NCS000559_MS4 Annual Report (2024-25 FY)_20241031 (2)

4
Clean Water
Education Clean Water Education Partnership Annual Report
Partnership
Fiscal Year: FY24 (7/1/2023 - 6/30/2024)
Report Date: 8/29/2024
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Clockwise from top left: South Granville High School, Nashville Eggciting Saturday, Wayne County
Public Library,Edgecombe County Public Library,Lake Crabtree Park,Havelock National Night Out
Prepared by:
Pa Ba Senior Water Resources Planner Austin Duncan, Stormwater Education Coordinator
Central Pines Regional Council AmeriCorps NC—Resilience Corps '23 -'24
[e-mail]
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AmeriCorps
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TABLE OF CONTENTS
ACRONYMS AND ABBREVIATIONS VI
EXECUTIVE SUMMARY VIII
1.0 CWEP FISCAL YEAR 2024 ACTIVITY SUMMARY 9
1.1 NEW CWEP EDUCATIONAL OFFERINGS WITH PARTNERING ORGANIZATIONS
9
1.2 CWEP MASS MEDIA CAMPAIGN ACCOMPLISHMENTS 10
1.2.1 New Media Created in FY24 10
1.2.2 OMS Spring Vehicle Maintenance Digital Campaign 11
1.2.3 OMS Spring Vehicle Maintenance Radio Campaign 14
1.2.4 Spectrum Spring Public Outreach Campaign —TV/Streaming 16
1.2.5 La Noticia Campaign 18
1.2.6 Overall Mass Media Campaign Values 20
1.3 CWEP DIRECT EDUCATION AND OUTREACH ACCOMPLISHMENTS .... 22
1.3.1 Public Education and Outreach 22
1.3.2 Education and Outreach in Environmental Justice Communities 24
1.3.3 Regional Creek Week 25
1.3.4 Social Media Outreach 28
1.4 CWEP STEERING COMMITTEE ACTIVITIES 29
2.0 PROGRAM FINANCIAL INFORMATION 29
2.1 CWEP PARTNERS AND COST SHARES 29
2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY24 31
2.3 CWEP APPROVED ESTIMATED FY25 BUDGET 33
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TABLES
Table 1: Spectrum Television Campaign Overview 17
Table 2: FY24 Overall Mass Media Campaign Values 20
Table 3: FY24 Estimated Impressions by CWEP Partner Jurisdictions 21
Table 4: FY24 In-Person Direct Education Events 23
Table 5: FY24 CWEP Resources Distributed to Partners 24
Table 6: Regional Creek Week Event Participation 27
Table 7: FY24 Social Media Reach 28
Table 8: CWEP FY24 Cost Shares 30
Table 9: FY24 Financial Report 31
Table 10: Projected FY25 CWEP Budget 33
FIGURES
Figure 1: FY24 Local Government Partners Participating in CWEP 10
Figure 2: Updated Video with New CWEP Logo 11
Figure 3: Example of Shared Social Media Digital Still Ad 13
Figure 4: Example of Shared Social Media Banner Ad (horizontal) 13
Figure 5: Example of Shared Social Media Banner Ad (vertical) 14
Figure 6: CWEP Radio Campaign Scripts 16
Figure 7: Spectrum TV Streaming Campaign Overview 17
Figure 8: La Noticia Newspaper Ad 18
Figure 9: NC Environmental Justice Communities Visited 24
Figure 10: Creek Week Logo 25
Figure 11: Regional Creek Week Metrics 26
Figure 12: Creek Week Social Media Feed 28
APPENDICES
Appendix A: CWEP Newsletters
Appendix B: Vehicle Maintenance Poster (English & Spanish)
Appendix C: FY24 OMS Vehicle Maintenance DIGITAL Campaign Report
Appendix D: FY24 OMS Vehicle Maintenance RADIO Campaign Report
Appendix E: FY24 Spectrum Vehicle Maintenance TV/STREAMING Campaign Report
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Appendix F: Quarterly Steering Committee Meeting Minutes
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ACRONYMS AND ABBREVIATIONS
CPC Cost Per Click
CPRC Central Pines Regional Council (formerly Triangle J Council of Governments)
CPM Cost Per Thousand
CTNC Conservation Trust of North Carolina
CTR Click Through Rate
CWEP Clean Water Education Partnership
DMA Designated Market Area
EJ Environmental Justice
FY Fiscal year (FYs run from July 1 to June 30 and are numbered by the year
they end in)
Geos Main Geographical Areas
Meta Facebook and Instagram
MOU Memorandum of Understanding
NCDEQ North Carolina Department of Environmental Quality
OMS Outsource Marketing Solutions
Partner CWEP Partner Government
Program CWEP program
PSA Public Service Announcement
RCW Regional Creek Week
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Spectrum Spectrum Reach
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Clean Water
Education
Partnership EXECUTIVE SUMMARY
The Clean Water Education Partnership (CWEP) is a program of Central Pines Regional Council
(CPRC), formerly Triangle J Council of Governments. CPRC 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 CPRC and is governed by a Steering Committee that
is composed of representatives from each Partner jurisdiction or agency. At the end of FY24,
there were 42 local government partners in CWEP. In FY24, 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. CWEP's FY24
vehicle maintenance mass media campaign had 14,509,566 impressions throughout
the CWEP partner areas.
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1.0 CWEP FISCAL YEAR 2024 ACTIVITY SUMMARY
In FY24, CWEP continued to provide stormwater education through both in-person and virtual
education methods using similar mass media outlets as in previous years, advertising via digital
and streaming platforms, updating video clips, radio broadcasting and building on previous years
direct stormwater education and outreach. In person CWEP Partner visits occurred in many forms
including classrooms, after-school programs, and festivals. In FY24, CWEP held its fourth-annual
Regional Creek Week engaging over 3,500 people.
Local governments that participated in the CWEP in FY24 are shown within the map on the
following page (Figure 1). CWEP membership agreements now include a 3-year Memorandum of
Understanding (MOU) that was created in response to North Carolina Department of
Environmental Quality (NCDEQ) Stormwater and Nutrient Strategy staff recommendations. These
MOUs detail the specific education and outreach items CWEP provides to Partners and will help
with stormwater public education and outreach requirements and audit documentation for those
regulated CWEP communities that will need to be implementing local programs under the
stormwater rules and regulations.
. The CWEP partner newsletter, The Drip, was
renamed to The Drop for FY24. The newsletter
The Drop
offers updates to Partner organizations
Clean Water Education Partnership Newsletter throughout the year (Appendix A).
1.1 NEW CWEP EDUCATIONAL OFFERINGS WITH PARTNERING ORGANIZATIONS
FY24 was a great year for continuing growth of the program as well as deepening existing
relationships and educational efforts. Austin Duncan served as the CWEP AmeriCorps
NC/Resilience Corps service member for the year and continued existing programming through
direct education and social media. CPRC is able
to host this service member thanks to a Do You Love to i DEQ
Teach About
4�
partnership with the Conservation Trust of North Participants will re
Water? •Water Education Support
Carolina (CTNC) who administers the AmeriCorps •Lesson Plans
We're recruiting our •Instructional Kits
Fall NC Stream Watch •NC Stream Watch Training
NC/Resilience Corps program. The main addition Educators Group and
you're invited! ,e. ^ _.-A
to CWEP's educational programming was the , p, = - rP0 J
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reintegration of Stream Watch NC Programming. As a member of the inaugural NC Stream Watch
Ambassadors cohort, Austin tested a new stream watch curriculum in partner communities. The
curriculum has been archived in CWEP's program files and can be expanded upon in future years.
Figure 1:C FY24° lorceeadlm.::G :
ernment Partners Participating in CWEP
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Marlsville Raleigh .ulon
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Chatham HollySchs05.Clayton '' '
�or.(•.Smithfield
oBenson Goldr,boro
Kinston
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,Fayetteville New Bern
.,Hope Mills
Havelock
Leland
1.2 CWEP MASS MEDIA CAMPAIGN ACCOMPLISHMENTS
1.2.1 New Media Created in FY24
CWEP's mass media programming reached 14,509,566 impressions via a new mass media
contract with a combined effort from Outsource Marketing Solutions (OMS), Spectrum Reach
(Spectrum) and La Noticia. Mass media offerings in FY24 were expanded to include new vehicle
maintenance materials, like educational videos, digital banners and posters, that were tailored to
perform best on different advertising and social media platforms. Each partner was given an
electronic copy of the Vehicle Maintenance Poster for distribution (Appendix B).
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In FY24, the CWEP partners stormwater public outreach efforts were focused on vehicle
maintenance. The primary goal of the vehicle maintenance campaign was to include messages
that emphasized both personal responsibility and easy, everyday solutions. CPRC staff and mass
media contractors worked together to revise an existing educational video previously created by
Amazing Studios on the subject, and updated the video with more inclusive animation. A Spanish
translation with Spanish subtitles was created as well. The 30 second video was updated alongside
a vehicle maintenance landing page that served to promote education and action on the subject.
The landing website supplemented the vehicle maintenance video (Figure 2) with additional
information about local resources and other ways to practice sustainable vehicle maintenance.
Figure 2:Updated Video with New CWEP Logo
el! The vehicle maintenance video created
4 by Amazing Studios explained ways in
- which fluids from vehicle maintenance
can enter runoff and pollute local bodies
Clean Water
Education of water. It then suggests a few best
Partnership
practices that can help people maintain
NC-CLEANWATER.COM/VEHICLE-MAINTENANCE their vehicle in water-conscious ways.
1.2.2 OMS Spring Vehicle Maintenance Digital Campaign
OMS was contracted to perform the FY24 Spring Vehicle Maintenance Public Outreach
Campaign. This eleven - week campaign delivered over 7 million digital impressions and
over 5,900 clicks to the website for more information. Figures 3, 4 & 5 show examples
of social media ads shared during the campaign. The targeted geography covered all
CWEP partner local governments. The main geographical areas (geos) included Benson,
Goldsboro, Havelock, Kinston, Leland, Nash County, Orange County, Oxford, Raleigh,
Roxboro, Fayetteville, Siler City and Tarboro. Each main geo covered a 25-mile radius to
include the smaller areas. Advertisements were shown on Meta-based social media
platforms, Facebook and Instagram, along with YouTube, Nextdoor, and Amazon. Refer
to Appendix C for a detailed FY24 Vehicle Maintenance DIGITAL Campaign Report.
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A combination of social media and internet Display Networks were used to effectively
distribute the primary message to targeted users in the CWEP partner local governments
footprint. Two objectives were utilized in social media.
1. The reach or awareness (impressions) objective is designed to reach the most
people in your target regardless of their online interest or behaviors. It has shown
to be successful in delivering the most messages
2. The traffic or engagement(clicks) objective is designed to send users to a chosen
destination, usually a website or app. This objective was used to reach people who
have an interest and/or behaviors related to environmental issues. We estimated
the message would be more relevant and would trigger these users to visit the
website for more information.
In social media, the Meta (Facebook and Instagram) targets had the most impressions at
3,864,920. Area 1 (Raleigh/Durham/Fayetteville) had the most impressions for
Meta/Instagram with 575,731. Though Amazon had only 2,498,279 impressions, it had
the most click throughs at 2,353. On this platform, the male demographic had the most
clicks at 726 followed by the lifestyle target "Having a vehicle," which had 604 clicks.
YouTube was used to reach younger audiences in the 18-44 age range. About, 405,308
impressions were made on YouTube. The 25-34 age group had the most impressions on
YouTube at 59,441. Forty one percent (41%) of viewers watched the advertisements in
full. Nextdoor targeted homeowners over the age of 35, and by the end of the campaign
over 330,000 impressions were made.
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Figure 3: Example of Shared Social Media Digital Still Ad
PROTECT
O _ , • AT mkt immo
Never allow pollutants like motor oil /// /
and soap to enter our storm drains.
Contact your local municipality to learn how
to dispose of them properly. � J f
LEARN MOR
Figure 4:Example of Shared Social Media Banner Ad(horizontal)
PROTECT
� �/Acii!� - �
till,' :ay d I •
Never allow pollutants like _
motor oil and soap to enter ..WYit':.i-3.sMal
our storm drains.
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Figure 5:Example of Shared Social Media Banner Ad(vertical)
PROTECT ���//
OURWATR ( f ,/
1
L O
Never allow pollutants like L
motor oil and soap to enter • Th
our storm drains.
-' —a
-;.
IL
18112/ /.
•
PROTEJE
Cuando lave su automovil,slempre deseche
de los contammantes adecuadamente.
Utilice un lavado de autos comercial.
CM=
1.2.3 OMS Spring Vehicle Maintenance Radio Campaign
OMS was also contracted to perform the FY24 Spring Vehicle Maintenance Public Outreach
Campaign through broadcast radio. Over a 12-week period from April 15, 2024, to June 30, 2024,
164 radio ads were played across 3 geographies in North Carolina with a reach of 314,969
individuals. Geography 1 included: Raleigh, Durham, Butner, Creedmoor, Durham County,
Fayetteville, Fuquay-Varina, Garner, Hillsborough, Knightdale, Johnston County, Morrisville,
Orange County, Oxford, and Pittsboro. Geography 2 included Wayne County, Goldsboro,
Havelock, New Bern, and Kinston. Geography 3 includes Leland. Ads were played on WRAL,
WQDR, WYMY, WQOK, WIKS, WSFL, WNTB. To improve the efficiency of the campaign, ads were
run exclusively on the weekend to take advantage of lower prices. Thus, more ads could be
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played while adhering to the budget. In addition, the ads were targeted to those who conduct
vehicle maintenance on the weekends. The Raleigh/Durham/Fayetteville area (Geo #1) had the
highest estimated reach at 75%. Refer to Appendix D for a detailed FY24 Vehicle Maintenance
RADIO Campaign Report.
In terms of individual radio performance, WQDR had the highest estimated reach at
158,721. Of note, WYMY, broadcasting to Spanish Speaking audiences, reached 51,449
listeners. For this campaign, 2 radio scripts were produced for the campaign. The first
focused on car washing while the second focused on oil changes. Both scripts were 30
seconds long and were broadcast 50% of the time (Figure 6).
A •' ':jC1i* 94.7_,DRiZff1115x • Fm. WSFL
:1� 01.5 3
iNf IEEi MOCi.
WRAL-FM Hip-Hop and R&B
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Figure 6:CWEP Radio Campaign Scripts
Creative
SOLUTIONS
Radio--
Ad Name:Vehicle Maintenance-Car Washing
Ad Name:Vehicle Maintenance-Oil Change
Length:30 sec Instructions:Run 50%
Length:30 sec Instructions:Run 50%
SFX:[Background sound of rain and thunder fades in-
remains for most of the ad] SFX:[Background sound of rain and thunder fades in-remains for most of the
'When it rains,stormwater runoff can carry pollutants from ad]
our streets straight into our waterways. "When it rains,stormwater runoff can carry pollutants from our streets straight
Did you know that vehicle maintenance can play an into our waterways.
important role in preventing stormwater pollution?" Did you know that vehicle maintenance can play an important role in preventing
SEX:[Sound of a car engine retying] stormwater pollution?"
"Start by practicing proper car washing techniques. Use a SFX:[Sound of pouring oil]
commercial car wash or wash your car on grass or gravel to When it's time for an oil change,recycle used oil.Never dump oil down the storm
filter dirty water.Avoid washing your car in the driveway drain or on the ground.Use a recycling center or a certified collection facility."
where soap and grime can flow into storm drains." SXF:[Sound of rain subsides]
SEX:[Background sound of calm water flowing] "Let us keep our streets clean and our waterways healthy.Together,we can
"Let us keep our streets clean and our waterways healthy. make a difference."
Together,we can make a difference." SFX[Background sound fades out]
SFX[Background sound fades out] TAG:Powered by the Clean Water Education Partnership.nc-
TAG:Powered by the Clean Water Education Partnership." cleanwater.com/vehicle-maintenance/
Learn more at nc-cleanwater.com/vehicle-maintenance/ cleanwater.com/vehicle-maintenance/
1.2.4 Spectrum Spring Public Outreach Campaign —TV/Streaming
Spectrum Reach (Spectrum) was contracted to perform the FY24 Spring Vehicle Maintenance
Public Outreach Campaign using television (cable) and streaming platforms. The use of television
and streaming devices in addition to the social media platforms allows for people to see ads more
often which in turn increases the chances of CWEPs messages being received and engaged upon.
Spectrum ran the vehicle maintenance video over a 12-week campaign period from April 1, 2024,
to June 30, 2024. This campaign delivered over 5.4 million impressions over the CWEP
jurisdictions with high video completion rates between 70 and 90 percent as well as high
frequency rates (Table 1). The frequency rates (the number of times the video was seen) ranged
from 3 to 10 times during the 12-week period.
Spectrum ran the vehicle maintenance video on cable television for the 12-week vehicle
maintenance campaign period. The advertisement was aired over 4,000 times across 35 networks
for an estimated 6,062,080 impressions. Spectrum also ran CWEP's vehicle maintenance focused
video via streaming networks like Roku, Apple TV, Fire TV and Chromecast, across CWEP Partner
communities. Over the three-month period, 569,811 impressions from streaming devices were
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delivered (Figure 7). Refer to Appendix E for a detailed FY24 Vehicle Maintenance TV/STREAMING
Campaign Report.
Table 1: Spectrum Television Campaign Overview
Impressions Reach Frequency
Raleigh DMA 5,234,114 71.31% 3.48
Greenville DMA- Morehead 139,255 89.20% 9.20
•
Wilmington DMA-Shallotte 118,930 85.48% 6.83
Figure 7:Spectrum TV Streaming Campaign Overview
Multi-Screen Campaign Overview spectrunv
REACW
April 1, 2024-June 30, 2024
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Delivered
98 74%
Impressions Delivered Video Completion Rate
SPECTRUM inin1i� I/ ip
MSNBC ®
ci*ii PLUTO° nick wone
Top Devices by Impressions Top Networks by Impressions
2% 1% Network Impressions Contribution
���?�', Spectrum News 147,033 25.57%
1% MSNBC 44,567 7.75%
10% 4% 2%
Fox News 30,055 5.23%
63% ID 27,841 4.84%
1»c CNN 20,333 3.54%
Pluto TV 14,301 2.49%
Nick 11,656 2.03%
•Roku •XUMO TV TV ONE 11,286 1.96%
•Samsung Smart TV •Connected TV USA 10,517 1.83%
•FireTV •Android
•Browser •Apple TV
10,402 1.81%
iv II
• Almost 570,000 Streaming TV impressions delivered in 104 zip codes around the
Raleigh/Durham DMA,and coastal regions with over 98%completion rate to date.
• Excellent viewer-penetration in inner-city Raleigh,Fayetteville,Havelock,and Wilmington
areas
Source.internal proprbtary data en nudlencerrak
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1.2.5 La Noticia Campaign
In FY24, CWEP continued advertising in the Spanish-language newspaper La Noticia.
They ran a 1/4 page ad for 10 weeks in La Noticia printed newspaper and 10 weeks as a
banner ad on Lalloticia.com. La Noticia newspaper has a reach of 86,250 readers per
week, yielding an estimated 862,500 print readership impressions in the 10 weeks that
the campaign lasted. In Lalloticia.com there were 170,000 impressions total during the
10 weeks campaign resulting in 17,000 impressions per week. Total estimated reach for
the La Noticia Campaign was 1,032,500 (Figure 8).
Figure 8: La Noticia Newspaper Ad
PROTEJE
NUESTRA AGUA
Nunca permita que contaminantes como aceite de motor y
jabdnes detergentes entren en nuestros desagUes publicos.
Contacte su municipio local para saber como deshacerse de
ellos correctamente.
J 1V
//L-_
/,. 1/. . .
SJ
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1.2.6 Overall Mass Media Campaign Values
Total costs and values (as measured by number of impressions) of all mass media outlets are
summarized in the table below. The FY24 Vehicle Maintenance Campaign has by far exceeded
previous years'public outreach numbers. Over 14.5 million impressions were reached as a result
of the campaign through a massive multi-media campaign approach for a total cost of $94,570
(Table 2). CPRC staff facilitating the CWEP program continue to explore ways of assessing and
fostering public behavior change through both direct education and mass media efforts.
Table 2: FY24 Overall Mass Media Campaign Values
Media Type Specific Media Number of Cost of Impression
Campaign Impressions Campaign Cost per
Provider
Spectrum TV Streaming 569,811
Cable TV 5,492,269
Total Spectrum 6,062,080 $39, 814 $.0066
OMS Digital 7,100,017
Radio 314,969
Total OMS I 7,414,986 $39,456 $.0053
La Noticia Print Newspaper 862,500
Lanoticia.com 170,000
Total La Noticia 1,032,500 $7,000 $.0068
Amazing Vehicle Maintenance n/a $8,300 n/a
Studios Video
GRAND TOTAL 14,509,566 $94,570 $.0065
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Table 3:FY24 Estimated Impressions by CWEP Partner Jurisdictions
Approximately 14,509,566 impressions
Partner Population'for FY24 Impressions
were delivered within the CWEP partner
Town of Apex 61,446 395,703
Town of Benson 4,080 26,275 jurisdictions for a total investment of
Town of Butner 8,422 54,23E
Town of Carrboro 21,233 136,737 $94,570 for an average per-impression cost
Town of Cary 177,716 1,144,463- of $0.0065. As shown in Table 2, CWEP's
Town of Chapel Hill 53,209 342,658 _
Chatham County 60,970 392,637 mass media resulted in approximately 6
Town of Clayton 28,188 181,526
City of Creedmoor 4,912 31.633 _ times the number of impressions than there
City of Durham 287,074 1,848,712
Durham County 36,631 235,898 are people living in the region. This
__
City of Fayetteville 193,955 1,249,040
Town of Fuquay-Varint 36,017 231,944 illustrates how delivering CWEP s
Town of Garner 32,332 208,213 stormwater quality messages via multiple
City of Goldsboro 33,723 217,171
City of Havelock 17,762 114,384 _ mass media methods makes the messages
Town of Hillsborough 9,601 61,829
Town of Holly Springs 43,269 278,646 ubiquitous across the region, and an
Town of Hope Mills 18,067 116,349 _
Johnston County 160,936 1,036,403 important way to promote widespread
City of Kinston 19,749 127,180 _ understanding and engagement. Note that
Town of Knightdale 19,674 126,697
Town of Leland 25,313 163,012 Table 3 was created as an estimate of
Town of Morrisville 31,464 202,623 Nash County 41,375 2664 _49 _ impression distribution to partner
Town of Nashville 5,729 36,894 City of New Bern 32,337 208,245 _ communities based on current population
Orange County 55,240 355,737 statistics and percentages along with total
City of Oxford 8,691 55,969 _
Town of Pittsboro 4,627 29,797 campaign impressions.
City of Raleigh 462,140 2,976,109
City of Rocky Mount 54,429 350,514 I
Town of Rolesville 9,894 63,71E
City of Roxboro 8,183 52,697
Town of Slier City 7,699 49,580
Town of Smithfield 11,710 75,411
Town of Spring Lake 11,735 75,572
Town of Tarboro 10,535 67,844
Town of Wake Forest 48,766 314,045
Wayne County 76,130 490,265
Town of Wendell 10,694 68,868
Town of 2ebulon 7,436 47,887
Total 2,253,093 14,509,566
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1.3 CWEP DIRECT EDUCATION AND OUTREACH ACCOMPLISHMENTS
1.3.1 Public Education and Outreach
From September 2023 to June 2024, CWEP conducted 33 direct education visits in-
person, totaling approximately over 2,830 people reached. In terms of resource
distribution, about 2,965 physical giveaways (brochures, stickers, grease lids, and flyers)
were distributed at tabling events and directly to partners throughout the year. Table 4
shows a breakdown of in-person direct education by CWEP Partner, associated event and
estimated number of people reached. Table 5 shows a breakdown of printed materials
distribution and sharing by CWEP Partners.
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Table 4: FY24 In-Person Direct Education Events
limner Event Title/Location Type of Outreach #of People Reached
Apex Apex Track Out Camp School Visit 23
Apex Apex Track Out Camp School Visit 25
Benson Christmas Tree Lighting Tabling 70
Butner Butner Summer Festival Tabling 135
Chapel Hill Haunted Hill Tabling 700
Creedmoor South Granville High School School Visit 83
Creedmoor South Granville High School School Visit 80
City of Durham DPS Hub Farm School Visit 50
City of Durham Durham Earth Day Tabling 150
Durham County Museum of Life and Science Tabling 30
Durham County South Durham Farmers Market Tabling 30
Fuquay-Varina Lincoln Heights Elementary School School Visit 14
Garner Creech Road Elementary School School Visit 73
Goldsboro/
Wayne County Wayne County Public Library Library Visit 25
Havelock National Night Out Tabling 127
Hillsborough/
Orange County Earth Evening Tabling 100
Holly Springs Holly Springs High School School Visit 100
Hope Mills Hope Mills Library Library Visit 35
Johnston County Kenly Public Library Library Visit 21
Kinston Neuse Headquarters Library Library Visit 25
Leland Brunswick County Library Library Visit 25
Morrisville Lake Crabtree Park School Visit 17
Morrisville Western Wake Farmers Market School Visit 33
Nashville/
Nash County Spring Fling Fest Tabling 250
New Bern Mumfest Tabling 100
Oxford Thornton County Public Library Library Visit 5
Pittsboro/
Chatham County Pittsboro Earth Fest Tabling 35
Rocky Mount Parks and Recreation Summer Camp School Visit 107
Roxboro North End Elementary School School Visit 75
Smithfield Smithfield Middle School Stream Watch 2
Tarboro Edgecombe County Library Library Visit 60
Wake Forest Envision Science Academy School Visit 86
Wendell Wendell Harvest Festival Tabling 143
Zebulon Deck the Hallz Tabling 104
Total 2938
Highlighted Light Blue NC DEQ Environmental Justice Community
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Table 5:FY24 CWEP Resources Distributed to Partners
Partner Type of Outreach Type of Resource #of Print Resources
Resource Sharing while Brochures,
Regional Tabling Posters,Stickers, 1700
Creedmoor Resource Sharing Brochures 60
Havelock Resource Sharing Restuarnat Posters 30
Holly Springs Resource Sharing Brochures 100
Knightdale Resource Sharing Brochures 350
Oxford Resource Sharing Stickers,Brochures 400
Raleigh Resource Sharing Brochures 250
Smithfield Resource Sharing Brochures 75
Total Resources Distributed 2965
1.3.2 Education and Outreach in Environmental Justice Communities
CWEP continues to focus on Environmental Justice Communities of Historically
Underserved Populations as identified in NC DEQ's Community Mapping System for
education and outreach efforts. In FY24, CWEP reached students in the following NC Title
1 schools: South Granville High School, Lincoln Heights Elementary School, Creech Road
Elementary School, North End Elementary School, and Envision Science Academy. Other
Roanoke Moyock.
9 5 Rapids z58 direct education efforts
r
Henderson
Ahoskie Elizabeth City reaching people in
� _ � Hertford
o
3 environmental justice
Durham Edenton
° Wake rest
Rockvvlount
Chapel Hill V Williamston o ea communities included visits
9 o ReIQh Tarboro ba Plymouth
+ Wilson to: Benson Christmas Tree
0IQ A Garnerayto Cal Greenville
Cl Washington Belhaven
ali Dm
es 0 Golc9oro 13
Ki8on Public Library, Havelock
° Fi
,es m NewBern Ocraa_ National Night Out, Hope
eFa�tteville ®
1opeMill0 Go IeM Ma Croataly Mills Library, Neuse
g y Maps National Forest
fins
Figure 9:NC Environmental Justice Communities Visited Headquarters Library, Lake
Crabtree Park, Nashville
Eggciting Saturday, Mumfest, Pittsboro Earth Fest, Rocky Mount Parks and Recreation
24

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Summer Camp, and Edgecombe County Library. The communities are referenced on the
Figure 9 map and are highlighted in light blue in Table 4.
1.3.3 Regional Creek Week
From March 16-23, 2024, CWEP hosted the fourth annual
Regional Creek Week (RCW). Six monthly planning g * `'
s
meetings for RCW occurred from November 2023 — April CWEP REGIONALrJ'' i
2023. Partners contributed time and expertise for the ,,_ ;- . R E C IN ..
RCW planning, and this year built on the successes of i
`, �CE E Kr� v vthe two prior years. Partners hosted at least one in- r ., -
r March 16-March 23 4 L'il
person or virtual event or participated in amplifying 'l i, iii
CWEP's regional events during the Regional Creek Week ' l'�j 1 + ! . ;�111 l�'k
celebration. This collaborative effort allowed local Figure io: Creek Week Logo
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 complete list of events, an event calendar, a list of participating Partners, and
a description of Creek Week and its mission. About 3,503 people were engaged directly
in Creek Week events, including walks, litter cleanups, storm drain marking, competitions,
invasive plant removal workdays, and much more (Figure 11). A press release about RCW
2024 was drafted and widely distributed, and a Creek Week Proclamation Template was
provided for those communities who enjoy using RCW to emphasize these efforts during
a more formal event like a Council meeting or Board meeting. RCW outreach impact
participation and events are summarized in Table 6.
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Figure 11:Regional Creek Week Metrics
ni
3,508 14,312 • 654
•
People engaged Pounds of trash • Stormdrains
picked up marked
(....
L 2) 1_1:_ -110 ilk
36 n. 15,562 • 761
• -• •
Posts made on • Social media • Accounts engaged
social mediaL.
impressions through social
media
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Table 6:Regional Creek Week Event Participation
Partner Event Title/Location #of People
Chatham County Virtual Programming 143
Chatham County In-person Programming 328
Chapel Hill In-person Programming 1,218
CWEP Wandering Water Map 30
City of Durham Litter Clean-ups 427
Durham County Durham County Trivia 100
Durham County Durham County Musuem of Life Sciences 100
Holly Springs Litter Clean-ups 20
Knightdale Story Walk&Library Events 607
Knightdale Litter Clean-ups 26
Leland Storm drain Clean-up 7
Morrisville In-person Programming 150
Rocky Mount Rocky Mount Trivia 48
Rocky Mount Tar River Clean-up 6
Rocky Mount Cowlick Branch Clean-up 22
Rocky Mount Library Outreach 50
Rocky Mount Business Services Outreach 50
City-led Stream Clean-up (Southgate
Raleigh Tributary) 29
Raleigh The Great Raleigh Clean-up (Simms Branch) 20
Volunteer-led Stream Clean-up (Turkey
Raleigh Creek) 3
Volunteer-led Stream Clean-up (Walnut
Raleigh Creek) 5
Volunteer-led Stream Clean-up (Crabtree
Raleigh Creek) 3
Raleigh Rain Garden &Rain Barrel Workshop 9
Wendell East Wake High School Education Outreach 20
Wendell Community Center Track Out Camp 14
Wendell Little River Litter Sweep 24
Pittsboro Water Story Time 3
Pittsboro Incredible Journey 7
Pittsboro Paint a Fish 9
Orange County Stream Clean-up 25
Total 3,503
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1.3.4 Social Media Outreach
Preceding Creek Week, CWEP made a
Yard Waste DrinkingStormwatcr
Regional creek week 2024
general awareness post advertising the Regional
Water eglonal crock\week 2024 Control Measur-es
_ - RegErlal Ccck 1\ h 3I24
event as well as the Wandering Water 1111111FPCP4
Map, the CWEP Regional photo map which
R x: pphµ'nml nM (lu len f- T �-nternMw4i ., . urexdr&pnca
encouraged people to submit a photo of ° K °� ' " h::°�a:e
VmVrnr asVm arawaxrel nn rears.me wm.uvr alnhen o-nmaam. p°ax a°nn.mer n.aax.n°rneml°a renn.aa
emlminn lnvgra ln. nrwaler nna o-enlea nlnwnlero-eam mvwb. nnnrnu°nhaxu,xnr°.nexanlplex.
their favorite body of water. Storm Drains Creeks.Streams. Watersheds
&Rivers
Regbnal U ed.U I;2024 Regional Creek\\rl1_ro21
Regional Creek U'eek 2024
During 2024 RCW, CWEP posted a series -
of social media posts focusing on the «_
uutcrshule crock,and Strla1IIS
Ilat110 WWI I he Clew X,.Education YerIntrslAy hwludes
ordinary ways in which water connects us. „,r, m ° = ==== a=Zt °Tma °
V Minn.nna r.ure xer hxxx Jnxn ilr beN. P°Ilulra Ne°w.,uvre°m areas. enllrely.NAM.North lsrolinn.
This topic was decided by CWEP partners Watersheds Clean Water Education Pertnersh!
Regional Creek I 4 Wandering •^# F "
to more closely hone in on the RCW theme Water Ma CWEP REGIONAL
"Water Connects Us" which emphasizes March16-23,2024
p rREE `
�nln r tW E E
the many roles water plays in our ordinary ..��.......�t...�..w.�,'°-� see c n'Of TOre a"eus. •. Mar`hit March 23 lI
A weleMxa Nwlaren ltWna waiere Nunnw.ler AJ
Ihmxlnnor s•atnr Mdy lsocaned
an.M•e Cnr°Iinn ♦
hers Ir meJ°r ralersMhs.also cnnM Nrer Baum.
lives. The posts started broadly focusing
Figure 12:Creek Week Social Media Feed
on what watersheds are, and as the week
progressed, they covered creeks, storm drains, stormwater control measures, drinking water,
yard waste, and automotive waste. The posts were intended to provide brief bits of education
which can serve to promote behavioral change through awareness.
Overall, in FY24, a total of 23,400 people were
Impressions Engagements reached through non-paid social media posts
X7,641 270 about stormwater pollution, watersheds, and
CWEP activities and programs. The breakdown of
this total is shown in Table 7. CWEP had the
11,783 :7)99
greatest success with Facebook, making 11,783
impressions with 599 engagements. CWEP's X
3,976 268 made 7,641 impressions with 270 engagements,
and Instagram made 3,976 impressions with 268
Table 7:FY24 Social Media Reach engagements.
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1.4 CWEP STEERING COMMITTEE ACTIVITIES
The CWEP Steering Committee met for quarterly meetings on July 11, 2023; October 10, 2023;
January 9, 2024; and April 9, 2024. Summaries and minutes for all FY24 meetings are included
in Appendix F 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. One hybrid meeting was held during FY24 to promote in-person interaction
and discussion while providing flexibility for Partners with restrictions on travel. More hybrid
meetings will be planned for the upcoming year with the idea that in-person interaction can lead
to a greater depth of engagement.
2.0 PROGRAM FINANCIAL INFORMATION
2.1 CWEP PARTNERS AND COST SHARES
CWEP local government Partners share the costs of the program. Each of the Partners' shares is
the sum of a base cost of $2,000 and a proportionate cost comprised of its population multiplied
by a per-capital rate of $0.041 per person. Partner population estimates are the latest official
estimates available from the NC State Demographics unit at the time that cost shares are
calculated (FY24 used 2021 certified estimates). The CWEP Steering Committee approved the
CWEP FY24 program cost shares outlined in Table 8.
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Table 8:CWEP FY24 Cost Shares
Population*for FY24
Base (based on July 2021 FY24
Cost certified pop from NC Cost Share
$2,000 State Demographics) _($.041 per cap)
Town of Apex Ls $2,000 61,446 $4,519
Town of Benson 2 $2,000 4,080 $2,167
Town of Butner 2 $2,000 8,422 $2,345
Town of Carrboro z's _ $2,000 21,233 _ $2,871
Town of Cary 12's $2,000 177,716 $9,286
Town of Chapel Hill 2'5
• $2,000 53,209 _ $4,182
Chatham County 5.6 $2,000 60,970 $4,500
Town of Clayton 2 $2,000 28,188 _ $3,156
City of Creedmoor 2 $2,000 4,912 $2,201
City of Durham''''s $2,000 287,074 $13,770
Durham County I's $2,000 36,631 $3,502
City of Fayetteville 2'3• $2,000 193,955 _ $9,952
Town of Fuquay-Varina 2 $2,000 36,017 $3,477
Town of Garner''' $2,000 32,332 $3,326
City of Goldsboro'2 $2,000 33,723 $3,383
City of Havelock' $2,000 17,762 - $2,728
Town of Hillsborough 2 $2,000 9,601 $2,394
Town of Holly Springs 2 $2,000 43,269 $3,774
Town of Hope Mills 2 $2,000 18,067 $2,741
Johnston County' $2,000 160,936 $8,598
City of Kinston' $2,000 19,749 $2,810
Town of Knightdale 2 _ $2,000 19,674 $2,807
Town of Leland 2 $2,000 25,313 $3,038
Town of Morrisville 2'5
$2,000 31,464 _ $3,290
Nash County`'6 $2,000 41,375 $3,696
Town of Nashville 2'4 $2,000 5,729 _ $2,235
City of New Bern'2 $2,000 32,337 $3,326
Orange County''s" $2,000 55,240 $4,265
City of Oxford 4 $2,000 8,691 $2,356
Town of Pittsboro s $2,000 4,627 $2,190
City of Raleigh'''. $2,000 462,140 $20,948
City of Rocky Mount 2.4 _ $2,000 54,429 _ $4,232
Town of Rolesville $2,000 9,894 $2,406
City of Roxboro' $2,000 8,183 $2,336
Town of Siler City $2,000 7,699 $2,316
Town of Smithfield' $2,000 11,710 $2,480
Town of Spring Lake 2 $2,000 11,735 $2,481
Town of Tarboro° $2,000 10,535 $2,432
Town of Wake Forest 2 $2,000 48,766 $3,999
Wayne County''6 $2,000 76,130 $5,121
Town of Wendell 2 $2,000 10,694 $2,438
Town of Zebulon 2 $2,000 7,436 $2,305
1.Subject to Neuse River Basin Nutrient Management Regulations.
2.Subject to NPDES Phase II Stormwater Regulations.
3.Subject to NPDES Phase I Stormwater Regulations.
4.Subject to Tar-Pamlico River Basin Nutrient Management Regulations.
S.Subject to Jordan Lake Nutrient Management Regulations.
6.MS4 Post-Construction"Tipped Counties"
•Populations have been adjusted for group quarters covered by
another state stormwater permit
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2.2 CWEP PROGRAM FINANCIAL REPORT FOR FY24
Table 9 below outlines the approved projected FY24 budget and actual FY24
expenditures. The proposed cost share revenue was $176,379 with an actual collected
cost share at the end of FY24 of $179,606. An additional $3,227 was collected from a
previous year's late cost share payment. The total FY24 project expenditure was
$193,467, an approximately 3 percent ($5,626) increase from the projected budget
primarily due to CPRC indirect costs and additional AmeriCorps travel costs. At the end of
FY24, the CWEP Reserve Fund Balance is $59,330, which lies within the recommended
3-month reserve fund balance based on FY24 expenditures, specifically $48,366.70.
Table 9:FY24 Financial Report
PROJECTED FY24 ACTUAL FY24 Difference
CLEAN WATER EDUCATION PARTNERSHIP(CWEP) Revenues Revenues Projected VS Actual
FY2024 AVAILABLE FUNDS Revenues
FY24 Cost Share Revenue $176,379 $179,606 $3,227
Fund Balance at close of FY24 $58,579 $59,330 $751
Total Revenue ' $234,958 $238,936 $3,978
Difference
CLEAN WATER EDUCATION PARTNERSHIP Budgeted FY24 Actual FY24 Budgeted VS Actual
RECOMMENDED FY2024 EXPENDITURES Expenses Expenses Expenses
CPRC Costs
CPRC Staff Time(includes Fringe Benefits) $58,241 $73,655 $15,414
AmeriCorps Member $18,000 $16,005 -$1,995
Travel,Website,Subscriptions $3,300 $5,173 $1,873
CPRC Costs Total $82,841 $98,133 $15,292
Mass Media Campaign Costs
Spring Online Spectrum (or other) Campaign $40,000 $39,814 -186
Spring/Summer OMS(or other)Campaign $40,000 $29,956 -10,044
Winter Cinema or Radio One $9,500 $9,500 0
La Noticia Ads $7,000 $7,000 0
New Mass Media Material Creation $3,000 $8,300 5,300
Mass Media Campaign Costs Total $99,500 $94,570 -$4,930
i
Campaign Content&Outreach Materials
Direct Education/Outreach Materials $500 $764 $264
Printing $5,000 $0 -$5,000
Campaign Content&Outreach Materials Totals $5,500 $764 -$4,736
Total Expenses , $187,841- $193,467
FY24 Use of Fund Balance I $9,162 $13,861
Available Fund Balance at end of FY22IL $49,417. $59,330
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2.3 CWEP APPROVED ESTIMATED FY25 BUDGET
When discussing projected FY25 budget, CWEP Partners opted to continue with CPRC staff
supporting CWEP's mass media and direct education efforts based on appreciating the level of
service provided in FY24 (Table 10). Patty Barry, Senior Water Resources Planner was hired as
the new CWEP manager for CPRC in FY24. Beth Davis, Member Engagement Coordinator, from
CPRC continues to support CWEP in a public outreach and communications role. The cost to CPRC
to have an AmeriCorps conduct direct education increased to $16,005 in FY24. The CTNC, which
oversees the CWEP AmeriCorps program, pays half of all AmeriCorps living stipends. The CWEP
Steering Committee approved the projected FY25 expenditures of $25,000 for a statistically valid
stormwater survey that will be sent out to partner communities, and $60,000 for a Spring mass
media campaign.
Table io: Projected FY25 CWEP Budget
Projected FY
CLEAN WATER EDUCATION PARTNERSHIP(CWEP) Revenues
PROJECTED FY2025 AVAILABLE FUNDS
FY25 Cost Share Revenue $185,146
Fund Balance at close of FY24 $59,330
Total revenue $244,476
IM.ELEAN WATER EDUCATION PARTNERSHIP Approved FY25
RECOMMENDED FY2025 EXPENDITURES Expenses
CPRC Direct Costs IIII
CPRC Staff Time $57,182
AmeriCorps Member $20,000
Travel, Fringe Benefits, Miscellaneous $20,667
Pay Study Salary Hold $4,762
CPRC Direct Costs Total $102,611
Mass Media Campaign Costs
Spring TV/Streaming/Social Media/Digital Display $60,000
Statistically Valid Stormwater Survey $25,000
Mass Media Campaign Costs Total $85,000
Campaign Content&Outreach Materials
Direct Education/Outreach Materials/General Supplies $1,350
Printing and Postage $2,000
Campaign Content&Outreach Materials Totals $3,350
Ilk Total Expenses $190,961
FY25 Use of Fund Balance $5,815
Projected Available Fund Balance at end of FY25 $53,5151
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Central Pines Regional Council (formerly Triangle J Council of Governments) helped
Local Government Partners establish the CWEP program in 2001. Since then, CPRC
has provided management and technical support for CWEP.
Contact:
Patty Barry
Senior Water Resources
" Planner
a►
CENTRAL PINES 919-558-9455
REGIONAL COUNCIL
www.centralpinesnc.gov
[e-mail]
4307 Emperor Blvd, Durham,
NC 27703
Learn More and Connect With Us:
https://nc-cleanwater.com/
https://www.facebook.com/NCcleanwater
https://instagram.com/CWEP NC
https://twitter.com/CWEPNC/
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Appendix A: CWEP Newsletters
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Appendix B: Vehicle Maintenance Poster (English &
Spanish)
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Appendix C: FY24 OMS Vehicle Maintenance
DIGITAL Campaign Report
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Appendix D: FY24 OMS Vehicle Maintenance RADIO
Campaign Report
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Appendix E: FY24 Spectrum Vehicle Maintenance
TV/STREAMING Campaign Report
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Appendix F: Quarterly Steering Committee Meeting
Minutes
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