trust the tap ida rosenthal, rose fishman, & ariana wohlstattar fall 2012

Trust the TapIda Rosenthal, Rose Fishman, & Ariana WohlstattarFall 2012

Background

• Americans spend $15B on bottled water annuallyo 75% ends up in landfills

• Bottled water is neither cleaner nor greener than tap watero 25% comes directly from a municipal water supply

• Recycling legislation and curbside programs

Campaign Scope Campaign Purpose

Reduce environmental waste

Reduce the purchase and consumption of plastic water bottles within the United States.

Campaign Focus

Encourage consumers to limit buying plastic water bottles and to use reusable water bottles filled with tap water instead.

Situation analysis

Strengthso Shared interest in the cause

Weaknesses o Limited social marketing experience

Opportunitieso Similar successful campaignso Potential partnerso Money-saving technique

Threats o Convenience of bottled watero Distrust of tap water

Primary & Secondary Target Audience

Latino and African American Women with children ages 5-18

Men with children ages 5-18 (specifically single fathers raising kids), college students, young professionals with high interest in an active lifestyle, transportation workers (i.e., truck drivers), and labor workers doing strenuous activity for long periods of time

Behavior Objective

To increase the consumption of tap water!

Barriers & Benefits to Behavior Change

Convenience

Stigma

Taste

Accountability

Language

CheaperRegulated ConvenienceCarbon FootprintFluoride

Research Methods

Focus Groups

Ethnographic Research

Stand in surveys at grocery stores

Competition & Influential Others

Bottled water companies

TelevisionGovernment Media

Positioning Statement

We want Hispanic and African-American women with children between the ages of 5 and 18 to see drinking tap water as a healthy lifestyle choice and more important and beneficial than drinking bottled water.

Products, Costs & Place

Products• Tap water itself, water bottles, stickers,

pens, iPhone app

Costs• Practically free!

• Cost in time and convenience

Place• Public transportation hubs, supermarkets, gyms,

community centers, youth events, on-air & online

Budget

• Purchasing the water bottles

• Public transportation and billboard ads

• POP display in supermarkets

• Media buy

• iPhone app

Most expensive

Least Expensive

Promotion Recommendations

• "Trust the Tap"

• 2 Goals = 2 Phaseso Attitudinal

Public transportation Media buy Community events Website

o Behavioral Community events POP display iPhone app

Evaluation

• Water bottles distributed

• Mobile "check-ins”

• Ad recall

Easiest

Hardest

Questions?