Peel Climate Change Partnership
“Give your car a break! Bike, Walk,
Rollerblade!”
Presenting lessons learned from the
Let Your Green Show social media
marketing campaign
Liliana da Silva
Region of Peel, December 1, 2014
REGION OF PEEL
•
1257 Sq. Kilometres
•
3 Municipalities
•
City of Mississauga
•
City of Brampton
•
Town of Caledon
•
Located in GTA
•
At 1.3 million Peel
Region has second
largest population in
Ontario
Context
Peel Climate Change Strategy was adopted by
Regional Council on June 23, 2011.
Partners have been attempting to achieve six goals
by implementing 38 actions outlined in the Strategy
Aiming to:
1. Reduce Community Vulnerability
2. Reduce Community Greenhouse Gases
3. Strengthen the Partnership
2012
Coupon-based
Greenest Ward Award
Use less water
2013
Coupon-based
Greenest Ward Award
Phase 3
Grow local/eat local
Phase 2
Phase 1
Let Your Green Show
Give your car a
break
2014
Monthly prize
Greenest Resident
Award
Note the following variances:
• Phase 1 is a Mississauga-wide campaign only.
• Phases 1 and 2 reached out to users via the website ONLY.
• Phase 1 and 2 ran a different campaign format than phase 3.
3 Actions
1. Visit a local farm
2. Visit a farmers’ market
3. plant a tree/shrub
Use less water
5 Actions
1. grow a plant that
requires little water, 2/3
install a high efficiency
showerhead/toilet.
Phase 3
Grow local/eat local
Phase 2
Phase 1
Actions
Give your car a
break
3-5 actions per month
over 4 month period,
based on following
themes:
4. use rain barrel
1. Bike, rollerblade, walk
5. Check home for a
leak.
2. Use local trails
3. Try out transit
4. Green your commute
Note the following variance:
• Phases 1 and 2 ran a different contest format than phase 3. The volume of
actions are also significantly higher in 3 than in 1.
2012
Coupon-based
Greenest Ward Award
Use less water
2013
Coupon-based
4 monthly prizes
Greenest Ward Award
Phase 3
Grow local/eat local
Phase 2
Phase 1
Greenbacks
Give your car a
break
2014
4 monthly prizes
Greenest Resident Award
Note the following :
• Phases 1 and 2 ran a different contest format than phase 3.
• Participants who signed up to complete an action in Phases 1 and 2 automatically receives 1
greenback.
Engaging the Public Using Social Media
Engagement
Community Based
Social Marketing
Incentivebased
campaigns;
Tapping into
Social
networks
(social media)
Degree of Participation/Reach – Phase 3
Facebook Analytics
•
•
Potential Reach – 448,000+ through Facebook ads and promoted posts (GEO target
– Caledon, Caledon East, Mississauga, Inglewood, Bolton, Toronto, Brampton)
3800 + people liked the LYGS page. Of those:
–
296 comments, 3020 likes, 405 shares (of posts on their page).
Like
Comment
Share
Degree of Participation/Reach – Phase 3
Twitter Analytics
•
•
Potential Reach – 228,000+ through Twitter ads
1800 + people followed LYGS page. Of those:
– 228 mentions (i.e. tag us in posts), 448 retweets, 64 clicks on links, 5 tweets.
retweet
#LYGS2014
Mention
All Actions – Phase 3
try out transit
3% 2%
Walk/bike/rollerblade
6%
21%
get a presto card
6%
Participate in commute-related
event
Discover a park/CA
7%
Take transit for an adventure
7%
Discover a trail
20%
Track using active switch
Take intercity trails
8%
Participate in bike month
8%
13%
Try carpooling
Degree of Participation/Reach – Phase 3
Google and Twitter Growth
7000
6000
6000
5000
4000
4000
3876
3454
3000
2000
1000
2248
1118
459
1588
1304
834
0
June
Benchmark Facebook
July
Facebook
August
Benchmark Twitter
September
Twitter
What did you like about our posts and
tweets?
$51,575
Use less water
$ 32,136
Phase 3
Grow local/eat
local
Phase 2
Phase 1
Cost
Give your car a
break
$74,286
Note:
• Cost excludes staff time for all three phases.
• As a ballpark, staff spend approximately 6 months planning for a 3-4 month
campaign. Staff time is also dedicated to manage and close-out the campaign.
• In total, staff spend approximately 1 year running a campaign.
Lessons Learned - Successes
1. Improved ability to measure program
performance.
2. Improved ability to confirm actions have
been completed.
3. Degree of participation measurably improved
via social media analytics.
Lessons Learned – Words of Wisdom
1. Public Engagement should attempt to align
with Program or Policy Goals and Objectives.
2. Public awareness campaigns that tackle core
values (e.g. preserve nature for future
generations)
3. Identify performance indicators before you run
a campaign, monitor performance while you
run, measure success afterwards.
Peel Climate Change Partnership
Thank you!
Liliana DaSilva
Liliana.DaSilva@PeelRegion.ca
905-791-7800 ext. 4364