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

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

3. 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

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

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

6. 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

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

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

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

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

11. I & E Committee
Community Based Social Marketing (CBSM)

12. C B S M

13. 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

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

15. 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.

16. 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

17. 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

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

19. 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

20. 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.

21. 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

22. 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?

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

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

25. 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)

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

28. 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

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

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

31. Yard Stake

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

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

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

35. 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

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

37. 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

38. QUESTIONS?