CWEP Annualreport FY18

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]

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

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

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.

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.

1.1.2.1 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 the campaign.

TABLE 1: STATISTICS FOR NCM WINTER CINEMA CAMPAIGN

Big Screen Lobby Total Theater Name Location # of Screens # Spots Impressions Impressions Impressions Beaver Creek Stadium 12 APEX, North Carolina 12 672 13,449 9,782 Brier Creek Stadium 14 RALEIGH, North Carolina 14 784 10,598 7,708 Cinemark Raleigh Grande 16 RALEIGH, North Carolina 16 896 23,567 17,140 Crossroads Stadium 16 with IMAX CARY, North Carolina 16 896 20,939 15,228 North Hills Stadium 14 RALEIGH, North Carolina 14 784 17,545 12,760 Premiere Theatre 12 GOLDSBORO, North Carolina 12 672 10,069 7,322 Premiere Theatre 14 ROCKY MOUNT, North Carolina 14 784 8,974 6,526 Wakefield 12 RALEIGH, North Carolina 12 672 30,633 22,278 White Oak Stadium 14 GARNER, North Carolina 14 784 19,584 14,242 Premiere Theatre 7 Kinston KINSTON, North Carolina 7 392 2,572 1,870 Timberlyne 6 CHAPEL HILL, North Carolina 6 336 2,329 0 Total (12/15/17 - 12/28/17) 160,259 114,856 275,115 Bonus Weeks (12/29/17 - 1/12/18) - ESTIMATED 160,259 114,856 550,230

TABLE 2: STATISTICS FOR NCM SPRING CINEMA CAMPAIGN

Big Screen Lobby Total Theater Name Location # of Screens # Spots Impressions Impressions Impressions Beaver Creek Stadium 12 APEX, North Carolina 12 672 7,314 3,954 Brier Creek Stadium 14 RALEIGH, North Carolina 14 784 10,337 5,588 Cinemark Raleigh Grande 16 RALEIGH, North Carolina 16 896 16,484 8,910 Crossroads Stadium 16 with IMAX CARY, North Carolina 16 896 14,529 7,854 North Hills Stadium 14 RALEIGH, North Carolina 14 784 11,067 5,982 Premiere Theatre 12 GOLDSBORO, North Carolina 12 672 7,613 4,116 Premiere Theatre 14 ROCKY MOUNT, North Carolina 14 784 6,539 3,534 Wakefield 12 RALEIGH, North Carolina 12 672 16,795 9,078 White Oak Stadium 14 GARNER, North Carolina 14 784 11,916 6,440 Premiere Theatre 7 Kinston KINSTON, North Carolina 7 392 1,745 944 Timberlyne 6 CHAPEL HILL, North Carolina 6 336 1,193 0 Total (6/29/18-7/12/18) 105,532 56,400 161,932

TABLE 3: STATISTICS FOR SCREENVISION WINTER CINEMA CAMPAIGN

Theatre Location # of Screens # of Spots # of Impressions LUMINA THEATRE CHAPEL HILL 5 350 8,798 PHOENIX 10 ON THE PLAZA DURHAM 10 700 16,340 SOUTHPOINT CINEMAS DURHAM 17 1,190 28,764 MILLSTONE 14 FAYETTEVILLE 14 980 26,120 MARKETFAIR 15 FAYETTEVILLE 15 1,050 26,560 HAVELOCK CINEMA I-VI HAVELOCK 6 420 9,910 STONE THEATERS PARK WEST 14 MORRISVILLE 14 980 26,135 CARMIKE RALEIGH 15 RALEIGH 15 1,050 26,830 CARMIKE WILSON 10 WILSON 10 700 16,320 CARMIKE PATRIOT 14 FAYETTEVILLE 14 980 28,010 Total (12/15/17 - 12/28/17) 8,400 213,787

TABLE 4: STATISTICS FOR SCREENVISION SPRING CINEMA CAMPAIGN

Theatre Location # of Screens # of Spots Projected Impressions LUMINA THEATRE CHAPEL HILL 5 350 8,710 PHOENIX 10 ON THE PLAZA DURHAM 10 700 16,325 SOUTHPOINT CINEMAS DURHAM 17 1,190 28,880 MILLSTONE 14 FAYETTEVILLE 14 980 26,100 MARKETFAIR 15 FAYETTEVILLE 15 1,050 26,555 HAVELOCK CINEMA I-VI HAVELOCK 6 420 9,920 STONE THEATERS PARK WEST 14 MORRISVILLE 14 980 26,100 CARMIKE RALEIGH 15 RALEIGH 15 1,050 26,840 CARMIKE WILSON 10 WILSON 10 700 16,940 CARMIKE PATRIOT 14 FAYETTEVILLE 14 980 27,985 Total (6/29/18 - 7/12/18) 8,400 214,355

1.1.2.2 Cinema Campaign Value This year, the NCM campaigns increased $1,000 each from previous years. Overall, the total cost to the CWEP program was $24,000 for all FY18 cinematic programming. There were a total of 865,189 impressions delivered with these funds, excluding the bonus impressions, for an average per-impression cost of $0.028. This campaign brings incredible value to the CWEP program and is able to reach viewers of all demographics across a wide region. 1.1.3 Spectrum Digital Campaigns Spectrum ran the subtitled 30-second spot from April 2nd, through June 29th, 2018 as pre-rolls (a viewer must watch the spot in its entirety in order to continue to their chosen content) and as in- banner videos (a small window loops the spot in the sidebar of the viewer’s chosen content). See Figure 2 for an illustration of this content.

FIGURE 2: DIGITAL CAMPAIGN ILLUSTRATION

Viewers that clicked on the spot in either capacity were directed to the website described in Section 1.1.1. This campaign was based on a pilot program launched in 2015, which gathered 347,105 impressions; during 2018, this campaign generated 1,305,928 impressions* across the region.

TABLE 5: SPECTRUM FY18 DIGITAL CAMPAIGN FINAL STATISTICS

*As the spot was delivered online, these are verified actual video plays rather than estimates.

1.1.3.1 Pre-rolls Statistics for the 3-month Spectrum pre-roll campaign are provided in the chart below. Overall, over 56% of the over 887,000 impressions resulted in a user viewing the 30-second video in its entirety. This also resulted in nearly 2,000 visits to the CWEP website, which is excellent traffic.

FIGURE 3: SPECTRUM PRE-ROLL STATISTICS FY18

1.1.3.2 In-Banner Video Statistics for the 3-month Spectrum in-banner video campaign are provided in the chart below. Overall, there were over 26,000 engagements, which is when a user clicks on, hovers over to gain additional information, or otherwise interacts with the video. This also resulted in over 300 additional site visits to the CWEP website.

FIGURE 4: SPECTRUM IN-BANNER VIDEO STATISTICS FY18

1.1.3.3 TV-Everywhere Campaign Spectrum also ran the subtitled 30-second spot as part of their TV-Everywhere system; this allows users to view cable television in real-time on their personal devices such as smartphones and tablets. Commercial breaks during the cable programming are filled with ad slots. Overall, this campaign generated an additional 300,187 impressions across the region.

1.1.4 Capitol Broadcasting Company Digital Campaigns Beginning in 2018, CWEP also established a new relationship with Capitol Broadcasting Company (CBC) to reach the broadcast television market in the region. This campaign included additional digital coverage similar to the Spectrum campaign, as well as network television and radio advertisements described in sections below.

1.1.4.1 CBC – Digital Campaign CBC ran the subtitled 30-second spot from April 1st, through July 31st, 2018 as pre-rolls and as in- banner videos. Viewers that clicked on the spot in either capacity were directed to the website described in Section 1.1.1. Table 6 below outlines the final digital campaign statistics. During 2018, this campaign generated 587,719 impressions across the region. As the spot was delivered online, these are verified actual video plays rather than estimates.

TABLE 6: CBC DIGITAL CAMPAIGN STATISTICS - FY18

1.1.5 Other Campaigns 1.1.5.1 CBC – Broadcast Campaign Table 7 below outlines the final statistics of the first CBC broadcast television campaign for CWEP. Of the 1,755 commercials aired, 951 were provided as in-kind from CBC with an associated 1,825,000 impressions, which significantly increases the value and reach of this new campaign. Overall, the television market in the CWEP region saw nearly eight million impressions!

TABLE 7: CBC BROADCAST CAMPAIGN STATISTICS - FY18

1.1.5.2 CBC – Radio Campaign CBC also ran the audio associated with our 30-second video spot as a radio advertisement on the following stations: WCLY, WCMC-FM, WCMC-HD2, WDNC-AM, WRAL-FM. Overall, this resulted in an average reach across all stations and regions of 647,000, and a total of 1,632,000 estimated impressions.

1.1.5.3 Overall Campaign Values Overall, the total cost to the CWEP program for the Spectrum digital campaign was $30,000, and the CBC digital/broadcast/radio campaign was $61,000. There were a total of 11,763,834 impressions delivered with these funds, for an average per-impression cost of $0.0077. Based on Table 8 below, it can be seen that this resulted in approximately 6.5 times the number of impressions than there are people living in the region, illustrating the tremendous value these campaigns bring to the CWEP program.

TABLE 8: PROPORTIONAL CAMPAIGN IMPRESSIONS BY CWEP JURISDICTION

Jurisdiction FY18 Pop. Impressions Town of Apex 44,745 293,744 Town of Benson 3,420 22,452 Town of Butner 7,788 51,127 Town of Carrboro 20,558 134,960 Town of Cary 152,627 1,001,973 Town of Chapel Hill 50,944 334,439 Chatham County 56,285 369,502 Town of Clayton 18,734 122,986 City of Creedmoor 4,407 28,931 City of Durham 250,931 1,647,323 Durham County 42,018 275,842 Town of Fuquay-Varina 22,864 150,099 Town of Garner 28,558 187,479 City of Goldsboro 34,945 229,408 City of Havelock 20,328 133,450 Town of Hillsborough 6,464 42,435 Town of Holly Springs 30,018 197,064 Town of Hope Mills 16,444 107,952 Johnston County 131,150 860,979 City of Kinston 21,025 138,026 Town of Knightdale 13,500 88,625 Town of Morrisville 23,682 155,469 Nash County 41,013 269,244 City of New Bern 29,823 195,783 Orange County 54,637 358,683 City of Oxford 8,474 55,630 Town of Pittsboro 4,415 28,984 City of Raleigh 431,901 2,835,363 City of Rocky Mount 55,189 362,307 City of Roxboro 8,185 53,733 Town of Smithfield 11,102 72,883 Town of Spring Lake 6,777 44,490 Town of Tarboro 11,066 72,647 Town of Wake Forest 34,463 226,244 Wayne County 82,418 541,061 Town of Wendell 6,337 41,601 Town of Zebulon 4,709 30,914 Total 1,791,944 11,763,834

1.1.6 Social Media Campaigns In 2018, CWEP continued to utilize social media, linked to the website, to further expand their reach with the public. Table 9 below outlines the number of impressions from these social media tools since January 2017. Starting in FY2019, Stormwater SMART will manage CWEP’s social media efforts per the agreement described in Section 1.2.2. Stormwater SMART has an extremely robust social media program, as well as tools to quickly and effectively cross-post information and material that are of interest to audiences in both regions and beyond.

TABLE 9: SOCIAL MEDIA CAMPAIGN STATISTICS Platform New Followers Total Impressions Total Reach Facebook 13 3,868 15,804 Platform New Followers Total Impressions Page Views Twitter 53 27,261 225

1.2 CWEP STEERING COMMITTEE ACTIVITIES 1.2.1 Meetings The CWEP Steering Committee met for quarterly meetings on July 11, 2017; October 10, 2017; January 30, 2018; and April 17, 2018. Summaries and minutes for all FY2018 meetings are included in Appendix A of this report. 1.2.2 Partnerships In mid-2018, the CWEP administrators were approached by the Piedmont Triad Regional Council (PTRC) Stormwater SMART program administrators to discuss a potential mutually-beneficial partnership. The Stormwater SMART program has a similar composition, goal, and operational structure as CWEP; however, they have focused almost exclusively on, and offered only, direct education and outreach services to their members. All digital or mass-media marketing was handled by an external group, which many local governments in the PTRC region were utilizing. This group announced their dissolution effective June 30, 2018, which prompted local governments receiving or needing mass media outreach assistance to look for other alternatives. The Stormwater SMART program was a logical entity to offer these services; however, they recognized that building a mass media program from scratch was going to be far less fiscally responsible and effective than partnering with an entity that already had a robust program. Therefore, Stormwater SMART and CWEP negotiated a partnership that allows the SMART program to utilize CWEP to administer a Spectrum contract to provide digital coverage to the

Stormwater SMART regions, and for CWEP to utilize SMART to administer, grow, and evolve the CWEP social media program. In addition, the SMART program will be able to utilize the new materials developed and discussed in this report, to further spread a unified message of stormwater education across the state. Additional details about this partnership can be found in Appendix B.

2.0 PROGRAM FINANCIAL INFORMATION

2.1 CWEP PARTNERS AND COST SHARES CWEP local government partners share the costs of the program. Each of the partners’ shares is the sum of a base cost ($2,000 for FY18) and a proportionate cost. Each partner’s proportionate cost is the product of its population and a per-capita rate ($0.041 per person for FY18; the Steering Committee continued the discount of the per-capita rate applied in FY10 due to the ongoing recession). Partner population estimates are the latest official estimates available from the NC State Demographics unit at the time that cost shares are calculated (FY18 used 2015 certified estimates). The CWEP Steering Committee established and approved the CWEP FY18 program cost shares outlined in Table 10 below in January of 2017.

TABLE 10: CWEP FY18 APPROVED COST SHARES

Partner Population* for FY18 Cost Share Partner Population* for FY18 Cost Share Town of Apex 2,5 44,745 $3,835 Johnston County 1 131,150 $7,377 Town of Benson 2 3,420 $2,140 City of Kinston 1 21,025 $2,862 Town of Butner 2 7,788 $2,319 Town of Knightdale 2 13,500 $2,554 Town of Carrboro 2,5 20,558 $2,843 Town of Morrisville 2,5 23,682 $2,971 Town of Cary 1,2,5 152,627 $8,258 Nash County 2,4 41,013 $3,682 Town of Chapel Hill 2,5 * 50,944 $4,089 City of New Bern 1 29,823 $3,223 Chatham County 2,5 56,285 $4,308 Orange County 1,2,5 54,637 $4,240 Town of Clayton 2 18,734 $2,768 City of Oxford 4 8,474 $2,347 City of Creedmoor 2 4,407 $2,181 Town of Pittsboro 5 4,415 $2,181 City of Durham 1,3,5 250,931 $12,288 City of Raleigh 1,3 * 431,901 $19,708 Durham County 1,5 42,018 $3,723 City of Rocky Mount 2,4 55,189 $4,263 Town of Fuquay-Varina 2 22,864 $2,937 City of Roxboro 2 8,185 $2,336 Town of Garner 1,2 28,558 $3,171 Town of Smithfield 1 11,102 $2,455 City of Goldsboro 1,2 34,945 $3,433 Town of Spring Lake 2 * 6,777 $2,278 City of Havelock 1 20,328 $2,833 Town of Tarboro 4 11,066 $2,454 Town of Hillsborough 2 6,464 $2,265 Town of Wake Forest 2 34,463 $3,413 Town of Holly Springs 2 30,018 $3,231 Wayne County 1,2 82,418 $5,379 Town of Hope Mills 2 16,444 $2,674 Town of Wendell 2 6,337 $2,260 Town of Zebulon 2 4,709 $2,193 1. Subject to Neuse River Basin Nutrient Management Regulations. 2. Subject to NPDES Phase II Stormw ater Regulations. 3. Subject to NPDES Phase I Stormw ater Regulations. 4. Subject to Tar-Pamlico River Basin Nutrient Management Regulations. 5. Subject to Jordan Lake Nutrient Management Regulations. *Populations have been adjusted for group quarters covered by another state stormw ater permit

2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY2018 Table 11 below outlines how the FY18 budget was utilized in actuality. Several line items were earmarked for particular uses, but were used in even more effective ways; for example, the Steering Committee had approved $40,000 to be used for a radio campaign, but CWEP was able to secure a radio, broadcast, and digital campaign with CBC for $61,000 total. Additionally, please note that the Steering Committee decided not to pursue a public knowledge campaign in FY18, leaving those funds unused to roll over into fund balance. Table 12 below shows how CWEP intends to use those funds in FY19.

TABLE 11: CWEP FY18 FINANCIAL REPORT

Budget Actual FY18 Cost Share Revenue $ 147,472 $ 147,472 Fund Balance at close of FY17 $ 141,778 $ 141,778 Total Revenue $ 289,250 $ 289,250 TJCOG Direct Costs $ 57,986 $ 58,352 TJCOG Staff Costs $ 53,276 $ 54,516 Travel, Supplies & Miscellaneous $ 1,710 $ 2,015 Professional Development $ 3,000 $ 1,821 Mass Media Campaign Costs $ 107,000 $ 115,000 Winter Cinema $ 11,000 $ 12,000 Spring/Summer Online Campaign - Spectrum $ 30,000 $ 30,000 Summer Radio (became digital/ radio with CBC) $ 40,000 $ 61,000 Summer Cinema $ 11,000 $ 12,000 Fall Activity $ 15,000 $ - Campaign Content & Outreach Materials $ 50,000 $ 35,535 Animated Video (English and Spanish) $ 25,000 $ 28,635 Design of Brochure $ 2,500 $ - Design of Kid's Outreach Materials $ 2,500 $ - Printing $ 5,000 $ 6,900 Public Knowledge Survey $ 15,000 $ - Total Expenses $ 214,986 $ 208,887 Fund Balance at close of FY18 $ 74,264 $ 80,363

TABLE 12: PROJECTED CWEP BUDGET FOR FY2019 CLEAN WATER EDUCATION PARTNERSHIP (CWEP)

FY2019 AVAILABLE FUNDS FY19 Cost Share Revenue (est) - CWEP ONLY $ 148,617 FY19 Cost Share Revenue (est) - SMART ONLY $ 35,800 Projected Fund Balance at close of FY18 (est) $ 80,363 Total $ 264,780

CLEAN WATER EDUCATION PARTNERSHIP FY2019 EXPENDITURES

TJCOG Direct Costs TJCOG Staff Time $ 52,520 AmeriCorps Member $ 9,500 SMART Staff Time $ 5,000 Travel, Supplies, Miscellaneous $ 3,975 Professional Development $ 1,500 TJCOG Direct Costs Total $ 72,495

Mass Media Campaign Costs Spring Online Campaign $ 50,000 CWEP Spring Online Campaign $ 20,000 SMART Spring Online Campaign $ 30,000 Spring/Summer Broadcast Campaign $ 61,000 CWEP Spring/Summer Broadcast Campaign $ 61,000 Winter Cinema $ 6,500 CWEP Winter Cinema Campaign $ 6,500 Mass Media Campaign Costs Total $ 117,500

Campaign Content & Outreach Materials AmeriCorps Outreach Materials $ 3,000 Printing $ 9,300 CWEP Printing $ 3,500 SMART Printing $ 5,800 Campaign Content & Outreach Materials Totals $ 12,300

CWEP Expenses $ 166,495 SMART Expenses $ 35,800 Total Expenses $ 202,295 FY19 Use of Fund Balance $ 17,878 Projected Available Fund Balance at end of FY19 $ 62,485

Appendix A Steering Committee Meeting Summaries

SUMMARY

CLEAN WATER EDUCATION PARTNERSHIP www.ncCleanWater.org

STEERING COMMITTEE MEETING

July 11, 2017 Triangle J Council of Governments, Durham NC

Present

James Misciagno, Town of Apex

Jessica Gladwin, Town of Butner Marie Cefalo, Town of Cary Wendy Smith, Town of Chapel Hill Partners Not Represented Randy Cahoon, City of Creedmoor Town of Benson Laura Webb Smith, City of Durham Town of Carrboro McKenzie Gentry, Durham County Chatham County Heather Fisher, Town of Hillsborough Town of Clayton Terry Hackett, Town of Hillsborough Town of Fuquay-Varina Daniel Colavito, Town of Holly Springs Town of Garner Zachary Pitt, Town of Holly Springs City of Goldsboro Melissa Abbott, Town of Morrisville City of Havelock TJ Cawley, Town of Morrisville Town of Hope Mills Carmela Teichman, City of Raleigh Johnston County Kristin Freeman, City of Raleigh Town of Kinston Cornelia McGee-Anthony, City of Rocky Mount Town of Knightdale Teresa Andrews, City of Roxboro Nash County Jen Schmitz, TJCOG City of New Bern Andrea Eilers, TJCOG Orange County Alana Keegan, TJCOG Town of Pittsboro Town of Smithfield Town of Spring Lake On the Conference Line Town of Tarboro Amy Ratliff, Town of Oxfor Wayne County Holly Miller, Town of Wake Forest Town of Wendell Town of Zebulon

FY17 Program Updates Jen gave a brief overview of the progress and status of the Spectrum Internet campaign, the ScreenVision and NCM spring cinema campaigns, the website/blog posts, and the intent to create a CWEP ‘one-pager’ describing the program. She also described the decision to retain the $40k necessary to run out-dated radio spots in order to invest that money in creating better ones soon, as well as the current struggle to find a survey company that can adequately capture the various demographics in our large CWEP region.

There was also an overview of the development of the CWEP stormwater infographic, including the input from the Media Subcommittee and our contract with Amazing Studios to animate the infographic into a 2-minute spot to launch our “General Stormwater” theme for FY18. The group reviewed the graphic and provided a lot of feedback, which Jen will incorporate and revise.

CWEP July 11, 2017 Steering Committee Meeting Summary p. 1 CWEP FY17 Annual Report There was a brief discussion about the FY17 annual report, which is currently in development. No additional sections or priorities were identified in the format of the report. Jen informed the Partners that this year she will be able to submit the Annual Report on behalf of the Partners so that they do not have to attach or submit it on their own; they will simply reference the CWEP report in their annual NPDES/NWS/Phase I/II reporting requirements.

FY18 Draft Budget Andrea provided an overview of the draft FY18 budget, which has a revised format and a forecast for investing in new media. There were some suggestions from the group that will be updated in the final budget.

FY18 Moving Forward The group is pleased with the 5-year strategy plan and no changes were made. Some Partners took old tri-folds, riparian buffer postcards, and Spanish-language grease lids, which had been previously stored in the storage unit. If any other Partners would like these materials, please let Jen know.

Next Steps, Priorities, and Action Items . TJCOG will revise the infographic to incorporate comments, and send back out to the group next week . TJCOG will produce a draft animation script for the group to review next week . TJCOG will continue to work with Amazing Studios to produce animated infographic . TJCOG will reach out to additional suggested professional survey companies for quotes and support for general stormwater knowledge surveys . TJCOG will investigate other avenues for campaigns (bus shelters/on bus advertising, gas station TVs, recreation areas/trailheads . Partners will submit highlights to Jen for the Stormwater Program of the Month website initiative . TJCOG will distribute a draft FY17 Annual Report before the end of July

The meeting adjourned at 11:00 pm.

CWEP July 11, 2017 Steering Committee Meeting Summary p. 2 SUMMARY

CLEAN WATER EDUCATION PARTNERSHIP www.ncCleanWater.org

STEERING COMMITTEE MEETING

October 10, 2017 Triangle J Council of Governments, Durham NC

Present Partners Not Represented James Misciagno, Town of Apex Town of Benson Charles Brown, Town of Cary Town of Butner Wendy Smith, Town of Chapel Hill Town of Carrboro Laura Webb Smith, City of Durham City of Creedmoor McKenzie Gentry, Durham County Chatham County Jaclyn Sumner, Town of Garner Town of Fuquay-Varina Tyler Riddle, Town of Hope Mills Town of Garner Terry Hackett, Town of Hillsborough City of Goldsboro Daniel Colavito, Town of Holly Springs City of Havelock Zachary Pitts, Town of Holly Springs Johnston County TJ Cawley, Town of Morrisville Town of Kinston Bob Davis, Town of Oxford Town of Knightdale Carmela Teichman, City of Raleigh Nash County Kristin Freeman, City of Raleigh City of New Bern Cornelia McGee-Anthony, City of Rocky Mount Orange County Jen Schmitz, TJCOG Town of Pittsboro Andrea Eilers, TJCOG City of Roxboro Alana Keegan, TJCOG Town of Smithfield Town of Spring Lake Town of Tarboro On the Conference Line Wayne County Stacy Beard, Town of Clayton Town of Wendell Holly Miller, Town of Wake Forest Town of Zebulon

FY18 Program Updates Jen gave a brief overview of the progress and status of the various campaigns, including the ScreenVision and NCM winter cinema campaigns (December 15th through 29th), the website/blog posts, and various print materials under production. TJCOG is utilizing a UNC-CH intern, Jill Levinson, for three hours a week this semester – Jill produced a draft ‘one-pager’ CWEP marketing tool that the group reviewed. This one- pager will continue to be revised along with other materials while Jill is on board. The Partners would like to explore the potential to use marketing materials when recruiting new NPDES permittees that need help with their education/outreach permit requirements.

The group then reviewed the draft animated infographic video produced by Amazing Studios. A 30-second version of this video will be shown during the winter cinema campaign. The group provided real-time feedback via the viewing software, which Amazing Studios received real-time. The studio has revised the

CWEP October 10, 2017 Steering Committee Meeting Summary p. 1 video based on these comments and a link to the updated draft is included with these minutes. Jen is requesting final comments be returned by 10/27/17 in order to stay on production schedule.

Public Knowledge Survey Jen provided an overview of the quotes received from several different survey companies, as well as the comments and general feedback from the Partners over the last two quarters. The group debated the pros and cons of the survey itself as well as the costs associated with gathering the data. Overall, the goal is to measure success, not knowledge, so different avenues should be pursued (statistics from cinema, digital campaigns, etc.). The general consensus is that the cost is too high and the value too low. The funds allocated for the public survey. This topic has been tabled.

Future FY18 Campaign Efforts The group briefly discussed the spring campaign efforts, including the spring internet campaign, the spring/summer cinema campaigns, and the summer radio campaign. Jen will work with Amazing Studios to get audio files that can be used for each of the pollutant groups and are radio quality. Other marketing ideas were discussed as outlined below:  Billboards – cost for government entities? Duration of lease? Location? Need something bright, colorful, and simple. Maybe use the colors from the new one-pager, with a simple “only rain down the storm drain” slogan, plus the CWEP logo and website?  Shopping cart ads – will work with TJCOG Area Agency on Aging to get costs/logistics per their recent campaign with Harris Teeter and Food Lion  Bus internal/external ads – Jen will find representative costs and duration for these ads. The materials that are produced for this can be replicated across all CWEP partners’ bus systems.  CWEP booth at NC State Fair – Jen will gather information on costs and requirements for running a booth during the 2018 state fair  CWEP booth at La Fiesta del Pueblo – Jen will gather information on costs and requirements for running a booth during the 2018 Fiesta  Booth giveaway materials – TJCOG will look into ‘magic washcloths’, stickers, temporary tattoos, coloring pages, and other booth giveaways, as well as develop the art for those items.  Promotion Campaign – Group wants to revisit the giveaway campaign that was done previously.  Newspaper ads- TJCOG will develop materials that would be ideal for running in the newspaper, both in English and Spanish. These ads will can be replicated by all CWEP partners, regardless of size of community or newspaper.

New Printed Materials The group reviewed the previous ‘purple’ trifolds, and discussed what they would like to see in new materials. The consensus was to move away from trifolds and to a more unique shape. TJCOG will research options and productions costs, and work on developing materials to fit the new size and shape. The new infographic will be featured in the inside of the unfolded materials.

Next Steps, Priorities, and Action Items . TJCOG will summarize costs for a variety of marketing and outreach campaigns. . TJCOG will research flyer production costs and work on developing material. . TJCOG will continue to work on one-pagers, coloring page, and other printable media. . Partners will submit final comments to Jen on the animated video by October 27th, 2017.

The meeting adjourned at 11:50 am.

CWEP October 10, 2017 Steering Committee Meeting Summary p. 2 SUMMARY

CLEAN WATER EDUCATION PARTNERSHIP www.ncCleanWater.org

STEERING COMMITTEE MEETING

January 30, 2018 Triangle J Council of Governments, Durham NC

Present

Jessica Gladwin, Town of Butner Partners Not Represented Wendy Smith, Town of Chapel Hill Randy Cahoon-Tingle, City of Creedmoor Town of Benson Town of Carrboro Laura Webb Smith, City of Durham Chatham County McKenzie Gentry, Durham County Jaclyn Sumner, Town of Garner Town of Fuquay-Varina City of Goldsboro Terry Hackett, Town of Hillsborough City of Havelock Daniel Colavito, Town of Holly Springs TJ Cawley, Town of Morrisville Johnston County Bob Davis, Town of Oxford Town of Kinston Town of Knightdale Kristin Freeman, City of Raleigh Nash County Jen Schmitz, TJCOG Andrea Eilers, TJCOG City of New Bern Alana Keegan, TJCOG Orange County Town of Pittsboro Liz Kline, Capitol Broadcasting Company City of Roxboro Lindsey Lengyel, PTRC Town of Smithfield Town of Spring Lake On the Conference Line Town of Tarboro Mary Cefalo, Town of Cary Wayne County Holly Miller, Town of Wake Forest Town of Wendell Town of Zebulon

FY18 Program Updates Jen gave a brief overview of the progress and status of the various campaigns, including: 1) ScreenVision and NCM winter cinema campaigns which received two bonus weeks for free (total of four weeks runtime) as a few screens did not run the ad as contracted! 2) Alana described a social media toolkit that can be used to promote the new videos within your organization and throughout the CWEP region. The toolkit is attached; the videos can be downloaded on the website here: https://nc-cleanwater.com/general-outreach-materials/ 3) The group reviewed a new draft one-pager and had a few changes. Jen will revise as needed and resubmit to the group for feedback.

New Brochure The group reviewed a draft mock-up of an 8-panel (16 panels front and back) glossy brochure – it was generally received very well and a good modernization of the trifold. Jen will revise according to comments and email another draft to the group before printing. The goal is to have printed brochures for distribution at the CWEP meeting in May.

CWEP January 30, 2018 Steering Committee Meeting Summary p. 1 Capitol Broadcasting Company/Fox50 Broadcast TV/Digital/Radio Marketing Liz Kline from CBC/Fox50 presented many various options to capture the broadcast TV market through WRAL and WRAL.com, as well as their affiliate channels, Spanish-language options, and radio markets. Through discussion with the Partners and Liz, a customized proposal has been developed for CWEP. Jen will coordinate with Liz to execute this campaign unless opposition is raised.

Stormwater SMART Lindsey Lengyel of PTRC gave an overview of the Stormwater SMART program administered by Piedmont Triad Regional Council. This program is structured similarly to CWEP; local government entities pay dues to a joint fund that is used to promote stormwater education and awareness. However, they only perform direct education events, such as EnviroScapes, classroom demonstrations, library/afterschool programs, and weekend volunteer events. They employ an AmeriCorps member for 10 months per year to perform these tasks. They do not do any mass marketing. Contrarily, CWEP does not do any direct education and mostly mass marketing; therefore, possibilities for Partnership are being pursued with PTRC to collaborate on efforts. Jen will look into applying for an AmeriCorps member (deadline is March 5th) to help CWEP with booths and other direct education efforts.

Future FY18 Campaign Efforts Jen briefly outlined information she had gathered on the following options:  Shopping cart ads –TJCOG Area Agency on Aging recently worked with both Harris Teeter and Food Lion on these ads – they do NOT recommend using Food Lion as their quality assurance program does not ensure that ‘you get what you pay for’. We can explore using Harris Teeter if we’d like to do shopping cart ads.  Bus internal/external ads – Jen provided costs for bus ads (Chapel Hill example) but cautioned that each municipality seems to do it differently. She also met with City of Raleigh that had much different requirements/costs for these ads. Can explore further.  CWEP booth at NC State Fair – Applications for a booth open in March. Jen will keep an eye out.  CWEP booth at La Fiesta del Pueblo – A one day booth is $150. Jen will apply in April/May for a booth space.

Next Steps, Priorities, and Action Items . Jen will continue to research costs for a variety of marketing and outreach campaigns. . Jen will finalize brochure and send to group before printing; goal is to bring 10,000 brochures to next quarterly meeting in May. . Jen will run the Spectrum digital and NCM/Screen Vision campaigns in the spring as planned. . Jen will revise One-Pager with feedback and submit to group for feedback. . Jen will work with CBC to get formal proposal for 4-5 months of marketing coverage. . Jen will continue to work with PTRC to explore partnership options. . Jen will apply for an AmeriCorps team member by March 5th deadline.

The meeting adjourned at 12:10 pm.

CWEP January 30, 2018 Steering Committee Meeting Summary p. 2 SUMMARY

CLEAN WATER EDUCATION PARTNERSHIP www.ncCleanWater.org

STEERING COMMITTEE MEETING

April 17, 2018 Triangle J Council of Governments, Durham NC

Present

James Misciagno, Town of Apex Jessica Gladwin, Town of Butner Mary Cefalo, Town of Cary Wendy Smith, Town of Chapel Hill Partners Not Represented Randy Cahoon-Tingle, City of Creedmoor Town of Benson Laura Webb Smith, City of Durham Town of Carrboro McKenzie Gentry, Durham County Chatham County Jennifer Mitchell, Town of Fuquay-Varina City of Goldsboro Terry Hackett, Town of Hillsborough City of Havelock Daniel Colavito, Town of Holly Springs Johnston County Tyler Riddle, Town of Hope Mills Town of Kinston Tony Victor, Town of Morrisville Town of Knightdale Bob Davis, Town of Oxford Nash County Carmela Tiechman, City of Raleigh City of New Bern Cornelia Mcgee-Anthony, City of Rocky Mount Orange County Phil Ross, City of Roxboro Town of Pittsboro Jen Schmitz, TJCOG Town of Smithfield Andrea Eilers, TJCOG Town of Spring Lake Alana Keegan, TJCOG Town of Tarboro On the Conference Line Wayne County Jaclyn Sumner, Town of Garner Town of Wendell Stacy Beard, Town of Clayton Town of Zebulon

FY18 Q3 Program Updates Jen gave a brief overview of the progress and status of the various campaigns, including: 1) Capitol Broadcasting Company

New Brochure The group discussed the distribution of the new stormwater brochures. There differing opinions about whether each entity should get an equal amount, or whether it should be based on population/cost. The group agreed that each entity that wants them should get at least 250, and that larger entities can get more. The brochures were distributed.

If there is a special need, such as the Town of Oxford requesting 4000, the group agreed that would be handled separately and the entity would need to pay for those extras. The group also agreed that another order should be processed immediately for additional brochures. Jen will look into whether there is a cost break to print more than 10,000 at one time.

CWEP April 17, 2018 Steering Committee Meeting Summary p. 1

Future FY18 Campaign Efforts

Future Campaign Efforts Jen briefly outlined information she had gathered on the following options:  Shopping cart ads –TJCOG Area Agency on Aging recently worked with both Harris Teeter and Food Lion on these ads – they do NOT recommend using Food Lion as their quality assurance program does not ensure that ‘you get what you pay for’. We can explore using Harris Teeter if we’d like to do shopping cart ads.  Bus internal/external ads – Jen provided costs for bus ads (Chapel Hill example) but cautioned that each municipality seems to do it differently. She also met with City of Raleigh that had much different requirements/costs for these ads. Can explore further.  CWEP booth at NC State Fair – Applications for a booth open in March. Jen will keep an eye out.  CWEP booth at La Fiesta del Pueblo – A one day booth is $150. Jen will apply in April/May for a booth space.

The meeting adjourned at 12:10 pm.

CWEP April 17, 2018 Steering Committee Meeting Summary p. 2

Appendix B CWEP/Stormwater SMART Partnership Overview

CWEP & Stormwater SMART Partnership Overview- Both programs have the same basic mission of providing regional stormwater education; CWEP has historically focused outreach on mass media markets, while Stormwater SMART has excelled in direct education. A partnership is essential to grow and strengthen the programs, allowing both to continue work on their area of expertise while expanding the program offerings to both regions.

In an effort to use staff time efficiently, resources responsibly, and serve our member governments to the best of our ability, a short-term and long-term transition plan has been developed.

Short-Term Plan 1-2 years, starting in FY19 A partnership will begin at the start of the fiscal year to provide new, but limited, services from each program. CWEP will begin to offer direct education outreach with the assistance of an AmeriCorps intern and professional guidance from PTRC staff. Stormwater SMART will offer mass media outreach to the partners’ zip codes that select to pay for the services. While the offering of the new services will be limited the first year, it will allow the members to adjust to the changes and see the value.

Fees: Both programs would maintain the same fee structure; therefore current members will not be faced with a sudden rate increase.  CWEP will reimburse PTRC for staff time devoted to tasks outlined below, not to exceed $5,000.  PTRC will reimburse TJCOG for mass media tasks outlined below, not to exceed $40,000.

CWEP will provide: Stormwater SMART will provide:

 $40,000 worth of mass media outreach  One week of education training for the in the Triad CWEP AmeriCorps intern  Unlimited access to media materials  Social media support  Coordination of brochure procurement  Lead committee for Direct Education ($2000 from SMART)  Curriculum sharing between  Upfront meeting for potential Mass AmeriCorps members Media Members in June 2018  Presentation on Direct Education at  Quarterly or Annual meeting at PTRC Quarterly CWEP meetings for Media members  $2000 towards Stormwater SMART branded brochures ($4000 total)

Long-Term Plan 3-5 years A unified rebranding is proposed in an effort to simplify marketing, streamline messaging, and improve communication with our members. The rebranding would unite the two programs under one name, logo and fee structure; making a seamless program for current and potential new members. Responsibilities will be split between PTRC and TJCOG based on tasks outlined above.

Fees: Continuing the effort to merge the two programs, a mutually agreed upon, population-based rate structure will be implemented for all partners. The members will be consulted on the rate change and given plenty of advanced warning to include in their local budgets.

FY 18 FY 19 through FY20 FY21

Future combined program

CWEP CWEP CWEP

plus

Stormwater SMART

plus Stormwater Stormwater SMART SMART Former PWQP plus Group 1

Former PWQP Former PWQP Group 1 (media) Group 1

Piedmont Water Quality Partnership Former PWQP Former PWQP Former PWQP Group 2 (no media) Group 2 Group 2