Messaging framework
The selected audience propositions, the scientific claims supporting them, and how the campaign’s messages connect to execution.
Two audience-specific messages selected • Full reusable library not populatedSelected recruitment message for active divers
Proposed primary message
“Turn time you already spend enjoying Southeast Florida’s reefs into a meaningful conservation contribution.”
Intended response: complete verified BleachWatch observer training. Supporting information should explain what observers learn, how they report coral condition, and why trained observations can contribute to monitoring. That does not mean any observation prevents bleaching.
Selected proposition for dive businesses
Proposed intermediary message
“Your position in the Southeast Florida dive community gives you a high-leverage opportunity to strengthen reef monitoring by connecting active divers with BleachWatch training.”
Primary request: help interested customers and students find an approved training route. Any benefit to customer experience or business identity should reinforce, not replace, the conservation purpose. Partner willingness has not been established.
Scientific and institutional guardrails
- Bleaching and mortality. Bleaching is a stress response and does not establish coral death. Any mortality claim needs separate evidence.
- Disease and heat stress. Disease may compound vulnerability; do not imply a current outbreak or invent future 2027 conditions.
- Observer contribution. Do not claim that reporting identifies heat-tolerant coral in the Southeast Florida DEP program without confirming how those observations are used.
- Action and accuracy. Training and reporting details, contact routes, scientific statements, and partner arrangements require current verification before public distribution.
The shared CRCP Message Library and Message Usage Log were created as working structures. The Message Library currently has no populated reusable message entries. The selected campaign propositions remain in the BleachWatch message brief, not a fabricated library of tested variations.
Working sources and review status
Traceable working material
BleachWatch workbook: 3 Audiences Messages rows 28–29; parent CRCP workbook: 12 Message Library and 13 Message Usage Log (working templates). 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 wording from the original BleachWatch planning workbook, retained as working notes rather than final portfolio copy. The full material is still in the workbook.
Core audience messages
- Active recreational reef divers in Southeast Florida
Turn time you already spend enjoying Southeast Florida’s reefs into a meaningful conservation contribution. Complete BleachWatch observer training
- Dive shops, instructors, divemasters, guides and charter operators
Your position in the Southeast Florida dive community gives you a high-leverage opportunity to strengthen reef monitoring by connecting active divers with BleachWatch training. Share/promote the approved BleachWatch training route with customers and students; secondary invitation: become trained yourself if needed
Content and distribution principles
- Social distribution role and channel hierarchy
Prioritize dive operators and credible dive-community accounts as amplification partners; DEP/SEAFAN owned channels support direct recruitment. General conservation partners are lower priority absent evidence they reach active Southeast Florida reef divers. Social augments rather than replaces the wider recruitment mix.
- Initial content balance and CTAs
Initial broadly even split between direct recruitment and science-informed educational content, reinforced with instructor/observer videos. All formats carry relevant, prominent training calls-to-action without making every post a repetitive sales appeal; adapt messaging/format by partner and platform.
- Audience information needs — four clusters
Identify and validate: (1) coral vulnerability, risks, what is at stake, and how observations contribute to research/monitoring; (2) training topics, duration, format, cost, eligibility, registration and any ongoing obligations; (3) what incorporating observations into an ordinary recreational dive is actually like; (4) visual examples, confidence in reporting and where observers can obtain support. Avoid substituting introductory examples for actual training or implying diagnosis certainty.
- Modular interconnected content architecture
Each item must stand alone for its primary purpose while linking contextually to the other information categories and a suitable primary CTA. Divers can enter through education, personal experience, practical logistics or direct recruitment; do not force a linear funnel or overload every asset with everything.
Message testing and application
- C22 · Lesson 4 — intended responses, intermediary pathways and CTAs
Apply parent CRCP D34: each BleachWatch asset has a defined primary direct audience and one primary intended response, plus a primary explicit CTA where appropriate; educational/science pieces do not need forced CTAs. Additional secondary responses/CTAs and audiences are permitted when useful without an arbitrary numerical ceiling.
- C24 · Lesson 4 — verification versus optional message testing
Apply CRCP D36: validate substantive BleachWatch scientific, institutional and training/reporting facts, but do not require A/B tests, audience surveys or formal message-resonance validation for ordinary recruitment, explainer, partner or observer content. Record relevant uncertainties when they materially affect a decision; routine quality control is not a new research workstream.