2016 CAMPAIGN WATER IQ HISTORY OF WATER IQ HISTORY OF WATER - - PowerPoint PPT Presentation

2016 CAMPAIGN

NORTH ¡TEXAS ¡MUNICIPAL ¡WATER ¡DISTRICT ¡

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

• utdoor 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 ¡

YEAR 2 TACTIC

WEBSITE ¡REFRESH ¡

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

• ver the user experience. It will also

allow branding that is synergistic with the new website refresh.

CREATIVE CONCEPTS

WASTING WATER IS EASY. GETTING IT TO YOU IS HARD.

CONCEPT ¡1 ¡

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

YEAR 1 TACTICS

WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡

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-

• riented 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.

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡SOCIAL MEDIA: TWITTER

Looping Animation/GIF Twitter Poll Feature

About 25% of adults ages 30-49 use Twitter. Of all Twitter users, 24% are adult men, with 23% living in suburban areas.

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡SOCIAL MEDIA: INSTAGRAM

[Copy] Wasting water is easy. Getting it to you is hard. Learn more at NorthTexasWaterIQ.org #WaterBetter Instagram has more than 300 million users sharing over 60 million photos every day. Of all this platform traffic, 22% comes from men, of which 25% are between the ages of 30-49. Overall, 26% of Instagram users live in suburban areas.

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡SOCIAL MEDIA: FACEBOOK

There are 1.44 billion monthly active users on Facebook, and 55% are men. Of that demographic, 49% are between the ages of 25-44, with 72% living in suburban areas where water conservation messaging is necessary.

Looping Animation/GIF

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡NATIVE ADVERTISING

This form of paid advertising matches the form and function of the media in which it appears. For instance, a native ad in a magazine looks like the surrounding magazine copy.

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡ ¡

COMMUNITY OUTREACH: PULL YOUR WEIGHT CHALLENGE

Hitting the Target Audience Water is heavy. It takes a lot of planning and effort to pull water from Lavon Lake to NTMWD’s 13 member cities. We want

• ur target audience (male homeowners, ages 25-54) to imagine a world where infrastructure doesn’t exist. This audience

takes pride in being responsible, strong, and self-sufficient. We want to challenge them. The Pull Your Weight Challenge asks participants to be the infrastructure, to physically bring water from the source to their home. The Challenge The goal of the Challenge is to pull the average amount of water used outdoors from Lavon Lake to participants’ homes. Imagine a large square cart (about the height and width of a shopping cart) attached to a 15-foot long track. The campaign-branded cart will look like a big blue container of water. The tension of the track will be controllable, allowing people to feel like they’re pulling one of three different weights. The first setting will make people feel like they’re hauling just one gallon of water, or about 8.3 pounds. The second will feel like they’re hauling the average weight of water used in 30 minutes of watering of lawn — about 415 pounds. The third will show them what it’s like to haul the same amount of water used in a full day of watering, or about 1,300-4,000 pounds. On either side of the water cart will be visual representations of Lavon Lake and a typical North Texas home. Staff will ask participants where they live, and we’ll inform participants of the distance between their water source and the city center. We will only ask them to pull the water 15 feet. But we want participants to imagine the enormous effort it would take to move the water they use to their home. For example, 12.1 miles is the distance from the NTMWD headquarters to Rockwall’s city center.

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡ ¡COMMUNITY OUTREACH: PULL YOUR WEIGHT CHALLENGE (CONT.)

Family Friendly The experience is designed to be a family friendly challenge. We will invite target audience members to get help from their spouses and children. This will help all family members get a better appreciation of their water infrastructure. We’ll also ask participants if they know their average monthly water usage, and if they know their water source. If they don’t know, we can educate them about Lavon Lake, the NTMWD, and the average water use of a family their size. Kids will also be attracted to the Pull Your Weight Challenge. Otis the Otter and Farah the Fox will be in attendance for photos at these events, and Water4Otter signage will be used as well. Otis, Farah, and staff will have Water4Otter clings to give away to kids. Location We will continue to emphasize large, family friendly festivals and home-and-garden shows in 13 member cities for our outreach

• challenge. However, in cities where a Lowe’s or The Home Depot exists, we have the option to substitute a community event for an

activation at these stores. A Fully Immersive Experience Participants will:

• Feel the weight of water.
• See the amount of outdoor water used in our infographics.
• Hear customized facts and figures from our staff
• Be engaged socially in this a fun group activity.
• Be encouraged to sign up for WaterMyYard.org.

YEAR 2 TACTICS

WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡

CONCEPT ¡1: ¡WASTING ¡WATER ¡IS ¡EASY. ¡GETTING ¡IT ¡TO ¡YOU ¡IS ¡HARD. ¡

OOH — RAINVERTISING AND PAINT STENCILS

“Rainvertising” works by applying a water-resistant coating to a surface with a stencil. The effect is that the whole surface gets wet except the invisible waterproof stencil. Rainvertising tactics will be strategically placed in areas that will get wet, regardless of Texas rainfall, like:

• Lowe’s or The Home Depot garden centers.
• Water parks (where there are kids, there are dads).

In areas that only get wet when it rains, we will spray- paint messaging on pavement in places like

• Lowe’s or The Home Depot parking lots
• Sport stadium parking lots

WHEN YOU KNOW BETTER, YOU WATER BETTER.

CONCEPT ¡2 ¡

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

OVERVIEW

This concept uses iconic imagery of Texas cowboys wearing 10-gallon hats to tell NTMWD residents the story of how their water comes from its primary source (Lavon Lake). The look and feel of this campaign is rustic, gritty, and very “Texas.” It is designed to appeal to our male audience in the NTMWD region. Campaign messaging will be slightly challenging. It asks members of our audience to man up — to know (and care) where their water comes from. When you know better, you don’t use more than you need. You don’t let the sprinklers overwater. You sweep the driveway with a broom. When you know better, you water better. 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 ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡ ¡VISUAL STYLE

High-contrast photography with rough texture, desaturated colors Color Palette Texture

YEAR 1 TACTICS

WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

TELEVISION :30 “COWBOY”

Open on a cowboy in the Texas heat wearing a 10-gallon hat. Pan out to reveal he is standing beside Lavon Lake. We watch him walk up to the lake, take off his hat, dip it into the water, and fill it to the brim. Pan out to reveal a group of cowboys, all wearing hats, standing in a line. We follow several of them as they each dip their hats into the water. One by one, each man passes his hat — full of water — to the next — all the way to a house. The cowboy at the end of the line tosses the water onto the lawn. GRITTY MALE VOICE WITH TEXAS TWANG (LIKE TOMMY LEE JONES OR DON HENLEY): Water. It’s one of our most precious resources. And unlike the Texas spirit, it’s not limitless. Real men don’t waste water — especially here in North Texas. When you know better, you don’t use more than you need. And you don’t let the sprinklers overwater. When you know better, you water better. Learn how to save gallons at NorthTexasWaterIQ.org. ON-SCREEN TEXT: NorthTexasWaterIQ.org #WaterBetter

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

OOH — BILLBOARD

This will use regal portrait-style photography of cowboys and powerful messaging that challenges men to not waste water. It will emphasize that knowledge is power when it comes to water conservation.

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

DIGITAL: PRE-ROLL “COWBOY”

GRITTY MALE VOICE WITH TEXAS TWANG (LIKE TOMMY LEE JONES OR DON HENLEY): Water. It’s one of our most precious resources. And unlike the Texas spirit, it’s not

• limitless. Especially here in North Texas.

Water better with WaterMyYard.org — a tool that syncs real-time weather information in your ZIP code with your lawn and sprinkler system to determine how much water your lawn needs right now. Real men don’t waste water. Click here to learn how to save gallons at WaterMyYard.org ON-SCREEN TEXT: WaterMyYard.org #WaterBetter

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡ ¡ ¡

DIGITAL: BANNER ADS

We will use clips from the TV spot to create digital banner ads promoting WaterMyYard.org. Banner ads will be placed on male-oriented outlets like MSN Sports and ESPN/FOX mobile apps. All banner ads will feature a strong, clickable call to action that drives users to WaterMyYard.org.

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡ ¡ ¡

SOCIAL MEDIA

Social media posts will feature clips from the TV spot, repurposed as stills, short videos, and GIFs. Each post will include a call to action that supports the idea that when you know better, you water better. Social media posts will drive people to NorthTexasWaterIQ.org and/or WaterMyYard.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.

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡ ¡ ¡

SOCIAL MEDIA (CONT.)

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

COMMUNITY OUTREACH: INSPIRATION

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

“WILL YOU LET IT RUN?” SOCIAL EXPERIMENT PHASE 1: Set up an unattended beer keg (or alternate option) running in the parking lot of male-oriented place like Lowe’s or The Home Depot. (This will be a trick setup where “wasted beer” is collected and reused throughout the stunt.) PHASE 2: Set up an unattended water spigot in the parking lot of a male-oriented place like Lowe’s or The Home Depot. (This will be a trick setup where “wasted water” is collected and reused throughout stunt.) For each phase:

• A hidden camera will record men as they walk by (Do they ignore? Do they stop to turn off the tap/spigot?)
• Next, our branded cowboy (older, rustic, respectable) will stop men to ask why they either ignored or acted. The

interviewer will also include relevant campaign messages, statistics, etc.

• After the interview, a staffer with an iPad will pull a man aside and help sign him up for WaterMyYard.org.
• Finally, we will give participants (especially those who turned off the spigot) some sort of takeaway printable or prize.

PHASE 3: Use hidden camera footage AND filmed interviews to compile a viral video to post on social media. Our hypothesis: People will stop for the keg but not the spigot. Our mission: Use the viral video to change that behavior.

COMMUNITY OUTREACH: WILL YOU LET IT RUN?

YEAR 2 TACTICS

WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

OOH — GAS PUMP WRAP

This strategically placed tactic will play off its medium to get members of our captive male audience to think about what they know — and what they don’t. This tactic will drive traffic to WaterMyYard.org, where users can receive real time weather stats based on ZIP code, turf, and sprinkler system information to determine how much watering is needed on a day-to- day basis. [Headline] Overwatering your lawn is like pouring gas in the gutter. [CTA] Learn to water just enough at WaterMyYard.org #WaterBetter

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

OOH — STORE FRIDGE CLING

This strategically placed tactic will play off its medium to get members of our captive male audience to think about what they know — and what they don’t. This tactic will drive traffic to WaterMyYard.org, where users can receive real time weather stats based on ZIP code, turf, and sprinkler system information to determine how much watering is needed on a day-to-day basis.

CONCEPT ¡2: ¡WHEN ¡YOU ¡KNOW ¡BETTER, ¡YOU ¡WATER ¡BETTER. ¡

OOH — STORE FRIDGE CLING (CONT.)

WATER4OTTER

YEAR 1 TACTICS

WATER4OTTER ¡

WATER4OTTER ¡

OTIS AND HIS FRIENDS

WATER4OTTER ¡

NEW CHARACTER INTRODUCTION

OTIS COSTUME UPDATE Mascot for Water Conservation FARAH THE FOX Mascot for Wastewater/Reuse Education

WATER4OTTER ¡

SCHOOL OUTREACH EVOLUTION

GOAL: Engage older students, especially forth- and fifth-graders. Farah the Fox — Mascot for Wastewater/Water Re-use To increase the engagement of female students, Farah the Fox will join Otis in the Water4Otter performance as our first female character. Students will learn animal facts about Farah just as they do about Otis. These facts will emphasize her unique abilities and her habitat around Lavon Lake. Farah will introduce the concepts of water reuse and sound wastewater practices to students. We will convey this in the revised performance and in social media posts. Water IQ Game Show We plan to create a "Water IQ Game Show" that will pit three teachers against three students, quizzing them on water basics. Led by the emcee, and supported by Otis and Farah, the Game Show will be displayed on our large digital screen. The game show will replace the original "Water Spotter" segment, but it will communicate the same information about the water source and water usage, in addition to water reuse, wastewater practices, and watershed protection. The game show will better engage students because they’ll be interested in the outcome. Also, questions can be modified for shows with younger or older students — or they can adapted to reach all students.

YEAR 2 TACTICS

WATER4OTTER ¡

WATER4OTTER ¡

ANIMATED :30 WATER4OTTER SPOT

GOAL: Promote Water4Otter and the mobile app via paid media opportunities to increase awareness outside of school performances. The overarching message will focus on water conservation, reuse, and sound wastewater practices. ANIMATED VIDEO

• To extend the reach and awareness of the Water4Otter campaign, we will create

an animated spot featuring Otis, Farah, and Bob.

• We will tell the story of how Otis and his friends are keeping the water supplies

clean and trash out of the stormwater system.

• Video will be shared on YouTube and organic social media posts using NTMWD

handles.

• A broadcast media buy will target family friendly and children’s programming, such

as Cartoon Network and Saturday morning cartoons.

• The TV spot can be edited for pre-roll that can run on gaming, education, and

entertainment sites for targeted age groups.

• Awareness of Water4Otter will be extended to parents and teachers using a

targeted social media buy on Facebook. This will be based on interest, age group, location and occupation.

• The mobile app will be promoted at the end of the TV spot.

WATER4OTTER ¡

EXTENDED CAMPAIGN OUTREACH

GOAL: Extend awareness of the Water4Otter campaign beyond school performances. DALLAS ZOO ACTIVATION

• Sponsor an “Otter Cam” live feed at the zoo.
• Provide Water4Otter-branded materials for zoo display.
• Jointly push out organic social media content promoting the live feed and Water4Otter

messaging (possible boosting opportunity).

• Sponsor community access day ($1 admission days; attracts 44,000 guests).
• Include Water4Otter in targeted weekly emails from the zoo that will reach 23,000 member

households.

• Extend the reach of the Water4Otter performance by introducing Otis and his friends to the zoo’s

summer camp participants.

• Create timely and pressworthy pitches to key journalists by promoting the joint educational

partnership for Water4Otter.

THANK YOU