Tetra Tech

Challenge

This 30-year construction program had been in the works since 1991. The project was required by the Michigan Department of Environmental Quality (DEQ) to reduce the pollutant runoff from the City of Lansing’s sewer lines into its three surrounding rivers. Because of the extensive construction plan, each year new streets must be closed or partially closed to update the sewer system. This frustrated residents, patrons, consumers and downtown business owners.

Objective

Because of this frustration, M3 was asked to partner with Tetra Tech and the City of Lansing to fight against the stubborn negative perceptions of construction, and educate the public on the positive impact that the project has on Lansing’s environment.

Actions

• Designed and implemented the Swish the Fish mascot for overall campaign use and environmental education programs. Swish communicated with the community through grass roots appearances at events, his Facebook and Twitter accounts and SwishBucks, redeemable at local businesses affected by the construction.
• Reaching local media outlets was critical for communicating with target audiences. Construction seasons were opened and closed with media roundtables where reporters were able to collect information about the CSO Control Program and its accomplishments to date.
• M3 coordinated with the City of Lansing to keep the media updated on upcoming traffic flow changes, the best alternate routes, significant accomplishments and CSO-related events with press releases and media alerts through the construction season.
• M3 organized direct mail campaigns to communicate important information to businesses and residents in areas where streets would be closed. This prepared the public well ahead of construction time. Residents within the city limits also received a bi-weekly newsletter updating them on the construction progress, warnings of upcoming traffic flow changes and environmental information and tips to keep the focus on the green aspect of the project.

Results

Over the nine-month span of the construction season, the project received 25 instances of media coverage. Of these pieces, 17 focused on the program’s positives. Of the Swish Bucks distributed, 23.6 percent were spent at the 28 participating vendors; significantly more than the 15 percent return anticipated. M3 also conducted a survey of residents at the end-of-season block parties. Of the residents who took the survey, 84 percent felt positive about the construction process, 81 percent said they felt well-informed and most residents demonstrated a general understanding that the project was necessary and that it would have long-term environmental benefits.