The Story Behind Maine’s Stormwater Campaign

Barb Welch

Maine Department of Environmental Protection

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

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

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

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

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.

2. Analyze Target Audience

35-55 year olds

Middle to upper income

Educated

• 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).

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.

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.

• Path water takes

• Stormwater pollution sources

3. Identify and Create the Message

4. Packaging the Message

Identity

Logo

Slogan

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)

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.

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%.

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.)

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.)

B. Awareness vs. Action

• Gap between awareness and action

• Need to persuade and assist with behavior change

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

Local Activities

• Storm drain stenciling

• School events

• Booth at festivals, garden shows

• Kiosks

• Neighborhood projects

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

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

Test First

Quick and inexpensiveEmail, Phone, Informal focus group

Ask open ended questions and listen for the emotional responses

D. Find local partners

• Similar goals• Active with previous projects• Sparkplug energy • Local knowledge• Commitment

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

Steps to Success

• Solid foundation

• Action as well as awareness

• Great resources

• Partnerships

Barb Welch & Kathy Hoppe

207-287-7682 207-764-0477

Maine Department of Environmental Protection

MaineDEP.com

ThinkBlueMaine.org