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Consultant reports gains from Rethink Runoff campaign; committee presses for better tracking and broader outreach
Summary
David Barron of New Creative by Pluck told the MS4 Subcommittee the Rethink Runoff campaign saw increased users and a good return on Facebook advertising. Members discussed shifting outreach toward webinars, reaching non‑social‑media audiences, and technical tracking (maps, QR codes); Barron said he would follow up with more analysis.
David Barron of New Creative by Pluck presented a recap of the Rethink Runoff advertising campaign at the MS4 Subcommittee meeting on Nov. 7, saying the campaign produced an increase in users and “good return on Facebook efforts.”
Committee members and guests pressed on how the outreach is tracked and how to broaden reach beyond social media. Adelaide Dumm (WNRCD) suggested focusing more on webinars than tabling “as it may engage people more in the content rather than rewards” and asked whether webinar attendance or usage could be tracked. Dan Albrecht said the committee “could do a series of webinars back to back in the spring.”
Other suggestions included producing flyer inserts with municipal water/stormwater bills to reach residents who are not on social media, creating a promotional map, and using QR codes to direct people to town-specific pages. Marisa Rorabaugh proposed QR codes that would direct traffic to particular towns. Dumm recommended a splash page that asks “where are you from?” to capture user origin; Barron replied, “we kind of already do this in a way – but let me think about this more and report back.”
Why it matters: The Rethink Runoff campaign is the region’s public outreach effort to reduce polluted runoff; committee members want better measurement and equitable reach to ensure the campaign reaches residents who do not use social media.
Barron presented new artwork for messaging about salt usage and rain gardens and reviewed other advertising opportunities. Several members emphasized the need for better tracking so the committee can measure engagement across tactics and towns.
Next steps recorded in the minutes: Barron will consider tracking options and report back; Adelaide Dumm invited communities to submit projects they want highlighted. The minutes do not include detailed campaign metrics or a follow-up schedule.