FY16 PLANNING RETREAT November 2, 2015 Presented by EnviroMedia - PowerPoint PPT Presentation

FY16 PLANNING RETREAT November 2, 2015 Presented by EnviroMedia

RETREAT OVERVIEW • FY15 Campaign Review • FY16 Planning • FY15 Research Findings

WATER IQ VISION A North Texas community where water efficiency is as valued and commonplace as recycling

WATER IQ GOAL Increase household dialogue among families about water conservation

WATER IQ GOAL Debunk the myth that more water is used indoors than outdoors

WATER IQ HISTORY

FY15 CAMPAIGN HIGHLIGHTS

TV – BIGGEST SAVER

TV – WATERMYYARD

RADIO

SOCIAL MEDIA

BOOSTED POSTS

FY15 MEDIA

PAID MEDIA HIGHLIGHTS Over 30 million impressions delivered $1.24 of added value earned for every dollar of paid media

PAID MEDIA HIGHLIGHTS • Media Strategy : – Primary target audience • Adults ages 25-54 • Household income of $80,000 • College educated and predominantly targeting homeowners with sprinkler systems in the 13 member cites • Goals: – Planned for 29.6 million impressions – 915 Target Rating Points (TRP) towards our audience • Call to Action: – Visits to WaterMyYard.org

PAID MEDIA CAMPAIGN FLIGHTS • Broadcast – TV – Cable – Radio – Radio-Mobile/Text KSCS-FM Sponsorship • Digital – Online – Social Media • Fox Sports • Print/Online Print – Online Print – Print • Spot Delivery

PAID MEDIA % OF SPEND 1% Spot 1% Print Distribution Spot TV Cable Radio Radio KSCS Sponsorship 26% Texas Rangers Baseball - Fox Sports Digital/Mobile/ Digital/Mobile/Social Social 37% Print Spot Distribution Spot TV 10% - Fox Sports 11% 10% Cable Radio 4% KSCS Sponsorship

OVERALL MEDIA PERFORMANCE Media Paid Added Value Total TRPs & Spend Impressions $196,700 376 Spot TV $305,036 Cable $218,942 $57,687 1,076 $54,045 184 Radio $56,785 Radio – KSCS Sponsorship $22,971 $4,946 2,268,500 Texas Rangers – Fox Sports $68,124 4,213,000 $55,400 Digital Display/Mobile/Online Print / $136,765 $2,341 20,687,194+Social Social Print -- $3,293 95,863 Spot Distribution -- -- $983 1,635 TRPs / $526,545 GRAND TOTAL $656,174 27,264,557 Imps

MEDIA RESULTS - ADDED VALUE • Added Value – TV: $305,036 – Radio: $61,731 (includes KSCS Sponsorship added value) – Cable: $287,066 (includes Cable and Texas Rangers package added value) – Online: $2,341 – Total Paid Media: $526,545 – Total Added Value: $656,174 • Past Campaign Results – FY14 Total Added Value: $176,659 – FY13 Total Added Value: $260,063 – FY12 Total Added Value: $735,806

FY15 MEDIA RELATIONS

MEDIA RELATIONS HIGHLIGHTS • Press releases – Six-Foot-Tall Otter Visits North Texas Schools, Nov. 3, 2014 – NTMWD Offers Free Digital Tool to Manage Lawn Watering, May 1, 2015 – NTMWD’s Award-Winning Water Conservation Education Campaign Provides Model for State, July 15, 2015 • Media advisories for WaterMyYard events – May 2015 – September 2015

Publication Date: April 27, 2015

Publication Date: May 7, 2015

Publication Date: May 13, 2015

Publication Date: July 30, 2015

Publication Date: July 30, 2015

Publication Date: September 23, 2015

MEDIA RELATIONS: ADDED VALUE • Number of Stories : 25 – Print: 16 – Online: 8 – TV: 1 • Impressions : 812,058 • FY15 Earned Media : $38,192.98 • Past Campaign Results – FY14 Value: $46,346 (with WFAA spot) – FY13 Value: $63,353 – FY12 Value: $5,608

FY15 RETURN ON INVESTMENT • Audience – Media Relations: 812,058 – Paid Media (Broadcast): 1,635 TRPs (Spot, Cable, Radio) – Paid Media (Print/Digital): 27,264,557 – Total Audience: 28,076,615 • Added Value – Media Relations: $38,193 – Paid Media: $656,174 – Total Added Value: $694,367

FY15 RETURN ON INVESTMENT FY15 – NTMWD Investment $ 1,229,500 – Added Value $695,367 – Return on Investment $.57 for every $1 spent FY14 – NTMWD Investment $1,121,500 – Added Value $373,005 – Return on Investment $.33 for every $1 spent FY13 – NTMWD Investment $1,100,000 – Added Value $331,716 – Return on Investment $.30 for every $1 spent FY12 – NTMWD Investment $1,200,000 – Added Value $741,413 – Return on Investment $.62 for every $1 spent

FY15 WATERMYYARD.ORG

PRINT

ONLINE

FY15 WATER IQ COMMUNITY OUTREACH

COMMUNITY OUTREACH HIGHLIGHTS • 2015 Outreach Results – 14 Events – 1,210 WaterMyYard.org sign-ups – 1,800 Interactions – Over 247,000 Event Attendees • Past Campaign – Event Attendees – FY14: 187,452 – FY13: 187,394 – FY12: 187,829 – FY11: 183,227

WATER IQ OUTREACH EVENTS "So good to have you all back. Please let everyone know that although we have water in the lake, we still need to conserve." Joe Helmberger, Mayor of Farmersville

"Thank you so much for the shirts, I also saw your commercial and thought it was hilarious." Wylie couple, mid-30s

FY15 WATER4OTTER

2014 PILOT 30 schools in 13 member cities

• Funded in part by Texas Water Development Board - $150,000 grant • Model program • Basically doubled program through grant funding

SCHOOL OUTREACH

2015 20 school outreach events in May

WATER4OTTER.ORG

SHAREABLE GIFS

FREE MOBILE APP

MOBILE APP ANALYTICS

MOBILE APP ANALYTICS

CLINGS

OTIS AROUND TOWN

POST-EVENT SURVEYS • February 2015 • 3,203 surveys completed • Included incentive of Starbucks gift card for teachers turning in surveys

DEMOGRAPHICS OF PARTICIPANTS STUDENTS’ GRADES GENDER 1500 1342 1000 960 892 Male Female 50% 50% 500 0 3rd 4th 5th Grade

SUCCESS OF PROGRAM Since meeting Otis, have you reminded “I gathered them for a your parents to save family meeting, and I water? said we should take shorter showers and turn off the water when No 22% you don’t need it.” — Fourth-grader Yes 78% 47% of students reminded their parents to save water more than one time . ¡

90% would rather give water to Otis than to their lawn.

WATER4OTTER FIRE DEPARTMENT OUTREACH Forney Farmersville

WATER4OTTER FRISCO ROUGHRIDERS GAME

BUDGET BREAKDOWN Retreat Media Account FY15 ¡Budget ¡ 1% Relations Management 3% 8% $1,229,500 ¡ ¡ Water4Otter 8% Creative 16% Interactive, Social Media, Digital 6% Media 43% Outreach/ Partnerships 12% Research 3%

CURBING PEAK-DAY WATER USE

2015 PEAK-DAY WATER USE

LOOKING FORWARD: FY16 PLANNING

360˚ BRANDING EXERCISE What is 360°degree branding? It’s about forming relationships

360˚ BRANDING EXERCISE EVERY consumer touchpoint matters

360˚ BRANDING EXERCISE -­‑David ¡Ogilvy’s ¡360° ¡branding ¡principle ¡ ¡

3 BRAND ARCHITECTURE MODELS 1. Branded House: A single master brand, which sits over the other brands within an organization

3 BRAND ARCHITECTURE MODELS 2. House of Brands: Brands designed to stand entirely on their own in the marketplace

3 BRAND ARCHITECTURE MODELS 3. Endorsed Brands : Endorsed brands fall somewhere in the middle

GOOD EXAMPLES Brands that are knocking it out of the park

SOUTHWEST AIRLINES

PLANE DESIGN

BILLBOARD

COLLATERAL PIECES

WEBSITE HOME PAGE

CHIPOTLE

PRINT ADS

WEBSITE HOME PAGE

CUPS

INFOGRAPHIC

NIKE

VINTAGE PRINT AD

WEBSITE HOME PAGE

BILLBOARD

JAPANESE PRINT AD

WHERE WE ARE

WATER4OTTER Working Well

4 BRANDS, 0 SYNERGY

VISION AND MISSION Vision • Regional Service through Unity – Meeting Our Region’s Needs Today and Tomorrow Mission • To meet the needs of Member Cities and Customers, whether that is the need for drinking water, wastewater treatment, or solid waste disposal .

WHERE WE WANT TO BE ???

LOGO EXPLORATION • Water4Otter Brand Colors • North Texas-Specific

n o r t h t e x a s

N O R T H T E X A S

STYLE TILE Establishing the look and feel of the brand

TAGLINE EXPLORATION Why should I care?

When you know better, you turn the faucet off while you brush your teeth. You take shorter showers. You sweep the driveway with a broom. When you know better, you water better.

K N O W B E T T E R . W A T E R B E T T E R .