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