AIR NORTH TEXAS

Wei Wei ChamNorth Central Texas Council of Governments

Clean Air Act Advisory Committee MeMay 14, 2009 
A public awareness campaign that encourages residenmake clean air choices.Composed of a coalition of regional organizations comthe air in North Texas. Air North Texas aims to generate a consistent region-wpromotes behavioral and lifestyle changes that impacts environment. 

AIR NORTH TEXASA Campaign for Clean Air
AIR NORTH TEXASA Campaign for Clean Air
AIR NORTH TEXASRegional Brand

Go Green. Breathe Clean.
• Air Quality Public Relations Task Force - Fe

• Partner and Member Solicitation - Fe

• Regional Brand and Campaign Development - Ma• Partner Agreement and Campaign Structure - Fe• Official Campaign and Web site Launch - Jul

• First Pumptopper Run - Jul

• Print and Online Media Ads Run - Jul

• Clean Air Mail - Mo

• Partner Progress Reports Due - Fe

• Performance Measures and Evaluation - Fe

• Campaign Revamp - Ma

• Second Pumptopper Run - Ap• TV/Radio Spots - TB

AIR NORTH TEXASCampaign Timeline
AIR 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 Air Coalition (NTCAC)

• Parker County• Tarrant County• TxDOT – Dallas• TxDOT – Fort Worth • U.S. Green Building Council North Texas Chapter• University of Texas at Arlington 
AIR NORTH TEXASRegional Partners – Business Outreach• The North Texas Clean Air Coalition 

is the only nonprofit organization in the region dedicated solely to encouraging voluntary efforts to improve air quality in North Texas through educating, engaging and recognizing the business community.

• Each year, many businesses in North 

Texas participate in activities that help everyone in North Texas breathe easier, by setting up carpool and vanpool initiatives for their employees, providing transit passes and offering flexible schedules or telecommuting options.

• “Our Region. Our Air. Our Business.”
AIR NORTH TEXASPublic Awareness Campaign ElementsAdvertising Campaign – 2008 (series of 12) 
AIR NORTH TEXASPublic Awareness Campaign ElementsAdvertising Campaign – 2009 (series of 12) 

Released 01/09

Released 03/09

Released 0

Released 03/09

Released 02/09
AIR NORTH TEXASPublic Awareness Campaign ElementsInformational Brochure – Compressed Edition
AIR NORTH TEXASPublic Awareness Campaign ElementsWater Bill Inserts – Draft Phase

General

Drive 
• 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.AirNorthTexasAIR NORTH TEXASPublic Awareness Campaign ElementsClean Air Mail
AIR NORTH TEXASPublic Awareness Campaign ElementsClean Air Mail – Released Monthly 
• A series of four pumptopper ads were created for Air N• Campaign messages include, “ridesharing,” “combining 

properly inflated,” and “drive the speed limit”

• 292 pumptoppers installed within the Dallas Fort Worth 

different locations in August 2008 and at 80 station locato May 15, 2009. 

• Random sample group interviewed at four locations fro

age 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 - slowe– How many different tips do they remember from pu

AIR NORTH TEXASPublic Awareness Campaign ElementsRefueling Station Advertising – 2008-2009 
AIR NORTH TEXASPublic Awareness Campaign ElementsRefueling Station Advertising – 2008-2009 
AIR NORTH TEXASPublic Awareness Campaign ElementsNCTCOG Publications, News & Media 

Star Community Newspaper - Plano

The Shorthorn - UTA 

Pegasus News

KERA – Flash Feed
AIR NORTH TEXASPublic Awareness Campaign ElementsNCTCOG Publications, News & Media 

It’s Your Region – February 2009

It’s Your Region – May/June 2008

It’s Your Region – July 2008
AIR 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 1
AIR NORTH TEXASPublic Awareness Campaign ElementsOnline Media Advertising – 2008 

Fort Worth Star-Telegram - Corner Peel

Dallas 
AIR NORTH TEXASPublic Awareness Campaign ElementsDynamic Messaging Signs

HWY 
AIR 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-aal9ow
AIR NORTH TEXASProgram QuantificationCampaign Web site• Web site traffic tracked and monitored through Google • Most hits registered on the Air North Texas Web site fro

August 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 Te

the Dallas Morning News and the Fort Worth Star-Tele
• Visitors typically found the Web site through a direct se

www.AirNorthTexas.org or “Air North Texas” on the sea

• Top Referrals

– Star-Telegram.com– City of Denton.com– Google.com– NCTCOG.org

• Other referrals came through links placed on partner W

placed on online news sites as well as a link in the OzoBag Season e-mails. 

AIR NORTH TEXASProgram QuantificationCampaign Web site
AIR NORTH TEXASPublic Awareness Campaign ElementsCampaign Web site www.airnorthtexas.org
• Provides information that can help determine the impor

and the effectiveness of current campaign strategies

• Data collected reflect the level of partner support that c

future needs and campaign improvements 

• Reports submitted on February 9, 2009, included the fo

– Details on how each organization has supported/pr

Texas initiative (i.e. outreach events, Web site refe

– Creative Collateral or materials produced by partne

highlighting the Air North Texas partnership (i.e. prbrochures, screen captures, et al.) 

• Progress Report forms are available for download onlinAIR NORTH TEXASPartner Support – Annual Progress Repo
AIR NORTH TEXASPartner SupportThe University of Texas at Arlington (UTA)

Web Promotion 

Blog

News Release 
AIR NORTH TEXASPartner SupportDallas Area Rapid Transit (DART)

Commute& Web Pro
AIR NORTH TEXASPartner SupportDenton County Transportation Authority (DCTA)
AIR NORTH TEXASPartner SupportCity of Plano

Press Release 
AIR NORTH TEXASPartner SupportThe-T (Fort Worth Transportation Authority)

Web Promotion 
AIR NORTH TEXASPartner SupportCity of Denton 

Press Release

Web Promotion
AIR NORTH TEXASPartner SupportCity of Arlington 

Carbon Counts – Interactive Game
• Enhanced Program Quantification for Emissions Benef

– Data Collection from Emissions Enforcement Progr– Performance Measures for partner growth & involv

• University Study on Behavioral Analysis & Psychosis

– Individual Accountability – Heightened Interaction & Participation 

• Continued Campaign Implementation & Execution

– Partner Retention and Solicitation – Brand Visibility & Saturation – Advertising Avenues 

AIR NORTH TEXASNext Steps
AIR NORTH TEXAS 

NCTCOG Contact

Wei Wei ChamTransportation PlannerAir Quality Communications(817) 608-2377wwcham@nctcog.orgAir Quality Public Relations Task Force Committee Web page:www.nctcog.org/trans/committees/aqprtfAir North Texas Campaign Web sitewww.airnorthtexas.org