Effective Outreach:
Lessons Learned from
LakeSmartChristine Smith
Lakes Education Coordinator
Maine DEP
Getting In Step Getting In Step ProcessProcess1. Define driving forces, goals and
objectives2. Analyze target audience3. Create tools4. Package program 5. Distribute program 6. Evaluate outreach7. Improve and implement
http://www.epa.gov/owow/watershed/outreach/documents/getnstep.pdf
Scientific Method Effective Outreach
1 Problem Driving Forces
2 Observations Analyze Target Audience
3 Question/Hypothesis
Goals and Objectives
4 Research Methods Create Tools
5 Conduct Research Package/Deliver Program
6 Analyze Results Evaluate and Interpret
7 Conclusion Improve and Implement
Step 1. Define driving Step 1. Define driving forces, goals and forces, goals and objectives objectives Driving Force
Declining water quality due to urban/suburban landscaping
GoalLake-friendly landuse practices statewide
Objectives wait for next steps (don’t forget)
Step 2. Identify and Step 2. Identify and analyze target analyze target audienceaudience
•Target audience - lake shore residents
•McKenzie-Mohr– Barriers and incentives to actions– Identify “Spark plugs” and “Jacobs” in
community•Lake User survey 2000, Omnibus
surveys, focus groups– Concerned, lacking knowledge on cause
and effect, looking for easy fixes, retired
Survey DataSurvey Data
• 2000 Lake User survey http://www.maine.gov/dep/blwq/doclake/survey.htm
• 2005 Omnibus survey and focus groups http://www.maine.gov/dep/blwq/doceducation/nps/2005_report.pdf
• 1999 Omnibus Survey http://www.maine.gov/dep/blwq/docwatershed/npscamp4year.htm
Step 3. Create the Step 3. Create the toolstools•Training workshops
•Evaluation form for site visits
•Awards for incentive and to increase
visibility
ObjectivesObjectives •Hold 5 workshops/year
•Measure workshop success
•Track number awards and recognitions/year
•Long term measurement by redoing watershed surveys
Step 4. Package Step 4. Package ProgramProgram
• Name
• Logo
• Slogan- “Living lightly on the land
for the sake of our lake”
All develop by surveying audience
Step 4. Package Step 4. Package ProgramProgram •Presenters with credentials
•Agendas for the workshops– Pledges, prompts
•SWCD to do property evaluations
•Promotion
Step 5. Distribute Step 5. Distribute program program
2 year pilot 2003-2004
Step 6. EvaluateStep 6. Evaluate
Process Indicators ’03-’04 :
• 6 of 10 workshops (well received) but expensive
• 61% signed up – showed up in ‘04
• 68 property evaluations
• 27 awards, 39 recognitions
Summer 2005Summer 2005
•Evaluations on 22 lakes
•Many requests for workshops
•Lack of response to first workshops
•Performance Partnership Agreement – Measurable objectives– More evaluation
New ObjectivesNew Objectives
•Objective: 15% of properties on project lakes are LakeSmart
•Objective: 75% of workshop participants take action
Do More EvaluationDo More Evaluation
•Process- numbers, familiar
• Impact- measuring action, water quality
•Context- who, what, where, why (includes success stories)
SurveysSurveys•Written survey of target audience
•Phone survey of ’04 workshop registrants– Tell them you will call– Call no shows
•Phone interviews of participants, spark plugs, evaluators, collaborators
Impact Evaluation Impact Evaluation of 2004 of 2004
WorkshopsWorkshops
•72% learned something new
•37% had a property evaluation in ’04
•83% took action (planting, diversions, had evaluation..)
Context Evaluation:Context Evaluation:
•Who is getting awards? •Where are awards?•When are awards?•What support is need? •Why are some lakes successful and others not?
Context Evaluation Context Evaluation ExampleExample
Analyze location of property evaluations in relation to
workshops.
3+ Evaluations- ’03-’053+ Evaluations- ’03-’05
•16 lakes had 3+ evaluations
•10 lakes had workshop = 70 evals
•6 lakes no workshop = 58 evalsConclusion: workshop not a requirement
Step 7. Improve and Step 7. Improve and ImplementImplement
We need to focus on fewer lakes
•Offer support (with social marketing tools) to lake associations for longer
•Offer shorter trainings
•Choose lakes withkey elements
Elements for a Successful Elements for a Successful LakeSmart ProgramLakeSmart Program
1.A local “Spark Plug” 2.Active Lake Assoc.3.No other big projects 4.A minimum 2 year
commitment 5.Lake Assoc. offers incentives,
$, plants, YCC
Elements for a Successful Elements for a Successful LakeSmart ProgramLakeSmart Program
6. Local interest 7. Evaluators- SWCD or other8. High% year round or
summer9. High% shorefront in L A10. Sense of community
Lessons LearnedLessons Learned
•EVALUATE- process, impact, context
•Measurable Objectives
•Implement Changes
Questions?Questions?
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