Sue Olson, P.E. City of Appleton & NEWSC Past-Chair
Wisconsin APWA May 8, 2009
NEWSCNORTHEAST WISCONSIN STORMWATER
CONSORTIUM
Elected first officers fall of 2004 Began collecting dues 2005Full membership meets quarterly
Organizational Structure
Modeled after the Fox Cities Economic Development Partnership
Division of Fox-Wolf Watershed Alliance – bylaws
Two paid part time staff – Coordinator and Office Manager
Organizational Structure
Council – meets quarterly or as neededChairVice ChairPast ChairSecretary/TreasurerCommittee Chairs
NEWSC CommitteesIDDE – Illicit Discharge Detection and
Elimination
EC/PC – Erosion Control/Post-Construction
I & E – Information and Education
T & R – Tools and Resources
Current MembershipFive (5)CountiesThirty-four (34) Cities, Towns, Villages (3
pending)Eight (8) Corporate (3 pending)UW-Oshkosh
Non-voting participation from UW-Extension, RPC’s, and WDNR
Benefits of Membership
Membership REQUIRES participation
Participate on one committee, use the products of four
Networking
Speak as one voice
Benefits of Membership
Education for staff participating in committees
Credit for regional activities of NEWSC
Scholarships
Reduced fees for training hosted by NEWSC
I & E Committee
First Chair from UW-Extension
NEMO - Non-point Education for Municipal Officials
CommunityDate
Presenter Title
I & E Committee
Community Based Social Marketing (CBSM)
C B S M
CBSM Behavior Analysis
Quadrant 2Quadrant 2
Low Impact and Low Impact and High ProbabilityHigh Probability
Quadrant 1 Quadrant 1
High Impact and High Impact and High ProbabilityHigh Probability
Quadrant 3Quadrant 3
Low Impact and Low Impact and Low ProbabilityLow Probability
Quadrant 4 Quadrant 4
High Impact and High Impact and Low ProbabilityLow Probability
Impact
Pro
bab
ility
I & E Committee
Commissioned St. Norbert College to conduct a survey of residents in NEWSC area
Purpose
Stormwater Awareness
Behaviors, Barriers, Motivation
Target Markets
Gather information from residents:
403 phone surveys completed for the five
county area:
BrownCalumet
Fond du LacOutagamieWinnebago
Fond du Lac
Outagamie
CalumetWinnebago
Brown
Survey Area
Location (County)NEWSC Area
CensusSurvey Percent
Brown 33% 35%
Calumet 6 7
Fond du Lac 14 13
Outagamie 23 24
Winnebago 24 22
Individual respondents for the survey were highly representative of the county populations involved.
Representation
For stormwater that does enter a storm drain or ditch, where do you believe it ultimately ends up?
Does it end up in a... Yes answers
4%
10%
20%
32%
56%
0% 10% 20% 30% 40% 50% 60%
River or Lake without treatment
Municipal Sewage Treatment Plant
Field or Infiltration Basin
Holding Pond
Another Location
Major Contributors
Scale 4-6 Combined Ranked Percentage
Agricultural fertilizers and pesticides 1 69
Discharges from industry 2 66
Lawn or urban pesticides 3 62
Lawn or urban fertilizers 3 62
Manure from farm animals 4 57
Improper disposal of household hazardous waste 5 54
Street salt and sand 5 54
Target Markets Most Ready for ActionEnvironmental Behaviors
Greens Sprouts Browns
Have the value and behavior
Have the value, but not the behavior
Don’t have the value or the behavior.
“Just tell me what you want me to do.”
“I really want to, but I just haven’t done anything about it.”
“And I’m not likely to!”
Reinforce Positive Behavior
Encourage Those Willing to Engage in New Behavior
Evaluate Why People Are Not Willing to Adopt the Behavior
* Nancy Lee, Social Marketing Services, Inc.
57% 87% 85%Take used motor oil to recycling center
55% 87%84%Direct rainspouts to the lawn rather than driveway
85%25% 84%Clean up dog waste
69%25% 80%Keep street gutters free of grass and leaves
Oneida Nations, Brown and Outagamie Counties 1995
Dane County
2003
NEWSC
2005Behavior Changes(already do)
How Often do you:Pick up your grass clippings off of the street?
Potential Barriers?
Always 48%Most of the Time 9%Rarely 6%Never 38%
I & E CommitteeWrote an I & E Plan
Topic Packets, PSA’s, Trade Show Display
I & E Plan Development Workshop
Branding Workshop
I & E CommitteeWDNR NPS Urban Planning Grant
Grant contract held by East Central RPC
50% Match up to $53,000
RFP Process
Marketing Consultant
Branding and Logo ($3,450)
Demographic/Psychographic – Target Market ($1,500)
Creative Production ($8,000 -$12,000)
Strategic Output ($55,000 - $65,000)
Billboard AdsBillboard budget: $20,815Includes board rental, production and
installation.Billboards up the week of April 13, 2009.
Cable AdsNEWSC Cable Ad Budget: $7,500Received a call from Time Warner Cable on April 17,
2009Received a call from WIXX representative on April
15, 2009
TV AdsBroadcast Budget: $11,381TV Stations: WBAY, WFRV, WGBA,
WLUKCampaign: Starts 4/20 – 6/22 and
9/14- 10/19, 2009.
RADIO ADSRadio Budget: $20,000Station target: WNCY and WOZZAdditional call: WIXX and WZBYTarget Market: Age 25-64 years of age who enjoy doing
yard work as a leisure activity.Ads: An average of 9.3 times throughout the 27
week duration of the campaign.Schedule: Each week the radio schedule will reach
15.2% of people 26-64 an average of 3 times.Campaign Starts 4/20 – 6/22 and 9/14-10/19,
2009.
Yard Stake
Key Components
NEWSC owns everything
Ability to continue after grant and consultant contract are closed
Assistance in building relationships with the media
Lessons Learned
Finding an available website name is hard!
Let Go
Allow adequate time to coordinate website with media campaign
Tools & Resources
Maintain two websites – organizational and public
MS4 PermiTracker subscription
Pollution Prevention
Illicit Discharge I & E
Power point with script for Municipal Staff
Interactive Power point with script for IDDE Scenarios
Concrete truck washout, concrete sawcutting
Carpet cleaners
Illicit Discharge I & E
Discharge from Pools and Spas
Power Washing
Hang Tags
Restaurants, commercial dumpsters
EC/PC Committee
Power Point with script for 1 and 2 family UDC
Guidance documents for model ordinances
Hosted CPESC training and exam
Informational flyers for new BMP owners
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