City of Westminster
Healthy Air Westminster: Localized community-based marketing campaign
Bridger Tomlin
Executive Summary
The City of Westminster MENV capstone team, working in coordination with the Regional Air Quality Council (RAQC), will develop a menu of community based social marketing programs that promote a social norm around actions and behaviors that benefit air quality. This menu will be applicable for use by any city government in the Denver metro area. Moreover, each program can be tailored by each city and scaled to reach respective community or target audiences. Programs could employ a multi-strategy approach that includes both communication tactics such as partner and stakeholder relations, owned media (social and/or website), direct outreach such as events and activities, and programmatic tactics, such as incentives. The associated educational materials and promotional materials will employ messaging from the RAQC’s existing public awareness and social marketing program, Simple Steps Better Air (SSBA). The capstone team will pilot a program from the menu in Westminster. The team will identify and target a specific audience for a social norming program implemented in the summer of 2022. This effort will conclude with evaluation of its effectiveness at promoting behaviors that support healthy air at a local level. Finally, the team will provide recommendations to both the City about maintaining the program into the future or utilizing positive outcomes as a basis for similar future efforts and to the RAQC on how best to employ the program menu at a regional scale.