Dog Waste in Santa Barbara Dog Waste in Santa Barbara Dog Waste in Santa Barbara Dog Waste in Santa Barbara Strategies and Solutions Strategies and Solutions Arabia Álvarez Laura Botzong Kody Burke Kody Burke Evan Rosenberg June 12, 2012 ES193SP
Table of Contents Table of Contents Introduction Introduction Background information Methodology Data analysis y Social media proposals Recommendations Conclusions
Introduction Introduction Problem: The problem that the Creeks Division identified is a lack of proper disposal of dog waste in Santa a lack of proper disposal of dog waste in Santa Barbara. Client: Creeks Division, City of Santa Barbara Liz Smith Creeks Outreach Coordinator Liz Smith, Creeks Outreach Coordinator
Background information Background information Environment Problem Environment Problem Dog waste persists in environment Contains bacteria, parasites harmful to humans & dogs Swept into water bodies (creeks and ocean) Nitrogen NH Algae Blooms Eutrophication Nitrogen, NH 4 Algae Blooms Eutrophication
Background Information Background Information Legal Framework Legal Framework 1991 EPA d 1991: EPA deems dog waste a nonpoint source of d t i t f pollution But discharge regulations for industry and businesses does not consider dog waste does not consider dog waste
Background Information Background Information Best Practices Best Practices Identify a good city with three key features: 1. Have a clean image 2. Have active populations that enjoy outdoor activities 3 3. Have natural bodies of water or sensitive ecosystems Have natural bodies of water or sensitive ecosystems
Background Information Background Information Identify a successful advertising campaign video or Identify a successful advertising campaign, video or incentive program through three key features. 1. Campaign that grows from its original implementation and has regular updates 2. Fosters and supports community events and gatherings 3 Creates a fun environment within the campaign 3. Creates a fun environment within the campaign
Background information Background information C Central Park Paws l P k P Works with Central Park Works with Central Park Conservancy ( connected to larger community, not just dog owners) Fosters dog-friendly park environment, as well as , defending dog-owner rights in any park matters
Background information Background information Portland Portland Launched “ Petiquette for Parks ” campaign Created a “ stewardship stewardship toolbox ” to help foster community support
Background information Background information Seattle Connected a “ dog doogity ” video campaign with a larger campaign to clean campaign with a larger campaign to clean up the Puget sound
Methodology Methodology Background on conducting surveys g g y Background research on topics Informal interviews Participant Observation O Survey Development y p Data Collection & Analysis Social Media Workshop
Methodology Methodology Informal Interviews Informal Interviews Ecological impact misunderstood i d t d Honest Answers? Behavior changes based on where a person is on where a person is
Methodology Methodology Participant Observation Participant Observation • Locations • Sense of Community • • Bagged Dog Waste Bagged Dog Waste S Surveyed Locations d L ti (5/14/12-5/23/12) Petco @ Survey Development La Cumbre 10% Sampling (102) Sampling (102) Santa Barbara Questions (24) Mission 20% Hendry's Locations (4) 50% Ellings Park 20% 20%
Data analysis Data analysis Data analysis Data analysis Representative data Representative data Gender Gender No Respondent Gender Response 5% Male Male 37% Female 58%
Respondent Income Data analysis Data analysis Data analysis Data analysis 25 20 Representative data Representative data 15 Income Income 10 10 5 0 $20,000 $20,001 -$50,001 -$90,001 -$125,001 , , , , , and $50,000 $90,000 $125,000 or more under Respondent Income R d t I 25 20 15 10 10 5 0
Data analysis Data analysis Data analysis Data analysis Representative data Representative data Age Age Age Distribution in Santa Barbara Respondent Age 30 30 25 dents 20 20 f Respond 15 10 10 # of 5 0 18-2930-3940-4950-6465-74 75+ Age Group
Data analysis Data analysis Data analysis Data analysis Representative data Representative data Ethnicity Ethnicity Asian- Respondent Ethnicity p y American American 3% Declined Mixed 9% Ethnicity 7% Hispanic/ Latino 8% Caucasian 73%
Data analysis Data analysis y Behavior & Habits How often do you pick up after your dog? Less than Never half the How often do you walk your dog? 1% 1% time time 1-2 time 2% per week More than 9% More once a than half day 21% the time 3-5 times Always Daily 8% per week 89% 41% 29% How often do others pick up after Popular Locations their dogs? Less than Off-trail half the wildland Always areas time Park 15% 15% 8% 8% 10% 14% Neighborhood Off-leash dog Never 27% areas 0% 20% More More than half the time Beach 71% 35%
When is it OK? Data analysis Data analysis ata a a ys s ata a a ys s Barriers Barriers Where is it OK? Where do you see the most Where do you see the most dog waste?
Data analysis Data analysis y y Preparedness Preparedness How often are you prepared with a doggie bag What do you use to pick up after your d device? i ? dog? Never Less than 2% half the time 2% More than Always half the 87% time 9% Preparedness and Picking Up 100% How prepared Never 80% are you to pick 60% Less than half the time up after your 40% More than half the time dog? 20% Always (% of respondents) 0% Always More than Less than Never half the time half the time How often do you pick up after your dog?
Social Media Proposal Social Media Proposal p Audience, Messages & Channels Recommendations Recommendations
Social Media Proposal Social Media Proposal Social Media Proposal Social Media Proposal Overall goal: Encourage people to properly dispose of their dog ’ s waste Objectives: 1. Increase knowledge about the environmental and health impacts of dog waste h lth i t f d t 2. Establish an active online community of dog owners y g as a forum for outreach, information dissemination, and event organization a) Increase the activity of the Santa Barbara a) Increase the activity of the Santa Barbara Creeks Division Facebook page
Social Media Proposal Social Media Proposal Social Media Proposal Social Media Proposal Audience Audience Target Audience Subgroups: Target Audience Subgroups: 1. People who make a decision Strategy: Community Building 2. People who improperly dispose Strategy: Informational Campaign
Social Media Social Media Social Media Social Media Strategy: Community Building Strategy: Community Building Dog Community Involvement and g y Dog Community Involvement and Likelihood of Dog Community Involvement and Likelihood of Likelihood of Telling Someone Else to Pick Picking-up After Another's Dog Up After Their Dog 100% 100% ents 90% 90% Very Likely nts Very Likely y y 80% % of Responden % of Responde 80% 80% 70% Somewhat Likely 70% Somewhat Likely 60% 60% Neutral 50% Neutral 50% 40% 40% Somewhat Unlikely 30% Somewhat 30% 20% Unlikely Very Unlikely Very Unlikely % 20% 20% % 10% 10% 0% 0% 1 2 3 4 5 1 2 3 4 5 Level of Involvement in Community of Dog Level of Involvement in Community of Dog Owners (1= None, 5 = Very) Owners (1= None, 5= Very) Owners (1 None, 5 Very)
Social Media Social Media Social Media Social Media Strategy: Community Building Strategy: Community Building Level of Involvement in Community of Dog Owners and Perceived Environmental Impact of Dog Waste Conclusion: 100% Community Involvement 90% eq als better disposal equals better disposal 80% 5= Most habits Harmful 70% 4 pondents 60% 3 % of Resp 50% 2 40% 1= Least Harmful 30% 20% 20% 10% 0% 1 2 3 4 5 Level of Dog Community Involvement Level of Dog Community Involvement
Social Media Social Media Social Media Social Media Strategy: Community Building Strategy: Community Building Age and Facebook usage I ncom e and Facebook usage 25 13 14 21 12 k users 20 12 11 10 ers 10 10 f Facebook use er of Facebook 15 12 8 7 11 10 6 10 4 4 5 2 2 Num ber of Num be 1 0 0 $20,000 $20,001 $50,001 $90,001 $125,001 18-29 30-39 40-49 50-59 60-69 70+ and - - - or more under $50,000 $90,000 $125,000 I ncom e I ncom e Age Age
Social Media Social Media Social Media Social Media Strategy: Community Building Strategy: Community Building C Com m unity involvem ent and Facebook it i l t d F b k usage 18 65% of survey 16 16 participants use participants use 15 14 Facebook for an ook users 12 12 average of 4 hours per 11 week week 10 m ber of Facebo 8 6 6 4 Num 2 0 1 2 3 4 5 Level of com m unity involvem ent y 1 = Low est, 5 = Highest
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