the water cause them to leap in the air. This causes injury. “U.S. Joins Asian Carp Fight.” Chicago Sun-Times. Associated Press, 9 Feb. 2010. Web. 9 Feb. 2010. <http://www.suntimes.com/news/ politics/obama/2036796,CST-NWS-carp09.article>. The Obama administration said that it will spend $78.5 million to help keep Asian carp out of Lake Michigan. The U.S. is seeking ways to prevent Asian carp from invading Lake Michigan without closing Chicago’s navigational locks. The White House plan includes 25 short and long-term actions including taking 120 DNA samples each week. It will also award a $10.5 million contract to build a third electric barrier. Brown, Mark. “U.S. Supreme Court Turns Down Michigan’s Request to Block Asian Carp Invasion of Great Lakes.” Chicago Sun-Times. 13 Feb. 2010. Web. 14 Feb. 2010. <http://www.suntimes.com/news/brown/2046202,CSTNWS-brown14.article>. Although the Supreme Court rejected a request by Michigan to close Chicago’s navigational locks, the Army Corps of Engineers is making
plans to close them anyway on a part time basis starting April 1, 2010 to prevent invasive species from entering Lake Michigan. They plan to close the locks three to four days a week or close one to two weeks per month. Flesher, John. “Professor Says Lock Closure Costs Exaggerated.” Chicago Tribune. 18 Feb. 2010. Web. 18 Feb. 2010. <http://www. chicagotribune.com/news/chi-ap-mi-asiancarp-greatla,0,7483967. story>. Professor John Taylor of Wayne Sate University says that those opposed to closing the locks are overstating the costs. He says that closing the locks would boost transportation by $70 million a year. Flesher, John. “Analyst says Chicago exaggerating costs of closing locks to keep Asian carp out of Great Lakes.” Chicago Tribune. Associated Press, 18 Feb. 2010. Web. 18 Feb. 2010. <http:// www.chicagotribune.com/business/sns-ap-mi-asian-carp-greatlakes,0,2540237.story>. According to a study conducted by Wayne State University business professor John Taylor and transportation consultant James Roach, the cost of handling Chicago waterways would rise by about $70 million per year if the locks were closed. This is a tiny fraction of the city’s economy and less damage than if the $7 billion fishing industry suffered. Taylor and Roach acknowledge lock closure may hurt Chicago barge and tour boat operators, but said that rail, cars, trucks or pipelines could easily transfer freight without causing new costs or traffic jams. They also claim that this would create new jobs. Taylor and Roach are serving as expert witnesses in Michigan’s lawsuit asking the U.S. Supreme Court for lock closure and separation of the Great Lakes and Mississippi River. Their analysis seeks to show that Chicago would not lose as much money closing
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PURE AGENCY the locks as businesses and political leaders claim. The Illinois Chamber of Commerce is conducting a study to measure the economic losses from closing the locks. According to Jim Farrell, director of the infrastructure council, closing the locks can cause significant harm. Flesher, John. “Fishing, Tourism Interests Worry about Asian Carp.” Chicago Tribune. Associated Press, 17 Feb. 2010. Web. 17 Feb. 2010. <http://www.chicagotribune.com/news/chi-ap-mi-asiancarpcox,0,3411458.story>. Those interested in fishing and tourism are worried Asian carp may further hurt the Great Lakes economy. Attorney General Mike ox and U.S. Rep Dave Camp hosted a meeting about this issue on Wednesday in Traverse City, Michigan. Fishermen are concerned that Asian carp will reduce walleye, bass and other fish populations. The Michigan Charter Boat Association are concerned that Asian carp will hurt the tourism industry. Hawkins, Karen, and John Flesher. “Wildlife Officials Search for Carp in Chicago Area.” Chicago Tribune. Associated Press, 17 Feb. 2010. Web. 17 Feb. 2010. <http://www.chicagotribune.com/news/chi-ap-usasiancarp-greatla,0,6421606.story>. Fishermen and biologists from the Illinois Department of Natural Resources and the U.S. Fish and Wildlife Service began a search for Asian carp. This operation began to prevent invasive species after the controversy over lock-closure. The search yielded regular carp, but no Asian carp. “We presume they would be present anywhere within this waterway system,” said John Rogner, assistant director of the Illinois natural resources department.
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Hood, Joel. “Inbox Warfare: When Mass E-mail Campaigns Backfire.” Chicago Tribune. 15 Feb. 2010. Web. 15 Feb. 2010. <http://www.chicagotribune.com/news/opinion/ct-talk-inboxwarfare-0216-20100215,0,5673943.story>. Mass e-mailing campaigns sometimes backfire. Last week officials at the Metropolitan Water Reclamation District of Great Chicago received more than 1,000 e-mails from activists trying to prevent Asian carp by closing the shipping locks. The state of Michigan is accused of starting this e-mail campaign. The water district does not have the power to close the locks. Activists are sending “a message to the WRONG person,” water district officials wrote in a release last week. In order for this to happen there needs to be an act of congress or a decision by the Coast Guard and the Army Corps of Engineers. Hood, Joel. “Biologists intensify hunt for Asian carp near lake.” Chicago Tribune. 18 Feb. 2010. Web. 18 Feb. 2010. <http://www. chicagotribune.com/news/local/ct-met-0218-asian-carp-watersamples-20100217,0,756534.story>. The hunt for Asian carp began on Wednesday, using nets and electric current to corral the fish in warm water discharges along the Chicago Sanitary and Ship Canal. This is part of an $80 billion plan to prevent the spread of invasive species. No Asian carp have been found yet. Hood, Joel. “Closing Locks to Keep Carp from Lakes Brings Job Loss Fears.” Chicago Tribune. 13 Feb. 2010. Web. 14 Feb. 2010. <http://www.chicagotribune.com/news/local/ct-met-asian-carpepa-20100212,0,5434895.story>. State and federal officials attempted persuade the public that controlling Asian carp are worth the economic risk and loss of jobs in Chicago. Small businesses, boat captains and fishermen fear that closing the locks and portions of the Chicago River will cause them
to lose their jobs. They do not think lock closure should even be considered. “We seem to all agree that closing the locks isn’t going to completely stop the carp. All it’s going to do is put a lot of people out of business,” said Craig Wenokur, director of operations for Wendella Boats, the parent company that operates the Chicago water taxis. “This is our 75th anniversary and we’re scared. If these lock closures take place, and we can’t operate half the days of the week, it’s going to cost jobs and hurt a lot of us.” Scientists, however, felt hat the only way to keep out Asian carp is to permanently close the locks. The U.S. Environmental Protection Agency is working to collaborate a solution to this problem. Hood, Joel. “Court Asked to Throw Out Asian Carp Request.” Chicago Tribune. 23 Mar. 2010. Web. 23 Mar. 2010. <http://www. chicagobreakingnews.com/2010/03/madigan-asks-court-to-throwout-asian-carp-request.html>. The U.S> Solicitor General’s office, Metropolitan Water Reclamation District of Great Chicago, and Illinois Attorney General Lisa Madigan have asked the Supreme Court to toss out Michigan’s request to re-open a case to close the shipping locks in Chicago. They feel that Illinois has taken the steps needed to keep out Asian carp and that lock closure would destroy commercial and recreational fishing industries estimated at $7 billion. The Supreme Court is expected to rule on this matter on April 16. Hood, Joel. “Illinois Lawmakers Upset over Call to Close Locks in Asian Carp Fight.” Chicago Tribune. 11 Feb. 2010. Web. 14 Feb. 2010. <http://www.chicagotribune.com/news/local/ct-met-0212-asian-carpremarks-20100211,0,6650134.story>. Members of the Illinois delegation disagree with Michigan officials and others who want to close the Chicago-area locks. A solution
that costs jobs and hurts business is not the solution, said Rep. Judy Bigger R- IL. Biggert thinks that closing the locks as Michigan suggests may increase the risk of Asian carp because it would overwhelm the tunnel system and cause massive flooding. Floodwater that could no longer be released into Lake Michigan would flow over the top of the lock, allowing Asian carp in. Hood, Joel. “Scientists Trying to Fish out Asian Carp From Great Lakes.” Chicago Tribune. 25 Mar. 2010. Web. 25 Mar. 2010. <http:// www.chicagotribune.com/news/nationworld/la-na-great-lakespest25-2010mar25,0,1352253.story>. Many of the same tools that scientists used on Sea Lamprey, another type of invasive species that invaded Lake Michigan 50 years ago. Methods to get rid of Sea Lampreys included barriers and disrupting their reproduction habits. Lampreys’ population is now down 90 percent, but this did not come easily or cheaply. Scientist have been working on using pheromones to attract of repel sea lampreys, moving them from one place to another. The money located towards preventing Asian carp will fund this project and apply it to Asian carp. This spring scientists also plan to begin experimenting with an underwater cannon that shoots pulses of compressed gas to disrupt Asian carp during spawning season. Spielman, Fran. “Alderman’s Solution: Catch Asian Carp, Feed to the Poor.” Chicago Sun-Times. 7 Apr. 2010. Web. 7 Apr. 2010. <http:// www.suntimes.com/news/cityhall/2146130,asian-carp-solution-foodpoor-040710.article>. Ald. Walter Burnett (27th) suggested that Asian carp be fed to the poor during a City hall meeting. He said, “If you told folks there’s free food and they could eat it, I think you’d get it eradicated.” Debra Kerr, executive vice-president of strategy for the Shedd Aquarium, said Burnett’s idea is not as wacky as it sounds. She suggested it
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PURE AGENCY become an incentive for people to fish for them. “Asian carp tastes fine, even though it is really bony since it can’t be filleted,” said Kerr. Southern chefs now experimenting with Asian carp are “grinding it up” and turning into fish cakes,” she said. Whitley, Doug, and Jim Farrell. “Closing Locks Would Damage Economy.” Chicago Sun-Times. 20 Feb. 2010. Web. 20 Feb. 2010. <http://www.suntimes.com/news/otherviews/2060749,editorialasian-carp-022010.article>. The navigational locks are essential to commerce. Chicago’s waterways are the only viable route for delivering materials such as road salt, construction materials, additives for fuels, aviation fuel for airports, recyclable metals. Closing the locks would also cut jobs and businesses and tourism would suffer. Recommendations to stop carp include adjusting oxygen levels in a 15 mile section of the Sanitary and Ship Canal as well as the Cal-Sag Channel, install a remedial oxygenation program to enhance water quality south of Chicago area water ways, expand the fish barrier system, DNA testing, and provide incentives for and support commercial harvesting of Asian carp. Great Lakes “$2.2 EPA Plan for Great Lakes.” Chicago Sun-Times. Associated Press, 21 Feb. 2010. Web. 21 Feb. 2010. <http://www.suntimes.com/ sports/outdoors/2061498,CST-NWS-great21.article>. The Obama administration has developed a $2.2 billion five-year plan for rescuing the great lakes. Goals include zero tolerance towards invasive species, finishing work at five toxic hot spots and clean up lists for two decades. “3 Dems For Cleaner Water.” Chicago Sun-Times. Associated Press, 26 Jan. 2010. Web. 1 Feb. 2010. <http://www.suntimes.com/news/ elections/endorsements/2010848,CST-EDT-edit26.article>.
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A legal battle among Great Lakes States over Asian carp has highlighted the importance of the Metropolitan Water Reclamation District. MWRC is a $1.6 billion-a-year agency that controls the economic success and environmental quality of the region. It controls the canals through which Asian carp may reach Lake Michigan. Key issues are disinfecting our local waterways, possibly with ultraviolet light. Until the rivers and canals are cleaned up, human sewage will pose a threat to water sports. “Feds Outline Plan to Nurse Great Lakes to Health.” Chicago SunTimes. Associated Press, 21 Feb. 2010. Web. 21 Feb. 2010. <http:// www.suntimes.com/sports/outdoors/2060957,feds-plan-save-greatlakes-022110.article>. Obama has developed a five-year blueprint for rescuing the Great Lakes. The plan will spend $2.2 billion to repair damage to the lake, which holds 20 percent of the world’s fresh water. Goals include zero tolerance towards invasive species and cleaning up heavily polluted sites. It also plans to monitor the ecosystem’s health. The 41-page plan sets out ecological targets and specific actions to be taken by 16 federal agencies working with state, local and tribal governments and private groups. This plan, combined with environmental enforcements, will make the Great Lakes fish safe to eat and the water suitable for drinking and swimming. Flesher, John. “Government outlines Great Lakes fix-up plan that cleans polluted sites, fights invasive species.” Chicago Tribune. Associated Press, 21 Feb. 2010. Web. 21 Feb. 2010. <http://www. chicagotribune.com/business/sns-ap-us-great-lakes,0,4488808. story>. The Obama administration has created a five-year blueprint for
rescuing the Great Lakes that will cost more than $2.2 billion. Goals for this blue print include zero tolerance towards invasive species, cleaning up pollution, restoring wetlands, and improving water quality. The plan also hopes to achieve a 40 percent reduction rate for invasive species and seeks lower levels of phosphorus runoff by 2014. Lastly, the plan will provide 25,000 young sturgeon to the great lakes. Sturgeon is a prehistoric fish, endangered due to overharvesting and habitat degradation. Shed Aquarium Daley, Bill. “Chicago Chefs Hunger for ‘Green’ Fish.” Chicago Tribune. 10 Mar. 2010. Web. 10 Mar. 2010. <http://www. chicagotribune.com/features/food/ct-food-0310-fish-add20100310,0,492046,full.story>. Chefs across the city, and across the country, are buying and serving seafood that is considered “green,” good you for and good for the ocean. “We have been a supporter of the Shedd Aquarium since we opened and actively participate in their Right Bite program, which highlights fish as it pertains to the environment and sustainability,” said Carrie Nahabedian of Naha Restaurant. “The public understands the seasonality of Copper River sockeye salmon and Alaska halibut, but we as chefs have to do more educating by cooking lesser-known species.” Le Beau, Emilie. “Maximize the Fun Factor of a Staycation.” Chicago Tribune. 17 Mar. 2010. Web. 17 Mar. 2010. <http://www. chicagotribune.com/travel/chicago/ct-play-0318-staycationmuseums-20100317,0,2896256,full.story>. The Polar Play is an ongoing exhibit designed for children ages 2-7. The exhibit teaches kids about animals through touch and dress up. It has four areas: the shallow ocean where kids can feel starfish, deep
ocean, which is an eatery, and the icy south, a play area with penguin slides and nests. “Free Admission at Shedd, Art Institute.” Chicago Sun-Times. SunTimes Staff, 15 Feb. 2010. Web. 15 Feb. 2010. <http://www.suntimes. com/news/metro/2042309,CST-NWS-free11.article>. The Shedd Aquarium is offering free general admission next week from Monday Through Friday and every Monday and Tuesday in February. Discounts to the oceanarium and other areas of the aquarium will also be offered. Water Conservation “Fish Story: The President Knows Better Than to Antagonize Anglers.” Chicago Tribune. Associated Press, 25 Mar. 2010. Web. 25 Mar. 2010. <http://www.chicagotribune.com/news/opinion/ editorials/ct-edit-fishing-20100325,0,3631048.story>. The Obama administration is considering changes that might prohibit U.S. citizens from fishing in the nation’s oceans, coastal areas, Great Lakes and inland waters. The statement was later withdrawn, but the government is examining how to prevent deception of ocean resources. Spielman, Frank. “’Green’ Experiment at City Hall Stinks.” Chicago Sun-Times. 6 Feb. 2010. Web. 6 Feb. 2010. <http://www.suntimes. com/news/cityhall/2033203,CST-NWS-stench07.article>. Waterless urinals were installed on the second floor of City Hall in order to promote water conservation. The odor is so bad that the “green” urinals are being ripped out and replaced with regular ones again. Each green urinal saved the city 1.5 gallons of water “per-use” or 50,000 gallons a year. They just did not perform as expected.
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Appendix b
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1. Have you noticed any change in your sustainability habits in the past 10 years?
# Answer 1 Yes 2 No
Total
Response %
36 0
36
100% 0%
100%
2. If yes, check all that apply.
# Answer 1 2 3 4 5 6 7 8 9
Recycling more
Monitoring water usage
Use of a Brita/Pure type filter
Wash clothes in cold water/less frequently
Use of personal water bottles/canteen Purchasing more organic products
Alternative transportation such as carpooling, public transportation Trying to be more fuel efficient
Bottled water purchasing
10 If other, please specify
If other, please specify
58
smarter appliance purchases using less water Growing own
Response %
14
38%
13
35%
20
54%
20
54%
11
30%
18
49%
12
32%
18
84%
31
2
49%
5%
3. Are you familiar with Great Lakes water issues? # Answer 1 Yes 2 No
Total
Response %
22
61%
36
100%
14
5. If there were a correlation between Great Lakes issues, your health and your children’s health, would you be more prone to change your sustainability habits? Statistic
39%
Mean
Variance
Standard Deviation
4. If yes, please rank in order of your perceived importance, with 1 being least important and 5 being most important. # Answer
1
2
3
4
5
Responses
1 Water levels
4
6
4
5
5
24
3 Clean water
6
4
4
3
7
24
2 Invasive species
5
6
22 22 23 26 27
Total
3
5
10
5
1
6
7
5
4 Declining levels of clean drinking water 5 Clean beaches/swimming issues
3
3
3
3
7
24
24
Total Responses
Water levels
Invasive species
Clean water
Declining levels of clean drinking water
Clean beaches/swimming issues
3.04
2.96
3.04
3.46
3.08
2.04
2.22
2.56
1.04
2.51
24
24
24
24
24
1.43
1.49
1.60
1.02
1.59
6. Do you view the Shedd Aquarium as an advocate in the Chicagoland area for issues negatively affecting the Great Lakes? # Answer Response %
24
1 Yes 2 No
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Total
15
43%
35
100%
20
57%
PURE AGENCY 7. Are you aware of the Shedd Aquarium’s water conservation program, Listen To Your Lakes? # Answer Response % 1 Yes 2 No
11%
36
100%
32
Total
4
89%
8. On a scale from 1 to 5, please rank the following with how prone would you be to attend an event sponsored by the Shedd Aquarium benefiting the Great Lakes?
Culinary class
Daycamp for kids
Concert series
General clean up projects
Mean
3.38
3.14
3.95
2.73
3.32
Standard Deviation
1.14
1.18
1.15
0.96
1.06
37
37
37
37
37
Variance
Total Responses
1.30
1.40
Mayb e
Probabl y not
Definitel y not
Response s
Mea n
Don't have kids. Don't like to get messy.
1 Lecture
2
8
6
16
5
37
3.38
Live 45 miles away.
Daycam 3 p for kids
Concert 4 series
General 5 clean up projects
10
7
13
4
37
3.14
2
3
4
14
14
37
3.95
4
9
19
3
2
37
2.73
3
4
11
16
3
37
3.32
1.11
Don't view Shedd as best authority on Sustainability in Great Lakes Culinary class feels like a disconnect Use my volunteer time for other causes (church/school, other charities)
Probabl y yes
3
0.92
Text Response
Definitel y yes
Culinary class
1.33
9. If no, please type why not.
Questio # n
2
60
Lecture
Statistic
I have grown children.
I live in the Northwest suburbs of Chicago and find it too difficult to travel into the City. To far to travel
Not interested in Culinary classes. My children are grown. Children are all in college.
Do not cook and do not have kids. I live in Virginia
time constraints
No little kids in my home.
10. Would you support adding the Great Lakes issues to your child’s school curriculum?
# Answer 1 Yes 2 No
Response %
3
Total
33 36
12. The following question is for classification purposes only: please check which age bracket applies to you? # Answer Response %
92% 8%
100%
11. Do you feel Great Lakes issues are a passing fad/hot topic?
# Answer 1 Yes 2 No
Total
Response %
6
16%
37
100%
31
84%
PURE AGENCY
1 25-‐35
2 36-‐45 3 46-‐55
5
14%
20
57%
10
29%
Appendix C
PURE AGENCY
“For the “Hear What Your Lakes are Saying” ad, the
concept was to provide a simple message, one that would create anticipation. The copy does not provide too much detail, but gives the viewer enough information pertaining to the subject. “Hear What Your Lakes are Saying” is a call to action to the viewer to become more aware of Great Lake issues, and directs them to a source that can provide them with that information. The date included in the copy is to build anticipation for the new launch of the Listen to Your Lakes brand.” -Nick Roberts Creative Director, PURE | AGENCY
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“The “Lake on Tap” project design was based on the aesthetic that PURE | AGENCY wanted to keep throughout our new branding efforts. The cup is a simple design, made up of two lines and two circles. The bottom of the glass is colored in a gradient blue, signifying water, and the new Listen to Your Lakes logo resides about the glass, signifying water falling into the class. The copy talks about the details of the program and how people can find out more information.” -Nick Roberts Creative Director, PURE | AGENCY
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Appendix D PURE AGENCY
Proposed Water Board campaign letter
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Proposed pitch letter for WGN Lunchbreak segment
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Appendix E BUDGET BIBLIOGRAPHY “Chicago Parent 2010.” Chicago Parent. Web. 26 Apr. 2010. <http://www.chicagoparent.com/content/pdf/mediakit/MediaKit_ EditorialCalendar_2010.pdf>. “Custom T-shirts, Shirts and Other Apparel You Design Online.” Zazzle | Custom T-Shirts, Personalized Gifts, Posters, Art, and More. Web. 27 Apr. 2010. <http://www.zazzle.com/cr/design/ptshirt?style=kids_basic_tshirt&color=white>. “CustomInk.com.” Custom T-Shirts - Design Your T-Shirts Online - Free Shipping! Web. 26 Apr. 2010. <http://www.customink.com/ lab/?PK=04628>. “Flowers Foods European Bakers Sliced Hot Dog Bun 6.5 Inch at FoodServiceDirect!” Foodservicedirect.com Restaurant Supplies. Web. 26 Apr. 2010. <http://www.foodservicedirect.com/product. cfm/p/182850/Flowers-Foods-European-Bakers-Sliced-Hot-Dog-Bun6.5-inch.htm>. “Full Color Poster Printing - Photo Posters | FedEx Office.” Shipping, Logistics Management and Supply Chain Management from FedEx. Web. 27 Apr. 2010. <http://www.fedex.com/us/office/marketing/ signsbanners/posters/prints.html?lid=Learnmore_posters_prints>. “High-Density Pulpboard Coaster - Color 3.5” Rd in Coasters (Item No. 1822-RD-C) from Only 9¢ Ready to Be Imprinted by 4imprint Promotional Products.” 4imprint Promotional Products, Promotional Items, Advertising Specialties and Imprinted Promotional Products. Web. 26 Apr. 2010. <http://www.4imprint.com/group/75/Coasters/ product/1822-RD-C/High-Density-Pulpboard-Coaster-Color-3.5-Rd>.
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PURE AGENCY Keegan, Terence. The Marketer’s Guide to Digital Out-of-home Media. New York: EPM Communications, 2008. Print. “Ketchup Packets, Food Products, Kitchen Supplies at Instawares.” Restaurant Supply, Supplies & Restaurant Equipment | Instawares. Web. 26 Apr. 2010. <http://www.instawares.com/ketchuppackets.7190.5.4909.0.0.8.htm>. “Kraft Frozen Oscar Mayer Hot Dogs at FoodServiceDirect!” Foodservicedirect.com Restaurant Supplies. Web. 27 Apr. 2010. <http://www.foodservicedirect.com/index.cfm/S/11/ CLID/4035/N/113715/Kraft-Frozen-Oscar-Mayer-Hot-Dogs.htm>. “Office Supplies, Furniture, Technology at Office Depot.” Office Supplies: Office Products & Office Furniture at Office Depot. Web. 26 Apr. 2010. <http://www.officedepot.com/cart/shoppingCart.do>. “Omniture Releases Analytics Tools for Facebook.” Inside Facebook - Tracking Facebook and the Facebook Platform for Developers and Marketers. Web. 28 Apr. 2010. <http://www.insidefacebook. com/2009/05/28/omniture-releases-analytics-tools-for-facebook/>. “Oval Coated Foam Floating Key Chain.” Imprint Items. Collegiate Concepts Inc. Web. 26 Apr. 2010. <http://www.imprintitems.com/ keychains/floating/oval>. “Plano Mini-Magnum Tackle Box.” Amazon. Web. 26 Apr. 2010. <http://www.amazon.com/Plano-Plano®-Mini-MagnumTackle-Box/dp/B001445K10/ref=sr_1_2?ie=UTF8&s=sportinggoods&qid=1272397083&sr=8-2>.
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