Communications Strategies

Beth BrownDirector of Communications

Department of Natural Resources

Coordinated Campaign Key to Success

• Public-private partnership• Messaging based in extensive

research• Comprehensive, turnkey tools for

greatest impact

Communications Campaign Goals

• Increase public awareness about the litter problem among target audience, motivate change

• Engage children in litter prevention and clean-up– Empower them to influence adults– Instill lifelong positive habits

Research Leads the Way

• Phone Surveys– Target Demos

• Focus Groups– Test Messages

Multi-Layered Communications

• Reaching Beyond Ourselves– Public/individual– Alternative sources of delivery

• Branding Pieces Engage All– TV Ad– Web site

• Targeted Tools For Specific Audiences– Young Males: Radio, Print/Outdoor– Children: Mascot, Poster, YCCC, Lessons

Radio Ad

• “Trashy Daddy”– Leverages campaign “Only Losers

Litter”– Radio allows for more targeted

placement– Reaches offenders where likely to

litter

Advertising

Advertising

Advertising

Engaging the Next Generation

• YCCC– In-class poster– Promotional

materials

• “The Brown Trasher”– Naming contest– Appearances

• Online resources– Activities – Lesson Plans

Online Resources

• Litteritcostsyou.org– Multi-audience– Ease of use

Timeline for Implementation of Statewide Campaign

• Get started today– Public relations

• Media outreach• Mascot Naming Contest• Rivers Alive• PSAs

– Online tools

• Coming Soon – Media outreach plan– Paid ad schedule to launch in 2007

What You Can Do

• Use the Tools– Access online resources to get the

word out• Press releases, newsletter articles, PSAs

– Work with local partners to place advertising • TV, radio, print

Contact

Beth Brown404.463.2092bbrown@gadnr.org