Document 10mRkr4oBBX8bJwE8RodwxoQm

CHEMICAL MANUFACTURERS ASSOCIATION March 30, 1993 TO: FROM: PUBLIC PERCEPTION COMMITTEE FINANCE COMMITTEE SUBJECT Chairman Bob Potter has requested that members of the Committee, and the Finance Committee, be provided with separate and advance information on his upcoming presentation to the Board. Attached are: (1) the Board book overview statement; (2) graphs which indicate current attitude trends; (3) highlighted budget book pages to indicate Finance Committee recommendations for funding a Board-approved program. At the March meeting of the Executive Committee, following a presentation by Bob Nightengale and Mike Vaughn, Ogilvy & Mather which was positively received, Mr. Potter asked for an indication of preference for a national or regional roll-out of the campaign, if approved by the Board. By show of hands, the Executive Committee overwhelmingly supported a national roll-out. The presentation at the Boca meeting will be Thursday morning, April 15. The Executive Committee will be asked to recommend approval of the program at its Thursday afternoon meeting. The Board will vote on the program Friday. The presentation agenda for Thursday is: o Introduction; latest opinion research Bob Potter o Outreach activities for nine audiences; advance communication about advertising Barie Carmichael Dow Corning o Advertising purpose and strategy; three ad concepts were tested Bob Nightengale o Results of STRATA tests Richard Wirthlin Wirthlin Group o Presentation of the recommended advertising and media plan o Discusses campaign approach (national, regional; reviews funding recommendation Mike Vaughn Ogilvy & Mather Bob Potter Please call Bob (314) 694-8208, or me (202) 887-1200, with any concerns or suggestions. Although the Executive Committee expressed support there is sure to be lively discussion at the Board meeting. 700976.1025 OEX 2501 M Street, NW. Washington, DC 20037 202-887-1100 Panafax 202-887-1237 Telex 89617 {CMA WSH) Attachment 1 A Public Perception Committee Report on Public Outreach Board Book 700976.1026 YEX PUBLIC PERCEPTION COMMITTEE Report on Public Outreach Proposed Renewal of the Advertising Program BACKGROUND Action continues on outreach to all ten assigned audiences. An updated report will be made to the Board at the April meeting. Latest Public Opinion Information According to the latest information from the Roper polls, public opinion about the chemical industry among "the Influentials" is beginning to shift. Attached to this report are throe graphs which indicate the positive movement. n The Influentials" are defined as people who have college or some college education, $50,090 or more annual income and are active in their community. This jS the audience targeted for advertising outreach in 1991-92 and also recommended as a focus by the Wirthlin Group and Ogilvy & Mather. The data - already published for 1991, plus unpublished information for 1992 made available to CMA by a member company - illustrates a leveling off of the decline in favorable opinion in 1991 and an improving picture for 1992. The Roper organization, in its report - The Public Pulse _ said of the 91* data, "the fact that the negative views of such trend-setting groups as the Influentials have peaked may be an indication that the industry's Responsible Care program is beginning to have an effect where it can do the most good." The unpublished 1992 data shows more than just "negative views" which have "peaked". Views of the Inf luentials moved from ri,lX positive to 50% positive. And, for the first time since 1987, the views of Influentials have reversed a downward trend and are now leading total public opinion upward. While the opinion shifts indicated by the Roper polls are probably "jello-1 ike" in their firmness, the movement gives sore confidence that the public is willing to listen to industry messages. 700976.1027 VEX Page 2 Because CMA did not pay for the Roper polling, nor control the questions, it cannot be said with any certainty that industry outreach efforts produced the change. But outreach efforts did coincide with the change. A fourth graph attached to this report was directly related to advertising research conducted for CMA. It measured attitudes of the target audience (defined in almost the exact terms Roper uses for the Influentials) before CMA advertising began in 1991 as a baseline and again nine months into the campaign. Changes in opinion were measured across twelve points and compared with changes for three other industries also engaged in advertising. On the numerical graph attitudes about the chemical industry improved across all but one of the twelve points, and improved at a much greater pace than the other industries on seven of the twelve. In both the Roper polls, and in the CMA polls conducted by Millward/Brown, attitudes of the general public - not plant communities - were measured. Advertising was the key outreach element used to reach this broader public. Next Generation Advertising Proposals Following dismissal of Chiat/Day as CMA's advertising agency for outreach to the general public, the Public Perception Committee approved a new approach to guide the next generation of advertising. o Research was conducted to develop an outreach program grounded in response to public; "values" related to the industry. The Wirthlj.n Group was hired to conduct an in-depth study and develop a values-based strategy. Wirthlin reported to the Board at its January meeting. He recommended a strategy which builds on the publics* perceived industry strengths of research, innovation and technology and on the leadership imperative the public grants the industry - the ability to make positive change. Wirthlin recommended communicating about specific technological or research capabilities, products or processes that beneficially affect the environment, health and safetv. 700976.1028 VEX Page 3 o Ogilvy & Mather, the new advertising agency selected, has been working with Virthlin and CMA's advertising task group to develop a campaign which responds to this strategy. The Perception Committee met in New York in February to review progress and Chairman Bob Potter updated the Executive Committee at its March meeting. - Three campaign options, all of which Virthlin said had potential to meet the strategy, have been tested. Results of the testing, which will identify the most effective concept, will be reviewed at the Boca Raton Board meeting. The testing methodology used also allows adjustments to be made within individual ads to fine-tune them. This "fine-tuning" will not be complete, but presenters will explain what has been learned. The media plan will also be reviewed. Ogilvy & Mather say the industrys1 relatively small budget (as compared to that of the Committee for Energy Awareness or the American Plastics Council) is sufficient to reach the assigned objective and the audience targeted. FUNDING FOR OUTREACH Assuming program approval by the Board, the Finance Committee has recommended that funding for a $10 million program be provided by using $8 million already collected for outreach but which will remain unspent by May 30, with the remaining $2 million to be raised by a FY 1993/94 special assessment. ACTION REQUESTED The Public Outreach plan will be presented to the Board Thursday, April 15 and brought forward for Executive Committee approval that afternoon and for Board approval Friday, April 16. CMA BD-4/15/93 EC-4/15/93 BD-4/16/93 ?0Q??6tlQ29 VEX Attachment 2 * Public Opinion Survey Data Graph 1: The influentials' opinion of chemical industry improves: Roper Poll. Graph 2: In 1991 the bulk of "influentials" was unfavorable: Roper Poll. Graph 3: A positive shift occurred in 1992: Roper Poll. Graph 4: CMA advertising testing indicated attitudes about the industry, while remaining relatively low, improved when compared to other industries: Millward Brown. 700976.1030 UEX Public View of the Chemical Industry The "Influentials" Lead Public Perception Roper Polls GRAPH 1 700976.1031 YEX Qr?4Q0< "Influentials" Mew of the Chemical Industry 50 40 30 % 1991 10 0 Very Unfavorable Source: The Public Pulse Roper Polls Somewhat Unfavorable Somewhat Favorable Very Favorable graph v "Influentials" View of the Chemical Industry GRAPH 700976.1033 lv>EX Very Somewhat Unfavorable Unfavorable Source: The Public Pulse Roper Polls Somewhat Favorable Very Favorable GRAPH 4 COMPARATIVE CHANGE ON 12 POINTS (MAY 1991/MARCH 1992) (Measuring attitudes of target audience, age 24/49 - participants/actives) 1. Aware of Industry Effort Chemical 16/25 Nuclear 11/14 Automotive 44/57 Forestry ? 2. Has Program to Be More Responsible 41/53 41/47 32/34 59/58 3. Making an Effort to Respond 46/54 43/55 60/58 55/53 4. Honest/Ethical 16/17 17/18 22/31 42/33 5. Can Be Trusted 15/20 15/20 23/29 43/36 6. Means tts Commitments 17/26 23/25 31/34 39/28 7. important to the Economy 67/64 63/56 81/85 78/62 8. Benefits Outweigh Risks 39/47 31/33 41/39 41/45 9. Good Job Regulating Itself 19/26 30/27 32/32 47/37 10. Wants You to Know More 33/38 41/48 40/46 45/53 11. Concerned About Community 34/43 39/45 32/32 54/53 12. Trying to Be Safer 36/47 44/47 50/51 35/26 AVERAGE 33/39 (+6) 34/37 (+3) 43/46 (+3) 49/44 (-5) Averaae +8.0 +4.7 +4.0 +0.5 +2.5 +.75 -7.0 +4.0 -2.0 +6.7 +3.7 +1.2 +1.7 700976.1034 VEX Attachment 3 Public Outreach Budget 1993/94 700^.1035 VEX CHEMICAL MANUFACTURERS ASSXIATION SUMMARY OF RECOMMENDATIONS FOR CONSIDERATION OF THE CKA BOARD OF DIRECTORS AS CONTAINED IN THE PROPOSED BUDGET FOR THE FISCAL YEAR . BEGINNING JUNE 1. 1993 I. RECOMMENDATIONS ON FY 3993/94 PROPOSED BUDGET: A. RECOMMENDED ACTION: Approval of a General Operations expense budget for the fiscal year beginning June 1. 1993 of S28.605.800. COMMENTS: Pages no. 2. 3 and 4 in this tab present summaries of the program "adjustments and budget recommendations supporting the above indicated expendi ture level. B. RECOMMENDED ACTION: Approval of the schedule of membership fees as set forth below wmcn is increased by 57. from the previous year. Chemical Sales Calendar Year 1992 SHillion_______ __ Membership Fee Canadian Members Under 10.0 10.0 - 25.0 25.0 - 50.0 50.0 - 100.0 100.0 - 400.0 Over - 400.0 Maximum Fee S 7.900 $ 7.900 $ 10.500 0.0390%* 0.0356%* 0.0325%* 0.0291% S716.600 *Up to, but not more than the membership fee which would be obtained by multiplying the minimum amount of the next higher chemical sales bracket by the percentage factor applicable to the higher bracket and not less than S10.500. ANALYSIS: As set forth in Tab #20 of this workbook, the above fee schedule should result in dues of S23.887.500 and combined with other revenue, a FY 1993/94 General Operations budget that is break-even. C. ASSOCIATION RESERVES: In reviewing the Association's financial position, the Finance Committee recommended and the Executive Committee agreed that General Operating Re serves. which are projected at a level of S5.6 million or 19.8% of the General Operat* ing Budget, represented an acceptable reserve balance for the 1993/94 fiscal year even though it represents a level lower than the heretofore established floor of 25% of Operating Expenses. The committee noted that due to uncertainties of the new administration and the constraints on available funds, it may become necessary for the Finance Committee to address these reserves and/or focus on other interim special funding efforts as issues develop. D. ` RECOMMENDED ACTION: The Finance Committee recoqnized that proposals for continuation of the Fimhc'uutreach Program are being developed for presentation at the April meeting of the Board of Directors. Funding is dependent on the program recommended and approved. However, assuming a program approval, the Finance Committee recommends that funding be provided by applying all or part, of the accumulated special assess ment excess of S8.0 million to reduce the amount of the special assessment otherwise required to fund the program. In other words a $10.0 million program, for example, would be funded with S8.0 million from previously accumulated funds already collected from the membership and the remaining S2.0 million would be funded by a FY 1993/94 special assessment. -1- A 700976.1036 VEX CHEMICAL MANUFACTURERS ASSOCIATION SUMMARY OF REVENUE AND EXPENSES BY CMA DEPARTMENT AND PROGRAM RECOMMENDED PY 16*S/*6 BUDCET GENERAL COMMENTS: Th propoifd FY l*3/6 budgtt, pmantid in Coiunn 6, indicates total General Operations Eaparttii of *20,605.600 which does not include th# "yet to be determined" laval of Public Outreach Program E>pmas for FY l*93/q4, For tha currant yaar a* shown in Column 5 total expenaas of *33,630,600 ara projected consist ing of Ganaral Ooarations expenses of *20,211,600 and Public OutraaeM Program expenditures of *5,Ala,000. TMa proposed FY l93/94 budget is the result of vary strict budget guidelines which required each operating division to provide as nuch support as possible for new and/or increased activities by raprioritizing within a flat base-level budget, and saparata raquasts which ware considered significant and which could not ba undertaken within tha base-level guidelines. Tha program activity raquasts which ware not included in the base-level budget, as presented In Column A, totaled $7,579,100, and are presented in Tab *21 of this book. In order to fund the recommended FY 1993/*6 Canaral Operating expense budget, tha membership fee schedule for FY l**3/96 is increased S'/, as discussed in Tab *20 of tha workbook. Tha Public Outreach Program for FY 193/6 would be funded at the level as approved at the April meeting of the Board of Directors. Funding would ba provided by first using tha *8.0 million in unspent Public Outreach assessment funds which have accumulated due to program delays with tha remaining $2.0 million of an anticipated *10.0 million progran to ba raised by a FY 1*93/96 spacial assessment. A summary by dapartmant fellows: REGULATORY AFFAIRS DEPARTMENT: The Regulatory Affairs Dapartmant is increased to *6,729,000 from the currant year projection of <6,350,000, mainly due to increased activity relating to Toxics Use Reduction; Super fund; Pollution Prevention; end implementation of Responsible Caret1 Codes. Two staff, one supporting clean air and one supporting RCRA advocacy, as were previously considered by tha Board are added. FEDERAL GOVERNMENT RELATIONS DEPARTMENT: The Federal Government Relations Department is increased to *A,275,200 from the current year projection of *3,*84,200 due to modest inflationary increase in staff expenses and increased federal legislative consult ing and coalitioning expanses which are essential to address the challenges of Toxics Use Reduction. STATE AFFAIRS DEPARTMENT: The State Affairs Department is increased to *2,510,600 from the current year projection of $2,277,500 to provide resources necessary to implement some portions of new activities approved by the Board in September 19*2. One manager and one support staff ara added to partially implement the reeommendations of the Board ad hoc Committee on State Affairs. OFFICE OF GENERAL COUNSEL: The Office of General Counsel is increased to *3,905,700 from the current yeer projection of *3,826.600 and one attorney is added in support of Toxics Use Reduction and related health issues. COMMUNICATIONS DEPARTMENT: The Communications Department as presented here is broken down into advocacy vs. outreach and services, Media Connunication remaining the principal area to continue to provide a strong advocacy emphasis. Media Communications, as presented here, is decreased to *1,763,600 from the current year projection of *1,635.000 due to elimination of the one-time budgeted expense of *216,800 relating to th* Wirthlin member survey. A manager of advocacy communications is added to support media and coalitioning activities. Targeted Issue and Member Communication is increased to *799,100 from the current year projection of $765,700. The Public Outreach Program continues to be separately funded through a conbination of use of carryforward reserves of *8.0 million and special assessment as required. Estimated amounts, subject to final review and approval are presented under tab R13, page 75. RESPONSIBLE CARE* DEPARTMENT: Although currently operating as a division managed by the Communications Department, the Responsible Care'9' oversight and coordination activities are presented here, and throughout this book, as a separate functional department. The Responsible Care*- Department is increased to 11,206,000 from the current year projection of *1,134,600. Two exempt and two support staff are added to bring the progran up to a functional level as an operating department. TECHNICAL SERVICES DEPARTMENT: The Technical Services Department supports the CHEMTREC Canter functions and the CHEMSTAR activities. The department is almost entirely self-funded through CHEhTFEC registration feas charged to nonmember users of CHEHTREC? services and the CHEMSTAR overhead reimbursement revenue paid by CHEMSTAR Panels and Business Councils. The separately funded CHEMSTAR expenses which may approach *70 million are not reflected on the opposite page, nor are the costs related to the 61 CHEMSTAR Division staff supported by these sepa rately funded activities. The CHfMSTAR activities are presented in Tabs R16-10. UNALLOCATED MANAGEMENT AND SUPPORT: The overall support programs remain unchanged. publication clerk are budoeteri at *4.to62.70Q. The departmental expenses including the addition of one REVENUE: An increase in the FY 19*3/9*, fee schedule of S/. as set forth in Tab $20 of this book is anticipated to pro vide a break-even budget and dues revenue of *23,867,500. CHEMTRECT registration fees at *500 per partici pant and investment end other revenue provide additional funds yielding estimated total General Operations revenue of $26,605,600. RESERVES: By the end of the current FY 190-/05 the budoet projects based on the results in Column 3 that the Associa tion will hold General Operating reserves of *5,64*,700 and accumulated funds from the delayed start UPS of the Public Outreach Program of *8.022,100. -2- 700976.1037 YEX CHEMICAL MANUFACTUOSPS ASSOCIATION PROPOSED BUOGET - SUMMARY BY DEPARTMENT PROGRAM FY 91/92 Actual, FY 92/93 Budget end Projected Results, Proposed FY 93/9*. Budget FY 91/92 CMA ADVOCACY PROGRAMS REGULATORY AFFAIRS DEPARTMENT: Clean Air Programs TAB 13 Audi ted Results i 1,027,186 Surfeee Water TAB BS Creund-eter (Including SDWA) TAB N3 329,300 20,200 Hazardous Waste Menegement (RCRA> TAB 13 Hazardous Waste Cleanup I Superfund) TAB 13 303,700 316,300 Pollution Prevention Program TAB N3 306,000 Responsible Care Pollution Prevention Code 73,900 Toxics Use Reduction (TUR) TAB 14 Product Stewardship and TSCA TAB e9 - 0<>69,300 Responsible Care? Product Stewardship Cede -0- Pick Assessment, Risk Menegement TAB N9 831,600 Public and Occupational Health TAB N9 996,800 Responsible Care?* Employee Health I Safety Code Public and Occupational Safety TAB IS Responsible Care? CAER Code TAB RS -0239 ,900 183,100 Engineering t Operations TAB 15 277,500 Responsible Care? Process Safety Code TAB 15 Distribution Safety, Economics C Emergency Responsa i Responsible Cere Distribution Code TAB 16 - 0666,700 79 ,200 DEPARTMENT TOTAL: S 5,677,103 Approved FY 92/3 Budget t 0J9 ,'206 975,900 22,900 738,300 391 ,300 139 ,800 361 ,700 90 ,500 29S.900 292,800 585.900 996,300 60,700 295,200 169,600 338,700 -0- 797,800 181 ,900 $ 6,414,488 Projected FY 92/93 Result s ,000 976,900 22,900 720,800 391,600 99,900 956,900 98.900 289,200 230,300 569,800 928,700 57,600 301.600 166,600 321,900 166.600 555,900 923.900 6,358,000 Proposed FY 3/*9 100 ,*oo 381.600 205.700 366.100 992.500 337.300 223.100 218,100 301 .200 212.100 990.900 i e,;29.0fl0 FEDERAL GOVERNMENT RELATIONS DEPARTMENT: International Trade )Ab / Taxation TAB *7 Energy K Petrochemical Feedstoeks/Clobal Climate International Affairs TAB 17 Economic Advocacy i Analysis TAB 17 Federal Legislative Advocacy < Coelitioning T 16 Grassroots Program TAB 19 Political Activities Program TAB 19 DEPARTMENT TOTAL: * 229,600 253,200 190,200 339,000 520,000 1,868,100 909,600 96,600 $ 3,803,600 $ 253,800 261,300 126,100 392,100 955,900 1,825,300 595,100 102,000 % i,*ei , 100 $ 232,600 191.900 223,600 395,800 557,200 1,810,900 507,500 119,700 s ',484,268 $ 298.200 188.700 219,200 339,900 555,900 2,016,100 590,000 118.200 8 4,2/5.200 STATE AFFAIRS DEPARTMENT: TAB 110 State Legislativei~Regulatory Advocacy Federation of State Chemical Associations State Initiatives Program DEPARTMENTAL TOTAL: * 1,169,600 1,177,200 TAB 10 S ' 2 .341.668 $ 1,139,700 1,217,800 TAB 10 r"T733T7TBT t 1,199,000 1,128,500 TAB BIO i '2.277.588 $ 1.312,500 1,206,100 TAB tlO *"2",5lA.e66 OFFICE OF CEHERAL COUNSEL: TAB 111 Staff and Related Legal Services Third-Party Subpoena Response C Defendant Litigation Outside Purchased Services Intellectual Property Insurance Amicus Brief Program CMA Tort Litigation Group Liability Amicus Program DEPARTMENT TOTAL: $ 2,102,600 352,600 1,209,200 22.500 TAB 111 TAB ail TAB Dll S 3,681,'95D * 2,207,900 225,000 1,350,500 25,BOO TAB ill TAB 111 TAB Bll $ 2,299,600 200,000 1,350,300 26,500 TAB Bll TAB Nil TAB Nil 3 ,826,9 0 0 * 2,393,700 225,000 1 ,260 ,500 26.500 TAB NH TAB Nil TAB an * 3,065.708 COMMUNICATIONS DEPARTMENT (ADVOCACY): Media Communications IAB 112 DEPARTMENTAL SUBTOTAL: CMA TRADITIONAL ADVOCACY EMPHASIS PROGRAMS-SlfMMARY OUTREACH I SERVICE PROGRAMS: ~CDHHUMICiTIONS~ DEPARTMENT (OUTREACH i SERVICES!: Targeted Issue t Hember Communication 1AB 113 Publie Outreach Program TAB B13 DEPARTMENT TOTAL: < 1.330.700 $ 1 ,336,;7W *16,835,868 1,189,600 9.325.600 *16 .51 ,'2'OTI RESPONSIBLE CARE* DEPARTMENT: Res pen sibl* Care5, Program TAB N19 * 3 ,131,900 TECHNICAL SERVICES DEPARTMENT: CHEHTRECI/CHEHNE' 1 Administration TAB CHEMSTAR Division TAB 1A CHEMSTAR Businass Councils TAB R17 CHEMSTAR Panels TAB 116 DEPARTMENT TOTAL (Net of 115 Revenue): $ 2,561,700 (103,100) TAB 017 TAB *18 $ 2,956,600 UNALLOCATED MANAGEMENT AND SUPPORT: TAB 119 Executive Loordination and Support Meetings and Conventions Accounting and Finance Business Services Computer and Information Services Printing and Distribution UNALLOCATED SUPPORT TOTAL: CMA OUTREACH i SERVICE PROGRAMS-SUMHARY TOTAL EXPENSES: * 1,787,900 397,900 693,200 356,200 893.900 929,500 $ 1,820,300 S 1 182 0 ,300 *T573T773,88 782,700 10,000,000 S10,782,700 $ 3,1",900 $ 2,557,200 -0- TAB R17 TAB me rT755772B8 $ 1,716,300 397,300 Bll .000 389.700 960,500 937,900 $ 1.835,800 i 'r:'835,ioo 518,281,988 765,700 5,919,000 i 6,164,768 $ 1 ,139,900 $ 2,SOB,800 -0- TAB N17 TAB N18 i t .508,800 $ 2,977.800 332,800 820,100 390,900 1,050,600 999,100 $ 1,793,900 * 1 ,/9J,9 0 S *T47i71,068 7 9,10 0 ! 1--------744.166 $ 1 .209.000 * 2,768,100 *0- TAB N17 TAB NIB * 2,7tofi ;i 0 6 $ 1>959,500 325,100 915.600 990,700 1,061 ,600 960 ,200 REVENUE: MemFer"JhTp Fees TAB NJO Public Outreach Assessment TAB R20 Use of Assessment Reserve TAB 120 CHEMTREC5 Registration Fees Invc rA* >nt Revenue t All Other TOTAL GENERAL REVEHUE: CONTRIBUTION TO (Use ofl RESERVES *22,292,300 10,252,800 N/A 2,365,305 2,031.600 S?o , 4fl 7 ADD J _1 j5b J j Z'l'O $21,700,000 10,000,000 N/A 2,300.000 2,228,000 030,2115 7500 ilf3Z5JB55 I $21,690,000 9,960,000 N/A 2,593,700 1 ,896,100 rSb'7101", BO 0 TZtl5TTZN $23,667,500 2.763.000 1,955.300 i2&,605,6 DD AUTHORIZED PERSONNEL 223 225 225 237 .N^LYaZS OF RESERVE CHANGES: YtTcr., -t% incr ease I Decrease ) General Operations Res. rve Increase (Decrease) Special Assessment 639,500 927,200 $(2,061.800) 9,561,000 -3- 700976.1038 CHEMICAL MANUFACTURERS ASSOCIATION COMMENTS ON PUBLIC OUTREACH PROGRAM GENERAL COMMENTS AND BACKGROUND; At its November 1990 meeting CMA's Executive Committee end Board of Directors approved an eceelereted public outreech program for Responsible Care, together with a rkconnsndad funding packsg*. The Board voted for a five-year cotunitmani of 910 pillion par year. Th* Finance Committee racognlzad that proposal* for continuation of th* Public Outraach Program ara baing davalopad for prasentation at tha April maeting of tha Board of Directors. Funding ic depen dent on tha progran racotinendad and approved. However/ assuming a program approval, tha Conmittaa recommends that funding ba provided for by applying all or part, of tha accumulatad special 8SS6SS' ment excess of 96.0 million to partially or fully rduc tha Mount of the special assessment other wise required. In other words a 910.0 million program, for example, would be funded with $6.0 million from previously accumulated funds and the remaining 92.0 million by special assessment. Details ara as discussed in tab *20 of this workbook. COMMENTS ON SPECIFIC AUDIENCES AS BUDGETED; Employees and Plant Communities Activities include developing Community Outreach Workshop; code outreach materials,"including videotapes and guides. Another responsibility is the Progress Report. Direct CMA Costs: 9212,600 projected for FY 1992/93; 9212,400 in FY 1993/94. Local and State Officials Communicating with members of this audience will require a significant amount of "sweat equity" from plant managers and other company representatives. Priority activi ties include plant visitations, speakers bureau and visits with state and local leaders. Other activities include senior executive presentations to state associations, mailings to officials, state capital media visits, advertising in local and state government publications and creation of state advisory panels. Direct CMA Costs: 9301,000 projected for FY 1992/93; 9185,000 in FY 1993/94. Federal Officials The objective is face-to-face communication. Hejor activity will ba to brief each member of Congress through individual or group meetings. Ads will be pieced in "Roll Call." Direct CMA Costs: 910,000 projected for FY 1992/93; 910,000 in FY 1993/94. Media Activities include media tours to explain the initiative, mailings to core audience media seminars, and development of feature stories about the initiative. Includes funding cial training project developed by the Radio and Television News Directors Association and Media Institute to improve the quality of environmental reporting. of past a spethe Direct CMA Costs: 9118,000 projected for FY 1992/93; 9118,000 in FY 1993/94. Local and National Public Interest Groups Contacts with thasa groups--estimated at four per year-require face-to-face meetings arid discussions with their directors or staffs. CMA officers would be the lead contacts. Environmental leaders would be encouraged to appear at selected CHA functions. Direct CMA Costs: 97,500 projected for FY 1992/93; 99,300 for FY 1993/94. Educators and Students Education is a key route toward improving public perception over the long term. A key activity is to expand tha production, distribution and usefulness of ChemEcology . Special efforts are made to identify, develop end evaluate programs for company and teacher use. A resource guide is circulated to nearly 40,000 science teachers. The Education Task Group now in cludes appropriate educational organizations. Tha CMA Catalyst Awards program, which recognizes four and two-year colleges and high school chemistry teachers, expanded to award outstanding middle and elementary school science teachers. Additional funds will be made available to state CICs to support science education programs. Direct CMA Costs: 9762,400 projected for FY 1992/93; 9776,500 in FY 1993/94. Shareholders and the Financial Community All activities are low cost, low sweat equity. Materials to^sssist company financial officers understand and explain Responsible Care, inclusion of finan cial publications on media tours, encouraging companies to include environmental reporting in annu al reports. Direct CMA Cost: 93,000 projected for FY 1992/93; 94,500 in FY 1993/94. General Public Outreach to the general public through advertising is a low-sweat equity, high-cost activity. An ad campaign was approved that would focus on broad audience of 70 million people in the 18-49 age group who are identified as "participants." Response to th* ads was good, but we stopped the program pending creation of suitable television ads. A search by the Ad Core Group recommended the selection of Ogilvy and Hather to the Public Perception Committee. Research and nev- -dvertising approaches are baing developed. Tha new campaign is scheduled to begin in Jurv-, July. .reet CMA Costs: $4,004,300 projected for FY 1992/93; $6,684,300 in FY 1993/94. -74- 700976.1039 VEX CHfcr.XCAi. MANUFACTURERS ASSOCIATION PROPOSED BUDGET FY 91/<2 Actual, FY 92/J Budget and Projected Results fropetad FY 95/W Budget end Program Costs PUBLIC OUTREACH PROGRAM PROJECTED REVEHUE AND SUMMARY OF EXPENSES BY AUDIENCE REVENUE: FY 91/92 Actual Results Use of Accumulated Assessment Reserve Responsible Care* Public Outreach Assessment TOTAL REVENUE: EXPENSES BY AUDIENCE: 1*3 Employee and Community e Staff I Related Expenses e Develop Code Information Packages e Increase Annual Report Distribution e Develop Practice Code Videos X Presenters Guides e Employee I Community Attitude Survey e Advisory Panel Video Tape e Community Advisory Penol Survey Brochure on Home Sefety t Hazardous Materials e Outreach Training e Kids CAER t N/A 110,252,800 *10,252111 * 3,700 3,000 29,100 50,600 7,000 51,000 9,900 3,000 1--------1527311 9. Local X Stata Officials Outreach Materials for CIC Speaker* Bureau t -o- e Responsible Care* Ads in State X Local Government Publications 97,900 Mailings to Officials on Responsible Cared -0- Support Organization of State Advisory Panels -0- e CIC Block Crent Program -0- I 47.90S 5. Federal Officials e Responsible Cara Advartisaments -o- 6. Media Staff I Relatad Expenses National X Regional Speakers Forum Expand Madia Tour a Responsible Care Editor Hailing a Responsible Care* Media Guidelines e Funding of Environmental Reporting Forum e Association Communication Rasearch 7. Local and National Public Interest Croups # Staff X Relatad Expenses e Global Tomorrow Coalition e Printed Materials 200 25,000 -06,200 3,300 50,000 -0J----Eh .701 r~ -05,000 -05,000 6. Educators X Students e Staff X Related Expenses * Support Staff e Staff X Relatad Expenses * Other e Enhancements to CMemEcology e Enhance Duality of Science Education e Support for Education Organizations in TG e Develop Chair Endowment Model e Support for Science Education Through CIC Federation System Expand Catalyst Awards e Educators Travel $ 30,100 2,600 203,200 108,900 1,900 100 98,900 -0-0- r"'394,200 9. Shareholders and Analysts e Staff and Related Expenses e Meetings X Correspondence t 800 -0- J------------------BTC 10. Ceneral Public e Staff and Related Expenses e Nonmadia Costs a Placement Costs e General Print, Art X Graphics e Public Outreach Consulting e ACS Advertising 13,700 329,900 8,103,900 -0- 16,500 -0- S 5,459,000 Public Opinion Research e Staff and Related Expenses e Advertising Tracking Study and Testing e Values Research a Community Advisory Panel Survey TOTAL EXPENSES: S -0101 ,700 -0- *--m,;ai i 0,325,641 Approved FY 92/93 Budget * N/A 10 ,000,000 5,100 20,000 92,900 69,900 -0-0-0-0 - 20,000 60,000 212,900 25,000 30,000 30,000 100,000 -0* 165,600 10,000 6 33,500 15,000 15,000 9,500 -050,000 -0- 4 118,000 -05,000 5,00 0 10,000 $ 39,900 6,800 285,000 220,000 5 ,000 5,000 100,000 97,500 -0- i --7547201 $ 2 .500 2,000 t 575TB 5,800 959,200 7,980,900 30,000 60,000 -0- *"8,5307900 $ 2,100 172,900 - 0- -0- tTOTflfloi'inns Projeetod FY 92/93 Results * N/A * 9,980,000 97V Ba,000 Hexinum FY 93/9 Budge t $ 8,000,000 0 2,000,000 y .odd . nnn 5,500 12,600 36,000 91,000 9,000 -0- 18,700 -e- 35,000 60,000 1 2I27aoo * 92,100 97,900 60,000 101,000 -01 301.0*1 * 5.100 37.300 95,000 65,000 -0-0-0-0- 90,000 -0- r~ 212,400 t -0- -0-0-0185.000 r 145.000 10,000 10,000 * 33,500 10,000 15,000 9,500 -050,000 5,000 118,000 t 33,500 15,000 15,000 9,500 -0SO.ooo -0 - % 11B.04D c -0- 5,000 2,500 ) ,5UU 35,600 5.609 285,000 220,000 2,000 100 100,000 109,100 10,000 /62,900 1,300 5,000 3,000 $ ----- 9,300 39,600 6,800 285.000 225,000 5,000 -0- 100,000 109,500 10,600 I 7757511 t 2,000 t 2,500 1,000 2,000 ( 3,000 5750 0 < 8,300 1,091,000 2,160,000 30,000 50,000 230,000 *"'37589,300 13,500 1,020,000 7,223,900 30,000 65,300 -0- *"17352720 0 * 2.100 272,900 160,000 30,000 T SVi,0 0 0 * "5,919,Tins * 2.100 300,000 30,000 1------ 332,140 nonnmn AUTHORIZED PERSONNEL 1 -75- 111 1 700976 .Y0A0