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

November 2, 2015

Presented by EnviroMedia

FY16 PLANNING RETREAT

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

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

PAID MEDIA HIGHLIGHTS

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

37% Spot TV 11% Cable 10% Radio 4% KSCS Sponsorship 10% - Fox Sports 26% Digital/Mobile/ Social 1% Print 1% Spot Distribution

Spot TV Cable Radio Radio KSCS Sponsorship Texas Rangers Baseball - Fox Sports Digital/Mobile/Social Print Spot Distribution

PAID MEDIA % OF SPEND

OVERALL MEDIA PERFORMANCE

Media Paid Spend Added Value Total TRPs & Impressions

Spot TV $196,700 $305,036 376 Cable $57,687 $218,942 1,076 Radio $54,045 $56,785 184 Radio – KSCS Sponsorship $22,971 $4,946 2,268,500 Texas Rangers – Fox Sports $55,400 $68,124 4,213,000 Digital Display/Mobile/Online Print / Social $136,765 $2,341 20,687,194+Social Print $3,293

• 95,863

Spot Distribution $983

• GRAND TOTAL

$526,545 $656,174 1,635 TRPs / 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

"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

WATER IQ OUTREACH EVENTS

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

FY15 WATER4OTTER

30 schools in 13 member cities

2014 PILOT

• Funded in part by Texas Water

Development Board - $150,000 grant

• Model program
• Basically doubled program through grant

funding

SCHOOL OUTREACH

20 school outreach events in May

2015

WATER4OTTER.ORG

SHAREABLE GIFS

FREE MOBILE APP

MOBILE APP ANALYTICS

MOBILE APP ANALYTICS

CLINGS

OTIS AROUND TOWN

• February 2015
• 3,203 surveys completed
• Included incentive of Starbucks gift card

for teachers turning in surveys

POST-EVENT SURVEYS

960 1342 892 500 1000 1500 3rd 4th 5th Grade

STUDENTS’ GRADES

Female 50% Male 50%

GENDER

DEMOGRAPHICS OF PARTICIPANTS

Yes 78% No 22%

Since meeting Otis, have you reminded your parents to save water? 47% of students reminded their parents to save water more than one time. ¡

“I gathered them for a family meeting, and I said we should take shorter showers and turn off the water when you don’t need it.” — Fourth-grader

SUCCESS OF PROGRAM

90%

would rather give water to Otis than to their lawn.

WATER4OTTER FIRE DEPARTMENT OUTREACH

Forney Farmersville

WATER4OTTER FRISCO ROUGHRIDERS GAME

BUDGET BREAKDOWN

Account Management 8% Creative 16% Interactive, Social Media, Digital 6% Outreach/ Partnerships 12% Research 3% Media 43% Water4Otter 8% Retreat 1% Media Relations 3%

FY15 ¡Budget ¡ $1,229,500 ¡ ¡

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

EVERY consumer touchpoint matters

360˚ BRANDING EXERCISE

• ­‑David ¡Ogilvy’s ¡360° ¡branding ¡principle ¡ ¡

360˚ BRANDING EXERCISE

3 BRAND ARCHITECTURE MODELS

• 1. Branded House: A single master brand, which sits over the
• ther 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

• 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

• ff 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 .

USER EXPERIENCE

NTMWD.com

Water Usage/Cost Calculator

Member Cities

News Room

Water4 Otter.org

NorthTexas WaterIQ.org

WaterMy Yard.com

Customer Content

CONTENT HIERARCHY

CONTENT HIERARCHY

QUESTION: How do you take 4 brands/websites and make it an easier user experience for all 3 audiences?

SCALABLE VECTOR GRAPHIC

Showcasing connection between water usage at home, lake levels, and price

waterbettertx.com

MEETING THE WATER NEEDS OF A GROWING REGION

• 1. Dredging* Lakes Lavon and Chapman Intakes

• 2. Dallas Interim Contract Extension

• 3. Main Stem Pump Station Construction

• 4. Lower Bois d’Arc Creek Reservoir

• NTMWD currently meets the water needs for over 1.6 million consumers
• Through the state water planning process, it is estimated that the

• Our water supply strategies include a diversity of sources including:

Meeting the Water Needs

• f a Growing Region

• served. NTMWD has identified and is developing additional raw water supplies to meet

• 1. Dredging Lakes Lavon and Chapman Intakes

• 2. Dallas Interim Contract Extension

• 3. Main Stem Pump Station Construction

• 4. Lower Bois d’Arc Creek Reservoir

• f

• Remove accumulated silt in one raw

• Conservation Pool (water supply) is

• Access is currently limited to

• Dredging to 412’ msl will restore

• Completion in summer 2015

• Remove accumulated silt in two raw

• Conservation Pool (water supply) is

• Access is currently limited to

• Dredging to 465’ msl will restore

• Completion in late 2015

FACT SHEET

Before After

INFOGRAPHIC

SOCIAL MEDIA STRATEGY

WHY SOCIAL MEDIA?

• Implementing a smart social strategy is

crucial to 360° branding

• 82% of consumers feel more positive

about a company after reading custom content (Demand Metric, 2014)

KEEP IT CONSISTENT

• EnviroMedia recommends a single, cohesive

social media presence for NTMWD — across channels

• This means Water4Otter, NTMWD WaterIQ,

WaterMyYard, and NTMWD will roll under

– 1 Facebook page – 1 Twitter handle – 1 Instagram handle

SOCIAL MEDIA FIRST STRATEGY

Campaigns built around social media “from top down”

• Go to where the conversation already exists
• Create conversations & shareable content vs. asking

users to come to you

• Think about audience as part of social equation from

the outset – rather than an afterthought

TELL YOUR STORY

Social media & native advertising

• Tell powerful stories
• Help people connect to brand messages
• Build brand believers
• Create conservation advocates

CONTENT IS EVERYTHING

Content motivates consumers to take action

• Strategic content is essential for targeting

younger demographics

– 80% of millennials expect to be directly entertained through content marketing

WATER4OTTER

Phase 1

• Success with kids þ

Phase 2

• Expand to adult audiences, including teachers,

parents, and millennials

• Incite curiosity and guide users from

Water4Otter.org to NTMWD.com

SOCIAL MEDIA IDEAS

“SIGNIFICANT OTTERS”

Valentine’s Day campaign celebrating significant others

SOCIAL MEDIA IDEAS

• Campaign prompts users to

– Tag someone they love using the hashtag #SignificantOtter – Send a Water4Otter-themed e-card that includes water conservation messages

• Goals

– Create buzz through strategic messaging & logo placement – Complete association between #SignificantOtter and Water4Otter

SOCIAL MEDIA IDEAS

WATERMYYARD.ORG

• Challenges: Low traffic, difficult to sign up
• Suggestion: A Twitter campaign to make data

easily accessible and fun to retrieve

SOCIAL MEDIA IDEAS

“TWEET WATER FOR WATER”

• Idea: Consumers ask questions about pricing and

schedules with a single Tweet

SOCIAL MEDIA IDEAS

• Users tweet @NTMWD one of the two water emoticons
• r
• NTMWD community manager sees notification and acknowledges

user

• User asks question
• Once the question is asked, NTMWD directs the user to site for

more details

• Goals:

– Show NTMWD as active social media users – Appear more approachable to consumers

SOCIAL MEDIA IDEAS

NTMWD WATER IQ

• People love trivia and — more importantly —

they want to save money

• We recommend a social campaign that

– Challenges consumers to find their Water IQ – Prompts consumers to find out how much money they could save by conserving water

SOCIAL MEDIA IDEAS

LIVE SOCIAL VIDEO CAMPAIGN

• Film man-on-the-street interviews (e.g., during

community outreach events) using WaterIQ quiz

• Edit and post footage via YouTube
• Use humor and relatability to NTMWD.com
• Content can be reformatted for social ad buys,

TV campaigns, etc.

NATIVE ADVERTISING

• Paid content that takes the form of articles,

infographics, videos & other editorial content

• Native ads appear as natural, custom content

(like articles or stories) but are actually sponsored by a brand

PRESIDENTS DO IT

NTMWD SHOULD TOO

• Custom content leads to behavior change
• 70% of consumers say content marketing

makes them feel closer to the sponsoring company

• 60% of people are inspired to seek a product (or

change behavior) after reading content about it

EXAMPLE NATIVE AD

STRATEGIC SOCIAL CARE

• When people have questions, NTMWD should

be there to respond

• The social conversation is happening -- it’s time

to join

PUBLIC RELATIONS OPPORTUNITIES

PUBLIC RELATIONS

• Support NTMWD’s priorities: Conservation, Quality, Reliability,

Member Cities, People

• “Research for Ink:” Promote new research findings
• Enhance social media strategy

– Create content that can be used by member cities – Develop time-lapse video of water journey and distribute via social media

• Propose a tour at water treatment facility for local media on

World Water Day – March 22 (Otis appearance)

• Pitch a water series to media to educate consumers
• Share series of infographics/videos with local media,

bloggers, and via social media channels

• Pitch thought leadership opportunities to national trade

publications

PAID MEDIA OPPORTUNITIES AND IDEATION

SPONGECELL INSIGHTS

• Creative is key to increasing click-thru rates

(CTR)

• Creative should match the goals of the

campaign

– Video example (website extension, low CTR)

• Include mobile sizes of 320x50 and 300x50 so

that full breadth of mobile inventory can be utilized

CAMPAIGN OVERVIEW-GENDER

Users who engaged or clicked on the creative were slightly more likely to be male than female. ¡

CAMPAIGN OVERVIEW-KIDS

Users with children were far more likely to interact with the creative than users without children ¡

CAMPAIGN OVERVIEW-AGE

Users who interacted with the creative were far more likely to be between the ages of 35-64

CAMPAIGN OVERVIEW-INCOME

Users who interacted with the creative were far more likely to be in the $50K-$124K income bracket

CINEMA/IN-THEA CINEMA/IN-THEATER CONTENT TER CONTENT

• 62% of American adults go to the

movies every year \

(GFK, 2014 MRI Doublebase study)

• Target theaters within member

cities – data on demographics of theater attendees available

WATER4OTTER CAMPAIGN

FY16 SCHOOL YEAR OUTREACH

Fall 2015 Session – 10 Schools Spring 2016 Session – 20 Schools

NEW THIS YEAR

• Recommend 2 different presentations

– Kindergarten through third grade (early elementary)

• Emphasis on becoming a Water Spotter
• Less lecture, more interactive time
• Addition of a song and dance that mimics the

moves of water spotting

– Fourth and fifth grade (upper elementary)

• Replace “I Spy” portion with “Water Spotter Game

Show”

• Dance-off competition with Otis

PROPOSED NEW MATERIAL

• Water4Otter Activity Book (early elementary)
• Coloring exercises, matching games, Lavon Lake map
• Teacher Guide (all grade levels)
• Guide with ideas for water spotter opportunities and water

conservation activities that can be used all year along with sample morning announcements

• Water Spotter Poster (all grade levels)
• Poster where Water Spotter of the Week names are displayed
• Water Spotter T-Shirts (all grade levels)
• Each participating school will receive a supply of Water Spotter shirts to

be used as awards for the Water Spotter of the Week.

CHARACTER DEVELOPMENT

PROMOTION

• Create animated spots to be shared on YouTube
• Promote Mobile App via paid media
• pportunities to increase awareness outside of

school performance

– Social media buy on Facebook and Twitter, targeting parents and teachers

MEDIA RELATIONS

• Invite media to school events
• Propose a tour to a water

treatment plant, chaperoned by Otis (tie in with World Water Day)

• Capitalize on Otis appearances

at large, well-attended events (e.g., Plano Balloon Festival)

– Secure in-studio interviews with Otis and Denise prior to event

• Secure speaking opportunities

for Denise, accompanied by Otis

OTIS OUTREACH

• Extend the reach of Water4Otter by introducing Otis and

his friends to summer day camps

PARTNERSHIPS

• Car Wash partnership
• Build on children’s Water Spotter challenge outside of

the home, to include restaurants

– Possible partnership with Texas Restaurant Association

FY15 RESEARCH FINDINGS

QUESTIONS AND COMMENTS