Watershed Protection Plan - Lower Rio Grande Valley Development ...

EDUCATION AND OUTREACH
• Develop campaign brochures designed with the
reluctant reader in mind. In other words, more
photographs or illustrations, simple text (at 6th
grade level for ease of reading), including maps
and simple graphics.
• Develop presentations for targeted audiences.
• Explore the use of free or discounted billboards
through the Lamar Company.
• Work with cities within the watershed to
stencil storm drains to raise awareness of the
connection between storm water and pollution.
• Create fact sheets and FAQs (Frequently Asked
Questions).
• Produce a 6-8 minute video to supplement the
informational brochure and/or fact sheets as a
take-away product, depending on the size and
type of audience.
Strategy 3 - Raise Awareness and Increase
Community Involvement in the Arroyo
Colorado Watershed Partnership Initiative
Telephone survey and focus group respondents
strongly indicate belief that no one group owns
responsibility for the situation of the Arroyo Colorado
and that it is up to all residents of the watershed to
help. Most respondents indicated a willingness to do
their part to help clean up the Arroyo Colorado if they
are told ways they can help. Telephone respondents
strongly indicated a preference for their messages to
come via television or by direct mail.
The E&O consultants recommended that the
messages be personal, inspirational and motivational
with clear, actionable suggestions for behavior change.
The awareness and involvement message should
offer punchy, concrete ways to reinforce the brand and
tagline, “Know it. Respect it. Enjoy it.”
Objectives:
• Raise awareness of the Arroyo Colorado
throughout the Valley through the use of
television, radio, outdoor signage and through
targeted advertising strategies.
• Seek grants to develop and distribute television
PSAs.
• Seek out and work with other groups developing
environmental PSAs.
• Create “backpack stuffers” for distribution in area
schools.
• Create utility bill inserts.
• Work to have roadway signage indicating
location of Arroyo Colorado watershed or
signifi cant crossing areas.
Advertisement for the “No la rieges” water conservation
campaign in the Rio Grande Valley, featuring “Don Aguas”
Strategy 4 - Develop Partnership
Agreements for Message Distribution
Research and common belief dictate that successful
E&O campaigns employ partnerships to reach particular
target audiences. Successful partnerships are built on
successful relationships. Therefore, face-to-face visits
are strongly recommended with each potential partner.
Local businesses and community-based organizations
are natural partners in the effort to clean up the Arroyo
Colorado and its watershed. Focus group fi ndings
indicate ecotourism vendors are likely to be enthusiastic
partners, and should be approached fi rst.
Objectives:
• Develop partnership agreements with business
and community-based organizations for message
distribution including:
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Agricultural organizations, such as the Rio
Grande Valley Sugar Cooperative, the Cotton
Growers Association and the Sustainable
Agronomic Education Association. All work
will be accomplished in coordination with
Texas Cooperative Extension agents.
Sportsmen, including the CCA and Valley
Sportsmen Club.
Ecotourism vendors, including chambers of
commerce, world birding centers and cities.
Schools and educational organizations,
including the International Museum of Arts
Arroyo Colorado Watershed Protection Plan 96 January 2007