Download 2012 Watershed Community Calendar Facts

2012 Huron River Watershed Community Calendar Facts

The City of Ann Arbor and several other communities within the Huron River watershed are
required by Phase I and II Federal National Pollution Discharge Elimination System (NPDES)
Stormwater Permits to conduct on-going public education to reduce or prevent nonpoint source
pollution.

The calendar meets that federal requirement by presenting a full year of monthly informational
pollution prevention tips targeted to homeowners in a single direct mail piece. The tips are
related to permit topic requirements that include: illegal dumping, fertilizer and yard care, rain
barrels, pet waste, car care, rain gardens and native plants, home toxics, storm drain awareness
and general watershed education.

This year, 13 participating communities produced 37,000 calendars for distribution to watershed
residents. The very large quantity reduced the per piece production, design and printing costs
to less than $1 per calendar.

The direct mail paper wrap format was chosen to minimize mailing costs for the City of Ann
Arbor and another community that mailed the calendar to residential homeowners. Bulk rate
postage came in at $.195 per piece with mailing prep services provided at minimal costs of
approximately $35 per 1,000 pieces. Recommendations and best practices by local direct mail
experts as well as the U.S. Post Office were followed.

The paper wrap and calendar served as the main promotion to recruit participation in an online
Watershed Community Survey. Results from the survey will be used to evaluate overall
effectiveness of the communities’ public education and outreach efforts.

HRWC produced the first watershed community calendar as part of a grant funded program
using mass media to promote NPS pollution prevention. HRWC has provided its expertise in NPS
pollution prevention and social marketing techniques to the calendar production in years 2003,
2006, 2008, 2010 and 2012 and has also coordinated community participation in the program.

Local vendors were chosen to supply all parts of the calendar: Goetzcraft Printers, Christianson
Design, and local photographers Marc Akemann, Keith Matz and Ted Nelson.

Papers and inks were chosen to minimize both costs and environmental impacts and maximize
production quality. Paper is 10% recycled (very good for a ‘coated sheet’ where it’s hard to
incorporate recycled material) and FSC (Forest Stewardship Council) certified (this body ensures
the responsible management of the forests they use). The ink used was Eco-Smart which is
vegetable based (soy/linseed). Goetzcraft also recycles every aspect of the process (ink, paper,
plates, chemistry (water soluble)).