Project overview
Cascadia worked with Snohomish County to develop and evaluate a residential stormwater pollution reduction campaign, drawing upon nearly a decade of CBSM work with the County. Our audience research pinpointed the barriers and motivators of do-it-yourself residents in unincorporated areas of the county, informing the design a pilot program that inspires adoption of RainScaping practices on private property without the use of financial incentives.
Approach and impact
Our detailed audience research methodology included audience segmentation; a literature review; interviews with experts, residents, and community leaders and organizations; and an online survey. Audience research results informed our marketing strategy, collateral designs, and messaging. We tested new and existing versions of collateral via virtual focus groups and online polling to finalize versions that were simple and visually appealing while motivating action.
We also designed a comprehensive evaluation to gather immediate feedback on the county’s workshops and events, measure implementation of behavior changes at the end of the project, identify remaining barriers, and recommend improvements for the next phase of the program. Our evaluation found that the campaign increased understanding of how to install RainScaping solutions and resulted in the installation of at least 125 RainScaping solutions. After the project, the county incorporated our recommendations into subsequent campaign marketing, collateral, workshops, and events.


