Crystal Cove Alliance Public Relations Campaign by Dodge College

Table of Contents Introdution

Executive Summary 4 - 5 Client Fact Sheet 6

Part One: Campaign Plan 7

Part Two: Communication Tactics 38 Radio PSA 39 Special Event Media Alert 40 News Release 41 Media Pitch Email 42 Feature Article 43 Facebook 44 - 45 Spokesperson Bio 46 - 47 Newsletter 48 Poster 49 Brochure 50 - 51

Background 8 - 9 Situation Analysis 10 - 11 Core Problem 12 Key Publics 13 - 15 Theme 16 Message Strategy 17 - 19 Goal 20 Objectives 21 Part Three: Appendix 52 Strategies 22 Trend Research 53 - 59 Tactics 23 - 25 Original Research 60 - 69 Communication Confirmation Tables 26 - 29 Bibliography 70 - 73 Calendar 30 - 33 Budget 34 - 35 Evaluation 36 - 37

Executive Analysis Key Publics: Introduction Crystal Cove Alliance (CCA) is the non-profit Cooperating Association partner with Crystal Cove State Park dedicated to education, conservation, and restoration. CCA has launched a new educational program to satisfy two main objectives: to build a stronger sense of community with Orange County residents and to spark curiosity and an interest for science in young minds. The program, called Citizen Science Cruise, gives middle and high school students the opportunity to apply their classroom knowledge in a fun and educational science excursion out on the open water, utilizing professional-grade instruments to sample and analyze the rich marine life that exists off the coast of Crystal Cove State Park. In order to help CCA achieve those objectives, we have created a campaign, with the overriding theme of “Anchoring Students in Science,” which targets teachers, students and parents by emphasizing the importance of the hands on learning experience that this program offers.

◊

Students

I’m anchored at Crystal Cove, are you?

Teachers

◊ Help your child set sail for success and anchor your student in science.

Parents

◊ Jump on the citizen science boat and anchor your students in science.

Primary Objective

Our main objectives are to increase awareness about the Citizen Science Cruise program among teachers and parents and to secure 50 trips for the Spring and Fall semesters of 2013.

Strategies

◊ Attract 200 parents and teachers to an Open Boat event where they will learn more about the program and how to participate. ◊ Connect the target publics with the organization via

newsletter, support groups, collateral material and social media â&#x2014;&#x160; Educate parents and teachers about the benefits of outdoor learning â&#x2014;&#x160; Increase awareness about program and the state park through traditional media

Tactics

The tactics that this campaign utilizes include media piece approaches such a news release, feature article, special event media alert, media pitch email, spokesperson biography and radio PSA (public service announcement). The tactics also include visual printed materials such as a poster, brochure and newsletter. Due to the prevalence of social media use among the targeted audiences, active social media sites are employed as a communication tactic.

Budget

$9,475 5

Client Fact Sheet Mission: “Where we preserve the

on the beach. Cost is $75 for public, $60 for CCA past, enjoy the present, and educate for members. Course lasts 5 hours and tools/paint are provided. the future.” Capturing the Nature of Landscape with your Crystal Cove Alliance (CCA) is the non- Camera – a photography course that teaches students profit Cooperating Association partner basics of a manual camera. Course is 2.5 hours and is with Crystal Cove State Park dedicated $40 for public, $35 for CAA members. to education, conservation, and restoration. CCA’s The programs listed above as well as 46 public-private partnership model is the most successful Cottages are placed upon Crystal Cove that are rented in the history of the California State Parks 278-Park out monthly. The first of each month the cottages go on system. sale for reservations seven months in the future. A staff of 11 led by President and Beach 6am-Sunset. Historic District 6amCEO Harry Helling. Also has a Board of Directors and a 10pm. Crystal Cove Alliance Art Council.

Services:

Organization:

Hours:

$15 for parking daily. Validation is Facility: An office on the Newport Coast where the Admissions: available for dinners at the Beachcomber Café. staff works out of. Crystal Cove is located in the area between Newport Beach and Laguna Beach. Cottage 22 on the beach of Crystal Cove has been remodeled for marine research. In the cottage is a modern lab with tanks, a dry lab with benches and microscope stations.

Programs: The Great Plein Air Art Experience – a

painting program that allows the public to come paint

Volunteers: Able to volunteer through an printable application online

Members: Membership into CCA is available at

various levels from $50- $2,500 yearly. Becoming a member allows you into member only events along with various benefits. 6

Campaign Plan

Background Marine Protected Areas (MPAs) have been around since the early 1900â&#x20AC;&#x2122;s, enacted at various levels of government to sustain fish populations and preserve th natural beauty of the aquatic environment. However, there was no uniformity in the MPAs rules or regulations; one MPA could have completely different stipulations of visitors and might have vastly different ways of enforcing their rules. As a result, many lost funding over the years as there was widespread public confusion about what actually was enforced. Also the responsibility for upkeep of the MPA was at times forgotten once the initial round of funding ran out. As a result of all of this confusion, in May of 2000, Bill Clinton signed Presidential Executive order 13158, which attempted to standardize the enforcement of rules at MPAs. It took nine years to establish a national registry of MPAs, and that registry appears to do little to standardize enforcement, but it does provide MPAs that were not federally created to compete for federal money (once they join the registry.) Many MPAs are still operated at the state and county level and are still underfunded and usually supported by non-profit organizations. The Crystal Cove Cottages would look very much different today without the creation of Crystal Cove

Alliance (CCA). In 1997, The State Park Department signed off a 60 years contract to a private investor to redevelop the cottages into a luxury resort. Two years later, Laura Davick founded CCA after discovering contamination in the area. She and the organization worked to raise awareness about the importance of protected area and the historic cottages. In January 2001, Joan Irvine Smith, granddaughter of the founders of the Irvine Company, joined the movement against the plan to build a resort at Crystal Cove. The joint effort successfully helped protect the historic cottages. CCA continues their work on restoring the historic cottages, which are now 98% booked year round up to 6 months in advanced. Although CCA is an external non-profit that is not associated with the state park system, the organization is very much responsible for the overall operation of the park as well as several science and educational programs that the park offers to its visitors. Income from the cottages and the wildly popular restaurant, The Beachcomber CafĂŠ is used to carry out CCA projects. With the help of CCA, Crystal Cove State Park is able to reach many milestones from the opening of Crystal Cove Historic District in 2006, the new science center in 2007, and Science Cruise Expedition for K-12 students. 8

In some sense, most of the non-profits that support MPAs are working towards the same goal. While all of their programs are unique, they should try to complement other programs in the region while still competing for donation dollars. The predominant issue that has plagued non-profits in the area is a general lack of interest and awareness of the issues. As Garry Brown, the Executive Director of Orange County CoastKeeper said in a recent interview, “We have the ability and the knowledge to turn this degradation of our oceans around, but we have to have the collective will to do it. Through education, international agreements, better practices and methods at all levels, and the desire to enforce our agreements, we can change this devastating course of degrading our oceans.” MPAs are labor intensive to maintain, and volunteer docents need to be on hand during most daylight hours. Businesses like fisheries are eager to catch as many fish as possible, and legislation is not always enacted solely with environmental goals in mind. Despite many great accomplishments, CCA often faces financial and resources restriction throughout the year. In order to maintain its several public programs, the organization relies heavily on the income made from the cottages and the yearly fundraiser. “While we

have achieved some incredible milestones since our inception in 1999, our work is far from over, and CCA needs the public’s support now more than ever,” said Laura Davick, CCA founder. Last year, over 70 state parks were threatening to closure due to budget cut. Fortunately, Crystal Cove has an organization such as the Alliance that works to help provide external donation. However, it still is a struggle to obtain such a large amount of funding to continue supporting its various public programs.

Situation Analysis programs. Furthermore, the Crystal Cove Alliance aims to create future partnership with scientists and maintain their current one with Newport Landing (including Newport Landing Sportfishing and Daveyâ&#x20AC;&#x2122;s Locker Sportfishing) through the citizen science program. In the arena of scientists, the citizen science program is a vehicle for Crystal Cove Alliance to offer marine scientists a manner to obtain data pertaining to their specific field of research gathered by students participating in the citizen science program. Newport Landing, primarily a sportfishing company, would make an interesting partnership and could be enticed by adding new education programs to what is their wellestablished whale watching services. This program The demographics of clients served ranges from would allow it to be a feeder into their more popular small children to senior citizens. Many visitors to the and commercial whale watching services. Crystal Cove beach itself and the historic district are from surrounding beach cities, although during the Crystal Cove Alliance currently has over 750 summertime a fair amount are tourists from other states and countries. According to Sue Magdziarz, Education members. Annually, about 750,000 people visit Crystal Cove State Beach and Park. There is a serious rift Manager of Crystal Cove Alliance, families are the between the number of members that belong to the number one demographic for the beach and cottage organization and the number of people who use the rentals, couples in their 20s-40s are the number one area and its resources. Last year is the first year Crystal demographic for the hiking trails, and students and teachers the top two demographics for the educational Cove Alliance implemented the Marine Protected Area10 Current programs offered by Crystal Cove Alliance are tidepooling, monthly historic district tours, educational programs and brochures, citizen science cruises, cottage rentals, exhibition programs, a research facility, videoconferencing programs and library and archival collections. The program that Crystal Cove Alliance wishes to focus on throughout this campaign is the citizen science cruise program. This program looks to engage 8th through 12th grade students on an on-thewater STEM (science, technology, engineering, math) program. The students will learn how to use equipment and collect data themselves, bringing back their findings and potentially helping scientists learn more about the marine protected area.

Citizen Science Cruise, and only 4 classes of students participated. This year they hope to get 50 classrooms signed up for the science cruise. When it comes to fees and prices, for a non-profit organization such as Crystal Cove, they hardly exist. However, the fees to be a member of the Crystal Cove Alliance range from $50 to $2,500, perks and benefit differ between each package. Prices are for certain educational programs that the Crystal Cove Alliance has been conducting. For some multi-week programs, it ranges from $50 to $100 and differs depending on being a member or not. In addition, this campaign has high “press value.” The elements of children, science, and the beach are items that could easily be picked up by local newspaper, specific newsletters, and other “free” publicity materials such as those. A strong press aspect could greatly benefit Crystal Cove Alliance, the program, and ultimately the marine protected area.

Core Problem

If Crystal Cove Alliance does not increase awareness of its educational program, the Marine Protected Area Citizen Science Cruise, it will be unable to support the program, may lose funding, and ultimately miss out on educating the public about the Marine Protected Area. 12

Key Public make them to become more curious about science. By stimulating the curiosity among children, SCP helps nurtures future scientists. Moreover, this program can help build strong connection between children and the State Park. Participating students today will become adults in the future who can help determine the fate of the State Park. If students feel connected to the park, they are more likely to support future development program.

7th to 12th grade students in Orange County

This public is essential to Crystal Cove’s Science Cruise Program. Students in this age range will be the main participants in this program Although teachers determine whether to bring in students to participate Citizen Science Cruise or not, it is also essential to stimulate students’ desire and awareness of this program. If students are not interested in Citizen Science Cruise, teachers may feel less compel to participate in this program. Science Cruise Program’s ultimate goal is to help students gain hands on experience, apply their knowledge in a real project, and

Self-Interests:

Kids at this age range care very much about social life, getting better grades in classes, build strong relationship with their teachers, and getting out of classroom.

Influentials:

◊ Teachers especially those in the science field ◊ Student leaders: athletically, academically, socially ◊ Parents ◊ Idols, celebrities, famous leaders 13

Key Public Southern California Parents of 7th – 12th grade students

This public will be targeting the parents of the children who will be participating in the CCA program that gives students the chance to go out on the water to study marine life. The parents are a very large key public because they will be directly involved in allowing the children to participate in the program. Parents are the first line that CCA has to win over in order to allow the children to participate in the program. In order for the program to happen, the parents have to sign a waiver that allows their child to go on the trip.

investment they must make to send their children for these kinds of programs

Influentials:

◊ Teachers ◊ Other parents ◊ School support ◊ Trusted reviews and recommendations

Self-interest:

One of the biggest motivators for parents will be the safety of their child. They will need to know that the boat and trip are supervised at all time and that their children’s safety will be a number one priority. Another motivator for the parents would be that their children would get an educational benefit from participating in the program. Parents will want to know that taking their children out of the classroom and putting them in an outside learning environment will be beneficial to their child’s learning experience. Lastly, the financial

Key Public Southern California Science Teachers

in the classroom, educational stimulation for their This public includes individuals who teach science students, rare opportunity, possible assistance with transportation courses from the 7th grade level to the 12th grade level in Southern California. This public is attracted to CCA’s Citizen Science Cruise program because it allows their students to apply their in-class knowledge ◊ Students to a hands-on, in-the-field experiment. According to the ◊ Sudents’ parents state of California, most science courses must include ◊ Other teachers laboratory work so this program also allows teachers ◊ School administrators to fulfill some of their course requirements. Teachers ◊ Members of the local unified school district will benefit from the workshop because their students will gain experience, knowledge and possibly develop a passion for science. Teachers will also benefit, however, because the program asks teachers to participate in a Teacher Learning Community, where they will share their knowledge and experiences with other teachers in their field and help spread awareness about the program and Marine Protection Areas. The Citizen Science Cruise program assists teachers both in and out of the classroom, and CCA works with teachers to help ignite students’ interest in science.

Influentials:

Self-interest:

Receive information and training on how to conduct the experiments, real-life application of things learned

Theme

CCA is Anchoring Students in Science!

Message Strategy Problem:

You may view class field trips as boring museum visits, and you’re not aware that they can be fun and interesting.

CCA as Solution:

CCA’s Science Cruise Program is not your typical museum visits. This program will take you on a beautiful boat ride, and you will get to use different professional research equipment to obtain samples. This is an opportunity for you to get out of classroom and do something fun while learning more about science.

Key Public:

7th to 12th grade students in Orange County Self-interests:

Social life is very important to you. Outside of classroom activities that allow you to interact with your friends are preferred and more enjoyable.

Appeal:

CCA’s Science Cruise Program cannot happen without participation from teachers. You must express your interest in this program to your teachers and parents. If they see that you’re enthusiastic about learning about science, they will be supportive of this program.

Key Public Adapted Theme:

17 I’m anchored at Crystal Cove, are you?

Message Strategy Key Public:

Southern California Parents of 7th – 12th grade students Self-Interest:

Your child’s education and academic experiences are very important to you. The more your child learns, the more likely they are to excel in school. Gaining an understanding and appreciation for science will create future college and career opportunities for your child.

Problem:

Getting your child to be interested in school can be a trying process. Research has shown that many students from the ages of 12 to 17 are intimidated by math and science. Although teachers do everything they can to engage students, the classroom is not always the most conducive environment for learning and generating curiosity.

CCA as Solution:

CCA provides many resources for the public, both educational and conservational. In an effort to create

public awareness about marine protected areas and interest our youth in science, CCA has created the Citizen Science Cruise which connects students with science by offering an interactive field project program at Crystal Cove State Park and Beach. After a quick training session about how to conduct the various experiments, CCA and its partners take students and their teachers out on the water. Students are able to collect, analyze, and discuss their findings. Most significantly, the research the students have conducted will be used by professional scientists currently studying marine protected areas!

Appeal:

CCA is doing all it can to reach out to students, teachers, and parents to offer this incredible program. However, without your support, your child’s class may not have the ability to participate in this unique academic opportunity.

Key Public Adapted Theme:

Help your child set sail for success and anchor your student in science. 18

Message Strategy is limited. What is more, students often have trouble seeing how what they accomplish and measure in a lab situation applies to practical science being conducted by real scientists in the field.

CCA as Solution: Key Public:

Southern California Science Teachers Self-Interest:

The citizen science cruise provides a lab environment outside of the classroom and gets students taking measurements that real scientists will analyze. Being out on the water will provide a fun environment to students, and having an applicable use for the data will keep the students interested.

As a science teacher, your goal is to not only teach your students about the scientific world, but motivate them to pursue science in college and as a career path. Any way that you can make science lessons exciting and fun for students to get involved with, the easier it is to teach and spark students interest.

Appeal:

Problem:

Key Public Adapted Theme:

Changing students attitudes about science is hard to do in the classroom. Labs can be exciting, but without expensive lab equipment, the scope of what you can do

For a reasonable price, the Crystal Cove Alliance gives your students a memorable experience with science and gives you an opportunity to center a gradable project around the cruise. This gives students a break from the mundane and a chance to do science in the open air.

Jump on the citizen science boat and anchor your students in science.

Goal

To increase awareness in the Southern California academic community about Crystal Cove Allianceâ&#x20AC;&#x2122;s Citizen Science Cruise program in order to generate public visibility and funding for the organization, as well as to utilize the Marine Protected Area.

Objectives 1. Secure five written media placements by December 31.

2. Increase awareness by 50% of

Crystal Cove Alliance within Orange County residents, including families, schoolteachers and administrators, and scientist by December 31.

3. Secure three grants for the Citizen Science Program for students and school scholarships by June 2013.

4. Reserve 50 classes for the Citizen Science Cruise program by December 2013.

5. Send collateral material of Crystal Cove Alliance and the Citizen Science program to 50% of all schools in Los Angeles, Orange County, and Inland Empire.

Strategies Strategy 1: Create

Cruise

hype surrounding the Citizen Science

Strategy 2: Provide

collateral material to better educate the key publics of the specifics of the program Entice students and teachers to have positive experiences with CCA and ultimately initiate future family interaction Strategy 3:

Tactics Tactic 3:

Produce video to introduce the program in a fun, educational fashion

Tactic 4:

Send press release to local newspapers and Parent Teacher Associations

Strategy 1:

Create hype surrounding the Citizen Science Cruise

Tactic 5

Host safety and Q&A sessions led by Citizen Science Cruise staff and volunteers

Tactic 1:

Send street teams to talk to Science classes about the Citizen Science Cruise to students

Tactic 2:

Fortify social media platforms including Facebook, Twitter, Pinterest, and a blog.

Tactics Strategy 2:

Provide collateral material to better educate the key publics of the specifics of the program Tactic 1:

Produce Citizen Science Cruise specific flyers to be passed out to students, passed along to parents. A separate rendition of flyer should be produced for teachers with the terminology that would entice them to the program.

Tactic 4:

Send mailers to science teachers with communication information with CCA and the details and the benefits of the Citizen Science Cruise

Tactic 5:

Create a e-newsletter for interested teachers to subscribe for news pertaining to scholarship opportunities as well as updates on the program. This could include scheduling of future trips and other useful information!

Tactic 2:

Create paper sailor hats with CCA information for students to wear and publicize CCA and the program

Tactic 3:

Design water bottles to be passed out in specific classes with the theme of the Citizen Science Cruise 24

Tactics Tactic 2:

Host an “Open Boat” event at schools to mimic the onwater experience and demonstrate the tools used on the Citizen Science Cruise.

Tactic 3: Strategy 3:

Develop “Citizen Science Clubs” for students, teachers, and parents. The clubs will promote the Citizen Science Cruise after the cruise as well as foster connections between students, teachers, and parents from different schools and districts.

Entice students and teachers to have positive experiences with Crystal Cove Alliance and ultimately initiate future family interaction Tactic 1:

Create a contest that involves creative participation from students. The contest should award prizes, such as free whale-watching pass or “Captain of the Day” titles. 25

Communication Confirmation Table by Key Public

Southern California 7th – 12th grade students Self -Interests Messaging ◊ Being social, through relationships, social media, and technology ◊ Getting outside of the classroom ◊ Earning good grades, college-bound

I’m anchored at Crystal Cove, are you?

Influentials

Objectives

Strategies

Tactics

◊ Teachers ◊ Student leaders: athletically, academically, socially ◊ Parents ◊ Idols, celebrities, famous leaders

◊ Increase awareness by 50% of Crystal Cove Alliance within Orange County residents, including families, schoolteachers and administrators, and scientist by December 31. ◊ Reserve 50 classes for the Citizen Science Cruise program by December 2013. ◊ Send collateral material of Crystal Cove Alliance and the Citizen Science program to 50% of all schools in Southern California

◊ Create hype surrounding the Citizen Science Cruise ◊ Provide collateral material to better educate the key publics of the specifics of the program ◊ Entice students and teachers to have positive experiences with CCA and ultimately initiate future family interaction

◊ Send street teams to talk to Science classes about the Citizen Science Cruise to students ◊ Fortify social media platforms including Facebook, Twitter, Pinterest, and a blog ◊ Produce video to introduce the program in a fun, educational fashion ◊ Produce Citizen Science Cruise specific flyers to be passed out to students, passed along to parents. ◊ Create paper sailor hats with CCA information for students to wear and publicize CCA and the program ◊ Design water bottles to be passed out in specific classes with the theme of the Citizen Science Cruise ◊ Create a contest that involves creative participation from students. The contest should award prizes, such as free whale-watching pass or “Captain of the Day” titles. ◊ Host an “Open Boat” event at schools to mimic the on-water experience and demonstrate the tools used on the Citizen Science Cruise. ◊ Develop “Citizen Science Clubs” for students. The clubs will promote the Citizen Science Cruise after the cruise as well as foster connections between students, teachers, and parents from different schools and districts.

Southern California Parents Self -Interests Messaging ◊ Ensuring quality of their children’s education ◊ Safety in children’s school activities ◊ Financially accessible resources for children

Help your child set sail for success and anchor your student in science.

Influentials

Objectives

Strategies

Tactics

◊ Teachers ◊ Other parents ◊ Parent support groups ◊ Trusted reviews and recommendations

◊ Secure five written media placement by December 31. ◊ Increase awareness by 50% of Crystal Cove Alliance within Orange County residents, including families, schoolteachers and administrators, and scientist by December 31. ◊ Send collateral material of Crystal Cove Alliance and the Citizen Science program to 50% of all schools in Southern California

◊ Create hype surrounding the Citizen Science Cruise ◊ Provide collateral material to better educate the key publics of the specifics of the program

◊ Produce video to introduce the program in a fun, educational fashion ◊ Send press release to local newspapers and Parent Teacher Associations ◊ Produce Citizen Science Cruise specific flyers to be passed out to students, passed along to parents. ◊ Host an “Open Boat” event at schools to mimic the on-water experience and demonstrate the tools used on the Citizen Science Cruise. ◊ Develop “Citizen Science Clubs” for parents. The clubs will promote the Citizen Science Cruise after the cruise as well as foster connections between students, teachers, and parents from different schools and districts.

Southern California Science Teachers Self -Interests Messaging ◊ Maintaining quality education for students ◊ Creating legacy in school’s science department ◊ Given opportunities for financial support in out-of-school academic experiences

You’re the captain on the citizen science boat and anchor your students in science.

Influentials

Objectives

Strategies

Tactics

◊ Students ◊ Students’ parents ◊ Other teachers ◊ School administrators ◊ Members of local unified school district

◊ Secure five written media placement by December 31. ◊ Increase awareness by 50% of Crystal Cove Alliance within Orange County residents, including families, schoolteachers and administrators, and scientist by December 31. ◊ Reserve 50 classes for the Citizen Science Cruise program by December 2013. ◊ Send collateral material of Crystal Cove Alliance and the Citizen Science program to 50% of all schools in Southern California

◊ Send street teams to talk to Science classes about the Citizen Science Cruise to teachers ◊ Produce video to introduce the program in a fun, educational fashion ◊ Send press release to local newspapers and Parent Teacher Associations ◊ Host safety and Q&A sessions led by Citizen Science Cruise staff and volunteers ◊ A separate rendition of flyer should be produced for teachers with the terminology that would entice them to the program. ◊ Send mailers to science teachers with communication information with CCA and the details and the benefits of the Citizen Science Cruise ◊ Create an e-newsletter for interested teachers to subscribe for news pertaining to scholarship opportunities as well as updates on the program. This could include scheduling of future trips and other useful information ◊ Host an “Open Boat” event at schools to mimic the on-water experience and demonstrate the tools used on the Citizen Science Cruise. ◊ Develop “Citizen Science Clubs” for teachers. The clubs will promote the Citizen Science Cruise after the cruise as well as foster connections between students, teachers, and parents from different schools and districts. 29

Calendar

Budget

Budget Total: $9,475

Evaluation Objective 1:

Secure five written media placements by December 31. Evaluation tactics:

Evaluation tactics:

◊ Conduct phone survey to sample of awareness of CCA before campaign ◊ Conduct in person survey at Crystal Cove State Park surrounding awareness of CCA before campaign

◊ Compile media list and update with relevant information about media placement

◊ Conduct similar surveys after campaign and compare results

◊ Track number of media placement submissions

Objective 3:

◊ Conduct follow up of media placement ◊ Clip articles as media placements arise

Objective 2:

Secure three grants for the Citizen Science Program for students and school scholarships by June 2013.

Increase awareness by 50% of Crystal Cove Evaluation tactics: ◊ Compile a database of current grant options Alliance within Orange County residents, ◊ Track the number of grant applications submitted by including families, schoolteachers and CCA administrators, and scientist by December 31. ◊ Find out whether or not CCA was given grants for this project

Objective 4:

Secure 50 classes for the Citizen Science Cruise program by December 2013. Evaluation tactics:

◊ Track the number of classes contacted and any correspondence ◊ Survey teachers of those classes contacted ◊ Track amount of classes that have guaranteed their participation

Objective 5:

Send materials regarding Crystal Cove Alliance and the Citizen Science Cruise program to 50% of all schools in the counties of Orange, Los Angeles, Riverside and San Bernardino. Evaluation tactics:

◊ Track the number of materials sent ◊ Track media coverage in said areas ◊ Track Open Boat attendance ◊ Survey schools that were sent materials

Communication Tactics 38

Radio PSA

The jobs of the future are in the sciences, but getting your children interested in scholastic work can be hard. Crystal Cove Alliance wants to anchor your child in science with their new Citizen Science Cruise, giving middle and high school classes the chance to learn out on the open water. Theyâ&#x20AC;&#x2122;re hosting an openboat event November 17th, in Crystal Coveâ&#x20AC;&#x2122;s Historic District to give you an opportunity to check out their facilities, equipment, and partners of the Citizen Science Cruise. Program directors and scientists involved with the program will be on hand to answer questions. So come down, learn, and get hooked on science. Contact Sue at Crystal Cove Alliance at (949) 376-6200 again that is Sue at (949) 376-6200. 39

Special Event Media Alert

Open Boat Hosted by Crystal Cove Alliance Who:

What: Where: When: Why:

Crystal Cove Alliance Organization. Participating scientists: Donovan German and David Wilis Crystal Cove Alliance will host an open house event for all teachers and parents in Orange County to attend and learn more about the new Citizen Science Cruise Program. The event includes light refreshment at the Beachcomber Cafe and an interactive presentation on the cruise. The event will start at the Crystal Cove Historic District. All participants can park across the street at Reef Point parking lot for free of charge. The exact address of the Historic District is 871 North Coast Highway, Laguna Beach, CA 92651. Saturday, November 17th. Participants can attend the reception at 1:00pm and the presentation will begin at 2:00pm. CCA hopes to inspire young minds to become more curious in science through a hands on educational experience. This open house will offer an opportunity for all those who care for the future of our education to connect with one another and Crystal Cove State Park.

News Release Science Cruise, CCA will open the vessel on which the cruise takes place. Students will have the opportunity to handle the equipment the cruise entails, while teachers and parents will attend information sessions about the cruise program – including presentations by local marine scientists and their professional investment in the program.

OPEN BOAT: A DAY OF SCIENCE, THE SEA, AND STUDENTS

Crystal Cove Alliance to Offer Southern California Residents a Sneak Peak of its Citizen Science Cruise Laguna Beach, Calif. – Crystal Cove Alliance (CCA) invites Southern California students, parents, and science teachers to Open Boat on Saturday, November 17 at 1 PM. In this sneak peak of the new Citizen

The Citizen Science Cruise is a newly created program hosted by CCA in partnership with Newport Landing Sportfishing to give students a hands-on, out-ofclassroom science experience. The students’ scientific findings obtained during their experiments on the vessel as it cruises in the Marine Protected Area of Crystal Cove State Park will be used in current scientific research. Cruises can be scheduled by science teachers. More information can be found on CCA’s website at crystalcovealliance.org Light refreshments will be served at Beachcomber Cafe starting at 1 PM. Interactive presentations will begin at 2 PM. Participating local scientists include Donovan German and David Willis. For more information, contact Sue via phone (949) 37641 6200 or email sue@crystalcovealliance.org

Media Pitch Email SUBJECT LINE:

Open Boat by CCA: A Day of Science, The Sea, and Students

from marine life on the Citizen Science Cruise, while teachers and parents are given a chance to receive more information about the curriculum and safety aspects of the program from CCA staff, volunteers and partnering scientists.

Citizen Science Cruise provides a one of a kind experience for students to gain hands on experience Dear ________, with their local marine life, and Open Boat will give you the first taste! Will you be able to join us? Please feel Grab your first mate and come aboard Open Boat, on Saturday, November 17 at 1 PM at The Historic free to contact me if you have any questions. District of Crystal Cove State Park! On behalf of Sincerely, Crystal Cove Alliance, we would like to invite you and The Crystal Cove Alliance Team a guest to Open Boat. This event is open to students, parents, and teachers and will allow them to get a better understanding of CCAâ&#x20AC;&#x2122;s Citizen Science Cruise. The Citizen Science Cruise is a program sponsored by CCA with the involvement of marine scientists focusing on the Marine Protected Area found at Crystal Cove. The cruise will take students out on the open waters and allow the students to collect raw data using scientific instruments that will be used in research by local marine scientists. At Open Boat, students will learn about the tools and technology they will be able to use when collecting data

Feature Article

Title:

Anchoring Students in Science, Crystal Cove Alliance December 2012 CRYSTAL COVE STATE PARK, CA Mix a cruise around Crystal Cove that combines local high school students, hand on learning and research benefits for local scientists and you get the Citizen Science Cruise Program sponsored by Crystal

Cove Alliance. The Citizen Science Cruise Program aims to help local Orange County high school students participate in marine life data collection that will be used by scientists in their marine research. The Citizen Science cruises will begin in early 2013. As an informational event for what the cruises will entail, Crystal Cove Alliance is holding Open Boat, a public event on November 17 at the Historic District of Crystal Cove State Park. Open Boat will serve as a open gallery event where parents, students and families can come and talk with Crystal Cove employees, local teachers and scientists about what students will be able to experience on the cruise including hands on data collection with the scientists on the boat and analysis at a beachside Crystal Cove cottage that has been transformed into a small marine lab. Crystal Cove is a stretch of land between Newport Beach and Laguna Beach in Southern California. For more information about Open Boat and Crystal Cove Alliance, contact Sue Magdziarz at smagdziarz@ crystalcovealliance.org or visit www.crystalcovealliance. org. 43

Facebook: Social Media Site

Tactic: Create

a separate page for the Anchor Students in Science Campaign. ◊ Include the campaign logo ◊ Use picturesque cover photo to be stimulating and captivating ◊ Have a well written description of the organization/campaign

Tactic: Post

engaging and relevant information ◊ Host picture contest to drive student content ◊ Create and share Facebook event page for Open Boat ◊ Be specific to each student group (ie school/class) and address them for their input based on their experience ◊ Inform students and teachers of scholarship opportunities when available ◊ Consistently include contact information

Spokesperson Bio Spokesperson:

Harry Helling, President/CEO of Crystal Cove Alliance While the beach cottages in Crystal Cove’s historic district may be what CCA is known for, President and CEO Harry Helling is the embodiment of the organization’s core mission: oceanic conservancy and educational outreach. Helling, who has been with CCA since 2008, has a long history of environmental stewardship in California. He earned an M.A. in Environmental Science Education at Humboldt State University and a Master’s of Science in Marine Science from University of San Diego. “The environment and the ocean have always been a passion of mine,” says Helling. “Our oceans are our most precious natural resource, and I’ve always sought out ways to protect and improve those resources.” Before coming to CCA, Helling served as the Executive Vice President for both research and education at the Ocean Institute in Dana Point,

which provides school groups with hands on learning experiences at their beach side facility in Dana Point. There, Helling designed a variety of programs and exhibits meant to teach children of all ages about the many different aspects of marine science. “Teaching kids about the scientific forces at work in our oceans, and doing it in a fun way, is vitally important,” says Helling. “Not only are you inspiring those kids to pursue scientific career paths when they get older, but they learn the importance of treating the environment with respect. When you learn a little bit more about the ocean, it makes you appreciate it and want to protect it more.”

This year, Helling and CCA are partnering with Newport Landing to create a cruise for school groups to take scientific measurements out on the water. The students get to record their findings and then analyze them back at the science cottage and then again back at their school. The data they collect will be used by active scientists for future research.

“This program not only is fun for the kids because their out on the water, but they actually feel like their working on something tangible,” says Helling. “Getting them to see the connection between what they do in the lab and what those findings can tell us about the environment is how these kids will develop the drive to study science and protect the environment well into the Helling’s leadership has been a vital asset to CCA’s future.” success over the last few years. He was instrumental in procuring funding for phase II of the Crystal Cove Cottages remodel, including the establishment of the Science Cottage, a cottage devoted to facilitating scientific measurements taken at the park. Helling has been the driving force between CCA’s Citizen Science programs. In 2009, Helling initiated the SNAP! (Science and Nature in the Park) program, and measured the acidity of the ocean water in the park.

Newsletter Purpose:

To keep key publics informed about the program’s development and success. Topics will include current trips, sciencetists’ partnership, and opportunity for scholarships. Newsletter Article Titles:

◊ Sue Magdziarz talks about the mission and purpose of the Citizen Science Cruise ◊ Learn how this program will help students succeed in classrooms ◊ Imades and testimonials from previous trips ◊ What scientists are saying about Citizen Science Cruise ◊ How to get involved and more information about the program

Poster Purpose:

To inform key publics of the Open Boat Events. Combination of key information and design will engage and leave a lasting impression on the viewers.

Brochure F R O N T & B A C K

I N S I D E

Appendix

Trend Research Research Topics:

Marine Protected Area News Conservation Based Orgainzation Scopes:

Orange County California National Trade Publication International Social Media

Orange County Trend Research Although Orange County is home to some of the most well-known beaches on the west coast, conservation groups are not the most prevalent non-profits in the region. That is to say that many Orange County residents pay attention to causes that affect their communities directly. Beach cities, making up only 6 of the 34 incorporated cities, are the communities more likely to be concerned with marine life preservation efforts. Marine life protection groups, however, have the added benefit of being supported by California law. The California Department of Fish and Game enforces the Marine Life Protection Act, which pressures the state to reassess and reinvent marine protected areas so that ecosystems and natural heritages are preserved and educational studies may be conducted on the minimally disturbed habitats. This measure certainly helps Orange County marine life conservation organizations from a legal point of view, but it also helps with public outreach. The first promotion trend I found was implementing educational outreach programs. Many organizations that deal with habitat conservation or animal protection utilize education programs to inform

the community about the cause and its importance, and also to increase publicity and elicit more volunteers. The financial benefit of this trend are not typically direct or immediate, however, which can be difficult for non-profit organizations. The second trend I discovered was the use of memberships and publications. These features are fairly successful at raising funds outside of large donors because they generate money from members of the community by offering unique services or benefits. The last trend I discovered was the utilization of sponsored events or galas. Sponsored events allow for the organization to raise awareness and funds via the financial help of other organizations. Annual galas create the opportunity for major fundraising and tend to attract wealthier advocates. These trends seem to fit the opportunities that Crystal Cove Alliance are seeking. In fact, the organization already employs some of these methods but I think it would be a good idea to reassess CCAâ&#x20AC;&#x2122;s current ventures and strengthen them. If we can find the weak spots in their promotion and fundraising efforts, we can improve efficiency and effectiveness. 54

California Trend Research I found a variety of articles discussing Californiaâ&#x20AC;&#x2122;s marine protected areas as well as a few education programs that California beaches and marinas have implemented. Because of the economy, funds seem to be running low throughout the state to help implement protection initiatives and education programs. Through the articles I found, California beaches are still pushing to have more support from the state and country on a yearly basis regarding protecting the marine coastline. Oil boats and other harmful machines are still tainting the ocean and killing wildlife. There are programs to help clean up the coastline as well as initiatives that have been taken to help build better laws to protect the coastline in the upcoming years. A few aquariums and other marine life programs throughout the state have developed childrenâ&#x20AC;&#x2122;s educational programs. As said previously, with the current state of the economy, it seems to have been a difficult task to get any of these programs off the ground unless backed by sponsors within the community.

National Trend Research Since the early 1900â&#x20AC;&#x2122;s, Marine Protected Areas (MPA) have been created by the federal, state, and local government to protect and increase fish and wildlife populations. However, each MPA was created independent from one another, each with a unique set of rules and level of enforcement. In 2000, Presidential Executive order 13158 was established to help integrate, standardize, and enhance the enforcement of rules at all MPAs. It was not until 2009 that the National System of Marine Protected Areas was established and started accepting member sites. The benefits of being a member include being able to coordinate with other MPAs in the region regarding conservation efforts or threats to them, as well as trying to leverage scarce federal funds to further conservation projects pertinent to the MPA itself. As of right now, the Crystal Cove MPA is not a part of that national system, but it does not seem to be a major issue.

wildlife to inhabit, but also protect against overfishing a species. It seems the scientific community and the commercial fishing community are constantly at odds over the designation of MPAs, another reason why the partnership of the CCA and the fishery is so unique, and could garner media attention.

It does not seem that any other MPA has done anything like what CCA is trying to with school trips actively doing science on the ocean. The only program that could be comparable is the National Oceanic and Atmospheric Administrationâ&#x20AC;&#x2122;s (NOAA) Teacher at Sea program that took 25 high school teachers from across the country and put them on various science vassals studying the habitat of MPAs across the country for weeks at a time. The thought is that the teachers could then relay their experiences and hands on experience back to their students in the classrooms. CCA has a huge opportunity to be the first program of its kind to The national system that has tried to integrate the give a similar experience directly to the students they MPAs across the country is convoluted and confusing. are targeting. There are several different organizations that seem to claim responsibility for managing all of the MPAs, but discovering the real benefit of being recognized by these groups to the MPAs is hard to do. It is clear the goal of MPAs is not only to maintain a clean environment for 56

Trade Publication Trend Research Marine Protected Areas (MPAs) is a relatively recent practice by governmental authorities in comparison to other natural conservation efforts. The most known nature conservation efforts are manifested as animal sanctuaries and land reserves, or some combination of the two. As it relates to trade publication, marine protected areas affect the fields of sport fishing and science. Because MPAs are new to the conservation movement, many theories and criticism are emerging about them within these trade publications. Some of these theories relate specifically to the method in planning to create a MPA. These ideas include that certain areas are not comprehensive in its sustainability to be successful as an MPA. Furthermore, there is said to be a lack of financial accountability in the initial creating of a MPA. Some criticism to arise challenges the inherent goal of a MPA. The most prominent of the criticism states that the MPA are not affecting nor, more importantly, aiding the dire situation in which the marine ecosystem is. In conclusion, these trends can be used in a good versus evil setup in which, in a campaign, we challenge these ideas through practical application aspect of the

new program of CCA. Part of the campaign can be educating these publications on the reality of a MPA through those who manage one. A further level of said campaign can include testimonials from student participants describing the viability of MPAs.

International Trend Research Marine Protected Area (MPA) is not a new method used to conserve threatening ecosystem and endangered species. Crystal Cove State Park has recently adopts the idea of MPA to help preserve the environment of California coast and its biodiversity. This similar effort is internationally accepted and has been tested elsewhere in other countries, and they are usually proven successful ecologically. However, new studies and surveys have found that these efforts may have negative impact on the local community. In other words, these environmental efforts in protecting marine life may be good biologically but not socially - particularly in developing countries such as the Philippines and Indonesia where small disadvantaged community of fishermen tend to be overlooked by authorities. While certain countries find that MPA does not work in both conserving the environment and bettering the life of the local communities, the method should not be highlighted as ineffective. In several countries, studies have shown that MPA actually help increase fisheries in nearby areas because the protected area provide the safe space for marine life to breed and maintain their species. Crystal Coveâ&#x20AC;&#x2122;s willingness in working with the local community will help produce a better solution that best suit all involving groups. In

Eastern Africa, MPA is showing promising results as the countries in the region involve more than one partner in the process. Moreover, in Australia, MPA shows to work as a way to promote tourism. Activities such as scuba diving and educational lessons in the ocean requires abundant of sea life; therefore, MPA helps increase the quality of ecosystem in these areas, which should benefit the overall community of Crystal Cove. Tourism is a huge part of many countriesâ&#x20AC;&#x2122; economy especially those with major towns along the coasts such as countries in Southeast Asia, Australia, and Southern Africa; therefore, MPA is becoming a popular method that local government and nonprofits use to help enhance their tourism business.

Social Media Trend Research With the current popularity of social media, it seems as if every business and organization has a Facebook or Twitter account. In the non-profit community, however, active and effective social media are much harder to find. The first trend I noticed happened to be negative. Although a conservation-based organization may have a Facebook or Twitter account, it is not necessarily active. This is a problem, as social media can only help organizations if they remain visible to the public. The second trend I noticed was that almost all of the bigger, international conservancy groups offered Facebook and Twitter links on their main websites so that viewers could follow their organization through social media. The amount of followers for these accounts was fairly high, ranging from 500,000 Facebook fans to 45,000 Twitter followers. Despite the fact that these organizations are much larger than CCA, their social media use still demonstrates the importance of connecting with the public, generating volunteers and spreading the word about their cause. The last trend I found was the utilization of Grouponâ&#x20AC;&#x2122;s newest venture called Grassroots. Groupon Grassroots allows Groupon users to purchase donation vouchers to any non-profit organization campaign of their choosing. This is a brand new direction for fundraising that targets key audiences

and makes raising money easy and simple. I believe CCA would benefit from active Facebook, Twitter, RSS and possibly even YouTube accounts. CCA has expressed interest in targeting students, and most students access some sort of social media tool on a daily basis. I also think that a Groupon Grassroots campaign would improve CCAâ&#x20AC;&#x2122;s visibility and funding.

Original Research Interview:

Sue Magdriarz Randi Woodbury Donovan German David Villas Jayson Smith Tim Arehart Field Trip:

Crystal Cove Newport Landing Sportfishing Recommendation:

Parent Survey 60

Sue Magdriarz Interview with Sue Magdriarz

Education Manager, Crystal Cove Alliance Assessment:

Interview was Sue went extremely well. She gave us more information that we asked for. Moreover, she was a great conversationalist, so it was really easy to talk to her and ask questions. She gave us more information on each question and really elaborated her answer, which made it really easy for me to write down information. We started off the walking tour at the visitor center. Sue then took us down to her office and gave us a little information about her day to day work and what it is like for her at work. She then took us on a tour around the old town district and told us about the various programs that CCA did during the summer including the film screening. She then took us into the science center and showed us the equipments that the students would be using during their expedition.

Interview Highlights:

How will scientist use the data that are collected from the school children?

“The goal is to help scientists connect with students.” What is the overall goal and specific goals of your organization/project?

“Crystal Cove Alliance is a small organization with a big plan.”

What are the biggest challenge that you face as whole/ PR-wise?

“The lack of funding and experience are the two biggest challenges that CCA face in general as well as the PR aspect.”

Randi Woodbury Interview with Randi Woodbury

Education/Groups Coordinator, Newport Landing Fishing Assessment:

Speaking with Randi gave a lot of insight into the unique relationship that Newport Landing Sportfising and CCA has. At a quick glace it seems that Newport Landing Sportfishing would not agree with the mission of CCA, to protect and raise awareness of the marine protected area (MPA.) However, Randi makes it clear that MPAs will actually improve the sport fishing industry. This is assumed through MPA being able to better the environment for the fish to repopulate. The downside is short-term according to Randi in that MPA put regulations on where sport fishers may fish and during what time. But Randi, on behalf of Newport Landing Sportfishing, advocates for the long-term affect of the effectiveness of regulations. Randi also expressed a particular concern surrounding the employees of the company. The employees may have had a first negative approach to the

idea of partnering up with CCA for the Citizen Science Cruise. Instead of these cruises, the employees could be manning sport fishing trips in which they get paid more and can even receive tips for their work. Citizen Science Cruise is sponsored through a means of grants and partly paid by the schools that participate, meaning less in-pocket earnings for the employees. However, Randi continued to state that the employees are now excited for these trips having gone on the first couple of trips with the students in the pilot cruises. They find value in being a key part to this new type of learning experience. Creating a smaller campaign about this unique partnership will prove to be a great piece for the larger campaign because it is newsworthy. It will gain awareness of the program, CCA, and Newport Landing Sportfishing itself. It is an overall great approach to this establish partnership.

Donovan German is established, German hopes the program can be Interview with Donovan German extended to the Laguna “no-take” MPA, as well as two other “no-take” MPA’s along the California coast: one in northern California, and one mid-state. He would center his research around seeing if the placement of “no-take” MPA’s was effectively supporting fish and wildlife populations in that area, and comparing that effect up and down the California coastline. His research would likely take a couple of years to complete, Talking face to face with Donovan German in his lab at but establishing validity in the sampling method is key UCI was helpful for our team because it gave us a better in order to take the next step with CCA. sense of how the data collected by the CCA’s Citizen Science Cruise would be used to aid in his research. German said he primarily got involved with the program to help promote citizen science, and inspire the next generation of marine biologists. He said that if it turns out he can use the data collected can use the research to aid in a future research project, it would be an added bonus. He said that while using the data collected by school groups appears like it would be useable data, no one has established the validity of the measurements taken by the school groups. Essentially, German would have to send a research assistant to do a dive using a validated data collection method to see if those results match the results taken by school groups in the same timeframe in order to establish validity. Once validity 63

Ecology Professor, University of California Irvine Assessment:

David Vilas Interview with David Vilas

Senior Scientist, MBC Applied Environmental Sciences

data, but it is not necessary for the company’s success. Again, completing a publishable paper is dependent on establishing validity and would likely take several years to complete.

Assessment:

David Vilas was a valuable interview because he explained how his research group hoped to provide support for CCA’s Citizen Science Cruise, and touring his facility with him gave me a chance to see some of their measurement equipment, which bore a striking resemblance to the equipment that CCA has. Like German, Vilas said the biggest obstacle to being able to use the data collected by school trips is establishing validity. In order to establish validity, there need to be a large amount of school trips to analyze and compare to methodologically validated collection methods. Vilas also was very interested in expanding the program into the Laguna Beach “no-take” MPA, because it was more relevant to potential papers he and MBC could write. Vilas also stated that this is not a primary project for MBC, and that the company’s involvement was a result of his volunteering for CCA for several years. He is interested in turning the program into usable

Jayson Smith Interview with Jayson Smith

Assistant Biology Professor, California State Polytechnic University Pomona Assessment: Dr. Smith got involved in the citizen

science program through coordinating with Donovan German on other projects. Dr. Smith essentially echoed the sentiments of the other researchers by saying that validity was vastly important in order to take the next step in conducting research. Also, in order to produce a publishable paper they would need to compare multiple MPAâ&#x20AC;&#x2122;s to one another over time. He did say that by garnering media attention about the program, it might attract the attention of other MPAâ&#x20AC;&#x2122;s and organizations that support MPAâ&#x20AC;&#x2122;s to start programs that are similar to the one CCA is putting on. Major newspapers was the primary outlet he could think of, but he has never been trained in media relations.

Tim Arehart Interview with Tim Arehart

Volunteer, Crystal Cove Alliance Assessment:

It was interesting to learn Mr. Arehart’s reasons for becoming involved with Crystal Cove Alliance. It was due to his interest in intertidal ecology and the State Park that he was referred to CCA. What was most significant about interviewing Mr. Arehart was the fact that as a volunteer, he was a little out of the loop as far as what CCA is doing to try and get more public interest and boost its’ programs. This tells our team that CCA is not making the most out of their relationship with their volunteers because volunteers can provide helpful - and free - insight as to how to better programs and reach other audiences. Another interesting piece of information we learned from this interview is that Mr. Arehart was a member of Crystal Cove Alliance but is no longer because he never received a renewal notice. This could be a very serious problem for CCA if they are not keeping members’ up-to-date and simply letting previous members go by the wayside when they were still willing to pay. Mr. Arehart also noted that CCA could reach more students and teachers by contacting

schools in the Inland Empire as well as the beach cities. He also advised that CCA do more advertising of their activities and programs using small local publications and partnering with local stores. This information was very helpful since a volunteer’s knowledge of the organization helps us understand CCA’s strengths and weaknesses.

Field Trips Crtstal Cove State Park, Historic District, Newport Landing Sportfishing and Daveys Locker and Beach Going to Crystal Cove Park was a beautiful experience, literally. The view of the ocean up against the quaint historic village is one that cannot be imitated. As a general area, Crystal Cove is unique to Southern California and should be treated as such. In respect to Crystal Cove Alliance: It is difficult to find the office. At first trying to navigate to the office, it was confusing as to where to park, what path we needed to take, and where to end up. We ended up in the wrong part of the village, but ended up being met by Sue, who then gave us a tour. We were able to see the facility where scientists and students participating in the Citizen Science Cruise can analyze their samples. The last stop was the office of CCA itself, tucked away in one of the houses with a small sign signifying it. A lot of good can be done if there was a directory map in place or even a larger sign so that CCA can be better noticed.

Newport Landing Sportfishing is the umbrella company for Newport Landing and Daveys Locker. Going to their facility was difficult in that it was narrow, almost making us question how busses and students can access the area. There is a slight walk to the facility from the nearest residential road (the main access point) but signs are visible for the area. The interior is under construction and may be off putting for students, teachers, and parents, but that issue will be soon resolved. The dock from which the boat leaves is another considerable walk from the main facility, luckily the dock is a straight shot away and a general person would not get lost on the way over. The dock itself is spacious and a great place to debrief students as has been done in the pilot cruises. Unable to see the boat due to time constraints, no comment can really be made of the vessel itself. But it seems that Randi and the employees at Newport Landing Sportfishing are great partners for CCA and the Citizen Science Cruise. 67

Survey

Survey for Parent (Key Public) Sampling

We believe it would have been very helpful to send out a survey to current CCA members and local parents of high school students who would be fundamental in helping raise awareness for the Citizen Science Cruise. With the data that could have been collected by the survey, we as a PR team could have had a better grasp on the demographic we are targeting, local parents and CCA members. The survey could have also given us more information on how to better tailor and market the campaign specifically toward our target audience.

Not implemented, but reccmmended Assessment:

A survey was prepared to send to our contact, Sue, who would then send the survey out to her contacts at CCA. However, after speaking with Sue over the course of a few weeks it was said that the surveys would not be able to be sent out in time for our research to be conducted. Sue and the rest of her team at CCA wanted to add an additional few questions to the survey but did not reach out to our PR team in time to conduct research by our deadline.

Sample Questions 1. Which category below includes your age? ◊ 18-25 ◊ 26-35 ◊ 36-45 ◊ 46-55 ◊ 56-65 ◊ 65+

2. In what city do you live? ◊ Newport Beach/Laguna Beach ◊ Other OC City ◊ LA/San Diego/Inland Empire ◊ Other city in California

3. Are you a member of Crystal Cove Alliance? ◊ Yes ◊ No

4. Do you have children? ◊ Yes ◊ No

5. If yes, are theyenrolled in middle/ high school? ◊ Yes

◊ No ◊ I don’t have children

6. Have your children participated in educational field trips surrounding science? ◊ Yes ◊ No ◊ I don’t have children

7. How many school funded educational field trips has your child been on in the past year? ◊ 1 ◊ 2 ◊ 3 ◊ 4+

8. Do you think local students would benefit from hands on learning outside of the classroom? -Yes -No

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