# Presentation: 353465

## T H E   C L E A N   A I R   B R A N D 

## C R E A T I N G   D E S I R A B L E   B R A N D S

## D E V E L O P I N G   A   B R A N D   F O R   C L E A N   A I R

## Positioned the concept of “clean air” as something that is desirable and inspires people to want to do their part to help clean up the air
Research
Target audience insights
Quantify segments of the population to target “low hanging fruit”
Innovative communication strategies and tactics

- Research
- Target audience insights
- Quantify segments of the population to target “low hanging fruit”
- Innovative communication strategies and tactics

- A P P R O A C H

## Focus groups validated motivational appeal connecting children’s health and auto habits
People already identify auto emissions as #1 cause of air pollution
Car maintenance is something they have control over and can relate to
Helping children and health sensitive adults present a strong emotional appeal

Winning positioning statement

	You can improve the quality of life for children and adults with asthma and respiratory diseases through simple car maintenance habits which will help make the air cleaner. 

- People already identify auto emissions as #1 cause of air pollution
- Car maintenance is something they have control over and can relate to
- Helping children and health sensitive adults present a strong emotional appeal
- Winning positioning statement
- 	*You can improve the quality of life for children and adults with asthma and respiratory diseases through simple car maintenance habits which will help make the air cleaner.*

- R E S E A R C H

## Quantitative research – 10/05
Went beyond standard tracking of awareness, attitudes and behaviors related to air quality
Determined specific segments of the population who are ready to make a change
Stages of Change model used in other cause marketing initiatives

Attitudinal and behavioral questions are used to determine what stage consumers are in—progressing from awareness to engagement to decision-making, and acting.

- Went beyond standard tracking of awareness, attitudes and behaviors related to air quality
- Determined specific segments of the population who are ready to make a change
- Stages of Change model used in other cause marketing initiatives
- Attitudinal and behavioral questions are used to determine what stage consumers are in—progressing from awareness to engagement to decision-making, and acting.

- R E S E A R C H

- _STAGE 3_
- 26%
- Have not thought about making changesto lifestyle to improveair quality

**Wants to act**

**Acting**

## Quantitative research: Stage 5
“I want to do something to improve air quality, but I don’t know what I should do.”

Significantly more apt to be women, with a skew towards higher levels of formal education 
Most likely to listen to traffic reports (74%)
Fairly high levels of perceived control (67% agree that their daily habits and choices can help improve air quality)
Over two-thirds (71%) have recently seen or heard messages about air quality
High awareness of Air Quality Alert Days (95%) and what actions to take
High willingness to joint the KAIRE Network (61% likely to join)

**“****I want to do something to improve air quality, ****but I don’t know what I should do.”**
- Significantly more apt to be women, with a skew towards higher levels of formal education
- Most likely to listen to traffic reports (74%)
- Fairly high levels of perceived control (67% agree that their daily habits and choices can help improve air quality)
- Over two-thirds (71%) have recently seen or heard messages about air quality
- High awareness of Air Quality Alert Days (95%) and what actions to take
- High willingness to joint the KAIRE Network (61% likely to join)

- R E S E A R C H

## Stage 5 (30% of pop.) represents “low hanging fruit”
Age: 32
Married 4 years, 2 year old daughter
Drives 2002 Mitsubishi Montero
Friend has asthmatic child
Media Consumption
TV 
First thing in the a.m. (“Today Show”) 
News headlines and weather
LOST, CSI and Desperate Housewives
Radio 
Channel flips in the a.m. for traffic reports
Print
 Louisville Magazine, In Style, Parenthood
 Web 
Online news, shopping, yahoo.com, google.com,  
webmd.com, anntaylor.com, jcrew.com

- Age: 32
- Married 4 years, 2 year old daughter
- Drives 2002 Mitsubishi Montero
- Friend has asthmatic child
- Media Consumption
**TV**
- First thing in the a.m. (“Today Show”)
- News headlines and weather
- LOST, CSI and Desperate Housewives
**Radio**
- Channel flips in the a.m. for traffic reports
**Print**
-  Louisville Magazine, In Style, Parenthood
** ****Web**
- Online news, shopping, yahoo.com, google.com,
- webmd.com, anntaylor.com, jcrew.com

- T A R G E T   A U D I E N C E   I N S I G H T S

- “KATIE”

## Quantitative research: Stage 6
Aware of the problem and have decided to make lifestylechanges to help improve air quality.
Perform at least three of 5 targeted behaviors:
Combine multiple errands into a single trip
Do not top off gas tank
Refuel in the morning or evening
Commute to work via public transportation or with at least one other person
Use public transportation

Tend to be younger and college-educated
Rate low levels of smog, ozone and air pollution as very important to their quality of life
83% rate the air quality in Louisville as fair or poor. One third (36%) consider it a major problem.
High rates of perceived control (82% agree that their personal habits can improve air quality)
High awareness of ground level ozone (66%) and its effect on air quality
Nearly all (94%) have recently heard media or news messages about air quality

**Aware of the problem and have decided to make lifestyle****changes to help improve air quality.**
**Perform at least three of 5 targeted behaviors:**
**Combine multiple errands into a single trip**
**Do not top off gas tank**
**Refuel in the morning or evening**
**Commute to work via public transportation or with at least one other person**
**Use public transportation**
- Tend to be younger and college-educated
- Rate low levels of smog, ozone and air pollution as very important to their quality of life
- 83% rate the air quality in Louisville as *fair* or *poor*. One third (36%) consider it a *major problem*.
- High rates of perceived control (82% agree that their personal habits can improve air quality)
- High awareness of ground level ozone (66%) and its effect on air quality
- Nearly all (94%) have recently heard media or news messages about air quality

- R E S E A R C H

- S E C O N D A R Y   D E M O G R A P H I C :   D A V E

- Stage 6 (5% of pop.) – “influencer”
- 26 years old
- Loves music, computer games and the environment
- Drives a 2002 Honda Accord
- Hopes to buy a Hybrid car within the next year
- Media Consumption
- TV
- Surfs net while watching select television programs
- CNN, HBO
- Radio
- listens to iPod or satellite / XM radio usually
- NPR is programmed into his dial
- Web
- cnn.com
- Blogs from work and home
- Newspaper – reads alternative paper
- Word-of-mouth is most effective marketing

- “Dave”

## Media Vehicles:
Radio 
Traffic Radio
Television (News/Weather sponsorship)
Internet
Sponsorships 
Promotions
Grassroots / Events

- Radio
- Traffic Radio
- Television (News/Weather sponsorship)
- Internet
- Sponsorships
- Promotions
- Grassroots / Events

- G R A S S R O O T S   &   P A I D   M E D I A   T A C T I C S

## T H E   C L E A N   A I R   B R A N D 

- Murals

- Wrapped Ford Hybrid Escape

## T E L E V I S I O N

## R A D I O

- Dr. T

- Tires

- Oil Change

## P R I N T

- Print Ad

- Brochure

## E V E N T S

- KAIRE Tent and Prize Wheel

- Mayor Abramson Wearing BREATHE Racing Shirt

## G I V E A W A Y S

- Lenticular Notebooks for Kids

- BREATHE t-shirts

- iPod Skins

- Temporary Tattoos

- S P O N S O R S H I P S

- Outfield Sign

- Louisville Bats Sponsorship

- S P O N S O R S H I P S

- TV Weather Sponsorship

- P R O M O T I O N S

- Booth at St. James Art Fair

- Booth at Earth Save

- FREE gas promotion

- Bike giveaways

## Web site
Blog
Enewsletter
Air Quality Alerts

- Blog
- Enewsletter
- Air Quality Alerts

- I N T E R A C T I V E   S T R A T E G Y

- _[http://](http://www.paulschultz.com/kaire_banners/)__[www.paulschultz.com/kaire_banners](http://www.paulschultz.com/kaire_banners/)__[/](http://www.paulschultz.com/kaire_banners/)_

## Web site traffic

- I N T E R A C T I V E   S T R A T E G Y

## 	Strategically placed banner ads on local radio and newspaper sites drive traffic to the website

- I N T E R A C T I V E   S T R A T E G Y

## Provide on-going media relations throughout campaign

- P R  /  G R A S S R O O T S –  M E D I A   R E L A T I O N S

## R E S U L T S

- Research (10/06) showed increases in awareness and behavioral change over the 10/05 study
- “Air quality is extremely important” jumped from 28% to 34%
- Unprompted recall of specific campaign air quality messages increased
- Perceived individual control over air quality increased
- Women more apt than men to believe their actions can make a difference
- Awareness of KAIRE has grown
- Stages of Change model percentages moving in right direction
- Stage 1, people unaware air quality is an issue, declined
- Stage 5, people willing to make a change, has increased
- KAIRE Network doubled
- Website traffic increased more than 550% from start of campaign

## W H Y   W A S   I T   A   S U C C E S S  ?

- Motivation and Ownership
- Doing something that helps children was strong emotional appeal
- Messaging based on car maintenance because it was something people felt like they could own and manage
- Target audience insight
- Brand strategy based on knowledge of what it will take to change behavior
- Highly targeted media plan
- Brand is aspirational
- People see themselves reflected in the brand
- “Breathe” became the watchword; not preachy, but rather inspiring

## 

Matt Stull
Public Information Supervisor
matt.stull@louisvilleky.gov
(502) 574-6712

Susan Furlong
Account Director
sfurlong@paulschultz.com
(502) 587-2951

- Matt Stull
- Public Information Supervisor
- _[matt.stull@louisvilleky.gov](mailto:matt.stull@louisvilleky.gov)_
- (502) 574-6712
- Susan Furlong
- Account Director
- _[sfurlong@paulschultz.com](mailto:sfurlong@paulschultz.com)_
- (502) 587-2951