Document KG99ye5bYNDQ4op4RRvR0RRBN

CHEMICAL MANUFACTURERS ASSOCIATION PUBLIC OUTREACH PROGRAM - SEPARATELY FUNDED Approved Fiscal Year 1995/96 Budget CMA 054383 CHEMICAL MANUFACTURERS ASSOCIATION ON PUBLIC OUTREACH PROGRAM GENERAL COMMENTS AND BACKGROUND: Dating the FY 1995/96 yem, the S10.0 million Public Outreach program is continued. Funding thi LvrJ i pwwiriiiH hy mntimiing tin- mmitowv aMMtment from the numhui lit wAimI 0 IPSA. rmtgj Hetaifa ofwhich aie covered in Tab #17 ofthis workbook. The Public Outreach Program's goal is to improve public undentanding of the Responsible Cate Initiative and knowledge ofits performance improvement record, at well as to push for more opportunities for public dialogue. This goal is fulfilled through targeted audiences whose understanding is deemed crucial to improving public understanding ofthe initiative. COMMENTS ON SPECIFIC AUDIENCES AS BUDGETED: Employees md Plant Comminuting Activities include developing Community public outreach workshops; code oiMreach materials, including videotapes and guides. The preparation and distribution of explanatory kits for use by the companies and plants to prepare the industry for progression of the ad campaign is a responsibility of this group. Another responsibility is the Progress Report. Direct CMA Costa: S 234,600 projected for FY 1994/95; $ 232,400 in FY 1995/96. I JVfl fn^t fthUe Officials rommimitiiig wirti nuniliM ofthi Miitienee prill . rignificnt .mount of >Mt wpiity" from plant managers and other company representatives. To prevent overburdening of the CIC, each council is asked to submit its own plan. Each CIC will receive a grant to develop its own outreach program which will follow the CMA strategy and be subject to CMA approval. Direct CMA Costs: 180,000 projected for FY 1994/95; S 185,000 in FY 1995/96. Federal Officials The objective is ficoto-foce communication. Major activity will be to briefMembers of Congress through individual or group meetings. Ads were placed in the "National Journal." Direct CMA Costs: 10,000 projected for FY 1994/95; 10,000 in FY 1995/96. Media Activities include media tours to explain the initiative, mailings to core audience ofpast media seminars, and development of feature stories about the initiative. The media group was instrumental for planning for the release ofTRI data Includes funding for a pilot public relations project in cooperation with the New Jersey CIC. Direct CMA Costs: 132,000 projected for FY 1994/95; 133,000 in FY 1995/96. Local and National Public Interest Groups Contacts with these groups require fhce-to-face meetings and discussions with their directors or staffs. CMA rtaffare the lead contacts. Environmental leaders are encouraged to appear at selected CMA functions. Direct CMA Costs: 21,100 projected for FY 1994/95; 9,100 for FY 1995/96. Educators and Students Education is a key route toward improving public perception over the long term. A key activity is to expand the production, distribution and usefulness of C^emEcology Outreach binds approximately 70% of ChemFjoliwv's circulation, over 60,000 issues sent to high school science classes. Special efforts are made to identify, develop and evaluate programs for company and teacher use. A resource guide is circulated to nearly 40,000 science teachers. The Education Task Group now includes appropriate educational organizations. The CMA Catalyst Awards program, recognizes chemiary teachers in four and two-year colleges and high schools, and recognizes outstanding science teachers in middle and elementary schools Additional funds are made available to state CICs to support science education programs. Direct CMA Costs: 736,600 projected for FY 1994/95; 777,900 in FY 1995/96. toffeholriets and the Financial Community All activities are low cost, low sweat equity. Materials to assist company financial officers understand and explain Responsible Care, inclusion of financial publications on media tours, encouraging companies to include environmental reporting in annual reports. This year a special section was developed with Forbes to tell the Reqronsible Care Story to the financial community. Direct CMA Coat: 4,500 projected for FY 1994/95; 4,500 in FY 1995/96. General Public Outreach to the general public through advertising is t low-sweat equity, high-cost activity. A piint ad campaign was the initial effort for outreach to the general public. The print ads focused on a broad audience of70 million people in the 18-49 age group. Response to the ads was favorable. Television ads were the next general public outreach effort The firm ofOgilvy and Mather developed a television ad featuring a cartoon character to ilhirtnte the chemical industry's emission reduction successes and showing how the technological know how ofthe industry is being used to improve health, safety and the environment Approximately 85% ofthe budget is for television and 15% is for print ads. The ads began running in 1993 on selected network and cable stations and targets a group that has been identified as "opinion leaders'. Response to the sd has been favorable. Direct CMA Costs: $ 8,256,700 projected for FY 1994/95; 8,546,100 in FY 1995/96. -34- CMA 054384 CHEMICAL MANUFACTURERS ASSOCIATION APPROVED BUDGET FY 93/94 Actual, FY 94/95 Budgat ad Pitjeclad Results Approved FY 95/96 Budget ad Program Costs PUBLIC OUTREACH PROGRAM 3 PROJECTED REVENUE AND SUMMARY OF EXPENSES BY AUDIENCE REVENUE: Uk of Aconuliad Amman Rmrve Public Outreach Aiscssinat TOTAL REVENUE: EXPENSES BY AUDIENCE: 1-3. Employee ad Community Snff* Retaa) Etpams Outreach Tfimrog Develop Code Outreach Materials lncre--e Annual Report Dtstnbmion Develop Practice Code Videos A Pianist Guides Employee A Cuuantinity Attitude Survey KidkCAER 4. Local A Swe Officiate State Legislative Leaden Fouwtation CMA Special Projects Responsible Caro* Ads m State A Local Govenmeat Publications Support Organization State Advisory Paris CIC Block Gnat Program TR1 Data Base Projects 5. Federal Officials Rspoueible Caro* Advcrtisemeats 6. Media StaffA Related Expeases Pollution Pieveatioa Aaecdotci Expand Media Touts Responsible Care* Editor Mailing Finding ofEnvironmental Rcpertiag forum Pilot PR Ptttiwi Information Officers Directory Pollution Picvcation Commuatcations RTNDA Outreach 7 Local and National Public Interest Groups StaffA Related Expenses Global Tomorrow Coalition Printed Materiala/Exbibiti/Brocburc Aib Placement 8. 4**"--*" A SmAwm StaffA Reteed Expeases * Support Staff SrafFA Related Expenses Other Expend Catalyst Awards Enfr|M*aMim m nwYMifrtlngy , Enhance Qality of Science Education Support Educatioa Task Group Medalist Support for Science Education through CIC Federation System Educators Travel 9. SharthotdOT and Aoalyaa StaffA Rebted Exposes Meetings A Cungpuudmtc 10. General Public StefTA Related Expenses ACS Advertising Responsible Care* Outmti Exhibit Public Outroacb Consuldug Agency Fees Production Media General Print Art A Graphics Presentation A Meetings Advertising. Testing A Prosanaion Ptomooen Advertising A Tracking Research 11. Public Opimou Rcsarch StaifA Rallied Expanses General Public A Place Community Survey CMASptvIPnjeoi TOTAL EXPENSES; authorized personnel FY 93/94 Actual Results I 7.459300 1.990.800 Approved FY 9^95 Budaet $0 10.000.000 X 10.000.000 * 21.600 32300 50.900 25,000 2300 0 28.700 2 itUOd s 17300 1300 900 17.700 93.900 0 s 131,300 $ 9300 s 2300 12.000 42,800 0200 0 12.700 0 0 i 70.200 t0 05,000 4.900 s 9.900 1 37,000 5,000 98,000 221,700 241.700 900 9.700 44.000 3300 i 663.200 20 0 i0 i 17300 21.100 0 47.000 1,190,800 275.600 6308.100 40300 (1-300) 83,800 0 446.400 2 8329300 20 0 75.100 s 75.100 1 2 5.100 40,000 52300 75.000 60.000 0 0 s 232,400 s 27.500 0 0 0 135,000 22300 5 185.000 2 10.000 2 33.500 15.000 15,000 4300 50,000 1S.000 0 0 0 T 133.000 2 1.100 5,000 3.000 0 I 9.100 s 44,600 6,600 104300 250.000 245.000 5,000 15,000 100,000 10,600 2 7I1J300 2 2300 2.000 T 4300 2 16.900 0 0 65300 1,020,000 371,000 6307300 30.000 15.000 12.000 5.000 600.000 2 8342.700 2 1300 30.000 70300 T 102000 2 10.000.000 l Projected FY 94/95 Route 20 9.6*2300 2 7300 40,000 52.300 75.000 60.000 0 0 2 2^4.600 2 27300 0 0 0 130.000 22300 2 180.000 2 10.000 2 33.500 09.500 04300 030.000 20.000 14.500 T" 132.000 2 1.100 20.000 0 0 2 iuoo 2 26300 7,000 91.600 250.000 245.000 1.500 12.000 100,000 3200 2 736.600 2 2300 2.000 2 4300 2 16.900 125.000 0 65300 1.020.000 150,000 6.407300 13.000 15.000 12.000 30.000 400.000 2 8356.700 2 1.800 30.000 75300 T 107.000 S 9.682300 1 Approved FY 93/96 B6*b 2 700.000 9300.000 t lonnnom 2 5.100 40.000 52.300 75,000 60.000 0 0 2 232.400 $ 27300 22300 0 0 135,000 2 185.0000 2 10.000 2 33300 9.000 0 04300 050.000 20.000 16.000 S 133.000 02 1.100 3.000 5,000 2 9.100 2 50.400 7.100 104300 250.000 246,700 1.000 15,000 100,000 ..... 00 2 777,900 2 2300 2.000 S 4300 2 16.100 125,000 0 65300 1.020.000 371.000 6.4U.700 30.000 15.000 12.000 30.000 450.000 2 8.546.100 2 1300 20300 80,000 T 108.000 2. - IDJUQQjOOO ' -35- CMA 054385