NEWSC INFORMATION & EDUCATION EFFORTS Sue Olson, P.E. City of Appleton & NEWSC Past-Chair Wisconsin APWA May 8, 2009

NORTHEAST WISCONSIN STORMWATER CONSORTIUM NEWSC NORTHEAST WISCONSIN STORMWATER CONSORTIUM Elected first officers fall of 2004 Began collecting dues 2005 Full membership meets quarterly

Organizational Structure Modeled after the Fox Cities Economic Development Partnership Division of Fox-Wolf Watershed Alliance – bylaws Two paid part time staff – Coordinator and Office Manager

Organizational Structure Council – meets quarterly or as needed Chair Vice Chair Past Chair Secretary/Treasurer Committee Chairs

NEWSC Committees IDDE – Illicit Discharge Detection and Elimination EC/PC – Erosion Control/Post-Construction I & E – Information and Education T & R – Tools and Resources

Current Membership Five (5)Counties Thirty-four (34) Cities, Towns, Villages (3 pending) Eight (8) Corporate (3 pending) UW-Oshkosh Non-voting participation from UW-Extension, RPC’s, and WDNR

Benefits of Membership Membership REQUIRES participation Participate on one committee, use the products of four Networking Speak as one voice

Benefits of Membership Education for staff participating in committees Credit for regional activities of NEWSC Scholarships Reduced fees for training hosted by NEWSC

I & E Committee First Chair from UW-Extension NEMO - Non-point Education for Municipal Officials

Stormwater: What Does It All Mean? Community Date Presenter Title

I & E Committee Community Based Social Marketing (CBSM)

C B S M

CBSM Behavior Analysis Quadrant 2 Low Impact and High Probability Quadrant 1 High Impact and High Probability Quadrant 3 Low Impact and Low Probability Quadrant 4 High Impact and Low Probability Probability Impact

I & E Committee Commissioned St. Norbert College to conduct a survey of residents in NEWSC area

Gather information from residents: Purpose Gather information from residents: Stormwater Awareness Behaviors, Barriers, Motivation Target Markets The purpose for the survey was three-fold. First to evaluate the current stormwater awareness level of area residents. This includes their knowledge of where stormwater goes and what contributes to stormwater pollution. Secondly to gather data about peoples behaviors that affect stormwater. Identifying the barriers, benefits, or motivations that affects these behaviors. This is one of the first steps recommended in the Community Based Social Marketing Approach. Once all of these components are identified an action plan geared toward changing behaviors is created. Lastly, information from the survey was intended to assist the I&E Committee in selecting target markets helping to focus education goals, tools, and practices.

Survey Area Brown Calumet Fond du Lac Outagamie Winnebago 403 phone surveys completed for the five county area: Brown Calumet Fond du Lac Outagamie Winnebago Fond du Lac Outagamie Calumet Winnebago Brown

Representation Individual respondents for the survey were highly representative of the county populations involved. Location (County) NEWSC Area Census Survey Percent Brown 33% 35% Calumet 6 7 Fond du Lac 14 13 Outagamie 23 24 Winnebago 22

For stormwater that does enter a storm drain or ditch, where do you believe it ultimately ends up?

Major Contributors Scale 4-6 Combined Ranked Percentage Agricultural fertilizers and pesticides 1 69 Discharges from industry 2 66 Lawn or urban pesticides 3 62 Lawn or urban fertilizers Manure from farm animals 4 57 Improper disposal of household hazardous waste 5 54 Street salt and sand

Target Markets Most Ready for Action Environmental Behaviors Greens Sprouts Browns Have the value and behavior Have the value, but not the behavior Don’t have the value or the behavior. “Just tell me what you want me to do.” “I really want to, but I just haven’t done anything about it.” “And I’m not likely to!” Reinforce Positive Behavior Encourage Those Willing to Engage in New Behavior Evaluate Why People Are Not Willing to Adopt the Behavior * Nancy Lee, Social Marketing Services, Inc.

Behavior Changes (already do) Oneida Nations, Brown and Outagamie Counties 1995 Dane County 2003 NEWSC 2005 Behavior Changes (already do) 57% 87% 85% Take used motor oil to recycling center 55% 87% 84% Direct rainspouts to the lawn rather than driveway 85% 25% 84% Clean up dog waste 69% 25% 80% Keep street gutters free of grass and leaves

Pick up your grass clippings off of the street? How Often do you: Pick up your grass clippings off of the street? Always 48% Most of the Time 9% Rarely 6% Never 38% Potential Barriers?

I & E Committee Wrote an I & E Plan Topic Packets, PSA’s, Trade Show Display I & E Plan Development Workshop Branding Workshop

I & E Committee WDNR NPS Urban Planning Grant Grant contract held by East Central RPC 50% Match up to $53,000 RFP Process

Marketing Consultant Branding and Logo ($3,450) Demographic/Psychographic – Target Market ($1,500) Creative Production ($8,000 -$12,000) Strategic Output ($55,000 - $65,000)

Billboard Ads Billboard budget: $20,815 Includes board rental, production and installation. Billboards up the week of April 13, 2009.

Cable Ads NEWSC Cable Ad Budget: $7,500 Received a call from Time Warner Cable on April 17, 2009 Received a call from WIXX representative on April 15, 2009

TV Ads Broadcast Budget: $11,381 TV Stations: WBAY, WFRV, WGBA, WLUK Campaign: Starts 4/20 – 6/22 and 9/14- 10/19, 2009.

RADIO ADS Radio Budget: $20,000 Station target: WNCY and WOZZ Additional call: WIXX and WZBY Target Market: Age 25-64 years of age who enjoy doing yard work as a leisure activity. Ads: An average of 9.3 times throughout the 27 week duration of the campaign. Schedule: Each week the radio schedule will reach 15.2% of people 26-64 an average of 3 times. Campaign Starts 4/20 – 6/22 and 9/14-10/19, 2009.

Yard Stake

Key Components NEWSC owns everything Ability to continue after grant and consultant contract are closed Assistance in building relationships with the media

Lessons Learned Finding an available website name is hard! Let Go Allow adequate time to coordinate website with media campaign

Tools & Resources Maintain two websites – organizational and public MS4 PermiTracker subscription Pollution Prevention

Illicit Discharge I & E Power point with script for Municipal Staff Interactive Power point with script for IDDE Scenarios Concrete truck washout, concrete sawcutting Carpet cleaners

Illicit Discharge I & E Discharge from Pools and Spas Power Washing Hang Tags Restaurants, commercial dumpsters

EC/PC Committee Power Point with script for 1 and 2 family UDC Guidance documents for model ordinances Hosted CPESC training and exam Informational flyers for new BMP owners

QUESTIONS?