mary callie gisler kayla darrow eri mizobe emily carey ... · mary callie gisler kayla darrow eri...

Mary Callie Gisler

Kayla Darrow Eri Mizobe

Emily Carey

University of Oregon

REFRESH SAN DIEGO: GISLER, MIZOBE, DARROW, CAREY 2

Table of Contents

Introduction Page 3 Situation Analysis Page 11 Core Statement Page 12 Campaign Goals Page 12 Public Relations Objectives Page 13 Key Publics and Messages Page 14 Strategies 0 Campaign Tactics Page 21 Evaluation Page 25 Appendices

1. Personnel Page 26 2. Budget Page 27 3. Timeline and Calendar Page 30 4. Communication Confirmation Table Page 31 5. References Page 36


Introduction

The Current San Diego Water Situation

The city of San Diego imports 80 percent of its water supply from either Northern

California or the Colorado River, leaving only 20 percent to be supplied locally

(City of San Diego, 2012). Currently, San Diego’s population is around 3.1 million

people and an expect its population to grow to 3.9 million by the year 2030,

which leaves a lot of people dependent on imported water (City of San Diego,

2012). Furthermore, the entire importation of city’s water hinges on the

maintaining of good working relationships between the city of San Diego and its

water suppliers. Specifically, these suppliers include the California Bay-Delta,

California Aqueduct and Colorado River Aqueduct (City of San Diego, 2012).

Globally, the world’s population is approaching seven billion people and is

estimated to be close to nine billion by the year 2050 (Jhina, Hoyt, Shotts, 2012).

Predictions from the United Nations expect half of the world to be dealing with

water scarcity crises by 2030 (Jhina et al., 2012). The consequences of water

scarcity include damage to ecosystems, public health problems, economic side

effects, reduction of agricultural productivity, and disruptions in water supply

relationships (Jhina et al., 2012).

The impact of water scarcity could affect the amount of water that

suppliers would be willing to give out. For San Diego, this could be disastrous

because the city is dependent on most of its water being imported from Northern

Californian and Colorado River suppliers. If this supply was to disappear, San


Diego would not have enough water to sustain the population, leading to health

risks and environmental damages. San Diego needs to be prepared for anything,

especially when the city has such a big population.

The city of San Diego needs to consider potential solutions to help

decrease its water supply dependency. Three viable potential solutions are:

1. Conservation. Conservation could be the cheapest solution for San Diego

to decrease water supply dependency (Jhina et al., 2012). The technique

has been around for a long time, and recently has become trendier. Pros

of this technique include the fact that it is the most environmentally friendly

and economically sound option. A major con of the solution is that San

Diego has a huge population. The population size would make it hard to

ensure everyone is fully participating in the conservation program. San

Diego would need everyone to fully participate in order for this solution to

work, and often times people are skeptical of how much “green

technology” actually works.

2. Desalination. Desalination is the process of purifying seawater by

removing the salt from it (Jhina et al., 2012). In the city of San Diego, this

could cost up to $300 million just to build the operating plant (Sheehan,

2009). Also, a company called Poseidon Resources supplies the process

and plans to make a 10-13 percent profit from the city’s usage because it

is a private company. City predictions estimate water prices to raise $5 to

$7 per month for city residents, which totals to be about $186,000,000 per

year for desalinated water if based on total city population (Salas, 2012).


Pros for the desalination process are the fact that there is a vast amount

of ocean water, which means lots of natural resources are available to

use, and the tapping into a new resource. Cons include the extremely high

price tag, as well as the fact that activist groups who are focused on ocean

preservation may fight the process since it takes water from the ocean and

its ecosystems, which could damage public support and acceptance. An

additional con is that since an independent company supplies the

technology, it could try to monopolize on the method and raise prices even

higher.

3. Wastewater Recycling. Wastewater recycling focuses on purifying used

wastewater to make it safe to use again. After the initial big cost of

building the plant, wastewater recycling is considerably cheaper to

maintain than desalination. For the city of San Diego, the yearly price is

expected to be $27.6 million per year, which is adds about 75 cents per

month to citizen’s water bills (City of San Diego, 2012). Desalination would

cost the residents at least $4.25 more per month, if the price ends up

staying at its predicted level. Pros of implementing a wastewater recycling

program in San Diego include its lower cost and preservation of oceanic

ecosystems by using an already existing water resource. Cons include

preconceived notions of using wastewater and its “yuck” factor. Also, the

program would require a large amount of space for building a plant and

lots of local resources.


San Diego needs to figure out a way to educate its citizens on the benefits of

implementing a wastewater recycling program, especially when it comes to the

lower cost and creation of the city’s own water source. Previous city attempts at

implementing such a program failed in part because San Diego tried to take

treated wastewater from the affluent northern part of the city and use it as

drinking water for the lower income communities. San Diego did not use the most

sophisticated technology when attempting this program, which led the poor to

feel as though the rich’s waste was being forced upon them (Jhina et al., 2012)

Today, public opinion of using wastewater is changing, and more support is

available for the integration of such water into drinking water. As of the survey

conducted in 2012 by the San Diego County Water Authority, 71 percent of

citizens in San Diego think it is possible to improve the use of recycled water into

more safe and drinkable water, which is a 5 percent increase from the 2011

survey. The survey also showed that 54 percent of the population already

thought drinking water contained some recycled water (Rea & Parker Research,

2012).

While support is growing in San Diego for the integration of recycled

wastewater, the city still needs more support. Because the stigma of wastewater

being gross still exists, efforts to implement recycled wastewater into the city’s

water supply could be hurt or destroyed in the long run. Campaigns for using

recycled wastewater would be only most effective if the majority of San Diego

citizens are in favor of the program. Right now, the perception of wastewater is


still somewhat skewed. People don’t fully understand how the process to purify

wastewater works and some still think the water has “yucky” qualities to it.

In a study conducted, it was found that the term “wastewater” has a

negative connotation to it. The study found that people perceive any water that

has made contact with human waste as being “toilet to tap.” Further, the study

found that subjects prefer the term “recycled water” to “treated wastewater.”

While both terms mean the same thing, both essentially being “purified effluent

from wastewater treatment facilities,” “treated wastewater” gave off a more

negative connotation, one that leaned more towards chemical usage in water.

“Recycled water” gave off a greener, safer connotation. (Menegaki, Mellon,

Vrentzou, Koumakis, Tsagarakis, 2008). This skewed perception is part of the

reason why San Diego’s citizens have not fully accepted recycled wastewater

usage into their homes and will be something the city will have to overcome.

Possible Publics to Target

In general, San Diego had a population of 3,177,063 people in 2011,

whereas California had a population of 38,041,430. The per capita income for

San Diego is $30,955; however, the median household income is $63,857. As of

last year, 13 percent of San Diego’s population lived below the poverty level (US

Census, 2011).

One important public of San Diego is the Hispanic population. 32.5

percent of San Diego is Hispanic, which translates to approximately 1,007,500

people (US Census, 2012). Much of this population does not live in the affluent

areas of the city. The Center on Policy Initiatives reports that in 2011, the median


income for Hispanics was $42,533, while the median income for whites was

$60,416 (CPI, 2012). That is a difference of $17,833. This difference in

community and lifestyle, as well as people not understanding the background of

the Hispanic publics, is where previous attempts at creating a wastewater

program for San Diego failed.

Parents are also an important public to consider. There are approximately

678,834 total family households with kids under 18 out of the total population of

people living in the city of San Diego (US Census, 2005). Obviously, this is public

will be concerned about the safety of children who may end up using wastewater

in different situations, such as for drinking. Any campaign trying to gain

acceptance of recycled wastewater will have to address this public with

transparency to show how the process of purification works and prove how safe it

is to use.

College Students could be a good public to target as well. San Diego has

many different colleges in the community, ranging from four-year universities and

community colleges to art colleges (City of San Diego, 2011). All have thousands

of students who could become a great young demographic campaigns could

utilize to help promote the idea of recycled wastewater being used for all sorts of

purposes.

Government officials are also an important public to target in recycled

wastewater campaigns. San Diego’s former mayor, Jerry Sanders, said in 2007

that he opposed “toilet to tap,” but later reversed his standpoint in 2010 (Brennan,

2013). Current Mayor Bob Filner supports the usage of recycled wastewater so


much that he has even called himself “Congressman Sewage” (Halverstadt,

2012). As of April 29, 2013, the San Diego City Council voted to continue its plan

of purifying recycled wastewater because of the perceived growth of public

support (Brennan, 2013). Gaining further support from the city government could

help promote wastewater campaigns to the citizens of San Diego, as

governmental officials have influence over citizens’ opinions and beliefs. This

could be utilized to help encourage the acceptance of using recycled wastewater

in everyday activities.

One last important public to consider targeting is environmental groups.

Environmental groups could be an excellent influencing public, especially since

there are already some existing ones in San Diego. Some groups we could align

with are Surfrider, an organization focused on protecting the ocean its

ecosystems, and the San Diego Environmental Professionals, an organization of

professionals who collaborate and discuss environmental issues. These groups

come with an established following and are made of people who would probably

be willing to help spread our message.

Possible Communication Theories

A possible communication theory to use in our campaign is the framing theory.

The framing theory is based on the notion that how concepts and ideas are

presented can affect how people think about them (CSUN, 2004). Using this

theory, we could help construct and frame recycled wastewater in a new light to

help change the public’s perception of it. For example, a new name for the


process could be useful and help break the perception of recycled wastewater

being gross and full of toxins.

SWOT Analysis of Water Recycling in San Diego

Strengths of wastewater recycling in San Diego include its cheapness when

compared to other processes like desalination, and its ability to provide the city

with a steady source of water, allowing San Diego to not be as dependent on

Northern Californian and Colorado River suppliers. One weakness of water

recycling programs is it is still somewhat expensive compared to conservation

techniques; however, it should be noted that with a population as big as the one

in San Diego, it may not even be possible to conserve enough to help change the

city’s water situation. An additional weakness is the public perception of recycled

wastewater being “yucky” and “toilet to tap.”

There are many opportunities when it comes to wastewater recycling in

San Diego. One opportunity is to highlight the process and explain it in more

common language so that people can clearly understand how the wastewater

gets purified and safe for use. Also, there is an opportunity to emphasize the

price in relation to how expensive desalination is. This could help boost support

for the treatment of wastewater as a solution. All these opportunities could be

threatened by the complication of the purification process and the fancy

technological words often used when explaining it. Campaigns will need to avoid

highly scientific language in order to stop from overwhelming the public.


PR Plan Timing

Our campaign is scheduled to begin June 16 and end Sept. 14. The campaign

will be able to run through summer, which will be useful because summer is

when most people think about water, whether it be through visiting swimming

pools, beaches, or drinking water constantly. Also, our campaign will then fall

over summer holidays, such as the Fourth of July and Labor Day, which could be

big event days.

Situational Analysis

Currently, the citizens of San Diego accept the idea of using recycled wastewater

more than they did in the past, but the idea lacks complete support. Some people

still perceive recycled wastewater as being “toilet to tap” and don’t realize the

severity of the city’s water situation. The challenge will be to change public

perception and educate them on the process of purifying recycled water. Our

campaign will need to show the value of recycled wastewater and raise

awareness of its ability to help San Diego become more independent in

supplying water.

Potential difficulties will include overcoming the technical language of the

purification process in order to make the process clear to the public and show

how the price is worth the outcome. Once we overcome these difficulties, it

shouldn’t be hard to convince the public of recycled water’s value and importance.

Core Statement


The key problem we plan to address is the lack of awareness involving the idea

of recycled water, since citizens of San Diego are uninformed as to the amount of

water that comes from external sources, the truth behind the purification process,

and the economic impact other solutions may have. We plan to target key publics

to provide education on these different aspects as well as the current

environmental state of San Diego.

Goals

Based on the situational analysis and core statement surrounding the wastewater

recycling issue in San Diego, the goals for our outreach campaign are as follows:

• Fostering acceptance from local community members of the wastewater

recycling process as a safe, economical and sanitary way to bring water to

the San Diego area. We want to establish that wastewater recycling is not

“toilet water at the tap.”

• Creating awareness of the water situation in San Diego, along with

establish how important it is to be independent and environmentally

conscious by using the water recycling system to preserve local

resources.

• Creating awareness of the actual technical recycling process to establish

a better understanding of the idea of water reuse and recycling.


Public Relations Objectives

Awareness

• Increase knowledge of waste water purification process by 30 percent in

the next three months (Primary)

• Supply San Diego citizens with 100 different types of brochures,

factsheets, and Infographics to clarify the process and prove the benefits

(Secondary)

Attitude

• Increase positive perception on San Diego’s use of waste water for

drinking purposes by 15% in the next three months-- achieve an 86%

acceptance rate (Primary)

• Earn support of local government and environmental groups (Secondary)

Behavior

• Generate 250,000 followers on Twitter, Facebook, and YouTube accounts

to build an online awareness of the campaign and wastewater benefits,

along with build support through an online audience. (Primary)

• Plan and execute and educational event reaching at least 1,500 in attendance (Secondary)


Key Publics and Messages

Key Publics

There are many key publics that have a stake in this issue. For this campaign to

be successful, all of these publics must be in favor of using recycled water. The

key publics we have identified are below:

• Mothers and fathers in the San Diego community. There are currently

678,834 households with children under the age of 18 in San Diego (US

Census, 2005). Mothers and fathers have self-interest in providing their

families with healthy water and resources. They would not want to expose

their children to unsanitary water. They are strongly concerned about

health, sanitation and environmental issues of the community because it

would affect their family. Currently, recycled water is not widely accepted.

This public would help accomplish our objectives of awareness and

attitude. To help us achieve these objectives, some third-party influentials

for mothers and fathers would be local mommy bloggers and co-workers.

Local mommy bloggers in the San Diego area would be able to help

outreach within their established base of local readers who are primarily

mothers themselves. An example of one of these bloggers in Mommy

Gaga, who blogs at www.mommygaga.com. We could partner with her to

have her feature our campaign on her blog. In addition, co-workers and

employers would be influential because mothers and fathers interact with

their co-workers on a daily basis. Peer influence is very powerful.


• Influential government officials. This includes council members who

have a personal stake in the community and the city. The current major of

San Diego is Bob Filner (City of San Diego, 2013). There are nine districts

of city hall offices, each with different leadership. There is also a

Community Planning Division, which is under Development Services.

They address issues that affect the quality of life in the city (City of San

Diego, 2013). They have self-interest in this issue because with 80% of

the city’s water being imported, they need to gain the support and

acceptance of the recycled water option. As residents of San Diego

themselves, the issue also affects them personally. Currently, the

government has been using their recycled water page on the city’s Public

Utilities website (City of San Diego, 2013) to raise some awareness about

the situation.

This public would help accomplish our objectives of awareness, attitude

and behavior. To achieve this, third-party influentials are other cities in the

state of California that are also trying to implement recycled water options

would likely influence the decisions made by the San Diego government.

They could use other cities’ attempts to make choices about what systems

and PR methods San Diego should use.

• Environmental groups. Potential groups we can partner with are

Surfrider and the San Diego Environmental Professionals. Surfrider has a


“Know Your H2O” program focused on educating “people on the link

between freshwater management issues and the impact on oceans,

waves, and beaches” (Surfrider Foundation, 2013). This group could help

us communicate the benefits of using wastewater, such as through its

social media (Twitter: @Surfrider). The San Diego Environmental

Professionals is a “casual, fun group of people who enjoy collaborating

and sharing ideas and information about environmental issues. We host

monthly presentations on current, relevant topics” (San Diego

Environmental Professionals, 2013). This group already has a monthly

meeting schedule that we can send representatives to and help garner

support and reach interested people.

Environmental groups have self-interest in the recycled water issue

because cutting down the use of water and using recycled water as an

alternative has environmental benefits. Partnerships will also help the

groups by spreading awareness about their organizations. They will help

us accomplish our objectives of awareness and behavior. Third-party

influentials of this group are similar recycled water campaigns in other

cities and countries where environmental groups have played a role.

• College students. There are many colleges and universities in San

Diego, and they are: the California State University - San Marcos;

California Western School of Law; San Diego Christian College; National

University; Point Loma Nazarene University; San Diego State University;

University of California San Diego; Alliant International University; Thomas


Jefferson School of Law; San Diego Community College District;

Grossmont College; MiraCosta College; Palomar Community College; San

Diego City Council; San Diego Mesa College; San Diego Miramar College;

and Southwestern College (San Diego Tourism Authority, 2013). They

have a self-interest because they have an eager concern for the

environment and health, and they are also young enough to learn and

accept new habits. As residents of San Diego, they would have a personal

stake in the issue as well.

Colleges would help us achieve our objectives of awareness, attitude and

behavior. Third-party influentials to help us reach them are professors,

peers and on-campus housing departments. Professors and teachers can

influence the students through their choices and courses. Peers would

definitely influence the choices college students make, so reaching out to

environmental clubs and departments at the campuses would be

beneficial. On-campus housing departments would play a crucial role in

reaching out to first-year students.

• The Hispanic population of San Diego. The Hispanic population

accounts for 32.5% of the population (US Census, 2012). There is a large

gap between the median income for Hispanics versus that of the White

population, with median income being $42,533 and $60,416, respectively

(Center on Policy Initiatives, 2011). According to a 2012 public opinion poll

conducted by the City of San Diego (San Diego County Water Authority,


2012), 61% of Latinos would rather drink bottled water, as opposed to

45% of whites who said they would rather drink bottled water (page 11).

They have self-interest in the recycled water issue because as residents

of San Diego, it has a direct effect on them. Hispanic parents would also fit

the “mothers and fathers” public mentioned earlier in this section.

This group would help us achieve our objectives of awareness, attitude

and behavior. Third-party influentials are key Hispanic figures of San

Diego, such as celebrities, would be able to influence this public. Also,

Hispanic schools in the area could encourage students and parents to

consider using the recycled water option by educating them on the issues

and benefits.

Messages

Our overall messaging strategy is reflected in our campaign name, “Refresh San

Diego.” In our campaign, we will use the term “refreshed water” instead of

“recycled water.” This will help us achieve our key message, which is that

recycled water is not “gross” but that it is a sustainable, healthy and

environmentally-friendly option. This will also be achieved by raising awareness

and understanding of how the process works. Also, we can highlight the benefits

of wastewater recycling to the local citizens of the area.

Our primary messages are that:

• Recycled water is clean and safe for consumption


• Recycling water helps to preserve natural resources and

ecosystems

• The process is cost effective and will allow the local community to

save money in the long run

Our secondary messages are that:

• Wastewater recycling costs less than desalination processes,

making it an economical option; wastewater recycling only adds

approximately 75 cents per month to consumer water bills, whereas

desalination would add $4.25 more per month

• Approximately one percent of the world’s water is drinkable (World

Wildlife Fund, 2013), so recycling wastewater allows us to preserve

natural resources and ecosystems in a sustainable way


Strategies

Our first strategy is to target community leaders (e.g., the city council) in order to

gain support of water recycling at the city leadership level. Our campaign also

plans to design promotional material and create events to educate the local

community about the wastewater recycling process. Further, we will establish an

online, interactive campaign to promote the water recycling process to the San

Diego community as a safe, cost-effective alternative to importing water. Our

campaign also intends to seek collaborations with environmental groups in the

San Diego area to help extend the message past the initial audience and into

more active audiences. Through all our strategies, our campaign will refer to the

slogan of “Refresh San Diego” to help unify all aspects of it and end the skewed

perception of wastewater.

The program implementation outlined below is the best approach to take

when it comes to raising awareness of the benefits of recycled water and

fostering acceptance such a program in San Diego. The program includes all

major publics whose support would make the implementation of recycled

wastewater as San Diego’s main water source a success. Also, the program has

different kinds of tactics and strategies that are varied to help reach people in

many different ways.


Tactics

We will use various tactics that target our key publics to achieve our objectives.

Our tactics are discussed below, and are divided by categories:

Interpersonal Communication Tactics

• Community and local events to raise awareness of the issue and

campaign in the hopes of making positive changes to attitude and

behavior. The publics we will target are mothers and fathers, college

students, and the Hispanic population. These events could include:

• Water taste testing fairs that are held on key dates, such as

holidays (e.g., Labor Day, 4th of July). These fairs would raise

awareness about “refreshed water,” and provide an opportunity for

residents to see first-hand what the process is. A model of the

water recycling process will demonstrate that the water is sanitary.

Key figures, such as the mayor of San Diego and celebrities, would

be present to answer questions at a press conference and

participate in the water taste testing.

• Tabling events and fairs could also be held at all San Diego

colleges and universities to educate college students. Partnerships

could be made with the environmental clubs and departments at

the schools. Fundraisers to help raise awareness and money for

building recycled water plants could also be held.


• All community events will be listed on the official San Diego Calendar of

Events (www.sandiego.org/press/press-releases/2012/san-diego-2013-

calendar-of-events.aspx).

• Celebrity endorsement to specifically gain support of the Hispanic

population, since they are the key demographic group that tends to not

support recycled water. (Please refer to the “Hispanic population” section

under key publics for more information on this demographic.) We will

choose a local Hispanic celebrity, such as Mario Lopez, to be the face of

our campaign. As the face of our campaign, he will:

• Appear in posters, daily news coverage, and other promotional

material to help raise awareness about refreshed water

• Raise awareness about the Refresh San Diego campaign through

Lopez’s social media

• Attend press conferences

• Provide bilingual communication for the campaign (Spanish and

English)

• Tour of the recycled water plant in Orange County to help raise awareness

of the water recycling process and positively change the attitude of all

publics. The OC plant could be open for tours for the residents of San

Diego. This would allow people to understand the process and learn about

the equipment. A water taste testing experience could be an option with

this. Large field trips for San Diego schools and colleges could be

organized.


Media Tactics (Organizational, News and Promotional):

• Promotional media (print and digital) will be used to target all publics. They

will help us achieve all of our awareness, attitude and behavior objectives.

These promotional materials are:

o Brochures and posters that will provide information about the water

recycling process and raise awareness about the campaign.

o Promotional videos that will air on major TV networks. Celebrity

endorsements will be implemented here, with the face of the

campaign (i.e., Mario Lopez) appearing in the videos and

advertisements.

o Billboards placed on major highways.

o Freebies, such as water bottles, sunglasses, stickers (for children),

stationery, t-shirts, and visors, which will be distributed. The

freebies can be given away as prizes for competitions or at

community events.

o Press releases, memos and press kits that would be made to

distribute to local news outlets.

• Online campaign to supplement the promotional media. Our official

website will be: www.refreshsandiego.com. Our Facebook, Twitter,

YouTube and Instagram accounts will also be used to reach out to the

community and keep the publics updated. The hashtag for Twitter and

Instagram we will use is: #RefreshSD.


• Competitions can be held to encourage residents to learn more about

recycled water and the Refresh San Diego campaign. For example, a

recycled water trivia competition could be implemented via social media.

At schools, a video competition could be held where college students

could create PSAs to be featured on the YouTube Channel. This tactic

would be most effective for targeting children and college students.

• Collaborations with environmental groups (i.e., partnerships) could be

made to help achieve tactics, such as the fairs and competitions. The

groups could use their social media outlets to help spread the word about

the campaign. They could also help run fundraisers. This will raise

awareness and change behavior among all publics.

• Collaborations with bloggers would be able to help us reach out to an

extensive public, and positively change attitudes. Mommy bloggers would

be an influential way of speaking to parents. Well-known bloggers in the

San Diego area with a large local audience could be given press kits to

help spread the word about the campaign.


Evaluation

To measure the effectiveness of the campaign, we will use the following methods

to evaluate the success of our individual tactics, along with our public relation

objectives:

• Conducting a preliminary survey to gauge the support of water reuse in

the San Diego and understanding of the issue. Conduct a follow-up survey

after the campaign the judge the success of the outreach and how many

people’s opinions and awareness of the issue has changed.

• Record the number of promotional material that was distributed to local

organizations and media outlets to estimate the possible circulation.

• Measure and record community event attendance during local events in

the community. If multiple events are planned, we can evaluate the data to

identify trends and increases of audience attendance.

• Measure social media engagement and reach through social media

monitoring tools like Hootsuite to evaluate social media outreach. In

addition, we will utilize Google Analytics to track website visitors, use and

interaction to the campaign website to track user engagement and reach.

• Measure media exposure through evaluating the circulation and

readership of major news outlets in which our campaign is mentioned.

Also, we will measure and evaluate the estimated ROI on these media

placements.

• Measure message comprehension and retention through the surveys we

conducted before, during and after the campaign.


Appendix 1: Personnel

The following team members were involved with the planning and production of

the “Refresh San Diego” public relations campaign:

Mary Callie Gisler, Communications Director

Kayla Darrow, Outreach Coordinator

Emily Carey, Media Relations Specialist

Eri Mizobe, Events Coordinator


Appendix 2: Budget

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Appendix 4: Communication Confirmation Table

Key Publics Self-interests Primary MessagesInfluentials Objectives Strategies Tactics

Parents

Health and saftey of their children and families, economic costs

1) Waste water recycling is a clean and safe option

Other parents, community groups, schools, churches

1) Increase knowledge of the water purification proccess by 30%

1) Create promo material

Community and local events to raise awareness of the issue and campaign in the hopes of making positive changes to attitude and behavior.

2) Waste water recycling is economically sound and will save you money

2) Increase public perception of San Diego's waste water use by 15%, achieve 86% overall

2) Conduct an online, interactive campaign primarily through social media

Water taste testing fairs that are held on key dates, such as holidays

3) Generate 250,000 followers on Facebook, Twitter and YouTube accounts

Tours of the Orange County treatment plants

Promotional material (print and digital)

Launch online campaign

Hold competitions to encourage residents to learn more about the waste water proccess


Collaborate with bloggers (mommy bloggers, social media savvy college students)

College Students

Social change, future economic costs

1) Waste water is the safest option for the community's future

Other students, teachers, campus groups, media


1) Create promotional material


2) Waste water recycling will decrease the amount of city taxes you will be required to pay post graduation





Tabling events at local colleges


Promotional material (print and digital)Launch online campaign



Collaborate with bloggers (mommy bloggers, social media savvy college students)

Hispanic PopulationEconomic cost, safety

1) Waste water recycling will decrease government spending on imported water and is the most cost effective solution to water preservation.

Church organizations, jobs, government


1) Create promotional material






Use Hispanic celebrity endorsement from the area (Mario Lopez)



Promotional material (print and digital)Launch online campaign


Government OfficialsReputation, affordability, public options

1) Because you are a public servant you need to look out for the best interest of the community at large

Other officials, public figures, federal government, general public, voters


1) Targeting community leaders

Use the San Diego city calendar to announce all events

2) For the same reason, it is crucial you state your support



3) This is the most economically sound solution

3) Earn endorsements and public statements of support

Establish partnerships


Environmental Groups

Safety of the environment, support for change

1) This is the most sustainable and safe solution for the San Diego environment

Other environmental groups, government, activists


1) Targeting community leaders

Launch online campaign


2) Collaborate with environmental groups


3) Earn endorsements and public statements of support

Establish partnerships


Appendix 5: References

City of San Diego. (2012). Recycled Water Study. Retrieved from

https://www.sandiego.gov/water/pdf/waterreuse/2012/recycledfinaldraft120510.pdf





Jhina, A., Hoyt, D., & Shotts, K. (2012). Wastewater Recycling: Public Relations for a

Controversial Technology. Howard Business Review Case Studies, Stanford Graduate

School of Business, 1.














Sheehan, L. (2009). Summary of Costs and Benefits of Water Supply Alternatives.

California Coastkeeper Alliance, 2. Retrieved from

http://www.cacoastkeeper.org/document/ccka-water-supply-strategies---costs-and-

benefits.pdf

Salas, D. (2012, December 7). The Cost of Desalinated Water: San Diego Explained.

Voice of San Diego. Retrieved from:

http://www.voiceofsandiego.org/economy/article_40cda1d8-40d0-11e2-af4f-

001a4bcf887a.html






Rea & Parker Research. (2012). San Diego County Water Authority 2012 Public Opinion

Poll Report. Retrieved from http://www.sdcwa.org/sites/default/files/files/news-

center/2012-survey-report.pdf


Menegaki , A., Mellon , R., Vrentzou, A., Koumakis, G., & Tsagarakis, K. (2008). What's

in a Name: Framing Treated Wastewater as Recycled Water Increases Willingness to

Use and Willingness to Pay. Journal of Economic Psychology, 30, 285-292.

US Census. (2011). San Diego County, California. Retrieved from

http://quickfacts.census.gov/qfd/states/06/06073.html

US Census. (2011). San Diego County, California. Retrieved from

http://quickfacts.census.gov/qfd/states/06/06073.html

CPI. (2012). Poverty, Earnings and Income in San Diego County 2011. Retrieved from

http://onlinecpi.org/wp-content/uploads/2012/09/Poverty_Template_FINAL.pdf

US Census. (2005). American Fact Finder. Retrieved from:

http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_

05_EST_B09003&prodType=table

City of San Diego. (2011). Economic Development: Education. Retrieved from:

http://www.sandiego.gov/economic-development/sandiego/education.shtml

Brennan, D. (2013, April 29). Tide Turns in Favor of Recycling Wastewater. U-T San

Diego. Retrieved from: http://www.utsandiego.com/news/2013/Apr/29/tp-tide-turns-in-

favor-of-recycling-wastewater/all/


Halverstadt, L. (2012, October 3). Did ‘Congressman Sewage’ Save Billions? Fact

Check. Message posted to http://www.voiceofsandiego.org/fact/article_5f9ed7cc-0db2-

11e2-b3d1-0019bb2963f4.html

Brennan, D. (2013, April 29). Tide Turns in Favor of Recycling Wastewater. U-T San

Diego. Retrieved from: http://www.utsandiego.com/news/2013/Apr/29/tp-tide-turns-in-

favor-of-recycling-wastewater/all/

CSUN. (2004). Framing and Framing Theory. Retrieved from:

http://www.csun.edu/~rk33883/Framing%20Theory%20Lecture%20Ubertopic.htm

City of San Diego. (2013). Mayor Bob Filner. Retrieved from

http://www.sandiego.gov/mayor/index.shtml.

City of San Diego. (2013). Planning Division. Retreved from

http://www.sandiego.gov/planning/community/cpg/agendas.shtml.

Citiy of San Diego. (2013). Water - Public Utilities. Retrieved from

http://www.sandiego.gov/water/recycled/.

Surfrider Foundation. (2013). Surfrider San Diego Chapter. Retrieved from

http://sandiego.surfrider.org/.


San Diego Environmental Professionals. (2013). About Us. Retrieved from

http://www.sdep.org/Default.aspx?pageId=217487.

San Diego Tourism Authority. (2013). List of San Diego Universities and Colleges.

Retrieved from http://www.sandiego.org/articles/san-diego-universities-and-

colleges.aspx.

US Census. (2012). San Diego County QuickFacts. Retrieved from

http://quickfacts.census.gov/qfd/states/06/06073.html.

Census on Policy Initiatives. (2011). Poverty, Earnings and Income from San Diego

County 2011. Retrieved from http://onlinecpi.org/wp-

content/uploads/2012/09/Poverty_Template_FINAL.pdf.

San Diego County Water Authority. (2012). 2012 Public Opinion Poll Report. Retrieved

from http://www.sdcwa.org/sites/default/files/files/news-center/2012-survey-report.pdf.

World Wildlife Fund. (2013). Freshwater: what’s at stake, what we’re missing, what we’re

losing, what it’s worth. Retrieved from

http://wwf.panda.org/about_our_earth/about_freshwater/importance_value/.

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