HomeMy WebLinkAboutNCS000495_Holly Springs 2018 Annual Report CWEP_20181130
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Clean Water Education Partnership Annual Report
Fiscal Year 2017-2018
Prepared By:
Jen Schmitz – Principal Planner
4307 Emperor Boulevard Suite 110
Durham, NC 27703
(919) 558-9342
jschmitz@tjcog.org
Report Date:
September 24, 2018
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TABLE OF CONTENTS
ACRONYMS AND ABBREVIATIONS ........................................................................................ IV
1.0 CWEP FISCAL YEAR 2018 ACTIVITY SUMMARY .................................................................. 1
1.1 CWEP CAMPAIGN ACTIVITIES AND ACHIEVEMENTS .................................................... 1
1.1.1 Website ......................................................................................................................1
1.1.2 Cinema Campaigns .....................................................................................................1
1.1.3 Spectrum Digital Campaigns ......................................................................................4
1.1.4 Capitol Broadcasting Company Digital Campaigns ....................................................7
1.1.5 Other Campaigns........................................................................................................8
1.1.6 Social Media Campaigns ..........................................................................................11
1.2 CWEP STEERING COMMITTEE ACTIVITIES .................................................................. 11
1.2.1 Meetings ..................................................................................................................11
1.2.2 Partnerships .............................................................................................................11
2.0 PROGRAM FINANCIAL INFORMATION ............................................................................ 12
2.1 CWEP PARTNERS AND COST SHARES ......................................................................... 12
2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY2018 .................................................... 14
TABLES
Table 1: Statistics for NCM Winter Cinema Campaign ................................................................................. 2
Table 2: Statistics for NCM Spring Cinema Campaign................................................................................... 3
Table 3: Statistics for ScreenVision Winter Cinema Campaign ..................................................................... 3
Table 4: Statistics for ScreenVision Spring Cinema Campaign ...................................................................... 4
Table 5: Spectrum FY18 Digital Campaign Final Statistics ............................................................................ 5
Table 6: CBC Digital Campaign Statistics - FY18 ............................................................................................ 7
Table 7: CBC Broadcast Campaign Statistics - FY18 ...................................................................................... 8
Table 8: Proportional Campaign Impressions by CWEP Jurisdiction .......................................................... 10
Table 9: Social Media Campaign Statistics .................................................................................................. 11
Table 10: CWEP FY18 Approved Cost Shares .............................................................................................. 13
Table 11: CWEP FY18 Financial Report ....................................................................................................... 14
Table 12: Projected CWEP Budget for FY2019 ............................................................................................ 15
FIGURES
Figure 1. Website Traffic at Onset of Online Campaign................................................................................ 1
Figure 2: Digital Campaign Illustration .......................................................................................................... 5
Figure 3: Spectrum Pre-Roll Statistics FY18 .................................................................................................. 6
Figure 4: Spectrum In-Banner Video Statistics FY18 ..................................................................................... 6
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APPENDICES
A: Steering Committee Meeting Summaries ................................................................................................ A
B: CWEP/Stormwater SMART Partnership Overview ................................................................................... B
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ACRONYMS AND ABBREVIATIONS
CWEP Clean Water Education Partnership
FY fiscal year
NCM National CineMedia, LLC
Partner CWEP Partner Government
Program CWEP program
PTRC Piedmont Triad Regional Council
SMART Stormwater SMART
TJCOG Triangle J Council of Governments
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Executive Summary
The Clean Water Education Partnership (CWEP) is a program of Triangle J Council of Governments
(TJCOG). TJCOG serves a diverse seven-county region, promoting collaboration among local governments,
stakeholders and partners, tackling challenges that cross jurisdictional lines. CWEP is a cooperative effort
(Program) between local governments, state agencies, and nonprofit organizations to protect water
quality in the Tar-Pamlico, Neuse, and Cape Fear River Basins. CWEP helps public entities communicate
the important fact that clean water is vital for healthy ecosystems and a high quality of life for area
residents. The Program is administered by TJCOG and is governed by a Steering Committee that is
composed of representatives from each partner jurisdiction or agency. Subcommittees are formed as
needed to work on various public outreach and education activities. As of 2018, there are 37 government
partners in CWEP, and 12 partners utilizing Stormwater SMART’s mass media outreach. Together, these
organizations collaborate to develop, provide, and deliver high-quality stormwater education and
outreach materials to communities across the region, cooperatively achieving more than they could
individually.
The 2018 fiscal year was an exciting one for CWEP, and marked a reboot of the program by establishing
smart, fun, and engaging outreach materials that will reach both children and adults for years to come, as
well as expanding partnerships that will serve to convey the important of stormwater education across
the wider region. CWEP continued to focus on online video pre-roll advertising, mobile television
platforms and social media campaigns; however, professional-quality animated videos, a new radio and
broadcast campaign with Capitol Broadcasting Company, and the inclusion of Stormwater SMART
partnerships have taken CWEP to a new level. Additional details on all of these activities are described in
throughout this report. Please note that some campaigns overlapped slightly into the 2019 fiscal year, but
for the purposes of this report and campaign summaries, efforts performed in July 2018 are considered
part of FY18.
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1.0 CWEP FISCAL YEAR 2018 ACTIVITY SUMMARY
The CWEP program has expanded upon and added to previously successful campaign elements to
maximize impressions and fully utilize the media identity developed in previous years. In an effort to be
increasingly more modern, the CWEP Partners have approved new and innovative campaigns that
maximize their collaborative efforts and funding while reaching more constituents and educating the
population on water quality and stormwater pollution.
1.1 CWEP CAMPAIGN ACTIVITIES AND ACHIEVEMENTS
1.1.1 Website
The CWEP program continues to maintain their new blog-style website with engaging and
educational content. Additionally, local efforts by CWEP Partners are featured as they are
available in a “Program of the Month” blog post.
Website traffic has been increasing over time; peak views continue to coincide with the spring
online media campaigns as described in the sections below. Over the duration of the campaigns,
re-directed traffic to the CWEP website averaged approximately 2,000 visitors per month.
FIGURE 1. WEBSITE TRAFFIC AT ONSET OF ONLINE CAMPAIGN
1.1.2 Cinema Campaigns
CWEP contracted with two cinema networks or “circuits,” National CineMedia (NCM) and
Screenvision, to maximize coverage of CWEP Partner jurisdictional areas. This arrangement with
two vendors began in FY13 and continues to provide the necessary coverage of our member
jurisdictions with cinema outreach. The 30-second animated stormwater journey video with
Spanish subtitles was run at all locations. This spot conveys general messages about sources of
stormwater pollution and the public’s role in preventing it in a family-friendly way, while also
reaching the Spanish-speaking population. It can be viewed here.
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1.1.2.1 Campaign Locations and Performance
Below are tables describing the theaters, locations, screens, and impressions delivered by each
circuit. Both companies ran the spot at their respective theaters from December 15, 2017
through December 29, 2017 for the Winter Campaign; and from June 1, 2018 through June 14,
2018 (NCM), and June 29, 2018 through July 12, 2018 (ScreenVision) for the Spring Campaign.
Due to a theater error that resulted in a missing slot during the winter campaign, NCM extended
the video for an additional two weeks through January 12, 2018 at no cost to CWEP.
Impressions represent how many times the spot was viewed based on theater estimates of
viewers in their seats at the time of showing, and theater capacity. The impression count is based
on total showings and may include some duplicated audience members if moviegoers attended
more than one movie during the campaign.
TABLE 1: STATISTICS FOR NCM WINTER CINEMA CAMPAIGN
Theater Name Location # of Screens # Spots
Big Screen
Impressions
Lobby
Impressions
Total
Impressions
Beaver Creek Stadium 12 APEX, North Carolina 12 672 13,449 9,782
Brier Creek Stadium 14 RALEIGH, North Carolina 14 784 10,598 7,708
Cinemark Raleigh Grande 16 RALEIGH, North Carolina 16 896 23,567 17,140
Crossroads Stadium 16 with IMAX CARY, North Carolina 16 896 20,939 15,228
North Hills Stadium 14 RALEIGH, North Carolina 14 784 17,545 12,760
Premiere Theatre 12 GOLDSBORO, North Carolina 12 672 10,069 7,322
Premiere Theatre 14 ROCKY MOUNT, North Carolina 14 784 8,974 6,526
Wakefield 12 RALEIGH, North Carolina 12 672 30,633 22,278
White Oak Stadium 14 GARNER, North Carolina 14 784 19,584 14,242
Premiere Theatre 7 Kinston KINSTON, North Carolina 7 392 2,572 1,870
Timberlyne 6 CHAPEL HILL, North Carolina 6 336 2,329 0
160,259 114,856
160,259 114,856 550,230
275,115Total (12/15/17 - 12/28/17)
Bonus Weeks (12/29/17 - 1/12/18) - ESTIMATED
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TABLE 2: STATISTICS FOR NCM SPRING CINEMA CAMPAIGN
TABLE 3: STATISTICS FOR SCREENVISION WINTER CINEMA CAMPAIGN
Theater Name Location # of Screens # Spots
Big Screen
Impressions
Lobby
Impressions
Total
Impressions
Beaver Creek Stadium 12 APEX, North Carolina 12 672 7,314 3,954
Brier Creek Stadium 14 RALEIGH, North Carolina 14 784 10,337 5,588
Cinemark Raleigh Grande 16 RALEIGH, North Carolina 16 896 16,484 8,910
Crossroads Stadium 16 with IMAX CARY, North Carolina 16 896 14,529 7,854
North Hills Stadium 14 RALEIGH, North Carolina 14 784 11,067 5,982
Premiere Theatre 12 GOLDSBORO, North Carolina 12 672 7,613 4,116
Premiere Theatre 14 ROCKY MOUNT, North Carolina 14 784 6,539 3,534
Wakefield 12 RALEIGH, North Carolina 12 672 16,795 9,078
White Oak Stadium 14 GARNER, North Carolina 14 784 11,916 6,440
Premiere Theatre 7 Kinston KINSTON, North Carolina 7 392 1,745 944
Timberlyne 6 CHAPEL HILL, North Carolina 6 336 1,193 0
105,532 56,400 161,932Total (6/29/18-7/12/18)
Theatre Location # of Screens # of Spots # of Impressions
LUMINA THEATRE CHAPEL HILL 5 350 8,798
PHOENIX 10 ON THE PLAZA DURHAM 10 700 16,340
SOUTHPOINT CINEMAS DURHAM 17 1,190 28,764
MILLSTONE 14 FAYETTEVILLE 14 980 26,120
MARKETFAIR 15 FAYETTEVILLE 15 1,050 26,560
HAVELOCK CINEMA I-VI HAVELOCK 6 420 9,910
STONE THEATERS PARK WEST 14 MORRISVILLE 14 980 26,135
CARMIKE RALEIGH 15 RALEIGH 15 1,050 26,830
CARMIKE WILSON 10 WILSON 10 700 16,320
CARMIKE PATRIOT 14 FAYETTEVILLE 14 980 28,010
Total (12/15/17 - 12/28/17)8,400 213,787
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TABLE 4: STATISTICS FOR SCREENVISION SPRING CINEMA CAMPAIGN
1.1.2.2 Cinema Campaign Value
This year, the NCM campaigns increased $1,000 each from previous years. Overall, the total cost
to the CWEP program was $24,000 for all FY18 cinematic programming. There were a total of
865,189 impressions delivered with these funds, excluding the bonus impressions, for an average
per-impression cost of $0.028. This campaign brings incredible value to the CWEP program and is
able to reach viewers of all demographics across a wide region.
1.1.3 Spectrum Digital Campaigns
Spectrum ran the subtitled 30-second spot from April 2nd, through June 29th, 2018 as pre-rolls (a
viewer must watch the spot in its entirety in order to continue to their chosen content) and as in-
banner videos (a small window loops the spot in the sidebar of the viewer’s chosen content). See
Figure 2 for an illustration of this content.
Theatre Location # of Screens # of Spots Projected Impressions
LUMINA THEATRE CHAPEL HILL 5 350 8,710
PHOENIX 10 ON THE PLAZA DURHAM 10 700 16,325
SOUTHPOINT CINEMAS DURHAM 17 1,190 28,880
MILLSTONE 14 FAYETTEVILLE 14 980 26,100
MARKETFAIR 15 FAYETTEVILLE 15 1,050 26,555
HAVELOCK CINEMA I-VI HAVELOCK 6 420 9,920
STONE THEATERS PARK WEST 14 MORRISVILLE 14 980 26,100
CARMIKE RALEIGH 15 RALEIGH 15 1,050 26,840
CARMIKE WILSON 10 WILSON 10 700 16,940
CARMIKE PATRIOT 14 FAYETTEVILLE 14 980 27,985
8,400 214,355Total (6/29/18 - 7/12/18)
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FIGURE 2: DIGITAL CAMPAIGN ILLUSTRATION
Viewers that clicked on the spot in either capacity were directed to the website described in
Section 1.1.1. This campaign was based on a pilot program launched in 2015, which gathered
347,105 impressions; during 2018, this campaign generated 1,305,928 impressions* across the
region.
TABLE 5: SPECTRUM FY18 DIGITAL CAMPAIGN FINAL STATISTICS
*As the spot was delivered online, these are verified actual video plays rather than estimates.
1.1.3.1 Pre-rolls
Statistics for the 3-month Spectrum pre-roll campaign are provided in the chart below. Overall,
over 56% of the over 887,000 impressions resulted in a user viewing the 30-second video in its
entirety. This also resulted in nearly 2,000 visits to the CWEP website, which is excellent traffic.
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1.1.3.2 In-Banner Video
Statistics for the 3-month Spectrum in-banner video campaign are provided in the chart below.
Overall, there were over 26,000 engagements, which is when a user clicks on, hovers over to gain
additional information, or otherwise interacts with the video. This also resulted in over 300
additional site visits to the CWEP website.
FIGURE 4: SPECTRUM IN-BANNER VIDEO STATISTICS FY18
FIGURE 3: SPECTRUM PRE-ROLL STATISTICS FY18
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1.1.3.3 TV-Everywhere Campaign
Spectrum also ran the subtitled 30-second spot as part of their TV-Everywhere system; this allows
users to view cable television in real-time on their personal devices such as smartphones and
tablets. Commercial breaks during the cable programming are filled with ad slots. Overall, this
campaign generated an additional 300,187 impressions across the region.
1.1.4 Capitol Broadcasting Company Digital Campaigns
Beginning in 2018, CWEP also established a new relationship with Capitol Broadcasting Company
(CBC) to reach the broadcast television market in the region. This campaign included additional
digital coverage similar to the Spectrum campaign, as well as network television and radio
advertisements described in sections below.
1.1.4.1 CBC – Digital Campaign
CBC ran the subtitled 30-second spot from April 1st, through July 31st, 2018 as pre-rolls and as in-
banner videos. Viewers that clicked on the spot in either capacity were directed to the website
described in Section 1.1.1. Table 6 below outlines the final digital campaign statistics. During 2018,
this campaign generated 587,719 impressions across the region. As the spot was delivered online,
these are verified actual video plays rather than estimates.
TABLE 6: CBC DIGITAL CAMPAIGN STATISTICS - FY18
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1.1.5 Other Campaigns
1.1.5.1 CBC – Broadcast Campaign
Table 7 below outlines the final statistics of the first CBC broadcast television campaign for CWEP.
Of the 1,755 commercials aired, 951 were provided as in-kind from CBC with an associated
1,825,000 impressions, which significantly increases the value and reach of this new campaign.
Overall, the television market in the CWEP region saw nearly eight million impressions!
1.1.5.2 CBC – Radio Campaign
CBC also ran the audio associated with our 30-second video spot as a radio advertisement on the
following stations: WCLY, WCMC-FM, WCMC-HD2, WDNC-AM, WRAL-FM. Overall, this resulted in
an average reach across all stations and regions of 647,000, and a total of 1,632,000 estimated
impressions.
TABLE 7: CBC BROADCAST CAMPAIGN STATISTICS - FY18
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1.1.5.3 Overall Campaign Values
Overall, the total cost to the CWEP program for the Spectrum digital campaign was $30,000, and
the CBC digital/broadcast/radio campaign was $61,000. There were a total of 11,763,834
impressions delivered with these funds, for an average per-impression cost of $0.0077. Based on
Table 8 below, it can be seen that this resulted in approximately 6.5 times the number of
impressions than there are people living in the region, illustrating the tremendous value these
campaigns bring to the CWEP program.
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TABLE 8: PROPORTIONAL CAMPAIGN IMPRESSIONS BY CWEP JURISDICTION
Jurisdiction FY18 Pop.Impressions
Town of Apex 44,745 293,744
Town of Benson 3,420 22,452
Town of Butner 7,788 51,127
Town of Carrboro 20,558 134,960
Town of Cary 152,627 1,001,973
Town of Chapel Hill 50,944 334,439
Chatham County 56,285 369,502
Town of Clayton 18,734 122,986
City of Creedmoor 4,407 28,931
City of Durham 250,931 1,647,323
Durham County 42,018 275,842
Town of Fuquay-Varina 22,864 150,099
Town of Garner 28,558 187,479
City of Goldsboro 34,945 229,408
City of Havelock 20,328 133,450
Town of Hillsborough 6,464 42,435
Town of Holly Springs 30,018 197,064
Town of Hope Mills 16,444 107,952
Johnston County 131,150 860,979
City of Kinston 21,025 138,026
Town of Knightdale 13,500 88,625
Town of Morrisville 23,682 155,469
Nash County 41,013 269,244
City of New Bern 29,823 195,783
Orange County 54,637 358,683
City of Oxford 8,474 55,630
Town of Pittsboro 4,415 28,984
City of Raleigh 431,901 2,835,363
City of Rocky Mount 55,189 362,307
City of Roxboro 8,185 53,733
Town of Smithfield 11,102 72,883
Town of Spring Lake 6,777 44,490
Town of Tarboro 11,066 72,647
Town of Wake Forest 34,463 226,244
Wayne County 82,418 541,061
Town of Wendell 6,337 41,601
Town of Zebulon 4,709 30,914
Total 1,791,944 11,763,834
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1.1.6 Social Media Campaigns
In 2018, CWEP continued to utilize social media, linked to the website, to further expand their
reach with the public. Table 9 below outlines the number of impressions from these social media
tools since January 2017.
Starting in FY2019, Stormwater SMART will manage CWEP’s social media efforts per the
agreement described in Section 1.2.2. Stormwater SMART has an extremely robust social media
program, as well as tools to quickly and effectively cross-post information and material that are
of interest to audiences in both regions and beyond.
TABLE 9: SOCIAL MEDIA CAMPAIGN STATISTICS
Platform New Followers Total Impressions Total Reach
Facebook 13 3,868 15,804
Platform New Followers Total Impressions Page Views
Twitter 53 27,261 225
1.2 CWEP STEERING COMMITTEE ACTIVITIES
1.2.1 Meetings
The CWEP Steering Committee met for quarterly meetings on July 11, 2017; October 10, 2017;
January 30, 2018; and April 17, 2018. Summaries and minutes for all FY2018 meetings are
included in Appendix A of this report.
1.2.2 Partnerships
In mid-2018, the CWEP administrators were approached by the Piedmont Triad Regional Council
(PTRC) Stormwater SMART program administrators to discuss a potential mutually-beneficial
partnership. The Stormwater SMART program has a similar composition, goal, and operational
structure as CWEP; however, they have focused almost exclusively on, and offered only, direct
education and outreach services to their members. All digital or mass-media marketing was
handled by an external group, which many local governments in the PTRC region were utilizing.
This group announced their dissolution effective June 30, 2018, which prompted local
governments receiving or needing mass media outreach assistance to look for other alternatives.
The Stormwater SMART program was a logical entity to offer these services; however, they
recognized that building a mass media program from scratch was going to be far less fiscally
responsible and effective than partnering with an entity that already had a robust program.
Therefore, Stormwater SMART and CWEP negotiated a partnership that allows the SMART
program to utilize CWEP to administer a Spectrum contract to provide digital coverage to the
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Stormwater SMART regions, and for CWEP to utilize SMART to administer, grow, and evolve the
CWEP social media program. In addition, the SMART program will be able to utilize the new
materials developed and discussed in this report, to further spread a unified message of
stormwater education across the state. Additional details about this partnership can be found in
Appendix B.
2.0 PROGRAM FINANCIAL INFORMATION
2.1 CWEP PARTNERS AND COST SHARES
CWEP local government partners share the costs of the program. Each of the partners’ shares is the sum
of a base cost ($2,000 for FY18) and a proportionate cost. Each partner’s proportionate cost is the
product of its population and a per-capita rate ($0.041 per person for FY18; the Steering Committee
continued the discount of the per-capita rate applied in FY10 due to the ongoing recession). Partner
population estimates are the latest official estimates available from the NC State Demographics unit at
the time that cost shares are calculated (FY18 used 2015 certified estimates). The CWEP Steering
Committee established and approved the CWEP FY18 program cost shares outlined in Table 10 below in
January of 2017.
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TABLE 10: CWEP FY18 APPROVED COST SHARES
Partner Population* for FY18 Cost Share Partner Population* for FY18 Cost Share
Town of Apex 2,5 44,745 $3,835 Johnston County 1 131,150 $7,377
Town of Benson 2 3,420 $2,140 City of Kinston 1 21,025 $2,862
Town of Butner 2 7,788 $2,319 Town of Knightdale 2 13,500 $2,554
Town of Carrboro 2,5 20,558 $2,843 Town of Morrisville 2,5 23,682 $2,971
Town of Cary 1,2,5 152,627 $8,258 Nash County 2,4 41,013 $3,682
Town of Chapel Hill 2,5 *50,944 $4,089 City of New Bern 1 29,823 $3,223
Chatham County 2,5 56,285 $4,308 Orange County 1,2,5 54,637 $4,240
Town of Clayton 2 18,734 $2,768 City of Oxford 4 8,474 $2,347
City of Creedmoor 2 4,407 $2,181 Town of Pittsboro 5 4,415 $2,181
City of Durham 1,3,5 250,931 $12,288 City of Raleigh 1,3 *431,901 $19,708
Durham County 1,5 42,018 $3,723 City of Rocky Mount 2,4 55,189 $4,263
Town of Fuquay-Varina 2 22,864 $2,937 City of Roxboro 2 8,185 $2,336
Town of Garner 1,2 28,558 $3,171 Town of Smithfield 1 11,102 $2,455
City of Goldsboro 1,2 34,945 $3,433 Town of Spring Lake 2 *6,777 $2,278
City of Havelock 1 20,328 $2,833 Town of Tarboro 4 11,066 $2,454
Town of Hillsborough 2 6,464 $2,265 Town of Wake Forest 2 34,463 $3,413
Town of Holly Springs 2 30,018 $3,231 Wayne County 1,2 82,418 $5,379
Town of Hope Mills 2 16,444 $2,674 Town of Wendell 2 6,337 $2,260
Town of Zebulon 2 4,709 $2,193
1. Subject to Neuse River Basin Nutrient Management Regulations.
2. Subject to NPDES Phase II Stormwater Regulations.
3. Subject to NPDES Phase I Stormwater Regulations.
4. Subject to Tar-Pamlico River Basin Nutrient Management Regulations.
5. Subject to Jordan Lake Nutrient Management Regulations.
*Populations have been adjusted for group quarters covered by another state stormwater permit
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2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY2018
Table 11 below outlines how the FY18 budget was utilized in actuality. Several line items were earmarked
for particular uses, but were used in even more effective ways; for example, the Steering Committee had
approved $40,000 to be used for a radio campaign, but CWEP was able to secure a radio, broadcast, and
digital campaign with CBC for $61,000 total. Additionally, please note that the Steering Committee
decided not to pursue a public knowledge campaign in FY18, leaving those funds unused to roll over into
fund balance. Table 12 below shows how CWEP intends to use those funds in FY19.
TABLE 11: CWEP FY18 FINANCIAL REPORT
Budget Actual
FY18 Cost Share Revenue 147,472$ 147,472$
Fund Balance at close of FY17 141,778$ 141,778$
Total Revenue 289,250$ 289,250$
TJCOG Direct Costs 57,986$ 58,352$
TJCOG Staff Costs 53,276$ 54,516$
Travel, Supplies & Miscellaneous 1,710$ 2,015$
Professional Development 3,000$ 1,821$
Mass Media Campaign Costs 107,000$ 115,000$
Winter Cinema 11,000$ 12,000$
Spring/Summer Online Campaign - Spectrum 30,000$ 30,000$
Summer Radio (became digital/ radio with CBC)40,000$ 61,000$
Summer Cinema 11,000$ 12,000$
Fall Activity 15,000$ -$
Campaign Content & Outreach Materials 50,000$ 35,535$
Animated Video (English and Spanish) 25,000$ 28,635$
Design of Brochure 2,500$ -$
Design of Kid's Outreach Materials 2,500$ -$
Printing 5,000$ 6,900$
Public Knowledge Survey 15,000$ -$
Total Expenses 214,986$ 208,887$
Fund Balance at close of FY18 74,264$ 80,363$
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TABLE 12: PROJECTED CWEP BUDGET FOR FY2019
FY19 Cost Share Revenue (est) - CWEP ONLY 148,617$
FY19 Cost Share Revenue (est) - SMART ONLY 35,800$
Projected Fund Balance at close of FY18 (est)80,363$
Total 264,780$
TJCOG Staff Time 52,520$
AmeriCorps Member 9,500$
SMART Staff Time 5,000$
Travel, Supplies, Miscellaneous 3,975$
Professional Development 1,500$
TJCOG Direct Costs Total 72,495$
Spring Online Campaign 50,000$
CWEP Spring Online Campaign 20,000$
SMART Spring Online Campaign 30,000$
Spring/Summer Broadcast Campaign 61,000$
CWEP Spring/Summer Broadcast Campaign 61,000$
Winter Cinema 6,500$
CWEP Winter Cinema Campaign 6,500$
Mass Media Campaign Costs Total 117,500$
AmeriCorps Outreach Materials 3,000$
Printing 9,300$
CWEP Printing 3,500$
SMART Printing 5,800$
Campaign Content & Outreach Materials Totals 12,300$
CWEP Expenses 166,495$
SMART Expenses 35,800$
Total Expenses 202,295$
FY19 Use of Fund Balance 17,878$
Projected Available Fund Balance at end of FY19 62,485$
CLEAN WATER EDUCATION PARTNERSHIP (CWEP)
FY2019 AVAILABLE FUNDS
CLEAN WATER EDUCATION PARTNERSHIP
FY2019 EXPENDITURES
TJCOG Direct Costs
Mass Media Campaign Costs
Campaign Content & Outreach Materials
P
Appendix A
Steering Committee Meeting Summaries
CWEP July 11, 2017 Steering Committee Meeting Summary p. 1
SUMMARY
CLEAN WATER EDUCATION PARTNERSHIP
www.ncCleanWater.org
STEERING COMMITTEE MEETING
July 11, 2017
Triangle J Council of Governments, Durham NC
Present
James Misciagno, Town of Apex
Jessica Gladwin, Town of Butner
Marie Cefalo, Town of Cary
Wendy Smith, Town of Chapel Hill
Randy Cahoon, City of Creedmoor
Laura Webb Smith, City of Durham
McKenzie Gentry, Durham County
Heather Fisher, Town of Hillsborough
Terry Hackett, Town of Hillsborough
Daniel Colavito, Town of Holly Springs
Zachary Pitt, Town of Holly Springs
Melissa Abbott, Town of Morrisville
TJ Cawley, Town of Morrisville
Carmela Teichman, City of Raleigh
Kristin Freeman, City of Raleigh
Cornelia McGee-Anthony, City of Rocky Mount
Teresa Andrews, City of Roxboro
Jen Schmitz, TJCOG
Andrea Eilers, TJCOG
Alana Keegan, TJCOG
On the Conference Line
Amy Ratliff, Town of Oxfor
Holly Miller, Town of Wake Forest
Partners Not Represented
Town of Benson
Town of Carrboro
Chatham County
Town of Clayton
Town of Fuquay-Varina
Town of Garner
City of Goldsboro
City of Havelock
Town of Hope Mills
Johnston County
Town of Kinston
Town of Knightdale
Nash County
City of New Bern
Orange County
Town of Pittsboro
Town of Smithfield
Town of Spring Lake
Town of Tarboro
Wayne County
Town of Wendell
Town of Zebulon
FY17 Program Updates
Jen gave a brief overview of the progress and status of the Spectrum Internet campaign, the ScreenVision
and NCM spring cinema campaigns, the website/blog posts, and the intent to create a CWEP ‘one -pager’
describing the program. She also described the decision to retain the $40k necessary to run out-dated
radio spots in order to invest that money in creating better ones soon, as well as the current struggle to
find a survey company that can adequately capture the various demographics in our large CWEP region.
There was also an overview of the development of the CWEP stormwater infographic, including the input
from the Media Subcommittee and our contract with Amazing Studios to animate the infographic into a
2-minute spot to launch our “General Stormwater” theme for FY18. The group reviewed the graphic and
provided a lot of feedback, which Jen will incorporate and revise.
CWEP July 11, 2017 Steering Committee Meeting Summary p. 2
CWEP FY17 Annual Report
There was a brief discussion about the FY17 annual report, which is currently in development. No
additional sections or priorities were identified in the format of the report. Jen informed the Partners that
this year she will be able to submit the Annual Report on behalf of the Partners so that they do not have
to attach or submit it on their own; they will simply reference the CWEP report in their annual
NPDES/NWS/Phase I/II reporting requirements.
FY18 Draft Budget
Andrea provided an overview of the draft FY18 budget, which has a revised format and a forecast for
investing in new media. There were some suggestions from the group t hat will be updated in the final
budget.
FY18 Moving Forward
The group is pleased with the 5-year strategy plan and no changes were made. Some Partners took old
tri-folds, riparian buffer postcards, and Spanish-language grease lids, which had been previously stored
in the storage unit. If any other Partners would like these materials, please let Jen know.
Next Steps, Priorities, and Action Items
TJCOG will revise the infographic to incorporate comments, and send back out to the group next
week
TJCOG will produce a draft animation script for the group to review next week
TJCOG will continue to work with Amazing Studios to produce animated infographic
TJCOG will reach out to additional suggested professional survey companies for quotes and
support for general stormwater knowledge surveys
TJCOG will investigate other avenues for campaigns (bus shelters/on bus advertising, gas station
TVs, recreation areas/trailheads
Partners will submit highlights to Jen for the Stormwater Program of the Month website initiative
TJCOG will distribute a draft FY17 Annual Report before the end of July
The meeting adjourned at 11:00 pm.
CWEP October 10, 2017 Steering Committee Meeting Summary p. 1
SUMMARY
CLEAN WATER EDUCATION PARTNERSHIP
www.ncCleanWater.org
STEERING COMMITTEE MEETING
October 10, 2017
Triangle J Council of Governments, Durham NC
Present
James Misciagno, Town of Apex
Charles Brown, Town of Cary
Wendy Smith, Town of Chapel Hill
Laura Webb Smith, City of Durham
McKenzie Gentry, Durham County
Jaclyn Sumner, Town of Garner
Tyler Riddle, Town of Hope Mills
Terry Hackett, Town of Hillsborough
Daniel Colavito, Town of Holly Springs
Zachary Pitts, Town of Holly Springs
TJ Cawley, Town of Morrisville
Bob Davis, Town of Oxford
Carmela Teichman, City of Raleigh
Kristin Freeman, City of Raleigh
Cornelia McGee-Anthony, City of Rocky Mount
Jen Schmitz, TJCOG
Andrea Eilers, TJCOG
Alana Keegan, TJCOG
On the Conference Line
Stacy Beard, Town of Clayton
Holly Miller, Town of Wake Forest
Partners Not Represented
Town of Benson
Town of Butner
Town of Carrboro
City of Creedmoor
Chatham County
Town of Fuquay-Varina
Town of Garner
City of Goldsboro
City of Havelock
Johnston County
Town of Kinston
Town of Knightdale
Nash County
City of New Bern
Orange County
Town of Pittsboro
City of Roxboro
Town of Smithfield
Town of Spring Lake
Town of Tarboro
Wayne County
Town of Wendell
Town of Zebulon
FY18 Program Updates
Jen gave a brief overview of the progress and status of the various campaigns, including the ScreenVision
and NCM winter cinema campaigns (December 15th through 29th), the website/blog posts, and various
print materials under production. TJCOG is utilizing a UNC-CH intern, Jill Levinson, for three hours a week
this semester – Jill produced a draft ‘one-pager’ CWEP marketing tool that the group reviewed. This one-
pager will continue to be revised along with other materials while Jill is on board. The Partners would like
to explore the potential to use marketing materials when recruiting new NPDES permittees that need help
with their education/outreach permit requirements.
The group then reviewed the draft animated infographic video produced by Amazing Studios. A 30-second
version of this video will be shown during the winter cinema campaign. The group provided real-time
feedback via the viewing software, which Amazing Studios received real-time. The studio has revised the
CWEP October 10, 2017 Steering Committee Meeting Summary p. 2
video based on these comments and a link to the updated draft is included with these minutes. Jen is
requesting final comments be returned by 10/27/17 in order to stay on production schedule.
Public Knowledge Survey
Jen provided an overview of the quotes received from several different survey companies, as well as the
comments and general feedback from the Partners over the last two quarters. The group debated the
pros and cons of the survey itself as well as the costs associated with gathering the data. Overall, the goal
is to measure success, not knowledge, so different avenues should be pursued (statistics from cinema,
digital campaigns, etc.). The general consensus is that the cost is too high and the value too low. The funds
allocated for the public survey. This topic has been tabled.
Future FY18 Campaign Efforts
The group briefly discussed the spring campaign efforts, including the spring internet campaign, the
spring/summer cinema campaigns, and the summer radio campaign. Jen will work with Amazing Studios
to get audio files that can be used for each of the pollutant groups and are radio quality. Other marketing
ideas were discussed as outlined below:
Billboards – cost for government entities? Duration of lease? Location? Need something bright,
colorful, and simple. Maybe use the colors from the new one-pager, with a simple “only rain down
the storm drain” slogan, plus the CWEP logo and website?
Shopping cart ads – will work with TJCOG Area Agency on Aging to get costs/logistics per their
recent campaign with Harris Teeter and Food Lion
Bus internal/external ads – Jen will find representative costs and duration for these ads. The
materials that are produced for this can be replicated across all CWEP partners’ bus systems.
CWEP booth at NC State Fair – Jen will gather information on costs and requirements for running
a booth during the 2018 state fair
CWEP booth at La Fiesta del Pueblo – Jen will gather information on costs and requirements for
running a booth during the 2018 Fiesta
Booth giveaway materials – TJCOG will look into ‘magic washcloths’, stickers, temporary tattoos,
coloring pages, and other booth giveaways, as well as develop the art for those items.
Promotion Campaign – Group wants to revisit the giveaway campaign that was done previously.
Newspaper ads- TJCOG will develop materials that would be ideal for running in the newspaper,
both in English and Spanish. These ads will can be replicated by all CWEP partners, regardless of
size of community or newspaper.
New Printed Materials
The group reviewed the previous ‘purple’ trifolds, and discussed what they would like to see in new
materials. The consensus was to move away from trifolds and to a more unique shape. TJCOG will
research options and productions costs, and work on developing materials to fit the new size and shape.
The new infographic will be featured in the inside of the unfolded materials.
Next Steps, Priorities, and Action Items
TJCOG will summarize costs for a variety of marketing and outreach campaigns.
TJCOG will research flyer production costs and work on developing material.
TJCOG will continue to work on one-pagers, coloring page, and other printable media.
Partners will submit final comments to Jen on the animated video by October 27th, 2017.
The meeting adjourned at 11:50 am.
CWEP January 30, 2018 Steering Committee Meeting Summary p. 1
SUMMARY
CLEAN WATER EDUCATION PARTNERSHIP
www.ncCleanWater.org
STEERING COMMITTEE MEETING
January 30, 2018
Triangle J Council of Governments, Durham NC
Present
Jessica Gladwin, Town of Butner
Wendy Smith, Town of Chapel Hill
Randy Cahoon-Tingle, City of Creedmoor
Laura Webb Smith, City of Durham
McKenzie Gentry, Durham County
Jaclyn Sumner, Town of Garner
Terry Hackett, Town of Hillsborough
Daniel Colavito, Town of Holly Springs
TJ Cawley, Town of Morrisville
Bob Davis, Town of Oxford
Kristin Freeman, City of Raleigh
Jen Schmitz, TJCOG
Andrea Eilers, TJCOG
Alana Keegan, TJCOG
Liz Kline, Capitol Broadcasting Company
Lindsey Lengyel, PTRC
On the Conference Line
Mary Cefalo, Town of Cary
Holly Miller, Town of Wake Forest
Partners Not Represented
Town of Benson
Town of Carrboro
Chatham County
Town of Fuquay-Varina
City of Goldsboro
City of Havelock
Johnston County
Town of Kinston
Town of Knightdale
Nash County
City of New Bern
Orange County
Town of Pittsboro
City of Roxboro
Town of Smithfield
Town of Spring Lake
Town of Tarboro
Wayne County
Town of Wendell
Town of Zebulon
FY18 Program Updates
Jen gave a brief overview of the progress and status of the various campaigns, including:
1) ScreenVision and NCM winter cinema campaigns which received two bonus weeks for free (total
of four weeks runtime) as a few screens did not run the ad as contracted!
2) Alana described a social media toolkit that can be used to promote the new videos within your
organization and throughout the CWEP region. The toolkit is attached; the videos can be
downloaded on the website here: https://nc-cleanwater.com/general-outreach-materials/
3) The group reviewed a new draft one-pager and had a few changes. Jen will revise as needed and
resubmit to the group for feedback.
New Brochure
The group reviewed a draft mock-up of an 8-panel (16 panels front and back) glossy brochure – it was
generally received very well and a good modernization of the trifold. Jen will revise according to
comments and email another draft to the group before printing. The goal is to have printed brochures
for distribution at the CWEP meeting in May.
CWEP January 30, 2018 Steering Committee Meeting Summary p. 2
Capitol Broadcasting Company/Fox50 Broadcast TV/Digital/Radio Marketing
Liz Kline from CBC/Fox50 presented many various options to capture the broadcast TV market through
WRAL and WRAL.com, as well as their affiliate channels, Spanish-language options, and radio markets.
Through discussion with the Partners and Liz, a customized proposal has been developed for CWEP. Jen
will coordinate with Liz to execute this campaign unless opposition is raised.
Stormwater SMART
Lindsey Lengyel of PTRC gave an overview of the Stormwater SMART program administered by
Piedmont Triad Regional Council. This program is structured similarly to CWEP; local government
entities pay dues to a joint fund that is used to promote stormwater education and awareness.
However, they only perform direct education events, such as EnviroScapes, classroom demonstrations,
library/afterschool programs, and weekend volunteer events. They employ an AmeriCorps member for
10 months per year to perform these tasks. They do not do any mass marketing. Contrarily, CWEP does
not do any direct education and mostly mass marketing; therefore, possibilities for Partnership are
being pursued with PTRC to collaborate on efforts. Jen will look into applying for an AmeriCorps member
(deadline is March 5th) to help CWEP with booths and other direct education efforts.
Future FY18 Campaign Efforts
Jen briefly outlined information she had gathered on the following options:
Shopping cart ads –TJCOG Area Agency on Aging recently worked with both Harris Teeter and
Food Lion on these ads – they do NOT recommend using Food Lion as their quality assurance
program does not ensure that ‘you get what you pay for’. We can explore using Harris Teeter if
we’d like to do shopping cart ads.
Bus internal/external ads – Jen provided costs for bus ads (Chapel Hill example) but cautioned
that each municipality seems to do it differently. She also met with City of Raleigh that had much
different requirements/costs for these ads. Can explore further.
CWEP booth at NC State Fair – Applications for a booth open in March. Jen will keep an eye out.
CWEP booth at La Fiesta del Pueblo – A one day booth is $150. Jen will apply in April/May for a
booth space.
Next Steps, Priorities, and Action Items
Jen will continue to research costs for a variety of marketing and outreach campaigns.
Jen will finalize brochure and send to group before printing; goal is to bring 10,000 brochures to
next quarterly meeting in May.
Jen will run the Spectrum digital and NCM/Screen Vision campaigns in the spring as planned.
Jen will revise One-Pager with feedback and submit to group for feedback.
Jen will work with CBC to get formal proposal for 4-5 months of marketing coverage.
Jen will continue to work with PTRC to explore partnership options.
Jen will apply for an AmeriCorps team member by March 5th deadline.
The meeting adjourned at 12:10 pm.
CWEP April 17, 2018 Steering Committee Meeting Summary p. 1
SUMMARY
CLEAN WATER EDUCATION PARTNERSHIP
www.ncCleanWater.org
STEERING COMMITTEE MEETING
April 17, 2018
Triangle J Council of Governments, Durham NC
Present
James Misciagno, Town of Apex
Jessica Gladwin, Town of Butner
Mary Cefalo, Town of Cary
Wendy Smith, Town of Chapel Hill
Randy Cahoon-Tingle, City of Creedmoor
Laura Webb Smith, City of Durham
McKenzie Gentry, Durham County
Jennifer Mitchell, Town of Fuquay-Varina
Terry Hackett, Town of Hillsborough
Daniel Colavito, Town of Holly Springs
Tyler Riddle, Town of Hope Mills
Tony Victor, Town of Morrisville
Bob Davis, Town of Oxford
Carmela Tiechman, City of Raleigh
Cornelia Mcgee-Anthony, City of Rocky Mount
Phil Ross, City of Roxboro
Jen Schmitz, TJCOG
Andrea Eilers, TJCOG
Alana Keegan, TJCOG
On the Conference Line
Jaclyn Sumner, Town of Garner
Stacy Beard, Town of Clayton
Partners Not Represented
Town of Benson
Town of Carrboro
Chatham County
City of Goldsboro
City of Havelock
Johnston County
Town of Kinston
Town of Knightdale
Nash County
City of New Bern
Orange County
Town of Pittsboro
Town of Smithfield
Town of Spring Lake
Town of Tarboro
Wayne County
Town of Wendell
Town of Zebulon
FY18 Q3 Program Updates
Jen gave a brief overview of the progress and status of the various campaigns, including:
1) Capitol Broadcasting Company
New Brochure
The group discussed the distribution of the new stormwater brochures. There differing opinions about
whether each entity should get an equal amount, or whether it should be based on population/cost. The
group agreed that each entity that wants them should get at least 250, and that larger entities can get
more. The brochures were distributed.
If there is a special need, such as the Town of Oxford requesting 4000, the group agreed that would be
handled separately and the entity would need to pay for those extras. The group also agreed that
another order should be processed immediately for additional brochures. Jen will look into whether
there is a cost break to print more than 10,000 at one time.
CWEP April 17, 2018 Steering Committee Meeting
Summary p. 2
Future FY18 Campaign Efforts
Future Campaign Efforts
Jen briefly outlined information she had gathered on the following options:
Shopping cart ads –TJCOG Area Agency on Aging recently worked with both Harris Teeter and
Food Lion on these ads – they do NOT recommend using Food Lion as their quality assurance
program does not ensure that ‘you get what you pay for’. We can explore using Harris Teeter if
we’d like to do shopping cart ads.
Bus internal/external ads – Jen provided costs for bus ads (Chapel Hill example) but cautioned
that each municipality seems to do it differently. She also met with City of Raleigh that had much
different requirements/costs for these ads. Can explore further.
CWEP booth at NC State Fair – Applications for a booth open in March. Jen will keep an eye out.
CWEP booth at La Fiesta del Pueblo – A one day booth is $150. Jen will apply in April/May for a
booth space.
Next Steps, Priorities, and Action Items
Jen will continue to research costs for a variety of marketing and outreach campaigns.
Jen will finalize brochure and send to group before printing; goal is to bring 10,000 brochures to
next quarterly meeting in May.
Jen will run the Spectrum digital and NCM/Screen Vision campaigns in the spring as planned.
Jen will revise One-Pager with feedback and submit to group for feedback.
Jen will work with CBC to get formal proposal for 4-5 months of marketing coverage.
Jen will continue to work with PTRC to explore partnership options.
Jen will apply for an AmeriCorps team member by March 5th deadline.
The meeting adjourned at 12:10 pm.
Q
Appendix B
CWEP/Stormwater SMART Partnership Overview
CWEP & Stormwater SMART Partnership
Overview-
Both programs have the same basic mission of providing regional stormwater education; CWEP
has historically focused outreach on mass media markets, while Stormwater SMART has excelled in
direct education. A partnership is essential to grow and strengthen the programs, allowing both to
continue work on their area of expertise while expanding the program offerings to both regions.
In an effort to use staff time efficiently, resources responsibly, and serve our member
governments to the best of our ability, a short-term and long-term transition plan has been developed.
Short-Term Plan
1-2 years, starting in FY19
A partnership will begin at the start of the fiscal year to provide new, but limited, services from
each program. CWEP will begin to offer direct education outreach with the assistance of an AmeriCorps
intern and professional guidance from PTRC staff. Stormwater SMART will offer mass media outreach to
the partners’ zip codes that select to pay for the services. While the offering of the new services will be
limited the first year, it will allow the members to adjust to the changes and see the value.
Fees:
Both programs would maintain the same fee structure; therefore current members will not be faced
with a sudden rate increase.
CWEP will reimburse PTRC for staff time devoted to tasks outlined below, not to exceed $5,000.
PTRC will reimburse TJCOG for mass media tasks outlined below, not to exceed $40,000.
CWEP will provide:
$40,000 worth of mass media outreach
in the Triad
Unlimited access to media materials
Coordination of brochure procurement
($2000 from SMART)
Upfront meeting for potential Mass
Media Members in June 2018
Quarterly or Annual meeting at PTRC
for Media members
Stormwater SMART will provide:
One week of education training for the
CWEP AmeriCorps intern
Social media support
Lead committee for Direct Education
Curriculum sharing between
AmeriCorps members
Presentation on Direct Education at
Quarterly CWEP meetings
$2000 towards Stormwater SMART
branded brochures ($4000 total)
Long-Term Plan
3-5 years
A unified rebranding is proposed in an effort to simplify marketing, streamline messaging, and
improve communication with our members. The rebranding would unite the two programs under one
name, logo and fee structure; making a seamless program for current and potential new members.
Responsibilities will be split between PTRC and TJCOG based on tasks outlined above.
Fees:
Continuing the effort to merge the two programs, a mutually agreed upon, population-based
rate structure will be implemented for all partners. The members will be consulted on the rate change
and given plenty of advanced warning to include in their local budgets.
FY 18 FY 19 through FY20 FY21
Stormwater
SMART
Former PWQP
Group 2 (no media)
Former PWQP
Group 1 (media)
Piedmont Water
Quality Partnership
Stormwater
SMART
plus
Former PWQP
Group 1
CWEP
CWEP
Former PWQP
Group 2
Former PWQP
Group 2
Future
combined
program
CWEP
plus
Stormwater
SMART
plus
Former PWQP
Group 1