Coping with a Changing Coast:
Adaptation Strategies to Protect the Coastal Culture and
Environment of the Jamestown S’Klallam Tribe
FINAL REPORT
March 20, 2015
Prepared for:
Hansi Hals
Jamestown S’Klallam Tribe
Submitted by:
Yolanda Hernández-Padilla, Michael Levkowitz, Kat Plimpton, and Kayla Schick
University of Washington
EXECUTIVE SUMMARY
This report is the culmination of a two-quarter effort by a student team from the University of
Washington. This project was commissioned in response to the deterioration of shellfish and
salmon harvest fishing stocks in the Dungeness Shoreline Area, thereby reducing the Jamestown
S’Klallam Tribe’s (JST) rights to harvest fish, which have been in part attributed to shoreline
armoring along the coast of the Olympic Peninsula. The goal of the report is to provide guidance
to the JST about the best approaches for changing the behavior of shoreline residents to reduce
shoreline armoring on this stretch of shoreline.
With guidance and assistance from mentors at Washington Sea Grant, we first began with
background research about sea level rise, shoreline adaptation strategies, and the effects of
different types of shoreline armoring. We also researched opportunities to change the behavior of
shoreline residents, and the barriers to doing so. At the same time, we learned about the different
organizations operating in the area and invested in these issues, and about the socio-economics
of residents living there. We also assessed potential regulatory measures and economic
incentives that could be used to alter the landscape of shoreline protection.
However, our focus was to identify the best outreach and communication strategies and tools that
could be used to address this problem. With the aforementioned research in hand, we set out to
develop a set of tools based on marketing principles and designed to influence behaviors of
individuals and the public, using the best practices from climate change communication
literature. From the items in the toolkit, we recommend prioritizing the implementation of a
community workshop, a shoreline ambassador program, a realtor training program, and
designing an information pamphlet. To do so, the next steps are to seek a funding source to pay
for these programs and to identify an organization (or multiple organizations) to implement and
oversee them.
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TABLE OF CONTENTS
Section 1. Introduction
Section 2. Background Research
Section 3. Situation Analysis of Barriers and Opportunities
Section 4. Regulatory Approaches to Sea Level Rise
Section 5. Economic Approaches to Sea Level Rise
Section 6. Social Marketing Approaches to Sea Level Rise
Section 7. Target Audience and Influencers
Section 8. Goals and Objectives
Section 9. Positioning and Key Messages
Section 10. Marketing Strategies and Toolkit
Section 11. Recommendations and Next Steps
Section 12. References
Section 13. Appendices
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Section 1. Introduction
Project Summary
The Dungeness River is an ancestral waterway of the Jamestown S’Klallam Tribe (JST).
However, rapid development of small, beachfront parcels in the Dungeness Marine Shoreline
(extending from 3-Crabs east to Jamestown Beach, referred to as the “project area” herein) is
putting pressure on the marine environment. In addition, rising sea levels resulting from climate
change, along with increasing coastal flooding, have prompted coastal residents to protect their
properties using a variety of shoreline hard armoring approaches. Hard shoreline armoring is “the
construction of bulkheads, seawalls, riprap or any other structure used to harden a shoreline
against erosion” (DOE, 2010). Hard armoring techniques degrade the coastal ecosystem,
shoreline habitat, and its resiliency. Specifically, there is a negative impact on habitat for forage
fish, salmon, and shellfish, which are important economic and marine resources for the
Jamestown S’Klallam Tribe as protected under the Treaty of Point No Point (JST, 2014). If the
current pattern of coastal development and armoring continues, it could seriously damage the
marine environment and compromise tribal treaty rights to the natural resources and fisheries in
this area.
In order to address this problem, the Jamestown S’Klallam Tribe developed a proposal for a
project entitled Coping with a Changing Coast: Adaptation strategies to protect the coastal
culture and environment of the Jamestown S’Klallam Tribe. The JST contracted a project team
from the University of Washington’s Program on the Environment, with mentors from
Washington Sea Grant, to conduct this research. The team of four graduate students developed
an outreach and communications strategy to approach and educate the local community about
coastal risk management in the project area. The outreach and communications strategy
developed by this team is designed to be implemented by a future partner or partners of the
Jamestown S’Klallam Tribe.
This report will cover the background information about the problem and potential responses in
the project area, the social marketing and communications research we applied to the problem,
and the toolkit of specific products and services we designed for addressing the problem from a
social marketing perspective.
Project Structure
In the fall of 2014, our project team began our research and visited the project area to increase
our understanding of the local community and the problem they face of sea level rise. Our
background research also included gathering information on sea-level rise projections, assessing
the shoreline management options available to homeowners for responding to sea level rise,
performing a stakeholder analysis, analyzing the regulatory context and permitting process, and
conducting case studies. We provided this information in a detailed Interim Report that largely
informed the content of this Final Report and the Toolkit materials that were developed as a
result. The most important background information has been summarized in this report and
provided to add context.
In the winter of 2015, we began the second phase of this project, which involved developing an
outreach and communications strategy for how to change the behaviors of shoreline residents in
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order to respond sea level rise in an environmentally preferable way. Our background research
showed that regulations play a key role in addressing this problem, but are not necessarily a
sufficient solution for affecting behavior change and are outside of the scope of this project.
Despite the existence of some regulations and policies against hard shoreline armoring, some
residents still find ways to have it installed. Therefore, it is necessary to focus on an outreach and
communications approach to bring about positive behavior changes in this community. Positive
behavior changes include the avoidance of hard armoring techniques and the implementation of
other sea-level rise response options, such as installing a soft shoreline or elevating a home.
From our research, we found that social marketing can be and effective way to bring about these
types of positive behavior changes. Social marketing is the application of marketing principles to
an outreach strategy to bring about changes that benefit individuals and society (Lee, 2011).
Based on this social marketing research and the framework associated with it, we developed a
plan for reaching out to communicate with homeowners in the project area. The plan includes a
toolkit of materials and suggestions for services to provide to the shoreline residents in the
project area. The contextual research we performed in the fall fit nicely into this framework and
helped to inform the tools we developed. Our toolkit was also informed by climate
communication strategies and applies those techniques to the communication of sea-level rise.
Content of this Report
This report is loosely structured the 10 step framework of social marketing (Lee, 2011). Social
marketing begins with gathering background information and using that to inform the
development of positioning statements, key messages, and marketing strategies.
The first section of this report will cover background information about sea-level rise projections
and options for response, as well as the regulatory and permitting context in the project area that
shapes the response options. Next, the report will provide an analysis of barriers and
opportunities associated with this effort and the various approaches that can be taken to dealing
with sea level rise, further explaining how social marketing works and provide general
information on the 10 steps, which are:
1. Background, Purpose, and Focus
2. Situation Analysis
3. Target Audience
4. Behavior Objectives and Goals
5. Target Audience Barriers, Benefits, the Competition and Influential Others
6. Positioning Statement
7. Marketing Strategies
8. Plan for Monitoring and Evaluation
9. Budget
10. Plan for Implementation and Program Management (Lee, 2011)
After this explanation of the social marketing framework, each of the remaining sections of the
report is based on one or more of those steps, including an analysis of the target audience, the
goals and objectives for the communications plan, positioning and key messages, and strategies.
The section covering marketing strategies presents the Toolkit of outreach and communications
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materials we developed for the project area. Finally we will provide a series of recommendations
for next steps to support and implement the items developed by this project.
Section 2. Background Research
Introduction
This section will cover all of the background research conducted for this project, including:
● The problem of sea level rise in the project area
● Sea level rise preparedness options for homeowner
● Regulatory context including permitting requirements
Sea Level Rise Vulnerability
Sea-level rise projections for the project area are between 0.8 feet in a “Low Severity” scenario
and 5.1 feet in a “High Severity” scenario by 2100 (JST, 2013). These projections indicate that
large portions of the project area will be faced with coastal flooding by 2025-2045, even in the
Low Severity scenario. In the High Severity scenario by 2055-2090, a majority of homes in the
project area will be inundated since they are near the low-lying Dungeness River Delta (JST,
2013). See Figure 1 below from the JST Climate Vulnerability Assessment and Adaptation Plan
(2013).
Figure 1: Impacts of Climate Change on Sea Levels and Flooding
According to the JST Climate Vulnerability Assessment and Adaptation Plan (2013), “the
frequency of extreme precipitation events will also change; 20-year flood events may occur as
much as 44% more frequently in the project area by the middle of the century” as a result of
climate change. From these projections, it appears that by 2100, every home within the project
area will be impacted on an annual basis by coastal flooding events that are comparable to
current 50-year flood events (JST, 2013).
Sea level Rise Preparedness Options for Homeowners
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Strategies for responding to sea level rise are receiving increased attention in communities
around the world. According to the Intergovernmental Panel on Climate Change (2014), “it is
now widely accepted that strategies for adaptation to sea level rise tend to fall into three main
categories: retreat, accommodate, and protect.” Figure 2 provides a visual representation of
these different options. The following section will describe these options further.
Figure 2: Shoreline Adaptation Strategies (Grannis, 2012)
Protect
Hard Structural Options
This shoreline protection option focuses on the use of hard armoring techniques. Hard armoring
includes structures like bulkheads, seawalls and riprap. It can be composed of poured concrete or
large rocks stacked upon each other. Hard armoring results in ecological damage and habitat
degradation because it disrupts the flow of sediment along the shoreline. “Sediment delivery is a
key geologic process that supports important ecological functions” (Ecological Functions, 2014).
Hard armoring can also cause erosion on neighboring properties that are unprotected as a result
of the increased wave energy bouncing off of the adjacent seawall with greater force. The
environmental impacts of hard armoring also include reduced beach width, loss of large woody
debris on the beach, and removal of riparian vegetation that usually provides important shade for
nearshore habitats (Coastal Geologic Services, 2007). Figure 3 shows how hard armoring
changes the width of the beach.
Figure 3: Armoring Effects on Beach Width
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Soft Shoreline Options
Soft shoreline stabilization is “the use of environmentally friendly stabilization techniques to
protect property and uses from erosion” (Soft Shoreline Stabilization, 2014). The intent of soft
stabilization is to balance protection of the home and property with the maintenance or
enhancement of ecological functions on the shoreline. Some of the techniques used include
beach nourishment and placement of large pieces of wood. Adding vegetation is also an
important and beneficial part of soft shoreline stabilization. Soft shorelines are particularly good
for areas that are experiencing habitat degradation, since vegetation provides “many ecological
benefits including sediment control, water quality improvement, nutrient inputs to food webs,
and fish prey production” (DOE, 2014). Another advantage of vegetation enhancement from the
homeowners’ perspective is that “it is low cost and does not require permits under the Shoreline
Management Act” (DOE, 2014).
The Washington State Department of Ecology describes a continuum of shoreline types from
completely hard to soft to natural, with a hybrid shoreline falling somewhere between hard and
soft, see Appendix 1 for this graphic (Soft Shoreline Stabilization, 2014).
Accommodate
Accommodating the effects of sea level rise entails continuing with current uses while adopting
measures, such as placing shoreline buildings on pilings and adopting early warning and
evacuation systems (Impacts of Climate Change on the Coasts of Washington State, 2014).
Accommodation options also include hazard insurance, modification of land use and building
designs and codes, strict regulation of hazard zones and improving the drainage of pipes.
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Accommodation by raising buildings may be a good option for homeowners, especially when a
house needs remodeling, although there is some degree of uncertainty inherent in this option.
Retreat
Another option for responding to sea level rise is to relocate to higher ground, either by selling
the property or by moving further back on that property if the lot size allows for it. Sometimes
setbacks are considered an accommodation measure, and sometimes they are considered retreat,
depending on how large the setback is. Studies such as the IPCC report (2014) describe this
option as “managed retreat, based on an enforced building set-back that allows the coastline to
recede to a new line of defense, thus restoring natural coastal processes and systems.” Indeed,
most reports that discuss retreat identify the regulatory option of an enforced setback. While
Clallam County does have minimum shore setbacks for new construction, it does not have any
regulations that would force a homeowner to move their house landward (CC SMP, 1992).
Regulatory Context
In order to understand the context in which shoreline homeowners make decisions about their
shoreline, we conducted research on the planning policies and permits for shoreline management
issued by various county, state, and federal agencies. A detailed write-up of our research on this
topic can be found in the Interim Report and is briefly summarized below.
Planning Policies in Clallam County
For land use and shoreline planning, Clallam County has its own Comprehensive Plan and
Shoreline Master Program (SMP). The Comp Plan regulates development with the aims of
preventing rural and urban sprawl while the SMP outlines local land use policies regarding
shoreline use, such as requirements for how far projects must be set back from the shoreline. The
County also participates in a regional Hazard Mitigation Plan (HMP), which designates our
project area as a flood zone. The HMP promotes measures to reduce flood hazards and risk.
Permitting in Clallam County
Shoreline projects in Clallam County, such as installing armoring or doing other types of
construction near the shore, usually need to apply for multiple permits depending on the specifics
of the project.
Clallam County issues three types of shoreline permits: 1) shoreline substantial development
permit, 2) conditional use permits, and 3) variance permits (CCC, 2014). Under current rules,
FEMA must review all permits issued by Clallam County for shoreline development in the flood
zone (Lear, 2014).
Washington State also requires permits for shoreline development projects. Projects may need a
Hydraulic Project Approval permit from the Washington State Department of Fish and Wildlife
and a Water Quality Certification from the Washington State Department of Ecology. The
project might also need federal permits, such as a Flood Plain Development Permit from FEMA
(FEMA: Zone A, 2014) and a Section 404 permit from the Army Corps of Engineers (Clean
Water Act, 2014).
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Section 3. Situation Analysis of Barriers and Opportunities
Introduction
Clallam County has a number of policies, programs, and plans that try to address environmental
protection, development growth, sustainability, and more. Although bulkheads are discouraged,
there are still regulations that may authorize the use of a bulkhead as an alternative to reduce
extraordinary erosion.
The following section provides a situation analysis that identifies opportunities and threats to
implementing a communications strategy and creating behavior change in the project area. These
opportunities and barriers are important to be aware of because they will either enhance or
diminish the effectiveness of the strategies and tools created in this report.
Opportunities
The following are opportunities that can help increase the possible effectiveness of the outreach
and communications plan and support the Toolkit materials described later in this report.
Major Storm Events
Major storm events, although physically destructive, create a window of opportunity for outreach
about sea level rise. After flooding or damage occurs, residents are more likely to seek
information or take action to increase their preparedness for sea level rise and storm surges. This
occurred in 2006 when a group of homeowners in the project area installed a soft shoreline berm
in response to a storm event.
Other Programs and Efforts
Shore Friendly
Recently, there has been a unified effort to reduce hard armoring in the Puget Sound region.
Known as “Shore Friendly,” this campaign has included creating a parcel segmentation of
shoreline homes based on armoring, erosion, and development characteristics that inform what
barriers and outreach approach should be used (Shore Friendly, 2014).
“Shore Friendly: Social Marketing to Reduce Shoreline Armoring,” was a collaborative research
project prepared for the Washington Departments of Fish and Wildlife and Natural Resources,
compiling data from 12 counties in the area, including Clallam. The research focused on how to
effectively communicate sea level rise to shoreline homeowners in the Puget Sound. Shore
Friendly has many of the same goals as this project—namely, to identify characteristics of
shoreline homeowners and develop strategies to reach out to them in order to begin a dialogue
about shoreline armoring and its impacts.
Bluff Conservation
There is also the opportunity to create partnerships with complementary efforts in Clallam
County related to eroding bluffs. The North Olympic Land Trust, a local non-profit operating in
and around Clallam County is currently considering their options for implementing a bluff
conservation strategy since erosion is a problem for those properties as well.
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Shoreline Master Program Update
Currently, the County is in the process of updating its Shoreline Master Program (SMP) which
informs and guides shoreline development processes, including policies and permitting. These
SMP updates represent a significant shift in the County’s position on armoring, with additional
restrictions against hard armoring projects. To address the risks associated with sea level rise, the
updated SMP suggests improving property owners’ awareness about the hazards related to the
area, such as “storm surges, flooding, erosion caused by wind and waves, and channel migration
even where there are bulkheads, levees, or other protection structures in place” (CCPC, 2014).
The SMP updates represent a significant opportunity because it means that the topic of shoreline
management is on the County’s agenda and could lead to greater change.
Barriers
The following describes in further detail the barriers that affect residents’ ability to change their
behaviors.
Lack of Incentives and Disincentives
One of the barriers that residents in the project area are faced with in changing their behaviors is
the lack of regulatory and economic incentives and disincentives. In its SMP updates, the County
is working to address shoreline management issues. However, no incentives have been directly
added to reinforce behaviors supporting sea level rise mitigation. Studies suggest that people are
more willing to invest in hazard mitigation if there are monetary or nonmonetary incentives and
disincentives, such as reduced permitting fees, increased fines, or offers of technical assistance
(Botzen et al., 2009). Without the use of incentivizing motivators necessary to promote desired
behaviors, many people do not see a reason to change (Lee, 2011).
Minimal Public Awareness
Simultaneously, another barrier is the lack of public awareness about sea level rise impacts and
protective measures. Few residents are familiar with adaptive techniques and alternatives to hard
shoreline armoring.
Permitting Process
The existing regulatory framework for permitting in Clallam County shapes what residents
legally can and cannot do to respond to sea level rise, which poses a few challenges. A majority
of the regulations are designed to protect the shoreline habitat and restrict further development.
However, the complexity and length of the permitting process for any shoreline project and the
numerous permits required may result in some homeowners illegally installing protection
without a permit; the difficulty of this process wrongly encourages these less preferred
responses.
Preexisting Beliefs
There is an ingrained belief that living close to the water is more prestigious and indicates higher
social status. This mentality is a barrier to encouraging residents to consider actions such as
moving their homes back on their property.
Another important belief to be aware of is how people view individual property rights. The idea
of individual property rights makes people feel like they should have complete control over
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decisions about their property, makes them reluctant to be regulated or influenced by outside
parties.
Section 4. Regulatory Approaches to Sea Level Rise
Summary
There are six main types of regulatory tools that can be used to mitigate damage resulting from
sea level rise, such as:
1. Prohibition
2. State-mandated planning
3. Rolling setbacks and public easements
4. Permitting
5. Exactions
6. Mitigation fees
These regulatory tools could be implemented independently, but would be best used in
conjunction with outreach and communication strategies described later in this report. It is
important to note that enforcement represents a key obstacle to implementation of all of these
regulatory tools; none are likely to be effective without mechanisms to monitor compliance and
penalize residents who violate the regulations (Siders, 2014).
Case studies from other states such as in Massachusetts (permitting that began too late and lacks
adequate enforcement), Hawaii (rolling setbacks and prohibition with inadequate oversight and
jurisdictional issues), and Maine (state-mandated planning and permitting), provide important
lessons moving forward (Codiga, 2011).
Given the nature and scope of this project, we do not have specific recommendations regarding
which of these regulatory approaches should be pursued. However, our research uncovered a
common theme across the use of each of these regulatory tools: they only work well when they
are implemented with strong oversight and enforcement mechanisms. Our meeting with staff
from the Clallam County Department of Community Development highlighted that enforcement
of existing shoreline regulations has been challenging (Lear, 2014). If there are new regulatory
tools used in the project area in the future, clear monitoring and enforcement guidelines will be a
necessity.
Section 5. Economic Approaches to Sea Level Rise
Summary
In the last few years, many countries and states have started the discussion about sea level rise
adaptation planning. A research case from the Netherlands brought attention to the role of private
insurers in implementing policies to mitigate flood risk. The study showed people were willing
to invest in preventative measures when provided with a premium reduction or greater coverage
(Botzen et al., 2009). The study revealed that individuals rarely undertake precautionary
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measures voluntarily. Consequently, to motivate people to adopt flood-resistant practices, they
had to evaluate financial incentives as instruments to limit flood damage.
In the United States, private insurance is well established and agencies have been developed to
provide guidelines to address shoreline management. The Federal Emergency Management
Agency (FEMA) plays a prominent role in mitigating flood risk. FEMA has created a National
Flood Insurance Program (NFIP), which is a mitigation standard to property reduce flood loss.
However, NFIP has failed to restrain development in floodplains because many premiums did
not account for future risk. FEMA recently updated the program and flood maps by
incorporating the future ‘risk’ of an area in its flood zone designations. This future risk is now a
part of the new flood insurance premium rates. With continued coastal degradation, storm surges,
and the inclusion of future risk in zone designations, there will likely be an increase in insurance
premium rates to offset the impending risk. Consequently, as losses begin to outweigh the gains
for private insurance companies, many will opt-out of the competitive market.
To counteract this, FEMA has put in place a Community Rating System (CRS) that promotes
preventive flood management, and resilient communities in exchange for a significant reduction
to flood insurance premiums. Among the practices encouraged are the removal of big appliances
from lower level floors, the installation of floor tiles instead of carpeting, and the elevation of
your home.
Section 6. Social Marketing Approaches to Sea Level Rise
Introduction
Since regulatory and economic approaches are limited in their feasibility, we sought a different
approach to address the issue of hard armoring and to encourage other sea level rise response
options. We used an approach called social marketing because of its success in addressing other
environmental and social problems. Social marketing is the application of marketing principles
to influence behaviors that will be beneficial to individuals as well as to the public (Lee, 2011).
This approach has successfully changed behaviors such as reducing cigarette smoking and
getting more people to pick up their dog poop (Lee, 2011).
This section will describe how social marketing targets a broad section of the project area
audience. Then, it will describe the 10 step framework for social marketing.
Audience Segments
An important component of social marketing is researching the audience, as well as applying
social marketing theories about audience segmentation. Specifically, social marketing research
has developed a method for how to understand the various groups that make up a target
audience, called audience segments. Each of these audience segments has a different likelihood
and motivations for changing behavior, ranging from voluntary without any urging, to
voluntarily as a result of outreach efforts, to those who will only change behavior if forced by
regulations. The Diffusion Curve, which is represented graphically as a bell curve, segments
these groups into the following categories: innovators, early adopters, early majority, late
majority, and laggards (Lee, 2011). Figure 4 depicts the Diffusion Curve below.
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Figure 4: Diffusion Curve (Lee, 2011)
Social marketing targets the largest groups under the bell curve, the early majority and late
majority. The phrase “help me” is associated with this group because they are willing to change
their behaviors but need some convincing and help. The innovators and early adopters are on the
early side of the curve and do not need social marketing or help to change. The laggards are the
most difficult to influence, and will only change their behavior if forced, therefore they are not
an appropriate audience for social marketing (Lee, 2011). The table below is adapted from Social
Marketing: Influencing Behaviors for Good (Lee, 2011) and Social Model’s for Marketing:
Diffusion (Kotler, 2009) and provides additional information on these audience segments.
TargetAdopter
Segments
Percent of
Target
Audience
Order of
Behavior
Adoption
Innovator
segment
2.5%
First
Early
adopter
segment
13.5%
Second
Motivation for Adoption
Need for novelty / to be different
Are not opinion leaders
High tolerance for risk
Usually viewed as mavericks
Recognition of adoption object’s intrinsic value
from contact with innovators
Are the community opinion leaders
Have the resources to try new things
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Early
majority
segment
34.0%
Third
Very engaged in local peer networks
Need to imitate/match and deliberateness trait
Personal familiarity needs to be established before
adoption
Continually ask the question ‘How does this new
behavior, product or service help me?’
Late
majority
segment
34.0%
Fourth
When the majority opinion legitimates an the
adoption of a behavior or object, this group will
feel the urge to join the bandwagon
Most sensitive to peer pressure, but very cautious
about change of any kind
Seek to minimize uncertainty of outcomes
Want to see local proof of the advantage of
adopting a behavior, not see it on websites or TV
Laggard
segment
16.0%
Last
Feel a need to respect tradition
Suspicious of change and innovation
Need assurances that the adoption of new
behaviors will not fail
Relatively disconnected from social networks
Difficult to reach and influence
Our social marketing approach targets the early majority and late majority segments, which
makes up approximately 70% of an audience and are the segments most likely to benefit from
social marketing outreach. The following section describes the process we used to create an
outreach strategy designed for that segment of the audience.
Social Marketing Research and the 10-Step Framework
During the course of our research, we interviewed social marketing expert Nancy Lee. Our team
utilized her 10-step approach to developing a social marketing strategy, which is described in
detail in her book, Social Marketing: Influencing Behaviors for Good (2011). We used this
framework to develop our outreach and communications plan. The 10 steps as applied to our
project are as follows:
1. Background Research, Purpose and Focus of the Campaign: The first step is to
identify the issue you want to impact, the solutions to focus on, and gather other
background information.
2. Situation Analysis: A situation analysis is a part of social marketing background
research that helps to identify opportunities and threats to the success of the proposed
campaign, as well as important information from similar efforts.
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3. Target Audience: It is important to gather as much information as possible about the
target audience in order to tailor the social marketing strategy to their specific
characteristics.
4. Behavior Objectives and Goals: In social marketing, goals can be divided into short
term (knowledge), midterm (belief), and long term (action). Goals should connect to
measurable outcomes, so that an evaluation plan can monitor the campaign’s progress
towards the goals. Behavior objectives are the range of desired options for the audience
to take.
5. Audience Barriers, Benefits, Motivators, and the Competition: Understanding the
barriers to action is important in developing a social marketing strategy because if
unaddressed, they may pose a significant challenge to implementation and behavior
change.
6. Positioning Statement: A positioning statement describes the desired attitude or belief
for the audience to adopt. It is usually written in the form: “We want_________ to
see_________ as__________.”
7. Marketing Strategies: Marketing strategies can include a variety of products and
services, from tangible goods that can be distributed, to outreach programs where
volunteers talk with the target audience about the issue.
8. Monitoring and Evaluation Plan: The social marketing campaign should include some
methods of evaluating the impact of the campaign, such as tracking behavior changes of
the target audience or conducting a focus group to get feedback from the target audience.
9. Budget: This step is focused on assessing the resources available and costs for
implementing the outreach strategy.
10. Implementation Plan: The final step is to create a plan for exactly where, when, and
how the target audience will be communicated with or will be able to access the outreach
materials (Lee, 2011).
Our team completed the first eight steps of this social marketing framework to address sea level
rise adaptation strategies for the project area. The beginning sections of this report have already
covered the initial background and situational research outlined by the social marketing
framework in steps 1 and 2, as well as step 5 addressing barriers. The preceding sections of this
report also follow this framework to describe the target audience (step 3), objectives and goals
(step 4), positioning (step 6), strategies and toolkit (step 7), and some discussion of monitoring
and evaluation (step 8).
Section 7. Target Audience and Influencers
Introduction
The primary target audience for this report and the social marketing tools developed are
homeowners in the project area, as defined by the Jamestown S’Klallam Tribe. As was
previously discussed, this area is of importance to the Tribe due to their ancestral ties to the area
and ongoing treaty-protected fishing rights. Additionally, the area is significant in that is low
lying, which makes homeowners particularly vulnerable to sea level rise and inundation.
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This section further describes the target audience and the characteristics that inform our
communication strategy and toolkit development. It also describes key influences and their role,
as well as how they could serve as potential messengers or be leveraged as a distribution
channel.
Audience Characteristics and Similarities
Generalizing from Puget Sound area data that includes Clallam County, shoreline homeowners
are older, retired, have a high socioeconomic background, are well-educated, and very active
voters (Shore Friendly, 2014) (US Census Bureau, 2014):
● 68% are older than 60
● 59% are retired
● 41% have six figure incomes
● 81% have college degrees
● 96% voting rate
The median home value is above $400,000 in all three neighborhoods; in addition, sea level rise
projections indicate that all of these properties are faced with increased flood risk, even in the
less severe scenarios (JST, 2013). Every home falls under the same FEMA floodplain
designation for flooding.
Distinguishing the Audience Differences
There are also distinct differences between the three neighborhoods that should be considered
and will play a role in the development of our outreach and communications strategy. Median
home values increase from Jamestown Beach ($533,974), to Three Crabs Road (average value of
$544,974), to Seashore Lane ($713,931), as do the number of homes: 15 along Seashore Lane,
33 along Jamestown Beach, and approximately 60 along Three Crabs Road (Coastal Geologic
Services, 2014).
Property Shape and Size
Parcel shapes and sizes vary among the three neighborhoods. Residents along Three Crabs Rd.
are the only ones with normal shaped parcels but they are fairly small and backed by a road,
which makes retreat infeasible. Similarly, properties along Seashore Lane are bounded by a
wetland, also eliminating the possibility of the retreat option to move their homes back. Only
homeowners along Jamestown Road could consider moving their homes back due to having long
elongated parcels that and homes that are already somewhat distanced from the shoreline.
We find that a useful way to segment the project area for the purpose of identifying which
adaptation approaches are appropriate for individual properties and homeowners is by assessing
the following:
1. Properties with space to move back
2. Properties without space to move back
The presence of additional property space is an important factor in determining what options a
homeowner has available to them. People with additional space on their property have more
flexibility to pursue options such as moving their home landwards on their property.
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Resident Type
The audience can also be segmented by resident type. While a majority of residents in Seashore
Lane and Jamestown Beach appear to be full-time residents, Three Crabs Road is composed of a
mixture of full-time, part-time, and vacation rentals.
For Clallam County, the following is true of parcel ownership (Shore Friendly, 2014):
● 31% of parcels are held in legal structures (trusts, living estates, etc.)
● 52% of parcels with homes are owner-occupied
● 46% of parcels with homes are owned by people living outside the County
The split percentages of owner-occupied vs. second or rental homes also affects what adaptation
approaches are able to be taken. Since there is a large proportion of residents who rent their
homes, there is less of an opportunity for them to do something about the property’s risk to sea
level rise.
Actions Already Taken
Awareness of the actions that have already been taken by property owners in the project area is
also essential for segmenting the adaptation options they could pursue.
For example, Seashore Lane already has a soft shore berm that extends the length of all 15
properties that they installed after a major storm event in 2006 that caused significant flooding
and damage. These residents fit into the “innovator” and “early adopter” segments of the social
marketing framework (Lee, 2011). Therefore, outreach regarding environmentally preferable
shoreline protection is unnecessary since these residents have already taken action on that.
Other residents in the project area outside of Seashore Lane generally fall into the “early
majority” and “late majority” segments. Our strategies and Toolkit specifically target these
segments to focus on social marketing (Lee, 2011).
For additional information and a detailed comparison of the three project area neighborhoods,
see Appendix 2.
Stakeholders and Influencers
It is important to identify all groups that have an influence on the target audience and to
understand the following about each:
● Who are they and how diffuse are they?
● What is their stake in the issue?
● What power do they hold?
● Where are they in the chain of interaction?
● How could they be leveraged or help communicate this issue?
The following summarizes the key stakeholders and influencers identified through our research,
as well as suggested by the Jamestown S’Klallam Tribe and project mentors from Washington
Sea Grant. A more detailed description of each of these groups can be found in our Interim
Report. While each of these stakeholders is assessed on how well they could serve as the
messenger, toolkit implementer, or distribution channel, it should be noted that more than one
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entity could serve in this role. This list includes the building and real-estate industry, community
members and organizations, volunteer groups, non-profits, collaborative groups, government
agencies, and others.
Building and Real-Estate Industry
● Contractors and engineers: Contractors can advise residents about what types of
shoreline armoring techniques they should use to protect their homes, and have the
opportunity and influence to steer residents who are actively considering new shoreline
protection toward using soft shorelines.
● Realtors: If properly educated about the benefits of soft shore vs. hard shore armoring,
realtors could become an early communicator to get future homeowners thinking about
soft shore options.
Community Members and Organizations
● Local Champions: Local champions are proponents of soft shore and other resilient
approaches and live in the project area; they represent a trusted and known source of
information to their neighbors
● Homeowner’s Associations (HOA): Since engineered shoreline protection is more
effective on a larger scale, HOAs can be useful forums through which to introduce
alternatives to hard shore armoring and build support for other options; there are at least
two HOAs present in the project area.
Volunteer Groups
● Clallam County Shore Stewards: The Shore Stewards are a group of waterfront property
owners in Clallam County who voluntarily follow ten guidelines of shoreline living in
order to help protect their properties and coastal health.
● WSU Beach Watchers: The WSU Beach Watchers are a voluntary, marine stewardship
and education-based program which is not currently active or may have fused with the
Shore Stewards program.
Non-Profits
● Dungeness River Audubon Center (DRAC): DRAC works with the JST and others to
improve river habitat protection; DRAC could potentially be tapped to assist in delivering
communications.
● North Olympic Land Trust (NOLT): NOLT is a local conservation organization that is
currently working on bluff-erosion issues West of Dungeness Spit.
● The North Olympic Salmon Coalition (NOSC): NOSC is a non-profit organization
focused on salmon habitat restoration in the region. Given the relationship to shoreline
armoring, NOSC would likely be interested in helping to communicate on these issues.
● The Coastal Watershed Institute (CWI): CWI’s mission is “to protect and restore marine
and terrestrial ecosystems through scientific research and local community, place based
partnerships” (Coastal Watershed Institute, 2011). With overlapping interests, CWI could
be an important partner in delivering an outreach and communication strategy.
Collaborative Groups
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● Clallam County Marine Resources Committee (MRC): The MRC is a county-appointed
committee of diverse volunteers that advises Clallam County on shoreline management.
● Dungeness River Management Team: Composed of a group of individuals and
stakeholders in the Dungeness Watershed, the Dungeness River Management Team
works primarily on watershed management issues in the region.
Government Agencies – County and State
● Clallam County Department of Community Development (DCD): As the first point of
approval for shoreline permits, the DCD has a powerful influence over the behavior of
residents pursuing permits and has expressed an interest in providing information about
soft armoring techniques to residents applying for or seeking information on shoreline
protection and permits.
● Clallam County Emergency Management Division: The Emergency Management
division works with federal and local agencies to address emergencies of all types, from
technical assistance, emergency training, planning, and response.
● Clallam County Roads Division: The Roads Division works with the Peninsula Regional
Transportation Planning Organization to maintain County roads and trail systems.
● Washington State Department of Fish & Wildlife (WDFW): This is the department in
charge of Hydraulic Project Approval (HPA) within Washington State.
Government Agencies – Federal
● U.S. Fish and Wildlife Service: The US Fish and Wildlife Service manages the
Dungeness National Wildlife Refuge that encompasses the Spit and surrounding waters.
● Federal Emergency Management Administration (FEMA): Because FEMA has authority
to review permits issued by Clallam County on a case-by-case basis, they have the power
to effectively halt all (legal) residential shoreline protection projects in the project area.
● Army Corps of Engineers (ACOE): The ACOE is one of the permit-issuing agencies for
shoreline development. The ACOE is not likely to play a prominent role in an outreach
and communications plan.
Others
● Jamestown S’Klallam Tribe: With some members of the Tribe living along Jamestown
Beach and the Tribe itself holding fishing rights in the area, the JST inherently
encompasses multiple perspectives internally.
● Washington Sea Grant: Washington Sea Grant is already active in this issue, primarily
through research and technical assistance, as well as mentorship of this project.
● Local News Media: Local media organizations include the Sequim Gazette and the
Peninsula Daily News, which could be useful channels of communication.
● Additional Influencers and Channels of Communication: Schools, religious communities,
doctors’ offices, and other community gathering places could be useful to connect with in
order to reach out to those already established groups and locations that people would
interact with communications collateral.
Section 8. Goals and Objectives
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Goals
The primary goal of this strategy is to change residential behavior in two ways:
1. Decrease shoreline protection practices that are harmful to the environment
2. Increase sustainable and ecologically responsible home-protection practices
Objectives
The objectives of this outreach and communication strategy can be divided into short-term, midterm, and long-term objectives.
Short-Term Objectives
In the short-term, the primary objectives are to inform, engage, and begin to change the norms
and values of residents in the project area. This means disseminating information, providing
forums for residents to learn, discuss, and think critically about these issues. Residents should all
be aware of and believe projections for sea level rise and storm surge frequency and intensity.
Additionally, they should understand the ecological, aesthetic, and protection-value tradeoffs
associated with natural, soft, and hard-shore armoring. Moreover, residents should begin to
understand that shoreline armoring is a temporary solution at best.
Mid-Term Objectives
Moving into the mid-term, objectives relate to providing residents with adaptation steps they can
take that follow from newly established norms and values. Primarily, this adaptation should
come in the form of removal of hard-shore armoring where possible, and an end to installations
of new hard-shore armoring. At this point, residents should begin to consider retreat options as
permanent responses to the changing nature of their coastal properties.
Long-Term Objectives
In the long-term, the objective of this strategy is to push residents to make decisions that take
into consideration ecological effects and longer time-horizons. This means convincing residents
to stop investing in renovations or new construction in areas along the shoreline that are
susceptible to erosion or inundation from sea level rise or increasing storm surges and to elevate
or move their homes away from the shoreline.
Observable Outcomes
These three sets of objectives all feed into the goals of changing residences’ behavior. This goal
can be measured by tracking the number of homeowners who:
● Remove hard armoring
● Install soft armoring
● Maintain natural shorelines
● Move homes back on properties
● Sell homes to conservation organizations
To successfully monitor the impact of this strategy, the first step for the implementing
organization of this strategy should be to obtain thorough baseline information about the current
status of shoreline armoring. This should occur as early in the process as possible to help isolate
the impact of different elements of the Toolkit as they are implemented. This information could
potentially be obtained through the Ambassador Program or Online Survey, both of which are
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outlined later in this report in the Toolkit section. Alternately, the Clallam County Department of
Community Development, which handles permitting and shoreline issues, could easily track this
information or an organization already familiar to residents could be responsible for monitoring
the impacts.
Section 9. Positioning and Key Messages
Desired Positioning
In order to orient the desired audience position to be achieved as a result of the outreach and
communications plan, we use social marketing to inform our creation of a desired positioning
statement (Lee, 2011). Desired positioning statements usually take the form: “We
want__________ to see__________ as___________.” For this project, the desired positioning
statements are the following:
● We want homeowners with hard armoring to see removal/replacement with soft shore as
the best solution for protecting their homes and enjoying their property.
● We want homeowners without armoring to see soft/natural shorelines/other adaptation
methods as the best solution for protecting their homes and enjoying their property.
● We want homeowners to see planning for sea level rise as necessary.
Key Messages
These statements informed our strategy and toolkit items discussed below. Another important
step in a social marketing strategy is to develop key messages for the target audience. The key
messages for this campaign are:
● Don’t install hard armoring
● Sea level rise is coming, be prepared
● Soft armoring is better than hard armoring
Taglines
After developing the key messages, social marketers design taglines for their materials. Taglines
should be short, catchy, and to the point. The taglines we developed are:
● Plan Ahead for Sea level Rise
● Sea level rise is happening: learn how you can be ready
● Soft shorelines protect your home and the environment
● Elevate or relocate to prepare for rising seas
● Move your home landward
These desired positioning statements, key messages, and taglines were incorporated into the
outreach and communications plan to inform the content and design of the toolkit items that are
included in this report.
Section 10. Marketing Strategies and Toolkit
Introduction
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In developing the toolkit materials described below, we incorporated research on effective
climate change communication to inform our strategies. Our toolkit includes materials and
services for conducting outreach to shoreline homeowners in the project area. This section will
first describe the components of effective climate change communication, and then will present
the items in the toolkit that we developed, which include the following:
● Pamphlet and Landlord Letter
● Community Workshop
● Ambassador Program
● Hotline and Email
● Online Survey
● Visualizations
● 3D Scale Modeling
● Video Series
● Realtor Training Program
Climate Change Communication Strategies
We used research on how to effectively communicate climate change, including a work entitled
“Communicating Climate Change: Closing the Science Action Gap” by researchers Susanne
Moser and Lisa Dilling (2010), to inform our toolkit. Their findings, as well as those of other
climate communications experts, can be appropriately applied to sea level rise communication
strategies.
Climate change is an especially difficult topic to communicate, and changing behavior remains a
challenge in many ways. The following are basic suggestions for effective climate
communication that can have the greatest likelihood of creating behavior changes:
● Provide numerical uncertainty estimates to increase trust and accurate perception by
audience of the risk. (Joselyn & LeClerc 2013)
● Use worry appeals but not intense fear since it is more likely to result in behavior changes
(Smith and Leiserowitz, 2013)
● Provide actionable behaviors and changes after worry appeals to encourage positivity
about the ability to address the problem (Smith and Leiserowitz, 2013)
● Avoid being overly prescriptive, instead provide information about different options to
empower personal choice (Moser, 2010)
More detail on these climate change communications principles can be found in Appendix 3.
Next, we will present the outreach and communications toolkit that we developed. The toolkit
was informed not only by climate change communications strategies, but also by the research
performed by this team in the Interim Report and previous sections of this Final Report,
specifically, the social marketing framework.
Pamphlet and Landlord Letter
Our team created a pamphlet, the design and content of which was carefully informed by social
marketing research, climate change communication strategies, shoreline management techniques,
and best practices for responding to sea level rise. Since residents in the project area are well
educated and politically active, it is reasonable to assume that they would be receptive recipients
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of educational information in this form about sea level rise, armoring, and habitat (Shore
Friendly, 2014).
The pamphlet provides numeric uncertainty estimates for sea level rise in the project area along
with other information about the risk of sea level rise. It describes the options homeowners have
for preparing for sea level rise, including installing a soft shoreline, elevating their home, moving
their home landward, and relocation away from the shoreline.
The pamphlet is designed with a roof shape on top; marketing research indicates that an effective
way to design a pamphlet is to make it into the shape of what is being advertised, which in this
case is home protection (Top Design Mag, 2015). The font and background use high contrasting
colors because research shows that “merely enhancing the color contrast of a printed font so it is
easier to read can increase people’s acceptance of the truth of a statement (Cook and
Lewandowsky, 2011). A copy of the pamphlet can be found in Appendix 4.
The pamphlet can be distributed to shoreline residents via partner organizations, community
events, or being available at the Clallam County permitting office. For residents who are renters,
we also created a template letter that these residents can send to their landlord along with the
pamphlet. The letter is targeted to property landlords of homes in the project area who may live
elsewhere, and urges them to take steps to prepare their property for sea level rise. Since
landlords are concerned about safety risks to their renters, the letter is designed to express safety
concerns related to the risk of sea level rise and storm surges. The letter and pamphlet together
could be sent to the landlord, to provide them information on risks and options (pamphlet), and
why it’s important to their renter (letter). The template of this letter can be found in Appendix 5.
Shoreline Homeowner Community Workshop
A well-advertised, open-to-the-public, workshop would serve as an ideal way of kicking off an
outreach campaign. The program should be advertised publicly, inviting participation by any
interested residents. Holding a workshop of this nature would help to establish a sense of
legitimacy to the implementing organization among shoreline residents. As active voters, the
residents of the project area are likely more inclined to participate in this sort of public process
(Shore Friendly, 2014). The workshop would also help to build a sense of community and shared
responsibility among attendees and an opportunity to identify potential volunteers for the
Ambassador Program (see next).
Sample Agenda
The agenda used by the Kitsap Marine Shoreline Landowner Workshop, implemented by
Washington Sea Grant in 2007, was used as a template to design a sample agenda for the
Shoreline Homeowner Community Workshop (Citation).
9:00 - 9:15
9:15 - 9:30
9:30 - 9:45
9:45 - 10:15
10:15 - 10:30
10:30 - 11:30
Registration
Showing of Sea Level Rise Video Series
Group-discussion about videos
Sea level rise in the Northern Olympic Peninsula
Break / light refreshments
Panel Discussion: Hard, soft, and natural shorelines
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11:30 - 12:00
12:00 - 12:15
12:15 - 12:30
Panel discussion about local sea level rise issues
Overview of ambassador series
Small break-out group discussions: takeaways
Shoreline Ambassador Program
Direct communication with residents living along the shoreline is irreplaceable. The Shoreline
Ambassador program provides an avenue for two-way discussions with residents living within
the project area. Ambassadors could be recruited from the neighborhoods within the project area
to help establish a baseline of trust with those residents they speak with.
After the training discussed below, these Ambassadors could be deployed to speak with
community members at different points, and could leverage other elements of the Toolkit to
increase their effectiveness. The project area could be divided among ambassadors, with each
ambassador taking informal responsibility for a subset of houses, preferably those in areas
surrounding their own homes. Because many of these homeowners are retired, they likely have
available time to become involved in this program and the training (Shore Friendly, 2014).
This program is designed using lessons learned from similar shoreline ambassador programs in
Kitsap County, around Lake Charlevoix in Michigan, and the Citizen Action Training Program
initiated by the Nooksack Salmon Enhancement Association and (implemented in different
regions across Washington State). Additional guidance for developing this program was
provided by Jeff Adams of Washington Sea Grant, who is currently in the process of
implementing a “Shore Ambassadors” program in Kitsap County (Adams, 2015).
The logic behind an ambassador program of this nature is twofold. It will:
1. Help keep the implementer aware of the thoughts, concerns, and beliefs residents have
about climate change, sea level rise, and their properties and shorelines.
2. Build relationships with residents who could be targeted to either remove existing
armoring, or to refrain from installing new armoring.
3. Provide residents with a point of contact, ideally someone living within the community,
whom they can be comfortable bringing their questions about shoreline management to.
These ambassadors will help answer essential questions about sea level rise and shoreline
armoring. They will also assist in directing residents to local government offices, non-profit
organizations, and developers to assist them with sustainable shoreline management. In addition,
they might be used to help recruit homeowners to the Recognition Program.
It is important to note that such a program would require management and oversight. Any
oversight entity should have a good reputation in the community, preferably including a
representative familiar with community members, and should ideally have an expertise in
shoreline management issues. Management of the program would include:
1. Recruitment
2. Training
3. Deployment
4. Tracking
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1. Ambassador Recruitment
A number of methods could be used to recruit participants to the Ambassador program, focusing
on attracting local shoreline homeowners from within the project area. Ideal candidates for the
program would have no affiliation with the government, the Tribe, or any interested or affiliated
organizations. Ambassadors can be recruited in a variety of ways.
Direct Mailings
One way to recruit ambassadors would be to send direct mailings to residents providing basic
information about the program. If the implementing organization chooses to hold a Shoreline
Homeowner Community Workshop, these mailings should advertise both that event and the
ambassador program. This method is highly encouraged, as it would serve both to recruit
ambassadors and introduce other residents to the program. Mailings should also include:
● Topics ambassadors will discuss with homeowners
● Time-commitment required for training and volunteering
● Map of project area divided into subsections for which ambassadors would be
“responsible”
● Date of ambassador training workshop
Collaborations and Partnerships
One option for implementing this program would be to collaborate with a non-profit or
community organization already working on relevant issues within the project area. These
collaborations could take at least three potential forms. The first, and most desirable, would be to
ask these organizations to assist with recruitment using their existing networks (through mailing
lists, newsletters, advertising on websites, etc.).
A second approach to partnering to implement the program would be to build the core elements
of the ambassador program into an existing volunteer program already in place (for example the
Shore Stewards program). A third form of collaboration would be to seek staff members from
stakeholder organizations to volunteer or work as ambassadors themselves. Potential
collaborative partners are discussed in detail in the stakeholder analysis later in this report.
Another option would be to leverage existing connections with residents from the project area
who already have a shared interest in protecting the shoreline.
2. Ambassador Training
Recruited ambassadors should be given short, half-day trainings to prepare them with knowledge
of relevant subjects. These trainings should be conducted with groups of ambassadors on an
annual or semiannual basis. Training groups instead of individuals is suggested because it should
save on costs and help create a sense of shared responsibility for the program, thereby
encouraging those who complete the training to follow through with their volunteer
commitments.
Topics for training should include:
● Overview of global climate change and sea level rise; scientific understanding and
consensus about these issues
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● Projected sea level rise and increased storm surge intensity and frequency in Washington
State and North Olympic Peninsula
● Comparison of natural, soft and hard shoreline armoring in terms of property protection,
ecological impacts, and permitting restrictions
To encourage ambassadors to participate in volunteering opportunities, they could be asked to
commit to serving a set number of hours over a period following the completion of their training
(for example, 10 hours of door-to-door outreach within the first 6-months of training).
3. Ambassador Deployment
Ambassadors could be strategically deployed to volunteer time in a number of different roles.
The ambassador program could be used for several different things.
Door-to-Door
Ambassadors could be sent door-to-door in their neighborhoods to introduce themselves to
homeowners and residents and explain the ambassador program. Ambassadors should be armed
with knowledge from their training and information pamphlets to help direct conversations,
provide visual aids, and to leave residents with a guide to finding further information. In
addition, ambassadors should also offer a copy of the sea level rise video series, which they
could leave in the form of a DVD. Lastly, they should also have letters to landlords for those
residents renting their homes. This would help to familiarize residents with the program and their
individual ambassadors.
Individual Visits After Focusing Events
This option would involve dispersing ambassadors to be “on-call” to visit homes in their
neighborhood in the wake of major storm events. People are most willing to change their beliefs
and behavior, and to increase their desire for policy change, in the wake of a major focusing
event, especially for those without deeply held beliefs about contentious issues. According to a
study by Howe and Leiserowitz (2013), “...both this study and previous findings imply that
extreme weather events can act as teachable moments for those who do not have strongly held
beliefs about climate change.” Sending ambassadors to speak to residents about shoreline
management immediately following major storm events would increase the receptiveness of
residents to ambassador messages.
Hotline Calls and Emails
Ambassadors could be involved with taking shifts to respond to incoming calls and emails from
the shoreline hotline, thereby alleviating cost concerns related to maintain response staff
specifically for this purpose. This role is explained in greater detail in the Shoreline Hotline and
Email Toolkit section below.
Community Outreach
The ambassadors could also be used to attend local community events, such as farmer’s markets
or public assemblies, where they would explain the program, provide information about
shoreline management practices, and distribute information pamphlets.
4. Tracking Interactions
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Documenting and organizing data from ambassador (attempted and actual) interactions with
residents is vital for several reasons. It can help to identify intervention points with high rates of
engagement, prevent unnecessarily or unintentionally repetitive outreach attempts, and help to
aggregate feedback, concerns, and complaints from residents. To accommodate those unfamiliar
or uncomfortable with using spreadsheets online, it would be best to design a spreadsheet that
could be easily printed so as to allow these ambassadors to document their interactions by hand.
A simple shared online spreadsheet could be used to track information including:
● Dates, times and locations of attempts to speak with residents
● Topics covered in conversations
● Feedback, questions, concerns raised by residents
● Literature distributed
● Requests for more information or no further contact
Shoreline Hotline and Email
Due to the general complexity and distrust with which people view the government, it would be
beneficial to develop the Shoreline Hotline as an alternative channel of communication for
homeowners. The Shoreline Hotline would connect coastal homeowners with people who can
give them advice about shoreline protection options and what do following major storm event.
Clallam County DCD and permitting staff are not allowed to offer specific recommendations to
homeowners in regards to shoreline engineers or contractors, due to the risk of fairness issues.
By using the Shoreline Hotline, which could be managed by the Ambassadors or another nongovernmental organization, homeowners can be given specific suggestions of which builders are
best.
Homeowners could connect with the Hotline by phone or email for the following purposes:
1. General advice on shoreline management and protection
2. Speak with someone about permitting
3. Help on what to do after a storm event
4. Report illegal armoring
Resources Needed
Creating the Shoreline Hotline will require the following resources:
● Simple cell phone (pre-paid or pay as you go)
● Hotline email address
● Someone to respond to calls/emails
● ~1 hour/day time commitment
Management of the Hotline
The Hotline could be managed by the Shoreline Ambassadors. Specifically, the Ambassadors
can establish an “On-call Ambassador Network” where responsibility for answering the Hotline
calls and emails rotates to a different on-call Ambassador each week. This type of on-call system
is used by other emergency-response programs in the region such as in King County for
combined sewer overflows. By using a rotating system, Hotline duties can be split so that they
are not overwhelming for volunteer Ambassadors and the time commitment is kept manageable.
At the end of a each 1-week rotation, the current On-call Ambassador would hand off the phone
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to the next On-call Ambassador, either in person or at a centrally located dropbox; responsibility
for responding to emails to the Hotline account would also transition at this point. In the case of
a major storm, the full network of Ambassadors would be mobilized to respond to the event and
aid the community.
Connection to other Toolkit Resources
The Shoreline Hotline utilizes other Toolkit resources to help direct callers to the appropriate
information. Most essentially, the Hotline requires the implementation of the Ambassador
program or some other group, such as a local non-profit, that is willing to take responsibility for
fielding calls and responding to emails.
Response Guide
In order to guide responding Ambassadors of what they should do or what information they
should provide in response to Hotline calls or emails, we created a response guide. The response
guide illustrates the purposes and motivations of why homeowners may be contacting the
Hotline. It identifies four general purposes:
1. Advice on shoreline management and protection
2. Info on permitting
3. What to do after a storm event
4. Reporting illegal armoring.
This guide is included in Appendix 6.
On-call Ambassadors should record their communications and interactions made through the
Hotline in a database and respond to all calls and emails within 24 hours.
Emergency Management in Clallam County
Clallam County currently has a general County Alert System in place for emergencies and other
important community news. The system provides critical information on situations such as
severe weather, unexpected road closures, missing persons, and evacuations of buildings or
neighborhoods. The Alert System allows you to customize what kinds of information you want
to receive and how you want to receive it. If the Ambassador program were unable to manage the
Shoreline Hotline, it is possible that some of the information they would supply could be added
to the Alert System. However, because the Alert System issues pre-event warnings rather than
post-event advice, its usefulness would be limited.
Origins of the Idea
It is not apparent whether a hotline of this nature is used for any other programs focusing on
shoreline protection and management. The Shoreline Hotline is a hybrid hotline that combines
advice and reporting functions. More common hotlines include crisis hotlines for advice and
support, and nuisance hotlines for complaints and reporting local violations. The idea for the
Shoreline Hotline originated from an example of a hotline for reporting pet waste. Starting with
the idea that there could be a hotline for reporting illegal armoring, the idea grew to also include
providing advice about shoreline management and protection, permitting information, and what
to do after a storm event. The rotating, on-call system for Ambassadors to serve as responders,
was inspired by knowledge from one of our team members who works at King County and has
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observed the use of this system for responding to combined sewer overflows within the
Wastewater Treatment Division and Community Relations team.
Homeowner Property Survey
Direct communication is vital for community outreach. However, because some of the properties
are vacation rentals or part-time homes, many residents are not physically present at the property
throughout the year. In order to provide a holistic community outreach strategy the online
Homeowner Property Survey can be used to provide an additional mode of communicating
information to residents who are seasonal or temporary.
The Survey can be easily created by a third party or even the Tribe. The tool could be accessible
through the Jamestown S’Klallam Tribe’s website, hosted on a partner site, or on a specialized
website created for this purpose. The organization who implements this tool would be
responsible for creating the survey and tracking the information.
Survey Use and Format
The Homeowner Property Survey allows residents to see and learn about their property’s current
situation and projected risk due to sea level rise.
It will inform about the alternatives for shoreline home protection and how their decisions affect
or help the biota in their “back or front yard”. The benefits of being an electronic interactive
survey is the flexibility that it allows residents to take the web-based survey from the comfort of
your home at any time, and receiving an instantaneous assessment after completing the survey.
The survey includes three parts:
1. Locating Your Neighborhood: The survey-taker begins by selecting their property
location throughout a series of maps. Each time the participant selects a map, that area is
enlarged until there is a three house range option. The three house range option is
designed to avoid the sense of invasion of privacy and still be as rigorous as possible.
2. Demographics: This section of the survey includes two parts: Part A collects data about
the participant (i.e. gender, age, household composition, etc.) and Part B collects data
about the property’s layout and location. Part B will present a visual that can be
manipulated by the participant, so they could depict the shape of their property, indicate
how close or far their house is located from the shoreline and if they have space to move
away from the shoreline. After selecting the location that closely resembles their home
and property, the survey will ask questions such as: How many floors does your home
have? Does it include a basement? Is your home elevated? If so, how many feet above the
ground?
3. Results: This section is intended to provide the participant with an assessment about their
current situation and the expected outcomes if they decided not to act and adapt to sea
level rise. In addition, this segment provides suggestions, such as“If you move major
appliances (like washer and drier) to higher grounds you may be eligible for a flood
insurance premium reduction, check your local insurance for more information.” Finally,
30
participants will be directed to the appropriate agencies if the wish to seek more
information.
For a draft outline of the Property Survey and sample questions, see Appendix 7.
Distributing the Survey
The Property Survey presents an opportunity to distribute information about sea level rise.
Although its main target is part-time residents and vacation rental properties, the tools can be
also be used by full-time residents. People who contact the Shoreline Hotline may be directed to
the survey so they could assess their property before going to the County or insurance company.
The Ambassadors could also recommend homeowners use the Survey in order to gather more
information about their current situation prior to deciding on a type of armoring. Ultimately, the
goal of this tool is to empower residents with the information about their current and potential
risk so they can make informed decisions about how to invest in shoreline property protection.
Incentivizing Participation
The Survey provides instant feedback to the participant, which is one incentive to participate.
Residents who complete the survey could also earn recognition for doing so. The idea is to
promote greater knowledge and to reward those residents who engage in smart shoreline
adaptation behaviors. Recognizing these residents for taking the survey as a first step to learning
about adaptive choices, can help other community members realize that people’s behaviors need
to be modified in order to coexist with nature, and that continuous denial and hesitation to adapt
will lead to greater economic loss in the near future.
Visualizations
When communicating about climate change and its impacts, it is important to understand the
challenges of communicating such a complex problem. Sea level rises gradually and with a
subtlety that people cannot notice until imminent danger is evident, such as property damages,
water intrusion, or property-designated eminent domain due to extensive land degradation. For
this reason, it is difficult to encourage action in the near-term when the impacts of sea level rise
are not as obvious.
Creating images that illustrates the negative impact of sea level rise and development along the
shoreline is a form of passive communication. These visuals can help to convey the idea that sea
level rise is both a problem in the future, and today. Research has shown that “most Americans
do not feel a personal connection to climate change…they are aware and concerned, but they do
not perceive it as a near-term priority” (CRED, 2009). In trying to address that sentiment and the
temporal barriers, photographic alterations can create a mirror effect.
In order to develop a way to communicate about climate change and sea-level rise using images,
we established three terms: retrospects, progressions, and projections. We define these terms as
follows:
1. Retrospects: Images of before and after storm events.
2. Progressions: A series of images that show change over time.
3. Projections: Images of how things will look in the future.
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We identify that projections of these, projections could be best applied for the project area, as
described below.
Use of Projection Images
Projection images can serve as educational tools to help people visualize the possible effects of
future sea level rise in their area. The intention is to elicit a degree of worry in participants about
risk that can inspire them to do something in response, such as educating themselves about how
to prepare for sea level rise and applying preventive measures such as resilient flood
management practices. A beautiful home today could be significantly damaged or inundated by
storms and sea level rise in the future if the necessary measures are not taken to prevent losses.
These manipulated images help to communicate the potential losses that will result if
homeowners do not change and helps induce a sense of urgency and motivation that can
stimulate people towards preventative actions which can reduce their risk of property loss in the
future.
Below, Figure 5 shows an example of a Projection image of a home within the project area that
was created by using CanVis3.
Figure 5: Example Projection Image
Current Situation
Future Projection
Images for these visualizations should be from the project area rather than from other locations
in order to lead people to take a participant position in the problem, rather than an observant
position, where they are removed from the issue. Seeing these types of images of the place where
they live, can help to instill a participatory position in the residents in the project area and
encourage them to take actions toward preparedness. Projection images of the project area also
help to appeal to people’s emotional side and motivate them to act.
These images can be used as supplemental or principal communications tools; however, it would
be preferable for them to be used along with other tools, such as the pamphlet, which help to turn
the worry caused by these images into hopeful solutions.
Creating Projection Images Using CanVis 3
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The software used to alter photos to create Projection images is called CanVis3 and was
developed by the National Oceanic and Atmospheric Administration (NOAA). This tool is a free
resource with the purpose of allowing users to “create realistic simulations with minimal
computer skills” (NOAA, 2008).
3D Scale Modeling
Small Scale 3D Models have long been use in the architectural community to ease and improve
decision-making. While 2D images can create emotional reactions, they do not serve much as an
action conduit, since the purpose is just to raise awareness of an issue. 3D models present the
opportunity to employ the rational side of the brain since they create a better view and
understanding of the problem.
For example, a 3D model makes it is easier to see how much space a shoreline home has to be
moved further back on the property to avoid damage. People experience life in three dimensions,
so providing homeowners the opportunity to view climate change and sea level rise simulations
via a 3D platform is more realistic; this facilitates decision making and adds urgency to the
seriousness of this environmental problem.
A form of 3D modeling that has been used for climate change education is a videogame called
“Future Delta” developed by the Collaborative for Advanced Landscape Planning (CALP). The
project builds upon a number of scenarios based on climate projections and displays the resulting
effects of climate change on a community called Delta in southwestern British Columbia.
According to the Simon Fraser University, “Future Delta is a serious video game where players
can see and experience an alternative future that reflects the decision they make now. The game
begins in 2100 with a charred and dystopic Earth that passed a climate change tipping point…
but this is a preventable future, and your are given a chance to re-write it” (Simon Fraser
University, 2014). The game gives players the ability to better understand climate vulnerabilities
while challenging them to take actions within the game to become more resilient, rather than
feeling paralyzed by global action. Below is an excerpt from one of the game’s scenarios and the
adaptation strategies it illustrates:
[Excerpt] “The Bay transforms into an amphibious neighborhood. There are floating
buildings that are resilient to periodic inundation and rising seas while running on
renewable energy such as tidal and wind. Over the decades, this design prevents storm
damage, property losses, insurance claims, and civil lawsuits. Although expensive at first,
it inevitably saves taxpayers billions of dollars, which is instead available for other
sustainable development programs and incentives...”
(Simon Fraser University, 2014).
Although Future Delta is still in being tested in a Beta version, and developing a new simulation
game like this is out of the scope of this project, it is nevertheless an interesting and potential
tool for organizations and agencies addressing sea level rise adaptation to be aware of. A
summary of the phone interview with lead outreach coordinator Deepti Iype Matthews can be
found in the Appendix 8.
Coastal Climate Change Video Series
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Short videos can be an effective medium for providing information to residents in a concise,
easily understood, and engaging manner. They can be particularly useful as a source of
information that residents can access at their own convenience. The Coastal Climate Change
video series produced by Oregon Sea Grant in conjunction with Oregon State University
provides a good general template for creating a video or video series specific to this project area
(Oregon Sea Grant, 2015).
The series uses the widely followed guidelines for undoing misinformation outlined in The
Debunking Handbook (Cook and Lewandowsky, 2011). Specifically, the video series:
● Avoided any mention of an “ongoing debate” around climate change or sea level rise
● Used simple and easy to understand terminology
● Framed the risks associated with climate change in an apolitical manner
While the video series do not provide specific guidelines for how to protect properties and homes
against shoreline erosion, they provide a clear and concise summary of important background
information.
Subject Matter Covered in Video Series
The first two videos in the Coastal Climate Change series include a solid foundation about the
following topics:
● Climate change science
● Sea level rise and projections for Oregon
● The increasing speed with which these phenomena are occurring
● The importance of resiliency and adaptation
● The range of parties affected by these issues
● The widespread movement towards soft-shore protection techniques
● The transformative changes to culture that are necessary to addressing these issues
The third video, Community Resilience: The Neskowin Case, provides a good example of a
somewhat similar community to our project area that successfully came together to select and
implement new regulations restricting property rights in their town to address both short and
long-term concerns related to climate change and sea level rise, providing a template for other
communities in the region.
Applicability
Given the similarity of the coastal issues facing Washington and Oregon, as well as their
geographic proximity, and the use of experts from both states, we believe that the Coastal
Climate Change series could successfully be used in part or in whole within the project area,
rather than creating a new series.
We pared down the existing videos to focus on the most important information for achieving the
intended objectives in our project area (Oregon Sea Grant, 2015). Below is a brief overview of
possible additions that could be made to improve the series further.
Potential Supplements
34
As currently constructed, the selection of clips from the Oregon series lack a thorough discussion
of shoreline protection techniques. Additional interviews could be added reviewing different
shoreline management techniques, with an emphasis on the harmful ecological impacts of hardshore armoring, the protective power of soft-shore armoring and the aesthetic value of natural
shorelines.
In theory, a video similar to third video in the Oregon series, The Neskowin Case, could be made
examining how the homeowners on Seashore Lane banded together, worked with local officials,
and eventually reached a joint agreement about how to move forward with a neighborhood-wide
soft-shoreline protection model. However, the large differences between the Seashore Lane
neighborhood and other parts of the project area (specifically in terms of income levels, physical
distance between homes, and the regularity of interactions among residents) might decrease the
value of such a video.
Sharing Videos with Shoreline Residents
After determining the content of the video series, the next step is to share the series with
residents.
Direct Sharing
Using other parts of the Toolkit will be vital for this task. Ambassadors could deliver the series
either directly (leaving DVDs with residents) or indirectly (including a link to access the series
on the Pamphlet). The video could also be an effective way of opening the Shoreline
Homeowner Community Workshop. Finally, the video could be shared on the Washington Sea
Grant website and the implementing organization’s site, and advertised through their existing
communication channels.
Indirect Use
Other groups and organizations could be leveraged to help direct residents to the video series.
This could be done directly on organization websites, through social media platforms, via email
blasts and within newsletters.
Oregon Videos & Selected Clips
Recommended videos include How Soon do we Have to Think Differently? How Should we
Adapt? and Community Resilience: the Neskowin Case. For the links to these videos, see
Appendix 9.
Realtor Training Program
Realtors play an important role early in the process for potential homeowners. Since a successful
sale depends on how a property is listed, realtors must identify what their clientele are looking
for and then emphasize or de-emphasize certain aspects of a property. The existence of a
bulkhead is typically mentioned in a listing; however the lack of any type of armoring isn’t
normally listed although it represents a liability to the property and something that the buyer may
need to add. If properly educated about the benefits of soft shore vs. hard shore armoring,
realtors could become an early communicator to get these future homeowners already thinking
about soft shore options. Soft shore berms preserve beach access whereas hard shores eliminate
it; for sale properties that already have soft shorelines, realtors could emphasize this and other
35
aesthetic qualities of the beachfront that could make the listing more attractive. In addition,
realtors have a keen understanding of the neighborhoods they work in and have been in business
in those areas for many years. The realtor training program will help to teach realtors about the
risks to properties from sea level rise and hard armoring, how to identify resilient features and
opportunities for adding them, and how to “sell” resiliency. For an outline of this training, see
Appendix 10 for the sample PowerPoint slides.
Similar Programs
From investigating realtor training programs in Washington, it appears that there have been at
least two other realtor training programs that were similar. San Juan County offered a “Water in
San Juan County” workshop for real estate professionals that focused on various water resource
issues in the County. The workshop was a for-credit course that was provided for free to
members of the San Juan Island Association of Realtors and for $60 for non-members
(Gambrell, 2009). Running a full day, the workshop was hosted by the Friends of the San Juans
(a non-profit), the San Juan County Marine Resources Committee, and the San Juan Island
Association of Realtors.
Similarly, the Washington State University (WSU) Extension has offered a full day “Shoreline
Real Estate Workshop - Strategies for Increasing Values, Protecting Habitat, and Going Green.”
The course was priced at $135 and certified by Washington State Department of Licensing to
provide 7.5 continuing clock hours for real estate brokers (WSU Extension, 2013). The
workshop focused on the Green Shorelines program around Lake Sammamish and Lake
Washington and covered the following, as well as a field trip:
1.
2.
3.
4.
5.
Understanding Shorelines
Shoreline Regulations and Permits
Shoreline Development Options
Marketing and Valuation with Green Infrastructure and Environmental Considerations
How Realtors Can Be Involved
In addition, there is an existing and on-going realtor training program run by WSU Jefferson
County that focuses on shoreline issues. Other realtor training programs are currently being
developed as well.
Participation Incentives
The realtor training workshop being developed for Clallam County should incentivize realtors by
seeking Washington State Department of Licensing certification and offering the course for
credit hours that count towards realtor accreditation. By offering the workshop for free or by
subsidizing the cost, realtors can be additionally incentivized to attend this important training.
Delivering the Training
DCD planning staff have previously presented to the Sequim Association of Realtors about the
SMP updates, and would be good to candidates to deliver this presentation since they already
have existing ties and have presented to these realtors before. Both the Sequim and Port Angeles
Associations of Realtors are reportedly very active in Clallam County so have the organizational
capacity to help support having a workshop like this hosted.
36
WSU Extension has a presence in Clallam County and would be a similarly good candidate for
hosting this training workshop. WSU Extension is already active with other local shoreline
programs, such as the Beach Watchers, which gives it credibility within the community as a
trusted source of information. Additionally, having successfully put together the realtor
workshop for the Green Shorelines program, WSU Extension already has experience running
this type of workshop.
Origins of the Idea
This Toolkit item was developed based on feedback from client representatives from the
Jamestown S’Klallam Tribe and project mentors from Washington Sea Grant due to their
familiarity with the Green Shoreline realtor workshop and Shore Friendly efforts in neighboring
counties.
Section 11. Recommendations and Next Steps
Summary
In this report, we primarily used a social marketing approach for creating the above Toolkit
materials and programs for educating residents in the project area about the impacts of sea level
rise and providing them with resources to help deal with these impacts.
In our Interim Report, which is the companion to this report, we fully explored the regulatory
context of shoreline management and protection in Clallam County in order to identify some of
the additional barriers and challenges faced by homeowners. Additionally, we provided a brief
discussion of regulatory approaches to sea level rise in a previous section of this Final Report.
Providing recommendations regarding the pursuit of specific regulatory approaches is outside of
the scope of this project; however, our initial research highlighted the importance of clear
monitoring and enforcement guidelines, as well as the benefit of incentives.
In order to achieve long term change that will support the behaviors targeted by the Toolkit
programs, there needs to be continued research and advocacy related to regulatory changes and
economic incentives at the County level. These changes would help to decrease barriers faced by
homeowners and provide them with the additional support needed to change their behaviors.
Completing the Social Marketing Framework
This report covers the first eight steps of the ten step social marketing framework described
previously. What remains to complete the framework are creating a clearer budget around these
tools and identifying organizations who would be implementers of the tools. While some of these
tools suggest potential metrics for evaluation and monitoring, this is a partial step that will also
need to be expanded for each tool.
Examples of evaluations and metrics that could be used include forming a focus group to identify
what people think of the Toolkit programs and tracking the amount of inquiries to soft shore
contractors and permit applications for other adaptive approaches. While these are only a few
37
suggestions of metrics for evaluation and monitoring, we acknowledge that the implementer will
need to expand upon this list.
In order to complete this framework to fully prepare the Toolkit materials for implementation,
interested organizations should reference Nancy Lee’s Social Marketing Planning Worksheets in
Appendix 11 of this report and use those to guide the creation of a full implementation plan.
Identifying Funding and an Implementer
For any of these tools to be implemented, a funding source will need to be identified. Whether
that is through grant funding or whether an implementer would be able to financially take on that
responsibility is unclear. However, each of these tools will require at least some startup cost and
need to be managed with the oversight of a well-respected, local organization. The Tribe should
help seek partnership opportunities with organizations that would be appropriate for this role and
leverage their existing relationships within the community to do so. By distributing and
presenting this report to stakeholders and influencers described previously, we are hopeful that
an implementer will come forward to adopt these ready-made strategies and programs.
Toolkit Implementation Priorities
In implementing the Toolkit items, we acknowledge that there will be varying costs between the
programs that may make it difficult for one entity to implement all of them conjunctly. Although
they do work best as a comprehensive approach, many of the Toolkit items can be successful on
their own and implemented individually or be separate organizations.
In realizing that financial constraints may affect which tools are used and adopted, we suggest
the implementation of what we believe to be the most significant tools in their ability to change
minds and behaviors: the Community Workshop, Ambassador Program, Pamphlet, and Realtor
Training. Each of these items can be implemented individually or jointly and represent a range of
differing costs for implementation.
Final Thoughts
In closing, our research about the communities in the project area and their situational context
led us to develop a strategy to communicate the forthcoming risks of living near the shoreline.
While creating the Toolkit, we focused on designing materials and services that will help these
residents to respond to rising sea levels, and the related barriers they are faced with, in
environmentally conscious ways.
Most importantly, actions should follow soon after this report, either through the implementation
of the Toolkit as a whole or through those items that are most financially feasible. Ultimately,
what matters is that the shoreline community in the project area is engaged and aware of the
consequence of decisions they make today. Achieving social, cultural, and behavioral change is a
long process that will require an investment of time and resources. Establishing a new shoreline
culture will be challenging, but similar to sea level rise adaptation, resilience is the key to
success.
38
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http://wires.wiley.com/WileyCDA/WiresArticle/wisId-WCC11.html
National Oceanic and Atmospheric Administration. (2008). Using CanVis for Visualizations.
NOAA: http://coast.noaa.gov/digitalcoast/_/pdf/CanVisGuidanceDocumentSeptember2008.pdf
North Olympic Land Trust. (2014). Retrieved from: http://northolympiclandtrust.org/
NY Rising. (2014). “NY Rising Buyout ad Acquisition Program.” Governor’s Office of Storm
Recovery. Retrieved from http://stormrecovery.ny.gov/ny-rising-buyout-and-acquisitionprograms
Shore Friendly. “Social Marketing to Reduce Shoreline Armoring.” (2014, April 24). Retrieved
from http://wdfw.wa.gov/grants/ps_marine_nearshore/files/shore_friendly.pdf
Shore Stewards. “Clallam County Shore Stewards.” (2008). Retrieved from
http://www.shorestewards.wsu.edu/clallam/.
Siders, Anne. “Managed Coastal Retreat: A Legal Handbook on Shifting Development Away
from Vulnerable Areas.” 41-83. Columbia Law. Columbia University, Oct. 2013. Web. 12 Jan.
2015. https://web.law.columbia.edu/sites/default/files/microsites/climatechange/files/Publications/Fellows/ManagedCoastalRetreat_FINAL_Oct%2030.pdf
Simon Fraser University. (n.d.). Future Delta. Retrieved from Simon Fraser University Engaging
the World: http://www.sfu.ca/rise/entries/future-delta.html
Spiegel, Jan. (2013, September 16). “Despite Storms, Few Coastal Homeowners are Open to
Buyouts.” The CT Mirror. Retrieved from http://ctmirror.org/despite-storms-few-coastalhomeowners-are-open-buyouts/
Steffens, Erik. Private Consultant. Report Prepared for the North Olympic Land Trust and the
Recreation and Conservation Office North Olympic Land Trust. Dungeness Drift Cell:
Conservation Tool Box. (2014, September).
Täuber, S., van Zomeren, M., & Kutlaca, M. (2014). Should the moral core of climate issues be
43
emphasized or downplayed in public discourse? Three ways to successfully manage the doubleedged sword of moral communication.Climatic Change, 1-12.
The Trust for Public Land. Puget Sound Shoreline Strategy Update. (2013). Retrieved from:
https://www.tpl.org/sites/default/files/Puget Sound Shoreline Strategy Update 2013.pdf
US Census Bureau. “Sequim QuickFacts.” (2014, July 8). Retrieved from
http://quickfacts.census.gov/qfd/states/53/5363385.html
U.S. Fish & Wildlife Service. Dungeness National Wildlife Refuge. (2014, December 4).
Retrieved from U.S. Fish & Wildlife: http://www.fws.gov/refuge/dungeness/
Washington State Department of Ecology. (2010). Marine Shoreline Armoring in Puget Sound:
Frequently Asked Questions. https://fortress.wa.gov/ecy/publications/publications/1006003.pdf
Washington State Department of Ecology. Climate Change. Sea Level Rise and Coastal
Hazards. (2012). Retrieved from Department of Ecology:
http://www.ecy.wa.gov/climatechange/2012ccrs/coasts.htm
Washington State Department of Ecology. Puget Sound Feeder Bluffs. Ecological Functions and
No Net Loss. (2014). Retrieved from Department of Ecology:
www.ecy.wa.gov/programs/sea/shorelines/FeederBluffs/management/NoNetLoss.html
Washington State Department of Ecology. Shorelands & Environmental Assistance. Shoreline
Management Home. Shoreline Stabilization Home. Summaries: Shoreline Stabilization
Measures. (2014). Retrieved from Department of Ecology:
www.ecy.wa.gov/programs/sea/shorelines/stabilization/summaries.html#vegetation
Washington State Department of Ecology. Shoreline Master Program Planning and
Implementation Guidance. Soft Shoreline Stabilization. (2014, March). Retreived from
Department of Ecology: https://fortress.wa.gov/ecy/publications/publications/1406009.pdf
Washington State Department of Transportation, Climate Impacts Vulnerability Assessment.
(November, 2011). Retrieved from Department of Transportation:
http://www.wsdot.wa.gov/NR/rdonlyres/B290651B-24FD-40EC-BEC3EE5097ED0618/0/WSDOTClimateImpactsVulnerabilityAssessmentforFHWAFinal.pdf
WDFW Licensing: HPA. Retrieved from
http://wdfw.wa.gov/licensing/hpa/rulemaking/final_draft_hpa_rules_201411031309.pdf
WDFW Rulemaking: Final Draft HPA Rules 2014. Retrieved from
http://wdfw.wa.gov/licensing/hpa/rulemaking/final_draft_hpa_rules_201411031309.pdf
WSU Extension. (2013). “Shoreline Real Estate Workshop – Strategies for Increasing Values,
Protecting Habitat, and Going Green.” http://www.brownpapertickets.com/event/456985
44
Section 13. Appendices
Appendix 1: Shoreline Stabilization Continuum (Soft Shoreline Stabilization, 2014)
45
Appendix 2: Project Area Neighborhood Comparison
Three Crabs Rd.
Seashore Ln.
Jamestown Beach
Home Value Range
$55,038 - $821,112
$253,125 - $856,148 $37,033 - $828,620
Median Home Value
$544,974
$713,931
$533,974
Types of Homes
Mix of new and old
Newer
Older
Total Homes
~60
15
33
Types Residents
⅓ Full time
⅓ Part time
⅓ Vacation rentals
Mostly full-time
Seems to be mostly
full time, some Tribeowned properties
Parcel Shape
“Normal” size and
shape parcels
Small, extremely
long, winding & thin
Small, long & thin
rectangles;
Beach Characteristics
Homes are very close Homes are very
to the beach
close to the beach
Homes are set back
and across a road
Types of Shoreline
Riprap
Seawall
Natural → Soft Berm
Natural
Soft-shore berm
Riprap
Natural
Floodplain
FEMA Flood Zone A
FEMA Flood Zone A
FEMA Flood Zone A
Vulnerability to Sea
Level Rise
Most vulnerable
Slightly less
vulnerable
Less vulnerable
Zoning Designation
R5 (rural low)
R5 (rural low)
NC (rural
neighborhood
conservation)
Neighborhood
Groups/Organizations
Non-active HOA “Dungeness Beach
Estates Owners
Association”
Active HOA - “The
Beach Property
Owner’s
Association”
Unknown
Neighborhood
Innovators
Yes – Shore
Stewards, soft shore
proponents
Yes – soft shore
proponents
Unknown
*Home values calculated from the Puget Sound Shoreline Parcel Segmentation data (Coastal
Geologic Services, 2014)
46
Appendix 3: Effective Climate Change Communication Strategies
There is a growing body of research on how to effectively communicate about climate change,
and this can be used to inform our strategy to communicate sea-level rise. The research includes
findings on how to frame messages and information in order to increase audience understanding
of the science and promote behavior changes. Much of the literature recognizes that climate
change is an especially difficult topic to communicate, and changing behavior remains a
challenge in many ways (Moser, 2010). Yet, there are some lessons that can be used from the
research to make a communication piece as effective as possible and have the greatest likelihood
of resulting in behavior changes. These lessons can be applied to communicating about sea-level
rise, and they include:
● Providing numerical uncertainty estimates to increase trust and accurate perception by
audience of the risk (Joselyn and LeClerc 2013).
● Communications should elicit a certain amount of worry from the audience, but not
intense fear. Worry is more likely to result in behavior changes than fear, therefore
catastrophic images and communications should be avoided (Moser 2010).
● After a worry appeal, provide action items so that they feel like they can actually do
something about this problem (Maibach, 2008).
● Don’t tell people exactly what to do, but provide information on their options and let
them make the choice (Moser, 2010).
Providing Numerical Uncertainty Estimates
One of the challenges of communicating about sea-level rise and other issues related to climate
change is the existence of uncertainty in how severe the impacts will be. In part this is because
the severity of the impacts will be influenced by the degree to which humans reduce the
production of carbon emissions and other greenhouse gases that contribute to global warming.
For this reason, scientists develop multiple models of potential impacts, based on different levels
of greenhouse gas emissions. For example, their calculations of future sea-level rise will factor in
varying levels of emissions.
The Intergovernmental Panel on Climate Change used to think that risk information should be
simplified and presented categorically for the public, meaning using words like “low,”
“medium,” and “high” to describe the risk. However, studies suggest that categorical
descriptions:
● Are interpreted differently by different people
● Are interpreted differently in different contexts
● Lead to greater misunderstandings than numeric expression (Joslyn and LeClerc, 2013)
When categorical estimates are used to communicate weather warning forecasts, people tend to
“understand that the situation involves uncertainty, assume that the forecaster selected a generic
probability threshold that may not apply to them, and try to estimate the probability themselves
to apply it to their personal situation. Knowing that warnings have a high false alarm rate and
tending to discount extreme forecasts in general, they may underestimate the actual risk. This
process could contribute to the low compliance rate for weather warnings” (Joslyn and LeClerc,
47
2013). People tend to underestimate the risk when weather warnings are communicated with
categorical terms.
Specific numeric uncertainty estimates help people make better decisions related to weather.
Research shows that “including specific numeric uncertainty estimates in weather forecasts
increases trust and gives people a better idea of what to expect in terms of both the range of
possible outcomes and the amount of uncertainty in the particular situation, all of which benefit
precautionary decisions” (Joslyn and LeClerc, 2013). People tend to make better decisions when
given accurate numerical uncertainty information than categorical information or explicit advice.
(Joslyn and LeClerc, 2013). Therefore, in designing our toolkit materials, we included specific
numerical uncertainty estimates in our communications materials such as the sea-level rise
preparedness pamphlet.
Worry Appeals are More Effective Than Fear Appeals
Communicators of climate risks sometimes assume that “scaring the public about climate change
will engage them in the issue, motivate individual action, and generate public support for broad
policy change” (Smith and Leiserowitz, 2010). Based on this assumption, they use a
communications technique called “fear appeals”, which are fear-based messages about extreme
weather and other climate phenomena, such as the use of catastrophic visual imagery. “Worry
appeals” are similar to fear appeals, but are less intense and do not involve catastrophic imagery.
“Worry appeals” are more effective at bringing about behavior changes than “fear appeals,”
although both can work if options for effective responses to the problem are provided (Moser,
2010).
Research shows that fear appeals have a mixed record of effectiveness in changing behavior,
specifically:
● There is a small but positive correlation between fear and behavioral change in general
persuasion research (Maibach, 2008).
● Fear appeals are frequently ineffective or even counter-productive because people
respond to fear appeals by rejecting the message because they are unable to translate fear
into action (Tauber, 2014). This finding is also supported by health communication
researchers, who found this to be especially true in the absence of messages that increase
perceived self-efficacy (Smith and Leiserowitz, 2013).
● Using fear is more effective if followed by efficacy-enhancing messages that provide
“recommended actions through which to reduce the threat, persuasive affirmations that
collectively the audience is capable of implementing these actions (i.e., enhancing
perceptions of collective efficacy), and supporting the individual audience members’
sense of personal efficacy in taking action” (Maibach, 2008).
● Fear appeals raise anxieties, but also distance the public and decrease public engagement
with the issue and can only cause attitude and behavioral change if the individual feels
personally “at risk” (Smith and Leiserowitz, 2010). For messages to influence behavior,
people must feel personally threatened (Maibach, 2008).
This mixed record of using fear messaging indicates that caution should be exercised when
communicating about risk. Fear can be effective, especially because homeowners in our project
area will feel personally at risk which could motivate action. Another aspect that would enhance
48
fear appeals is that we will provide information on actions they can take to deal with the
problem. However, using fear can frequently be ineffective because people have a hard time
translating fear into action.
Because fear appeals can be ineffective or even backfire, experts suggest that worry is a more
productive emotion to try to evoke because it is less intense than fear, and therefore “better
suited to the issue of climate change.” Smith and Leisorwitz (2010) explain why worry is more
likely to lead to behavior changes than fear:
● Worry tends to motivate people and increase analytical processing of risk information.
● People worry about many things, such as their career, health, children, the economy, etc.
When they worry these things, they often seek additional information about the risk and
possible actions for reducing the risk.
● Worry can “promote processes of problem identification, analysis, option seeking,
deliberative decision making, implementation, evaluation, and re-calibration—in short,
the kind of deliberative and iterative decision making climate change requires” (Smith
and Leiserowitz, 2010).
● Worry can be useful for developing strategies to cope with stressful events, especially in
situations where people feel they have a lot invested, such as owning a home.
● Extreme levels of worry can prevent action, just like intense fear can prevent action.
Worry appeals should be carefully designed to not be too intense (Smith and Leiserowitz,
2013).
As is evident from the climate change communication research described above, we must be
very careful in designing “fear appeals” or “worry appeals.” Both have shown some success in
eliciting behavior changes, especially when action items are provided so that people feel like
they can actually take effective steps to deal with the problem. “Fear appeals” are more likely to
be too intense for people. They can be debilitating and prevent action. (Smith and Leiserowitz,
2010) We recommend using “worry appeals” coupled with response options in order for our
communications to have the best chance of getting people to take action to prepare for sea-level
rise in the project area.
49
Appendix 4: Information Pamphlet
(Front)
50
(Back)
51
Appendix 5: Landlord Letter Template
Date: [Insert Date]
[Landlord First and Last Name]
[Address 1]
[Address 2]
Dear (Landlord Name),
I’m writing because it has come my attention that your property is at risk for damage by sea level
rise. Sea level rise and storm surges have already caused flooding of shoreline homes in your
area, and projections indicate that sea level will rise up to 5.1 feet in your area by the end of the
century. I truly enjoy staying on your property as a renter, and that is why I hope you will take
action to prepare for rising seas.
I’m concerned about the safety risks of sea level rise. Sea levels are rising, and flooding is a real
possibility when storm comes. To prepare for this, you could install a soft-shoreline, which is a
protective berm that can help prevent storm-surges from flooding your home. Soft shorelines are
also good for the environment because they allow natural shoreline processes to remain intact.
The sand, gravel, logs, and sea-grass used in creating a soft shoreline can provide an effective
protective barrier against storm surges. A soft shoreline would also allow you to maintain the
natural feel of the beach, unlike a seawall. I hope you will seek additional information on soft
shoreline protection and other steps you can take to prepare for sea level rise and storm surges.
Sincerely,
[Your Name]
[Your Title]
52
Appendix 6: Hotline Response Guide
The “Resources/Actions” column provides a guide to the responding Ambassador of what they
should do or what information they should provide in response.
Purpose
Reason for Contacting
Resources/Actions
Advice on shoreline
management and
protection
● Following storm or high
water events
● Following purchase of an
unarmored home
● In response to a failing
bulkhead
● Provide advice on protection
options
● Offer to have someone visit them
● Provide a copy of the pamphlet
Info on permitting
● Following purchase of an
unarmored home
● In response to a failing
bulkhead
● Wanting to replace a
bulkhead
● Introduce and describe
alternatives to bulkheads
● Provide DCD permitting #
What to do after a
storm event
● Following storm or high
water events
● In response to a failing
bulkhead
● Provide referrals to
engineers/contractors
● Provide advice on protection
options
● Provide a copy of the pamphlet
Reporting illegal
armoring
● Notice illegal armoring
● Provide reporting # or offer to
report on behalf of the caller
53
Appendix 7: Homeowner Property Survey Outline Draft and Sample Questions
Part I: Locating your Neighborhood
1. Is your home of residence located in one of the three options? (Please select one of the
three area within the Jamestown-Three Crab Road)
a. Jamestown Road
b. Seashore Lane
c. Three Crab Road
2. Please select the highlighted area within [location] where your house is located. The map
will be divided in quadrants.
a. Northeast of [location]
b. Southeast of [location]
c. Southwest of [location]
d. Northwest of [location]
Part II: Demographics
Section A: This section will address questions about the person filling the interactive survey.
Examples of information collected in this section are age range, gender, occupation,
homeowner or renter, etc.
Section B: This section provides information about the type of residence. Question examples:
1. Is your place of residence a one story home or a two-story structure?
a. One
b. Two
c. Neither – If option neither is selected a follow up question is prompted.
ca. How many floors does your home have?
2. Using the highlighted square, place the shape to display the way your home is located
regarding your land square footage. The individual will have the opportunity to
manipulate the shape of the square (zoom in/out) and place the square closer to the shore
or the road.
3. Is there any type of shoreline armoring in your property to protect your home?
a. Yes
b. No
c. Considering or in the process
d. I’m not sure
4. What type of shoreline protection have you put in place, or are you considering
installing?
a. Hard armoring (i.e., seawall, riprap, bulkheads, etc.)
b. Soft armoring (i.e., dune grass, berms, etc.)
c. Flood Proofing (elevation)
d. Retreat (i.e., conservation easement, home buyout, etc.)
e. Do nothing (i.e., natural shoreline)
54
5. Do your next-door neighbors have shoreline armoring or a particular type of shoreline
“protection”?
a. Yes
b. No
6. Do you have a flooding insurance protection for your home?
a. Yes
b. No
7. ….This section can formulate as many questions about the composition of the house and
knowledge about flood insurance for a resident answering this survey.
Part III: Results
1. Assessment about the location of your home
a. Risk of flooding
b. Imminent risk of flooding
c. Risk of losing land footage
d. Imminent risk of loss of land
2. Alternative to reducing the risk of loss and damages
a. Short-term options
b. Long-term options
3. For more information contact:
a. Clallam County (000) 000-0000
b. Ambassador Program (000) 000-0000
c. Shoreline Hotline (000) 000-0000
d. … and more.
55
Appendix 8: 3D Modeling interview with Deepti Iype Matthews, CALP
In a recent phone interview with the lead outreach coordinator and research scientist for the
Collaborative Advance Landscape Planning (CALP), Deepti Iype Mathews, the development and
planning of Future Delta has been a collaborative effort from both the county and other
organizations. CALP has been working for 10 years with the City of Delta Architectural
Planning, training, etc. After a study, the council decided that the next step was to engage
stakeholders, in particular high school students.
Due to financial constrains the development of the game took about four to five years to
complete. Currently, it is being, evaluated by researchers measuring the impact on students. So
far, preliminary results have shown that students are more susceptible to adapting new measures
when looking at their own neighborhoods. Some students commented to the negative impact
owning a Hummer compared to Tesla, and how they would prefer vehicle with less to non
carbon dioxide footprint.
The following steps on their agenda are to include a curriculum in schools using this tool. One of
the barriers is the tradeoff of financial burden vs efficiency. Matthews explained that they fear in
trying to reach everyone it would be either extremely costly or way too generalized and the
impact would not be the same. Nevertheless, they are looking for partners and funding to expand
this project and expand more education on climate change in order to achieve greenhouse
emission targets by 2020.
During our conversation, Matthews mentioned the work of another group similar to them called
Scenarios Network for Alaska + Arctic Planning (SNAP). She shares the information
particularly as an option if the Jamestown S’Klallam Tribe were to be interest in partnering with
either organization. This latter may be preferred due to proximity, regardless of their
geographical position the reason to include them is to present alternatives to our client (JST) and
reference what other groups in the nearby regions are doing.
Appendix 9: Oregon Videos & Selected Clips
How Soon Do We Have to Think Differently?
http://www.tubechop.com/watch/5106613
http://www.tubechop.com/watch/5106265
How Should We Adapt?
http://www.tubechop.com/watch/5106684
http://www.tubechop.com/watch/5106747
http://www.tubechop.com/watch/5106796
Community Resilience: The Neskowin Case
http://www.tubechop.com/watch/5106069
http://www.tubechop.com/watch/5106090
56
Appendix 10: Realtor Training Slides
57
58
59
60
61
62
63
Appendix 11: Social Marketing Planning Worksheets
Implementation Plan Worksheet
WHAT
WHO
WHEN
HOW MUCH
64
Worksheet for Potential Evaluation Measures
INPUTS
Resources allocated
to the campaign or
program effort:
Dollars
Incremental staff
time
Existing materials
Existing distribution
channels
Existing partners
OUTPUTS
OUTCOMES
IMPACT
RETURN ON
INVESTMENT
Program activities
conducted to
influence a desired
behavior. These
measures do not
indicate whether the
audience "noticed" or
responded to these
activities. They only
represent what was
"put out there"
including:
Audience response
to outputs including:
Indicators that show
levels of impact on
the social issue that
was the focus for the
effort:
Economic value of
changes in behavior
and the calculated
rate of return on the
spending associated
with the effort:
Number of
materials
disseminated
Number of calls
made
Numbers and
types of
distribution
channels for any
products or
services
Number of events
held
Web sites
created/utilized
Social media
tactics
Reach and
frequency of
communications
Free media
coverage
Paid media
impressions
Implementation of
program elements
(e.g., whether on
time, on budget)
Changes in
behavior
Changes in
numbers of
related products
or services "sold"
(e.g., native
plants)
Changes in
behavior intent
Changes in
knowledge
Changes in
beliefs
Responses to
campaign
elements (e.g.,
hits to a Web site)
Campaign
awareness
Customer
satisfaction levels
Policy changes
Partnerships and
contributions
created
Water quality
improved
Wildlife and
habitats protected
For every dollar
spent, dollars
saved or
generated
After subtracting
expenses, what is
the rate of return
on the investment
65