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 Conservation 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). 
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 card 
NH Final Report – ANS Pilot State Project 

I. Status of ANS within agency 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 communicating 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 bilge 
NH 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: 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. 

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 necessary 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 launch 
NH 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 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 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 Productions 
NH 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 complete and return this important survey. Postage has 

been paid. If you provide your name and address 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% = No 
NH 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 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).
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 Warren) 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 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 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 fish

15" 

Swimming 

Swimming 

Swimming, bird watching 

Transportation 
NH 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 Conservation 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 boaters 
New 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 2004 
New 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 will 
New 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 Hampshire 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 communities 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 effective 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 involved 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 Committee 
New 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 Association 

The 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 and 
New 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 aquatic plants prevention program, and to 
New 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 milfoil 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 specifically 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 other exotic aquatic plants prevention program, 

the moneys allocated specifically for the purposes 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. Waters 
New 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 portion 
New 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 potentially 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 tropical or subtropical species that would 

not normally survive New Hampshire winters, 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 estimated 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 impacts 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 values 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 harboring 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 distribution, potential impact, prevention, 

Silvio O. Conte National Wildlife Refuge role, risk analysis, stakeholder 
New 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 far 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 as 
New 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 association 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 species 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 rapidly, 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 rapidly, 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 that 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 presentations 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 interviews 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 include 
New 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 bait 
New 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 Associations 
New 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) problems 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 skis 
New 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-makers 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 determine 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 on 
New 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 from 
New 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 regulations 
New 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 liveries 
New 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 basis 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 sign 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 information 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 Makers 

1. 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 cooperating 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 14.7 

million 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 Federation 
New 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-round 
New 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 instate 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 survey 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, they’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 retailer 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 implementing (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 IAFWA 
New 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, outreach, 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 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 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 right 
New 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-related 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 for 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 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. 

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/program_documents/FY03_WHIP_Practicelist.pdf
New 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.pdf
New 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 commercial 

marketing 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 address 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% = No 
New 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 Warren) 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 of years ago-- AP Environment Service (best 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