superior streams partner program development and marketing plan 2007-2008 (306-09-08)

8/14/2019 Superior Streams Partner Program Development and Marketing Plan 2007-2008 (306-09-08)

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TABLE OF CONTENTS

Introduction

.....1

Part One: Overview of Goals and Key Messages ...

...3

Part Two: Defining the Superior Streams Partner

Program...........5Part Three: Marketing the Superior Streams Partner

Program.....................12

Conclusion . .22


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APPENDICES

Appendix A: Marketing Plan Summary of Schedule and Costs

Appendix B: Pledge Form with General Menu of PossibleActions**

Appendix C: Membership Application Form**

Appendix D: Potential Partner Database

Appendix E: Summary of Business-specific Suggestions forActions to Take

Appendix F: Potential Talking Points for In-Person Meetings

Appendix G: Marketing folder inserts describing the RSPT andSuperior Streams Partner Program**

**In with Marketing Folder


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Introduction

The Regional Stormwater Protection Team (RSPT) was established in 2002 by bi-state regional

communities, agencies, and universities that came together to provide mutual support, education

and outreach regarding protection of their shared Western Lake Superior watershed. The RSPT

currently has over 25 members. In 2006 the RSPT decided to pursue creation of a program that

would entice businesses to become RSPT members. To get the program underway, the RSPT

applied for and received a grant from Minnesotas Lake Superior Coastal Program to help cover

the cost of developing a marketing plan designed to help solicit business participationin theprogram as well as make consumers aware of which businesses are participating and showing

their support for clean water. In 2007, The City of Duluth, on behalf of the RSPT, contracted

with Barr Engineering and its subcontractor, Jeanne Lamb Public Relations and Writing, todevelop the partnership program and marketing plan.

Part Oneof this marketing plan identifies goals

Part Twoestablishes

for the partnership and establishes the key

messages that must be consistently conveyed.

partner requirements

Part Three

.

describes incentives that exist to entice a business or other organization to

become a partner and explains the marketing efforts

It is important to note that while this plan has been well thought out and carefully developed, it is

a working document. As the partner program evolves this plan will need to be reviewed and

periodically updated. This plan is provided to the RSPT electronically as well as in hard copy

form to allow the RSPT to freely update as needed.

that we recommend using to get RSPT

partners on board and to provide public recognition for those partners. To serve as a quick-

reference tool, this plan also includes a summary table in Appendix A showing a timetable for

implementing marketing initiatives along with estimated costs to assist with budgeting. The plan

includes a number of other appendices, including a spreadsheet listing businesses and other

groups in the area that will serve as a starting point for identifying specific contacts to be made.


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We developed this plan using input from several sources. The primary source of ideas and our

understanding of the key project needs and goals have been drawn from RSPT members.

Wherever possible we have made use of or tried to be consistent with existing RSPT programs or

available marketing and educational materials to provide a consistent message to the public and

minimize costs. We also solicited suggestions from an RSPT Partnership Focus Group made up

of four area businesses and one church to understand which incentives potential partners are

most likely to find appealing. Finally, we made use of Barr Engineering and Jeanne Lambs own

expertise

This plan covers marketing efforts assumed to occur in 2007 and 2008. Some of the marketing

efforts can be completed entirely by RSPT members with little or no additional costs, while other

efforts will require outside assistance from printers, advertisers, etc. Cost estimates are provided,however, it should be noted that actual costs will depend on many variables from distribution,

quantities, placement costs, the scope of the projects and other variables unknown at this time.

in the areas of marketing, stormwater management and operating businesses.


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Part One: Overview of Goals and Key Messages

Superior Streams Partner Program Goals:

The primary goal of this project is to persuade businesses and other organizations to become

Superior Streams Partners

Audiences:

. Through the process of soliciting partners and the actions that they

take, the project will increase awareness on how businesses impact stormwater, and how

businesses can respond to reduce those impacts. Ideally the Partners program will provide

$40,000 or more per year to help support the cost of education and outreach programs, including

paying for a part-time RSPT coordinator,

Primary

Businesses and non-profit organizations such as religious organizations, schools and civicorganizations that have a clear environmental stewardship purpose or mission.

Businesses and non-profit groups that do not already have a clear environmental stewardshippurpose or mission, but could have significant ability to reduce stormwater impacts through

actions of their own and/or public education.

Schools

Secondary -

The general public who are employees, customers, or members of organizations and mayrequest involvement and provide support to potential Partners.1

Key Messages:1. Become a partner and join the effort to protect our streams, wetlands, inland lakes, and Lake

Superior - Earths largest freshwater lake - by reducing stormwater runoff and pollution at

the source.

1 June 28, 2007 RSPT Partnership Program Focus Group Meeting Notes


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2. Being green and protecting our waters is good for business. Partners enjoy on-going

public relations that inform our local community of Superior Streams Partner efforts and

promote patronage of partners.

3. Become a partner and be part of the solution by implementing actions that you can take to

reduce pollutants in stormwater runoff and decrease the volume of runoff that erodes stream

banks and shorelines and carries pollutants into Lake Superior.

4. Your contribution will help grow the Superior Streams Partner program and further

enhance your, and all partners, interest in reducing storm water pollutants. Depending on

future arrangements made by the RSPT to become a non-profit or to partner with an existing

non-profit, SSP membership contributions may be tax deductible. If this becomes available then

this key message should also emphasize that membership contributions are tax deductible.

Program Title:

The following name has been selected: Superior Streams Partner Program.


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Part Two: Defining the Superior Streams Partner Program

The Superior Stream Partner Program is an opportunity for businesses and other organizations to

voluntarily take action to help protect our water quality, learn more about storm water pollutionand what actions to take to avoid polluting, and be publicly recognized for those actions.

RSPT members will be available to help businesses and other participants understand what they

can do to minimize their impacts and help increase public awareness of this problem. Partners

may find an RSPT member that has tackled the same issue and can share their solution, saving

Partners considerable time and money. RSPT can better tailor assistance programs such as

workshops and the RSPT website to fit peoples needs if they have Partner members that will

provide input and suggestions.

Answers to some Frequently Asked Questions about the Program

1. What is the difference between a Superior Streams Partner and an RSPT Member?

RSPT members are representatives of local, regional or state governments, and

universities. This includes municipalities and universities that are or will be regulated as

Municipal Separate Storm Sewer Systems (MS4s) and required by law to implement

public educational programs and a variety of best management practices (see

www.lakesuperiorstreams.org/stormwater/duluth/stormwater_plan.html). The RSPT

was formed to develop a cooperative approach and consistent message for these

stormwater education programs and to provide a base of technical expertise to be shared

throughout the region. Members regularly attend monthly RSPT meetings and the MS4s

contribute fees to financially support RSPT activities that have mostly been funded by

highly competitive short-term grants.

Superior Streams Partners are businesses and other organizations that have an interest in

supporting the public education and outreach mission of the RSPT. Partners are welcome

but are not expected to attend monthly RSPT meetings.
http://www.lakesuperiorstreams.org/stormwater/duluth/stormwater_plan.htmlhttp://www.lakesuperiorstreams.org/stormwater/duluth/stormwater_plan.htmlhttp://www.lakesuperiorstreams.org/stormwater/duluth/stormwater_plan.html


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2. Can RSPT Members also be Partners?

Yes. At least one RSPT member has indicated that they would likely keep their

membership in RSPT to help fulfill their MS4 permit requirements, but they would also

like the benefits of becoming a Partner, including assistance and recognition.

Benefits of becoming a Superior Stream Partner include:

1. Public recognition of the Partners assistance to the community and commitmentto clean water through billboards, newspaper articles, etc.

2. Having the Partners name on an Adopt-a-Stream sign (the availability of thisbenefit remains to be finalized as of October 17, 2007)

3. Recognition on the LakeSuperiorStreams.org web site, including links toPartners web site(s)

4. Learning from and sharing experiences with other Partners5. Stormwater-related updates sent directly to Partners via email regarding

opportunities, such as grants or awards, and information, such as changes in

stormwater fee systems or regulations

6. Receive invitations to annual meetings and other forums where Partners canprovide input to local or state agency staff

7. Help finding information on best management practices (BMPs), stormwaterregulations and contact information for local, regional and state agencies

8. Use of a speakers bureau regarding stormwater pollution and actions that can betaken to protect water from stormwater pollution plus the opportunity to

recommend specific topics for future presentations

9. Use of a traveling exhibit that serves as a public education tool regardingstormwater pollution prevention and advertises that the organization is a Superior

Streams Partner


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To become a Partner, a business or organization will be asked to:

1. Sign a pledgeform that states their intentions to take action where possible to

minimize their impact on stormwater and/or to provide public education (see

Appendix B), and

2. Pay an annual Partner membership fee. The recommended annual membership

fees range from $50 to $3,000 per year or $10,000 for a lifetime membership as shown

on the membership form (Appendix C). A wide range of fee levels is recommended,

recognizing that the ability to pay ranges widely from a small non-profit organization or

school to large corporations. It is in the RSPTs interest to maximize the number of

Partners, which in turn maximizes the number of businesses/organizations taking one or

more actions to further the goals of the RSPT. Membership fees will cover a calendar

year. Annual Partner membership fees paid to the RSPT may be tax deductible, however,

the decision to become a non-profit or partner with an existing non-profit to allow this to

occur has yet to be finalized as of October, 2007.

Expected Revenue

One goal identified by the RSPT for this Partner Program was to be able to fund at least half of afull-time equivalent position through membership fees, in addition to covering the costs of some

programs such as advertising and public relations campaigns, the Lakesuperiorstreams.org web

site, watershed festivals, training workshops, etc.. Whether the revenue of the Superior Streams

Partner program will cover some or all of these costs depends on the success of the program as

well as budgets established by the RSPT.

A very rough estimate of potential annual income from the Partner program is given below,

assuming as noted above that it will be easier to recruit members at the lower membership levels

and that a relatively smaller number will be willing to join at the higher levels.


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Table Footnotes

1. The opportunity to have the business/organizations name on a sign will be offered for those that sign up at the

$500 level and commit to remain a Partner for at least three years

2 Unless a new company joins every year at the $10,000 lifetime membership level, this will be a one-time

contribution

Preparing to Launch the Partner Program

A number of the benefits identified above will require further preparation by RSPT members or

need to be procured by the RSPT before promoting the Program. In particular, the following

actions are recommended to prepare to launch the program.

1. Provide information on the LakeSuperiorStreams.org web site regarding the SuperiorStreams Partner program and prepare to begin listing Partners as part of the public

recognition program. As soon as possible a posting on the web site along the lines of

Hypothetical #of Partners at

this level

Membership Rate Subtotal / year* Who this might include

25 $50 $1,250 Religious organizations, schools, etc.

15 $100 $1,500 Small businesses, possibly some non-

profits

15 $5001 $7,500 Medium businesses

10 $1,000 $10,000 Large businesses

5 $3,000 $15,000 Very large businesses or others with

most interest in environmental

stewardship and PR

0 $10,000 $10,0002

Total: 70 $35,250*


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native plants, pervious paving, a green roof, rain gardens, vegetated swales, etc. Ideally

the exhibit would also show what goes on below ground (storm sewer pipes, shallow-

rooted turf grass vs. deep-rooted native plants, etc.) and show how storm sewers

discharge to a creek. NRRI has a Prototyping Facility than can make slick looking 3-D

models out of various materials that could help cut costs. They need an electronic

drawing from auto CAD or architectural software to go from (which could perhaps be an

LSCP project). In addition to offering the display to all Partners for temporary use it

would be especially appropriate to place a display at the Great Lakes Aquarium and a

smaller simpler version at the Zoo (both of which, hopefully, will become Partners).

The City of Superior has several table-top displays that can be used for various topics,

including stormwater education. Businesses such as SMDC and Minnesota Power have

borrowed these in the past. It is possible that Superiors displays could be used initially

to fill this need at the onset while the RSPT raises money through the Partner program to

fund purchase of even better display(s).

The MnDNR also recently purchased two ready-made educational tools from

Enviroscapes that are intended for use as part of a presentation to educate people

regarding non-point source sources of pollution. The MnDNRs displays could be used

as appropriate as part of the presentation described under #3 above, but are not meant to

be stand-alone displays.

6. If a new RSPT Adopt-a-Stream sign will be offered as a benefit then the sign designand options for locations should be developed and required approvals identified before

the Partner Recruiting efforts begin. This concept calls for adding signs at places where

creeks pass under roads or trails (e.g., along the Duluth Lakewalk) that include the

adopting companys name or logo. Alternatively, instead of creating a new sign program

specific to this area and the RSPT, MnDNRs existing Adopt-a-Waterway program could

be promoted. Rather than offering to put a company/organizations name on a sign in

exchange for money, the DNR Adopt-a-River program asks groups for a two year

commitment to do an annual cleanup of a specific stream or shoreline. Since the program


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started in1989 volunteers have collected 5 million pounds of garbage along 8,100 miles

of shoreline using 6,700 volunteers2

. As of 2007, 200 groups are participating in the

program. Originally volunteer groups got their name on a sign to publicly recognize their

efforts. NSP sponsored the signs until they were purchased by Excel Energy. Currently,

DNR does not have a funding source to cover the cost of signs, but they could still

provide the program coordination, including a how to kit for new participants and free

bags and gloves (donated by Target stores).

At their September 19, 2007 meeting the RSPT formed a Sign Committee that will work

toward a final decision on which direction to pursue and, if a new sign program is

developed, how it will be implemented (sign design, locations, how Partner names are

added to the sign, etc.).

Although we expect that having their name on a sign will be an incentive for becoming a

Partner or joining at a higher level, it is interesting to note that one Focus Group member

representing a mid-sized industry stated that they wouldnt want to pay to have their

name on a sign, partly because their company does not have a public image problem and

they dont sell their product locally. They would rather let employees take an afternoon

off of work now to physically go out and clean a stream, which serves as something fun

for employees while raising their awareness.

2 Phone conversation between Lisa Stracek, Barr Engineering, and Paul Nordell, Minnesota DNR, on July 3, 2007


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Part Three: Marketing the Superior Streams Partner Program

Marketing programs related to this project are divided into two groups. The first set of

marketing activities establishes the approaches we recommend that the RSPT take to publicizethis new program and to get new Partners on board. The second set of marketing suggestions is

designed to publicly acknowledge and support efforts of Superior Streams Partners.

Recruiting Superior Stream Partners

Understanding Incentives to Participate

Before the RSPT members begin the proposed marketing activities, it is helpful to consider what

is most likely to motivate prospective Partners to say YES! Well join! We believe potentialPartners will be motivated by the following incentives:

Being green can be good for business. Green is more than a marketing trend,political leaders are at work trying to legislate more and stricter mandates on Great Lakes

pollutants. Groups, such as religious organizations, often support environmental

stewardship as a core mission.

Improving or maintaining a good public image via recognition for being a SuperiorStreams Partner via news releases, signs etc.

The opportunity to do good by helping to fill a need and provide a beneficial service tothe community while educating employees/organization members.

The opportunity to learn from or share experiences related to minimizing stormwaterpollution with other Partners by showcasing clean-up efforts and results on the website.

A marketing tool that supports environmental stewardship that may also be taxdeductible.

Being informed early on of potential changes to state regulations and local ordinancesrelated to stormwater management and the opportunity to provide feedback on draft

regulatory changes before they are finalized.


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The incentives that are of most interest will vary depending on the type, mission, and size of

business or organization.

Recruiting Approach 1: Recruiting through Speaking Opportunities

Time Frame: Ongoing, beginning in December 2007

Marketing Campaign Materials: Slide presentation program (remains to be prepared); folder

containing a description of the Superior Streams Partner program, background on the RSPT,

pledge and membership forms and a return envelope (has been prepared, see Appendices B, C,

and G).

Approximate Cost: $0 if prepared by a volunteer RSPT member. If the presentation was

developed by a marketing firm the approximate cost would be $200/slide to edit and reformat

existing electronic RSPT PowerPoint program into a powerful, attractively designed, concise but

informative and engaging presentation that will capture the attention of audiences like Rotary

Club members, religious groups, corporate workshops and others. This will not be an academic

program; it will be professionally designed for a consumer audience. We estimate the

presentation to be 15 to 20 informative slides. This presentation can also be printed out as a

handout for audience members and used on a website.

Discussion: The use of presentations to various groups as a recruiting method has the following

purposes:

Provide education regarding stormwater pollution and why it is a serious concern. Thisestablishes that there is a serious need to take action and that only through the collective

actions of many individuals and groups can the problem be solved.

Explain how members of the audience can help by asking their organizations/businesses tobecome a Superior Streams Partner. We need to make businesses and others aware of the

role that they can play in protecting water quality.


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Roll-out this new program to a wider audience. This will promote name recognition for theRSPT and the Superior Streams Partner program while also casting a bigger net to recruit

businesses or other organizations that are not on the list of people to contact directly.

The reason that we have listed this approach as a high priority along with the in-person meetings

and direct phone calls (Approach #2) is based on Focus Group responses. Virtually everyone

present at the Focus Group indicated that:

1) RSPT needs to raise awareness and define the problem in an understandable manner;

and

2) Employees or members of a church, school, etc. who have been informed through a

rotary club or other similar presentation about the Superior Stream Partner program

may ask their employer/organization to join, which carries a lot of weight -- much

more than a cold-call request or letter from outside the organization.

Appendix D lists groups that we recommend contacting to offer to make a presentation to their

group to explain how storm water is a leading source of pollution to our lakes and streams and

what can be done about it. RSPT members may know or even be members of additional groups

that could be added to this list.

Recruiting Approach #2: Signing up Partners through In-PersonMeetings or Phone Calls

Time Frame: Ongoing beginning in December 2007

Marketing Campaign Materials: Spreadsheet withsuggested contacts (Appendix D); folder

containing a description of the Superior Streams Partner program, background on the RSPT,

pledge and membership forms and a return envelope (Appendices B, C and G); informal list of

possible actions that specific types of businesses and organizations can take (Appendix E).

Cost: No additional production cost. A simple folder with inserts has been produced as part of

the original marketing plan and includes the pledge and membership forms. It has been


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produced as a Word Document and provided to RSPT on a CD so that the RSPT can make

revisions internally without incurring expense. Printing is the only expense and will depend on

quantity and quality. Postage would be an intermittent expense.

This plan includes in Appendix D the contact database spreadsheet as well as the start of a list of

possible actions for specific business types. We anticipate that these will be used as internal

tools rather than handouts, and that the RSPT will continue to update these as well.

Discussion: This approach is intended to getat least 20 initial Partners on board by

January 31, 2008 by focusing on the companies and organizations that we expect are most

likely to participate. Having a solid core of established Partners that represent a variety of

businesses and organizations will help lend the Program credibility.

RSPT members who are able to will each make four or more direct contacts with businesses

and other target organizations. The RSPT has also discussed two other alternatives: 1) obtaining

a grant that would allow for hiring someone to make calls, or 2) asking some of the initial

Partners to help. The contact should start with a phone call to schedule an in-person meeting

during which the RSPT member will explain briefly what the RSPT is, then state that the RSPT

has an exciting new Partner Program that we would like to discuss. At the in-person meeting the

talking points presented in Appendix F can be used as a guide to explain the program and invite

the person to consider becoming a member. The marketingfolder containing a written

description of the Partner program along with a membership form, pledge form and return

envelope should be left with the person at the end of the in-person meeting. If the person

indicates during the initial phone call that they are certain they would like to become a member,

an in-person meeting is not necessary then, the content of the folder can simply be mailed to

them.

As noted above, raising awareness of stormwater issues will be required in most cases before

the person will be open to considering becoming a Partner. For this reason the suggested talking

points begin with determining the persons current level of knowledge in this area, then helping

to inform them. Raising awareness of stormwater issues is also the RSPTs primary purpose.


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The time spent making calls and at meetings should be tracked for reporting as part of RSPTs

outreach efforts regardless of whether the particular business becomes a Partner.

A list of suggested Tier 1 groups to contact is provided in the contacts database presented in

Appendix D. Tier 1 businesses and other organizations were selected primarily because of the

relatively high likelihood that they would become Partners. Most of the businesses listed have

already been contacted by Barr Engineering staff to see if they would like to talk to someone

about the program, and many indicated that they be likely to sign on as Partners. Consideration

was also given to suggesting contacts in the various RSPT member geographic areas. Most of

the remainder of the contact information provided to Barr by NRRI staff that was created as part

of the effort to recruit Watershed Festival supporters remains in the spreadsheet as Tier 2 or

Other. Barr has also added contact information for local media organizations.

Priority should be given to contacting the following potential Partners that may be able to help

provide services as part of their pledge to take action that would help get the Program

underway:

Local consulting engineers, especially those that specialize in stormwater design such asBarr Engineering, LHB, SEH, and Ayres Associates. Other possibilities include RLK,

and Lloyd Vienneau with Safety Assistant. These firms could be asked if they would be

willing to help recruit other members (e.g., their clients) by passing along information on

the program to them and encouraging them to call the RSPT for more information.

One or more printers Billboard companies News media, especially the major TV stations and newspapers

Following an initial push to get 20 or more members on board RSPT members can continue

making contacts as opportunities become available, for example, as the result of presentations

per marketing Approach #1.


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This tool also offers RSPT members something immediate to offer those they are recruiting.

News Releases

Time Frame: On-going beginning with announcement of first partner or group of partners.

Cost: $125 to write one-page news release, $35/per release for distribution. A template can be

developed instead for RSPT staff to write and distribute news releases from your office. The

template would include the key messages set out in this marketing plan along with information

on how to become a Partner. This information would be provided in the last paragraph of each

news release. The template would then provide guidance on presenting the essence of the news

in the first paragraph followed by supporting information and quotes. The cost for having a

marketing firm develop a one-page news release template would be $1253

. Alternatively, RSPT

members (e.g., WLSSD, Sea Grant, NRRI, UMD) have staff that could assist with this as well.

Distribution information is listed below.

Discussion: We recommend distributing a one page news release at least every month

announcing new partners or significant actions taken by partners. This will provide promised

recognition for partners as well as develop a familiarity with the Superior Stream Partners

program and support other initiatives sponsored by the RSPT such as the winter workshop onproper de-icing procedures. News releases should be distributed to the following media:

Local newspapers and community publications (in alphabetical order) -

1. Business North, Publisher: Wayne Nelson, Circulation: delivers 7,000 copies each monthand reaches more than 21,000 readers each month, [email protected] or

[email protected], phone: 720-3112

2. Company publications of RSPT members, township newsletters, and new Partnersemployee newsletters (Requires developing and maintaining database)

3. Cloquet, Pine Journal, Publisher: Wendy Johnson, Circulation: 5,055,[email protected]

3 Cost estimate based on Jeanne Lambs fees; other public relations firms fees may differ
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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4. Duluth Budgeteer News, Contact: Tom West, Circulation: 50,020,[email protected] or [email protected], phone: 723-1207

5. Duluth News Tribune, Publisher: Steve McLister, Circulation: 42,264 / 66,096 Sunday,[email protected]

6. Duluthian, Contact: Scott Stein, 3,000 subscribers, [email protected],phone: 722-5501

7. Duluth People and Duluth Journal (on-line news), Contact: Howie Hanson,[email protected], phone 624-7495

8. Lake Superior Magazine, Contact: Konnie LeMay, [email protected], phone 722-5002

9. Proctor Journal, Publisher: Jake P. Benson, Circulation: 1,862, [email protected]. Stream-Line, a newsletter for residents of the Amity Creek watershed (Duluth,

Lakewood township, Gnesen township and Rice Lake township), circulation: 2,000;

Contact: June Kallestad, Public Relations, , NRRI-UMD, 218-720-4300

11. Superior, The Daily Telegram12. Woman Today, Contact: Dee Munson, [email protected], phone: 729-337213. The Reader Weekly, Contact: Dennis,[email protected], 722-0173; Publishes on

Thursday, Circulation of 30, 000.

Local television stations will not pick up on all releases, but significant actions may be news

worthy for them

1. NewsCenter NBC and CBS affiliates, channels 3 and 6, News Director: Derrick Hindsand Maureen Talarico, [email protected], Phone: 720-9600

2. WDIO, channel 10, News Director: Steve Goodspeed, [email protected], Phone: 727-6864

3. Fox 21 News, Contact: Nick LaFave, [email protected]@kqdsfox21.tv,Phone: 728-8930

4. WDSE-TV 8 (Almanac North), Business News Contact: Greg Grell, [email protected],Phone: 724-8567
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]@kqdsfox21.tvmailto:[email protected]:[email protected]:[email protected]@kqdsfox21.tvmailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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On 7-3-07, Lisa Stracek, Barr, spoke to Dave Jencsh at the Northlands NewsCenter regarding

the possibility of having the RSPT work with his news team. He stated that their news station

was developing a green campaign for their employees, which included public service news

casts, etc. He is working with Kelly LaTasha in their marketing department to develop their

green environment and was enthusiastic about how the RSPT would fit right into their plan. It

would also be worth inquiring about having the television sales staff offer public service

announcements to their clients who become Superior Streams Partners that promotes clean

watershed actions. All of the above suggests a partnership with the Northlands NewsCenter

would be a good thing.

Billboards

Time Frame: January through March

Cost: $800 to $1,000 to produce and place a 12-foot by 24-foot poster display for 30 days using

Lamar Outdoor Advertising (628-2301). (Poster displays are paper (vs. vinyl) billboard prints,

which cost less and are acceptable for short-term use.) Rotate one a month or do two a month in

different but strategically placed locations. Invite local billboard companies to become Partners

early on, suggesting that they may provide discounted rates on billboards as part of their pledged

assistance to the RSPT.

Discussion: Billboards offer a lot of public splash right off the bat for relatively low cost.

They could be designed with a heading like Become a Superior Streams Partner because it all

comes down to our water to incorporate the existing RSPT tag line. Show two photos of actions

businesses can take and in one column, or a quarter of the space, list partners. Yes, the list will

be the least read, but over 30-days it will provide recognition to those who have signed up and

incentive to join for those who need it. Best of all, it will put the stormwater issue on the minds

of all who see it including local business people.

Billboard space can be purchased in the Duluth downtown area, Cloquet, Superior, and up by the

Miller Mall area to educate and establish the Superior Streams Partner program, list new

members, and encourage new partners to join. Billboards can be an effective tool to reach all our

identified audiences.


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Recognition on the LakeSuperiorStreams.org Web Site

Time Frame: October ongoing. The work needed to prepare to post information about the

Partner program on the web site and begin to provide recognition of Partners should begin as

soon as this marketing plan has been finalized and should include a list of Partners.

Cost: NRRIstaff time

Discussion: In addition to providing information regarding the Partner program on the web site

and a list of members, RSPT member Mindy Granley suggested tying businesses into the

LakeSuperiorStreams.org web site by including a new lake superior lifestyle section on the

web site that could include marketing info about the area and mention the Partner Businesses,

especially those that contribute toward the cost of the web site.

Awards

Time Frame: 2009

Cost: Unable to provide at this time as scope is not determined.

We recommend instituting an annual Partner award program, perhaps in the second or third year

of the program after a RSPT coordinator is hired. An example of an existing award program that

focuses on recognizing ecological landscaping can be found on the website for the Ramsey-

Washington Metro Watershed District at www.rwmwd.org. The Partner Award program should

be designed to encompass the various types of Partner members (business, schools, religious

organizations, etc.) and perhaps the different types of activities undertaken (e.g., best efforts for

public education, best new stormwater BMP). We considered dovetailing with existing award

programs such as those of the St. Louis River Citizens Action Committee (SLR CAC).

However, based on our conversations with CAC staff, although RSPT members may want tonominate Superior Streams Partners for the SLR CAC awards, the scope and focus of the awards

differs from the RSPT program too significantly to combine them. Another possible opportunity

to partner with an existing entity that should be explored would be the with the Lake Superior

BiNational Program.
http://www.rwmwd.org/http://www.rwmwd.org/


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3/9/2010 - 22 -

Conclusion

The RSPT has accomplished a great deal in a short amount of time with very limited funding and

serves as a model of what can be achieved through cooperative efforts. The potential to expand

the abilities and impact of the RSPT through creation of the Superior Streams Partner program is

significant. Asking citizens to change their behavior as it relates to protecting our lakes and

streams without asking businesses and other organizations that develop, use and maintain large

pieces of property to take action greatly limits the potential to successfully address the

stormwater problem. The Superior Streams Partner Program, promoted as called for in this

marketing plan, can help fill that gap.

We found a surprising degree of interest on behalf of the businesses and others that we contacted

to discuss the proposed program. The time to start this new program is now while the publics

interest in going green remains active. Although some time must be spent finalizing

preparations to launch the new program, we encourage you to implement it as soon as possible

while these ideas and the motivation to try them out are fresh.

Thank you for letting us support the RSPT and the new Superior Streams Partner program by

providing this marketing plan.

____________________________________ ____________________________________Carol Andrews, PE Jeanne Lamb Barr Engineering Jeanne Lamb Public Relations and Writing


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Appendix A

Superior Streams Partner Program Recruiting and Marketing Plan

Planning Calendar and Budget for October 2007 through July 2008

1 Costs provided are rough estimates. Consider inviting printers, billboard companies etc. to become partners in case they may provide discounted services.

October November December January February March April May June July

1: PresentationsSpeaking Opportunities RSPT

membersmakecontacts &schedulepresentation

On-goingcontacts andspeaking asrequested






On-goingcontacts speakingrequeste

Slide Presentation

Program

Develop ppt

presentationEst. $4,000

2: Initial ContactsIn-Person Meetings withProspective Partners

RSPTmembersbeginmaking calls

20 initialPartnerssigned up

On-goingcontacts tosupportgoals






On-goingcontacts supportgoals

Folder with Inserts(RSPT and SSPbackgrounder, pledgeform, membership form.)

Finalizesimplerecruitingfolder noadditionalcost

Printing costbased onquantity andfinal layout

3: Recognition

Static Logo Decal ModifyRSPT logoto includeSSP -- Done

Print decals-- $500 for125, 4-inchcircles

RSPTdistributesdecals asPartners

sign-up.


sign-up.


sign-up.


sign-up.


sign-up.


sign-up.


sign-up.

RSPTdistributedecals asPartners

sign-up.News Release Program $160 $160 $160 $160 $160 $160 $160 $160

Billboards $1,600 1,600 $1,600

Monthly Budget1

$0 $5,000 $160 $160 $1,760 $1,760 $1,760 $160 $160 $160

TOTAL(Approx.) $11,080


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BECOME ASUPERIOR STREAMS PARTNER- PLEDGE FORM

Superior Streams Partner Program Participant PledgeTo restore and protect Lake Superior and our local streams and lakes, we pledge topartner with the Regional Stormwater Protection Team (RSPT) to take action in a mannerthat fits our needs and situation to keep pollutants out of stormwater runoff and tominimize the quantity of runoff from our property.

We understand that stormwater runoff from developed properties is a leading source ofpollutants that can impair our waters, and that increased runoff rates can lead toerosion. Even natural materials like sand, soil and leaves can foul the water. Therefore,we plan to take the following actions to help the RSPT reduce stormwater pollution atthe source. We will also encourage our employees, students, or organization membersto increase their awareness and to make changes that will reduce stormwater pollution.

Actions we will take: (See list on reverse side for ideas):______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

New Superior Streams Partner signature: _________________________________________

New Superior Streams Partner (Print name): _______________________________________

Date: _______________________________

Preferred method(s) of communication: ___________________________________________

(Please keep a copy of this pledge form for your records and send one copy to RSPT.)

I T A L L C O M E S D O W N T O Y O U R W A T E R

www.lakesuperiorstreams.org/stormwater/rsptThis project was funded in part by the Coastal Zone Management Act, by NOAAs Office of Ocean and Coastal Resource Management,in cooperation with Minnesotas Lake Superior Coastal Program.

BARR/JL/10-07

Find out more atwww.lakesuperiorstreams.org/stormwater/rspt
http://www.lakesuperiorstreams.org/stormwater/rspthttp://www.lakesuperiorstreams.org/stormwater/rspthttp://www.lakesuperiorstreams.org/stormwater/rspthttp://www.lakesuperiorstreams.org/stormwater/rspt


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WE ARE ALL PART OF THE SOLUTION

The following are some action ideas that will help keep our streams and Lake Superior clean byreducing stormwater pollution. These are just suggestions you may think of others that are abetter fit for you. Visit www.lakesuperiorstreams.org to find out more about how streams work andthe effects and costs of stormwater runoff. Check out the CITIZEN and STORMWATER Site DesignToolkit sections for suggestions and details on how you can help maintain the quality of ourstreams, lakes and Lake Superior.

At your Building: Regularly clean parking lots and never sweep sand, salt or leaves into the street If you use a leaf blower be sure to blow debris back onto vegetated areas or bag it for trash removal

rather than onto a street or other hard surface

Properly dispose of paints and other chemicals Minimize or eliminate use of lawn fertilizers, herbicides and pesticides Replace unnecessary lawn with natural plantings Plant trees, trees and more trees Do not wash cars in paved parking areas that drain directly to stormwater Install rain barrels Reduce runoff from impervious (hard) surfaces on your property Plant rain gardens, vegetated swales, wet ponds or other systems that keep more rain on-site and filter

out pollutants

If you will be constructing a new building or parking area, learn early on about design alternatives thatcan minimize stormwater impacts

Pick up litter regularly Securely store garbageIn the Community: Educate your employees, members, and/or customers about stormwater and how to keep it clean; this

could include placing an educational display in your lobby, hosting a speaker, or other actions

Help sponsor the award-winning www.lakesuperiorstreams.org web site Do a storm drain marking project Help RSPT continue to air TV and radio ads Participate in MnDNRs Adopt-a-Stream programReally Big Things: Help us create new displays at the Great Lakes Aquarium, Lake Superior Zoo, shopping malls etc. to

educate the public about stormwater Help sponsor 2009 Watershed Festival
https://bmail2.barr.com/exchweb/bin/redir.asp?URL=http://www.lakesuperiorstreams.org%25c2%25a0/http://www.lakesuperiorstreams.org/http://www.lakesuperiorstreams.org/https://bmail2.barr.com/exchweb/bin/redir.asp?URL=http://www.lakesuperiorstreams.org%25c2%25a0/


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Acknowledgement Information:

Please use the following name(s) in all acknowledgements:

Signature(s):___________________________________________________________________

______________________________________________________________________________

Date: ________________________________________________________________________

Please make checks, corporate matches, or other gifts payable to:

South St. Louis Soil & Water Conservation District

Send payment to:

Kate KubiakVice Chairperson, RSPTSouth St. Louis Soil & Water Conservation District215 North 1st Ave East, Room 301Duluth, MN 55802


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1

Appendix E

Business or Group-Sspecific Action Ideas

This document is provides suggestions for actions that various types of businesses andorganizations can take as part of their pledge to help improve water quality as required tobecome a Superior Streams Partner. It is intended to be used as a source of ideas, notas a hand-out. Additional suggestions can be added at anytime.

Garden Centers Offer native plants for sale Put up displays that provide public education AND marketing

for low-environmental-impact products you sell (rain barrels,corn gluten) or new gardening ideas (rain gardens, nativeplants)

Install a functioning rain barrel and display a rain garden onsite Educate employees through speakers, internal meetings with

handouts, etc. so that they are aware of sustainable landscapepractices and how to profitably promote these ideas

Golf CoursesDesign and operation:In the mid 1990s, the golf industry teamed with severalenvironmental groups to create The Environmental Principles forGolf Courses in the United States. These voluntary principles coverplanning and siting, design, construction, management, facilityoperations and what golfers can do to help. These principles are

available on theU.S. Golf Associations Web site. Also, theAudubon Internationals Signature Sanctuary Program providesguidance that would help minimize impacts on golf courses.

Education:Educate the public and toot your horn by using signs or posters toexplain changes made at the golf course to golfers and othervisitors.

ConstructionContractors

Prepare a construction stormwater pollution prevention plan(SWPPP) and comply with state and local requirements forpreventing erosion and capturing sediment. Follow these sameprincipals on all construction sites, even those that are too small tobe regulated.

Encourage and inform clients on constructing using Greenconstruction principles that promote conservation and low impactdesign, minimize runoff and erosion, reduce water and energy use,and promote thoughtful selections of materials.
http://www.usga.org/green/download/current_issues/print/environmental-principles.htmlhttp://www.usga.org/green/download/current_issues/print/environmental-principles.htmlhttp://www.audubonintl.org/index.htmhttp://www.audubonintl.org/index.htmhttp://www.usga.org/green/download/current_issues/print/environmental-principles.html


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2

Automotive DealersSite Design:Dealerships often have large areas paved with imperviousmaterials. When making car lot additions or upgrades, considerusing pervious paving. Look for ways to add on-site stormwater

treatment such as rain gardens to new or existing car lots.

Education:Look for ways such as placing a display in the lobby to educatecustomers. There are existing posters available that remind peoplehow to properly dispose of used oil, batteries and tires.

Restaurants, FastFood Facilities, andCoffee Shops

Ensure you are following proper management of fat, oils andgrease.

Place table-top circular posters (provided by RSPT) on tables tohelp provide public education, or bag food in bags printed withstormwater educational messages.

Consider using pervious paving in your parking lots. Look forways to add on-site stormwater treatment such as rain gardensthat beautify as well as protect.

Sweep your parking lot and remove litter regularly.

Retail Establishmentsin General

Post posters (provided by RSPT) to help provide publiceducation

Consider using pervious paving in your parking lots. Look forways to add on-site stormwater treatment such as rain gardensthat beautify as well as protect.

Tailor outreach efforts to your customers or use existing RSPTresidential brochures to inform patrons. For example, pet

stores may offer free pet-waste bags alongside a poster thatreminds people that picking up pet waste keeps streams clean(plus shoes!). Automotive stores can promote proper used oildisposal and remind people never to dump oil or antifreeze intostorm drains.

Sweep your parking lot and remove liter regularly.

Home ImprovementCenters

Offer products such as rain barrels, permeable pavers andnative plants

Put up displays that provide public education AND marketingfor low-environmental-impact products you sell (rain barrels,corn gluten) or new gardening ideas (rain gardens, nativeplants)

Install a functioning rain barrel and display a rain garden onsite

Educate employees through speakers, internal meetings withhandouts, etc. so that they are aware of sustainable landscapepractices and how to profitably promote these ideas

Carry less garden and lawn products that are harmful tostormwater and encourage use of environmentally-friendlyalternatives


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3

Hotels, Motels andB&Bs

Conserve water by giving guests a choice about washingsheets, towels (e.g., towels in the tub will be washed,towels hanging up will not)

Prevent litter and dog waste by providing a garbage canand dog waste bag dispenser

Sweep parking lots more often

Hire snowplow/ice operators trained in minimizing salt use(RSPT workshops to continue next year)

Place stormwater educational materials in the lobby Consider using pervious paving in your parking lots and look for

other ways to add on-site stormwater treatment such as raingardens that beautify as well as protect

Hospitals and otherMedical Facilities

Sweep parking lots more often Hire snowplow/ice operators trained in minimizing salt use

(RSPT workshops to continue next year) Place stormwater educational materials in the lobby

Consider using pervious paving in your parking lots and look forother ways to add on-site stormwater treatment such as raingardens that beautify as well as protect

Schools

Develop water resources curricula for science classes thatinclude stormwater-related education.

Make use of the LakeSuperiorStreams.org web site Consider using pervious paving in your parking lots and look for

other ways to add on-site stormwater treatment such as raingardens that beautify as well as protect

Churches

Sweep parking lots more often Hire snowplow/ice operators trained in minimizing salt use

(RSPT workshops to continue next year) Place stormwater educational materials in the lobby Consider using pervious paving in your parking lots and look for

other ways to add on-site stormwater treatment such as raingardens that beautify as well as protect water quality

News Media

Mention the connection between rain events, runoff and streamlevels and water quality. Make use of the real-time data onLakeSuperiorStreams.org to

TV: Add a rain barrel and rain chain to outdoor weather rooms


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F-1

Appendix F

Appendix F

Talking Points for In-Person Recruiting Meetings1. AWARENESS

Ask: Are you familiar with concerns related to stormwater management?Provide additional info as appropriate using the following talking points:

The 3 main problems related to stormwater are:

1) QUANTITY

Roofs and parking lotskeep storm water from soaking in and they letlarge amounts of water to rush through our storm drains directly into ourwaterways. This leads greater swings in flow throughout the year. We gethigher peak flows that cause bank erosion and increased wash-in of dirt,leaves, and pollutants from roads and lots; and we also get lower lowsduring dry periods because theres less water in the ground to maintain baseflow. The summer droughts from 2006 and 2007 caused problems for fishand their food. We also get increased potential for flooding and damage tobridges and culverts.

2) QUALITY

Runoff carries pollutants such as road salt, sand, dirt, and oil into surfacewaters. Even natural things such as soil (called sediment when in water),grass and leaves are considered pollutants when in excess because theycloud water that should be clear, increase oxygen depletion, and smother bugand spawning habitat.

3) TEMPERATURE

Runoff from black asphalt and dark roof tops is a lot warmer than ourcoldwater trout streams. We have at least 12 protected trout streams in Duluthalone, and dozens more along the North and South Shore of Lake Superior

Specific sources of stormwater pollution include:o soil from construction sites and agricultural fieldso sand and salt from roadways, parking lots and sidewalkso oil, antifreeze and other chemicals from vehicleso pollutants from outdoor storage areaso waste material from pets and urban wildlife


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F-2

o fertilizers and pesticides from lawns, golf courses and otherlandscaping practices

o leaves and grass clippings swept from homes and commercial areasinto streets and roads that drain into streams.

Ask: Did you know that polluted runoff is a leading cause of water quality problems?

Proper stormwater management is a new concept for many people. Yet, to be effective,everyones participation is needed to solve this problem because the sources of

pollutants are so common and widespread. We cant just build a centralizedstormwater treatment plant like we do for sewage because the pollutants are too dilute,theres too much water to treat, and theres nowhere near the money to pay for it . Thegovernment or a few industries cannot simply make changes that will make water qualityissues go away.

It is like recycling, where each household and business needs to learn to do things a bit

differently than they used to. As with recycling, the changes that need to be maderequire some thought and planning, but most of them really are easy to do.

Examples include:

Learn the optimum way to use sand or salt in winter to be most effective with theleast amount (this saves money too!),

Spreading swept up sand and salt around your property, placing it in the garbageor at city collection sites rather than in the street.

Collecting rain water in rain barrels and gardens and diverting parking lot runoffonto vegetated areas before it reaches the road.

Consider new ways to design and construct buildings that can help minimizestormwater impacts

2. INTRODUCE THE RSPT and SUPERIOR STREAMS PARTNERPROGRAM

Explain who the Regional Stormwater Protection Team (RSPT) is:

Cities, municipalities and large campuses are required by water qualityregulations to enact public education and outreach efforts

RSPT formed in 2002 by state, county and local municipalities to coordinatepublic education and outreach efforts and share technical expertise

Includes regional leaders from educational institutions like UMD, UWS[R1], andLSC as well as organizations already working to improve stormwatermanagement practices[c2]

Accomplishments[c3] include producing ads for TV and radio intended to raisepublic awareness and begin to request changes in peoples behavior, and holdingwatershed festivals in 2005 and 2007


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F-3

RSPT realized that we would only get so far with just a general public education program. Toreally be effective we need to get businesses and other groups on board . Therefore wecreated a new program we call Superior Streams Partners.


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F-4

Whats in it for Partners?

Several benefits see the Superior Streams Partner description in thehand-out folder.

Participation Recognition - Set example - Protect Lake SuperiorWhat is required?

Pay an annual membership fee and sign pledge. Select one or more actions thatsuit your business/organization.

Whats in it for the RSPT? The RSPT would like to help you do the right thing and then help provide

public recognition of your efforts, be they large or small. Some Partners willtake actions that directly reduce stormwater impacts, while others can help withthe RSPTs public education mission. The RSPT also needs to establish asteady funding source to maintain and grow the program through awareness

campaigns. Additional funds raised will be used for specific projects. This yearwe are raising funds to _____________ (list one or two specific, big projectshere.)

3. WILL YOU JOIN US?

We hope to get at least 75 businesses and other organizations signed up as Partners by July of2008. We would love [R4]to be able to add your company/organizations name to the listbefore we start running our press releases and placing announcements in the paper torecognize and thank our Partners.

When selecting your level of membership, note that in order to take advantage of the adopt-a-sign project you would need to sign up at the $500 annual membership level or higher,preferable with intention to remain a member for at least three years. [CAA5]

If the person is interested in becoming a partner look at the pledge sheet and discuss whatpossible actions they may take. You may also want to have them look at the sign-up form to seeif they have any questions.


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WHAT IS THEREGIONAL STORMWATER PROTECTION TEAM(RSPT)?

o In 2002, the Regional Stormwater Protection Team (RSPT) was formedby state,county, and local municipalities to coordinate public education and outreachefforts. It came at a time when many institutions and municipalities were facedwith newwater quality permit requirements for Municipal Separate StormSewer Systems, known as MS4s.

o The RSPT consists of the cities of Duluth, Hermantown, Proctor, Cloquet andSuperior; Villages of Oliver and Superior; Midway and Duluth Townships; Universityof Minnesota Duluth and its Sea Grant Program and Natural Resources ResearchInstitute; University of Wisconsin Superior; Lake Superior College; St. Louis County;South St. Louis County Soil and Water Conservation District; the MN Department ofTransportation; MN Pollution Control Agency; MN Department of NaturalResources, WI Department of Natural Resources, the Fond du Lac Reservation; andWestern Lake Superior Sanitary District.

o The RSPTmission is to protect and enhance the regions shared waterresources through stormwater pollution prevention by providing coordinatededucational programs and technical assistance. The RSPT meets monthly to planand coordinate their activities.

o RSPT is committed to informing the region about stormwater pollution and to datehas produced and run television and radio advertising intended to raisepublic awareness as well as holding two watershed festivals(2005 and 2007).Educational workshopshave been held for the construction industry, on rainbarrels and rain gardens, and proper use of sand and salt in winter. The award-

winning lakesuperiorstreams.org websitewas created as were print materials.o The RSPTpublic education campaign has received support from grants,including the Minnesota Department of Natural Resources-Waters and

Minnesotas Lake Superior Coastal Program through the Coastal ZoneManagement Act, which is administered through the National Oceanic and

Atmospheric Administrations Office of Ocean and Coastal Resource Management.

o Challenges remain for RSPTin the areas of funding and reaching the groupsgoal of protection. The engineers, city managers, scientists, state representatives,academic representatives and others who are on the RSPT realize it will take timeand continued effort to heighten awareness and prompt action from citizens,

businesses, and political leaders to make water pollution protection a priority.

o RSPT continues to seek ideas and solutions. You can help.



BARR/JL/10-07
http://www.lakesuperiorstreams.org/stormwater/rspthttp://www.lakesuperiorstreams.org/stormwater/rspt


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WHAT IS THESUPERIOR STREAMS PARTNER PROGRAM(SSP)?

o In 2006, the Regional Stormwater Protection Team (RSPT) determined it neededthe support of local businesses in order to make a greater impact on issues ofstormwater run off and water pollution.

o In early 2007, RSPT received a grantfrom Minnesotas Lake Superior CoastalProgram to help cover the cost of developing a marketing plan designed to identifyways to solicit business participation and promote a business program.

o In 2007, The City of Duluth, on behalf of the RSPT, contracted with Barr Engineeringand its subcontractor Jeanne Lamb Public Relations, to develop the partnership

program and marketing plan. This was the start of the Superior Streams Partnerprogram.o The Superior Streams Partner program is an opportunity for businessesand other

organizations to voluntarily take actionto help protect regional water quality,learnmore about stormwater pollution and actions to take to avoid polluting, andreceive public recognitionfor those actions.o Obligations of a Superior Streams Partner include:

1. Pledge intention to take action to minimize stormwater pollution impactand/or provide public education to employees/organization members.

2. Pay an annual membership fee to support the program.o RSPT membersare available as an informational resourcefor Superior Streams

Partners.

o Benefitsof becoming a Superior Streams Partnerinclude: Assistance accessing resources on how businesses and other organizations

can reduce stormwater runoff and prevent water pollution, includinginformation on stormwater regulations and best management practices.

A network of SSP contacts all interested in keeping regional waterwaysclean and prevent water pollution, and, to do so in a way that supports orcompliments their business or organizations operations.

Public recognition for efforts and actions. Best of all, peace of mind that you are preventing water pollution.You are part of a clean water solution.



BARR/JL/10-07
http://www.lakesuperiorstreams.org/stormwater/rspthttp://www.lakesuperiorstreams.org/stormwater/rspt

superior streams partner program development and marketing plan 2007-2008 (306-09-08)

Documents