Table of Contents

Internal Contacts

P2Rx Home

1) Who is the Target Audience?

Primary target audience

Main segments:
• Technical assistance providers in state and local P2 programs including:
• Environmental assistance providers
• DEQs – technical assistance providers and regulatory staff
• P2 people in Federal facilities
• EPA policymakers

Other segments:
• MEPs
• VoTech Schools
• Campus P2 Programs (influence curriculum)
• Sm. BAP (?)
• Tribes
• Local health programs
• SBDC
• Extension programs
• Energy programs
• Pretreatment programs
• 319 programs

Additional ways of segmenting the audience:
• Field agents vs. program managers
• Attitudes toward technology
• Early adopters
• Those looking for an overview vs. deep understanding
• P2 true believers vs. unconvinced
• New to the P2 field vs. veterans
• TV dinners (want prepackaged products) vs. recipe (prefer to put ingredients together themselves)
• Want OTC (something anyone can get) vs. Rx (more difficult to access but more powerful)
• P2 information Wholesaler/Retailer/Consumer (business or private)

Secondary target audience (those who influence primary target audience)

Main secondary segments:
• Trade associations
• Industry
• Environmental professionals
• Stakeholders – EPA et al.

Other secondary segments:
• Insurance
• Accounting systems
• Regulators
• OEMs
• Educators
• Purchasing managers
• Consumers

2) What benefits does P2Rx offer its users?

• Helps programs find funding/money
• Convenient – saves time
• Provides services they can't or don't want to do themselves
• Has the best information
• No cost to the customer
• Get recognition for your program
• Trusted source – makes you look good
• Makes you look smart
• Increases users' breadth of knowledge
• Provides hard to find information
• Provides case studies – on the level of the ultimate customer
• Efficient use of resources – allows users to spend time on other projects
• Proides variety of options – nationwide examples

3) What are some potential barriers to using P2Rx?

• Need to feel sense of ownership of materials they use
• Ignorance of services P2Rx offers
• Special needs of the audience – e.g., differences between states
• Language used – both "P2Rx terms" and "P2" terms
• Habits – going to other resources first
• Usability – hard to design for everyone
• Think it's fluff – no real content
• Need to know how to use the resource – need training
• Not central to their "core" – not a trusted source for some
• Not a commonly referred to organization
• Not invented here – trust, quality of materials
• How do you use this site to enhance what you do?
• Lack of common look and feel between P2Rx websites (although some felt this could also be a benefit – each regional center has its own personality)
• Conceptual difference between what we are and what they think we are – library vs. services

4) Who are P2Rx's main competitors?

• Google
• The user's own website
• User's own files, books, co-workers
• Greenbiz.com
• IWRC
• Sector Star
• INEEL – Idaho National Environment and Energy Lab
• Karen Brown's SBAP site
• *.EPA.gov
• *wise programs
• DOD sites – DENIX, Air Force, etc.
• Burt Hammer's sites
• NPPR

5) How is P2Rx different and better than the competition?

• We filter the content so that it is accurate and current
• Easy to use compared to some sites
• Presents more comprehensive information
• They don't have tattoos or a blimp
• We offer news and other current information
• We have a contacts database
• Quality and currency
• Fair and balanced information
• Free
• Content sharing – users can make our information look like theirs
• Some commonality among the centers
• Tools quickly meet needs
• Access to experts directly via P2Tech
• Sense of community

6) When/where can we reach the target audience when they are making a decision about where to find their P2 information (aperture)?

• Regulations
• NPPR home page
• C2P2
• Topic-specific sites – identify where links need to be
• Links on all our audience's main sites

7) What should be the main objectives of the marketing plan?

• Increase awareness and use of P2Rx by the target audience.
• Increase awareness of P2Rx as a network of P2 information centers.
• Increase use of topic hubs (both as a collection and for individual topics)
• Increase use of rapid response.
• Increase use of news.
• Increase use of P2Tech.
• Increase use of programs directory.
• Increase awareness of regional networking done by P2Rx members.

• Regional marketing will promote each regional center as part of the network.
• National marketing will promote the P2Rx network of regional centers.

Action Items Discussed

• Centers should start to use the following format when identifying themselves in materials (including on P2Tech signatures):
Your Center
a proud member of the P2Rx network

• P2Rx should include a line identifying itself as "a network of regional P2 information centers" (specific wording yet to be determined)

• Improve ranking of P2Rx and topic hubs in Google searches by increasing links from other websites.

• Create hard copy versions and/or CD-ROMs of topic hub content.

• Market individual topic hubs to appropriate audiences via trade associations and links from related websites.

• Make content customizable.

• Make announcements on P2Tech regarding updates to the website content.

• Create marketing checklist for what to do when releasing a new topic hub (or other new product) that includes things like creating a press release, where to send it, using internal mailing lists and P2Tech to announce it, etc.

• Create interchangeable inserts for the existing P2Rx marketing brochure for each center and each topic hub.

• Create a standard blurb describing P2Rx that can be used at the end of press releases or in other promotional pieces.

• Publish articles in journals and newsletters regarding P2Rx/regional center activities or products.

• Provide filler ads to relevant newsletters, including environmental associations.

• Determine what types of promotional items/freebies would be most effective with the target audience.

• Create new P2Rx display for use at conferences.

• Write Op-Eds for newspapers in states that have lost funding for their P2 programs.

• Better internal marketing of P2Rx within EPA.

• Need to market the benefits of being in the programs database.

Back to P2Rx Administrative Information

^ Top