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Connecting with the Public Creating an Agency Brand
- 1. Connecting with the Public Creating an Agency Brand ACWA 2016 Fall Conference-Anaheim Anjanette Shadley Western Canal Water District westerncanal.com
- 2. Western Canal Water District 67,500 acres + 58,800 irrigated 100% farm-gate metered Upper Butte Basin Wildlife Area +3,000 ac 1997 Butte Creek Fish Passage - Spring-run Chinook Salmon Restored 25 miles of unimpeded streamflow Removed 4 dams 12 unscreened diversions Augmented streamflow Entire District “fish safe”
- 3. It’s Not Just About Letterhead Anymore ★ Telling YOUR story ○ LANDOWNERS * LOCALLY * REGIONALLY ○ GOOGLE ○ DROUGHT ○ PUBLIC PERCEPTION ○ PROP 218 ○ CONSISTENCY
- 4. It’s Not Just About Letterhead Anymore “It’s more important than ever to have a presence among other water agencies vs flying under the radar” “Facebook, Twitter, Instagram is the new paradigm and we have to embrace it” ~ Eric Larrabee, WCWD Vice President / ACWA Region 2 Chair “A snappy new logo is important to be remembered who we are instead of getting lost “ “Your “Brand” is your identity; it’s who you are to the world and it's probably the most important thing to get right” ~ Greg Johnson, WCWD President
- 5. Western Canal Water District ★ Impetus WCWD webcam went down Needed a new server Social Media Communications Outreach Strategy ★ Elements Fit Social Media Scale & Compatibility
- 6. Western Canal Water District ★ Original Goals Streamlining operations-Landowner access Water applications Water Management System (H20 Tech online) GIS of ownership ★ Final outcome Water Management System GIS data 1 2
- 7. Consultant Scope and Budget AMP.Build - Chad Alderson Build.com Lulus.com Apigee.com BUDGET $7000 TIMELINE SIX WEEKS
- 8. Elements of Telling Your Story ★ Agency Mission Convey service and purpose Trust and Fairness ★ Effective Symbolism Bald Eagle - USPS, Military, POTUS NOAA: White seagull, light blue (water) dark blue (sky)
- 9. Connecting with the Public ★ Traditional Fonts Serif and Sans Serif - stability and tradition vs Comic Sans - whimsical and amusing ★ Colors Sincerity - Down to Earth - Honest Excitement - Spirited - Imaginative Competence - Reliable - Intelligent
- 12. Western Canal Water District Analytics 50 % mobile Old logo was not SoMe compatible Need it to scale up / down depending on application Public Perception Messaging
- 13. OLD NEW OBSOLETE