NCS000396_MS4 Annual Report (2022-23 FY)_20230824

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CLEAN WATER
EDUCATION
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Clean Water Education
Partnership Annual Report�mto Iluvia
en el desepee'
Fiscal Year 2021-2022
—0 Report date: 8/11/2022
i IL
Prepared by:
Maya Cough-Schulze,Senior Water Resources Planner Caroline Wofford,Stormwater Education Coordinator
mcough-schulzePticog.org AmeriCorps NC—Resilience Corps'21-'22
919-558-9389 cwofford@a,[e-mail]
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TABLE OF CONTENTS
TABLES III
FIGURES III
ACRONYMS AND ABBREVIATIONS IV
1.0 CWEP FISCAL YEAR 2022 ACTIVITY SUMMARY 1
1.1 NEW LOCAL GOVERNMENT PARTNERS 1
1.2 NEW CWEP EDUCATIONAL OFFERINGS WITH PARTNERING ORGANIZATIONS 1
1.3 CWEP MASS MEDIA CAMPAIGN ACCOMPLISHMENTS 3
1.3.1 New Media Created in FY22 3
1.3.2 Winter Radio Campaign 3
1.3.3 Spectrum Digital Campaigns 5
1.3.4 Outsource Marketing Solutions Campaigns 7
1.3.5 La Noticia Campaign 14
1.3.6 Overall Mass Media Campaign Values 14
1.4 CWEP DIRECT EDUCATION AND OUTREACH ACCOMPLISHMENTS 16
1.4.1 Public Education and Outreach 16
1.4.2 Regional Creek Week 19
1.4.3 Social Media Outreach 24
1.5 CWEP STEERING COMMITTEE ACTIVITIES 25
2.0 PROGRAM FINANCIAL INFORMATION 26
2.1 CWEP PARTNERS AND COST SHARES 26
2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY22 27
APPENDIX: STEERING COMMITTEE MEETING SUMMARIES 30
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Table 1: OMS Display Ad Performance 8
Table 2. FY22 OMS TV Impressions by Station 10
Table 3. FY22 Estimated Impressions by Jurisdiction 15
Table 4. All FY22 In Person Direct Education Events 17
Table 5. FY22 Resources Shared 18
Table 6. Presentations 18
Table 7. Virtual Resources 18
Table 8. Regional Creek Week Event Participation 21
Table 9: FY22 CWEP Cost Shares 26
Table 10 : CWEP FY22 Financial Report 27
Table 11: Projected FY22 CWEP Budget 28
FIGURES
Figure 1: Local Government Partners Participating in CWEP as of FY22 2
Figure 3: Part of CWEP Social Media Post Shared by Radio One 4
Figure 2: Listener Demographics for Radio One Station K97.5 4
Figure 4: Digital Campaigns Illustration 5
Figure 5. Spectrum Pre-Roll Video Statistics FY22 6
Figure 6. Streaming TV Impressions and Completion Rate FY22 6
Figure 7. Spectrum and OMS Campaigns Drive Website Traffic FY22 7
Figure 8: OMS HHW Display Ad 8
Figure 9: OMS PSA on Weather App 8
Figure 10:Addressable Geofencing for Restaurant Display Ads in OMS Geography#2 9
Figure 11: OMS Digital Restaurant Ads 10
Figure 12: Images of HHW and Restaurant Waste Videos Shared on Social Media In OMS Campaign . 12
Figure 13: La Noticia Ad FY22- HHW Theme 14
Figure 14. FY22 Overall Mass Media Campaign Values 14
Figure 15. Sampling of CWEP in Person Events in FY22 16
Figure 16. Updated RCW Logo 19
Figure 17: Regional Creek Week Outreach Overview 20
Figure 18.Household Hazardous Waste Social Media Series 22
Figure 19. iNaturalist BioThon 2022 Statistics 23
Figure 20. Strava Widget for Stormwater Run Off Virtual 5k 23
Figure 21. FY22 Organic (Not Paid) Social Media Reach Across Twitter, Facebook, & Instagram 24
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ACRONYMS AND ABBREVIATIONS
CWEP Clean Water Education Partnership
FY fiscal year(note:FYs run from July i to June 3o and are numbered by the year they end in)
OMS Outsource Marketing Solutions
Partner CWEP Partner Government
Program CWEP program
PSA Public Service Announcement
PTRC Piedmont Triad Regional Council
RCW Regional Creek Week
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 other 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. At the end of FY22, there were 42 local
government Partners in CWEP,including one new member,the Town of Rolesville,who joined mid-FY22.
In FY22,the CWEP program developed and delivered high-quality stormwater education and outreach to
communities across the region, enabling the Partners to achieve more cooperatively than they could
individually.
The 2021-2022 fiscal year marked ongoing development and expansion of CWEP's direct stormwater
education and outreach portfolio. The previous year's part-time staff member helped supervise the
AmeriCorps who returned to in-person outreach and education and created/edited new mass media
materials. CWEP continued to disseminate professional-quality animated online videos and audio via
online advertising, radio and broadcast TV, as well as in the Spanish-language newspaper La Noticia.
Additional details on these activities are described throughout this report.Please note that some campaigns
overlapped slightly into the 2022 fiscal year.
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1.o CWEP FISCAL YEAR 2022 ACTIVITY SUMMARY
Fiscal year 2021-2022 presented ongoing challenges due to the COVID-19 pandemic,and CWEP continued
to provide stormwater education through both in-person and virtual education methods. In FY22, CWEP
continued to provide education via similar mass media outlets as in previous years, advertising via radio
instead of cinema, and built on previous years' direct stormwater education and outreach to efforts via
virtual and socially distanced visits to classrooms, after-school programs, and festivals. In FY22, CWEP's
second-annual Regional Creek Week was exponentially larger than its initial year in FY21.CWEP continued
to innovate with online engagement via social media and website platforms. CWEP staff also worked with
all Partners to set up individual Membership Agreements (for July 2022 start) detailing CWEP's annual
offerings which will help document Partners' and CWEP's accomplishments and responsibilities for
reporting and audit purposes.
1.1 NEW LOCAL GOVERNMENT PARTNERS
One new local government partner,Rolesville,joined CWEP during FY22.Local government Partners as of
the beginning of FY22 are shown in the map on the following page.
1.2 NEW CWEP EDUCATIONAL OFFERINGS WITH PARTNERING ORGANIZATIONS
FY22 was an exciting year for continuing growth alongside organizations that have helped CWEP deepen
and focus outreach and education efforts in local government Partner communities.New in FY22, CWEP
AmeriCorps Caroline Wofford conducted several homeschool track-out programs in local,county and State
Parks.She continued CWEP's direct education partnership with new and existing school,local government
festivals and other education settings in partner local government jurisdictions. By offering outdoor in-
person and virtual education programs, CWEP's direct education programming circumvented challenges
associated with the ongoing COVID-19 pandemic,and reached nearly 300o individuals during FY22.
CWEP's mass media programming reached several million individuals via a new mass media contract with
Outsource Marketing Solutions as well as continued contracts with previous years'providers,Spectrum and
Radio One.Mass media offerings in FY22 were expanded to include two pollutant foci(restaurant pollution
and household hazardous waste) and new materials were created for each, tailored to perform best on
different advertising and social media platforms.
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Figure 1:Local Government Partners Participating in CWEP as of FY22
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Hope Mills
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1.3 CWEP MASS MEDIA CAMPAIGN ACCOMPLISHMENTS
1.3.1 New Media Created in FY22
Consensus among CWEP partners was for the pollutant focus of FY22 to be restaurant pollution and
household hazardous waste. Thus, in FY22 TJCOG staff and mass media contractors worked together to
edit the existing animated HHW informational video down to 15- and 3o-second versions for use in mass
media and social media(where shorter is better.)Additionally,the Town of Chapel Hill offered for CWEP
to use their previously-created video about best practices to prevent restaurant pollution, and this was
edited down to 3o seconds for use in the spring mass media campaign.
Looking forward to FY23,CWEP plans to create a new informational video on sediment pollution.The plan
is to make a 2-minute video with the potential to pull out shorter videos for mass media use.As of the time
of writing, specific details are still in discussion, and a sub-committee will likely be formed to collaborate
on decisions for the content. Partners want the video to include messages that emphasize both personal
responsibility— e.g., cover your bare dirt on your yards — as well as the importance of keeping an eye on
sediment from construction sites,including examples of good and bad erosion and sediment control(E&SC)
—so constituents can report any sediment discharge to the appropriate stormwater authority.
In FY22 CWEP also added a radio spot that introduces listeners to how they can take action to reduce their
impact on stormwater pollution,specifically household hazardous waste.
1.3.2 Winter Radio Campaign
CWEP Partners opted to deliver stormwater public service announcements (PSAs) via radio instead of
cinema again in FY22,working with the same radio provider as in FY21,Radio One of Raleigh.From Dec 6
—27th, 2021, Radio One ran 655 CWEP spots on three major stations(WFXC,WQOK&WNNL) as well as
streaming on these radio stations online. These stations reached across Chatham, Durham, Johnston,
Orange and Wake Counties and beyond. (CWEP Partners in the fringe of the Radio One stations'coverage
received proportionately more coverage as determined by their population in the OMS spring/summer
campaign.)Additionally,Radio One shared CWEP social media posts weekly on each station's social media.
The combined delivery methods Radio One used garnered an estimated 1,114,000 listeners across the
region.
The figures below shows demographic information associated with one of the stations on which Radio One
advertises and one of CWEP's social media posts that Radio One shared on their social media pages durin
the campaign.
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Figure 3:Listener Demographics for Radio One Station K97.5
atei,:
K9i5_
The Home Of"Real Hip-Hop and R&B"
• and R&B •
©ne Minute Media Kit Call letters:WQOK-FM Format: Urban Contemporary Frequency:97.5
Demo:A 18-49,A25-54 Web Site:hiphopnc.com
WQOK-FM I K97.5
This mass-appeal format mirrors Raleigh-Durham's multicultural marketplace and is consistently a top choice for all listeners in Raleigh-Durham,reaching 196,000
Adults 18+each week.K97.5 plays a unique blend of Hip Hop and R&B to target the forward-thinking and trendsetting 18-49 year-old who is now at the age of
acquisition.The median age of the K97.5 listener is 35.These active listeners'mobile lifestyles no longer allow marketers to reach them through traditional
methods.That's why K97.5 focuses on cutting-edge promotions and compelling programming to grab the attention of this transitory consumer.
Source:Nelsen Audio,Oct19/Nov19/Dec19
Adults 18+Annual Household Income Composition Listener Profile—Adults 18+
Gender:
37% 20% 29% • Male 47%
15% • Female 53%
A l J 1
Median Age: 35e
4250$15K-S't9'199$5 -$74999 $15, Education:
s�R.x soroep.p.xz ro19 • H.S.Grad/GED 32%
• Some College 28%
•Weekly Programming College Degee+ 35%
Home Ownership:
•
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M-F 10A-3P Autumn Joi
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M-F 7P-12M Showtime • Full-time soft
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Source:Nielsen Scarborough,R2 2019
'Source.Nelsen Audo.Ocfl0.Mov19eeo19.Pt.
WQOK-FM—K97.5 Cume Adults 18+Ethnic Composition
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Radio One Raleigh-Durham Black Hispanic
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'All estimates based on Raleigh MSA and Monday-Sunday 6A-12Mid , I x�mb.n y wam vooxawm5,eue,Awo��
Figure 2:Part of CWEP Social Media Post Shared by Radio One
Stormwater Impacts
Hazardous Temperature
Sedimentation
waste change
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for those ) Stoneflies are very
downstream) l sensitive,and
cannot survive with
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/man indicator speoe51• 41_,,,,,ii
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1.3.2.1 Radio Campaign Value
Overall,the total cost to the CWEP program was $11,000 for FY22 radio programming.There was a total
of 1,774,00o impressions delivered with these funds,for an average per-impression cost of$o.0o6. Radio
continued to be a viable public education method with an excellent return on investment compared to other
mass media delivery methods.
1.3.3 Spectrum Digital Campaigns
Spectrum ran CWEP's household hazardous waste (HHW)-focused 3o-second video spot from February
28, 2022 through May 29, 2022 2022 online and via streaming TV networks across CWEP Partner
communities. Spectrum used digital analytics to target adults with environmental interests who were
homeowners, under the assumption that these audiences would be most receptive to changing their
behaviors regarding collection and disposal of HHWs, CWEP's priority pollutant for FY22 along with
restaurant pollution.
The video was shared digitally via pre-roll ads (in which a viewer must watch the spot in its entirety to
continue to their chosen content) and as live streaming videos. See below for an illustration of these
outreach methods.
Figure 4:Digital Campaigns Illustration
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Viewers that clicked on the spot in either capacity were directed to the CWEP website described earlier in
this report. In 2022, these Spectrum digital campaigns generated over 1,381,556 impressions across the
region. (As the spot was delivered online,these are verified actual video plays rather than estimates.)This
total includes pre-roll ads described above and detailed below, as well as via streaming TV ads described
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below. (The Spectrum digital campaign was first piloted in 2015,with 347,105 impressions,and has grown
in subsequent years.)
1.3.3.1 Spectrum Pre-Roll Ad Campaign
Statistics for the 3-month Spectrum pre-roll campaign are provided in the chart below.Overall,65%of the
906,621 impressions from pre-roll ads resulted in a user viewing the 3o-second video in its entirety.These
views also resulted in over 2,60o people clicking through to visit the CWEP website.Top performing sites
included Yahoo,the New York Post,Accuweather,and AP News.
Figure 5.Spectrum Pre-Roll Video Statistics FY22
• ir-prEz,sr: 1. Retargeting impressionsClicks Visits
20k - 100
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10k 50IiiiHii!iiiii h���[11111� ��1111 11111 � ���11� II li 1.111111111_01/4 ill 1 1
03-01-2022 03-16-2022 03-31-2022 04-15-2022 04-30-2022 05-15-2022 05-30-2022
1.3.3.2 TV-Everywhere Campaign
Spectrum also ran the subtitled 3o-second spot as part of their TV-Everywhere system,which 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. 97.8%of viewers completed the video using
this outreach method—an unprecedented rate—and this campaign generated an additional 468,244
impressions across the region.Top networks the public viewed the HHW PSA on included Spectrum News,
ESPN,CNN,and Fox News.
Figure 6.Streaming TV Impressions and Completion Rate FY22
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1.3.3.3 Spectrum Digital Campaign Value
Overall,the total cost to the CWEP program was$30,00o for all FY22 digital advertising through Spectrum.
There was a total of 1,381,556 verified impressions delivered with these funds for an average per-impression
cost of$o.022 per impression.The high return on investment continues to show the importance of online
advertising.Spectrum's ability to target by zip code is convenient,as is their online dashboard for reporting.
Spectrum,like CBC,offers less individual attention to campaign performance than OMS.
1.3.4 Outsource Marketing Solutions Campaigns
In FY22, CWEP contracted with a new advertising partner, Outsource Marketing Solutions (OMS), to
expand advertised content and increase use of strategic audience targeting. FY22 campaigns included
additional digital coverage similar to the Spectrum campaign,as well as network television advertisements,
display ads using addressable geofencing,and social media sponsored content.Delivering CWEP's message
via both OMS and Spectrum sends more of the public to the CWEP website than either campaign would
alone,and OMS delivered an unprecedented number of clicks through to the CWEP website in comparison
to the Spectrum/CBC campaigns of FY2o and FY21(see Figure 6).In order to stay consistent with the HHW
focus,clicks on the ads sent viewers to a page on CWEP's website devoted to HHW disposal sites across the
region.
Figure 7.Spectrum and OMS Campaigns Drive Website Traffic FY22
•VIEWS ✓ ■VISITORS Spectrum & OMS FY22
30,000
III
Spectrum & CBC FY20 & 21
i 15,000
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Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May 0
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i.3.43 OMS—Display Campaign
OMS ran a HHW display ad from March through early Figure 8:OMS HHW Display Ad
May and"refreshed"the campaign by changing to a
Help keep waterways clean by properly
restaurant pollution spot at the end of May 2022. disposing of household cleaners, paints,
(Refreshing a many-week campaign by changing the oils and medicines.
content is a best practice to keep audience interest.) 4
Viewers that clicked on these ads were directed to the •
CWEP web a e for HHW disposal and restaurant •nlyraindown
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P g P th.dr.inl
waste.The best performing HHW display ad that Piro
TJCOG created is shown at right: *7 -g&Y/ ' IL
During FY22, this campaign generated 2,392,727
LEARN MORE ,
impressions across the region.The table below outlines �. •.
the final digital display ad campaign statistics. As the spot was delivered online, these are verified actual
video plays rather than estimates. Figure 9:OMS PSA on Weather App
Table 1:OMS Display Ad Performance
2* O .4 100%1110:13 PM
Geographic Area Impressions Clicks Click-Through F Weather Foreca
Rate • ' Save eer stream, 41�+
from restaurant
waste.
Wake, Orange, 1,615,698 2,314 0.2% HOUR
THU 19
Durham and
SA 6A 7A 8A 9A 10A
Chatham Counties,
Oxford, Roxboro, 70 '° 69` 72
•8% •7% •8% 03% 02% I1%
Butner, Creedmoor Oln 0In Din °fn 01n 01n
919 ®9 ®7 07 09 09
mph mph mph mph mph mph
Johnston, Wayne, 465,784 750 0.87%
Too
and Nash Counties, 90
80°
Havelock, New e0 70. 70, 72• 75
69.
70' 70° 69` 7°
Bern, Kinston
60
Spring Lake, Hope 169,007 544 1.7% 50
F°
Mills, Leland,
Fayetteville Q Q © (off
Phone Yresa0n Internet Mal Ac., Came.
r
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Display ads were broadcast to targeted audiences using"addressable geofencing",a technique that uses
devices'GPS coordinates to deliver ads to target markets.Ie,this technique was used to deliver restaurant
ads to patrons of restaurant buildings,fast food franchises and restaurant drive-ins,malls,shopping
areas,schools,universities,and other places that served large quantities of food.An example of what this
can look like is shown below:
Figure io:Addressable Geofencing for Restaurant Display Ads in OMS Geography#2
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OMS'contractor Tegna created restaurant display ads with a range of messages;the best performing ones
are shown below:
Figure 11:OMS Digital Restaurant Ads
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YYSJII Wi21EIiN • EDUCATION I EDUCATION
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320x50 Best performing -English 320x50 Best performing -Spanish
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wash water VAULT VAULT
wisely CONTAINER rios limpios! CONTAINER
° CLEAN WATER ° CLEAN WATER
EDUCATION LEARN MORE EDUCATION APRENDA MAS
PARTNERSHIP PARTNERSHIP
300 x 250 English 300 x 250 Spanish OMS
SOLUTIONS
1.3.4.2 OMS—Broadcast TV Campaign
HHW and restaurant videos were broadcast via the networks below. The table below outlines the final
statistics of the OMS broadcast television campaign for CWEP.Overall,the television market in the CWEP
region saw an estimated 1,040,900 impressions(Table 1).
Table 2.FY22 OMS TV Impressions by Station
Station Commercials Reach Impressions
Aired
WRAL 18 7% 256,900
WITN (New Bern) 61 56% 532,000
EITN My TV 16 8% 69,000
GITN ME TV 21 20% 183,000
Total 116 14% 1,040,900
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1.3.4.3 OMS—Social Media Campaign
OMS utilized CWEP's existing presence in the Meta suite(Facebook and Instagram),with the same 3o-sec
HHW video and link to HHW disposal page for the first part of the campaign,and the shortened restaurant
waste video for the final month. (See screenshots of these campaigns in Figure 8 below.)
The Meta campaign grossed 589,266 impressions across both platforms,and 17,427 clicks to the website—
for a click through rate(CTR)of 2.96%.Women dominated the engagement on social media,with 436,066
impressions and 13,210 clicks.The 25-34 age demographic delivered the most impressions per age group,
with 283,287 impressions and 8,795 clicks, with the 18-24 demographic making up a close second at
224,466 of total impressions and 6,04o clicks. This is high compared to other informational campaigns
(typically the highest CTRs are related to fashion/food/entertainment.)The Spanish speaking population
also had higher CTR than expected.
These numbers showcase the importance of including social media advertising to reach young audiences.
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Figure 12:Images of HHW and Restaurant Waste Videos
Shared on Social Media In OMS Campaign
Face:;ook
Feeds O Stories
scred •N •
NC Clean Water Education
- Partnership ••• X
Household hazardous wastes like cleaners,
paints,oils and medicines can pollute
waterways.
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Learn a few best practices for disposal of fats,
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restaurant waste '_earn a'ew best practices for disposal of fats oils and
grease used in home cooking,restaurants and _�,o•a
to Like Q Comment 4> Share
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1.3.4.4 OMS—Radio Campaign
OMS contracted with WHQR 91.3 and 92.7 NPR for a radio advertisement. For $2,100, the short audio
advertisement reached an estimated 40,00o people over 5o ads, played during peak weekday rush hour
windows.Radio copy has a very limited length and requires citing the sponsoring agency.The message was
as follows: "Support for [station] comes from our members and the Clean Water Education Partnership,
committed to environmental disposal of household cleaners, paints, pesticides and more. Information
about how to dispose of these items can be found at N-C-clean-water-dot-com-slash-stormwater-dash-
contact."
1.3.4.5 Outsource Marketing Solutions Campaign Value
Overall, the total cost to the CWEP program was $41,732.5o for digital display, social media, radio and
broadcast TV advertising through Outsource Marketing Solutions. 4,062,893 impressions were delivered
with these funds,for an average per-impression cost of$o.oio.
Additionally,while the OMS campaign was running, CWEP website traffic increased manyfold, a result of
the collaborative effort of staff from OMS,contractor Tegna and TJCOG to use best practices for advertising,
social marketing and sustaining audience interest,including:
1) Editing PSA videos to a length people are likely to watch in full on each platform
2) Having a clear ask in each video (don't dump in storm drains and contact your local government
for HHW disposal;follow these 6 best practices for restaurant pollution disposal)
3) Targeting the video topics to audience interest,demographics and employment,ie,via addressable
geofencing referenced above-delivering PSAs in areas with high amounts of food service workers,
during mealtimes and restaurant closing times
4) Switching the video PSA topic from HHW to restaurant pollution partway through the campaign to
retain audience interest(this is a best practice that prior advertising contractors have not shared)
OMS' responsiveness and attention to these best practices aids in CWEP's goal of encouraging behavior
change,because the more people can see PSAs that they find interesting and relevant,the more people click
to the website where they can learn where to dispose of their HHWs and further best practices for restaurant
waste disposal.
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1.3.5 La Noticia Campaign Figure 13:La Noticia Ad FY22-HHW Theme
In FY22 CWEP continued advertising in the Spanish- Ayude a mantener limpias las Was fluviales
language newspaper La Noticia.They ran the 1/4 page ad limpieza domdst cosclas pinturas,pos aceites y los
shown at right for 7 weeks both in La Noticia print medicamentos.
newspaper and as a banner ad on lanoticia.com. La
Noticia's print newspaper is estimated to reach 86,250 211131
EOCxe rxAx
ENDER IL Solamente Ilona R.M
readers per week, yielding an estimated 603,'75o print cH�xLas
•ADM I en el(loupe'
impressions,and 69,23o viewers per week on
lanoticia.com, yielding an estimated 484,610 —0 -
impressions, for an estimated 1,088,36o impressions -
a
total. This at a cost of $1,920, or $o.002 per view, an 4., APRENDA MISS
•
excellent return on investment.
1.3.6 Overall Mass Media Campaign Values
Total costs and value(as measured by number of impressions)of all mass media outlets are summarized in
the table below.Note that"value"could also be measured by clicks to the website(a proxy for desire to learn
more), or response to a specific ask or call to action (which is much harder to measure.) TJCOG staff
facilitating the CWEP program continue to explore ways of assessing and fostering public behavior change
through both direct education and mass media efforts.
Figure 14.FY22 Overall Mass Media Campaign Values
Specific Media Number of Cost of per impression
Media Type cost per
Campaign impressions campaign
provider
Radio Total Radio One 1,774,000 $11,000.00 $0.006
Spectrum Preroll 906,621
TV-Everywhere 474,935
Total Spectrum 1,381,556 $30,000.00 $0.022
OMS Digital Display _2,392,727
Television 1,040,900
Social Media 589,266
_ Radio* 40,000
Total OMS 4,062,893 $41,732.50 $0.010
La Noticia Print newspaper 603,750
Lanoticia.com 484,610
Total La Noticia 1,088,360 $1,920.00 $0.002
GRAND TOTAL 8,306,809 $ 84,652.50 $0.010
*Radio estimated reach likely undercount as provider did not subscribe to Nielsen ratings
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Table 3.FY22 Estimated Impressions by Jurisdiction
Partner Population*for FY22 Impressions
Town of Apex 61,319 234,699 There was a total of approximately 8,306,809
Town of Benson _ 3,556 13,611 impressions delivered for the total investment of
Town of Butner 8,088 30,957 $84,652.50, for an average per-impression cost
Town of Carrboro 20,769 79,493_ of $0.010. (Note that CWEP partners voted to
Town of Cary 167,223 640,046
Town of Chapel Hill 60,813 232,762 allocate almost $20,000 less in mass media
Chatham County 59,055 226,033 advertising in FY22 than in FY21 in order to save
Town of Clayton 23,775 90,999 funds for FY23 to create a new sediment-themed
City of Creedmoor 4,703 18,001
City of Durham 269,339 1,030,896 video in and address other priorities education
Durham County 43,306 165,754 priorities.)
City of Fayetteville 187,727 718,526
Town of Fuquay Vari na 28,109 107,587 As shown in Table 3,CWEP mass media resulted
Town of Garner 32,219 123,318 in approximately 4 times the number of
City of Goldsboro 33,969 130,016 impressions than there are people living in the
City of Havelock 19,323 73,959 region. This illustrates how delivering CWEP's
Town of Hillsborough 7,809 29,889
Town of Holly Springs 36,394 139,298 stormwater quality messages via multiple mass
Town of Hope Mills 17,416 66,660 media methods makes the messages ubiquitous
Johnston County 145,182 555,684 across the region, an important way to promote
City of Kinston 20,154 77,139
Town of Knightdale 17,264 66,078 widespread understanding.
Town of Leland 22,610 86,540
Town of Morrisville 26,973 103,239
Nash County 42,135 161,272 _
Town of Nashville 5,239 20,052 _
City of New Bern 30,014 114,879
Orange County 55,373 211,940
City of Oxford 8,574 32,817
Town of Pittsboro 4,667 17,863
City of Raleigh 466,549 1,785,717
City of Rocky Mount 54,916 210,191
Town of Rolesville 6,921 26,490
City of Roxboro 8,144 31,171
Town of Siler City 8534 32,664
Town of Smithfield 11,619 44,472
Town of Spring Lake 4,565 17,473
Town of Tarboro 10,446 39,982
Town of Wake Forest 38,641 147,899
Wayne County 84,183 322,211
Town of Wendell 7,515 28,764
Town of Zebulon 5,165 19,769
Total 2,170,295 8,306,809
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1.4 CWEP DIRECT EDUCATION AND OUTREACH ACCOMPLISHMENTS
1.4.1 Public Education and Outreach
From September 2021 to June 2022, CWEP conducted 37 direct education visits in-person,totaling 2913
individuals reached with in-person programming (see Table 3). Returning to in-person visits was of high
priority to partners,after the disruption in direct programming due to the pandemic.However,fluctuating
restrictions and risk levels made it difficult to ensure programs would go forward, and program
cancellations were common. Another 3,33o resources were distributed, including an estimated 2,000
physical giveaways (brochures, stickers,pet waste bags, grease lids, flyers, &more) distributed at tabling
events(Table 4).CWEP presented at the PEJ Walnut Creek Watershed Learning Network final meeting and
a meeting of the Creedmoor Board of Delegates,for an estimated 14 additional people(see Table 5).Virtual
resources generated and shared by CWEP gained 2,922 views—views on resources generated for partners
were not able to be quantified (excluding social media, see Table 6). The photographs below picture a
selection of education and outreach events that took place in FY22.
Figure 15.Sampling of CWEP in Person Events in FY22
-
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1°1601
_ � .:
I
I t Set -4 111 3 I -
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00,
From left to right:top row-Track Out Camp in Apex,Duke School in Durham,Kenly Public Library in Johnston County;
middle row - Lake Crabtree County Park in Morrisville, South Granville High School in Creedmoor, Manchester
Elementary in Spring Lake;bottom row—Brumley Nature Preserve in Chapel Hill,NC Hot Sauce Festival in Oxford,
Carrington Middle School in Durham
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This year, CWEP expanded partnerships with Parks and Recreation Departments, including Homeschool
and Track Out Camp programs. The flexibility offered by outdoor programs was appealing during times
when social distancing measures were regularly changing,though weather was a frustrating variable.These
partnerships have great potential for stormwater outreach,as the outdoor exploration element ties in very
well with an emphasis on environmental protection.In the future,macroinvertebrate or other water-related
outreach with Parks may be an area worth expanding,depending on CWEP Partner interest.
Table 4.All FY22 In Person Direct Education Events
Type of #
Partner Outreach Event Title/Location Reached
Apex Park Visit Apex Track Out Camp 10
Butner/Creedmoor School Visit South Granville High School 104
Carrboro Tabling *Cancelled N/A
Chapel Hill/Orange County Tabling Operation Earth Day 160
Clayton Tabling Clayton Harvest Festival 315
Durham School Visit Carrington Middle School 255
Durham County Tabling Barktoberfest 141
Fayetteville Park Visit *Cancelled N/A
Fuquay Varina School Visit Lincoln Heights Elementary 251
Garner Tabling Groundhog Day Festival 105
Havelock School Visit Roger Bell New Tech Academy 120
Hillsborough Library Visit Orange County Public Library 40
Hillsborough Library Visit *Cancelled N/A
Holly Springs Tabling Holly Springs Farmer's Market 54
Johnston County Library Visit Kenly Public Library 11
Kinston After School Neuse Regional Library 19
Kinston Tabling Neuseway Nature Park 74
Knightdale Tabling *Cancelled N/A
Morrisville Park Visit Lake Crabtree County Park 12
Morrisville Tabling Western Wake Farmer's Market 64
Nashville/Nash County Tabling Eggciting Saturday 72
Oxford After School Richard H Thornton Library 18
Oxford Tabling NC Hot Sauce Festival 184
Pittsboro/Chatham County Library Visit Chatham Community Library 27
Raleigh School Visit Durant Road Elementary 61
Raleigh Tabling Community Garden Celebration 30
Roxboro Park Visit *Cancelled N/A
Siler City Library Visit Wren Memorial Library 36
Siler City Tabling *Cancelled N/A
Smithfield/Chatham County Library Visit Public Library of JoCo&Smithfield 18
Spring Lake School Visit Earth Day(NC Science Festival) 133
Tarboro School Visit Princeville Elementary School 50
Wake Forest School Visit Envision Science Academy 81
Wake Forest Park Visit *Cancelled N/A
Wayne County/Goldsboro Field Trip Cliffs of Neuse State Park 75
Wendell Tabling Wendell Harvest Festival 349
Zebulon Tablin. Zebulon Farm Fresh Market 44
Total In Person 2913
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Table 5.FY22 Resources Shared
Partner Type of Outreach Type of Resourc: #of Print
Resources
Resource sharing while Brochures, pet waste bags,
Regional tabling stickers, grease lids 2000
Butner Resource sharing Brochures, pet waste bags 40
Cary Resource sharing Brochures 50
Clayton Resource sharing Posters 30
Creedmoor Resource sharing Posters 20
Fuquay Varina Resource sharing Posters 100
Hope Mills Resource sharing Craft kits 40
Knightdale Tabling materials lent Tabling setup N/A
Leland Resource sharing Brochures 500
Smithfield Resource sharing Posters, brochures 250
Raleigh Resource sharing Posters, pet waste bags 100
Rocky Mount Resource sharing Posters, brochures, stickers 200
Wendell Tabling materials lent Spinning wheel, catch basin N/A
Total Resources
Distributed 3330
Table 6.Presentations
Partner Type of Outreach Event Title/Location #People
Reached
Raleigh Presentation Watershed Learnin• Network 14
Creedmoor Presentation Board of Dele•ates Meetin. N/A
Total Viewers I -
Table 7.Virtual Resources
Partner Type of Outreach Resource #Views
Regional Resources generated Stormwater Bingo N/A
Regional Virtual Resource Water Recreation Map 2922
Chapel Hill Resources generated Watershed Profile N/A
Fayetteville Resources generated Cape Fear Fact Sheet(in prog) N/A
Leland Resources generated Watershed Profile N/A
Morrisville Resources generated Watershed Profile N/A
Orange County Resources generated Agriculture SCM PSA(in prog) N/A
S rin Lake Resources enerated Watershed Profile N/A
Total Virtual
Resources 2922
Table 3 shows a breakdown of in person direct education by CWEP Partner, including events that were
scheduled and cancelled.Table 4 shows a breakdown of print material distribution and sharing by CWEP
Partner. Table 5 shows presentations made by CWEP staff. Table 6 shows virtual resources generated by
CWEP staff for Partners,and views where applicable.
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1.4.1.1 Education and Outreach in Environmental Justice Communities
CWEP continues to focus on environmental justice(EJ)communities for education and outreach efforts.
CWEP visited 5 Title 1 schools in FY22:Carrington Middle School,Durant Road Elementary School,
Manchester Elementary School,Roger Bell New Tech Academy,and South Granville High School.Other
programs reaching individuals in EJ communities included a return to STEM4A11 at Neuse Regional
Library in Kinston,PEJ's Watershed Learning Network,and Princeville Elementary School.685
individuals were reached in these communities,representing approximately 1/4 of CWEP's in-person
education total.
1.4.2 Regional Creek Week
From March 12-19th,2022,CWEP hosted the second annual Regional Creek Week(RCW).Twenty-four
CWEP Partners(Carrboro,Cary,Chapel Hill,Chatham County,Clayton,Durham,Durham County,
Fayetteville,Garner,Hillsborough,Holly Springs,Knightdale,Leland,Morrisville,Orange County,
Oxford,Pittsboro,Raleigh,Roxboro,Smithfield,Spring Lake,Wake Forest,Wendell,and Zebulon)
participated in monthly planning meetings from November 2021-March 2022,up from ten partners in
2021.These partners hosted at least one in-person or virtual event or participated in amplifying CWEP's
regional events during the Regional Creek Week celebration.This collaborative effort allowed local
governments of various sizes to participate in Creek Week without the pressure to coordinate a week's
worth of events,and virtual events allowed for public engagement across municipal boundaries.The
CWEP website acted as the RCW landing page,which housed a Figure 16.Updated RCW Logo
complete list of events,an event calendar,a list of participating •
Partners,and a description of Creek Week and its mission.CWEP ^
slightly re-designed the logo from RCW 2021 to include a sidewalk CWEP REGIONAL
representing impervious surfaces,based on partner input. 2,974
RE.511"K
people were engaged directly in Creek Week events,including walks, 4a.+
litter cleanups,storm drain marking competitions,HHW drop-off -, E E,p4
days,and many more! Outreach impact is summarized below.
2022
For full list of events,see Table 7.
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Figure 17:Regional Creek Week Outreach Overview
2974 2815
people lbs trash - In-person
engaged cleaned
29,065
653
feeds T virtual
SOW reached engagements
,titled --
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Table 8.Regional Creek Week Event Participation
Partner Regional Creek Week Events Event Title/Location #People
Reached
Regional CWEP Virtual Event Stormwater Run Off 5k 61
Regional CWEP Virtual Event BioThon 24
Carrboro Orange County Creek Week Informational Booth Cancelled
Carrboro Orange County Creek Week Creek Week Office Hours See OCCW total
Cary Regional Creek Week Events My Tree, Our Tree 600
Cary Regional Creek Week Events Winter Amphibians N/A
Chapel Hill Regional Creek Week Events Physical 5k Route N/A
Chapel Hill Orange County Creek Week Morgan Creek Cleanup Cancelled
Chapel Hill Orange County Creek Week Meet the Creek _ See OCCW total
Chapel Hill Orange County Creek Week Litter Clean Up See OCCW total
Chapel Hill Orange County Creek Week OWASA WWTP Tour See OCCW total
Chapel Hill Orange County Creek Week Pritchard Park Workday See OCCW total
Chatham County Chatham County Creek Week Wetland Plants Webinar 19
Chatham County Chatham County Creek Week Love's Creek Stroll 9
Chatham County Chatham County Creek Week Love's Creek Clean Up 8
Chatham County Chatham County Creek Week HHW Day 147
Chatham County Chatham County Creek Week Aquatic Insects Cancelled
Chatham County Chatham County Creek Week Rocky River Clean Up Cancelled
Hillsborough Orange County Creek Week Invasive Species Removal See OCCW total
Hillsborough Orange County Creek Week Green Infrastructure Tour See OCCW total
Holly Springs Regional Creek Week Events Rain Barrel) Sale 90
Holly Springs Regional Creek Week Events Litter Clean Up 50
Knightdale Regional Creek Week Events Litter Clean Up 14
Leland Regional Creek Week Events Litter Clean Up(Town Staff) N/A
Leland Regional Creek Week Events Presentation N/A
Morrisville Regional Creek Week Events Volunteers 91
Morrisville Regional Creek Week Events Educational Booths 168
Morrisville Regional Creek Week Events Library Presentations 24
Orange County Regional Creek Week Events Orange County Creek Week 305
Orange County Regional Creek Week Events Livestreams 1330
Pittsboro Chatham County Creek Week Town Pond Park Cleanup 7
Spring Lake Regional Creek Week Events Creek Exploration Cancelled
Raleigh Regional Creek Week Events Stream Monitoring Workshop 12
Raleigh Regional Creek Week Events Stream Cleanup Cancelled
Wake Forest Regional Creek Week Events Creek Cleanup 5
Wake Forest Regional Creek Week Events Physical 5k Route N/A
Wendell Re ional Creek Week Events Stream Walk 10
Total People
Engaged 2974
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CWEP created daily educational social media posts during the week on the 2022 annual theme of
Household Hazardous Waste(Figure 13 below).The posts identified 6 types of HHWs: E-waste,fats,oils,
&greases(FOGs),paints&stains,cleaning supplies,vehicle leaks&soaps,and medications.Each post
explained the potential environmental and health hazard of the substance,and the best practices for
disposal or alternative choices.CWEP reached a total of 29,065 people with 46 posts—HHW posts as well
as water recreation locations&greenways—throughout Creek Week and the weeks prior,on 3 social
media platforms(Twitter,Facebook,and Instagram).Engagement was summarized in Figure 12. Regional
Creek Week Outreach Overview.
Figure 18.Household Hazardous Waste Social Media Series
Electron.
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F 1.4.2.1 Regional Virtual Events
In addition to coordination, planning, promotion, and social media, CWEP hosted two regional virtual
events. Like in 2021, CWEP hosted a BioThon via the iNaturalist app/website. The BioThon had 24
participants,which was lower than anticipated as multiple in-person wildlife ID events were cancelled due
to inclement weather on March 12th, 2022,the first Saturday of Creek Week.Even with few observers,436
observations were made (averaging i6 observations per participant). 148 naturalists from the community
contributed identifications on the posts made,totaling 255 species identified(see Figure 14Figure 14).
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Figure 19.iNaturalist BioThon 2022 Statistics
436 255 148 27
OBSERVATIONS SPECIES IDENTIFIERS OBSERVERS
436 255 669
Observations Species Identifications
• Research Grade • Unknown • Arachnids • Improving
Needs ID • Protozoans • Ray-Finned F... • Supporting
• Casual • Fungi • Amphibians Leading
• Plants • Reptiles • Maverick
• Chromista • Birds
• Mollusks • Mammals
• Insects • Other Animals
CWEP also hosted the Stormwater Run Off Virtual 5k on the exercise tracking app Strava.CWEP created a
Club in Strava to track virtual submissions, as well as a Strava FAQ document for new app users.
Participants were required to join the CWEP club to participate in the 5k, or email CWEP staff if they did
not want to or could not use the app. 61 participants logged submission on Strava,though it is likely that
many more were exposed to the messaging (see Figure 15) -two Partners,Town of Chapel Hill and Town
of Wake Forest,printed&displayed yard signs with stormwater messaging along greenways as a suggested
5k route. Participation was boosted by alerting local running groups in Chapel Hill,which shows promise
as an outreach strategy if Partners want to repeat the virtual 5k in FY23.
Figure 20.Strava Widget for Stormwater Run Off Virtual 5k
CWEP Regional Creek Week
Week of Mar 12,2022- Mar 19,2022
Activities Distance Time
61 220.4mi 44h23m
STRAVA View all of the club's activity
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1.4.3 Social Media Outreach
FY2022 saw CWEP expand social media content on Facebook,Instagram,and Twitter.No new content was
posted on YouTube this fiscal year due to a lack of staff capacity to generate video content. Social media
continues to be an especially important tool in the promotion of regional efforts such as Regional Creek
Week. CWEP also utilized this platform to spread educational messages about stormwater pollution and
watersheds,post blog updates,and share information about water-related holidays and events.Across these
three social media platforms, CWEP earned 139,336 impressions and 2,206 engagements, for an average
engagement rate of 1.58%. Facebook earned the highest number of impressions of the three sites, but
Twitter had the highest engagement rate on posted content.The wide reach of these posts underscores the
importance of continuing to use social media to spread stormwater awareness in CWEP partner
governments and beyond.Figure 16 shows social media analytics by platform.
Figure 21.FY22 Organic(Not Paid)Social Media Reach Across Twitter,Facebook,&Instagram
Impressions Engagements
31 ,924 1 ,025
69,537 1 ,023
Q� 37,875 158
Educational posts about stormwater pollutants and watersheds tended to garner high engagement across
social media platforms.These types of posts serve a similar role as mass media CWEP print materials and
videos as the content is general enough to be regionally relevant.These posts were often reposted by CWEP
partner governments.Tactics CWEP utilized to increase the reach of each post included utilizing consistent
and relevant hashtags, tagging local government Partners and relevant community organizations and
resharing content from partner government pages.
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1.5 CWEP STEERING COMMITTEE ACTIVITIES
The CWEP Steering Committee met for quarterly meetings on July 13,2o2i; October 12,2021;January 11,
2022;and April 12,2022.Summaries and minutes for all FY22 meetings are included in Appendix A of this
report. As in past years, Steering Committee meetings were used as an opportunity to outline in depth
current CWEP program activities and finances, and to solicit input on future directions. Virtual Steering
Committee meetings have continued to garner broader engagement from Partners located farther from
TJCOG's offices in Durham/RTP area and offer flexibility to Partners with varying restrictions on office
travel.CWEP is hoping to begin offering a hybrid option for quarterly meetings in FY23.
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2.0 PROGRAM FINANCIAL INFORMATION
Table 9:FY22 CWEP Cost Shares
Partner Population*for FY22 FY22 Cost Share
2.1 CWEP PARTNERS AND COST Town of Apex 2.5 61,319 $ 4,514
SHARES Town of Benson 2 3,556 $ 2,146
Town of Butner 2 8,088 $ 2,332
CWEP localgovernment Partners share the costs Town of Carrboro 2.5 20,769 $ 2,852
Town of Cary 1,2,5 167,223 $ 8,856
of the program.Each of the Partners'shares is the Town of Chapel Hill 2'5* 60,813 $ 4,493
sum of a base cost of$2,00o and a proportionate Chatham County 5.6 59,055 $ 4,421
Town of Clayton 2 23,775 $ 2,975
cost comprised of its population multiplied by a City of Creedmoor 2 4,703 $ 2,193
per-capita rate of $o.o4i per person. Partner City of Durham 1'3.5 269,339 $ 13,043
Durham County 1'6 43,306 $ 3,776
population estimates are the latest official City of Fayetteville 2'3 187,727 $ 9,697
estimates available from the NC State Town of Fuquay-Varina 2 28,109 $ 3,152
Demographics unit at the time that cost shares are Town of Garner 1'2 32,219 $ 3,321
City of Goldsboro 1.2 33,969 $ 3,393
calculated (FY22 used 2019 certified estimates). City of Havelock 1 19,323 $ 2,792
The CWEP Steering Committee approved the Town of Hillsborough 2 7,809 $ 2,320
Town of Holly Springs 2 36,394 $ 3,492
CWEP FY22 program cost shares outlined in the Town of Hope Mills 2 17,416 $ 2,714
table at right and all partners were invoiced for Johnston County 1 145,182 $ 7,952
these amounts in Jul Au ust 2021. City of Kinston 1 20,154 $ 2,826
y g Town of Knightdale 2 _ 17,264 $ 2,708
Town of Leland 2 22,610 $ 2,927
Town of Morrisville 2.5 26,973 $ 3,106
Nash County 4.6 42,135 $ 3,728
Town of Nashville 2'4 5,239 $ 2,215
City of New Bern 1.2 30,014 $ 3,231
Orange County 1'5'6 55,373 $ 4,270
City of Oxford 4 8,574 $ 2,352
Town of Pittsboro 5 4,667 $ 2,191
City of Raleigh 1.3* 466,549 $ 21,129
City of Rocky Mount 2'4 54,916 $ 4,252
Town of Rolesville(prorated last 4 months FY22) $ 1,046
City of Roxboro 2 8,144 $ 2,334
Town of Slier City 8534 $ 2,346
Town of Smithfield 1 11,619 $ 2,476
Town of Spring Lake 2* 4,565 $ 2,187
Town of Tarboro 4 10,446 $ 2,428
Town of Wake Forest 2 38,641 $ 3,584
Wayne County 1.6 84,183 $ 5,452
Town of Wendell 2 _ 7,515 $ 2,308
Town of Zebulon 2 5,165 $ 2,212
*Per July 2019 Certified Pop from NC State Demography
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2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY22
The table below outlines the approved FY22 budget. In FY22, Hannah Barg continued as the part-time
Education and Outreach Coordinator from June 2021-February 2022. Her role included helping to train
and supervise FY22 AmeriCorps Caroline Wofford, assisting CWEP manager Maya with new mass media
campaign strategy, and creating new materials for the campaigns that were also made available CWEP
Partners' individual use. This expanded the number and quality of education and outreach products and
services CWEP offered Partners in FY22 and eliminated the cost of hiring a contractor to do video editing.
Table to:CWEP FY22 Financial Report
CLEAN WATER EDUCATION PARTNERSHIP(CWEP) FY2022 AVAILABLE FUNDS
Budgeted Actual
FY22 Cost Share Revenue $170,696 $171,742
Fund Balance at close of FY21 $60,358 $60,358
231,054 $232,100
CLEAN WATER EDUCATION PARTNERSHIP(CWEP) FY22 EXPENDITURES
TJCOG Direct Costs
TJCOG Staff Time $46,048 $58,313
AmeriCorps Member $11,000 $11,000
Travel, Supplies, Miscellaneous $7,200 $1,682
TJCOG Direct Costs Total $64,248 1 $70,994
Mass Media Campaign Costs
Spring Online Spectrum Campaign $30,000 $30,000
July'21 CBC+Spring'22 OMS Campaign $61,250 $51,985
Winter Cinema or Radio One $11,000 $11,000
La Noticia Ads $1,920 $1,920
Video Editing/Production (for Creek Week or other) $2,000 $0
Mass Media Campaign Costs Total $106,170 $94,905
Campaign Content&Outreach Materials
Direct Education/Outreach Materials $1,100 $571
Printing $2,100 $2,391
Campaign Content&Outreach Materials Totals $3,200 $2,963
Total ExperAl1liMM8,
FY22 Use of Fund Balan—cl ME=
Projected Available Fund Balance at end of FY22I
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Direct education continued to be a mix of in-person and virtual, which greatly reduced the cost of travel
(mileage) and physical outreach supplies. In addition, CWEP Partners opted to reduce the scope of the
spring 2022 mass media campaign as compared to FY21 in order to reserve funds for a new video about
sediment to be created in FY23.
Table 11:Projected FY22 CWEP Budget
CLEAN WATER EDUCATION PARTNERSHIP(CWEP)
8/2/22 PROJECTED FY2023 AVAILABLE FUNDS
FY23 Cost Share Revenue $175,360
Fund Balance at close of FY22 $63,238
111111.- Total revenue $238,598
CLEAN WATER EDUCATION PARTNERSHIP(CWEP)
8/2/22 PROPOSED FY2023 EXPENDITURES
TJCOG Direct Costs
TJCOG Staff Time $52,637
AmeriCorps Member $13,000
Travel, Supplies, Miscellaneous $7,100
TJCOG Direct Costs Total $72,737
Mass Media Campaign Costs
Spring Online Spectrum Campaign $30,000
Spring/Summer CBC Campaign $51,250
Winter Cinema or Radio One $11,000
La Noticia Ads $1,920
Video Editing/Production (for new sediment materials) $10,000
Mass Media Campaign Costs Total $104,170
Campaign Content&Outreach Materials
Direct Education/Outreach Materials $1,000
Printing $5,000
Campaign Content&Outreach Materials Totals $6,000
Total Expenses $182,907
f Fund Balance $7,547
Project at end of FY23 $55,691
When discussing projected FY23 budget, CWEP Partners opted to continue with two staff supporting
CWEP's mass media and direct education efforts based on appreciating the level of service provided in
FY22. Part-time staff member Hannah moved on to a new position outside TJCOG in March 2022, and at
the time of writing TJCOG was in the process of hiring a staff member who will fill this part-time role.CWEP
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Partners opted to have FY22 AmeriCorps Caroline train incoming FY23 AmeriCorps via a contract for 2
weeks of her time in September 2022.The cost to TJCOG to have an AmeriCorps conduct direct education
will increase from$11,00o to$13,00o in FY23 as the Conservation Trust for North Carolina(CTNC)which
oversees the program CWEP's AmeriCorps serves through,and pays half of all AmeriCorps living stipends,
aims to increase living stipends to a more tenable level. CWEP allocated up to $10,000 to contract with a
videographer to make a video about sediment pollution in FY23.Finally,the FY22 budget includes printing
costs for a new run of CWEP's existing design of 6-fold flyers or alternative physical outreach/education
materials that may be needed.
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APPENDIX:
STEERING COMMITTEE MEETING SUMMARIES
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FY22 Q1 STEERING COMMITTEE MEETING
July 13, 2021
9:30 to 11:00am CLEAN EDUCATIONR
Remote; Microsoft Teams PARTNERSHIP
Attendance: Zack Pitts,town of Holly Springs
Heather Holley, Town of Carrboro Laura Webb Smith, City of Durham
Michael Frangos, Town of Creedmoor Deanna Rosario,Town of Spring Lake
Fred Nelson,Town of Benson Jaclyn Stannard, Town of Garner
Heather Fisher, Town of Hillsborough
Monica Sarna,Town of Wake Forest
Jack Meadows, Town of Siler City Grace Messinger, Piedmont Triad Regional Council
Sherry Moss,Town of Nashville Danny Colavito,Town of Holly Springs
Soni Hawkins, City of Kinston TJ Cawley, Town of Morrisville
Heidi Salminen, City of Creedmoor Wesley Poole, Orange County
Loren Hendrickson, Piedmont Triad Regional Council Drew Blake, Chatham County
Tony Victor,Town of Morrisville Craig Benedict, Orange County
Sammy Bauer,Town of Chapel Hill Phil Ross, City of Roxboro
Carmela Teichman, City of Raleigh Matthew Lassiter, City of Goldsboro
Carrie Mitchell,Town of Wake Forest Nathanael Shelton, Town of Clayton
Joe Collins, Town of Wendell Allison Weakley,Town of Chapel Hill
Mate'a Tindal, Town of Wake Forest Tommy Jones, Nash County
Jennifer Mitchell,Town of Fuquay Varina Hannah Barg, TJCOG
Maya Cough-Schulze,TJCOG
Program Updates—led by Maya Cough-Schulze,TJCOG
• MOU/Membership Agreements: all are completed or in final stages of signing for FY21.Thanks to all for your efforts
—we know it was administratively effortful for some.We received requests from several partners to have longer
membership agreement terms in future. CWEP(and DEQ)are open to this—we want to save you effort!We know
that local governments typically budget for one year,though;would you be permitted to sign a membership
agreement for more than one year?(Note cost shares also increase or decrease incrementally year-to-year based
on population.)
• Informal poll vote on term length for future MOUs:
O 1 year: 1
O 2 year: 1
O 3 year: 9
o Unsure/need to check with finance: 7
To do for members: Please let Maya know what you learn from your Finance colleagues about feasibility of longer than
1 year membership agreements.
• Reminder:We will send out invoices and CWEP Annual Report in August
Summer Mass Media Campaign Update(see slides for visuals/detail)
Wrapping up at end of July
- Continue to get>6 million (>4 million from CBC, —2 million from Spectrum
- CBC rep said that they are revamping their reporting methods nationally,so impressions are likely higher in
line with past years
- Spectrum dashboard gives us more specific reporting on performance of our pre-roll,display and streaming TV
PSAs
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o Pre-roll videos get the majority of impressions and have a 58%completion rate(this is good)
• Sammy Bauer-over half,that's great!
o Results indicate we want to make sure ads are mobile friendly
o Roku dominates ads from streaming platforms
Informal poll/discussion on Mass Media FY22 Focus
• Vehicle waste: 1
• Household hazardous waste: 1
• Sediment: 8
• Restaurant businesses: 11
• Auto businesses:4
Discussion:
• Looks like targeted campaign for restaurant businesses is the top choice,followed by sediment
• Chapel Hill has restaurant education resources that CWEP partners can use as long as we cite UNC (since
they were developed with grant funding.)Link to resources here:
https://www.townofchapelhill.org/government/departments-services/public-works/stormwater-
management/prevent-water-pollution/water-pollution-prevention-restaurants
o Carmela(Raleigh)and Laura(Durham)have reproduced these with permission in past years for mass
mailings. Graphics are great!
• Allison Weakley-business outreach is needed and a targeted campaign can make a big difference.This came
up during the audit.
• Camela-more business outreach is needed!
• Laura Webb Smith-Can we put sediment in the cue for next year?Can utilize any down time of AmeriCorps
member to do research/create materials for the following year's campaigns
o Maya: Good plan!
Informal poll on what new materials we should create in FY22(we will revisit this throughout year)
• New live 30 second video: 1
• Edit current English videos to :15 for social media,and split out Spanish video to :30 pollutant specific shorts
for mass media advertising: 7
• Create new audio: 0
• New print materials: 7
In the chat:
Phill Ross-Our audit requested more print materials
Laura Smith- 15 second videos and postcards with 1 key message that links to more information
Reminder:We allocated $2000 to create new materials this year—we could target some around Regional Creek Week
needs.We will come back to this discussion topic at future meetings as well.
Education,Outreach,and the 6 MCMs: NPDES Audit Lessons Learned-led by Allison Schwartz Weakley and
Samantha Bauer, Chapel Hill
Goal: Share lessons learned for any other MS4s who haven't been audited yet! Even if you aren't audited on the Public
Education MCM, education touches all MCMs so this should be helpful.And if you aren't an MS4 community,you may
be in future,with how population is booming in NC.
• What CWEP partners have already been audited?
o Holly Springs, Roxboro, Morrisville, Fuquay, Carrboro,Apex, Goldsboro
o Spring Lake will be audited tomorrow!!
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• (Allison Weakley)Chapel Hill-MS4 community with 15 full time staff(7 maintenance,4 engineers, and others),
received a notice of the audit on May 7th and audited June 8tn
o Met as staff(and with Carrboro)every 2 weeks in preparation of the audit
• Preparation
o Organized documentation in a folder structure that mirrored the audit structure—it looks like this:
X 41 N er to o« •% a . ®Select
Ear ant semn�roo
Co, Dace Round New erepM,ef
lol:kr - �- li err-, Ime^,satedM
Pgiond New Oper Select
Management Plchfs)IS.-) ' SW DATA E NPDES s 2021 MS4 Audit Documents Requested ' 00_Documents Requested[Vino
Vei"r Date most I TYPE Size
I.Annual Peecnnance Review 6/21/2021 Sl.l :,AI File folder
1.Work Plan for Public Outreach tr,Public Education and Outreach&Public Involvement 6/21/2021 9s43 AM f de adder
1.Rig CO tr.-ne n SOP type-:I ilr'h u.lel 6/21/2071 9:50 AM file lnlder
4.!DOE Incident Inspetton NOV,I Dale modified:d:61)1 f2(171 9:41 AM 6/15/2021 IDAS AM File folder
Slle.2U0 KB
5.Presentations that have been use II, 6/21/2021 951 AM File(aide.
6.Example pv a brochure used for in wining t pu he 6/21/2021 9:53 AM File folder
7.List for the publicized reporting mechanism 6/21/20219:56AM File folder
&Any documentation for the employee training program that will be implemented in kly 6/21/2021 1016 AM File folder
9.Orange Loony Erosion Control Plan Review Rates 6/21/2021 1056 AM File folder
10.Orange County erosion control inspection example 6/21/2021 1100 AM File folder
11.Orange County NOV template 6/21/2021 1106 AM I de folder
12.201 i town lanat,Pt ASSPsiment 6/21/2021 1116 AM I ice tnlda
13.Example of one or the new facility SWPPPS 6/A1/70711737 PM Isle folder
1A.Spill Response Woredfor SOP 6/21/2021 1023 AM File holder
15.Street Sweeping Spreadsheet 6/21/2021 10.39 AM File folder
Additional MS4 Audit Document Requetmsg 6/10/2021 5:03 PM Outlook Item 189 KR
0)How to Access the Current Stormwatr Management Plan and MS4 Permit ONinedocx 6/11/2021 1250 PM Microsoft Word D.. 44 KE
o Staff did not know content of audit until 2 working days before visit
• Had to find a meeting space for the audit, met at community center due to COVID
• Brought laptops to meeting, set up a TEAMS meeting to share documents(tracking,
procedures, etc.)Auditors came without computers—just had an iPad!
• Topics: Illicit discharge, construction site runoff, pollution prevention
• Education-related topics CH was audited on:Annual evaluation,written procedures(action
items, schedules, resources, responsibilities), promotion of the hotline for reporting pollution,
and outreach to targeted audiences, especially business(were expected to show that they
didn't just do outreach after a business was cited for an infraction).Also employee training-
employees had to sign off that they have attended training (providing a list of staff wasn't
considered enough.)
• After audit, received request for additional documentation that they had to provide within 7
days
• Sammy-wanted SOPs and program plans specifically for education, outreach. Need
more than just the work plans.
o CWEP can provide our lesson plans that Hannah has delivered in your
jurisdictions
o Other documentation they were required to provide: Presentations for employee training,
documentation of employee training program, an example brochure, specific references to SWMP
• DEQ uses their audit report template,which includes all questions that could be asked during the audit. Chapel
Hill used this template ahead of time to answer questions, reference specific page numbers and resources,
etc. Chapel Hill's SWMP and permit posted are online in case anyone's curious.
• Still waiting for outcome, should receive by August.Then will have 120 days to update SWMP and get back to
DEQ.
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Overall Recommendations:
• If you are getting audited soon, start populating documents into folders based on DEQ resources on website-
make it easy for auditors to answer questions during the audit
• Sammy:The self-audit was the first tool we used to prepare.This helped us find our gaps. Meeting every 2
weeks with the Town of Carrboro,who was audited prior,was very helpful.
o Recommend you make sure you have back up plans for how to share the documents—had an iPad,
extra computer and cords, etc.
• Anyone from town of Chapel Hill could answer any of the questions,approached the audit like a team—this
impressed auditors
• Had a staff member not participating in the discussion who went through the audit template and took notes on
discussion so that they had a record of what documentation/changes that needed to be made
• Sammy's overall reflection: going through this audit made our program stronger!
Discussion:
• Danny-Great job! I would caution local governments who are not as well established or as well staffed, know
what is in your permit and management plan. It is okay to say that you are not required to do something.You
don't want to get written up for something that you aren't required to do. Holly Springs able to push back on
some of the suggestions by auditors because we aren't required to do it. Chapel Hill goes above the minimum
requirements.
o In his role leading the Stormwater Association of NC(SWANC)Danny is putting together a request to
DEQ to iron out the variability between their auditors—and address some of these issues about
auditors asking for documentation that wasn't required per current permit
o If you would like something added to the SWANC request, let Danny know so they can present to
DEQ.
• Allison-going through the template really helped us hone in on the documentation we could reference prior to
the audit. Overview documents solidified the references we made through the document so they could easily
find afterwards
• Sammy-in the past some folks have been marked down for not providing documentation and rationale for
documentation.This is where overview doc came from, so required documentation is really clear. Important to
follow this!
• Sammy was surprised to be asked for documentation for education and outreach especially because we were
not audited on this. Because it overlaps with everything else, be prepared to provide anything that is related to
these activities.
• Allison-We were asked to provide information about education because it is related to all minimum measures
o Big focus on program administration and documentation
o Templates will lead you to acknowledge you have some gaps in your program
o Every single minimum measure needs to have written procedures
• Sammy-We had to repeat ourselves several times
• Danny-Any of it has a possibility to be overreach-if it doesn't check boxes they want to see,that doesn't mean
you are currently required to do it.
• James-We were audited in November and agree with Danny. It was a bit confusing how they repeatedly
asked how we were qualified to inspect BMPs(specific certifications, etc.)You might want to have you and
your staff's list of current certifications on hand during audit,this threw us for a loop. It was not clear what they
wanted in this respect, because we have an arsenal of certifications that we could share, many staff are P.E.s,
etc.
o Tony Victor-seconded James'comment
• Heather-we recorded our audit presentation to refer back to.This might be helpful for others!
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Direct Education Updates&Resources-Hannah Barg and Loren Hendrickson (PTRC FY21 AmeriCorps, Stormwater
SMART)
• Direct Education updates
- Summer events Hannah has done in-person: Juneteenth festival in Rocky Mount, Raleigh Environmental
Justice Summer Camp in Raleigh with Carmela Teichman, Square to Square festival in Clayton with Susan
Locklear
- Direct education events already scheduled for upcoming AmeriCorps Caroline this fall (Hannah will attend the
first event of each type with Caroline as training, or if a CWEP rep can't attend):
o Oxford Hot Sauce Festival(September 11)
o Wayne County Agricultural Festival table Sept 30-October 9(passive table setup)
o Johnston County: Kenly Library visit
o Roxboro: Person County Library visit
- Reach out to Hannah to schedule any fall events with us now!
o We schedule on a first-come,first served basis
o We try to schedule with communities we haven't reached recently first
o We try to plan a quarter ahead.
- If you're planning a school visit in fall and would be open to Caroline shadowing you,that would be helpful for
her to get trained!
o Sammy: CH and Carrboro schools are in flux—will reach out when have more detail
- Hannah presented about the Watershed Spotlight Series she has been deploying via social media.This is one
way we can leverage our regional social media following and spread watershed awareness virtually.
o Great option if we haven't been able to visit in-person recently or if you want to highlight a specific
watershed in your jurisdiction. Eventually we want to have one for each of your communities(have done
7 so far.)
- River Network outreach so far
o Goal:to build relationships with individuals and organizations doing EJ work in CWEP communities.
• Attended Spring Lake Litter Cleanup, Rocky Mount Juneteenth Community Empowerment
Festival
• Hannah is keeping a spreadsheet of contacts she makes
• Next step: Reach out to contacts to assess potential needs and schedule and education visit if
desired
• If you're eligible for the grant, reach out to Hannah about how involved you want to be—we are
happy for you to join Hannah in this outreach
Education Resource Demonstrations
CWEP Environmental Privileges activity
- Hannah has piloted this activity at a festival and at a summer camp—can be facilitate either way
o At festival: Have participants add post-its to a big posterboard about the water-related privileges they
do or don't have(ie, ability to access stream; clean drinking water; garbage pickup at home; never
been displaced by flooding)
o At camp: Have campers given slips of paper with environmental privileges and have them reflect.
■ Hannah's observation so far:Activity seems to work best with people who have environmental
privilege,to get them to think about how everyone in their community might not
o Can be done anonymously, as a warm-up for other activities
o A good way to get peoples' input/stories without assigning blame
o CWEP partners—feel free to take this and run with it!
o Hannah will continue to refine and can run a demonstration of this at the next CWEP meeting
Stormwater Smart watershed brochures—Loren Hendrickson
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- His major project during his AmeriCorps term was to create Watershed Brochures for 10-digit HUC watersheds
in Stormwater SMART jurisdictions, since materials exist for River Basins and HUC 12s, but not HUC this
intermediate size
- Created these materials as an alternative to in-person outreach during this COVID year
- Intention is to be local enough that people can make a personal connection with their watershed; educate
people about how to protect their watersheds, inspire them to take action
- Audience: Students,teachers, community groups, landowners—can offer the watershed brochure for the
HUCs the specific audience occupies.
- Contents include geography,water quality and impaired streams,stream buffer information/guidelines from
DEQ/recommended vegetation, local contacts, and info about NC stream watch program
- Have handed these out in person and sent out PDFs virtually. Have shared via Creek Week and geocaching—
included QR code for people to get watershed brochure where they are geocaching.
- All data used in brochures was publicly available from DEQ; brochures created in Canva Pro
o Biggest time sink was finding all the data/information, synthesizing it all, and then editing.
• Maya: Could we share PTRC's templates?
• Loren will confirm with Danica but thinks so!
- Laura:Thinking of doing ArcGIS Story Maps instead of brochures?
o Loren:Wanted to do—just didn't have time
o Hannah: We might try to do this for Creek Week this year
o Easier to change Story Map as the watershed changes
- Let Maya and Hannah know if this is something you'd be interested in us or Caroline pursuing for your
watersheds as part of Creek Week.We won't be able to do everyone at once, but could build off Watershed
Spotlights to create more place-based resources for you similar to these!
Review of action items, next steps
All CWEP Partners:
- Contact Maya about whether you would be allowed to have multiyear membership agreements(or are even
interested in this)
- Reach out to Hannah about scheduling events for fall or later in year
Maya to follow up with the following:
- Tony and Heather doing Q and A for smaller local gov'ts at next CWEP meeting
- Sammy and Allison, Chapel Hill about sharable outreach materials for restaurants
- Danica/Loren re: Canva templates for watershed brochures
Hannah to send Carmela, Heather copies of her lesson plans
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CLEAN WATER EDUCATION PARTNERSHIP 6
FY22 Q3 STEERING COMMITTEE MEETING4.5)
October 12, 2021
9:30 to 11:30am CLEAN EDUCATIONR
PARTNERSHIP
Location: Remote;Microsoft Teams: Click here to join the meeting
Or call in (audio only): [phone]„678212302#
Attendance
Deanna Rosario,Town of Spring Lake Susan Locklear,Town of Clayton
Laura Webb Smith, City of Durham Morgan DeWit,Town of Pittsboro
McKenzie Myers, Durham County Sammy Bauer,Town of Chapel Hill
Ike Archer,Town of Knightdale Shauna Haslem, City of Fayetteville
Heather Holley,Town of Carrboro Marie Cefalo,Town of Cary
Stephen Wensman,Town of Smithfield Mary Duffy,Town of Zebulon
Darrell Smith, City of Oxford Heather Fisher,Town of Hillsborough
Jaclyn Stannard,Town of Garner Adrianna Weber,Town of Leland
Jennifer Mitchell,Town of Fuquay Varina Tyler Riddle,Town of Hope Mills
Tommy Jones, Nash County Carrie Mitchell,Town of Wake Forest
Charles Brown,Town of Cary TJ Cawley,Town of Morrisville
Agenda Items
Introductions; Mass Media and Admin Discussion &Updates-Maya Cough-Schulze,TJCOG
Restaurant poster printing updates
• Maya is getting a proof sent and will find out printing timeline; posters are now available for pickup at TJCOG
or delivery when Caroline comes for an education event!
• We will order more English and Spanish grease lids that you can pick up at the same time.
Mass media updates
• Maya recommended advertising via radio again this year rather than cinema because cinema grosses about
300,000 impressions, and radio nearly 2 million
o Agreement among attendees to go forward with radio for winter 2021 (local governments outside radio
service area will receive proportionally more digital coverage in spring campaign)
• CBC gave CWEP 25,000 livestream video impressions in Oct on WRAL.com as a makegood for error(not
placing pixel on CWEP site to track who arrives there from ads—we will make sure this happens in this year's
CBC campaign.)
Determine pollutant video for mass media use:
• For winter radio/spring-summer digital/TV campaigns, Maya recommended airing one of the 30 second videos
that we haven't aired in the last few years—household hazardous waste or pesticides/fertilizers.
o Thanks to those who already filled out the survey about which of these pollutants you want us to focus
on for mass media this year!
• The PSAs we run via digital/TV broadcasting have to be 30 seconds or less,so that people finish them and get
the basic info about stormwater pollution impacts which is what leads to behavior change—which is our
mission.
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• We have six 30-second videos created a few years ago, about litter and trash, household hazardous waste,
pesticides,yard waste, pet waste,and auto waste.
• In spring we will start thinking about sediment-related materials to create next year.
- Chapel Hill had previously created materials for restaurants including a 6-minute video which you may have
seen here. It would be great to find places to share this video this year,as well as the introductory stormwater
video we had made last year.These videos are more in-depth than we can air via mass media(I didn't see a
30-second clip of it that would encapsulate the whole message.)
CWEP attendees voted in chat about which pollutant to use for winter/spring mass media:
Votes for HHW: Carmela, Sammy,Adrianna, Shauna, Deanna, Heather, Susan, McKenzie, Darrell, Jennifer
Mitchell, Philip,Stephen Wensman,Jaclyn, Monica,TJ Cawley, Morgan DeWit
Votes for Pesticides: Marie, Stephen Wensman
- Philip-is sediment pollution also an option or has it been done recently?
- Maya-this is the biggest pollutant in our state and yes,we do plan to create resources that help people
decrease sediment on their own properties(rain gardens,etc.). Stay tuned for FY23!We will start developing
our messages this spring '22.
- Hannah will shorten existing 30-second videos to 15 seconds for next meeting(this length is better for social
media)
Looking ahead to spring/summer and FY23
- Maya gave a recap of CBC and Spectrum digital/TV campaigns that CWEP has run for the last few years.
These cover every zip code in CWEP communities via video and still ads in the body of articles online, in
sidebars, before video plays,and via broadcast TV networks as well as devices like Roku,Apple TV, etc.
- For spring/summer digital/TV campaigns, Maya will also look into whether more airtime via streaming services
would help-to get the best viewership by using platforms most people use.
- Maya drafted FY23 cost shares based on 2020 certified population estimates.You can use these numbers for
your budget requests(with a couple of exceptions where I've contacted you already if you have group
quarters.)
Meet Caroline, FY22 CWEP AmeriCorps-Caroline Wofford,TJCOG
• From Chapel Hill originally
• Reach out to Caroline if you have a direct education idea in your jurisdiction! ([e-mail])
• Interned for EPA in air quality department, excited to work on a more local scale with CWEP
• Experience working with pre-k-elementary aged kids,excited to help teach next generation of water stewards
• Looking forward to doing outdoor, hands-on activities(NC Stream Watch, clean ups),also virtual educationand
social media
• Pursuing NCEE certification
Direct Education Updates&Next Steps—Hannah Barg and Caroline Wofford,TJCOG
• Caroline has already been to the Oxford Hot Sauce Festival and Wendell Harvest festival—has seen several
hundred people at each!
• Darrell: Caroline did a fantastic job engaging citizens Hot Sauce Festival!
• Schedule your fall/winter events with Caroline-open to outdoor in-person, hybrid,or virtual: cwoffordticoq.orq or
919-360-0268
• Upcoming events Caroline will be doing include a homeschool activity at Lake Crabtree County Park for
Morrisville, an Imagine a Day Without Water lesson at Lincoln Heights Elementary for Fuquay-Varina,tabling
at the Clayton Harvest Festival,and a storytime at the Kenly Library for Johnston County.
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• Deanna commented that she has an education opportunity in Spring Lake in April
Direct Education Updates and Resources:
• Hannah will be resharing the"big 6"pollutants series via social media over 6 weeks
• Hannah wants to include alt text with all infographics—please reach out if you know of any professional
development/resources to learn about this!
Caroline will then be sharing social media macroinvertebrate posts she previewed.
Caroline has developed a Stormwater Bingo activity with vocab cheat sheet:
Stormwater AIL Vocab Cleat Skeet ' ` 'i
B.n 9 o F '4 5 /4 Stormwater-tke water that Falls as rain or snow + ��.%1
46.11
into our environment,wkick flows directly into Strea,.
Root Field pervious Surface-Soft places where Stormwater rr
Puddle Sidewalk ta or4114 `rPi
7 Yard Can Soak in,like a field or a garden rj
Garden� E l) Impervious Surface:bard places that stormwater r p
�,Ings runs off,Ikea parking lot,sidewalk,roadway,or roof
caJ Pipes g y' Scan with smart hone
Dog Poop AL. Road dap Green Infrastructure-trees,rain barrels,rain to get the file!
Dowo pout Liird..Free Space gardens,and ponds kelp keep tke water where it falls
Stormdoud
=hl I I Creek Oil SHeen GrayInfrastructure-storm drains,downspouts,
Loose Dirt .� ` P
Rainbowj'//i pipes,and culverts kelp transport water away
Parking LOUL
art Cohere �F�ileo Pollutants-litter,dog poop,oil,loose dot,and leaves
Leaves ` Bugs al get washed into our waters.Tkey can kart our
animal friends,like bugs,that live in Eke water
IIIIII How many stormwater
Keep it clean for those downstream,!
IIIIII features can you find nearby? �P nc-deanwater.com
• River Network mini-grant update
• Planning an in-person meeting in Spring lake with Deanna and community partner Debora who has a family
resource nonprofit
• Reach out if you work for the following grant-eligible local governments and know of a community event to attend:
o Butner
o Roxboro
o Fayetteville
o Kinston
o Smithfield
• Any event is fine—doesn't have to be environmental justice-focused.
o Stephen Wensman: Check with the Smithfield Downtown Development Corp to see if they will be
organizing the Ham and Yam Festival this year or any other events that they might host.
• 2nd annual CWEP Regional Creek Week(to occur: March 12-19, 2022)
• Hannah gave a recap of Regional Creek week and what it involves:
o Participating CWEP partners will:
• Attend monthly planning meetings from November-March
• Plan at least one virtual, hybrid or in-person program during 2022 Regional Creek Week
o CWEP will:
• Schedule and facilitate monthly planning meetings,which are an opportunity to brainstorm
with other jurisdictions and learn from others'experience
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• List all events, resources, etc. on CWEP website
• Create a themed social media campaign
• Host at least one regional event(i.e., BioThon). Could be anything from a streamside litter
cleanup, a HHW or FOG pickup, a virtual event—really anything you choose
• Hannah challenged 15 CWEP partners to join this year(10 did last year)
• Maya: Idea-a restaurant-associated event to raise awareness about restaurant pollution?
o Laura:We had good luck getting restaurants to participate in Skip the Straw week/month around
Creek Week
• Stephen Wensman: I like the creekweek idea, but Stormwater is split between Park and Public Works and
neither have the capacity to plan for such an event. Our Parks Department does these sorts of events, but not
involving stormwater. I think a paddle event down the Neuse could be a great event.
o Maya: If one department doesn't have capacity to create a new event, you can just piggyback on a
Parks dept event and hand out CWEP materials. For instance last year Cary Parks Dept was doing a
tree giveaway and Marie had them include brochures about trees and stormwater.
o Marie Cefalo: Cary's March tree give away is happening during the Creek Week again!
• Samantha Bauer: Last year I liked how we all shared asynchronous resources as well (ex.we shared a video
series about water quality parameters).
• Deanna Rosario: I am considering organizing a collaboration with Carvers Creek State Park on Creek Week
activities, has anyone else had any experience with something like this?
o Laura:Yes, Deanna,We have partnered with Eno River State Park.They have often offered a themed
hike or program that we co-promote for Creek Week.
Sammy Bauer: Orange County is starting up our first creek week at the same time(folks in that group,well need to
adjust our dates).
Deanna: I am working on one in Spring Lake during that time frame too
• Education evaluation:
• We want to evaluate what folks are learning from direct education because we know that your permit reporting is
evolving. Historically we have just focused on the reporting AmeriCorps requires.
1) What is everyone's preferred pre/post question?
• Marie:What is stormwater?
• Sammy: Storm drains lead to streams?
• Mary Duffy(Zebulon):What happens to stormwater before it hits the natural waters? (Nothing!)
Adults will argue that it's treated!This continues to shock people.
■ Consensus that this should be the question
• As for how to ask the pre/post question:Caroline and Hannah to brainstorm best ways to conduct pre-and
post-surveys(hand raises, paper surveys, Kahoot quiz)and will share successes and failures!
2) Is it useful for CWEP to track effort as well as outcomes(ie,effort we spend reaching out to librarians,
teachers,etc.as well as events completed, learning outcomes?)
• Sammy, Laura: No—this is an internal workflow
• Heather Holley:Yes,this would be helpful—include in the annual report.We were asked for
documentation on who we reached out to in addition to who we presented to in our audit.Our
auditor might not ask the same questions,though.
3) Do you report on social media to DEQ?
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• Morrisville, Chapel Hill,and Spring Lake were asked about social media reporting during their audit
• Tony: Morrisville reports to DEQ on social media for their posts and CWEP posts
• Deanna: Spring Lake includes addresses to accounts in annual reports in addition to reporting reach
• Sammy: Chapel Hill is not sure exactly what they will report to DEQ until their SWMP is approved
• Mary:Zebulon reports both CWEP posts and any they create,though they share more than they create
• Heather: Carrboro includes digital file of posts in social media and include handles.They were asked about
this during audit since they included it in their report.
o Jennifer Mitchell confirmed this would be helpful
o CWEP could include links to digital files of social media posts in annual report
• Durham and Spring Lake use ArchiveSocial to track posts automatically, helps meet public record
requirements for social media
• Sammy:We can see reach of the post we shared, but not the total reach.Therefore it is still helpful for CWEP
to include this data in CWEP annual report.
1) Do you report on posts of CWEP's that you share?
• Yes,some do
• Several local governments use ArchiveSocial to be prepared for public records requests
Review of action items, next steps-Maya Cough-Schulze,TJCOG
• Meeting dates for 2022: Jan 11th,April 12th,July 12th, October 11th
MOUs: Multiyear or single year?
• Laura Webb Smith,Jennifer Mitchell, Heather Fisher,and Deanna Rosario are all in favor of multi-year MOUs
because it saves staff time
• Marie Cefalo and Shauna Haslem will check with their legal counsel to determine preference
• No one expressed disagreement
CWEP meeting preferences:
Virtual or in-person?
• Deanna, Sammy,and Shauna are not able to travel through their local government,virtual works best
• Jennifer Mitchell, Mary Duffy, Heather Holley like virtual option for workload purposes.
Preferred length?(current invite is 9:30-12;we wrapped up around 11am today)
• Carmela,Tony, Marie, Mary Duffy,Shauna, Sammy, Michael, Susan, Deanna all prefer for us to overestimate
CWEP meeting time so that we have time to catch up on other items
• Sammy says we could use extra time to have non-formal discussion as a group, or in breakout groups
• This could be optional as folks have time
CWEP RESOURCE SHARING CORNER
• Sammy:We have lots of info about stormwater pollutants, but not what they look out in the wild and when they hit
the waterways!This is the topic of a"spot the pollution"social media series that Chapel Hill may run in future
• Sammy: Please reach out if you have images of what pollutants look like before they reach the creek and/or
want to collaborate!
• Caroline: Feel free to reach out with social media ideas that you don't have capacity for-CWEP can help!
• Marie: Cary is developing 9 brief stormwater videos that will be ready early 2022 that we'd love to share in due
time.
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FY22 Q3 STEERING COMMITTEE MEETING4:51)
January 11, 2022
9:30 to 11:30am CLEAN EDUCATIONR
PARTNERSHIP
Location: Remote;Microsoft Teams
Attendance:
Susan Locklear, Town of Clayton Adriana Weber, Town of Leland
Monica Sarna, Town of Wake Forest Darrell Smith, City of Oxford
Lauren Neaves, Durham County Carrie Mitchell, Town of Wake Forest
Heidi Salminen, City of Creedmoor Jaquelyn Stannard, Town of Garner
Allison Weakley, Town of Chapel Hill Ike Archer, Town of Knightdale
Daniel Colavito, Town of Holly Springs Heather Fisher, Town of Hillsborough
Jennifer Mitchell, Town of Fuquay-Varina Stephen Wensman, Town of Smithfield
Meredith Stull, Durham County Jack Meadows, Town of Siler City
Catherine Deininger, Loves Creek Jessica Batten, Johnston County
Watershed (Siler City) Morgan DeWit, Chatham County
Philip Cox, Chatham County McKenzie Myers, Durham County
Phil Ross, AWCK (Town of Roxboro) Shauna Haslem, City of Fayetteville
Tony Victor, Town of Morrisville Carmela Teichman, City of Raleigh
Marie Cefalo, Town of Cary TJ Cawley, Town of Morrisville
Laura Smith, City of Durham Zach Pitts, Town of Holly Springs
Agenda items
Info item: Mass Media &Admin Updates
• Mass media updates:
o Remind all that restaurant posters available
• Pick up at office
• Caroline deliver when she comes to do an event
• Mail
• Stephen Wensman from Smithfield would like some posters sent in the mail
• More training materials and fact sheets available on Town of Chapel Hill website here
o "New" materials: Hannah has edited videos to 15 seconds for social media use; working on
breaking Spanish subtitled video into 30 second shorts; and pulling out sections of Chapel Hill's
restaurant video so that we could use these for mass media interspersed with HHW.
• Laura Smith says yes to Spanish shorts (15 seconds)
o Spring mass media recommendation: Go with new advertiser Outsource Media Solutions (OMS)
instead of CBC for same ROI but better customer service, reporting, new media (Google Display
ads, Facebook, Instagram.) Stick with Spectrum campaign running concurrently(has good
dashboard for reporting stats.)
• Clarification: New OMS services would just replace Capital Broadcasting for this year.
Radio and Spectrum mass media will still occur
• We will double check on what type of tracking OMS does (impressions, clicks, etc.).
Folks wanted to know if impressions is someone actually viewing the ad, or it just
showing up on their page—we will ask rep.
• Website traffic is also a helpful indicator and we will have a pixel put on CWEP
website with OMS services.
• No objections to going with OMS-several affirmations in the chat
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■ Allison Weakley shared that they are tracking social media for their stormwater plan/
audit so CWEP tracking is helpful
■ Phil Ross shared that social media counted for public outreach especially during
COVID counted for their audit.Auditors also looked at educational material on the
local government website
■ Jaclyn mentioned there was almost no mention of social media during their in-person
audit, but did share about it during self-audit afterwards
• Carmela mentioned that Facebook ads are pretty inexpensive and a good use of
funds for the return. They used them for Stormwater Art Contest last year
• Admin updates: Projected budget needs for the rest of this FY+ next
o Plan to allocate funds for sediment video next year
■ Fuquay used Amazing Studios-$20,000 for four 3 minute videos
■ Laura suggested Horizon (CWEP has worked with them in the past). Durham used them
for animated wetland videos and they were excellent. $12,500 for 1 minute animated
video
o Discussion of what fund balance we should aim to retain from year to year?
■ CWEP will plan to set aside $10,000 for an animated short video
Discussion: Sediment materials to create in FY23
o What would an effective video look like?
• Audience(s)
o Residents: cover your bare dirt
o Businesses
o Construction sites/development(I.e. contractors, developers, drivers, workers)
o Farmers
• Message content
o Soil health is a complicated topic, needs to be clear and informative
o Frame it from what people experience (I.e. construction silt fence, hay bales).
o How does sediment get created
o Explain why it's a stormwater pollutant
o Include who people can call to report issues
o Definition and Sources of Sediment,what it can do to aquatic life,Turbidity versus sediment
education,What construction sites are required to do
• Actual wording
o What can others do to prevent sediment?What can you do to prevent sediment?
o "keep it on site", could be paired with "keep stormwater where it falls"
• Cartoon or live-action?
o Can discuss thoughts/prefences at later meeting
• Cost estimates/ranges from your experience?
o See above suggestions from budget discussion
Info Items: Direct Education Updates & Next Steps
• Where has Caroline been, and where is she going?
O 1,127 reached tabling
O 244 reached during a longer educational event
O 1,371 reached total
O 7 programs scheduled for upcoming quarter
o On track to have at least one event in each local government this year!
o Please let Caroline know of any ideas for education events if you are not on the calendar
• Resource highlight: Water recreation map
o Found here on CWEP website ("Get Outside"tab)
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O 2 categories: direct water access(blue), and walkways/trails(green)
o At least one in each CWEP community, contact Caroline with any updates of parks to add to
the map
• Social media updates
o Macroinvertebrate series
O 15-second pollutant videos
• Regional Creek Week
o Virtual Stormwater 5k Run Off(hosted on Strava)
• Along with this, will have a litter clean up element and BioThon integrated for
participants
• If folks want to do an in-person 5k in their local government, along with this, that's
also an option. Laura suggested creating yard signs with Stormwater slogans that
could be posted periodically along the route
• People can run or walk! There will be all kinds of prizes available (not just related to
places)
O 16 participating municipalities in RCW-CWEP goal was 15, still time to join if you're
interested
o Next RCW planning meeting is January 20th from 1:30-2:30
Discussion: Interest in multiyear membership agreements
• Recommend a 3-year term for July 1, 2022-June 30, 2025 to reduce all of our admin burden
• No objections to this in the chat, several folks affirmed this decision in the chat
• Clarification: Everyone would still be invoiced annually
• Include language: "Automatically renews for a total of'3'years unless either party gives 90-day notice
prior to end of term."
• Reminder that Maya sent out cost share amounts to be invoiced next July for your budget discussions—
will resend
Discussion: HHW/FOG offerings
1. What kind of education and/or drop-off events do you do for HHW disposal or FOGs?
a. Fayetteville has a brochure related to these topics
b. Chatham County has been doing HHW drop offs during COVID. Put out signs along the
highway, paper ads. Usually well attended, especially in March when it's been a while between
drop-offs.
c. Morrisville: did a Green Day drop off event. Don't have a brochure, but posted about FOGs on
social media with good engagement
d. Fayetteville promotes the county HHW drop off when possible
e. Raleigh has this video on YouTube about HHW. Raleigh uses Wake County drop off sites for
HHWs
f. Chapel Hill uses Orange County drop off sites. No brochure, but info on website.
2. Does the types of HHWs that disposal facilities accept vary across local governments? Do they all
accept pesticides? (bridging priority pollutants)
a. Might be a question for waste management in each local government
Review of Action Items from last meeting:
All CWEP Partners:
• Contact Maya about interest in multi-year membership agreements
• Reach out to Caroline about scheduling direct education events
• Pollutant photos?
• Interest in a shared-access resource sharing folder?
o Yes, definitely interest in having a shared folder for resources
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o Sharepoint/OneDrive was majority vote, others suggested Dropbox
o Teams channel for file sharing—some may not be able to use Teams channels outside their
organization though
Action items from this meeting:
Meeting dates for 2022: Jan 11th, April 12th, July 12th, October 11th
Several CWEP Partners stuck around for informal discussion with others at the end of the meeting.
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FY22 Q4 STEERING COMMITTEE MEETING4,...
April 12,2022
9:30 to 11:30am CLEAN EDUCATIONR
PARTNERSHIP
Attendance:
Catherine Grimm-Tarboro Jaclyn Stannard -Garner Phillip Cox—Chatham County
Charles Brown-Cary Jennifer Mitchell—Fuquay Varina Sammy Bauer—Chapel Hill
Chelsie Philips- Kinston Marie Cefalo-Cary Monica Sarna—Wake Forest
Deanna Rosario—Spring Lake Eric Marsh - Rolesville Laura Smith- Durham
Meredith Gruber- Rolesville TJ Cawley- Morrisville Carmela Teichman—Raleigh
Heather Fisher- Hillsborough Morgan DeWit- Pittsboro Tommy Jones—Nash County
Heather Holley-Carrboro McKenzie Meyers—Durham Co Tony Victor- Morrisville
Heidi Salminen-Creedmoor Lauren Neaves—Durham Co Jessica Watkins—Wake Forest
Ike Archer-Knightdale Nick Nolte—Wake Forest Kevin Watson -Clayton
Jack Meadows—Siler City Phil Ross- Roxboro Zack Pitts—Holly Springs
Agenda items:
Mass Media Updates
- Restaurant posters are still available for pickup or delivery—contact us if you are interested
- You can share materials to the CWEP_Partners Listsery if you like
- 15 second English and Spanish HHW videos are currently running via mass media campaigns. Hannah edited
these down from our:30 videos and also created all sizes of still HHW ads.
- These are now available for any of you to use in future as well
- Spectrum and OMS are currently running our PSAs in zip codes covering all CWEP communities;these campaigns
run March-May/June
o OMS—Social media,sidebar,video ads, online banners, in-text, Google displays
o Spectrum—online&streaming TV
o We have 30& 15 second HHW videos in English/Spanish as well as stills for your use
o Clicks go to HHW Disposal &Stormwater Contacts page
- See slides for a snapshot of campaign performance to date!
o We are getting way more clicks to the CWEP website
o We expect to see a peak,then sustained engagement above the levels before our campaign
o We have already gotten nearly as much traffic in 2022 by April as we did in 2021 total
o Creating a variety of sizes, lengths, etc. of ads helps target specific attention span
o HHW is a very specific ask, provides helpful and actionable information
o Social Media update—click through rate is good
• Impressions,total#of times the ad is shown
• Clicks—clicked through to website
• High levels of impressions on Google Display ads
• Will have a report on TV and Radio by next Quarterly
o Streaming TV—143k impressions, approximately the same as last year
• Most people are watching the entire 30-second ad
• On many kinds of TV devices (Amazon,Apple TV, Roku, etc.)
• Higher than industry average
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Direct Education Updates&Next Steps
- Where has Caroline been,and where is she going?
o 7 visits in Q3,for a total of 455 people engaged
o Many visits in Q4—busy spring, Earth Month, & NC Science Festival
- 2022 Regional Creek Week Recap
o Share your data with us!
o Overall lots of momentum from partners and community alike
o Future virtual 5k has momentum,come to Creek Week wrap-up to discuss Strava,outreach strategies, &
more! https://www.when2meet.com/?15324949-cZbE5
o Sammy from Chapel Hill shared updates on OC engagement—physical 5k signs increased awareness,as
well as getting local running groups involved
- Social media updates and strategy discussion (if time allows)
Admin and Budget Updates and Reminders
- Upcoming MOU renewal,cost shares available
o Begin 3-year term this July
■ Need signatory(Town/County manager or Mayor)
■ Discuss how to incorporate fee schedule in text of agreement
• Cost shares change annually based on state-certified population numbers
• Check in with Maya on how the cost-share spreadsheet might impact MOU agreement
- Staffing updates
o Hannah has moved on
o Caroline will be on through AmeriCorps through July
o Maya is currently advertising for an AmeriCorps for next year to start in September
o We will have the typical 1-month gap in direct education coverage in August, between AmeriCorps
- See slides for budget overview and recommendations for next year
o FY23 budget recommendations:
■ Small contract with Caroline to train next AmeriCorps
■ Have new planner share CWEP supervisory roles/be trained by Maya (20%time on CWEP;
similar time/roles as Hannah this year)
■ Budget for more 6-fold flyers or other printing
Discuss Primary Sediment Message for FY23 Mass Media Campaign
Objective:Come up with one-sentence top message for the public to reduce sediment in runoff from their property
- TOP PRIORITY—30 second video for mass media use targeted to general public?
o Consensus verbally/in the chat
o Heather Fisher says there is a lot of misunderstanding in the public about sediment,concept of erosion,
as well as management—agreement in chat
o Useful questions to answer: How,why, mechanics,what to do,who is responsible
o Phillip Cox-Land disturbance, permitting, soil stabilization; keep it on site is applicable for everyone
o Sammy Bauer—clarify that it is the largest pollutant by volume,share examples of problem (visual);
focus on defining the problem
o Carmela Teichman—people don't understand sediment as a pollutant; keep message simple
o Ike Archer—clarification of natural erosion vs development-caused erosion
o Deanna Rosario—let people know they are losing money via erosion when their yard washes away
o Jennifer Mitchell—turbidity vs sediment, rules in place for construction
o Marie Cefalo—What is the call to action?
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o Laura Webb Smith—Define the problem,show the correct action
o Maya: We can do this visually in the video as well as in words, since it's short
o Kevin Watson—"Keep it out of the street and out of the creek"
o Eric Marsh "cover it to keep it"
o Sammy Bauer"If it's on the street it's in the creek" (more applicable than just sediment)
o Heather Holley"cover it to keep it out of the streets and creeks"
o Charles Brown—Issues are often with small contractors, landscapers doing work on private property on
o Jennifer has footage that she could share
o Laura Smith has an early draft of a graphic
o Caroline-SOS—Save Our Streams—keep Soil/Sediment On Site!
o "Keep it on site"could be the call to action—broadly applicable
- Maya:What I'm hearing is we should define the problem &offer a high-level "what can you do" message
- Separate from this 30-second video, in-depth materials can be created for specific audiences (social media, etc)
- We need a videographer this summer to begin creating the video for winter/spring mass media campaigns.
o Live action or animation?
■ More interest for live action in the chat
o Sammy could provide context on production—people may connect more when they recognize a
place/thing
■ Permissions about property,video release, etc. are more hoops to jump through
o Maya: If we can lean on partners for some footage,we may be able to create live action at lower cost
o Fuquay-Varina used Amazing Studios for live action (they also made our cartoon videos,so we know
they can do either)
o Cary used Digital P for their new video series
Discuss Outreach Tracking for Nutrient Rules& MS4 Permits
- What consistent things does DEQ wants tracked for both Neuse/Tar-Pamlico and MS4 outreach?What'best
practices'should everyone record?
o Outreach materials distributed,topics covered, number of people reached,what else?
o Carmela: It is helpful how you send out information in CWEP newsletter—It would be great of be able to
copy these into my tracking spreadsheet
■ Caroline: I can include numbers in the body of the email for ease of harvesting information
when I send out the newsletters
Review Action Items, Next Steps
- Meeting dates for the rest of 2022:July 12th, October 11th
- Let Maya know if your MOU Signatory has changed (name/title)
- Input on including fee schedule in MOU—whether this would confuse signatories or make us have to revise the
MOU with a new fee schedule annually, since it changes slightly each year
- Whether you would like to attend in-person July Quarterly meeting
o Carmela Teichman, Phil Ross,Jennifer Mitchell, Marie Cefalo, potentially
o Remote option still appreciated
- Creek Week Wrap-Up meeting(https://www.when2meet.com/?15324949-cZbE5 )
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• • Triangle J Council of Governments helped Local Government Partners
establish the CWEP program in 2001. Since then, TJCOG has provided
management and technical support for CWEP.
it-..Lat.. Learn More and Connect With Us:
[phone] https://nc-cleanwater.com/
[e-mail] https://www.facebook.com/NCcleanwater/
[e-mail] https://instagram.com/CWEP NC
https://twitter.com/CWEP NC/
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