Low Salt, No Salt Minnesota™
A Research-based Marketing Campaign Zeroes in on Reducing Road Salt Use
“MP+G’s approach, which included market research to identify key messages and materials tailored to those messages, was truly impressive and sets them apart. They demonstrated a deep understanding of our target audience, and their market research provided valuable insights that informed the development of the campaign. From the eye-catching logo and branding to the engaging videos and informative printed materials, every aspect of the campaign was carefully crafted to resonate with our target audience.”
Jessica Vanderwerff Wilson, CFM | Water Resources Manager | CITY OF EDINA | HENNEPIN COUNTY CHLORIDE INITIATIVE
Clearing a Path to Safety, Savings + Sustainability
THE UNDERSTORY: Salt pollution is a growing problem
Chloride pollution is a growing problem in Minnesota lakes, ponds, wetlands, streams, and groundwater. Overuse of deicers for winter maintenance is the leading source of chloride pollution. Chloride damages property and the environment, harms aquatic species, and impacts drinking water quality. About 50 waterbodies in Minnesota already have dangerous chloride levels, and another 75 waterbodies are close to the danger zone. Minnesota Pollution Control Agency (MPCA)
“University of Minnesota research shows that 3/4 of deicers stay where they are applied, permanently impairing waters for aquatic life and human consumption. They also adversely change soil structure and prematurely age infrastructure.”
Unfortunately, alternatives to chloride have other tradeoffs in cost, environmental impacts, and service. Once chloride is in a waterbody, there is no feasible way to remove it. The only option for managing chloride pollution is to apply it only when, where, and in the amount needed.
THE INITIATIVE:
A Hennepin County Collaboration
The Hennepin County Chloride Initiative (HCCI) is a collaboration between multiple watershed districts, watershed organizations, nonprofits, and cities in Hennepin County with support from the county and the Minnesota Pollution Control Agency.
MP+G Marketing Solutions worked closely with HCCI to develop Low Salt, No Salt Minnesota, a research-driven program designed to help communities maintain winter safety while reducing chloride-based deicer use and its harmful impact to the environment.
The program was created and tested by professionals from cities and watershed organizations in Hennepin County for implementation by Local Government Units in their communities.
THE CHALLENGE:
How to get people to reduce their use of deicing salts?
HCCI knew many people believe protecting water resources is important. As scientists, they also knew that education can foster positive attitudes about reducing salt use. But would education about chloride pollution, by itself, be enough to get people to change their winter salting routines?
MP+G’s detailed research provided insight into target audience beliefs, habits, and practices and refined HCCI’s initial assumptions: The ability to maintain safety while realizing financial savings and improving sustainability are key messages conveyed through this program.
Our research acknowledged that people are often unsure of how best to reduce chloride use on their properties or how to address concerns about safety or liability.
THE SOLUTION:
A toolbox for property managers and their teams
MP+G helped HCCI develop a marketing toolbox useful for a variety of audiences designed to engage communities on the proper use of winter deicers.
MP+G worked with water resource professionals who provided the scientific background and practical expertise behind the campaign. We conducted target-audience interviews to inform a comprehensive market research report. This detailed report provided insight into target audience beliefs, habits and practices and helped us develop key messaging that resonated with our audiences.
The program is based on personal relationships and site-specific advice as the most effective way to change behavior related to winter salt use.
The research further informed the development of these DELIVERABLES:
Branding Platform
The Low Salt, No Salt Minnesota™ name for the initiative
Campaign strategy
Brand identity
“Clearing a Pathway to Safety, Savings & Sustainability” Tagline
Participant Recruitment letter
Marketing toolbox with Educational, Legal, and Social Media Videos
Branded ice chipper for program participants
THE RESOUNDING RESULTS:
Low Salt, No Salt Minnesota is being well-received
Our clients hosted five pilot presentations to townhome, condo, and faith-based groups both in-person and online.
Other organizations including Capitol Region Watershed District, Nine Mile Creek Watershed, and the City of Plymouth either have hosted sessions or have sent letters out to target audiences.
A Train-the-Trainer workshop hosted by HCCI for over two dozen staff from cities and watersheds received great feedback.
MPCA is training Green Corps members to help deliver the program in various cities.
Freshwater is utilizing Minnesota Water Stewards for pilot presentations and locating properties to receive a formal presentation.
Hennepin County created a new position to help watersheds and cities with water education. This position is responsible for giving the Low Salt, No Salt Minnesota presentation several times a year.
Download the Low Salt, No Salt Minnesota case study for more information on how our target audiences were chosen.
Extensive research with potential program participants - property owners and managers from faith-based organizations, condiminium and townhouse properties - helped guide the brand identity and tagline for the campaign.
The social media video clip provides a quick, engaging Low Salt, No Salt Minnesota overview - click on the image to view.
Watch the Introductory launch video.
This legal guidance video is one of the tools MP+G helped HCCI develop for its marketing toolbox designed to engage communities on the proper use of winter deicers.
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