2010 Stormwater Survey North East Wisconsin Stormwater Consortium

1. 2010 Stormwater Survey North East Wisconsin Stormwater Consortium

2. Acknowledgements Survey Funded by: Northeast Wisconsin Stormwater Consortium Survey Prepared by: Survey Center – St. Norbert College

3. Why Survey? … conduct equivalent public outreach to increase awarenessof storm water impacts on waters of the state NR 216. 07 Permit Requirements Public Education and Outreach

4. Why Survey? … encourage the public to change behaviorthat may cause storm water pollution from sources including automobiles, pet waste, household hazardous waste and household practices NR 216. 07 Permit Requirements Public Education and Outreach

5. Survey Development • The survey was developed to provide base-line results for a new campaign direction as well as comparison results from the 2005 survey. • The survey was also developed to meet the phosphorous grant requirements. The grant required us to conduct a follow-up survey to measure results of the 2009 campaign. • The behavior based questions remained in the survey to find out what people are doing and what people are willing to do. • New questions regarding where people are willing to learn about water quality were added to direct a future campaign.

6. Goals Learn about: • Stormwater Awareness • Current Practices • Target Markets for upcoming campaigns • Effectiveness of 2009 Phosphorous campaign

7. Brown Outagamie Calumet Winnebago Fond du Lac Survey Area 400 phone surveys completed for the five county area: Brown Calumet Fond du Lac Outagamie Winnebago Surveys were conducted between April 21st and May 6th, 2010

8. Representation Individual respondents for the survey were representative of the county populations involved.

9. RESULTS

10. Stormwater Awareness

11. When stormwater runoff leaves your property, where does it go? Respondents were asked: 7% • “other” breakout • 38% said a lake, bay, river, pond or creek • 38% believed it went to a ditch or field • 17% said into their yard • 7% said the road 32% 60% According to the U.S. Census the Five County Area is 73% Urban and 27% Rural

12. For stormwater that does enter a storm drain or ditch, where do you believe it ultimately ends up? Another location: 57% Creek, river or bay 17% Swamp ,Stream or Ravine 21% Backyard, Lot or Field 5% Road or Other

13. 32% believe…… …..stormwater that enters a storm drain or ditch, ultimately ends up in a Municipal Sewage Treatment Facility.

14. Comparison

15. Survey Comparison * MAMASWaP – Madison Area Municipal Storm Water Partnership

16. Where do you believe stormwater ultimately ends up?

17. Water Pollution Contributors

18. On a scale of “1” to “6”, tell me to what extent you feel each of these items contributes to water pollution. We asked: 6 Major Contributor 1 Does not Contribute

20. Percieved Major Contributors

21. Percieved Non-Contributors

22. Increased Awareness of Contributors

23. Increased Awareness of Contributors Grass Clippings and Leaves

24. Comparison

25. Survey Comparison * MAMSWaP – Madison Area Municipal Storm Water Partnership

26. Which are MAJOR contributors to water pollution?

27. Best Management Practices

28. I am going to read you a list of lawn care and home practices. Please tell me if you “already do this”, would be “willing to do this” or “not willing” to do this. We asked:

29. I already do this…

30. I am willing to do this…

31. Comparison

32. I am NOT willing to do this…

33. What does this tell us? • More people are doing more water friendly practices in 2010 than 2005 • The amount of people willing to change behavior has decreased but there are still people willing to change • The number of people not willing to change behavior has stayed fairly constant from 2005 to 2010

34. Evaluation of the NEWSC 2009 Phosphorous Education Campaign

35. We asked: In 2009, the Northeast Wisconsin Stormwater Consortium launched an advertising campaign for NEWWaterWisconsin.org, featuring a green haired guy who often said “Hey Neighbor.” Do you recall seeing any part of this campaign? 14% said Yes

36. We asked the 14% Where do you recall seeing ads for this campaign? 79% said Television 9% said Billboard 8% said Newspaper 4% said Radio

37. We asked the 14% Do you remember what the campaign message was about? 30% were able to accurately recall part of the message16% recalled but were inaccurate 54% could not provide response

38. Comparison

39. Survey Comparison * MAMASWaP – Madison Area Municipal Storm Water Partnership

40. Campaign Comparison

41. Direction of our future campaign

42. We asked: How frequently do you visit each of the following places?

43. The percentage of people that frequently or sometimes visit We learned:

44. We asked: How likely would you be to take a moment and learn about water quality from a display set upat the places you visit?

45. We learned:

46. Direction of our future campaign

47. General Message Stormwater carrying pollutants enters our local waterways untreated. We value our water resources. It’s time to protect our water.

48. Secondary Messages Here’s what YOU can do! Continue to focus on behaviors that people are willing to change 40% Utilize a rain barrel 28% Establish a rain garden 27% Stop using chemical fertilizers 24% Stop using weed killers 23% Stop using salt to melt ice

49. I&E Committee Next Steps • Design 2011 educational campaign • Create goals • Develop message • Develop implementation strategy • Find opportunities to share information and tools with other Wisconsin communities

50. How can communities use the data? • Communicate results to elected officials and local constituents to validate their stormwater education programs • Improve the individual community educational program • Evaluate community regulations or the need for them