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Getting in Step Guide for Conducting Watershed Outreach Campaigns

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Getting in Step Guide for Conducting Watershed Outreach Campaigns Getting In Step � A Guide for Conducting Watershed Outreach Campaigns 3rd edition New and improved tips and tools for creating awareness, educating specific audiences, and motivating positive behavior change to improve water quality Getting In Step A Guide for Conducting Watershed Outreach Campaigns 3rd edition November 2010 EPA 841-B-10-002 United States Environmental Protection Agency Office of Water Nonpoint Source Control Branch (4503T) Washington, DC 20460 Getting In Step: A Guide for Conducting Watershed Outreach Campaigns was prepared by Tetra Tech, Inc., under a contract with the U.S. Environmental Protection Agency (EPA). This is the 3rd edition of the guide. The 2nd edition was published in December 2003. The original guide, Getting In Step: A Guide to Effective Outreach In Your Watershed, was published in 1998 by the Council of State Governments, pursuant to a cooperative agreement with EPA. As a companion to this guide, EPA and the Utah Department of Agriculture and Food jointly developed Getting In Step: A Video Guide for Conducting Watershed Outreach Campaigns (EPA 841-C-07-001). The 30-minute video on DVD includes four in-depth case studies that showcase successful outreach programs from around the country and highlight key tips from this guide. For copies of this guide and the companion video on DVD, contact National Service Center for Environmental Publications Phone: 1-800-490-9198 Fax: 513-489-8695 Website: www.epa.gov/ncepihom or visit EPA’s Nonpoint Source website at www.epa.gov/nps EPA does not endorse any product, service or enterprise. Any mention of a product, publication, report, entity or enterprise is for informational purposes only and does not constitute a recommendation or endorsement by EPA or the U.S. government. Foreword onpoint source pollution is our nation’s largest remaining water quality problem. It is not caused N by pipes discharging waste from big factories or from sewage treatment plants. Rather, it is generated by all of us, a product of rainfall interacting with millions of actions that we collectively take each day, including activities such as applying pesticides, fertilizing our lawns, or even driving our cars. While most of our individual actions have relatively small impacts on water quality, the cumulative impact of how we choose to interact with our land and water is huge. By becoming more aware of the effect of our actions on our rivers, streams, lakes, and oceans, however, we can all develop more water- friendly habits and practices that will enable us to protect and restore the quality of these waters. This guide offers advice on how watershed groups, local governments, and others can maximize the effectiveness of public outreach campaigns to reduce nonpoint source pollution and protect the lakes, rivers, streams, and coasts that we treasure. It is the 3rd edition of a 1998 publication originally published by the Council of State Governments titled Getting in Step: A Guide to Effective Outreach in Your Watershed. This edition includes more information on effective social marketing techniques and new information about using Web 2.0 technologies such as social networks to achieve outreach goals and objectives. Additionally, this edition makes ample reference to EPA’s Nonpoint Source Outreach Toolbox, which was released since the previous edition. The Toolbox is an online compendium of resources—including TV, radio, and print ads—to help organizations develop an effective and targeted outreach campaign. This guide is intended as a reference that pulls together principles, techniques, and information for effective watershed outreach into a single, user-friendly source. This guide was developed with input from federal, state and local watershed practitioners and outreach experts. A companion video on DVD, suitable for viewing by stakeholders, educators, or others interested in generating watershed outreach campaigns, is available to reinforce the steps outlined in this guide. The video includes four varied examples of watershed outreach campaigns that utilize the principles presented in this guide. I hope you find this guide is useful in continuing the important work of raising awareness of nonpoint source issues and changing individual behaviors that will lead to cleaner waters for your community and our nation. Denise Keehner, Director Office of Wetlands, Oceans, and Watersheds U.S. Environmental Protection Agency Contents Introduction . 1 Purpose of this guide . .1 What’s inside? . .2 Part 1: Getting Started . 3 Linking outreach and watershed planning . .3 Using a watershed approach . .4 Using outreach to help meet water quality goals . .5 Using outreach to help get the job done . .6 Using outreach to help change behavior . .6 Social marketing 101 . .7 Building partnerships to achieve goals . .8 Part 2: Developing a Watershed Outreach Campaign Plan . 9 Step 1: Define the driving forces, goals, and objectives . .9 Driving forces . .9 Goals . .10 Objectives . .11 Setting up the evaluation process . .12 Process checklist . .14 Step 2: Identify and analyze the target audience . .15 Segmenting the audience . .15 Geographic location . .16 Demographics . .16 Occupation or links to certain activities . .16 Attitudes and behavior patterns . .16 Deciding which segment to target . .16 Picking the low-hanging fruit . .18 What information do I need about the target audience? . .19 Demographics . .19 Current activities and knowledge of the issue . .19 Attitudes, beliefs, and perceptions . .20 Communication channels . .20 Social data . .20 How do I get information on the target audience? . .21 Using information already available . .22 Demographic databases, studies, and reports . .22 Public agencies . .23 Trade associations . .23 Universities . .23 Contents Collecting new information . .24 Surveys by mail . .24 Surveys by phone . .24 Intercept surveys . .26 Surveys by e-mail/Web . .27 Personal surveys . .30 Focus groups . .30 Community/neighborhood discussions . .33 Observation . .33 Community cultural assessment and characterization . .34 Social maps . .35 Asset maps . .35 Cognitive maps . .36 Concept maps . .36 Social network maps . .36 Online chatter research . .37 Analyzing and understanding the audience . .37 Barriers to action: Why do they do what they do? . .37 Understanding beliefs . .38 Social norms: Everyone’s doing it! . .39 Critical mass . .39 The roles people play . .39 Process checklist . .41 Step 3: Create the message . .42 Deciding on which behaviors to focus . .42 Crafting the message . .43 The importance of framing . .44 Branding your program . .45 Getting the audience’s attention . .46 Getting a response . .48 Messages with incentives and rewards . .48 Setting up a beneficial exchange . .50 Message delivery . .50 Process checklist . .54 Step 4: Package the message . .55 Linking the needs of the audience to the format . .55 Format considerations . .55 Greening up your outreach methods and materials . .56 Repeating the message . .57 Don’t reinvent the wheel! . .58 Format options . .58 Mass media formats . .59 News coverage . .59 Why use the news media? . .59 The news is free! . .60 Contents What makes the news? . .60 How do I “do” the news? . .63 Establishing a relationship with the media . .64 Levels of doing the news . .64 News coverage formats: News releases . .65 News coverage formats: Video news releases . .68 News coverage formats: Letters to the editor . .69 News coverage formats: Query letters . .70 News coverage formats: News conferences . .70 Advertising . .71 Advertising formats: The radio PSA . .71 Advertising formats: The TV PSA . .75 Advertising formats: Online ads and other media . .77 Banner ads . .77 Floating ads . .77 Pop-up and pop-under ads . .77 Rich media ads . .77 Text ads . .77 Where to place your ad . .78 Pay structure for online ads . .78 Videos . ..
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