Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning

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Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning
Anacostia Watershed

Partnership
                       2021 Survey Results
    2022 Communication & Outreach Planning
                              November 17, 2021
Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning
Overview
    1. 2021 Review
    2. What Did We Learn?
    3. 2022 Draft Plan Overview
    4. Q & A

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Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning
2021 Review

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Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning
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.
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Partnership Anacostia Watershed - 2021 Survey Results 2022 Communication & Outreach Planning
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.

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What We Learned

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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%

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Spotify Ad Results

        Plays        Reach     Website Views

       499,655       124,328        919

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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

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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%
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Survey Continues to
     Supports Message
     Pillars

     1   Value the Anacostia

     2   Keep it Clean

     3   The Anacostia is Improving

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     4   Enjoy The Anacostia
2022
     Planning

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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
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       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

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     Oct – Dec    • Survey, Evaluate
Thank you!
     Contact: Samantha Villegas, APR
     571 577 7477/ svillegas@raftelis.com

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