{"id":909,"date":"2026-11-04T18:04:02","date_gmt":"2026-11-04T18:04:02","guid":{"rendered":"https:\/\/mikewaltman.com\/?page_id=909"},"modified":"2026-11-07T00:59:47","modified_gmt":"2026-11-07T00:59:47","slug":"bleachwatch-audiences-stakeholders","status":"publish","type":"page","link":"https:\/\/mikewaltman.com\/?page_id=909","title":{"rendered":"BleachWatch audiences &#038; stakeholders"},"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.mw-pj .subnav{background:#f2f7f4;border-bottom:1px solid var(--line)}.mw-pj .subnav .wrap{display:flex;flex-wrap:wrap;align-items:center;gap:5px;padding:10px 0}.mw-pj .subnav a,.mw-pj .subnav span{font-size:13px;padding:5px 10px;color:#335e59}.mw-pj .subnav span.here{font-weight:700;background:#dcebe6}.mw-pj .subnav a:hover{color:#146d6b;text-decoration:underline}\n.mw-pj .eyecall{margin-top:22px;display:inline-block;font-size:12px;background:#fff;border:1px solid #c9dfd8;padding:6px 11px;color:#416c66}.mw-pj .detail-grid{display:grid;grid-template-columns:minmax(0,1.4fr) minmax(230px,.6fr);gap:25px;align-items:start}.mw-pj .work-note{padding:22px;background:#eaf3f0;border-left:3px solid #146d6b}.mw-pj .work-note strong{display:block;margin-bottom:8px;font-size:13px;color:#1b3b40}.mw-pj .work-note p{font-size:13px;line-height:1.7}.mw-pj .point-list{list-style:none;margin:0;padding:0}.mw-pj .point-list li{border-top:1px solid #d5e2df;padding:15px 0;color:#415c61}.mw-pj .point-list strong{color:#1a3035}.mw-pj .compact{font-size:14px;line-height:1.75;max-width:820px}.mw-pj .resources a{color:#146d6b;text-decoration:underline;text-underline-offset:4px}.mw-pj .callout{background:#f1f7f4;padding:28px;border:1px solid #d5e2df}.mw-pj .callout h3{margin-bottom:12px}\n@media(max-width:750px){.mw-pj .detail-grid{grid-template-columns:1fr}}\n\n\/* Compact selective source notes *\/\n.mw-pj .worknotes-drawer{border-top:1px solid var(--line);border-bottom:1px solid var(--line);padding:15px 0}.mw-pj .worknotes-drawer summary{cursor:pointer;color:var(--accent);font-weight:700;font-size:15px}.mw-pj .worknotes-inner{padding:18px 0 7px}.mw-pj .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><a href=\"\/?page_id=908\">Strategy<\/a><span class=\"here\" aria-current=\"page\">Audiences<\/span><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> \/ Audiences &#038; stakeholders<\/div><div class=\"eyebrow\">BleachWatch \/ audience analysis<\/div><h1>Audiences &#038; stakeholders<\/h1><p class=\"lead\">A deliberately focused audience strategy distinguishing new recruits, trusted intermediaries, and already-trained observers.<\/p><span class=\"eyecall\">Audience roles approved \u2022 Motivations and constraints partly hypothetical<\/span><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Three audience roles<\/h2><div class=\"grid three\"><div class=\"panel\"><h3>Primary \u00b7 Active recreational reef divers<\/h3><p>Eligible Southeast Florida reef divers who may complete BleachWatch training. Potential motivation includes turning existing reef recreation into useful conservation participation; personal motivations still require validation.<\/p><\/div><div class=\"panel\"><h3>Intermediaries \u00b7 Dive businesses<\/h3><p>Dive shops, instructors, divemasters, guides and charters may connect students\/customers with training, and some individuals may be observer candidates themselves. Specific willingness and reach are unverified.<\/p><\/div><div class=\"panel\"><h3>Secondary \u00b7 Trained observers<\/h3><p>Already-trained local BleachWatch observers are relevant to a conditional reporting reminder, not the same recruitment action. Actual reporting opportunities and response barriers are unknown.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Audience insight and evidence limits<\/h2><div class=\"detail-grid\"><ul class=\"point-list\"><li><strong>Priorities.<\/strong> Active divers are the recruitment focus; dive businesses are a high-priority access route; trained observers form a separate conditional activation group.<\/li><li><strong>Capability.<\/strong> Training knowledge and other barriers cannot be inferred for all divers; observers already trained should not be labeled incapable.<\/li><li><strong>Opportunity.<\/strong> Time, verified training access, dive opportunities and staff capacity may matter, but no campaign-specific survey establishes their frequency.<\/li><li><strong>Motivation.<\/strong> Conservation contribution, learning and dive-related relevance are plausible, research-informed appeals, not observed responses from the target audience.<\/li><\/ul><div class=\"work-note\"><strong>Research base<\/strong><p>The campaign workbook records evidence and hypotheses for each audience. Marine citizen-science research and existing program and dive-shop materials inform possibilities, but do not prove what Southeast Florida divers will do.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Different audiences, different actions<\/h2><ul class=\"point-list\"><li><strong>Prospective divers.<\/strong> Find the verified training route, register and ultimately complete training.<\/li><li><strong>Dive-business intermediaries.<\/strong> Share credible recruitment information and, where appropriate, refer interested divers to approved program channels.<\/li><li><strong>Existing observers.<\/strong> When appropriate conditions occur, make relevant post-dive reports using official instructions.<\/li><li><strong>Program and scientific reviewers.<\/strong> Validate program facts, training\/reporting instructions and scientific language; this is a proposed technical verification role, not a claimed actual approval workflow.<\/li><\/ul><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Where the audience work leads<\/h2><div class=\"grid\"><a class=\"tile\" href=\"\/?page_id=910\"><div class=\"index\">01<\/div><h3>Messaging framework<\/h3><p>The distinct conservation and participation propositions developed for divers and intermediary businesses.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=911\"><div class=\"index\">02<\/div><h3>Channels &#038; outreach<\/h3><p>How existing dive-community relationships could be approached through verified channels.<\/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>3 Audiences Messages<\/strong> (audience profiles rows 6\u20138 and briefs rows 28\u201329), <strong>10 Audience Map<\/strong>, and decision index C03, C05, C06, C16. 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 wording from the original BleachWatch planning workbook, retained as working notes rather than final portfolio copy. The full material is still in the workbook.<\/p><div class=\"notes-group\"><h3>Priority audience roles<\/h3><ul><li><strong>Active recreational reef divers in Southeast Florida<\/strong><p>Primary recruitment audience They already spend time on the reef, can complete observer training, and offer a larger reachable recruitment pool through existing dive-community networks.<\/p><\/li><li><strong>Dive shops, instructors, divemasters, guides and charter operators<\/strong><p>High-priority intermediary audience; secondary recruitment segment if not already trained They have repeated trusted access to recreational divers and can connect customers\/students with BleachWatch training. Their regular reef exposure can also make untrained professionals valuable potential observers.<\/p><\/li><li><strong>Existing trained Southeast Florida BleachWatch observers<\/strong><p>Secondary activation audience They are already capable of the desired reporting behaviour and can contribute observations during elevated thermal-stress periods.<\/p><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Audience-specific action and message<\/h3><ul><li><strong>Active recreational reef divers in Southeast Florida<\/strong><p>Turn time you already spend enjoying Southeast Florida&#8217;s reefs into a meaningful conservation contribution. Complete BleachWatch observer training<\/p><\/li><li><strong>Dive shops, instructors, divemasters, guides and charter operators<\/strong><p>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<\/p><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Relevant audience evidence<\/h3><ul><li><strong>E16<\/strong><p>A peer-reviewed survey of scuba-diver marine citizen-science participants found leading reported motivations included interest in the subject (82%), making a contribution (80%) and science (77%). Potential participants cited time\/distance, limited knowledge of citizen science and lack of promotion; they specifically wanted better direct engagement, access through dive centres and training opportunities.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">S13<\/span><\/div><\/li><li><strong>E17<\/strong><p>A broader conservation citizen-science study found environmental values\/contribution and learning\/understanding were the strongest motivations for both systematic and opportunistic contributors.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">S14<\/span><\/div><\/li><li><strong>E18<\/strong><p>DEP&#8217;s BleachWatch Instructor Guide directs instructors arranging in-water training to identify a dive charter company to host the training and includes an advertising step once date\/location are confirmed.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">S15<\/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 \/ Audiences &#038; stakeholders BleachWatch \/ audience analysis Audiences &#038; stakeholders A deliberately focused audience strategy distinguishing new recruits, trusted intermediaries, and already-trained observers. Audience roles approved \u2022 Motivations and constraints partly hypothetical Three audience roles Primary \u00b7 Active recreational [&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-909","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/909","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=909"}],"version-history":[{"count":5,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/909\/revisions"}],"predecessor-version":[{"id":1008,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/909\/revisions\/1008"}],"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=909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}