Haw Presentation For Cwea 2009

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Presentation about the Healthy Auburn Waters campaign given to the CWEA 2009 Convention. This campaign is a pollution prevention campaign that attempts to prevent HHW from going into waterways, storm drains and sink drains. Other elements included. Project website is www.HealthyAuburnWaters.org

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  • 5 minutes My role with the city Project started 2008. This presentation covers 2008, evaluation and our plans for 2009. At the end, a run-down of some basic PR. Question audience: engineers? PIO, PR people or consultants? Agency management or project managers? Question audience: Familiar with Auburn? confluence of North forks of the American River 1,300 feet. Occasional snow. Many streams. Pride in environment. CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Cease and Desist for discharge of Clordane (pesticide), Lindane (insecticide for lice) and Endrin (insecticide) Applied some of the fine to outreach Process up upgrading the WTP to deal with Nitrates and solids but relying on public outreach as “source pollution control” CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Complex problem: unknown and unused compounds. Can’t point to a single industry or other source and target our efforts to controlling at that point. Likely to never see these compounds again (and if fact we haven’t) yet the requirements still exist. Further complicated by the diverse messages needed to get directly to those compounds. Small budget Collection site far away Need to promote FOG and Stormwater and later on, we adopted the No Drugs Down the Drain campaign as well CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • We have identified our problem We know about our audience Population is roughly 12,500 individuals 95% white and English-speaking. Very few Spanish speakers White and blue collar workers Median age is 41 years 61% are family households and 28 % have children under 18 Value their environment – Love water and the river Show up in droves at city festivals – especially families Local media Auburn Journal (daily) and bi-weekly. Very connected to community Radio and chamber Cable TV (no money for video) CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Stop constituents from showing up at the plant and subsequently the effluent. Increase drop offs at the Western Placer Waste Management Authority (location in Lincoln is a bit problematic Add stormwater education element (reduce overflows)—aging sewer system Add FOG education which helps prevent overflow events Later, add medication component Promote proactive efforts of the city not only for creating good will and positive impressions but in anticipation of the WWTP upgrades (ask audience – how many engaged in plant upgrades and dealing with a less-than-enthusiastic public? Auburn will be spending $7-$9 million for upgrading and using UV. Still won’t fix the problem for the original Cease & Desist order. That requires education. CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Should be 10-15 minutes done CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Maybe have a flip chart up or write on a white board what the key elements of an effective public outreach plan are so that as I show the program, I can point out where I am in the plan. CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • This is the logo, name, site, overall strategy CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • This is the logo, name, site, overall strategy CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • This is the logo, name, site, overall strategy CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • This is the logo, name, site, overall strategy CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • This is the logo, name, site, overall strategy CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • This has to do with the target audiences: businesses and residents CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Insert samples of those items. Explain how they were reinforced with advertisements and web enhancements CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Insert image showing web hits compared to drop offs at WPWMA CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • CWEA 2009 Annual Conference Healthy Auburn Waters Pollution Prevention Campaign
  • Haw Presentation For Cwea 2009

    1. 1. The City of Auburn’s Pollution Prevention Program
    2. 2. WWTP Permit Requirements <ul><li>NPDES permit </li></ul><ul><li>Priority pollutants: chlordane, 4-4’-DDE, lindane and endrin </li></ul><ul><li>Source pollution control program </li></ul>
    3. 3. Complex Problem <ul><li>Little known, banned chemicals </li></ul><ul><li>Isolated incidents </li></ul><ul><li>No single source – Therefore no single outreach solution </li></ul><ul><li>Diverse messages </li></ul><ul><li>Small budget </li></ul><ul><li>HHW Collection site is 25 miles away (smaller facility in town) </li></ul><ul><li>Other needs: FOG, Stormwater, Meds </li></ul>
    4. 4. What do we know? <ul><li>Identified the problem </li></ul><ul><li>Know our audience </li></ul><ul><li>Know our media outlets </li></ul>
    5. 5. What Do We Want to Achieve? <ul><li>Stop constituents before getting to WWTP </li></ul><ul><li>Get constituents to WPWMA </li></ul><ul><li>Add Stormwater education </li></ul><ul><li>Add FOG education </li></ul><ul><li>Promote city’s positive, proactive efforts </li></ul><ul><li>Later, add No Drugs Down the Drain </li></ul>
    6. 6. THE PLANNING PROCESS
    7. 7. Establish Public Outreach Goals <ul><li>Overarching Goal: Build environmental stewardship and awareness </li></ul><ul><li>Change public habits: </li></ul><ul><ul><li>No chemicals down the drain </li></ul></ul><ul><ul><li>No FOG down the drain </li></ul></ul><ul><ul><li>Only rain down the storm drain </li></ul></ul><ul><li>Increase WPWMA drop-offs </li></ul>
    8. 8. Develop an Effective Strategy <ul><li>Promote a Theme </li></ul><ul><ul><li>Memorable slogan </li></ul></ul><ul><ul><li>Memorable logo </li></ul></ul><ul><ul><li>Unified message </li></ul></ul><ul><li>Inspire general stewardship rather than get buried in minutiae </li></ul><ul><li>Promote WPWMA for HHW disposal </li></ul><ul><li>Drive traffic to www.HealthyAuburnWaters.org </li></ul>
    9. 9. Identify Target Audiences <ul><li>Audiences selected based on potential to impact wastewater and storm drains </li></ul><ul><li>(in order of priority) </li></ul><ul><ul><li>Selected business segments </li></ul></ul><ul><ul><li>City of Auburn residents </li></ul></ul><ul><ul><li>Area media </li></ul></ul><ul><ul><li>Youth </li></ul></ul>
    10. 10. Establish a Budget <ul><li>$25,000 with some extra allowances for “direct bill” expenses and existing outreach </li></ul><ul><li>PRIORITIZE </li></ul>
    11. 11. Align Tactics to Priorities (in general) <ul><li>Build a website to share information </li></ul><ul><li>Promote the campaign and website </li></ul><ul><li>Reach specific audience groups </li></ul><ul><li>Reinforce messaging </li></ul><ul><li>Push specific messages at timely intervals </li></ul>
    12. 12. Identify and Plan Activities <ul><li>Public events: fairs, festivals, Earth Day </li></ul><ul><li>Press releases: attach to newsworthy topics and tie to community </li></ul><ul><ul><ul><li>Earth Day, Water Awareness Week, etc. </li></ul></ul></ul><ul><ul><ul><li>Business program and sign-ups </li></ul></ul></ul><ul><ul><ul><li>City initiative </li></ul></ul></ul><ul><ul><ul><li>Recently released research </li></ul></ul></ul><ul><li>Collection events </li></ul><ul><li>Community involvement: We Pledge! </li></ul>
    13. 13. Plan of Activities Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Planning Phase Web page set up and plan New Year's Campaign Implement New Year's Resolution Campaign Planning: Biz Outreach Implement Biz Outreach   Planning: School Outreach Implement Schools Outreach Editorial, Media push Planning: Water Quality Month Water Quality Month Campaign Planning: Storm Season Campaign Implement Storm Season Campaign Events Earth Week School Park Preserve Opening, TENT Auburn Wine Fest TBD, Auburn Community Festival Oct 18? Mandarin Festival Nov 22-23 Editorial Project Kick off news release guest column/interview Biz campaign launch news release Results of Biz outreach news release Earth week news release School Park Preserve opening news release Feature article pitch to Bee, Biz Journal and/or Auburn papers Water Quality Month news release with statistics Launch Storm Season news release, HHW collection news release and PSAs News release about campaign success Advertisements Ads Ads Ads Evaluation Effluent Samples WPWMA monitor drop offs and survey WPWMA monitor Drop offs Compare 2007 to 2008 collection day results Effluent Samples Compare 2007 to 2008 HHW drop offs Collateral Website planning, URL secure Website design, text and go live. Develop insert for billing Website refine, order pencils or magnets. Design biz materials Design brochures and print Design and print newsletter for billing insert Design storm campaign materials Print storm campaign materials HHW collection August 23 and 24
    14. 14. THE HEALTHY AUBURN WATERS CAMPAIGN
    15. 15. Website Is the Nexus Billing Inserts Advertisements Stories/releases We Pledge! I Pledge!
    16. 16. Website Goals <ul><li>Easy to remember URL </li></ul><ul><li>Easy to navigate </li></ul><ul><li>Constantly changing/relevant </li></ul><ul><li>Easy to manage </li></ul><ul><li>Flexible </li></ul><ul><li>Pleasing to the eye </li></ul><ul><li>Key messages </li></ul><ul><li>Action statements </li></ul>
    17. 17. www.HealthyAuburnWaters.org
    18. 18. Website Content <ul><li>Primary areas of concern </li></ul><ul><li>Disposal information </li></ul><ul><li>General news – fresh information </li></ul><ul><li>Links </li></ul><ul><li>Alternatives </li></ul><ul><li>Answer the question: WHY? </li></ul>
    19. 19. www.HealthyAuburnWaters.org
    20. 23. Business Outreach <ul><li>Pledge to basic principles </li></ul><ul><ul><li>Proper FOG collection </li></ul></ul><ul><ul><li>Recycle waste </li></ul></ul><ul><ul><li>No banned chemicals </li></ul></ul><ul><ul><li>Proper disposal of HHW </li></ul></ul><ul><ul><li>No items in storm drains </li></ul></ul><ul><li>Recognition </li></ul><ul><ul><li>Certificate </li></ul></ul><ul><ul><li>Website recognition </li></ul></ul><ul><ul><li>Window sticker </li></ul></ul>
    21. 24. Business Outreach
    22. 25. Outreach to Residents <ul><li>Advertisements </li></ul><ul><li>Direct mail/APDS bill </li></ul><ul><li>Public events </li></ul><ul><li>Chotckes </li></ul><ul><li>Press releases and stories </li></ul>
    23. 26. Outreach to Residents
    24. 27. Youth Outreach <ul><li>Existing City programs </li></ul><ul><ul><li>Creek Walk </li></ul></ul><ul><ul><li>Classroom visits </li></ul></ul><ul><li>Coloring sheet </li></ul><ul><li>Pencils and freebies </li></ul><ul><li>I Pledge! </li></ul>
    25. 28. Youth Outreach
    26. 29. Evaluation
    27. 30. PUBLIC RELATIONS 101
    28. 31. Planning a Campaign <ul><li>Goal + Audience + Strategy = CAMPAIGN </li></ul><ul><li>Goals: “We want citizens to…” </li></ul><ul><li>Prioritize audiences </li></ul><ul><li>Select vehicles (news paper, radio, cable…) </li></ul><ul><li>Key Messages </li></ul><ul><li>Campaign name, tagline, logo </li></ul><ul><li>Evaluation metrics </li></ul><ul><li>Strategy and then, tactics </li></ul>
    29. 32. Possible Measures of Success <ul><li>Web traffic (Google Metrics, StatCounter) </li></ul><ul><li>Collections, calls, drop-offs, etc. </li></ul><ul><li>Surveys </li></ul><ul><li>Scientific </li></ul><ul><li>Anecdotal </li></ul><ul><li>Non-quantifiable measures </li></ul>
    30. 33. Using the Web <ul><li>Catchy URL with connection to audience </li></ul><ul><li>Reserve domain WhoIs.com , or GoDaddy.com </li></ul><ul><li>Assign unique email box & reply protocol </li></ul><ul><li>Determine Links </li></ul><ul><ul><li>city or agency </li></ul></ul><ul><ul><li>related associations and groups </li></ul></ul><ul><li>Design structure – SIMPLE to start </li></ul>
    31. 34. QUESTIONS & COMMENTS
    32. 35. Contact Information <ul><li>Jennifer Harrison </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>916-716-0636 </li></ul></ul><ul><li>Megan Siren </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>530-823-4211 ext 145 </li></ul></ul>

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