Stormwater Outreach Annual Report FY (July 1, 2011, to June 30, 2012)

Transcription

1 Stormwater Outreach Annual Report FY (July 1, 2011, to June 30, 2012) Stormwater Management Working Group The Arizona Pollutant Discharge Elimination System (AZPDES) regulations require that Arizona jurisdictions help protect the stormwater quality of the region. In 1997, Pima Association of Governments (PAG) established the Stormwater Management Working Group (Working Group) in an effort to help jurisdictions coordinate stormwater permit negotiations and to provide unified comments on regulations and rules. The group has grown into an ongoing forum for planning, program development, information exchange and cooperative projects. Jurisdictional participants include Pima County, the City of Tucson, the Town of Marana, the Town of Oro Valley, Arizona Department of Transportation (ADOT) and the City of South Tucson. Other participants include representatives from the other Municipal Separate Stormwater Sewer Systems (MS4s) and regulators, including the Arizona Department of Environmental Quality, the University of Arizona, Davis-Monthan Air Force Base, local community interest groups, consultants and construction industries in Tucson. Stormwater outreach is considered an important aspect of stormwater protection, and member jurisdictions are required under their permits to conduct outreach and education. The Working Group and PAG initiated an annual multi-media outreach campaign in A total of $18,796 was spent on the FY outreach for vendor contracts. The following report describes the implementation, progress and significant developments of the PAG stormwater outreach program. The activities are detailed as to the type of outreach event, topics addressed, type of material, vendor name, cost, and the measured effect though an estimate of the number of people reached, number of materials distributed, audience targeted, frequency of advertising and schedule of activities. The primary activities of the Working Group members include the following topics: Planning and approving annual stormwater outreach activities Planning, conducting and participating in a seminar for the construction industry Working Group coordination, management and information sharing o Meeting as needed or sharing information via updates and phone o Attending stormwater-related webcasts at PAG o Sharing stormwater regulation information o Providing input to PAG s watershed planning program for stormwaterrelated work Stormwater Outreach in FY The activities were selected in order to provide a good distribution throughout the region, reach new audiences, increase familiarity with past audiences and connect with all ages. We measure our impact through the number of handouts and ads distributed and seminar surveys. This year s media campaign, beginning the week of July 1, 2011, was strongly emphasized through the

2 summer monsoon season, but also included some features now available year-round. The tables below summarize FY outreach activities, costs and viewership. The slogan Clean Water Starts with Me was used for the fourth consecutive year to increase familiarity with the successful message that has been repeated by other entities across the state. Artwork and style complements the imagery used by the local jurisdictions in school programs and Only-Rain-in-the-Drain efforts for consistency across the region. We directly address several required outreach topics within local jurisdiction stormwater permits. The topic emphasized this year was the potential impact of animal waste on water quality and the need to clean up and properly dispose pet waste to minimize pollutant runoff into stormwater. Permit Topics Covered: Animal Waste (ads, brochures, new sticker distribution, web, Facebook) Management and Disposal of used oil including proper washing of vehicles (ads, brochures, web) Residential practices including LID methods (ads, web, seminar, materials) Post Construction rainwater harvesting (ads, web, seminar, materials) Improper dumping and litter (ads, brochures, web) Construction related ordinances, grading, illicit discharges, spill prevention, hazardous waste, proper disposal and storage, BMPs and SWPPPS (web, seminar, materials) Permit Target Groups which PAG reaches: General Public (Billboards, Buses, Radio, Magazine, Facebook) Residential (TV) Home Owners (Brochures and web tips for yard, chemical storage) Schools/Children (Bear Essential News; Activities, Coloring Sheets & Word Search handed out at events; Facebook; web) Development Community, Construction Site Operators (Seminar; SAHBA visits, web, materials) Animal Waste Focus This year the stormwater outreach campaign focused on reducing microbial stormwater pollution by encouraging pet owners to pick up after their pets. PAG emphasized the importance of proper pet waste disposal in radio ads, on billboards, in magazine ads, through trivia questions at outreach events, in a Facebook note and through a Facebook ad. Slogans included pick up where your dog left off and scoop dog poop. The pre-existing TV PSA also includes a mention of picking up after your pet. During the year, PAG also designed a sticker for local parks encouraging pet owners to pick up after their pets. The stickers were distributed to city and county parks in June Continuing and Expanding Efforts Many aspects of the outreach campaign continued from previous years and some efforts grew. PAG ran the ads in additional places by adding social media ads and Scoop the Poop stickers. We also expanded our outreach program by participating in more outreach events and enhancing

3 our outreach display and activities. Outreach activities now include an interactive trash fishing game, a stormwater quiz board and a spin-the-wheel trivia game. Public Service Announcements (PSAs), radio ads, billboards, magazine ads and social media ads were run through the monsoon season, starting in July and running as late as September The PSAs that were developed in 2008 were screened on different television stations this fiscal year to reach additional audiences. PSAs and magazine ads also reached Spanish-speaking populations. Year-Round Outreach Program The brochures, Web presence, movie theater ads and bus interior posters were part of the yearround outreach program. The outreach brochure was distributed at special events and libraries. The PAGstorm.com website contains detailed information defining stormwater, describing actions to prevent pollution from common contaminants and providing activities for both children and adults, such as coloring sheets and videos. The website was promoted through advertisements. The number of web hits increase throughout the year and with each passing year reflecting great coverage and response. An interactive social media effort on Facebook which began the year prior, doubled in followers though our new Facebook ads. Information provided year round on the Web and in materials explains actions people can take to prevent stormwater pollution. Pollutants addressed include pesticides, soap, litter, landscape waste, animal waste, illegal dumping, hazardous waste and vehicular fluids. The website also explains how to report activities like illegal dumping and how to do proper disposal of household hazardous waste. The updated webpages go into detail about how to practice Low Impact Development (LID) and Green Stormwater Infrastructure (GI) through rainwater harvesting. Rainwater Harvesting Outreach For the past few years, the term rainwater harvesting was incorporated into the materials and website in order to link with LID concepts. This year, we increased the use of this concept in new imagery and additionally focused some new outreach on the LID message. Because our community has a well-established familiarity with rainwater harvesting and because of its popularity as a water conservation practice, making this connection helps us reach a wider audience with the pollution prevention message. The imagery that was developed last year helps to illustrate how rainwater harvesting is a part of stormwater pollution prevention with a picture of a polluted, dry and dirty house, contrasted against a pollution-free, clean and green house. This imagery was used in the new bus posters and coloring sheets. The text that accompanies the imagery also explains that LID works by keeping yard chemicals on site and by biologically purifying pollutants in rain gardens. Stormwater Outreach for the Construction, Development and Business Industries PAG provided stormwater pollution prevention outreach to the construction industry and businesses through materials and on the Web. Information also was regularly shared at monthly meetings with the Southern Arizona Homebuilders Association.

4 PAG hosted an event called the Stormwater Construction Seminar covering stormwater regulations for the construction industry. It was held on March 20, 2012 from 8-3, providing continuing education credits and opportunities for sponsors. It was attended by 107 participants, 67 percent of whom worked for the local jurisdictions and used the seminar as training. Of the surveys received (with a 40 percent return rate), 61 percent were very satisfied and 99 percent were satisfied. The seminar was attended by professions including regulators, designer, SWPPP planners, inspectors, operators, owners, engineers and home builders from throughout the local jurisdictions and some from the Phoenix area. Sixty percent had not attended our seminar before and 35 percent were new to the topic entirely. Speakers were available from every jurisdiction to present information and answer questions. Books created as a collective effort with all the local MS5s contained an MS4 location map, a chart comparing local regulations and resources from each local jurisdiction including information on grading, illicit discharges, spill prevention, good housekeeping, cement wash-out containment and proper disposal technique. Presentation topics included a regulatory overview, obtaining coverage, SWPPP development, maintaining compliance, SWPPP implementation, upkeep and effectiveness, BMPs, and post construction. In addition, it contained Low Impact Development resources and local rainwater harvesting ordinance information. The Working Group Coordination section below includes additional details on construction outreach this year. The website has a series of pages for the construction industry providing links to tools such as the ADOT Best Management Practices (BMP) Manual, an erosivity calculator, example SWPPPS, inspection checklists, local contacts, etc. This is a great one-stop place for links to local stormwater ordinances through the region, Notices of Intent (NOI), Notices of Termination (NOT), rain gauges, templates and manuals, permits and past PAG seminar presentations. The general public outreach pages on also provide information for business owners and covers maintaining company vehicles, equipment and chemical storage and maintaining dumpsters. Working Group Coordination Local MS4s participated in meetings held throughout the year in order to coordinate stormwater programs, plan general public outreach, plan construction industry outreach, and share regulatory information. Meeting dates for Working Group coordination also included webinars, program planning meetings, Low Impact Development focus meetings, as well as individual meetings conducted by PAG staff in support of the stormwater program. Meeting agendas and notes can be found here: SWMWGCalendar/tabid/633/Default.aspx In spring 2012, the Working Group met twice to plan and to compare individual outreach efforts across the region to consolidate and reduce duplication through PAG s campaign. During these meetings the Working Group also approved of the plan for the next year s outreach efforts and PAG staff worked to develop a new Spanish ad campaign for the 2012 monsoon season which falls in the fiscal year At various times in the fiscal year, notices were sent for webinars on the topic of providing public outreach in order to increase collective outreach

5 effectiveness. Six meetings were focused on preparing for the March 20, 2012, PAG Stormwater Construction Seminar. PAG and the Working Group addressed construction industry concerns through several other means of discussion and engagement. PAG reached out to the construction industry by participating in meetings of the Southern Arizona Home Builders Association (SAHBA) Technical Committee. ADEQ meeting announcements and information were regularly shared on the topic of the draft Construction General Permit. The PAG Stormwater Program and Working Group also helped to promote and to plan other workshops and seminars. This included numerous planning meetings and attending a Tucson-based Arid LID Conference in March Construction professionals also were invited to attend each open quarterly Working Group meeting. Further meetings on green infrastructure also focused on bringing an Arid LID regional conference to the Tucson region in 2012, which helped to assess arid LID research needs. Working Group members also were kept up to date and encouraged to join an ongoing discussion group which is assessing LID in the Tucson metro region. The LID Working Group is building case studies and providing input on the Pima County Regional Flood Control s LID BMP manual for neighborhoods and a Detention/Retention Manual update, both currently in development. PAG shared this meeting information with Working Group members along with new releases of LID news and resources.

6 Activities of the Fiscal Year PAG Stormwater Outreach Campaign for the General Public Activity Vendor Cost Impressions (numbers are based on various terms provided by vendor) Public Service Announcements (PSAs) on television Radio Screened PSA on KOLD, KMSB, KVOA, KGUN9, KTTU Sponsored KOLD Monsoon Special Interview on Fox Non-Profit News Source stormwater footage Arizona Public Media (KUAZ) $2,430 KOLD $1,690 KMSB $850 KVOA $400 KGUN9 $120 KTTU $2,500 Monsoon Special $0 Fox interview $2,000 Filming Ran 4 spots on KGUN9, possibly reaching an audience of 923,000 adults Target Group and Distribution Details Value Added Timeline Language: English Age: Focused programs individually targeted age groups from youth to elders Location: Throughout the region KOLD: 27 spots KMSB: 26 spots KVOA: 10 spots KGUN9: 4 spots KTTU: 16 spots $2, Location: Throughout the region Total 56 spots, aired during various time slots Billboards Clear Channel $1,980 Displayed on billboards in prime locations. KOLD 5 free spots? KMSB: 12 free spots? KVOA: 5 free mentions KTTU 5 free spots? June-August 2011 June-September 2011 Location: Throughout the region -- June-August 2011 Magazine Ads Bear Essentials, Arizona Bilingual, Tucson Weekly, Zocalo $1,385 Bear Essentials $813 Arizona Bilingual $497 Tucson Weekly $404 Zocalo Illuminated: 28,000 views per day Unilluminated: 15,000 views per day Bear Essentials readership is over 600,000 Arizona Bilingual is distributed at 1,000 locations, with150,000 monthly copies Movie Theater The Loft Theater $500 for 12 months Shown at 70 shows per week, reaching 12,000 viewers per month Brochures Bus Interior Posters Web pages and Social Media Displays at Events Libraries, PAG, MS4s and events Sun Tran Website server and designer are inhouse at PAG, easy URL and Facebook Reid Park & PCC Earth Day, Cyclovia, The Water Festival, Raytheon Fair, $0 (paid for in previous year) $27 in-house printing $0 for display $25 annually for easy URL $0 Facebook posts $300 Facebook ads $50 for Water Festival booth Sent 500 brochures to libraries, Handed out 150 to jurisdictions, PAG distributed ~200 at events and in-house Displayed 250 posters in total, one per bus. Using the average summer ridership, the posters reached 45,000 people per day. Facebook page reached over 300 likes. Three Facebook ads generated 1.2 million impressions and over 100 new likes. Personally interacted with 1,000s of people Language: English and Spanish speaking population Location: Throughout the region Location: mid-town area of the metro area at The Loft Location: Throughout the region BE: Full-page, B&W AB: 3x ¼ page strip, Internet banner, August 2011 article TW: ¼ page strip, color Z: ½ page ad AB: Art included; logo/banner placement on web; August 2011 article Z: 15% non-profit discount July-September 2011 Rainwater harvesting slide $200 discount Year-round screening No cost this year. Paid for printing in FY Year-round distribution Brochure design in-house Location: Throughout the region -- Year-round display Website - Unlimited Demographic: Facebook ads directed by interest: environmental, rainwater harvesting and pets Location: Facebook ads focused on friends of fans and greater Tucson region Demographic: Active environmental community efforts PAGstorm Provided games, handouts, quizzes, and crafts, in addition to displays of maps and posters. Website and Facebook: Yearround promotion and availability Facebook ads run July-September 2011 Various dates year-round

7 Green Living Fair Dog Poop Stickers Peace Supplies $ stickers distributed to city & county parks Dog owners visiting parks Total of 900 stickers Year-round Estimated totals for FY $18, ,000 (top number claimed by one venue)

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9 Facebook Outreach and Advertising

10 PAGstorm Website

11 Outreach Events

12 TV PSAs

13 Billboards

14 Interior Bus Poster

15 The Loft Movie Slide

16 Magazine Ads and Bus Poster

17 Bear Essential Ad

18 Tucson Weekly Ad

19 Zocalo Ad

20 Arizona Bilingual Ad

21 AZ Public Radio PSAs The following copy was approved for timing and fits within FCC guidelines: SPOT #1 APPROVED as follows: Support comes from PIMA ASSOCIATION OF GOVERNMENTS. Storm water travels through streets, picks up pollutants, and accumulates in desert washes. USING COMMERCIAL CAR WASHES AND FIXING LEAKY VEHICLES HELPS prevent Storm water pollution. more ABOUT clean water starts with me IS at P-A-G storm DOT com. SPOT #2 APPROVED as follows: Support comes from PIMA ASSOCIATION OF GOVERNMENTS, NOTING THAT monsoon rains carry fertilizers and pesticides into desert washes. USING chemical yard products sparingly, keeping them on site, AND never using THEM before a rain HELPS REDUCE POLLUTION. more ABOUT clean water starts with me IS at P-A-G storm DOT com AND ON FACEBOOK. SPOT #3 APPROVED as follows: Support comes from PIMA ASSOCIATION OF GOVERMENTS, WITH A REMINDER about storm water quality. harvesting rainwater in your yard not only nourishes THE SOIL, BUT ALSO HELPS purify storm water and prevent pollution. more ABOUT clean water starts with me IS at P-A-G storm DOT com.. SPOT #4 APPROVED as follows: Support comes from PIMA ASSOCIATION OF GOVERNMENTS. SINGING cicadas AND familiar monsoon thunder ARE REMINDERS THAT Clean Water Starts With Me. picking up AFTER YOUR DOG HELPS prevent storm water pollution. more IS at P-A-G storm DOT com. Kelly Puchowicz Corporate Underwriting Representative direct fax puchowicz@azpublicmedia.org

22 Dog Poop Sticker