Client: U.S. Environmental Protection Agency (EPA), Voluntary Transportation and Air Quality Programs

Branding voluntary transportation initiatives to improve air quality

ICF International and its subcontractors are developing a national brand that will support 20+ voluntary initiatives coordinated by EPA's Office of Transportation and Air Quality. Work to date has involved conducting market research (e.g., on consumer purchasing preferences regarding vehicles and automotive accessories); convening an expert panel and "Day One" planning session with EPA and the U.S. Department of Transportation to discuss the "essence" of the brand; and designing prototype labels, program names, and taglines that address this brand essence. We have overseen field testing of draft designs and selection of the final image.

Results: ICF International is currently developing and implementing a strategic integrated marketing communication plan for the brand, as well as any sub-brands within the brand.

Client: Greater Birmingham, Alabama, Transportation and Air Quality Programs

A public education campaign to increase participation in Birmingham's CommuteSmart Rideshare program

ICF International was awarded a contract to develop and implement a comprehensive public education campaign on transportation and air quality issues in the Greater Birmingham, Alabama, metropolitan area. Specifically, ICF International is providing outreach and strategic support for the CommuteSmart program, the Birmingham metro area transportation demand management program managed by the Regional Planning Commission. This support includes foundational research, design and production of printed and electronic outreach, public relations, public service advertising, and a range of technical evaluation support. In addition, we are providing on-site training support to assist the client in recruiting metro area employers into CommuteSmart. Under this contract, we are also assisting the City of Hoover, within the Birmingham metro area, with promotion of "The Hop" public shuttle service for midday commuters.

Client: U.S. Environmental Protection Agency (EPA)

A comprehensive marketing and promotion strategy to raise awareness of EPA's voluntary facility-based program

ICF International developed a communications and recruitment strategy to target facilities that have implemented an environmental management system and a community outreach program. It includes developing public service advertisements, articles for trade publications, and other collateral materials to communicate the benefits of Performance Track. The strategy also incorporates a program to recognize outstanding facilities for their contributions to pollution prevention through this program.

Client: U.S. Environmental Protection Agency (EPA)

A consumer brand awareness campaign educating consumers about the link between energy use and air pollution and how the use of energy-efficient products with the ENERGY STAR® label can help reduce air pollution

The ENERGY STAR® Brand Awareness Campaign included the development and execution of an extensive public relations campaign and the development and execution of marketing communications strategies for EPA's family of voluntary energy-efficiency programs. ICF International and its subcontractor performed extensive research to understand the barriers involved in raising consumer awareness about the benefits of energy efficiency; identify target audiences; select target markets; and determine appropriate media targets at the national, regional, and local levels. We prepared a strategy that included the design and placement of print, broadcast, and transit public service announcements; media tours in 36 cities; targeting of national media outreach; and other tactics such as leveraging third-party communications through cooperative promotional efforts and seeking opportunities in special broadcast programming. We managed all aspects of the campaign, including strategic planning; development of press kits, video news releases, and compilation tapes; media training; message development; media tracking, reporting, and analysis; development of fulfillment materials for consumer inquiries; consumer hotline training; and logistical coordination between all participating parties.

Results: ICF International exceeded the goal of a 10 to 20 percent label recognition increase by 17 percent, and exceeded the goal of a 10 percent increase in EPA Hotline calls by 35 percent in the first year of the campaign. By the end of Fiscal Year 1998-99, the ENERGY STAR® educational campaign made more than 1.7 billion viewer impressions with a value of more than $33 million, while several of the outreach materials for this campaign received communications awards from the Public Relations Society of America and the International Association of Business Communicators.

Client: U.S. Environmental Protection Agency (EPA), Office of Transportation and Air Quality (OTAQ)

Marketing support to numerous voluntary programs including the federal Commuter Choice Leadership Initiative (CCLI), Green Freight Program, Variable Priced Auto Insurance program, and Green Vehicle Labeling Program

ICF International coordinates a variety of outreach activities for OTAQ's voluntary initiatives. The CCLI project, for example, challenges employers nationwide to meet a national standard of excellence in providing commuting benefits to their employees, called the Best Workplaces for Commuters program. We assisted EPA in organizing several press events in 2000 and 2001 to promote CCLI and recognize its partners. We provided logistical support and developed press kits and press releases. The events were reported in a number of important outlets, including the Wall Street Journal. We also organized and facilitated a session for pilot partners and other stakeholders to identify ways to expand adoption of Commuter Choice programs by employers.