The Hook and Synopsis

The purpose of telling this story in eBook format is to engage readers with the issue of pollution in Santa Monica in a way that is easy to digest.

These sample chapters illustrate a fraction of the problem in Santa Monica. The reporting and multimedia elements found in these pages are a testament to the larger issue, which is the health of the Santa Monica Bay in general.

The Bay is an estuary, which countless species of marine life depend on at some point in their lives, due to its delicate habitat and specific ecological environment. In addition to marine species, thousands of birds and mammals also depend on the health of the Bay. The health of the California coast, which the Bay is a part of, is directly related to the economy – which California collects nearly $90 billion dollars from annually – and impacts everyone from consumers and business owners, to parents and the future of their children.

This eBook is necessary because it is an objective outlet to communicate this information to the people visiting the Bay in a way that is innovative and mobile. Traditional news and information consumption is waning. This eBook will deliver relevant information to an audience of people who needs it, in a way that they can easily digest and enjoy.

Delving deeper

The eBook will contain information about more ‘dangerous’ areas to swim, that are more likely to host fecal indicator bacteria. These areas include the water directly around the pier, as well as the Pico-Kenter storm drain, an outfall that that funnels urban pollution and waste into the water directly near the Santa Monica Pier after a rainstorm.

Interviews with local non-governmental organizations and activist groups like The Bay Foundation and Heal The Bay will introduce legislation and lobbying currently underway. Based on preliminary interviews with the Executive Director of The Bay Foundation and representatives from Heal The Bay, this legislation works with scientists, the California EPA and various public health departments to craft a plan for dealing with dangerous bacteria in the Santa Monica Bay.

Finally, the community involvement section of this eBook will showcase interviews with surfers, EMS and regular beach-goers to give a relatable perspective to the story. Some, like surfers and firefighters know the guidelines for creating a safe experience in the water. Others in the general population, and tourists from landlocked areas, might not be aware of these dangers. Interviews from both and information on how to get involved for local residents will be available in this section.

Competitive Analysis

The need for the books comes from a lack of objective information available to the public about this information. Grades released by Heal The Bay and other NGOs are not trustworthy because they have a public relations spin put on them. Initiatives sparked by the city of Santa Monica, the department of public health or the California EPA are legally available to the public, but often impossible or difficult to read. This information is also not in the same place, or in a cohesive story. Most people are unlikely to get the information they need in an objective, understandable way based on how the information is currently presented.

Marketing Plan

My marketing plan is based in social media outreach, though it’s not limited to that. I have touched based with different organizations like SoCal 350 and the USC Environmental Student Assembly that hold events that people will attend who are directly interested in this topic. Once this eBook is published, I will attend events on campus and in the Southern California community to promote the book. I will continue to hashtag and engage on social media as I do this, and I will market the book at a feasible price of $.99 cents in online stores such as iTunes and Amazon Kindle, so that people have easy access to the information.

In addition to this, marketing near the Santa Monica Pier on public property will be vital in reaching people who may not have any connection to these organizations, or won’t be exposed to these events. It’s important to have both: people who already care about the issue can help spread the word and make suggestions for continued change, while targeting people on social media and persons on the street hit the audience that was previously unaware there was an issue at all.

Finally, I’d like to write sidebar articles that I’d submit to places like the Huffington Post that can touch on the reporting I’ve done for this piece. That way, it is short and digestible but also points an audience who may not have previously seen it to my website and my eBook. This strategy was successfully employed by Bill Sharpsteen, a journalist and author of ‘Dirty Water: One Man’s Fight to Clean Up One of the World’s Most Polluted Bays.’

An outline of the chapters

Sample chapters provided on this website:

Chapter One: This chapter delves into the problem of urban runoff and pollution, according to scientists and experts who study the Santa Monica Pier and its surrounding waters.

Chapter Two: Are the fish safe to eat in Santa Monica? What about surfing the waves? Infographics and video will delve into the perspective of surfers and anglers alike, backed up by safety information provided by the City of Santa Monica and a biologist from the University of Southern California who conducts research in the Bay on this topic.

Chapter Three: FAQ’s. What is urban runoff? Why should anyone care about the health of the Santa Monica Bay? These FAQs will provide a quick informational overview for people who aren’t familiar with the terminology, or a fast refresher for people who already have heard of the terms. Finally, this chapter will provide information about work being done in the community to help better the Santa Monica Bay. It provides resources for what people can do to stay educated, safe & involved.

Chapters to be written:

Chapter Four: The economics of the Pier. This chapter will delve into why the Pier is so important for the health of the community, and why the people in Santa Monica need it to flourish. The dissonance here is in that the health of the economy sacrifices the health of the ocean.

Chapter Five: The future, and what ideally needs to happen. This is the conclusion chapter. Is it possible to harmoniously have a flourishing, viable economic arena, but also a poisoned body of water? If one is going to be sacrificed, which one is it? The answer is pretty clear, but the repercussions are quite sinister indeed.

Chapter Six: The work that is planned to be done, according to public health officials and legislative bodies like the Santa Monica City Council.

This eBook gives people the information they need to know about how to avoid exposure to dangerous viruses and bacteria found in the water in Santa Monica, whether they are swimming with children, surfing or just walking along the beach. Please view Diana Crandall’s eBook Sample Chapters to read the first three sample chapters of the book.

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