MINIMIZING EARTHQUAKE RISK IN THE CENTRAL US THROUGH THE ST. LOUIS AREA EARTHQUAKE HAZARDS MAPPING PROJECT: FINDING, CONVINCING, AND SELLING IT TO KEY USER GROUPS

The St. Louis Area Earthquake Hazards Mapping Project will identify areas at risk from ground shaking, liquefaction, lateral spreading, and related earthquake effects in the metropolitan St. Louis area of Missouri and Illinois. This five-year project is a collaborative effort among the U.S. Geological Survey, the state geological surveys of Missouri and Illinois, the East-West Gateway Coordinating Council, universities, and private consultants. The products will include downloadable maps as well as a digitized, internet-accessible, subsurface database, in standardized format, which will include input from public and private sources. These maps and the subsurface database ultimately will be used by planners, engineers and designers, developers, policy-makers, insurers, first-responders, lenders, utilities, investors, and the general public. The overall purpose of the project is to reduce earthquake risk in the Central U.S.

To achieve this goal, however, a considerable effort, often unfamiliar to most geoscientists, is needed to introduce the products to key user groups, capture their interest, and maintain their involvement. These key users groups must buy into the project. Almost as challenging, these groups need to have early, on-going, and relevant input into the project, and proactive communication must be maintained over the project’s course. Most importantly, the final products must be of actual and recognizable value to the users, offered in a user-friendly output format, fast and easy to use, and timely.

For this project, key user groups are considered customers. Identifying these customers is marketing, and enlisting their input, support, and long-term interest is sales. Keeping their long-term interest in the project is customer maintenance. Strategies to connect with these groups include proactive outreach to key professional organizations, an informal e-newsletter, and invitations to project planning meetings.

By focusing on the ultimate adoption and practical use of the project’s end products, the key user groups, as well as the general public, are best served. A significant step to lowering the overall earthquake risk exposure of the Central U.S. is also made.