National Fish and Wildlife Foundation

Final Programmatic Report

Project Name: Rainscaping Campaign (MD)

Project Number: 2008-0059-002

Recipient Organization/Agency: Chesapeake Ecology Center

Recipient Organization Web Address: www.ChesapeakeEcologyCenter.org

Date Submitted: October 7, 2010

1) Summary of Accomplishments

In four to five sentences, provide a brief summary of the project’s key accomplishments and

outcomes that were observed or measured. Phase I of the RainScaping Campaign—a social marketing campaign for stormwater runoff solutions in Anne Arundel County—has evolved into a very successful campaign with 44 partners. Tailored for our target audience, we have conducted homeowner surveys of current landscaping practices, target audience surveys of words and phrases that resonate, and focus group testing of rainscaping graphics and PSAs/Ads. Print and video PSAs/Ads, posters, brochures, RainScaping Education Stations, and RainScaping.org have been developed. Numerous RainScaping Presentations, Exhibits, and Tours have been provided for a variety of groups. We have distributed PSAs/Ads in a variety of media, including outdoor advertising; and, in collaboration with others, we have produced and distributed outstanding rainscaping educational material. Through these efforts and the combined efforts of RainScaping Partners, we are beginning to have significant market penetration which we estimate has reached ten percent of Anne Arundel County residents, resulting in residents adopting rainscaping practices.

2) Project Activities & Results

If your grant agreement included an approved logic framework, paste the logic framework table

here.

Evaluation Logic Framework

Activities →

Indicator →

Baseline →

Projected Project Output →

Projected Post-Project Outcome

Pre-Production of— surveys, focus group testing

Surveys with 200 or more individuals; testing with 5 focus groups

Other groups’ research

Select the most effective RainScaping slogan and draft visuals

Results made available for future initiatives

Produce—multi-media marketing materials

RainScaping logo; 3 print ads; 2, 30-second video ads; and 1 longer video

Examples from other campaigns

Top quality multi-media marketing materials in use

50,000 (10 percent) of target audience understands issues and changes behavior resulting in improved water quality

Produce—educational material

Educational brochure/ poster, and a 16-page

Examples from other campaigns

Educational material used by numerous

50,000 (10 percent) of target audience

RainScaping booklet residents and groups understands issues and changes behavior resulting in improved water quality

Produce— “RainScaping.org” website

Dynamic, interactive website

Existing websites with similar content

Numerous hits on website

Same as above

Conduct RainScaping Workshop

Day-long Train the Trainers Workshop

Previous workshops Successful workshop with good attendance

Same as above

Promotion Advertise via the outlets of RainScaping Partners, write articles

Examples from other campaigns

Advertisements reach targeted audience, articles published

Same as above

Distribution via mass media, website, live venues

Mass media, website, live venues fully geared up

Examples from other campaigns

Multi-media marketing materials receives extensive distribution

Same as above

Demonstration RainScaping Education Stations

Install Demonstration RainScaping Education Stations

Existing demonstration sites

4-6 RainScaping Education Stations installed

Same as above

Evaluation Obtain feedback on the campaign’s effectiveness

Examples from other campaigns

50,000 (10 percent) of target audience understands issues and changes behavior

Same as above

Activities

Describe and quantify the primary activities conducted during this grant (refer back to

your approved logic framework, if applicable).

Briefly explain discrepancies between the activities conducted during the grant and

the activities agreed upon in your grant agreement.

MAY 1, 2008 – MAY 1, 2010, RAINSCAPING CAMPAIGN COMPLETED AND ON-GOING ACTIVITIES RAINSCAPING CAMPAIGN OVERVIEW Throughout 2008, we worked on extensive research and development in order to launch the RainScaping Social Marketing Campaign. After more than a year of planning and development, the RainScaping Campaign, including RainScaping.org, was officially launched on Earth Day, April 22, 2009, to encourage residents to practice ―RainScaping…Beautiful Solutions to Water Pollution.‖ The launch, held at Chesapeake Ecology Center (CEC), included 60+ attendees, an outstanding line-up of 11 speakers, and several displays. The event ended with a well-attended garden tour, led by Master Gardeners, of CEC installed rainscapes on the grounds of Adams Academy Middle School. A year after the campaign launch, we had outstanding Earth Day/Week celebrations from April 18

- 26,

2010, which exemplified the effectiveness of the campaign and the participation of RainScaping Partners. Earth Week 2010 started on Sunday, April 18th, with Zora giving a rainscaping presentation to 50 attendees at St. Anne’s Church. On Earth Day, Thursday, April 22

nd, there were three back-to-back

events: Adams Academy students installed an eco-art project in the Butterfly Garden; Zora led a 2-hour tour for Home and Garden Information Center staff, who, in turn, are helping to educate citizens about rainscaping practices; and later in the day, Zora set up an exhibit and participated in a 5-hour Interfaith Earth Day Celebration at St. Philip’s Episcopal Church, which included Governor Martin O’Malley and Bishop Eugene Sutton. Shortly after the event, St. Philip’s Episcopal Church agreed to become a RainScaping Partner. There were three simultaneous RainScaping Exhibits/Events on Saturday, April 24

th, including: Master

Gardeners Susan Steele and Patti Muir manned a RainScaping Exhibit at Quiet Waters Park; Julie Crudele and Elvia Thompson manned a RainScaping Exhibit at St. Martin’s Church and School; and Ricky Meyer worked with Anne Arundel Community College students at the CEC to spruce up three rain gardens. And on Sunday, April 26th, Maryland Public Television rebroadcast ―RainScaping at the Chesapeake Ecology Center‖ (which they filmed and broadcast in April 2009) for the 2-hour Chesapeake Bay Week Volunteer-A-Thon. It can be viewed at: http://www.youtube.com/watch?v=4bE8KcVRL-0. The attached RainScaping Activity Log lists numerous RainScaping Presentations, Exhibits, Tours, and networking events. Through these activities, combined with advertising, educational initiatives, and the efforts of RainScaping Partners, we are beginning to have meaningful market penetration resulting in Anne Arundel County residents adopting rainscaping practices—including using rain gardens, rain barrels, and grass swales; using permeable surfaces instead of impermeable surfaces; and having smaller lawns, and more native trees, shrubs, and perennials. RAINSCAPING CAMPAIGN ACTIVITIES Throughout the grant period we have: ▪ Conducted 250 Homeowner Surveys of current landscaping practices and knowledge about RainScaping/Low Impact Development/Environmental Site Design, and 75 Target Audience Surveys—with gardeners, environmentalists, and cultural creatives—on the term ―RainScaping,‖ ―Low Impact Development,‖ and various slogans (see attached survey results). RainScaping Partners and volunteers, including Pam Youngs, provided tremendous assistance with the surveys. As well, results from the Baltimore Stormwater Survey and other surveys have been instructive for the campaign. ▪ Conducted focus group testing of rainscaping slogans and draft visuals with four groups of four to eight individuals from the target audience. ▪ Formed a core RainScaping Work Group, including 10 Master Gardeners and others, many of whom participated in the day-long Rain Garden Workshop held on July 11, 2009. ▪ Formed the RainScaping Campaign Partnership, which currently has 44 partner organizations, all working to promote rainscaping. It has taken time and a great deal of effort to build the partnership, which continues to grow. In the spring of 2010, five new RainScaping Campaign partners joined the effort, including: Smithsonian Environmental Research Center (SERC), Jug Bay Wetlands Sanctuary, St. Philip’s Episcopal Church, Shady Side Rural Heritage Society, and Unitarian Universalist Church of Annapolis. ▪ Conducted intensive work was in 2008 and 2009 to build and launch RainScaping.org on Earth Day 2009. To develop the website, we have produced a great deal of original content and borrowed content from partner organizations and others. RainScaping.org lists and includes links to our current 44 partner organizations. It includes user-friendly information on stormwater runoff problems and solutions; information on rain gardens, rain barrels, and permeable surfaces; an extensive native plant list with photos and detailed information, and plant and mulch calculators; a Media Kit; and an extensive Resources page. Additionally, the website informs visitors about Anne Arundel County’s Stormwater Tax Credit and GIS Mapping application, and Maryland’s Tree Cover Initiative and $25 (off the purchase of a

tree) coupon. Extensive upgrades have been made on an on-going basis. The Home page has been revised, other pages have been improved, and two new pages have been added, including a Frequently Asked page and a Signage page which includes 14 downloadable signs. ▪ Assembled and adapted material from existing programs, and developed new material to create a logo, four print PSAs/ads, and a power point presentation. We have developed and distributed postcard brochures and handouts; several posters; rainscaping signs in a variety of sizes and shapes including yard signs; and outdoor RainScaping Education Stations, which are either 5’ house-shaped double-sided rainscaping information signs, or a faux house frame showing rainscaping practices, plus signage. We have also utilized EPA’s After the Storm brochure. ▪ Developed video Ads/PSAs. In addition to developing two 30-second PSAs, we assisted Maryland Public Television with the creation of a 5-minute ―RainScaping at the Chesapeake Ecology Center‖ video (the original airing included an additional 3 minutes with Zora live on camera at MPT’s studio). And in the spring of 2010, in three separate sessions, we interviewed and videotaped several individuals, rain garden/bioretention and rain barrel installations to produce footage for two 30-second Ads/PSAs scheduled to air on nine networks for seven weeks in September and October 2010 (2,500+ Ads/PSAs), and to produce short instructional videos on rain gardens and rain barrels for posting on YouTube, RainScaping.org and on partners’ websites. Notably, two completed 30-second PSAs aired on the County’s Public Access Station before the end of this grant period; and the production of two new Ads began before the end of this grant period. The enclosed DVD includes the first 30-second PSA, the 5-minute RainScaping video, and the two newest Ads (most of the work for the new Ads took place during the second grant award period). ▪ Installed four rain gardens. For one of the videotaping sessions at a home, we designed a rain garden, put together the paperwork for approval from the county, and installed a rain garden and two rain barrels. We also designed and installed three new rain gardens at the Chesapeake Ecology Center (for a total of 11 rain gardens), which were photographed and videotaped to produce footage for PSAs/Ads. ▪ Provided numerous RainScaping Presentations, Exhibits, and Tours for a variety of groups (see detailed list on the attached RainScaping Activity Log). Additionally, we’ve worked with numerous students of all ages during the grant period; and we’ve worked with six Anne Arundel Community College interns over a 5-week period, in the spring of 2010, and instructed them about rainscaping practices. ▪ Assisted in the development of a 47-page book, entitled Rain Gardens Across Maryland, by Worchester County for their use and for use by the RainScaping Campaign and residents throughout Maryland. RainScaping topics including rain gardens, rain barrels, and native plants are covered. Throughout the winter of 2009 and 2010, Zora worked with Keota Silaphone on the book to put together the native plant section and she contributed photos, text, and editing throughout the guidebook. The RainScaping Campaign is one of seven sponsors of the publication; and we purchased 2,000 copies for distribution during presentations and special events. ▪ Assisted in the development of From My Backyard to Our Bay, a guidebook being produced (and scheduled for completion in the fall of 2010), by the Watershed Stewards Academy. In the winter of 2009/2010, Zora contributed text and editing throughout the guidebook. ▪ Produced and distributed a Quarterly RainScaping Newsletter and periodic RainScaping Partner Updates. ▪ Worked with 15 Anne Arundel County Libraries, beginning in 2009 and on-going, including supplying the library system with: a full set of rainscaping poster ($200 value) for use as a rotating exhibit by all 15 libraries; sets of postcards; and four boxes (280) Rain Gardens Across Maryland books. Zora has also given rainscaping presentations at libraries.

▪ Supplied the Anne Arundel Watershed Stewards Academy with a full set of rainscaping posters ($200 value) for use as a rotating exhibit by Watershed Stewards. We have also provided 100 copies of Ecoscaping Back to the Future to the Watershed Stewards Academy. ▪ Supplied boxes of Rain Gardens Across Maryland books to the following entities: Greenstreet Gardens Nursery in Lothian; the Shady Side Rural Heritage Society in Deale; and to a Master Gardener group on Eastern Shore, along with brochures and postcards. ▪ Received and answered numerous inquiries regarding, for example, a range of stormwater issues and solutions; and sources for native plants, rain barrels, permeable pavers, contractors for rain garden installation, etc. ▪ Collaborated with EPA's Office of Wetlands, Oceans, and Watersheds, and more recently the Chesapeake Bay Program Office, and many other experts who have been very helpful. ▪ Assembled Google Analytics Reports and conducted field surveys of stormwater BMPs with the help of stormwater engineer Colleen Ruhter. . HIGHLIGHTS OF ACTIVITIES OF RAINSCAPING PARTNERS ▪ On Saturday, July 11, 2009, 9 a.m. – 2 p.m., a Rain Garden Workshop was held at the CEC, and a garden tour was held from 2 – 3 p.m. It was sponsored by the RainScaping Campaign, and conducted by three RainScaping Partners: the CEC, the Chesapeake Bay Foundation, and Anne Arundel County Master Gardeners. Topics included: an overview of stormwater impacts; rain garden installation for different types of situations; plants appropriate for rain gardens; and a tour of eight rain gardens. Thirty attendees participated and filled out evaluation forms with a mostly 4 and 5 overall rating (with 5 being the highest rating). ▪ RainScaping Partners assisted with the numerous RainScaping Presentations, Exhibits, and Tours provided throughout the grant period. The RainScaping Campaign’s displays, handouts, signage, and powerpoint presentation have been used by partners and other groups, e.g., Unity Gardens, Master Gardeners, Watershed Stewards Academy, Maryland Department of Natural Resources, St. Mary’s Church, Eastport Civic Association, and Olde Severna Park Improvement Association. Additionally, Master Gardeners and South River Federation staff have extensively promoted RainScaping at various Anne Arundel County Farmers Markets, and other venues. Notably, the requests for the use of RainScaping displays and handouts continues to increase. ▪ Anne Arundel County Master Gardeners (one of 44 RainScaping Partners) voted and approved the working partnership, that is, a special Master Gardener project with the CEC to promote RainScaping in 2009; and they approved the working partnership, including 12 Master Gardeners, again in 2010. ▪ In the capacity of a support professional, Zora attended the series of Watershed Stewards Academy (WSA) classes (eight) in the Spring of 2009, plus several additional classes. Zora is continuing to assist the WSA in implementing their program. In turn, the WSA and Watershed Stewards are helping to promote RainScaping. Watershed Stewards are using rainscaping displays and distributing rainscaping handouts at their various events. ▪ RainScaping information and links to RainScaping.org is included on the websites of RainScaping Partners. Examples of technical assistance Zora provided to NGO and government entities:

▪ Assisted in the development of draft Rain Garden Specifications for Anne Arundel County’s Stormwater Tax Credit Program. The description of a rain garden, on Anne Arundel County’s Rain Garden Page, was written by Zora. ▪ Provided ideas and consultation at meetings to plan for the Severn River Association’s Bay Friendly Neighborhood Program. ▪ Provided technical assistance to Anne Arundel County staff for potential rain garden next to St. Anne’s Cemetery. ▪ Provided technical assistance to City of Annapolis staff by advising them on native plants for a rain garden at the Visitor Center. ▪ Completed a major project to update and add to signage for the 30 Native Plant Demonstration Garden and Sites at the CEC. The generic rain garden and other signs have been provided to several individuals and groups.

Results

Describe and quantify progress towards achieving the project objectives or outcomes

described in your grant agreement. (Quantify using indicators from your approved

logic framework, if applicable, or by using new indicators not included in the

application.)

Briefly explain discrepancies between what actually happened compared to what was

predicted to happen.

Provide any further information (such as unexpected outcomes) important for

understanding project activities and results.

COMPLETED PROJECT DELIVERABLES OVERVIEW OF MARKET PENETRATION A tremendous amount of effort has gone into developing and implementing a multi-faceted RainScaping Social Marketing Campaign that is beginning to have significant impact. We have produced and distributed several ads in a variety of media and signage to promote rainscaping; and we have developed RainScaping.org and produced and distributed outstanding rainscaping educational material. We estimate that rainscaping messages have reached approximately 10 percent of Anne Arundel County residents. This estimate is based on: Google Analytics monitoring of website traffic to RainScaping.org (summary below and reports attached); field surveys of stormwater BMPs/rainscapes in Annapolis (summary below and report attached); and extensive advertising and coverage in a variety of media (detailed below). The estimate is also based on the numerous RainScaping Presentations, Exhibits, and Tours, including the efforts of RainScaping Partners and others, which have had tremendous impact. In 2008, over 30 presentations, exhibits, and tours were held. In 2009, over 60 presentations, exhibits, and tours were held. From the beginning of 2010 to May 1, 2010, there have been more than 15 presentations, exhibits, and tours. (See the attached RainScaping Activity Log for details.) SUMMARY OF RAINSCAPING.ORG WEBSITE MONITORING AND STORMWATER BMP FIELD SURVEYS Google Analytics Summary of Reports for RainScaping.org (see attached reports)

Sep 7, 2008 - Sep 7, 2009 (Note: RainScaping.org was launched in April 2009) 5,655 Visits 4,599 Absolute Unique Visitors Sep 1, 2009 - Sep 1, 2010 14,788 Visits 11,914 Absolute Unique Visitors Market penetration takes time, significant monetary and human resources. Notably, website visits have significantly increased after intensive print, web, and television advertising began in the Fall of 2010. Stormwater BMP Field Surveys (see attached report) The January 2009 City of Annapolis Watershed Study and Action Plan, prepared by the engineering firm McCrone, Inc. states, "The City, in partnership with local business, watershed associations, and private citizens has installed more than 60 rain gardens and water quality ponds around Annapolis." In April 2010, we conducted field surveys during three entire days to document and determine the number of Stormwater BMPs/rainscapes in Annapolis. We documented, with text and photos, 95 rain gardens and bioretention installations. Additionally, other stormwater BMPs such as rain barrels and permeable pavers were documented, as well as stormwater ponds. The results of the April 2010 surveys indicate that in just over a year’s time, an increase of more than 50 percent in the number of rain gardens and bioretention installations. Extrapolating these figures for the measurement of rain gardens and bioretention installations in Anne Arundel County indicates significant progress. Additionally, the documented rainscapes, from the April 2010 surveys, are being entered in the GIS mapping application that the Anne Arundel County Watershed Ecosystem Restoration Services has developed and made available for public use.

SUMMARY OF MEDIA COVERAGE FROM THE DISTRIBUTION OF PRINT PSAs/ADs ▪ Distributed five print ads in the monthly What’s Up? Annapolis magazine. (Circulation - 64,376+ copies per issue; 57,079+ copies are mailed free to upscale households in Anne Arundel County; 7,297+ copies are distributed at newsstands, bookstores. Estimated readership - 224,000) ▪ Distributed two full page articles and ads in twice-yearly My Green Guide Maryland (which has a long shelf life), produced by Chesapeake Family magazine. (Circulation - 50,000 copies per issue; estimated readership - 135,000) ▪ Distributed a print ad in the bi-monthly Maryland Life magazine. (Circulation - 60,000 copies per issue; estimated readership - 300,000) ▪ Distributed a print ad in the Waterfront Living magazine (published by Capital Gazette Communications, Inc.) (Direct mailed to over 12,000 waterfront home owners in Anne Arundel and Queen Anne’s counties.) Additionally: ▪ Notably, a RainScaping article and PSA was included in Anne Arundel County’s Water Bill insert, which is sent to 125,000 households (which also occurred for a second time in the Summer of 2010). ▪ We have received extensive coverage in the Washington Post newspaper, and other publications, for example, three articles (two during this grant period) about rainscaping and the campaign have been written by landscape designer and author Joel Lerner, who has a huge following. (Washington Post average weekly circulation - 1.4 million+ copies)

RAINSCAPING MEDIA COVERAGE/DISTRIBUTION IN 2008 2008 RainScaping Articles: ▪ August 30, 2008, I have a green dream, by Zora Lathan, Our Bay Section of The Capital newspaper. ▪ September 20, 2008, A Lesson in 'Rainscaping': Building a Garden That Makes the Best Use of Water, by Joel Lerner, Washington Post newspaper. ▪ September 26 2008, Rainscaping can be easy, and it's eco-friendly, by Joel Lerner, Washington Post newspaper. RAINSCAPING MEDIA COVERAGE/DISTRIBUTION IN 2009 2009 Print and Web PSAs/Ads: ▪ April and May issues, ¼ page Ads in What’s Up Annapolis? magazine. ▪ Spring, Icon Ad in Waterfront Living magazine. ▪ July/August, Icon Ad in Maryland Life (bi-monthly magazine. ▪ Fall, Ad in My Green Guide, Maryland (first twice-yearly guide produced by Chesapeake Family magazine). ▪ Spring, continuous Ad on the front page of The Capital newspaper’s website, HometownAnnapolis.com. 2009 RainScaping Articles (some including PSAs): ▪ April 25, 2009, Rainscaping campaign promotes 'beautiful solutions' to pollution, by Pamela Wood, Our Bay Section of The Capital newspaper. ▪ April 2009, RainScaping Campaign Promotes Homeowner Involvement in Reducing Bay Pollution, on Chesapeake Bay Program’s website at: http://www.chesapeakebay.net/news_rainscaping09.aspx?menuitem=35773. ▪ May 2009, RainScaping effort aims to take Anne Arundel by storm, by Lara Lutz, Bay Journal, Alliance for the Chesapeake Bay. ▪ July and September issues, RainScaping Newsletters. ▪ Fall, notably, 2/3 page RainScaping article by Zora Lathan and PSA in Anne Arundel County’s Quarterly Update, which is sent to 125,000 households along with water bills. (Additionally, this occurred for a second time in the Summer of 2010.) ▪ Fall, full page RainScaping article by Zora Lathan and PSA in My Green Guide, Maryland (first edition of a twice-yearly guide produced by Chesapeake Family magazine). ▪ PSA and articles continue to be placed by RainScaping Partners as well, and have been featured in five May through September Annapolis Green Newsletters, April and May issues of Good Earth Gardens Newsletters, two Maryland Masters Gardeners' Newsletters, the South River Federation Newsletter and website, the Greater Crofton Council's website Home Page, the Severn Riverkeeper Newsletter and website, the Adams Academy Newsletter, the Hillsmere Newsletter, on blogs, and more. 2009 Video PSAs/Ads aired on Anne Arundel County's Public Access Station and are posted on RainScaping.org and on YouTube; and 5-minute RainScaping Video, broadcast on MPT: ▪ Beautiful Solutions to Water Pollution—30-seconds http://www.youtube.com/watch?v=vmRLNvxFSsY. ▪ What is RainScaping?—30-seconds http://www.youtube.com/watch?v=fNMRlBWwBQA. ▪ RainScaping at the Chesapeake Ecology Center—5-minutes http://www.youtube.com/watch?v=4bE8KcVRL-0 April 26, 2009, Maryland Public Television broadcast ―RainScaping at the Chesapeake Ecology Center.‖ A significant accomplishment of the campaign is that it was chosen to be part of Maryland Public Television's Volunteer-A-Thon in April 2009, as part of their fifth annual Chesapeake Bay Week. MPT filmed Adams Academy students, teachers, and principal; and other RainScaping Campaign participants, including Master Gardeners, at the Chesapeake Ecology Center gardens for a 5-minute video that focuses on RainScaping (the original airing included an additional 3 minutes with Zora appearing live on camera at MPT’s studio). We have received permission from MPT to use the footage for the RainScaping Campaign.

RAINSCAPING MEDIA COVERAGE/DISTRIBUTION IN 2010 2010 Print and Web PSAs/Ads: ▪ April, May, June 2010 issues ½ page, ¼ page, and ¼ page Ads, respectively, in What’s Up Annapolis? Magazine. ▪ Spring 2010, Ad in My Green Guide (second time), Maryland. ▪ April, May issues, PSAs in all Annapolis Green newsletters and on website. ▪ Rainscaping PSAs and information included on partners’ websites.

2010 RainScaping Articles (some including PSAs): ▪ April 2010, How to Rain Scape at Home to Save the Bay, by Kymberly Taylor, What's Up Annapolis Magazine. ▪ Spring, full page RainScaping article by Zora Lathan and Ad in My Green Guide, Maryland (second edition of a twice-yearly guide produced by Chesapeake Family Magazine). ▪ Spring and Summer 2010, RainScaping Newsletters. ▪ Winter 2009/2010 issue, Severn River Association Newsletter. 2010 Video PSAs/Ads (currently airing on 9 networks) and posted on RainScaping.org and on YouTube; and 5-minute RainScaping Video, broadcast on MPT: ▪ RainScaping Ad 1—30-seconds (work began in March and was completed August 2010) http://www.youtube.com/watch?v=Z7IGH-jZCgk ▪ RainScaping Ad 2—30-seconds (work began in March and was completed August 2010) http://www.youtube.com/watch?v=3dp5PljDXLI ▪ RainScaping at the Chesapeake Ecology Center—5-minutes http://www.youtube.com/watch?v=4bE8KcVRL-0 Sunday April 25, 2010, Maryland Public Television rebroadcast ―RainScaping at the Chesapeake Ecology Center‖ (which they filmed last April) for the 2-hour Chesapeake Bay Week Volunteer-A-Thon. We have received permission from MPT to use the footage for the RainScaping Campaign. ADDITIONAL RAINSCAPING EXPOSURE IN 2009 AND 2010 ▪ Notably, extensive RainScaping information and a link to RainScaping.org is included on Anne Arundel County’s Rain Garden Page (which includes permit information) at: http://www.aacounty.org/DPW/Highways/RainGarden.cfm. 2009, 2010 RainScaping Education Stations (RES) have been installed at: ▪ 2 RESs at Chesapeake Ecology Center ▪ 2 RESs at Back Creek Nature Park ▪ Greenstreet Gardens Nursery in Lothian ▪ Homestead Gardens in Davidsonville (the largest nursery in Anne Arundel County) ▪ Truxtun Park in Annapolis ▪ K&B True Value Hardware ▪ RES given to United Methodist Church for use at the West River Center—a heavily used United Methodist Church retreat camp on the south shore of the West River 2009, 2010 RainScaping posters have been given to: ▪ Gave a full set of posters (worth $200) to Watershed Stewards Academy ▪ Gave a full set of posters (worth $200) to Anne Arundel County Library System ▪ Gave individual posters to several stewards 2009, 2010 Rain Garden kiosk signs have been given to: ▪ Hillsmere community— Jennifer ―Jennie‖ Gundersen, 4-30-10 ▪ Severna Park community—Ann Jackson, 4-30-10

▪ Unitarian Universalist Church of Annapolis

3) Lessons Learned

Describe the key lessons learned from this project, such as the least and most effective

conservation practices or notable aspects of the project’s methods, monitoring, or results. How

could other conservation organizations adapt their projects to build upon some of these key

lessons about what worked best and what did not?

• Research and a tremendous amount of effort to develop a strategy and marketing material are needed to launch and implement a social marketing campaign. Large marketing campaigns need to be implemented in phases over an extended period of time. Market penetration takes time and significant monetary and human resources. • Intensive marketing, via print, web, and television is especially needed to compete in the market place of ideas and have a significant impact. Stormwater issues and solutions need much more media coverage. Jurisdictions have a long way to go to educate residents about rainscaping practices. And since 64 percent of the land in Anne Arundel County is privately owned, it’s imperative that residents begin landscaping in a more environmentally-friendly manner to protect and restore our waterways. • The greater population is largely unaware of what is meant by RainScaping, Environmental Site Design (ESD), or Low Impact Development (LID). However, RainScaping is a more intuitive term than ESD or LID. Other examples of the lack of knowledge: many people still aren’t sure what a rain garden is and sometimes confuse more extensive bioretention installations with rain gardens; even homeowners that understand the value of rain barrels are often uncertain about installation, not realizing that it isn’t complicated; and the value of native trees, shrubs, and perennials is largely unknown. And there are misconceptions, for example, people sometimes needlessly assume soil needs amending, before they even do a percolation test to see how permeable the soil is. . • Watershed groups, schools, and homeowners often need a great deal of one-on-one technical assistance with rain garden and rain barrel installation, including assistance with site assessment/rain garden placement, design, plant selection, where to purchase plants, and installation. • It's challenging to motivate groups to work together and have buy-in and participation in a joint effort. Additionally, it has taken effort to not have the campaign identified primarily as a Chesapeake Ecology Center project. We emphasize that we are one of 44 partners (albeit the coordinating partner) and like each partner we bring our particular strengths to the campaign, including the CEC’s 30 Native Plant Demonstration Gardens and Sites. A significant help with partner buy-in are the outstanding display posters, signs, and handouts that have been developed, which are being used by partners on a continually increasing basis. • Include as many active partners as possible. Partner involvement will inevitably vary. Many NGOs are looking for assistance with their projects and programs, while some NGOs, such as Master Gardeners, are organized to provide assistance. Anne Arundel County Master Gardeners have provided a great deal of assistance in implementing the RainScaping Campaign. • Outstanding stock material is very helpful, for example, there are numerous examples of print, radio and television PSAs/Ads in the toolbox EPA has assembled on their stormwater website. However, when trying to obtain footage of existing outstanding videos, a stumbling block is the requirement to keep the same logo and website contained on the original footage. Needless to say, this makes the footage—from say, Utah—not useable for footage for a 30-second ad in the Chesapeake Bay watershed. It would be very helpful to have good footage made available for use by any organization where the particular organization’s logo and website can be added. This would also encourage organizations to help promote the issue.

• Even when you work with professional graphic designers and videographers, you will need to do a lot of the initial design work and most, if not all, of the content work for educational and marketing material. Allow time for trial and error in developing effective graphics and PSAs/Ads; and conduct focus group testing of graphics and PSAs/Ads. • Developing, improving, and keeping RainScaping.org current has taken a great deal of time and effort. • By collaborating with an extensive partner network, including Anne Arundel County, we’ve been able to significantly leverage the resources of the RainScaping Campaign. • Be creative and work to leverage advertising resources to the greatest extent possible. Take advantage of the EPA Stormwater Tool Kit for numerous examples from across the country of what’s been done before.

4) Dissemination

Briefly identify any dissemination of lessons learned or other project results to external

audiences, such as the public or other conservation organizations.

A great deal of rainscaping promotion, education, and materials have been disseminated to groups and individuals throughout Anne Arundel County, and beyond, including visiting environmental professionals from several countries (see attached article). Our ads have been distributed well beyond Anne Arundel County borders. There is a great deal of interest in: how to initiate and implement projects; the methods used in working with students and adults; and nuts-and-bolts questions related to signage, nurseries, assistance with projects, maintenance, etc. By sharing materials and lessons learned, the RainScaping Campaign has provided tremendous assistance to several groups and individuals and reduced unnecessary mistakes and duplication of efforts. The RainScaping Campaign’s displays, handouts, signage, and powerpoint presentation have been used by partners and other groups, e.g., Unity Gardens, Master Gardeners, Watershed Stewards Academy, Maryland Department of Natural Resources, St. Mary’s Church, Eastport Civic Association, and Olde Severna Park Improvement Association. Additionally, Master Gardeners and South River Federation staff have extensively promoted RainScaping at various Anne Arundel County Farmers Markets, and other venues. Notably, the requests for the use of RainScaping displays and handouts continues to increase. We have provided three schools with drawing and plans for the faux house version of the RainScaping Education Station. We are currently working on short instructional videos to assist homeowners with rain garden and rain barrel installation. Requests from groups both within and outside of Anne Arundel County are continually increasing. The RainScaping Campaign Media Kit is helpful to anyone working on a similar social marketing campaign. It includes print ads, an overview of the RainScaping Campaign, and an outline of the campaign’s program elements.

5) Project Documents

a) Include with your report 2-10 representative photos from the project. Photos need to

have a minimum resolution of 300 dpi.

b) Include with your report publications, GIS data, brochures, videos, outreach tools,

press releases, media coverage, and any project deliverables per the terms of your

grant agreement.

POSTING OF FINAL REPORT: This report and attached project documents may be shared

by the Foundation and any Funding Source for the Project via their respective websites. In the

event that the Recipient intends to claim that its final report or project documents contains

material that does not have to be posted on such websites because it is protected from disclosure

by statutory or regulatory provisions, the Recipient shall clearly mark all such potentially

protected materials as “PROTECTED” and provide an explanation and complete citation to the

statutory or regulatory source for such protection.

Approved: ______________________________ Date: October 7, 2010

Signature

Adaora “Zora” Lathan

Executive Director & Vice President of the Board

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