Built for government & utility districts
Custom Creative · CBSMCommunity-based social marketing.
Behavior change, not just awareness — audience research, channel planning, and rollout, designed around how your residents actually act.
Campaigns don't end with creative — they end with behavior change. We design outreach strategies grounded in community-based social marketing (CBSM): the research-backed approach for getting residents to actually do the thing.
Need some ideas, or want to bounce them off someone who has been there, done that? Having helped with thousands of public outreach campaigns since 2006, we have seen a lot. Leverage Goldstreet’s experience to deliver the right message to the right audience in the right media.
Whether it’s FOG reduction at restaurants, stormwater stewardship in residential neighborhoods, or wipes-in-the-toilet conversations, behavior change requires more than awareness. It requires the right message, in the right channel, with the right ask — at the right moment. Read our primer on CBSM for the underlying approach.
- We help you establish measurable goals.
- We provide guidance on streamlining your message and writing it in layman's terms.
- We give experience-driven advice and feedback on brainstorming media to deliver your message.
The right information, the right behavior.
Community-based social marketing is concerned with understanding and acting on how to best influence community behavior for the societal good. Engaging with local communities faces several real-world hurdles, and our team has studied the step-by-step process pioneered by community-based social marketing leaders Doug McKenzie-Mohr and Nancy Lee.
By tapping into a community through in-depth field research and audience analysis, we can help create comprehensive marketing strategies, coupled with a thorough implementation plan that aims to shift community behavior in a healthier direction. Need help with your stormwater management program? Our services can supplement your efforts to meet your NPDES MS4 requirements.
The full CBSM build.
Audience research
Who are the residents you need to move? We map demographics, motivations, and barriers before we design anything.
CBSM design
Community-based social marketing tools: prompts, commitments, communication, incentives, social diffusion. We build the right mix for your behavior goal.
Channel planning
Door hangers vs. bill inserts vs. video vs. truck stickers — we pick the channels your residents actually attend to, not the ones we want to sell.
Rollout & measurement
We don't just hand off creative — we plan the rollout sequence, the touchpoints, and the metrics so you know what worked.
Ready to talk about a campaign?
Jump to the contact formBetter targeting, better engagement.
Traditional marketing avenues like radio and television project ads to large groups of people without the ability to hyper-target or personalize messaging to the right audience. Online advertising provides a greater degree of control — and our online media buying services provide a better return on investment by making sure your marketing budget goes toward your target audience.
We start by understanding what online mediums will best connect with your consumers — Facebook, Instagram, YouTube, and beyond. From there we work closely with you to design ads that attractively and accurately convey your message, then craft audience lists using specific geographic, demographic, and behavioral criteria so your ads reach the right community members. Finally, we weigh what type of online buying best fits your goals and budget, from organic post boosting to paid video campaigns.
Campaigns that changed behavior.
Dumpster lids that stay closed, restaurants that keep spills out of storm drains, dog owners who bag one more — a few recent pieces, in the channels their residents attend to.
When California's SB 1383 required organics recycling, Beaumont needed residents to change what goes in which cart — this animated explainer carries the campaign's core ask.
Common questions, answered.
What is community-based social marketing (CBSM)?
CBSM is a research-backed approach to influencing community behavior for the societal good, pioneered by Doug McKenzie-Mohr and Nancy Lee. Instead of just raising awareness, it uses tools like prompts, commitments, incentives, and social diffusion to actually change what people do. We build it into everything we make.
Can you help us meet NPDES MS4 public-education requirements?
Yes. Our campaign strategy and outreach services can supplement your stormwater management program to meet your NPDES MS4 public education and outreach requirements — with materials and measurement to document the effort.
Do you place online ads too, or just plan the campaign?
Both. Our online media buying services handle platform selection (Facebook, Instagram, YouTube, and beyond), ad design, audience targeting by geographic, demographic, and behavioral criteria, and the buying strategy — from organic post boosting to paid video campaigns.
We just need someone to bounce ideas off — is that a real engagement?
Absolutely. Some clients bring us in only for strategy: establishing measurable goals, streamlining the message into layman's terms, and pressure-testing media ideas against thousands of campaigns' worth of experience.
How do you measure whether a campaign worked?
Measurement is planned up front — we define the goals during project scoping and follow up after rollout to make sure the outreach performed as expected, from readership and engagement to the behavior change itself.
Get in touch about your campaign
Tell us about the behavior you want to change and a person responds within 1 business day. Or call 866.742.8287 and talk to your project manager.
Rather talk it through? Schedule a 30-minute call with John.