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