{"id":908,"date":"2026-11-04T18:03:57","date_gmt":"2026-11-04T18:03:57","guid":{"rendered":"https:\/\/mikewaltman.com\/?page_id=908"},"modified":"2026-11-07T00:59:44","modified_gmt":"2026-11-07T00:59:44","slug":"bleachwatch-strategy-objectives","status":"publish","type":"page","link":"https:\/\/mikewaltman.com\/?page_id=908","title":{"rendered":"BleachWatch campaign strategy &#038; objectives"},"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% - 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.worknotes-inner>p{font-size:13px;color:var(--muted);max-width:800px}.mw-pj .notes-group{padding:15px 0}.mw-pj .notes-group h3{font-family:Arial,Helvetica,sans-serif;font-size:15px;font-weight:700;letter-spacing:0;line-height:1.5;margin-bottom:10px}.mw-pj .notes-group ul{margin:0;padding-left:21px;max-width:950px}.mw-pj .notes-group li{padding:8px 0;line-height:1.55;font-size:14px}.mw-pj .notes-group li p{margin:3px 0 0}.mw-pj .notes-tags{font-size:12px;color:var(--muted);margin-top:2px}.mw-pj .notes-tag{margin-right:8px}.mw-pj .notes-tags a{color:var(--accent);text-decoration:underline;text-underline-offset:3px}\n<\/style>\n<div class=\"mw-pj\" aria-label=\"Florida coral reef communications portfolio\"><nav class=\"nav\" aria-label=\"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><a href=\"\/?page_id=874\">BleachWatch 2027<\/a><a href=\"\/?page_id=875\">Work samples<\/a><\/div><\/nav><nav class=\"subnav\" aria-label=\"Campaign navigation\"><div class=\"wrap \"><a href=\"\/?page_id=874\">Campaign overview<\/a><span class=\"here\" aria-current=\"page\">Strategy<\/span><a href=\"\/?page_id=909\">Audiences<\/a><a href=\"\/?page_id=910\">Messaging<\/a><a href=\"\/?page_id=911\">Channels<\/a><a href=\"\/?page_id=912\">Measurement<\/a><a href=\"\/?page_id=913\">Research<\/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> \/ <a href=\"\/?page_id=874\">BleachWatch 2027<\/a> \/ Campaign strategy &#038; objectives<\/div><div class=\"eyebrow\">BleachWatch \/ strategy<\/div><h1>Campaign strategy &#038; objectives<\/h1><p class=\"lead\">The campaign&#8217;s reason for existing, its defined recruitment action, and the separate conditional aim for trained observers.<\/p><span class=\"eyecall\">Core strategy selected \u2022 Recruitment target provisional<\/span><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Program alignment<\/h2><div class=\"grid three\"><div class=\"panel\"><h3>2.3 \u00b7 Citizen science<\/h3><p>Primary organizational alignment: eligible divers complete BleachWatch training and qualified observers report coral conditions.<\/p><\/div><div class=\"panel\"><h3>2.1 \u00b7 Education<\/h3><p>Supporting science and training explanations help audiences understand why reef-condition observations matter.<\/p><\/div><div class=\"panel\"><h3>2.2 \u00b7 Partnerships<\/h3><p>Potential dive-community intermediaries may help recruitment, but no specific partner commitment is assumed.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Primary objective \u00b7 OBJ-1<\/h2><div class=\"detail-grid\"><div><div class=\"panel\"><h3>Proposed recruitment outcome<\/h3><p>Between May 1 and July 15, 2027, aim for <strong>15\u201320 campaign-referred eligible recreational divers<\/strong> in Southeast Florida to complete BleachWatch observer training and join the trained observer network.<\/p><\/div><p class=\"compact\" style=\"margin-top:16px\">The selected audience is active recreational reef divers across Martin, Palm Beach, Broward, and Miami-Dade counties. The action is <em>training completion<\/em>, not merely a click or registration.<\/p><\/div><div class=\"work-note\"><strong>Provisional, not a prediction<\/strong><p>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.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Secondary aim \u00b7 ACT-1<\/h2><div class=\"detail-grid\"><div class=\"panel\"><h3>Conditional trained-observer activation<\/h3><p>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.<\/p><\/div><div class=\"work-note\"><strong>Not an invented reporting-deficit target<\/strong><p>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.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Strategic logic<\/h2><ul class=\"point-list\"><li><strong>Audience fit.<\/strong> Focus on people already using Southeast Florida reefs, with a defined training path rather than generic mass awareness.<\/li><li><strong>Access route.<\/strong> Combine accurate program-owned information with potential dive-industry distribution where real participation is agreed.<\/li><li><strong>Meaningful action.<\/strong> Connect participation to credible reef-monitoring value, while distinguishing coral science from recruitment claims.<\/li><li><strong>Evidence discipline.<\/strong> Keep hypotheses and pending operational details visible until verified.<\/li><\/ul><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Follow the strategy into practice<\/h2><div class=\"grid\"><a class=\"tile\" href=\"\/?page_id=909\"><div class=\"index\">01<\/div><h3>Audiences &#038; stakeholders<\/h3><p>Who receives the communication, who can help connect them, and what remains unverified.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=912\"><div class=\"index\">02<\/div><h3>Evaluation<\/h3><p>How outcomes, supporting signals, and cohort activity could be tracked without inventing results.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Working sources and review status<\/h2><div class=\"callout\"><h3>Traceable working material<\/h3><p class=\"compact\">BleachWatch workbook: <strong>0 Strategic Frame<\/strong>, <strong>1 Situation Audit<\/strong>, <strong>2 Objectives<\/strong>, and decision index entries C01\u2013C05. 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.<\/p><\/div><\/div><\/section><section class=\"section worknotes\" id=\"working-records\"><div class=\"wrap\"><details class=\"worknotes-drawer\"><summary>Selected working notes<\/summary><div class=\"worknotes-inner\"><p>Selected original planning entries, not yet edited for portfolio publication. The complete records and supporting qualifications remain in the original workbook.<\/p><div class=\"notes-group\"><h3>Recruitment and conditional activation<\/h3><ul><li><strong>OBJ-1 \u00b7 Primary communications objective<\/strong><p>Complete BleachWatch observer training and join the observer network 15\u201320 campaign-referred divers complete BleachWatch observer training and join the observer network (provisional planning range; roughly 12\u201316% of the 127 new observers trained program-wide in 2025, not a claimed percentage increase). 2027-07-15<\/p><\/li><li><strong>ACT-1 \u00b7 Secondary activation aim (not a formal outcome target)<\/strong><p>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.<\/p><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Relationship to CRCP priorities<\/h3><ul><li><strong>2.1 \u00b7 Education and awareness<\/strong><p>Accurate explanations of reef conditions, heat stress, monitoring value, observer skills and training logistics.<\/p><\/li><li><strong>2.2 \u00b7 Partnerships<\/strong><p>Communications coordination with dive businesses, instructors, charters and conservation partners to share verified training information.<\/p><\/li><li><strong>2.3 \u00b7 Citizen science<\/strong><p>Training eligible observers and prompting condition reports after relevant dives are direct program participation opportunities.<\/p><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Key campaign decisions<\/h3><ul><li><strong>C03 \u00b7 Target audience<\/strong><p>Recruit eligible, active Southeast Florida recreational reef divers in Martin, Palm Beach, Broward and Miami-Dade counties.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED<\/span><\/div><\/li><li><strong>C04 \u00b7 Primary result<\/strong><p>15\u201320 campaign-referred eligible divers completing BleachWatch observer training between May 1 and July 15, 2027.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED PROVISIONAL TARGET<\/span><\/div><\/li><li><strong>C05 \u00b7 Conditional activation<\/strong><p>When elevated thermal stress warrants, encourage already-trained observers to submit relevant condition reports after dives, including reports with no bleaching\/disease.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED AIM; NO HARD OUTCOME TARGET<\/span><\/div><\/li><\/ul><\/div><\/div><\/details><\/div><\/section><div class=\"footnav\"><div class=\"wrap\"><p><a href=\"\/?page_id=874\">\u2190 BleachWatch campaign overview<\/a> &nbsp;&nbsp; <a href=\"\/?page_id=875#bleachwatch-samples\">Work samples \u2197<\/a><\/p><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>OverviewOrganizational strategyOngoing communicationsBleachWatch 2027Work samples Campaign overviewStrategyAudiencesMessagingChannelsMeasurementResearch Home \/ Florida&#8217;s Coral Reef \/ BleachWatch 2027 \/ Campaign strategy &#038; objectives BleachWatch \/ strategy Campaign strategy &#038; objectives The campaign&#8217;s reason for existing, its defined recruitment action, and the separate conditional aim for trained observers. Core strategy selected \u2022 Recruitment target provisional Program alignment 2.3 \u00b7 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":874,"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-908","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/908","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=908"}],"version-history":[{"count":5,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/908\/revisions"}],"predecessor-version":[{"id":1007,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/908\/revisions\/1007"}],"up":[{"embeddable":true,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/874"}],"wp:attachment":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}