Subcommittee weighs how to present stream‑monitoring data online; ad campaign yields 652 winter click‑throughs

At the May 3 MS4 Subcommittee meeting, members reviewed results from the Rethink Runoff ad buys and discussed improving how stream‑monitoring data are presented on the project website.

Staff reported the winter ad buy of $1,000 produced 652 click‑throughs to the site. Spring ads are active with a summer shift toward recreation‑focused messaging; the committee noted a small reserve remains for targeted Adopt‑a‑Drain Google ads if members choose to pursue that option.

Committee members raised concerns that the monitoring pages show micro‑level time series but lack narrative context explaining why spikes occur and how the data should be used operationally. Chelsea Mandigo clarified the monitoring follows LaRosa sampling protocols and suggested publishing that methodology on the site. Members discussed building a science‑based ESRI story map to pair data visualizations with explanations of methodology, operational relevance and recommended resident actions.

Members also discussed potential correlations between road‑salt usage and chloride upticks. David Wheeler noted higher salt use in 2016–2017 and suggested staff could examine whether local salt management patterns align with chloride spikes in monitoring data. Committee members observed that only municipalities under a chloride response plan must report salt use; Colchester is among those municipalities and its reporting requirement begins next year.

The committee asked staff and partners to explore website approaches that combine clear methodology, contextual narrative and actionable guidance for residents and operators, and to report back at the June 7 meeting.