United States
Environmental
Protection Agency
Office of
Water
EPA 842-B-94-005
August 1994
Discharge
Control:
A Primer for and
Local Oufrsach Campaigns
Improper
Sewage
Discharge Can
negatively
Affect the
Environment
Problem
Solution
Result
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Acknowledgment
This primer was prepared for the U.S. Environmental Protection
Agency, Office of Wetlands, Oceans, and Watersheds,
Oceans and Coastal Protection Division under EPA Contract
No. 68-C2-0134 by Battelle Ocean Sciences, Duxbury, MA
and AT. Kearney, Inc., Alexandria, VA.
Printed on recycled paper containing postconsumer material.
Inks contain no lead or cadmium. Please recycle this handbook
instead of discarding.
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Recreational Vessel
Sewage Discharge
Control:
A Primer for State and
Local Outreach Campaigns
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WHY PUBLIC OUTREACH?
Coastal waters are protected by regulation from recreational and
commercial vessel sewage discharges. Some state and local
governments have applied to the U.S. Environmental Protection Agency
(EPA) for approval of No Discharge Areas. Although there are laws
against sewage discharge, laws alone are not enough to educate and/
or motivate the public to comply. Boaters continue to improperly
discharge sewage, negatively affecting sensitive coastal ecosystems.
Several important misperceptions contribute to difficulties with sewage
discharge.
Boaters may feel that the regulations are unrealistic and that
discharges of vessel sewage are unimportant. They also may
believe that marine sanitation devices take up too much space
and that there are not enough pumpout stations available to
receive wastes.
Some marina operators are concerned that boaters are not willing
to pay a fee to use pumpout stations. Thus, the marinas are
unwilling to assume the installation and operating costs of the
pumpout stations.
Publicly-owned treatment works (POTWs) authorities sometimes
refuse to accept vessel-generated sewage because of the fear
that this type of sewage will disrupt wastewater treatment
operations. Therefore, marina operators cannot get rid of the
contents of the pumpout stations.
What is a good way
to get rid of this
waste?
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Some boaters believe that enforcement of the sewage discharge
law is lax (and it often is) and that the possibility of a fine is an
acceptable risk.
Finally, many boaters, and some marina operators, are simply
unaware of the requirements.
Effective public outreach can challenge and change these beliefs. State
and local government officials must develop and implement thematic,
long-range, and cost-effective public outreach campaigns. This primer
has been developed to assist state and local government officials by
explaining the general public outreach campaign and product
development process and by providing an example of this general
process as applied to the marine sanitation issue. However, the principles
outlined in this primer can be applied to other issues as well. When
implemented, state and local public outreach campaigns can help
persuade boaters and marina operators to handle sewage appropriately.
This will reduce the negative impact on coastal ecosystems and reverse
the damage caused by existing behaviors and practices.
WHAT IS A PUBLIC OUTREACH CAMPAIGN?
A public outreach campaign is, essentially, an effective advertising plan.
State and local officials must develop a mechanism which will motivate
boaters to properly dispose of sewage, inform boaters and marina
operators about the regulations and the technical options, and instruct
the audience in how to comply. To do this, the boaters and marina
operators must be reached with carefully designed outreach products
which deliver a steady stream of messages with growing levels of
sophistication.
Disposing of sewage ina
No Discharge Area is illegal!
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WHAT ARE THE PIECES OF AN OUTREACH
CAMPAIGN?
Public outreach campaigns consist of five elements: the goal, the target
audience, the message(s), the tools, and the budget.
Target
Audience(s)
The goal of the campaign is the desired result. For outreach campaigns
on marine sanitation, the goal should be to increase public awareness
and understanding of the sewage discharge issue and to increase
proper disposal.
The target audience includes those persons who, if reached, can help
achieve the goal. At least initially, the target audience consists of the
boaters, marina operators, and, potentially, POTW operators. Subsets
of these audiences (e.g., commercial fishermen) could be added, as
well as new audiences (e.g., enforcement officials).
The messages are the ideas conveyed by the campaign. There are
three types of messages. Messages can motivate the audience to act,
inform the audience about facts, or instructive audience in how to do
something.
The tools of the campaign consist of the actual products issued to the
target audience. Examples of products include brochures, posters,
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T-shirts, press releases, public service announcements (PSAs), and
industry publications.
The budget is the total amount of money allocated to the campaign.
This total affects what the campaign will be able to do. If financial
resources are limited, the campaign may be developed to address only
one message, or only one target audience may be selected, or a limited
number of products may be developed. The budget affects the entire
structure and success of the campaign.
WHO NEEDS TO BE INVOLVED?
The campaign must be developed by a team committed to the goal of
the campaign. This team should consist of individuals who are technically
competent in the issue and, if available, have experience in developing
outreach or educational materials.
The campaign team should consult with regulatory, technical, and
practical experts to make sure the campaign products are accurate. The
team may wish to assemble an advisory panel made up of these experts
and target audience representatives to provide guidance.
Finally, the organization sponsoring the campaign must be committed
to providing the required financial, personnel, and other resources.
Without commitment from both management and the campaign team,
the campaign will fail.
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DEVELOPING AN EFFECTIVE STRATEGY
Successful public outreach campaigns are based on a careful strategy.
The strategy establishes the framework to develop and issue products
for the target audience. Campaigns that are not based on sound
strategy are doomed to failurewith wasted resources, frustrated staff,
and a misinformed or skeptical public.
A well-developed strategy on marine sanitation will bring together the
pieces of the campaign to develop a mechanism to reach the campaign's
goal: to increase public awareness and understanding of the sewage
discharge issue and to increase proper disposal. The strategy is
developed through five important steps.
Five steps of campaign strategy Development
1) Identify and prioritize the target audience and messages
2) Determine the length of campaign
3) Structure the campaign stages
4) Select the number and type of products
5) Develop a feedback mechanism
Identify and Prioritize the Target Audience and Messages
State and local governments do not have unlimited resources. It is
important that public outreach products reach the right audience with
the right message so that none of these resources are wasted.
Initially, there are three target audiences for the recreational vessel
sewage discharge campaign: boaters, marina owners/operators, and
POTW operators. Which audience is the most important to reach? It
depends on the situation.
There are several messages which could be delivered about recreational
vessel discharge control. Some of these messages include: marine
sanitation devices (MSDs) can be effectively placed on vessels; vessel
sewage can be treated in POTWs; boaters will be fined if they illegally
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discharge sewage; it is illegal to discharge sewage from vessels in a No
Discharge Area; and improper sewage discharge can result in shellfish
contamination and poor localized water quality. Which message is the
most important to send? Again, it depends on the situation.
While a successful campaign usually reaches all target audiences, the
audiences must be ranked to determine who gets what message and in
what order. To prioritize the target audiences and messages, the
campaign strategist must consider several questions:
Which audience, if reached, could produce the largest impact on
the goal?
Have earlier outreach materials conveying the campaign
messages been sent to a particular audience?
What is the sophistication level of the audience? Does the
audience understand the consequences of sewage discharge?
Have other materials on the message been developed and
disseminated?
What message is most appropriate to the target audience selected?
Finally, the strategist must determine what audience and message will
receive the largest percentage of the available budget. The three target
audiences vary widely in size, from millions of boaters to hundreds of
POTW officials.
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Determine the Length of the Campaign
The litespan of campaigns can vary. For example, if local marinas have
adequate pumpout stations in place, it may make more sense to run a
short campaign, targeted specifically at boaters, with two or three
stages designed to alert boaters to the benefits of pumping vessel
sewage and inform them how to comply with state and federal
requirements.
In other situations, it would make sense to run longer, more complicated
campaigns that address more audiences and send more messages.
Whatever the case, this determination must be made early so that
resources can be properly allocated.
Structure the Campaign Stages
To effectively present the messages, the campaign should be organized
into stages. Each stage should emphasize new material, while building
upon the previous stages and combining different types of messages.
For example, a simple campaign with four messages might be targeted
to boaters. The campaign could be organized as follows:
(retraction la ttia
sss of tjplcai passport/
durap stations. (Instruct)
Marinas IB thi
Ma Dtecharga Area
I)i»t BiBiiHt statlatn.
(In
tewsga litsetts?* ts
a sasres of tmtar
pollrtlon. (Motivate)
Sewsga titecftsrga tt
Illegal. (Motivate)
(Inform)
Rsclndar afStagat
(Motivate)
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Select the Number and Type of Products
After determining the structure of the campaign, the strategist should
select the products to be used in each stage. The products should
communicate the message effectively and should be uniform in
appearance and feel.
Products can be sorted into four categories:
Product Type
Print
Visual
Novelties
Formal Media
Examples
Manuals, brochures, flyers, coloring books, fact
sheets, pamphlets
Videotapes, display booths, posters, placards
Bumper stickers, magnets, T-shirts, hats, pins
Press releases, PSAs, industry publications, paid
advertising, public speaking engagements
Products should be carefully matched to the target audience. Some
products can be used for many different messages and audiences while
other products are more limited in use. Generally, novelty items are
inappropriate for more detailed or complicated messages. For example,
while bumper stickers could be used to motivate boaters to use pumpout
and dump stations, they should not be used to inform POTW authorities
about sewage discharge.
Develop a Feedback Mechanism
Finally, the campaign must be periodically evaluated to determine if the
goal is being reached. If the early stages of a campaign do not work, it
is wasteful to continue without restructuring.
The evaluation can be both formal and informal. For example, a
telephone survey of marina operators could be conducted three months
8
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after mailing a fact sheet to determine how effective the product was.
Informal evaluation could include collecting anecdotal information from
marina operators and boaters. Whether formal or informal, evaluation
is critical to the success of outreach campaigns.
DEVELOPING PUBLIC OUTREACH
PRODUCTS
Once the campaign strategist has determined what products are
required, the products must be developed, reproduced, and distributed
to get the message to the audience. All products developed for the
campaign should use the same campaign logo and color scheme.
These elements link the products and stages, save on design and
development costs, and allow the audience to easily recognize campaign
products. If appropriate, campaigns can use material developed by
other sources.
Public outreach products are developed/produced in four basic steps.
Each of these steps is equally important and has unique planning and
cost considerations.
Pour steps of product Development
1) Concept and Message Development
2) Production
3) Reproduction
4) Distribution
Concept and Message Development
In this step, the product is planned. The concept and messages are
developed and the selected messages are prioritized; the text (copy) is
drafted; and the layout and graphics are designed. When this step is
complete, the draft product is approved by management and is ready for
production.
9
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Planning considerations. The product team must ask and answer
several questions:
What is the most important message? The least important?
How knowledgeable is the target audience? What language level
should be used?
How long will the product be used? What is its lifespan?
If the audience cannot identify or understand the messages, the product
will not work. The language used in the products must be appropriate
to the audience.
Some products can be used throughout the campaign, such as posters
or bumper stickers. Other products, such as flyers or press releases, are
used for a limited period. Remember, each campaign stage should
reinforce the previous stages. Therefore, it is likely that proven, effective
materials introduced early in the campaign will be distributed throughout
the life of the campaign.
Drafting the copy. The draft copy should be concise and use the
appropriate language level. The primary and secondary messages
should be obvious. Care should be taken to make sure that the product
does not convey too many messages. It is recommended that
management review and approve the draft text before they see the
graphics. This results in fewer text revisions and saves money. Each
revision raises costs.
Designing the layout and graphics. The format and graphics should
be clean and precise.
Cluttered or overly
complex graphics do not
communicate well nor do
they reproduce well,
particularly when
photocopied or printed
on cloth. Color should
be used carefully and
creatively. Some colors
do not reproduce well,
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while multiple colors result in higher costs for printed materials. When
the layout and graphics are complete, the approved text should be
incorporated into the draft product and submitted to management for
approval. Once approved, the draft product is ready to be produced.
Remember, simple visual products, such as posters, can have high
design costs. Logos, color schemes, and slogans can save significant
money if they are selected, approved, and developed early in the
campaign. Subsequent products can use the previously developed
materials for significant cost savings.
Production
In this step, the approved draft product is readied for reproduction. For
all print, visual, and novelty products (and most formal media products),
this step results in camera-ready, or taping-ready, versions of the
product which are sent to the printer or production house for reproduction.
Camera-ready print products should be
prepared as computer versions rather
than hard copy (also known as paste-
up), if possible. In either case, the
campaign team should confirm the
reproduction vendor's requirements for
camera-ready versions (e.g., computer
program/format). Many state and local
governments have contracts with certain
vendors who must be used for all
reproduction services. Clean computer
or hard copy versions of the logo and
other frequently used materials should
be maintained at all times. Videotapes,
films or audio materials (e.g., PSAs)
should be provided on a clean master
copy to the reproduction house.
Paper and binding options and other
materials are specified for the camera-
ready product. Paper and binding options range in price, from expensive
cover stock to photocopy paper, from spiral binding to stapling. The
prices for T-shirts and hats depend primarily upon the cloth used and the
11
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quantity ordered. These items generally are cheaper if purchased and
printed in bulk.
The production step for public presentations such as workshops,
speeches, or training sessions is a dry run, or test, of the material. The
product should be tested, in its entirety, before a live audience to ensure
that the presentation is clear and the materials (e.g., slides, overheads)
are effective.
Reproduction
In this step, the finalized product is reproduced in quantity to reach the
target audience. Generally, reproduction is conducted by an outside
vendor.
The most costly part of reproduction is the set-up. Once a printer/
technician has setthe product on the printing press or other reproduction
equipment, any number of copies can be made. A flat set-up price is
charged no matter how many copies are made. The cost per item goes
down as the number of copies goes up. For example, a printer might
charge $2,500 to make 100 posters ($2.50/poster) and $5,000 to make
15,000 (50 cents/poster).
Color also affects costs. A four-
color poster runs through the press
four times, once for each color,
resulting in higher costs.
Remember, to a printer, black is a
color and represents a run through
the printer.
Photographs, quotations, and
music are subject to licensing fees,
which may have one-time service
charges or per item charges. These
fees affect the reproduction costs.
Distribution
Finally, the reproduced product is distributed to the target audience.
Distribution may be the most important step in the campaign strategy,
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yet it is often overlooked; Common distribution methods include direct
mail, radio/television broadcasts, public presentations, and paid
advertising. Other techniques are also available.
Direct Mail. This is an effective
technique where products are sent
directly to the target audience. Costs
can be minimized by using accurate
mailing lists and bulk mail. Costs can
soar, however, if oversized envelopes
or bulky and/or heavy products are
mailed.
Mailing lists may be bought or rented.
Bulk mailings require a permit, which
can be obtained at the post office. Bulk
mail can save money on postage, but it
requires special handling procedures,
such as sorting, labeling, and grouping,
that can add unexpected costs.
PSAs. Most radio, and some television,
stations will broadcast PSAs at no cost.
The broadcast time should be specified
up front. If the PSAs are not scheduled,
stations will run the PSAs in off-peak
hours. If appropriate, PSAs can be
broadcast on channels which cater to
non-English speaking audiences. In
these cases, the PSA needs to be
carefully translated into the appropriate language. PSAs can also be
placed in magazines, newspapers, and industry publications.
Public Presentations. Conferences, trade shows, and local
environmental boards all represent possible forums for public
presentations. Unlike print, visual, and novelty products, public
presentations do not disseminate "hard" materials the speech is the
product. The campaign should look for opportunities to speak and not
rely on invitations. Non-traditional forums should also be considered.
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Paid Advertising. If the
campaign has a large
budget, paid advertising
can be effective. Print ads
can be placed in maga-
zines and newspapers,
and audio/visual ads can
be broadcast on radio and
television stations. While
costly, paid advertising
ensures that ads are
placed in prominent
locations in print vehicles
and broadcast during peak
listening/viewing hours.
Non-Traditional Distribution. Trade associations can be persuaded
to issue the outreach materials, marinas can hand out flyers and posters
to their clients, and high school students can place flyers on cars in
marina parking lots. These distribution techniques can be very cost-
effective.
KEEP THE CAMPAIGN ALIVE
Each product in the campaign is vital. The first product must grab the
audience's attention, establish the campaign's look and feel, and prove
the importance of the issue. Each new product should have the
campaign feel and support the messages/concepts in each campaign
stage.
Part of the challenge for public outreach campaigns is deciding which
product to issue at what time. The campaign should sustain audience
interest through a mix of products. For example, boaters could receive
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a sticker and a technical
brochure in the same
package with their vessel
registration. New methods
of distribution and contact
should be explored.
Sometimes outreach
products miss the mark.
This is why feedback is so
important. Logos can be
mistaken for other
symbols, the product can
be uninspiring, and information can be misread by the audience. In
these cases, the campaign team must decide if the problem was in the
product or the campaign strategy. A poorly designed product can be
modified or scrapped without affecting the other products. A poorly
designed campaign must be fixed, or all additional time and resources
will be wasted.
SAMPLE PUBLIC OUTREACH CAMPAIGN ON
MARINE SANITATION ISSUE
The following sample campaign is geared to all three of the initial target
audiences: boaters, marina operators, and POTW authorities. The
example is based on the scenario described below.
At the request of the state or local government, a No Discharge Area has
been approved by EPA. The goal of the campaign is to increase public
awareness and understanding of the sewage discharge issue and to
increase proper disposal. Boaters have been ranked as the high priority
target audience, followed by marina operators, with POTW authorities
a distant third. The campaign will focus, therefore, on messages
directed at the boaters. Secondary messages will be directed at marina
operators and POTW officials. The campaign will last three years and
will consist of three stages. Each stage should last approximately one
year. Campaign evaluations are scheduled for the end of each stage.
15
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The campaign has a budget of $100,000 and the budgeted funds must
be spent within three years. Each stage of the campaign is budgeted
at $30,000. The remaining $10,000 will be used to distribute more
materials, reproduce additional copies of successful products, or
purchase more postage. The $10,000 will also be used, if necessary,
to adjust the campaign after evaluation.
The stages should be completed in order. That is, Stage 1 should be
completed before Stage 2 is begun. If products from different stages are
sent out in the wrong sequence, the audience may become confused
and may disregard new products. The number of products is optional;
all products may not be produced. Specific cost breakdowns for each
product have not been provided because labor costs range widely
throughout the country and new computer printing technologies are
emerging which will allow the campaign team to design more complicated
products at lower costs.
I'm not sure where
v this campaign Is
What a great idea for
a campalgnl
Audience
Understanding
16
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Stage One
Boaters Marina Operators
Recreational vessel sewage is a significant source of water
pollution.
Discharging sewage is illegal in a No Discharge Area.
If caught discharging sewage, boaters can be fined.
Poster focused on water pollution and the No Discharge Area.
Designed to motivate boaters that discharge is a problem.
Distributed via marina handouts, boat shows and other events,
industry publications, and upon request
Three color (black, green, and orange), recycled paper, logo
and slogan included
T-shirts with logo and campaign slogan. Designed to motivate
boaters and marina operators to comply.
Distributed via marina handouts and boat shows, other events,
and upon request
Two.color (green and orange), logo and slogan included
Fact sheet to inform boaters about law in detail, fully outlines
enforcement actions/fines. Gives contact numbers.
Distributed with annual boat registration package
Single or double-sided, photocopied on recycled paper, logo
and slogan used
Public service announcements to motivate boaters to stop sewage
discharge. Gives contact number.
Distributed free of charge by public radio and public television
stations
Copy read by state official. Logo and slogan displayed during
television PSA
Poster
Design
Copy
Printing
Distribution
T-Shirt
Reproduction
(boaters pay
shipping)
Fact Sheet
Copy
Photocopy
Distribution
PSA
Copy
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Stage Two
Boaters Marina Operators
Pumpout and dump stations exist, but more are needed.
MSDs and pumpout/dump stations are not difficult to use.
Boaters will use pumpout/dump stations if accessible.
Marina operators without pumpout/dump stations are contributing
to the pollution problem.
Reinforce Stage 1 messages.
Brochure to inform boaters of the locations of all pumpout/dump stations
in the No Discharge Area. Provides simple, illustrated instructions on use
of typical pumpout/dump stations and urges boaters to request that
marinas install additional facilities.
Distributed via direct mail, marina handouts, boat shows,
other events, and upon request
Three color (black, green, and orange), recycled paper, logo
and slogan included
Note: the diagram and list of locations also could be printed in state
recreational materials, such as maps.
Placard for marinas presents diagram on use of typical pumpout/dump
station and states that improper sewage discharge is illegal.
Distributed to marinas by direct mail
Three color (black, green, and orange) recycled paper, logo
and slogan used
Brochure emphasizing that marina operators can help solve the pollution
problem by providing adequate pumpout/dump stations. Provides case
study example of how a marina recouped facility installation costs, and
made more money, through boat users' fees.
Distributed through direct mail, conventions, boat shows, and upon
request
Two color (black and green), recycled paper, logo and slogan used
Continued use of Stage 1 products
Boater Brochure
Design
Copy
Printing
Distribution
Placard
Design
Copy
Printing
Distribution
Marina Brochure
Design (mimic boater)
Copy
Printing
Distribution
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Stage Three
Boaters Marina Operators POTW Authorities
The laws against sewage discharge are enforced.
Water quality will improve with compliance.
Marina operators should work with boaters on compliance.
Vessel sewage does not harm POTW systems.
Reinforce Stage 1 and 2 messages.
Flyer informing boaters about recentfines and state enforcement agencies.
Distributed with boater registration package, marina handouts
One color (black) printed or photocopied on green or orange recycled
paper, logo and slogan
Public presentations for POTW officials/marina operators on POTW
acceptance of sewage.
No distribution costs, other than travel
Color slides, photocopied handout on green paper with logo and
slogan
Pamphlet for marina operators. Demonstrates how to convince boaters
to use pumpout/dump stations and how to talk to POTW authorities.
Distributed via direct mail, and by request, to marina operators
Two color (black and green), recycled paper, logo and slogan used
Bumper Sticker/Boat Stickers for boaters who have installed MSDs or
who have demonstrated that they use pumpout/dump stations.
Distributed by enforcement agencies and marina handouts
Three color (black, green, and orange), weather resistant stickers,
logo used
PSAs reporting improvements in water quality.
No distribution costs
Copy read by state official. Logo and slogan displayed during
televised PSA
Continued use of Stage 1 and Stage 2 products
Flyer
Design
Copy
Reproduction
Distribution
Presentation
Design
Copy
Reproduction
Pamphlet
Design
Copy
Printing
Distribution
Stickers PSAs
Printing Copy
Distribution
(limited)
19
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Action item List for Developing Public Outreach Campaigns
This list provides key concepts and reminders for each stage of the
campaign strategy development process.
Determine the knowledge level of the target audience
Consider other target audiences, or subsets of target audiences
Keep the message simple
Match messages with each target audience
Make sure the budget will last throughout the campaign
Determine the expiration date of funding
Determine if the budget is available in a lump sum or if it will be
distributed over the life of the campaign
Determine how many stages will be developed
Determine which audiences/messages will be covered in each
stage
Keep a percentage of the budget available for mid-course corrections
Mix the types of products within each campaign stage to keep
audience interest and maximize budget resources
Limit the number of messages per product. Do not overwhelm the
audience with messages
Match the appropriate product to the appropriate audience
Match the product to the message (e.g., do not put formal instructions
on a novelty item)
Consider distribution and reproduction costs
Consider formal mechanisms such as telephone surveys
Consider informal mechanisms such as anecdotal information
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Crisis-Free Public Outreach Product Development
A Checklist for Each Stage of the Product Development Process
This checklist may be used during outreach product development to
prevent "surprises" during product development, production,
reproduction, and distribution.
Is the product appropriate for the target audience?
Are the messages simple and clear?
Does the product have three, or fewer, messages? If not, justify.
Are the messages appropriate to the product and the audience?
Have the campaign logo, slogan, and color scheme been used in the
product?
Has the product been designed with the distribution method in mind
(e.g., oversized products cost more to mail, brochures can be designed
with self-mail panels to eliminate the need for envelopes)?
Have the draft text, format, and graphics been approved by
management?
Have new reproduction techniques been explored?
Has written permission been obtained to use copyrighted material,
such as quotations, illustrations, photographs, or music?
Have product material (paper, cloth, videotapes, binding choices,
etc.) prices been evaluated?
Have the finalized products been produced in camera-ready or
master form?
Does the product have to be reproduced by state or local government-
approved vendors?
Has the finalized product been prepared to the vendor's specifications?
Has the speaker performed a dry run to evaluate the presentation?
Have the slides and handouts been organized for easy distribution at
the presentation forum?
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Has the vendor provided a cost break-out showing the set-
up costs and the per unit reproduction costs?
Have enough units of the product been ordered so that each
unit has an acceptable cost? Remember, the per unit price
of a product decreases as the number of units increases.
Has the number of colors used in the product been carefully
considered? (Remember, each color in a product means an
additional run through the printing press and additional
costs.)
Can cost savings be realized by using colored paper instead
of an additional ink color?
Has the vendor been requested to use recycled paper and
cadmium/lead-free inks in the reproduction process?
22
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Special Considerations for Direct Mali
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Will products be distributed by bulk mail?
Does the campaign have a bulk mail permit or access to a
permit?
Is the campaign team aware of the bulk mail packaging
requirements?
Are staff resources available to meet those requirements?
Have mailing lists been rented orpurchased to save postage?
If so, are the lists up-to-date and well-maintained?
Is it appropriate to offer products to the public for only the
shipping fees?
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