CC - Item 4E - Authorization to Participate in 1999 Media Buy stat
eport
TO: HONORABLE MAYOR
AND MEMBERS
ROSEMEAD CITY COUNCIL
FROM: FRANK G. TRIPEPI, CITY MANAGER
DATE: JANUARY 18, 1999
RE: AUTHORIZATION TO PARTICIPATE IN THE 1999 MEDIA BUY FOR THE
LOS ANGELES COUNTY STORM WATER PROGRAM
The 1996 Los Angeles County Municipal Stormwater Permit (NPDES) mandates that
comprehensive educational outreach activity is undertaken to educate residents about
stormwater pollution and potential solutions. Both Los Angeles County and cities within
the County, as Co-Permittees, are responsible for educational outreach.
Los Angeles County Department of Public Works is contrarfing with Industrial Strength
Advertising to run the County's 1999 Media Buy campaign. This year's campaign will be
a mix of radio, print (both Spanish and English), and outdooradvertising consisting of 200
bus shelters. Copies of the media plan summary and schedule are attached for your
information.
The County has offered cities the option of pooling local advertising funds with the County
as a way to cost-effectively satisfy their Co-Permittee Responsibilities, Activity 1, as listed
in the five-year Public Education Plan.
Each city's budget to join in with the County's 1999 Media Buy have been calculated based
upon the city's anticipated cost to place a local media buy to independently supplement the
County's efforts, as required by the NPDES permit. Budgets are based upon the cost to
run a quarter page ad 12 times (on a bi-weekly basis during the course of the countywide
media campaign, which is scheduled to be six months).
-
COUNCIL AGENDA 1
JAN 2 61999
ITEM No. ✓ -
C. f-M_...F
f 1110®, stafteport
January 18, 1999
Page 2
The most local (Rosemead Progress) newspaper option available to Rosemead was the
foundation for calculating the City's budget. Since this newspaper also serves neighboring
areas, a percentage of the cost was applied based on the amount of circulation in
Rosemead. The applicable percentage rate is 15%. This yields a media budget of
$1,786.05.
Participation in the County's 1999 Media Buy will satisfy the City's FY 1998-99
responsibilities pursuant to Activity 1 as listed in the five-year Public Education Plan.
RECOMMENDATION
It is recommended that the Rosemead City Council authorize City participation in the 1999
Media Buy for the Los Angeles County Stormwater Program.
Attachment
1999rsmd/staff rpt/city
COUNTY OF LOS ANGELES STORNIWATER/U RBAN RUNOFF PROGRAM
/nemise "�
CREATIVE BRIEF
job Title: 1999 Stormwater Campaign
Job#: 030-020-98
Date: 11/11/98
Rev. #: Original
Background:
In 1996,the Los Angeles County Department of Public Works launched a Countywide,five-year,
$5.2 million stormwater/urban runoff public education campaign,which includes advertising.
The goal of the campaign is to increase awareness among County residents about urban runoff
and encourage behavioral changes that will reduce the amount of pollutants flowing through the
storm drain system into Los Angeles County waterways.
The Los Angeles County storm drain system is a 5,000 mile network of open channels,gutters
and drain pipes that collects runoff from streets,parking lots and other paved surfaces and
drains to more than 70 major outfalls that empty directly into the ocean.The primary purpose of
the system is to prevent flooding in the approximately 1,060 square miles of urban area it drains.
In Los Angeles County,unlike most other metropolitan areas in the country,sewage and urban
runoff are carried through separate systems.While sewage goes to treatment plants,urban runoff
flows untreated through the storm drain system directly into the ocean. Anything thrown,swept
or poured into streets,gutters or catch basins—the curbside openings leading into the storm drain
system—is carried through the storm drain system into local coastal waters.This includes trash,
dog waste,cigarette butts,motor oil,car polishes,anti-freeze,runoff from pesticides and
fertilizers,paint from brushes and containers being rinsed in the gutter and household chemicals.
Stormwater and urban runoff are the mast significant uncontrolled sources of pollution into Santa
Monica Bay, and the primary cause of swimming-related health risks. A recent health effects
study of swimmers in the Bay conclusively linked increased illness rates to swimming near
flowing storm drain outlets. During and immediately following a major storm,water quality
plummets dramatically at almost all local beaches as stormwater washes pathogens from several
watersheds into the Bay.
Conclusions from the first year of stormwater advertising are that residents who were exposed
to the advertising seemed to understand it,most found the information meaningful and useful,
but,not surprisingly,the campaign is hampered by limited reach (the relatively small media
budget allows the advertising to reach only a portion of the campaign's huge target audience).
Advertising recall and impact survey data indicates that radio was the most recalled medium,
followed by newspaper and outdoor. The first-year evaluation also suggested that the
stormwater radio advertising focus on fewer pollutants,making it easier for the target audience
to absorb the information and understand the impact of those pollutants.
(continued)
1999 Stormwater Campaign
Creative Brief
11/11/98
Page 2
Marketing Objective:
Reduce the amount of stormwater/urban runoff pollution in Los Angeles County.
Advertising Objective:
Increase awareness among selected Los Angeles County residents of stormwater pollution and
motivate changes in stormwater pollution-causing behaviors.
Target Audience:
'A segmentation study conducted in 1997 identified those County residents who pose the
greatest threat to stormwater quality and are most likely to respond to public education efforts.
Three segments were identified as targets for stormwater advertising: (1)Neat Neighbors,(2)Fix
It Foul-Ups and (3)Concerned Non-Contributors. A fourth group,Rubbish Rebels, is considered
as a possible secondary target.
Neat Neighbors:
While only occasionally engaging in pollution-causing behavior,because of the size of this
segment-estimated to be 50% of the County population,or approximately four and-a-half
million people-Neat Neighbors account for a significant portion of the County's stormwater
pollution and are the core target of stormwater advertising.Neat Neighbors are:
- Mostly middle class married couples with children. Predominantly Caucasian and
Hispanic,age 25 to 54, half are married and most live with a spouse and children.
-Typically homeowners, or,if they rent, they live in a single family dwelling rather than an
apartment or condominium. They usually have pets.
-Enjoy beach activities and water sports,and consider themselves fairly knowledgeable
about the causes of water pollution.
-Engage in and derive a great sense of accomplishment from do-it-yourself activities,and
unknowingly and unintentionally contribute to stormwater pollution.
- Neat Neighbors are the most environmentally-conscious residents in the County.They are
avid recyclers,they take pride in their neighborhood and are the population segment most
likely to change virtually any of their pollution-causing behaviors if they learn that what
they are doing contributes to stormwater pollution.
- They are motivated by a variety of messages,including protecting their children,improving
their neighborhood,protecting the environment and public health.
(continued)
1999 Stormwater Campaign
Creative Brief
11/11/98
Page 3
Target Audience:
(cont.)
Fix It Foul-Ups:
Estimated to be 13% of the County population,Fix It Foul-Ups contribute disproportionately
to stormwater pollution largely as a result of their consistent do-it-yourselfer activities.
Although they are only moderately concerned about water pollution,they are potentially good
targets for stormwater advertising because they are reasonably receptive to changing their
behavior and can be reached effectively through media,events and retail outlets related to do-
it-yourself activities (auto parts stores,home improvement centers). Fix It Foul-Ups are:
- Predominantly male,Caucasian,age 35 to 65,married with grown children.
- Most work full-time—the typical Fix It Foul Up is a production manager at a manufacturing
company—with above-average household incomes,due in part to their households having at
least two wage-earners.Most are high school graduates with possibly some college,but
typically not a college degree.
-Typically homeowners,or,if they rent,live in a single family dwelling rather than an
apartment or condominium. Fix It Foul-Ups,as their name implies,enjoy and spend a lot
of time working on their house,car,truck,boat,RV,etc.,and unknowingly and
unintentionally contribute to stormwater pollution.
-They are more likely to respond to messages that encourage modifying or reducing certain
behavior rather than eliminating it completely. Possible motivators include protecting
children,preserving the environment for the future and keeping their neighborhoods from
smelling badly.
Concerned Non-Contributors:
Concerned Non-Contributors,estimated to be 20% of the County population,infrequently
engage in activities that contribute to stormwater pollution.However, they are more concerned
about all types of pollution, take environmental issues very seriously,have the potential to
help increase awareness of stormwater pollution among other segments of the County
population and can be reached cost-effectively by spill-over from advertising directed at Neat
Neighbors.They would definitely change their behavior if they learned they were contributing
to stormwater pollution,and would probably get involved in preventing others from polluting.
Concerned Non-contributors are:
-Predominantly women,age 50+,and the oldest population segment,with one in five over
age 65. Many are widowed,and approximately one-half are not in the work force,being
retired or homemakers.
-One in four lives alone. Most others live with a spouse but no children. They typically rent
an apartment rather than own a home.
(continued)
1999 Stormwater Campaign
Creative Brief
11/11/98
Page 4
Target Audience:
(cont.)
Concerned Non-Contributors:
(cont.)
-The profile of a Concerned Non-Contributor is a 67 year-old retired legal assistant who
lives in an apartment by herself,rarely does anything to contribute to stormwater pollution,
recycles,is very concerned about pollution issues and is open to learning more about urban
runoff and water pollution.
Rubbish Rebels:
While estimated to be only 9% of the County population,Rubbish Rebels account for most of
certain types of pollution.They are the hard-core segment of the population,being the least
environmentally conscientious,the least likely to change their behavior and the most difficult to
motivate through advertising.
They are the segment most likely to engage in almost every type of polluting behavior,and
often do so deliberately. Estimates are that they throw debris directly into catch basins over
995,000 times a month,accounting for the vast majority (62%) of the debris thrown
deliberately into the storm drain system. They also account for approximately 68% of the
volume of passively-contributed trash (trash that blows out of their possession and into the
street).
Although they are resistant to change,certain types of messages have the potential to get their
attention and even modest changes in these residents'behaviors could result in a significant
change in the volume of pollutants in the County's stormwater. Rubbish Rebels are:
- Predominantly male,in their teens and twenties. A majority are Hispanic,and one-quarter
of the segment speaks Spanish at home.They come from large families,most with
households of four or more. Although they come from households with average incomes,
one-third of Rubbish Rebels are unemployed.
-Rubbish Rebels appear to be disenfranchised from their families and their communities.
They do not take pride in their neighborhood and care little about what others think of
them.They are not strongly concerned about pollution and are not health-conscious.They
do not recycle,indicating their unwillingness to engage in socially-sanctioned,
environmentally sound behaviors.Ironically,they feel somewhat knowledgeable about
water pollution, perhaps because they are involved in beach activities and water sports.
-Of the polluting behaviors in which they engage and are likely to change, they are more
likely to pick up after their dog, put their cigarette butts in the trash, recycle their used
motor oil or put their trash in a trash can.They are less likely to prevent runoff from lawn
watering or washing their car.
(continued)
1999 Stormwater Campaign
Creative Brief
11/11/98
Page 5
Target Audience:
(cont.)
Rubbish Rebels:
(cont.)
-The profile of a typical Rubbish Rebel is a 21 year old unemployed Generation X-er who
lives with his parents and whose attitude is, 'What's in it for me?' He contributes
significantly to stormwater pollution by littering,tossing cigarette butts into the street,
emptying his ashtray into the gutter and not picking up after his dog. As far as Rubbish
Rebels are concerned,it's someone else's problem.
-One possible motivator for Rubbish Rebels to change their behavior is the protection of
children.They may be receptive to messages that tie into their lifestyle,and are also more
likely than other segments of the population to tune-in to messages about the ocean,rivers
and lakes.
Desired Action We Want Our Audience to Take
As a result of being exposed to the advertising,we want the target audience to stop contributing
to stormwater pollution. Specifically, the 1999 campaign will focus on four pollutants and their
corresponding desired actions:
Pollutant Desired Action:
1. Litter Put trash in waste receptacles,instead of leaving it in the street, gutter or
throwing it in a catch basin.
2. Dog Waste Pick up after your dog,rather than leaving the waste in the yard or putting
it in the gutter.
3. Pesticides Use smaller amounts of pesticides (spot apply),rather than blanket
amounts that are unnecessary and will contaminate the runoff from your
lawn and garden.
4. Cigarette Butts Put cigarette butts in an ashtray or a waste receptacle, rather than
throwing them into the street, gutter or catch basin.
Message & Support:
The advertising objective will be achieved by conveying to our target audience that when they
make simple changes in their day-to-day behavior, they are doing something good for the local
environment and public health,because...
-Urban runoff is the largest source of uncontrolled pollution into local coastal waters and is
a cause of beach closures, swimming-related health risks and flooding due to clogged storm
drains, which also emit odors and attract vermin, especially in dense, heavily populated
urban areas.
(continued)
1999 Stormwater Campaign
Creative Brief
11/11/98
Page 6
Message & Support:
(cont.)
-Stormwater pollution and local flooding is caused by everyday behavior that most people
do not realize contributes to the problem.
-The changes in behavior necessary to reduce stormwater pollution and flooding require little
or no effort and are easy to accomplish
-Even modest changes in behaviors by a portion of the target audience would make a
significant difference in the volume of pollutants in the County's stomiwater.
Personality of the Advertising:
Neat Neighbors, Concerned Non-Contributors,Fix It Foul-Ups: Rubbish Rebels: (secondary)
-Informative - Street smart
-Sensible - Hip
-Pragmatic -Relevant
What Media Will Carry the Message:
Radio,supported by newspaper and outdoor.
Key Point:
Simple changes in my behavior will make a difference.
Additional:
- Print and possibly outdoor will include the Project Pollution Prevention logo
- Print advertising will include L.A. County's and City of L.A.'s hotline telephone numbers,
when necessary and applicable: County: (888) CLEAN LA; City: (800) 974-9794.
- To maximize the sixty-seconds of available creative air-time,radio will include only one
telephone number, (888) CLEAN LA. Calls specific to the City of Los Angeles will be
forwarded to the City.
-Research and reference sources:
- Los Angeles County Stormwater Segmentation Study, Pelegrin Research, May, 1997.
- Los Angeles County Department of Public Works Stormwater/Urban Runoff Public
Education Program Interim Evaluation, Residential Population, Pelegrin Research,July, 1998
- Taking the Pulse of the Bay - State of the Bay 1998, Santa Monica Bay Restoration Project,
April, 1998.
COUNTY OF LOS ANGELES STORMWATFR/U 12t3AN RUNOFF PROD RAM
1999 Stormwater Advertising Campaign
Media Plan Summary
Media Mix:
The campaign will consist primarily of radio,supported by print and outdoor.
-Radio will include Anglo and Hispanic and Traffic Report Sponsorships schedules.
-Print will include the highest English and Spanish-language circulation newspapers in
Los Angeles County,and possibly other targeted print publications.
-Outdoor will consist of approximately 200 bus shelter posters, the space for which has
been secured at a negotiated discount by the County.
Campaign Timing:
The campaign is scheduled to nm over 17 weeks,from February 1 to May 23. The
stormwater message is potentially more effective when communicated during wet weather
months. To increase the potential effectiveness of the schedule,the campaign is
concentrated during this four-month period.Radio will run consistently,with no extended
hiatus,at weight levels considered to be sufficient for a viable advertising presence in the
Los Angeles market.
Radio -Flighting
The radio portion of the media plan employs the following(lighting strategy,to provide the
maximum level of advertising possible over the longest period of time:
-Ten (10) weeks of Anglo and Hispanic radio,scheduled in two-week flights over 14
weeks.
-Twelve (12) weeks of Traffic Report Sponsorship announcements,schedule in three-week
and two-week flights over 17 weeks.
-To sustain the campaign's media momentum, Anglo and Hispanic radio hiatus periods
are limited to one week.During these hiatus weeks,Traffic Report Sponsorship
announcements will air. -
-To maintain a consistent minimum level of advertising, there is a continual radio
presence during the campaign,with no weeks in which there is not some sort of radio
message airing.
Radio-Station Selection
The Anglo and Hispanic radio schedules will consist of sixty-second spots running on the
top-rated Los Angeles stations reaching Adults 25-54, the demographic buying target most
consistent with the campaign's primary target audience.
1999 Stormwater Advertising Campaign
Media Plan Summary
Page 2
Radio- Station Selection
(cont.)
Top Ranked Stations - Adults 25-54
Monday - Sunday, 6:00 a.m. - 12:00 mid.
(source:Arbitron,Summer 1998)
Imps:
Rank Station: Dial: Format: Rating: (000)
1. KSCA-FM 101.9 Spanish 1.4 758
2. KLVE-FM 107.5 Spanish 1.3 702
3. KOST-FM 103.1 Soft Hits .8 473
4. KCMG-FM 100.3 Oldies/Adult Contmp. .7 388
5. KLOS-FM 95.5 Album Oriented Rock .7 382
6. KRTH-FM 101.1 Oldies .7 371
7. KTWV-FM 94.7 New Age .7 366
8. KYSR-FM 98.7 Adult Contemporary .6 356
9. KBIG-FM 104.3 Adult Contemporary .6 345
10. KLAX-FM 97.9 Spanish .6 338
11. KCBS-FM 93.1 Classic Rock .6 332
12. KLSX-FM 97.1 Classic Rock .6 323
13. KKBT-FM 92.3 Urban Contemporary .6 310
14. KROQ-FM 106.7 Alternative Rock .5 299
15. KIISFM 102.7 Adult Contemporary .5 289
16. KFI-AM 640 News/Talk .5 271
17. KTNQ-AM 1020 Spanish .4 231
18. KZLA-FM 93.9 Country .4 224
19. KABC-AM 790 Talk .4 201
20. KPWR-FM 105.9 Contemporary Hits .3 175
Radio- Traffic Report Sponsorships
To increase media reach and frequency, the campaign will include a schedule of traffic
report sponsorships on the three traffic report networks that serve Los Angeles County:
Metro Traffic, Airwatch America and Shadow Traffic. Each network consists of
approximately 10 to 25 additional radio stations. Announcements will air Monday through
Friday,primarily during drivetimes.
INDUSTRIAL STRENGTH ADVERTISING
1999 Stormwater Advertising Campaign
Media Plan Summary
Page 3
Radio - Daypart Mix
We are recommending a broad radio daypart mix, from 6:00 am -12:00 midnight, Monday
through Sunday,to maximize the number of target rating points and number of spots we can
purchase,and,therefore,the potential reach and frequency of the campaign.
Radio - Added Value
As with other County-sponsored campaigns for which Industrial Strength has managed
media,an attempt will be made to secure bonus added value elements with the paid radio
schedules,including:
- :10 Billboard Announcements
Five to ten-second billboard announcements read by station announcers live during
news, traffic and weather reports.
- Programming Sponsorships
Relevant programming sponsorships,with sponsor mentions and promotional
announcements, e.g. Baka Boyz on KPWR-FM,for the 1998 Used Oil campaign.
- Event Opportunities/Promotional Opportunities
Sponsorship mentions,booth space and signage opportunities at community or
promotional events sponsored by participating radio stations, e.g. "Extravaganza Sin
Fronteras" with KLVE-FM, for the 1998 Used Oil campaign.
Print Media
Approximately 25% of the total 1999 media budget has been reserved for print. The print
portion of the media plan will consist of insertions in the highest English and Spanish-
language circulation newspapers in Los Angeles County,and possibly other targeted print
publications.
-Ad Placement:
Ads will be placed in or near relevant editorial features—either daily, weekly or special
sections—whenever possible(e.g.an ad focusing on pesticide use will run in a gardening
or home improvement section).This includes the possibility of running small-space,all-
type display ads in the classifieds sections of selected newspapers. Potential ad
placement opportunities in prospective publications are currently being reviewed.
- Negotiated Rate Reductions & Discounts:
It is expected that rate reductions and discounts Industrial Strength has negotiated for
other County-sponsored campaigns will apply to Stormwater advertising. In addition,
standard pickup discounts will be used when possible and appropriate, to increase
frequency cost-efficiently.
INDUSTRIAL STRENGTH ADVERTISING
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INDUSTRIAL • STRENGTH
n U v t t A P I N G C O M M U N I C A t IONS
• FAX _
MEMO
DATE: 12/9/98
TO: Elroy Kiepke
WWdan Associates
Fax: Couchman 695-2120 �.
FROM: Alex
Industrial Strength Advertising
RE: 1999 STORMWATER CAMPAIGN -CITY MEDIA BUDGET
II. , IaU„ ...�J;id L.•.lg.r rid. rw. Uy,f.,. U.c -027 Lida Auscica Cs-NA-Lay rrhtc Jw.ut watts
Advertising Campaign.
- An uiscusseu m me Lo-rermirree meeting or IL/ tire, the Lounty nas orrerea cines me
option of pooling their local advertising funds with the County as a way to cost-effectively
satisfy the Stormwater Program advertising requirement listed in the Five-Year Public
Education Plan as Co-Permit f ee Responsibilities, Activity 1.
-The budget is a calculation of how much your city should contribute to the County's
cooperative media buy if it takes advantage of that option to satisfy the requirement. The
budget is based on how much it would cost your city to place a local media buy
independently to supplement the County's efforts,as required by the NPDES Permit.
-The most local newspaper option available to your city is the foundation for calculating your
budget. For cities that do not have a local newspaper serving just their area and for which the
most local newspaper also serves neighboring titles,a percentage of the cost is applied to
each city based on the amount of circulation into its area. Your city's budget is the cost to run
a 1/4 page ad-the standard media planning unit for newspaper advertising and what would
be considered a minimum ad size to have a viable presence-12 times (on a bi-weekly basis
during the course of the countywide media campaign,which is scheduled to be six months).
Note that using the most local newspaper option available to your city to calculate your
media budget is not a recommendation to purchase that publication. Funds pooled with the
County for a cooperative media buy will be used for targeted,cost-effective radio and print
advertising,and may or may not include the publication used to calculate your budget.
Please call if you have any questions or would like any additional information. If you would like
to take advantage of the option of pooling your city's budget with the County,please fax
written confirmation to that effect here to Industrial Strength, (818) 883-5642 as soon as
possible. We will bill you directly, and make arrangements to do so after receiving your fax.
23862 AETNA • WOODLAND HILLS, CA 91367 • TEL (916) 983-5759 • rAx (818) 883-5642
1999 Los Angeles Countywide Stormwater Campaign 12R/98
City Media Budget Summary
City: ROSEMEAD
Local Newspaper Option: South San GabrieURosemead Progress (Wave Zone E)
Net 1998 Per Col:Inch Ad Rate: $30.00
Cost for 1/4 pg. ad' (31.5"x rale): $945.00
Cost for 12 Insertions (12 weeks): $11,340.00
Estimated 1999 Cost: $11,907.00
Applicable Percentage: 15%
Media Budget: $1,788.05
Notes: -Non-prola rate,equivalent to a 2500'contract
-Rosemead Progress accounts for 15%of the total Zone E distributior
-Estimated 1999 rate based on 5%annual increase
' 1/4 pg. ad is a standard media planning unit
INDUSTRIAL SERE/IGEN ADVERTISING