NORTH ¡TEXAS ¡MUNICIPAL ¡WATER ¡DISTRICT ¡ 2016 CAMPAIGN
WATER IQ
HISTORY ¡OF ¡WATER ¡IQ ¡
HISTORY ¡OF ¡WATER ¡IQ ¡
AWARENESS ¡OF ¡WATER ¡SOURCE ¡ (Baselice & Associates, 2014)
ANALYSIS ¡ DFW METROPLEX MEDIA EXPENDITURES 2009 ANALYSIS NTMWD: $690,000 Dallas Water Utilities: $656,050 Tarrant Regional Water District: $591,752 Both DWU and TRWD support one campaign for a total of $1,247,802 in media alone (without creative, community outreach, or a kid campaign).
ANALYSIS ¡ DFW METROPLEX MEDIA EXPENDITURES DWU Budget, 2013 $1.22 million Funding at this level since 2002
STRATEGY ¡ 2016 STRATEGY Male homeowners with sprinkler systems Ages 25-54 Children living in the house Household income of $85,000+ Focus on quantification, outdoor vs. indoor Value of water, not just conservation
WATERMYYARD.ORG
WATERMYYARD.ORG ¡ ¡ WATERMYYARD.ORG TOOL Same male target audience Performed well once demonstrated in focus group 81% “not interested” in “weekly emails and/or texts from WaterMyYard.org to better manage your outdoor water use” Market separately but synergistically represents WaterMyYard.org marketing
WATERMYYARD.ORG ¡ MARKETING STRATEGY GOAL : Reach male target audience members and drive them to WaterMyYard.org to register. RECOMMENDATION: Develop a digital marketing effort, with improved positioning and messaging for WaterMyYard.org. DIGITAL MARKETING STRATEGY: To achieve the online call to action, we recommend a more strategic, targeted digital media buy to achieve increased click-thrus to WaterMyYard.org. Digital media provides a prime opportunity to reach men when they are captive online users and ultimately drive them to WaterMyYard.org. The digital marketing strategy would include: ● Improved positioning and messaging. ● A targeted digital media buy. ● Engaging creative digital tactics with a strong call to action. ● An e-newsletter inviting City Managers from NTMWD member cities and customers to share WaterMyYard.org digital assets and social media content, driving their residents to sign up for WaterMyYard.org.
WATERMYYARD.ORG ¡ IMPROVED POSITIONING ● Develop new WaterMyYard.org positioning that shows how easy the tool is to use. ● Create consistent messaging that integrates the “cool factor” with what the tool really does (i.e,. combines real-time weather information in your ZIP code and with your lawn and sprinkler system information to determine how much watering is needed on a day-to-day basis). ● Drive male audience members to WaterMyYard.org with a strong call to action to register.
WATERMYYARD.ORG ¡ DIGITAL MARKETING STRATEGY This approach will: ● Permit a very targeted media buy that skews to exactly the audience we are trying to reach. ● Drive men to WaterMyYard.org while they are already online. DIGITAL TACTICS: ● Pre-roll ● Web/mobile banner ads ● Social media (boosted Facebook posts) ● Native advertising
BRANDING
CURRENT ¡BRANDING ¡
BRANDING ¡
BRANDING: ¡RECOMMENDATION ¡
WEBSITE REFRESH
WEBSITE ¡REFRESH ¡
WEBSITE ¡REFRESH ¡ YEAR 2 TACTIC
WEBSITE ¡REFRESH ¡ WIDGET EXAMPLES A desktop gadget is a software widget , or small application, that is designed to sit on a user's desktop screen in much the same way that apps reside on smartphones and tablets. Typically, desktop gadgets perform simple functions, such as displaying the time or weather.
WEBSITE ¡REFRESH ¡ WATERMYYARD.ORG WIDGET The WaterMyYard widget will live on NorthTexasWaterIQ.org, but pull real- time information from WaterMyYard.org. This will allow us to have more control over the user experience. It will also allow branding that is synergistic with the new website refresh.
CREATIVE CONCEPTS
CONCEPT ¡1 ¡ WASTING WATER IS EASY. GETTING IT TO YOU IS HARD.
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ OVERVIEW This concept uses animation to explain the not-so-simple journey that water takes from Lavon Lake to the homes of NTMWD customers. To appeal to our male audience, messaging will emphasize quantification, statistics, and other touch points on the water journey. This campaign will bring to light how easy it is to waste water — until you understand how hard it is to get that water to you. Select tactics will drive audience members to WaterMyYard.org, where they can receive real-time weather information based on ZIP code, turf, and sprinkler system information to determine how much watering is needed on a day-to-day basis.
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ VISUAL STYLE Clean, simple, 2-D animation with a bit of grit Color Palette
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ ANIMATION STYLE INSPIRATION
WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ YEAR 1 TACTICS
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ TELEVISION :30 “THE ANIMATED JOURNEY” Like the example on the previous slide, this TV spot will use animation to show the journey water takes (including steps like water treatment, storage and infrastructure, wastewater treatment, etc.) from the primary source (Lavon Lake) to an outdoor spigot. While the process itself is complicated, the clean, simple 2-D animation (and accompanying on-screen text, if necessary) will be easy to understand, beautiful, and nearly impossible to stop watching. GRAVELLY MALE VOICE (LIKE TOMMY LEE JONES OR DON HENLEY): Do you know where your water comes from? How it gets to you? How much you use every day? Be honest. It’s hard to really appreciate something we get so easily, simply by turning on a hose. But the truth is, here in North Texas, water is one of our most precious resources. And it’s impossible to replace. Wasting water is easy. Getting it to you is hard. Learn how to save gallons at NorthTexasWaterIQ.org When you know better, you water better. ON-SCREEN TEXT: NorthTexasWaterIQ.org #WaterBetter
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ OOH — BILLBOARD These billboards will feature overhang extensions that change the shadow on the billboard depending on the time of day. This tactic will align with and will drive traffic to NorthTexasWaterIQ.org.
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ OOH — BILLBOARD These billboards will feature overhang extensions that change the shadow on the billboard depending on the time of day. This tactic will align with and will drive traffic to WaterMyYard.org.
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ DIGITAL: PRE-ROLL Pre-roll will be a condensed version of the animated TV spot. It will be placed on male-oriented outlets like YouTube, Hulu, MSN Sports, and ESPN/FOX sports mobile apps. All pre-roll will feature a strong, clickable call to action that drives users to WaterMyYard.org. GRAVELLY MALE VOICE (LIKE TOMMY LEE JONES OR DON HENLEY): Do you know where your water comes from? Do you treat it with respect — as a precious natural resource? Here in North Texas, we take our water supply serious, we all know it is a limited resource and impossible to replace. Wasting water is easy. Getting it to you is hard. Get real time weather stats on when to water and when to wait — all based on your ZIP code. Save gallons at WaterMyYard.org. ON-SCREEN TEXT: : #WaterBetter
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ DIGITAL: BANNER ADS We will use animation from the TV spot to create digital banner ads for WaterMyYard.org. Banner ads will be placed on male- oriented outlets like MSN Sports and ESPN/FOX sports mobile apps. All banner ads will feature a strong, clickable call to action that drives users to WaterMyYard.org.
CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ SOCIAL MEDIA: OVERVIEW Social media posts will feature clips from the TV spot, repurposed as looping animations or GIFs. Each animation will be paired with a short, concise statistic or call to action that supports the idea that wasting water is easy but getting it to you is hard. Social media posts will drive people to NorthTexasWaterIQ.org , WaterMyYard.org , and Water4Otter.org. Social media and digital assets will be shared with NTMWD member cities and customers to help drive their residents to sign up for WaterMyYard.org. Social media stats: ● 25% of adults ages 30-49 use Twitter. Of all Twitter users, 24% are adult men. ● 22% of Instagram users are men. About 25% of those men are between the ages of 30-49. ● 55% of Facebook users are men. Of them, 49% are between the ages of 25-44, and 72% live in suburban areas where water conservation messaging is necessary.
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