http://nccleanwater.org/outreach/forum/ A forum for discussing stormwater public outreach in NC en Wed, 10 Mar 2010 08:54:33 +0000 http://nccleanwater.org/outreach/forum/topic.php?id=19#post-39 Fri, 31 Jul 2009 15:32:04 +0000 geraldbelton 39@http://nccleanwater.org/outreach/forum/ <p>You are correct that Gross Impressions and Gross Rating Points can be added. Gross Impressions can even be added across media and markets -- If a campaign has 10,000 gross impressions in Raleigh and 5,000 in Charlotte, it still has 15,000 gross impressions. (Don't try this with rating points, though!)</p> <p>Reach and Frequency is more complicated. There are two ways to do this, one much more effective and one much simpler. The simple method is not precise, because the relationships are non-linear. </p> <p>By far the best way to do this is using specific software that can integrate schedules across multiple media. We have software that would allow us to enter a combined schedule on our station, other TV stations in the market, and cable, and calculate a combined reach and frequency with great accuracy based on Nielsen's audience measurements. We also have software that will, with slightly less accuracy, allow us to add in radio and newspaper schedules and calculate multi-media reach and frequency. </p> <p>The simpler way uses a formula: (R1+R2)-(R1*R2/100)*0.96 where R1 is the reach of medium 1, and R2 is the reach of medium 2. The implicit assumption is that probabilistic proportions apply across media. In other words, if a schedule on FOX 50 reaches 60% of your target, it also fails to reach 40% of your target. If an additional schedule on WRAL reaches 60% of your target, then it reaches 60% of the people you already reached on FOX 50, plus 60% of the 40% that you didn't reach on FOX 50. But we're assuming that cross-viewership is random, which it is not. (It might be that while the schedule on WRAL reaches 60% overall, a larger proportion of them also watch FOX 50.) The 0.96 is simply a "fudge factor" to allow for this unknown duplication.</p> <p>Better than using this formula would be to ask one of your media partners to calculate the multi-media reach and frequency. I believe all of the TV stations in the market have a Research Director who should know how to do this. (I'll be happy to do it for any non-profit or government entity, even for media buys that don't include my station.) </p> http://nccleanwater.org/outreach/forum/topic.php?id=17#post-38 Fri, 31 Jul 2009 15:27:44 +0000 geraldbelton 38@http://nccleanwater.org/outreach/forum/ <p>I'm going to jump in here to say something that won't be popular with my media colleagues. </p> <p>I question the value of using "target demographics" at all.</p> <p>Heresy! I know, every media Account Executive in the area just felt a chill down her spine. But I'll let you in on a secret: the whole concept of "Target Demographic" was invented in the 1960's by NBC! </p> <p>Way back then, there were two television networks: ABC and CBS. Then this third, upstart network came along. Being the new kids, they had much smaller audiences than the two media giants. Desperate to find a way to compete, they hit on the idea that THEIR audience, while smaller, was actually BETTER for advertisers. "CBS and ABC," they claimed, "have a larger total audience. But more of our viewers are in the 18 to 49 age range, which means they buy more stuff, so it's better to advertise on us!" Advertisers bought into the idea, creating jobs for people like me for the forseeable future. </p> <p>Yes, there is some value in targeting. I'm not going to advertise Adult Diapers on Nickelodeon, or Sports Illustrated subscriptions on Lifetime. </p> <p>But for stormwater, specifically: When I hit my 50th (or 55th) birthday, does it suddenly matter less if I pour chemicals down the storm drain? Do I become less likely to do it, just by having another birthday? </p> <p>Targeting homeowners appears to make more sense. But if I rent my house, I still might fertilize the lawn or change my oil in the driveway. Not so much if I live in an apartment, but not all renters live in apartments. And, in our area, home ownership is really high. If 70% or more of the population is the "target," you aren't gaining much by trying to zero in on them. A target that broad really requires a broad campaign. </p> http://nccleanwater.org/outreach/forum/topic.php?id=19#post-37 Mon, 15 Jun 2009 13:56:01 +0000 sarahbruce 37@http://nccleanwater.org/outreach/forum/ <p>We buy airtime with multiple vendors, especially for TV. Does anyone know of a methodology for adding up the reach and frequency for each vendor? I am assuming that it is safe to simply add Gross Impressions and Gross Ratings Points within a given market, but the reach and frequency need to be weighted somehow...! </p> http://nccleanwater.org/outreach/forum/topic.php?id=17#post-35 Wed, 29 Apr 2009 13:45:18 +0000 sarahbruce 35@http://nccleanwater.org/outreach/forum/ <p>In our media campaign summaries, I'm having a hard time deciding whether to report statistics for the target demographic or for the population as a whole.</p> <p>I definitely see reasons to at least obtain both from our vendors. </p> <p>But for reporting and compliance purposes, I've typically been just showing population figures. The problem is that these figures show less effectiveness across the board than the target demo figures. The target demo figures are the ones we really want to be evaluating.</p> <p>What do folks think - does it make sense from the local government/permitting perspective to think in terms of the target demographic or the overall pop? </p> http://nccleanwater.org/outreach/forum/topic.php?id=14#post-34 Thu, 26 Feb 2009 17:29:37 +0000 Laura Webb Smith 34@http://nccleanwater.org/outreach/forum/ <p>Of course there are our friends in the Triad: <a href="http://www.piedmontwaterquality.org/." rel="nofollow">http://www.piedmontwaterquality.org/.</a></p> <p>Ideas to steal:<br /> Post link to "After the Storm" video. Provide instructions for an "urban runoff model" you can build for less than $10. You Tube PSA contest! </p> http://nccleanwater.org/outreach/forum/topic.php?id=14#post-31 Tue, 24 Feb 2009 16:56:08 +0000 sarahbruce 31@http://nccleanwater.org/outreach/forum/ <p>[From EPA's NPSinfo listerv] In the Northern Virginia Area, local jurisdictions have created a partnership for MS4 education/outreach activities using radio advertising and telephone surveys to track the effectiveness of the campaign. </p> <p><a href="http://www.onlyrain.org/index.htm" rel="nofollow">http://www.onlyrain.org/index.htm</a> </p> http://nccleanwater.org/outreach/forum/topic.php?id=14#post-30 Tue, 24 Feb 2009 16:44:00 +0000 sarahbruce 30@http://nccleanwater.org/outreach/forum/ <p>[From EPA's NPSinfo listerv] Several MS4s and communities with source water protection plans requiring education &#38; outreach activities have formed a very effective partnership in central Minnesota. Central Minnesota Water Education Alliance formed two years ago, and by pooling our resources, members enjoy benefits including a professionally developed marketing plan, consistent and locally relevant messages, and a very significant amount of in-kind media support that would be impossible for members working in isolation.</p> <p><a href="http://www.mnwaterconnection.com/" rel="nofollow">http://www.mnwaterconnection.com/</a> </p> http://nccleanwater.org/outreach/forum/topic.php?id=14#post-29 Tue, 24 Feb 2009 16:42:58 +0000 sarahbruce 29@http://nccleanwater.org/outreach/forum/ <p>[From EPA's NPSinfo listerv] Another similar and very effective partnership called Watershed Partners, in the Twin Cities (Minneapolis and St. Paul) Metro area has this website:</p> <p><a href="http://www.cleanwatermn.org/" rel="nofollow">http://www.cleanwatermn.org/</a> </p> http://nccleanwater.org/outreach/forum/topic.php?id=14#post-28 Tue, 24 Feb 2009 16:42:23 +0000 sarahbruce 28@http://nccleanwater.org/outreach/forum/ <p>[From EPA's NPSinfo listerv] The Chittenden County Vermont Regional Stormwater Education Program unites 9 municipalities plus 3 other MS-4 entities to cooperate on Minimum Measure #1. Each member chips in $5K per year. Pays for ads and website and survey work.</p> <p><a href="http://www.smartwaterways.org" rel="nofollow">www.smartwaterways.org</a></p> <p>(this program was also kind enough to supply CWEP with footage for our new fertilizer TV spot!) </p> http://nccleanwater.org/outreach/forum/topic.php?id=14#post-27 Tue, 24 Feb 2009 16:41:00 +0000 sarahbruce 27@http://nccleanwater.org/outreach/forum/ <p>I'm seeking links to documentation and websites for programs like the NC Clean Water Education Partnership in other places. Please post any info you have on such programs, especially if they use mass media.</p> <p>Thanks! </p> http://nccleanwater.org/outreach/forum/topic.php?id=12#post-23 Tue, 09 Dec 2008 14:38:59 +0000 sarahbruce 23@http://nccleanwater.org/outreach/forum/ <p>Liz, is there any particular stormwater topic for which you're seeking info? There's been some research recently on the economic benefits of buffers, for example. </p> <p>The UNRBA also has the Upper Neuse Site Evaluation Tool, which estimates costs and cost savings associated with LID-type designs for particular sites/development proposals. </p> http://nccleanwater.org/outreach/forum/topic.php?id=12#post-22 Mon, 17 Nov 2008 18:47:51 +0000 Ltrosper 22@http://nccleanwater.org/outreach/forum/ <p>Has anyone put together a presentation on the "Economics of Stormwater" or seen a decent presentation at a conference recently? Most of the data I've found is out of date.<br /> Thanks,<br /> Liz </p> http://nccleanwater.org/outreach/forum/topic.php?id=5#post-21 Tue, 11 Nov 2008 15:52:31 +0000 mwtiger 21@http://nccleanwater.org/outreach/forum/ <p>I think a lot of it depends on the goal of your outreach campaign. In 2000, Chris Swann (http://www.epa.gov/ord/WebPubs/nctuw/Swann.pdf)with the Center for Watershed Protection suggested that mass media campaigns are better at increasing watershed awareness and dissuading negative watershed behaviors. While intensive training, is superior at changing individual practices in the home, lawn and garden. </p> <p>I agree that coordination is key. The audience will not discern between a regional entity focused on public awarness through mass media and a local government focused on targeted change through workshops. </p> http://nccleanwater.org/outreach/forum/topic.php?id=11#post-20 Wed, 29 Oct 2008 13:25:59 +0000 sarahbruce 20@http://nccleanwater.org/outreach/forum/ <p>Is it true that DWQ permit reports ask you to report more about what you plan to do, and don't really get into what was actually done? </p> <p>If so, why do you think this is? </p> <p>Do you track your past outreach efforts for other reasons? Do you ever look over what has been done in an attempt to evaluate the program? </p> http://nccleanwater.org/outreach/forum/topic.php?id=10#post-19 Mon, 27 Oct 2008 15:39:09 +0000 sarahbruce 19@http://nccleanwater.org/outreach/forum/ <p>Thanks to everyone who has registered! I'm excited to see such a big jump in participants. What do you all want to talk about? </p> <p>Please feel free to start some topics, or if that seems like too big a deal, post some ideas on this topic and see if anyone runs with it! </p> http://nccleanwater.org/outreach/forum/topic.php?id=9#post-18 Thu, 23 Oct 2008 13:52:52 +0000 sarahbruce 18@http://nccleanwater.org/outreach/forum/ <p>Welcome, everyone!</p> <p>To reply to an existing post or topic, click on the topic in the list and there should be a "reply" window at the bottom. If not, you probably need to log in.</p> <p>To start a new topic, go to the Forum home page and click "Add New" under Latest Discussions. You will then be prompted to enter the post to start the new thread.</p> <p>If you have problems, click on the Forum Help link under Forums and post your question there. If you can't do this or need extensive help, feel free to call me at (919) 558-9343. </p> http://nccleanwater.org/outreach/forum/topic.php?id=7#post-17 Thu, 23 Oct 2008 13:07:28 +0000 rbw 17@http://nccleanwater.org/outreach/forum/ <p>I think Eric Eckl is putting up some great advice at his blog, Water Words that Work... <a href="http://waterwordsthatwork.com" rel="nofollow">http://waterwordsthatwork.com</a> </p> http://nccleanwater.org/outreach/forum/topic.php?id=6#post-16 Tue, 21 Oct 2008 12:53:52 +0000 sarahbruce 16@http://nccleanwater.org/outreach/forum/ <p>what about jurisdictions who are not initiating outreach themselves? for example, some jurisdictions are receiving CWEP broadcast signals but are not CWEP members.... </p> http://nccleanwater.org/outreach/forum/topic.php?id=7#post-15 Mon, 20 Oct 2008 14:44:18 +0000 Laura Webb Smith 15@http://nccleanwater.org/outreach/forum/ <p>Useful resources:<br /> EPA's Non-point source toolbox<br /> Stormwater Education and Environmental Education conferences<br /> Contact with staff in other cities</p> <p>Evaluation:<br /> We want to strenghten this area. We do a lot of bean counting but not much actual evaluation of how effective our programs are. It's tough because each individual program would require separate evaluation. You'd look at the results of adopt-a-stream much differently than the results of a green business program. Staff time is certainly a limiting factor here. </p> http://nccleanwater.org/outreach/forum/topic.php?id=8#post-14 Mon, 20 Oct 2008 14:40:12 +0000 Laura Webb Smith 14@http://nccleanwater.org/outreach/forum/ <p>I think the awareness threshold would have to be pretty high before I would want to drop those spots. 85%? </p> http://nccleanwater.org/outreach/forum/topic.php?id=5#post-13 Mon, 20 Oct 2008 14:37:33 +0000 Laura Webb Smith 13@http://nccleanwater.org/outreach/forum/ <p>It's imperative that we do both. Mass media obviously reaches many more people with a simple message. This ideally results in greater awareness and specific behavior changes across the population. However, face-to-face environmental education is crucial to build an informed citizenry capable of making complex decisions regarding water quality issues. Environmental education is an investment in long-term change.</p> <p>I think coordinated campaigns are more effective. I like the idea of a general umbrella theme that each individual campaign can be grouped under. That way you are maintaining some sense of continuity and a recognizable tagline, but can focus resources and attention on one issue/behavior at a time. </p> http://nccleanwater.org/outreach/forum/topic.php?id=6#post-12 Mon, 20 Oct 2008 14:34:49 +0000 Laura Webb Smith 12@http://nccleanwater.org/outreach/forum/ <p>I find that it's usually not worth it to count outreach initiated by others. We generally exceed our permit requirements for public education, so it's not worth my time to chase down statistics for an extra news article or tv program. I'd rather use the time to evauluate what we initiate. </p> http://nccleanwater.org/outreach/forum/topic.php?id=9#post-11 Wed, 08 Oct 2008 20:10:34 +0000 dhadmin 11@http://nccleanwater.org/outreach/forum/ <p>Welcome to the CWEP Discussion Forum<br /> These instructions will help you get started.</p> <p>How to register:</p> <p>Click the "Register" link in the sidebar to the right. Choose a username and enter your email address. Click "Register" and wait for a confirmation message to be sent to the email address you provided. This message will contain your username and password.</p> <p>Logging In:</p> <p>Visit <a href="http://www.nccleanwater.org/outreach/forum" rel="nofollow">www.nccleanwater.org/outreach/forum</a> and enter your login name and password as given above. Once you've logged in, it is recommended that you click on your profile name and then click "edit" (in the tan sidebar) to change your password to one you can remember. If you did not complete your profile when registering, you may do so here.</p> <p>Back on the Forum <a href="http://nccleanwater.org/outreach/forum/">home page</a>, click on a topic to read posts related to that topic and to post replies. Sarah Bruce has started several topics for discussion related to her program evaluation project which can be replied to. Or, if no existing topics relate to your post, you can create a new topic by clicking on the "Add New" link on the forum home page.</p> <p>Feel free to post any questions you have here on the forum.</p> <p>RSS Feeds:</p> <p>If you currently use an RSS reader to keep track of your favorite sites you can subscribe to the entire forum by clicking the RSS icon in the address bar of your browser or adding this url: <a href="http://nccleanwater.org/outreach/forum/rss.php" rel="nofollow">http://nccleanwater.org/outreach/forum/rss.php</a></p> <p>You can also subscribe to individual sections and topics. Just look for the links at the bottom of each page.</p> <p>If you've never heard of RSS before but want to know more, check out this video:<br /> <a href="http://www.commoncraft.com/rss_plain_english" rel="nofollow">http://www.commoncraft.com/rss_plain_english</a> </p> http://nccleanwater.org/outreach/forum/topic.php?id=8#post-10 Thu, 02 Oct 2008 18:43:11 +0000 sarahbruce 10@http://nccleanwater.org/outreach/forum/ <p>How do we determine the right mix of Awareness messages and Action messages on a given issue? </p> <p>Awareness messages are more logically presented when awareness is low, but should they always be coupled with some Action message?</p> <p>At some point, once Awareness is high, should Action messages can become more dominant? What is a good threshold, and how do we know we've reached it? </p> http://nccleanwater.org/outreach/forum/topic.php?id=7#post-9 Thu, 02 Oct 2008 18:40:55 +0000 sarahbruce 9@http://nccleanwater.org/outreach/forum/ <p>What Resources/guidance/tools have you found useful in determining how best to structure your outreach program?</p> <p>What techniques do you use to collect data on program effectiveness and to evaluate the program? </p> http://nccleanwater.org/outreach/forum/topic.php?id=6#post-8 Thu, 02 Oct 2008 18:39:32 +0000 sarahbruce 8@http://nccleanwater.org/outreach/forum/ <p>What are appropriate conditions for counting outreach a locality did not fund or initiate toward its permit requirements? </p> http://nccleanwater.org/outreach/forum/topic.php?id=5#post-7 Thu, 02 Oct 2008 18:38:06 +0000 sarahbruce 7@http://nccleanwater.org/outreach/forum/ <p>How should permittees determine the proper mix of mass media versus face-to-face outreach? </p> <p>Is it acceptable to use 100% one or the other?</p> <p>Should permittees coordinate campaign components for specific issues? For example, a pet waste media campaign could be coordinated with increased signage and waste receptacles. Such coordination would leverage both components and would be more likely to bring about behavior change. </p> http://nccleanwater.org/outreach/forum/topic.php?id=4#post-6 Thu, 02 Oct 2008 18:25:59 +0000 sarahbruce 6@http://nccleanwater.org/outreach/forum/ <p>How well should the issue/problem be defined before choosing a target audience? Should providing a rationale be part of reporting?</p> <p>Do highly targeted campaigns need to be part of some more comprehensive strategy to reach everyone? Should permittees have some benchmarks in terms of their population (e.g., reach X% of your population in 5 years)?</p> <p>What is the right balance between targeting an audience narrowly to maximize campaign effectiveness versus meeting goals of the mandates to educate “the public”?</p> <p>How should cumulative and migration effects be factored in? Should audiences targeted change over time? </p> http://nccleanwater.org/outreach/forum/topic.php?id=3#post-5 Thu, 02 Oct 2008 18:22:39 +0000 sarahbruce 5@http://nccleanwater.org/outreach/forum/ <p>How comparable are Phase II and NSW stormwater outreach?</p> <p>Could there be a situation where a locality subject to multiple mandates should conduct more than just the outreach necessary to comply with its most-demanding mandate? </p>