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The Story Behind Maine’s Stormwater Campaign Barb Welch Maine Department of Environmental...
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![Page 1: The Story Behind Maine’s Stormwater Campaign Barb Welch Maine Department of Environmental Protection.](https://reader035.fdocuments.in/reader035/viewer/2022081502/56649ec15503460f94bcda8e/html5/thumbnails/1.jpg)
The Story Behind Maine’s Stormwater Campaign
Barb Welch
Maine Department of Environmental Protection
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A. Planning the outreach - Start with solid foundation
B. Moving from awareness to action
C. Available resources, don’t reinvent wheel but test it
D. Creating partnerships
Behind the Scenes
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Components of Maine’s Stormwater Outreach Campaign
• Partnership with 36 MS4s, state agencies and NGOs
• Mass Media – TV and radio ads
• Web site
• Behavior change pilot projects
• Assessment
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Communication Channels to
Change Behavior
Exposure
Retention
Acceptance
Attitude change
Action
Behavior Communication
Unaware
Maintenance
Mass Media: TV, Radio, Posters
Direct Communication:
:
Direct mail, Bill Inserts, eMail
Interactive: Training Sessions, Public Speaking,
One On One:, work days, booths, pledges, phone
Informational: Web, Publications, Brochures
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A. Foundation:
Getting In Step: Guide to Creating an Effective Outreach Campaign
1. Define Driving Forces, Goals & Objectives
2. Analyze Target Audience
3. Create Message
4. Package Message
5. Distribute Message
6. Evaluate
7. Improve and Implement
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1. Driving Forces & Goals
• Improve & protect water quality.
• Increase knowledge of storm-water from 24% to 33%.
• DEP & municipalities – demonstrate measurable success to funders & management.
• SMART objectives in each local action plan.
• Regulated municipalities comply with regulations.
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2. Analyze Target Audience
35-55 year olds
Middle to upper income
Educated
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• Stormwater is a mystery – people don’t know where it goes, or that it can be polluted.
• Strong belief that industry is the major culprit.
Target Audience Information(focus groups & phone surveys)
• PSAs effective at raising awareness (but not as good as news coverage).
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Additional Audience Information (Municipal Employee Survey)
• 34% think that all precipitation soaks into the ground.
• 7% believe the stormwater & sanitary sewers are the same.
• 17% wouldn’t guess where the stormwater goes.
• 79% say they don’t live in a watershed.
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Recommendation from Consultant(Curt Mildner, Market Decisions)
Need mass media effort to raise awareness.
Simplify science for the public - Focus on path of stormwater and pollutants.
San Diego’s ad tested best with focus group.
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• Path water takes
• Stormwater pollution sources
3. Identify and Create the Message
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4. Packaging the Message
Identity
Logo
Slogan
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Mass Media
• Modified (voice over) San Diego TV Ad run statewide.
• Recycle & modify NPS Soil’s radio ads – run statewide, plus 2 new stormwater ads.
• Web site.
(www.ThinkBlueMaine.org)
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5. Distribute the Message
• Partnership fund media buy.
• Clusters work on local activities.
• Partner with new groups – Cooperative Extension, Casco Bay Estuary Project, U. of Southern Maine, Soil & Water Conservation Districts.
• Web site.
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Successful!
Unpromted questions:14.4% (135,283) of the Maine adult in ‘04 recalled seeing or hearing our ads
24% in ‘05.
6. Evaluate: Phone Survey Results
Mass Media – 2004/05Completed 2 months after ads were run.
Sampling error plus or minus 4.9%.
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If we gave prompts, who remembered our ads?
66% (620,029) of adults in ’04 recalled TV ad and 72% in ‘05.
Education23% recall if college educated15% if some college8% if high school education or less
Phone Survey Results (cont.)
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Who will take action?
• 26% in ’04 said they have or will take action to reduce stormwater pollution; Increased to 35% in ‘05
• Greater income, more likely to have taken or planned to take action.
Phone Survey Results (cont.)
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B. Awareness vs. Action
• Gap between awareness and action
• Need to persuade and assist with behavior change
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Communication Channels to
Change Behavior
Exposure
Retention
Acceptance
Attitude change
Action
Behavior Communication
Unaware
Maintenance
Mass Media: TV, Radio, Posters
Direct Communication:
:
Direct mail, Bill Inserts, eMail
Interactive: Training Sessions, Public Speaking,
One On One:, work days, booths, pledges, phone
Informational: Web, Publications, Brochures
![Page 20: The Story Behind Maine’s Stormwater Campaign Barb Welch Maine Department of Environmental Protection.](https://reader035.fdocuments.in/reader035/viewer/2022081502/56649ec15503460f94bcda8e/html5/thumbnails/20.jpg)
Local Activities
• Storm drain stenciling
• School events
• Booth at festivals, garden shows
• Kiosks
• Neighborhood projects
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Pilot Projects to Change Behavior
• Bangor Cluster - Lawn Care BMPs
• Casco/Saco Bay Interlocal – Pet waste, Yard care, New development
• Lewiston, Auburn – Commercial Best Management Practices
• Southern York Co – Yardscaping
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C. Resources
• Great tools available– EPA Digital Toolbox – Local products
• Values differ regionally• Issues differ locally• Test to find what works with your target
www.epa.gov/nps/toolbox/beta
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Test First
Quick and inexpensiveEmail, Phone, Informal focus group
Ask open ended questions and listen for the emotional responses
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D. Find local partners
• Similar goals• Active with previous projects• Sparkplug energy • Local knowledge• Commitment
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ThinkBlueMaine Partners
The towns of:BerwickCape ElizabethCumberlandEliotFalmouthFreeportGorhamHampdenKitteryMilfordOld Orchard BeachOronoSabattusScarborough
The cities of:AuburnBangorBiddefordBrewerLewistonOld TownPortlandSacoSouth PortlandWestbrook
OtherBangor Air National GuardPortsmouth Navel Ship YardSouthern Maine Community CollegeUniversity of Maine — BangorUniversity of Maine — OronoUniversity Southern MaineMaine Department Of TransportationMaine Turnpike AuthorityPortland Area Comprehensive TransportationSystemMaine Department of EnvironmentalProtectionMaine State Planning OfficeCumberland County Soil and WaterConservation District
South BerwickVeazieWindhamYarmouth
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Steps to Success
• Solid foundation
• Action as well as awareness
• Great resources
• Partnerships
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Barb Welch & Kathy Hoppe
207-287-7682 207-764-0477
Maine Department of Environmental Protection
MaineDEP.com
ThinkBlueMaine.org