Black Creek SNAP Harvest the Rain: Using Demographics to Locate & Target Participants for Program Growth

Transcription

1 Black Creek SNAP Harvest the Rain: Using Demographics to Locate & Target Participants for Program Growth November 18, 2014 Latornell Conservation Symposium Cathrin Winkelmann

2 What is a SNAP? Sustainable Neighbourhood Retrofit Action Plan An action plan for environmental improvement and urban renewal in an existing urban neighbourhood Directs projects and overcomes barriers

3 How is the SNAP approach different? Neighbourhood scale Multi-objective Science-based, strategic Engage local networks Identify and address local barriers Demonstration projects SNAP Action Plan

4 Black Creek SNAP, Toronto Special focus: Basement flood risk reduction Lot level stormwater management Black Creek subwatershed health Urban forest health Urban agriculture Energy consumption

5 Growing Food and Green Opportunities 1. Vegetable Gardens & Rain Harvesting for Homes & Open Spaces 3. Urban Forest Enhancement 2. Stormwater Management & Basement Flooding Prevention 4. Energy Conservation & Renewables

6 SNAP Single Family Residential Demographics* 1750 single family homes Median age of residents: 44 30% > 60 years and 23% > 65years Low Income: 12% Median household income: $57,000 Recent immigrants ( ): 4% Many long time immigrants from Italy, Latin America, Vietnam Top home languages: Vietnamese, Spanish, Italian Building age: 90% built between 1960 and 1980 * Based on 2006 Census data

7 Interests, Values and Attitudes* Have great knowledge and love of vegetable gardening Gardening is starting to slow down due to age of homeowners and empty nest syndrome. Social connections often tend to follow cultural lines, except in the case of gardening. Environmental ethic is tied to practical considerations and saving money. Conservation and re-use as a way of life in their countries of origin. Interest in rain barrels, but consider them too expensive and/or don t know how to install them properly. Like to think of themselves as handy DIYers. * Based on surveys and focus group sessions conducted

8 Harvest the Rain Program Neighbourhood-wide residential retrofit program for single family homes to promote downspout disconnection and rain harvest supported vegetable gardens, while also promoting other key retrofits that address: Basement flooding protection Tree establishment Water & energy conservation Surplus harvest donation & donating backyards

9 Harvest the Rain Program Design Products & Services Free 30-minute door step home meetings to assist homeowners in identifying strategic home retrofits and provide access to discounts Referrals to implementation partners responsible for facilitating homeowner access to various retrofits (e.g. LEAF) and fixed income energy programs (GreenSaver) Folder with printed program(s) info and how-to info, relevant application forms, seeds, coupons Door opener incentives: rain barrel draw, rain barrel and tree subsidies, free deluxe energy savings kit Promotion Harvest the Rain branding Program brochure, flyers, website, door-to-door campaigning, newsletters Through local groups Cross promotional events (demonstration homes/ garden tours, community BBQ, various workshops, allied events)

10 Harvest the Rain Program Participation In 15 months Harvest the Rain has engaged 9% of a historically unengaged population Location of Harvest the Rain home consultations

11 Current Harvest the Rain Participants Profile 1. Homeowners Profile Many seniors Age of home: built in 1960s to 1980s City of Toronto Basement Flooding Study Area 2. Breakdown of Top Three Prism Clusters Cluttered Nests: 27.4% Old World Style: 25.8% South Asian Society: 22.6% 3. Key Variables, esp. predominant in BC SNAP Cluttered Nests cluster Retired in last two or more years Participate in gardening Go to/shop in garden stores more than once a month

12

13 Criteria for Scaling Up 1. Housing Stock Owned single family home built before Top Prism Cluster to participate in Harvest the Rain Cluttered Nests 3. Homes in City of Toronto and in Basement Flooding Study Areas

14

15 Optimal Market for Program Growth in Toronto Concentrated market: 13,000 homes in this area meet >75% of criteria Can target these dissemination areas for participation

16 Concluding Thoughts Environics Analytics proved to be a quick, easy and effective tool to locate profiles for program expansion. The efficiency in understanding demographics is vastly improved through invaluable tools like Environics Analytics. o Minutes vs. weeks Can use Environics Analytics to fine tune marketing approach in program expansion areas and for new SNAPs.

17 Harvest the Rain Program For further information on Harvest the Rain, check out our Black Creek SNAP website and click on the Harvest the Rain button on the right: Or contact me, Cathrin Winkelmann, at: