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First Get Them to Look - and Laugh
Florida Stormwater Association
2017 Annual Conference Lou Newman Photography
Who We Are
• Sarasota County
• Public Utilities Department
• Stormwater Environmental Utility
• Science and Outreach Team
Mollie Jeff Nicole Yours Truly
What We Do • Neighborhood Environmental Stewardship Team –
NEST Calendar, work with HOAs
• Focus on TMDL watersheds
- encourage community restoration activities
• Volunteer Seagrass Survey
• Partners – 2 National Estuary Programs
• Bay & Creek Water Quality Monitoring
• Pollutant Load Modeling
• TMDLs, Rules & Legislation review, NPDES
• Sarasota Water Atlas website
• Support Stormwater Operations
Outreach Themes Healthy Water
• Fertilizer & Nutrients
• Pet Waste
• Floating Islands
• Pervious
• Cisterns
• Bioswales
• Native & Aquatic planting
• Fish, Birds & Habitat
• Paddle Cleanups
• Partnerships High School kids find
crazy trash in the creek
Outreach Strategy - a work in progress -
Objectives
• Raise awareness
• Inspire Actions
• Build community support for projects
How?
• Lowest investment for the highest return
• Be Positive
Shout Out
CHNEP Training Water Words that Work
• Address your Audience
• Make it Personal
• Tell them What to Do
• Tell them Why
• Tell them How to Do it
• Use Faces & Eyes
• Use Testimonials “Had a Great Time!”
• Be Positive
• Express Feelings
• Don’t teach vocabulary - people hate science tests
• Charts have no soul
Rational Side 10% • Proof is essential Emotional Side 90% • Recognition • Social • Legacy • Meaning • Money Clear Path Forward • Planting • Cleaning • Gathering
Groundbreaking Program
• Shared
• Remove proprietary
logos
• Emotional connection
• Professional marketing
• Fun and funny
• Eye-catching
• Florida identity
TAPP let us use
their videos
Traditional Approach
Public Meetings
• Turnout can be Low
• Can take a lot of effort to organize, set up and
take down
Booths
Are they Effective?
Where is
the word
County?
New Way
Photo Courtesy Sarasota Herald Tribune
Recorded phone messages
at over 30 locations
Fertilizer
Follow the Flock
• Audience is men
• They apply fertilizer
• “I’m Not That Guy”
• Old fashioned
• Funny
• Instantly get the meaning
• Local place – not generic
• Easy to look at
• Few words
• Catch Phrase
Spring Training
• Capacity 8,500
• Everyone walks through the a few gates
• Set up a display
• Counted how many people reacted to it – 1000s
• Did not take all day
Children’s Activities:
Coloring Sheets
While parents wait
for their kids to
finish their
masterpieces,
there’s time to
deliver a message or
two
Children’s Activities:
Coloring Sheets
Fertilizer Best
Management
Messages get posted
on the refrigerator.
Messages are bright
• Crayons
• Pipe cleaners
• Glitter glue!
Pet Waste
Poop
Toss
Game • Bags of
Play Dough
• Practice the
behavior
• Tootsie Roll
Prize
• Bold
messages
• Kids all play
• Parents too
• Rack cards
with take
home info
Poop Toss: America’s fastest
growing outdoor sport
Poop Toss:
Perfect form!
Mobile Marketing Platform
perfect tool to reach target audiences
Guerilla Marketing at Thunder By the Bay
Yard Signs
Storm Drain Markers
Portable Bag Dispenser
Pet Waste Bag Stations
Community Adoption
Phillippi Creek Outreach a bacteria TMDL watershed
Join the
Phillippi Creek Revival
Are You In?
Story Sheets: Recognizing Good Works It’s not about us – Look at what your neighbors are doing!
Brief write-ups with lots of pictures
2017 Seagrass Survey Great Press
• Longboat Observer
• Sarasota Herald Tribune
• ABC7 WWSB TV – twice
• Sarasota County Access 19 TV
Good Turnout
• 90 citizen-scientists
• 14 boats
• 7 kayaks
• 2 paddleboards
Cost
• $3,000+
• Lots of staff hours
• Great Partners
• Built Relationships
• Friendly Atmosphere
• Good Food
• Great Location
• Good Science
• Good Music
Learn More
Sarasota Water Atlas
How are we doing?
Very happy with consulting
• Capable
• Flexible
• Creative
• Great at social media
Future Focus
• Snook
• Tidal Creeks
• Living Shorelines
• Canals to Creeks
Next Steps
• Use business principles in planning and
execution of outreach
• Cost – Benefit analysis
• Outreach database
• More deliberate goals, audience and
conclusions
• Continue enhancing the Sarasota Water
Atlas
