Pipe Up Campaign Phase 3: Campaign Message Testing

“Pipe Up” Campaign Phase 3: Campaign Message Testing Focus Group Guide
OMB Control Number: 2030-0051 Expiration Date: 5/31/2024

Topic

Prompt

Home
Before we get into today's topic,
characteristics can you tell me a little bit about
your home?
Knowledge of
PSL

Today we'll be talking about private
sewer laterals, or PSLs. Please tell
me what you know about PSLs.

Dr. Simmons describes what a PSL is
Knowledge of Some homes, particularly older
PSL issues
homes, experience problems with
their private sewer lateral. What
kind of issues do you think are
common with PSLs in this region?
Experience
Have you, personally, experienced
with PSL
any of these issues with your own
issues
PSL?
Familiarity
with Rebate
Program

Probes, Examples
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What year was it built?
Has it undergone any renovations?
How long have you owned your home?
Are there any frequent issues you experience regarding the maintenance of your home?
Have you heard of a PSL before?
Do you know PSLs by a different name/term?
What does a PSL do?
Where does the PSL transport household waste to/from?

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What kind of problem(s) did you encounter?
What was the cause of the problem(s)?
How did you solve the problem(s)?
Current vs. previous homes
Did you know this rebate program existed?
What do you know about the rebate program?
Have you applied for the rebate program?
Do you know anyone that has applied for the rebate program?

Recently, Pinellas County started a
Private Sewer Lateral Rebate
Program for certain neighborhoods
in the county. Are you familiar with
this rebate program?
Dr. Simmons describes the PSL Rebate Program and distributes handouts with information from Pinellas County website
Thoughts on
Now that you know more about the • Do you think it's clear how the program works?
Rebate
Rebate Program, I'd like to hear
• How easy or difficult do you think it would be to apply for the rebate?
Program
what you think of it.
• How do you feel about the costs covered by the rebate? Is it enough for you to schedule an
inspection of your PSL?
• What do you think about the first-come, first-served rollout of the rebate each year?
• If you applied for a rebate, how much trust would you have that the county would give you the
rebate?
• What do you think about the eligibility criteria? Are any of the criteria confusing or difficult to
assess for your own home?
Dr. Simmons describes the goal of the “Pipe Up” campaign and distributes handouts with different potential campaign images

“Pipe Up” Campaign Phase 3: Campaign Message Testing Focus Group Guide
OMB Control Number: 2030-0051 Expiration Date: 5/31/2024

Thoughts on
Campaign
Images

Here are some examples of
• What images are most likely to grab your attention?
different images that could be
• What images would be the most memorable to you?
featured in our "Pipe Up!"
• What images do you find the most interesting to look at?
campaign. What type of image do
• What images make you want to learn more about it?
you think would work best for this
• If you received a flyer in the mail with one of these pictures, which ones would you be more likely
type of campaign? Why?
to ignore or throw away?
Dr. Simmons distributes handouts with different potential campaign messages
Thoughts on
Here are some examples of
• What messages tend to hold your interest the most?
Campaign
different messages that could be
• What messages would be the most memorable to you?
Messages
featured in our "Pipe Up!"
• What messages inspire you the most to get a PSL inspection?
campaign. What type of message
• What messages would be most useful to you as a homeowner?
do you think would work best for
• What messages feel the most accurate or trustworthy?
this type of campaign? Why?
• If you received a flyer in the mail with one of these pictures, which ones would you be more likely
to get you to visit the webpage?
Dr. Simmons goes through the Eligibility Screener Webpage
Thoughts on
This is a prototype of a webpage
• What components of the webpage do you like or dislike?
Webpage
designed to assist homeowners in
• Is the information presented clear and helpful to understanding the process of the Rebate
determining if they may be eligible
Program?
for the Rebate Program. Does this
• Does this Eligibility Screener make it easier or more difficult for you to determine if you might be
seem like something useful to you?
eligible for a rebate?
• Does this webpage feel like a trustworthy source of information?
• What do you think about the design of the webpage (e.g., length, layout, features)?