fy16 planning retreat - north texas municipal …water intake channel.5,714 estimated people...
TRANSCRIPT
November 2, 2015
Presented by EnviroMedia
FY16 PLANNING RETREAT
RETREAT OVERVIEW
• FY15 Campaign Review
• FY16 Planning
• FY15 Research Findings
WATER IQ VISION
A North Texas community
where water efficiency is as
valued and commonplace as
recycling
WATER IQ GOAL
Increase household dialogue
among families about water
conservation
WATER IQ GOAL
Debunk the myth that more water
is used indoors than outdoors
WATER IQ HISTORY
FY15 CAMPAIGN HIGHLIGHTS
TV – BIGGEST SAVER
TV – WATERMYYARD
RADIO
SOCIAL MEDIA
BOOSTED POSTS
FY15 MEDIA
Over 30 million impressions delivered
$1.24 of added value earned for every dollar of paid media
PAID MEDIA HIGHLIGHTS
PAID MEDIA HIGHLIGHTS • Media Strategy:
– Primary target audience • Adults ages 25-54
• Household income of $80,000
• College educated and predominantly targeting homeowners with sprinkler systems in the 13 member cites
• Goals: – Planned for 29.6 million impressions
– 915 Target Rating Points (TRP) towards our audience
• Call to Action: – Visits to WaterMyYard.org
PAID MEDIA CAMPAIGN FLIGHTS
• Broadcast – TV
– Cable
– Radio
– Radio-Mobile/Text KSCS-FM Sponsorship
• Digital – Online
– Social Media
• Fox Sports
• Print/Online Print – Online Print
• Spot Delivery
37% Spot TV
11% Cable
10% Radio 4%
KSCS Sponsorship
10% - Fox Sports
26% Digital/Mobile/
Social
1% Print 1% Spot
Distribution
Spot TV
Cable
Radio
Radio KSCS Sponsorship
Texas Rangers Baseball - Fox Sports
Digital/Mobile/Social
Spot Distribution
PAID MEDIA % OF SPEND
OVERALL MEDIA PERFORMANCE
Media Paid Spend
Added Value Total TRPs & Impressions
Spot TV $196,700 $305,036 376
Cable $57,687 $218,942 1,076
Radio $54,045 $56,785 184
Radio – KSCS Sponsorship $22,971 $4,946 2,268,500
Texas Rangers – Fox Sports $55,400 $68,124 4,213,000
Digital Display/Mobile/Online Print /
Social $136,765 $2,341
20,687,194+Social
Print $3,293 -- 95,863
Spot Distribution $983 -- --
GRAND TOTAL $526,545
$656,174
1,635 TRPs /
27,264,557 Imps
MEDIA RESULTS - ADDED VALUE • Added Value
– TV: $305,036
– Radio: $61,731 (includes KSCS Sponsorship added value)
– Cable: $287,066 (includes Cable and Texas Rangers package added value)
– Online: $2,341
– Total Paid Media: $526,545
– Total Added Value: $656,174
• Past Campaign Results – FY14 Total Added Value: $176,659
– FY13 Total Added Value: $260,063
– FY12 Total Added Value: $735,806
FY15 MEDIA RELATIONS
MEDIA RELATIONS HIGHLIGHTS
• Press releases
– Six-Foot-Tall Otter Visits North Texas Schools, Nov. 3, 2014
– NTMWD Offers Free Digital Tool to Manage Lawn Watering, May 1,
2015
– NTMWD’s Award-Winning Water Conservation Education Campaign
Provides Model for State, July 15, 2015
• Media advisories for WaterMyYard events
– May 2015 – September 2015
Publication Date: April 27, 2015
Publication Date: May 7, 2015
Publication Date: May 13, 2015
Publication Date: July 30, 2015
Publication Date: July 30, 2015
Publication Date: September 23, 2015
MEDIA RELATIONS: ADDED VALUE
• Number of Stories: 25
– Print: 16
– Online: 8
– TV: 1
• Impressions: 812,058
• FY15 Earned Media: $38,192.98
• Past Campaign Results
– FY14 Value: $46,346 (with WFAA spot)
– FY13 Value: $63,353
– FY12 Value: $5,608
FY15 RETURN ON INVESTMENT
• Audience
– Media Relations: 812,058
– Paid Media (Broadcast): 1,635 TRPs (Spot, Cable, Radio)
– Paid Media (Print/Digital): 27,264,557
– Total Audience: 28,076,615
• Added Value
– Media Relations: $38,193
– Paid Media: $656,174
– Total Added Value: $694,367
FY15 RETURN ON INVESTMENT
FY15 – NTMWD Investment $1,229,500
– Added Value $695,367
– Return on Investment $.57 for every $1 spent
FY14 – NTMWD Investment $1,121,500
– Added Value $373,005
– Return on Investment $.33 for every $1 spent
FY13 – NTMWD Investment $1,100,000
– Added Value $331,716
– Return on Investment $.30 for every $1 spent
FY12 – NTMWD Investment $1,200,000
– Added Value $741,413
– Return on Investment $.62 for every $1 spent
FY15 WATERMYYARD.ORG
ONLINE
FY15 WATER IQ
COMMUNITY OUTREACH
COMMUNITY OUTREACH
HIGHLIGHTS • 2015 Outreach Results
– 14 Events
– 1,210 WaterMyYard.org sign-ups
– 1,800 Interactions
– Over 247,000 Event Attendees
• Past Campaign – Event Attendees
– FY14: 187,452
– FY13: 187,394
– FY12: 187,829
– FY11: 183,227
"So good to have you all back. Please let everyone know that
although we have water in the lake, we still need to conserve."
Joe Helmberger, Mayor of Farmersville
WATER IQ OUTREACH EVENTS
"Thank you so much for the shirts, I also saw
your commercial and thought it was hilarious."
Wylie couple, mid-30s
FY15 WATER4OTTER
30 schools in 13 member cities
2014 PILOT
• Funded in part by Texas Water
Development Board - $150,000 grant
• Model program
• Basically doubled program through grant
funding
SCHOOL OUTREACH
20 school outreach
events in May
2015
WATER4OTTER.ORG
SHAREABLE GIFS
FREE MOBILE APP
MOBILE APP ANALYTICS
MOBILE APP ANALYTICS
CLINGS
OTIS AROUND TOWN
• February 2015
• 3,203 surveys completed
• Included incentive of Starbucks gift card
for teachers turning in surveys
POST-EVENT SURVEYS
960
1342
892
0
500
1000
1500
3rd 4th 5th
Grade
STUDENTS’ GRADES
Female 50%
Male 50%
GENDER
DEMOGRAPHICS OF PARTICIPANTS
Yes 78%
No 22%
Since meeting Otis, have you reminded
your parents to save water?
47% of students reminded their parents
to save water more than one time.
“I gathered them for a
family meeting, and I
said we should take
shorter showers and
turn off the water when
you don’t need it.”
— Fourth-grader
SUCCESS OF PROGRAM
90% would rather give
water to Otis than
to their lawn.
WATER4OTTER
FIRE DEPARTMENT OUTREACH
Forney
Farmersville
WATER4OTTER
FRISCO ROUGHRIDERS GAME
BUDGET BREAKDOWN Account
Management
8%
Creative
16%
Interactive, Social
Media, Digital
6%
Outreach/
Partnerships
12% Research
3%
Media
43%
Water4Otter
8%
Retreat
1%
Media
Relations
3% FY15 Budget $1,229,500
CURBING PEAK-DAY WATER USE
2015 PEAK-DAY WATER USE
LOOKING FORWARD: FY16 PLANNING
360˚ BRANDING EXERCISE
What is 360°degree branding?
It’s about forming relationships
EVERY
consumer
touchpoint
matters
360˚ BRANDING EXERCISE
-‐David Ogilvy’s 360° branding principle
360˚ BRANDING EXERCISE
3 BRAND
ARCHITECTURE MODELS 1. Branded House: A single master brand, which sits over the
other brands within an organization
3 BRAND
ARCHITECTURE MODELS 2. House of Brands: Brands designed to stand entirely on their own
in the marketplace
3 BRAND
ARCHITECTURE MODELS 3. Endorsed Brands : Endorsed brands fall somewhere in the middle
GOOD EXAMPLES
Brands that are knocking
it out of the park
SOUTHWEST AIRLINES
PLANE DESIGN
BILLBOARD
COLLATERAL PIECES
WEBSITE HOME PAGE
CHIPOTLE
PRINT ADS
WEBSITE HOME PAGE
CUPS
INFOGRAPHIC
NIKE
VINTAGE PRINT AD
WEBSITE HOME PAGE
BILLBOARD
JAPANESE PRINT AD
WHERE WE ARE
WATER4OTTER
Working Well
4 BRANDS, 0 SYNERGY
VISION AND MISSION
Vision
• Regional Service through Unity – Meeting Our
Region’s Needs Today and Tomorrow
Mission
• To meet the needs of Member Cities and
Customers, whether that is the need for drinking
water, wastewater treatment, or solid waste
disposal.
WHERE WE WANT TO BE
???
LOGO EXPLORATION
• Water4Otter Brand Colors
• North Texas-Specific
n o r t h t e x a s
N O R T H T E X A S
STYLE TILE
Establishing the look and
feel of the brand
TAGLINE EXPLORATION
Why should I care?
When you know better, you turn the faucet off while you brush your teeth.
You take shorter showers.
You sweep the driveway with a broom.
When you know better, you water better.
K N O W B E T T E R . W A T E R B E T T E R .
USER EXPERIENCE
NTMWD.com
Water Usage/Cost Calculator(Scalable Vector Graphic/Infographic)
MemberCities
(Log-in, Existing Info, Tools, Material)
News Room
(Media, Current Event Articles, Press Releases)
Water4 Otter.org
(External Campaign)
NorthTexas WaterIQ.org
(External Campaign)
WaterMy Yard.com
(External Campaign)
Customer Content
(Research/Data, Tools, Tips, Etc.)
NORTH TEXAS MUNICIPAL WATER DISTRICT: CONTENT HIERARCHY
CONTENT HIERARCHY
QUESTION:
How do you take 4
brands/websites and
make it an easier user
experience for all 3
audiences?
SCALABLE VECTOR GRAPHIC
Showcasing connection between water usage at home, lake levels,
and price
waterbettertx.com
MEETING THE WATER NEEDSOF A GROWING REGION
PLANNING FOR THE FUTURE: NEAR AND LONG TERM WATER SUPPLIES
Million Gallons Per Day (MGD) Project Description Yield Online
1. Dredging* Lakes Lavon and Chapman Intakes 11 MGD 2015 2. Dallas Interim Contract Extension 40 MGD 2016 3. Main Stem Pump Station Construction 50 MGD 2017 4. Lower Bois d’Arc Creek Reservoir 108 MGD 2020
The LEAST expensive water supply is gained
from conservation and efficient use of the current
available water supply, which comprises 22% of
the future water supply planned for 2060.
• NTMWD currently meets the water needs for over 1.6 million consumers
• Through the state water planning process, it is estimated that the population is expected to more than double by the year 2060 to an estimated 3.7 million
• Our water supply strategies include a diversity of sources including: conservation and reuse, connecting to existing supplies and new reservoirs
WYLIE
NEAR-TERM WATER SUPPLY STRATEGIES (5-YEAR INITIATIVES)
$
$
* D r e d g i n g o f t h e r e s e r v o i r o c c u r s o n l y a t t h e i n t a k e c h a n n e l s t o o b t a i n w a t e r s u p p l y a t d e e p e r d e p t h s .
NORTH TEXAS MUNICIPAL WATER DISTRICT • 505 E. BROWN STREET, WYLIE, TEXAS 75098 • (972) 442-5405 • NTMWD.COM
5-Year Initiatives Dredging Lake Intakes Dallas Water Interim
Contract Extension Main Stem Pump
Station Construction Lower Bois d’Arc Creek
Reservoir Construction
Meeting the Water Needs of a Growing Region
Planning for the Future Near and Long Term Water Supplies
NTMWD currently meets the water needs for over 1.6 million consumers within its service area. Through the state water planning process, it is estimated that the population is expected to more than double by the year 2060 to an estimated 3.7 million served. NTMWD has identified and is developing additional raw water supplies to meet the future water demands and population growth for the next 50 years. These identifiedwater management strategies are included in the 2012 State Water Plan. The water supply strategies include a diversity of sources including: conservation and reuse, connecting to existing supplies and new reservoirs. The least expensive water supply is gained from conservation and efficient use of the current available water supply which comprises 22% of the future water supply planned for 2060. During this extended drought period, many questions have been asked regarding the near-term water supply strategies to meet the growing demands. The on-going drought, coupled with the loss of the Lake Texoma supply for five years due to zebra mussels, an invasive species, resulted in stressing our available water supplies and initiating the strictest regional outdoor watering restrictions. NTMWD’s lake level modeling has shown that Lavon Lake’s elevation would currently be six feet higher had the Texoma supply been available during this extended drought period. Listed below are the near-term water management strategies that NTMWD is actively pursuing and key points for each.
Near-Term Water Supply Strategies Million Gallons Per Day (MGD)
Project Description Yield Online_ 1. Dredging Lakes Lavon and Chapman Intakes 11 MGD 2015 2. Dallas Interim Contract Extension 40 MGD 2016 3. Main Stem Pump Station Construction 50 MGD 2017 4. Lower Bois d’Arc Creek Reservoir 108 MGD 2020
Water Use Per Person and Supply Demand Assumptions: Estimated average use = 175 gallons per person per day Estimated average of 2.8 people per home
1,000,000 Gallons per day (1 MGD) 5,714 Estimated people supplied by 1 MGD 2,041 Estimated households supplied by 1 MGD
North Texas Municipal Water District 6 505 E. Brown Street, Wylie, Texas 75098 6 (972) 442-5405 6 www.NTMWD.com
Dredging Lake Intakes Dredging of the reservoir occurs only at the intake channels to obtain water supply at deeper depths. Dredging the shoreline of a reservoir does not provide large quantities of water supply. NTMWD has dredging projects scheduled for both Lavon Lake and Lake Jim Chapman. In addition to the dredging at Lake Jim Chapman, NTMWD is also evaluating use of the Sedimentation Pool. Access to the Sedimentation Pool requires approval from the U.S. Army Corps of Engineers (USACE) Fort Worth District.
Lake Chapman Dredging
Remove accumulated silt in one raw water intake channel.
Conservation Pool (water supply) is elevation 415.5’ – 440’ msl (mean sea level).
Access is currently limited to 420’ msl and above.
Dredging to 412’ msl will restore 3.3 MGD of supply.
Completion in summer 2015
Lavon Lake Dredging
Remove accumulated silt in two raw water intake channels.
Conservation Pool (water supply) is elevation 453’ – 492’ msl.
Access is currently limited to 470’ msl and above.
Dredging to 465’ msl will restore 7.2 MGD of supply.
Completion in late 2015
Water Demand and Supply Projections from 2015 to 2040
FACT SHEET Before After
INFOGRAPHIC
SOCIAL MEDIA STRATEGY
WHY SOCIAL MEDIA?
• Implementing a smart social strategy is
crucial to 360° branding
• 82% of consumers feel more positive
about a company after reading custom
content (Demand Metric, 2014)
KEEP IT CONSISTENT
• EnviroMedia recommends a single, cohesive social media presence for NTMWD — across channels
• This means Water4Otter, NTMWD WaterIQ, WaterMyYard, and NTMWD will roll under
– 1 Facebook page
– 1 Twitter handle
– 1 Instagram handle
SOCIAL MEDIA FIRST STRATEGY
Campaigns built around social media “from top
down”
• Go to where the conversation already exists
• Create conversations & shareable content vs. asking
users to come to you
• Think about audience as part of social equation from
the outset – rather than an afterthought
TELL YOUR STORY
Social media & native advertising
• Tell powerful stories
• Help people connect to brand messages
• Build brand believers
• Create conservation advocates
CONTENT IS EVERYTHING
Content motivates consumers to take action
• Strategic content is essential for targeting
younger demographics
– 80% of millennials expect to be directly entertained
through content marketing
WATER4OTTER
Phase 1
• Success with kids þ
Phase 2
• Expand to adult audiences, including teachers,
parents, and millennials
• Incite curiosity and guide users from
Water4Otter.org to NTMWD.com
SOCIAL MEDIA IDEAS
“SIGNIFICANT
OTTERS”
Valentine’s Day
campaign celebrating
significant others
SOCIAL MEDIA IDEAS
• Campaign prompts users to
– Tag someone they love using the hashtag
#SignificantOtter
– Send a Water4Otter-themed e-card that includes
water conservation messages
• Goals
– Create buzz through strategic messaging & logo
placement
– Complete association between #SignificantOtter and
Water4Otter
SOCIAL MEDIA IDEAS
WATERMYYARD.ORG
• Challenges: Low traffic, difficult to sign up
• Suggestion: A Twitter campaign to make data
easily accessible and fun to retrieve
SOCIAL MEDIA IDEAS
“TWEET WATER FOR WATER” • Idea: Consumers ask questions about pricing and
schedules with a single Tweet
SOCIAL MEDIA IDEAS
• Users tweet @NTMWD one of the two water emoticons
or
• NTMWD community manager sees notification and acknowledges
user
• User asks question
• Once the question is asked, NTMWD directs the user to site for
more details
• Goals:
– Show NTMWD as active social media users
– Appear more approachable to consumers
SOCIAL MEDIA IDEAS
NTMWD WATER IQ
• People love trivia and — more importantly —
they want to save money
• We recommend a social campaign that
– Challenges consumers to find their Water IQ
– Prompts consumers to find out how much money
they could save by conserving water
SOCIAL MEDIA IDEAS
LIVE SOCIAL VIDEO CAMPAIGN
• Film man-on-the-street interviews (e.g., during
community outreach events) using WaterIQ quiz
• Edit and post footage via YouTube
• Use humor and relatability to NTMWD.com
• Content can be reformatted for social ad buys,
TV campaigns, etc.
NATIVE ADVERTISING
• Paid content that takes the form of articles,
infographics, videos & other editorial content
• Native ads appear as natural, custom content
(like articles or stories) but are actually
sponsored by a brand
PRESIDENTS DO IT
NTMWD SHOULD TOO
• Custom content leads to behavior change
• 70% of consumers say content marketing
makes them feel closer to the sponsoring
company
• 60% of people are inspired to seek a product (or
change behavior) after reading content about it
EXAMPLE NATIVE AD
STRATEGIC SOCIAL CARE
• When people have questions, NTMWD should
be there to respond
• The social conversation is happening -- it’s time
to join
PUBLIC RELATIONS
OPPORTUNITIES
PUBLIC RELATIONS
• Support NTMWD’s priorities: Conservation, Quality, Reliability, Member Cities, People
• “Research for Ink:” Promote new research findings
• Enhance social media strategy – Create content that can be used by member cities
– Develop time-lapse video of water journey and distribute via social media
• Propose a tour at water treatment facility for local media on World Water Day – March 22 (Otis appearance)
• Pitch a water series to media to educate consumers
• Share series of infographics/videos with local media, bloggers, and via social media channels
• Pitch thought leadership opportunities to national trade publications
PAID MEDIA
OPPORTUNITIES AND IDEATION
SPONGECELL INSIGHTS
• Creative is key to increasing click-thru rates
(CTR)
• Creative should match the goals of the
campaign
– Video example (website extension, low CTR)
• Include mobile sizes of 320x50 and 300x50 so
that full breadth of mobile inventory can be
utilized
CAMPAIGN OVERVIEW-GENDER
Users who engaged or clicked on the creative were slightly more likely to
be male than female.
CAMPAIGN OVERVIEW-KIDS
Users with children were far more likely to interact with the creative than
users without children
CAMPAIGN OVERVIEW-AGE
Users who interacted with the creative were far more likely to be between
the ages of 35-64
CAMPAIGN OVERVIEW-INCOME
Users who interacted with the creative were far more likely to be in the
$50K-$124K income bracket
CINEMA/IN-THEATER CONTENT
• 62% of American adults go to the
movies every year \(GFK, 2014 MRI Doublebase study)
• Target theaters within member
cities – data on demographics of
theater attendees available
WATER4OTTER CAMPAIGN
FY16 SCHOOL YEAR OUTREACH
Fall 2015 Session – 10 Schools
Spring 2016 Session – 20 Schools
NEW THIS YEAR
• Recommend 2 different presentations
– Kindergarten through third grade (early elementary)
• Emphasis on becoming a Water Spotter
• Less lecture, more interactive time
• Addition of a song and dance that mimics the moves of water spotting
– Fourth and fifth grade (upper elementary)
• Replace “I Spy” portion with “Water Spotter Game Show”
• Dance-off competition with Otis
PROPOSED NEW MATERIAL
• Water4Otter Activity Book (early elementary)
• Coloring exercises, matching games, Lavon Lake map
• Teacher Guide (all grade levels)
• Guide with ideas for water spotter opportunities and water
conservation activities that can be used all year along with sample
morning announcements
• Water Spotter Poster (all grade levels)
• Poster where Water Spotter of the Week names are displayed
• Water Spotter T-Shirts (all grade levels)
• Each participating school will receive a supply of Water Spotter shirts to
be used as awards for the Water Spotter of the Week.
CHARACTER DEVELOPMENT
Otis
Farah
Bob
PROMOTION
• Create animated spots to be shared on YouTube
• Promote Mobile App via paid media
opportunities to increase awareness outside of
school performance
– Social media buy on Facebook and Twitter, targeting
parents and teachers
MEDIA RELATIONS • Invite media to school events
• Propose a tour to a water
treatment plant, chaperoned by
Otis (tie in with World Water
Day)
• Capitalize on Otis appearances
at large, well-attended events
(e.g., Plano Balloon Festival)
– Secure in-studio interviews
with Otis and Denise prior to
event
• Secure speaking opportunities
for Denise, accompanied by
Otis
OTIS OUTREACH
• Extend the reach of Water4Otter by introducing Otis and
his friends to summer day camps
PARTNERSHIPS
• Car Wash partnership
• Build on children’s Water Spotter challenge outside of
the home, to include restaurants
– Possible partnership with Texas Restaurant Association
FY15 RESEARCH FINDINGS
QUESTIONS AND COMMENTS