Missouri DNR Media Plan Focuses on Environment

MISSOURI DEPARTMENT OF NATURAL RESOURCES

TABLE OF CONTENTS
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . .
Executive Summary . . . . . . . . . . . . . . . . . . . . . . .
Secondary Research . . . . . . . . . . . . . . . . . . . . . . .
Primary Research . . . . . . . . . . . . . . . . . . . . . . . . . .
Strategic Approach . . . . . . . . . . . . . . . . . . . . . . . .
Creative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Integrated Communication Plan . . . . . . . . . . . .
Next Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Fresh Edge Biographies . . . . . . . . . . . . . . . . . . . .
1
2
6
12
24
30
44
52
54
58
1

devising custom media and creative plans for its clients. Fresh
Edge prides itself in not only connecting, but also communicating
with target markets. Six devoted specialists comprise Fresh Edge:
Ashley Hartman, Matt Yager, Crystal Friedman, Kerri Williams,
Cosette Dwyer and Marissa Asfour. The spread of personalities
and talents drives the team to create diverse, well-rounded, and
custom campaigns for each client.
Fresh Edge is an up-and-coming
advertising agency focused on
4

EXECUTIVE SUMMARY
a media plan centered on free and relatively cheap media utilizing
a small budget. After conducting Secondary and Primary Research,
Fresh Edge first focused on a creating a new logo as well as a
slogan to spearhead the department’s customized media plan. A
media plan and budget was then created with both the research
and the department’s budget in mind. After deciding on three
main media outlets—print, radio, and non-traditional—Fresh
Edge produced content for each medium that correlates with
the rebranding of the Department of Natural Resources’ logo and
slogan. The cohesive theme felt throughout both the creative and
media plans ties back to Fresh Edge’s drive to create a sound and
custom media plan for the Department of Natural Resources.
The Department of Natural Resources
asked Fresh Edge to create
5

Client Analysis
Due to the department’s regulatory nature, its perception
is often negative. The Department of Natural Resources
consistently addresses environmental issues and
concerns, leaving little time and resources for proactive
communication efforts.
The department currently sends out a quarterly magazine,
Missouri Resources, utilizes a Twitter account to reach its
followers, and provides information about its services on
its website.
The Missouri government established the Department of Natural Resources in 1974 to
protect Missouri's land, water, air, energy, natural resources and historical sites.
8

SECONDARY RESEARCH
Missouri's executive departments all differ in staff sizes and operating budgets,and each
strives to communicate its mission to Missourians. Other departments successfully utilize
social media and other online outlets to engage with the public and reach their target.
Missouri’s Department of Public Safety’s website is
informative yet not too cluttered or difficult to navigate.
The average Missourian can easily maneuver through
the different tabs and find what he or she needs to
know about the department. The homepage features
several important messages and newsworthy events that
transition from one to the next.
The Missouri Department of Transportation’s “MoDOT”
branding is recognizable across the state and online. On
social media, MoDOT has more than 25,000 likes, and it
posts several times a day.
Competitive Analysis
9

The Department of Natural Resources’ current market
is all Missouri citizens. The target market features
Missourians who are educated and understand the
importance of protecting, preserving and enhancing
the environment. This target is not comprised of
environmental experts but rather Missourians who are
Consumer Analysis
interested in learning more if the information is made
accessible to them. According to the PEW Institute, 57
percent of adults use Facebook. This means that Facebook
would be an effective way for the target market to engage
with the Department of Natural Resources.
10

SECONDARY RESEARCH
State departments with positive perceptions among
Missourians successfully utilize social media and
other online outlets to engage with the public. The
Department of Natural Resources can capitalize on this
TAKEAWAY
strategy. Reaching out to educated Missourians will be
the most beneficial target market for the Department of
Natural Resources.
SWOT Analysis
Strengths
Opportunities Threats
Weaknesses
• Provide necessary and beneficial services
for Missourians
• Passionate employees and leaders
• Aware of current position and committed to
gaining the support of the public
• Limited staff and communication budget
• Time and effort is constrained to
reactive communication
• Limited experience with new marketing trends
(ie: social media)
• “Green” environmentally conscious trend that is
sweeping the country
• The positive work that the Department of Natural
Resources does for the citizens of Missouri
• Various earned media to increase exposure and
support of the department
• Perception of the Department of Natural
Resources as a negative regulatory body
• Budgets within the department constrict
communication opportunities
• Recognition goes to other environmental
organizations
11

Quantitative Overview
Using Secondary Research and communication with the department, Fresh Edge
developed a 19-question survey in Qualtrics that ran from March 6 to March 16, 2014.
Key statistics and demographics from the research include:
129Missourians completed
the survey.
35%
65% 23%
of respondents
identified with the
“25 or younger” group.
of respondents
identified with the
“26 and older” group.
of respondents
identified with the
“46 to 55” group
East Central Missouri made
up 44 percent of respondents.
Central Missouri made up 36
percent of respondents.
Females made up 56 percent
of respondents.
Males made up 44 percent of
respondents.
95 percent of respondents
identified as white
14

PRIMARY RESEARCH
Which of the following do you associate with
the Missouri Department of Natural Resources?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
The data show that more than 70 percent of respondents accurately associated the state parks,
soil and water conservation, and water pollution with the Department of Natural Resources.
It also shows that at least 65 percent incorrectly associated hunting, trapping and fishing
with the Department of Natural Resources. This data provide insight to which programs the
Department of Natural Resources needs to communicate more effectively to Missourians.
KEY INSIGHT
15

The results show that more than 78 percent of respondents value drinking water, water quality, and air
while less than 30 percent of respondents value mining and reclamation and solid waste. These results can
help the Department of Natural Resources communicate the environmental aspects Missourians find most
important, effectively tailoring its content.
What aspects of the environment are most
important to you?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
KEY INSIGHT
16

PRIMARY RESEARCH
How much do you agree or disagree with the
following statements?
I understand the role of the Missouri Department
of Natural Resources.
The data shows that 40 percent of respondents understand the Department of Natural
Resources’ role. The lack of awareness emphasizes the importance of promoting the
department’s mission to the public.
The Department of Natural
Resources' work is important
to Missouri's future.
63 percent of respondents genuinely
care about the Department of Natural
Resources' work for Missouri’s future.
This key insight can be used to creatively
communicate how the department’s
mission connects with environmental
values for generations.
The Department of Natural
Resources is a transparent
agency.
The result shows 39 percent of respondents
consider the agency to be transparent. The
department is a government department
run on taxpayer money, so it is important for
Missourians to view it as transparent and to
understand how the government uses their
money.

0%
10%
20%
30%
40%
50%
60%
70%
I understand the role of the Missouri
Department of Natural Resources.
The work of the Department of Natural
Resources is important to Missouri's
future.
The Missouri Department of Natural
Resources is a transparent state
agency.
KEY INSIGHT
17

How would you like to learn more about
Missouri's natural resources?
The data show which media outlets Missourians prefer to obtain information about natural resources. More
than 50 percent of respondents want to learn primarily through the Department of Natural Resources'
website, publications, and fact sheets. Outside of Facebook and Twitter, less than 15 percent of respondents
want information through social media sites. This information allows the department to tailor content to
Missourians in their prefered form of media.
0%
10%
20%
30%
40%
50%
60%
70%
Publications and fact
sheets
Facebook Twitter Other social media Website
KEY INSIGHT
18

PRIMARY RESEARCH
I share content on social media with friends
and family.
The results show that 78 percent of
respondents have at least one social media
account that they use to connect with family
and friends. Pairing this information with the
63 percent of respondents who want to learn
primarily through the Department of Natural
Resources' website could lead to a strong
social media communication effort.
TAKEAWAYThe majority of Missourians do not consider the
Department of Natural Resources to be transparent. They
also incorrectly associate certain programs, like fishing, with
the department. The department can utilize social media
to better connect with Missourians and raise awareness of its
programs and services. Linking the department’s social media
accounts back to its website will effectively connect and
educate Missourians.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No I don't have a social media account.
KEY INSIGHT
19

Qualitative Overview
The questions in the interview closely resembled the survey questions but were presented in an open-ended format to
encourage more thorough responses. The questions also required interviewees to provide more personal information that
lead to the key insights for this campaign.
Key Insights: Perceptions of the Department of
Natural Resources
“It gives you a warmer feeling, as a taxpayer, to know hey maybe my
money isn’t being thrown away because you typically hear about the
negative things that happen, but I know there’s a lot of good, positive
things going on as well.”
Kevin Purdy, 56
For the qualitative portion of the Primary Research, Fresh Edge contacted respondents
from the quantitative survey who were willing to take part in an in-depth interview.
20

PRIMARY RESEARCH
“The only time I hear about them [Department of Natural
Resources] is when someone is accusing them of doing something
wrong. I wish they would make themselves more visible to the
public and be more proactive.”
“Maybe be more aggressive and
put it [the department's mission] in
people’s faces more. People take it
for granted and don't have to think
about it. People either don’t think
about it, or people don’t care. Raise
awareness of what things people do
to our environment.”
“You need to get people into [the promotional
campaign]. It can’t just be facts...Nobody is just going
to read facts. That’s boring. It needs to be personal.
This is something your family can do, or you can do
[because of the department].”
Grant Friedman, 53
Key Insights: Department of Natural Resources
Communication Strategy
Lauralee Schrieber, 26
Barbara Burlison, 79
21

Perceptions of the Department of
Natural Resources:
People are generally overwhelmed by government
control.
An older generation would prefer factual topics,
free of political bias.
People see the beauty in Missouri’s land and
appreciate its preservation but do not associate the
department’s services with that preservation.
The health and safety of the environment is
important for the future generations of Missouri.
22

PRIMARY RESEARCH
Department of Natural Resources
Communication Strategy:
Mainstream media is not dead. People are willing to seek out information on their own,
but they need something to spark their interest first.
Bite-size and visual information can resonate with Missourians in a way that helps them
retain the key message.
There is no one clear avenue of communication to reach all Missourians; a multi-channel
campaign will be most successful.
The department does not effectively communicate its efforts to Missourians, hindering
them from seeing the positive outcomes of their tax dollars.
TAKEAWAY
Fresh Edge discovered Missourians feel they have to
seek out information regarding the environment. They
wish the Department of Natural Resources would take a
more proactive approach in educating the public about
its services and benefits. Missourians also expressed that
strong visuals, personal stories and testimonials would
help present the department as approachable. The use
of Facebook, Twitter and a more engaging website will
help the department initiate a positive relationship with
the public.
23

Strategic Approach Overview
The Department of Natural Resources
creates and enforces regulations regarding
the state's natural resources, causing
some to view it in a negative light. To
counter these perceptions, Fresh Edge will
highlight the positive outcomes of the
department's work.
Through primary research, Fresh Edge discovered that
many Missourians value the Department of Natural
Resources and are interested in learning more. They do not
understand all of its services but indicate that they would
be receptive to a clear message of the department’s benefit
to Missouri.
26

STRATEGIC APPROACH
Target: Environmentally Curious Missourians
Enjoy being pleasantly
surprised by valuable
facts that expand their
knowledge
Interested in the
health of the
environment
Family-oriented and
concerned about the
health and safety of future
generations
Actively seek news
information through
traditional media avenues
Skeptical of advertising,
seek transparent facts
Engage with businesses
& organizations online
when they are passionate
about its mission
Open-minded and willing
to change perceptions
of Department of Natural
Resources
27

Meet Sammie
Sammie is a young, married professional in east central
Missouri. Sammie holds a master’s degree in history, and
her household income is $80,000. Sammie does not
have children, but is very invested in her work and friend
circles. She utilizes Facebook to keep up-to-date with her
friends from her university, to browse news stories and
to join social events. Sammie is likely to share uplifting
information on social media and extremely dislikes when
her friends post polarizing political pieces.
While Sammie enjoys the outdoors and desires the
environment to be preserved, she has not taken the time
to actively seek more information about it or become
involved. She understands the importance of natural
resources but has a neutral view of the Department of
Natural Resources. She does not know enough to have
an opinion of the department. If she found the content
valuable and interesting, she would be curious to
know more.
“She understands the importance of natural
resources but has a neutral view of the
department. She does not know enough to have
an opinion of the department.
28

STRATEGIC APPROACH
Desired Objectives
Measurable Outcomes
This campaign aims to utilize proactive strategies to improve the perception of the Department of Natural Resources
amongst Missourians. The campaign seeks to show Missourians that the department is the following:
• An integral part in preserving and protecting Missouri’s resources/environment
• An enthusiastic organization that looks to form personal relationships with Missouri organizations and residents
• An easily accessible organization to contact
• A department that benefits every Missourian in more ways than just serving as a regulatory body
Below is a list of ways the Department of Natural Resources can measure its success through this campaign:
• Increase the number of subscribers per issue to the quarterly Missouri Resources magazine from 82,000
to 100,000
• Acquire at least 100 views of the Department of Natural Resources’ 101 posts on the website weekly
• Acquire 750 ‘likes’ on the Department of Natural Resources’ Facebook page by December 31, 2014
• Increase the Department of Natural Resources’ Twitter following from 2,241 to 3,500 by December 31, 2014
• Increase web hits from 250,000 hits per month to approximately 350,000 hits per month
TAKEAWAY
Fresh Edge discovered Missourians feel they have
to seek out information regarding the environment.
They wish the Department of Natural Resources
would take a more proactive approach in educating
the public about its services and benefits. Missourians
also expressed that strong visuals, personal stories and
testimonials would help present the department as
approachable. The use of Facebook, Twitter and a more
engaging website will help the department initiate a positive
relationship with the public.
29

The new logo for the Department
of Natural Resources simplifies
the existing logo elements and
updates its colors.
Logo
A modern, clean logo will move the Department
of Natural Resources forward as approachable
and transparent. The sun, leaf, water drop, and
bird represent various department services. The
leaf and water drop combine to form an “M,”
while the sun is an “O.” This logo inspires the
Department of Natural Resources rebranding
seen in the creative deliverables.
32

CREATIVE
The department plays a significant role in making Missouri a better state for the future and is passionate about its mission.
This slogan captures the essence of the Department of Natural Resources and its staff.
Enhancing Missouri.
It's in our nature.
Slogan
Upon exposure to this message, Missourians will personally connect with the
Department of Natural Resources and understand its importance in their lives.
33

The full bleed images and first-person testimonials reveal its part in
allowing people to fulfill their everyday tasks. The various scenarios
encourage viewers to put themselves in the characters’ shoes and
personally connect with the Department of Natural Resources.
Print Advertisements
I can run through the state park
Enhancing Missouri. It’s in our nature.
"
Visit DNR.MO.GOV to learn more about the Division of State Parks.
by my home every afternoon."
Missourians interact with the
Department of Natural Resources
every day; they just don't realize it.
34

CREATIVE
Access more print ads on
the Documentation Disc!breathing in the fresh air."
"I can walk to work every morning,
Visit DNR.MO.GOV to learn more about the Air Pollution Control Program.
I can send my daughter to college with the
"money I earned from the Cost-Share Program."
Visit DNR.MO.GOV to learn more about the Cost Share Program.
from our sink every morning."
We can drink coffee with clean water
"
Visit DNR.MO.GOV to learn more about the Public Drinking Water Branch.
every summer with my grandkids."
I can plan a fishing trip to the Big Piney River"
Visit DNR.MO.GOV to learn more about the Water Pollution Control Branch.
35

Television: 0:30 Second Ad
Scene 1: Camera pans across the river to a man with two grandchildren is
helping them fish on the bank of a river. After helping his grandson cast his line,
he looks up at the camera.
Grandfather: “I planned my third annual fishing trip with my grandsons here at
the Big Piney River.”
SFX: Outdoor sounds of birds chirping and water rushing is quietly in the
background. Hear grandchildren laughing and enjoying their time fishing.
0:08
Scene 2: A woman is walking on a sidewalk in a small downtown area. There
are a few cars passing on the road and other people are walking as well on the
sidewalk.
Woman: “I walk to work every morning breathing fresh Missouri air.”
SFX: Normal sounds of downtown area quietly in the background.
0:16
Television showcases stories about how
the Department of Natural Resources
improves the state's environment and
people's quality of life.
36

CREATIVE
The majority of respondents from Primary Research prefer traditional media efforts, so television ads could be an
effective outlet for this campaign. Testimonials from Missourians are most powerful when used to demonstrate how
the department’s services improve their lives. When the people in the commercials look at the camera and thank the
department, it will connect the viewers to the department on a personal level.
Scene 3: A woman is jogging through a park on a path. Around her are trees and
plants as well as a family sitting on blanket together.
Woman: “I jog through the park near my house everyday after work.”
SFX: Outdoor sounds of birds and the wind quietly in the background. The
family having a picnic is laughing and enjoying themselves.
0:24
Scene 4: DNR logo fades in on white screen. Tagline fades in. Fade to black.
VO: The Missouri Department of Natural Resources. Enhancing Missouri. It’s in
our nature.
0:29
37

Radio: 0:15 Second Ad
A radio ad will highlight the department’s services similarly to the magazine ad campaign. Each testimonial will focus on
different environmental aspects.
Scene 1:
SFX: Water is rushing down a river, birds are chirping
and wind is whistling quietly. Then some children begin
laughing as the splash of a fishing bobber hitting the
water is heard.
Grandfather: “I take my grandkids fishing at the Big Piney
River. It is a great chance to spend time with them and
enjoy Missouri’s nature.”
0:06
Scene 2:
SFX: A tractor driving across a field and quiet other
outdoors noises.
Farmer: “Last year my tractor leaked oil and diesel fuel
in my field. DNR helped save my land and keep my farm
operational.”
0:11
VO: The Missouri Department of Natural Resources.
0:14
Primary Research indicates the majority of respondents prefer traditional media to learn
about the Department of Natural Resources.
38

CREATIVE
Website: Home Page
Primary Research revealed many people have never
visited the Department of Natural Resources’ website.
Those who have visited the site did not find it inviting.
Fresh Edge recommends the website be updated to
entice visitors and encourage them to stay on the site
longer. Content should be more easily accessible and
navigable. Some of the current information is lengthy and
difficult for Missourians to understand. Condensing and
organizing the information would increase readership and
communicate the department’s mission.
RECENT NEWS
LEARN ABOUT:
Our Missouri's Water Initiative
• Hunt for Easter Eggs Wallace State Park
• Poplar Bluﬀ Historic Preservation Project
• Excelsior Springs Receives Federal Grant
SUBSCRIBE NOWDNR 101
• DNR 101: Watersheds
• DNR 101: Air Quality
• DNR 101: Water Pollution
MISSOURI DEPARTMENT OF
NATURAL RESOURCES
Jay Nixon, Governor
Sara Parker Pauley, Director
SEARCH
PROGRAMS FORMS & PERMITS PUBLICATIONS LAW & REGULATIONS ONLINE SERVICES EVENTS
39

Website: Programs Page
MISSOURI DEPARTMENT OF
NATURAL RESOURCES
Jay Nixon, Governor
Sara Parker Pauley, Director
SEARCH
PROGRAMS FORMS & PERMITS PUBLICATIONS LAW & REGULATIONS ONLINE SERVICES EVENTS
MO
Division of
Environmental Quality
Missouri Geological
Survey
Division of
State Parks
Environmental
Improvement and Energy
Resources Authority
Divisions and Programs
The Programs Page of the Department of Natural
Resources’ website is just one of many that should be
updated along with the home page. It should contain all
of the same elements including the logo, color scheme,
shapes, etc. Replacing the long lists of department
positions with icons would allow the visitors to easily
navigate through different sections.. This design concept
should be implemented among all the sections of the
Department of Natural Resources’ website to enhance
navigability and ensure brand consistency,
40

CREATIVE
DNR 101 Posts
These short posts engage Missourians in a quick and simple way to learn about the department. These posts should be
integrated into an existing tab on the website or be featured in a new section on the home page.
Our Missouri Waters
Water is one of the most essential elements on earth. All plants
and animals need water to survive, but Missourians use water
for a lot more than survival. We cook with it, wash with it and
watch our children splash around in it. But who manages it? The
Missouri Department of Natural Resources is responsible for the
protection and preservation of the water we use everyday. In
order to do this better, the department began an initiative called
“Our Missouri Waters.”
“Our Missouri Water” aims to streamline the department’s
watershed planning efforts. What is a watershed? It’s an area of
land that drains water into a particular lake, river or wetland. A
healthy watershed provides Missourians with a large amount of
clean water as well as reduced costs for supplying and treating
that water. The department knows that the health of your local
watershed directly affects you and wants to offer you a chance
to be a part of determining how it should be managed. Would
you like to get involved? Visit dnr.mo.gov/omwi.htm or like us
on Facebook.
E-cycle Missouri
How many outdated, unused electronics take up space in your
home? Maybe you have an old VCR lying around or a broken
alarm clock. Simply throwing these items in the trash seems
like a reasonable option, but it is not the most environmentally
friendly option. Electronic waste contaminates its water supply,
air and soil posing a threat to Missouri’s ecosystem. When
the time comes to trade up your electronic product for a new
model, the Missouri Department of Natural Resources wants
you to consider another option. Consider E-cycle.
Reuse it. You can upgrade old computers, or you can connect
gaming systems, VCRs or DVD players to working televisions.
Donate it. Schools, nursing homes and other organizations
might need a television to watch. Old cell phones can be
donated to a woman’s shelter to be utilized for emergency
purposes. Recycle it. There are options available that can
remove potentially hazardous materials to prevent those
materials from being exposed to the environment.
For more information on how you or your business can prevent
e-waste in Missouri visit http://www.dnr.mo.gov/ecyclemo or
like us on Facebook.
Access more sample posts on the Documentation Disc!
DNR 101 posts provide brief synopses of various environmental services of the Department
of Natural Resources.
41

Twitter
Each day of the week provides a different hashtag that sparks an interesting theme for that day, creating an ongoing
weekly schedule that is easy to follow. The daily tweets will link back to the website, drawing Missourians to learn more
about DNR.
Missouri DNR
@MoDNR
The Missouri Department of Natural Resources
Jefferson City, Mo. dnr.mo.gov
Enhancing lives. It’s in our nature.
1,716 38 2,214
KOMU 8 News
tinyurl.com/qetgzvm
tinyurl.com/o2hyj4p
Refresh View All
R
Weekday Twitter Hashtag Purpose
Monday #MoDNRMondayNews
To share noteworthy information about Missouri's
environment and the Department of Natural
Resources' involvement in various activities to
enhance the state.
Tuesday #MoDNRTriviaTuesday
To test Missourians' knowledge of state trivia and
engage with them on a fun, personal level. The
information could be speciﬁcally about the
department, the state itself, or both.
Wednesday #MoDNRWhereInMoWednesday
To highlight the beauty of Missouri's landscape and
resources by tweeting out photos to followers and
encouraging them to guess the location.
Thursday #MoDNRThrowbackThursday
To inform Missourians about the departments'
services by sharing old success stories on a new
platform. These tweets would direct readers to
content on the website, allowing them to learn
about the event or reminisce and share their own
memories.
Friday #MoDNRFreeEventFriday
To inform Missourians about fun, free events
happening throughout the state on various
weekends. The target audience would enjoy this
information and perceive the department as a group
of people who truly care about their lives.
The goal of this Twitter campaign is to increase awareness of DNR activities and engage
the public through social media
Each day of the week
provides a different hashtag
that sparks an interesting
theme for that day...
42

CREATIVE
Facebook
If the Department of Natural Resources creates a
Facebook page, it is necessary to have someone available
to check the page on a daily basis. There would also need
to effectively respond to users who post comments,
questions or concerns.
The department should aim to post minimally four times
a week. Posts would include the use of strong visuals,
graphics, event announcements or links to stories related
to the department’s efforts and activities. These posts
should not exceed 400 words, keeping them brief,
informative and interesting. Some viable options include
personal stories, contests, news stories or free events the
department sponsors.
It is possible that the Facebook page may receive some
negative feedback. These concerns or critiques should be
addressed with thoughtful, positive and timely responses.
Showing that the department is willing to communicate
directly with Missourians about their concerns will help
strengthen its image and increase positive perceptions
across the state.
A Facebook page presents the Department
of Natural Resources as an approachable
governmental department with which
Missourians can easily communicate.
Missouri Department of Natural
Resources
Government Organization
Enhancing Missouri. It’s our nature.
Facebook hours: 8 a.m.-4:30 p.m. Mon. - Fri.
www.dnr.mo.gov
Missouri Department of Natural Resources Mo DNR
modnr
Posts would include the use of strong visuals,
graphics, events announcements or links to
stories related to the department's efforts and
activities
43

This first chart is the Pebble
Media Budget, which is
comprised of 10,000 dollars.
The budget focuses on print and
radio to make the most of its
limited funds. Radio and print are
both affordable media outlets
that effectively reach the target
market.
Print 51%
Radio 36%
Other 13%
Social Media 0%
Television 0%
Print

Radio

Other

Social
Media

Television

Pebble Budget
46

INTEGRATED COMMUNICATION PLAN
Boulder Budget
This second chart is the Boulder
Media Budget, which is comprised
of 50,000 dollars. With the increased
budget, the department can purchase
television advertisements. The
television ads are a great way to
connect with the target; however,
they are expensive to purchase and
require 50 percent of the budget.
Print remains important, but due to
the increase in television ads, radio
ads have been decreased.
Print 37%
Radio 10%
Other 3%
Social Media 0%
Television 50%
Print

Radio

Other

Social
Media

Television

47

Media Type Media Outlets Description of Placement
Print
Magazine St. Louis Magazine ½ page ad in the magazine. It is read by many Missourians specifically those that live in
St. Louis. The magazine has over 750,000 total readers.
Magazine Missouri Life ½ page ad in the magazine. It reaches a statewide audience targeting the major cities in
Missouri. The magazine has 107,000 total readers.
Magazine Rural Missouri ½ page ad in the magazine. Rural Missouri specifically targets homeowners, those in
rural communities, and small towns. The magazine has over 1 million total readers.
Magazine Missouri Resources ½ page ad in the magazine. Quarterly magazine that is distributed to more than
82,000 subscribers each year. The publication is owned and produced by the DNR
and therefore a full-page ad would be affordable.
Television
T.V Spot KY3 30-second TV spot. KY3 is the number one station reaching Southwest Missouri. It is an
NBC affiliate.
T.V Spot KMBC Kansas City 30-second TV spot. KMBC is a Kansas City ABC affiliate that reaches the 25-54 year-old
target market.
Social Media
Facebook Page Facebook Post links to stories, images, and events. 57% of adults use Facebook, so DNR’s
Facebook page would help reach this target market. Facebook is a free media outlet
with statewide coverage.
Twitter Twitter Weekly tweets related to different daily hashtags. More than 13 percent of adults use
Twitter. DNR’s twitter has 2,221 followers. Twitter is a free media outlet with statewide
coverage.
Radio
Radio Spot KBIA 15-second radio spot. KBIA is part of the NPR digital network with a 60-mile reach from
Columbia. It reaches Mid-Missouri and also has a repeater station, KKTR, in Kirksville.
Radio Spot St. Louis Public
Radio
30-second radio spot. St. Louis Public Radio is part of the npr digital network and reaches
2.4 million people with its 100,000-watt signal. It attracts 370,800 listeners per month.
Radio Spot KMBZ 30-second radio spot. KMBZ is a station for news, traffic, and weather and reaches all of
the major Kansas City area.
Media Breakdown
48

Media Type Pebble ($10,000) Boulder ($50,000)
Print 51% 37%
½ page: $1,356 per issue 6X’s/year: $1,127 per issue/insertion
3X’s/year: 1,234 per issue/insertion Full page ad:
Non-premium/one time: $2,581
6X’s/year: $2,021 per issue/insertion
Rural Missouri $5,800 one time ½ page ad $5,626 each for three ½ page ads
Missouri
Resources
Owned media estimated zero cost
for full page ad
Owned media estimated zero cost for full page ad
Television Out of Budget’s Reach 50%
KY3- Southwest
Missouri
N/A ~$12,500 (30 Second Spot)
KMBC Kansas City N/A ~$12,500 (30 Second Spot)
Social Media N/A (Organic Media) N/A (Organic Media)
Facebook Constant contact with market
through posts and updates linking to
website’s content
Constant contact with market through posts and updates linking to website’s
content
Twitter Constant contact with market
through weekly tweets linking to
website’s content
Constant contact with market through weekly tweets linking to website’s
content
Radio 36% 10%
1 30 second spot:
$40.8 PER 6a-9a/3p-6p
KMBZ- Kansas
City
15: $60 PER 6a-7p 30: $110 PER 6a-7p
Missouri Life
KBIA-
Columbia/North
Central Missouri
12 month weather sponsorship $30 PER 5a-6p
Budget Breakdown
49

Since radio is the most
affordable traditional
medium to effectively reach
Missourians, emphasis
is placed on radio ads in
the pebble budget. With
monetary restrictions
eliminating television
advertisements, magazine
ads comprise the rest of the
pebble budget.
The media budgets
begin in July,
the start of the
Department of
Natural Resources'
fiscal year.
Pebble Budget Timeline
Pebble
Media
Budget
Print Missouri
Resources
Missouri Life Missouri
Resources
Missouri Life
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
Television
Facebook
page
Twitter
Pebble
Media
Budget
Missouri
Life
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
Television
Facebook
page
Twitter
Radio
June
Print Missouri
Resources
Resources
May
Radio
January February March April
DecemberJuly August September October NovemberPebble
Media
Budget
Print Missouri
Resources
Resources
Missouri Life
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
Television
Facebook
page
Twitter
Pebble
Media
Budget
Missouri
Life
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KMBZ
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
2 30 sec at
KBIA
Television
Facebook
page
Twitter
Radio
June
Print Missouri
Resources
Resources
May
Radio
January February March April
DecemberJuly August September October November
50

The boulder budget includes radio and
print ads every month. It also allots
money to run two 30-second television
advertisements. Both media budgets call
for continuous use of social media but
no advertisements on social media sites.
Boulder Budget Timeline
Contact Information
Boulder
Media
Budget
Missouri
Resources
Missouri
Resources
Missouri Life
(1/2 page)
Missouri Life
(full page)
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at 3 30sec at 3 30sec at 3 30sec at 3 30sec at 3 30sec at
KBIA KBIA KBIA KBIA KBIA KBIA
1 30sec at
KMBC
Facebook
page
Twitter
Boulder
Media
Budget
Missouri
Resources
Rural Missouri Missouri
Resources
Rural
Missouri
Missouri Life
(1/2 page)
Missouri Life
(full page)
Missouri Life
(full page)
Missouri Life
(1/2 page)
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
1 30sec at
KY3
Facebook
page
Twitter
Print Missouri Life
(1/2 page)
Missouri Life
(full page)
Radio
Television
January February March April May June
Television
Print Missouri Life
(full page)
Missouri Life
(1/2 page)
Missouri Life
(1/2 page)
Missouri Life
(full page)
Radio
July August September October November December
Rural Missouri:
Mary Davis
573-659-3400
mdavis@ruralmissouri.coop
KBIA:
Robert Wells
WellsJR@missouri.edu
KMBZ: Main Office/ 913-774-3600
Missouri Life:
Mike Kellner
Sales Manager
660-882-9898
*A 30-second television advertisement
differs in costs based on the size and
location of a news station. Based on
estimated averages, Fresh Edge allocated
half of the Boulder Media Budget to
television advertising.
Boulder
Media
Budget
Missouri
Resources
Missouri
Resources
Missouri Life
(1/2 page)
Missouri Life
(full page)
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
1 30sec at
KMBC
Facebook
page
Twitter
Boulder
Media
Budget
Missouri
Resources
Rural Missouri Missouri
Resources
Rural
Missouri
Missouri Life
(1/2 page)
Missouri Life
(full page)
Missouri Life
(full page)
Missouri Life
(1/2 page)
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
3 30sec at
KMBZ
1 30sec at
KY3
Facebook
page
Twitter
Print Missouri Life
(1/2 page)
Missouri Life
(full page)
Radio
Television
January February March April May June
Television
Print Missouri Life
(full page)
Missouri Life
(1/2 page)
Missouri Life
(1/2 page)
Missouri Life
(full page)
Radio
July August September October November December
51

NEXT STEPS
Moving Forward
After conducting Secondary and Primary Research, it is clear that the Department of
Natural Resources can improve in a few areas.
• New Logo
• Slogan
• Revamped Website
• DNR 101 posts
• Build social media presence through Facebook and Twitter
• Integrated Media Campaign on multiple platforms:
• Television, print, radio
The department is important to the future of Missouri, but unfortunately many Missourians are not aware of how the
department’s services are beneficial. Fresh Edge suggests branding the department in a more transparent, friendly and
approachable light.
Fresh Edge suggests a few strategies to promote the department's work and build
Missourians' awareness of environmental issues.
These strategies will lead to improved public opinion of the Department of Natural Resources and increased awareness of
its services. Implementing these strategies will increase publicity as well as improve interactions between the department
and Missourians.
54

APPENDIX
Social Media Intern
It is understood that the Internal Communications
team is short staffed and doesn’t have the adequate
time reserved to focus on enhancing and upkeeping
social media sites. One solution to find the resource to
maintain these sites is a social media intern. There are
many benefits to interning for the Department of Natural
Resources. It is close enough to The University of
Missouri’s campus, so students can intern during the fall
and winter semesters as well as the summer semester.
It will be easy to advertise this internship to MU’s
journalism school through its weekly job opportunities
email blast from Barbara Willis <williasb@missouri.edu.”
The DNR is a big-name government agency, so students
would want the name on their resume. Also, any student
with a passion for the environment or environmental
regulations would love the opportunity to intern with
the state’s environmental agency. This internship can
be offered without pay and still be filled because it is
a government entity. This internship will offer a lot of
room for creativity and growth because the department
can place a lot of responsibilities on wthe intern.
Any student with a passion for the environment
or environmental regulations would love
the opportunity to intern with the state's
environmental agency.
Documentation Disc Resources
Full Primary survey results
Secondary interview transcripts
Original files of Creative deliverables
And More!
A virtual tour of the Department of Natural Resources’
office in Jefferson City would connect Missourians
to the department by letting them into their
workplace. A visual demonstration would engage the
website’s viewers and increase interactivity, all while
showcasing the green aspects of the building. Every
part of the office is intended to be sustainable and
environmentally friendly, so Missourians will be able to
see that the department lives out its mission everyday.
After all, it’s in their nature.
DNR Virtual Tour
55

FRESH EDGE BIOS
Marissa Asfour
Marissa is a senior from Long Grove, Illinois. She is
receiving a dual degree in Marketing and Strategic
Communication. She enjoys connecting with people
through different experiences and passions. Her
goal is to one day work in corporate partnerships,
marketing, or community outreach for a company.
She loves to cook and has a goal to visit all 50 states,
having already visited 32.
Email: marissasfour@gmail.com
Cosette is a senior from O’Fallon, Illinois. She is
receiving a Strategic Communication degree from
the University of Missouri. A desire to pursue a
career that offers an opportunity to interact with a
lot of interesting people has fueled her passion for
public relations. She hopes to one-day work in an
integrated public relations and marketing agency. She
loves to read and write and hopes to travel the world
someday.
Email: cosettedwyer@gmail.com
Cosette Dwyer
57

Crystal Friedman
Crystal is a senior from St. Charles, Missouri and will
receive her degree in Strategic Communication in
May 2014. Her passion for marketing and advertising
was sparked by a desire to interact with people on
a personal level. After graduation, she hopes to
travel the world and pursue a career in experiential
marketing with an emphasis in event production.
Her hobbies include photography, sports, cooking,
and meeting new people.
Email: friedman09@gmail.com
Ashley is a senior from Lake Forest, Illinois and will
receive her Strategic Communication degree in
May 2014. She has a strong passion for the arts,
especially singing, dancing, painting, and writing. She
also loves to travel, cook, and stay fit. Last year, she
launched a health and fitness blog geared toward
college students. She will move back to Chicago in
May in pursuit of a career in either public relations
or copywriting within an advertising agency or a
marketing company.
Email: ashleyhartman3@gmail.com
Ashley Hartman
58

FRESH EDGE BIOS
Kerri is a senior from Lincoln, Nebraska and will
receive her Strategic Communication degree in May
2014. A commitment to social justice and cross-
cultural representation in advertising drives her
pursuit of strategic design. She hopes to serve in
either a nonprofit or in a non-profit marketing agency
during her professional career. She will continue at
the Missouri School of Journalism in the Strategic
Communication master’s program in Fall 2014.
Email: williams.kerrigan@gmail.com
Matthew is a senior from Barrington, Illinois and will
receive his Strategic Communication degree in May
2014. He has a desire to work in a large marketing
program one day and in May will be moving to
Chicago to work in media planning or advertising. His
interests in connecting people with brands drives his
desire to use social media with marketing. He wants
to spend his career driving communication between
major brands and the consumers that purchase
their products.
Email: mmyager91@gmail.com
Kerrigan Williams Matthew Yager
59

This document was produced by Fresh Edge at the Missouri School of Journalism. The contents are the property of The Missouri Department of Natural Resources.
All information is confidential and proprietary and shall not be modified, reproduced, distributed or used for any purpose without prior written consent of The Missouri
Department of Natural Resources. © 2014
.

Missouri DNR Media Plan Focuses on Environment

Missouri DNR Media Plan Focuses on Environment

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