1. The Story Behind Maine’s Stormwater Campaign Barb Welch Maine Department of Environmental Protection

2. 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

3. 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

4. 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

5. 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

6. 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.

7. 2. Analyze Target Audience 35-55 year olds Middle to upper income Educated

8. 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).

9. 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.

10. 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.

11. Path water takes Stormwater pollution sources 3. Identify and Create the Message

12. 4. Packaging the Message Identity Logo Slogan

13. 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)

14. 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.

15. 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 – 2004/05 Completed 2 months after ads were run. Sampling error plus or minus 4.9%.

16. If we gave prompts, who remembered our ads? 66% (620,029) of adults in ’04 recalled TV ad and 72% in ‘05. Education 23% recall if college educated 15% if some college 8% if high school education or less Phone Survey Results (cont.)

17. 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.)

18. B. Awareness vs. Action Gap between awareness and action Need to persuade and assist with behavior change

19. 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

20. Local Activities Storm drain stenciling School events Booth at festivals, garden shows Kiosks Neighborhood projects

21. 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

22. 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

23. Test First Quick and inexpensive Email, Phone, Informal focus group Ask open ended questions and listen for the emotional responses

24. D. Find local partners Similar goals Active with previous projects Sparkplug energy Local knowledge Commitment

25. ThinkBlueMaine Partners The towns of: Berwick Cape Elizabeth Cumberland Eliot Falmouth Freeport Gorham Hampden Kittery Milford Old Orchard Beach Orono Sabattus Scarborough The cities of: Auburn Bangor Biddeford Brewer Lewiston Old Town Portland Saco South Portland Westbrook Other Bangor Air National Guard Portsmouth Navel Ship Yard Southern Maine Community College University of Maine — Bangor University of Maine — Orono University Southern Maine Maine Department Of Transportation Maine Turnpike Authority Portland Area Comprehensive Transportation System Maine Department of Environmental Protection Maine State Planning Office Cumberland County Soil and Water Conservation District South Berwick Veazie Windham Yarmouth

26. Steps to Success Solid foundation Action as well as awareness Great resources Partnerships

27. Barb Welch & Kathy Hoppe 207-287-7682 207-764-0477 Maine Department of Environmental Protection MaineDEP.com ThinkBlueMaine.org