CC 2015-09-22_10a Amendment 1_Water Conservation ProgramTO:
FROM: ·IX
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SUBJECT:
DATE:
MEMORANDUM
CITY COUNCIL
DROUGHT TEAM (TERESA MCCLISH, COMMUNITY DEVELOPMENT
DIRECTOR; GEOFF ENGLISH, PUBLIC WORKS DIRECTOR; DEBBIE
MALICOAT, ADMINISTRATIVE SERVICES DIRECTOR; RYAN
CORNELL, ACCOUNTING MANAGER; SHANE TAYLOR, UTILITIES
SUPERVISOR; KELLY HEFFERNON, ASSOCIATE PLANNER)
CONSIDERATION OF APPROVAL OF AMENDMENT NO. 1 TO THE
CONSUL TANT SERVICES AGREEMENT WITH VERDIN MARKETING,
INC. WITH A REDUCED SCOPE OF WORK FOR THE WATER
CONSERVATION PUBLIC EDUCATION PROGRAM
SEPTEMBER 22, 2015
RECOMMENDATION:
It is recommended the City Council approve Amendment No. 1 to the Agreement for
Consultant Services with Verdin Marketing, Inc.
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
The City approved a one-year contract with Verdin Marketing, Inc. on September 15,
2014 in the amount of $70,000 to implement a water conservation public education
program. While an appropriation for only the first year was approved, the intent was to
maintain this annual amount through the second year and then reduce ongoing costs to
approximately $50,000 to $60,000 per year thereafter.
On July 28, 2015, the City Council eliminated and/or reduced funding for several water
conservation programs in order to maintain the Cash for Grass program, which has
been very successful. The Verdin Marketing contract for water conservation education
was identified as one of the programs to receive a funding reduction. Proposed is a one
year contract extension in the amount of $30,000, which is a substantial reduction from
the original identified amount of $70,000 for year two.
The Water Conservation Program continues to result in a substantial commitment of
staff resources. However, addressing water supply is one of the City's priorities
identified in the Critical Needs Action Plan.
Item 10.a. - Page 1
CITY COUNCIL
CONSIDERATION OF APPROVAL OF AMENDMENT NO. 1 TO THE CONSULTANT
SERVICES AGREEMENT WITH VERDIN MARKETING, INC. WITH A REDUCED
SCOPE OF WORK FOR THE WATER CONSERVATION PUBLIC EDUCATION
PROGRAM
SEPTEMBER 22, 2015
PAGE2
BACKGROUND:
Over the past twelve (12) years, the City has implemented a comprehensive approach
to meeting projected water supply demand and water conservation goals. In May of
2003, the City Council adopted a Water Conservation Program. Phase I of the program
began in April of 2004, which focused on retrofitting existing residential plumbing with
low flow fixtures. In 2008, the City Council appropriated $50,000 from the Water
Neutralization Fund to initiate water conservation rebate programs for turf removal, high
efficiency washing machines and smart irrigation controllers.
At the June 10, 2014 City Council meeting, staff updated comprehensive strategies to
address the City's long-term water supply needs. The primary objectives of the
recommendations werer to address long-term projected water demand through
increased water conservation measures, to protect existing water supply by pursuing
initial studies for a project that will use recycled water to prevent seawater intrusion, and
to coordinate with neighboring jurisdictions to manage the overall water supply in the
most effective manner possible. ,
The City Council approved all the recommendations except proposed funding for a
water conservation public education program. Consideration of this program was
deferred and staff was requested to provide more detail on what the program would
entail. Some concerns were also expressed regarding the proposed cost for the
program.
In addition, it was emphasized that the water supply recommendations were designed
to address future projected demand under normal weather and supply conditions and
any project aimed at preventing seawater intrusion could take up to 10 years to
implement. Therefore, an extended drought would likely cause problems for the City.
As a result, staff was directed to establish a Water Shortage Emergency Plan.
In July 2014, staff distributed a Request for Qualifications to local public relations and
marketing firms for development of the water conservation public education program.
Responses were received from three (3) firms. Following interviews, a review
committee recommended contracting with Verdin Marketing, Inc.
On August 26, 2014, the City Council approved the water conservation public education
program and authorized the City Manager to execute a consultant services agreement
in the amount of $70,000 with Verdin Marketing, Inc. to develop and implement the
water conservation public education program. The City Council also directed staff to
prepare a contingency Water Emergency Ordinance that was adopted on February 24,
2015. At that meeting, Council asked staff to return with an update on the City's water
Item 10.a. - Page 2
CITY COUNCIL
CONSIDERATION OF APPROVAL OF AMENDMENT NO. 1 TO THE CONSULTANT
SERVICES AGREEMENT WITH VERDIN MARKETING, INC. WITH A REDUCED
SCOPE OF WORK FOR THE WATER CONSERVATION PUBLIC EDUCATION
PROGRAM
SEPTEMBER 22, 2015
PAGE3
conservation public education program, which staff provided on March 10, 2015.
Subsequently, on April 1, 2015 the Governor issued the fourth in a series of Executive
Orders on actions necessary to address California's severe drought conditions, which
directed the State Water Board to implement mandatory water reductions in urban
areas to reduce potable urban water usage by twenty-five percent (25%) statewide. On
May 5, 2015, the State Water Board adopted an emergency conservation regulation in
accordance with the Governor's directive. That regulation requires the City to reduce
water consumption by 28%. On May 26, 2015, the City Council declared a Stage 1
Water Shortage Emergency and implemented water restrictions and regulations to
residential and irrigation water services.
On July 28, 2015, the City Council increased funding for the Cash for Grass Program for
fiscal year (FY) 2015-16 and 2016-17 by appropriating $131,000 from the Water
Neutralization _Fund, and eliminated the Smart Irrigation Controller, Landscape Irrigation
Retrofit, and System Water Loss Mitigation programs. The City Council also informally
reduced the Water Conservation Public Education Program from $70,000 to $30,000 by
minute action.
ANALYSIS OF ISSUES:
The City's water conservation incentive programs have been very successful during the
last nine (9) months due to several factors, which include increased awareness about
the drought, a robust marketing effort assisted by Verdin Marketing, Inc. and the
recently imposed water use restrictions. To date, the City is more than achieving the
State mandated water use reduction goal. In July 2015, the City accomplished a 41 %
water use reduction compared to the same month in 2013. This reduction is
considerably more successful than the State's mandate of a 28% water use reduction
for the City. In August 2015, the City accomplished a 36% reduction compared to the
same month in 2013. The greater water savings in July was partially due to the
unexpected rains that the State received; however, the overall water conservation
efforts of Arroyo Grande residents have been consistent, largely due to the City's water
conservation incentive programs and marketing campaign.
The Public Education Program includes a consultant team under contract with Verdin
Marketing, Inc., which includes both the City and the City of Pismo Beach. Beginning
in September 2014, Verdin has designed an extensive public education marketing
campaign. Included as Attachment 1 is a summary of accomplishments and a minimum
maintenance budget of $30,000 from Verdin Marketing.
It is important to clarify that the purpose of the public education program is to help meet
water conservation goals to address the City's long-term future projected water demand.
Item 10.a. - Page 3
CITY COUNCIL
CONSIDERATION OF APPROVAL OF AMENDMENT NO. 1 TO THE CONSUL TANT
SERVICES AGREEMENT WITH VERDIN MARKETING, INC. WITH A REDUCED
SCOPE OF WORK FOR THE WATER CONSERVATION PUBLIC EDUCATION
PROGRAM
SEPTEMBER 22, 2015
PAGE4
It is not simply designed to educate the public about the immediate need to conserve
water due to the drought. The intent of this program is to: 1) promote incentives offered
by the City to assist residents in changing water related equipment and appliances that
will make permanent reductions in water use; 2) modify ongoing behaviors to use less
water during normal daily activities; and 3) provide education on how water savings can
be best achieved. Therefore, while the program was anticipated to be most intensive
during the first year, some level of ongoing effort will be needed to continue to achieve
water savings on a permanent basis through modified behavior and consistently
reinforcing the information.
All of the ground work for the City's water conservation public education campaign has
been implemented. The campaign has been very successful, including completion of
the following components:
• Brand development, including name, logo and messaging
• Website launch
• Facebook page established
• Advertising on Facebook, Pandora radio, TV PSA, movie theater ads, digital and
print ads
• Chanel 20 video
• Multi-media community educational presentation completed
• Banners, signage and flyers created for public display and at events
• Water billing inserts distributed to all residents
The proposed amendment to Verdin's contract focuses on maintaining the established
website (ThinkH20.com), continuing with social media and community outreach, and
maintaining paid advertisement. Since this is a combined effort with the City of Pismo
Beach, the costs are shared based on a population ratio. This allows both cities to
benefit from the marketing effort at a reduced cost.
ALTERNATIVES:
The following alternatives are provided for the Council's consideration:
-Approve Amendment No. 1 to the Agreement for Consultant Services with
Verdin Marketing, Inc. as proposed;
-Amend and approve Amendment No. 1 to the Agreement for Consultant
Services with Verdin Marketing, Inc.;
Do not approve an amendment to the Agreement for Consultant Serviced with
Verdin Marketing, Inc.;
Provide direction to staff.
Item 10.a. - Page 4
CITY COUNCIL
CONSIDERATION OF APPROVAL OF AMENDMENT NO. 1 TO THE CONSUL TANT
SERVICES AGREEMENT WITH VERDIN MARKETING, INC. WITH A REDUCED
SCOPE OF WORK FOR THE WATER CONSERVATION PUBLIC EDUCATION
PROGRAM
SEPTEMBER 22, 2015
PAGES
ADVANTAGES:
Conservation efforts are the most cost effective option to address water supply needs
and are within the City's control. Marketing efforts have proven to be effective over the
past year given the overall City water use savings and the statistics provided in
Attachment 1 .
DISADVANTAGES:
Ongoing water conservation programs, including marketing, require ongoing costs and
funding.
ENVIRONMENTAL REVIEW:
No environmental review is required for this item.
PUBLIC NOTIFICATION AND COMMENTS:
The Agenda was posted in front of City Hall on Thursday, September 17, 2015. The
Agenda and staff report were posted on the City's website on Friday, September 18,
2015.
Attachment:
1. Verdin Water Conservation Outreach Proposal
Item 10.a. - Page 5
CONSUL TANT SERVICES AGREEMENT
AMENDMENT NO. 1
This First Amendment ("First Amendment") to Consultant's Services Agreement
("CSA") by and between the CITY OF ARROYO GRANDE and VERDIN
MARKETING, INC. is made and entered into this day of September, 2015,
based on the following facts:
WHEREAS, the parties entered into a CSA dated August 26, 2014; and
WHEREAS, the CSA expired on September 15, 2015; and
WHEREAS, the parties wish to revive and further amend the CSA as set forth herein.
NOW THEREFORE, for good and valuable consideration, the receipt and
sufficiency of which is acknowledged, the parties agree as follows:
1. To revive the CSA, as amended, to give it full legal force and effect and
extend the term to expire on October 31, 2016.
2. To include additional services to the CSA as specified in Exhibit "A" attached
hereto and incorporated herein by reference.
3. To establish the cost of the work under this amendment to be an amount not
to exceed $30,000.
4. Except as modified herein, a!I other terms and conditions set forth in the CSA,
as amended, shall remain unchanged.
IN WITNESS WHEREOF, CITY and CONSUL TANT have executed this First
Amendment the day and year first set forth above.
[signatures on next page]
Item 10.a. - Page 6
CSA AMENDMENT NO. 1
VERDIN MARKETING, INC
PAGE2
CITY OF ARROYO GRANDE:
JIM HILL, MAYOR
ATTEST:
KELLY WETMORE, CITY CLERK
APPROVED AS TO FORM:
HEATHER WHITHAM, CITY ATTORNEY
CONSUL TANT:
Item 10.a. - Page 7
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Water Conservation Outreach Proposal
CITIES OF ARROYO GRANDE & PISMO BEACH
SEPTEMBER 22, 2015
Introduction
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With California in an unprecedented drought crisis and the state requiring water suppliers to reduce
consumption, a strategic and well-coordinated conservation campaign has been put into place to change
public behavior. Over the past several months, the campaign for the Cities of Arroyo Grande and Pismo Beach
has encompassed a variety of communications methods to spread the conservation message. Community
engagement and interactfon of the public with the City regarding conservation is way up, and conservation
has greatly exceeded the mandated Levels.
Think H20 has been a successful brand for the water conservation initiative to -reach Local residents and ~aise
awareness not only of the drought and water restrictions, but how they can conserve. Branded outreach
materials have included the ThinkH20now.com website, a strong social media effort, an integrated
advertising program (combining traditional and digital media), and public relations outreach, which includes
media relations as well as development of a dynamic multimedia presentation to use with business groups,
service clubs, HOAs, churches, and others. The plan is a framework to guide the outreach, with flexibility
built in to address new issues as they arise (e.g., Governor's Mandates); Verdin serves on Arroyo Grande's
Drought Team, keeping us up-to-date on changes and challenges.
To keep the momentum moving forward and to realize significant consumption during the winter months,
maintenance is required. Communications should continue with the Think H20 brand, and messaging updated
as needed for changes in weather, or changes in conservation Levels.
Upon approval of the contract Last year, the following deliverables have been completed:
• Brand development, including name, Logo and messaging.
• Website Launch.
• Facebook page established and ramped up.
" Advertising: Facebook, Pandora radio, TV PSA, movie theater ads, digital and print ads.
• Channel 20 video (repurposing of movie theater video).
• Multi-media community educational presentation completed for each city.
• Banners, signage and flyers created for public display and at events.
• Water billing inserts to be distributed to all residents.
Note: Due to the timing of the Governor's mandated conservation announcement in March, funds were
shifted from the School Outreach to update messaging and take a more direct approach to reach residents.
The main tactic to reach students was changed to Leverage Science Discoveries presence in the schools to
carry the Think H20 message.
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Item 10.a. - Page 8
METRICS
Water reduction compared to 2013 Levels:
City: Arroyo Grande -Pismo Beach
June water reduction:
July water reduction:
August water reduction:
Three-Month Average
Mandated Target:
Impressions:
• Website page views to date:
• Advertising impressions to date:
• Social media impressions to date:
Total impressions:
Notes:
32.6%
41.0%
36.0%
36.5%
28%
19,858
2,110,061
1,181,604
3,311,523
24.5%
29.2%
25.5%
26.4
24%
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Advertising includes Facebook, digital banner ads, Pandora, Charter Cable and Regal Cinemas, and reflects
numbers through August 30, 2015. _
The extensive reach from the campaign to date indicates that our target audience is seeing the message multiple
times in different ways, which is key for a successful community-based social marketing campaign.
Social Media
The Think H20 social media accounts have done very well in reach and engagement despite the small
demographic of the community targeted. All metrics show upward growth and a reach greater than is typical
for a community-based page.
' '1J across a!l fwilter and Facebook accounts
Incoming Messages 3,718
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Sent Messages 474
New Twitter Followers -116
New Facebook Fans 546
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Item 10.a. - Page 9
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The Think H20 Facebook page continues to grow despite its small community target. In combination with
paid advertising, the page has reached over 830,000 unique users with the majority coming from the Central
Coast. This number is much higher than the population because it includes viral reach, which consists of the
people who see the content because someone else commented or shared it. High viral reach is an indicator
that the content is engaging and useful to the users.
Ii ThinkH20
FAN GROWTH
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PAGE !MPRESSlONS'
100k
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Impressions i .2m by 830,554 users
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IMPRESSION DEMOGRfiPHlCS Here's a quick breakdown of peopfe engaging with your Facebook Page
AGE & GENDER ·
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TOP COUNTRIES TOP CITIES
United States 777.1k Arroyo Grande, CA 258.4k
Mexico i86 Nipomo.CA 69.9k
United Kingdom 73 Pismo Beach. CA 66.6k
Canada 69 San Luis Obispo. CA 57Ak
Colombia 67 Santa Maria, CA 53.9k
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Item 10.a. - Page 10
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Twitter continues to grow exponentially, as is expected. More so than any other social site, Twitter is about
the quality of followers rather than quantity. The goal of a Twitter account is to build a community of high-
quality followers that will help spread your message. Think H20 followers include representatives from all
major Local news media as well as well-known and respected water conservation organizations with Large
follower Lists. When these individuals retweet and interact with the account, it not only reaches their tens of
thousands of followers but it also boosts credibility and helps gain followers.
Think H20 Twitter followers include:
•
•
•
Clean Water Wednesday (109,000 followers)
San Francisco Public Utilities Commission (11,400 followers)
KQED Science (15,700 followers)
• CA Waterkeepers (11,400 followers). This following keeps Arroyo Grande and Pismo Beach on the
radar with the media as they cover the drought and Local efforts.
Engagements per Foltower
Impressions per Follower
Engagements per Tweet
Impressions per Tweet
Engagements per impression
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Audience Growth
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Item 10.a. - Page 11
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Top Visited Website Pages:
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• Arroyo Grande Rebates and Programs -1988 page views with an average time of 2:39 spent on page.
• Pismo Beach Rebates and Programs -1228 page views with an average time of 2:22 spent on page.
• Water Conservation Tips -2610 page views with an average time of 1:23 spent on page.
0 Mandatory Restrictions -576 page views with an average time of 2:31 spent on page.
• Pledge -291 page views with an average time of 2:59 spent on page.
Note: Google reports that, overall, 55% of people online spend fewer than 15 seconds actively engaged with a
typical page on a website; the traffic on key pages of ThinkH20now.com is 5x -10x higher than this average.
Summary: The advertising and social media efforts push traffic to these specific pages, which correlates with
the success of the rebate programs the cities are having. Advertising and social media account for
approximately 70% of the traffic to the website.
Due to the popularity of the rebates, tips and restrictions pages, we are adding a Water Conservation Meter
to the home page which shows the conservation levels for each city from the prior month to let each city
know how they are doing as a community.
The Pledge page views shows that not as many people are going to that page as others, but the time spent is
high, indicating that the information is valuable and people are reading it. A possible change of the page
name will be considered moving forward to direct more traffic to this page.
FUTURE CHALLENGES
Residents in both Arroyo Grande and Pismo Beach have done a fantastic job reducing their water use, and
hopefully have started developing some good habits that will continue, regardless of the drought situation.
However, there are some very real potential challenges ahead.
• Winter is the hardest time to conserve. When the weather is warmer, we irrigate more and
generally use more water. Cutting back is easier than in the winter, when water use is already lower.
Continuing the mandated water reductions during the winter months means educating residents and
reminding them of additional opportunities to conserve outside of reducing irrigation.
• Forecasters indicate the Likelihood of an EL Nino winter season. We are all hopeful that we will
have an exceptional rainy season to help fill the reservoirs and quench our thirsty land. However, the
mandates are still in place; helping residents understand that they still need to hit those water
reduction targets when it's raining outside will be a challenge, and one that the Cities need to be in
front of so good habits aren't tossed aside.
Think H20 has the traction and familiarity with the Arroyo Grande and Pismo Beach communities to
effectively continue the conservation message and ensure the water reductions required will endure through
the winter of 2015-2016.
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Item 10.a. - Page 12
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RECOMMENDED COMMUNICATIONS TACTICS FOR 2015-2016
Project Management, Reporting and Strategy
A small amount of time is allocated each month for management of all tactics and tracking metrics, as well
as attending meetings and reporting on status of campaign. Please note that renewal of the contract at this
minimum Level will allow only minimal updating of creative and messaging. If EL Nino does become a reality,
the Cities will be highly advised to update messaging to match current weather trends and remind residents
that conservation is still mandated.
Ongoing Website Updates
Keeping the website content relevant to the drought situation as things change, and offering updated rebate
and program information, is critical. We have budgeted a small but consistent amount of time each month
for updates to the site, which helps search engine optimization (SEO) so the information is easy to find.
Updates would include changes in restrictions, changes to the rebate programs and updates to how the
community is doing with conservation. No new pages or functionality will be added.
We will assess page names, and consider changing the Pledge page to something Like Conservation Checklist,
or something where people can see how many gallons they can save by changing simple things they do.
We will continue the blog, pushing out tips and updates to residents on a regular basis. This will be done to
preserve and maintain SEO as well as supply new and current information to the site. We spend an average
of one to two hours per month on the blog, and this time will be Linked to the social media budget.
Social Media
The Facebook page reaches a Large number of our target audience in an ongoing and engaging way. Aside
from the growing fan base, we are reaching the friends of our fans, increasing the reach to as high as 1.2
million in the past several months, indicating Local residents are seeing these messages repeatedly. A
combination of strategic Facebook posting and Facebook advertising will continue to get the Think H20
message out effectively.
We will continue to update the audience on how the community is doing with regard to conservation,
changes in restrictions and availability of rebate programs. We have budgeted eight to 10 hours per month
for creating content, posting and engaging with Fans. If the Facebook page continues at the current Level of
engagement, some City staff time may be required to monitor and respond to questions. Over the past year,
Verdin has spent an average of 13 to 15 hours per month with current Level of monitoring.
Twitter is an important tactic to continue for communicating with the media, as well as communicating with
citizens. As mentioned above, our Twitter followers include reporters from all of the major Local media
organizations as well as well-known and respected water conservation organizations throughout the state.
Community Outreach
• Cable Channel 20 Slide
Continue to run Think H20 video on community access channel, directing traffic to website and
social media pages. Artwork and messaging will be consistent with advertising and social media, and
will change out on the same schedule.
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Item 10.a. - Page 13
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• Community Presentations
Both Arroyo Grande and Pismo Beach have the final, approved presentations created by Science
Discovery. Mike di Milo is available to present along with City staff to service clubs, business groups,
churches and HOAs. Mr. di Milo also runs the in-school water conservation programs for both cities,
and he will include the Think H20 brand and messaging in these presentations.
Paid Advertising
All advertising should remain geo-targeted to Arroyo Grande and Pismo Beach.
• Facebook Ads
We plan to continue the success seen using Facebook as a method to engage the audience and direct
traffic to the website and to City offices for more information.
• Targeted Display Banner Ads
Digital advertising that targets online behaviors and location will also continue to drive traffic to the
website, social media pages and to City staff for more information.
• Pandora Radio
Pandora Listening has shown great traction with the Local audience and is a great way to reach both
residents and businesses. We can gep-target advertising to ensure we stay within the cities, and also
provides a variety of options for micro-targeting within the geographic area.
MINIMUM MAINTENANCE BUDGET
ACTIVITY: ARROYO GRANDE PISMO BEACH
Project Management & Reporting $ 3,000 $ 2,500
Update Strategy and Creative Development $ 3,000 $ 2,500
Website Updates $ 4,000 $ 3,000
Social Media $ 8,000 $ 6,500
Advertising $ 9,000 $ 7,500
Public Relations $ 3,000 $ 3,000
TOTALS $3Q,OOO $25,QOO
Budget allocation to be confirmed upon approval of plan.
Please note that this minimum budget may require City staff time for implementation of plan if soda/ media efforts
continue current level of success in engaging the community in dialogue.
TOTAL
$ 5,500
$ 5,500
$ 7,000
$14,500
$16,500
$ 6,000
$55,000
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Item 10.a. - Page 14