Developing a Public Outreach Plan for Virginia's MS4 Program
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The document outlines a public outreach plan for Virginia's MS4 program aimed at improving stormwater management and public education regarding water quality issues in the Chesapeake Bay area. It details the process of developing a targeted outreach strategy that includes identifying audiences, crafting messages, and utilizing various media for effective communication, while also addressing legal and environmental implications of stormwater pollution. The ultimate goal is to engage the public in meaningful ways to reduce pollution and enhance community involvement in environmental stewardship.
![CBF MS4 Permit – Technical Support Grant
Public Outreach Requirements
• c. The updated program shall be designed to:
• (1) Identify, at a minimum, three high-priority water quality
issues, [that contribute to ] the discharge of stormwater and a
rationale for the selection of the three high-priority water
quality issues;
• (2) Identify and estimate the population size of the target
audience or audiences who is most likely to have significant
impacts for each high-priority water quality issue;
• (3) Develop relevant message or messages and associated
educational and outreach materials for message distribution
to the selected target audiences while considering the
viewpoints and concerns of the target audiences including
minorities, disadvantaged audiences, and minors;](https://image.slidesharecdn.com/presentation7-18final-140811124047-phpapp01/85/Developing-a-Public-Outreach-Plan-for-Virginia-s-MS4-Program-11-320.jpg)
Developing a Public Outreach Plan for Virginia's MS4 Program
- 1. Massachusetts Stormwater Forum Doug Beisch, Principal Sarah Walrath, Marketing Coordinator 7 Developing a Public Outreach Plan for Virginia’s MS4 Program
- 2. Agenda 1Introduction 2Roadmap for Outreach Planning 3The Process 4Future Improvements 5Q & A
- 3. Introduction “The Chesapeake Bay is a national treasure constituting the largest estuary in the United States and one of the largest and most biologically productive estuaries in the world.” President Barack Obama Executive Order 13508 May 12, 2009 1
- 4. CBF MS4 Permit – Technical Support Grant Chesapeake Bay Foundation • New MS4 permits, new stormwater demands • Provide support to MS4 permittees • Provide limited technical assistance
- 5. About Stantec • Williamsburg Environmental Group (WEG) is now part of the Stantec family! • More than 13,000 people providing services in the US, Canada and Internationally. • WEG staff are now part of Stantec’s Mid-Atlantic Environmental Services practice.
- 6. Virginia’s Phase II MS4 General Permit • Effective 7/1/13 • Schedule of tasks within GP to be completed within 12 months of permit coverage • Public Education Outreach Plan
- 7. Virginia’s Phase II MS4 General Permit • Schedule of tasks to be completed within 24 – 60 month period • Chesapeake Bay Special Conditions pursuant to Section IC. • Annual Reporting Requirements in Section I.C.4
- 8. City of Lynchburg Lynchburg staff leading MS4 permit are busy! Many unique challenges including CSO and MS4 Permit Objectives and local TMDLS (Bacterial Impairments at the James River) Strong desire to use to most current outreach approaches including digital media and social networking, to create an identity for the City’s stormwater quality programs and effect better outreach. Needed a roadmap in preparation for and in coordination with new outreach program staff.
- 9. Goals • Satisfy MS4 Public Outreach Objectives • Utilize Social Marketing Where Feasible • Maintain Consistency with City Branding • Develop a targeted outreach programs
- 10. CBF MS4 Permit – Technical Support Grant Public Outreach Requirements • b. The public education and outreach program should be designed with consideration of the following goals: • (1) Increasing target audience knowledge about the steps that can be taken to reduce stormwater pollution, placing priority on reducing impacts to impaired waters and other local water pollution concerns; • (2) Increasing target audience knowledge of hazards associated with illegal discharges and improper disposal of waste, including pertinent legal implications; and • (3) Implementing a diverse program with strategies that are targeted towards audiences most likely to have significant stormwater impacts.
- 11. CBF MS4 Permit – Technical Support Grant Public Outreach Requirements • c. The updated program shall be designed to: • (1) Identify, at a minimum, three high-priority water quality issues, [that contribute to ] the discharge of stormwater and a rationale for the selection of the three high-priority water quality issues; • (2) Identify and estimate the population size of the target audience or audiences who is most likely to have significant impacts for each high-priority water quality issue; • (3) Develop relevant message or messages and associated educational and outreach materials for message distribution to the selected target audiences while considering the viewpoints and concerns of the target audiences including minorities, disadvantaged audiences, and minors;
- 12. CBF MS4 Permit – Technical Support Grant Public Outreach Requirements • c. (continued) • (4) Provide for public participation during public education and outreach program development; • (5) Annually conduct sufficient education and outreach activities designed to reach an equivalent 20% of each high-priority issue target audience. It shall not be considered noncompliance for failure to reach 20% of the target audience. However, it shall be a compliance issue if insufficient effort is made to annually reach a minimum of 20% of the target audience; and • (6) Provide for the adjustment of target audiences and messages including educational materials and delivery mechanisms to reach target audiences in order to address any observed weaknesses or shortcomings.
- 13. Roadmap for Outreach Planning 2 Getting in Step A Guide for Conducting Watershed Outreach Programs USEPA
- 14. CBF MS4 Permit – Technical Support Grant Getting in Step • Step by Step Process • Define the Driving Forces, Goals, and Objectives • Identify and Analyze The Target Audience • Create the Message • Package the Message • Distribute the Message • Evaluate the Outreach Campaign
- 15. CBF MS4 Permit – Technical Support Grant “A goal without a plan is just a wish.” ― Antoine de Saint-Exupéry “A goal without a plan is just a wish.” ― Antoine de Saint-Exupéry
- 17. CBF MS4 Permit – Technical Support Grant Getting in Step • Step 1 – Define Driving Forces, Goals, and Objectives • Driving Forces • Goals • Objectives • Setting up the Evaluation Process
- 18. CBF MS4 Permit – Technical Support Grant Step 1 – Driving Forces, Goals, and Objectives • Driving Forces and Goals • Chesapeake Bay TMDL • CSO Permit • Local Bacterial TMDL • MS4 Permit
- 19. CBF MS4 Permit – Technical Support Grant Step 1 - Driving Forces, Goals, and Objectives • Lynchburg Strategy/Objectives • public education and outreach plan that can be used to satisfy the City’s MS4 Permit requirements • create a lasting social marketing brad to illicit voluntary behavior change
- 20. CBF MS4 Permit – Technical Support Grant Getting in Step • Step 2 – Identify and Analyze the Target Audience • Public Involvement • Pollutants and Stormwater Issues of Concern • Water Quality Issues • Target Audiences
- 21. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience • Public Involvement • Citizens were asked to weigh-in on: • the importance of clean water in receiving bodies • sources of contamination to waters in the Lynchburg area • what each of us can do to help
- 22. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience
- 23. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience • Public Involvement Why is it important to have clean water in our streams? What can make the water dirty? What can you do to help? Clean drinking water and swimming Pollution Stop polluting A little thing called LIFE Industrial run-off Volunteer. What do you need? To keep fish alive Cars Ride bikes Preserve fish, flora, and humans Run-off, pollution from roads Green infrastructure in hilly Lynchburg Enjoy using the rivers Debris, run-off Don't litter Health Poor environmentalism Not have poor environmentalism To have clean drinking water Litter / Sewage Purify
- 24. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience • Pollutants and Stormwater Issues of Concern • Bacteria • Nutrients • Sediment • Volume of Run-off • Regulations • Flooding • Trash • Automobiles • Wastewater and Agricultural Discharges
- 25. CBF MS4 Permit – Technical Support Grant Bacteria Phosphorus Nitrogen Sediment Runoff Volume** Stormwater Regulations** Flooding Trash Automobiles Wastewater Discharges* Agricultural Discharges Weight (1-10) (1-10) (1-10) (1-10) (1-10) (1-10) (1-10) (1-10) (1-10) (1-10) (1-10) 44 Chesapeake Bay TMDL 15 10 10 10 8 8 Local TMDL(s) 5 10 8 8 MCM1 - Public Education 4 3 3 3 5 5 5 5 5 MCM2 - Public Involvement 4 5 5 MCM3 - IDDE 4 8 5 5 5 8 MCM4 - Construction 4 8 8 MCM5 - Post-Construction 4 8 8 8 8 8 MCM6 - Good Housekeeping 4 8 8 8 18 CSO Long Term Control Plan 12 8 5 5 10 8 8 Comprehensive Planning 6 3 3 3 3 5 5 5 8 Rain Barrel 2 5 8 5 Storm Drain Marking 2 5 5 Litter Clean-Up Activities 2 5 Pet Wast Programs 2 8 4 4 2 15 6 6 6 4 7 4 1 9 2 8 6 15 5 2 2 5 4 7 2 5 4 Total 100 37 42 37 38 47 26 21 36 15 41 24 * Wastewater Discharges, in most cases, are addressed through separate permitting processes. ** These issues are holistic in nature and address most pollutants throughout the watershed. Relates to other requirements of the MS4 permit Relates to requirements of other City initiatives Relates to programs that the City may implement Public perceives this to be a significant parameter Parameter can be significantly reduced through outreach Weightingtableforwatershedpollutantsofconcerns basedonresidentresponse
- 26. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience • Water Quality Issues Water Quality Impairment Sediment Nutrients Bacteria
- 27. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience Bacteria Pet Waste Unmaintained Septic Systems Wildlife Animal Fertilizers Nutrients Pet Waste Unmaintained Septic Systems Yard Fertilizers Livestock Waste Sediment Home maintenance and construction Stream buffer depletion Agriculture BehaviorsContributingtoWQIssues
- 28. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience Bacteria Pet Waste Unmaintained Septic Systems Animal Fertilizers Wildlife Nutrients Pet Waste Unmaintained Septic Systems Yard Fertilizers Livestock Waste Sediment Home maintenance and construction Stream buffer depletion Poorly maintained ground cover Agriculture BehaviorsContributingtoWQIssues
- 29. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience • Target Audiences • Pet Owners • Yard Maintainers • Home Owners with Septic Systems
- 30. CBF MS4 Permit – Technical Support Grant Step 2 – Target Audience • Target Audiences • Spatial Analysis • Proximity to Streams and Storm Inlets • Residential Parcels • Septic vs Sewered
- 31. CBF MS4 Permit – Technical Support Grant Getting in Step • Step 3 – Create the Message • What Behaviors to Focus On • Crafting the Message • Branding and Delivery Methods
- 32. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Crafting the Message Craft your message to: • elicit a response from the identified target audience. • be concise, specific, and directly tied to behavior change. • be compatible with use in action items such as social media, print, newsletters.
- 33. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message WATER QUALITY ISSUE BEING ADDRESSED AUDIENCE BEHAVIOR TO CHANGE Bacteria/ Nutrients Pet Owners Pick-up and properly dispose of pet waste Bacteria/ Nutrients Homeowne rs with Septic Tanks Maintain “healthy” tanks and fields: Pump tanks regularly to prevent overflow, utilize less water via stopping leaks or water efficient appliances/faucets Nutrients/ Sediment Yard Maintainers Use fertilizer smarter, use erosion and sediment controls • Behavior Change Focused
- 34. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message AUDIENCE PROPOSED MESSAGES Pet Owners We’ve all stepped in it… but we don’t have to. Save the James and scoop the poop! You’d only do it for your best friend… Love the James and scoop the poop! Your Choice: pick up the poop or drink it? Save the water and scoop the poop! Clean water. Clean yards. Clean shoes. Scoop the poop!
- 35. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message AUDIENCE PROPOSED MESSAGES Pet Owners We’ve all stepped in it… but we don’t have to. Save the James and scoop the poop! You’d only do it for your best friend… Love the James and scoop the poop! Your Choice: pick up the poop or drink it? Save the water and scoop the poop! Clean water. Clean yards. Clean shoes. Scoop the poop!
- 36. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message AUDIENCE PROPOSED MESSAGES Homeowners with Septic Tanks Do your part – be SepticSmart Utilize EPA’s established outreach campaign message to reach homeowners with septic tanks. http://water.epa.gov/infrastructure/septic/local- outreach-toolkit.cfm
- 37. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message AUDIENCE PROPOSED MESSAGES Yard Maintainers Turning green? Learn more about how fertilizer feeds the algae and kills the fish. Don’t pour your money in the river – Fertilize smart.
- 38. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message AUDIENCE PROPOSED MESSAGES Yard Maintainers Turning green? Learn more about how fertilizer feeds the algae and kills the fish. Don’t pour your money in the river – Fertilize smart.
- 39. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Branding and Delivery Methods
- 40. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Branding and Delivery Methods MESSAGE PROPOSED BRANDING OPPORTUNITIES Clean water. Clean yards. Clean shoes. Scoop the poop! “Sickly the Fish” - a grumpy character that complains about the water quality and his health. The fish would be a caricature of a carp fish which is native to the James River. “Grover the Dog” – complains about stepping in his friend excrement, getting sick from drinking the river water, etc. The dog would be a caricature of a famously “grouchy” looking breed like boxer, pug, or bulldog.
- 41. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Branding and Delivery Methods MESSAGE PROPOSED BRANDING OPPORTUNITIES Clean water. Clean yards. Clean shoes. Scoop the poop! “Sickly the Fish” - a grumpy character that complains about the water quality and his health. The fish would be a caricature of a carp fish which is native to the James River. “Grover the Dog” – complains about stepping in his friend excrement, getting sick from drinking the river water, etc. The dog would be a caricature of a famously “grouchy” looking breed like boxer, pug, or bulldog.
- 42. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Branding and Delivery Methods BRANDING PROPOSED DELIVERY METHODS Grover the Dog Social Media T-shirts Promotional Material Signs in parks, dog-parks, popular trails Printed Material (flyers/brochures, poster, door hangers, inserts in water bills) Educational Materials (Water Quality Fun book for kids) City Website Lynchburg TV City Source Newsletter
- 43. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Branding and Delivery Methods MESSAGE PROPOSED BRANDING OPPORTUNITIES Do your part – be SepticSmart Utilize EPA Branding PROPOSED DELIVERY METHODS Door hangers Mailer to audience City Website Lynchburg TV City Source Newsletter
- 44. CBF MS4 Permit – Technical Support Grant Step 3 – Crafting the Message • Branding and Delivery Methods MESSAGE PROPOSED BRANDING OPPORTUNITIES Don’t pour your money in the river – Fertilize smart. Grover the Dog For consistency and increased exposure, the same character from the Pet Waste Message could be used here. The character’s narrative would change to address issues concerning the water quality and how it affects the character. PROPOSED DELIVERY METHODS Delivery methods mirror those for Pet Waste.
- 45. CBF MS4 Permit – Technical Support Grant Getting in Step • Step 4 – Package the Message • Printed Material • Educational Materials • Take the Pledge • Social Media • Promotional Material
- 46. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Grover the Dog • Distinct • Versatile/ Adaptable • Appeals to Target Audiences
- 47. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Grover the Dog in the Logos
- 48. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material • Focused on tri-folds for their MULTI-PURPOSE use: • Direct Mail • Handouts • Bill Inserts
- 49. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material
- 50. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material
- 51. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material
- 52. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material
- 53. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material
- 54. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Printed Material
- 55. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Educational Materials • Water Quality Fun Book
- 56. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Educational Materials
- 57. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Educational Materials
- 58. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Educational Materials
- 59. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Take the Pledge • Pledgees feel more committed to the cause and obligated • Pledgees more likely to change their behavior permanently. • Gather contact information for future outreach • Designed for follow-up three to six months after pledge is made – Thank you is powerful!
- 60. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Take the Pledge
- 61. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Take the Pledge
- 62. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Social Media • Utilize Existing Social Media Accounts • Voice: Post from the perspective of Grover • Frequency: 2-3 times each week. Keep in mind that content should be fun, timely, and interesting. If you are struggling to develop content, then err on the side of posting less so that you don’t lose relevancy. • Ideas for Content: • Follow the calendar for community events and make relevant posts. For example – If you have an upcoming rain barrel event or litter pick-up post a message on Facebook. • Use photoshop to insert Grover into photos with snarky comments. For example: You proved me wrong… I couldn’t be more disappointed (with photo of person not picking up pet waste or a photo of someone spreading lawn fertilizer in the spring)
- 63. CBF MS4 Permit – Technical Support Grant Step 4 – Package the Message • Promotional Material • Functional design
- 64. CBF MS4 Permit – Technical Support Grant Getting in Step • Step 5 – Distribute the Message • Identify the most cost-effective and relative way to reach the required audience. • For the City this was by mail since the audience was identified geographically. • Don’t forget about FREE options
- 66. CBF MS4 Permit – Technical Support Grant Getting in Step • Step 6 – Evaluate the Outreach Campaign
- 67. CBF MS4 Permit – Technical Support Grant Step 6 – Evaluation and Adaptation • Improved Data • Budgets • Audience Response • Implementation
- 68. CBF MS4 Permit – Technical Support Grant Evaluation Metrics • Benchmarks for Success • Permit Condition • Budgets • Prioritization • Effectiveness • Popularity of Program
- 69. CBF MS4 Permit – Technical Support Grant Resources - FTP • Automatic Login FTP site link: ftp://s0731195759:6323804@ftptmp.stantec.com By clicking on the link above (or pasting the link into Windows Explorer) you will be automatically logged into your FTP site. Manual Login FTP link: ftp://ftptmp.stantec.com Login name: s0731195759 Password: 6323804 Disk Quota: 2GB Expiry Date: 7/31/2014
- 70. Questions and Answers Doug Beisch, P.E. Doug.Beisch@stantec.com 757-810-2687 5 Sarah Walrath Sarah.Walrath@stantec.com 757-220-6869