Case Study: Pinellas County protects Tampa Bay’s water quality with Marketing for Change

Pinellas County boosts summer fertilizer compliance with Marketing for Change, driving 86% to favor Florida-friendly planting

The customer, Pinellas County, faced a challenge with fertilizer runoff polluting Tampa Bay, leading to algae blooms and threatening water quality. A new ban on fertilizer sales during the summer was met with resistance from residents and retailers. The vendor, Marketing for Change, partnered with the Tampa Bay Estuary Program to build an acceptance campaign.

Marketing for Change implemented a solution that leveraged local pride, asking residents to "Be Floridian" and protect the fun they enjoyed. The campaign used targeted advertising and equipped retail sales associates with information. Results from a university study showed target residents were significantly more knowledgeable and less likely to fertilize in the summer. A subsequent survey found high percentages of respondents intended to adopt more Florida-friendly landscaping practices, and a critical seagrass rebound in Tampa Bay was reported.

Pinellas County