Client: U.S. Environmental Protection Agency (EPA), Lead Awareness Program

An evaluation study of the EPA Lead Awareness Program's cinema advertising campaign

EPA's Lead Awareness cinema study consisted of three separate advertisements, with similar messages, running in selected movie theatres in the Baltimore, Maryland, metropolitan area. Baltimore was selected due to its high incidence of lead poisoning in children under age six. ICF International structured an on-site qualitative survey to intercept moviegoers after they had been exposed to the cinema advertising. ICF International staff completed 600 surveys, and the responses were later analyzed to determine the level of message recall and awareness as a result of the ads. The study findings have helped the EPA Lead Awareness Program effectively evaluate plans for further cinema advertising and a variety of other outreach tactics.

Client: U.S. Environmental Protection Agency (EPA), Climate Protection Partnership Division

A review of ongoing green power outreach programs nationwide, mainstream media coverage of green power-related issues and technical studies conducted to assess nonresidential demand for green power

ICF International is conducting a comprehensive evaluation to help focus EPA's green power outreach efforts most effectively by articulating objectives, themes, target audiences, and approach. With the research complete, ICF International will be able to assist EPA in finalizing the parameters of their new voluntary green power partnership program.

Client: California Public Utilities Commission

Establishing baseline qualitative and quantitative data for energy efficiency brand campaign

As a subcontractor to Richard Heath and Associates, Inc., ICF International performed primary and secondary research and identified goals, audiences, messages, strategies, tactics, and evaluation mechanisms to develop a multimedia communications plan for a California energy efficiency program sponsored by the state's four investor-owned utilities and defined by the California Public Utilities Commission. ICF International spent $30,000 on primary research to establish baseline qualitative and quantitative information identifying target consumer audiences throughout California for this massive energy-efficient lighting and appliance sales and brand awareness program. To validate the message strategy, we conducted four focus groups, a literature review and content analysis, and geographical targeting of key audiences in California. In-depth psychographic and demographic analysis, as well as focus group findings, significantly informed the final plan.