{"id":910,"date":"2026-11-04T18:04:08","date_gmt":"2026-11-04T18:04:08","guid":{"rendered":"https:\/\/mikewaltman.com\/?page_id=910"},"modified":"2026-11-07T00:59:40","modified_gmt":"2026-11-07T00:59:40","slug":"bleachwatch-messaging","status":"publish","type":"page","link":"https:\/\/mikewaltman.com\/?page_id=910","title":{"rendered":"BleachWatch messaging framework"},"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% - 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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.<\/p><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Selected proposition for dive businesses<\/h2><div class=\"panel\"><h3>Proposed intermediary message<\/h3><p><em>\u201cYour position in the Southeast Florida dive community gives you a high-leverage opportunity to strengthen reef monitoring by connecting active divers with BleachWatch training.\u201d<\/em><\/p><\/div><p class=\"compact\" style=\"margin-top:18px\">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.<\/p><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Scientific and institutional guardrails<\/h2><div class=\"detail-grid\"><ul class=\"point-list\"><li><strong>Bleaching and mortality.<\/strong> Bleaching is a stress response and does not establish coral death. Any mortality claim needs separate evidence.<\/li><li><strong>Disease and heat stress.<\/strong> Disease may compound vulnerability; do not imply a current outbreak or invent future 2027 conditions.<\/li><li><strong>Observer contribution.<\/strong> Do not claim that reporting identifies heat-tolerant coral in the Southeast Florida DEP program without confirming how those observations are used.<\/li><li><strong>Action and accuracy.<\/strong> Training and reporting details, contact routes, scientific statements, and partner arrangements require current verification before public distribution.<\/li><\/ul><div class=\"work-note\"><strong>A reusable message system is not a finished writing sample<\/strong><p>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.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Messages carried into deliverables<\/h2><div class=\"grid\"><a class=\"tile\" href=\"\/?page_id=909\"><div class=\"index\">01<\/div><h3>Audience strategy<\/h3><p>Why these audiences and actions were selected, and which assumptions still need testing.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=911\"><div class=\"index\">02<\/div><h3>Outreach and content<\/h3><p>Where the messages could appear in media relations, partner emails, and recruitment materials.<\/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> rows 28\u201329; parent CRCP workbook: <strong>12 Message Library<\/strong> and <strong>13 Message Usage Log<\/strong> (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.<\/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>Core audience messages<\/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><div class=\"notes-tags\"><span class=\"notes-tag\">Test which route produces stronger training starts\/completions and whether partner distribution materially improves qualified reach.<\/span><\/div><\/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><div class=\"notes-tags\"><span class=\"notes-tag\">Partner willingness, reach, current staff training status, and the relative importance of mission-first versus business\/customer benefits are unverified.<\/span><\/div><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Content and distribution principles<\/h3><ul><li><strong>Social distribution role and channel hierarchy<\/strong><p>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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Agreed \u2014 subject to audience validation<\/span><\/div><\/li><li><strong>Initial content balance and CTAs<\/strong><p>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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Provisional content mix<\/span><\/div><\/li><li><strong>Audience information needs \u2014 four clusters<\/strong><p>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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Provisionally agreed \u2014 official details\/audience needs to verify<\/span><\/div><\/li><li><strong>Modular interconnected content architecture<\/strong><p>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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Provisionally agreed<\/span><\/div><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Message testing and application<\/h3><ul><li><strong>C22 \u00b7 Lesson 4 \u2014 intended responses, intermediary pathways and CTAs<\/strong><p>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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED SHARED PRINCIPLE; TEMPLATE UPDATED<\/span><\/div><\/li><li><strong>C24 \u00b7 Lesson 4 \u2014 verification versus optional message testing<\/strong><p>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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED SHARED PRINCIPLE; NO NEW FIELDS<\/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 \/ Messaging framework BleachWatch \/ message architecture Messaging framework The selected audience propositions, the scientific claims supporting them, and how the campaign&#8217;s messages connect to execution. Two audience-specific messages selected \u2022 Full reusable library not populated Selected recruitment message for [&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-910","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/910","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=910"}],"version-history":[{"count":5,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/910\/revisions"}],"predecessor-version":[{"id":1006,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/910\/revisions\/1006"}],"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=910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}