AIR NORTH TEXASWei Wei ChamNorth Central Texas Council of GovernmentsClean Air Act Advisory Committee MeetingMay 14, 20092A public awareness campaign that encourages residents of North Texas tomake clean air choices.Composed of a coalition of regionalorganizations committed to improvingthe air in North Texas.Air North Texas aims to generate a consistent region-wide brand thatpromotes behavioral and lifestyle changes that impacts our health and theenvironment.AIR NORTH TEXASA Campaign for Clean Air3AIR NORTH TEXASA Campaign for Clean Air4AIR NORTH TEXASRegional BrandGo Green. Breathe Clean.5•Air Quality Public Relations Task Force- February 2007•Partner and Member Solicitation- February 2007 - present•Regional Brand and Campaign Development- March 2007 - February 2008•Partner Agreement and Campaign Structure- February 2008•Official Campaign and Web site Launch- July 15, 2008•First Pumptopper Run- July 25 - August 25, 2008•Print and Online Media Ads Run- July 28 - August 1, 2008•Clean Air Mail- Monthly (On-Going)•Partner Progress Reports Due- February 2009•Performance Measures andEvaluation - February2009•Campaign Revamp- March 2009•Second Pumptopper Run- April 15 – May 14, 2009•TV/Radio Spots- TBD 2009AIR NORTH TEXASCampaign Timeline6AIR NORTH TEXASRegional Partners•Ask Me About Green•City of Arlington•City of Dallas•City of Denton•City of Fort Worth•City of Grand Prairie•City of Mesquite•City of Plano•DART•DCTA•The T•North Texas Clean AirCoalition (NTCAC)•Parker County•Tarrant County•TxDOT – Dallas•TxDOT – Fort Worth•U.S. Green Building Council North Texas Chapter•University of Texas at Arlington7AIR NORTH TEXASRegional Partners – Business Outreach•The North Texas Clean Air Coalitionis the only nonprofit organization inthe region dedicated solely toencouraging voluntary efforts toimprove air quality in North Texasthrough educating, engaging andrecognizing the business community.•Each year, many businesses in NorthTexas participate in activities thathelp everyone in North Texasbreathe easier, by setting up carpooland vanpool initiatives for theiremployees, providing transit passesand offering flexible schedules ortelecommuting options.•“Our Region. Our Air. Our Business.”8AIR NORTH TEXASPublic Awareness Campaign ElementsAdvertising Campaign – 2008 (series of 12)9AIR NORTH TEXASPublic Awareness Campaign ElementsAdvertising Campaign – 2009 (series of 12)Released 01/09Released 03/09Released 05/04Released 03/09Released 02/0910AIR NORTH TEXASPublic Awareness Campaign ElementsInformational Brochure – Compressed EditionProduced 03/0911AIR NORTH TEXASPublic Awareness Campaign ElementsWater Bill Inserts – Draft PhaseGeneralDrive TipsOzone & Health12•Released monthly•Promotes Clean Air Messages•Reaches a list serve of over 800•Directs readers to the Air North Texas Web site•To sign up for Clean Air Mail go to:www.AirNorthTexas.orgAIR NORTH TEXASPublic Awareness Campaign ElementsClean Air Mail13AIR NORTH TEXASPublic Awareness Campaign ElementsClean Air Mail – Released Monthly14•A series of four pumptopper ads were created for Air North Texas•Campaign messages include, “ridesharing,” “combining trips,” “keep tiresproperly inflated,” and “drive the speed limit”•292 pumptoppers installed within the Dallas Fort Worth region at 73different locations in August 2008 and at 80 station locations from April 15to May 15, 2009.•Random sample group interviewed at four locations from 20-65 year-oldage range. Sampling of survey questions:–Name, Date, Location–Have you heard of Air North Texas?–Have they consciously implemented any of the tips?–Have they noticed others driving differently - slower, carpooling, etc?–How many different tips do they remember from pump top advertising?AIR NORTH TEXASPublic Awareness Campaign ElementsRefueling Station Advertising – 2008-200915AIR NORTH TEXASPublic Awareness Campaign ElementsRefueling Station Advertising – 2008-200916AIR NORTH TEXASPublic Awareness Campaign ElementsNCTCOG Publications, News & MediaStar Community Newspaper - PlanoThe Shorthorn - UTAPegasus NewsKERA – Flash Feed17AIR NORTH TEXASPublic Awareness Campaign ElementsNCTCOG Publications, News & MediaIt’s Your Region– February 2009It’s Your Region– May/June 2008It’s Your Region– July 200818AIR NORTH TEXASPublic Awareness Campaign ElementsOnline Media Advertising – 2008•Quick– 285,000•Al Dia– 99,000•La Estralla– 25,000•DallasNews.com – 300,000•Star-Telegram.com – 50,000•DaFoWo Show (on FWST.com) – 5,000•La Estralla.com – 7,000Ad Impressions July 29 – Aug 119AIR NORTH TEXASPublic Awareness Campaign ElementsOnline Media Advertising – 2008Fort Worth Star-Telegram - Corner PeelDallas Morning News-Web Banner20AIR NORTH TEXASPublic Awareness Campaign ElementsDynamic Messaging SignsHWY 360 – South Bound21AIR NORTH TEXASProgram Quantification•How to create an account•http://www.youtube.com/watch?v=Zj8y43Wc8vg•How to log your alternative commutes•http://www.youtube.com/watch?v=104Y-aal9ow22AIR NORTH TEXASProgram QuantificationCampaign Web site•Web site traffic tracked and monitored through Google Analytics•Most hits registered on the Air North Texas Web site from July 28 throughAugust 1, 2008-July 29 : 1,130 site visitors-August 1 : 914 site visitors-July 28 : 792 visitors•Top three dates registered are exact days Air North Texas as advertised ontheDallas Morning Newsand theFort Worth Star-TelegramWeb sites.23•Visitors typically found the Web site through a direct search by typingwww.AirNorthTexas.org or “Air North Texas” on the search tool•Top Referrals–Star-Telegram.com–City of Denton.com–Google.com–NCTCOG.org•Other referrals came through links placed on partner Web sites and adsplaced on online news sites as well as a link in the Ozone Season LunchBag Season e-mails.AIR NORTH TEXASProgram QuantificationCampaign Web site24AIR NORTH TEXASPublic Awareness Campaign ElementsCampaign Web sitewww.airnorthtexas.org25•Provides information that can help determine the importance of the programand the effectiveness of current campaign strategies•Data collected reflect the level of partner support that can aid in identifyingfuture needs and campaign improvements•Reports submitted on February 9, 2009, included the following details:–Details on how each organization has supported/promoted the Air NorthTexas initiative (i.e. outreach events, Web site referrals, et al)–Creative Collateral or materials produced by partnering entitieshighlighting the Air North Texas partnership (i.e. press releases,brochures, screen captures, et al.)•Progress Report forms are available for download online.AIR NORTH TEXASPartner Support – Annual Progress Report26AIR NORTH TEXASPartner SupportThe University of Texas at Arlington (UTA)Web PromotionBlogNews Release27AIR NORTH TEXASPartner SupportDallas Area Rapid Transit (DART)Commuter Calculator& Web Promotion28AIR NORTH TEXASPartner SupportDenton County Transportation Authority (DCTA)Bus Fleet Advertising29AIR NORTH TEXASPartner SupportCity of PlanoPress ReleaseWeb Promotion30AIR NORTH TEXASPartner SupportThe-T (Fort Worth Transportation Authority)Web Promotion31AIR NORTH TEXASPartner SupportCity of DentonPress ReleaseWeb Promotion32AIR NORTH TEXASPartner SupportCity of ArlingtonCarbon Counts –Interactive Game33•Enhanced Program Quantification for Emissions Benefits–Data Collection from Emissions Enforcement Programs–Performance Measures for partner growth & involvement•University Study on Behavioral Analysis & Psychosis–Individual Accountability–Heightened Interaction & Participation•Continued Campaign Implementation & Execution–Partner Retention and Solicitation–Brand Visibility & Saturation–Advertising AvenuesAIR NORTH TEXASNext StepsAIR NORTH TEXASNCTCOG ContactWei Wei ChamTransportation PlannerAir Quality Communications(817) 608-2377wwcham@nctcog.orgAir Quality Public Relations Task ForceCommittee Web page:www.nctcog.org/trans/committees/aqprtfAir North Texas Campaign Web sitewww.airnorthtexas.org