CC 2015-09-22 Verdin AG PresentationWATER CONSERVATION
OUTREACH PROGRAM
Presented to City of Arroyo Grande
September 22, 2015
Tuesday, September 22, 2015
Agenda
•2014-2015 Water Conservation Program Recap
•Future Challenges
•2015-2016 Water Conservation Plan
•Budget
•Questions
Tuesday, September 22, 2015
2014-2015 Water
Conservation Program
Results
Tuesday, September 22, 2015
36.5%
Water Reduction
Three month average reduction
in the City of Arroyo Grande
over the summer.
(Compared to mandated 28%)
Tuesday, September 22, 2015
3.3 million
impressions
From all advertising
over past nine months
Tuesday, September 22, 2015
471
Number of citizens who are taking
advantage of rebates and audits
in the City of Arroyo Grande
Includes completed and pending applications.
Interest in rebates corresponds with timing of outreach.
Tuesday, September 22, 2015
Deliverables
•Brand development, including name, logo, messaging.
•Facebook page established and launched.
•Website launch.
•Advertising: Facebook, Pandora, movie theater video ads, TV PSA,
digital and print ads.
•Channel 20 video.
•Multi-media community educational presentation.
•Banners, signage and flyers for public display and at events.
•Water billing inserts distributed to all residents.
Tuesday, September 22, 2015
Social Media
Strategies:
•Facebook: To compel engagement, increasing reach and
impressions exponentially and to direct traffic to the website.
•Twitter: To build a following of influencers that will help
disseminate the message in a credible way.
Tuesday, September 22, 2015
Facebook
Audience:
•Facebook overall demographics:
74% are > 25 years of age
•American Facebook users:
85% of 18-29 year olds
73% of 30-49 year olds
63% of 50-64 year olds
56% of 65+ year olds
Tuesday, September 22, 2015
Facebook
Audience:
•Facebook overall demographics:
74% are > 25 years of age
•American Facebook users:
85% of 18-29 year olds
73% of 30-49 year olds
63% of 50-64 year olds
56% of 65+ year olds
•Facebook outperforms
newspaper for all demographics.
Tuesday, September 22, 2015
Facebook
Audience:
•AG demographics: 72% are > 25 years of age
51% are > 45 years of age
•Think H2O Fan demographics: 88% are > 25 years of age
47% are > 45 years of age
Tuesday, September 22, 2015
Tuesday, September 22, 2015
Twitter
Followers:
•Total followers: 116
•Audience:
➡All major local media outlets.
➡Clean Water Wednesday - 109,000 followers
➡San Francisco Public Utilities - 11,400 followers
➡KQED Science - 15,700 followers
➡CA Waterkeepers - 11,400 followers
Tuesday, September 22, 2015
ThinkH2Onow.com
Top Visited Website Pages:
•Conservation Tips - 2,610 page views, 1:23 average time on site.
•Arroyo Grande Rebates & Programs - 1,988 page views, 2:39
average time on site.
•Pismo Beach Rebates & Programs - 1,228 page views, 2:22
average time on site.
•Mandatory Restrictions - 576 page views, 2:31 average time on
site.
•Pledge - 291 page views, 2:59 average time on site.
Tuesday, September 22, 2015
Non-Digital Tactics
Movie theater advertising: Monthly attendance > 35,000, ad plays
40x daily across all screens.
Charter Television PSA: Ran over 180 times over the summer months
on networks including CNN, Fox Sports, FX, Oxygen and Animal
Planet, all at no charge.
Tolosa Press ads: Ran 7 times over the past 7 months.
Channel 20 Slide: Runs continuously on Channel 20.
Bill Stuffers: Sent information in City water bills.
Banners, signage and flyers: Visible presence at City events (Water
Symposium, Lopez Outdoor Discovery Festival and Shell Beach
Concert in the Park Water Fair) and available at City Hall.
Tuesday, September 22, 2015
Future Challenges
Tuesday, September 22, 2015
Winter is the hardest time to conserve.
•In the summer, people irrigate more and generally use more
water, so it’s easier to cut back. Reducing or stopping irrigation
and turf removal have helped this past summer.
•Continuing the mandated water reductions during the winter
months means residents need to be more diligent about
conserving indoors. The restrictions will be based on water usage
from winter 2013 which is going to be lower than the summer of
2013 water levels we’ve been measuring against to date.
•This means educating residents and reminding them about
additional opportunities to conserve outside of reducing their
irrigation.
Challenges: Winter
Tuesday, September 22, 2015
Forecasters indicate that El Nino is likely.
•We are all hopeful that we will have an exceptional rainy
season, however mandates will remain in place and residents
still need to meet water reduction targets.
•We need to be diligent about teaching residents good habits
and reminding everyone that we are working toward a
longterm solution.
Challenges: El Nino
Tuesday, September 22, 2015
2015-2016 Water
Conservation Plan
Tuesday, September 22, 2015
Recommended Tactics
Project Management, Reporting & Strategy: Management of all projects
and tracking of metrics as well as reporting on status of campaign.
Updating of strategy and messaging based on weather and conservation
levels.
Ongoing Website Updates: Updated content as needed relevant to the
drought situation, weather and updated rebate and program information.
Update of Pledge page to be a Conservation Checklist and monitoring SEO.
Social Media: Management of Facebook, posting and engaging with
community to increase reach and impressions. Continuing Twitter as a
tactic to keep in touch with media and reach larger audience.
Tuesday, September 22, 2015
Recommended Tactics
Community Outreach:
•Cable Channel 20: Continue to run ThinkH2O video; updates to
keep consistent with artwork and messaging throughout campaign.
•Community Presentations: Assistance with scheduling of
presentations with Science Discovery and City staff to service
clubs, business organizations, churches, HOAs and other groups.
Paid Geo-targeted Advertising: Using Facebook, Targeted Digital
Banner ads, Pandora radio.
Public Relations: Ongoing updates to media as water reductions levels
are reported, and supporting staff outreach to residents who have not
been meeting reduction levels to date.
Tuesday, September 22, 2015
Budget
Tuesday, September 22, 2015
Budget
ACTIVITY
Project Mgmt & Reporting
Update Strategy/Creative
Website Updates
Social Media
Advertising
Public Relations
Total:
ARROYO GRANDE
$ 3,000
$ 3,000
$ 4,000
$ 8,000
$ 9,000
$ 3,000
$30,000
PISMO BEACH
$ 2,500
$ 2,500
$ 3,000
$ 6,500
$ 7,500
$ 3,000
$25,000
TOTAL
$ 5,500
$ 5,500
$ 7,000
$14,500
$ 16,500
$ 6,000
$55,000
Tuesday, September 22, 2015
Thank You
& Questions
Tuesday, September 22, 2015