Campaign strategy & objectives
The campaign’s reason for existing, its defined recruitment action, and the separate conditional aim for trained observers.
Core strategy selected • Recruitment target provisionalProgram alignment
2.3 · Citizen science
Primary organizational alignment: eligible divers complete BleachWatch training and qualified observers report coral conditions.
2.1 · Education
Supporting science and training explanations help audiences understand why reef-condition observations matter.
2.2 · Partnerships
Potential dive-community intermediaries may help recruitment, but no specific partner commitment is assumed.
Primary objective · OBJ-1
Proposed recruitment outcome
Between May 1 and July 15, 2027, aim for 15–20 campaign-referred eligible recreational divers in Southeast Florida to complete BleachWatch observer training and join the trained observer network.
The selected audience is active recreational reef divers across Martin, Palm Beach, Broward, and Miami-Dade counties. The action is training completion, not merely a click or registration.
The target is a working planning range. The public 2025 program report recorded 127 new observers trained through 17 classes, but that total does not establish 2027 capacity, likely campaign attribution, or a feasible conversion rate. Training completion would need authorized referral and attendance records.
Secondary aim · ACT-1
Conditional trained-observer activation
If thermal stress warrants, encourage already-trained Southeast Florida BleachWatch observers to submit appropriate condition reports after relevant reef dives. Reports of no bleaching or disease may also be useful.
There is no established under-reporting problem. The activation period is provisionally around July through September 2027, subject to actual conditions and verified guidance; no numeric increase is required.
Strategic logic
- Audience fit. Focus on people already using Southeast Florida reefs, with a defined training path rather than generic mass awareness.
- Access route. Combine accurate program-owned information with potential dive-industry distribution where real participation is agreed.
- Meaningful action. Connect participation to credible reef-monitoring value, while distinguishing coral science from recruitment claims.
- Evidence discipline. Keep hypotheses and pending operational details visible until verified.
Working sources and review status
Traceable working material
BleachWatch workbook: 0 Strategic Frame, 1 Situation Audit, 2 Objectives, and decision index entries C01–C05. These are independent practice decisions and research notes, not DEP-approved arrangements or actual 2027 program results. The campaign strategy is substantively complete for this portfolio exercise; the remaining work is final presentation polish and production of selected communications assets.
Selected working notes
Selected original planning entries, not yet edited for portfolio publication. The complete records and supporting qualifications remain in the original workbook.
Recruitment and conditional activation
- OBJ-1 · Primary communications objective
Complete BleachWatch observer training and join the observer network 15–20 campaign-referred divers complete BleachWatch observer training and join the observer network (provisional planning range; roughly 12–16% of the 127 new observers trained program-wide in 2025, not a claimed percentage increase). 2027-07-15
- ACT-1 · Secondary activation aim (not a formal outcome target)
When thermal stress warrants, encourage trained Southeast Florida BleachWatch observers to submit condition observations after relevant reef dives (including no-bleaching/no-disease); monitor reporting participation and reasons for reporting/nonreporting without claiming message causality. No required increase in reports will be claimed; monitor reminder reach/clicks and describe reporting activity where available. Activation begins around 2027-07-01 if thermal stress warrants; continue through 2027-09-30 or as conditions require.
Relationship to CRCP priorities
- 2.1 · Education and awareness
Accurate explanations of reef conditions, heat stress, monitoring value, observer skills and training logistics.
- 2.2 · Partnerships
Communications coordination with dive businesses, instructors, charters and conservation partners to share verified training information.
- 2.3 · Citizen science
Training eligible observers and prompting condition reports after relevant dives are direct program participation opportunities.
Key campaign decisions
- C03 · Target audience
Recruit eligible, active Southeast Florida recreational reef divers in Martin, Palm Beach, Broward and Miami-Dade counties.
- C04 · Primary result
15–20 campaign-referred eligible divers completing BleachWatch observer training between May 1 and July 15, 2027.
- C05 · Conditional activation
When elevated thermal stress warrants, encourage already-trained observers to submit relevant condition reports after dives, including reports with no bleaching/disease.