CWEP Annualreport FY18
Total Page：16
File Type：pdf, Size：1020Kb
Clean Water Education Partnership Annual Report Fiscal Year 2017-2018 Prepared By: Report Date: Jen Schmitz – Principal Planner September 24, 2018 4307 Emperor Boulevard Suite 110 Durham, NC 27703 (919) 558-9342 [email protected] i TABLE OF CONTENTS ACRONYMS AND ABBREVIATIONS ........................................................................................ IV 1.0 CWEP FISCAL YEAR 2018 ACTIVITY SUMMARY .................................................................. 1 1.1 CWEP CAMPAIGN ACTIVITIES AND ACHIEVEMENTS .................................................... 1 1.1.1 Website ......................................................................................................................1 1.1.2 Cinema Campaigns .....................................................................................................1 1.1.3 Spectrum Digital Campaigns ......................................................................................4 1.1.4 Capitol Broadcasting Company Digital Campaigns ....................................................7 1.1.5 Other Campaigns........................................................................................................8 1.1.6 Social Media Campaigns ..........................................................................................11 1.2 CWEP STEERING COMMITTEE ACTIVITIES .................................................................. 11 1.2.1 Meetings ..................................................................................................................11 1.2.2 Partnerships .............................................................................................................11 2.0 PROGRAM FINANCIAL INFORMATION ............................................................................ 12 2.1 CWEP PARTNERS AND COST SHARES ......................................................................... 12 2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY2018 .................................................... 14 TABLES Table 1: Statistics for NCM Winter Cinema Campaign ................................................................................. 2 Table 2: Statistics for NCM Spring Cinema Campaign................................................................................... 3 Table 3: Statistics for ScreenVision Winter Cinema Campaign ..................................................................... 3 Table 4: Statistics for ScreenVision Spring Cinema Campaign ...................................................................... 4 Table 5: Spectrum FY18 Digital Campaign Final Statistics ............................................................................ 5 Table 6: CBC Digital Campaign Statistics - FY18 ............................................................................................ 7 Table 7: CBC Broadcast Campaign Statistics - FY18 ...................................................................................... 8 Table 8: Proportional Campaign Impressions by CWEP Jurisdiction .......................................................... 10 Table 9: Social Media Campaign Statistics .................................................................................................. 11 Table 10: CWEP FY18 Approved Cost Shares .............................................................................................. 13 Table 11: CWEP FY18 Financial Report ....................................................................................................... 14 Table 12: Projected CWEP Budget for FY2019 ............................................................................................ 15 FIGURES Figure 1. Website Traffic at Onset of Online Campaign................................................................................ 1 Figure 2: Digital Campaign Illustration .......................................................................................................... 5 Figure 3: Spectrum Pre-Roll Statistics FY18 .................................................................................................. 6 Figure 4: Spectrum In-Banner Video Statistics FY18 ..................................................................................... 6 ii APPENDICES A: Steering Committee Meeting Summaries ................................................................................................ A B: CWEP/Stormwater SMART Partnership Overview ................................................................................... B iii ACRONYMS AND ABBREVIATIONS CWEP Clean Water Education Partnership FY fiscal year NCM National CineMedia, LLC Partner CWEP Partner Government Program CWEP program PTRC Piedmont Triad Regional Council SMART Stormwater SMART TJCOG Triangle J Council of Governments iv Executive Summary The Clean Water Education Partnership (CWEP) is a program of Triangle J Council of Governments (TJCOG). TJCOG serves a diverse seven-county region, promoting collaboration among local governments, stakeholders and partners, tackling challenges that cross jurisdictional lines. CWEP is a cooperative effort (Program) between local governments, state agencies, and nonprofit organizations to protect water quality in the Tar-Pamlico, Neuse, and Cape Fear River Basins. CWEP helps public entities communicate the important fact that clean water is vital for healthy ecosystems and a high quality of life for area residents. The Program is administered by TJCOG and is governed by a Steering Committee that is composed of representatives from each partner jurisdiction or agency. Subcommittees are formed as needed to work on various public outreach and education activities. As of 2018, there are 37 government partners in CWEP, and 12 partners utilizing Stormwater SMART’s mass media outreach. Together these organizations collaborate to develop, provide, and deliver high-quality stormwater education and outreach materials to communities across the region, cooperatively achieving more than they could individually. The 2018 fiscal year was an exciting one for CWEP, and marked a reboot of the program by establishing smart, fun, and engaging outreach materials that will reach both children and adults for years to come, as well as expanding partnerships that will serve to convey the importance of stormwater education across the wider region. CWEP continued to focus on online video pre-roll advertising, mobile television platforms and social media campaigns; however, professional-quality animated videos, a new radio and broadcast campaign with Capitol Broadcasting Company, and the inclusion of Stormwater SMART partnerships have taken CWEP to a new level. Additional details on all of these activities are described throughout this report. Please note that some campaigns overlapped slightly into the 2019 fiscal year, but for the purposes of this report and campaign summaries, efforts performed in July 2018 are considered part of FY18. v 1.0 CWEP FISCAL YEAR 2018 ACTIVITY SUMMARY The CWEP program has expanded upon and added to previously successful campaign elements to maximize impressions and fully utilize the media identity developed in previous years. In an effort to be increasingly more modern, the CWEP Partners have approved new and innovative campaigns that maximize their collaborative efforts and funding while reaching more constituents and educating the population on water quality and stormwater pollution. 1.1 CWEP CAMPAIGN ACTIVITIES AND ACHIEVEMENTS 1.1.1 Website The CWEP program continues to maintain their new blog-style website with engaging and educational content. Additionally, local efforts by CWEP Partners are featured as they are available in a “Program of the Month” blog post. Website traffic has been increasing over time; peak views continue to coincide with the spring online media campaigns as described in the sections below. Over the duration of the campaigns, re-directed traffic to the CWEP website averaged approximately 2,000 visitors per month. FIGURE 1. WEBSITE TRAFFIC AT ONSET OF ONLINE CAMPAIGN 1.1.2 Cinema Campaigns CWEP contracted with two cinema networks or “circuits,” National CineMedia (NCM) and Screenvision, to maximize coverage of CWEP Partner jurisdictional areas. This arrangement with two vendors began in FY13 and continues to provide the necessary coverage of our member jurisdictions with cinema outreach. The 30-second animated stormwater journey video with Spanish subtitles was run at all locations. This spot conveys general messages about sources of stormwater pollution and the public’s role in preventing it in a family-friendly way, while also reaching the Spanish-speaking population. It can be viewed here. 1 1.1.2.1 Campaign Locations and Performance Below are tables describing the theaters, locations, screens, and impressions delivered by each circuit. Both companies ran the spot at their respective theaters from December 15, 2017 through December 29, 2017 for the Winter Campaign; and from June 1, 2018 through June 14, 2018 (NCM), and June 29, 2018 through July 12, 2018 (ScreenVision) for the Spring Campaign. Due to a theater error that resulted in a missing slot during the winter campaign, NCM extended the video for an additional two weeks through January 12, 2018 at no cost to CWEP. Impressions represent how many times the spot was viewed based on theater estimates of viewers in their seats at the time of showing, and theater capacity. The impression count is based on total showings and may include some duplicated audience members if moviegoers attended more than one movie during