Selecting an Audience
On large developed properties, winter maintenance is typically performed by contractors. When developing an approach for Low Salt, No Salt Minnesota, we wanted to understand if contractors would be a good audience for focusing outreach efforts. Read the full report.
What we found when we interviewed private salt applicators was that they were generally knowledgeable about chloride as a water contaminant. However, their salting practices were primarily driven by client demand and liability concerns. These clients are usually owners and managers of large properties.
Developing the Messages
By focusing outreach efforts on owners and managers of large properties, we hope to drive demand for contractors that practice smart salting. In developing materials for Low Salt, No Salt Minnesota, we focused on homeowner associations, property managers, and communities of faith. These groups are accessible and tend to make decisions about winter maintenance for large areas including hiring of contractors.
To better understand attitudes and other factors of these groups that affect their willingness to adopt best salting practices, a series of interviews was conducted with these groups. The research revealed group concerns related to chloride use and which messages about reducing chloride use best resonated with them. Review the full market research report.
Creation of the Toolbox
Working collaboratively through the Hennepin County Chloride Initiative (HCCI), water resource professionals led the development of and provided expertise for the Low Salt, No Salt Minnesota program. The team worked closely with a Minnesota marketing firm to perform interviews, develop a brand, and design materials. The primary goal of the effort was to provide a toolbox that local units of government (LGUs) may use during conversations with local residents and businesses about best practices related to winter maintenance. While these materials are useful for a variety of audiences, the targeted audiences for this program include faith-based communities, property managers, and homeowners/townhome associations.
Development of this program was funded through a Clean Water Fund grant from the MN Board of Water and Soil Resources.
"When performing winter maintenance, you can maintain safety while realizing financial savings and improving sustainability."
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