Figure 3. Goal modeling tools allow policymakers to set marketing campaign parameters (budget, target adoptees, time and region), easily prioritize these parameters and view candidate programs that will help achieve desired outcomes. The system then monitors actual progress against projections.
Click here to enlarge imageIn configuring their lots, residents can compare their water impact with that of their neighbors and, with improvements aimed at mitigating stormwater, find vendors who offer selected products and services. Couponing and other incentives, such as special offers for nurseries, gutter maintenance and home stores that serve to "close the loop," can be employed to track consumer actions. On the back end, as users make lot configuration changes, the system uses known coefficients relating to the pervious/imperviousness of individual surfaces to make calculations regarding runoff impact that are dynamically reflected in the user's lot view.
From the policymakers' perspective, the Tupolo Storm platform offers relevant knowledge to financial modelers, sustainability professionals, community outreach leaders, engineering staff and political officials (see Fig. 3). Each of these groups has a different set of information they need to see and understand to do their respective jobs. All of these policymakers need to see a current view of the situation in order to be able to assess where marketing campaigns are working and what their impacts will be.
As urban communities and water authorities address the increasing challenge of stormwater — and the health, environmental and regulatory issues it entails — policymakers are obliged to apply their considerable arsenals of information to develop strategic plans that produce effective citizen action and support sustainability. Toward this goal, knowledge modeling technologies, such as Tupolo Storm, can convert the troves of stormwater and geographic information into actionable knowledge to drive comprehensive mitigation programs. These programs, employing online management tools for both policymakers and city residents, promote public education and outreach and provide intelligence about public behavior in response to marketing campaigns to inform future planning and programs targeting this critical city issue.
About the Author:
Lisa Epstein is the marketing communications manager for Thetus Corporation. She has worked in the high-tech industry for the last 20 years in a variety of marketing, technical writing, and product and program management capacities. She can be contacted at (503) 595-5838, or via e-mail at [email protected].