ICCBSM_1.10.22

Climate Action Community-Based Social Marketing (CBSM) Plan FINAL PRESENTATION January 10, 2022

Agenda

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Welcome and Introductions Review Project Scope Phase 1 Community Listening Campaign Findings Mascot Development Brand Campaign Overview Communications Framework Media Approach Messaging by Target Questions

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Iowa City Climate Action CBSM Workplan Project Goal: Provide a comprehensive Community-Based Marketing Plan that focuses on call-to-action (CTA) messaging that engages residents, businesses and organizations with key behavior changes to achieve deep carbon emissions reduction.

• Listen » Identify Audience Segments » Conduct Focus Groups, Survey, Interviews • Plan + Refine » Development for ICON / Mascot » Creative Strategy » Brand Strategy Recommendation • Amplify » Validate and Amplify Messaging » Executional examples of Marketing Materials / Templates » Develop messaging by Audience Segment Page 3

Challenges with Historical Communications • Disparate and muddled communications • No unifying message • Not clearly communicating how or why • Not focusing on highest impact/way to reduce most GHGs • Not communicating impact made by existing efforts Some of these are likely media issues or reach issues, but it is important to frame recommendations with this context.

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Phase 1: Overall Insights & Learning • Iowa City residents have great pride in their City — and in its Climate Action efforts.

• People do not know how they can make the biggest impact.

• Lack of overall awareness by residents and businesses on where to find sustainability information and resources.

• Must educate people to motivate and inform taking action. “It’s so important to discuss the WHY of an action before you ever discuss the WHAT or the HOW.” • Focus on cost savings as costs are key barriers for both businesses and residents • People take actions that they can directly see the result of — even if the result is not what it seems.

• Initiative confusion and exhaustion • Public frustration at the perceived lack of progress by the City.

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MASCOT

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GOLDIE

II. Creative Strategy for Mascot Who is GOLDIE • Goldie is a relatable campaign version of Iowa’s state bird, the American Goldfinch • Goldie becomes the emblem for — and embodiment of — Iowa City climate action.

• Goldie is friendly, helpful, informed, cute a little humorous • Anthropomorphic approach that humanizes Goldie and makes the mascot even more relatable • Non-sexed. Not overly male or female.

How to Use Goldie: • Goldie will be featured on ads, signage, website and marketing materials — as well as any updated branding / logo for Iowa City Climate Action • Goldie can be further deployed throughout community-based communications and campaignspecific engagement strategies.

Deliverable: • A layered Photoshop file with multiple poses (68 different executions) and body positions.

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II. GOLDIE

II. GOLDIE

II. GOLDIE

II. GOLDIE

II. GOLDIE

II. GOLDIE

II. GOLDIE

II. GOLDIE

BRAND CAMPAIGN

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II. What do We Want the Campaign to Do? Provide a unifying brand under which all Climate Action activities fit.

One unifying brand campaign that: • is unique to the City of Iowa City ­— one that is tangible and visible.

• leverages existing Iowa City pride in place.

• resonates with both the individual AND the community.

• underscores the actions that people can directly see the result of.

• makes direct/linear connections between actions and GHG reductions impact.

• details the impact resulting from the City’s specific efforts (past, present, future).

• creates urgency and immediacy • is framed in celebration / success / hope (vs. a more fatalistic approach).

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II. Iowa City Brand Campaign : ACTION MATTERS

By answering the call to action, Iowa City is creating change.

This campaign positions theme into a single idea: Action Creates Change.

Frames messaging on Action itself.

• ACTION MATTERS • All Iowa City residents are empowered and engaged to “take action.”

• Builds on the “Climate Action” moniker and demonstrates the idea that many different actions ­— big, small, individual or collective — can make a significant difference.

We can be known as “The City of Action,” because in Iowa City ACTION MATTERS.

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II. Brand Theme Logo: ACTION MATTERS

IOWA CITY CLIMATE ACTION

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II. Brand Theme Logo: ACTION MATTERS

IOWA CITY CLIMATE ACTION

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II. Extend and Differentiate the Brand by Audience Extend and differentiate the campaign by creating telegraphic, clearly understood campaign executions, and design approaches by audience.

Residents

Non-profits / CBOs

Business Community

Taking cues from brand colors already developed by Iowa City Climate Action marketing, build on color schema.

cmyk: 98, 86, 11, 2 cmyk: 0, 71, 100, 0 cmyk: 64, 20, 100, 3 web: #244448D web: #ff6b00 web: #6a9c40

rgb: 36, 68, 141 rgb: 255, 107, 0 rgb: 106, 156,64

hsb: 221, 74, 55 hsb: 240, 100, 100 hsb: 91, 58, 61

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II. Extend and Differentiate the Brand by Audience

Establish consistent complementary color palette to telegraph targeted audience.

Residents

Non-profits / CBOs

Business Community

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COMMUNICATIONS FRAMEWORK CAUSE IMPACTS ISCI COMMUNICATIONS

Communications Framework • The vast majority of climate actions communications can fall under focused communications categories (“tentpoles”) that unify and extend the campaign.

• The City already has several of these in place (ClimateFest, Ambassador Program, Earth Day, Climate Action at Work).

• Provides a framework, unified messaging, tools, and guidelines for other City departments, CBOs, businesses, partner organizations throughout the City to align messaging, graphic approaches and unify calls-to-action.

7 Tentpoles: » GOLDIE » ClimateFest » Climate Ambassador Program » Project 51 » Climate Action at Work » Community Action Matters » Resilience Hubs CAUSE IMPACTS ISCI COMMUNICATIONS

Extend the Brand through “Tentpole” Strategy: GOLDIE

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Goldie PR Initiative Goldie will be the face of Iowa City’s Climate Action, an everpresent, unifying part of all the City’s Climate Action efforts, with a backstory all their own.

As a mascott, Goldie will be “on the ground” as part of many community initiatives and events.

The City should establish a comprehensive press kit with tools, narratives and messaging by specific calls-to-action that can be shared with media outlets, University, Businesses, CBOs and the community at large to clearly articulate Goldie’s purpose and role.

Goldie PR Initiative Consumer-focused, awareness PR initiatives from or by Goldie may include: • Who is Goldie and why is Goldie an important reminder about Climate Action?

• What ruffles your feathers about Climate Change? Engage Iowa City residents about the struggles, challenges and stories they have around Climate Change.

• Introducing Goldie the mascot. Deploy stories and events to extend Goldie’s reach and impact.

• Where is Goldie? Develop a “Where’s Waldo” approach to Goldie sightings in relevant situations and locations.

• Keep your eye on the Birdie: With the rollout of Goldie as mascot at community events, this can be a great way to interact with Goldie in the community and encourage engagement and sharing on social media.

Extend the Brand through “Tentpole” Strategy: Climate Fest • The City is already communicating with all audience segments via ClimateFest.

• Retrofit this brand to align with the City’s new global campaign.

Extend the Brand through “Tentpole” Strategy: Ambassador Program • Continue to build on successful Climate Action Ambassadors program • Retrofit brand to align with the City’s new global campaign.

• Ambassadors expand the City‘s ability to reach those who are difficult to reach.

• Through Ambassadors, the City can reach more diverse audiences and engage others to participate » CBOs can be ambassadors and directly engage their bases » Ambassadors should be intentionally diversified to represent the diverse Iowa City Residents. » A Business Ambassador program should be explored to create synergies

AMBASSADOR

Extend the Brand through “Tentpole” Strategy: Project 51 • The community does not understand the success of Iowa City’s GHG reduction efforts • Project 51 provides a platform for sharing success stories of individuals, businesses, CBOs • Provides constant engagement and content for online platforms • Retrofit the brand to align with campaign

Extend the Brand through “Tentpole” Strategy: Climate Action at Work To address the perception that the City’s initiatives are misaligned and disparate, align communications under the Climate Action at Work tentpole: • Action Matters at Work • Climate Action Grants • Climate Action at Work Awards • TIF-funded energy efficiency grants • Electric vehicle charging station grants • Eastern Iowa EV Readiness Plan • Project 51 • Parade of Homes Energy Efficiency Spotlight • Grow Solar Johnson and Linn County • Climate Fest • National Drive Electric Week • Climate Ambassador Program • Consider: Green Business Certification program

Extend the Brand through “Tentpole” Strategy: Community Action Matters • “Tentpole” under which all Community-Based Climate Action communications, activities, events, and CTAs can live • Provide community partners with additional tools to create awareness, engagement and facilitate mobilization • Offer tools to CBOs to get engaged and engage their base • Showcase event partnership opportunities local non-profits.

CAUSE IMPACTS ISCI COMMUNICATIONS

Marketing Recommendations, Comprehensive CBO Engagement • Partner with CBOs to push City communications out into diverse community groups-CBOs already have direct communication linkages to diverse community groups, many of whom do not access the City’s traditional communications channels as well as those disproportionately impacted by climate change • Enlist CBOs as ambassadors • Partner with CBOs to support community-level events. (E.g. do an Energy Blitz in partnership with 3 local CBOs who can expand community awareness, participation, and action adoption.

E.g. Tag climate activities onto existing CBO events. For example, if a CBO is doing a holiday toy or food giveaway, also give out materials and partner to host the event.)

• Continue to listen. Have Climate Ambassadors regularly attend CBO meetings to ensure climate actions are being communicated AND to ensure that CBOs have a direct feedback path to the climate office.

To Do: • Update the CBO outreach list annually • Conduct an audit to identify the tools and tactics they use to disseminate messaging • Target different CTAs for different types of CBOs. (E.g. renter-focused messaging to a CBO that serves low-income individuals, business-focused CTAs to the Chamber of Commerce, etc.)

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Extend the Brand through “Tentpole” Strategy: Resilience Tem sit eaquiatasit, quunti qui ut ma entiaec torernam voloria corecat libus a quatqui aspelecto desto cor arcias maximi, comnis estoriora et voluptatem facid quam re qui sequae re voloribusda ducius accae vereper ionsequi volo dem ellandam, odis di odit ulluptas dolupti odiores tinctenimus eost facestist, cum is conecerupta ipsum que ipsam eaque volorrore si nempor mosam, cus.

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Current Climate Action Brands

Proposed Climate Action Brands

AMBASSADORS

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MEDIA STRATEGY

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Media Strategy Use inverted pyramid approach to deploy campaign messaging.

Earned Media High visibility publicity, public relations and promotions to communicate broadest campaign themes, urgency and generate awaress / mobilization Broad Reach Owned and Leveraged Media Utilizing the City’s broad reach, high-touch transit, outdoor, radio and community signage will re-enforce and extend campaign messaging Shared Media & Ambassadors Activating segments of already engaged in-market cheerleaders, ambassadors and influencers to build awareness and action toward the myriad behaviors.

Targeted Media Messaging and behavior change /event comms directly to target groups via variety media.

Leveraged Tools / Discovered Media Shared toolkit and assets for partners; Online sites, stories, posts, podcasts and events

CAUSE IMPACTS ISCI COMMUNICATIONS

MESSAGING STRATEGY & EXAMPLES CAUSE IMPACTS ISCI COMMUNICATIONS

Messaging: What to say.

ONE-TIME ACTIONS V. SUSTAINED BEHAVIOR CHANGE Though, on the surface, these goals appear congruous, communications about how we fuel these actions should be treated distinctly: One-time actions (“high risk, high cost, one and done”) e.g., increase your insulation, change out your major appliances Communications regarding these actions should: • be benefit-oriented • discuss / deflect perceived barriers to implementation / address perceived costs (fiscal / psychological) • re-enforces the known problem of doing nothing / status quo • offer pragmatic, tactical solutions — processes — to overcome higher barriers for adoption • frequent and consistent (similar messages delivered in a variety of ways) Sustained Behavior Change (low risk, low cost, frequent) While on their own may represent a much lower threshold to adoption, as part of a consistent pattern of consistent behavior change, suggest a need for communications that are: • frequent and varied (different messages delivered in a variety of ways) • presented as part of a more global effort • positive and clearly emblematic of the solution CAUSE IMPACTS ISCI COMMUNICATIONS

What to Say: Residents Calls to Action : Residents

Change your actions • Implement sustainable upgrades / retrofits to your home » e.g., increase / replace insulation and weatherproofing • Switch to an electric vehicle • Increase consistent and frequent use of alternative or active transportation Showcase your actions • Place signage in yard while retrofitting insulation to promote your individual climate actions • Use social media (FB, IG, ND, TT, etc.) showcase what you’re doing; create awareness about what others can do • Apply the Goldie Climate Action bumper sticker... to fuel visibility about your commitment to climate action Engage others to join you in taking action • Participate as a Climate Action Ambassador — and recruit your friends to — and tell us what works • Attend local events (ClimateFest, Earth Day, etc) to continue to learn what else you can do

What to Do: Businesses Calls to Action : Business Change your actions • Invest in sustainable upgrades to your facility • Install a charging station bus; apply for utility rebate; • Replace older equipment with more efficient models, tighten the building envelope • Apply for Climate Action Grants • Participate in Climate Action events • Create a office-based carpool option Showcase your actions • Showcase what your company is doing to via Project 51, signage or on our website • Go to Climate Action website to Get your Green Building Toolkit • Use Climate Action at Work Business templates to showcase how Change Happens at or near your place of business • Get certified as Green Certified business Engage others to join you in taking action • Participate as a Climate Action Business Ambassador and tell us what works

What to Say: CBOs Messaging Tips CBOs • We need to partner with CBOs to fully execute our goal of GHG reduction across the City • Our missions are aligned and we are stronger together • As an Iowa City Community Based Organization, you’re integral part of Climate Action campaign. Here are tools / resources that: » you can customize with your own messaging to reach your audiences » allow you to showcase your organization’s efforts — and the effects they have created » highlight Resilience Hubs that you and your people can access Calls to Action : CBOs Change your actions • Replace older equipment with more efficient models (E.g. printers, washers/dryers, etc) • Insulate your buildings • Identify a Climate Action Ambassador for your CBO to spearhead efforts Showcase your actions • Showcase what your CBO is doing to reduce GHGs by writing Project 51 stories • Use Community Action Matters templates to showcase how Change Happens through your actions Engage others to join you in taking action • Participate as a Climate Action CBO Ambassador and spread the word to your base about the City’s iitiatives • Include an Action Matters section to your newsletter to help disseminate information about the Climate Action office to your base

Examples : Calendar of Awareness + Engagement

Examples : Calendar of Awareness + Engagement

Examples : Calendar of Awareness + Engagement

Examples : Calendar of Awareness + Engagement

Examples: Transit in Action

Reduce.

Reuse.

Cycle.

Examples : Transit in Action Iowa City’s Climate Action Campaign can be launched throughout the community across a variety of touchpoints.

Examples : Consumer Collateral

A series of posters and action-oriented messaging can be deployed through the community.

Awareness + Engagement Vehicles Materials can be customized with appropriate calls-toaction to fuel engagement and database building.

Learn about solar.

Text CLIMATE to 82623 See how you can help.

Text CLIMATE to 82623 See how you can help.

Awareness + Engagement Vehicles

NEED BULBS? Try LEDs. They use at least 75% less energy and last 25 times longer than incandescent lights.

Text CLIMATE to 82623 and see how you can help.

Text CLIMATE to 82623 See how you can help.

Awareness + Engagement Vehicles

Rebrand sustainability newsletter to: ACTION MATTERS

Social Awareness + Engagement Vehicles

Create customizable ACTION MATTERS! banners, buttons and frames Iowa City residents can use to create visibility and engagement within their social media channels.

Franchise ­­— and echo — those efforts across the City’s social media channels.

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The grass in this median is being watered with grey water collected during storms.

On this site in September 2018, the City Council established its first ever community-wide greenhouse gas emissions target.

Shall we play a game? Gamification To re-enforce the cumulative nature of myriad Climate Actions, visibility and engagement are key.

Recommend employing a variety of gamification techniques: e.g., Bingo / S&H Greenstamp Card • Residents can receive their cards during ClimateFest • Depending on how many actions they get checked off, there can be a prizes offered by the City or local businesses • Participants can be encouraged to interact with specific community resources to gain information or incentives • Game progress can be monitored or promoted via social media channels

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CAUSE IMPACTS ISCI COMMUNICATIONS

New Climate Action pages for the City website

Establish clear, unique and highly engaging Action Matters Climate Action pages of the Iowa City website.

EVERYTHING IS CONNECTED.

New Climate Action pages for the City website

Establish clear, unique and highly engaging Action Matters Climate Action pages of the Iowa City website.

INSULATE YOURSELF FROM CHANGE.

BUSINESS & CBO EXAMPLES CAUSE IMPACTS ISCI COMMUNICATIONS

Awareness + Engagement Vehicles

Awareness + Engagement Vehicles

Awareness + Engagement Vehicles Infuse “high visibility” aspects into the campaign including: • Mobilize residents to engage and showcase that engagement throughout a variety of media: » Post actions/stories on social media (IG, ND, TicTok, FB) » Submit to the IC stories project (merchandised and promoted on the updated IC website) » Activated and fueled through IC Climate Ambassadors

80% of this restaurant’s food is from local farmers which lowers greenhouse gases by allowing less product to spoil and shortening the transport between farmer and diner.

On this site in September 2018, the City Council established its first ever community-wide greenhouse gas emissions target.

The grass in this median is being watered with grey water collected during storms.

On this site in September 2018, the City Council established its first ever community-wide greenhouse gas emissions target.

Examples: Point of Action High visibility campaign elements can accompany and encourage specific actions at the point of action.

NEED BULBS? Try LEDs. They use at least 75% less energy and last 25 times longer than incandescent lights.

Awareness + Engagement Vehicles : GENERAL

Develop an array of tools for CBOs, businesses and community members to herald their own calls to action, and showcase results.

3 things you can do about climate change right now.

Using your voice as a consumer, a customer, a member of the electorate and an active citizen, will lead to changes on a much grander scale.

1. Make your voice heard!

Tell your Member of Parliament, local councillors and city mayors that you think action on climate change is important.

A prosperous future for the United Kingdom depends on their decisions about the environment, green spaces, roads, cycling infrastructure, waste and recycling, air quality and energy efficient homes.

Ultimately, steps to reduce carbon emissions will have a positive impact on other local issues, like improving air quality and public health, creating jobs and reducing inequality.

IOWA CITY CLIMATE ACTION

Join a social movement or campaign that focuses on environmental activities or gets everyone talking about climate change action, such as the Youth Strike 4 Climate or Extinction Rebellion.

There are many benefits to taking action on climate change, such as improved health, growth in the low-ca

recycling, air quality and energy efficient homes.

Ultimately, steps to reduce carbon emissions will have a positive impact on other local issues, like improving air quality and public health, creating jobs and reducing inequality.

This briefing paper and animation highlight the co-benefits of climate action, and why it is particularly relevant for decision-makers in cities and devolved regions. Share it with your local MP. Join a social movement or campaign that focuses on environmental activities or gets everyone talking about climate change action, such as the Youth Strike 4 Climate or Extinction Rebellion.

2. Eat less meat and dairy Avoiding meat and dairy products is one of the biggest ways to reduce your environmental impact on the planet.

Studies suggest that a high-fibre, plant-based diet is also better for your health - so it can be a win-win.

Eat fewer or smaller portions of meat, especially red meat, which has the largest environmental impact, and reduce dairy products or switch them for non-dairy alternatives .

Try to choose fresh, seasonal produce that is grown locally to help reduce the carbon emissions from transportation,

Eat fewer or smaller portions of meat, especially red meat, which has the largest environmental impact, and reduce dairy products or switch them for non-dairy alternatives .

Try to choose fresh, seasonal produce that is grown locally to help reduce the carbon emissions from transportation, preservation and prolonged refrigeration.

For more details on how eating a more plant-based, seasonal diet can help tackle climate change, support the local economy and help us to live healthier lives, check out our blog: Saving the planet, one meal at a time.

3. Cut back on flying If you need to fly for work, consider using video-conferencing instead. For trips in the same country or continent, take the train or explore options using an electric car.

When flying is unavoidable, pay a little extra for carbon offsetting.

For leisure trips, choose nearby destinations, and fly economy – on average, a passenger in business class has a carbon footprint three times higher than someone in economy There are a variety of reputable carbon offsetting schemes that fund sustainable development projects or natural solutions like planting trees.

Awareness + Engagement Vehicles : BUSINESS

Develop an array of tools for CBOs, businesses and community members to herald their own calls to action, and showcase results.

Awareness + Engagement Vehicles : CBOs

Develop an array of tools for CBOs, businesses and community members to herald their own calls to action, and showcase results.

DISCUSSION & QUESTIONS

IOWA CITY CLIMATE ACTION

CAUSE IMPACTS ISCI COMMUNICATIONS