SR-101408-3BCity Council Meeting: October 14, 2008p
Agenda Item: ~ B
To: Mayor and City Council
From: Donald Patterson, Assistant to the City Manager, Management Services
Subject: Review and Provide Input on the Design Concepts for the No Smoking
Ordinance Outreach Campaign
Recommended Action
Staff recommends that the City Council review the design concepts developed by
Southard Communications for Santa Monica's no smoking ordinance outreach
campaign, provide input on the branding and messaging models, and based upon the
review and input, direct staff to proceed with the public education campaign.
Executive Summary
The city has passed a number of ordinances that prohibit smoking at beaches, parks,
most of the pier, outdoor dining and bar areas, Third Street Promenade, waiting areas,
farmer's markets and within 20 .feet of any door or window of a building open to the
public. Southard Communications has developed a series of branding and design
concepts for a public education campaign to inform the public, including residents, day
visitors, tourists and businesses of these no smoking ordinances. The campaign
concepts were developed -using aresearch-based approach to effectively target the
diverse audience of Santa Monica. Southard Communications' research included- a
phone and street survey of residents, visitors and businesses to gauge the level of
awareness of the no-smoking regulations; focus groups with businesses and residents
to test the design concepts; and meetings with a committee of representatives from
affected city departments and stakeholder groups.. Staff seeks Council review and input
on the design concepts in order to move forward with the no smoking public.education
and signage campaign.
Background
During the mid-year budget report this. fiscal year, City Council allocated $150,000 to
create a public education and signage campaign to unite all of the smoking ordinances
into one cohesive brand and provide assistance to public areas (such as the
Promenade, Pier and parks) and private businesses in enforcing new and existing
smoking ordinances. In February 2008, an RFP was issued. Of the eight proposals
received in response to the RFP, a review committee composed of representatives from
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all affected city departments and stakeholder groups unanimously selected Southard
Communications based on their experience designing and implementing social
marketing campaigns and programs; demonstrated ability to create campaigns that are
effective across diverse cultures and backgrounds; and their experience working with
various non-profit and private companies: At the May 27, 2008 City Council meeting,
the City Council authorized. the City Manager to negotiate and execute a contract with
Southard Communications in the amount of $150,000 to design and implement a
comprehensive branding and public education program for Santa Monica's non-smoking
ordinances.
Discussion
With participation from a committee comprised of representatives from the City
Manager's Office, City Attorney's Office, Big Blue Bus, Community and Cultural
Services, Convention and Visitors Bureau, Pier Restoration Corporation and Bayside
District, Southard Communications developed a series of survey questions targeted at
residents, local businesses and visitors. Southard Communications conducted 812
surveys anonymously on the street and by phone to gauge the public's level of
awareness and attitudes towards the city's no smoking regulations and penalties. In
addition, respondents were- asked to rate their level of compliance with smoking
regulations. In total, 382 residents were surveyed by phone, 402 visitors and residents
on the street (Pier and Third Street Promenade) and 28 restaurants and hotels by
phone. The. results of these pre-campaign surveys assisted in the development of
campaign concepts and in the future will serve as the benchmark by which to measure
the efficacy of the public education campaign.
Southard developed four preliminary concepts. based on the survey responses and
information from the committee. Each concept incorporates slight modifications to the
traditional "no smoking" sign and provides a branded identity to Santa Monica's anti-
smoking ordinances to encourage voluntary compliance among businesses, visitors,
residents and guests.
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After the design concepts were developed, Southard conducted two focus groups with
residents and businesses to test the effectiveness and viability of proposed creative
platforms for the campaign.. Each group was shown a name or slogan, followed by
examples of logo treatments and how they might be used in various campaign
elements. This allowed Southard to test out the brand elements independently.
Participants. provided their feedback to assist Southard Communications in making
appropriate modifications to each concept.
After both focus groups were completed, Southard concentrated its efforts on revising
the two concepts which tested the highest among all groups and will present those to
Council for review. In moving forward with the public education and signage campaign,
the design concept endorsed by the City Council will be further developed to include:
window clings, signage, business card "friendly reminder" tips in different languages,
index of informational resources, shopping bag stuffers and a combination of the
aforementioned to serve as toolkits to assist businesses citywide in politely enforcing no
smoking laws on their premises.
Financial Impacts & Budget Actions
The recommendations presented in this report do not have any budget or fiscal impacts.
Prepared by:
Kanani Brown, Intern to the City Manager's Office
Approved: Forwarded to Council:
Donald Patterson ~°~'.~ont Ewell
Assistant to the City Manager Ci anager
Management Services
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