1. STORM Quarterly Meeting February 16, 2017
Tiffany O’Dell, Pierce County
Mary Rabourn, King County
May 14, 2015
STORM Update

2. To decrease the threat from vehicle leak pollution into stormwater
The Goal
To decrease the threat from vehicle leak pollution into stormwater
Behavior change approach

3. The Problem: How Much
Ecology estimates that 7 million quarts of motor oil from drips is released into the Puget Sound basin every year.

4. 10% % of Cars that Leak About (About 350,000 vehicles)
Our research between 2 phases shows ,000+ vehicles tested over 2 years
Repair shops
Events
Not perfect, but getting closer to understanding the problem
(About 350,000 vehicles)

5. Social Marketing Approach
Leak Check Events
Repair Shop Partnerships
Campaign Promotions
Workshops

6. Social Marketing Approach
New in 2017:
Spanish Language Outreach
Quick Lube Shop partnership
New leak check event style

7. Motivators for Fixing Leaks
Keep car reliable
Prevent damage to car
Protect environment
3 month post event/repair survey
Confirmed motivators and barriers for repairs from earlier audience research

8. Barriers to Fixing Leaks
Not worth fixing car
Can’t afford cost
Think leak is not a problem
-These people weren’t our target audience for this campaign – without a larger incentive, we couldn’t address the cost barrier
-others we may not be able to address with social marketing

9. Leak Testing Events Lead: Futurewise 3 event types: Awareness Kiosk
Tech School
7 organizations
Pierce, King, Snohomish, Whatcom, Thurston
Survey says 39% repair rate 3+months after event

10. Participating Repair Shops
Statewide
250+ shops
Better follow-up
Shops located in every county that touches Puget Sound
Higher repair rate could be because people are more motivated to repair once they make the decision to take their car to a shop
Shops are committed to participate, but tracking is difficult
Thank you for helping recruit!

11. Website 20,017 visitors in three months 4 minute average visit length
fixcarleaks.org
Website is still posted and has great information
You can promote it on outreach materials
55% of people spend less than 15 seconds on a website

12. Website Updated Look Improved functionality
Embedded workshop registration
Shop resources
To date: 30,000 visitors
Website is still posted and has great information
You can promote it on outreach materials
55% of people spend less than 15 seconds on a website

13. Website Average Time on page: 2 minutes Navigation to page:
Direct 12,788
Organic search 6,691
Referral 2,845
Social 2,750

14. Advertising: Radio Ad companies: Public radio: KUOW, KEXP, KNKX
Other radio: Traffic & Weather sponsorships
Sample script:
This message is brought to you by Don’t Drip and Drive. Worried that your car is leaking oil? Join certified mechanics at our free workshops. Your car will get a free inspection and you will learn car care basics to make your car last longer and protect Puget Sound. Register today at fixcarleaks.org.

15. Advertising: Online Locations & Budget: Google Ad Network $8,000
Facebook & Instagram $15,000
Facebook & Instagram Ad split:
Workshops $11,500 (Jan-May)
Repair shops $3,500 (Jan-Mar)
Google ads split:
70% repair shops, 30% workshops

16. Advertising: Online

17. Advertising: Online

18. Media PRR Press Release Pitch – January 2017
24+ media articles or mentions
64+ media outlets reached

19. Leak Inspection Workshops
Schools:
South Seattle College (Seattle)
Sno-Isle Tech Center (EPA)
Cascade High School (EPA)
Marysville Pilchuck High School (EPA)
Clover Park Technical College (GROSS)
Shoreline Community College (GROSS)
Renton Technical College (GROSS)
Bellingham Technical College (Bellingham)
Justine: At the end of the program, we wanted to find out whether we were effective in shifting attitudes and changing behavior. We hired Applied Research Northwest in Bellingham and they evaluated the program.
These are highlights from the evaluation results.
We offered 95 workshops with 1, 120 participants attended. We inspected 1,005 cars and 65% had leaks. That is 650 vehicles had one or more leaks.
43% repaired all their leaks –that is 280 vehicles
And 33% completed partial repairs – 215 vehicles
Of those with no repairs complete i.e. 155 vehicles (73%) intended to have repairs done in the future –113 vehicles
Only 42 vehicles are certain to remain without repairs after the owners attended the workshops.
Transition to What’s Next
This ground breaking program has provided a strong foundation to target vehicle leaks. But there is more work to be done to reach more people.
I will hand it over to Stef to talk about our ideas for what’s next.

20. Quick Lube Shop Partnership
Goals:
Quick lube shops identify vehicle leaks
Refer customers with leaks to participating repair shops
5 participating quick lube shops for pilot program
Justine: At the end of the program, we wanted to find out whether we were effective in shifting attitudes and changing behavior. We hired Applied Research Northwest in Bellingham and they evaluated the program.
These are highlights from the evaluation results.
We offered 95 workshops with 1, 120 participants attended. We inspected 1,005 cars and 65% had leaks. That is 650 vehicles had one or more leaks.
43% repaired all their leaks –that is 280 vehicles
And 33% completed partial repairs – 215 vehicles
Of those with no repairs complete i.e. 155 vehicles (73%) intended to have repairs done in the future –113 vehicles
Only 42 vehicles are certain to remain without repairs after the owners attended the workshops.
Transition to What’s Next
This ground breaking program has provided a strong foundation to target vehicle leaks. But there is more work to be done to reach more people.
I will hand it over to Stef to talk about our ideas for what’s next.

21. Spanish Language Outreach
Focus groups, survey
Spanish language advertising
Spanish language materials
Spanish language repair shops
Spanish language workshops
Justine: At the end of the program, we wanted to find out whether we were effective in shifting attitudes and changing behavior. We hired Applied Research Northwest in Bellingham and they evaluated the program.
These are highlights from the evaluation results.
We offered 95 workshops with 1, 120 participants attended. We inspected 1,005 cars and 65% had leaks. That is 650 vehicles had one or more leaks.
43% repaired all their leaks –that is 280 vehicles
And 33% completed partial repairs – 215 vehicles
Of those with no repairs complete i.e. 155 vehicles (73%) intended to have repairs done in the future –113 vehicles
Only 42 vehicles are certain to remain without repairs after the owners attended the workshops.
Transition to What’s Next
This ground breaking program has provided a strong foundation to target vehicle leaks. But there is more work to be done to reach more people.
I will hand it over to Stef to talk about our ideas for what’s next.

22. Partner Toolkit
Goal: Give jurisdictions and other partners tools to promote the program locally.
Logos
Coupons
Newsletter and social media text
Utility bill inserts
Advertising materials
Sample press release
Program brochure
Much more…
Justine: At the end of the program, we wanted to find out whether we were effective in shifting attitudes and changing behavior. We hired Applied Research Northwest in Bellingham and they evaluated the program.
These are highlights from the evaluation results.
We offered 95 workshops with 1, 120 participants attended. We inspected 1,005 cars and 65% had leaks. That is 650 vehicles had one or more leaks.
43% repaired all their leaks –that is 280 vehicles
And 33% completed partial repairs – 215 vehicles
Of those with no repairs complete i.e. 155 vehicles (73%) intended to have repairs done in the future –113 vehicles
Only 42 vehicles are certain to remain without repairs after the owners attended the workshops.
Transition to What’s Next
This ground breaking program has provided a strong foundation to target vehicle leaks. But there is more work to be done to reach more people.
I will hand it over to Stef to talk about our ideas for what’s next.

23. How to Keep it Going!
Comparison to recycling – need long-term commitment to solve the problem, and maintenance even after problem is reduced.

24. Questions?
Mary Rabourn, Grant Manager Steering Committee: Tiffany O’Dell, Kyle Masters, Heather Trim, Jeanette Ordonez, Justine Asohmbom, Mary Eidmann, Bill Malatinsky