03 / Campaign planning
BleachWatch 2027
A developed hypothetical 2027 recruitment strategy connecting active Southeast Florida recreational reef divers with BleachWatch observer training, supported by dive-community outreach and science communication.
Independent hypothetical portfolio project. Not affiliated with, commissioned by, or endorsed by the Florida Department of Environmental Protection.
Strategy development: Substantively complete for this independent exercise. Campaign materials remain in production; no implementation or participation results are claimed.
Campaign strategy at a glance
The campaign is a focused citizen-science recruitment workstream nested within the wider CRCP communications plan. Its objective and audiences are defined for portfolio planning, not real DEP implementation.
Primary recruitment objective
May 1–July 15, 2027: Aim for 15–20 campaign-referred eligible Southeast Florida recreational reef divers to complete observer training, not merely click a link or register. This is a provisional hypothetical planning range.
Priority audiences and route
Reach active recreational reef divers through clear training information and potential dive-shop, instructor, guide, divemaster and charter-operator intermediaries. No business cooperation or training availability is presumed.
Separate conditional activation
From roughly July through September 2027, previously trained observers could receive reminders to submit relevant reef-condition reports when thermal stress warrants, including observations without bleaching or disease. No reporting-increase target is invented.
What success would mean
Evaluate campaign-referred training completions as the primary outcome. Treat inquiries, registrations, referrals and message engagement as supporting signals. Assess condition reporting separately, without claiming causation from reminders.
The campaign uses verified program information, scientifically accurate reef education, potential dive-industry outreach and selective earned media. The June 2027 editorial calendar illustrates its coordination with broader conservation communications. Review the detailed objectives and guardrails ↗
Recruitment pathway
Awareness, expressed interest, training and actual participation are different outcomes.
Reach
Help relevant recreational divers and dive businesses become aware of the opportunity.
Engage
Explain training expectations and direct interested audiences to verified program information.
Participate
Consider how referrals, completed training, and conditional observer activity could be assessed.
Proposed communications approach
Media and public information
Relevant local reporting, a defensible story angle, scientifically accurate explanations, and verified program details.
Dive-community outreach
Targeted dive-business materials and diver-facing recruitment content developed with audience needs and real program requirements in mind.
Campaign implementation and measurement
Design, not claimed results
The proposed campaign strategy now documents the audiences, recruitment outcome, supporting channels, evaluation approach and conditional activation logic. Planned dates, materials and operational arrangements remain hypothetical. No dive-business partnership, training event, participant count, media placement or impact result is represented as real.
Explore connected work
Organizational strategy
See the wider CRCP strategy guiding this focused campaign.
Explore ↗Work samples
Completed campaign plans, outreach emails, press materials, explainers and evaluation samples.
Explore ↗Integrated editorial calendar
See how BleachWatch recruitment fits within a broader June 2027 plan for science explanation, reef stewardship and recurring communications. All placements remain illustrative.
Explore June planning ↗Explore the campaign in depth
The research, decision-making and deliverables are organized by function. Start with the overview or select the area you want to inspect.
Campaign strategy
Objectives, conservation alignment, provisional training target, and conditional activation.
View details ↗Audiences & stakeholders
Selected diver and dive-industry roles, evidence-backed possibilities, and unresolved barriers.
View details ↗Messaging framework
Audience propositions, scientific safeguards, and how messages translate into copy.
View details ↗Channels & implementation
Media relations, dive-community distribution, delivery plans, and existing asset backlog.
View details ↗Measurement & evaluation
What would count as a training outcome, supporting response, or conditional report.
View details ↗Research & decisions
Source evidence, approvals, assumptions, and editorial choices with meaningful limitations.
View details ↗