Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning
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Anacostia Watershed Partnership 2021 Survey Results 2022 Communication & Outreach Planning November 17, 2021
2021 Activities Social Media Focus Monthly content calendars with imagery and infographics provided so participants had consistent material and messages to share. Paid Digital Some social posts boosted for greater exposure and a one-month Spotify ad drew hundreds of viewers Videos Survey to website Three, short, “explainer” Relaunched in summer, videos created for use in conducted in fall. Findings social to help build awareness serve basis for plan focus in Consumer Website around the Protect, Enjoy, and 2022 and measurement of Creation of a new, consumer- Know it’s Improving success. focused website to connect messages consumers to the Anacostia across the four-pillar message platform. 4
Key Communications Challenges Continue Challenge 1: Differing priorities, differing needs Group members must be willing to compromise on their shared solution for communication and outreach. Challenge 2: Diverse demographics and issues across the watershed Messaging and activities are intentionally broad to be useful for all partners. Challenge 3: Limited ability to devote to campaign effort This is not a campaign. We’re providing tools and resources that each member can use to enhance their work. Success depends on everyone. 5
What We Learned 6
Social Media Results Followers Followers Total Percent Platform in March in October increase increase ‘21 ‘21 Facebook 246 358 112 46% Twitter 931 1080 149 16% Instagram 96 261 165 172% 7
Spotify Ad Results Plays Reach Website Views 499,655 124,328 919 8
Survey Snapshot Who did we hear from? 1672 Completed responses from all three jurisdictions 72% Caucasian/White 12% Asian/Pacific Islander 7% African American/Black 5% Hispanic 54% To guide future messaging and outreach activities and 72% 31-50 years old Income less than $75,000 provide a baseline for measuring awareness Most participants were aware of the term watershed and location of the success. Anacostia River, however, only 29% knew which watershed they lived in. 9 35% from Mont. Co 40% from PG Co. 24% from WDC
Areas We Measured 1 Knowledge, Beliefs About Watershed 2 Knowledge About Investments/Efforts 3 Knowledge About Individual Impacts 4 Recreating Behavior Frequency 5 Beliefs About Value of the Anacostia 10
Areas We Measured 1 Knowledge, Beliefs About Watershed • 85% Know what a watershed is (same) • 29% Know which watershed they live in, down 41% 2 Knowledge About Investments/Efforts • 7% Not aware of investments, but support them, down 2% • 54% Aware of investments and support them, down 33% 3 Knowledge About Individual Impacts • 47% Believe picking up pet waste has no impact, up 22% 4 Recreating Behavior Frequency • 39% recreate a few times per month or year (same) 5 Beliefs About Value of the Anacostia • 19% Think Anacostia is polluted (but lesser extent than 5-10 years ago, down 31% • 35% Value the Anacostia and get involved, down 31% 11
Survey Continues to Supports Message Pillars 1 Value the Anacostia 2 Keep it Clean 3 The Anacostia is Improving 12 4 Enjoy The Anacostia
2022 Planning 13
Plan Goals for 2022 Raise Awareness Enhance Partner Work • The value the Expand and enhance each Anacostia River offers. partner’s work by providing the • The importance of tools and resources to support keeping it clean and them. how. • Opportunities to enjoy the Anacostia River. • The continued work being done to improve 14 river conditions.
Schedule/Next Steps • Share data/results November • Get your input for 2022 December • Raftelis revise plan January • Present plan, revise, obtain approval Feb – Sept • Implementation 15 Oct – Dec • Survey, Evaluate
Thank you! Contact: Samantha Villegas, APR 571 577 7477/ svillegas@raftelis.com 16
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