The objective of this survey project was to create a five year social marketing plan that will increase awareness of the Puget Sound Clean Air Agency and motivate individuals to change their behaviors in ways that protect air quality. Among the many challenges is that air quality is rarely a top-of-mind priority. This is coupled with the complexity of getting people to realize that their individual actions do add up to poorer, or improved, air quality. By focusing on specific behaviors and talking to the right people, at the right time, in the right way, about the right things, the Puget Sound Clean Air Agency can further impact these behaviors, and further reduce the amount of air pollution caused by these individual actions.

Understanding community members awareness, attitudes, and behaviors is the starting point for developing a marketing plan. Baseline data was previously collected by the agency in 1993, 1995, 1998, and 2002. The purpose of the current wave of the survey (n=1,200) was to update certain data from the earlier surveys and incorporate new information that will enhance the agency's ability to set measurable goals, implement the marketing plan initiatives and track the impact of those initiatives. PRR conducted the telephone survey, analyzed the results, identified important market clusters, and provided a written report with specific marketing recommendations.