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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                                      12

    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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