Washington Department of Fish and Wildlife 9/11/2023

Page 12 of 15 The subrecipient will perform formative social marketing research, a situational analysis, and audience surveys to shape the development of the Regreen Everett behavior change campaign. A cross-sectional advisory group of city staff, stakeholders, and partners will advise on the development of Task 4 to ensure equity and inclusion. A variety of audience research methods will be used to best design a behavior campaign with the intent to identify barriers, opportunities and social considerations that influence possible successful adoption of said behavior. Green stormwater infrastructure and water quality data, along with individual property assessments, will be compiled and evaluated for audience targeting and feasibility. Task 4.2 and 4.3 may not begin until the Information Collection Requirements (ICR) are approved by OMB. Work completed on task 4.2 and 4.3 prior to the completion of the ICR process and approval may be ineligible for reimbursement. Task 4.1 may begin prior to the completion of the ICR process. 4.1 SOCIAL MARKETING RESEARCH The social marketing research will identify property owners and local stakeholders to ascertain the barriers, benefits, and motivators to planting and maintaining trees and other vegetation on their properties to increase riparian buffer widths and functions. This research will inform the campaign’s design elements. The methodology and technical considerations for achieving the desired outcomes for this task are: • Pinpoint target audience using GIS-based tools, County and city tree tag data and other water quality data points. • Convene a cross sectional advisory group of city staff and partners to conduct a situational analysis, assessing the internal and external strengths, weaknesses, opportunities, and threats. • Develop a verified list of potential property owners in the North and Swamp Creek basins. • Complete a data memo including property owner identification, methodology, mapped target audience and the reasoning as to why chosen. • Compile formative research and literature review of other incentive-based programs to glean successes and opportunities. A research report will be completed with audience and situational research review results. 4.2 SURVEY DEVELOPMENT Utilizing the information collected in task 4.1, the subrecipient will develop an online survey to collect information from property owners as well as an in-depth stakeholder questionnaire to collect key insights to identify and weigh areas of conflict, motivators, barriers (real or perceived) to adopting said behavior. The subrecipient will use multi -media approaches and leverage local natural gathering spots (i.e., library, community centers) to recruit property owners to gauge interest and measure knowledge, attitudes and behaviors. A survey analysis reports will be completed that breaks down how the survey was distributed, to whom and the identified results. 4.3 LANDOWNER OUTREACH PLAN & MATERIALS Based on the results of the survey implemented in Task 4 .2, an incentive-based program and communication plan will be developed that breaks down the design campaign elements, logistics of recruitment and planting, roles, responsibilities and timeline, key messaging and details of workshop components. The plan will be consistent with the WDFW Riparian Ecosystems, Volume 2: Management Recommendations. A portfolio of education and outreach materials will be developed that includes all produced education pieces, participant evaluation/feedback form, translated materials, and engagement and education strategies (postcards, tree planting guide, etc.). This task will included: • Homeowner packet (on-site permission letter, maintenance agreement, participation feedback form, etc.). • Plan (included in program and communication plan) for material translations based on the demographic needs of the North and Swamp creek audience. • Training module for staff who might canvas in selected neighborhoods. DocuSign Envelope ID: 7FA61F69-7F37-4B7B-8E00-24BAE208A655