Introduction …………………………………………………………..………...1 Part One: Overview of Goals and Key Messages ……………...… …………...3 Part Two: Defining the Superior Streams Partner Program……………...........5 Part Three: Marketing the Superior Streams Partner Program….....................12 Conclusion ………………………………………………………………. ….22

Appendix A: Marketing Plan Summary of Schedule and Costs Appendix B: Pledge Form with General Menu of Possible Actions** Appendix C: Membership Application Form** Appendix D: Potential Partner Database Appendix E: Summary of Business-specific Suggestions for Actions to Take Appendix F: Potential Talking Points for In-Person Meetings Appendix G: Marketing folder inserts describing the RSPT and Superior Streams Partner Program** **In with Marketing Folder

The Regional Stormwater Protection Team (RSPT) was established in 2002 by bi-state regional communities, agencies, and universities that came together to provide mutual support, education and outreach regarding protection of their shared Western Lake Superior watershed. The RSPT currently has over 25 members. In 2006 the RSPT decided to pursue creation of a program that would entice businesses to become RSPT members. To get the program underway, the RSPT applied for and received a grant from Minnesota’s Lake Superior Coastal Program to help cover the cost of developing a marketing plan designed to help solicit business participation in the program as well as make consumers aware of which businesses are participating and showing their support for clean water. In 2007, The City of Duluth, on behalf of the RSPT, contracted with Barr Engineering and its subcontractor, Jeanne Lamb Public Relations and Writing, to develop the partnership program and marketing plan.

Part One

of this marketing plan identifies goals for the partnership and establishes the key

messages that must be consistently conveyed.

Part Two establishes partner requirements. Part Three
describes incentives that exist to entice a business or other organization to

become a partner and explains the marketing efforts that we recommend using to get RSPT partners on board and to provide public recognition for those partners. To serve as a quickreference tool, this plan also includes a summary table in Appendix A showing a timetable for implementing marketing initiatives along with estimated costs to assist with budgeting. The plan includes a number of other appendices, including a spreadsheet listing businesses and other groups in the area that will serve as a starting point for identifying specific contacts to be made. It is important to note that while this plan has been well thought out and carefully developed, it is a working document. As the partner program evolves this plan will need to be reviewed and periodically updated. This plan is provided to the RSPT electronically as well as in hard copy form to allow the RSPT to freely update as needed.



We developed this plan using input from several sources. The primary source of ideas and our understanding of the key project needs and goals have been drawn from RSPT members. Wherever possible we have made use of or tried to be consistent with existing RSPT programs or available marketing and educational materials to provide a consistent message to the public and minimize costs. We also solicited suggestions from an RSPT Partnership Focus Group made up of four area businesses and one church to understand which incentives potential partners are most likely to find appealing. Finally, we made use of Barr Engineering and Jeanne Lamb’s own expertise in the areas of marketing, stormwater management and operating businesses. This plan covers marketing efforts assumed to occur in 2007 and 2008. Some of the marketing efforts can be completed entirely by RSPT members with little or no additional costs, while other efforts will require outside assistance from printers, advertisers, etc. Cost estimates are provided, however, it should be noted that actual costs will depend on many variables from distribution, quantities, placement costs, the scope of the projects and other variables unknown at this time.



Part One: Overview of Goals and Key Messages

Superior Streams Partner Program Goals:
The primary goal of this project is to persuade businesses and other organizations to become Superior Streams Partners. Through the process of soliciting partners and the actions that they take, the project will increase awareness on how businesses impact stormwater, and how businesses can respond to reduce those impacts. Ideally the Partners program will provide

$40,000 or more per year to help support the cost of education and outreach programs, including paying for a part-time RSPT coordinator,

Primary –

Businesses and non-profit organizations such as religious organizations, schools and civic organizations that have a clear environmental stewardship purpose or mission.

Businesses and non-profit groups that do not already have a clear environmental stewardship purpose or mission, but could have significant ability to reduce stormwater impacts through actions of their own and/or public education.


Secondary •

The general public who are employees, customers, or members of organizations and may request involvement and provide support to potential Partners. 1

Key Messages:
1. Become a partner and join the effort to protect our streams, wetlands, inland lakes, and Lake Superior - Earth’s largest freshwater lake - by reducing stormwater runoff and pollution at the source.

June 28, 2007 RSPT Partnership Program Focus Group Meeting Notes



2. Being “green” and protecting our waters is good for business. Partners enjoy on-going public relations that inform our local community of Superior Streams Partner efforts and promote patronage of partners.

3. Become a partner and be part of the solution by implementing actions that you can take to reduce pollutants in stormwater runoff and decrease the volume of runoff that erodes stream banks and shorelines and carries pollutants into Lake Superior.

4. Your contribution will help grow the Superior Streams Partner program and further enhance your, and all partners, interest in reducing storm water pollutants. Depending on future arrangements made by the RSPT to become a non-profit or to partner with an existing non-profit, SSP membership contributions may be tax deductible. If this becomes available then this key message should also emphasize that membership contributions are tax deductible.

Program Title:
The following name has been selected: Superior Streams Partner Program.



Part Two: Defining the Superior Streams Partner Program
The Superior Stream Partner Program is an opportunity for businesses and other organizations to voluntarily take action to help protect our water quality, learn more about storm water pollution and what actions to take to avoid polluting, and be publicly recognized for those actions. RSPT members will be available to help businesses and other participants understand what they can do to minimize their impacts and help increase public awareness of this problem. Partners may find an RSPT member that has tackled the same issue and can share their solution, saving Partners considerable time and money. RSPT can better tailor assistance programs such as workshops and the RSPT website to fit people’s needs if they have Partner members that will provide input and suggestions.

Answers to some Frequently Asked Questions about the Program
1. What is the difference between a Superior Streams Partner and an RSPT Member? RSPT members are representatives of local, regional or state governments, and universities. This includes municipalities and universities that are or will be regulated as Municipal Separate Storm Sewer Systems (MS4s) and required by law to implement public educational programs and a variety of best management practices (see ). The RSPT was formed to develop a cooperative approach and consistent message for these stormwater education programs and to provide a base of technical expertise to be shared throughout the region. Members regularly attend monthly RSPT meetings and the MS4’s contribute fees to financially support RSPT activities that have mostly been funded by highly competitive short-term grants.

Superior Streams Partners are businesses and other organizations that have an interest in supporting the public education and outreach mission of the RSPT. Partners are welcome but are not expected to attend monthly RSPT meetings.



2. Can RSPT Members also be Partners?

Yes. At least one RSPT member has indicated that they would likely keep their
membership in RSPT to help fulfill their MS4 permit requirements, but they would also like the benefits of becoming a Partner, including assistance and recognition.

Benefits of becoming a Superior Stream Partner include:
1. Public recognition of the Partner’s assistance to the community and commitment to clean water through billboards, newspaper articles, etc. 2. Having the Partner’s name on an “Adopt-a-Stream” sign (the availability of this benefit remains to be finalized as of October 17, 2007) 3. Recognition on the web site, including links to Partner’s web site(s) 4. Learning from and sharing experiences with other Partners 5. Stormwater-related updates sent directly to Partners via email regarding opportunities, such as grants or awards, and information, such as changes in stormwater fee systems or regulations 6. Receive invitations to annual meetings and other forums where Partners can provide input to local or state agency staff 7. Help finding information on best management practices (BMPs), stormwater regulations and contact information for local, regional and state agencies 8. Use of a “speakers bureau” regarding stormwater pollution and actions that can be taken to protect water from stormwater pollution plus the opportunity to recommend specific topics for future presentations 9. Use of a traveling exhibit that serves as a public education tool regarding stormwater pollution prevention and advertises that the organization is a Superior Streams Partner



To become a Partner, a business or organization will be asked to:
1. Sign a pledge form that states their intentions to take action where possible to minimize their impact on stormwater and/or to provide public education (see Appendix B), and

2. Pay an annual Partner membership fee. The recommended annual membership fees range from $50 to $3,000 per year or $10,000 for a “lifetime” membership as shown on the membership form (Appendix C). A wide range of fee levels is recommended, recognizing that the ability to pay ranges widely from a small non-profit organization or school to large corporations. It is in the RSPT’s interest to maximize the number of Partners, which in turn maximizes the number of businesses/organizations taking one or more actions to further the goals of the RSPT. Membership fees will cover a calendar year. Annual Partner membership fees paid to the RSPT may be tax deductible, however, the decision to become a non-profit or partner with an existing non-profit to allow this to occur has yet to be finalized as of October, 2007.

Expected Revenue
One goal identified by the RSPT for this Partner Program was to be able to fund at least half of a full-time equivalent position through membership fees, in addition to covering the costs of some programs such as advertising and public relations campaigns, the web site, watershed festivals, training workshops, etc.. Whether the revenue of the Superior Streams Partner program will cover some or all of these costs depends on the success of the program as well as budgets established by the RSPT.

A very rough estimate of potential annual income from the Partner program is given below, assuming as noted above that it will be easier to recruit members at the lower membership levels and that a relatively smaller number will be willing to join at the higher levels.



Hypothetical # of Partners at this level 25

Membership Rate

Subtotal / year* Who this might include



Religious organizations, schools, etc.


$100 $5001 $1,000 $3,000


Small businesses, possibly some nonprofits

15 10 5

$7,500 $10,000 $15,000

Medium businesses Large businesses Very large businesses or others with most interest in environmental stewardship and PR

0 Total: 70


$10,0002 $35,250*

Table Footnotes 1. The opportunity to have the business/organization’s name on a sign will be offered for those that sign up at the $500 level and commit to remain a Partner for at least three years 2 Unless a new company joins every year at the $10,000 “lifetime” membership level, this will be a one-time contribution

Preparing to Launch the Partner Program
A number of the benefits identified above will require further preparation by RSPT members or need to be procured by the RSPT before promoting the Program. In particular, the following actions are recommended to prepare to launch the program.

1. Provide information on the web site regarding the Superior Streams Partner program and prepare to begin listing Partners as part of the public recognition program. As soon as possible a posting on the web site along the lines of



“Coming Soon: the Superior Streams Partner Program” should be added. More specific information, drawn from this Marketing Plan, should be added as well.

2. Start a new SSP email list serve that will be used to send email updates to Superior Streams Partners. Require that a company/organization must be a current, paid Superior Streams Partner for their employees/staff/members to be on this email list (although RSPT should be cc’d on the messages as well).

3. Prepare the slide presentation. The primary power point presentation that will be offered as a benefit (the “speakers bureau”) could be the same as that developed as part of Approach #2 of the Partner Recruiting program described in Part Three of this plan. The RSPT has an existing power point presentation (as found on the web site at that could be used to develop a new Superior Streams Partner Program presentation program. The newer version would include more general information on stormwater pollution and how to prevent it, e.g., an explanation of "Dos and Don'ts" for stormwater while focusing a bit less on what the RSPT is and why it was formed.

4. Determine who will make the direct recruiting contacts called for under Part 3, Approach #2. At least four RSPT members have said that they could make some calls. Other options identified include asking certain partners such as consulting engineers to help with this task, and/or using grant money to hire someone to do direct recruiting.

5. Another suggested benefit that requires preparation would be the traveling exhibit or display. We envision that this exhibit would be large enough to be eye-catching and interesting, but not more than 5’ in any one dimension so that it does not take up too much space and can be easily transported. The display could show a traditionally developed commercial property with a lot of lawn and paving that directs all runoff right into catch basins and storm sewers, as well as show concepts such as reduced pavement and lawn size, use of more trees and more naturalized plantings that include deep-rooted



native plants, pervious paving, a green roof, rain gardens, vegetated swales, etc. Ideally the exhibit would also show what goes on below ground (storm sewer pipes, shallowrooted turf grass vs. deep-rooted native plants, etc.) and show how storm sewers discharge to a creek. NRRI has a Prototyping Facility than can make slick looking 3-D models out of various materials that could help cut costs. They need an electronic drawing from auto CAD or architectural software to go from (which could perhaps be an LSCP project). In addition to offering the display to all Partners for temporary use it would be especially appropriate to place a display at the Great Lakes Aquarium and a smaller simpler version at the Zoo (both of which, hopefully, will become Partners).

The City of Superior has several table-top displays that can be used for various topics, including stormwater education. Businesses such as SMDC and Minnesota Power have borrowed these in the past. It is possible that Superior’s displays could be used initially to fill this need at the onset while the RSPT raises money through the Partner program to fund purchase of even better display(s).

The MnDNR also recently purchased two ready-made educational tools from Enviroscapes that are intended for use as part of a presentation to educate people regarding non-point source sources of pollution. The MnDNR’s displays could be used as appropriate as part of the presentation described under #3 above, but are not meant to be stand-alone displays.

6. If a new RSPT “Adopt-a-Stream” sign will be offered as a benefit then the sign design and options for locations should be developed and required approvals identified before the Partner Recruiting efforts begin. This concept calls for adding signs at places where creeks pass under roads or trails (e.g., along the Duluth Lakewalk) that include the adopting company’s name or logo. Alternatively, instead of creating a new sign program specific to this area and the RSPT, MnDNR’s existing Adopt-a-Waterway program could be promoted. Rather than offering to put a company/organizations’ name on a sign in exchange for money, the DNR Adopt-a-River program asks groups for a two year commitment to do an annual cleanup of a specific stream or shoreline. Since the program


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started in1989 volunteers have collected 5 million pounds of garbage along 8,100 miles of shoreline using 6,700 volunteers 2. As of 2007, 200 groups are participating in the program. Originally volunteer groups got their name on a sign to publicly recognize their efforts. NSP sponsored the signs until they were purchased by Excel Energy. Currently, DNR does not have a funding source to cover the cost of signs, but they could still provide the program coordination, including a “how to” kit for new participants and free bags and gloves (donated by Target stores).

At their September 19, 2007 meeting the RSPT formed a Sign Committee that will work toward a final decision on which direction to pursue and, if a new sign program is developed, how it will be implemented (sign design, locations, how Partner names are added to the sign, etc.).

Although we expect that having their name on a sign will be an incentive for becoming a Partner or joining at a higher level, it is interesting to note that one Focus Group member representing a mid-sized industry stated that they wouldn’t want to pay to have their name on a sign, partly because their company does not have a public image problem and they don’t sell their product locally. They would rather let employees take an afternoon off of work now to physically go out and clean a stream, which serves as something fun for employees while raising their awareness.


Phone conversation between Lisa Stracek, Barr Engineering, and Paul Nordell, Minnesota DNR, on July 3, 2007


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Part Three: Marketing the Superior Streams Partner Program
Marketing programs related to this project are divided into two groups. The first set of marketing activities establishes the approaches we recommend that the RSPT take to publicize this new program and to get new Partners on board. The second set of marketing suggestions is designed to publicly acknowledge and support efforts of Superior Streams Partners.

Recruiting Superior Stream Partners
Understanding Incentives to Participate
Before the RSPT members begin the proposed marketing activities, it is helpful to consider what is most likely to motivate prospective Partners to say “YES! We’ll join!” We believe potential Partners will be motivated by the following incentives: •

Being “green” can be good for business. “Green” is more than a marketing trend, political leaders are at work trying to legislate more and stricter mandates on Great Lakes pollutants. Groups, such as religious organizations, often support environmental stewardship as a core mission.

• • • • •

Improving or maintaining a good public image via recognition for being a Superior Streams Partner via news releases, signs etc. The opportunity to “do good” by helping to fill a need and provide a beneficial service to the community while educating employees/organization members. The opportunity to learn from or share experiences related to minimizing stormwater pollution with other Partners by showcasing clean-up efforts and results on the website. A marketing tool that supports environmental stewardship that may also be tax deductible. Being informed early on of potential changes to state regulations and local ordinances related to stormwater management and the opportunity to provide feedback on draft regulatory changes before they are finalized.


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The incentives that are of most interest will vary depending on the type, mission, and size of business or organization.

Recruiting Approach 1: Recruiting through Speaking Opportunities
Time Frame: Ongoing, beginning in December 2007

Marketing Campaign Materials: Slide presentation program (remains to be prepared); folder containing a description of the Superior Streams Partner program, background on the RSPT, pledge and membership forms and a return envelope (has been prepared, see Appendices B, C, and G).

Approximate Cost: $0 if prepared by a “volunteer” RSPT member. If the presentation was developed by a marketing firm the approximate cost would be $200/slide to edit and reformat existing electronic RSPT PowerPoint program into a powerful, attractively designed, concise but informative and engaging presentation that will capture the attention of audiences like Rotary Club members, religious groups, corporate workshops and others. This will not be an academic program; it will be professionally designed for a consumer audience. We estimate the presentation to be 15 to 20 informative slides. This presentation can also be printed out as a handout for audience members and used on a website.

Discussion: The use of presentations to various groups as a recruiting method has the following purposes:

Provide education regarding stormwater pollution and why it is a serious concern. This establishes that there is a serious need to take action and that only through the collective actions of many individuals and groups can the problem be solved.

Explain how members of the audience can help by asking their organizations/businesses to become a Superior Streams Partner. We need to make businesses and others aware of the role that they can play in protecting water quality.


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Roll-out this new program to a wider audience. This will promote name recognition for the RSPT and the Superior Streams Partner program while also casting a bigger net to recruit businesses or other organizations that are not on the list of people to contact directly.

The reason that we have listed this approach as a high priority along with the in-person meetings and direct phone calls (Approach #2) is based on Focus Group responses. Virtually everyone present at the Focus Group indicated that: 1) RSPT needs to raise awareness and define the problem in an understandable manner; and 2) Employees or members of a church, school, etc. who have been informed through a rotary club or other similar presentation about the Superior Stream Partner program may ask their employer/organization to join, which carries a lot of weight -- much more than a cold-call request or letter from outside the organization.

Appendix D lists groups that we recommend contacting to offer to make a presentation to their group to explain how storm water is a leading source of pollution to our lakes and streams and what can be done about it. RSPT members may know or even be members of additional groups that could be added to this list.

Recruiting Approach #2: Signing up Partners through In-Person Meetings or Phone Calls
Time Frame: Ongoing beginning in December 2007

Marketing Campaign Materials: Spreadsheet with suggested contacts (Appendix D); folder containing a description of the Superior Streams Partner program, background on the RSPT, pledge and membership forms and a return envelope (Appendices B, C and G); informal list of possible actions that specific types of businesses and organizations can take (Appendix E).

Cost: No additional production cost. A simple folder with inserts has been produced as part of the original marketing plan and includes the pledge and membership forms. It has been


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produced as a Word Document and provided to RSPT on a CD so that the RSPT can make revisions internally without incurring expense. Printing is the only expense and will depend on quantity and quality. Postage would be an intermittent expense.

This plan includes in Appendix D the contact database spreadsheet as well as the start of a list of possible actions for specific business types. We anticipate that these will be used as internal tools rather than handouts, and that the RSPT will continue to update these as well.

Discussion: This approach is intended to get at least 20 initial Partners on board by January 31, 2008 by focusing on the companies and organizations that we expect are most likely to participate. Having a solid core of established Partners that represent a variety of businesses and organizations will help lend the Program credibility.

RSPT members who are able to will each make four or more direct contacts with businesses and other target organizations. The RSPT has also discussed two other alternatives: 1) obtaining a grant that would allow for hiring someone to make calls, or 2) asking some of the initial Partners to help. The contact should start with a phone call to schedule an in-person meeting during which the RSPT member will explain briefly what the RSPT is, then state that the RSPT has an exciting new Partner Program that we would like to discuss. At the in-person meeting the talking points presented in Appendix F can be used as a guide to explain the program and invite the person to consider becoming a member. The marketing folder containing a written description of the Partner program along with a membership form, pledge form and return envelope should be left with the person at the end of the in-person meeting. If the person indicates during the initial phone call that they are certain they would like to become a member, an in-person meeting is not necessary – then, the content of the folder can simply be mailed to them.

As noted above, raising awareness of stormwater issues will be required in most cases before the person will be open to considering becoming a Partner. For this reason the suggested talking points begin with determining the person’s current level of knowledge in this area, then helping to inform them. Raising awareness of stormwater issues is also the RSPT’s primary purpose.


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The time spent making calls and at meetings should be tracked for reporting as part of RSPT’s outreach efforts regardless of whether the particular business becomes a Partner.

A list of suggested “Tier 1” groups to contact is provided in the contacts database presented in Appendix D. Tier 1 businesses and other organizations were selected primarily because of the relatively high likelihood that they would become Partners. Most of the businesses listed have already been contacted by Barr Engineering staff to see if they would like to talk to someone about the program, and many indicated that they be likely to sign on as Partners. Consideration was also given to suggesting contacts in the various RSPT member geographic areas. Most of the remainder of the contact information provided to Barr by NRRI staff that was created as part of the effort to recruit Watershed Festival supporters remains in the spreadsheet as “Tier 2” or “Other.” Barr has also added contact information for local media organizations.

Priority should be given to contacting the following potential Partners that may be able to help provide services as part of their pledge to take action that would help get the Program underway:  Local consulting engineers, especially those that specialize in stormwater design such as Barr Engineering, LHB, SEH, and Ayres Associates. Other possibilities include RLK, and Lloyd Vienneau with Safety Assistant. These firms could be asked if they would be willing to help recruit other members (e.g., their clients) by passing along information on the program to them and encouraging them to call the RSPT for more information.    One or more printers Billboard companies News media, especially the major TV stations and newspapers

Following an initial push to get 20 or more members on board RSPT members can continue making contacts as opportunities become available, for example, as the result of presentations per marketing Approach #1.


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Recruiting Approach 3: “Get on the Bandwagon!”
The third recruiting approach overlaps the marketing methods described below for providing public recognition for partners. All press releases, media events, awards, etc. designed to get positive public relations (PR) for the Partners should also be designed to make it very clear that more participants means better results, i.e., encourage additional businesses and groups to get on board as Partners.

Providing Public Recognition for Partners
The marketing efforts described above are designed to recruit Partners. This section of the marketing plan describes recommended approaches for publicly recognizing Partners and their accomplishments. The purposes of these efforts are to provide positive PR as promised as a member benefit and to further advertise the program to others that may be interested in joining. Some of these activities also provide another opportunity for stormwater education and raising awareness levels.

Logo Static Decals
Time Frame: December, then on-going. Distributed upon receipt of pledge form.

Cost: $500 to produce 125 decals per estimate from Paul at Mellin Promotional (728-4323). Final decal development is not included, however we assume it would consist of the Superior Streams Partner program logo that has been developed by Jeanne Lamb and Kollath Graphic Design (727-1731) as part of development of this plan and associated campaign materials.

Discussion: We’ve all seen them, plastic decals on the glass door or front window of an office declaring for all customers to see the organizations that the business supports. A static decal with a logo would provide an immediate declaration of participation and a recognition symbol for Superior Streams Partners while showing that business’s support for environmental stewardship and Partner status.


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This tool also offers RSPT members something immediate to offer those they are recruiting.

News Releases
Time Frame: On-going beginning with announcement of first partner or group of partners.

Cost: $125 to write one-page news release, $35/per release for distribution. A template can be developed instead for RSPT staff to write and distribute news releases from your office. The template would include the key messages set out in this marketing plan along with information on how to become a Partner. This information would be provided in the last paragraph of each news release. The template would then provide guidance on presenting the essence of the news in the first paragraph followed by supporting information and quotes. The cost for having a marketing firm develop a one-page news release template would be $125 3. Alternatively, RSPT members (e.g., WLSSD, Sea Grant, NRRI, UMD) have staff that could assist with this as well. Distribution information is listed below.

Discussion: We recommend distributing a one page news release at least every month announcing new partners or significant actions taken by partners. This will provide promised recognition for partners as well as develop a familiarity with the Superior Stream Partners program and support other initiatives sponsored by the RSPT such as the winter workshop on proper de-icing procedures. News releases should be distributed to the following media:

Local newspapers and community publications (in alphabetical order) 1.

Business North, Publisher: Wayne Nelson, Circulation: delivers 7,000 copies each month and reaches more than 21,000 readers each month, or, phone: 720-3112


Company publications of RSPT members, township newsletters, and new Partners employee newsletters (Requires developing and maintaining database)


Cloquet, Pine Journal, Publisher: Wendy Johnson, Circulation: 5,055,


Cost estimate based on Jeanne Lamb’s fees; other public relations firms’ fees may differ


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Duluth Budgeteer News, Contact: Tom West, Circulation: 50,020, or, phone: 723-1207


Duluth News Tribune, Publisher: Steve McLister, Circulation: 42,264 / 66,096 Sunday,


Duluthian, Contact: Scott Stein, 3,000 subscribers,, phone: 722-5501


Duluth People and Duluth Journal (on-line news), Contact: Howie Hanson,, phone 624-7495


Lake Superior Magazine, Contact: Konnie LeMay,, phone 7225002

9. 10.

Proctor Journal, Publisher: Jake P. Benson, Circulation: 1,862, Stream-Line, a newsletter for residents of the Amity Creek watershed (Duluth, Lakewood township, Gnesen township and Rice Lake township), circulation: 2,000; Contact: June Kallestad, Public Relations, , NRRI-UMD, 218-720-4300

11. 12. 13.

Superior, The Daily Telegram Woman Today, Contact: Dee Munson,, phone: 729-3372 The Reader Weekly, Contact: Dennis,, 722-0173; Publishes on Thursday, Circulation of 30, 000.

Local television stations will not pick up on all releases, but significant actions may be news worthy for them – 1. NewsCenter – NBC and CBS affiliates, channels 3 and 6, News Director: Derrick Hinds and Maureen Talarico,, Phone: 720-9600 2. WDIO, channel 10, News Director: Steve Goodspeed,, Phone: 7276864 3. Fox 21 News, Contact: Nick LaFave,, Phone: 728-8930 4. WDSE-TV 8 (Almanac North), Business News Contact: Greg Grell,, Phone: 724-8567


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On 7-3-07, Lisa Stracek, Barr, spoke to Dave Jencsh at the Northland’s NewsCenter regarding the possibility of having the RSPT work with his news team. He stated that their news station was developing a “green” campaign for their employees, which included public service news casts, etc. He is working with Kelly LaTasha in their marketing department to develop their “green environment” and was enthusiastic about how the RSPT would fit right into their plan. It would also be worth inquiring about having the television sales staff offer public service announcements to their clients who become Superior Streams Partners that promotes clean watershed actions. All of the above suggests a partnership with the Northland’s NewsCenter would be a good thing.

Time Frame: January through March

Cost: $800 to $1,000 to produce and place a 12-foot by 24-foot poster display for 30 days using Lamar Outdoor Advertising (628-2301). (Poster displays are paper (vs. vinyl) billboard prints, which cost less and are acceptable for short-term use.) Rotate one a month or do two a month in different but strategically placed locations. Invite local billboard companies to become Partners early on, suggesting that they may provide discounted rates on billboards as part of their pledged assistance to the RSPT.

Discussion: Billboards offer a lot of public “splash” right off the bat for relatively low cost. They could be designed with a heading like Become a Superior Streams Partner because … it all comes down to our water” to incorporate the existing RSPT tag line. Show two photos of actions businesses can take and in one column, or a quarter of the space, list partners. Yes, the list will be the least read, but over 30-days it will provide recognition to those who have signed up and incentive to join for those who need it. Best of all, it will put the stormwater issue on the minds of all who see it including local business people. Billboard space can be purchased in the Duluth downtown area, Cloquet, Superior, and up by the Miller Mall area to educate and establish the Superior Streams Partner program, list new members, and encourage new partners to join. Billboards can be an effective tool to reach all our identified audiences.


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Recognition on the Web Site
Time Frame: October – ongoing. The work needed to prepare to post information about the Partner program on the web site and begin to provide recognition of Partners should begin as soon as this marketing plan has been finalized and should include a list of Partners. Cost: NRRI staff time

Discussion: In addition to providing information regarding the Partner program on the web site and a list of members, RSPT member Mindy Granley suggested tying businesses into the web site by including a new “lake superior lifestyle” section on the web site that could include marketing info about the area and mention the Partner Businesses, especially those that contribute toward the cost of the web site.

Time Frame: 2009 Cost: Unable to provide at this time as scope is not determined. We recommend instituting an annual Partner award program, perhaps in the second or third year of the program after a RSPT coordinator is hired. An example of an existing award program that focuses on recognizing ecological landscaping can be found on the website for the RamseyWashington Metro Watershed District at The Partner Award program should be designed to encompass the various types of Partner members (business, schools, religious organizations, etc.) and perhaps the different types of activities undertaken (e.g., best efforts for public education, best new stormwater BMP…). We considered dovetailing with existing award programs such as those of the St. Louis River Citizens Action Committee (SLR CAC). However, based on our conversations with CAC staff, although RSPT members may want to nominate Superior Streams Partners for the SLR CAC awards, the scope and focus of the awards differs from the RSPT program too significantly to combine them. Another possible opportunity to partner with an existing entity that should be explored would be the with the Lake Superior BiNational Program.


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The RSPT has accomplished a great deal in a short amount of time with very limited funding and serves as a model of what can be achieved through cooperative efforts. The potential to expand the abilities and impact of the RSPT through creation of the Superior Streams Partner program is significant. Asking citizens to change their behavior as it relates to protecting our lakes and streams without asking businesses and other organizations that develop, use and maintain large pieces of property to take action greatly limits the potential to successfully address the stormwater problem. The Superior Streams Partner Program, promoted as called for in this marketing plan, can help fill that gap. We found a surprising degree of interest on behalf of the businesses and others that we contacted to discuss the proposed program. The time to start this new program is now while the public’s interest in “going green” remains active. Although some time must be spent finalizing

preparations to launch the new program, we encourage you to implement it as soon as possible while these ideas and the motivation to try them out are fresh. Thank you for letting us support the RSPT and the new Superior Streams Partner program by providing this marketing plan.

____________________________________ Carol Andrews, PE Barr Engineering

____________________________________ Jeanne Lamb Jeanne Lamb Public Relations and Writing


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Appendix A

Superior Streams Partner Program Recruiting and Marketing Plan
October 1: Presentations
Speaking Opportunities RSPT members make contacts & schedule presentation Develop ppt presentation Est. $4,000 RSPT members begin making calls Printing cost based on quantity and final layout 20 initial Partners signed up On-going contacts to support goals On-going contacts to support goals On-going contacts to support goals On-going contacts to support goals On-going contacts and speaking as requested On-going contacts and speaking as requested On-going contacts and speaking as requested On-going contacts and speaking as requested On-going contacts and speaking as requested On-going contacts and speaking as requested On-going contacts and speaking as requested










Slide Presentation Program

2: Initial Contacts
In-Person Meetings with Prospective Partners On-going contacts to support goals On-going contacts to support goals On-going contacts to support goals

Folder with Inserts (RSPT and SSP backgrounder, pledge form, membership form.)

Finalize simple recruiting folder – no additional cost Modify RSPT logo to include SSP -- Done

3: Recognition
Static Logo Decal Print decals -- $500 for 125, 4-inch circles RSPT distributes decals as Partners sign-up. $160 RSPT distributes decals as Partners sign-up. $160 RSPT distributes decals as Partners sign-up. $160 $1,600 RSPT distributes decals as Partners sign-up. $160 1,600 RSPT distributes decals as Partners sign-up. $160 $1,600 RSPT distributes decals as Partners sign-up. $160 RSPT distributes decals as Partners sign-up. $160 RSPT distributes decals as Partners sign-up. $160

News Release Program Billboards

Monthly Budget 1

$0 $11,080










TOTAL (Approx.)

Planning Calendar and Budget for October 2007 through July 2008


Costs provided are rough estimates. Consider inviting printers, billboard companies etc. to become partners in case they may provide discounted services.

Superior Streams Partner Program – Participant Pledge
To restore and protect Lake Superior and our local streams and lakes, we pledge to partner with the Regional Stormwater Protection Team (RSPT) to take action in a manner that fits our needs and situation to keep pollutants out of stormwater runoff and to minimize the quantity of runoff from our property. We understand that stormwater runoff from developed properties is a leading source of pollutants that can impair our waters, and that increased runoff rates can lead to erosion. Even natural materials like sand, soil and leaves can foul the water. Therefore, we plan to take the following actions to help the RSPT reduce stormwater pollution at the source. We will also encourage our employees, students, or organization members to increase their awareness and to make changes that will reduce stormwater pollution.

Actions we will take: (See list on reverse side for ideas):
______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ New Superior Streams Partner signature: _________________________________________ New Superior Streams Partner (Print name): _______________________________________ Date: _______________________________ Preferred method(s) of communication: ___________________________________________

(Please keep a copy of this pledge form for your records and send one copy to RSPT.)

This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management, in cooperation with Minnesota’s Lake Superior Coastal Program.

Find out more at

WE ARE ALL PART OF THE SOLUTION The following are some action ideas that will help keep our streams and Lake Superior clean by reducing stormwater pollution. These are just suggestions – you may think of others that are a better fit for you. Visit to find out more about how streams work and the effects and costs of stormwater runoff. Check out the CITIZEN and STORMWATER Site Design Toolkit sections for suggestions and details on how you can help maintain the quality of our streams, lakes and Lake Superior. At your Building:
• • • • • • • • • • • • • Regularly clean parking lots and never sweep sand, salt or leaves into the street If you use a leaf blower be sure to blow debris back onto vegetated areas or bag it for trash removal rather than onto a street or other hard surface Properly dispose of paints and other chemicals Minimize or eliminate use of lawn fertilizers, herbicides and pesticides Replace unnecessary lawn with natural plantings Plant trees, trees and more trees Do not wash cars in paved parking areas that drain directly to stormwater Install rain barrels Reduce runoff from impervious (hard) surfaces on your property Plant rain gardens, vegetated swales, wet ponds or other systems that keep more rain on-site and filter out pollutants If you will be constructing a new building or parking area, learn early on about design alternatives that can minimize stormwater impacts Pick up litter regularly Securely store garbage

In the Community:
• • • • • Educate your employees, members, and/or customers about stormwater and how to keep it clean; this could include placing an educational display in your lobby, hosting a speaker, or other actions Help sponsor the award-winning web site Do a storm drain marking project Help RSPT continue to air TV and radio ads Participate in MnDNR’s “Adopt-a-Stream” program

Really Big Things:

• •

Help us create new displays at the Great Lakes Aquarium, Lake Superior Zoo, shopping malls etc. to educate the public about stormwater Help sponsor 2009 Watershed Festival

Partnership Information:
Please print or type. This form may also be downloaded from and completed electronically.
Contact____________________________________________________________________________ Company Name ____________________________________________________________________ Billing Address _____________________________________________________________________ City __________________________ State ________________ ZIP Code ________________ Telephone (business) ___________________________ (home/other) ________________________ Fax ________________________________ Email __________________________________________

Creek Level - $50 Brook Level - $100 Stream Level - $500

Partnership Levels

River Level - $1,000 Great Lake Level - $3,000 Lifetime partnership - $10,000

I (we) will become a partner at the _____________ level of $___________ to be paid: ____now, ____monthly, ____quarterly, _____annually I (we) plan to make this contribution in the form of: ___cash, ___check, ___credit card, ___other Credit card type:_____________________________________________________________________ Credit card number: _________________________________________________________________ Expiration date:________________ Authorization signature: _______________________________ Gift will be matched by ____________________________________(company/family/foundation). ____form enclosed ____form will be forwarded

This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management, in cooperation with Minnesota’s Lake Superior Coastal Program.

Acknowledgement Information:
Please use the following name(s) in all acknowledgements:
Signature(s):___________________________________________________________________ ______________________________________________________________________________ Date: ________________________________________________________________________

Please make checks, corporate matches, or other gifts payable to: South St. Louis Soil & Water Conservation District Send payment to: Kate Kubiak Vice Chairperson, RSPT South St. Louis Soil & Water Conservation District 215 North 1st Ave East, Room 301 Duluth, MN 55802

Appendix E

Business or Group-Sspecific Action Ideas
This document is provides suggestions for actions that various types of businesses and organizations can take as part of their pledge to help improve water quality as required to become a Superior Streams Partner. It is intended to be used as a source of ideas, not as a hand-out. Additional suggestions can be added at anytime.
 Offer native plants for sale  Put up displays that provide public education AND marketing for low-environmental-impact products you sell (rain barrels, corn gluten…) or new gardening ideas (rain gardens, native plants)  Install a functioning rain barrel and display a rain garden on site  Educate employees through speakers, internal meetings with handouts, etc. so that they are aware of sustainable landscape practices and how to profitably promote these ideas

Garden Centers

Golf Courses

Design and operation: In the mid 1990s, the golf industry teamed with several environmental groups to create The Environmental Principles for Golf Courses in the United States. These voluntary principles cover planning and siting, design, construction, management, facility operations and what golfers can do to help. These principles are available on the U.S. Golf Association’s Web site. Also, the Audubon International’s Signature Sanctuary Program provides guidance that would help minimize impacts on golf courses. Education: Educate the public and toot your horn by using signs or posters to explain changes made at the golf course to golfers and other visitors. Prepare a construction stormwater pollution prevention plan (SWPPP) and comply with state and local requirements for preventing erosion and capturing sediment. Follow these same principals on all construction sites, even those that are too small to be regulated. Encourage and inform clients on constructing using Green construction principles that promote conservation and low impact design, minimize runoff and erosion, reduce water and energy use, and promote thoughtful selections of materials.

Construction Contractors


Automotive Dealers

Site Design: Dealerships often have large areas paved with impervious materials. When making car lot additions or upgrades, consider using pervious paving. Look for ways to add on-site stormwater treatment such as rain gardens to new or existing car lots. Education: Look for ways such as placing a display in the lobby to educate customers. There are existing posters available that remind people how to properly dispose of used oil, batteries and tires.

Restaurants, Fast Food Facilities, and Coffee Shops

 Ensure you are following proper management of fat, oils and grease.  Place table-top circular posters (provided by RSPT) on tables to help provide public education, or bag food in bags printed with stormwater educational messages.  Consider using pervious paving in your parking lots. Look for ways to add on-site stormwater treatment such as rain gardens that beautify as well as protect.  Sweep your parking lot and remove litter regularly.

Retail Establishments in General

 Post posters (provided by RSPT) to help provide public education  Consider using pervious paving in your parking lots. Look for ways to add on-site stormwater treatment such as rain gardens that beautify as well as protect.  Tailor outreach efforts to your customers or use existing RSPT residential brochures to inform patrons. For example, pet stores may offer free pet-waste bags alongside a poster that reminds people that picking up pet waste keeps streams clean (plus shoes!). Automotive stores can promote proper used oil disposal and remind people never to dump oil or antifreeze into storm drains.  Sweep your parking lot and remove liter regularly.

Home Improvement Centers

 Offer products such as rain barrels, permeable pavers and native plants  Put up displays that provide public education AND marketing for low-environmental-impact products you sell (rain barrels, corn gluten…) or new gardening ideas (rain gardens, native plants)  Install a functioning rain barrel and display a rain garden on site  Educate employees through speakers, internal meetings with handouts, etc. so that they are aware of sustainable landscape practices and how to profitably promote these ideas  Carry less garden and lawn products that are harmful to stormwater and encourage use of environmentally-friendly alternatives


 Conserve water by giving guests a choice about washing

Hotels, Motels and B&Bs

  

  Consider using pervious paving in your parking lots and look for other ways to add on-site stormwater treatment such as rain gardens that beautify as well as protect

sheets, towels (e.g., “towels in the tub will be washed, towels hanging up will not”) Prevent litter and dog waste by providing a garbage can and dog waste bag dispenser Sweep parking lots more often Hire snowplow/ice operators trained in minimizing salt use (RSPT workshops to continue next year) Place stormwater educational materials in the lobby

Hospitals and other Medical Facilities

 Sweep parking lots more often  Hire snowplow/ice operators trained in minimizing salt use

(RSPT workshops to continue next year)
 Place stormwater educational materials in the lobby  Consider using pervious paving in your parking lots and look for other ways to add on-site stormwater treatment such as rain gardens that beautify as well as protect  Develop water resources curricula for science classes that include stormwater-related education.  Make use of the web site  Consider using pervious paving in your parking lots and look for other ways to add on-site stormwater treatment such as rain gardens that beautify as well as protect  Sweep parking lots more often  Hire snowplow/ice operators trained in minimizing salt use



(RSPT workshops to continue next year)
 Place stormwater educational materials in the lobby  Consider using pervious paving in your parking lots and look for other ways to add on-site stormwater treatment such as rain gardens that beautify as well as protect water quality  Mention the connection between rain events, runoff and stream levels and water quality. Make use of the real-time data on to  TV: Add a rain barrel and rain chain to outdoor weather rooms

News Media


Appendix F

Appendix F

Talking Points for In-Person Recruiting Meetings
Ask: Are you familiar with concerns related to stormwater management? Provide additional info as appropriate using the following talking points:

The 3 main problems related to stormwater are:
1) QUANTITY • Roofs and parking lots keep storm water from soaking in and they let large amounts of water to rush through our storm drains directly into our waterways. This leads greater “swings” in flow throughout the year. We get higher peak flows that cause bank erosion and increased wash-in of dirt, leaves, and pollutants from roads and lots; and we also get lower “lows” during dry periods because there’s less water in the ground to maintain base flow. The summer droughts from 2006 and 2007 caused problems for fish and their food. We also get increased potential for flooding and damage to bridges and culverts. 2) QUALITY • Runoff carries pollutants such as road salt, sand, dirt, and oil into surface waters. Even “natural” things such as soil (called sediment when in water), grass and leaves are considered pollutants when in excess because they cloud water that should be clear, increase oxygen depletion, and smother bug and spawning habitat. 3) TEMPERATURE • Runoff from black asphalt and dark roof tops is a lot warmer than our coldwater trout streams. We have at least 12 protected trout streams in Duluth alone, and dozens more along the North and South Shore of Lake Superior

Specific sources of stormwater pollution include: o soil from construction sites and agricultural fields o sand and salt from roadways, parking lots and sidewalks o oil, antifreeze and other chemicals from vehicles o pollutants from outdoor storage areas o waste material from pets and urban wildlife

o fertilizers and pesticides from lawns, golf courses and other landscaping practices o leaves and grass clippings swept from homes and commercial areas into streets and roads that drain into streams. Ask: Did you know that polluted runoff is a leading cause of water quality problems? Proper stormwater management is a new concept for many people. Yet, to be effective, everyone’s participation is needed to solve this problem because the sources of pollutants are so common and widespread. We can’t just build a centralized stormwater treatment plant like we do for sewage because the pollutants are too dilute, there’s too much water to treat, and there’s nowhere near the money to pay for it. The government or a few industries cannot simply make changes that will make water quality issues go away. It is like recycling, where each household and business needs to learn to do things a bit differently than they used to. As with recycling, the changes that need to be made require some thought and planning, but most of them really are easy to do. Examples include: • Learn the optimum way to use sand or salt in winter to be most effective with the least amount (this saves money too!), • Spreading swept up sand and salt around your property, placing it in the garbage or at city collection sites rather than in the street. • Collecting rain water in rain barrels and gardens and diverting parking lot runoff onto vegetated areas before it reaches the road. • Consider new ways to design and construct buildings that can help minimize stormwater impacts

Explain who the Regional Stormwater Protection Team (RSPT) is: • Cities, municipalities and large campuses are required by water quality regulations to enact public education and outreach efforts • RSPT formed in 2002 by state, county and local municipalities to coordinate public education and outreach efforts and share technical expertise • Includes regional leaders from educational institutions like UMD, UWS[R1], and LSC as well as organizations already working to improve stormwater management practices[c2] • Accomplishments[c3] include producing ads for TV and radio intended to raise public awareness and begin to request changes in people’s behavior, and holding watershed festivals in 2005 and 2007


RSPT realized that we would only get so far with just a general public education program. To really be effective we need to get businesses and other groups on board. Therefore we created a new program we call Superior Streams Partners.


What’s in it for Partners? • Several benefits – see the Superior Streams Partner description in the
• • hand-out folder. Participation – Recognition - Set example - Protect Lake Superior

What is required?
Pay an annual membership fee and sign pledge. Select one or more actions that suit your business/organization.

What’s in it for the RSPT?
• The RSPT would like to help you do the right thing and then help provide public recognition of your efforts, be they large or small. Some Partners will take actions that directly reduce stormwater impacts, while others can help with the RSPT’s public education mission. The RSPT also needs to establish a steady funding source to maintain and grow the program through awareness campaigns. Additional funds raised will be used for specific projects. This year we are raising funds to _____________ (list one or two specific, big projects here.)

We hope to get at least 75 businesses and other organizations signed up as Partners by July of 2008. We would love [R4]to be able to add your company/organizations name to the list before we start running our press releases and placing announcements in the paper to recognize and thank our Partners. When selecting your level of membership, note that in order to take advantage of the “adopt-asign” project you would need to sign up at the $500 annual membership level or higher, preferable with intention to remain a member for at least three years. [CAA5] If the person is interested in becoming a partner look at the pledge sheet and discuss what possible actions they may take. You may also want to have them look at the sign-up form to see if they have any questions.


In 2002, the Regional Stormwater Protection Team (RSPT) was formed by state, county, and local municipalities to coordinate public education and outreach efforts. It came at a time when many institutions and municipalities were faced with new water quality permit requirements for Municipal Separate Storm Sewer Systems, known as MS4s. The RSPT consists of the cities of Duluth, Hermantown, Proctor, Cloquet and Superior; Villages of Oliver and Superior; Midway and Duluth Townships; University of Minnesota Duluth and its Sea Grant Program and Natural Resources Research Institute; University of Wisconsin Superior; Lake Superior College; St. Louis County; South St. Louis County Soil and Water Conservation District; the MN Department of Transportation; MN Pollution Control Agency; MN Department of Natural Resources, WI Department of Natural Resources, the Fond du Lac Reservation; and Western Lake Superior Sanitary District. The RSPT mission is to protect and enhance the region’s shared water resources through stormwater pollution prevention by providing coordinated educational programs and technical assistance. The RSPT meets monthly to plan and coordinate their activities. RSPT is committed to informing the region about stormwater pollution and to date has produced and run television and radio advertising intended to raise public awareness as well as holding two watershed festivals (2005 and 2007). Educational workshops have been held for the construction industry, on rain barrels and rain gardens, and proper use of sand and salt in winter. The awardwinning website was created as were print materials. The RSPT public education campaign has received support from grants, including the Minnesota Department of Natural Resources-Waters and Minnesota’s Lake Superior Coastal Program through the Coastal Zone Management Act, which is administered through the National Oceanic and Atmospheric Administration’s Office of Ocean and Coastal Resource Management.







Challenges remain for RSPT in the areas of funding and reaching the group’s

goal of protection. The engineers, city managers, scientists, state representatives, academic representatives and others who are on the RSPT realize it will take time and continued effort to heighten awareness and prompt action from citizens, businesses, and political leaders to make water pollution protection a priority.


RSPT continues to seek ideas and solutions. You can help.

This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management, in cooperation with Minnesota’s Lake Superior Coastal Program.

o In 2006, the Regional Stormwater Protection Team (RSPT) determined it needed the support of local businesses in order to make a greater impact on issues of stormwater run off and water pollution. In early 2007, RSPT received a grant from Minnesota’s Lake Superior Coastal Program to help cover the cost of developing a marketing plan designed to identify ways to solicit business participation and promote a business program. In 2007, The City of Duluth, on behalf of the RSPT, contracted with Barr Engineering and its subcontractor Jeanne Lamb Public Relations, to develop the partnership program and marketing plan. This was the start of the Superior Streams Partner program. The Superior Streams Partner program is an opportunity for businesses and other organizations to voluntarily take action to help protect regional water quality, learn more about stormwater pollution and actions to take to avoid polluting, and receive public recognition for those actions.





Obligations of a Superior Streams Partner include:
1. Pledge intention to take action to minimize stormwater pollution impact and/or provide public education to employees/organization members. 2. Pay an annual membership fee to support the program.


RSPT members are available as an informational resource for Superior Streams


Benefits of becoming a Superior Streams Partner include:
• • • • can reduce stormwater runoff and prevent water pollution, including information on stormwater regulations and best management practices. A network of SSP contacts all interested in keeping regional waterways clean and prevent water pollution, and, to do so in a way that supports or compliments their business’ or organization’s operations. Public recognition for efforts and actions. Best of all, peace of mind that you are preventing water pollution.

Assistance accessing resources on how businesses and other organizations

You are part of a clean water solution.

This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management, in cooperation with Minnesota’s Lake Superior Coastal Program.