Measurement & evaluation
A proposed measurement framework separating delivered communications, observed audience responses, training completions, and conditional reporting.
Metric definitions developed • Actual 2027 results unavailablePrimary result and supporting signals
Outcome · Training completion
Provisional target: 15–20 eligible divers who can be reasonably attributed as campaign referrals and who actually complete BleachWatch observer training by July 15, 2027.
Intermediate signals
Eligible training starts and registrations, qualified expressions of interest, relevant diver questions, partner responses, and source-tagged training-route visits.
Distribution indicators
Appropriate content reach, outlet coverage, referrals and tracked link clicks can show whether messages reached people, but are not the same as completed training.
The evidence chain
- What was delivered. Produced content, approved distribution, earned-media activity and partner materials.
- How audiences responded. Relevant questions, expressions of intent, training-page visits, inquiries, registrations and starts, with deduplication where possible.
- What actually happened. Verified completed training for campaign-referred participants; this is the recruitment outcome, subject to consent and records access.
- What the evidence cannot prove. A tagged referral alone does not demonstrate exclusive causal influence. Impressions, clicks, registrations and completions need distinct definitions.
Conditional observer reporting
ACT-1 · Monitor; do not invent a quota
If conditions justify reminders, proposed measures include reminder distribution, reporting-route clicks, and aggregate accepted reports by previously trained observers. Newly trained 2027 participants must be analyzed separately, with dive opportunity, weather, and reporting access considered.
The source report recorded 106 BleachWatch reports in 2025, including 99 from the Coral Aquatic Preserve. That count does not provide a directly comparable campaign-window baseline, a unique active-reporter count, or evidence of a reporting deficit.
Data access and practical evaluation
- Referral tracking. Participant source tags and an authorized link to training-completion records would be needed to assess OBJ-1.
- Privacy. Only permitted, appropriately aggregated participant and observer data could be used; do not invent a live DEP dashboard.
- Timing. Weekly recruitment checks and later cohort reviews are proposed practices, not real agency commitments.
- Learning and revision. Use weak signals to diagnose distribution, relevance, offer, or external constraints before claiming a strategic failure.
Working sources and review status
Traceable working material
BleachWatch workbook: 2 Objectives, 5 Measurement and 8 Campaign Decision Index, especially C04, C05, C08, and C30. 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 BleachWatch workbook decisions and drafts, not final employer-facing copy. The complete source, assumptions and asset backlog remain in the planning workbook.
Recruitment and reporting indicators
- OBJ-1 · Completed BleachWatch training / new observers
Number of campaign-referred eligible participants who complete training and enter the observer network 15–20 campaign-referred completed observers
- OBJ-1 · Training registrations / starts
Campaign-referred eligible divers who register for or start the training process Monitor as a supporting funnel metric; no separate hard target yet
- OBJ-1 · Training-page visits from campaign materials
Unique visits from tagged campaign links to the approved training destination Monitor as a supporting funnel metric; no separate hard target yet
- ACT-1 · Existing-observer reminder reach / distribution
Relevant distribution or unique reach of thermal-stress reminder content to existing trained observers Monitor; no behavioral increase target
- ACT-1 · Reporting-route clicks from reminder content
Clicks from tagged activation messages to the approved BleachWatch reporting route Monitor descriptively
- ACT-1 · BleachWatch reports during activation window
Total accepted BleachWatch reports during the defined thermal-stress activation window; unique reporters if program data permit No required increase target
- OBJ-1 · Expressed intention to train — qualified
Explicit, attributable statements from prospective divers saying they intend or want to enroll; do not equate routine questions, tagging, generic praise or duplicate statements with distinct people. Identify source asset/placement and count events vs known unique individuals. Secondary KPI; no arbitrary numeric target
- OBJ-1 · Reporting participation by 2027 newly trained cohort
Unique 2027 campaign-referred trainees submitting at least one accepted BleachWatch observation during relevant period, plus report totals where cohort linkage is authorized; separate zero observations from no dive opportunities where known. No imposed numeric target; follow-on behavioral outcome
- ACT-1 · Reporting participation by previously trained observers
Unique pre-2027 trained observers submitting at least one report during defined activation/seasonal window, plus total observations, dates and where relevant ‘no bleaching/disease’ reports. Interpret weather and dive opportunities; not attributable to reminders alone. Monitor descriptive participation; no unsupported increase target
What the evaluation should ask
- What was delivered?
- What audience response was observed?
- What did the evidence NOT establish?
- What external factors may have influenced results?
- What should change next time?
Attribution and measurement rules
- C08 · Measurement caution
Campaign referrals can contribute to an observed training completion without proving exclusive causal influence.
- C30 · Lesson 5 — standardized evaluation and KPI-linked retrieval
Apply parent D42 in BleachWatch ‘5 Measurement’: one standardized Evaluation level; permanent Metric ID; optional Related KPI Metric ID; optional searchable free-text relationship/qualifier (multiple keywords and explanation possible). Keep existing Objective ID, definition, sources, limitation and decision fields; do not make every metric a KPI or introduce fixed qualifier dropdowns.