Simplifying Air Quality Messaging For Businesses, Community Orgs And The General Public

Simplifying Air Quality Messaging for Businesses, Community Organizations and the General Public

2008 National Air Quality ConferencesApril 6, 2008

Portland, Oregon

Frank T. Mongioi, Jr., Marketing and Outreach Manager

icfi.com© 2006 ICF International. All rights reserved.

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Background

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Who is ICF International?

• Thirty-nine years of experience – founded in 1969

• End-to-end management, technology, and policyservices – advise, implement, improve

• Diverse client base – 82% governmentcovering numerous agencies and departments,13% commercial, and 5% international

• More than 2,000 employees

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ICF International Overview

• Mission – We partner with our clients to conceive, implement, and enhance solutions and services that protect and improve the quality of life

• Why Do Clients Choose ICF?– We have a passionate commitment to our work and to

helping our customers achieve compelling results;– We combine deep program and industry knowledge with

world-class technical expertise; and– We have the capability to support our customers through

the entire program life cycle, from analysis and design through implementation and evaluation.

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NYSDOT OAD Program Background• An Ozone Action Days (OAD) Program had been in place in the New

York region since 1997– Under the direction of the New York State Department of Transportation, in

cooperation with New York State Department of Environmental Conservation

• Encouraged actions to reduce air pollution on OADs, and throughout the ozone season

– Limited outreach implemented

But—

The New York State Department of Transportation (NYSDOT) committed to enhancing and expanding the New York metropolitan region’s OAD program in order to achieve quantifiable, on-going reductions in motor vehicle emissions.

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Transitioning to Year-Round Program• Phase I (Summer – Fall 2006): Marketing the program under the

Ozone NY name– Using existing program logo and web address– Conducted research and surveys to assess public attitudes and awareness of air

quality issues and actions taken on OADs– Refocused materials from “Buy a Plant” to focus on desired travel-related actions

to improve air quality – Undertook aggressive employer recruitment effort to increase number of

employers participating in the Clean Air Network

• Phase II (Winter 2006-2007): Developing a new program– Development of an integrated marketing campaign to be launched in April/May

2007, emphasizing the year-round nature of air quality issues and actions that can be taken.

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Messaging

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Keep it Simple

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Visuals

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Statistics

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Economics

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Basic Actions

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Outreach

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Employer Outreach

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Collateral for Employers

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Collateral for General Public

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Consumer Events• Posted on our Web site• Promoted through

MetroNetworks• Uniquely NY Photo Promotion

– Drives traffic to our Web site

• Examples– Earth Fair at Earth Week in

Grand Central– American Lung Association

Asthma Walk – NYC Health Fair and Expo

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Upcoming Promotion

Clean Air NY will sponsor the Long Island Ducks game on June 3rd

QuackerJack figurine with Clean Air NY logo giveaway for fans

20 premium parking spaces for carpoolers

Name on Jumbo “Duck Vision” screen

Informational booth set up

Luxury box for Clean Air NY guests

Clean Air NY logo in 2008 pocket schedule

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On-line Ads

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Radio Ads

• Let’s Listen!

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Advertising Campaign MixJuly-December 2007

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Accomplishments

•The Network has grown to include more than 3,000 individuals, more than 4,000 businesses, 15 Champions and more than 40 community organizations

All working to spread our message

•Episodic surveys have shown a 3.13% reduction in vehicle miles traveled in the New York metro area on Air Quality Action Days

This is after the CARB/EPA method correction factor for adjusting self-reported trip reduction of 0.5 is applied

•An estimated 68.6 million miles of travel was reduced over 12 Air Quality Action Days in the 2007 ozone season

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Thank you!

Frank MongioiICF International

[email protected]

Breathe it in.