# Communicating with the Public on Aquatic Nuisance Species (ANS)

FINAL REPORT For the State of New Hampshire

March 2006

New Hampshire Fish and Game Department International Association of Fish and Wildlife Agencies

This project was funded by Multistate Cons ervation Grant #DC M-31-C, awarded by the International Association of Fish and Wildlif e Agencies (IAFWA) in cooperation with the U.S. Fish and Wildlife Service, as establishe d by the Wildlife and Sport Fish Restoration Programs Improvement Act of 2000 (Pub. L. 106-408).NH Final Report – ANS Pilot State Project 

# Table of Contents I. Status of ANS within the agency prior to the pilot project II. Summary of approach Background and goal Initial phase development Actions to be pursued during the pilot project Funding the effort III. Outcomes of the pilot project actions IV. Conclusions and recommendations Overall impressions of being a pilot state Recommendations Appendix A. Communications and project teams Appendix B. New Hampshire boat/lake user survey, Summer 2004 Appendix C. Stop Aquatic Hitchhikers! pledge cardNH Final Report – ANS Pilot State Project 

## I. Status of ANS within agen cy prior to pilot project Focus on aquatic nuisance species (ANS) was a lower level priority within the New Hampshire Fish and Game Department (NHFGD) prior to its involvement in the pilot project to develop a comprehensive ANS communications plan. The primary ANS issues addressed by NHFGD were preventing zebra mussel and non-native/non-naturalized bait fish from being imported into New Hampshire through live bait industry pathways. The principle audiences targeted with ANS prevention strategies were wholesale/retail live bait fish dealers and anglers. The NHFGD ANS communications efforts consisted of partnering with the New Hampshire Department of Environmental Services (NHDES) to jointly produce brochures that provided information about the dangers of zebra mussels and exotic plants and how boaters could prevent their introduction and spread into New Hampshire waters. NHFGD would also send out press releases about ANS periodically. 

## II. Summary of approach Background and goal In mid-January 2004, the NHFGD coordinated the establishment of a multi-agency team for the purpose of developing an ANS Communication Plan for New Hampshire. This development process was guided and assisted by the International Association of Fish and Wildlife Agencies (IAFWA) Project Team. (Both teams are listed in Appendix A.) The goal of the New Hampshire ANS Communication Plan is to: Increase the level of awareness and action (i.e. public, media, legislative, etc.) to address aquatic invasive species problems in New Hampshire by co mmunicating the significance of the aquatic nuisance species problem, current and potential dangers, and potential solutions – including prevention - in order to mitigate negative impacts on New Hampshire’s natural resources and its economic environment. Initial phase development During the initial phase of the planning process, three principal outcomes were identified for the NH ANS Communication Plan: 1. Enhancement of New Hampshire ANS policies. 2. Inducement of measurable changes in targeted audience behavior to reduce ANS infestations. 3. Development of long-term partnerships to effectively address ANS issues. The priority ANS for NH were determined to be: 1. Exotic aquatic plants. 2. Non-native, non-naturalized live bait. 3. Prohibited fish. 4. Zebra mussel and other Great Lakes ANS invaders. 5. Exotic aquatic ornamental and aquaria species. Exotic aquatic plants are a priority ANS concern because they can be easily spread by boats and trailers or through the sales and distribution of aquatic plants by wholesale and retail dealers or by individuals. These plants may also be found in boat livewells, boat bilgeNH Final Report – ANS Pilot State Project and on water-related recreational equipment. New Hampshire law prohibits the sale, distribution, importation, purchase, propagation, transportation or introduction of fourteen exotic aquatic plant species, which includes: vari able milfoil; Eurasian milfoil; fanwort; water chestnut; frogbit; yellow floating heart; Brazilian elodea; hydrilla; parrot feather; European naiad, curly-leaf pondweed; common reed; flowering rush; and purple loosestrife. Non-native, non-naturalized live bait are a priority ANS concern because of the significant potential for these species to be brought into New Hampshire through the state’s live bait industry. Minnows, shiners and crayfish are the live bait of primary concern. New Hampshire has established the following list of live bait fish that can be imported and/or used for freshwater fishing: rainbow smelt ( Osmerus mordax ); longnose dace ( Rhinichthys cataractae ); blacknose dace ( Rhinichthys atratulus ); Northern redbelly dace ( Phoxinus eos ); lake chub ( Couesius plumbeus ); creek chub ( Semotilius atromaculatus ); fallfish ( Semotilius corporalis ); golden shiner ( Notemigonus crysoleucas ); common shiner ( Luxilus cornutus ); emerald shiner ( Notropis atherinoides ); bridle shiner ( Notropis bifrenatus ); spottail shiner ( Notropis hudsonius ); silvery minnow ( Hybognathus nuchalis ); creek chubsucker ( Erimyzon oblongus ); longnose sucker ( Catostomus catostomus ); white sucker ( Catostomus commersoni ); and killifish/tomcod ( Fundulus sp.). Only indigenous crayfish can be imported into New Hampshire. Prohibited fish are a priority ANS concern because of the significant ecological threat they pose to New Hampshire’s freshwater fisheries resources. Prohibited fish cannot be imported, possessed, or released within the State and includes: walking catfish ( Clarias batrachus ), white amur/grass carp ( Ctenopharyngodon idella ), European rudd ( Scardinius erythophthalmus ) and round goby ( Neogobius monachus ). Zebra mussels and other Great Lakes ANS invaders are a priority ANS concern because even though they have not been found in New Hampshire, there is high potential for these exotic invaders to be transferred from infested out-of-state waters by boaters and anglers (through bait buckets or livewells). The focus is currently on zebra mussels, but other species such as spiny water flea, fishhook water flea and ruffe may also be transported through similar means. Exotic aquatic ornamental/aquaria species are a priority ANS concern because some species have been released into New Hampshire waters by hobbyists. Although many are tropical or subtropical species that would not normally survive New Hampshire winters, some specimens have alleviated that issue by taking refuge in thermal effluents from power plants or other industrial facilities. There has been a small number of ornamental/aquarium fish such as piranha, pacu, and koi caught by anglers and brought in to the NHFGD for identification. Target audiences The target audiences were determined to be (from highest to lowest): 1. Recreational boaters and other watercraft users. 2. Policy makers. 3. Aquatic hobbyists and suppliers.NH Final Report – ANS Pilot State Project Actions to be accomplished during the pilot state The multi-agency NH ANS Team reached a consensus that the most effective way to approach addressing ANS issues was to develop a state ANS Management Plan because this living document would provide the necessa ry framework for setting ANS priorities and it would identify the most important communication needs. Therefore the NH ANS Team set forth the following actions as first steps: 1. Initiate the formation of a planning team for the development of a NH ANS Management Plan. 2. Develop a comprehensive communication and marketing plan to become part of the NH ANS Management Plan and to provide a road map for communications, outreach, and social marketing opportunities. 3. Establish a baseline data of awareness of ANS issues among both boaters and boating anglers and conduct a follow-up survey a year later. 4. Development of a NH Page on the ProtectYourWaters (PYW) website, if possible, so that individuals can go to one site to locate all NH-related ANS information; 5. Develop an ANS –related page on the NHFGD’s website and include a link to the www.protectyourwaters.net website. 6. Incorporate the “Stop Aquatic Hitchhikers!” (SAH) logo along with the NH webpage address (i.e. www.protectyourwaters.net/NH ) into all NH-related ANS material. 7. Reach out to boaters and other recreational users with a pledge to take preventive actions against spreading ANS. 8. Establish a group of key legislators that could serve as a key coalition on NH ANS issues in the legislature. Funding the effort The New Hampshire pilot ANS effort supplemented the funds available through the project’s grant with in-kind services by way of salaries for 300 hours of planning participation by members of the NH ANS Team. These in-kind services were provided by individuals associated with two state agencies (NHFGD and NHDES), University of New Hampshire, New Hampshire Lakes Association and the U.S. Fish and Wildlife Service. 

## III. Outcomes of the pilot project actions 1. NHFGD will initiate the formation of a planning team for the development of a NH ANS Management Plan, with a draft outline of the plan be completed by the end of September 2004; the first draft will be completed by the end of March 2005; and, the plan will be finalized for submittal to the U.S. Department of Interior by the end of September 2005. Progress: An inter-agency steering committee was established to begin the preliminary process for development of a NH ANS Management Plan. The first meeting of the NH ANS Management Plan Steering Committee met on January 26, 2005, and an initial draft NH ANS Management Plan has been completed and distributed to members of the Steering Committee and a planning team for review. State ANS Management Plan continues to be developed with two working groups (freshwater and marine) putting it together. The communications plan will be incorporated into the plan. It is the intent of the Steering Committee that a final version of the plan will be completed by September 2006 for submission to the ANSTS for approval.NH Final Report – ANS Pilot State Project 2. NHFGD and the IAFWA ANS Project Team will develop a comprehensive communication and marketing plan. This will become part of the NH ANS Management Plan and will help to provide a road map for communications, outreach, and social marketing opportunities. Progress: A NH Comprehensive communication and marketing plan was developed. The inter-agency steering committee selected several key communications and marketing elements for completion during the pilot phase and plan to roll out the rest of the plan after the completion of the ANS Management Plan. 3. NHFGD will establish a baseline data of awareness of ANS issues among both boaters and boating anglers and conduct a follow-up survey a year later. Progress: A survey questionnaire was distributed to boaters to determine the level of aquatic nuisance species awareness and prevention in cooperation with the New Hampshire Lakes Association’s Lake Host Program. Each survey recipient was asked to fill out the questionnaire and mail in the completed form (pre-paid postage) by the end of the 2004 boating season in order to be eligible for a random drawing of a $200 Cabela’s gift certificate. There were 238 survey questionnaire’s returned by boaters and the results showed that these individuals were generally knowledgeable about ANS. See Appendix B for detailed results of survey. 4. NHFGD will investigate the viability of having a NH ANS webpage established at the ProtectYourWaters website. Progress: A NH-specific ANS page has been hosted on the ProtectYourWaters website. The page can be accessed by going to the home page of www.protectyourwaters.net and selecting New Hampshire under state pages on the right hand column, or going directly to the New Hampshire page by entering www.protectyourwaters.net/NH . This page contains a variety of education and outreach materials that can be used to communicate with various audiences about ANS issues. 5. NHFGD will develop an ANS-related page at its website by August 15, 2004. Progress: These action items have been completed and resulted in the launching of the NHFGD ANS webpage at http://www.wildlife.state.nh.us/Fishing/aquatic_ nuisance.htm. This site appears as a link in the NHDES Exotic Aquatic Weed Program webpage. 6. Incorporate the “Stop Aquatic Hitchhikers!” logo along with the NH webpage address (i.e. www.protectyourwaters.net/NH ) into all NH-related ANS material. Progress: The SAH! Logo and PYW URL has been incorporated into the 2006 New Hampshire Freshwater Fishing Digest, which contains fishing regulations and is distributed to all individuals who purchase a New Hampshire fishing license. The logo and URL were also included as a tag line in weekly fishing reports issued electronically by NHFGD to individuals who sign up for this service. Additionally, there is a page ( http://wildlife.state.nh.us/Fishing/aquatic_nuisance.htm#stop ) on the NHFGD website that contains the logo and URL. 7. NHFGD will reach out to boaters and other recreational users with a pledge to take preventive actions against spreading ANS. Progress: Pledge cards with the agency logo and URL for the NH webpage were printed (see Appendix C). The initial thought was to have Lake Hosts encourage boaters to make the pledge since the NH Lake Hosts volunteers inspected just under 32,000 boats at launchNH Final Report – ANS Pilot State Project ramps in 2004, and there are approximately 90,000 boats registered in NH annually. However, The Lake Hosts Program coordinator felt the Lake Host volunteers had too much to do already and were hesitant to add another task to be completed during the encounter with boaters at the launch ramp. Currently, the intent is to distribute pledge cards at consumer outdoor shows. Bass Pro Shops has agreed to donate a rod and reel for a drawing among those who make the pledge and leave the lower half of the pledge card with names and addresses. 8. NHLA and NHDES will initiate the formation of an ANS coalition of legislators during the fall of 2004. Progress: State elections that occurred in November 2004 delayed the initiation of an ANS coalition of NH legislators. At this juncture it would be best to delay the formulation of this coalition until the NH ANS Management Plan is further along in its development and this will serve as the guiding document for coordinating and prioritizing NH ANS legislative initiatives. 

## IV. Conclusions and recommendations Overall impressions of being a pilot state The actions that resulted from the NH ANS communications planning process accomplished a number of outcomes that most likely would not have occurred otherwise. The pilot project served as a catalyst to bring partners together to address common ANS issues in a more coordinated and effective way. Because ANS represent a broad array of flora and fauna, authorities to deal with ANS lie within several NH state agencies, each with different missions. However, a comprehensive communications and marketing approach provides the opportunity for commonalities of ANS to be identified and to strengthen the outreach to targeted audiences through the use of a brand (i.e. SAH! logo) and consistent messages. The communications planning process also allowed key audiences to be identified, along with the specific obstacles and opportunities to be considered when developing effective strategies and tactics. The NH ANS Team members also quickly realized the need for a State ANS Management Plan to serve as the mechanism to establish priorities for prevention, early detection-rapid response, and control and management. Adopting and implementing the NH ANS Management Plan, along with communications strat egies and tactics, will play a key role in minimizing the risks of ANS impacts on New Hampshire’s aquatic resources. Since funding is a primary factor that drives most programs, it’s critical for cost efficiencies to be an integral component of any action plan. Developing a partnership among the various entities addressing ANS issues in New Hampshire provided the opportunity for the partners to review the outreach efforts associated with each of the ANS-related program areas todetermine whether there were more cost effective ways to do things, as well as identify costsharing possibilities.
Recommendations A majority of ANS threats are regional in scope and preventing the spread of ANS is the most environmentally sound and cost effective method for addressing these threats.NH Final Report – ANS Pilot State Project Therefore, it’s important for neighboring states to be engaged in common ANS prevention tactics that includes a coordinated communication and outreach effort. The process used in this pilot project is one many state fish and wildlife agencies should find beneficial because it can establish a communications plan without a large financial commitment at the front end. However, meeting funding needs to implement all the resulting strategies and tactics may be a major challenge. Nonetheless, the NHFGD found serving as the pilot state for the Northeast was extremely beneficial, especially from the perspective of improved coordination and cooperation with its ANS partners. The NHFGD strongly encourages other state fish and wildlife agencies in the Northeast to engage in a communications planning process. As with most planning initiatives, the process can be good for team building, it allows partnerships to be formed, buy in is gained through stakeholder participation, and coordination improves.NH Final Report – ANS Pilot State Project 

# Appendix A. Communications and project teams New Hampshire ANS Communication Plan Development Team Stephen Perry, New Hampshire Fish and Game Department Judy Stokes, New Hampshire Fish and Game Department Jody Connor, New Hampshire Department of Environmental Services Amy Smagula, New Hampshire Department of Environmental Services Jeff Schloss, University of New Hampshire J-J Newman-Rode, University of New Hampshire Nancy Christie, New Hampshire Lakes Association Beth Goettel, U. S. Fish and Wildlife Service IAFWA Project Team Gwen White, D.J. Case and Associates Phil Seng, D. J. Case and Associates Sharon Rushton, SR Enterprises Rob Southwick, Southwick Associates Joe Starinchak, U.S. Fish and Wildlife Service Jim Wentz, Silvertip ProductionsNH Final Report – ANS Pilot State Project 

# Appendix B. New Hampshire boat/lake user survey, Summer 2004 238 responses received. All were usable. Dear Boater – The New Hampshire Fish and Game Department needs your input regarding native and non-native species. Please take a minute to comple te and return this important survey. Postage has been paid. If you provide your name and address on t he front of this survey, you will be automatically entered into a drawing for a $200 Cabela’s gift ce rtificate. Your name and address will not be distributed or used for any commercial purposes . We may send you a follow-up mail survey in one year’s time. Thank you! 1. Please check all the things you believe are true about the following aquatic plants and animals in New Hampshire: Variable Yellow Zebra Milfoil Perch Mussel Not native to NH 74.8% 19.3% 71.4% Invasive (grows fast/impacts environment) 90.3% 15.5% 62.6% Interferes with boating and fishing 89.9% 10.9% 49.6% Important habitat / improves fishing 3.4% 40.3% 5.0% Valuable ornamental 0.8% 10.1% 2.5% Don’t know 2.5% 16.0% 11.3% 2. Please indicate whether the following statements are true or false: a) Moving fish from one water to another will improve fishing. 13.0% = True 87.0% = False b) It is better to dispose of unused bait on land rather than releasing them into the water. 83.8% = True 16.2% = False c) Harmful aquatic plants can be transported from one water to another on boats and trailers. 99.2% = True 0.8% = False d) Washing or rinsing off your boat and trailer is ineffective in preventing the spread of harmful organisms. 16.2% = True 83.8% = False e) My actions are important for New Hampshire to pr otect its waters against the negative impacts of aquatic nuisance species. 100.0% = True 0.0% = False 3. In last twelve months, have you undertaken any of the following actions to help prevent the unintentional spread of harmful, non-native animals or plants? a) Inspected your boat and trailer for plant and animal life. 95.7% = Yes 4.3% = No b) Removed vegetation and/or animal life from your boat and trailer. 85.8% = Yes 14.2% = No c) Washed or rinsed your boat and trailer between launches. 80.6% = Yes 19.4% = No d) Drained and flushed your boats engine cooling sy stem, bilges and/or live wells before launching in a different water. 62.0% = Yes 38.0% = NoNH Final Report – ANS Pilot State Project 4. Where have you seen or heard information about “nuisance” or problematic aquatic plants and animals (please check all that apply): 94.1% Signs at boat ramps 77.7% Educational Pamphlet/Brochures 71.4% Fishing or Boating Regulation Booklet 20.6% Internet or web sites 40.8% Magazines 44.1% Newspapers 29.8% Television 70.2% Lake Host 10.1% Other (please specify): SEE ATTACHED SHEET 0.4% I have not seen or heard inform ation about aquatic nuisance species 5. What is your primary interest when boating? 21.0% To go cruising 15.1% To go water skiing/tubing/knee boarding 63.0% To go fishing 60.9% To relax and enjoy the outdoors 5.0% To compete in a fishing tournament 8.0% Other (please specify): SEE ATTACHED SHEET 6. Please describe yourself: Sex: 86.0% Male 14.0% Female Age: 3.8% = Under 18 7.1% = 18- 34 52.5% = 35-55 36.6% = 55+ NOTE: % of respondents providing a mail address = 97.9% NOTE: % of respondents providing an email address = 41.2%

Compiled by Southwick Associates, Inc of Fernandi na Beach, FL (904 277 9765) on behalf of the New Hampshire Inland Fisheries Division and the Aquatic Nuisance Species Outreach Project, International Association of Fish and Wildlife Agencies (DJ Case and Associates, Sharon Rushton Enterprises, Silvertip Productions and the U.S. Fi sh and Wildlife Service ANS program).NH Final Report – ANS Pilot State Project
Responses to Other in Question #4 (Other sources of ANS info): (Did not specify) Boating lake host Star, also hunting and fishing stores Boating safety course Brother-In-Law (Ken Wa rren) works for DES by being out on different lakes and ponds fishing Clubs: Bass NEBA Boat US Deering Lake Improvement Association meetings DES Workshops Fishing Tournaments Hard to say when I have been aware of invasives for some time-- mostly talked about in school a couple years ago-- AP Environment Service (best class ever -- every high school should make this a requiremen t and put much effort into teaching it well) I have a wildlife conservation degree Lake Association and video tape Lake Association Education Program Lake Association Pleasant Lake Deerfield Lake Host: Name was Star? At Eastman Lake--very informative NH Lakes Association, Granite Lake annual meetings Our boat inspector at Bow Lake in Strafford NH Our lake association Road signs going into the state of Maine Safe Boating Course Spofford Lake Assoc Stopped in Maine by warden for no stocker "milfoil" VWWP Responses to Other in Question #5 (primary boating interest): as Environmental Educator, boating accesses impotent habitats Beauty! Hard to enjoy the outdoors when a motor is constantly running... canoes Diving Duck hunting enjoy the nature Exercise Family time Kayak and sail kayaking kayaking lakes, rivers, ponds nature study, exercise rowing sailing SCUBA Spofford Lake-- Fish run from 10" to 14 1/2", very bad stocking program, catch 9 to 23 fish, to catch 1 fis h 15" Swimming Swimming Swimming, bird watching TransportationNH Final Report – ANS Pilot State Project 

# Appendix C. Stop Aquatic Hitchhikers! pledge card

# Communicating with the Public on Aquatic Nuisance Species (ANS)

An ANS Communications Plan For the State of New Hampshire

March 2006

New Hampshire Fish and Game Department International Association of Fish and Wildlife Agencies

This project was funded by Multistate C onservation Grant #DC M-31-C, awarded by the International Association of Fish and Wildlife Agencies (IAFWA) in cooperation with the U.S. Fish and Wildlife Service, as established by the Wildlife and Sport Fish Restoration Programs Improvement Act of 2000 (Pub. L. 106-408).New Hampshire ANS Communications Plan, 3-10-06 

# Table of Contents Introduction Planning team Process steps Goal Project outcomes 

### Part 1. Situation Assessment: ANS Issues within New Hampshire I. Scope of ANS in the state II. Jurisdiction of agencies involved in ANS issues in the state III. Priority ANS species IV. Pathways and locations V. Current and potential damages of each of these high priority species VI. Potential actions needed to reduce the negative impacts of ANS VII. General stakeholders in ANS issues VIII. Potential messages and existing promotional tools for each ANS A. Recreational boaters and professional or commercial boat use B. Recreational anglers C. Live bait dealers D. Nurseries, landscaping companies, and private pond owners E. Aquaculture producers and lake associations F. Aquatic hobbyists and suppliers IX. Top four target audiences that can have the greatest impact X. Obstacles for reducing the impact of ANS XI. Opportunities for reducing the impact of ANS XII. Potential partners for delivering messages A. General partners and delivery mechanisms B. Species-specific partners C. State or regional ANS events (planned for 2004-2005) 

### Part 2. Marketing Plan I. Mission of the marketing plan II. Goals of the marketing plan A. Top ANS issues B. Prioritized target audiences III. Underlying principles IV. Boating audience A. Program positioning for boaters B. Program characteristics for boaters C. Objectives for boaters D. Prioritized messages for boaters E. Barriers to boaters F. Obstacles to implementation for boaters G. Opportunities for reaching boatersNew Hampshire ANS Communications Plan, 3-10-06 H. Delivery mechanisms for boaters I. Strategies for boaters J. Tactics for each strategy for boaters V. Policy makers A. Program positioning for policy makers B. Program characteristics for policy makers C. Objectives for policy makers D. Prioritized messages for policy makers E. Barriers to implementation for policy makers F. Obstacles to implementation for policy makers G. Opportunities for implementation to policy makers H. Delivery mechanisms to reach policy makers I. Strategies for policy makers J. Tactics for each strategy for policy makers VI. Hobbyists and suppliers A. Program positioning for hobbyists and suppliers B. Program characteristics for hobbyists and suppliers C. Objectives for hobbyists and suppliers D. Prioritized messages for hobbyists and suppliers E. Barriers for hobbyists and suppliers F. Obstacles to implementation for hobbyists and suppliers G. Opportunities for reaching hobbyists and suppliers H. Delivery mechanisms for marketing to hobbyists and suppliers I. Strategies for marketing to hobbyists and suppliers J. Tactics for each strategy for hobbyists and suppliers 

### Part 3. Evaluation Process Part 4. Action Plan Implementation table 

### Part 5. Results Part 6. Conclusions and Recommendations Appendices Appendix I - General resources Appendix II - Glossary of terms Appendix III - New Hampshire boat/lake user survey – Summer 2004New Hampshire ANS Communications Plan, 3-10-06 

# Introduction The information provided in the ANS issues section of the New Hampshire ANS Communications Plan was initially formulated from interviews with New Hampshire Team members to describe the status of ANS issues and resources in the state. The marketing approach and action plan was developed and implemented through additional staff interviews, discussions at team meetings, and input from team assignments. The process used to develop and implement this document is described in the IAFWA ANS Pilot State Project: Process Outline

. 

## Planning Team New Hampshire Planning Team Staff of the New Hampshire Fish and Game Department assembled a team of individuals to guide the project. The New Hampshire Team includes the following individuals: • Stephen Perry , Chief, Inland Fisheries Division, New Hampshire Fish and Game Department • Judy Stokes , Chief, Public Affairs Division, New Hampshire Fish and Game Department • Jody Connor , Director, Limnology Center, New Hampshire Department of Environmental Services • Amy Smagula , Exotic Species Coordinator, New Hampshire Department of Environmental Services • Nancy Christie , President, New Hampshire Lakes Association • Beth Goettel , Refuge Manager, U. S. Fish and Wildlife Service, Silvio O. Conte National Fish and Wildlife Refuge • Jeff Schloss , Associate Professor, Cooperative Extension Program, University of New Hampshire • J-J Newman-Rode , Aquaculture Extension Faculty & Specialist, University of New Hampshire IAFWA Project Team • Gwen White , D.J. Case and Associates • Phil Seng , D. J. Case & Associates • Sharon Rushton , SR Enterprises • Rob Southwick , Southwick Associates • Jim Wentz , Silvertip Productions • Joe Starinchak , U.S. Fish and Wildlife Service 

## Process Steps The process for this project has been re-written to more clearly reflect the entire scope of this project and is contained in the document IAFWA ANS Pilot State Project: Process Outline . The New Hampshire Team has already taken many of the steps. The document provides a detailed outline of the process for developing and implementing a state communications strategy. It willNew Hampshire ANS Communications Plan, 3-10-06 be helpful to review this separate document prior to reading the New Hampshire ANS Communication Plan

. 

## Goal Increase the level of awareness and action (i.e. public, media, legislative, etc.) to address aquatic nuisance species problems in New Hampsh ire by communicating the significance of the problem, current and potential dangers, and potential solutions – including prevention - in order to mitigate negative impacts on New Hampshire’s natural resources and its economy. 

## Project Outcomes A. Enhance New Hampshire ANS Policy • Project results in the development and adoption of a State ANS Management Plan for New Hampshire and consequent eligibility for federal funding for prevention and control. • Actions would extend to policy and regulations within a larger project. B. Change Audience Behavior to Reduce ANS Infestations • Measurably changed behavior with people actually doing things to prevent the spread of ANS in New Hampshire (e.g., boaters at ramps inspecting their boats; boaters avoiding travel through infested coves) rather than just worrying about it more. • A multitude of strategies that bring action across the board from a range of audiences. • More outreach to some target audiences for which messages have not been developed and which are not currently being reached. • Number of new ANS infestations would drop, as indicated by baseline data on species invasions dating back at least several years. • Increased containment of ANS within a water body that already has an infestation. C. Build Long-Term Partnerships • Consensus on ANS priorities and stronger working ties among the partnering agencies and organizations. • Development of a unified “message” between partners. • Use of Stop Aquatic Hitchhikers! logo on more materials that reach the public. • Consistency, repetition, and reinforcement of messages. • Continuation of the ANS communications project beyond pilot implementation.New Hampshire ANS Communications Plan, 3-10-06 

# Part 1. Situation Analysis: ANS Issues in New Hampshire I. Scope of ANS in the State Boats, motors, trailers, fishing equipment, bait buckets, diving gear, and other water-based recreational equipment can easily transport ANS, like exotic milfoil and zebra mussel, to new waters. ANS hitchhikers will wreak havoc in lakes, ponds and rivers by harming native fish and wildlife, plants and other natural aquatic resources, choking waterways through explosive growth, fouling water intake and discharge systems, and possibly lowering lakefront property values. Why are ANS such a problem? Native aquatic plant and animal communities have evolved over hundreds of years and as such these co mmunities have established natural checks and balances to stay functionally healthy. Since ANS are newly introduced to an aquatic community they have no established relationship within the system to control their abundance and therefore can disrupt the community’s natural functions, cause a decline or loss of native flora and fauna, and degrade water quality. Additionally, once ANS become established in a water body, they are impossible to eradicate. Consequently, continuous management and control practices are the only tools available for dealing with ANS infestations, which are strategies that are expensive to implement and sustain. Therefore preventing the spread of ANS is the most environmentally sound and cost effectiv e method for battling these invaders. In New Hampshire, variable milfoil is an ANS that has caused widespread problems in the State’s lakes and ponds. First found in Lake Winnipesaukee’s Moultonborough Bay during the mid-1960s, this exotic aquatic weed has hitched rides to 53 other water bodies. Fanwort, water chestnut, Eurasian milfoil, purple loosestrife, and common reed are also problematic exotic aquatic plants that exist in New Hampshire. 

## II. Jurisdiction of agencies invol ved in ANS Issues in the State A. Agencies and organizations Agencies and organizations that are actively involved in education and regulatory actions regarding aquatic nuisance species in New Hampshire are described below. NH Fish and Game Department The NH Fish and Game Department (NHFGD) regulates fishing and the possession, importation and release of wildlife (vertebrates and invertebrates) in the state. NH Department of Environmental Services The NH Department of Environmental Services (NHDES) Exotic Aquatic Plant Program is authorized by RSA 487 and focuses on submerged exotic aquatic plants. Funding for the program is generated from a boat registration fee. NH Department of Agriculture, Markets & Food, Invasive Species CommitteeNew Hampshire ANS Communications Plan, 3-10-06 The NH Department of Agriculture inspects pet stores to look for illegal exotic species. The Invasive Species Committee is a volunteer group of nine appointed members who consider and evaluate the adverse environmental and economic effects of invasive terrestrial plants, insects, and fungal species. NH Department of Safety, Marine Patrol Bureau The Marine Patrol Bureau is responsible for enforcement of boating laws and can become involved in inspections for illegal plant transport on boats and trailers. New Hampshire Coastal Program The mission of the New Hampshire Coastal Program (NHCP) is to "balance the preservation of natural resources of the coast with the social and economic needs of this and succeeding generations." The NHCP is administered by the New Hampshire Office of Energy and Planning. New Hampshire Estuaries Project The New Hampshire Estuaries Project is part of the U.S. Environmental Protection Agency's National Estuary Program, which is a joint local/state/federal program established under the Clean Water Act with the goal of promoting the protection and enhancement of nationally significant estuarine resources. New Hampshire Lakes AssociationThe New Hampshire Lakes Association (NHLA) is a statewide, nonprofit, membersupported organization dedicated to protecting New Hampshire's lakes. The NHLA serves as a source of information about lakes and lake issues through its educational materials and programs, and through its work with state legislators. The NHLA is an advocate on issues of water quality, boater education and boating safety, invasive species prevention, appropriate public access and a balance of lake uses. B. Regulations Selected New Hampshire Statutes that establish NHFGD and NHDES authorities regarding ANS are as follows: RSA 206:9 Investigation and Research. The executive director (NHFGD) shall make adequate investigation of the supply of wildlife in the state, shall authorize such scientific and other studies as may be deemed necessary to his work, and shall collect, classify, and disseminate such statistics, data, and information as in his discretion will tend to promote the objects of the Department. NH Statute RSA 206:10 Powers and Duties. I. It shall be the duty of the executive director (NHFGD) to function as the chief administrator of the commission and to protect, propagate and preserve the fish, game and wildlife resources of the state and to protect and conserve non-game birds of the state. The executive director shall, subject to the limitations hereinafter set forth, have the authority to adopt and enforce rules, pursuant to RSA 541-A, for the adequate andNew Hampshire ANS Communications Plan, 3-10-06 effective control, management, restoration, conservation and regulation of the fish, game, bird and wildlife resources of the state. NH Statute RSA 207:1 Definitions. XXXV. Wildlife. Refers to all species of mammals, birds, fish, mollusks, crustaceans, amphibians, invertebrates, reptiles or their progeny or eggs which, whether raised in captivity or not, are normally found in a wild state. NH Statute RSA 207:14 Importing and Releasing. I. No person shall import, possess, sell, exhibit, or release any live marine species or wildlife, or the eggs or progeny thereof, without first obtaining a permit from the executive director (NHFGD) except as permitted under title XVIII. The executive director shall have the authority to determine the time period and any other conditions governing the issuance of such permit. The executive director may refuse to issue a permit if he determines that such issuance may pose significant disease, genetic, ecological, environmental, health, safety, or welfare risks to persons, marine species or wildlife. NH Statute RSA 487:16-a Prohibited Aquatic Plant Species. The sale, distribution, importation, purchase, propagation, transportation, or introduction of exotic aquatic weeds into the state is prohibited. The following is a list of prohibited exotic aquatic species in New Hampshire: 

### Scientific Name Common Name Myriophyllum heterophyllum variable milfoil Myriophyllum spicatum Eurasian milfoil Cabomba caroliniana fanwort Hydrilla verticillata Trapa natans water chestnut Myriophyllum aquaticum parrot feather Potamogeton crispus curly leaf pondweed Lythrum salicaria, L. virgatum, L. alatum purple loosestrife Phyragmites australis or P. communis common reed Egeria densa Brazilian elodea Hydrocharis morsus-ranae frogbit Butomus umbellatus flowering rush Najas minor European naiad Nymphoides peltata yellow floating heart NH Statute 487:26 Grant Program Established

. There is hereby established a grant program to be administered by the department of environmental services for the allocation of money to state agencies, non-profit organizations, and municipalities or political subdivisions of the state which seek to administer a milfoil and other exotic aquat ic plants prevention program, and toNew Hampshire ANS Communications Plan, 3-10-06 institutions of higher learning which seek to conduct research on milfoil and other exotic aquatic plants remediation techniques. The grant program shall be funded by the portion of the lake restoration and preservation fund, established in RSA 487:25, and allocated to the milfoil and other exotic aquatic plants prevention program. Up to 2/3 of the moneys distributed from the fund to the milfo il and other exotic aquatic plants prevention program shall be allocated for the purposes of milfoil and other exotic aquatic plants prevention and the remainder shall be allocated to milfoil and other exotic aquatic plants remediation research. Of the moneys in the milfoil and other exotic aquatic plants prevention program, the moneys allocated specif ically for the purposes of the milfoil and other exotic aquatic plants prevention shall be distributed upon approval of the commissioner of the department of environmental services and the commissioner of safety. Of the moneys in the milfoil and ot her exotic aquatic plants prevention program, the moneys allocated specifically for the pur poses of milfoil and other exotic aquatic plants remediation research shall be distributed upon approval of the commissioner of the department of environmental services. 

## III. Priority ANS Issues The New Hampshire Team has identified the following as priority ANS issues, described by waters, pathways, and species, for developing public communication strategies. These issues are not listed in priority order within each category. A. Waters • Inland ponds and lakes • Connecticut River watershed • Coastal waters B. Audiences (Pathways) • Recreational boaters • Professional or commercial boat users • Sea Planes • Recreational anglers • Live bait dealers • Lake associations • Private pond owners • Aquatic hobbyists and suppliers • Nurseries and landscaping companies • Aquaculture producers C. Aquatic Nuisance Species • Zebra mussels and other Great Lakes ANS • Exotic aquatic plants • Nonnative, nonnaturalized live bait • Prohibited fish • Aquatic ornamental/aquarium species 

## IV. Pathways and Locations A. WatersNew Hampshire ANS Communications Plan, 3-10-06

• New Hampshire has over 950 inland lakes and ponds, many of which have public access sites for motorized boats and are particularly susceptible to the introduction of ANS. • The Connecticut River watershed encompasses 7.2 million acres contained within the states of Connecticut, Massachusetts, Vermont and New Hampshire and because of its diversity and size it’s a prime candidate for ANS impacts. • New Hampshire has 131 miles of coastline along the Atlantic Ocean and it has several shipping ports that make it vulnerable to ANS. B. Aquatic Nuisance Species 1. Zebra mussels and other ANS that are in the Great Lakes, have not been found in New Hampshire, but may potentially be transferred by recreational boaters, anglers (through bait bucket or livewell releases), and professionals using boats for fisheries and aquatic resource management. The focus is currently on zebra mussels, but other species such as Spiny water flea, Fishhook water flea and Ruffe may also be transported through similar means. • Location: The USFWS map of zebra mussel distribution (right) shows that it’s not present in New Hampshire but is close by as they occur in Connecticut (Twin Lakes) and Vermont (Lake Champlain). Many boaters move around regionally, especially fishing tournament participants. There is strong concern with boaters coming from Lake Champlain without following the necessary actions to prevent zebra mussels hitching a ride to New Hampshire waters. With the use of GIS, locations within the Connecticut River watershed have been prioritized for ANS concerns based on boater use and access, proximity to existing ANS infestations, the possibility of impacting large areas, connectivity, and limnological parameters. In addition to the spread of zebra mussel, the Fishhook water flea has been moving eastward through the Erie Canal. 2. Exotic aquatic plants can be spread by boats and trailers or through the sales and distribution of aquatic plants by wholesale and retail dealers or by individuals. They may also be found in livewells, boat bilge, and on water-related recreational equipment. New Hampshire law prohibits the sale, distribution, importation, purchase, propagation, transportation, or introduction of fourteen exotic aquatic plant species: variable milfoil; Eurasian milfoil; fanwort; water chestnut; frogbit; yellow floating heart; Brazilian elodea; hydrilla; parrot feather; European naiad, curly-leaf pondweed; common reed; flowering rush; and purple loosestrife. • Location: Varies by plant species. Most exotic aquatic plant infestations started at public boat launch sites and boat marinas.a. Variable milfoil: Present in New Hampshire lakes and ponds since the mid1960s; by far the most wide-spread exotic aquatic plant in NH; first found in Moultonboro Bay in Lake Winnipesaukee and now infests 53 lakes and ponds and continues to infest 3-4 new water bodies each year. b. Water chestnut: Occurs in the Nashua River in Nashua, New Hampshire. Although water chestnut is not known to occur in the New Hampshire portionNew Hampshire ANS Communications Plan, 3-10-06 of the Connecticut River watershed it was found in Holyoke, Massachusetts and it infest 12-20 other sites within the Connecticut River watershed in Massachusetts. Water chestnut is also known to occur at six sites in the Connecticut River watershed in Connecticut, and one infestation was recently reported in Springfield, Vermont. c. Brazilian elodea: Has been found in two New Hampshire lakes but only for a couple years. d. Hydrilla: Currently not present in New Hampshire, however, it infests one lake in Massachusetts and was recently found in a lake in Maine that’s located near the New Hampshire border. e. Fanwort: Infests seven lakes and ponds in southern New Hampshire. f. Eurasian milfoil: Has been found in two waters, a lake and small pond. 3. Nonnative, nonnaturalized live bait can pot entially be brought into New Hampshire through the State’s live bait industry, which is primarily reliant upon importing baitfish from large baitfish farms in Arkansas. Wholesale bait dealer’s can also purchase and import from other states, which may have less stringent importation rules (e.g., Massachusetts). Live bait can also include crayfish, worms, and other animals. Live bait species that do not currently exist in New Hampshire and are not on the approved species importation list may be held by dealers in other states. For example, Rusty crayfish is used for bait and according to USGS maps it appears this ANS has already been introduced into New England waters. It is not known to occur in New Hampshire waters, but since it’s located in nearby states it has the potential for introduction through bait bucket transfers. • Location: No known occurrences. 4. Prohibited fish include walking catfish ( Clarias batrachus ), white amur/grass carp ( Ctenopharyngodon idella ), European rudd ( Scardinius erythophthalmus ), and Round goby ( Neogobius monachus ). These prohibited fish species cannot be imported, possessed, or released within the state. Additionally, no person can legally release a fish in any water of the state, except where caught, without first obtaining a Permit to Release from the NH Fish and Game Department. • Location: No known occurrences. 5. Aquatic ornamental/aquarium species have been released into New Hampshire waters by hobbyists. Although many are tropi cal or subtropical species that would not normally survive New Hampshire winter s, some specimens have alleviated that issue by taking refuge in thermal effluents of power plants or other industrial facilities. NHFGD has been a small number of ornamental/aquarium fish such as piranha, pacu, and koi caught by anglers and brought in for identification. • Location: There is no definitive information available on the distribution of aquatic ornamental/aquarium species in New Hampshire. 

## V. Current and Potential Damages of High Priority ANS A study conducted by Cornell University estima ted that exotic species cost the U.S. about $148 billion annually and these costs are increasing every year. New Hampshire has a number of ANS that have had negative impac ts on its native flora and fauna, aquatic ecosystem health, the recreational value of public waters, and the economy. In 2003,New Hampshire ANS Communications Plan, 3-10-06 NHDES anticipated annually allocating $300,000 to address issues related exotic aquatic plants. Recreational boat registrations in New Hampshire have increased by more than 20% since 1997, with approximately 102,250 boats being registered in 2003. Consequently, with the increase of this recreational activity, there is significant potential for the spread of ANS into and among New Hampshire’s waterways as a result of hitching rides on boats, trailers and other water-related recreational equipment. This is substantiated by the fact NHLA Lake Host’s encountered over 800 boats launching at public access sites that had aquatic plants attached to the boats or trailers. It’s also estimated that ANS impact over 500 acres of fish and wildlife habitat in New Hampshire and need to be controlled (USFWS New England Office). Some of the negative impacts caused by the high priority ANS are outlined below. In some cases, the full scope of the ANS impacts may be difficult to predict and measure. A. Zebra mussel and other Great Lakes ANS • The impacts of zebra mussel on the Connecticut River watershed would be devastating, both ecologically and economically. • The habitats of 33 native species of fish and 12 species of freshwater mussels would be drastically altered. • Recreational boating and fishing would be negatively affected as a result of interspecific competition with native fish, and increased water clarity that can lead to increased growth and abundance of rooted aquatic vegetation. • Industries, including hydropower, production facilities, and water utilities, that take water from the Connecticut River would incur costs of removing zebra mussel from clogged intake pipes. B. Exotic aquatic plants • A study showed lakefront property va lues could possible decline by 10-20% in lakes infested with exotic aquatic plants (John Halstead, University of NH, unpublished study). • Recreational use of New Hampshire’s lakes, rivers, streams and ponds contributes $1.8 billion annually to the state’s economy, which could be impacted by the spread of exotic aquatic plants (Lisa Shapiro, Ph.D., Estimates of Select Economic Values of New Hampshire Lakes, Rivers, Streams & Ponds, June 2003 ). • Water chestnut control costs in other states have ranged from $50,000-80,000 per infestation site. • New Hampshire spends approximately $65,000 annually to treat exotic aquatic plant infestations, primarily through herbicide applications (funds in 2003 were only sufficient to treat ten of the 59 lakes that needed to be treated). In addition, lake associations and municipalities contribute tens of thousands of additional dollars annually to control exotic aquatic plants. • The seedbed for exotic aquatic plants may last from 3-12 years. • Variable milfoil reproduces by fragmentation and these fragments can hitch rides to new waters where it can root and grow.New Hampshire ANS Communications Plan, 3-10-06

• Exotic aquatic plants can over-populate waters and cause a decline or loss of native flora and fauna. C. Nonnative, nonnaturalized live bait • Can over-populate waters and compete with or alter existing fish communities. • Potential introduction of diseases, parasites, or other ANS. • Pose a significant threat to native flora and fauna. • Can cause detrimental impacts on the food web, trophic structure, and water quality of aquatic systems. • Can negatively affect recreational fishing, which contributes $318 million in economic output for the state and supports over 3,000 jobs and $72 million in worker earnings. D. Prohibited fish • Can over-populate waters and compete with or alter existing fish communities. • Potential introduction of diseases, parasites, or other ANS. • Pose a significant threat to native flora and fauna. • Can cause detrimental impacts on the food web, trophic structure, and water quality of aquatic systems. • Can negatively affect recreational fishing, which contributes $318 million in economic output for the state and supports over 3,000 jobs and $72 million in worker earnings. E. Aquatic ornamental/aquarium species • Pose a significant threat to native flora and fauna. • Can cause detrimental impacts on the food web, trophic structure, and water quality of aquatic systems. • May carry diseases or parasites that affect native species. 

## VI. Potential actions needed to reduce the negative impacts of ANS Specific actions that must be taken by target audiences are outlined for each of the high priority species. A. Zebra mussels 1. Recreational boaters may transfer zebra mussels that are attached to boats and trailers between water bodies. A particular concern is for those boats registered in Vermont and Massachusetts that do not have to be registered in New Hampshire if they boat the State’s waters for 30 or fewer consecutive days. Desired action: • Stop the spread of zebra mussels through human dispersal mechanisms. 2. Professional or commercial boat users may transfer zebra mussels as they move between many waters in the course of doing business. Desired action: • Use of the HACCP process to stop the spread of zebra mussels to new waters. 3. Dealers selling live bait that may be harbor ing zebra mussels in larval/juvenile form. Desired action: • Use of the HACCP process to check live bait tanks and associated equipment for zebra mussels. 4. Nurseries, landscaping companies, and private landowners may transfer zebra mussels attached to the aquatic plants or associated equipment.New Hampshire ANS Communications Plan, 3-10-06
Desired actions: • Recognition that Internet sales companies may not provide notification that aquatic plants are being obtained from waters containing zebra mussels. • Nurseries would use the HACCP process to check aquatic plant stocks, shipping containers and associated equipment for zebra mussels. B. Exotic aquatic plants 1. Recreational boaters may transfer exotic aquatic plants that are attached to boats and trailers between water bodies. A particular concern is for those boats registered in Vermont and Massachusetts that do not have to be registered in New Hampshire if they boat the State’s waters for 30 or fewer consecutive days. Desired action: • Stop the spread of exotic aquatic plants through human dispersal mechanisms. 2. Professional or commercial boat users may transfer exotic aquatic plants as they move between many waters in the course of doing business. Desired actions: • Stop the spread of exotic aquatic plants through human dispersal mechanisms. • Educate professional and commercial boater users about the importance of inspecting boats, trailers and equipment for hitchhiking aquatic plants. • Use of the HACCP process to prevent transfer of exotic aquatic plants between waters. 3. Aquatic hobbyists and suppliers, nurseries, landscaping companies, and private pond owners may distribute exotic aquatic plants through plantings in backyard ponds and aquascapes. Desired actions: • Compliance with New Hampshire’s Exotic Aquatic Weed regulation. • Recognition that Internet sales may not identify species that are exotic and/or illegal in New Hampshire. • Commercial entities use the HACCP process to check aquatic plant stocks for exotic aquatic plants. C. Nonnative, nonnaturalized live bait 1. Recreational anglers may introduce new species or associated diseases and parasites by releasing live baitfish, crayfish, or other live bait into the waters where they’re fishing. Desired actions: • Stop the spread of live bait into new waters. • Compliance with baitfish import regulations. • Compliance with regulations specifying the fish species allowed for use as live bait. • Avoid use of nonnative, nonnaturalized live bait. • Proper disposal of unwanted live bait. 2. Live bait dealers may purchase nonnative nonnaturalized live bait from out-of-state wholesaler dealers. Desired actions:New Hampshire ANS Communications Plan, 3-10-06

• Compliance with baitfish import regulations. • Use of HACCP procedures to look for prohibited live bait species in their stocks. D. Prohibited fish 1. Aquatic hobbyists and suppliers, lake associations, and private pond owners may import, posses, and release prohibited fish for ornamental, recreational, or aquatic vegetation control uses. Desired actions: • Compliance with the fish importation, possession, and release regulations. E. Aquatic ornamental/aquarium species 1. Aquatic hobbyists may release unwanted aquatic ornamental or aquarium species into local public waters. Desired actions: • Compliance with regulations for release of wildlife

. • Compliance with regulations regarding species that are prohibited to import and possess. • Recognition that Internet sales may not identify species that are exotic and/or illegal in New Hampshire. • Proper disposal of unwanted aquatic ornamental or aquarium species. 

## VII. General stakeholders in ANS issues
• Recreational anglers • Aquaculture producers • Boat dealers • Fishing tackle shops • Boating or yacht clubs • Voluntary water monitoring or cleanup groups • Canoe liveries • Marinas • Live bait dealers • Waterfront property owners and watershed associations • Waterfowl hunters • State and local chapters of environmental organizations • School biology programs • University researchers • Tourists and summer-only residents who use NH waters • Residents who use NH waters • State lawmakers • All citizens, whether or not they use state waters (in the end, everyone “pays” for ANS) 

## VIII. Potential messages for target audiences and existing tools A. Recreational Boaters and Professional or Commercial Boat Users 1. Zebra Mussel Existing messages:New Hampshire ANS Communications Plan, 3-10-06

• Your help is essential to prevent and control the spread of zebra mussels. • Before and after boating, inspect your boat, trailer, and recreational equipment before you launch into, fish, dive, or paddle on another water body. • Allow your boat, trailer, and recreational equipment to dry for 48 hours, or wash the hull, motor and trailer with a high-pressure, hot water spray (car wash or commercial sprayer). • Drain and flush the buoyancy control device from diving equipment. • In some cases, a high-pressure and high-temperature (>140 d. F.) wash or light scraping may be necessary. • Flush the cooling system, bilge areas and live wells with tap water. • Any zebra mussels that are found should be discarded away from any water source. Don’t throw it back in the water. • Zebra mussels are native to the Caspian Sea and were accidentally introduced into US waters. • No zebra mussels have been identified in New Hampshire water bodies. • Problems caused by zebra mussels include clogged water intake systems and accumulation on structures. • Look for signs near boat launch sites. These signs warn of any aquatic nuisance species in a water body. • Remove all materials (plant or animal) from any equipment that has been in contact with an infested water body. Potential new messages: • Know what zebra mussels look like and report their presence. • Inspire citizens to volunteer to conduct monitoring, boat surveys, and outreach. • For professional and commercial boat users: develop and implement HACCP procedures to prevent transfer of zebra mussels as a routine business process. • Support funding efforts for ANS prevention, education, research and control. Existing promotional tools: • Before You Boat...Know What You Tote! It’s up to YOU to control aquatic nuisance species . Double-sided 3.5”x8.5” brochure. New Hampshire Department of Environmental Services, Water Division, Biology Bureau. N.H. Fish and Game Department. PUB99001-vy. • New Hampshire Boating and Fishing Public Access Map. Free annual fullsized map of state with access sites marked. Includes programmatic information and section on: Before You Boat...Know What You Tote! New Hampshire Fish and Game Department, Statewide Public Access Program. • New Hampshire Freshwater Fishing Digest . Published annually. Includes programmatic information and section on: Before You Boat...Know What You Tote! New Hampshire Fish and Game Department. • Preventing the Spread of Zebra Mussels to the Connecticut River Watershed. One-page 8.5”x11” brochure with distribut ion, potential impact, prevention, Silvio O. Conte National Wildlife Refuge role, risk analysis, stakeholderNew Hampshire ANS Communications Plan, 3-10-06 support, and refuge contact information. April 2003. U.S. Fish & Wildlife Service. • Preventing the Eastward Spread of Zebra Mussels and Other Aquatic Nuisance Species into the Connecticut River Watershed—A Strategic Plan

. Silvio O. Conte National Wildlife Refuge. U.S. Fish & Wildlife Service. 9 pages. • Zebra Mussel Watch Card . Sea Grant Network • USFWS Zebra Mussel Prevention Draft Plan , recommending that outreach efforts will be needed to: o Increase awareness of general public about zebra mussel; and, o Inspire specific actions by certain target groups. 2. Exotic Aquatic Plants Existing messages: • Your help is essential to prevent and control the spread of exotic aquatic plant species. • Before and after boating, inspect your boat, trailer, and recreational equipment before you launch into, fish, dive, or paddle on another water body. • Any plants that are found should be discarded away from any water source. Don’t throw it back in the water. • Look for signs near boat launch sites. These signs warn of any aquatic nuisance species in a water body. • Remove all materials (plant or animal) from any equipment that has been in contact with an infested water body. • Exotic aquatic plants spread rapidly, forming thick, tangles masses of underwater stands of vegetation. In doing so, they crowd out important native plant species. • List of water bodies that have been identified as containing at least one species of an exotic aquatic plant. • Remember, as of January 1, 1998, it is illegal to transport exotic aquatic plants in New Hampshire. Potential new messages: • Avoid motoring through aquatic vegetation. • Prevention and early detection can be fa r less costly than controlling exotic aquatic plants where they have become firmly established, such as in Lake Winnipesaukee. Over $4 million was spent on Water Chestnut control between 1982-2001 in Vermont and Lake Champlain. • Once established, exotic aquatic plants cannot be eradicated from New Hampshire waters they can only be controlled through on-going management activities. • Failure to comply with the Exotic Aquatic Weed Prohibition will result in enforcement fines. • Out-of-state boaters benefit from exotic aquatic plant control and must be educated about ANS. • Know what exotic aquatic plants look like and report their presence.New Hampshire ANS Communications Plan, 3-10-06

• Inspire citizens to volunteer to conduct monitoring, boat surveys, and outreach. • For professional and commercial boat users: develop and implement HACCP procedures to prevent transfer of aquatic nuisance species as a routine business process. • Support funding efforts for ANS prevention, education, research and control. Existing promotional tools: • Fact Sheets on the DES website include: o Aquatic plant photos o Control Activities o Exotic Plant Distribution Map o Exotic Species Facts o Exotic Species Fact Sheets o Exotic Species Grants o Plant Identification Help o Plant Identification Guides o Weed Watcher Program o Infestations Over Time o Information for Aquarium & Water Garden Enthusiasts o Plant Pictures o Program Report o The Frightful Fourteen • Before You Boat...Know What You Tote! It’s up to YOU to control aquatic nuisance species . Double-sided 3.5”x8.5” brochure. New Hampshire Department of Environmental Services, Water Division, Biology Bureau. N.H. Fish and Game Department. PUB99001-vy. • New Hampshire Boating and Fishing Public Access Map. Free annual fullsized map of state with access sites marked. Includes programmatic information and section on: Before You Boat...Know What You Tote! New Hampshire Fish and Game Department, Statewide Public Access Program. • Stop the Spread of Exotic Plants. Sign for public access areas. New Hampshire Department of Environmental Services, Clean Lakes and Exotic Species Program. • New Hampshire Freshwater Fishing Digest . Published annually. Includes programmatic information and section on: Before You Boat...Know What You Tote! New Hampshire Fish and Game Department. • Stop Exotics: Clean Your Boat. Video that stars John Ratzenberger (Cliff Clavin from Cheers) for nonscientific audiences and shows how to check your boat and trailer for invasives. Length: 11:00 minutes • Lake Hosts: Helping Protect New Hampshire’s Lakes , video, time 11:00 minutes, New Hampshire Lake Association. Funded with a NOAA grant. Video suitable for general audiences that addresses the issue of exotic aquatic plants: what they are; how they impact lakes and ponds; how they are spread; and what people can do to address the threat; briefly mentions the state’s Weed Watcher program and NHLA’s Lake Host Program, as well asNew Hampshire ANS Communications Plan, 3-10-06 the importance of joining a local lake association and also working with lawmakers to fund education and research activities. • Lake Hosts: Helping Protect New Hampshire’s Lakes , video, time 11:00 minutes, New Hampshire Lake Association. Funded with a NOAA grant. Brief overview of the issue of exotic aquatic plants and then presents the Lake Host Program as one “answer” to educating people about what they personally can do to help stop the spread of invasives; concludes with sample Lake Host/boater interaction, and thus serves as a promotional and training tool for local lake associatio n involvement in the Lake Host Program. • New Hampshire’s Lakes Under Attack: How Exotic Plants Impact Our Lakes , video, time 13:00 minutes, New Hampshire Lake Association. Funded with a NOAA grant. Video suitable for general audiences that addresses the issue of invasive aquatic plants: what they are; how they impact lakes and ponds; how they are spread; and what people can do to address the threat; briefly mentions the state’s Weed Watcher program and NHLA’s Lake Host Program, as well as the importance of joining a local lake association and also working with lawmakers to fund education and research activities. • Up to $200,000 of boat registration fees will be available as grants to support educational endeavors such as the Lake Host program, effective January 1, 2003. • Up to $100,000 per year in grants is available for ANS research efforts as of January 1, 2003. • Training and materials are available to volunteer weed watchers through DES’ Weed Watcher program. • Sea Grant brochure called "Protect Our Waters" which identifies and discusses zebra mussel, goby, ruffe, and exotic aquatic plants. It also describes ways to reduce the risks of spreading invasives and includes one Stop Aquatic Hitchhikers sticker. Ideal for anglers and hunters. • Water Chestnut (in Vermont), Fact Sheet on the web http://www.anr.state.vt.us/dec/waterq/ans/wcpage.htm B. Recreational Anglers 1. Nonnative, Nonnaturalized Live Bait Existing messages: • Never release live bait into New Hampshire waterways. Dispose of unwanted live bait properly. • There is a list of fish species that can be legally used as live bait. • Importation of fish or their eggs, including baitfish, is prohibited without a special permit. • Release of fish in waters other than where caught is prohibited. Fish must be returned to the water where taken. Potential new messages: • Check your live bait before leaving the bait shop to be sure there are no unknown species present in your bait container. • Know what live bait specie s the dealer is selling. • Inform the dealer if you are sold an exotic live bait species.New Hampshire ANS Communications Plan, 3-10-06

• Support funding efforts for ANS prevention, education, research and control. Existing promotional tools: • New Hampshire Freshwater Fishing Digest . Published annually. New Hampshire Fish and Game Department. • New Hampshire Boating and Fishing Public Access Map. Free annual fullsized map of state with access sites marked. Includes programmatic information and section on: Before You Boat...Know What You Tote! New Hampshire Fish and Game Department, Statewide Public Access Program. • Rusty Crayfish Watch Card . Sea Grant Network • Sea Grant brochure called "Protect Our Waters" which identifies and discusses zebra mussel, goby, ruffe, and exotic aquatic plants. It also describes ways to reduce the risks of spreading invasive species and includes one Stop Aquatic Hitchhikers sticker. Ideal for anglers and hunters. • Bighead Carp Watch Card . Sea Grant Network. • Silver Carp Watch Card . Sea Grant Network. 2. Prohibited Fish Existing messages: • It is illegal to import, posses, or release prohibited species of fish. • Importation of any fish or their eggs, including baitfish, is prohibited without a special permit. • Release of fish in waters other than where caught is prohibited. Fish must be returned to the water where taken. • Call 1-800-344-4262 to report violations of fish and wildlife laws. Potential new messages: • Report unusual fish catches. Measure the length, take a close-up photo of the fish and any distinguishing characteristics, freeze the fish if possible, and call a NHFGD fisheries biologist. • Do not import nonnative nonnaturalized fish species into the state. • Fish released into new waters can introduce diseases and parasites. • New fish species introduced into an established fish community can become dominant and reduce populations of resident fish through competition or predation. • Illegal stocking of fish can significantly affect desired fishing experiences. • Once introduced, invasive fish are impossible to eradicate effectively. Existing promotional tools: • New Hampshire Freshwater Fishing Digest . Published annually. New Hampshire Fish and Game Department. • New Hampshire Boating and Fishing Public Access Map. Free annual fullsized map of state with access sites marked. Includes programmatic information and section on: Before You Boat...Know What You Tote! New Hampshire Fish and Game Department, Statewide Public Access Program. C. Live Bait Dealers 1. Nonnative, Nonnaturalized Live Bait Existing messages: • Comply with baitfish import regulations.New Hampshire ANS Communications Plan, 3-10-06 Potential new messages: • Releasing live bait into new waters can introduce diseases and parasites. • Do not sell nonnative, nonnaturalized live bait. • Ensure that the distributor you are receiving your live bait has implemented HACCP procedures. • Use HACCP procedures to look for nonnative, nonnaturalized live bait in their possession. • Support funding efforts for ANS prevention, education, research and control. Existing promotional tools: • Have a source of contact through application for annual bait dealer licenses (wholesale and retail). • J-J Newman, as aquaculture extension specialist at University of NH, may have other mechanisms through newsletter or organization. • Have discussed zebra mussel issues during rulemaking process through multifaceted working group. Several members were larger wholesale bait dealers. • Region 5 USFWS office will be working with Sea Grant locally to conduct HACCP training. • HACCP (USFWS version) - www.HACCP-NRM.org D. Nurseries, Landscaping Companies, and Private Pond Owners 1. Exotic aquatic plants Existing messages: • The sale, distribution, importation, purchase, propagation, transportation, or introduction of fourteen exotic aquatic plants in the state of New Hampshire is prohibited [RSA 487:16(1)]. • Exotic aquatic plants are particularly noxious because they are invasive, which means that they grow rapidl y, spread easily, and out-compete native plants, thus impacting the natural ecosystem. • Exotic aquatic plants compromise the recreational, ecological, and economic value of our public waters. • If you suspect that a plant you find may be one of the fourteen prohibited aquatic exotic plants, please contact the New Hampshire Department of Environmental Services at 603-271-2248. • Exotic aquatic plants are popular for aquarium use and are a growing problem in lakes, ponds, rivers and streams in New Hampshire. The worst offenders are hydrilla, variable and Eurasian milfoil, fanwort, and Brazilian elodea. • Exotic aquatic plants are choking out native plants and animals, inhibiting recreation areas and lowering lakefront property values. • For a complete listing of prohibited exotic aquatic plants, check the Exotic Species website at www.des.state.nh.us/wmb/exoticspecies. • Acceptable means of disposal shall include but not be limited to: o Burning; o Land filling; o Disposing in a trash container;New Hampshire ANS Communications Plan, 3-10-06

o Desiccating; and o Composting, if applied away from surface waters. • What you should do if a store is selling a plant or animal that you think is illegal. Report sales of illegal aquatic plants to the NH Department of Environmental Services at 603-271-2248. In the case of fish or animals, alert the New Hampshire Fish and Game Department at 603-271-3127. Potential new messages: • Support funding efforts for ANS prevention, education, research and control. Existing promotional tools: • Fact Sheets on the DES website include: o Aquatic plant photos o Control Activities o Exotic Plant Distribution Map o Exotic Species Facts o Exotic Species Fact Sheets o Exotic Species Grants o Plant Identification Help o Plant Identification Guides o Weed Watcher Program o Infestations Over Time o Information for Aquarium & Water Garden Enthusiasts o Plant Pictures o Program Report o The Frightful Fourteen • New Hampshire’s Prohibited Exotic Aquatic Plants and some Native LookAlikes : A project of the New Hampshire Lakes Association. Color photocopies of aquatic plants, 5”x8.5” laminated three-hole punched sheets. 24 pages. • Don’t Leave Them Stranded: What every aquarium and ornamental pond enthusiast should know about disposing of unwanted plants and animals

. Double-sided tri-fold 8.5”x14”brochure. New Hampshire Department of Environmental Services, Clean Lakes and Exotic Species Program. N.H. Fish and Game Department. AQU03001.pmd. • Stop the Spread of Exotic Plants. Sign for public access areas. New Hampshire Department of Environmental Services, Clean Lakes and Exotic Species Program. E. Aquaculture Producers and Lake Associations 1. Prohibited Fish Existing messages: • It is illegal to import, posses, or release prohibited species of fish. • Importation of any fish or their eggs, including baitfish, is prohibited without a special permit. • Release of fish in waters other than where caught is prohibited. Fish must be returned to the water where taken. • Call 1-800-344-4262 to report violations of fish and wildlife laws. Potential new messages:New Hampshire ANS Communications Plan, 3-10-06

• Illegally imported or released fish can carry associated fish diseases and parasites. • New species introduced into a fish community can become dominant and reduce populations of resident fish through competition or predation. • Illegal stocking of fish can significantly affect desired fishing experiences. • Exotic fish are impossible to eradicate effectively

. F. Aquatic Hobbyists and Suppliers 1. Aquatic Ornamental/Aquarium Species Existing messages: • The sale, distribution, importation, purchase, propagation, transportation, or introduction of fourteen exotic aquatic plants in the state of New Hampshire is prohibited [RSA 487:16(1)]. • Exotic aquatic plants are particularly noxious because they are invasive, which means that they grow rapidl y, spread easily, and out-compete native plants, thus impacting the natural ecosystem. • Exotic aquatic plants compromise the recreational, ecological, and economic value of our public waters. • If you suspect that a plant you find may be one of the fourteen prohibited aquatic exotic plants, please contact the New Hampshire Department of Environmental Services at 603-271-2248. • Exotic aquatic plants are popular for aquarium use and are a growing problem in lakes, ponds, rivers and streams in New Hampshire. The worst offenders are hydrilla, variable and Eurasian milfoil, fanwort, and Brazilian elodea. • Exotic aquatic plants are choking out native plants and animals, inhibiting recreation areas and lowering lakefront property values. • For a complete listing of prohibited exotic aquatic plants, check the Exotic Species website at www.des.state.nh.us/wmb/exoticspecies. • Acceptable means of disposal shall include but not be limited to: o Burning; o Land filling; o Disposing in a trash container; o Desiccating; and o Composting, if applied away from surface waters. • Never release aquatic ornamental/aquarium species into New Hampshire waterways. Dispose of unwanted aquatic ornamental/aquarium species properly. Potential new messages: • Suppliers must comply with regulations regarding species that are on state and federal lists as being illegal to possess or sell. Existing promotional tools: • Fact Sheets on the NHDES website include a number on exotic aquatic plants and Information for Aquarium & Water Garden Enthusiasts. • Don’t Leave Them Stranded: What every aquarium and ornamental pond enthusiast should know about disposing of unwanted plants and animals

.New Hampshire ANS Communications Plan, 3-10-06 Double-sided tri-fold 8.5”x14”brochure. New Hampshire Department of Environmental Services, Clean Lakes and Exotic Species Program. N.H. Fish and Game Department. AQU03001.pmd. • Stop the Spread of Exotic Plants. Sign for public access areas. New Hampshire Department of Environmental Services, Clean Lakes and Exotic Species Program. 

## IX. Top Four target audiences th at can have the greatest impact All of the major audiences that interact with ANS are identified above. Recognizing that resources are limited for initial implementation of a communications strategy, the New Hampshire Team selected the top four target audiences that are most important at the present time, listed from highest to lowest priority. They are: A. Recreational Boaters, including sea planes and other watercraft B. Policy Makers C. Aquatic Hobbyists and Suppliers D. Internal Audiences 

## X. Obstacles for reducing the impact of ANS
• Lack of an authoritative web site on ANS in NH. • Lack of NH ANS Management Plan. • Lack of resources to address ANS problems. • Funding restrictions. • Lack of effective enforcement tools. • The time required getting necessary ANS-related laws and regulations enacted. • No mechanism to effectively reach an estimated 20,000-60,000 out-of-state boaters. • No catalyst to address ANS issues other than exotic milfoil and zebra mussels. • Casual boaters and other water recreationists are difficult to reach. • Cursory understanding by lawmakers about the seriousness of the ANS threat to NH’s waterway, as well as how current state appropriations are being spent on ANS control, research, and prevention activities. • Opposition to long-term or large-scale use of herbicides in NH’s public waters. • Lack of local understanding about the threats posed by exotic aquatic plants and the need to be proactive about stopping the spread of ANS. • Time needed to inspect and clean boats, trailers and other water-related equipment may present an inconvenience to water recreationists. • Inter-agency communication breakdowns regarding ANS issues. • Conflicts among user groups over ANS issues. 

## XI. Opportunities for reducing the impact of ANS
• High level of concern about ANS issues from waterfront property owners. • Connecticut River/Long Island Sound Invasive Plant Control Initiative, a project to assess the "state of the issue" and recommend and implement necessary activities to improve the region's ANS control capabilities with full time staff person since 1997. • Formation of the New England Invasive Plant Group (NIPGro).New Hampshire ANS Communications Plan, 3-10-06

• Development of Invasive Plant Atlas of New England

. • Having a relatively small state can accommodate quick communications. • Improved inter-agency working relationships regarding ANS. • “Weed Watchers” program, which has trained over 400 volunteers to identify and report exotic aquatic plants. • Water quality monitoring program that has 500-600 volunteers. • Lake host volunteers and paid staff, who provide education, inspect boats for plants, and complete a survey questionnaire at public boat launch ramps. • Aquaculture and fisheries extension programs at the University of New Hampshire that are designed to assist both potential and existing aquaculture operations with all aspects of the business. • Providing ANS-related information to travelers who stop at NH Highway Rest Areas. • Some municipalities are proactive and use funds to combat exotic milfoil. • Competitive fishing participants have been willing to work on ANS issues even though it may result in changes in the conduct of their operations. • Increased public concern about the spread and proliferation of exotic milfoil and the illegal release of fish into new waters. 

## XII. Potential partners for delivering messages A. General partners and delivery mechanisms • NH Fish and Game Department uses press releases, contract with NH Public Broadcasting for a weekly TV show, public service announcements, monthly magazine ( New Hampshire Wildlife Journal ), annual fishing regulations ( New Hampshire Freshwater Fishing Digest ), and website. • NHFGD and NHDES joint brochure about zebra mussels and milfoil. • NHFGD and NHDES joint brochure targeting illegal sale of prohibited species, both plant and animals. • Articles in Great Bay Matters , published by Great Bay National Estuarine Research Reserve and Great Bay Stewards. • Dept. of Agriculture has assisted with their terrestrial program on exotic plants. • NHDES exotic aquatic plant present ations to lake associations. • NH Lake Association (NHLA): website, newsletter, annual Lakes Congress, all of which offer information about ANS. NHLA has contact with 13,000 lake enthusiasts through its 137 local lake associations; administers the Lake Host program with grants from DES (trained Lake Hosts staff public launch sites, distributing ANS literature and conducting voluntary boat and trailer inspections); NHLA’s lobbyist works with lawmakers to promote lake-friendly legislation (NHLA initiated the milfoil bill in 2002, among others). • Silvio O. Conte National Fish and Wildlife Refuge has a mailing list of 1,200 people that can be sorted for locations in the four states. • In addition to the wide variety of local education projects throughout the watershed, the Silvio O. Conte National Fish and Wildlife Refuge has three cooperative visitors centers in progress: one in historic mill buildings owned by the Commonwealth of Massachusetts in Turners Falls; one in a science museum in Norwich, Vermont; and one in a NH Department of Transportation building in Colebrook, New Hampshire.New Hampshire ANS Communications Plan, 3-10-06

• There is a required boater education course in NH and it would be beneficial to have ANS information provided during the course and when registering boats. • NHDES places information in all travel or rest stops in New Hampshire on exotic aquatic plants. • There are several education centers on the coast that do education and tide pooling programs, including parks along southern Maine and NH coast. People who work there would be very amenable to helping out with training on ANS issues. • NHFGD Aquatic Resource Education (ARE) program could incorporate ANS-related education that would reach a lot of broad segment of target audiences. • Education staff from NHFGD develop education materials and education articles for the Wildlife Journal Magazine, and present information at Outdoors Shows, special events, and occasionally media inte rviews or legislative hearings. • NHDES and NHFGD provide information at shows and fairs across the state, including county fairs from August to September. • NH Department of Safety Marine Patrol Bureau invited NHDES to teach enforcement officers to identify exotic aquatic plants. • NHDOT could post signs on interstates (Maine has these). • Sea Grant Aquaculture. Contact: J-J Newman, UNH Cooperative Extension, (603)749-1565 • Sea Grant Extension works closely with the commercial fishing industry in New Hampshire and the region. Contact: Rollie Barnaby, Sea Grant Extension - Rockingham County, 1-800-248-6672. • NH Commercial Fishermen’s Association • New England Wild Flower Society. • Connecticut River Watershed Council has a good mailing list for the entire watershed, including libraries. • Lake residents are very helpful and useful for exotics aquatics; lake association newsletters. • Trout Unlimited (NH State Council and a number of local chapters) • Competitive bass fishing is an intense activity in the state with national organizations that have state chapters, such as the NH BASS Federation. • NH Wildlife Federation represents a diverse number of fish and game clubs. They produce a widely distributed monthly magazine. • USFWS Region 5 office • BOW programs • Live Bait Industry • Fishing Tackle Shops and Suppliers • Various sporting magazines, newsletters, and publications. • Newsletters for different angling groups. • Fish and Game Clubs • Private industry including power generation. • Municipal organizations • Local Conservation Commissions • Community Environmental Outreach Program, which matches student teams to community requests for assistance with environmental projects. Past projects includeNew Hampshire ANS Communications Plan, 3-10-06 watershed studies, wetlands evaluations, wetlands education program development and water quality monitoring. Contact: Paul Johnson, UNH Natural Resources Department, 603-862-1020 E-mail: pcj@christa.unh.edu
• Penobscot Baywatch, 207-594-5717, coastwatch@acadia.net

. • Invasive Plant Atlas of New England (IPANE) mission is to create a comprehensive web-accessible database of invasive and potentially invasive plants in New England that will be continually updated by a network of professionals and trained volunteers. • The Nature Conservancy • UNH Cooperative Wildlife Extension on control of exotics in grasslands. • Northeast Aquatic Nuisance Species Panel: Communications, Education and Outreach Committee B. Species-specific partners 1. Zebra Mussel • Legislators, particularly in the NH House of Representatives • Policy makers at the local levels, including town leaders • Lake associations, especially those participating in lake host program • Waterfront property owners associations • Boating or yacht clubs • Out-of-state boaters • Sea plane owners and operators • Casual boaters and water recreationists • Boat dealers • Canoe liveries • Marina owners • State and local chapters of environmental organizations • School biology programs • University researchers 2. Exotic aquatic plants • Legislators, particularly in the NH House of Representatives • Policy makers at the local levels, including town leaders • Lake associations, especially those participating in lake host program • Waterfront property owners associations • Boating or yacht clubs • Out-of-state boaters • Sea plane owners and operators • Casual boaters and water recreationists • Boat dealers • Canoe liveries • Marina owners • State and local chapters of environmental organizations • School biology programs • University researchers 3. Nonnative, nonnaturalized live baitNew Hampshire ANS Communications Plan, 3-10-06

• Live bait dealers purchasing from out-of-state wholesalers • Bait dealers retailing live bait • Fishing tackle stores and suppliers • Aquaculture organizations • Out-of-state live bait suppliers 4. Prohibited fish • Aquaculture organizations • Aquatic hobbyists and suppliers • Lake AssociationsNew Hampshire ANS Communications Plan, 3-10-06 

# Part 2. New Hampshire ANS Marketing Plan I. Mission of the Marketing Plan Increase the level of awareness among target audiences of the actions needed to effectively address aquatic nuisance species (ANS) problem s by communicating (1) the significance of the aquatic invasive species problem, (2) current and potential dangers, (3) how these species impact the target audiences’ values for aquatic resources to convey ownership for the issue and (4) potential solutions/actions in order to mitigate negative impacts of ANS on New Hampshire’s natural resources, human health and safety, and economy. 

## II. Goals of the Marketing Plan A. Goals 1. Reach the target audiences (boaters, including sea planes and other watercraft; policy-makers; hobbyists and suppliers) with the ANS message, such that they: a. are aware of ANS problems; b. internalize the need to be personally responsible for addressing ANS; c. understand what they must do to prevent the spread of ANS; d. exercise the desired actions on a trial basis; e. adopt desired actions as permanent practices; and f. reinforce desired actions. 2. Among the target audiences, increase the recognition that: a. a single noncompliant individual can have a disproportionate negative impact by introducing an ANS; b. personal actions have an impact on others using the waters of the state; and c. ANS prevention is for the common good. 3. Mobilize the target audiences to support policy and legislative ANS solutions. B. Top ANS Issues 1. Prioritized Pathways a. Accidental introduction of ANS by recreational users. ( Top Priority ) b. Illegal movement, escape, and introduction of fish into waters of the state by any means (bait, aquarium, educational specimens). c. Illegal importation by any means. 2. Top ANS species already in state a. Aquatic exotic plants 3. Top ANS issues concerned about coming into the state. a. Zebra Mussels and other Great Lakes ANS b. Prohibited fish c. Nonnative, non-naturalized bait d. Aquarium plants and animals C. Prioritized Target Audiences 1. Boaters a. Trailered boats b. Jet skisNew Hampshire ANS Communications Plan, 3-10-06 c. Boats used commercially/professionally (marine contractors, plant control operators, fisheries managers; state agency personnel – marine patrol, conservation officers, etc.) d. Boating anglers (tournament anglers) e. Car-toppers (canoes and kayaks) f. Sea planes (ballast, fragments) g. Out-of-state boaters h. Commercial boat haulers 2. Policy-makers a. Governor’s office b. Legislative leadership c. Chairs and members of the major environmental committees d. All state Representatives and Senators e. Policy boards within state agencies f. Local policy-makers (select boards; planning boards; zoning boards; conservation commissions) 3. Hobbyists and suppliers a. Ornamental pond gardeners and suppliers (esp. mail order plants, fish, chemicals) b. Farm pond owners (carry fish home after fishing in state waters; koi; where to get fish; goldfish-overrun ponds) c. Aquarium dealers and hobbyists d. Anglers and bait suppliers (live bait, live wells) 

## III. Underlying Principles The following principles or values provide the foundation of all actions developed for implementation: • Inform internal audiences before reaching external audiences. Internal audiences include, but are not limited to: o State agency administrators o State agency staff o Organization leaders (e.g., NH Lakes Association) • Speak in a single, consistent voice. • Reinforce messages for audiences that have already been reached. • Establish and maintain a cohesive, consistent graphic identity. • Everything is tied to and contains a logo [or theme] • Keep general message basic and lead target audience to find additional information • Lead public to website whenever possible [whose website?]. • Website address should appear on all printed materials. • Do not use government jargon and acronyms when communicating to the public. • Provide a consistent message to policy-make rs across legislative sessions regardless of changes in individual representatives as a result of elections.New Hampshire ANS Communications Plan, 3-10-06 

## IV. Boating Audience A. Program Positioning For Boaters 1. Call to action 2. Action should be top of mind when visiting waters – part of everyday fishing and boating behavior. 3. Prevention process necessary for present and future of water-based activities B. Program Characteristics for Boaters 1. Statewide (Plus MA, ME, VT) 2. Outreach 3. Partnerships 4. Includes community based solutions 5. Primarily seasonal • Boaters/anglers (Start with boat shows – through Labor Day) • Waterfowl Hunters (August – End of Season) C. Objectives for Boaters 1. Short Term Objectives for Boaters Must be measurable and accomplished by March 2006 a. Establish a baseline data of awareness of ANS issues among both boaters and boating anglers by June of 2004. b. Increase by 10 % the number of boaters who follow the recommended procedures for reducing the spread of ANS by the end of June 2005 c. Reach 10% of boaters (primarily trailered) coming in from out of state with messages of ANS threats and prevention methods. 2. Long-term Objectives for Boaters a. Ninety percent of boaters follow the recommended procedures for reducing the spread of ANS. b. Reach 50% of boaters (primarily trailered) coming in from out of state. c. Establish a yearly survey to det ermine awareness and preventative actions regarding ANS issues among both boaters and boating anglers. D. Prioritized Messages for Boaters Messages are the specific things that should be communicated to stakeholders and end users throughout the implementation of the ANS communication strategies. The messages are defined first by the actions the target audience needs to take and secondly, the benefits to the target audience for taking that action. Messages are in priority order under each section. An overriding message for each category is also defined. 1. Action Messages for Boaters a. Prevent the transport of aquatic nuisance species. Clean all recreational equipment. When you leave a body of water: • Remove any visible mud, plants, fish or animals before transporting equipment. • Eliminate water from equipment before transporting. • Clean and dry anything that comes into contact with water (boats, trailers, equipment, etc.)New Hampshire ANS Communications Plan, 3-10-06

• Never release plants, fish or animals into a body of water unless they came out of that body of water. b. Become Empowered. c. Take action to protect New Hampshire’s Waters and Stop Aquatic Hitchhikers! d. Encourage all other boaters/anglers that you know to do the same. 2. Benefit or Motivation for Boaters (By preventing ANS you): • Maintain the quality of New Hampshire’s waters. NH waters are extremely valuable both as a natural and economic resource. • Maintain the existing natural character of the water. • Maintain a place to recreate. NH waters annually provide 14.7 million visitor days for boating, fishing, and swimming which are popular family-oriented recreational activities that generate more than $1 billion to the State’s economy. • Help maintain a place to boat: ANS plants can take over a lake and prevent you from being able to get your boat through the water. • Prevent damage to your boat/motor and equipment: ANS weeds and other ANS can clog engine intakes; zebra mussels can damage boat bottoms; ..... • Help reduce the cost to taxpayers. Preventing the spread of aquatic nuisance species is the most environmentally sound and cost effective method for battling these exotic invaders since once they become established, aquatic nuisance species can be impossible to contain and control. • [Anglers] Help maintain a quality fishery: ANS can displace native fish, habitat and food supply. • [Hunters] Help maintain quality waterfowl habitat: ANS can displace native habitat that waterfowl prefer. 3. Informational Messages for Boaters: • Each body of water represents a unique ecological system. While lakes located close together may appear alike, they are actually quite different. So, in one body of water, a particular fish, aquatic plant or other form of aquatic life may be an integral part of the system's unique balance. However, when put into different waters, that same species may upset the delicate balance of the new system. When an introduced organism upsets this balance and causes ecological or economic harm, it is considered to be a nuisance species. • ANS is a serious problem (ecologically, recreationally, aesthetically, and economically). • Aquatic nuisance species includes both plants and animals such as zebra mussels, exotic milfoil and fish, which can easily be transported to new waters by boats, motors, trailers, fishing equipment, livewells, bait buckets, diving gear, and other aquatic recreational equipment. • ANS can be brought into waters by boats/motors/trailers/anchors, fishing equipment, through bait, and anything that comes in contact with water (i.e. boots/shoes, bait buckets, nets, creels, water released from your boat/equipment that came from another water body)New Hampshire ANS Communications Plan, 3-10-06

• These unwanted invaders spread quickly, wreak havoc on native plants and animals, degrade the quality of aquatic resources and make waters unusable for boating, fishing and swimming. • Prevention is a key means of stopping aquatic hitchhikers because once established control may be a realistic expectation, but eradication typically is not. Prevention is the most environmentally sound and cost effective method of battling ANS. • Support measures that help prevent the spread of ANS, i.e. additional research on invasive species ecology and control; and legislation for funding to control ANS. 4. Overriding Message for Boaters • Stop Aquatic Hitchhikers! Prevent the transport of nuisance species. Clean all recreational equipment. www.protectyourwaters.net/nh 5. Benefit or Motivation Messages for Boating Partners – By preventing ANS we can: • Maintain public health: Stop the spread of aquatic non-native plants and animals and their associated diseases and parasites to protect the public health. • Enhance recreational value of public waters: Maintain a water body that is navigable, fishable, and swimable, or water that is not clogged with weeds or containing organisms harmful to human health and safety. • Maintain a quality fishery: ANS can displace native fish, habitat and food supply. • Maintain property values: ANS have been shown to decrease property values by as much as 16% for waterfront property owners & businesses. • Maintain the economic value of water bodies: ANS will cost the state taxpayers, local communities and businesses money to manage and control. • Protect your own local waters from ANS: Because ANS can destroy your waters. • Maintain ecological value: ANS introduction can destroy the natural character of a water body E. Barriers to Boaters A very important element to changing behavior is to define and provide solutions to the barriers to the actions the target audience need to take. • Proper disposal of materials removed from boat. • Takes time at the launch site (line up of people behind you; pressure from other boaters to move out of the way). • Short amount of time to recreate (inspection and cleaning takes time away from recreation). • Few boat launch facilities; need more ramps (capacity for boats launching and takeout while cleaning the boat). • Expectations of significance of taking time to clean the boat. • People don’t like regulations • People don’t want extra expense (cleaning, if required ANS sticker) • Have fun or fishing on their mind, not ANS. • Don’t know what the right thing is to do or how to do it.New Hampshire ANS Communications Plan, 3-10-06

• People don’t want to be inconvenienced. Need to show them that it’s in their best interests. • Lack of knowledge • Hard to find consistent information on ANS; don’t know of authoritative site for consumers. F. Obstacles to Implementation for Boaters • Weekend boaters and casual water recreationists are difficult to reach. • Reaching an estimated 20,000-60,000 out-of-state boaters based on data collected in 2002-2003. No formal or required means of contact currently exists. • Seaplane owners and operators are a major vector in some cases and hard to reach. • Difficult to further develop launch sites (funding, space, political and social concerns). • Time needed to inspect and clean boats and other equipment may present an inconvenience to water users. Need to show them that it’s in their best interests. • Boaters are concerned that if they support ANS prevention issues, they may not be able to boat or have access to that area. Watershed associations with shoreline property owners feel that ANS introduction is affecting their property values, based on research findings that a 16% decline in property values on lakes and ponds with presence of an ANS. Lots of effort by watershed associations in more wealthy watersheds to limit or rid the areas of access. . There are other fishermen and boaters who would like to access public waters. They are having conflict with some shorefront property owners who want to block access to waters because they are so afraid of introduction or proliferation of milfoil. Some people who have access may not want others to share access. Anglers and boaters have a lot to lose if they lose access to waters. • Research needed on variable milfoil control. The research program will get up to $1 million in federal funds to increase research efforts on exotic plants. Variable milfoil is big problem in New Hampshire, Maine, and Massachusetts, but not aware of big problem in other states. So little research has been done on this species, to this point. • The state cannot pay more than 80% of the cost of exotic aquatic plant control over the long term when a lake is infested. • Sierra Club opposition to use of herbicides on waterways. • Have not had a catalyst to address issues other than milfoil and zebra mussels. G. Opportunities for Reaching Boaters • High level of concern about ANS issues from waterfront property owners. • Connecticut River/Long Island Sound Invasive Plant Control Initiative, a project to assess the "state of the issue" and recommend and implement necessary activities to improve the region's control capabilities with full time staff person since 1997. Connecticut River Joint Commission is an active SAH partner. • Formation of the New England Invasive Plant Group (NIPGro) • Development of Invasive Plant Atlas of New England • “Weed Watchers” program has trained over 400 volunteers to identify and report invasive plants. Scanned the plants directly (not a photograph) and posted pictures on web site; have a manual of common exotic plants with the scanned pictures and pamphlets to encourage people to look for the plants. Enlisted many volunteers onNew Hampshire ANS Communications Plan, 3-10-06 the lake, so individuals are responsible for watching an area where they live, not for the entire lake. • Water quality monitoring program has 500-600 volunteers. • Lake host volunteers and paid staff provide education and inspect boats for plants at public ramps, mostly on Friday-Sunday. Grant from NH Department of Environmental Services through legislation to administer program in 2003 for 59 sites on 45 lakes and ponds. • Boat launch survey asked questions about knowledge of the issue with data, including registration numbers, tabulated on over 25,000 boats in 2003; 16,000 boats in 2002. • Some towns at local level are proactive and use funds to combat milfoil. • Competitive fishing participants have been willing to work on ANS issues even though it may result in changes for conduct of their operations. • Fear and concern about milfoil, which is starting to fill in coves in Lake Winnipesaukee, a high profile lake. H. Delivery Mechanisms for Boaters • Putting ANS information into annual publication of fishing regulations. Have a picture of round goby, etc. many anglers call to say they got information out of the regulation book. • Many travelers stop at toll booths to enter NH. The Department of Transportation could provide information at these facilities to reach non-resident and out-of-state boaters, as a result of further communications efforts. • Lake hosts could provide information at boat ramps to reach non-resident and out-ofstate boaters. • Have boaters sign a pledge as part of the boat registration procedure that speaks briefly to the importance of not transferring water, plants or plant parts into water bodies. • Send a mailing on ANS to all owners of state-registered boats. • Fish and Game Department TV & Radio show, Wildlife Journal/Outdoor Almanac • Fish and Game press releases • Various sporting magazines, newsletters, and publications. The "Fish and Game" series of magazines publishes articles on fishing and hunting and they are tailored to specific states (e.g., state Game and Fish magazines, New England Game and Fish). • Newsletters for different angling groups. For example, in New York, the NY Walleye Association puts in round goby warnings and pictures. • NH Lake Association (NHLA): website, newsletter, annual Lakes Congress, all of which offer information about ANS. NHLA has contact with 13,000 lake enthusiasts through its 137 local lake associations; administers the Lake Host program (trained Lake Hosts staff public launch sites, distributing ANS literature and conducting voluntary boat and trailer inspections); NHLA’s lobbyist works with lawmakers to promote lake-friendly legislation (NHLA initiated the milfoil bill in 2002, among others). • Marina Operators can provide information to customers. Marina Operators Assoc. of America is member of the Stop Aquatic Hitchhiker Campaign. Research fromNew Hampshire ANS Communications Plan, 3-10-06 Harvard indicates that participating in cause-related marketing program like SAH! can increase sales and provide positive PR for private sector businesses. Position the campaign in NH as value-added mechanism for boating related businesses to tap into environmental values of boaters and translate this into good PR and sales opportunities. • Other o Boater Registration/Regulations o Retail Outlets o Boat Ramps o Boat Shows o Boating Safety Programs o Boat Clubs o Information at county fairs in August-September I. Strategies for Boaters 1. Establish a baseline data of awareness of ANS issues among both boaters and boating anglers and conduct a follow-up survey a year later. 2. Develop a statewide communications effort, using Stop Aquatic Hitchhiker messages to increase awareness of ANS threats and prevention methods and use the brand to enhance recognition and reinforcement of messages. 3. Utilize instate ANS Team to define issues/share information, develop strategies and actions and to create synergy. 4. Identify, recruit and utilize partners for delivering messages and creating action. 5. Identify existing related education programs and develop programs where there is a need to include ANS issue. 6. Expand current Weed Watcher program to include monitoring and reporting of top ANS species. 7. Develop a statewide Protect Your Waters Team of groups/individuals who make a commitment to make a difference. Cut across citizens, businesses, lake associations, county tourism and town chambers of commerce, etc. 8. Address solutions to the barriers that boaters face in conducting the desired actions. 9. Develop and implement a strategic communications plan to talk more directly to boaters (communicate through boater newsletters, boat registration insert, any known list serves etc.). 10. Develop and implement a strategic outreach effort that targets non-resident boaters who utilize NH waters. 11. Obtain critical data to support active outreach activities while recruiting boaters to pledge to Stop Aquatic Hitchhikers! J. Tactics for Each Strategy for Boaters Many tactics overlap and/or are dependent on another tactic in another strategy. 1. Strategy: Establish a baseline data of awareness of ANS issues among both boaters and boating anglers and conduct a follow-up survey a year later. • Tactic 1: Review the data obtained through the NH Lakes Association’s Lake Host Program to determine whether it is usable as a baseline information or if it’s not usable for this purpose determine how it can be adjusted to accommodate establishing the awareness base line.New Hampshire ANS Communications Plan, 3-10-06

• Tactic: 2: Use a professional survey firm to establish the base line level of the broader public’s understanding of ANS. 2. Strategy: Develop a statewide communication effort, using Stop Aquatic Hitchhiker (SAH!) messages to increase awareness of ANS threats and prevention methods and use the brand to enhance recognition and reinforcement messages. • Tactic 1: Use the SAH! brand to enhance recognition and reinforcement of messages. o Use the brand and primary messages on all materials/products/communication targeted at recreational users. o Develop boat ramp and road signs where appropriate that utilize the Stop Aquatic Hitchhiker logo and “to do” list. o Templates of materials are available that can be customized to include NH F&G logo. • Tactic 2: Lead individuals to the central Web site www.protectyourwaters.net o This is a consumer based website (easy to understand and navigate). o Website address should appear on everything. o Create NH page(s) on www.protectyourwaters.net site. o Create partnership with others to:
! To have information on their Website that encourage their constituents take ANS actions.
! Link from their website to ANS website. • Tactic 3: Conduct effective media relations. o Generate a media list. o Develop and maintain relationships with targeted media to secure statewide and local coverage. o Create press materials on background of ANS and Call to Action. o Participate in New England Outdoor Writer meetings. o Conduct media tours (and press conferences if appropriate). o Implement press mailings/email when appropriate. o Develop broadcast quality reports (with full story or B-roll footage and script) that can be used by TV news. • Tactic 4: Create and distribute, print, radio and TV PSA’s. o Distribute and/or pay for targeted time of ANS PSA/commercial (NH has already developed). o Develop and distribute a radio PSA. o Develop and distribute a B & W print PSA small ad.
! Use in partner newsletters
! Newspapers
! Regulations
! State magazines • Tactic 5: Utilize all media outreach opportunities available through all the partners. o NHFGD TV show Wildlife Journal o NHFGD Radio show Outdoor Almanac o NHFGD press releases o NHFGD fish, boating and waterfowl regulationsNew Hampshire ANS Communications Plan, 3-10-06

o NH Lakes Association newsletter o NH Lake Association annual Lake Congress. o Other • Tactic 6: Set up a booth with ANS information at shows and fairs. o Develop a booth and/or materials that can go on a booth that a variety of partners can use when they will be at a show. o Each partner will commit to attending a certain number of shows on behalf of the ANS Team.
! Boat Shows
! Fishing Shows
! State/county fairs • Tactic 7: Provide boat marinas, fishing and boating tackle retailers, and bait shops with ANS posters and handout information and encourage their sales people to discuss it with their customers whenever possible. o Review current materials to see if they provide the correct information to this target audience. If not, develop materials. If they do, print enough to provide to all the marinas or retailers that are willing to participate. o Develop NH – SAH! member organization identifier (i.e. Door sticker or poster for retail outlets, Point-of-Sale brochure holder & brochures, etc.). • Tactic 8: Develop large road/boat ramp signs. o Use the Stop Aquatic Hitchhiker! sign at boat ramps. o Have another sign that is posted at a major turn off to boat ramps that states something like: Do Not Proceed to the Boat Ramp unless your boat is free of aquatic hitchhikers. • Tactic 9: Have Lake Hosts continue to monitor boats as they are put in and taken out and educate all boaters on their responsibility to protect the waters. 3. Strategy: Utilize instate ANS Team to define issues/share information, develop strategies and actions and to create synergy. • Tactic 1: Continue to involve the entire NH ANS Team on communications and outreach strategies and tactics by meeting on a regular basis to report progress and new information, to review opportunities and to determine what each partner will be doing in the coming months to help spread the word. 4. Strategy: Identify, recruit and utilize partners for delivering messages and creating action. • Tactic 1: Identify potential partners. This is a universal list. It will be important to prioritize and decide on how many and which partners you will work with in the coming year. Potential partners for boaters include: o Waterfront property owners associations o New Hampshire Lakes Association o Boating or yacht clubs o U.S. Boat o Fishing Clubs o Tournament Organizers o Seaplane Association (if one exists) o Boat dealers o Canoe liveriesNew Hampshire ANS Communications Plan, 3-10-06

o Marina owners o Tackle Stores o Bait Stores o Duck or waterfowl hunting clubs o Ducks Unlimited (DU) chapters o NH Wildlife Federation o The Nature Conservancy o University researchers o Northeast Aquatic Nuisance Species (NEANS) Panel o Boat Show Owners/promoters • Tactic 2: Provide ownership of the ANS statewide issues to each partner. o Make them aware of the issues. o Help them understand the issues. o Use Kellert’s values typology to understand diverse motivations, develop accompanying support messages that appeal to these values, and try to determine ahead of time which group identifies more strongly with how issue impacts various values. o Provide them opportunities for input into the statewide plan. o Ask the partner for written commitment. • Tactic 3: Work with each partner to develop a plan to communicate and to move their members to action. o Determine communication vehicles available through each partner. o Develop a schedule to communicate the ANS issues to the members. o Determine barriers specific for their members that might keep them from acting on the desired behavior. o Identify key individuals within the organization that could become passionate about the issues and serve a leadership role (early adopters) in influencing the actions of other members. o Develop a means to obtain from the members a written commitment to action. o Find ways to celebrate progress such as: incentive (may be as simple as recognition at a meeting – a certificate of appreciation is being developed nationally that can be customized) for those who act; cake and coffee at a meeting once everyone has signed their commitment. o As part of communications efforts, keep members informed and up to date on ANS issues and on any new actions that are necessary. 5. Strategy: Identify existing related education programs and develop programs where there is a need to include ANS issue. • Tactic 1: Identify existing education programs. • Tactic 2: Develop a GAP analysis (needs assessment). • Tactic 3: Develop strategies and support materials to specifically address each type of audience within the variety of educational programs that are available. 6. Strategy: Expand current Weed Watcher program to include monitoring and reporting of top ANS species. [Let appropriate partner(s) develop this section, but keep in mind encouraging boaters/anglers to become monitors so that we get buy in (ownership) of the issue]New Hampshire ANS Communications Plan, 3-10-06 7. Strategy: Develop a statewide Protect Your Waters Team of groups and individuals. • Tactic 1: Develop an agreement or pledge form that individuals and groups can sign that will include a list of commitment items. • Tactic 2: Through the Website and through avenues such as meetings, outdoor shows, etc. allow individuals and groups to make a commitment and become part of the NH ANS Protect Your Waters Team. • Tactic 3: Keep NH ANS Protect Your Waters Team members up to date on ANS issues through group e-mailings. • Tactic 4: Develop a mechanism whereby NH ANS Protect Your Waters Team members can report any ANS concerns. • Tactic 5: Survey members on a yearly bas is to determine what actions/activities they have undertaken and to renew their membership for the upcoming year. • Tactic 6: Develop a variety of support products for NH ANS Protect Your Waters team (hats, t-shirts, pens, etc., work with FWS – Washington to see about getting group discounts, etc.). 8. Strategy: Address solutions to the barriers that boaters face in conducting the desired actions. • Tactic 1: Provide place to clean boats (car wash) near ramps. • Tactic 2: Provide proper disposal for materials removed. • Tactic 3: Develop prompts (boat ramp signage, stickers, TV/radio ads) to help remind boaters of their commitments. • Tactic 4: Have volunteers help boaters on busy weekends. o Develop a script and/or talking points to help volunteers stay positive about this effort and how it benefits everyone. o Might have adopt ramp/weekends by businesses. 9. Strategy: Develop and implement a strategic communications plan to talk more directly to boaters. • Tactic 1: Develop a list of all the opportunities to talk directly to boaters with specific messages. o Boating Club newsletters/Websites o Angling Club newsletters/Websites o Boater Registration Mailings o List-serve or e-mailings (i.e. ANS Team) o Direct presentations (work with FWS – Washington to tap into and use existing presentations) • Tactic 2: Develop a schedule for when messages must be delivered to these groups. • Tactic 3: Assign individuals/groups to write ANS updates. 10. Strategy: Develop and implement a strategic outreach effort that targets non-resident boaters who utilize NH waters. • Tactic 1: Develop a partnership with NH Division of Travel and Tourism Development and work with them to include ANS messages when they are promoting NH waters through the annual tourism guide and when they send out releases or work with outdoor writers.New Hampshire ANS Communications Plan, 3-10-06

• Tactic 2: Develop ANS exhibits and have handout information available in Visitor Centers. • Tactic 3: Work with the New England Outdoor Writers to encourage all New England boaters to follow the recommended procedures and to understand NH specific bait laws. • Tactic 4: Work with regional magazines such as New England Game and Fish and encourage them to run articles on ANS and a print ANS PSA on a regular basis. • Tactic 5: Hand out information to boaters at tollbooths. • Tactic 6: Lake hosts provide information at boat ramps and make sure they have (or do at the time) followed recommended procedures before launching and do so again when they take their boat out. • Tactic 7: Provide information to out of state angling groups. o Bass Fishing Organizations o Others • Tactic 8: As momentum builds for this project and NH engages in implementation, build upon relationships with fish & wildlife agencies in adjacent states/NEAFWA to provide them with updates about project, how they can participate, convey same messages to boaters. New England is small enough geographically that the Stop Aquatic Hitchhikers! Protect Your Waters message could be considerably leveraged amongst all New England States. 11. Strategy: Obtain critical data to support active outreach activities while recruiting boaters to pledge to Stop Aquatic Hitchhikers! • Tactic 1: Seeking individual commitments to action through a pledge card whereby the names, addresses and e-mails of those who make the pledge can be collected. This provides an opportunity to follow-up to see how many people have followed-through with their pledge. This data collection mechanism also has a psychological basis where research shows that people who make a commitment to a particular course of action are more likely to follow through with the action than those who don’t. When you educate individuals on an issue and then ask them to make a pledge with respect to that issue, they have to stop and think about it. This simple step elevates the issue and the desired action into their consciousness. So, when they si gn the pledge, this formalizes their commitment and helps them to better remember the issue and the action they commit to taking. Essentially, this is the formal ownership step of the complex aquatic nuisance species issue that we are seeking to create. • Tactic 2: Develop a pledge card that has a tear off portion for individuals to write their names and address. • Tactic 3: Educate employees of New Hampshire Fish and Game and encourage each to sign a Stop Aquatic Hitchhiker! pledge

. • Tactic 4: Create a public relations media campaign that encourages anglers, boaters, hunters and other water recreational uses to sign a Stop Aquatic Hitchhiker! pledge. Magazines/newspapers can include a pledge card, lead people to a website to make their pledge, and or make them aware of the different venues where they can make their pledge.New Hampshire ANS Communications Plan, 3-10-06

• Tactic 5: Provide pledge cards to Lake Hosts. When they check boaters, have them ask boaters to sign a pledge card. • Tactic 6: Direct mail the presidents of all angling/hunting/boating clubs a letter asking for their support and asking each of their members to sign the pledge card. • Tactic 7: As part of exhibits (County/state fairs, outdoor shows, etc) of NH Fish and Game include information on aquatic nuisance species and encourage people who stop by the booth to sign the pledge card. • Tactic 8: Ask all partners (other state/federal agencies, non-profit organizations, clubs) to ask their members/co-workers to pledge and to consider all opportunities when they have interaction with the public to ask for pledges. • Tactic 9: Partner with boating, fishing and other related retail shops to partner in the Stop Aquatic Hitchhiker! campaign and to ask their customers to sign a pledge. • Tactic 10: Partner with hotels, restaurants and other business that rely on the water resources. They can provide info rmation and ask for pledges to protect their waters. • Tactic 11: Encourage businesses/retailers who partner in this effort to provide a discount to those individuals show their pledge cards. This can be done on an on-going basis or specific times. • Tactic 12: Ask politicians who enjoy fishing, boating or scuba diving to sign the pledge as part of press conference that helps to raise the visibility of the issue. • Tactic 13: To encourage individuals to leave their name and address, hold a drawing (check local laws for contests, etc.) for prizes for those who have made the pledge. 

## V. Policy Makers A. Program Positioning for Policy Makers1. Prevention is necessary for cost-effective maintenance of present and future waterbased activities. 2. Where ANS already exist in a water body , resources must be made available to control/manage ANS. 3. For some ANS for which little is known, funding for additional research is essential. B. Program Characteristics for Marketing to Policy Makers 1. All levels of policy-makers: state and local 2. Primarily personal contact and direct mail backed by outreach activities 3. Partnerships 4. Focus on 2004-05 legislative session C. Objectives for Policy Makers 1. Short Term Objectives for Policy Makers a. Develop and maintain an education and outreach campaign that results in the governor’s office, legislative leadership (Speaker of the House and Senate President), and the chairs of the major House and Senate environmental committees (Environment & Agriculture, Resources; Recreation & Development; Science, Technology & Energy; Fish & Game; Environment; Wildlife &New Hampshire ANS Communications Plan, 3-10-06 Recreation) become aware of NH ANS issues by the end of the 2004-05 legislative session. b. Strengthen public and private sector support for and statewide participation in ANS management strategies. c. Influence and define an NH policy and approach to address ANS issues by March 2006. d. Ensure that the state regulations remain current in addressing new ANS species and impacts. 2. Long Term Objectives for Policy Makers a. Continually increase awareness to a level where at least 90% of all state senators and representatives, policy boards within state agencies, and local policy-makers (select boards; planning boards; zoning boards; conservation commissions) know about New Hampshire’s ANS issues. b. Stimulate development of a NH ANS Council. c. Finalize an NH ANS Management Plan with state and federal approval. d. Ensure that the state remains current in regulating ANS species and impacts. e. Establish partnerships among cooperat ing agencies, businesses, organizations, and communities to reach policy makers with messages on ANS issues. f. Encourage NH policy makers to monitor issues and develop policy agendas. D. Prioritized Messages for Policy Makers 1. Action Messages for Policy Makers a. Elevate ANS as a priority issue. b. Support development of NH ANS Management Plan and acquire funding for implementation. • Governor’s endorsement required on State ANS Management Plan. • Governor’s support for legislative or administrative actions in the plan. c. Support legislation to increase funding for ANS prevention, control, and research. d. Provide funding to educate target audiences. • Provide funding support for community based education • Provide funding support to target boaters with education messages • Provide funding support to target aquarium and garden hobbyists and retailers e. Understand size of user base and audiences for these water resources because ANS issues have powerful lobbying influence (realtors, power companies, utilities). • Cuts across all demographics. • This is a bipartisan issue. • Water quality is a major concern of voters. f. Understand the economic impact of ANS introductions. • The state annually spends approximately $100,000 on ANS management and control practices. • Recreational angling revenue is negatively affected (ASA, IAFWA and FWS surveys). • ANS will turn away tourists. • People will want to boat in NH if the state’s waters are kept free of ANS.New Hampshire ANS Communications Plan, 3-10-06

• Limits local revenue related to recreational use. • Impacts on property values (up to 16%, by one study) affect local tax base and delivery of services. • Reduce costs of maintenance of water use and water utility structures. g. Act now, not after the species are here (prevention pays). • There’s a risk that a lot of ANS from the Great Lakes may be transported to New Hampshire. • Understand vectors of ANS. • There typically is no option for eradication. • It is more expensive to control or contain ANS than to prevent it. • Need to be proactive. 2. General Benefit or Motivational Messages for Policy Makers If you take action you can help: • Maintain public health: Stop the spread of aquatic nuisance plants and animals and their associated diseases and parasites to protect the public health. • Maintain water quality: Water quality and water resource protection combine to form one of the most important environmental issues for both NH citizens and its visitors. • Enhance recreational value of public waters: Maintain a water body that is navigable, fishable, and swimable, or water that is not clogged with weeds or containing organisms harmful to human health and safety. Maintain property values: ANS have been shown to decrease property values by as much as 16%. • Maintain the economic value of water bodies: NH’s waters annually host 14.7million visitor days for boating, fishing, and swimming which are popular familyoriented recreational activities that generate more than $1 billion to the State’s economy. • Reduce the costs to the state: ANS will cost the state money to manage and control and impact local revenue related to recreational use. The most environmentally sound, cost-effective approach to maintaining New Hampshire’s valuable aquatic resources is regulatory efforts aimed at preventing the distribution and dispersal of aquatic nuisance species because once these aquatic hitchhikers become established, they are impossible to eradicate and expensive to contain and control. • Maintain ecological value: ANS introduction can destroy the natural character of a water body. • Maintain a quality fishery: ANS displace native species. • Maintain tourism: Unusable, swimable, and/or fishable waters will turn away tourists. • Maintain recreational angling revenue: fewer licenses and fishing-related supplies will be sold if the fishery declines. • Reduce costs of maintenance of water use and water utility structures. 3. Informational Messages for Policy Makers • Aquatic Nuisance Species are hitching rides to new waters. These invaders spread quickly, wreak havoc on native plants and animals, degrade the quality of aquatic resources and make waters unusable for boating, fishing, and swimming.New Hampshire ANS Communications Plan, 3-10-06

• Aquatic nuisance species includes both plants and animals such as zebra mussels, exotic milfoil and fish, which can easily be transported to new waters by boats, motors, trailers, fishing equipment, livewells, bait buckets, diving gear, and other aquatic recreational equipment. 4. Overriding Message for Policy Makers • ANS control and mitigation are expensive. • Prevention costs less. E. Barriers to Implementation for Policy Makers • People don’t like regulation (“live free or die”). • Have too many things on their plate now. • People don’t want additional fees. • Policy makers represent a lot of interests that don’t think about ANS the way they need to. F. Obstacles to Implementation for Policy Makers • Need a place that policy makers can go to get consistent information on ANS. Lots of websites and books, but need an authoritative site on ANS in NH. Would be a lot of information, something like the USGS site that has updated maps and collection information. • Lack of statewide ANS plan. • Imposing new fees to raise funds for outreach is difficult. • Coordination among state agencies. • Need to pool resources to address problem cooperatively. • Enforcement is a daunting task. • Time required developing laws and regulations. • Cursory legislative understanding about where the money is going for ANS control, research, and prevention. • Research needed on variable milfoil control. • Have not had a catalyst to address issues other than milfoil and zebra mussels. G. Opportunities for Implementation to Policy Makers • Mostly good support from organizations. • Having a relatively small state allows quick communications. • Improved coordination among state agencies. H. Delivery Mechanisms to reach Policy Makers • Provide information to policy-makers through lobbyists from the NH Lakes Association, conservation clubs, and other constituent interest groups. • NH Lake Association (NHLA): website, newsletter, annual Lakes Congress, all of which offer information about ANS. NHLA has contact with 13,000 lake enthusiasts through its 137 local lake associations; administers the Lake Host program (trained Lake Hosts staff public launch sites, distributing ANS literature and conducting voluntary boat and trailer inspections); NHLA’s lobbyist works with lawmakers to promote lake-friendly legislation. I. Strategies for Policy Makers 1. Utilize the instate ANS Team to define policy issues, share information, develop strategies and actions and to create synergy.New Hampshire ANS Communications Plan, 3-10-06 2. Develop a NH ANS Management Plan that outlines the ANS issues and solutions of the state including needed legislation and funding. 3. Create ownership of the ANS issues among select policy-makers to lead the cause. 4. Utilize lobbyists and constituents to reach policy-makers with messages outlined in State Plan. 5. Utilize the plan to request funding. 6. Utilize the plan to request needed legislation. J. Tactics for Each Strategy 1. Strategy: Utilize the instate ANS Team to define policy issues/share information, develop strategies and actions and to create synergy. • Tactic 1: Continue to involve the entire ANS Team on policy-maker outreach strategies and tactics by meeting on a regular basis to report progress and new information, to review opportunities and to determine what each partner will be doing in the coming months. 2. Strategy: Develop a NH ANS Management Plan that outlines the ANS issues and solutions of the state including needed legislation and funding. • Tactic 1: Have the ANS Team that is developing this document meet and develop a framework of issues that needs to be addressed in an ANS Management Plan. o Utilize the Situation Assessment from this document as a place to start. o Review and utilize the framework provided by the USFWS so that the plan can be used to apply for federal grants. • Tactic 2: Create assignments among the Team so that everyone is playing a part and the burden does not fall on one individual. • Tactic 3: Consolidate the information and circulate for all members to review entire document. 3. Strategy: Create ownership of the ANS issues among select policy-makers to lead the cause. • Tactic 1: Identify policy makers who are likely to become champions for this issue and identify policy makers who are important gatekeepers for this issue. • Tactic 2: Whenever possible, identify a potential “hot button” for each person identified in Tactic 1. (Is someone a waterfront property owner, do they own a business in a lakes area, do they fish, do they boat, have they already witnessed the devastation in other areas, etc?) • Tactic 3: Develop a series of events (tours of ANS problem areas/luncheon speaker) targeted at key decision makers to help them understand the seriousness and impact of ANS issues. • Tactic 4: Using the ANS State Management plan, provide the policy makers with specific actions that he/she needs to make happen. 4. Strategy: Utilize lobbyists and constituents to reach policy-makers with messages outlined in State Plan. • Tactic 1: Identify lobbyists available to the Team. o NH Lakes Association staff o NHLA Legislative Policy Committee o Public water supply lobbyists o NH Wildlife FederationNew Hampshire ANS Communications Plan, 3-10-06

o The Nature Conservancy o Audubon o Marine Retailers Association o Others • Tactic 2: Reach policy-makers through constituency groups. o Marine Trade Association o Realtors o NH Lake Association o NH Wildlife Federation o State Tourism Council o NH BASS Federation o NH TU state council o Lodging and Restaurant Association o Retailers o 125+ lake associations o NH Municipal Association o Other watershed and environmental groups o Others 5. Strategy: Utilize the plan to request funding. • Tactic 1: Once the plan is complete submit it to the USFWS for funding through the ANS State Grant program. • Tactic 2: Utilize the plan to request funding from the state legislature and local municipalities. o An example of funding from a local municipality might be $40,000 (estimate) to develop a boat cleaning station near ramps. 6. Strategy: Utilize the plan to request needed legislation. • Tactic 1: Research if model legislation is available for the type of legislation needed. • Tactic 2: Assist in drafting needed legislation. • Tactic 3: Work with ANS champion legislators to introduce legislation. • Tactic 4: Work with partners and lobbyists identified above to encourage support for the bill. 

## VI. Hobbyists and Suppliers A. Program Positioning for Hobbyists and Suppliers 1. Call to action 2. Every target audience member must use these procedures when disposing of unwanted plants or animals. B. Program Characteristics for Hobbyists and Suppliers 1. Statewide 2. Outreach 3. Partnerships 4. Year-roundNew Hampshire ANS Communications Plan, 3-10-06 C. Objectives for Hobbyists and Suppliers 1. Long Term Objectives a. Continually increase awareness to a level where at least 90% of aquatic hobbyists appropriately dispose of aquarium plants and animals. b. Continually increase awareness to a level where at least 50% of aquarium pet owners, water gardeners, pond owners, educators, and other aquatic hobbyists, and their suppliers know which exotic aquatic species are prohibited for import, possession and release as well as what the repercussions are when aquatic species are illegally released. D. Prioritized Messages for Hobbyists and Suppliers 1. Action Messages for Hobbyists and Suppliers a. Comply with the importation, possession and release laws of NH. b. Dispose of unwanted aquarium plants and animals using recommended guidelines. c. Don’t dump anything into waters of the state. • Release is illegal. • Alternatives for disposal. d. Know what plants and animals are illegal/legal to bring into the state. e. Even if your aquarium plants and animals are native to NH or are legal species to bring in, do not release back into waters in the state; dispose of them using recommended guidelines. 2. Benefits or Motivation for Hobbyists and Suppliers • Could be less regulation, if they comply voluntarily. • If the species become a problem, they may be prohibited and buyers won’t be able to get them. • They’ll be doing the right thing for the environment and the state. The potential harm caused by this action can devastate aquatic habitat essential to native plants and animals. • By following laws/regulations and recommended procedures, they will help. • Maintain public health: Stop the spread of aquatic nuisance plants and animals and their associated diseases and parasites to protect the public health. • Maintain recreational opportunities in NH. New Hampshire’s waters annually host ~14.7 million visitor days for boating, fishing, and swimming, which are popular family-oriented recreational activities that generate more than $1 billion to the State’s economy. • Maintain a quality fishery: ANS can displace native fish, habitat and food supply. • Maintain property values: ANS have been shown to decrease property values by as much as 16%. • Maintain the economic value of water bodies: ANS will cost the state, local communities and businesses money to manage and control. • Maintain ecological value: ANS introduction can destroy the natural character of a water body. 3. Informational Messages for Hobbyists and Suppliers • Aquatic nuisance species includes plants, fish and other aquatic animals such as exotic milfoil, grass carp, and Rusty crayfish.New Hampshire ANS Communications Plan, 3-10-06

• New Hampshire has laws and regulations that prohibit the import and possession of many of these alien invaders. Additionally, the release of any amphibian, reptile, or fish is illegal without first obtaining special permits issued by the New Hampshire Fish and Game Department. • These invaders spread quickly, wreak havoc on native plants and animals, degrade the quality of aquatic resources and make waters unusable for boating, fishing, and swimming. • The most environmentally sound, cost-effective approach to maintaining New Hampshire’s valuable aquatic resources is regulatory efforts aimed at preventing the distribution and dispersal of aquatic nuisance species because once these aquatic hitchhikers become established, they are impossible to eradicate and expensive to contain and control. • The following are prohibited exotic aquatic species in New Hampshire: Common Name Scientific Name Aquatic Plants: Variable milfoil Myriophyllum heterophyllum Eurasian milfoil Myriophyllum spicatum Fanwort Cabomba caroliniana Verticillata Hydrilla Water chestnut Trapa natans Parrot feather Myriophyllum aquaticum Curly leaf pondweed Potamogeton crispus Purple loosestrife Lythrum salicaria, L. virgatum, L. alatum Common reed Phyragmites australis or P. communis Brazilian elodea Egeria densa Frogbit Hydrocharis morsus-ranae Flowering rush Butomus umbellatus European naiad Najas minor Yellow floating heart Nymphoides peltata Fish: Walking catfish Clarias batrachus Grass carp/ white amur Ctenopharyngodon idella European rudd Scardinius erythophthalmus Round goby Neogobius monachus Invertebrates: Zebra mussel Dreissena polymorpha All non-indigenous crayfish 4. Overriding Message for Hobbyists and Suppliers • Properly dispose of unwanted aquarium/water garden plants and animals. • Use national campaign message developed by USFWS – “Habitattitude – Adopt a conservation mentality. Protect our environment by not releasing unwanted plants and animals.”New Hampshire ANS Communications Plan, 3-10-06 E. Barriers for Hobbyists and Suppliers • Need alternatives for disposal. • Don’t want to kill it. Need humane ways to euthanize unwanted aquatic pets. • Not well-organized, diversity of individuals, and difficulty of connecting with and identifying them. • Assume that if the species is in the catalogue, it is acceptable for NH. • Don’t know what the right thing is to do or how to do it. F. Obstacles to Implementation for Hobbyists and Suppliers • People don’t want to be inconvenienced. Need to show them that it’s in their best interests. • Need to learn how to educate people who import nonnative plants and animals about the risks and what may be required for containment of the plants and animals. • Permitting process is fairly tight, but the NH Fish and Game Department is not the only agency that allows stocking in waters entering the state. G. Opportunities for Reaching Hobbyists and Suppliers • Aquaculture and fisheries extension programs at the University of New Hampshire are designed to assist both potential and existing aquaculture operations with all aspects of the business. • National campaign being developed by USFWS that will communicate to suppliers and retailers at a national level. H. Delivery Mechanisms for Marketing to Hobbyists and Suppliers • Information at county fairs in August-September • Retailers (nurseries/pet stores/aquarium stores) • Home and garden shows • Related Websites I. Strategies for Marketing to Hobbyists and Suppliers 1. Establish a baseline data of awareness of the negative impacts that aquarium and garden species can have if released into waters or disposed of improperly. 2. Capitalize on the call to action national campaign and brand for Aquarium/Garden Hobbyists and Retailers and develop an instat e campaign to reach instate hobbyists and retailers. 3. Address solutions to the barriers that aquarium and garden hobbyists and retailers face in conducting the desired actions. 4. Determine hobbyists and retailer communities and utilize a community-based approach to lead them through the process of awareness, understanding, trial actions, adopting actions and reinforcing desired actions. 5. Develop and obtain a written pledge or commitment from communities, groups, clubs, retailers, and individuals. 6. Develop prompts to help remind hobbyists of their commitments. J. Tactics for each Strategy for Marketing to Hobbyists and Suppliers 1. Strategy: Establish a baseline data of awareness of the negative impacts that aquarium and garden species can have if released into waters or disposed of improperly. • Tactic 1: Employ a professional surv ey firm to conduct survey on public and target audience understanding.New Hampshire ANS Communications Plan, 3-10-06

• Tactic 2: Encourage retailers to conduct a survey of their customers. Then when you work in partnership with them, t hey’ll know whether or not they have helped to make a difference. 2. Strategy: Capitalize on the call to action national campaign and brand for Aquarium/Garden Hobbyists and Retailers and develop an instate campaign to reach instate hobbyists and retailers. • Tactic 1: Use the brand Habitattitude to enhance recognition and reinforcement of messages. o Use the brand and primary messages on all materials/products/communication targeted at recreational users. o Develop and provide signs to key retailers. Templates of materials are available that can be customized to include NH logo. • Tactic 2: Lead hobbyists and retailers to the central Web site www.habitattitude.net Web site address should appear on everything target at this audience. o Add a link on the NHFGD Website that directs individuals the Habitattitude site. o Encourage retailers and other partners to:
! To have information on their Website that encourages individuals to adopt a conservation mentality and to protect our environment by not releasing unwanted plants or fish.
! Link to the Habitattitude Website • Tactic 3: Conduct effective media relations. o Develop and maintain relationships with targeted media to secure statewide and local coverage. o Create press materials on the background of aquarium and garden species that have the potential to become nuisance species in NH and include a call to action. o Conduct media tours (and press conferences if appropriate). o Implement press mailings/e-mailings when appropriate. o Develop broadcast quality reports that can be used by TV and/or Radio News. Include full story or B-roll footage and script. • Tactic 4: Create and distribute print and radio PSA’s. o Develop and distribute a small B & W print public service ad.
! Provide to partner retailers to include in catalogs, sales flyers, and brochures
! Provide to newspapers
! Provide to professional hobbyist organization publication • Tactic 5: Work with partners to see that ANS information, targeted at this audience, is at shows and fairs. o Home and Garden Shows o State/County Fairs 3. Strategy: Address solutions to the barriers that aquarium hobbyists and retailers face in conducting the desired actions. • Tactic 1: Communicate with the U.S. Fish and Wildlife Service to receive information from its national partners.New Hampshire ANS Communications Plan, 3-10-06

• Tactic 2: Hold focus groups and/or meetings with retailers and hobbyists to determine how you can best work together to provide solutions to barriers. 4. Strategy: Determine hobbyists and reta iler communities and utilize a communitybased approach to them through the process of awareness, understanding, trial actions, adopting actions and reinforcing desired actions. • Tactic 1: Identify aquarium or garden clubs in the state. • Tactic 2: Provide information to make them aware of ANS issues. • Tactic 3: Invite the club and the individual members to become a partner in helping to stop the spread of invasive species. • Tactic 4: Ask them to adopt or pledge certain actions. • Tactic 5: Communicate regularly with individuals via email keeping them up to date on the most current issues and reminding of their commitment. 5. Strategy: Develop and obtain a written pledge or commitment from communities, groups, clubs, retailers, and individuals. • Tactic 1: Develop pledge forms that are targeted to a variety of groups that includes a list of actions. Let them select which actions they are willing to do. • Tactic 2: Develop a simple pledge for the general public that simply asks them to “protect our environment by not releasing unwanted plants or animals.” • Tactic 3: Communicate regularly with those who make the pledge. 6. Strategy: Develop prompts to help remind hobbyists of their commitments. • Tactic 1: Determine which type of prompt is most effective for each group. For example: posters at lawn and garden and pet and aquarium stores; stickers that go on aquariums, emails.New Hampshire ANS Communications Plan, 3-10-06 

# Part 3. Evaluation Process Potential sources of baseline data
• Shannon Weigler in Massachusetts has information in her dissertation on the percentage of awareness of pet industry (Amy Smagula). • Brochure for home water gardener distributed through retailers, nurseries and pet stores, and licensed aquatic plant dealers during the summer of 2003. No evaluation was conducted, but could provide a baseline of information for recipients. • Public access needs assessment – percentage of NH boaters that also fish; concern about environmental issues. • Volunteer lake assessment survey. • Lake host survey has data for 42,000 inspections from 2002-03 to determine boater awareness (low/medium/high) of ANS issues. • NH Lakes Association membership survey which ask about issues prioritization for lake residents. 

## Evaluation of Marketing Strategies to Boaters
• Use ANS survey questionnaire, distributed to NH boaters by Lake Host volunteers, to measure the level of awareness between the 2004 and 2005 boating seasons. 

## Evaluation of Marketing Strategies to Policy Makers
• Determine if key members of the governor’s office, legislative leadership, chairs of the major environmental committees, representatives of lakes region and upper valley, and policy boards within state agencies are aware of NH ANS issues by the beginning of the 2004-05 legislative session. • Determine if to policy makers can articulate a consistent ANS message across legislative sessions regardless of changes in individual representatives as a result of elections. 

## Evaluation of Marketing Strategies to Aquatic Hobbyists and Suppliers
• Determine if aquarium owners, water gardeners, private pond owners, other aquatic hobbyists, and their suppliers are aware that: a. some aquatic species are prohibited; b. understand the repercussions of release; and c. that import, possession, and release of prohibited aquatic species is illegal. 

## Internal Audiences
• Measure the awareness of internal audiences for all messages prior to delivering messages to each external audience.New Hampshire ANS Communications Plan, 3-10-06 

# Part 4. Action Plan Below are the actions that have been identified in order to implement the ANS communications strategy in New Hampshire. Listed for each action are: • Assignments–who will be responsible for im plementing (or overseeing implementation) of the action item. “IAFWA” indicates responsibilities of the contractors. “NHFGD” indicates staff from the New Hampshire Fish and Game Department and its partners. • Dates for completion of various tasks. • Budget–the source of funds for this action, and where needed, the amount of funds. Where an agency or organization is noted, it means that costs will be covered by existing operations budgets of that organization. Where “Grant” is noted, it means that costs are being covered under the IAFWA grant. • TBD = To be determined. Members of the New Hampshire ANS team met on June 22, 2004 to review the draft NH ANS Marketing Plan; and, to select and implement strategies/tactics during 2004-2005. Meeting participants came to a consensus that the highest priority strategies to pursue over the next 12 months were: 1. Initiate the formation of a planning team for the development of a NH ANS Management Plan. 2. Develop a comprehensive communication and marketing plan to become part of the NH ANS Management Plan and to provide a road map for communications, outreach, and social marketing opportunities. 3. Establish a baseline data of awareness of ANS issues among both boaters and boating anglers and conduct a follow-up survey a year later. 4. Development of a NH Page on the ProtectYourWaters Website, if that is a viable option, so that individuals could go to one site to locate all NH-related ANS information. 5. Incorporate the “Stop Aquatic Hitchhikers!” logo along with the NH web page address (i.e. www.ProtectYourWaters.net/NH ) into all NH-related ANS material. 6. Develop a NH ANS Management Plan. 7. Establish a group of key legislators that could serve as a key coalition on NH ANS issues in the legislature.New Hampshire ANS Communications Plan, 3-10-06 

## Implementation Table

Action Assignment Date Budget

1. Select NH work team NHFGD DONE NHFGD 2. Interview New Hampshire team and prepare summary, 1/10/04 IAFWA DONE IAFWA 3. Prepare draft ANS communications strategy based on interviews for internal review, IAFWA DONE IAFWA 4. Hold meeting in pilot state, 1/15/04 IAFWA, NHFGD DONE IAFWA, NHFGD 5. Return review information to DJCA, 1/23/04 NHFGD DONE NHFGD 6. Edit draft strategy for review with issue revisions and meeting results, 2/1/04 DJCA DONE IAFWA 7. Return messages, strategies, partners NH Team DONE NHFGD 8. Complete communications strategy IAFWA DONE IAFWA 9. Select priority and feasible messages for implementation NHFGD DONE NHFGD 10. Develop tools and products IAFWA, NHFGD DONE IAFWA, NHFGD 11. Conduct pre-project evaluation IAFWA DONE IAFWA 12. Implement communications strategy NHFGD Ongoing NHFGD 13. Conduct post-implementation evaluation IAFWA June 06 IAFWA 14. Project completion and final report to IAFWA IAFWA Done IAFWANew Hampshire ANS Communications Plan, 3-10-06 

# Part 5. Results Includes Action Items and Progress 1. NHFGD will initiate the formation of a planning team for the development of a NH ANS Management Plan, with a draft outline of the plan be completed by the end of September 2004; the first draft plan will be completed by the end of March 2005; and, the plan will be finalized for submittal to the U.S. Department of Interior by the end of September 2006. Progress: An inter-agency steering committee was established to begin the preliminary process for development of a NH ANS Management Plan. The first meeting of the NH ANS Management Plan Steering Committee met on January 26, 2005 and an initial draft NH ANS Management Plan has been completed and distributed to members of the Steering Committee and a planning team for review. State ANS Management Plan continues to be developed with two working groups (freshwater and marine) putting it together. The communications plan will be incorporated into the plan. It is the intent of the Steering Committee that a final version of the plan will be completed by September 2006 for submission to the ANSTS for approval. 2. NHFGD and the IAFWA ANS Project Team will develop a comprehensive communication and marketing plan. This will become part of the NH ANS Management Plan and will help to provide a road map for communications, out reach, and social marketing opportunities. Progress : A NH Comprehensive communication and marketing plan was developed. The inter-agency steering committee selected a few communications and marketing elements for completion during the pilot phase and plan to roll out the rest of the plan after the completion of the Management Plan. 3. NHFGD will establish a baseline data of awareness of ANS issues among both boaters and boating anglers and conduct a follow-up survey a year later. Progress: A survey questionnaire was distributed to boaters to determine the level of aquatic nuisance species awareness and prev ention in cooperation with the New Hampshire Lakes Association’s Lake Host Pr ogram. Each survey recipient was asked to fill out the questionnaire and mail in the completed form (pre-paid postage) by the end of the 2004 boating season in order to be eligible for a random drawing of a $200 Cabela’s gift certificate. There were 238 survey questionnaire’s returned by boaters and the results showed that these individuals were generally knowledgeable about ANS. See Appendix for detailed results of survey. 4. NHFGD will investigate the viability of having a NH ANS page established at the ProtectYourWaters website. Progress : A NH specific ANS page that is hosted on the ProtectYourWaters website was completed. The page can be accessed by going to the home page of www.protectyourwaters.net and selecting New Hampshire under state pages on the rightNew Hampshire ANS Communications Plan, 3-10-06 hand column or going directly to the New Hampshire page by entering www.protectyourwaters.net/NH 5. NHDES, and NHLA will provided their NH ANS-re lated web link information to NHFGD by August 15, 2004. Progress: Links were provided by the following and are posted on the www.protectyourwaters.net/NH Web page: • NH Fish and Game Department • NH Department of Environmental Services, Exotic Species Program • Department of Safety, Marine Patrol Bureau • New Hampshire Lakes Association (NHLA) • www.wildlife.state.nh.us/Fishing/aquatic_nuisance • www.des.state.nh.us/wmb/exoticspecies

. 6. NHFGD will develop an ANS-related page at its web site by August 15, 2004. Progress: These action items have been completed and resulted in the launching of the NHFGD ANS web page at http://www.wildlife.state.nh.us/Fishing/aquatic_nuisance.htm

. This site appears as a link in the NHDES Exotic Aquatic Weed Program web page. 7. The NH ANS Web Page and its associated address will be functional no later than the end of September 2004 so that the “Stop Aquatic Hitchhiker!” logo and web page address can be added to NH ANS materials that will be produced for distribution during 2005. Progress: The “Stop Aquatic Hitchhiker!” logo is beginning to be incorporated into NH ANS materials, but because the ProtectYourWaters NH web page address has not been finalized, this has not been included. There are two NH websites one can access from the PYW home page. One goes to an agency website (it is accessed from the U.S. map on the Resources page). That map links to the PYW NH page, the same one that is accessed from the PYW home page under the "State Info Pages" box on the right side. Information will be standardized between the two sites, and then assist NH outreach team with press releases to promote it if the rest of the NH folks want to go that route. 8. NHFGD will reach out to boaters and other recreational users with a pledge to take preventive actions against spreading ANS. Progress : Pledge cards with the agency logo and URL for the NH page were printed. The initial thought was to have Lake Hosts encourage boaters to make the pledge. NH Lake Hosts inspected just under 32,000 boats at launch ramps in 2004, and there are approximately 90,000 boats registered in NH annually. The Lake Hosts felt they had too much to do already and were not interested in adding another task. Pledge cards will be used at consumer outdoor shows. Bass Pro Shops will donate a rod and reel for a drawing among those who make the pledge and leave the lower half of the pledge card with names and addresses.New Hampshire ANS Communications Plan, 3-10-06

9. NHLA and NHDES will initiate the formation of an ANS coalition of legislators during the fall of 2004. Progress: State elections that occurred in November 2004 delayed the initiation of an ANS coalition of NH legislators. At this juncture it would be best to delay the formulation of this coalition until the NH ANS Management Plan is further along in its development and this will serve as the guiding document for coordinating and prioritizing NH ANS legislative initiatives.New Hampshire ANS Communications Plan, 3-10-06 

# Part 6. Conclusions and Recommendations Overall impressions of being a pilot state: The actions that resulted from the NH ANS communications planning process accomplished a number of outcomes that most likely would not have occurred otherwise. The pilot project served as a catalyst to bring partners together to address common ANS issues in a more coordinated and effective way. Because ANS represent a broad array of flora and fauna, authorities to deal with ANS lie within several NH state agencies, each with different missions. However, a comprehensive communications and marketing approach provides the opportunity for commonalities of ANS to be identified and to strengthen the outreach to targeted audiences through the use of a brand (i.e. SAH! logo) and consistent messages. The communications planning process also allowed key audiences to be identified, along with the specific obstacles and opportunities to be considered when developing effective strategies and tactics. The NH ANS Team members also quickly realized the need for a State ANS Management Plan to serve as the mechanism to establish priorities for prevention, early detection-rapid response, and control and management. Adopting and implementing the NH ANS Management Plan, along with communications strategies and tactics, will play a key role in minimizing the risks of ANS impacts on New Hampshire’s aquatic resources. Since funding is a primary factor that drives most programs, it’s critical for cost efficiencies to be an integral component of any action plan. Developing a partnership among the various entities addressing ANS issues in New Hampshire, provided the opportunity for the partners to review the outreach efforts associated with each of the ANS-related program areas to determine whether there were more cost effective ways to do things, as well as identify cost-sharing possibilities. 

## Recommendations A majority of ANS threats are regional in scope and preventing the spread of ANS is the most environmentally sound and cost effective method fo r addressing these threats. Therefore, it’s important for neighboring states to be engaged in common ANS prevention tactics that includes a coordinated communication and outreach effort. The process used in this pilot project is one many state fish and wildlife agencies should find beneficial because it can establish a communications plan without a large financial commitment at the front end. Although, meeting the funding needs to implement all the resulting strategies and tactics may be a major challenge. Nonetheless the NHFGD found serving as the pilot state for the Northeast, was extremely beneficial, especially from the pers pective of improved coordination and cooperation with its ANS partners. The NHFGD strongly encourages other state fish and wildlife agencies in the Northeast to engage in a communications planning process. As with most planning initiatives, the process can be good for team building, it allows partnerships to be formed, buy in is gained through stakeholder participation, and coordination improves. In-state meeting process feedback: • Meet again the morning after the full day meeting to go another step to form as a working group with a little more facilitated time. • Two-day meeting would reduce full-day burnout.New Hampshire ANS Communications Plan, 3-10-06

• Some of the editing could be done overnight to reduce time. • Need a reference/overview that is the outline of the lists (process steps). • See all the target audiences, etc. listed on flipcharts while working on other sections. • Shorter description of the overall process (working outline or flowchart). Complete ANS Management Plan First: Completing the process for developing a NH ANS Management Plan, prior to initiating the development of the NH ANS Communications Plan would have simplified this effort because there would have been more focus in addressing priority needs. However, participating in the pilot process served as a catalyst for better partnerships to be formed among those entities that share responsibilities in addressing ANS in New Hampshire. It also demonstrated the need for a NH ANS Management Plan as the mechanism to more effectively coordinate efforts so that ANS issues could be addressed efficiently.New Hampshire ANS Communications Plan, 3-10-06 

# Appendices Appendix I - General resources New Hampshire Fish and Game Department http://www.wildlife.state.nh.us/ NH Department of Resources and Economic Development http://www.dred.state.nh.us/ NRCS New Hampshire state office http://www.nh.nrcs.usda.gov/ NH Dept of Environmental Services, Exotic Species Program http://www.des.state.nh.us/wmb/exoticspecies/ Exotic plants http://www.des.state.nh.us/wmb/exoticspecies/4plants.pdf University of NH Department of Natural Resources http://www.unh.edu/natural-resources/ NH Department of Agriculture, Markets, and Food – Invasive Species Committee (terrestrial) http://www.state.nh.us/agric/topics/plants_insects.htm NH Dept of Health and Human Services (West Nile virus) http://www.state.nh.us/agric/topics/plants_insects.htm Exotic species regulations http://www.des.state.nh.us/wmb/exoticspecies/ch487.htm Invasive plant atlas of New England http://invasives.eeb.uconn.edu/ipane/ Purple loosestrife http://ceinfo.unh.edu/Counties/Hillsborough/loosestr.htm University of New Hampshire, Cooperative Extension http://ceinfo.unh.edu/ Sea Grant http://ceinfo.unh.edu/water/documents/WRhome.htm Aquaculture and Fisheries Extension, University of New Hampshire http://ceinfo.unh.edu/water/documents/Fish.htm Penobscot Bay Invasive Species http://www.penbay.org/penbay_invaders.html New Hampshire Lakes Association http://www.nhlakes.org/ Cost of plant control in New England http://www.state.me.us/dep/blwq/topic/invasives/invcost.pdf Invasive species impacts on public properties http://partners.fws.gov/pdfs/pNH.pdf Wild New Hampshire TV Series http://www.nhptv.org/kn/wildnh/wildnh1r.htm WHIP program, NRCS http://www.nh.nrcs.usda.gov/programs/progr am_documents/FY03_WHIP_Practicelist.pdfNew Hampshire ANS Communications Plan, 3-10-06 Northeast ANS Panel http://www.northeastans.org/aboutpanel.htm NEANS Panel Communication, Education and Outreach Work Plan http://www.northeastans.org/ceo_workplan_through_9.30.03.pdfNew Hampshire ANS Communications Plan, 3-10-06 

## Appendix II - Glossary of terms Aquatic Nuisance Species (ANS): For purposes of this project, the contractors recommend use of the definition of aquatic nuisance species (ANS), or invasive species, found in federal Executive Order 13112 as: “An invasive species is one that is non-native to the affected ecosystem and whose introduction causes or is likely to cause economic or environmental harm or harm to human health." Brand: A brand is a symbol that represents values and a lifestyle. To the consumer, a positive brand essentially promises good quality, good value or reliability. In other words it is much more than the name of a product or service. In today’s complex marketplace, the power of a brand lies in its ability to influence our attitudes and ultimately affect the decisions we make. The more focused, consistent and tightly defined the brand idea is, the more power it has to attract the attention and hold the loyalty of an audience. Communication Strategy: An introspective process for guiding communications that allows Agencies to assess what they want to communicate about, what obstacles and opportunities exist and what their capabilities are to communicate and to set direction for communicating. Exotic : For the purposes of this document, an exotic species is one that is nonnative to the affected ecosystem. [Supply exact wording from NH regulations?] Marketing: The sum total of activities that keeps an organization focused on its customers. Cause related marketing as we are doing with the ANS issue uses commercialmarketing techniques to promote the adoption of a behavior that will improve the wellbeing of the target audience or of society as a whole.New Hampshire ANS Communications Plan, 3-10-06 

## Appendix III - New Hampshire Boat / Lake User Survey – Summer 2004 238 responses received. All were usable. Dear Boater – The New Hampshire Fish and Game Department needs your input regarding native and non-native species. Please take a minute to complete and return this important survey. Postage has been paid. If you provide your name and addr ess on the front of this survey, you will be automatically entered into a drawing for a $200 Cabela’s gift certificate. Your name and address will not be distributed or used for any commercial purposes. We may send you a follow-up mail survey in one year’s time. Thank you! 1. Please check all the things you believe are true about the following aquatic plants and animals in New Hampshire: Variable Yellow Zebra Milfoil Perch Mussel Not native to NH 74.8% 19.3% 71.4% Invasive (grows fast/impacts environment) 90.3% 15.5% 62.6% Interferes with boating and fishing 89.9% 10.9% 49.6% Important habitat / improves fishing 3.4% 40.3% 5.0% Valuable ornamental 0.8% 10.1% 2.5% Don’t know 2.5% 16.0% 11.3% 2. Please indicate whether the following statements are true or false: a) Moving fish from one water to another will improve fishing. 13.0% = True 87.0% = False b) It is better to dispose of unused bait on land rather than releasing them into the water. 83.8% = True 16.2% = False c) Harmful aquatic plants can be transported from one water to another on boats and trailers. 99.2% = True 0.8% = False d) Washing or rinsing off your boat and trailer is ineffective in preventing the spread of harmful organisms. 16.2% = True 83.8% = False e) My actions are important for New Hampshire to protect its waters against the negative impacts of aquatic nuisance species. 100.0% = True 0.0% = False 3. In last twelve months, have you undertaken any of the following actions to help prevent the unintentional spread of harmful, non-native animals or plants? a) Inspected your boat and trailer for plant and animal life. 95.7% = Yes 4.3% = No b) Removed vegetation and/or animal life from your boat and trailer. 85.8% = Yes 14.2% = No c) Washed or rinsed your boat and trailer between launches. 80.6% = Yes 19.4% = No d) Drained and flushed your boats engine cooling system, bilges and/or live wells before launching in a different water. 62.0% = Yes 38.0% = NoNew Hampshire ANS Communications Plan, 3-10-06 4. Where have you seen or heard information about “nuisance” or problematic aquatic plants and animals (please check all that apply): 94.1% Signs at boat ramps 77.7% Educational Pamphlet/Brochures 71.4% Fishing or Boating Regulation Booklet 20.6% Internet or web sites 40.8% Magazines 44.1% Newspapers 29.8% Television 70.2% Lake Host 10.1% Other (please specify): SEE ATTACHED SHEET 0.4% I have not seen or heard information about aquatic nuisance species 5. What is your primary interest when boating? 21.0% To go cruising 15.1% To go water skiing/tubing/knee boarding 63.0% To go fishing 60.9% To relax and enjoy the outdoors 5.0% To compete in a fishing tournament 8.0% Other (please specify): SEE ATTACHED SHEET 6. Please describe yourself: Sex: 86.0% Male 14.0% Female Age: 3.8% = Under 18 7.1% = 18-34 52.5% = 35-55 36.6% = 55+ NOTE: % of respondents providing a mail address = 97.9% NOTE: % of respondents providing an email address = 41.2%

Compiled by Southwick Associates, Inc of Fernandina Beach, FL (904 277 9765) on behalf of the New Hampshire Inland Fisheries Division and the Aquatic Nuisance Species Outreach Project, International Association of Fish and Wildlife Agencies (DJ Case and Associates, Sharon Rushton Enterprises, Silvertip Productions and the U.S. Fish and Wildlife Service ANS program).New Hampshire ANS Communications Plan, 3-10-06 Responses to Other in Question #4 (Other sources of ANS info): (Did not specify) Boating lake host Star, also hunting and fishing stores Boating safety course Brother-In-Law (Ken Wa rren) works for DES by being out on different lakes and ponds fishing Clubs: Bass NEBA Boat US Deering Lake Improvement Association meetings DES Workshops Fishing Tournaments Hard to say when I have been aware of invasives fo r some time-- mostly talked about in school a couple of years ago-- AP Environment Service (bes t class ever-- every high school should make this a requirement and put much effort into teaching it well) I have a wildlife conservation degree Lake Association and video tape Lake Association Education Program Lake Association Pleasant Lake Deerfield Lake Host: Name was Star? At Eastman Lake--very informative NH Lakes Association, Granite Lake annual meetings Our boat inspector at Bow Lake in Strafford NH Our lake association Road signs going into the state of Maine Safe Boating Course Spofford Lake Assoc Stopped in Maine by warden for no stocker "milfoil" VWWP Responses to Other in Question #5 (primary boating interest): as Environmental Educator, boating accesses important habitats Beauty! Hard to enjoy the outdoors when a motor is constantly running... canoes Diving Duck hunting enjoy the nature Exercise Family time Kayak and sail kayaking kayaking lakes, rivers, ponds nature study, exercise rowing sailing SCUBA Spofford Lake-- Fish run from 10" to 14 1/2", very bad stocking program, catch 9 to 23 fish, to catch 1 fish 15" Swimming Swimming Swimming, bird watching Transportation