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2020 CSC's Educational Campaign Report

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2020 CSC’s Educational Campaign Report 1) 2020 Southern Denver regional multi-media advertising campaign was partially funded ($5K) by Colorado Stormwater Council (CSC), focusing at Fountain Creek Watershed (Monument to Pueblo), but reaching Denver and Douglas County by radio as well, in addition to online radio and TV at State- wide level. The campaign was also supported by CSC member’s social media efforts enhancing state-wide level reach. The total cost of the educational campaign in 2020 was $20K. This established campaign has been implemented since 2013. CSC's financial support during 2019-2020 allowed to maintain a broad reach with Bus, Radio, TV. Had CSC not supported the program, only 1 to 2 platforms may have been chosen and would have had a much smaller reach. Hence the need for collaboration to reach a state level. Total Impressions in 2020: 11.6 Million. Target Audience: Home Owners, DIY, Millennials. The campaign run from August to October 2020 (12 Weeks). Live TV Interviews Commercials Radio TV (broadcast & digital – Denver7) Billboards/Bus/Bus benches. Note that they typically stay longer than 12 weeks because Lamar Advertising does not like to have blank benches if there are no other advertisers lined up at those respective locations. In many cases, the information remains for another 3 months. 2) CSC’s created and/or adapted heigh (8) 30-seconds Public Service Announcements (PSA) in 2018 for $3,600. The videos were published in YouTube. There were 500 views in 2019, and 1000 views in 2020 for all 8 PSA’s. CSC’s created a Facebook and LinkedIn Account in 2020 and promoted the following 3 PSAs: PSA#1 Nutrient: https://youtu.be/RW4hU3AjAeA PSA#2 Carwash: https://youtu.be/9ndIIlBTWpE PSA#3 Storm Drain: https://youtu.be/qlR-6IPHXf8 3) 2020 Northern Denver radio campaign was partially funded ($5K) by CSC, focusing on Greeley, but covering all northern Colorado, from Ft Collins, to Jefferson and Arapahoe County. The total cost of the radio campaign in 2020 was $10,800. CSC home/landing page promoted the radio campaign in 2020. The campaign run from September to December 2020. Total number of listeners reached: 605,200 4) Virtual Bike Tours partially funded ($1K) by CSC. The total cost was $9K. Urban Water Cycle Tour Route: 6-mile route from Barnum Park along Weir Gulch to Globeville Landing on the South Platte River. Bike Tours have been held annually since 2010, CSC became a sponsor since 2017 Free virtual Bike Tours from 6/18/2020 to 8/30/2020: https://www.youtube.com/watch?v=ZZVHyVFeuqQ&feature=youtu.be This project has 13 likes and has been viewed over 300 times Participants Location: Weir Gulch tributary to South Platte River (Segment 14) Speakers talked about water quality and quantity, value of stream, stormwater and wastewater topics. Event promoted under the Greeley radio campaign on July 2020 Video was accepted for the Colorado Environmental Film Festival award! 2020 Southern Denver Regional multi-media Advertising Campaign Report Planning During the Pandemic Target Audience Radio Coverage Map • Home Owners • DIY • Millennials Messages • Print - 12 weeks + • Radio - 12 weeks • On Air and streaming • TV - 8 weeks • Streaming Coverage • Focus was El Paso and Pueblo Counties, but includes multiple Partner Contributions 2020 Southern Denver Regional multi-media Advertising Campaign Report Print: Bus and Bus Benches Impression: 5,368,056 Benches provide eye-level visibility to Buses move through residential and core pedestrians and vehicular traffic. business areas, on secondary arteries, and busy streets, and are seen by both pedestrians and vehicular traffic at the same time. 2020 Southern Denver Regional multi-media Advertising Campaign Report Radio Impressions: 6,022,573 Bonus Radio Interviews - Peak Studio 809 Smart Cities for a Sustainable Future Significant over delivery means more for our $ Yard waste Pet waste Spills Litter eNewsletter blasts 2020 Southern Denver Regional multi-media Advertising Campaign Report TV (Denver7) Totals Impressions: 276,020 Video Completion Rate (VCR): +99% Digital Streaming Denver7 – National: Pluto, Roku, hulu, etc Impressions: 178,020 VCR: 99.33% Frequency: 3.5 Targeted Area: El Paso & Pueblo Counties Digital Streaming Denver7 – local: CSC is the only advertiser at no charge. This was an Added Bonus. Impressions: 98,000 VCR 99.15% with 35k impressions Frequency 2.9% (redundancy is good especially with high VCR) Top 3 Devices/Sources Pluto TV Fox Sports (ran during MLB and NBA championships) The CW 2020 Southern Denver Regional multi-media Advertising Campaign Report Results PRINT RADIO TV Impressions: 11,666,649 5,368,056 6,022,573 276,020 Print – Due to reduced revenue, we did not include Billboards in this year’s campaign and therefore expected a reduction in impressions, which resulted in 5,368,056 vs 6,399,640 in 2019. This decision was made based on the pandemic and that many people would be telecommuting and traveling less. Radio – Only one TV agency responded to the RFP and combined with the pandemic the decision was made to invest heavily in radio. The result was tremendous as we received 6,022,573 impressions vs 3,492,000 in 2019. TV – This year we had one provider compared to last year’s two, so we anticipated fewer impressions which resulted in ~276k in 2020 vs ~860k in 2019. Ultimately, we had an additional 914,834 impressions over last year! 2020 Southern Denver Regional multi-media Advertising Campaign Report Lessons Learned and Suggestions • Collaboration works! • We continue to increase the counties that are served, so a State Wide Campaign would be a good return on investment. 2020 YouTube Videos Number PSA Views in 2020: About 1,000 CSC Facebook and Linked In Account created in 2020 “To be Continued…by You” Campaign “League of Women’s Voter” PSA “El Paso County” Campaign 2020 Northern Colorado/Greeley Campaign Public Media Works for CSC Branding Goals! PUBLIC MEDIA COMMERCIAL MEDIA Non-Profit For-Profit Mission-Driven/Civic Minded Profit-Driven/Consumer Minded TOTAL=$10,800 Locally-Owned: Members in Out-of-Market Ownership Community Funding break down: Beholden to Listeners Beholden to Stockholders Content Driven Ratings Driven 1. CSC - $5,000 Program Emphasis on Quality Programming Emphasis on 2. Greeley - $2,000 Mass Appeal 3. SPLASH -$2,000 3-4 Minutes per Hour 20-26 minutes per Hour of Messaging: Commercials - CLUTTER 4. Larimer County: $500 Maximum Time/Spot = :15 (No 5. Ft Collins: $1,300 Clutter) Affordable & Effective Results Expensive & Fragmented Results 2020 Northern Colorado/Greeley Campaign KUNC & KJAC has a Large Geographic Coverage Area Bonus Savings: Unlike commercial radio stations, there was no additional fee for running CSC’s spots on the Radio’s online streams. The Geographic Coverage Area includes all of the above geo areas and the World! Listen Online: KUNC.org & ColoradoSound.org, KUNC & KJAC Apps and Smart Speakers via Amazon, Google & Apple via Tune-In. 2020 Northern Colorado/Greeley Campaign KUNC & KJAC covers a lot of “ground” but also has a lot of loyal listeners…literally! Northern Colorado Ratings: Denver/Boulder Ratings: 2020 Northern Colorado/Greeley Campaign Messaging Matters to Get Your Point Across! TITLE: STORMWATER SCRIPT #1: (PROGRAM) IS SUPPORTED BY COLORADO STORMWATER COUNCIL, REMINDING LISTENERS THAT STORMWATER IS THE LARGEST CONTRIBUTOR TO WATER POLLUTION IN THE U.S. AND THAT ONLY RAIN SHOULD GO DOWN THE STORM DRAINS. VISIT COLORADO-STORMWATER-COUNCIL DOT ORG FOR SPECIFIC RESTRICTIONS AND LOCAL GUIDELINES. TITLE: HELP REDUCE POLLUTION SCRIPT#2: (PROGRAM NAME) IS SUPPORTED BY COLORADO STORMWATER COUNCIL, ENCOURAGING LISTENERS TO HELP REDUCE STORMWATER POLLUTION BY MANAGING YARD WASTE, SWEEPING LEAVES AND GRASS CLIPPINGS, REDUCING FERTILIZER USE, AND PICKING-UP PET WASTE. MORE WAYS TO HELP KEEP WATER CLEAN AT COLORADO-STORMWATER- COUNCIL DOT ORG. TITLE: COALITION SCRIPT#3: (PROGRAM NAME) IS SUPPORTED BY COLORADO STORMWATER COUNCIL, A COALITION OF CITIES, COUNTIES, AND ORGANIZATIONS ACROSS COLORADO THAT WORK TO ENSURE LAKES, RIVERS, AND STREAMS STAY CLEAN AND HEALTHY. MORE ABOUT LOCAL STORMWATER PROGRAMS AND TIPS TO KEEP WATERS CLEAN AT COLORADO- STORMWATER-COUNCIL DOT ORG. TITLE: FALL SCRIPT #4: (PROGRAM) IS SUPPORTED BY COLORADO STORMWATER COUNCIL, ENCOURAGING LISTENERS TO HELP REDUCE STORMWATER POLLUTION THIS WINTER BY SHOVELING SNOW EARLY, USING ENVIRONMENTALLY FRIENDLY DE- ICERS, AND SWEEPING UP EXCESS DEBRIS ONCE SNOW MELTS. WAYS TO KEEP WATER CLEAN AT COLORADO STORMWATER-COUNCIL-DOT-ORG. TITLE: FALL - HELP PREVENT POLLUTION-REV (PROGRAM NAME) IS SUPPORTED BY COLORADO STORMWATER COUNCIL, ENCOURAGING LISTENERS TO HELP REDUCE STORMWATER POLLUTION BY MAKING SURE LEAF & GRASS LITTER IS COLLECTED AND DISPOSED OF OR COMPOSTED...AND NOT PLACED INTO GUTTERS OR STORM DRAINS. MORE TIPS AT COLORADO-STORMWATER-COUNCIL- DOT-ORG. 2020 Northern Colorado/Greeley Campaign • Added-Value (a.k.a. FREE) Online Banner Impressions on KUNC.org • Added-Value (a.k.a. FREE) Barr-Lake Virtual Tour Campaign Banner Rotation/Fulfillment on KUNC.org – The banners have been running at 2,500 impressions/week (10,000 for the month) Starting 9/6/20. a. 9/6/2020-9/12/2020 = 2,719 b. 9/13/2020- 9/19/2020 = 2,550 THANK YOU for your 2020 Partnership! We look forward to working for you in the future! 2020 Northern Colorado/Greeley Campaign CSC home/landing page promoted the radio campaign. 2020 Virtual Bike Tour Virtual Bike Tour from 6/18/2020 to 8/30/2020 Tour Route: 6-mile starts along Weir Gulch. The route continues to the confluence of Weir Gulch with the South Platte River where El Laboratorio is connecting the people of Denver with the people of San Luis, Mexico, where the Colorado River meets the Pacific Ocean. CDOT will share their work to keep stormwater clean. At Shoemaker Plaza, Metro DNA and the Greenway Foundation talk about their efforts to reclaim the South Platte River.
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