{"id":912,"date":"2026-11-04T18:04:18","date_gmt":"2026-11-04T18:04:18","guid":{"rendered":"https:\/\/mikewaltman.com\/?page_id=912"},"modified":"2026-11-07T01:00:13","modified_gmt":"2026-11-07T01:00:13","slug":"bleachwatch-measurement-evaluation","status":"publish","type":"page","link":"https:\/\/mikewaltman.com\/?page_id=912","title":{"rendered":"BleachWatch measurement &#038; evaluation"},"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><a href=\"\/?page_id=908\">Strategy<\/a><a href=\"\/?page_id=909\">Audiences<\/a><a href=\"\/?page_id=910\">Messaging<\/a><a href=\"\/?page_id=911\">Channels<\/a><span class=\"here\" aria-current=\"page\">Measurement<\/span><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> \/ Measurement &#038; evaluation<\/div><div class=\"eyebrow\">BleachWatch \/ evidence and scoring<\/div><h1>Measurement &#038; evaluation<\/h1><p class=\"lead\">A proposed measurement framework separating delivered communications, observed audience responses, training completions, and conditional reporting.<\/p><span class=\"eyecall\">Metric definitions developed \u2022 Actual 2027 results unavailable<\/span><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Primary result and supporting signals<\/h2><div class=\"grid three\"><div class=\"panel\"><h3>Outcome \u00b7 Training completion<\/h3><p>Provisional target: 15\u201320 eligible divers who can be reasonably attributed as campaign referrals and who actually complete BleachWatch observer training by July 15, 2027.<\/p><\/div><div class=\"panel\"><h3>Intermediate signals<\/h3><p>Eligible training starts and registrations, qualified expressions of interest, relevant diver questions, partner responses, and source-tagged training-route visits.<\/p><\/div><div class=\"panel\"><h3>Distribution indicators<\/h3><p>Appropriate content reach, outlet coverage, referrals and tracked link clicks can show whether messages reached people, but are not the same as completed training.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>The evidence chain<\/h2><ul class=\"point-list\"><li><strong>What was delivered.<\/strong> Produced content, approved distribution, earned-media activity and partner materials.<\/li><li><strong>How audiences responded.<\/strong> Relevant questions, expressions of intent, training-page visits, inquiries, registrations and starts, with deduplication where possible.<\/li><li><strong>What actually happened.<\/strong> Verified completed training for campaign-referred participants; this is the recruitment outcome, subject to consent and records access.<\/li><li><strong>What the evidence cannot prove.<\/strong> A tagged referral alone does not demonstrate exclusive causal influence. Impressions, clicks, registrations and completions need distinct definitions.<\/li><\/ul><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Conditional observer reporting<\/h2><div class=\"detail-grid\"><div class=\"panel\"><h3>ACT-1 \u00b7 Monitor; do not invent a quota<\/h3><p>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.<\/p><\/div><div class=\"work-note\"><strong>2025 public comparison is limited<\/strong><p>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.<\/p><\/div><\/div><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Data access and practical evaluation<\/h2><ul class=\"point-list\"><li><strong>Referral tracking.<\/strong> Participant source tags and an authorized link to training-completion records would be needed to assess OBJ-1.<\/li><li><strong>Privacy.<\/strong> Only permitted, appropriately aggregated participant and observer data could be used; do not invent a live DEP dashboard.<\/li><li><strong>Timing.<\/strong> Weekly recruitment checks and later cohort reviews are proposed practices, not real agency commitments.<\/li><li><strong>Learning and revision.<\/strong> Use weak signals to diagnose distribution, relevance, offer, or external constraints before claiming a strategic failure.<\/li><\/ul><\/div><\/section><section class=\"section\"><div class=\"wrap\"><h2>Related reasoning<\/h2><div class=\"grid\"><a class=\"tile\" href=\"\/?page_id=908\"><div class=\"index\">01<\/div><h3>Campaign objectives<\/h3><p>Where the provisional outcome and conditional aim originate.<\/p><span class=\"link\">Explore \u2197<\/span><\/a><a class=\"tile\" href=\"\/?page_id=913\"><div class=\"index\">02<\/div><h3>Research &#038; decisions<\/h3><p>The available evidence, assumptions, and attribution limits behind this model.<\/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>2 Objectives<\/strong>, <strong>5 Measurement<\/strong> and <strong>8 Campaign Decision Index<\/strong>, 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.<\/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 BleachWatch workbook decisions and drafts, not final employer-facing copy. The complete source, assumptions and asset backlog remain in the planning workbook.<\/p><div class=\"notes-group\"><h3>Recruitment and reporting indicators<\/h3><ul><li><strong>OBJ-1 \u00b7 Completed BleachWatch training \/ new observers<\/strong><p>Number of campaign-referred eligible participants who complete training and enter the observer network 15\u201320 campaign-referred completed observers<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Outcome<\/span><\/div><\/li><li><strong>OBJ-1 \u00b7 Training registrations \/ starts<\/strong><p>Campaign-referred eligible divers who register for or start the training process Monitor as a supporting funnel metric; no separate hard target yet<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Outcome<\/span><\/div><\/li><li><strong>OBJ-1 \u00b7 Training-page visits from campaign materials<\/strong><p>Unique visits from tagged campaign links to the approved training destination Monitor as a supporting funnel metric; no separate hard target yet<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Output<\/span><\/div><\/li><li><strong>ACT-1 \u00b7 Existing-observer reminder reach \/ distribution<\/strong><p>Relevant distribution or unique reach of thermal-stress reminder content to existing trained observers Monitor; no behavioral increase target<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Output<\/span><\/div><\/li><li><strong>ACT-1 \u00b7 Reporting-route clicks from reminder content<\/strong><p>Clicks from tagged activation messages to the approved BleachWatch reporting route Monitor descriptively<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Output<\/span><\/div><\/li><li><strong>ACT-1 \u00b7 BleachWatch reports during activation window<\/strong><p>Total accepted BleachWatch reports during the defined thermal-stress activation window; unique reporters if program data permit No required increase target<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Outcome<\/span><\/div><\/li><li><strong>OBJ-1 \u00b7 Expressed intention to train \u2014 qualified<\/strong><p>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<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Outtake<\/span><\/div><\/li><li><strong>OBJ-1 \u00b7 Reporting participation by 2027 newly trained cohort<\/strong><p>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<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Outcome<\/span><\/div><\/li><li><strong>ACT-1 \u00b7 Reporting participation by previously trained observers<\/strong><p>Unique pre-2027 trained observers submitting at least one report during defined activation\/seasonal window, plus total observations, dates and where relevant &#8216;no bleaching\/disease&#8217; reports. Interpret weather and dive opportunities; not attributable to reminders alone. Monitor descriptive participation; no unsupported increase target<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">Outcome<\/span><\/div><\/li><\/ul><\/div><div class=\"notes-group\"><h3>What the evaluation should ask<\/h3><ul><li><strong>What was delivered?<\/strong><\/li><li><strong>What audience response was observed?<\/strong><\/li><li><strong>What did the evidence NOT establish?<\/strong><\/li><li><strong>What external factors may have influenced results?<\/strong><\/li><li><strong>What should change next time?<\/strong><\/li><\/ul><\/div><div class=\"notes-group\"><h3>Attribution and measurement rules<\/h3><ul><li><strong>C08 \u00b7 Measurement caution<\/strong><p>Campaign referrals can contribute to an observed training completion without proving exclusive causal influence.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED<\/span><\/div><\/li><li><strong>C30 \u00b7 Lesson 5 \u2014 standardized evaluation and KPI-linked retrieval<\/strong><p>Apply parent D42 in BleachWatch &#8216;5 Measurement&#8217;: 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.<\/p><div class=\"notes-tags\"><span class=\"notes-tag\">APPROVED; CAMPAIGN MEASUREMENT FIELDS UPDATED<\/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 \/ Measurement &#038; evaluation BleachWatch \/ evidence and scoring Measurement &#038; evaluation A proposed measurement framework separating delivered communications, observed audience responses, training completions, and conditional reporting. Metric definitions developed \u2022 Actual 2027 results unavailable Primary result and supporting signals [&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-912","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/912","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=912"}],"version-history":[{"count":5,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/912\/revisions"}],"predecessor-version":[{"id":1011,"href":"https:\/\/mikewaltman.com\/index.php?rest_route=\/wp\/v2\/pages\/912\/revisions\/1011"}],"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=912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}