Listen To Your Lakes

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campaign plan | 2011

have you heard?

A 2011 campaign plan prepared by The New Wave for

Listen To Your Lakes.org 1


LTYL | campaign

table of contents executive summary 3

research 4 5 6 7 8

SWOT situation analysis primary research overview audience analysis audience profile

tHe

NEAVWE W

communications plan 9 9 9 10 10 11 16 20 24 26 27

problem identification goal objectives and strategies tactics >> guerilla marketing campaign advertising tactics internet tactics public relations tactics budget timeline evaluation

conclusion 29

account executive

paige jorgensen

research director

kate patterson

strategic planner

casey schaak

creative director

kate meehan

production director

appendices

scott bednar

media director

30

kelly lerash

editor

becky moylan

mentor and special consultant steve glynn

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campaign plan | 2011

executive summary Listen To Your Lakes, a conservation initiative created by Shedd Aquarium, has requested an integrated communications campaign incorporating advertising, public relations and marketing strategies for the 2011 calendar year. This campaign will increase awareness and advocacy among people that live in the Chicago area.

The execution of this campaign will be centered on the ideals of the mission statement and will demonstrate the key message that the mission statement strives to achieve. The key message of the campaign “Have you heard?” is a strategic public relations technique that reinforces Listen To Your Lakes name and mission, in pursuit of greater awareness and advocacy by: • Promoting Listen To Your Lakes as Shedd’s philanthropic arm • Becoming the trusted source on water conservation issues • Emphasizing the proximity of the Great Lakes to Chicago • Promoting personal conservation

The development of these goals, objectives and target audience was created from extensive primary research through survey results taken from people that live around the Chicago area and utilize the Great Lakes. Additionally, secondary research was conducted with an emphasis on political, economic, social and technological issues facing people that live around Chicago. Finally, an in depth media scan was conducted to find out current awareness of Listen To Your Lakes and major issues facing the Great Lakes, in particular Lake Michigan.

The execution of this campaign will make Listen To Your Lakes become the topof-mind organization in conjunction with water awareness and advocacy issues for those who live in the Chicago area.

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LTYL | campaign

swot analysis SWOT Comparison Chart

Strengths

Weaknesses

• Shedd’s credibility

• Unfocused messaging

• Current and timely cause

• Lack of strong social media/

• Large budget • Awareness of issues

current site • Awareness level of the organization

Opportunities

Strength-Opportunity Strategy

Weakness-Opportunity

• Outreach to media

• Cause is a popular news issue

Strategies

• General visibility around Chicago

• Willing to finance campaign

• Campaign will increase brand

• Utilizing Shedd experts- credibility

awareness • Utilize media (who trust LTYL) to promote LTYL including social media-pitch to media

Threats

Strengths-Threat Strategies

Weaknesses-Threats

• Current economy

• Targeting message to locations

Strategies

• Other causes vying for resources

that are family/budget friendly

• Keeping the concern top-of-mind • Utilizing the relevance via location and timeliness • Stress impact because the issue is water • Revitalizing the economy by utilizing the natural resource of fresh water • Requires emotional investment, not financial • Following LTYL advice can save money

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• Grassroots organizing via social media- make people more connected to our issue (more than others) • Use social media to keep issue relevant to the audience


campaign plan | 2011

situation analysis Political

Social

The political climate on environmental issues is current

The currently popular Green Movement is a way for

and polarized. There is a split between those who

individuals and organizations to get involved in efforts

believe and support environmental issues and those

to protect the environment. The Green Movement

who think less of them. LTYL suggests targeting the

includes organizations, campaigns, activists, political

group that believes in these environmental issues but

parties and other also environmental issues. Most

is not active in participating in green causes. Listen To

people are familiar with environmental issues and have

Your Lakes is politically neutral and remains uninvolved

made lifestyles changes to reflect this. LTYL should

in political issues, though they should be aware of what

capitalize on this trend.

politicians are saying about the lakes and how that will impact the organization.

Economic

Technological/Environmental The growing segment and technology of trade and travel across the Great Lakes is devastating the

The nation is slowly coming out of a recession,

habitat. Motorboats, ferries and industrial plants

therefore, spending money is still tight for most of

commonly pollute the water and air around the Great

the country. Many people view other organizations

Lakes, and in some cases, contribute to the increase

that are more established as “more-deserving� of

of invasive species. Green technologies, such as

their charitable giving.

electric motors, marine energy and solar powered energy, are a positive solution to energy efficiency and lake pollution problems. Environmental DNA testing technologies and electric barriers make it possible to detect and prevent Asian Carp and other invasive species from entering Lake Michigan. The organization should advocate for better, cleaner and more efficient use of the lakes. Conversely, green technology is benefiting the environment.

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LTYL | campaign

primary research overview Survey Results A survey was created in order to measure awareness of

Frequency of Usage from May – September:

Great Lake issues, current water habits and philanthropic

• 25% use the lakes less than once/month

involvement. The survey was then distributed via email and Twitter and completed by 74 people in the Chicagoland area ranging in age from 18 to 65+.

For Complete Survey Results, see Appendix B.

• 19% use the lakes 2-3 times/month • 7% use the lakes daily

Insights about where people use the lakes: • 77% use the lake within the Chicago city limits

Insights about awareness of Listen To Your Lakes: • 92% of respondents believe that Listen To Your

• 47% use the lake in surrounding states • 23% use the lake in the Chicago suburbs

Lakes is an environmental group concerned with the Great Lakes • 7% believe it is the Shedd Aquarium’s advocacy group

Insights about water conservation methods: Some of the more popular conservation methods are turning off water while brushing teeth, abiding by lawn watering restrictions, using reusable water

Insights about lake usage:

bottles and washing clothes/running the dishwasher only when necessary.

• 66% of those surveyed use the lake for water front activities such as running • 63% use the beaches along the Great Lakes • 39% use the lakes for boating and water sports • 15% use the lakes in other ways including:

Air shows

Walking along the lake

Biking along the lake

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Insights about water issues: Less than half of respondents viewed invasive species, water quality, water quantity and water access as concerns.


campaign plan | 2011

audience analysis National attitudes of Americans show that water

from single students to young couples and families. They

activities and environmental care are important parts

are also ethnically diverse including Caucasian, African

of life. The most popular national outdoor activity

America, Asian and Hispanic. The group also tends to be

trends that involve water include fresh water fishing,

upper-middle class white collar college graduates.

camping and power boating. The higher income bracket of individuals who participate in these outdoor activities are also interested in the Green Movement and spend their disposable income on environmentally friendly products. Seventy-six percent of the U.S. adult population believes that being environmentally friendly is a personal obligation. Not everyone follows through with the responsibility though. Sixty-five percent of Americans make a conscious effort to recycle,

Another common demographic type is the “American Dreams” group. Similar to the “Bohemian Mix” they are ethnically diverse, and 10 percent speak a language other than English. They are ages 35-54 with children. Furthermore, they have disposable income as demonstrated by their lifestyle tendencies to own cars such as a Lexus IS.

however, one third of Americans do not think green products are higher quality than regular products,

“Close-In Couples” are another common demographic

and therefore do not support environmentally friendly

type throughout the region. This group is in the lower-

products or the Green Movement.

middle class, high school educated and often never had children or are empty nesters who are now retired. They

The national trends align with the demographics near LTYL’s location. Through searching the PRIZM (Potential Rating Index for ZIP Marketers) segmentation

are ethnically diverse similar to the other two segments. Also, since they are now retired they have more freedom to get involved with other activities and organizations.

system, zip codes throughout the city of Chicago were used, focusing mainly on zipcodes along Lake Michigan as well as a few suburban zip codes, and discovered some key demographic segment types that live in the Chicagoland area.

The most common segment present in ten different zip codes is the “Bohemian Mix.” This group is a diverse group but their commonality is their tendency to be early adopters. They are all under 55 years of age, but range

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LTYL | campaign

audience profile

Meet Cynthia. Cynthia is a 49-year-old Caucasian woman married to Richard. They live in Barrington, Illinois and have three children: 17-year-old Erica, 21-year-old Matt, and 23-year-old Steve. Erica is a junior at Barrington High School, Matt is an electrical engineering major at the University of Texas and Steve recently enrolled in Northwestern University’s Fienberg School of Medicine.

Cynthia graduated with Richard from the University of

She also spends a lot of time planning the family’s

Illinois. She worked at an advertising agency before

yearly vacation. It is getting harder with two kids in

she had her children and Richard is an orthodontist.

college, but she is determined to make it work. In

They have a comfortable lifestyle and monetarily

addition to their summer vacation, the family typically

donate to the American Cancer Society, The American

spends a couple of weekends in downtown Chicago

Red Cross and their local parish.

to shop, dine, go to festivals and sail on Lake Michigan on her husband’s boat.

Cynthia has a part time job as a promotions assistant for a local real estate company and teaches religious

Cynthia tries to do her small part to help the environment

education at her church. In her free time, Cynthia likes

by spending extra money on eco-friendly products,

to garden, decorate and remodel her house, and spend

watching her water usage when gardening and driving

time with her family and friends. She reads Chicago

a Lexis Hybrid. She has taken these steps because of

Magazine, Better Homes and Gardens and the Chicago

a friend involved in Greenpeace, and does them only at

Tribune. Her favorite TV shows are “Design on a Dime”

the suggestion of her friend. She has not taken the time

and “House Hunters” on HGTV.

to educate herself on the environmental issues.

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campaign plan | 2011

problem identification Primary and secondary research has suggested: • The public is not aware of Listen To Your Lakes. • The public does not know that Listen To Your Lakes is affiliated with the Shedd

Aquarium, which is a trusted source on water issues in Chicago.

If Listen To Your Lakes wants to be recognized as a trusted source on water issues, the organization needs to be on the forefront of the people of Chicago’s minds through outlets such as their website, media exposure and presence at water-related events.

goal. . .

To be the number one trusted resource on Great Lakes issues.

Objective #1: Increase awareness of Listen To Your Lakes by 10% among our target audience over a 12-month period beginning January 2011. Strategy #1: Promote Listen To Your Lakes as Shedd’s philanthropic arm Strategy #2: Partner with other water conservation groups Strategy #3: Be the trusted source on water conservation issues

Objective #2: Increase number of Listen To Your Lakes Advocates by 5% over a one-year period starting in January 2011. Strategy #1: Advocate the importance of water Strategy #2: Emphasize proximity to the Great Lakes Strategy #3: Stress the magnitude of the issue Strategy #4: Encourage active participation in Great Lakes conservation issues Strategy #5: Promote political action Strategy #6: Promote personal conservation

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LTYL | campaign

tactics

Guerilla Marketing Campaign Cost: $12,500 Timeline: Last day in June 2011

Guerilla marketing featuring giant images of invasive species, specifically Asian Carp, is a way to grab people’s attention in a unique way. One hundred and eighty 2-by-2 feet Asian Carp will be stenciled on sidewalks all around the Magnificent Mile in downtown Chicago from Chestnut Street to Randolph Street. People start to filter out traditional advertising, but this is a way to get them to look at the message. They will be positioned to hit a vast number of individuals that may or may not fully understand the problem facing the Great Lakes.

To evaluate the guerilla marketing campaign, media coverage, blog discussions and website hits will be monitored.

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campaign plan | 2011

Billboards Cost: Two at $11,000 per month each, total $44,000 Timeline: May and June 2011

advertising tactics Stage 1:

Two billboards along I-94 would greatly increase awareness of Listen To Your Lakes, thus driving traffic to the website, increasing awareness, and encouraging audiences to notice other Listen To Your Lakes’ promotions throughout the rest of the year. This stretch

LO N G

TERM LEASE.

Have you heard?

of highway is ideal because of its consistently high traffic patterns for commuters as well as travelers. The billboards will reinforce the “Have you heard?”

Stage 2:

message, along with the rest of the brand through colors and the logo. They will start with just the phrase

Have you heard?

“Have you heard?” and part of an Asian Carp. As the weeks and months continue, the Listen To Your Lakes logo will appear, along with additional Asian Carp and

Listen T O Y O U R L A K E S

www.haloinc.org

the complete message “Have you heard that Asian Carp are invading the Great Lakes?”. This tease and

Stage 3:

reveal process is all designed to bring about awareness through building suspense, making people curious about Listen To Your Lakes.

Topic: Homelessness Sponsor: Halo, Inc. (Racine) www.haloinc.org

Scott Bednar

Have you heard?

To evaluate the billboards, media coverage, blog

Listen T O Y O U R L A K E S

www.haloinc.org

discussions and website hits will be monitored. Final Reveal:

Have you heard?

ASIAN CARP are invading your lakes! Listen T O Y O U R L A K E S

www.haloinc.org

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LTYL | campaign

Listen T O Y O U R L A K E S S H E D D

A Q U A R I U M

Listen T O Y O U R L A K E S S H E D D

A Q U A R I U M

Logo Redesign and Rebranding Cost: • Redesign and rebranding: 5,000 for $828.64 ($0.17 each)

Brand Ambassadors

• Flyers: 30,000 for $2,400 ($0.08 each)

Cost: $0

• Development of poster and flyer designs:

Timeline: January 2011 to September 2011

Approximately 3 Timeline: May 2011 – September 2011

Brand Ambassadors will represent Listen To Your Lakes at the numerous events that are on the calendar

By taking the existing logo and enhancing it, the

including the boating shows and Chicago summer

message of “Have you heard?” comes across more

festivals. They will hand out collateral, ask attendees

clearly as it looks like a quote mark, but also resembles

to fill out an awareness survey and answer questions

a water drop, similar to the current logo, and it is

about Great Lakes issues.

vaguely reminiscent of an ear. As Listen To Your Lakes repositions itself in 2011 having a new logo will be a strong addition to the branding.

To evaluate the Brand Ambassadors, check-in meetings will be held to allow them to feel more of a part of Listen To Your Lakes and to get their feedback on their

To evaluate the redesign, the increase of brand

experience. They will be asked how each event went,

awareness throughout and after the campaign should

approximately how much collateral they passed out and

be monitored with follow-up surveys.

ask if they have any suggestions for future events.

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campaign plan | 2011

Posters and Flyers in Public Restrooms

have you heard?

Cost: • Posters: 5,000 for $828.64 ($0.17 each) • Flyers: 30,000 for $2,400 ($0.08 each) • Development of poster and flyer designs: Approximately 3 designs Timeline: May 2011 – September 2011

Posters and flyers will be placed around the Chicago beach areas and downtown, specifically Navy Pier. They will have artwork and information aligning with the campaign messaging, and directing the public to visit the Listen To Your Lakes website to find out more The water in this restroom is provided by Lake Michigan

We cannot take it for granted

Water is not a limitless resource. Less than one percent of the world’s fresh water is readily available for human use. With twenty percent of that fresh water residing in the Great Lakes, it is our responsibility to conserve it, and protect it.

Listen T O Y O U R L A K E S S H E D D

A Q U A R I U M

information. Flyers and Posters will also be used at Listen To Your Lakes booths during events, and brand ambassadors will have them available as well. The purpose of the posters and flyers is to make Listen To Your Lakes better known and recognizable and to inform the public on lake issues.

To evaluate if awareness is created through posters and flyers, a survey will be used at the end of the campaign, including a question about where they heard about Listen To Your Lakes. Also, once the public visits the website, a small survey box will be on the page, asking what brought them to the website.

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LTYL | campaign

Advertisements on CTA Timeline: June 2011 – July 2011

where Listen To Your Lakes has a booth, as a free

Cost: $88,000, $44,000 per month

collateral and incentive to take our survey, and the

Advertisements that cover the outsides of buses and trains will be effective because it will reinforce the message of Asian Carp that will be on the sidewalks. These will hit an even larger market because they are

Brand Ambassadors will also pass out water bottles in downtown Chicago. The water bottles are useful and appealing to the public, and also provide information about Listen To Your Lakes.

constantly moving. Additionally, it targets a market of people that use public transit, an environmental issue. It

To evaluate if awareness is created through water

is a way to catch their attention and direct them to the

bottles, a survey will be used at the end of the

website to find more information.

campaign, including a question about where they heard about Listen To Your Lakes. Also, once the public visits

To evaluate the redesign, the increase of brand awareness throughout and after the campaign should be monitored with follow-up surveys and media coverage.

Eco-Friendly Water Bottles Cost: Water Bottles: 5,000 for $3,797.50 ($0.75 each plus a $47.50 print charge) Timeline: As needed for events staffed by

Brand Ambassadors

Eco-friendly, biodegradable water bottles align with the environmentally friendly and water conservation efforts of Listen To Your Lakes. The water bottle will have information about Listen To Your Lakes and a logo, also driving people to the website for more information. The water bottle will be available at events

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the website, a small survey box will be on the page, asking what brought them to the website.


campaign plan | 2011

have you heard?

Listen T O Y O U R L A K E S S H E D D

A Q U A R I U M

Listen T O Y O U R L A K E S S H E D D

A Q U A R I U M

Magnets and Bumper Stickers Cost: Magnets: 10,000 for $1,600 ($0.16 each) Bumper Stickers: 5,000 for $2,900 ($0.58 each) Timeline: As needed for events staffed by Brand Ambassadors

Magnets and bumper stickers will have the Listen To Your Lakes logo, also containing the website to obtain more information. Magnets and bumper stickers will be available at all events which Listen To Your Lakes participates in, and Brand Ambassadors would pass them out in downtown Chicago. They would be placed inside the Listen To Your Lakes water bottles in order to have less clutter when giving them away; they would also be available separate from the water bottles so that more people can receive them. Magnets and bumper stickers would spread the name of Listen To Your Lakes, drawing more interest to their efforts and lake issues in general. The public responds well to free products, and these could be used on cars or in the home where others can view them as well.

To evaluate the effectiveness of the magnets and bumper stickers, a survey will be used at the end of the campaign, including a question about where they heard about Listen To Your Lakes. Also, once the public visits the website, a small survey box will be on the page, asking what brought them to the website.

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LTYL | campaign

Placemats Cost: $3,691 Timeline: Last 2 weekends in July 2011 to first 2 weekends in August 2011

The placemats will target recreational lake users, and provide them with facts about the Great Lakes and Listen To Your Lakes. This tactic is designed to motivate people to visit the website and make them conscious of water conservation issues and techniques.

To evaluate if awareness is created through placemats, a survey will be used at the end of the campaign, including a question about where they heard about Listen To Your Lakes. Also, once the public visits the website, a small survey box will be on the page, asking what brought them to the website.

internet tactics

For listing of possible restaurants for placemats, please see Appendix C.

Website Update Cost: $30,000 Timeline: January 2011

The current Listen To Your Lakes website should have increased interactivity including custom graphics, graphic mouse-over buttons, a flash menu, a short custom flash animation, updated information pages, a photo gallery, traffic stats reports and search engine submission will make the website look more professional, more credible, clearer, and be easier to navigate through. More emphasis will be placed on the “About Us� and mission statement pages. The website redesign will benefit Listen To Your Lakes because it is the main source of information and advertising and public relations efforts will drive traffic there.

To evaluate this tactic, the use of analytics will provide information on website usage, such as length of stay, what pages they visit and site interaction. 16


campaign plan | 2011

example website redesign

HOME

about us

!"#$%& ' ( )* ( + , ) ! - . / 0 S H E D D

A Q U A R I U M

tips and topics

events

learn more

waterblog

volunteer

Shedd Aquarium's Great Lakes Conservation Awareness Initiative is a natural extension of Shedd Aquarium's long-standing conservation mission. It leverages Shedd's core strengths in communication, exhibits, education, community reach and location on the shore of Lake Michigan in the largest metropolitan area in the Great Lakes region.

Shedd Aquarium's Great Lakes Conservation Awareness Initiative aims to increase public understanding about the Great Lakes and inspire people to take positive actions to help preserve and protect these amazing, but limited, natural resources. Shedd Aquarium acts on its responsibility to educate the public about the threats facing the Great Lakes and to provide the necessary tools to take action through: Exhibits Public outreach Educational programs Evaluation Research Serving as a venue for Great Lakes-related events Shedd Aquarium's vision is a Great Lakes watershed that is healthy, well-understood and internationally cherished.Â

ABOUT

about us

!"#$%& ' ( )* ( + , ) ! - . / 0 S H E D D

A Q U A R I U M

tips and topics

events

learn more

waterblog

volunteer

Shedd Aquarium's Great Lakes Conservation Awareness Initiative is a natural extension of Shedd Aquarium's long-standing conservation mission. It leverages Shedd's core strengths in communication, exhibits, education, community reach and location on the shore of Lake Michigan in the largest metropolitan area in the Great Lakes region.

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LTYL | campaign

Paid Search

Blog

Yahoo! Search Marketing: key words “great lakes”

Cost: Billable hours; 2-3 hours per week to research

Cost: $300 per month, total $3,600

and write.

Timeline: January 2011 – December 2011

Timeline: January 2011 to December 2011

Advertising and public relations efforts will drive traffic

Listen To Your Lakes already has an established blog,

to the Listen To Your Lakes website. Paid search is an

although the blog posts are infrequent. By posting

important tool that will help interested parties find the

more frequently and pushing the blog out on Facebook

site with ease through a simple Internet search, even if

and Twitter pages, the blog can establish and maintain

they don’t recall the entire name.

a following while instituting Listen To Your Lakes as an expert on lake issues. It can also serve as a forum

To evaluate the paid search tactic, website analytics will help track where the Listen To Your Lakes website

to discuss lake issues. The writer of the blog would monitor and cultivate discussion.

traffic comes from. To evaluate the blog, daily visits should be monitored. If there is not an increase of 25 percent readership after three months of posting twice a week, then there should be a reevaluation of blog topics and press releases devoted to promoting the blog and its content.

For suggested blog content, please see Appendix D

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campaign plan | 2011

example blog post

June 25, 2011

WATERBLOG

Have You Seen an Asian Carp?

Asian Carp are taking over the Great Lakes. Have you seen them taking over Chicago? Let us know where you saw them – comment, upload pictures, tweet us @HaveUHeard. Want to know more about the invasive species that are compromising the delicate ecosystem of the Great Lakes? Check out the Invasive Species tab of our website for information and actions you can take to help prevent the spread of other invasive species in to our lakes. Posted by Kate, The New Wave

Posted at 3:00 PM in Invasive Species, Have You Heard, Guerilla Marketing Comments (12) ďż˝

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LTYL | campaign

public relations tactics Facebook, Twitter and YouTube

Outreach to Media

Cost: Billable hours; 6 hours per week

Cost: Billable Hours

Timeline: January 2011 to December 2011

Timeline: 2-3 hours per week January – December 2011

The first stage is to cultivate followers that are relevant

After three months of creating content and pitching,

to the cause. It is important for brand recognition that

if there has not been more than two placements, the

Listen To Your Lakes’ has its own Twitter account, “@

time needs to be increased by at least two hours to

haveuheard”. Using Twitter applications like Hootsuite

expand the list of suggested targets and time creating

or Tweetdeck and searching relevant Facebook groups

and pitching to them.

and their followers, Listen To Your Lakes can follow these publics and increase their followership.

After six months if there has not been six placements, more time needs to be devoted. The more emphasis

To retain followers, Listen To Your Lakes must be

put on placements, the more segments of the target

devoted to creating and posting content to each of

will become familiar with the mission and familiar with

these sites and then promoting it through the other

Listen To Your Lakes and its events.

channels. Most importantly, Listen To Your Lakes must be aware what their followers are saying, and be active in responding.

For suggested content, please see Appendix E

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For suggested content and media lists, please see Appendix F.


campaign plan | 2011

example press release

FOR IMMEDIATE RELEASE CONTACT:

Casey Schaak casey@thenewwave.com 312-285-7801

Have You Heard? Listen To Your Lakes Reveals its Attention Grabbing Campaign CHICAGO -- (June 25, 2011) – Listen To Your Lakes, the Shedd Aquarium’s conservation program, today revealed their Great Lakes awareness campaign. After months of teasing the public with the tag line ‘Have You Heard’ along with images of Asian Carp on city sidewalks, posters and billboards, their cause is now being made public. Listen To Your Lakes has sparked interest around the city of Chicago for a worthy cause. With the city’s proximity and reliance on Lake Michigan, the group is aiming to raise awareness about lake issues. Some of the pressing uses the campaign is seeking to inform the public about are water conservation, invasive species and sustainable practices. “If we all do our part and make efforts to practice better water conservation, we can ensure that the lake will continue to be an available asset for the future of our city,” says Ted Beattie, president and CEO of the Shedd Aquarium, “We may take the importance of the Lake Michigan for granted, but if we ignore the lake issues today, they will only continue to get worse.” Listen To Your Lakes is a reliable source on lake conservation information. Their campaign has effectively sparked interest around Chicago and, with the reveal of the campaign’s purpose, raised awareness on lake-related issues.

About Listen To Your Lakes Shedd’s Great Lakes Conservation Initiative, along with its public awareness campaign – Listen To Your Lakes – is dedicated to protecting the Great Lakes and their nearly 11,000 miles of shoreline from growing threats. From pesticide-free gardens to clean beaches, Shedd continues to offer diverse opportunities for the public to learn about and get involved in Great Lakes conservation. Visit www.listentoyourlakes.org for more information.

###

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LTYL | campaign

festivals

Boating and Outdoors Shows

Air and Water Show

Cost: $2,414

Cost: $15,000

Timeline: January 2011

Timeline: August 2011

By establishing a presence with active lake users,

By establishing a presence with active lake users, Listen

Listen To Your Lakes can spread information and

To Your Lakes can spread information and awareness

awareness to a large target market. These lake users

to a large target market. With over 2 million active lake

already value the lake and would benefit from knowing

users attending, Listen To Your Lakes can reach the

how to further help the lake; turning the congregation

number of people that come to the Shedd in one year.

to the choir. Brand Ambassadors will work the booths, handing out bumper stickers, magnets and water bottles and using computers to collect email addresses for future eblast use and survey data. To best evaluate this tactic, website traffic should be monitored during and following the shows. Also, the end of the campaign awareness survey will demonstrate if the overall objective was achieved.

For more information on boat shows, please see Appendix G

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To evaluate this tactic, website traffic should be monitored during and following the shows. Also, the end of the campaign awareness survey will demonstrate if the overall objective was achieved.


campaign plan | 2011

Bike the Drive Festival

City Festivals

Cost: $1,150

Cost: Varies Per Festival

Timeline: Memorial Day Weekend 2011

Timeline: Various Dates from May 2011 to September 2011

As a non-profit organization a sponsorship can be purchased for $650. For an additional $500 the

Target market research suggests that people who

organization can be included in an eblast. Bike the

would be receptive to our message would attend these

Drive Festival happens along Lake Shore Drive, and

festivals and/or live in the neighborhoods where these

offers a opportunity to expose Listen To Your Lakes to

festivals are held.

participating families. To evaluate city festivals, the number of people that To evaluate Bike the Drive, the number of people that

stop by the booth can be monitored through how

stop by the booth can be monitored through how

much collateral is given away. A survey will also be

much collateral is given away. A survey will also be

available for them to evaluate their knowledge and

available for them to evaluate their knowledge and

awareness of the program.

awareness of the program. For information on festivals, please see Appendix H.

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LTYL | campaign

budget Item

Quantity

Boating Outdoor Shows

--

-Chiacgo Boat Show

--

-American Outdoor Show

Price Per Unit

Total

$950

$950

$695

$695

Total:

$1,645

Festivals -Boat and Air Show

--

$15,000

$15,000

-Bike the Drive Sponsorship

--

$650

$650

-Bike the Drive e-blast

--

$250

$500

-Mayfest

--

$2,000

$2,000

-Ravinia Festival

--

$2,000

$2,000

-Retro on Roscoe

--

$2,000

$2,000

-Taste of River North

--

$2,000

$2,000

Total:

$24,150

Guerilla Marketing -Sidewalk Stencils of Asian Carp

60 Locations

$208.33

$12,500

- Placemats at Resturants

50,000

$0.07

$3,691

Total:

$16,191

Outdoor $500 per month

$1,000

-CTA Train Interior

-CTA Banners on Side of Bus 25% of Train

$43,000 per month

$86,000

-Billboards on I-94

2

$11,000 each per month

$44,000

Total:

$131,000

Promotional Items

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-Bumper Stickers Rectangle

2,500

$0.58

$1,450.00

-Bumper Stickers Oval

2,500

$0.58

$1,450.00

-Magnets

10,000

$0.16

$1,600

-Water Bottles

2,500

$0.75

$3,797.50


campaign plan | 2011

Continued -Inprint

--

--

$47.50

-Sign for Festivals

1

$769

$769

-Flyers

30,000

$0.08

$2,400

-Posters

5,000

$0.17

$828.64

-Tshirts for Brand Ambassadors

50

$10

$500

Total:

$12,842.64

Social and Online Media - Paid Search

--

$10 per day

$3,650

-Website Redesign

--

$30,000

$30,000

Total:

$33,650

Billable Hours -Staff for Outdoor Boat Shows

24 hours

Unpaid Interns or Volunteers

$0

-Staff for Festivals

60 hours

UnpaidInterns or Volunteers

$0

- Staff for Placemats

8

Unpaid Interns or Volunteers

$0

3 hours

In House Marketing

--

Designing Posters and Flyers Outreach to Media/Media Pitching

2 hours a week

In House Marketing

--

Social Media

8 hours week

In House Marketing

--

Contigency Fund -Public relations

$5,000

-Advertising

$25,000

Total:

$30,000

Total

$249,478.64

Ad

$179,569.64

PR

$69,909.00

25


26

Ravinia Fest

May Fest

Retro on Rosco

Air & Water Show

Bike the Drive

Signage for Booth

America’s Outdoor Show

Boating & Outdoors Show

Outreach to Media

YouTube

Facebook, Twitter,

Paid Search

Blogging

Website redesign

Placemats

Water Bottles

Magnets

Bumper Stickers

Posters

Logo Redesign

Brand Ambassadors

CTA

Billboard

Guerilla Marketing

Week

Month 1

2 3 4

Jan-11

Feb-11

11

MarApr-11

Tease

1

2

3

May-11

Reveal

4 1 2 3 4

Jun-11 1

2

3

Jul-11 4

1 2

3 4

Aug-11

11

SepOct-11

11

Nov11

Dec-

LTYL | campaign


campaign plan | 2011

<<

timeline

evaluation Website Surveys will be the primary means of evaluating the

Since many of the tactics are devised to drive

campaign’s effectiveness. Since a survey was used

consumers to the Listen To Your Lakes website, the

for primary research at the beginning of the campaign,

site will be used to evaluate the campaign. A one-

this will be an ideal way to reach the same audience

question survey will be placed on the Listen To Your

contacted initially. Surveys will be sent out via email,

Lakes homepage to ask questions such as “Where

and will be available at LTYL booths at events, as well

did you hear about the Listen To Your Lakes website?”

as a condensed format on the website. Social media

Possible responses to the question will include bumper

will be utilized to monitor what the public is saying

stickers, magnets, other merchandise, billboards,

about the campaign, and media scans will be run

events, CTA advertisements, brand ambassadors,

throughout the campaign to monitor the coverage LTYL

posters, flyers, Asian Carp street stickers, news article

is receiving from the various media outlets.

and others. This will be useful as an ongoing evaluation on what tactics are drawing the public’s attention and

Exit Survey Using an exit survey would be the most effective way

driving them to the website.

to evaluate the campaign’s effectiveness. After all

Twitter

tactics have been implemented, and the campaign is

The Listen To Your Lakes Twitter page will be used

completed, the same public surveyed for our original

to ask followers where they have seen Listen To Your

benchmarking survey will be targeted; adults 18 and

Lakes. Tweets will be used throughout the campaign

older in the Chicago area. By asking the target public

to engage followers through tips and questions. Twitter

questions about their awareness of Listen To Your

will be monitored to gauge what others are saying

Lakes, as well as their perceptions of the organization,

about Listen To Your Lakes and our campaign.

and where they heard about it, an accurate evaluation of what effects, if any, the campaign had can be made.

27


LTYL | campaign

evaluation (continued)

Survey at Booths Booths at trade shows and other events will allow Listen To Your Lakes to evaluate the campaign in person. Computers will be set up for event patrons to fill out a quick survey about what they know about Listen To Your Lakes, their perception about the organization, and if and where they have seen portions of the campaign. Eco-friendly standards will be observed by having a paper-free survey available. As an incentive for filling out the survey, water bottles, bumper stickers and magnets will be given away.

Media Scan Throughout the campaign and after the campaign has ended, media coverage will be monitored via Dow Jones Factiva media monitoring. This service was used to run an initial media scan before campaign implementation, and therefore would be the most accurate and consistent way to judge media coverage and perceptions about the campaign. It is important to track what outlets are mentioning Listen To Your Lakes, and what they are saying about the organization and the campaign efforts. This will allow Listen To Your Lakes to evaluate how the campaign has affected the media.

28


campaign plan | 2011

conclusion The New Wave has proposed an innovative campaign that will produce results that Listen To Your Lakes is striving to achieve. The target market is on track with the results of The New Wave’s primary and secondary research which developed the originative tactics. Using guerilla marketing, social and traditional media, this campaign will reinforce brand recognition and awareness with the tagline “Have you heard?”.

“Have you heard?” is a thought provoking slogan that will gain media and target market attention. The New Wave is confident that their unique and forwardthinking campaign will be the progressive push that Listen To Your Lakes needs to become the leading water advocate in the Chicago area.

29


LTYL | campaign

appendices Appendix A MEDIA SCAN Most recent 10 articles from each search

Fish and Wildlife Service (Service), U.S. Army Corps of

Listen To Your Lakes:

Engineers (USACE), U.S. Coast Guard (USCG), and

World Museum, Milwaukee, October 26 PR Newswire

...

(U.S.), 12:00, 5 October 2009, 464 words, (English)

SUPPORT FOR FEDERAL FUNDING FOR LOCAL

MILWAUKEE, Oct. 5 /PRNewswire/ -- SPLASH!,

PROJECTS States News Service, 4 April 2009, 8380

a celebration of conservation and craft brewing,

words, (English) The following information was released

presents craft beer and cheese tastings and dinner

by the office of Illinois Rep. Daniel Lipinski: Request:

catered by Bartolotta’s at the Discovery World

$50,000 The West Suburban Chamber of Commerce

Museum, Pier Wisconsin, Milwaukee, WI, on Monday,

and Industry Foundation

... INVASIVE FISH SURVEY RESUMES IN ILLINOIS

Making a splash Southtown Star, 9 January 2009, 686

WATERWAY: BOATER SAFETY AROUND

words, (English) The 79th annual Chicago Boat, RV &

ELECTRICAL BARRIER A PRIORITY States News

Outdoors Show will unveil what is billed as the largest

Service, 3 June 2009, 1667 words, (English)

indoor selection of new boats, recreational vehicles and

The following information was released by the U.S. Fish and Wildlife Service:

outdoor accessories in the Midwest. An escape from the wintry weather awaits those who

The U.S. Fish and Wildlife Service (Service), U.S. Army Corps of Engineers (USACE), U.S. Coast

Letters The Detroit News, 30 July 2008, 192 words,

Guard (USCG), and Chicago’s Shedd Aquarium will

(English) Michigan’s compact OK sets fair water

resume annual ...

rulesOn behalf of Shedd Aquarium’s Great Lakes conservation program, Listen To Your Lakes, I would

Invasive Fish Survey Resumes In Illinois Waterway: Boater Safety Around Electrical Barrier A Priority

like to applaud Michigan for formally enacting the Great Lakes-St. Lawrence River Basin Water Resources ...

Targeted News Service, 3 June 2009, 1677 words, (English) WASHINGTON, June 3 -- The U.S.

Your Opinions Battle Creek Enquirer, 13 July 2008,

Department of the Interior’s U.S. Fish & Wildlife

1282 words, (English) Bible addresses homosexualityTo

Service issued the following news release: The U.S.

the churches that condone and embrace the homosexual lifestyle, let us take a look at some bible

30


campaign plan | 2011

verses.Homosexuality is a sin. Lev 18:22 “you shall not

head of one of the country’s largest conservation groups

lie with a male as with a woman; it is an abomination.”

is warning that Colorado is in the “bull’s eye of climate

...

change” and says the state’s hunters and anglers are

SEARCH FOR INVASIVE FISH, LETHAL FISH

seeing firsthand the effects of warmer temperatures.

DISEASE RESUMES IN ILLINOIS WATERWAY US Fed News, 10 June 2008, 1499 words, (English)

Gone fishing? Join club; Unusual increase in licenses

WASHINGTON, June 10 -- The U.S. Department of

may stem from unemployment Chicago Sun-Times, 7

the Interior’s U.S. Fish & Wildlife Service issued the

February 2010, 1187 words, (English) It was a honey of a

following press release:The U.S. Fish and Wildlife

year for fishing licenses. Breaking decades of stagnating

Service and its federal, state and regional partners,

or sliding numbers, sales of fishing licenses spiked in

including Chicago’s Shedd

2009. The simple explanation may be an unemployment

...

rate that touched double digits at times around ...

[ Fence Post ] Chicago Daily Herald, 8 June 2008, 532 words,

Longmeyeris namedchairman ofstate parks Chicago

(English) Act to protect our lakes and oceansToday

Daily Herald, 5 February 2010, 315 words, (English)

marks World Oceans Day, when people around the

George Longmeyer, president of the Schaumburg Park

globe recognize the beauty and wonder of our oceans.

District board, was recently elected chairman of the

About 70 percent of the Earth’s surface is ocean and

Illinois Association of Park Districts board of trustees.

each system is connected; whether you live ...

Midlevel NY court upholds state rules on ships’

Vet learns officials not responsive to voter Post-Tribune,

discharging ballast water, system upgrades Associated

7 June 2008, 926 words, (English) Is there hope?I

Press Newswires, 15:39, 4 February 2010, 381 words,

wrote to President Bush, all 100 senators and a few

(English) ALBANY, N.Y. (AP) - A New York appeals

representatives in February regarding a specific issue

court on Thursday upheld state regulations requiring

of profound concern about the United States’ foreign

ships to replace their ballast water at least 50 nautical

policy. I received 25 replies.

miles offshore from its waterways to prevent bringing in dangerous, invasive species

Great Lakes Conservation: 3 Dems for cleaner water Chicago Sun-Times, 26 close up Associated Press Newswires, 10:27, 8 February 2010, 557 words, (English) DENVER (AP) - The

January 2010, 595 words, (English) A new legal battle among the Great Lakes states over the threat of Asian

31


LTYL | campaign

appendices (continued) Carp has highlighted the importance of the Metropolitan

January 2010, 1230 words, (English) Page 2 of 3 2010

Water Reclamation District.

Factiva, Inc. All rights reserved. Brent Manning didn’t say no. We’ll double-back on that double negative shortly.

Nature group wants hearing on Wis. Great Lakes ballast regs, say rules won’t stop invasives Associated

The greatest asset of the show season around Chicago outdoors might be the gathering of people.

Press Newswires, 16:18, 15 January 2010, 145 words, (English) MADISON, Wis. (AP) - A national conservation

Enroll in McHenry County conservation workshop

group wants Wisconsin to get tougher on Great Lakes

Jan. 17 Chicago Daily Herald, 7 January 2010, 393

vessels’ ballast water. The Department of Natural

words, (English) Step back in time and learn the skills of

Resources’ new permit regulations call for oceangoing

yesteryear during this one-day workshop event offered

vessels to meet limits on organisms in ...

by McHenry County Conservation District on Saturday, Jan. 17, at Prairieview Education Center, 2112 Behan

10 Lake County suburbs look to tap Lake Michigan

Road in Crystal Lake. Enrollment in ...

water: But effort could heat up fight over use of lake water Chicago Tribune (MCT), 14 January 2010, 1126

Asian Carp:

words, (English) Jan. 14--In what could be the state’s largest collective gulp of Lake Michigan water in nearly

out of Great Lakes Chicago Sun-Times, 9 February

two decades, 10 suburbs are seeking approval to tap

2010, 264 words, (English) The Obama administration

the vast but closely guarded natural resource.

said Monday it will spend $78.5 million to help keep giant Asian Carp out of the Great Lakes as the

DNR director Humphries picked to run new Mich.

ravenous species of fish threatens the water’s

Dept. of Natural Resources and Environment

ecosystems as well as nearby home values.

Associated Press Newswires, 16:57, 13 January 2010, 442 words, (English) TRAVERSE CITY, Mich. (AP) - Gov. Jennifer Granholm on Wednesday appointed Rebecca Humphries as director of the newly established Michigan Department of Natural Resources and Environment.

Feds may shut locks to stop Asian Carp; Plan could close waterways three or four days a week Chicago Tribune, 9 February 2010, 727 words, (English) At a White House meeting Monday on the Asian Carp threat to the Great Lakes, federal officials said they may seek to close navigational locks on Chicago-area

Right man for the job; Manning has what it takes to lead

waterways for up to three or four days a week, a

drive for dedicated funding Chicago Sun-Times, 10

move that would restrict cargo

32


campaign plan | 2011

Illinois Daybook Associated Press Newswires, 16:02,

Digest The Washington Post, 9 February 2010, 715

9 February 2010, 1479 words, (English) Assignment

words, (English) connecticut Criminal probe begun

Desks, Editors: The following events are for planning

in plant blast Authorities looking for the cause of an

purposes. Listing does not indicate AP coverage.

explosion that killed five people at a power plant under

Scheduled events are subject to change. Contact

construction launched a criminal investigation Monday,

numbers are not for publication.

saying they could not rule out criminal ...

U.S. Officials Plan $78.5 Million Effort to Keep

U.S. News: U.S. Watch The Wall Street Journal, 9

Dangerous Carp Out of Great Lakes The New York

February 2010, 739 words, (English) CALIFORNIA

Times, 9 February 2010, 590 words, (English) CHICAGO

Chinese Spy Sentenced To More Than 15 Years A

-- Federal authorities on Monday presented a $78.5

Chinese-born engineer convicted in the U.S.’s first

million plan intended to block Asian Carp, a hungry,

economic espionage trial was sentenced Monday to

huge, nonnative fish, from invading the Great Lakes.

more than 15 years in prison for stealing sensitive information on the U.S. space ...

Inside The Times The New York Times, 9 February 2010, 678 words, (English) International NOT-SOSECRET MILITARY PACTS SPUR POLITICAL FUROR IN JAPAN A Japanese inquiry into nominally clandestine military agreements between Tokyo and Washington dating to the 1960s and 1970s is causing political turmoil in Japan and ...

US to commit $78.5M to try to halt Asian Carp Associated Press Newswires, 23:11, 8 February 2010, 687 words, (English) WASHINGTON (AP) - Navigational locks and gates in Chicago-area waterways crucial for commercial shipping may be opened less frequently than usual in a stepped-up Page 2 of 3 2010 Factiva, Inc. All rights reserved. campaign to prevent Asian Carp

Congressional panel prepares for hearing on Obama

from overrunning the Great Lakes, federal ...

administration’s plan to battle Asian Carp Associated Press Newswires, 03:02, 9 February 2010, 149 words, (English) A congressional panel is preparing to hear from Obama administration officials about their plan for protecting the Great Lakes from Asian Carp.

Wis. gov disappointed locks won’t close Associated Press Newswires, 19:00, 8 February 2010, 132 words, (English) MADISON, Wis. (AP) - Gov. Jim Doyle says he’s disappointed federal officials won’t close Chicago-area locks and gates to stop Asian Carp from spreading into the Great Lakes.

33


LTYL | campaign

appendices (continued) Shedd Aquarium: GET A ROOM; WANT TO PARTY

Chicago Tribune, 28 January 2010, 458 words,

LIKE A TOURIST? CHICAGO HOTEL GETAWAYS

(English) Despite the battered economy, 14.8 million

ARE ONLY A CTA STOP AWAY Chicago Tribune, 30

visitors crossed the threshold of 14 major Chicago-area

January 2010, 1739 words, (English) Hotel concierge

museums and zoos in 2009, a 7 percent attendance

Tracy Alexander-Hoskins has a simple solution when

increase over 2008 and an encouraging sign for

she wants to get away for a weekend: The Edgewater

institutions forced by hard times to trim

resident rolls across town and checks into another hotel. Chicago museum attendance rises 7% in ‘09 Chicago Dist. 41 hopefuls debate death penalty Chicago Daily

Tribune (MCT), 27 January 2010, 309 words, (English)

Herald, 29 January 2010, 420 words, (English) When it

Jan. 27--Despite the battered economy, 14.8 million

comes to creating jobs, ending government corruption

visitors crossed the threshold of 14 major Chicago-area

and opposing abortion, each of the five candidates

museums and zoos in 2009, a 7 percent attendance

seeking the Republican nod in the Feb. 2 primary for

increase over 2008 and an encouraging sign for

the 41st House District march in step.

institutions forced by hard times to ...

Campaign donation draws fire Chicago Daily Herald,

Chicago museums, zoos see uptick in visitors Chicago

28 January 2010, 748 words, (English) Brien Sheahans

Tribune (MCT), 27 January 2010, 332 words, (English)

rivals for the GOP nomination in the 41st House District say his championing of himself as a campaign finance reformer rings hollow in light of donations he has received from a relative and DuPage County contractor.

Jan. 27--Chicago’s museums and zoos saw a 7 percent increase in attendance last year as 14.8 million visitors crossed the thresholds of the 14 major cultural institutions in the metropolitan area despite a severe economic recession.

Area museums, zoos tough it out; Visits up 7% despite crunch Chicago Sun-Times, 28 January 2010, 257 words, (English) Even with a tanking economy, Chicago area museums and zoos saw a 7 percent overall jump in attendance from 2008 to 2009, according to data released Wednesday.

Illinois legislators to host meeting on carp in D.C. Chicago Tribune (MCT), 26 January 2010, 388 words, (English) Jan. 26--U.S. Sen. Dick Durbin and Rep. Judy Biggert will host a meeting of House and Senate leaders from around the Great Lakes on Wednesday morning at the U.S. Capitol to work together on finding

City’s museum attendance up in ‘09; Despite down U.S. economy, residents flock to galleries, zoos

34

ways to keep Asian Carp from invading Lake ...


campaign plan | 2011

Be Safe! Be Prepared!: Palatine Emergency

In conducting a media scan, we first sought to locate

Management Agency offers the federal C Chicago

articles mentioning “Listen To Your Lakes”. Since

Daily Herald, 25 January 2010, 363 words, (English) Be

this program is the focus of our campaign, we did

Safe! Be Prepared!: Palatine Emergency Management

a two year media scan, and limited the other terms

Agency offers the federal Community Emergency

to a one year scan. The other terms we searched

Response Team Training Class, starting today, Jan.

are “great lakes conservation”, “Asian Carp, and

25, at Palatine Village Hall, 200 E. Wood St. Free 20

“Shedd Aquarium”. We focused on tier one national

hour-plus course teaches how to

outlets, including the Associated Press, Bloomberg, Business Week, CNBC.com, Dow Jones Newswire,

CHICAGO Chicago Tribune, 22 January 2010, 249 words, (English) No new trial in Brown’s case A judge has turned down the request for a new trial made by the lawyers of a former handyman convicted of killing seven people at a Palatine fast food restaurant.

Listen To Your Lakes:

Forbes, Fortune, Los Angeles Times, New York Times, Reuters, USA Today, the Wall Street Journal, and the Washington Post. Local coverage was limited to Midwest outlets for Listen to the Lakes, and only Chicago and Milwaukee outlets for the other terms.

Listen To Your Lakes received no tier one national media coverage, and limited Chicago-area coverage. Most of the articles referencing the group focused on its presence at boat or outdoor shows. At the Chicago Boat, RV and Outdoor Show, for example, Listen To Your Lakes had a booth in the “Green Boating Zone”, where interested parties could learn more about green boating and take part in interactive games. The first 200 visitors to the show also received free Listen To Your Lakes shammies.

The Listen To Your Lakes campaign was also mentioned in articles focused on environmental concerns, specifically those about World Oceans Day and Great Lakes Day. News releases were about surveillance efforts on invasive species and a conservation showcase at Discovery World in Milwaukee.

35


LTYL | campaign

appendices (continued) Overall coverage of Listen To Your Lakes is lacking.

Beyond tier one outlets, we concentrated on local

It only has a portion of the mentions that great lakes

Chicago and Milwaukee markets. The majority of

conservation, Asian Carp, or the Shedd Aquarium have,

these articles focused on problems such as corrosion,

and has no coverage outside of the Chicago market.

pollution, evasive species, efforts to bring conservation causes to action and offshore wind projects. The most

Great Lakes Conservation:

mentions concerning great lakes conservation came from the Milwaukee market, specifically the Milwaukee Journal Sentinel, with 64 articles. The Chicago market, however, had a higher distribution of information across its various newspapers. Coverage on Great Lakes conservation peaked in June, again rose in September, but has been on a decline in the past five months. Asian Carp:

Our search on “great lakes conservation� provided a total of 86 national tier one mentions in the past year, primarily from the Associated Press Newswire, the Washington Post, Reuters, the New York Times and the Wall Street Journal. These mentions focus primarily on the Asian Carp problem, as well as water conservation concerns, clean-up efforts and other invasive species, such as zebra mussels.

With the pressing problem of Asian Carp and the effects they will have on our ecosystems, it logically yielded the most coverage. Asian Carp was mentioned

36


campaign plan | 2011

nearly 200 times in national tier one media outlets,

The Shedd Aquarium, the group that Listen To Your

including the Associated Press Newswire, the New

Lakes is a part of, received just less than 100 tier one

York Times, Reuters, the Washington Post and Dow

national mentions in the past year. National coverage

Jones News Services. The articles focus on concerns

contained articles about aquatic animals, aquarium

about how the invasive species will affect waterways

exhibits and events, and Asian Carp.

in the United States, and what can be done to prevent and combat this problem.

With the aquarium located in Chicago, the most published articles are from Chicago newspapers. Local

The Chicago market had the most local coverage, as

news focused on donations, museum attendance,

the Asian Carp threaten to affect the $7 million fishing

exhibits, and sponsorships.

industry. Chicago area articles focus on how the Carp will deter the ecosystem if they enter Lake Michigan, solutions to prevent this outcome, and surveillance of the lake to monitor the presence of the carp.

As a nationally renowned aquarium, the Shedd has received coverage and recognition from numerous outlets, local and national. The Shedd’s popularity gives Listen To Your Lakes a strong association, despite the

Shedd Aquarium:

fact that this organization receives such little media attention itself.

Appendix B PRIMARY RESEARCH SURVEY RESULTS A survey was created and distributed via email and Twitter to 74 people residing in the Chicagoland area. Awareness of LYTL: • 92% of respondents believe that Listen To Your Lakes is an environmental group concerned with the Great Lakes • only 7% believe it is the Shedd Aquarium’s advocacy group

37


LTYL | campaign

appendices (continued) Usage:

Water Conservation Methods used in respondents

• 66% of those surveyed use the lake for water front

homes:

activities such as running

• 76% turn off water while brushing teeth

• 39% use the lakes for boating and water sports

• 74% abide by lawn watering restrictions

• 63% use the beaches along the Great Lakes

• 68% use reusable water bottles instead of buying

• 15% use the lakes in other ways including: • dog beaches • air shows • walking along the lake • skyline viewing • biking along the lake

Frequency of Usage from May - September: • 25% use the lakes less than once/month • 22% use the lakes once/month • 19% use the lakes 2-3 times/month • 11% use the lakes once/week • 11% use the lakes 2-3 times/week • 7% use the lakes daily • 5% never use the lakes

bottled water • 65% wash clothes/run the dishwasher only when necessary • 41% take short showers • 9% use other methods, including: • use rain barrels to collect water for watering garden • use cold water in washing machine instead of hot • repair plumbing to prevent dripping

Opinions on Lake Issues: Do you view invasive species as a problem in the Great Lakes? • 44% stated “definitely yes” • 41% stated “probably yes” • 11% stated “maybe” • 4% stated “probably not”

Location:

• 0% stated “definitely not”

• 77% use the lake within the Chicago city limits • 47% use the lake in Michigan • 31% use the lake in Indiana

Do you view water quality as a problem in the Great

• 27% use the lake in Wisconsin

Lakes?

• 23% use the lake in the Chicago suburbs

• 31% stated “definitely yes” • 31% stated “probably yes” • 24% stated “maybe”

38


campaign plan | 2011

• 11% stated “probably not”

• 60174 (St. Charles, IL)

• 2% stated “definitely not”

• 60452 (Oak Forest, IL) • 60558 (Western Springs, IL)

Do you view water quantity as a problem in the Great

• 60611 (Chicago, IL)

Lakes?

• 60614 (Chicago, IL)

• 22% stated “definitely yes” • 22% stated “probably yes”

What is your age?

• 23% stated “maybe”

• 17% stated 18-25

• 31% stated “probably not”

• 23% stated 26-35

• 5% stated “definitely not”

• 13% stated 26-45 • 34% stated 46-55

Do you view water access as a problem in the Great Lakes?

• 10% stated 55-65 • 3% stated 65+

• 8% stated “definitely yes” • 15% stated “probably yes” • 24% stated “maybe” • 47% stated “probably not”

What is your gender? • 60% stated female • 40% stated male

• 8% stated “definitely not” What is your ethnicity? Demographic Questions:

• 100% stated Caucasian

What is your zip code? 43 different zip codes represented • 60406 (Blue Island, IL) • 60521 (Hinsdale, IL) • 60527 (Willowbrook, IL) • 60464 (Palos Park, IL) • 60016 (Des Plaines, IL)

Where are you on this political spectrum? • 6% stated Very Conservative • 43% stated Moderately Conservative • 21% stated Neutral • 24% stated Moderately Liberal • 6% stated Very Liberal

• 60091 (Wilmette, IL) • 60172 (Roselle, IL) • 60506 (Aurora, IL)

39


LTYL | campaign

appendices (continued) Select your annual household income from the

• 33% stated the Shedd Aquarium

brackets listed below:

• 7% stated Gaming

• 2% stated Under $30,000

• 5% stated Hobbies

• 2% stated $30,000 - $50,000

• 15% stated Park District Programs

• 6% stated $50,000 - $70,000

• 57% stated Other, including:

• 14% stated $70,000 - $100,000

• television

• 54% stated over $100,000

• me, Parents

• 22% stated Prefer Not to Answer

• newspapers • websites

Support of Philanthropic Organizations:

• family discussions

Do you support philanthropic organizations?

• Earth Club

• 90% stated Yes • 10% stated No

Appendix C Possible Restaurants for Placemats:

If applicable, how do you support philanthropic organizations? • 67% stated Monetary Donations • 22% stated Volunteering

Shedd Soundings Café Bubble Net Deep Ocean Cafe

• 9% stated Serve on Board of Directors or Equivalent • 2% stated Other

Navy Pier Billy Goat Tavern

Children’s Knowledge of Water-Related Issues: 67% of respondents have children Ranging in age from 2 – 52

Bubba Gump Shrimp Charlie’s Ale House Capi’s Italian Grill Dock Street Café

How do you think your children learn about water related issues? • 78% stated School • 43% stated Field Trips • 32% stated Boy/Girl Scouts

40

Harry Carey’s Riva/Riva Cafe Castaways at North Avenue Beach Oak Street Beachstro


campaign plan | 2011

Appendix D Suggested Targets – Magazines : Suggested Blog Topics:

Lakeland Boating Magazine – http://www.

Current events

lakelandboating.com/

Interview with staff

Boating tips for the entire Great Lakes

Feature on an invasive species

Captain’s Section includes topic-of-the-moment

LTYL events, sponsored events

Chicago Magazine – http://www.chicagomag.com/

Special how-to’s (save water, recycle) Invasive species at the Shedd

Appendix E

Chicago-Magazine/April-2009/Weekend-Getaways/ April edition devoted to summer getaways including day trips to Lake Michigan Monthly Home and Garden section Event section, including featured events with more coverage

Types of content for Facebook, Twitter and YouTube: Water conservation tips

Lake Magazine – http://lakemagazine.com/ Lifestyle magazine for those living on Lake Michigan,

Promotion for events

more focus on Chicago

Ask questions about people’s water usage

Special features sections

Creating viral content (video interviews with staff,

Shore Magazine – http://visitshoremagazine.com/2/

informational videos of water conservation, etc) How to make a difference with letter writing campaigns for legislation Links to blog content E-seminars with experts

Appendix F

Lifestyle magazine for those living on Lake Michigan Already have covered Asian Carp, possible in for future pitches Chicago Parent – http://www.chicagoparent.com/ Health and wellness focus Destination focus Time Out Chicago – http://chicago.timeout.com/ Lifestyle magazine with focus on Around Town events

Outreach to media:

and lifestyle

Feature on specialists employed by the Shedd

Redeye – http://www.chicagonow.com/blogs/redeye/

Summer water clean up

print-stories/

Special events for Listen To Your Lakes Events

Free print version of Chicago Now. Special focus on

Current and relevant events

young adults and events.

41


LTYL | campaign

appendices (continued) Appendix G Suggested Targets – Newspapers: Chicago Journal Chicago Reader

Boat Shows: Chicago Boat Show http://www.chicagoboatshow.

Chicago Sun Times

com/lib/docs/bs/chicago/2005/CBS09_-_Sales_Folder.

Chicago Tribune

pdf

Crain’s Chicago Business

10 x 10 booth for 4 days $950

Sun Times News Group

January 13-17, 2011

Suggested Targets – Blogs :

America’s Outdoor Show

Chicago Parent http://www.chicagoparent.com/

http://www.americasoutdoorshow.com/aodshow/

Jennifer DuBose jenniferdubose@msn.com. “Parenting

store/products.asp

isn’t For Sissies,” general interest with focus on

10 x 10 booth for 3 days $695

outdoors

January 23-26, 2011

Self-Made Mom Sara Fisher http://www.selfmademom.net/contact/ selfmademom@sbcglobal.net. Parenting emphasis but also talks about day trips and health and wellness

Signage: 8 foot wave sign http://www.displayit.com/88-by89-Waveline-Curved-Backwall-Graphic-Trade-Show-

Green Parent Chicago

Display.aspx

Various http://www.greenparentchicago.com/ “Eco-

$769

friendly and off the mainstream” green and parenting blog. Chicago Now Various http://www.chicagonow.com/ Time Out Chicago’s blogging branch with over 300 different blogs. Life and Style section has sub topics of Green, Wellness, Parenting and Home and Garden. Redeye is a division

42

Appendix H Other Chicago Festivals


campaign plan | 2011

43


Take a new approach. Ride The New Wave. Thank You!

tHe

NEAVWE W


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