1. Minnesota Demonstration Project Pilot Consumer Education and Outreach Alison Keane, National Paint and Coatings Association Tania Galarza, McKinley Marketing, Inc. April 30, 2008

2. Methodology Review of consumer research conducted –McKenzie-Mohr study –PSI study –HHW study Interviews –Minnesota HHW Program –Product Care Association –Retailers Secondary research – social marketing McKinley’s branding and marketing experience

3. Campaign Elements A branding strategy that “cuts through the clutter” A clear consistent message A multi-channel, multi-media strategy and tactics Tactics influenced by consumer demographics

4. Campaign Elements Long term success dependent on consumer pull

5. Target Audience Research found differences based on: –Urban vs. rural –Level of income –Level of education –Age –Gender More affluent, suburban communities (higher education rate) tend to have higher participation rates / dispose of their paint in a short time following a project Rural communities tend to store paint for long periods More men participate than women

6. Target Audience Geographic –Urban / Suburban – top 10 populations in MN Minneapolis St. Paul Rochester Bloomington Duluth Brooklyn Park Plymouth Egan St. Cloud –Rural

7. Target Audience Demographic –Age: 22 – 55 –Gender: Men and Women –Generational: Baby Boomers, Gen X, Gen Y, Millennials –Income: Over $55,000 annual –Education: College

8. Target Audience Psychographic –Activities include: Recent university graduate Purchase/renting new home or apartment Remodeling home Expecting new baby First-time empty nesters –Interests include: DIYers Engaged in environmental efforts in home Community activists

9. Target Audience Behavioralistic –Benefits sought: Save money Avoid storage issues Environmentally friendly –Usage: Occasionally – purchase paint every few years

10. Target Audience Connect the creative with the audience and the tactics

11. Multi-Media/Multi-Channel Strategy Primary Tactics –Community Relations: visibility in local communities Partnerships with established organizations –Conservation MN/Boy Scouts/4H/Libraries –Government Relations: build awareness through government officials at state and local level –Media Relations: increase awareness of the issue Media coverage Consumer engagement

12. Multi-Media/Multi-Channel Strategy Secondary Tactics –Brochure/Post Card Distribution –Radio –Print Advertising –Out-of-Home Advertising

13. Clear Consistent Message Gain Awareness: make a first impression Develop Interest: develop consumer interest in issue Create Desire: create desire to change behavior Prompt Decision: prompt “pull” from consumer to measure/ask for assistance

14. Clear Consistent Message Messages need to be “top of mind” in order to influence behavior

15. Potential Branding Strategies “Going Green” is hot topic right now, so creates a good opportunity for program message/launch At the same time – everyone is “going green” in their messages Need to be able to cut through the clutter with direct, memorable message, that has a call for action…

16. Potential Branding Strategies “Legacy” –Most people can relate to taking pride in leaving behind a legacy for future generations “Is paint your legacy? What are you leaving behind?”

18. Potential Branding Strategies “Dream” –Most homeowners struggle with managing / storing all their “stuff” “Some things you want to find room for…not your paint. What would you do with the space?”

21. Potential Branding Strategies “National Landmarks” –Most Americans can relate to national treasures and their desire to protect them “With all the leftover paint in Minnesota, you could fill the Mississippi river. Next time, measure before you buy.”

24. Evaluation - Targets Critical to gauge the success of the program with established measures to quantify results Caution: Do not set targets ahead of time Need to establish pre-launch benchmark, then measure at intervals throughout campaign Look to measure effectiveness of campaign, not predetermined goal

25. Evaluation - Targets Measures include impact to local municipalities’ leftover paint management volumes –New infrastructure Collecting feedback from consumers Pre-launch / situation at launch / 3 to 6 months post-launch and 7 to 12 months post launch

26. Measuring Impact Awareness – % of market aware of issue Influence – % of market that influences others to change behavior Credibility – % of market that understand and believes purpose Action – % of market that intends to change their behavior

27. Questions / Comments Discussion Q/A w/ Tania Galarza (McKinley) Straw vote on potential concepts –Other ideas