TABLE OF CONTENTS

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

Appendix A: Marketing Plan Summary of Schedule and Costs

Appendix B: Pledge Form with General Menu of Possible

Actions**

Appendix C: Membership Application Form**

Appendix D: Potential Partner Database

Appendix E: Summary of Business-specific Suggestions for

Actions to Take

Appendix F: Potential Talking Points for In-Person Meetings

Appendix G: Marketing folder inserts describing the RSPT and

Superior Streams Partner Program**

**In with Marketing Folder

Introduction

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

Part One of this marketing plan identifies goals for the partnership and establishes the key
messages that must be consistently conveyed.

Part Two establishes partner requirements.

Part Three describes incentives that exist to entice a business or other organization to
become a partner and explains the marketing efforts that we recommend using to get RSPT
partners on board and to provide public recognition for those partners. To serve as a quick-
reference tool, this plan also includes a summary table in Appendix A showing a timetable for
implementing marketing initiatives along with estimated costs to assist with budgeting. The plan
includes a number of other appendices, including a spreadsheet listing businesses and other
groups in the area that will serve as a starting point for identifying specific contacts to be made.

It is important to note that while this plan has been well thought out and carefully developed, it is
a working document. As the partner program evolves this plan will need to be reviewed and
periodically updated. This plan is provided to the RSPT electronically as well as in hard copy
form to allow the RSPT to freely update as needed.

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We developed this plan using input from several sources. The primary source of ideas and our
understanding of the key project needs and goals have been drawn from RSPT members.
Wherever possible we have made use of or tried to be consistent with existing RSPT programs or
available marketing and educational materials to provide a consistent message to the public and
minimize costs. We also solicited suggestions from an RSPT Partnership Focus Group made up
of four area businesses and one church to understand which incentives potential partners are
most likely to find appealing. Finally, we made use of Barr Engineering and Jeanne Lamb’s own
expertise in the areas of marketing, stormwater management and operating businesses.

This plan covers marketing efforts assumed to occur in 2007 and 2008. Some of the marketing
efforts can be completed entirely by RSPT members with little or no additional costs, while other
efforts will require outside assistance from printers, advertisers, etc. Cost estimates are provided,
however, it should be noted that actual costs will depend on many variables from distribution,
quantities, placement costs, the scope of the projects and other variables unknown at this time.

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Part One: Overview of Goals and Key Messages

Superior Streams Partner Program Goals:

The primary goal of this project is to persuade businesses and other organizations to become
Superior Streams Partners. Through the process of soliciting partners and the actions that they
take, the project will increase awareness on how businesses impact stormwater, and how
businesses can respond to reduce those impacts. Ideally the Partners program will provide
$40,000 or more per year to help support the cost of education and outreach programs, including
paying for a part-time RSPT coordinator,

Audiences:
Primary –
• Businesses and non-profit organizations such as religious organizations, schools and civic
organizations that have a clear environmental stewardship purpose or mission.
• Businesses and non-profit groups that do not already have a clear environmental stewardship
purpose or mission, but could have significant ability to reduce stormwater impacts through
actions of their own and/or public education.
• Schools

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

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

1
June 28, 2007 RSPT Partnership Program Focus Group Meeting Notes

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

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

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

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

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Part Two: Defining the Superior Streams Partner Program

The Superior Stream Partner Program is an opportunity for businesses and other organizations to
voluntarily take action to help protect our water quality, learn more about storm water pollution
and what actions to take to avoid polluting, and be publicly recognized for those actions.

RSPT members will be available to help businesses and other participants understand what they
can do to minimize their impacts and help increase public awareness of this problem. Partners
may find an RSPT member that has tackled the same issue and can share their solution, saving
Partners considerable time and money. RSPT can better tailor assistance programs such as
workshops and the RSPT website to fit people’s needs if they have Partner members that will
provide input and suggestions.

Answers to some Frequently Asked Questions about the Program

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

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

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

Benefits of becoming a Superior Stream Partner include:

1. Public recognition of the Partner’s assistance to the community and commitment

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

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

2. Pay an annual Partner membership fee. The recommended annual membership

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

Expected Revenue

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

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

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 Hypothetical #
of Partners at Membership Rate Subtotal / year* Who this might include
this level

25 $50 $1,250 Religious organizations, schools, etc.

15 $100 $1,500 Small businesses, possibly some non-

profits
15 $5001 $7,500 Medium businesses
10 $1,000 $10,000 Large businesses
5 $3,000 $15,000 Very large businesses or others with
most interest in environmental
stewardship and PR

0 $10,000 $10,0002
Total: 70 $35,250*

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

Preparing to Launch the Partner Program

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

1. Provide information on the LakeSuperiorStreams.org web site regarding the Superior

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

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

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

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

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

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

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

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

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

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

3/9/2010 - 10 -
 started in1989 volunteers have collected 5 million pounds of garbage along 8,100 miles
of shoreline using 6,700 volunteers 2. As of 2007, 200 groups are participating in the
program. Originally volunteer groups got their name on a sign to publicly recognize their
efforts. NSP sponsored the signs until they were purchased by Excel Energy. Currently,
DNR does not have a funding source to cover the cost of signs, but they could still
provide the program coordination, including a “how to” kit for new participants and free
bags and gloves (donated by Target stores).

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

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

2
Phone conversation between Lisa Stracek, Barr Engineering, and Paul Nordell, Minnesota DNR, on July 3, 2007

3/9/2010 - 11 -
Part Three: Marketing the Superior Streams Partner Program

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

Recruiting Superior Stream Partners

Understanding Incentives to Participate

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

• Being “green” can be good for business. “Green” is more than a marketing trend,
political leaders are at work trying to legislate more and stricter mandates on Great Lakes
pollutants. Groups, such as religious organizations, often support environmental
stewardship as a core mission.
• Improving or maintaining a good public image via recognition for being a Superior
Streams Partner via news releases, signs etc.
• The opportunity to “do good” by helping to fill a need and provide a beneficial service to
the community while educating employees/organization members.
• The opportunity to learn from or share experiences related to minimizing stormwater
pollution with other Partners by showcasing clean-up efforts and results on the website.
• A marketing tool that supports environmental stewardship that may also be tax
deductible.
• Being informed early on of potential changes to state regulations and local ordinances
related to stormwater management and the opportunity to provide feedback on draft
regulatory changes before they are finalized.

3/9/2010 - 12 -
The incentives that are of most interest will vary depending on the type, mission, and size of
business or organization.

Recruiting Approach 1: Recruiting through Speaking Opportunities

Time Frame: Ongoing, beginning in December 2007

Marketing Campaign Materials: Slide presentation program (remains to be prepared); folder

containing a description of the Superior Streams Partner program, background on the RSPT,
pledge and membership forms and a return envelope (has been prepared, see Appendices B, C,
and G).

Approximate Cost: $0 if prepared by a “volunteer” RSPT member. If the presentation was

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

Discussion: The use of presentations to various groups as a recruiting method has the following
purposes:
• Provide education regarding stormwater pollution and why it is a serious concern. This
establishes that there is a serious need to take action and that only through the collective
actions of many individuals and groups can the problem be solved.
• Explain how members of the audience can help by asking their organizations/businesses to
become a Superior Streams Partner. We need to make businesses and others aware of the
role that they can play in protecting water quality.

3/9/2010 - 13 -
• Roll-out this new program to a wider audience. This will promote name recognition for the
RSPT and the Superior Streams Partner program while also casting a bigger net to recruit
businesses or other organizations that are not on the list of people to contact directly.

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

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

Recruiting Approach #2: Signing up Partners through In-Person

Meetings or Phone Calls

Time Frame: Ongoing beginning in December 2007

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

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

3/9/2010 - 14 -
produced as a Word Document and provided to RSPT on a CD so that the RSPT can make
revisions internally without incurring expense. Printing is the only expense and will depend on
quantity and quality. Postage would be an intermittent expense.

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

Discussion: This approach is intended to get at least 20 initial Partners on board by

January 31, 2008 by focusing on the companies and organizations that we expect are most
likely to participate. Having a solid core of established Partners that represent a variety of
businesses and organizations will help lend the Program credibility.

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

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

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

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

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

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

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Recruiting Approach 3: “Get on the Bandwagon!”

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

Providing Public Recognition for Partners

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

Logo Static Decals

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

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

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

3/9/2010 - 17 -
This tool also offers RSPT members something immediate to offer those they are recruiting.

News Releases

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

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

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

Local newspapers and community publications (in alphabetical order) -

1. Business North, Publisher: Wayne Nelson, Circulation: delivers 7,000 copies each month
and reaches more than 21,000 readers each month, news@businessnorth.com or
wayne@businessnorth.com, phone: 720-3112
2. Company publications of RSPT members, township newsletters, and new Partners
employee newsletters (Requires developing and maintaining database)
3. Cloquet, Pine Journal, Publisher: Wendy Johnson, Circulation: 5,055,
news@pinejournal.com

3
Cost estimate based on Jeanne Lamb’s fees; other public relations firms’ fees may differ

3/9/2010 - 18 -
 4. Duluth Budgeteer News, Contact: Tom West, Circulation: 50,020,
budgeteer@duluthbudgeteer.com or twest@duluthbudgeteer.com, phone: 723-1207
5. Duluth News Tribune, Publisher: Steve McLister, Circulation: 42,264 / 66,096 Sunday,
news@duluthnews.com
6. Duluthian, Contact: Scott Stein, 3,000 subscribers, inquiry@duluthchamber.com,
phone: 722-5501
7. Duluth People and Duluth Journal (on-line news), Contact: Howie Hanson,
Duluth@aol.com, phone 624-7495
8. Lake Superior Magazine, Contact: Konnie LeMay, kon@lakesuperior.com, phone 722-
5002
9. Proctor Journal, Publisher: Jake P. Benson, Circulation: 1,862, journal@proctormn.com
10. Stream-Line, a newsletter for residents of the Amity Creek watershed (Duluth,
Lakewood township, Gnesen township and Rice Lake township), circulation: 2,000;
Contact: June Kallestad, Public Relations, , NRRI-UMD, 218-720-4300
11. Superior, The Daily Telegram
12. Woman Today, Contact: Dee Munson, dee.womantoday@earthlink.net, phone: 729-3372
13. The Reader Weekly, Contact: Dennis, nreader@cpinternet.com, 722-0173; Publishes on
Thursday, Circulation of 30, 000.

Local television stations will not pick up on all releases, but significant actions may be news
worthy for them –
1. NewsCenter – NBC and CBS affiliates, channels 3 and 6, News Director: Derrick Hinds
and Maureen Talarico, producer@kbjr.com, Phone: 720-9600
2. WDIO, channel 10, News Director: Steve Goodspeed, news@wdio.com, Phone: 727-
6864
3. Fox 21 News, Contact: Nick LaFave, fox21news@kqdsfox21.tvnlafave@kqdsfox21.tv,
Phone: 728-8930
4. WDSE-TV 8 (Almanac North), Business News Contact: Greg Grell, email@wdse.org,
Phone: 724-8567

3/9/2010 - 19 -
On 7-3-07, Lisa Stracek, Barr, spoke to Dave Jencsh at the Northland’s NewsCenter regarding
the possibility of having the RSPT work with his news team. He stated that their news station
was developing a “green” campaign for their employees, which included public service news
casts, etc. He is working with Kelly LaTasha in their marketing department to develop their
“green environment” and was enthusiastic about how the RSPT would fit right into their plan. It
would also be worth inquiring about having the television sales staff offer public service
announcements to their clients who become Superior Streams Partners that promotes clean
watershed actions. All of the above suggests a partnership with the Northland’s NewsCenter
would be a good thing.

Billboards

Time Frame: January through March

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

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

3/9/2010 - 20 -
Recognition on the LakeSuperiorStreams.org Web Site

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

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

Awards

Time Frame: 2009

Cost: Unable to provide at this time as scope is not determined.

We recommend instituting an annual Partner award program, perhaps in the second or third year
of the program after a RSPT coordinator is hired. An example of an existing award program that
focuses on recognizing ecological landscaping can be found on the website for the Ramsey-
Washington Metro Watershed District at www.rwmwd.org. The Partner Award program should
be designed to encompass the various types of Partner members (business, schools, religious
organizations, etc.) and perhaps the different types of activities undertaken (e.g., best efforts for
public education, best new stormwater BMP…). We considered dovetailing with existing award
programs such as those of the St. Louis River Citizens Action Committee (SLR CAC).
However, based on our conversations with CAC staff, although RSPT members may want to
nominate Superior Streams Partners for the SLR CAC awards, the scope and focus of the awards
differs from the RSPT program too significantly to combine them. Another possible opportunity
to partner with an existing entity that should be explored would be the with the Lake Superior
BiNational Program.

3/9/2010 - 21 -
Conclusion

The RSPT has accomplished a great deal in a short amount of time with very limited funding and
serves as a model of what can be achieved through cooperative efforts. The potential to expand
the abilities and impact of the RSPT through creation of the Superior Streams Partner program is
significant. Asking citizens to change their behavior as it relates to protecting our lakes and
streams without asking businesses and other organizations that develop, use and maintain large
pieces of property to take action greatly limits the potential to successfully address the
stormwater problem. The Superior Streams Partner Program, promoted as called for in this
marketing plan, can help fill that gap.

We found a surprising degree of interest on behalf of the businesses and others that we contacted
to discuss the proposed program. The time to start this new program is now while the public’s
interest in “going green” remains active. Although some time must be spent finalizing
preparations to launch the new program, we encourage you to implement it as soon as possible
while these ideas and the motivation to try them out are fresh.

Thank you for letting us support the RSPT and the new Superior Streams Partner program by
providing this marketing plan.

____________________________________ ____________________________________
Carol Andrews, PE Jeanne Lamb
Barr Engineering Jeanne Lamb Public Relations and Writing

3/9/2010 - 22 -
 Appendix A
Superior Streams Partner Program Recruiting and Marketing Plan
October November December January February March April May June July
1: Presentations
Speaking Opportunities RSPT On-going On-going On-going On-going On-going On-going On-going
members contacts and contacts and contacts and contacts and contacts and contacts and contacts and
make speaking as speaking as speaking as speaking as speaking as speaking as speaking as
contacts & requested requested requested requested requested requested requested
schedule
presentation
Slide Presentation Develop ppt … … …
Program presentation
Est. $4,000
2: Initial Contacts
In-Person Meetings with RSPT 20 initial On-going On-going On-going On-going On-going On-going On-going
Prospective Partners members Partners contacts to contacts to contacts to contacts to contacts to contacts to contacts to
begin signed up support support support support support support support
making calls goals goals goals goals goals goals goals
Folder with Inserts Finalize Printing cost
(RSPT and SSP simple based on
backgrounder, pledge recruiting quantity and
form, membership form.) folder – no final layout
additional
cost
3: Recognition
Static Logo Decal Modify Print decals RSPT RSPT RSPT RSPT RSPT RSPT RSPT RSPT
RSPT logo -- $500 for distributes distributes distributes distributes distributes distributes distributes distributes
to include 125, 4-inch decals as decals as decals as decals as decals as decals as decals as decals as
SSP -- Done circles Partners Partners Partners Partners Partners Partners Partners Partners
sign-up. sign-up. sign-up. sign-up. sign-up. sign-up. sign-up. sign-up.
News Release Program $160 $160 $160 $160 $160 $160 $160 $160

Billboards $1,600 1,600 $1,600

Monthly Budget 1 $0 $5,000 $160 $160 $1,760 $1,760 $1,760 $160 $160 $160

TOTAL (Approx.) $11,080

Planning Calendar and Budget for October 2007 through July 2008

1
Costs provided are rough estimates. Consider inviting printers, billboard companies etc. to become partners in case they may provide discounted services.
 BECOME A
SUPERIOR STREAMS PARTNER
- PLEDGE FORM

Superior Streams Partner Program – Participant Pledge

To restore and protect Lake Superior and our local streams and lakes, we pledge to
partner with the Regional Stormwater Protection Team (RSPT) to take action in a manner
that fits our needs and situation to keep pollutants out of stormwater runoff and to
minimize the quantity of runoff from our property.

We understand that stormwater runoff from developed properties is a leading source of

pollutants that can impair our waters, and that increased runoff rates can lead to
erosion. Even natural materials like sand, soil and leaves can foul the water. Therefore,
we plan to take the following actions to help the RSPT reduce stormwater pollution at
the source. We will also encourage our employees, students, or organization members
to increase their awareness and to make changes that will reduce stormwater pollution.

Actions we will take: (See list on reverse side for ideas):

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

New Superior Streams Partner signature: _________________________________________

New Superior Streams Partner (Print name): _______________________________________
Date: _______________________________
Preferred method(s) of communication: ___________________________________________

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

IT ALL COMES DOWN TO YOUR WATER

www.lakesuperiorstreams.org/stormwater/rspt
This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management,
in cooperation with Minnesota’s Lake Superior Coastal Program.
BARR/JL/10-07
Find out more at www.lakesuperiorstreams.org/stormwater/rspt
 WE ARE ALL PART OF THE SOLUTION

The following are some action ideas that will help keep our streams and Lake Superior clean by
reducing stormwater pollution. These are just suggestions – you may think of others that are a
better fit for you. Visit www.lakesuperiorstreams.org to find out more about how streams work and
the effects and costs of stormwater runoff. Check out the CITIZEN and STORMWATER Site Design
Toolkit sections for suggestions and details on how you can help maintain the quality of our
streams, lakes and Lake Superior.

At your Building:
• Regularly clean parking lots and never sweep sand, salt or leaves into the street
• If you use a leaf blower be sure to blow debris back onto vegetated areas or bag it for trash removal
rather than onto a street or other hard surface
• Properly dispose of paints and other chemicals
• Minimize or eliminate use of lawn fertilizers, herbicides and pesticides
• Replace unnecessary lawn with natural plantings
• Plant trees, trees and more trees
• Do not wash cars in paved parking areas that drain directly to stormwater
• Install rain barrels
• Reduce runoff from impervious (hard) surfaces on your property
• Plant rain gardens, vegetated swales, wet ponds or other systems that keep more rain on-site and filter
out pollutants
• If you will be constructing a new building or parking area, learn early on about design alternatives that
can minimize stormwater impacts
• Pick up litter regularly
• Securely store garbage

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

Really Big Things:

• Help us create new displays at the Great Lakes Aquarium, Lake Superior Zoo, shopping malls etc. to
educate the public about stormwater
• Help sponsor 2009 Watershed Festival
 SUPERIOR STREAMS PARTNER
- PARTNERSHIP FORM

Partnership Information:

Please print or type. This form may also be downloaded from

www.lakesuperiorstreams.org and completed electronically.

Contact____________________________________________________________________________
Company Name ____________________________________________________________________
Billing Address _____________________________________________________________________
City __________________________ State ________________ ZIP Code ________________
Telephone (business) ___________________________ (home/other) ________________________
Fax ________________________________ Email __________________________________________

Partnership Levels
Creek Level - $50 River Level - $1,000
Brook Level - $100 Great Lake Level - $3,000
Stream Level - $500 Lifetime partnership - $10,000
I (we) will become a partner at the _____________ level of $___________ to be paid:
____now, ____monthly, ____quarterly, _____annually
I (we) plan to make this contribution in the form of: ___cash, ___check, ___credit card, ___other
Credit card type:_____________________________________________________________________
Credit card number: _________________________________________________________________
Expiration date:________________ Authorization signature: _______________________________

Gift will be matched by ____________________________________(company/family/foundation).

____form enclosed ____form will be forwarded

IT ALL COMES DOWN TO YOUR WATER

www.lakesuperiorstreams.org/stormwater/rspt
This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management,
in cooperation with Minnesota’s Lake Superior Coastal Program.
BARR/JL/10-07
 Acknowledgement Information:

Please use the following name(s) in all acknowledgements:

Signature(s):___________________________________________________________________
______________________________________________________________________________

Date: ________________________________________________________________________

Please make checks, corporate matches, or other gifts payable to:

South St. Louis Soil & Water Conservation District

Send payment to:

Kate Kubiak
Vice Chairperson, RSPT
South St. Louis Soil & Water Conservation District
215 North 1st Ave East, Room 301
Duluth, MN 55802
 Appendix E

Business or Group-Sspecific Action Ideas

This document is provides suggestions for actions that various types of businesses and
organizations can take as part of their pledge to help improve water quality as required to
become a Superior Streams Partner. It is intended to be used as a source of ideas, not
as a hand-out. Additional suggestions can be added at anytime.

 Offer native plants for sale

Garden Centers  Put up displays that provide public education AND marketing
for low-environmental-impact products you sell (rain barrels,
corn gluten…) or new gardening ideas (rain gardens, native
plants)
 Install a functioning rain barrel and display a rain garden on
site
 Educate employees through speakers, internal meetings with
handouts, etc. so that they are aware of sustainable landscape
practices and how to profitably promote these ideas

Design and operation:

Golf Courses In the mid 1990s, the golf industry teamed with several
environmental groups to create The Environmental Principles for
Golf Courses in the United States. These voluntary principles cover
planning and siting, design, construction, management, facility
operations and what golfers can do to help. These principles are
available on the U.S. Golf Association’s Web site. Also, the
Audubon International’s Signature Sanctuary Program provides
guidance that would help minimize impacts on golf courses.

Education:
Educate the public and toot your horn by using signs or posters to
explain changes made at the golf course to golfers and other
visitors.

Prepare a construction stormwater pollution prevention plan

Construction (SWPPP) and comply with state and local requirements for
Contractors preventing erosion and capturing sediment. Follow these same
principals on all construction sites, even those that are too small to
be regulated.

Encourage and inform clients on constructing using Green

construction principles that promote conservation and low impact
design, minimize runoff and erosion, reduce water and energy use,
and promote thoughtful selections of materials.

1
 Site Design:
Automotive Dealers Dealerships often have large areas paved with impervious
materials. When making car lot additions or upgrades, consider
using pervious paving. Look for ways to add on-site stormwater
treatment such as rain gardens to new or existing car lots.

Education:
Look for ways such as placing a display in the lobby to educate
customers. There are existing posters available that remind people
how to properly dispose of used oil, batteries and tires.

 Ensure you are following proper management of fat, oils and

Restaurants, Fast grease.
Food Facilities, and  Place table-top circular posters (provided by RSPT) on tables to
Coffee Shops help provide public education, or bag food in bags printed with
stormwater educational messages.
 Consider using pervious paving in your parking lots. Look for
ways to add on-site stormwater treatment such as rain gardens
that beautify as well as protect.
 Sweep your parking lot and remove litter regularly.

 Post posters (provided by RSPT) to help provide public

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

 Offer products such as rain barrels, permeable pavers and

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

2
  Conserve water by giving guests a choice about washing
Hotels, Motels and sheets, towels (e.g., “towels in the tub will be washed,
B&Bs towels hanging up will not”)
 Prevent litter and dog waste by providing a garbage can
and dog waste bag dispenser
 Sweep parking lots more often
 Hire snowplow/ice operators trained in minimizing salt use
(RSPT workshops to continue next year)
 Place stormwater educational materials in the lobby
 Consider using pervious paving in your parking lots and look for
other ways to add on-site stormwater treatment such as rain
gardens that beautify as well as protect

 Sweep parking lots more often

 Hire snowplow/ice operators trained in minimizing salt use
Hospitals and other
Medical Facilities (RSPT workshops to continue next year)
 Place stormwater educational materials in the lobby
 Consider using pervious paving in your parking lots and look for
other ways to add on-site stormwater treatment such as rain
gardens that beautify as well as protect

 Develop water resources curricula for science classes that

include stormwater-related education.
Schools  Make use of the LakeSuperiorStreams.org web site
 Consider using pervious paving in your parking lots and look for
other ways to add on-site stormwater treatment such as rain
gardens that beautify as well as protect

 Sweep parking lots more often

 Hire snowplow/ice operators trained in minimizing salt use
Churches
(RSPT workshops to continue next year)
 Place stormwater educational materials in the lobby
 Consider using pervious paving in your parking lots and look for
other ways to add on-site stormwater treatment such as rain
gardens that beautify as well as protect water quality

 Mention the connection between rain events, runoff and stream

levels and water quality. Make use of the real-time data on
News Media LakeSuperiorStreams.org to
 TV: Add a rain barrel and rain chain to outdoor weather rooms

3
 Appendix F
Appendix F

Talking Points for In-Person Recruiting Meetings

1. AWARENESS

Ask: Are you familiar with concerns related to stormwater management?

Provide additional info as appropriate using the following talking points:

The 3 main problems related to stormwater are:

1) QUANTITY
• Roofs and parking lots keep storm water from soaking in and they let
large amounts of water to rush through our storm drains directly into our
waterways. This leads greater “swings” in flow throughout the year. We get
higher peak flows that cause bank erosion and increased wash-in of dirt,
leaves, and pollutants from roads and lots; and we also get lower “lows”
during dry periods because there’s less water in the ground to maintain base
flow. The summer droughts from 2006 and 2007 caused problems for fish
and their food. We also get increased potential for flooding and damage to
bridges and culverts.

2) QUALITY
• Runoff carries pollutants such as road salt, sand, dirt, and oil into surface
waters. Even “natural” things such as soil (called sediment when in water),
grass and leaves are considered pollutants when in excess because they
cloud water that should be clear, increase oxygen depletion, and smother bug
and spawning habitat.

3) TEMPERATURE
• Runoff from black asphalt and dark roof tops is a lot warmer than our
coldwater trout streams. We have at least 12 protected trout streams in Duluth
alone, and dozens more along the North and South Shore of Lake Superior

Specific sources of stormwater pollution include:

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

F-1
 o fertilizers and pesticides from lawns, golf courses and other
landscaping practices
o leaves and grass clippings swept from homes and commercial areas
into streets and roads that drain into streams.

Ask: Did you know that polluted runoff is a leading cause of water quality problems?

Proper stormwater management is a new concept for many people. Yet, to be effective,
everyone’s participation is needed to solve this problem because the sources of
pollutants are so common and widespread. We can’t just build a centralized
stormwater treatment plant like we do for sewage because the pollutants are too dilute,
there’s too much water to treat, and there’s nowhere near the money to pay for it. The
government or a few industries cannot simply make changes that will make water quality
issues go away.

It is like recycling, where each household and business needs to learn to do things a bit
differently than they used to. As with recycling, the changes that need to be made
require some thought and planning, but most of them really are easy to do.
Examples include:
• Learn the optimum way to use sand or salt in winter to be most effective with the
least amount (this saves money too!),
• Spreading swept up sand and salt around your property, placing it in the garbage
or at city collection sites rather than in the street.
• Collecting rain water in rain barrels and gardens and diverting parking lot runoff
onto vegetated areas before it reaches the road.
• Consider new ways to design and construct buildings that can help minimize
stormwater impacts

2. INTRODUCE THE RSPT and SUPERIOR STREAMS PARTNER

PROGRAM

Explain who the Regional Stormwater Protection Team (RSPT) is:

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

F-2
RSPT realized that we would only get so far with just a general public education program. To
really be effective we need to get businesses and other groups on board. Therefore we
created a new program we call Superior Streams Partners.

F-3
What’s in it for Partners?
• Several benefits – see the Superior Streams Partner description in the
hand-out folder.
• Participation – Recognition - Set example - Protect Lake Superior

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

What’s in it for the RSPT?

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

3. WILL YOU JOIN US?

We hope to get at least 75 businesses and other organizations signed up as Partners by July of
2008. We would love [R4]to be able to add your company/organizations name to the list
before we start running our press releases and placing announcements in the paper to
recognize and thank our Partners.

When selecting your level of membership, note that in order to take advantage of the “adopt-a-
sign” project you would need to sign up at the $500 annual membership level or higher,
preferable with intention to remain a member for at least three years. [CAA5]

If the person is interested in becoming a partner look at the pledge sheet and discuss what
possible actions they may take. You may also want to have them look at the sign-up form to see
if they have any questions.

F-4
 WHAT IS THE
REGIONAL STORMWATER PROTECTION TEAM
(RSPT)?

o In 2002, the Regional Stormwater Protection Team (RSPT) was formed by state,
county, and local municipalities to coordinate public education and outreach
efforts. It came at a time when many institutions and municipalities were faced
with new water quality permit requirements for Municipal Separate Storm
Sewer Systems, known as MS4s.

o The RSPT consists of the cities of Duluth, Hermantown, Proctor, Cloquet and
Superior; Villages of Oliver and Superior; Midway and Duluth Townships; University
of Minnesota Duluth and its Sea Grant Program and Natural Resources Research
Institute; University of Wisconsin Superior; Lake Superior College; St. Louis County;
South St. Louis County Soil and Water Conservation District; the MN Department of
Transportation; MN Pollution Control Agency; MN Department of Natural
Resources, WI Department of Natural Resources, the Fond du Lac Reservation; and
Western Lake Superior Sanitary District.

o The RSPT mission is to protect and enhance the region’s shared water
resources through stormwater pollution prevention by providing coordinated
educational programs and technical assistance. The RSPT meets monthly to plan
and coordinate their activities.

o RSPT is committed to informing the region about stormwater pollution and to date
has produced and run television and radio advertising intended to raise
public awareness as well as holding two watershed festivals (2005 and 2007).
Educational workshops have been held for the construction industry, on rain
barrels and rain gardens, and proper use of sand and salt in winter. The award-
winning lakesuperiorstreams.org website was created as were print materials.

o The RSPT public education campaign has received support from grants,
including the Minnesota Department of Natural Resources-Waters and
Minnesota’s Lake Superior Coastal Program through the Coastal Zone
Management Act, which is administered through the National Oceanic and
Atmospheric Administration’s Office of Ocean and Coastal Resource Management.

o Challenges remain for RSPT in the areas of funding and reaching the group’s
goal of protection. The engineers, city managers, scientists, state representatives,
academic representatives and others who are on the RSPT realize it will take time
and continued effort to heighten awareness and prompt action from citizens,
businesses, and political leaders to make water pollution protection a priority.

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

IT ALL COMES DOWN TO YOUR WATER

www.lakesuperiorstreams.org/stormwater/rspt
This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management,
in cooperation with Minnesota’s Lake Superior Coastal Program.
BARR/JL/10-07
 WHAT IS THE
SUPERIOR STREAMS PARTNER PROGRAM
(SSP)?

o In 2006, the Regional Stormwater Protection Team (RSPT) determined it needed

the support of local businesses in order to make a greater impact on issues of
stormwater run off and water pollution.

o In early 2007, RSPT received a grant from Minnesota’s Lake Superior Coastal
Program to help cover the cost of developing a marketing plan designed to identify
ways to solicit business participation and promote a business program.

o In 2007, The City of Duluth, on behalf of the RSPT, contracted with Barr Engineering
and its subcontractor Jeanne Lamb Public Relations, to develop the partnership
program and marketing plan. This was the start of the Superior Streams Partner
program.

o The Superior Streams Partner program is an opportunity for businesses and other
organizations to voluntarily take action to help protect regional water quality,
learn more about stormwater pollution and actions to take to avoid polluting, and
receive public recognition for those actions.

o Obligations of a Superior Streams Partner include:

1. Pledge intention to take action to minimize stormwater pollution impact
and/or provide public education to employees/organization members.
2. Pay an annual membership fee to support the program.

o RSPT members are available as an informational resource for Superior Streams

Partners.

o Benefits of becoming a Superior Streams Partner include:

• Assistance accessing resources on how businesses and other organizations
can reduce stormwater runoff and prevent water pollution, including
information on stormwater regulations and best management practices.
• A network of SSP contacts all interested in keeping regional waterways
clean and prevent water pollution, and, to do so in a way that supports or
compliments their business’ or organization’s operations.
• Public recognition for efforts and actions.
• Best of all, peace of mind that you are preventing water pollution.
You are part of a clean water solution.

IT ALL COMES DOWN TO YOUR WATER

www.lakesuperiorstreams.org/stormwater/rspt
This project was funded in part by the Coastal Zone Management Act, by NOAA’s Office of Ocean and Coastal Resource Management,
in cooperation with Minnesota’s Lake Superior Coastal Program.
BARR/JL/10-07