Rethink Runoff

Chittenden County Regional Planning selected Pluck to rename, rebrand, and oversee their multi-year stormwater awareness campaign, Rethink Runoff.

Pluck handled every aspect of the campaign, from the initial naming and identity design to website development and advertising.

The goal of the campaign is to educate people about stormwater runoff and make them aware of the easy ways to reduce it. As part of our overall strategy, we developed messaging that tied stormwater runoff reduction to the overall health of Lake Champlain. By highlighting a popular summer attraction in Vermont, we were able to explicitly demonstrate how reducing stormwater runoff can impact the lake.

In addition, we developed advertising and materials for The Stream Team, the outreach arm of Rethink Runoff. As a distinct sub-brand, touchpoints included a mobile display for tabling at public events and smaller giveaways, such as stickers, coloring sheets, T-shirts and plantable seed cards.

From an advertising perspective, we targeted specific demographics via digital advertising that helped reduce overall costs per clicks while increasing site visits.

The result

  • 98% increase in new users visiting the site
  • 95% increase in sessions
  • 68% increase in page views