How to Change Wood Burning Behaviors and Who to Target The Human Element the proper function of wood burning appliances is in the hands of the user The knowledge level and attitude of the user will be reflected in the amount of smoke their wood heating activities produce We know there ar ID: 444832
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Effective Wood Smoke Communications Campaign
How to Change Wood Burning Behaviors and Who to Target Slide2
The Human Element
“…the proper function of wood burning appliances is in the hands of the user. The knowledge level and attitude of the user will be reflected in the amount of smoke their wood heating activities produce. We know there are users who take great pride in the fact that their neighbors are scarcely aware that they heat with wood because smoke is almost never visible at their chimney top. We also know that [there are] people who don’t care ...”
John Gulland – The WoodpileSlide3
Social Marketing Works Slide4
Outreach Versus Social Marketing
You-Centered
Dissemination is broad
4Ps are not considered
Occasionally includes research
Measurement is minimal
Them-Centered
Audience Segmentation
4Ps are considered
Research is key
Incentives
Testing and measurement is criticalSlide5
Social Marketing Steps
Conduct a situation analysis
Determine target audience
Set objectives and goals
Identify barriers, benefits and the competition
Define message
Develop the strategic marketing mix – what tools and incentives?
Implementation
EvaluationSlide6
Washington Wood Smoke CampaignSlide7
Main Campaign Elements
Facilitated agreement on goal and objectives
Statewide research
Messaging and creative development
Focus group testing
Pilot project implementation
Pre- and post-pilot project survey
Report out and evaluation Slide8
Target Audience Profile
More male than female
Rural
36 and older
$25,000 - $75,000
Caucasian
High school or degreeChildren or no childrenMore likely to be concerned about air quality (but not significantly)Although think air quality is good or excellent but more concerned than others with air quality
Thinks wood smoke is insignificant cause of air quality issues and does not impact health
Not aware of family members with health issues (or so they think)Slide9
The Core Message is Dry FirewoodSlide10
Benefits
Seasoned Firewood
More heat
Less work
Save money
Burn Bans
For the health of the community
Avoid a ticket Slide11
Behaviors
Seasoned Firewood
Stack wood that allows proper circulation
Cover the woodpile to protect it
Hold firewood for at least six months before burning
Burn Bans
Check air quality status through air district website
Do not burn if a burn ban is in placeSlide12
Barriers
Seasoned Firewood
Think already doing it right
Don’t want to and can’t wait six months
The wood they purchased is already purchased
Burn Bans
Don’t know when there is a burn ban
Not sure how to check
Don’t believe burning makes a differenceSlide13
Message Delivery
Focus on heat and less work, versus health or air quality
Find credible partners to share messages (fire officials or loggers)
Storage for six months is probably the biggest gap
Educating on health is barrier to acceptanceSlide14
Wood Smoke Reduction Starts with Dry Firewood Slide15
Teach People How to Dry Firewood Slide16
www.BurnDryFirewood.comSlide17
What We’ve Learned?
The
right
target audience
Non-health messaging works
Messages need to be very simple and cost-effective
Incentives are necessary
Mix of workshops and events, plus traditional marketing
Collaborate to build tools and systems
The right partners are key
Marketing works! Slide18
Who We Are?
Lisa Woodard, Spokane Clean Air Agency
Amy Warren, Puget Sound Clean Air Agency
Dan Nelson, Olympic Clean Air Agency
Laura Curley, Northwest Clean Air Agency
Dave Caprile, Yakima Clean Air Agency
Claudia Vaupel, EPA Region 10Tami Dahlgren and Miriam Duerr, Washington State Department of EcologyErika Schmidt, APR, Frause