1. Marketing and Communication Plan Entry

2. DESCRIPTIVE LETTER 1. PROBLEM/OPPORTUNITY The Orange County Sanitation District operates the third largest wastewater agency west of the Mississippi River. Since 1954, we have safely collected, treated, and disposed of and/or reclaimed the wastewater generated by 2.6 million people living and working in central and northwestern Orange County, California. But what happens when youre so good, its bad? The answer? The public keeps thinking (in the words of one of our plant operators) that its flipping magic. You flush the toilet and then its gone. Where does it go? Who cares. What would happen if it didnt? Well, that wouldnt happen. The public takes for granted the miracle of modern sanitation especially when the system runs well. Adding to the problem, we dont bill the public monthly for the services we provide; rather the average single-family household pays their sewer fees once a year on their property bill. Currently that rate is about $242 annually. Many of our customers do not understand the services we provide, let alone who recognize the name Orange County Sanitation District (OCSD). They often confuse OCSD with their trash collection service or with the Orange County Sheriffs Department (also known as OCSD). In addition to these challenges, negative press surrounds service rates, salaries of employees, pensions and much more. Government is the problem to many, not the solution. 2. INTENDED GOALS OR OUTCOMES We want to rewrite our story. We are doing that in three key ways: 1. Comprehensive and aggressive outreach plan, 2. a constant social media presence with positive stories of who we are and what we do, 3. providing our employees with information to act as ambassadors and broaden the reach for positive messages. The best way to communicate with the customers we serve is through educational tours, speaking engagements, public/educational outreach, community events, website, construction project outreach, and effective use of social media. Fortunately, for us, it is cheap too. Our past approach featured equipment, pipes, and processing or generic lifestyle shots. The new campaign will put a human face on our agency by letting the 3. employees tell the OCSD story by focusing on who they are and why they dotheir jobs. We care about the environment, public health, and provide efficientservice. Our work ethic guides us, our passion drives us, and our love for ourcommunity motivates us in part, because we not only work in the community, welive here too.We are communicating our key messages in a friendly, informal, and casual waythat supports our overall mission.Were your neighborsWe live in communities we serve. Our families live here we swim in the ocean,visit the beaches, and pay the same fees. Were looking for better and moreefficient ways to do our business because saving you money saves us moneytoo.Were out of sight but always thinking of youWhen you bathe, flush, or wash your clothes, were here for you finding the mostefficient and cost effective way to clean the wastewater. The water flows throughthe pipes, we build new facilities and recycle and safely dispose of the water.And we do it for less than $1 dollar per day for the average household.Were an important part of Orange Countys past, present and futureWeve grown with Orange County and for over 50 years we have been hereprotecting our health. We are planning to meet the challenges of the futureprotecting the place we live, work and play keeping them clean and healthy.Social media and the Internet changed the publics expectation of government. Inthe age of Google and iPhones, they expect that if they enter a question and hitsearch their answer will be available 24/7. That forces us to recognize that ournew message, Were here for you takes on a completely new and expandedmeaning, and that our social media efforts are critical to the success of thiscampaign.Without the publics support, maintaining a healthy infrastructure throughout ourservice area will be a challenge no one wants to face.3. DOCUMENTATION OF ACHIEVEMENT Comprehensive and aggressive outreach plan 2 community events each month Tours - over 1 per week presentations (community groups) 4. Constant social media presence with positive stories of who we are and what we do www.facebook.com/OCsanitation www.twitter.com/OCSD_pio www.youtube.com/2ocsd www.ocsewers.com http://storify.com/ocsd_pio https://plus.google.com/u/0/b/100735249461843037485/ (Google+) http://ocsewers.posterous.com/ http://www.linkedin.com/company/37920 http://www.ocsewers.com/index.aspx?page=254&parent=27 (Electronic Newsletters) Providing our employees with information to act as ambassadors and broaden the reach for positive messages. (See attached) Three Things Weekly MyOCSDemail Bill Stuffers Pipeline Digester Collateral pieces: BrochureTake a Tour* Fact Cards* Careers* Annual Report*New pens**printed in house and/or item budgeted every year regardless of the campaign. Highlights: Feature article in the CWEA magazine Featured presentation to the California Association of PublicInformation Officers4. BUDGET AND OUTSIDE RESOURCES The only items produced specifically for this campaign. Advertising firm - $20,195 Brochure printing costs - $1,986 Photographer - $9,490 5. A simple statement, with a clear intent to serve our public 24/7. 6. District vehicles carry our message out to the community with decals made in-house and applied to the cars and trucks. 7. Familiar faces the friendly District employees grace our publications. Our work ethic guides us, our passion drives us, and ourlove for our community motivates us 8. Each tells a story about why our work matters and reminds the public why our faces look so familiar we are part of thecommunity. 9. Shes not the typical operator. Joscelynn is a backside night wastewater operator at our plant 2 treatment facility in HuntingtonBeach. Were breaking the mold. 10. Website redesign 11. Employee volunteer t-shirt provided to any employee who is volunteering out in the community as a OCSD team or by themselves. 12. Photo Shoot DayDuring the first photo shoot last spring, we hadonly 37 employees volunteers. At the Februaryshoot, we had 77 employees volunteer. 13. Orange County Sanitation Employee Names + Hire DateJim Herberg AssistantRueben M Electrical Frank C Operations SupervisorGeneral Manager - 1995 Technician 1996 1988Gary T Plant Operator 2002 Job B Plant Operator 2007 George R Scientist 1988 14. Anthony P Lab Analyst Charles G Construction Maria A Clerk of the Board 2002Inspector 2004 2011Lo N Accounting Assistant David Y Source Control Mike L Engineering Supervisor2003Inspector 2000 2001 15. Sam P Information Tech Mila K Engineer 2002Sarah R Human ResourcesAnalyst 2004 Assistant 2004Julian S Engineering Janine A Human Resource Vince L Plant Operator 2009Supervisor 2002Analyst 2004 16. John K Chief Plant Operator Christina T EnvironmentalLisa H Environmental Specialist 1981Specialist 1998 2009Barbara C Financial Analyst Jagadish O Info Technician Subash M Info Technician 1987Analyst 2000 Analyst 2005 17. Leyla P Environmental Larry J CMMS Technician Ernesto C Plant Operator 2007Specialist 2008 1997Michael V OperationsAl G Office Assistant 2002 Jim S Operations Supervisor Supervisor 19861991 18. Wendy S Engineer 2008 Canh N Scientist 1992Ed Torres Director of Operations 1991Roy R- MaintenanceJoscelynn G Plant Operator Nick Arhontes Director ofSupervisor 2002 2008 Facilities Support Services 1988 19. Ive worked at the District for almost 30 years, and every day I go to workknowing what I do protects the health and environmentof Orange County. John KavoklisChief Plant Operator andproud OCSD employee since 1981 Leyla PerezOrange County Sanitation District Were here for you.Gary Tuiasosopo-Kemperfollow us onwww.ocsd.comOrange County Sanitation District 20. By doing a job I love, I help ensure that we have a healthy and safe community where my kids and their friends can play. Jim SpearsOperations Supervisor andproud OCSD employee since 1991 Were your neighbors.Every day we treat over 200 million gallons of sewageenough wastewaterto fill Anaheim Stadium three times a day. The water flows from the homesand businesses of over 2.6 million people. Its a big job covering anenormous area, making us the third largest sewage treatment agency westof the Mississippi River. Our job is to make sure this critical system works24 hours a day, seven days a week.We take our job very seriously and take enormous pride in our work. Why is itso important to us? Take a close look at our faces; we may live next door to youor down the street. We raise our children or our grandchildren here. We swim andsurf at the beach we work to protect. We are part of the community. There are 21 cities in our service area and you can recognize OCSD employeeswho live in each one of them. We may be your childs little league coach or standnext to you in the grocery line. Every day we work hard to keep up with the flow oflife, making sure that when you flush or shower you dont have to worry where itall goes. And we do it all for less than $1 per day. 21. Were out of sight but always here for you.Underneath our community, there are hundreds of miles of pipes. This criticalunderground network stretches over 500 miles and safely carries sewage toWorking with the latest technology,our treatment plants. You may not notice our dedicated employees out in the I can identify a drop of ink in 13.2community or see them hard at work at our treatment plants. However, we are million gallonsenough water to fillalways here. Each day, our collection crews take special care of a complex20 Olympic-size swimming pools.system of pipes, pump stations, and processing facilities so that you can This technology helps me ensurethe ocean is safe for the surfersgo about your day without giving us a passing thought.and swimmers. Our pipes are out of sight, but our sewer lids and employees are everywhere.Canh NguyenOur inspectors oversee businesses making certain no toxics get into the system. Scientist and proud OCSDOur collection team chases down odors or cleans out a pipe, as our oceanemployee since 1992monitoring team crisscrosses 35 square miles of ocean along 11 miles of thecoast to monitor water quality. Finally, our laboratory tests over 100,000 labsamples a year to make sure we get it all right.We work hard, we work smart, and were efficient in what we do. You may thinkof us as a place to get rid of sewage or wastewater. But we dont waste a thing.We recycle 70 million gallons of treated water every day, which goes to theOrange County Water District where it undergoes a state-of-the-art purificationprocess. The methane gas created is recycled into electricity and the solids areused as fertilizer or green energy. 22. Were an important part of Orange Countys past, present, and future. In 1954, the county population stood at only 330,000. Today, the population I joined OCSD because I want to make a stands at 2.6 million and in 2035, nearly 3 million people will call Orange difference. Now Im a part of how OCSD is County home. planning ahead to meet the challenges for the future, for all of us. Since the beginning, our employees focused on protecting public health and the environment. We designed and built a regional sewer system to safely andJoscelynn Gadzinski economically serve our growing population. We used every tax dollar wisely toWastewater Plant Operator and proud OCSD employee since 2008ensure the hundreds of miles of pipe under our streets remained healthy.Today, our commitment to preserving a healthy way of life and the economic well-being for Orange County remains firm and extends well into the future with an aggressive, ongoing capital improvement program. During the past decade alone, we spent more than $3 billion in construction projects to improve and sustain our quality of life. We are researching new technologies to further protect the environment and reuse sewage. In collaboration with the University of California, Irvine, and a private company, we designed a clean energy solution that not only produces electricity from the treatment process through a fuel cell but also provides a public fueling station for 500 hydrogen vehicles each day. The same passion and commitment that built our facilities throughout the years grows stronger each day. Our mission remains to protect the public health and the environment.Were here for you. 23. Careers in WastewaterAbout us Working in the wastewater industry can be extremely rewarding since you are protecting public health and the environment whileSince 1954, the Orange County Sanitation providing a much needed and valuable serviceLearn about the many roles weDistrict has provided wastewater treatment to the community. The Orange County Sanitationto the 2.6 million residents and businessesDistrict offers careers in a wide range of fields. If youre looking for a job that is challenging andof northern and central Orange County. provides the biggest rewards, then a career inplay Wastewater could be for you.As the third largest wastewater facilitywest of the Mississippi River we treat over207 million gallons of wastewater everyday at our facilities in Fountain Valley andOrange County Sanitation DistrictHuntington Beach. 10844 Ellis Ave, Fountain Valley, CATo learn more visit www.ocsewers.com/jobsWe are governed by a Board of DirectorsCall 714.539.7140comprised of elected representatives from or email jobs@ocsd.com.21 cities, three special districts and theCounty of Orange.Were here for you. We protect public health andthe environment by providing effective wastewater collection,treatment, and recycling. 24. careers in wastewaterEngineerMaintenance Worker Safety and Heath Representative Performs a variety of engineering duties involving Performs routine maintenance duties Coordinates services and activities to ensure workplace wastewater treatment and collection systems Assists in line cleaning and pump station repair work safety for employees Designs, manages projects, conducts operational Performs routine calibration and cleaning of process Audits construction and maintenance projects and compliance reviews control instrumentation and related equipment Performs a full range of safety training duties Inspects and analyzes plant operations Conducts traffic control Conducts accident investigations Implements process improvements Education: Education: Researches problems and conducts engineering Formal or informal education or training which ensures the Equivalent to a Bachelors degree from an accredited related studies ability to read and write at a level necessary for successful college or university with major course work in safety, Education: job performance. industrial hygiene, environmental engineering or a Equivalent to a Bachelors degree from an accredited related field. Salary: college or university with major coursework in $26.72 - $32.48 per hour (annual $55,578 - $67,558) Salary: engineering or a related field. $33.04 - $40.17 per hour (annual $68,723 - $83,553) Salary: Source Control Inspector *Internships available $46.68 - $56.74 per hour (annual $97,094 118,019) Collects and inspects water samples Coordinates and conducts water inspections ScientistEnvironmental Specialist Inspects industrial facilities under permit for wastewater Analyses water samples for source control, treatment Water sampling discharge compliance plant and the ocean Manages environmental research projects Identifies existing or potential industrial waste problems Studies the ocean environment to make sure we are Assists in inspection of Biosolids not polluting it or changing it Education: Monitors sampling to ensure compliance with Goes out on boat to take ocean water samples for testing Equivalent to the completion of the twelfth grade state regulations Monitor plume discharged activity supplemented by two years college level course work in Education: science or related technical area with major course work Education: Equivalent to a Bachelors degree from an accredited in chemistry. Equivalent to a Bachelors degree from an accredited college or university with major course work in biology, college or university with major course work in Salary: physical, or environmental science. science or a related field. A Masters degree is highly $33.37 - $40.56 per hour (annual $70,096 - $84,365) desirable and may substitute for some experience. Salary: $34.71 - $42.19 per hour (annual $72,196 - $87,755) Salary: *Internships available $44.43 - $54.00 per hour (annual $94,414 - $112,320)Electrical TechnicianOperator in Training Performs a variety of preventative and corrective Inspects, monitors and documents plant operations maintenance duties Operates and maintains plant equipment Installs electrical circuits Monitors and controls wastewater flow and Conducts a variety of test, samples and readings to plant processes monitor state of equipment Maintains security of plant facilities Gathers parts and materials for assigned jobs Education: Education: Equivalent to the completion of the twelfth grade. Equivalent to the completion of the twelfth grade Salary: supplemented by college level course work or trade $25.42 - $30.90 per hour (annual $52,874 - $64,272) school training in electrical technology or a related field. Salary: $30.22 - $36.73 per hour (annual $62,858 - $76,398) 25. Jon BradleyJon Bradley OperatorVincent LockyerLead PlantVincent LockyerLead Plant OperatorLead Plant Operator Lead Plant OperatorProud Proud OCSD employee 2007 2007OCSD employee since since Proud Proud OCSD employee 2002 2002OCSD employee since sinceJust the factsJust the factsJust the factsJust the factsSince 1954 OCSD has been servingserving residents in Since 1954 OCSD has been residents inSince 1954 OCSD has been servingserving residents in Since 1954 OCSD has been residents inNorth and CentralCentral Orange County. We currently North and Orange County. We currentlyNorth and CentralCentral Orange County. We currently North and Orange County. We currentlyserve more than 2.5 million million residents, operate two serve more than 2.5 residents, operate two serve more than 2.5 million million residents, operate two serve more than 2.5 residents, operate two treatment/reclamation plants, plants, site off site pumptreatment/reclamation 15 off 15 pump treatment/reclamation plants, plants, site off site pumptreatment/reclamation 15 off 15 pump stations and own and maintain 587 miles milesstations and own and maintain 587stations and own and maintain 587 miles milesstations and own and maintain 587of pipes throughout our serviceservice area. of pipes throughout our area.of pipes throughout our serviceservice area. of pipes throughout our area.Employees: Water reclaimed per day:day: Employees: Water reclaimed per Employees: Water reclaimed per day:day: Employees: Water reclaimed per637 637 million gallons are are 70 70 million gallons637 637 million gallons are are 70 70 million gallons Sewage treated daily: sent toGroundwaterto the the GroundwaterSewage treated daily: sent Replenishment SystemSewage treated daily: sent toGroundwaterto the the GroundwaterSewage treated daily: sent Replenishment System 207 207 million gallons million gallons Replenishment System207 207 million gallons million gallons Replenishment System Amount of waste recycled: Electricity recycled:Amount of waste recycled: Electricity recycled:Amount of waste recycled: Electricity recycled:Amount of waste recycled: Electricity recycled: 98%98% produce and use enoughWe We produce and use enough 98%98% produce and use enoughWe We produce and use enoughelectricity to power a city of of electricity to power a cityelectricity to power a city of of electricity to power a city 45,000 people45,000 people45,000 people45,000 peopleWere here for you. Were here for you.Were here for you. Were here for you. 26. RatesRates Rates Annual household cost:Capital: Annual household cost: Capital:Annual household cost: Capital:$267 $129.2 million $267 $267 $129.2 million $129.2 millionAnnual Budget: Operating: Annual Budget: Operating:Annual Budget: Operating: $405.8 million$157.7 million$405.8 million$405.8 million$157.7 million $157.7 million Where moneyWhere Where moneyWhere moneyWhere Where comes from money goescomes from comes frommoney goes money goesR es erves $573.3M 58.6%ves $573.3M 58.6%B B eginning R es erves $607.0M 62.0% eginning R es erves $607.0M 62.0% E nding es erves $573.3M 58.6% E nding RR es erves $573.3M 58.6% B eginning R es erveserves $573.3M 58.6%EER es ervesnding R 62.0% $573.3MB eginningndingERR$607.0Mes $573.3M62.0% 58.6% ndingE es erves $607.0M 58.6% ndingerveserves R es $573.3M 58.6% BB B eginning R eserves $607.0M62.0% B eginning R eses erves $607.0M62.0% eginning RR erves $607.0M 62.0% eginning es erves $607.0M 62.0%EE nding RRerves $573.3M 58.6%58.6%nding RRes erves $573.3M 58.6%E E ndinges es erves$573.3M 58.6%nding es erves $573.3M B B eginningndingER$607.0M E es ervesnding R eginning eginning R es er BB R R es erves es erv eginning R $607.0erv .2M 13.2%Fees & Charges $285.1M 13.2% 13.2%CIP $129.2M 29.1% 13.2%CIP $129.2M CIP $129.2MCIP $1293.2%Fees & Charges Fees & Charges$285.1M 29.1% $285.1M 29.1% CIP $129.2M 13.2% CIP$129.2M 13.2%CIP $129.2M 13.2%Fees $129.2M 13.2% 29.1% CIP Charges 13.2% CIP &$129.2M $285.1MFees && ChargesFees ChargesFees && Charges$285.1M 29.1% Fees Charges$285.1M 29.1% $285.1M 29.1%$285.1M 29.1% CIP $129.2M 13.2%CIP $129.2M 13.2%CIPCIP$129.2M 13.2% $129.2M 13.2% Fees && Charges $285.1M 13Fees Charges $285.1M 29.1CIP $129.2M 29CIP Charges 13Fees &$129.2M $2 Fees & Charges $ ales $29.7M 3.0% P roperty Taxes $63.4M 6.5%E quity S ales $29.7M 3.0% P roperty Taxes $63.4M 6.5% ales $29.7M 3.0%E E quity Squity S ales $29.7M 3.0% P roperty Taxes $63.4M 6.5% P roperty Taxes $63.4M 6.5%E E quity S ales $29.7M 3.0%quity S ales $29.7M 3.0%E quity S P roperty Taxes $63.4M 6.5% P roperty Taxes $63.4M 6.5% 29.7M 3.0%P roperty Taxes $63.4M 6.5% E quity S ales $29.7M 3.0% P ropertySS ales$29.7M6.5% EE quity Taxes $63.4M 3.0% quity ales $29.7M 3.0% PP roperty Taxes $63.4M 6.5% roperty Taxes $63.4M 6.5%EE quitySS ales$29.7M 3.0%quity ales $29.7M 3.0%PP ropertyS ales$6 roperty Taxes $E quity Taxes $2.2M 9.4%Interes t $11.7M 1.2% Debt $92.2M 9.4% Debt $92.2M 9.4% DebtInteres t $11.7M 1.2% $92.2M 9.4%Interes t t $11.7M 1.2% Interes $11.7M 1.2%Debt $92.2M 9.4% Debt $92.2M 9.4%Debt Interes t t $11.7M 1.2% $92 Interes $11.7M 1.2%9.4% Interes t $11.7M 1.2% Debt $92.2M 9.4%Debt $92.2M 9.4% Debtt $92.2M 1.2%$11.7M 9.4%Interes Operating $154.7M 15.8% Interes t t$11.7M 1.2% Interes $11.7M 1.2%Debt $92.2M 9.4%15.8% Debt $92.2M 9.4% Debt $11.7MInteres t $92.2M 9 Interes t$11.7M 9 $92.2M 1.ng $154.7M 15.8%Other $11.9M 1.2%Operating $154.7M 15.8%Other $11.9M 1.2%Operating $154.7M 15.8%Other $11.9M 1.2% Other $11.9M 1.2%Operating $154.7M 15.8%Operating $154.7MOther $11.9M 1.2%OperatinOther $11.9M 1.2% 4.7M 15.8% Debt $11.9M $0.0M Other Proceeds 1.2% 0.0%Operating $154.7M 15.8%Other $11.9M $154.7M 15.8% Operating$154.7M 15.8% Operating 0.0%Debt Proceeds $0.0M 1.2% Other$11.9M $0.0M 0.0% Debt $11.9M $0.0MOther Proceeds 1.2% 0.0%Debt Proceeds 1.2%Operating $154.7M 15.8%Operating $154.7M 15.8%Other $0.0M $15 Operating 1.2% Debt Proceeds $11.9M 0.0%Debt Proceeds $11.9M 1.2Other $0.0M 0.0% Debt Proceeds $0.0M 0.0% Debt Proceeds $0.0M 0.0%Debt Proceeds $0.0M 0.0% Debt Proceeds $0.0M 0.0% Debt Proceeds $0 Debt Proceeds $Orange County Sanitation DistrictOrange County Sanitation District Orange County Sanitation District 10844 Ellis Avenue, Fountain Valley, CA 9270810844 Ellis Avenue, Fountain Valley, CA 92708 10844 Ellis Avenue, Fountain Valley, CA 92708 (714) 962-2411 (714) 962-2411(714) 962-2411forinformation@ocsd.comforinformation@ocsd.com forinformation@ocsd.com www.ocsewers.com www.ocsewers.comwww.ocsewers.comWere here for you. Were here for you. Were here for you. 27. Final_OCSD_Ad.pdf 1 10/10/2011 3:00:22 PM C M YCMMYCYCMY K 28. Maintaining financial strength Board of DirectorsFY 2010-11 AwardsChairDistinguished Budget Presentation AwardFountain Valley Larry Crandall Governmental Finance Officers AssociationVice Chair Plant of the Year California Water Environment Association Reclamation Plant No. 1Where money comes from Where money goes Los Alamitos Troy Edgar Where money comes from? Where money goes?Anaheim Harry SidhuPlant of the Year Santa Ana River Basin Section Reclamation Plant No. 1 E quity S ales$29.7MBrea Roy MooreCIP3.0% Buena Park Fred SmithMechanic of the Year, Santa Ana River Basin$129.2MDebt 13.2%$92.2MCypress Prakash Narain Section of the California Water Environment 9.4% B eginning R es erves $607.0M Fees & Charges$285.1MOperatingFullerton Sharon Quirk-Silva Association - Emilio Ariston (Buildings, Grounds,62.0%29.1%$154.7M Garden Grove Bill Dalton and Mechanical Maintenance Division) 15.8% E nding R es ervesHuntington Beach Joe Carchio Debt Proceeds $573.3M Emmy Award in Instructional Programming,$0.0M58.6%Irvine Jeffrey LallowayRecognizing Excellence in Television and Emerging 0.0%P roperty Taxes La Habra Tom Beamish Media Ingrid Hellebrand (Public Affairs) and KimOther$63.4M 6.5% La Palma Mark WaldmanChristensen (Laboratory) $11.9M1.2%Newport Beach Steven Rosansky Interes t $11.7M Orange Jon Dumitru Achievement of Excellence in Procurement Award 1.2%by the California Association of Public ProcurementPlacentia Constance UnderhillOfficialsHow do our rates compare? Santa Ana Sal TinajeroSeries 1Seal Beach Michael LevittExcellence in Information Technology Practices 700 awarded by the Municipal Information SystemsStanton David Shawver 600 Association of CaliforniaTustin John Nielsen 500 400Villa Park Brad ReeseSafety Achievement Award by the American Water 300Yorba Linda John AndersonWorks Association 200Costa Mesa Sanitary District Gold Peak Performance Award by the National 100Series 1James M. FerrymanAssociation of Clean Water Agencies - for both OCSD 0Midway City Sanitary DistrictReclamation Plant No. 1 and Treatment Plant No. 2 Cntl Contra Costa Oro LomaLACSD IRWD SacramentoEast Bay MUD UnionDublin OCSDFresno City of LAVallejo San Diego San FranciscoJoy L. NeugebauerErnesto CastroCertificate of Achievement for Excellence in Lead Plant OperatorIrvine Ranch Water DistrictFinancial Reporting from the GovernmentProud OCSD employee since 2007John Withers Finance Officers Association (GFOA) for OCSDsOrange County Board of SupervisorsComprehensive Annual Financial Report (CAFR)Janet NguyenDavid YagerSource Control InspectorProud OCSD employee since 2000 OCSD owns and operates over $6 billion in assets and we maintain a strong reserve to weather the storms and provide uninterrupted service. We continue to hold staffing levels flat despite our massive half-billion dollar expansion to full secondary treatment. We maintain an AAA bond rating so when we borrow money to finance local construction projects and support Orange Countys economy, were getting the best interest rates and saving tax payer dollars.Stay connected Orange County Sanitation District As you can see from the chart above, we do all this while having some of & follow us at: the lowest sewer rates in California and costing our residents less than $1 per day per each single family home.Orange County Sanitation District(714) 962-2411 www.ocsd.com2010-2011 Annual Report 29. Letter from the General Manager A Board that demands excellence Strong Board leadership and our constant commitment toWe live in the communitiesa new headworks facility at plant 2 and new secondary spending wisely left us facing the new year in good financial we serve. When we protecttreatment facilities at each plant. We completed our plant condition. This years budget is $1.5 million less than Orange Countys public health2 project within budget and six months ahead originally approved a year ago. and the environment, were of schedule. In 2010-11, we completed a major reorganization.caring for our families, friends Recognizing the tough economic times, we took a close lookand neighbors.Partnership and at staffing and made changes to meet our future needs in a Juan Ambriz didnt think twice comingcooperation leadsOn behalf of the employees of the Orange Countyfiscally responsible manner.to the aid of an elderly passenger who to success was trapped in an overturned car oneSanitation District, I am pleased to present this years In realigning nearly 100 staff members, we will meet theAs a result of our Boards successful early morning in Irvine. Juan is anannual report highlighting our accomplishments.future challenges that will come with the commissioning ofenvironmental technician and a proudpartnership with the County of Orange, we made full secondary treatment facilities in 2012.employee since 1997. Juan pulled up significant progress moving the Santa Ana his rig and acted quickly to protectThese demanding times required us to cut costs and Taking advantage of a number of anticipated retirements River Interceptor (SARI) line out of the riverbed. and comfort the trapped man untilensure the District remains financially secure. Underover the next four years, we plan to eliminate eightemergency services arrived. Construction begins in earnest this year.the direction of our Board, we continued our pushmanagement positions through attrition and consolidate functions within the new organizational structure. The SARI line is a major pipeline that carriesfor greater efficiencies and cost savings. I am proudresidential and industrial wastewater from theto report that we met the challenge and the high Within the first six months of the reorganization, we eliminated four positions amounting to anInland Empireexpectations of our elected officials and in the process immediate cost savings of $625,000 per year. We made this major shift in just 30 days with noto OCSD andplant 1 was chosen as the best treatment plant in theinterruption in regular service. a four-mileState by the California Water Environment Association.segment of In order to meet the Boards expectations of long-range cost reductions, we worked with our employeesthe line at the to implement pension reform and contain medical costs. Our new pension formula for future employeesThank you to the Chair and members of the Board for county boarderwill save our ratepayers millions.their leadership and to the public we serve for their needs to beComing on the heels of the California Water Environment Association moved out ofcontinued support.award for treatment plant of the year, the Orange County Grandthe Santa Ana Jury released a survey showing our Board members being River bed. DueOur dedicated employees come to work each dayamong the lowest paid in the County. They also recognized ourto severe riverbed erosion, the pipe is exposed and if broken,determined to deliver essential services that protectcommitment to transparency. Our agendas, minutes, salary,raw sewage would flow down the river towards the beach. Wethe public health and the environment. And we benefits and other important information is not only readilycontinue to work with the County of Orange and Army Corps ofcontinue to do it for less than a dollar a day.accessible on our website, it has been for over 10 years.Engineers to expedite this project.Were here for you.Visionary leadershipThis $100 million project will be complete by April 2012 withthe SARI out of the Santa Ana River bed; the threat of a major In 2002, the Board of Directors voted to invest over $500 millionsewage spill is eliminated. Our Boards leadership, working to improve public health and the closely with the County, the environment by upgrading our treatment facilities. These secondary Army Corps, and Congress treatment upgrades provide 70 million gallons each day of high quality kept this project moving asJames D. Ruthsource water to the Groundwater Replenishment System and clean water we continue to push for its to the ocean. When fully complete, more water will be available for thesuccessful completion. GWR System. In 2010-11, we commissioned three major facilities moving us closer to completing all Secondary Treatment projects by December 2012. Our Operations and Engineering staff worked closely together to commission 30. Orange County Sanitation DistrictBiosolids ManagementCompliance ReportYear 2011EPA 40 CFR Part 503Leyla PerezBiosolids InspectorWere here for you. 31. Orange County Sanitation DistrictOcean MonitoringAnnual ReportYear 2010-2011 George RobertsonSenior ScientistWere here for you. 32. Orange County Sanitation District Facilities Suport Services DepartmentAnnual Report FY 2010-11Jim DavidsonSource Control Inspector IIProud OCSD employee since 1986 Chuck Forman Facilities ManagerProud OCSD employee since 1979 Mary Sue ThompsonSenior Environmental Specialist Proud OCSD employee since 1986 Were here for you. 33. Orange County Sanitation DistrictComprehensive AnnualFinancial Reportfor the period ended June 30, 2011Fountain Valley, CaliforniaWere here for you. 34. Integrated EmergencyResponse Plan(IERP){Volume IEmergency Preparedness } Orange County Sanitation DistrictRisk Management Division Were here for you. 35. 2012 National Association of Clean Water Agencies National Environmental Achievement Award Research & Technology Award While otheragencies have fuel cells that produce electricity and heat, thisis the first tri-generationsystem to producehe fuel cell demonstration project at the electricity, heatOrange County Sanitation Districts plant & hydrogen!in Fountain Valley, California is a cutting-edge project with high public visibilityand interest. This project uses a renewableenergy source and is expected to producevirtually no regulated air emissions.The project converts renewable gasfrom wastewater treatment to electricity,heat, and hydrogen in a highly efficientand clean stationary fuel cell.Were here for you. This project is a joint venture between the Orange County Sanitation District & the following:Orange County Sanitation District 36. Investment Policy Fiscal Years 2011-12 Orange County Sanitation District Were here for you. 37. Orange County Sanitation DistrictPersonnel Policies& Procedures Manual Jim Herberg David YagerAssistant General Manager Source Control InspectorProud OCSD employee since 1995 Proud OCSD employee since 2000Lisa Hanley Senior Environmental Specialist Proud OCSD employee since 2010 Were here for you. 38. Internal Materials Our employee Intranet - MyOCSD 39. orange county sanitation district mAR. /Apr. 2012 Your source for OCSD news and informationBuilding teamwork and the communityA MESSAGE FROM YOUR PUBLIC AFFAIRS TEAMF rom handing out materials events throughout our service area. As to various retail stores, Disneyland and answering questions atyou know, staffing is important in the tickets and more! community events, to making success of any community outreachpresentations to local community activity. So, we are asking you to helpIf youre interested in volunteering orgroups and participating in school/us in our efforts to educate the publicwould like more information aboutcareer fairs, we are always organizing about what we do and encourage upcoming events, contact Cheryl atvolunteers to help us educate andindividuals to learn more about what ext. 7135.inspire the communities in our 2 flush that is safe for our sewers. Also, let us know if you know of anyservice area. We do this to give you This is not only a great opportunity community events within our servicean opportunity to interact withto reinforce what our pictures and area that you think we should hostyour colleagues and neighbors whilematerials say but also to demonstratea booth at or participate in. We aresupporting our efforts to make a that we are real members of thealways looking for ways to engage anddifference in the communities wherecommunities we serve.educate the communities we serve.we work and live. In return for your time and effort,In the next few months we will beyou will earn VIP points that can behosting a booth at various community redeemed for movie tickets, gift cards(In order left to right) Tom Meregillano, Mike Zedek, Christina Thomas, Juan Ambriz, Jackie Santos, Dindo Carrillo, Mike Von Winckelmann, Jim Burror,Ingrid Hellebrand, Lo Ngo, and Corey Tull, staffed OCSDs Microbe Mania booth at the 2012 Childrens Water Festival. 40. digesterAPRIL 2012 the ORANGE COUNT Y SANITATION DISTRICTSame website, new address Were keeping our promiseYouve probably noticed a new website address onto our ratepayers!some of our materials. A while ago, it was brought to our attention In 2002, we promised we would meet full secondary that whenstandards on time and on budget. Many said we people typed incouldnt do it. Were keeping our word. OCSD theyToday we have completed 5 of the 7 milestones were directed toneeded to comply with the EPAs Consent Decree. the OC Sherriffs Departments Were almost 4.5 months ahead of schedule on website, instead Milestone 6 and are now testing it (P1-02) seven of ours. months ahead of the Milestone 6 completion deadline. In an effort to avoid thisAll milestones will be complete before the December confusion and31, 2012 deadline. Awesome job everyone! make it easierDid you know?for people to find us, we decided to launch a newdomain name; www.OCSewers.com. This newaddress is in addition to our existing web addressand is not replacing it. This is just another way for In the 2010-11 fiscal year we had 31 employeespeople to find us and our page. Anyone going to retire, with approximately 720 years of experiencewww.OCSD.com will automatically be directed tothat left with them.the new domain name. So, dont worry we haventchanged our name, just added a new web address. This fiscal year, weve had 39 employees retire witha total of 967 years of institutional knowledge. Witha huge number of employees eligible to retire, weWhat happens if expect this trend to continue.you like us?When you hit the Like button at the top of ourFacebook page, you are allowing our wall posts toHelping colleagues in needshow up in your news feed. This is a great way to just got a little easiermake sure you are receiving the information we areposting and makes it easier for you to share with The Catastrophic Leave Bank donation programyour friends. Dont worry, liking us doesnt mean allows employees to voluntarily donate personal,that we are going to browse through your posts or vacation, sick and/or comp hours to a general leavepictures. We have absolutely no interest in doing bank that can be used by other employees in thethat, we simply want to share information with youevent of an unanticipated serious illness or injury.and need your help in spreading the word. So, goahead, like us, you wont regret it.To learn more visit MyOCSD.com. 41. From:ForInformationTo:All_OCSDSubject: 3 things to know nowDate:Tuesday, March 13, 2012 7:58:56 AMAttachments: image002.png1. Human Resources forms go onlineIn an effort to streamline document workflow and recordkeeping, the HumanResources Department will be transitioning all paper forms to e-forms for electronicrouting and approvals. The electronic forms will be available March 19.More information2. New informational materialWe have new OCSD informational material for you to use. A new fact card is nowavailable along with a careers brochure. And of course, we always have brochuresyou can hand out. So the next time you are going to an event, meeting, or speakingengagement call us to get materials to take along. Contact Cheryl (ext. 7135) orFaviola (ext. 7350)3. New signature blockWe are also rolling out our new signature block. We encourage you to add it toyour email signature. You can do it using these directions. The graphics can befound here. Below is an example of what the new signature looks like.Clean Water WillieOrange County Sanitation District I Public AffairsMascot-in- Chief714.593.5555 ph I 714-555-555 cellwillie@ocsd.com 42. This weeks calendar3/13 Fullerton South Rotary speaking engagement 3/14 Chat Room Toastmasters Administration Committee 3/15 Huntington Beach High School tour3/8Huntington Beach High School tourComing up: 3/21Chuck Winsor retirement party* 3/20 March retirees sendoff Cake in the Boardroom3/22Cyndy ONeil retirement lunch* Rich Schlegel, Pat Carrillo and Ted Mauter retirement @ Zubies*3/29 Gail Garretts retirement party **Non-district sponsored eventIts National Brain Awareness WeekThe more than 1,000 disorders of the brain and nervous system result in more hospitalizations than any otherdisease group, including heart disease and cancer. Neurological illnesses affect more than 50 million Americansannually, at costs exceeding $460 billion. In addition, mental disorders, excluding drug and alcohol problems,strike 44 million adults a year at a cost of some $148 billion. Learn more at http://www.sfn.org/ 43. Orange County Sanitation District2011 Brand Campaign style Guide 44. Table of Contents Introduction CampaignTaglineCopywriting and Tone of VoiceColorsTypographyPhotography Graphic Devices 45. As part of the Orange County Sanitation District (OCSD) Public Affairs Strategic Plan, we have initiated amultiyear campaign aimed at putting a human face on the agency titled Humanizing OCSD. The campaignapproach is to let our employees tell the OCSD story by focusing on who they are and why they do theirjobs. The employee-based campaign will convey how we care about the environment, promote publichealth, and provide efficient service: Our work ethic guides us, our passion drives us, and our love forour community motivates us, in part because we not only work in the community, but we live here, too. Introduction 46. Three key message points communicatehow OCSD and our employees supportour overall mission:1. We are your neighbors. Our mission of protecting the public health and environment has even more meaning to us because we not only work here we also live in the communities we serve. We care because our families live here. We swim in the ocean, visit the beaches, and pay the same fees. We are always looking for better and more efficient ways to do our business because saving you money saves us money, too.2. We are out of sight but always thinking of you. What we do is not pretty, but it is important. When you bathe, flush, or wash your clothes, were here for you and we are always finding the most efficient ways to move dirty water to our plant and clean it up. We keep the water flowing through the pipes, we build new facilities, and recycle and safely dispose of the dirty water. We stretch your tax dollars by doing all this for less than $1 per day for the average household.3. We are an important part of Orange Countys past, present, and future. Weve grown with Orange County and for over 50 years we have been here protecting your health. Every day the water we clean goes back to the environment, and we rely on innovation, science, and technology to get the job done. We are planning ahead to meet the challenges of the future protecting the places we live, work, and play keeping them clean and healthy.Campaign 47. Were here for you.The new campaign is based on the tagline Were here for you. This tagline must appear prominently on allcommunications during the life of this campaign. Ties all the elements of the campaign together Allows creative to be updated to stay fresh within a cohesive framework, across multiple years Can be used as a headline or tagline Can be used as a stand-alone copy line for use in social media tie-ins, promotional items, and guerilla marketing Tagline 48. The tone of voice should humanize OCSD. Copy should not be overlytechnical. When possible, reference local sights and activities (AnaheimStadium, UC Irvine, beaches, oceans) to reinforce that OCSD is an activepart of the Orange County community. The copy should communicatethat OCSD is made up of people who care about and are invested in thesafety of public health and the environment, and should be: Welcoming, warm, and neighborly Accessible and easy to understand ConversationalWhenever possible, copy should include employee quotes, in the firstperson because the campaign is focused on the individuals that makeup OCSDs community. Each employee has their own experience andstory as to why they joined OCSD and the importance of what they doevery day. Copywriting and Tone of Voice 49. Color Palette BreakdownsC 79 R 87 C 38R 170M 80 G 80 M0G 208Y8 B 152Y 94B67K0K0C 70 R31C0R 252M7 G 180M 33G 179Y8 B 219Y 96B34K0K0To extend and support current communications, the colors for this campaign align with and incorporate colors from existingOCSD corporate identity standards. Cheerful and clean colors connote human qualities of openness and friendliness, aswell as reflect the sensibility of environmental consciousness, public safety, and sustainability. Colors should be: Bright colors, full of life, and positive energy Colors that are easy on the eye and allow for easy readability Vibrant colors that, like the OCSD logo, represent the geographic icons of Orange County: green shorelines, blue water, purple mountains, orange-yellow sun Colors 50. Franklin GothicFRANKLIN GOTHIC HEAVY // headlinesABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(123456789!@#$%^&)FRANKLIN GOTHIC DEMI // subheadsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(123456789!@#$%^&)FRANKLIN GOTHIC BOOK // body copyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(123456789!@#$%^&)To align with the recommended fonts in the OCSD corporate identity guidelines, this campaign uses the FranklinGothic family. One of the secondary fonts, this typeface supports a consistent OSCD identity while providing aclear and legible typeface for the reader. The font is found on most systems and is available on both Macintoshand PC platforms.Tight kerning is employed to facilitate readability. Keep the leading wide to be easy on the eye, and maintain aclean and open page layout. Typography 51. Kerning, Tracking, and LeadingLorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit Lorem ipsum dolor sitadipiscing elit. Morbi luctus mi quis massa amet, consectetur adipi-scing elit. Morbi luctus miiaculis dignissim non in elit. Nulla et augue quis massa iaculis digniamet, consectetur adipi+et metus lobortis cursus. Sed malesuada sim non in elit. Nulla etinterdum bibendum. Pellentesque habitantaugue et metus lobortisscing elit.+cursus. Sed malesuadamorbi tristique senectus et netus et. interdum bibendum.CORRECT LEADING INCORRECT LEADING Headline andSubhead Were here for you.Correct Kerning and TrackingTypographyWere here for you.+Incorrect Kerning and TrackingWere here for you.+Incorrect Kerning and TrackingTypography 52. Photography should be selected to reflect the key message: Humanizing OCSD. To reflect the diversity ofOCSD and Orange County, use images with a range of genders, ages, and ethnicities. Be certain all modelreleases and usage rights are cleared before any photography is used. Images can include: Portrait photography of employees, tight or medium range, with an emphasis on their humanity. Avoid images that appear like stock photography. Employees should look casual and comfortable, not overly posed or formal. When possible, some OCSD branding should be in the image to communicate that the model is an actual OCSD employee. Images of employees at work, showing what they are doing when they are out of sight. These images can be used to show the infrastructure (sewer manhole lid, laboratory, or pipes) but must feature the employee. Do not use infrastructure images without a human element. Lifestyle images should demonstrate the integration of OCSD and their employees into life in Orange County. Images can include children at play, families, neighborhood, beach scenes, or Orange County landmarks. Photography 53. *he photography used in this layout are for reference and example only. Image rights, usage, model signoffs haveTnot been negotiated. Image watermarks may not be taken out. The use of the images in this layout for any otherpurpose than for reference is forbidden, and should remain in the context of this page at all times.Photography 54. C 79 R 87M 80 G 80Graphic devices can be used to combine portrait photography of OCSD employees with images ofY8 B 152employees at work or lifestyle images.K0C 38 R 170M0 G 208 Ghosting a secondary image behind an employee photograph. The employee photograph must beY 94 B67 the primary image to reinforce the human element. Examples include a ghosted image of a sewerK0 manhold lid or a ghosted image of Newport Beach behind employees.C 70 R31M7 G 180Y8 B 219 A curved holding device. This element picks up the flow and motion of the natural elements K0 depicted in the logowaves, wind, river, mountainsideand utilizes the color palette ofC0 R 252 the campaign.M 33 G 179Y 96 B 34K0 Graphic Devices