{"id":874,"date":"2026-11-04T17:23:46","date_gmt":"2026-11-04T17:23:46","guid":{"rendered":"https:\/\/mikewaltman.com\/?page_id=874"},"modified":"2026-11-07T00:58:21","modified_gmt":"2026-11-07T00:58:21","slug":"bleachwatch-2027","status":"publish","type":"page","link":"https:\/\/mikewaltman.com\/?page_id=874","title":{"rendered":"BleachWatch 2027 campaign"},"content":{"rendered":"\n<style>\n.mw-pj{--ink:#1a3035;--muted:#53696c;--accent:#146d6b;--line:#d5e2df;--paper:#fbfcfa;--mist:#eaf3f0;font-family:Arial,Helvetica,sans-serif;color:var(--ink);background:var(--paper);font-size:16px;line-height:1.65;width:100vw;max-width:none;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);box-sizing:border-box}\n.mw-pj *{box-sizing:border-box}.mw-pj h1,.mw-pj h2,.mw-pj h3,.mw-pj p{margin:0}.mw-pj a{text-decoration:none;color:inherit}.mw-pj a:focus-visible{outline:3px solid #35b6ab;outline-offset:4px}\n.mw-pj .wrap{width:min(1120px,calc(100% - 48px));margin:0 auto}.mw-pj h1,.mw-pj h2,.mw-pj h3{font-family:Georgia,'Times New Roman',serif;font-weight:400;letter-spacing:-.035em;line-height:1.16}.mw-pj h1{font-size:clamp(40px,5.8vw,70px)}.mw-pj h2{font-size:clamp(27px,3.2vw,39px)}.mw-pj h3{font-size:24px}.mw-pj p{color:var(--muted)}\n.mw-pj .nav{background:#fff;border-bottom:1px solid var(--line)}.mw-pj .navin{display:flex;gap:6px;align-items:center;flex-wrap:wrap;padding:13px 0}.mw-pj .navin a,.mw-pj .navin span{font-size:13px;padding:7px 12px;color:var(--muted);border-radius:3px}.mw-pj .navin a:hover{background:#eaf3f0;color:var(--accent)}.mw-pj .navin .active{background:#eaf3f0;color:#115c58;font-weight:700}\n.mw-pj .crumbs{font-size:12px;color:#617978;margin-bottom:14px}.mw-pj .crumbs a{color:var(--accent)}.mw-pj .eyebrow{font-size:11px;text-transform:uppercase;letter-spacing:.17em;font-weight:700;color:#367671;margin-bottom:15px}.mw-pj .hero{background:linear-gradient(112deg,#f2f7f4 0%,#ebf4f0 65%,#d9eae4 100%);border-bottom:1px solid #d8e5df;padding:65px 0 63px}.mw-pj .hero h1{max-width:960px;margin-bottom:20px}.mw-pj .lead{font-size:clamp(17px,2vw,20px);line-height:1.65;max-width:800px}.mw-pj .disclosure{font-size:13px;color:#4c6e6a;max-width:840px;margin-top:24px}.mw-pj .section{padding:62px 0}.mw-pj .section+.section{border-top:1px solid var(--line)}.mw-pj .section h2{margin-bottom:18px}.mw-pj .section-intro{font-size:16px;max-width:750px;margin-bottom:26px}\n.mw-pj .grid{display:grid;grid-template-columns:1fr 1fr;gap:18px}.mw-pj .grid.three{grid-template-columns:repeat(3,minmax(0,1fr))}.mw-pj .tile{display:block;border:1px solid var(--line);background:#fff;padding:27px 28px;min-height:190px;transition:border-color .15s,transform .15s}.mw-pj a.tile:hover{border-color:var(--accent);transform:translateY(-2px)}.mw-pj .index{font-family:Georgia,serif;font-size:25px;color:#5c8e86;margin-bottom:18px}.mw-pj .tile h3{margin-bottom:9px}.mw-pj .tile p{font-size:14px;line-height:1.65}.mw-pj .link{display:inline-block;color:var(--accent);font-weight:700;border-bottom:1px solid var(--accent);margin-top:17px;font-size:13px;padding-bottom:2px}.mw-pj .panel{background:#eaf3f0;padding:32px;border:1px solid #d5e2df}.mw-pj .panel h3{margin-bottom:13px}.mw-pj .panel p{line-height:1.74}.mw-pj .note{font-size:13px}.mw-pj .footnav{background:#1b3b40;color:#fff;padding:38px 0}.mw-pj .footnav p{color:#d2e1df;font-size:14px}.mw-pj .footnav a{color:#fff;text-decoration:underline;text-underline-offset:5px}.mw-pj .smallcaps{font-size:11px;font-weight:700;text-transform:uppercase;letter-spacing:.13em;color:#367671}.mw-pj .tagline{display:flex;flex-wrap:wrap;gap:9px;margin-top:16px}.mw-pj .tagline span{padding:6px 10px;border:1px solid #c5ded7;color:#2d6660;font-size:12px;background:#f5faf8}\n@media(max-width:800px){.mw-pj .grid.three{grid-template-columns:1fr 1fr}.mw-pj .hero{padding:50px 0}.mw-pj .section{padding:44px 0}}\n@media(max-width:580px){.mw-pj .wrap{width:calc(100% - 32px)}.mw-pj .grid,.mw-pj .grid.three{grid-template-columns:1fr}.mw-pj .navin{gap:0}.mw-pj .navin a,.mw-pj .navin span{padding:7px 8px;font-size:12px}.mw-pj .tile{min-height:0}.mw-pj .hero h1{font-size:43px}.mw-pj .panel{padding:22px}}\n\n\/* Compact in-page navigation shared across strategy overview pages. *\/\n.mw-pj .page-directory{background:#f5faf8;border-bottom:1px solid var(--line);padding:22px 0 23px}\n.mw-pj .page-directory-label{margin:0 0 10px;color:#367671;font-size:11px;font-weight:700;line-height:1.4;letter-spacing:.13em;text-transform:uppercase}\n.mw-pj .page-directory-links{display:grid;grid-template-columns:repeat(3,minmax(0,1fr));gap:4px 22px}\n.mw-pj .page-directory-links a{display:flex;align-items:baseline;justify-content:space-between;gap:8px;padding:8px 1px;border-bottom:1px solid var(--line);font-size:14px;font-weight:600;line-height:1.4;color:#225b58}\n.mw-pj .page-directory-links a::after{content:\"\u2193\";font-size:13px;font-weight:400;color:#558a80}\n.mw-pj .page-directory-links a:hover{color:#0c6460;border-color:#60a29b}\n.mw-pj .section h2[id^=\"mw-sec-\"]{scroll-margin-top:22px}\n@media(max-width:650px){.mw-pj .page-directory{padding:17px 0 18px}.mw-pj .page-directory-links{grid-template-columns:repeat(2,minmax(0,1fr));gap:2px 13px}.mw-pj .page-directory-links a{font-size:13px;padding:8px 0}}\n\n<\/style>\n<div class=\"mw-pj\" aria-label=\"Florida coral reef communications portfolio\"><nav class=\"nav\" aria-label=\"Coral reef project navigation\"><div class=\"wrap navin\"><a href=\"\/?page_id=871\">Overview<\/a><a href=\"\/?page_id=872\">Organizational strategy<\/a><a href=\"\/?page_id=873\">Ongoing communications<\/a><span class=\"active\" aria-current=\"page\">BleachWatch 2027<\/span><a href=\"\/?page_id=875\">Work samples<\/a><\/div><\/nav><section class=\"hero\"><div class=\"wrap\"><div class=\"crumbs\"><a href=\"\/\">Home<\/a> \/ <a href=\"\/?page_id=871\">Florida&#8217;s Coral Reef<\/a> \/ BleachWatch 2027<\/div><p class=\"eyebrow\">03 \/ Campaign planning<\/p><h1>BleachWatch 2027<\/h1><p class=\"lead\">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.<\/p><p class=\"disclosure\">Independent hypothetical portfolio project. Not affiliated with, commissioned by, or endorsed by the Florida Department of Environmental Protection.<\/p><p class=\"compact\" style=\"margin-top:14px;color:#245e58\"><strong>Strategy development:<\/strong> Substantively complete for this independent exercise. Campaign materials remain in production; no implementation or participation results are claimed.<\/p><\/div><\/section><nav class=\"page-directory\" aria-label=\"On this page\"><div class=\"wrap\"><p class=\"page-directory-label\">On this page<\/p><div class=\"page-directory-links\"><a href=\"#mw-sec-recruitment\">Recruitment pathway<\/a><a href=\"#mw-sec-communications\">Communications approach<\/a><a href=\"#mw-sec-implementation\">Implementation &#038; measurement<\/a><a href=\"#mw-sec-connected-work\">Connected work<\/a><a href=\"#mw-sec-campaign-details\">Detailed campaign plans<\/a><\/div><\/div><\/nav><section class=\"section\" id=\"campaign-brief\"><div class=\"wrap\"><h2>Campaign strategy at a glance<\/h2><p class=\"section-intro\">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.<\/p><div class=\"grid\"><div class=\"panel\"><h3>Primary recruitment objective<\/h3><p><strong>May 1\u2013July 15, 2027:<\/strong> Aim for 15\u201320 campaign-referred eligible Southeast Florida recreational reef divers to <strong>complete observer training<\/strong>, not merely click a link or register. This is a provisional hypothetical planning range.<\/p><\/div><div class=\"panel\"><h3>Priority audiences and route<\/h3><p>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.<\/p><\/div><div class=\"panel\"><h3>Separate conditional activation<\/h3><p>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.<\/p><\/div><div class=\"panel\"><h3>What success would mean<\/h3><p>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.<\/p><\/div><\/div><p class=\"compact\" style=\"margin-top:18px\">The campaign uses verified program information, scientifically accurate reef education, potential dive-industry outreach and selective earned media. The <a href=\"\/?page_id=907\" style=\"color:#146d6b;text-decoration:underline\">June 2027 editorial calendar<\/a> illustrates its coordination with broader conservation communications. <a href=\"\/?page_id=908\" style=\"color:#146d6b;text-decoration:underline\">Review the detailed objectives and guardrails \u2197<\/a><\/p><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2 id=\"mw-sec-recruitment\">Recruitment pathway<\/h2><p class=\"section-intro\">Awareness, expressed interest, training and actual participation are different outcomes.<\/p><div class=\"grid three\"><div class=\"tile\" ><div class=\"index\">01<\/div><h3>Reach<\/h3><p>Help relevant recreational divers and dive businesses become aware of the opportunity.<\/p><\/div><div class=\"tile\" ><div class=\"index\">02<\/div><h3>Engage<\/h3><p>Explain training expectations and direct interested audiences to verified program information.<\/p><\/div><div class=\"tile\" ><div class=\"index\">03<\/div><h3>Participate<\/h3><p>Consider how referrals, completed training, and conditional observer activity could be assessed.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2 id=\"mw-sec-communications\">Proposed communications approach<\/h2><div class=\"grid\"><div class=\"panel\"><h3>Media and public information<\/h3><p>Relevant local reporting, a defensible story angle, scientifically accurate explanations, and verified program details.<\/p><\/div><div class=\"panel\"><h3>Dive-community outreach<\/h3><p>Targeted dive-business materials and diver-facing recruitment content developed with audience needs and real program requirements in mind.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2 id=\"mw-sec-implementation\">Campaign implementation and measurement<\/h2><div class=\"panel\"><h3>Design, not claimed results<\/h3><p>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.<\/p><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2 id=\"mw-sec-connected-work\">Explore connected work<\/h2><div class=\"grid three\"><a class=\"tile\" href=\"\/?page_id=872\"><div class=\"index\">A<\/div><h3>Organizational strategy<\/h3><p>See the wider CRCP strategy guiding this focused campaign.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=875\"><div class=\"index\">B<\/div><h3>Work samples<\/h3><p>Completed campaign plans, outreach emails, press materials, explainers and evaluation samples.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=907\"><div class=\"index\">C<\/div><h3>Integrated editorial calendar<\/h3><p>See how BleachWatch recruitment fits within a broader June 2027 plan for science explanation, reef stewardship and recurring communications. All placements remain illustrative.<\/p><span class=\"link\">Explore June planning \u2197<\/span><\/a><\/div><\/div><\/section><section class=\"section\" data-portfolio-depth=\"874\"><div class=\"wrap\"><h2 id=\"mw-sec-campaign-details\">Explore the campaign in depth<\/h2><p class=\"section-intro\">The research, decision-making and deliverables are organized by function. Start with the overview or select the area you want to inspect.<\/p><div class=\"grid three\"><a class=\"tile\" href=\"\/?page_id=908\"><div class=\"index\">01<\/div><h3>Campaign strategy<\/h3><p>Objectives, conservation alignment, provisional training target, and conditional activation.<\/p><span class=\"link\">View details \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=909\"><div class=\"index\">02<\/div><h3>Audiences &#038; stakeholders<\/h3><p>Selected diver and dive-industry roles, evidence-backed possibilities, and unresolved barriers.<\/p><span class=\"link\">View details \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=910\"><div class=\"index\">03<\/div><h3>Messaging framework<\/h3><p>Audience propositions, scientific safeguards, and how messages translate into copy.<\/p><span class=\"link\">View details \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=911\"><div class=\"index\">04<\/div><h3>Channels &#038; implementation<\/h3><p>Media relations, dive-community distribution, delivery plans, and existing asset backlog.<\/p><span class=\"link\">View details \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=912\"><div class=\"index\">05<\/div><h3>Measurement &#038; evaluation<\/h3><p>What would count as a training outcome, supporting response, or conditional report.<\/p><span class=\"link\">View details \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=913\"><div class=\"index\">06<\/div><h3>Research &#038; decisions<\/h3><p>Source evidence, approvals, assumptions, and editorial choices with meaningful limitations.<\/p><span class=\"link\">View details \u2197<\/span><\/a><\/div><\/div><\/section><div class=\"footnav\"><div class=\"wrap\"><p><a href=\"\/?page_id=871\">\u2190 Project overview<\/a> &nbsp;&nbsp; <a href=\"\/?page_id=875#bleachwatch-samples\">Browse work samples \u2197<\/a><\/p><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>OverviewOrganizational strategyOngoing communicationsBleachWatch 2027Work samples Home \/ Florida&#8217;s Coral Reef \/ BleachWatch 2027 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":871,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-no-title","meta":{"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"footnotes":""},"class_list":["post-874","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/874","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=874"}],"version-history":[{"count":5,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/874\/revisions"}],"predecessor-version":[{"id":1001,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/874\/revisions\/1001"}],"up":[{"embeddable":true,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/871"}],"wp:attachment":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=874"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}