Project Details


Project Title: Boulder County Emerald Ash Borer Outreach and Implementation Grant
ProjectID: 1452
Region: Western
State: CO
PI: Haverfield, Carrie
Funding Amount: 29,948
Year: 2015
Project Duration: 11 months
Institution/Organization Funded: Boulder County
Funding Agency/Program: USDA/NIFA/Regional IPM Centers: Center Internal Grants
Project Status: Completed


Abstract/Summary/Justification:

REPORT DATA

Date: July 25, 2016
Reporting Period: March 2, 2015- May 29, 2016
Report Type: Final


GRANT DATA

Grant Agreement #: CO014
Title: Boulder County Emerald Ash Borer Outreach and Implementation Grant
Grant Type: Outreach
Lead investigator Information
Name: Kevin Miller/ Carol O’Meara
Title: Kevin Miller, Director, CSU Extension Services
Carol O’Meara, Horticulture Entomologist & Master Gardener
Institution: Boulder County (c/o Boulder County Parks and Open Space)
Address: 5201 St. Vrain Road, Longmont Co 80503
Phone: 303-678-6380
Fax: 303-678-6179
Email: kgmiller@bouldercounty.org; comeara@bouldercounty.org

Team members (name, title, institution):
-Brett Stadsvold, Boulder County Parks and Open Space, EAB Coordinator
-Megan Davis, Boulder County Commissioner’s Office, Policy Analyst
-Vivienne Jannatpour, Boulder County Parks and Open Space, Communication Specialist
-Andrew Barth, Boulder County Transportation, Communication Specialist

External Agencies/Partners:
-Colorado Department of Agriculture Laura Pottorff, Program Manager: Nursery, Phytosanitary, Plant-Pest Quarantine, Colorado. laura.pottorff@state.co.usColorado
- Colorado State Forest Service, Keith Wood, Community Forester, keith.wood@colostate.edu


-Other Partners: Joint Information System (JIS) that is part of the Unified Command, along with:
Associated Landscape Contractors of Colorado
City and County of Denver
City of Boulder
Colorado Department of Agriculture
Colorado Nursery and Greenhouse Association
Colorado State Forest Service
Colorado State University – Extension Service
County of Boulder
United States Department of Agriculture (APHIS)
University of Colorado - Boulder

State(s) involved: Colorado



NONTECHNICAL SUMMARY

The objective of our Outreach and Implementation plan was to raise awareness about Emerald Ash Borer (EAB) in Colorado, its potential implications and to motivate landowners, communities and other leaders to initiate proactive actions to detect, control and prevent the human-assisted spread of EAB using Integrated Pest Management Best Management Practices. Our outreach plan included working collaboratively with our partners, including the Colorado EAB Response Team and other stakeholders to raise awareness about EAB in Colorado to prevent spread of EAB. This included communicating consolidated, accurate, and consistent information to the public about EAB, EAB detections, and IPM options for EAB control in Colorado.
Our plan used a Joint Information System approach utilizing a pre-established top five messages to communicate with residents and visitors about the quarantined area; this included an on-going effort of collaborating with our community partners on EAB. We identified three audiences based on stakeholder needs: (1) homeowners with ash trees on their property; (2) professionals in nurseries, greenhouses, retail centers, turf and landscape that presently provide information on managing pests; and (3) residents, apartment managers, professionals involved in building maintenance and other groups with interests in managing pest problems associated with landscapes. Our strategy was based on an increased engagement of these audiences so we could increase the number of people implementing IPM.

The outcome of our project was an increased awareness of EAB as demonstrated by the various communication methods that we used:
-Increased awareness was demonstrated by level of community participation at local events (24 events during the grant period with over 9,700 attending).
-Distribution of mailers about EAB to 13,307 residents, located in areas most likely to be affected by EAB.
-Community give-away events where citizens received a new tree and learned about EAB. These tree swaps were very successful as we were able to have 2500 seedlings instead of 1500.
-Increased stakeholders who want to work with us on EAB issues by (4) new groups.
-Increased hits to our BoulderCountyEAB.org website. An EAB website was created and we demonstrated increased usage after our campaign started (see increased activity graphic after EAB information campaign was discussed on TV stations in April, 2016 and the find of an EAB in Longmont –June 2016).
-Increased use of social media and learning about Emerald Ash Borer. Prior to this campaign, our community had limited social media information about the issues with Emerald Ash Borer, other than what they had learned from the City of Boulder’s information. Numerous Facebook posts were created through Boulder County, Boulder County Parks and Open Space and Extension Services (over 4,000 users reacted), and we used Twitter as well. Our campaign reached a broader number of citizens/county-wide residents through these mediums.
-Increased awareness through use of online advertising through local newspapers. Our advertisement click thru rate of 6% was in line with the national average of 8% and our impressions delivered (180,226) was in line with our impression goals (187,500).
-Increased awareness through use of traditional advertising through ads placed on local buses. Our project purchased two rounds of bus advertising on regional transportation routes throughout Boulder County.



OBJECTIVES AND PROGRESS

Our project included primarily two interdependent objectives:
Objective 1: Increase Awareness of EAB
Objective 2: Inform, Educate and Motivate to Detect, Control, and Prevent EAB

Progress: Our plan included the following strategies:
1. Increase reach of messages through social media, such as Facebook and Twitter, using pay-per- click advertising to quarantined Zip codes. Our population is tech savvy and utilizes non- traditional media for communication. Outreach via through traditional media such as radio and newspaper stories will be expanded by encouraging social media users to click into our informational website, eabcolorado.com. Once there, visitors can access IPM information on the pest, its impacts, treatment options, and a tree benefit calculator, videos for assessing their ash, and links to Response team staff who can talk answer questions on the pest.

Results: The project included the use of Facebook and twitter and the development of a website: www.BoulderCountyEAB.org (please see list below on page 11 of this report). Our project included one Facebook ad for a tree give-away, Facebook updates and twitter posts. In addition, Boulder County purchased a domain name for our information webpage.

2. Purchase two rounds of bus advertising on regional transportation routes throughout the quarantined county. These will extend the initial messaging purchased by our partner agency, the Colorado Tree Coalition, which is expending grant funds from 2014 (funds not available in 2015). Timeline for these will coincide with timing for treatments of high value trees as outlined in our Best Management Practices for IPM on ash trees, plus optimum planting times for new saplings.

Results: Our project included the purchase of two rounds of bus advertising (please see the attached pictures of our advertisements in the supplemental attachments).

3. Sponsor Arbor Day awareness events, with tree plantings and tree giveaways to residents who have ash trees but opt for understory or shadow planting of other tree species. Understory or shadow planting (where a sapling is installed and grows to eventually replace the ash when it dies) is one method for encouraging residents to remove declining ash before it becomes a harbor for this invasive pest. We will work with Boulder County agencies such as Housing and Human Services and the Area Agency on Aging to promote information about the tree giveaway program to make sure that underserved populations, such as low or fixed income residents and our aging population are aware of the pest and management options.

Results: In conjunction with sponsoring Arbor Day awareness, Boulder County held seedling tree giveaways. The tree swap went as planned – except we were able to have 2,500 seedlings instead of 1,500 due to better pricing. Our give-away events were held on April 27, April 29, and April 30 at the Boulder County Extension office and other locations in Boulder County.

4. Producing and sending direct mailers to residents in unincorporated Boulder County, who do not receive information from city forestry units. Urbanized areas of Boulder County have many thousands of citizens who have ash trees on their property.

Results: Mailers were sent to 13,307 residents through two mailings. These residents were chosen due to their proximity to ash locations.

5. Hiring an intern to staff informational booths during the busy spring and summer event period for our outdoor-centric community. Home and Garden shows, Earth Day events, farmer’s markets, festivals, on-going sponsored educational series by local organizations, employee brown bags at corporations, etc.

Results: Boulder County hired an intern to staff informational booths at community events and to participate in community outreach. In addition, Boulder County hired a seasonal to support appearances at special events and outreach support. Attendance at these events is listed on page 9 of this report. Boulder County EAB staff are currently presenting EAB brown bags at various community locations.

6.Purchasing promotional items to give away at events that keep our messages in the forefront of citizen minds.

Results: Promotional material was purchased and distributed at our community outreach events. This included tree give-aways, pens and drink coasters that were immensely popular!



TARGET AUDIENCE

Our project identified three audiences to target based on stakeholder needs: (1) homeowners with ash trees on their property; (2) professionals in nurseries, greenhouses, retail centers, turf and landscape that presently provide information on managing pests; and (3) residents, apartment managers, professionals involved in building maintenance and other groups with interests in managing pest problems associated with landscapes.
Our outreach campaign was tailored to reach all of these audiences. Mailers were sent to targeted homeowners, social media was used to reach residents who own or may rent, our bus ads were read by both drivers and pedestrians, and our community outreach during our community festivals and events also targeted both community members and professionals in the landscape business.



PUBLICATIONS

-Longmont Times-Call http://www.timescall.com/longmont-local-news/ci_29729810/emerald-ash-borer-info-invades-boulder-county-pubs

-Boulder Camera http://www.dailycamera.com/lifestyles/ci_27910421/boulder-county-offers-free-trees-replace-ash

-Longmont Times-Call http://www.timescall.com/longmont-local-news/ci_27999717/free-tree-seedlings-still-available-boulder-county-residents

-Boulder Camera http://www.dailycamera.com/news/ci_29990326/destructive-emerald-ash-borer-beetle-detected-longmont


OTHER PRODUCTS

Social media posts via Facebook and Twitter, including links to articles, events, photos, videos Facebook Oct. 15 2015 https://www.facebook.com/583254835108365/photos/a.593705660729949.1073741828.583254835108365/701213799979134/?type=3&theater

Aug. 23 New Sign https://www.facebook.com/583254835108365/photos/a.610246529075862.1073741829.583254835108365/682485161851998/?type=3&theater

and invasive insect booth https://www.facebook.com/583254835108365/photos/a.610246529075862.1073741829.583254835108365/682485175185330/?type=3&permPage=1

May 23 https://www.facebook.com/583254835108365/photos/pb.583254835108365.-2207520000.1462395291./649450708488777/?type=3&theater

April 24 Seedling trees https://www.facebook.com/583254835108365/photos/a.610246529075862.1073741829.583254835108365/640416996058815/?type=3&theater

April 16 https://www.facebook.com/583254835108365/photos/pb.583254835108365.-2207520000.1462395292./637283559705492/?type=3&theater

Informational sheets for mailers and utility bill enclosures
See attached mailer

Appearances at 23 community events (Community Event Name & Number of Attendance):
Collyer Park El comite – 350
Thompson Park movie night – 60
Star Party, Superior – 50
Lafayette Farmers market (3) – 600
Rock & Rails, Niwot – 1200
Great Outdoors, Erie – 750
Erie Farmers market (3) – 325
Louisville Farmers market (3) – 750
Chili & Beer Fest, Superior – 1500
NATCC, Longmont – 1200
Longmont Rotary club – 60
Longmont Public Library – 45
Longmont Farmers Market – 350
Colorado Master Gardeners – 54
Longmont/Loveland Parks and Utilities staff – 18
Alexander Dawson School - 80
Front Range Community College – 21
Plant Health Care Workshop – 200
Univ. of Colorado Wild Earth Day – 1,500
Erie Arbor Day – 200
Longmont Trees In Trouble event – 45
Firestone/Frederick Parks, Utilities, and Admin staff – 23
ISA Branch Peeling training (12) - 278

Channel 7 http://www.thedenverchannel.com/news/front-range/louisville/boulder-county-passes-out-bug-coasters-to-bars-to-raise-awareness-on-emerald-ash-borer

Channel 4 http://denver.cbslocal.com/2016/04/07/watch-your-ash-aims-to-educate-about-dangerous-beetle/

Channel 31 http://kdvr.com/2016/04/06/boulder-launches-watch-your-ash-campaign-at-area-bars/

Channel 9 http://www.9news.com/news/education/boulder-county-promotes-tree-safety-at-breweries/122982212?fb_comment_id=1020025648084133_1020413108045387#f2fc62bb90ae3f4

Website: www.BoulderCountyEAB.org


ACCOMPLISHMENTS

DESCRIBE THE SHORT- TO MEDIUM-TERM OUTCOMES

Our project team projected that our evaluation of our outreach success would be measured by short to medium outcomes such as: increased website activity including surveys of website visitors on EAB pest awareness, their attitude toward treatment vs. replacement of trees, how they heard of EAB, and what changes they’ve made in firewood movement. Other measurements of impact would include robust participation in tree giveaway program, number of pay-per-click views of website from Social Media, number of calls fielded by the EAB Response team following each pulse of awareness efforts, measuring increase/decrease of requests for presentations to community groups and Home Owners Associations.
Outputs and expected deliverables:
-Number of Social Media posts via Facebook and Twitter, including links to articles, events, photos, videos
-Informational sheets for mailers and Utility bill enclosures
-Increased number of appearances at community events
-Consistent, themed messaging for seasonal awareness, such as tree planting, watching your ash, or don’t move firewood

Desired outcomes:
-Increased number of website hits
-Increased number of followers on Social Media
-Increased number of presentations to community groups
-New stakeholders in community awareness
Actual outcomes are as follows:
-Increased usage of the website (www.eabcolorado.com), and tools (tree benefit calculator and videos for assessing ash trees) quantified with google analytics or other. Boulder County created a county website that is linked to the State’s EAB website. Through google analytics, we are showing that from March 2015- May 2016 there were 3,368 page views to the County’s website, with an average time on the webpage of 7:12 minutes. Activity on the webpage increased after EAB television news campaign on April 6-7 and in June (see increased activity graphic after EAB information campaign was discussed on TV stations in April, 2016 and the find of an EAB in Longmont –June 2016).


-Number of residents receiving the direct mail flyers- 13,307
-Number of residents receiving trees or other promotional items at arbor day events – 611
-Number of followers on Boulder County social media 8,677 Facebook, 22,000 Twitter (number of followers on
Boulder County Parks and Open Space: Facebook- 5,959; Twitter- 3,823)
-Number of presentations to community groups- 23
-New stakeholders in community awareness: City of Longmont Forestry, Alexander Dawson School, Wild Earth,
Boulder Garden Club
-Increased calls to our EAB response team after mailings and media outreach by over 40%



ACCOMPLISHMENTS

DESCRIBE THE POTENTIAL LONG-TERM OUTCOMES

Our project team projected that our long term outcomes would include lowered incidents of firewood movement out of quarantine, continuing increased awareness of EAB, and the establishment of an EAB program for the long term to help manage this issue.

-Lowered incidents of firewood movement out of quarantine; this deliverable is difficult to measure right now as signs have not yet been placed at USFS campgrounds. Our project team is working with the Boulder District Ranger Office in selecting sites and is planning to place signs at select USFS campgrounds in Boulder County this summer, so this information will not be known until the next camping season, and will be measured subjectively through information shared by our park rangers and forestry staff.

-Establishment of an EAB program for the long term to help manage this issue. The reality is that EAB will impact our community for many years to come. Controlling EAB within the Boulder County area is a crucial goal of our agency. Boulder County hired an EAB Coordinator to help with this project, and with the assessment and management of EAB on County owned lands. While the short term results of our EAB outreach project are known, we will not know the long term outcomes of this project for some time.

The Colorado Front Range area, including residential, commercial, travel corridors and amount of traffic, has significantly expanded over the last ten years. The opportunity for expansion of EAB in the Colorado Front Range and further expansion into nearby states continues to be a significant threat. We know that early detection of invasive pests reduces the costs and resources needed for a management response, as well as increases the chances of eradication success.



OPPORTUNITIES FOR TRAINING AND PROFESSIONAL DEVELOPMENT


Boulder County held many project information sharing opportunities at 23 community events reaching over 8,900 people.

Collyer Park El comite – 350
Thompson Park movie night – 60
Star Party, Superior – 50
Lafayette Farmers market (3) – 600
Rock & Rails, Niwot – 1200
Great Outdoors, Erie – 750
Erie Farmers market (3) – 325
Louisville Farmers market (3) – 750
Chili & Beer Fest, Superior – 1500
NATCC, Longmont – 1200
Longmont Rotary club – 60
Longmont Public Library – 45
Longmont Farmers Market – 350
Colorado Master Gardeners – 54
Longmont/Loveland Parks and Utilities staff – 18
Alexander Dawson School - 80
Front Range Community College – 21
Plant Health Care Workshop – 200
Univ. of Colorado Wild Earth Day – 1,500
Erie Arbor Day – 200
Longmont Trees In Trouble event – 45
Firestone/Frederick Parks, Utilities, and Admin staff – 23
ISA Branch Peeling training (12) - 278



HOW HAVE THE RESULTS BEEN DISSEMINATED?

Carol O’Meara, Horticulture Entomologist and Master Gardener with Boulder County and Extension Services, wrote three articles – one on the seedling tree giveaway, one on EAB Awareness Week, and one on “Don’t Move Firewood.” These articles ran in the Boulder Camera, Longmont Times Call, and Loveland Reporter Herald.

-Social media posts on Facebook and Twitter and links to posts
-Traditional media stories on TV, radio, and newspaper
-Direct mail flyer to residents
-Brochure created; 9,000 brochures printed out and distributed to all Boulder County offices for their display racks. Additional brochures sent to the local Realtor’s Association for placement into new home buyer packets, and to other public locations throughout the county with brochure racks.
-Promotional material including coasters, pens and trees
-Bus advertisements
-Campground signage
-Appearances at 23 community events



CHANGES/PROBLEMS

The most significant issue our project faced was how to reach such a big community where traditional media does not work. Our community is now trending towards more dependence on computers, more social media networking, but not all community members use all of the traditional media avenues that our programs use: Facebook, twitter, etc. We tried many avenues of media, including television (news promotions), social media (Facebook, twitter, and websites), bus advertising, ads in newspapers, inserts in utility bills, brochures and promotional give-aways. While we had anticipated putting signage at campgrounds and brochures, there was not available space at these campgrounds to add brochures (however, 9,000 brochures were printed out and distributed to all Boulder County offices for their display racks. Additional brochures were sent to the local Realtor’s Association for placement into new home buyer packets, and to other public locations throughout the county with brochure racks).

Due to project timing needs, we extended our project to be able to project our message during the spring months of 2016. We felt that this timeframe was better to be able to target the optimal time for spring messaging on Emerald Ash Borer issues and planning. March is the most effective time for reaching our citizens, as tree care companies are ramping up advertising for booking pesticide treatments and Nurseries are heavily advertising planting trees. Our hope was to push our IPM messaging during the time of spring landscaping decisions, putting the EAB issue in the front of people’s minds when they make their plans for their ash trees.

Our project team also researched a Social Media pay-per-click website, however decided that the online ads in our local papers would have a much more targeted and impactful reach than the social media pay-per-click. With online ads we were more likely to reach a higher number of local residents that will be affected by the Emerald Ash Borer.



LEVERAGED FUNDS


APPENDICES

Photo one description: Picture of the bus advertising in Boulder County.
Photo one credit: Boulder County, CSU Extension Services
Photo two description: Arbor Day awareness event
Photo two credit: Boulder County, CSU Extension Services


ADDITIONAL INFORMATION

Please see the following attached files: Copies of the files for the direct mail flyers, promotional material, campground signs, brochures, ad copies-newspaper, and Facebook ads.







Objectives and Goals: no data
Measurement of Results: no data
Outputs and Deliverables: no data
Outcomes: no data
Impacts: no data
Target Pest(s): Emerald Ash Borer

Target Commodities/Sites: Boulder; Colorado; Urban

Target Areas of Emphasis: no data
Control Measures: no data
Keywords: no data
More Information: http://www.BoulderCountyEAB.org