Case Study: Educating Residents about Nitrogen Pollution

+

Presented by: Michel Cullum Associates, Inc. & Design Principles, Inc.

Presented for: Coalition for Buzzards Bay

May 20, 2014

Case Study: Educating Residents

about Nitrogen

Pollution

BackgroundBackground

Kingman Yacht Center could pay for a nitrogen reducing wastewater treatment facility from the proceeds of a 15 unit townhome development•Red Brook Harbor has growing nitrogen pollution problem due to failing septic systems

•Kingman wants the harbor to remain healthy

•But….People don’t like change

•And…The Planning Board must approve the construction permit

Think it. | Design it. | Make it Happen. | www.designprinciples.com | www.michelcullum.com

| | The Good NewsThe Good News•New zoning is already in place• Marine Center Overlay District increases density

• Smart Growth makes sense

• The benefits of biological treatment are real• Will reduce Nitrogen flow into Red Brook Harbor by 70%!!

• This is privately funded• Town will get use of the treatment facility at no cost

•Many contiguous abutters want this option


The The SituatioSituatio

nn

| | The Bad NewsThe Bad News

• The zoning “win” was 18 months ago • Lost momentum

• Need to re-educate

• Called “The Kingman Project”• Bad Rap - Kingman wants to change the town

• This is just about the money

•Don’t have a town champion or “Key Influencer”



nn

| | The Rules of the GameThe Rules of the Game

• Education is an expensive marketing strategy• Hard to get “share of mind”

• People don’t know there is a problem that needs to be fixed

• Transparency is key• The Tabor/ Town of Marion Lesson

• Need to share the motivation, project goal and urgency

• Be a good neighbor Think it. | Design it. | Make it Happen. | www.designprinciples.com | www.michelcullum.com


nn

GoalsGoals | |

• Get people to come to the planning board meeting to support the project

• Get 2/3 of the planning board to vote YES (6 out of 9)


Help the townspeople embrace this is the right thing to do

StrategyStrategy | |

• Communicate

• Nitrogen is a real problem

• The Kingman Project offers the solution

• Answer people’s questions face-to-face

• What will the development look like?

• WIIFM (What’s in it for me?)

• How will this impact my experience of the town?


Reduce people’s fears by addressing their concerns and listening to their issues

StrategyStrategy | |

• Use “Coffee Talks” to communicate

• 3 separate meetings inviting the public to ask questions

• Scott explains what is happening to Red Brook Harbor and how his planned development will help

• “experts” on hand to answer technical questions

• Show pictures of plan, hand out information, answer questions

• Acknowledgement shows respect

• Don’t worry about not having all the answersThink it. | Design it. | Make it Happen. | www.designprinciples.com | www.michelcullum.com

Reduce people’s fears by addressing their concerns and listening to their issues

MessageMessage| |

Help Protect Red Brook Harbor from Harmful Nitrogen Pollution

1 - Recognize The Problem•the problem is nitrogen

2 - Understand the Solution•we have a private solution to a public problem

3 - Share the Message •come to our coffee talks


Your support can make all the difference

The CardsThe Cards | |

1 - Recognize The Problem – the problem is nitrogen

Harmful nitrogen pollutes our harbor from existing septic systems. If we don’t act soon, this will be a serious and expensive issue for residents.

But the problem can be reversed. A biological wastewater treatment system can reduce the flow of harmful nitrogen by 70%! We can fund this system by the construction of Red Brook Harborview townhomes and a sizeable donation from Kingman Yacht Center.

We need your support at the Planning Board vote this JuneLearn more at RedBrookHarbor.orgThink it. | Design it. | Make it Happen. | www.designprinciples.com | www.michelcullum.com

What do they say?


2- Understand the Solution - we have a private solution to a public problem

On June 13th, the Planning Board of Bourne will vote to issue a special permit for the construction of Red Brook Harborview townhomes.

By building the townhomes, we can fund a biological wastewater treatment system that can handle the entire Kingman Yacht Center Marina, the Chart Room Restaurant and 55 adjacent homes.

We need your support at the Planning Board vote this JuneLearn more at RedBrookHarbor.orgThink it. | Design it. | Make it Happen. | www.designprinciples.com |

www.michelcullum.com

What do they say?


3 - Share the Message - come to our coffee talks

Come see the plans and get the facts!...

Enjoy complimentary coffee, muffins and meaningful conversation.

Coffee Talk Schedule:At the Beach Plum Bakery Café - Thursday, June 6th 10am – 11amAt the Daily Brew: Tuesday, June 11th 9am-10am & 3pm -4pm

We need your support at the Planning Board vote this JuneLearn more at RedBrookHarbor.org


What do they say?

PromotionPromotion | |

• April – Develop website RedBrookHarbor.org

• May - Use 12 display units in the local stores & coffee shops

• May 28 - Press release to media – Bourne Enterprise

• June 4 - Scuttlebutt e-newsletter (Boaters care about water quality)

• June 5 - Blast email to Kingman Yacht Center email list

• June 6 & 11 – 3 Coffee TalksThink it. | Design it. | Make it Happen. | www.designprinciples.com | www.michelcullum.com

Getting the word out

The WebsiteThe Website


The blast emailThe blast email


The results The results ||• The vote was postponed until August, 2013

• The Bourne Planning Board unanimously approved the Permit


Postscript

creativity + experience = creativity + experience = successsuccess

Michel Cullum Associates, Inc. positions organizations to communicate and complete on a whole new level.

Recent Award: 2013 American Association of Port Authorities Award of Excellence for Best Website | www.portofnewbedford.org


Shameless Plug two companies that work like one well-oiled machine

Design Principles provides comprehensive creative solutions for hundreds of local, national and international clients.

Recent Award: 2012 American Graphic Design Award for Best Website | www.factoryfive.com

Case Study: Educating Residents about Nitrogen Pollution

Environment

Transcript of Case Study: Educating Residents about Nitrogen Pollution