This project completed Phase 1, formative research, of the three phase Behavior Change process laid out in the FY12-13 RFP: establish a baseline (number of people currently engaged in the target behavior), and audience segmentation and audience assessment. The grant deliverables shown in our proposal are expected at the end of the full process, all 7 behavior change steps, consequently, we did not meet them.
As part of this phase, the City’s consultant, Salter Mitchell (SM), conducted two focus groups and then completed a targeted survey by phone. Once the project was substantially completed, we rolled out the previously approved and funded tree rebate program with articles in the local newspapers, website and city newsletter. The rebate program continues this fiscal year and will dovetail with this project.