EPA-AA-IMS-81-25
GUIDANCE ON I/M PUBLIC AWARENESS BUDGETS
December 1, 1981
Rocco De Pietro, Ph.D.
Emission Control Technology Division
Office of Mobile Source Air Pollution Control
Office of Air, Noise, and Radiation
U.S. Environmental Protection Agency
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Table of Contents
Page
I. Introduction 1
II. Budget Development Process 1
III. Budget Categories - Content and Structure 2
IV. Budget Categories - Estimated Costs and 5
Explanations
V. Budget for the Life of the Program 10
VI. Sample of I/M Public Awareness Budget 12
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I. INTRODUCTION
The Public Awareness Guidance for Inspection and Maintenance Programs issued
by EPA in January 1981 discusses in considerable detail a step-by-step process
for developing a public awareness plan. An important part of that planning
process includes the development of a viable budget. The budget should be
prepared to ensure that funds are spent in accordance with public awareness
goals and plans; that proposed activities are supported at sufficient funding
levels to achieve their objectives; and that funds are allocated to maximize
their potential cost-effectiveness.
This guidance is intended to assist state and local agencies to identify the
typical items that could be included in their annual I/M PA budget. It
provides explanation of these items and a typical range of costs for them
based on the experience of planned or operating programs around the country,
and on estimates provided by ad agency representatives. A sample I/M public
awareness budget is also included.
II. BUDGET DEVELOPMENT PROCESS
Planning and budgeting should be part of a single integrated process.
Planning decisions must take into account budgetary opportunities or
constraints to ensure that the plan can be implemented, just as budget
decisons must take into account basic program requirements. The ultimate
cost-effectiveness of a plan hinges on whether this integration is achieved.
The planning process for the I/M public awareness program should result in
identification of resources, products and activities that will be needed to
meet program objectives. In the budget process, a cost is assigned to each.
After the basic I/M Public Awareness plan has been developed, the following
steps should be considered in developing a budget.
Step 1; Account for all personnel resources that will be required to
implement the I/M public awareness plan, such as the I/M public information
officer, a person to staff the hotline (it is assumed that support from other
program staff members is available), and a full-time or part-time secretary.
Some of these costs might be carried by the organization's general operating
budget. Also, it is useful to determine whether any volunteers might be
available to assist in implementing aspects of the I/M public awareness
program, thus reducing the need for in-house staff. Estimates may also be
needed for overhead costs for personnel depending on individual state or local
budgeting procedures.
Step 2; Make a list of all the proposed I/M public awareness products and
activities that are planned for the year. Products can include pamphlets, TV
and radio spots, newsletters and slide shows. Activities can include special
events such as "Clean Air Week" or "Car Care Month", media campaigns to
educate motorists about clean air issues, and public opinion surveys to
measure public attitudes about clean air, motor vehicles and I/M.
Step 3: Determine which of these products and activities can be accomplished
with existing staff and materials, or are already available elsewhere. This
latter step will help to avoid duplication of effort. Also, determine whether
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any local business, TV or radio station or interested groups will assist in
providing services free of charge, e.g., develop a poster or PSA. A personal
visit here might prove very profitable.
Step 4; Identify the detailed costs associated with each specific product and
planned activity to be developed. For example, for products such as radio or
TV spots, it is important to consider: approximately how many will be needed,
length (30 or 60 seconds), color (black/white or multi-color), graphics or
actors, and production and printing requirements. Often a budget item will
have to be "researched" to obtain the most accurate cost estimates. It could
mean telephoning a few professional firms to obtain data on costs for
producing TV and radio spots; or calling printers to obtain up-to-date figures
on the costs for publishing a monthly newsletter. Only in this way will a
budget be developed that is realistic and highly cost-effective. Don't forget
to add in money for travel and consultants, if needed.
Step 5; Organize the budget into categories, in accordance with your agency
procedures, for convenient review. Typical budget categories will include
personnel, equipment, supplies, travel, and subcontracts. Include the
estimated costs of every major item under each category and summarize the
results.
This approach should be used to estimate the financial needs of the I/M public
awareness program. However, some public awareness officers might initially be
presented with a total budget amount from which to work and be asked to
develop their public awareness plan accordingly. There may also be times when
an unexpected reduction in available funding forces public information
officers to modify their plan. In these cases, they must make hard choices
among a variety of important program options. This will often mean eliminat-
ing or scaling down certain activities or products. The task will be to make
the necessary program adjustments while preserving the overall quality of the
public awareness program. An initial detailed budget will make these
decisions somewhat easier. Ultimately, budgets must represent a realistic
balance between what activities are needed and what funding is available to
accomplish program objectives.
III. BUDGET CATEGORIES - Content and Structure
Items that should be included in an annual budget for an I/M public awareness
program include: personnel (e.g., public information officer,- clerical
assistants, etc.); equipment (e.g., audio-visual, etc.); materials and
supplies (e.g., paper, envelopes, film, etc.); travel (e.g., connected with
mobile van demonstrations, meetings, etc.); subcontracts (e.g., products
and/or services to be provided by consultants or public relations firms,
polling firms, printers, etc.). Direct expenditures should be separated from
any I/M program management costs, i.e., the costs of administering the total
I/M program.
1. Personnel
The budget should include estimated costs for all personnel necessary to plan
and implement the I/M public awareness program; the salary for the .full-time
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or part-time I/M public awareness officer; and any clerical, secretarial or
other staff assistance that is provided on a continuous or long-term basis to
the public information officer. The time that top managers or their
assistants spend administering the I/M public awareness program is not usually
charged to the budget. This time, which could include preparing and negotiat-
ing service contracts, exploring new sources of funding for the program, and
reviewing new program initiatives, is more often covered by the total I/M
program's general operating budget. Personnel costs associated with vacation
time, sick leave, insurance, retirement or other benefits may also have to be
included depending upon the budgeting procedures of the state or local agency.
2. Equipment
I/M public awareness officers will often have access to the equipment needed
to plan and implement an I/M public awareness program. Such equipment might
include slide projectors, cameras, tape recorders, and other audio-visual
equipment. Very likely equipment will not be needed to produce most public
awareness materials. The production of these materials is usually left to
specialists such as printers and audio-visual experts. However, there might
be instances where the purchase of new equipment is appropriate. For example,
a slide projector with audio capacity might be needed for presentations, a
tape recorder to record an exclusive interview, or another telephone line for
a busy "hotline." Whether equipment should be purchased or consigned to a
program for a certain time period will depend on the amount of use it is
expected to receive.
3. Materials and Supplies
The costs of supplies are often underestimated; they can be quite substan-
tial. Consider the costs of first class mailings to thousands of motorists or
to members of the service industry. Other supplies needed to develop informa-
tional materials, such as film and tapes, should also be included in the
budget.
4. Travel
The budget item for travel is often overlooked. Travel funds should be set
aside for outreach activities in different locations around the state, to
attend professional meetings at which I/M is discussed, or to accompany a
demonstration van.
5. Subcontracts
It is likely that the PA staff will require assistance in implementing some
aspects of its public awareness program. Printers will be needed to print the
basic I/M pamphlet and other materials; a public relations firm might be
needed to help plan a media campaign or to design and produce radio and TV
spots; a polling firm or group, such as a university research center, might be
hired to determine public awareness about air quality and I/M, or to evaluate
the effectiveness of I/M public awareness activity; and a public interest
group, such as a lung association or environmental organization, might be
needed to assist with various parts of a public awareness campaign such as
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Clean Air Week. Contracts, grants, purchase orders and other financial
arrangements can be used to obtain these services.
The evaluation of I/M public awareness activities can be done in-house or
by outside consultants. In-house evaluation, such as reviewing the local
press for stories and editorials favorable or unfavorable to the I/M program,
seeking feedback about the I/M program at public meetings and workshops, and
surveying motorists at inspection lanes, can be done relatively simply,
cheaply and quickly. In-house expertise might not always be available,
however, to research thoroughly certain issues, e.g., the information needs of
specific target audiences or the effects of a major I/M public awareness
campaign. In such instances, it is advisable to hire a consultant (research
firm) if resources permit. While they can be quite expensive, (see Section
IV), these firms can provide timely, high quality assistance.
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IV. BUDGET CATEGORIES - Estimated Costs and Explanation
Items included in the estimated Public Awareness budget should be explained
and justified. They should be consistent with those items scheduled in the
public awareness plan. The purpose and importance of each item should be made
clear and its cost estimated as closely as possible. There will be consider-
able variation in the costs for some budget items due to numerous factors that
are outlined below.
Table 1
Budget Item
Explanation
Estimated Cost
PERSONNEL COSTS
Public Information Officer
(PIO)
Assistant PIO
Clerical Assistants
Person to Staff
I/M Telephone HOTLINE
Plan, coordinate and
implement I/M public
awareness program
Assist PIO in planning,
coordinating and implementing
I/M public awareness program
Assist I/M program staff
Respond to questions and
complaints about the
I/M program
$15-25,000 per year
(depending on experience
and qualifications)
$10-20,000 per year
(depending on
experience and
qualifications)
$4-7 per hour
$10-15,000 per year
(depending on
experience and
qualifications)
EQUIPMENT
Audio-Visual Equipment
Used for giving presentations
to various groups about
I/M
$200-1500
Varies greatly depending
on make, quality and
accessories
Telephone HOTLINE
Mobile Van
Used for responding to motor- Hookup, monthly phone
ists' questions and complaints rate, plus long distance
calls. (Toll free 1
year service for two
lines in the Seattle,
Washington metropolitan
area averages $9,000)
Used for I/M demonstrations $15-30,000
in urban areas
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Budget Item
Explanation
Estimated Cost
MATERIALS AND SUPPLIES
Film, Envelopes,
Paper, etc.
TRAVEL
SUBCONTRACTS
Printers
Pamphlet
Used for correspondence
and outreach
To accompany an I/M
demonstration van; attend
workshops or meetings; and
media tour to explain I/M
program to editors.
To inform the public about
air pollution from motor
vehicles and I/M, testing
procedures, and what happens
if vehicles fail the test.
To be distributed
primarily through participa-
ting emission inspection
stations, DMV mailings of
annual registration, at
special events and included
in briefing kits.
Approximately 1-2%
of total budget, plus
stamps or bulk rate
mailing fees (unless
cost of mailing is
absorbed by the state
agency)
$40-60 per day for
room and board;
15-20 cents per
mile plus air fare
plus incidentals, e.g.,
taxi, phone (depending
on agency travel
policies)
2-20 cents per
copy depending on
camera ready copy,
artwork, materials,
cover, and quantity.
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Budget Item
Explanation
Estimated Cost
Poster
Bumper Stickers
Briefing Kit
(folders)
Buttons
Newsletter
To promote vehicle main-
tenance and emphasize
program theme such as
"Don't exhaust our clean air".
To be distributed and
displayed at inspection
and gas stations, some
schools and DMV offices.
The poster could be in two
colors. The design of it
could be based on the winning
entry in a poster contest.
To emphasize program theme
and show public support
for I/M, i.e., "I passed
it" (Auto emission test)
3-30 cents per copy
depending on camera
ready copy, size, number
of colors, materials,
and quantity.
2-20 cents per
copy depending on
camera ready copy, size,
artwork, number of
colors, materials,
and quantity
To be distributed during
voluntary and mandatory
testing and special events.
An "I/M folder" to contain 20 cents to $1.75 each
materials about the program, depending on camera
used for the speakers bureau ready copy, size
and at meetings to brief media color, materials
editors and other officials. quantity and fold.
To show public interest
or support for the program,
e.g., "I'm for I/M" Giveaways
at state fairs, clean air
week, etc.
To keep interested parties
informed about the program's
progress. Should be mailed
at bulk rate, and be printed
if possible from camera-ready
copy.
3-25 cents per item
depending on camera ready
copy, size, materials
and quantity.
3-25 cents per copy
depending on camera
ready copy, size,
number of pages & artwork
(photos and illustra-
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Budget Item
Explanation
Estimated Cost
Billboard
Public Relations (PR) Firm
Radio Spots
To draw attention to
a major program theme such as
"Tune-up for Clean Air and
Save Gas TooJ"
Hired to develop radio and
TV spots; assist in design-
ing pamphlet, bumper sticker
and briefing kit cover; also
provide professional
guidance in media campaign.
$400-500 for creative
design, $75-100 for
materials, $35-40 for
each posting, $50 for
silkscreening each
poster; rentals range
from $100-3000 per month
per unit depending on
location.
$35-75 per hour, with
most fees ranging from
$40-60; daily rates range
from $75-500, depending
on firm experience, but
can also contract for a
week, a month or longer
at a lower rate.
Before committing to a PR
firm for any service, deter-
mine which products can be
accomplished in-house.
With respect to the production
of radio and TV spots, seek
free-of-charge spot produc-
tion service from TV and
radio stations editors. If
public figures are desired
to do spots, seek those who
will donate their time for
the benefit of clean air.
Messages to make people aware
of the need for I/M and
encourage public participa-
tion, e.g., "Let's drive air
pollution out of our lives."
Product Preparation:
$100-1,000 depending
on length'of script,
and use of actors.
Air Time (if paid for):
$25-100 for 30 sec.
spot, $50-200 for
60 sec. spot
Rates depend on station,
reach, timing, length of
ads, ratings and other
factors.
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Budget Item
Explanation
Estimated Cost
TV Spots
Press Ads
Messages to make people aware
of the need for I/M, and
encourage public participa-
tion, e.g., "Let's drive air
pollution out of our lives."
To announce the beginning of
voluntary or mandatory I/M,
location of emission testing
sites, testing schedules and
"hotline" phone number.
Be sure to ask about the
availability of a government
agency discount rate—usually
half price.
Product Preparation:
$1000-5000 depending upon
design, use of actors or
animation, black and
white or color and length
of spot.
Air Time (if paid for):
$25-1800 depending on
whether it's a local
station, late at night or
in the middle of prime
time TV. Rates depend
on station, reach, length
of ads, ratings and other
factors.
Placement Cost:
Display advertising
quarter page ad (33
inches) $360-2200
depending on size and
placement, number of
days appearing, and
whether a daily or
weekly newspaper.
Research or Polling Firm
Public Opinion Survey
Special Events
(Grants with Lung Assoc.
or Other)
Hired to develop a question-
naire and/or conduct surveys
to assess informational needs
of specific target audiences,
to determine public attitudes
toward I/M, or to assess the
effectiveness of the public
awareness program.
$10-25 per telephone
interview; $25-75
for face-to-face
interviews, $5-15 for
mail interviews. Depend-
ing on questionnaire
development, length of
survey, methodology used,
and firm experience.
To promote public awareness $1500-5000 depending on
and participation in yearly agreement for services,
events, e.g., "Clean Air Week" products, and duration
or "Car Care Month". of activity.
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V. BUDGET FOR THE LIFE OF THE I/M PROGRAM
The costs for an I/M public awareness program will not be the same for each
year in the life of the program. Usually, most money is spent during the
first year, particularly during the six months before program start-up.
During this phase, all motorists need to be made aware of program details, as
well as when and where to take their car for inspection. Major budget items
would likely include: personnel costs for the public information officer, his
or her assistant, a person to operate the "hotline" and possibly some clerical
assistance; production of a pamphlet, newsletter and some high quality PSAs
for radio and TV; and a survey to determine the public's knowledge and
attitudes about I/M.
During subsequent years, the cost of the I/M public awareness program should
decrease as motorists learn about the program and understand what is expected
of them. However, the cost of I/M public awareness will not entirely
diminish. Evaluation studies should be undertaken to address special program
needs or to improve program effectiveness. Also, funds should normally be set
aside for continuing special events. In general, the second year's budget
should be about half of the first year's, with major reductions occurring in
material design, production costs, and contract services. The budget would
likely include, however, some funds for the printing of the newsletter and
reprinting of the pamphlet. The third year's budget should be about the same
as the second year's with activities receiving the same level of emphasis and
funding.
VI. SAMPLE I/M PUBLIC AWARENESS BUDGET
In developing this sample I/M public awareness budget, certain assumptions
have been made regarding the inclusion and emphasis of specific products and
activities.
1. The budget is for the first year of program operation in a metropolitan
area (four counties) with a population of about 500,000. The area has
both CO and ozone air quality problems.
2. Personnel: The lead agency will hire a full-time public awareness officer
to run the I/M public awareness program and an assistant to handle the
hotline. No qualified staff persons are available from within to fill
these positions. Clerical and secretarial services will be covered by the
state's administrative budget. Whatever additional staff are required to
administer the I/M public awareness program will also be covered by the
state's general operating budget.
3. Equipment: Most equipment needed to implement the program will be loaned,
free-of-charge, from the audio-visual unit of the state's environmental
department. However, since a slideshow with audio capacity is needed for
an extended period, a separate budget item is included. A new telephone
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line will have to be installed to operate the proposed hotline. A mobile
van will be borrowed for I/M demonstrations.
4. Supplies: This item covers general office supplies (pens, paper,
envelopes, typewriter ribbons, etc.) and mailings of the newsletter and
other informational materials (approximately 2% of total budget.)
5. Travel: Funds will enable program staff to attend an I/M workshop;
accompany several van demonstrations in different parts of the state; and
present I/M briefings. (State car will be used if available.)
6. Subcontractors: Contracts will be awarded to a printer, a public
relations (PR) firm, a university research center and a public interest
group for products and/or services that cannot be provided in-house. The
printing services are for a monthly newsletter, a poster, a bumper sticker
and fact sheets.
The newsletter will be prepared in-house, printed in black and white,
consist of four pages, include only one or two photos or illustrations, be
mailed out at bulk rate, and be printed from camera-ready copy. The
pamphlet will be produced by the PR firm (5" x 11" folded to 5" x 3")and
printed in two colors. The poster will be in two colors, the design of
it based on the winning entry in a Jr. High School poster contest. Local
TV and radio stations have agreed to produce and broadcast spots
"free-of-charge" as public service announcements (PSAs). The public
opinion survey will consist of 500 telephone interviews only; with a
minimum of 14 questions (4 on air quality, 4 on sources of pollution, and
6 on I/M). The Special Events, a Clean Air Week in mid-May, and a Car
Care Month in October, will be accomplished by the American Lung
Association. Press ads will be prepared in-house and placed in the four
major daily newspapers within the four counties for the purpose of
announcing the voluntary and mandatory start-up period. (A quarter page
ad—33 inches—two times a week for a two week period).
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Table 2
Sample I/M Public Awareness Budget
(First Year of Program Operation)
PERSONNEL
Public Information Officer (PIO) $20,000
Assistant PIO (for HOTLINE) $14,000
EQUIPMENT
Slide projector with audio 450
Telephone HOTLINE (1 tollfree line) 3,000
MATERIALS AND SUPPLIES
Office supplies and franking privileges .1,500
(at about 2% of the budget)
TRAVEL
To accompany I/M demonstration van
(20 locations mileage and maintenance) 400
To give presentations to groups and meet with local 200
editors—25 meetings (mileage for private auto only)
SUBCONTRACTS
Printing
Newsletter, prepared in house, camera ready copy
(2,000 copies @$.05 each for 12 months) 1,200
Fact Sheet, prepared in-house
(4,000 copies @$.05) 200
Poster (1,000 copies @$.05) 50
Bumper sticker (50,000 copies @$.025) 1,250
* PR Firm
Pamphlet (design and production) 300
(300,000 @$.03 for printing) 9,000
Briefing Kit Folders—(design and production) 200
(1,000 copies @$.25 for printing) 250
Research or Polling Firm
Public Opinion'Survey
(500 interviews @$10) 5,000
Press Ads (4 newspapers, 2 times a week for 4,160
2 weeks @$260)
Special Events
Clean Air Week (mid-May)
Car Care Month (October)
TOTAL
*The reason for the somewhat moderate one-year budget amount is assumption
that the TV and radio spots would be produced and broadcast "free-of-charge".
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