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
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 â&#x20AC;&#x153;great lakes conservationâ&#x20AC;? 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
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