FINAL CAMPAIGN BOOK

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Dear High Plains Water District,
Upon receiving the request to work alongside HPWD in creating a plan to increase
awareness of the organization and water conservation, MAACK PR was honored to work with
an organization so close and important to Lubbock, Amarillo, and 14 additional surrounding
cities.
Throughout the next bundle of pages you will read our campaign plan, all of which is
based off of extensive efforts, research, creative tactics and strategic thinking. We believe that
executing this specific campaign plan will allow HPWD to increase awareness of the
organization and water conservation, in addition to giving HPWD a positive reputation. If any
questions arrive please contact me at courtney.bier@ttu.edu, or 832-797-1468.
MAACK PR is excited to see the awareness levels of HPWD increase across all counties
within the organization and within our city of founding, Lubbock. Thank you for the opportunity
to work on a project that benefits the environment and communities involved.
With all sincerity,
Courtney Bier
MAACK PR
Account Executive, 2014
832-797-1468

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Campaign Summary 5
Situational Analysis 6
 Executive Summary 7
 Problem Statement 8
 Factors 9
o Internal 9
o External 11
 Relevant Publics 12
 S.W.O.T. Analysis 12
 Current Situation 14
 References 16
Research Findings 17
 Introduction 19
 Research Plan 20
 Methodology 21
o Populations 21
o Samples and Sampling Techniques 22
o Instruments 23
o Data Collection and Procedures 24
o Data Analysis 25
 Findings 25
o Survey 25
o Focus Group Data 28
 Interpretation 30
Campaign Plan 36
 Introduction 39
 Target Publics 39
 Campaign Plan 40
o Theme 40
o Key and Supporting Messages 41
 Goals, Objectives, Strategies and Tactics 41
o Tactics
 Implementation Timeline and Budget 53
 Contacts 55
 Conclusion 56
 References 58
Tactics 59
Appendices

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To create a successful campaign for the High Plains Water District, MAACK PR devised
a plan to increase awareness and education of water conservation in the Lubbock area by 10
percent. By targeting Lubbock residents and the Texas Tech community, we hope to reach the
majority of the Hub city. MAACK PR created goals, tactics, strategies and objectives to reach
our goal of increased awareness and education. MAACK PR created events that will bring
Lubbock residents and the Texas Tech community together, and educate them on what HPWD
does and wants to achieve in the community. We believe that by hosting events such as WED
Wednesday and Go Green x HPWD at Texas Tech, it will bring the community together while
educating participants and raising awareness of HPWD.
MAACK PR chose the campaign name Well Water, Well Being because it is important to
remind Lubbock residents and the Texas Tech community that conserving water and using
community wide efforts will create positive effects for themselves and the people after them. By
implementing goals and tactics, MAACK PR hopes to increase awareness and education to
HPWD by eight to 10 percent.

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Executive Summary
The High Plains Water District (HPWD) works with 16 counties in the Texas Panhandle
with the hope of spreading awareness about conserving water and preventing wasteful use.
According to the Topeka Capital-Journal, the Ogallala Aquifer has dropped 325 billion gallons
every year for the past four decades (cjonline.com). HPWD is determined to spread awareness of
the issue and the mission of the organization to target specific audiences.
HPWD currently has two people working for the organization who specialize in
communication roles, making it difficult for information to be sent to publics. According to
Adeline Fox’s presentation, HPWD has a marketing consultant and no public relations
professionals. HPWD has many strengths, including a large budget, and the organization does
not foresee any financial crisis in the future. With multiple connections to media outlets, the
organization has many ways that it can connect to target publics in hope of spreading its message
about water conservation and the effects that the current drought could have on residential water
supply.
With the help of community leaders, the organization has the ability to spread positive
awareness of who they are, what they do and how important it is for individuals to conserve
water. According to Adeline Fox, one of the target publics, residential, is under the impression
that HPWD sets the price for water, when in fact they do not. With water prices increasing, the
situation is not favorable for the image of the HPWD. Community leaders can use word-of-
mouth to spread positive and accurate information about HPWD.
A problem HPWD faces, is the large area that covers 16 different counties, making it
difficult to spread a positive and consistent message to all individuals. The organization works in
collaboration with other water districts instead of competing with them, allowing for

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synchronization across district messages and efforts. The opportunity to work with other water
districts will circulate more messages about water conservation.
Reinventing HPWD’s image with the public in mind will allow the community to engage
in the organization’s goals. The organization will educate publics on serious issues involving
water conservation by identifying communication targets. HPWD will help publics monitor their
daily water consumption to make water last.
Problem Statement
HPWD faces problems and weaknesses in terms of reputation, market position and
reactivity. The drought has also raised concern for HPWD and district managers are worried
about a diminishing water resource. According to the Topeka Capital-Journal, what is used to
irrigate almost 1.7 million acres of farmland within the district, is much more. According to the
Topeka-Journal, “What most people in this city don’t understand is their livelihood is connected
to agriculture,” said Darren Hudson, director of Cotton Economics Research Institute at Tech.
The biggest problem HPWD wants to address is the misinterpretation the residential public has
of the district. According to Adeline Fox, HPWD is associated with a negative connotation of
being a regulatory agency.
Potential opportunities that could affect HPWD include: the size of the water district,
quantification of information received, a two-member communication staff, and delivering
messages to different demographics. HPWD is the largest water district in Texas according to
HPWD, allowing for the organization to make a difference in water conservation and awareness
amongst a large population. A two-member communications staff allows for creative thinking
and planning without the amount of restriction that could come with working for a larger
company.

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The Ogallala Aquifer supplies water to many cities in West Texas and is barely able to
keep up with the demand. According to the Center for Geospatial Technology at Texas Tech,
four other counties have fewer than 15 years before running out of groundwater (cjonline.com).
Without increasing the level of water conservation awareness and recognition of HPWD, the
aquifer will become depleted, leaving numerous counties without a water source.
Factors
Internal Factors
The High Plains Water District was created in 1951. According to the Topeka Capital-
Journal, the Ogallala Aquifer extends 174,000 square miles beneath portions of eight states from
South Dakota to Texas in one of the most productive agricultural regions in the world
(cjonline.com). The mission of HPWD is to ensure that the community is aware of their efforts to
help protect and conserve aquifers within urban, agricultural and industrial areas.
The vision of the High Plains Water District is to increase awareness from surrounding
communities. HPWD would like surrounding communities such as Parmer and Lubbock to
understand what their purpose is when trying to communicate the benefits of water conservation.
HPWD values how much information about water conservation the community has been
exposed to. HPWD wants the community to learn their key messages from their education
program. HPWD conducts water conservation education programs and uses the WaterWise
materials to distribute plumbing fixtures among students within the district (hpwd.org).
HPWD is the “First groundwater conservation district created in Texas. The original
grounds were delineated in 1951 by the State of Board Engineers,” (hpwd.org). Many counties

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have joined HPWD over the years. “HPWD serves an area of 11,850 square miles (7,587,359)
which includes all 16 counties,” (hpwd.org).
The counties include:
 Potter
 Deaf Smith
 Randall
 Armstrong
 Parmer
 Castro
 Swisher
 Bailey
 Lamb
 Hale
 Floyd
 Cochran
 Hockley
 Lubbock
 Crosby
 Lynn
The Board of Directors’ is made up of five members who are elected by residents in each
of the director’s precincts. Directors are in charge of approving final water well permit
applications. Within their four-year terms, board members oversee district operations, programs
and activities (hpwd.org).

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HPWD is a nonprofit organization. According to Adeline Fox, all funding comes from
tax revenue. According to the HPWD media kit, HPWD is a taxing entity of Texas and the
current tax rate is $0.00810 per $100 valuation (hpwd.org). With the $3 million budget, HPWD
can collaborate with other water districts to set up events and create awareness of water
conservation (hpwd.org). According to Adeline Fox, HPWD has an estimated budget of
$100,000- $125,000.
External Factors
Much of Texas suffers from severe drought. This can cause a shortage in food and affect
the income of many farmers. As an effect of this, HPWD continues to educate individuals in
their region on how to conserve water using simple efforts such as, turning the water off sooner,
taking shorter showers and saving rain water.
One of the strengths within HPWD is that the organization works with other water
districts to help spread the word on how to conserve water, as well as how to continue to
improve the strength of their messages.
However, being one of the largest water districts in Texas brings challenges. It can
become difficult to get messages across and please all of the different demographics within the
water district. With HPWD covering such a large area, it is possible that the target message gets
miscommunicated. Having different demographics within the region of the 16 counties makes it
more difficult for HPWD to have one effective message. Messages about water conservation,
preventive measures and attempts at raising awareness of HPWD, must be tailored and relatable
to all target publics. HPWD wants to quantify the amount of information the organization can get

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across in order to educate the different demographics on the severity and importance of water
conservation.
Relevant Publics
Residential areas are the biggest target audience for this campaign. The individuals who
live within HPWD’s city boundaries have no accurate information about HPWD. These
individuals are under the impression that HPWD controls the water prices, when they do not,
according to Adeline Fox. Lubbock and Amarillo are the main areas of interest because of their
large populations in contrast to other areas in the district. By further educating Lubbock and
Amarillo residents on the importance of water conservation, HPWD will be able to see a
substantial change in water conservation. By educating the two largest populations in the water
district, Lubbock and Amarillo, HPWD can spread their message to a large amount of
individuals who have the ability to spread the message by word-of-mouth to other surrounding
cities.
S.W.O.T. Analysis
Strengths
With the strengths HPWD has, the organization will show target audiences the benefits of
conserving water. HPWD has many connections with media outlets, such as local news stations,
allowing them to shed light on the current water problem, such as drought, within the district.
According to Adeline Fox, since HPWD is paid in taxes, they do not see financial crisis in the
future. The current drought situation allows HPWD to make their message of water conservation
relatable, using the drought as an example of why target publics should save water. Many

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variations of public messages are readily prepared in case of urgent need. With a new vision for
HPWD, MAACK PR would be favorable to both the company and the target audiences because
of creative abilities and awareness of one of the target residential areas, Lubbock.
Weaknesses
HPWD works with 16 counties, making it more difficult to distribute information to the
16 counties. A communications staff of two individuals, creates difficulty for HPWD to raise
awareness of their organization, since they cover such a large area in Texas. HPWD is not
equally utilizing all of their social media outlets to the full extent. This lack of social media
growth limits the interaction, creating a strain for the company’s messages in terms of getting it
to target publics who will create a change.
Opportunities
HPWD has the opportunity to partner with other surrounding water districts. HPWD does
not view other districts as a threat because they collaborate to inform their publics about water
conservation. HPWD conducts a water conservation education program and use WaterWise kits
containing efficient plumbing fixtures. HPWD will reach out to higher-level education such as
college campuses in the area. This will create and educate a new target audience. College
campuses, like Texas Tech University, are great publics to target because of the amount of water
these universities use on a daily basis.
Threats
The main threat to HPWD is the severe drought. Sixty-nine percent of the Ogallala
Aquifer is expected to dry up within the next 50 years (National Geographic). This is a huge

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threat to HPWD because the Aquifer is the main source of water to the 16 counties within the
organization.
Current Situation
The organization must implement new strategies and tactics. An example of a current
effort to reach target audiences is going to schools and talking about the importance of water
conservation. MAACK PR believes HPWD will increase awareness levels by expanding their
target audiences and establishing relationships with students.
Audiences such as Lubbock and Amarillo residents, currently have a negative perception
of HPWD. After negative news coverage and rumors that HPWD controls water prices, publics
are not in favor of the organization according to Adeline Fox. Target audiences place blame on
high water prices with the district. Trying to reach audiences and change the behaviors of those
who are seemingly convinced, proves strenuous for a campaign that is trying to completely
change their image. HPWD will overcome these obstacles as they teach individuals in residential
and urban areas, how they can conserve water, proving themselves to be an aid to the
community. As HPWD works with community leaders in the appropriate cities, the organization
can create a positive reputation through campaigns and word-of-mouth.
Current social media outlets have been of use to the campaign, as they are an internal
communication for users as they receive positive and negative feedback that has been given
about the organization. The company’s website is useful to show how previous attempts to
spread awareness have worked or have not for the company. The website allows the campaign to
share information about what the organization is currently doing and what they have done in the
past.

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By working directly with HPWD to improve their image, MAACK PR believes they will
assist HPWD in reaching their goals as an organization. HPWD will help spread awareness and
educate target publics about current water issues with tips to easily conserve water. By looking at
the behaviors of the target audiences, Texas Tech students and Lubbock and Amarillo residents,
MAACK PR has found how to better reach publics and get the correct information across to
them.

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1. National Geographic: “Groundwater California Drought: Aquifer’s Hidden Crisis”
http://news.nationalgeographic.com/news/2014/08/140819-groundwater-california-
drought-aquifers-hidden-crisis/
2. National Geographic: “Drought Hastens Groundwater Depletion in the Texas Panhandle”
http://newswatch.nationalgeographic.com/2014/07/24/drought-hastens-groundwater-
depletion-in-the-texas-panhandle/
3. The Wichita Eagle: “High Plains Aquifer will be depleted in 50 years, K-State study
says”
http://www.kansas.com/news/article1121517.html

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Executive Summary
Through research MAACK PR hoped to find current awareness levels of our target
publics, Texas Tech students, and Amarillo and Lubbock residents. MAACK was interested in
understanding the attitudes of individuals in the residential areas of Amarillo, Texas and
Lubbock, Texas. MAACK was also interested in seeing if students at Texas Tech were aware of
HPWD, because Texas Tech uses the most water in Lubbock according to the Lubbock-
Avalanche Journal.
Surveying 150 Lubbock residents and 84 Amarillo residents, MAACK was able to see
current awareness levels between the two cities. MAACK also hosted two focus groups, one
consisting of five Lubbock residents, and one consisting of 10 Texas Tech students. Both focus
groups gave us more insight to the level of awareness that students at Texas Tech and individuals
in Lubbock have of HPWD.
MAACK PR found that residents in Lubbock have a much lower awareness level of
HPWD than those of residents in Amarillo, even though HPWD is headquartered in Lubbock.
Overall, individuals seemed to be primarily unaware of HPWD. Our research found that
residents in Amarillo had heard about HPWD through radio, internet and news. Lubbock
residents who were aware of HPWD had heard about the company through their local news
station as well.
When asked about the Ogallala Aquifer in online surveys and paper-and-pencil
questionnaire, residents in Amarillo had much higher awareness levels and were more
knowledgeable about what the aquifer does, than residents in Lubbock.
Amarillo residents were more concerned with water conservation than Lubbock residents.
Amarillo residents had higher awareness levels regarding what a well permit is than Lubbock

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residents. These findings were discovered through online surveys and paper-and-pencil
questionnaires.
An interesting finding brought to the attention of MAACK from Amarillo residents’ was
the confusion between CRMWA (Canadian River Municipal Water Authority) and HPWD.
Amarillo residents seemed to be confused on what the difference between the two were, or
thought that one was responsible for things that the other did. This was found out through our
online surveys and paper-and-pencil questionnaires.
Using our research MAACK PR interpreted our data and used it to inform a campaign
plan called, Well Water, Well Being, which is aimed at increasing awareness levels of HPWD
across target populations.
Introduction
For MAACK PR to develop a successful campaign for HPWD, we needed to rely heavily
on quantitative and qualitative research in order to further understand our target publics, Texas
Tech students and Lubbock and Amarillo residents. From Oct. 1 to Oct. 25, MAACK PR
conducted primary research. We gathered our data from the populations most affected by our
campaign, including the students of Texas Tech University, and residents of Lubbock and
Amarillo.
In order to properly and effectively reach these publics, we used a variety of research
methods, including two focus groups, and a survey that we distributed online and via paper-and-
pencil. This combination of the research methods were used to help gather the levels of
awareness for our client, HPWD. Among these populations, information was gathered about the
perceptions of HPWD across the target publics to reach the needs of our client.

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Using the data collected from our research, MAACK PR identified relevant and critical
information, for curating a campaign. This will increase our target publics awareness levels of
HPWD and will also increase public perception of HPWD by our target public. By gaining more
awareness levels of HPWD we will be able to better reach HPWD’s goals.
Research Plan
Research Goals
· The purpose of the research was to identify the levels of awareness of HPWD among the
residential sectors of Amarillo, Texas and Lubbock, Texas.
· The purpose of the research was to understand the citizens’ attitudes of the residential areas of
Amarillo, Texas and Lubbock, Texas.
· To ultimately reach HPWD’s goals of overall awareness of their organization.
Research Questions
· RQ1: Are Texas Tech students and Lubbock and Amarillo residents aware of HPWD?
· RQ2: What are the attitudes towards HPWD by Texas Tech students and Lubbock and
Amarillo residents?
· RQ3: Are Texas Tech students and Lubbock and Amarillo residents aware of a well permit and
its purpose?
· RQ4: Are Texas Tech students and Lubbock and Amarillo residents concerned about water
conservation?
· RQ5: What are the best ways to enhance awareness of HPWD among Texas Tech students and
Lubbock and Amarillo residents?

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· RQ6: What are the best ways to promote a positive perception of HPWD among Texas Tech
students and Lubbock and Amarillo residents?
Research Objectives:
· Survey 75 adult residents of Amarillo, Texas.
· Conduct a focus group with 10 students at Texas Tech.
· Conduct a focus group with 10 Lubbock residents.
· Survey 75 students at Texas Tech.
· Survey 75 adult residents of Lubbock, Texas.
Overview
MAACK PR used both quantitative and qualitative research to find out how aware
residents in Lubbock and Amarillo are of HPWD. By interpreting the results of the survey and
focus groups, MAACK PR was able to see the different ways individuals view HPWD. These
research findings allowed MAACK PR to see how HPWD needs to change opposing opinions
and how they can educate target populations on the organizations current objectives. MAACK
PR interpreted the results from our surveys and analyzed them to further our research.
Two focus groups were held on Tuesday, October 7, 2014, at 5:30 p.m. and 6:30 p.m. in
the Texas Tech University College of Media and Communication’s focus group lab. MAACK
PR found qualitative data to understand how individuals within the water district feel about
HPWD. This information gave HPWD more insight of the direction in which the campaign
needed to go.
Methodology
Population

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Total population= 234
Lubbock Residents= 150
Residents
Texas Tech Students
Amarillo Residents= 84
Sampling and Sampling Techniques:
Ten Texas Tech students and 10 Lubbock, Texas residents were selected by phone call
and email to conduct two different focus groups. This technique allowed MAACK PR to use
Texas Tech students and Lubbock residents as subjects who volunteered to participate in the
focus groups through our personal contacts.
Seventy-five students at Texas Tech University in Lubbock were recruited to take the
survey. We recruited students to take the survey through Qualtrics and we posted the survey link
on our personal social media accounts, including Facebook and Twitter. We also recruited
students in person using paper-and-pencil questionnaire. Texas Tech students were selected
because MAACK PR found it interesting that Texas Tech consumes over 387 million gallons of
water in one year, making it the top consumer of water in the Lubbock area and surrounding
populations according to the Lubbock-Avalanche Journal.
MAACK PR chose to conduct paper-and-pencil questionnaires in Amarillo because
HPWD’s boundaries and services cross into Palmer County, where Amarillo is located. Because
of this, MAACK PR felt that Amarillo was a prime area to conduct research on HPWD’s
awareness levels among those residents. Amarillo is also one of the largest cities in HPWD’s
boundaries, which makes it an important city to target.

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Paper-and-pencil questionnaires were distributed to Lubbock residents at various stores,
kiosks, and the food court of the South Plains Mall. MAACK PR chose Lubbock because HPWD
is headquartered within the city at 2930 Avenue Q, Lubbock, Texas, according to the HPWD
website.
Instruments
The survey consisted of 22 questions, which included a mix of closed and open-ended
questions. Close-ended questions included questions such as, “Are you aware of High Plains
Water District?” Participants taking the survey had the option to select a “yes” or “no” answer.
Demographic questions were included at the end of the survey to determine each participant’s
gender, age and location (Lubbock or Amarillo), allowing MAACK to determine which target
population individuals were in.
Our survey was posted online through the Qualtrics website. Qualtrics is an online survey
tool that allows people to create detailed and thorough surveys and polls. The survey featured a
variety of qualitative and quantitative questions, including Likert-type scales, semantic
differential scales, rank-order scaling and open and closed-ended questions. We included various
questions that pertained to awareness levels of HPWD, including social media presence and
awareness. The survey included questions about social media usage and the drought the South
Plains is currently experiencing, because West Texas has been in severe drought for over three
years, beginning in 2010 (stateimpact.npr.org).
Our moderator, Courtney Bier, asked open-ended questions during each focus group to
keep participants engaged in conversation. Responses from open-ended questions allowed
MAACK to receive elaborate feedback that went beyond our original questions. Questions such
as, “How did you hear about HPWD?” were asked to see the different ways individuals had

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heard of the organization. Our moderator asked questions such as, “If you use social media, what
platforms do you use?” and then eased into more in-depth questions about HPWD. This helped
the flow of the focus group and created an easy conversation.
The moderator guide was created based on the needs of HPWD with a focus on
awareness. Each question was generated by MAACK PR’s interests and concerns that we
considered from a situational analysis of HPWD and a presentation of HPWD, curated by
Adeline Fox.
Data Collection Procedures
Our recruitment process started on Oct. 7 for our survey and for our focus groups.
Account manager, Courtney Bier, was the moderator for each focus group. Pizza and drinks were
offered as incentives to each focus group participant. Our focus groups consisted of 10 Lubbock
residents at 5:30 p.m. and 10 Texas Tech students at 6:30 p.m. in the College of Media and
Communications focus group room located in the basement of the building. We chose these two
publics for the focus groups to pinpoint where HPWD can improve when it comes to awareness.
We chose Texas Tech students to participate in the focus group, because Texas Tech ranks
number one on the top water consumer list, with 387 million gallons of water being used in 2013
alone by the University, according to the Lubbock-Avalanche Journal.
The data collection period for the survey ended on Oct. 26 at 5 p.m. At that point,
MAACK PR began to compile the data into Excel spreadsheets and allow our research to tell us
where we needed to focus our collective efforts. MAACK PR then interpreted our findings from
the survey and focus groups.

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Paper-and-pencil questionnaires were distributed throughout the South Plains Mall in
Lubbock, Texas, in various stores. Questionnaires were also distributed at the Westgate Mall,
Starbucks and Cold Stone Creamery in Amarillo, Texas.
Data Analysis
MAACK PR analyzed survey results using Excel spreadsheets in which we downloaded
the information from Qualtrics, in addition to comparing answers for the different age groups
and comparing awareness between Lubbock and Amarillo. We were also looking for percentages
between categories to help us better understand trends in our data collection.
MAACK re-coded open-ended responses and created a new Excel sheet to analyze data.
We transcribed the two focus groups we conducted and analyzed trends that seemed to be
recurring responses from each focus group.
Findings
MAACK PR obtained large amounts of interesting data from the questionnaires each
participant completed. Both of our conducted focus groups gave creative responses to open-
ended questions that were not thought of before data collection.
Demographics
Gender:
Forty-two percent of people who participated in our online and paper surveys were male. Fifty-
seven percent were female.
Location:
Participants who took the survey were in the Lubbock and Amarillo areas. We wanted to make
sure that we only took data from these two cities.
Age:

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Participants were between the ages of 17-65.
What is the purpose of a well permit?
When asked what the purpose of a well permit was, 55 percent of the 234 people
surveyed were unaware of what it was and why a well permit is required. Forty-five percent were
aware of a well permit.
How concerned about water conservation are you?
When asked how concerned individuals were with water conservation on a Likert scale
from “1” being “unconcerned” and “5” being “very concerned”, 28 percent were not concerned.
Thirty-seven percent chose “4”and “5” on the Likert scale, illustrating that they were concerned.
This finding shows that more of the target audience surveyed (Lubbock and Amarillo) were more
concerned with water conservation than not concerned.
Have you heard of HPWD?
When asked if participants had heard of HPWD, out of the 234 people surveyed, 30
percent in Lubbock said they had heard of HPWD, while 70 percent had not. Out of the 84
people surveyed in Amarillo, 48 percent of Amarillo residents had heard of HPWD, while 52
percent had not. This suggests that more Amarillo residents had heard of HPWD than Lubbock
residents.
A few Amarillo residents surveyed noted in the survey that they did not know about
HPWD, but they did know about the Canadian River Municipal Water Authority, and has stated
that they did not understand the difference between the two.
What is your perception of HPWD?

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Surveyed participants were asked what their perception of HPWD was on a scale from -2
being very negative and 2 being very positive. Out of the 234 survey participants, only six people
answered with “-2” (27 percent) and the most being zero (neutral), at 77 percent.
How did you hear about HPWD?
When asked how participants had heard of HPWD, out of 234 participants, twenty-six
percent had not heard of HPWD. Sixteen percent were aware of what HPWD does. The 16
percent of Lubbock participants that were aware of HPWD became aware of HPWD through the
news and media.
Overall, more Amarillo residents were aware of HPWD than Lubbock residents. Most of
these Amarillo residents found out through news and internet.
How frequently do you use the following types of media?
The primary social media platform used by surveyed participants was Facebook at 51
percent. Out of 234 participants, nine percent said they follow HPWD on Facebook.
What is the Ogallala Aquifer?
MAACK PR found that 60 percent of Lubbock residents who were surveyed did not
know what the Ogallala Aquifer was. Forty percent of Lubbock residents knew about the
Ogallala Aquifer. In Amarillo, 46 percent of individuals did not know what the aquifer was, 54
percent were aware of it.
How concerned about water conservation are you?
Of the individuals surveyed in Lubbock about concerns towards water conservation, 40
percent were concerned and 28 percent were not concerned. The percent of participants in
Amarillo that were not concerned was 15 percent and 39 percent were concerned. Thirty-two

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percent of Lubbock residents had neutral concerns and 31 percent of Amarillo residents had
neutral level concerns.
What is your age? Are you aware of HPWD?
When analyzing data based on age groups, the age group who was most aware of HPWD
were ages 20-27 at 30 percent. Sixty-six percent of individuals between the ages of 50-57 were
aware, while 28 percent of ages 17-19 were aware. Seventy-one percent of ages 16-19 were not
aware of HPWD while 33 percent of 50-54 year olds were unaware.
Are you interested in learning more about how to conserve water?
Amongst all populations, MAACK PR found that 57 percent of individuals in Lubbock
and Amarillo said they would want to know more about how to conserve water, while 43 percent
did not want to learn how to conserve
water.
What is your gender?
MAACK PR found that 15 percent of males that participated in the survey were aware of
what HPWD is. Twenty-one percent of females were also aware. The percent of males that were
unaware was 26 percent and 35 percent of females were unaware.
Focus group data
In the Lubbock residential focus group, the moderator protocol was used and the
moderator asked questions that were from the survey MAACK PR created. The moderator asked
what participants thought HPWD could do to bring more awareness to themselves. Lubbock
residents felt that HPWD should try to get a filler spot on the radio, because it is cheap and they
are always looking for businesses to take up time. Residents thought reaching out to news

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stations to get a spot on the 5 p.m. news would be helpful in order for residents to learn easy tips
on how to conserve water.
Focus group participant, Justin, from Lubbock, Texas, said, “I feel like at 5 o’clock, they
are just begging for people to come in and talk to them about things.”
Another participant followed up on Justin’s comment. Jessica thought it would be a good
idea for HPWD to partner up with the Lubbock Home Builders Association and place signs
outside of homes that are on the market. These signs would include quick tips on how to
conserve water and would include HPWD’s logo.
When asked about media habits, there was an overall trend that MAACK found. Most
participants used their phone to check the news because it was the most convenient. Focus group
members said they use different apps on their phone for news such as CNN and Fox News.
Reasons to conserve water differed throughout the Lubbock resident focus group. Two of
the participants conserved water due to personal reasons such as, coming from a small town that
is severely in drought and having a hobby that would not be possible without a great amount of
water.
Lubbock resident, Lauren said, “I just don't want my water bill to be like a ridiculous
amount.”
Focus group members agreed that the cost of their water bill was a primary motivation
for them to conserve water.
In the focus group held with Texas Tech students, 100 percent of participants were
unaware of what HPWD was and what it stands for. Very few participants were interested in
learning more about HPWD. Students were hesitant about what the content would be if they
looked into how to conserve water.

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Twenty-one year old Texas Tech student, Zack said, “Don't force feed someone because
you are not going to break a habit like that.”
Twenty-two year old Texas Tech student, Katie brought up an idea to get more people
aware of what HPWD is.
“Creating an interactive survey to find out how much water you are using a day would be
a good way to inform people on what HPWD is,” Katie said.
When asked why students conserve water, 21-year-old Texas Tech student, Kahlie
responded saying, “It’s money. It’s all about money, we are all broke college students.”
Interpretation
What MAACK PR found through data collection is that levels of awareness of HPWD
are low in both Lubbock/Texas Tech and Amarillo, with Lubbock being less aware than
Amarillo.
MAACK PR’s findings suggest that residents of Amarillo are more exposed to HPWD
through news coverage, radio and the internet than Lubbock residents. MAACK PR found this
extremely odd as Palmer County, where Amarillo lies, is barely serviced by HPWD’s boundaries
(extreme south/southwest corner of the county). What is even more striking about these findings
is that, according to the data collected, the level of awareness of HPWD among Lubbock
residents is very low, despite HPWD being headquartered in Lubbock.
Amarillo residents are much more aware about the Ogallala Aquifer and what its purpose
is, compared to Lubbock residents. Considering that the HPWD works with the Ogallala, they
could benefit greatly from educating the public about what the aquifer is and why it is so
important to Lubbock residents and the local economy.

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Amarillo residents are much more diligent in water conservation efforts than Lubbock.
Along with that, among the Amarillo residents surveyed, more have heard about a well permit
and what it does than Lubbock residents surveyed, but only seldom few knew exactly what a
well permit does.
MAACK PR discovered through Amarillo residents about the Canadian River Municipal
Water Authority (CRMWA). Some Amarillo residents were confused about the difference
between HPWD and CRMWA. Through further research, MAACK PR found that CRMWA
actually services water all across the Texas Panhandle through the South Plains region, including
the region served by HPWD. The cities serviced by the CRMWA aqueduct include Borger,
Pampa, Amarillo, Plainview, Lubbock, Levelland, Brownfield, Slaton, Tahoka, O’Donnell, and
Lamesa. The confusion generated by Amarillo residents between HPWD and CRMWA stems
from the lack of knowledge regarding of what HPWD actually does. This confusion could be
remedied by HPWD utilizing their media coverage in Amarillo to educate the public. HPWD
focuses on underground water conservation (i.e., focusing most of their efforts on the Ogallala
Aquifer) while CRMWA focuses on distributing water to the cities it services, along with
practicing and engaging in water conservation efforts for above-ground water bodies. HPWD
and CRMWA could work together as a joint force in water conservation.
MAACK PR will utilize the major findings stated above to design a campaign around
increasing awareness among Lubbock residents and Texas Tech students. Texas Tech is the
largest consumer of water in the South Plains, according to a report in 2013 by the Lubbock
Avalanche-Journal, using over 387 million gallons of water in 2013. It is very important for
HPWD to put forth efforts to work with Texas Tech faculty, staff, and students to help bring that
number down. To put that number into perspective, it would take 2,000 years for a family of four

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to use as much water as Texas Tech does in a year (sbunet.com). The need for stronger water
conservation efforts between Tech and HPWD is critical. Along with this partnership, this would
help increase HPWD’s awareness throughout Lubbock as well.
Appropriate target publics
According to the data MAACK collected we decided to focus our campaign efforts
around the residents of Lubbock and the faculty, staff and students at Texas Tech.
We have chosen the Lubbock public because, when comparing it to the data received
from Amarillo residents, it was apparent that Lubbock residents were less aware of HPWD and
needed to be specifically targeted to raise awareness. Seventy percent of Lubbock residents were
not aware of HPWD, while 52 percent were not aware in Amarillo. This shows that 18 percent
more were aware in Amarillo, but the majority of Lubbock is still unaware.
The reason we have chosen the Texas Tech community is because they make up a large
portion of Lubbock. Texas Tech students consumes over 387 million gallons of water in one year
according to the Lubbock Avalanche Journal. We believe by educating this particular group it
will help improve water conservation and improve brand awareness for HPWD.
MAACK PR chose not to look at Amarillo because we believed that it will be better to
focus all of our efforts on Lubbock residents and the Texas Tech community. In our findings we
discovered that Lubbock was more unaware than Amarillo and that it was best to dedicate a
campaign towards creating awareness of HPWD in Lubbock.
Recommended communication channels
The channels we are choosing to utilize are television and social media, particularly
Facebook. Fifty-one percent of participants said they use Facebook more than any other social
media outlet listed on the survey, with options such as, Twitter, Instagram, Pinterest and Vine.

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MAACK PR wants to provide effective awareness levels while simultaneously reaching a
large amount of people. HPWD could offer tips on how to conserve water, education about the
Ogallala Aquifer, project their mission statement and clarify what their exact purpose is related
to water to the Lubbock target audience.
By using Facebook, MAACK will be able to bring awareness to HPWD by promoting
social media posts so they reach individuals who are not following HPWD on social media.
HPWD could also utilize their Facebook page by sharing interesting articles about how to
conserve water and information about their water district in particular. HPWD could also share
posts when local media cover them. HPWD could get their audience to engage in statuses they
post by asking trivia questions and providing incentives.
Recommended Messages and Themes
HPWD will use positive messages that create incentives to conserve water, including
facts about the drought within the areas of HPWD and how the Ogallala Aquifer is being
depleted at a rapid rate. Through this campaign, HPWD will be able to clarify their role as a
water conservation organization unlike CRMWA, who controls the servicing of water.
Recommended Strategies and Tactics
MAACK PR plans to increase awareness in Lubbock and among the Texas Tech
community by 10 percent by the end of May 2015.
MAACK will do this by spreading awareness about the organization and increasing the
positive perception of HPWD using the appropriate media channels.
Limitations

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Implementing our research findings will allow for HPWD to increase awareness in Lubbock,
Texas and the surrounding communities while improving people’s perceptions of HPWD. By
analyzing, identifying and addressing the views, attitudes and behaviors of Lubbock residents,
Amarillo residents, and the Texas Tech community, HPWD will be able to see where they stand
when it comes to their overall awareness among the South Plains. If conditions were ideal,
MAACK PR’s research would have included more Amarillo residents and would have included
smaller populations around the South Plains, such as Levelland, Texas, Slaton, Texas, Plainview,
Texas and Muleshoe, Texas. Due to time constraints, MAACK PR focused our primary research
where the majority of the target publics reside: Amarillo, Texas and Lubbock, Texas, including
Texas Tech University. In the future, MAACK PR may consider expanding its campaign plan to
include the various other populaces mentioned above.
With this approach in mind, MAACK PR will create a campaign Well Water, Well Being
campaign to increase awareness levels of HPWD amongst target populations.

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1. Poole, S. (2014, June 21). City's top water user working to conserve resource and money.
Retrieved from http://lubbockonline.com/local-news/2014-06-21/citys-top-water-users-
working-conserve-resource-and-money#.VE7PEovF9L
2. Canadian River Municipal Water Authority. Web. <http://www.crmwa.com/>.
3. "Frequently Asked Questions." Sturgeon Bay Utilities. Sturgeon Bay Utilites. Web.
4. "Everything You Need to Know about the Texas Drought." State Impact. Web.
<http://stateimpact.npr.org/texas/tag/drought/>.
5. “HPWD to hold hearing on water well regulations.” FOX 34 News.
http://www.myfoxlubbock.com/news/local/story/high-plains-underground-water-
district/zpSFwzvV3EOquRykc5Te0A.cspx
6. "Regional Water Planning Groups." High Plains Water District. Web.
www.hpwd.org/regional-planning-groups

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Executive Summary
Our campaign, Well Water, Well Being, will focus on creating awareness of High Plains
Water District among our target publics, Lubbock residents and the Texas Tech community. We
have chosen these specific target audiences because we believe narrowing our focus to one city
will benefit HPWD by creating an effective campaign for the largest city in their district. Seeing
the effectiveness of the campaign in one city will allow HPWD to expand their campaign to
other cities, making adjustments to the campaign as needed.
The campaign will focus on sharing water conservation tips and teaching individuals how
they can make water conservation a part of their everyday lives. The campaign will also share
the benefits of water conservation to the target publics, Lubbock residents and the Texas Tech
community, to teach these individuals how they can change their water usage habits without
changing themselves and their everyday lives.
HPWD wants to increase awareness of their organization and show target publics,
Lubbock residents and the Texas Tech community, that they are an organization focused on
water conservation.
MAACK PR will accomplish the goal of increasing awareness among Lubbock residents
and the Texas Tech community by increasing HPWD’s activity on social media, along with
increased engagement levels across social media outlets.
MAACK PR created two goals and five strategies to help HPWD increase awareness and
education levels.
In goal one, HPWD will work to increase awareness of their organization. HPWD will
partner with Texas Tech University, Lubbock’s top water user, and create a social media
campaign.

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HPWD will partner with Texas Tech and be a part of the University’s annual Go Green
event. HPWD will work to increase awareness levels of their organization by showing the
importance of conserving water in an innovative way that is appealing to target audiences.
The social media campaign will consist of three social media outlets: Facebook,
Instagram and YouTube. These outlets are the top three primary outlets reported by Lubbock
residents and Texas Tech students in the Qualtrics survey conducted by MAACK PR during
October 2014. Social media posts will pertain to water conservation and water usage tips, as well
as encourage follower interaction.
In goal two, HPWD will focus on spreading water conservation awareness and education.
To achieve this goal, HPWD will partner with the West Texas Home Builders Association at the
Lubbock Parade of Homes, have a weekly news segment on KLBK-TV, a water conservation
pledge, and a weekly event in April at The Science Spectrum in Lubbock.
HPWD will encourage water conservation by passing out yard signs, fridge magnets and
sponges to attendees of the Lubbock Parade of Homes in June.
HWPD will reach Lubbock residents and the Texas Tech community by sharing tips and
conservation efforts on the 5 o’clock KLBK-TV news station. HPWD will also promote the Save
the Ogallala pledge.
HPWD will host WED Wednesday at The Science Spectrum, allowing Lubbock residents
and their children to learn about water conservation and water usage in a fun, interactive way.
All of the following strategies will allow HPWD to reach their goal of bringing
awareness to their organization.

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Introduction
In order to create a successful campaign, MAACK PR has created key messages, themes,
goals, objectives, strategies and tactics to complete this campaign. Our theme we want to
communicate is the importance and benefits of conserving water. The key message is creating
awareness within our target audiences, the Texas Tech community and Lubbock residents, by
sticking closely to our established goals. We have included a timeline in which our goals will be
reached and how we will implement them. By achieving these goals, we hope to increase
awareness and water conservation education for HPWD.
Target Publics
According to the data we collected, MAACK has decided to focus our campaign efforts
around the residents of Lubbock and the Texas Tech community.
The reason we have chosen Lubbock residents is because when comparing Lubbock and
Amarillo residents, MAACK PR’s data suggests that Lubbock residents were less aware of
HPWD, in comparison to awareness levels in Amarillo. Based on these findings, MAACK chose
to specifically target Lubbock residents. According to our research, 70 percent of Lubbock
residents were not aware of HPWD. It is also important to add that since Lubbock is the “Hub”
city, people traveling from places, such as Amarillo, will likely be able to see the campaign
efforts implemented by MAACK and HPWD. By focusing our efforts in Lubbock, we can ensure
a successful campaign.
The reason we have chosen the Texas Tech community as another target public is
because the Texas Tech community makes up a large portion of Lubbock and is an important
public to focus on. According to Lubbock Avalanche-Journal, Texas Tech houses three percent

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of Lubbock’s population. Texas Tech consumed 387 million gallons of water in 2013, according
to the Lubbock Avalanche-Journal. We believe educating this target population could increase
water conservation efforts and create awareness of HPWD.
Campaign Plan
Theme:
While analyzing research findings, HPWD found that a large amount of individuals in
Lubbock are unaware of HPWD and what the organization does. The overall theme HPWD
wants to communicate to target audiences, is the importance of water conservation, strategies on
how to conserve water, and the benefits of conserving water. The main idea to be communicated
is to implement water conservation into everyday life without changing routine behaviors.
The name Well Water, Well Being, comes from the benefits of owning a water well, as
well as to bring awareness to the conservation of the Ogallala Aquifer and to bring to light
HPWD’s mission of conserving the Ogallala and securing a water future for the South Plains.
Well water is generally inexpensive to set up and maintain. It does not cost a monthly fee to use,
is not treated with harsh chemicals, cuts down on pollution due to small scale filtration instead of
the large scale filtration a municipal city water treatment uses, and depending on where the well
is drilled, tastes better too (livestrong.com); this all contributes to the well being of people. Due
to the fact that wells in the South Plains are drilled into the Ogallala Aquifer, the campaign name
Well Water, Well Being, also aims to bring awareness to HPWD’s mission of conserving water
and ultimately reducing the rapid depletion of the Ogallala Aquifer.

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Key and Supporting Messages:
The Well Water, Well Being campaign includes key and supporting messages for each of
the target audiences: the Texas Tech community and Lubbock residents. Each message will
communicate what MAACK PR wants target publics to know about HPWD. Messages will
communicate what HPWD does in the community and educate the Texas Tech community and
Lubbock residents on how to conserve water.
In order to create awareness about HPWD and water conservation, the message to the
Texas Tech community would be that Texas Tech University is the top water consumer in
Lubbock in 2013.
 Texas Tech used 387 million gallons of water in 2013.
 HPWD is willing to talk to the Tech community about water conservation and the
organization’s potential presence in the community.
 HPWD wants to create awareness of the organization and obtain a positive, accurate
image in the community.
 HPWD does not control water prices.
 HPWD is not connected to Lubbock Power & Light.
Goal, Objectives, Strategies & Tactics- plus evaluation and stewardship
Goal 1
 To increase levels of HPWD’s awareness.
Objectives

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1. To increase HPWD’s awareness in Lubbock by 10 percent among the Texas Tech
community and Lubbock residents within six months.
2. To increase HPWD’s social media presence and engagement among Lubbock by seven
percent within two months. By increasing followers, HPWD can further engage, educate,
and inform people about HPWD and water conservation. When HPWD’s followers
engage in conversation with the organization online, it connects other social media users,
potentially increasing interaction on their page/account.
a. Twenty-three to 32 more likes on Facebook.
b. Seventeen to 24 more followers on Twitter.
Strategy 1
Increase awareness of HPWD to the Texas Tech community. HPWD can position itself
as an organization concerned about water conservation by partnering with Texas Tech and the
Science Spectrum. Our research showed that Texas Tech University is the largest water user in
Lubbock, according to the Lubbock Avalanche-Journal. Therefore, we believe it is important to
call on Texas Tech to get involved as an ambassador of HPWD. We believe that partnering with
the Science Spectrum will allow the children of Lubbock residents to see the science behind
conserving water in a way that is entertaining, educational and beneficial for both children and
parents.
Tactics
1. Go Green x HPWD at Texas Tech
 This will be an initiative by Texas Tech University Student Housing to promote
awareness levels of HPWD. In our research, MAACK PR found that Texas Tech uses
over 387 gallons of water a year across campus, as reported in 2013. This number

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makes the University the top consumer of water in Lubbock according to the
Lubbock-Avalanche Journal. By adding HPWD into Texas Tech’s annual Go Green
campaign, Texas Tech can help the Texas Tech community more aware of how they
can conserve water on campus and what HPWD does for the community. MAACK
PR found that 72 percent of individuals ages 17-19 were unaware of HPWD, and 70
percent of individuals 20-27 were unaware. Go Green x HPWD at Texas Tech will be
tailored to the Texas Tech community who are unaware of HPWD. Using incentives,
HPWD hopes to raise awareness levels of their organization to individuals who are
unaware of what the organization does for the community. Partnering with Go Green
will increase awareness levels of HPWD to students, faculty and the Lubbock
community.
 Go Green is a philanthropic event held every year beginning on April 6 by Texas Tech
University Student Housing to promote saving the environment through conservation of
resources. HPWD will partner with University Student Housing for the event to help
spread their message of water conservation to the students and faculty of Texas Tech,
while raising awareness of the organization.
 Custom-made t-shirts and stickers printed with the campaign name, Well Water, Well
Being, and HPWD logo, will be distributed to attendees during the duration of the event.
Doing this will spread awareness for the event and HPWD.
 A raffle will be conducted with all proceeds going to conservation awareness efforts.
Prizes will consist of gift cards to Starbucks and a grand prize of an Xbox One video
game system.
o Tickets will be $10 for attendees

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2. Stewardship. By implementing this strategy into the campaign plan, HPWD increases the
opportunity of establishing future relationships with Texas Tech. Go Green x HPWD will
increase awareness of HPWD among the Texas Tech community. Incentives given to the
Texas Tech community members will create a positive relationship between the Tech
community and the organization.
2. Evaluation. Go Green x HPWD event at Texas Tech will be monitored six months after
the event. MAACK feels like this gives HPWD enough time to see if the campaign plan
is working effectively. This will evaluate if the Texas Tech community is more aware of
HPWD than they were when MAACK PR surveyed them in October 2014. An adapted
version of the original survey will be used to evaluate the awareness levels of Lubbock
residents and Texas Tech community.
Strategy 2
MAACK will create an online presence for HPWD using a campaign. MAACK PR
surveyed individuals and asked how frequently they use certain types of media. Of respondents,
51 percent said they used Facebook as their primary social media outlet. The top three social
media outlets used by individuals surveyed by MAACK in October 2014 were Facebook,
Instagram and YouTube. Facebook, Instagram and YouTube will be the three social media
outlets used in our campaign since they were ranked the highest on usage from individuals in our
questionnaire.
Using social media to promote HPWD will help reach our target audience in a way that is
appealing to them. HPWD can further engage, educate, and inform the Texas Tech community
and Lubbock residents, about HPWD and water conservation. When HPWD engages in
conversation with current followers, it influences other social media users to follow the

45
organization’s social media accounts. By creating a larger following for HPWD’s social media
account, it will help them spread awareness of their organization.
Tactics
1. Instagram Contest
 The contest will run from March 29, 2015, to April 6, 2015, and will encourage
participants to create innovative and unique ways of conserving water. Participants
will create a video, 15 seconds or less, using an Instagram video clip, or an Instagram
picture (regular picture or collage).
o Entries must have a caption containing the hashtags #WellWaterWellBeing
and #HPWD.
o Winners will be chosen and announced on April 8 by Adeline Fox. The first
place winner will receive a $100 gift card to Amazon.com, second and third
place winners will receive a $50 gift card to Pure Water Ice and Tea
Company.
o HPWD will ask Amazon.com and Pure Water Ice and Tea Company for gift
card donations.
2. Facebook Page
 Post water conservation tips
o Ask interactive questions that allow for audience responses.
 Use incentives such as giveaways to encourage Lubbock residents and the Texas
Tech community to like the HPWD Facebook page by promoting it with pictures on
the HPWD Facebook.

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o One Facebook account, drawn at random, will win a $50 Visa gift card. The
winner will be selected and announced on April 1st, 2015 by Adeline Fox.
3. YouTube Page
 Post videos about water conservation tips
o Make videos with quick water conservation tips demonstrating ways to
conserve water. These videos will be produced and written by MAACK PR.
o Kliff Kingsbury will be our spokesman for the YouTube video “Kliff
Kingsbury Conserves Water Too.”
 Interview Lubbock residents and the Texas Tech community on ways that they
conserve water.
o Interview around the Lubbock area to see how Texas Tech community and
residents are conserving in innovative ways
o Reach out to Kliff Kingsbury to ask him to be featured in a video supporting
HPWD.
 Informational videos on what HPWD does
o Behind the scenes look at the average day at the HPWD headquarters, so that
Lubbock residents and the Tech community can better understand what they
are committed to doing at the organization.
 Instagram Account
o Post pictures and videos with tips on how to conserve water, educational video
clips, and fun facts about water in West Texas.

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 All posts must have the hashtag #HPWD in the caption and posts related
to the Well Water, Well Being campaign will have the hashtag
#WellWaterWellBeing in the caption.
 Stewardship. In order for the social media campaign to be effective, it is important that
HPWD updates all social media accounts regularly. It is important that HPWD creates
unique and interesting content that is appealing to target audiences, Lubbock residences
and the Texas Tech community. Maintaining a relationship with followers on social
media is important because it creates more opportunities to engage with each audience.
 Evaluation. HPWD will analyze the effectiveness of the social media campaign by
looking at Google Analytics to see which social media accounts are gaining the most
amount of followers and what type of posts are reaching a greater amount of people.
Goal 2
 To increase education about water conservation and encourage water conservation efforts
among the residents of Lubbock and Texas Tech University.
Objectives
o 1. To increase education about water conservation among Lubbock residents and Texas
Tech community by 10 percent within six months.
Strategy 1
Increase water conservation efforts while promoting the presence of HPWD to Lubbock
residents by working with the West Texas Home Builders Association and new home builders.
In our focus group comprised of Lubbock residents, one resident suggested that HPWD work
with the West Texas Home Builders Association to reach a different audience. Jessica, from
Lubbock, said, “West Texas Home Builders Association they do the Parade of Homes and home

48
builders shows and things like that. It would be the perfect place to go ahead and ask
homebuilders, like, can we put a cute little sign that says how to conserve water?” HWPD will
create promotional items that homeowners can place inside and outside of their homes as a
constant reminder to save water. Items will be distributed at the Lubbock Parade of Homes in
June 2015.
Tactics
1. Yard Signs. HPWD will encourage homeowners to place signs that are similar to that of
home alarm system signs in their front yards.
 Signs will have the slogan of our campaign, “Well Water, Well Being.”
 Signs will have a catchy phrase “Water you doing? Don’t waste water.”
2. Fridge Magnets. HPWD will encourage homeowners to place magnets on their fridge as
a reminder to save water.
 Magnets will have the slogan of our campaign, “Well Water, Well Being.”
 Magnets will have the phrase “The water is running out, don’t put yourself in a position
to pout.”
3. Custom Sponges. HPWD will distribute sponges to all attendees of the Lubbock Parade
of Homes as a constant reminder to save water while cleaning.
 Sponges will be the colors of HPWD, light blue and dark blue.
 Sponges will be labeled on both sides:
o One side will be printed with the HPWD logo and our campaign slogan, Well
Water, Well Being

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o The opposite side of sponges will say “Having no water would stink. If you aren’t
using the water, turn off your sink.”
4. Stewardship. It is important for HPWD to have a presence at the Lubbock Parade of
Homes and to connect with homebuilders as well as homeowners. Doing so will allow HPWD to
personally reach Lubbock residents and help increase the awareness of HPWD.
5. Evaluation. HPWD will measure the effectiveness of promotional items by obtaining
measurable data of awareness levels among individuals who attended the Lubbock Parade of
Homes, and awareness levels of individuals who did not attend. HPWD will make an Excel
spreadsheet of all residents who attended the Lubbock Parade of Homes and who received
promotional items.
Strategy 2
HPWD will educate Lubbock residents about water conservation by appearing on local
news channels and encouraging residents to join the Save the Ogallala Pledge. In our focus
group of Lubbock residents, Justin, said, “The 5 o’clock they are just begging for people to come
in and talk to them about things.” He continued, “They would more than likely do it for free.”
HPWD appearing on the 5 o’clock news would be a potentially cheap way for the organization to
raise awareness of the district while also reaching a large target audience; Lubbock residents.
Tactics
1. Water Conservation Tips. HPWD will do a segment on the KLBK-TV 5 o’clock news
about water conservation and current statistics.
 Water conservation tips will be attainable to what is happening in the current weather
forecast.
o Change tips as seasons change

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o Highlight different objectives to conserve water that can be done in different
seasons
 Summer- Turn off sprinklers
 Spring- Save rain water
 Fall- Educate your household with helpful water saving tips
 Take quick showers
 Turn the water off when you brush your teeth
 Do not let the water run when doing dishes
 Winter- Check for leaks so that runoff water can be saved instead of
leaking into your home.
o Adeline Fox will also make an appearance on the Trends and Friends
television program at 5 p.m. on KLBK-TV in order to educate the public on
what HPWD does, along with water conservation tips.
 Save the Ogallala Pledge. With the Ogallala Aquifer depleting at a rapid rate, it is up
to the community to unite and reduce their water usage in order to help prevent the
Ogallala from drying up. The Save the Ogallala Pledge will give community
members an opportunity to commit to saving water, while urging others to do the
same. The pledge will be on a landing page on HPWD’s website. After virtually
signing the pledge, participants will have the opportunity to share that they took the
pledge on their personal social media accounts, along with a link, encouraging their
peers to do the same.
1. After signing the pledge, a printable page will appear with tips on how to stay
committed to the pledge.

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2. Stewardship. It is important for HPWD to have a strong and positive presence within the
Lubbock community. It is HPWD’s responsibility to share their knowledge on water
conservation in the Lubbock area and address Lubbock’s water concerns. Doing so will
allow HPWD to reach Lubbock residents, and the population will have a positive perception
of HPWD. The organization will have the ability to change their image from one who
controls water prices, according to Adeline Fox, to one who helps target audiences save
water and lower their water bill.
3. Evaluation. HPWD will evaluate the effectiveness of the 5 o’clock segments by encouraging
viewers to go to their Facebook pages and write reviews about the segments. KLBK-TV news
station will remind viewers to review the segments at the end of the newscast as well.
Strategy 3
HPWD will increase water conservation education efforts to Lubbock residents by
hosting an event at The Science Spectrum. Hosting the event, WED Wednesday, will allow
HPWD to educate families about water conservation. By making WED Wednesday a child
friendly event, families can work together to make educational water conservation decisions.
Habits start at a young age. By targeting Lubbock residents and their children, HPWD will teach
children good water conservation habits that they can use their whole lives.
While conducting research, MAACK PR found that 70 percent of Lubbock residents
were unaware of HPWD. Hosting an event at The Science Spectrum will allow Lubbock
residents to gain knowledge of HPWD while being in a kid-friendly atmosphere. This will allow
the children of Lubbock residents to become aware of the organization and water conservation as
well.

52
Tactics
1. WED Wednesday
 The education Day at The Science Spectrum, is an interactive all-day event that gives
children a chance to learn at an early age about water conservation, while providing
their parents tips on how to conserve water and what well permitting is. WED
Wednesday will be on every Wednesday in the month of April. This will allow the
children of Lubbock residents to become aware of the organization and water
conservation as well.
 Five to 10 interactive booths will be set up at the Science Spectrum for children and
adults. The booths will provide visual aids showing how water conservation works,
booths will inform Lubbock residents and children about the importance of the
Ogallala Aquifer.
 A seminar will be held to inform parents about how to properly conserve water at the
beginning, middle and of each WED Wednesday for a duration of about 30 minutes.
This will take place while children are interacting with the booths. Volunteers will be
at the booths with the children.
 Free candy, refreshments and mini bubble bottles will be available for the
participants.
2. Stewardship. When HPWD hosts events at The Science Spectrum, the Lubbock residents
and their children will be actively engaging in activities they can take home and share with
their family. This will increase the opportunity of using word-of-mouth to spread
awareness of HPWD. The event will give children and their families something to look
forward to every week for the month of April. The activities that kids will participate in

53
will motivate them to keep coming back, which will form a relationship between
individuals. This relationship is important to maintain because it could attract more
individuals to come to WED Wednesday.
3. Evaluation. HPWD will be able to see how successful WED Wednesday was by keeping
track of how many individuals came to the event.
Implementation Timeline and Budget
Timeline
March 25: Appearance on Trends and Friends at KLBK-TV
March 29: Beginning of social media campaign and Instagram contest
March 29: Start boosts for the HPWD Facebook page
April 1: WED Wednesday at The Science Spectrum every Wednesday for the month of April
 April 8, 15, 22, and 29
April 1: Facebook account winner will be announced
April 6: Beginning of Go Green x HPWD at Texas Tech
April 6: Instagram contest ends
April 29: Social media campaign for Facebook boost ends
April 30: End of Go Green x HPWD at Texas Tech
May 1: Release YouTube clip featuring Kliff Kingsbury
May 7, 14, 21: Recurring YouTube clips including, Kliff Kingsbury clip and informative short
videos.
June 13: Advertise and distribute incentives at Lubbock Parade of Homes
Budget Overview
Goal One
Go Green x HPWD $4,254.50
 T-shirts (150) $3,442.50

54
 Stickers $100
 Candy $40
 Ticket roll (2 rolls) $22
 Prizes (Starbucks gift cards, Xbox)
o Xbox One $400
o Starbucks gift cards (5 x $50) $250
Social Media Campaign $687.40
 Boosts for posts (3 posts a week for one month at $5.40) $437.40
 Gift cards (Visa, Amazon.com, Pure Ice Water and Tea Company)
$250
Goal Two
Lubbock Parade of Homes $890.00
 Yard Signs $300
 Fridge Magnets $210
 Sponges $380
WED Wednesday at The Science Spectrum
 For five Wednesdays in April $523.50
 Food and Drinks $349.80
 Bottles of Mini Bubbles $124.75
 Candy $48.95
 TOTAL $6,355.40
 In-depth Budget. With the potential budget $6,355.40, MAACK PR has gathered an
itemized budget for each tactic. HPWD can choose what option best fits their campaign
needs.
Additional fees to offset cost
 Admission fee to Go Green x HPWD ( Admission =$10 X approximately 500 attendees)
$5,000.00
 10% of proceeds fee go to HPWD (10% X $5,000.00 approximate
income)
$500.00
Goal One
Go Green x HPWD. Total cost of Go Green x HPWD will depend on what Texas Tech
University Student Housing chooses.
 T-shirts. From Texas Tech Federal Credit Union. Donated. 150 t-shirts at $22.95 from
California T’s at $3,442.50.
 Stickers. Custom made stickers from Zazzle.com. Twenty-three inch stickers at $5.00 per
six sheet. Total-$100
 Candy. From Walmart. Four three pound packages of Willy Wonka Mix Ups candy at
$9.79.
 Ticket roll. From Staples.com. Each roll will be $9.99. Need two for the raffle. $22
 Prizes (Starbucks gift cards, Xbox). From Starbucks. Two gift cards at $50 each. One
Xbox at $400.
Social Media Campaign.

55
Boosts for posts. From Facebook.com. A five dollar lifetime budget for ads will stay at this rate,
regardless of the ad views. It will be five dollars a day per post. With tax, .40 cents. Total at
$5.40.
Instagram posts. From Pure Ice Water and Tea Company. Second and third place winners
receive $50 gift cards. First place winner receives $100 gift card to Home Depot.
Goal Two
Lubbock Parade of Homes. Total cost of items to be present at Lubbock Parade of Homes will
depend on what is best for HPWD.
 Yard signs. From Yardsignwholesale.com. Two color package 18 at $300. A hundred
12’x 18’signs. Free shipping and free stakes.
 Magnets. From Magnets.com. $0.78 x 150 (2.25in) custom circle magnets at $195, plus
shipping and handling at $15. Total at $210.00.
 Sponges. From Branders.com. 300 water drop cellulose sponges x $1.10 at $330, plus the
set-up fee at $50. $0.00 for shipping and handling. Total at $380.00.
WED Wednesday at The Science Spectrum. Total cost of Wed Wednesday at The Science
Spectrum will depend on what HPWD chooses. If all options are chosen, the total cost could be:
 Food and drinks. These items will be from Walmart. Four cases of water at $6.90. Total
at $27.96. Four packages of Frito Lay chip packs at $10.80. Total at $43.20. For five
Wednesdays in April, total is $349.80.
 Bottles of Bubbles. Mini bubbles from Party City in Lubbock, Texas with five, 12 pack
bubbles at $4.99. Total at $124.75.
 Candy. From Walmart. Four three pound packages of Willy Wonka Mix Ups candy at
$9.79.
Additional fees to offset cost. 10% of admission fees to Go Green will go to HPWD at $500.00.
Estimated attendance to Go Green will be 500 participants. Total at $5,000.00.
Contacts:
Science Spectrum
2579 S Loop 289 #250
Lubbock, TX 79423
806- 745-2525
Home Builders Association
3410 74th St.
Lubbock, TX 79423
806-799-2631
Texas Tech University Student Housing
3205 18th St.
Lubbock, Texas 79401
806-742-2661
Texas Tech Federal Credit Union
1802 Texas Tech Pkwy

56
Lubbock, Texas 79409
806-742-3606
Zazzle.com
408-983-2800
KLBK-News Director, Russ Poteet
7403 University Avenue
Lubbock, TX 79423
806-745-2345
Branders.com- Florida
9320 NW 13th Street, #11
Miami, FL 33172
1-877-272-6337
Yardsignwholesale.com - Florida
1813 E. Colonial
Orlando, FL 32803
1-407-894-0090
Facebook.com
Help Team
California T’s
1611 University Ave.
Lubbock, TX 79401
806-763-1071
Amazon.com
Conclusion
HPWD has a low level of awareness among Lubbock residents and the Texas Tech
community. After conducting primary research with these target populations, results suggest 70
percent of the Lubbock respondents are unaware of HPWD. Texas Tech University uses the most
amount of water in Lubbock.
These research findings indicate that it is crucial that the Texas Tech community and
Lubbock residents learn how to conserve water. HPWD will host campus events, as well as team

57
up with groups on campus to show the Texas Tech community how they can conserve water,
what the benefits of saving water are, and why it is important. Partnering up with the university
will help increase the universities awareness as a whole. HPWD will host appealing events to the
Lubbock community by partnering with well known businesses in the Lubbock community such
as The Science Spectrum, the Lubbock Parade of Homes and Texas Tech.

58
1. 2015 Lubbock Parade of Homes. Web.
<http://www.lubbockparadeofhomes.com/wthba/>.
2. Sustainability @ University Student Housing. Texas Tech University. Web.
<http://housing.ttu.edu/gogreen/>.
3. "Texas Tech University." College Factual. Web.
<http://www.collegefactual.com/colleges/texas-tech-university/academic-life/faculty-
composition/#>.
4. Lubbock Avalanche-Journal: City's top water users working to conserve resource and
money
http://lubbockonline.com/local-news/2014-06-21/citys-top-water-users-working-
conserve-resource-and-money#.VGP36ajnaUk
5. “What Are the Benefits of Well Water?” Livestrong. Web.
http://www.livestrong.com/article/121718-benefits-well-water/

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YouTube Script
Kliff Kingsbury: (In the shower. You can see his chest. Looks at
the camera and turns off water) “Oh hello, I did not see you
there. How embarrassing. I am Kliff Kingsbury. Many people ask
me how I get my luscious locks. My secret is I lather, rinse,
but I DO NOT repeat,” (Shh’s the camera). “I keep my showers
short to conserve water.” (Winks at camera) “I also turn off the
faucet when brushing my teeth.” (Shows his white, sparkling
teeth) (Cuts to his yard) “Instead of over using the sprinkler
system, I use the tears from the other teams to water my lawn.”
(Yard looks really long and green) “Looks like it is time to mow
again. Haha.” (Sarcastically chuckles) “Do your part, save
water.”

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Yard Sign
Custom Sponges
Fridge Magnets

66
Appendix A
Survey for High Plains Water District
We are Texas Tech students creating a public relations campaign for High Plains Underground
Water Conservation District No. We appreciate your time completing this survey. If you have
any questions, contact our instructor at matthew.vandyke@ttu.edu.
1. How frequently do you use the following types of media? (Check one box per medium).
2. Which of these media platforms do you use to stay informed or learn about water/drought
issues? (Check all that apply).
_____Television
_____Internet
_____Mobile phones
_____Tablets

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_____Newspapers
_____Magazines
_____Direct mail
_____Social media
_____Other: _______________________________________________
3. If you use social media, what platforms do you use? (Rank from social media used the most
(1) to least used (9). If you do not use one of the listed platforms listed below, please put N/A)
_____Facebook
_____Twitter
_____Instagram
_____Vine
_____Pinterest
_____Snapchat
_____YouTube
_____Blogs
_____Other: _______________________________________________
4. What are your primary reasons for using the following social media platforms?
Facebook _______________________________________
Twitter _______________________________________
Instagram_______________________________________
Vine _______________________________________

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Pinterest _______________________________________
Snapchat _______________________________________
YouTube _______________________________________
Blogs _______________________________________
Other (___________): _______________________________________________
5. In what ways do you normally use water on a daily basis?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
___________________________________________________
6. Are you aware of water/drought risks in your community? (Please circle a number).
Not Very Aware 1 2 3 4 5 Very Aware
7. How concerned about water conservation are you? (Please circle a number).
Not Very Concerned 1 2 3 4 5 Very Concerned
8. Are you interested in learning more about how to conserve water?
a. Yes
b. No
9. Is the source of your household water shared among other communities?

69
a. Yes
b. No
c. I don’t know
10. What is the Ogallala Aquifer?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
________
11. What is the purpose of a well permit?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
________
12. Are you aware of where your wastewater goes?
a. Yes
b. No
c. I don’t know
13. Is your community currently in a drought?
a. Yes
b. No
c. I don’t know

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14. Does information regarding drought in your community affect your water usage habits?
a. Yes
b. No
15. Have you heard of the High Plains Water District (HPWD)?
a. Yes
b. No
16. How did you hear about High Plains Water District?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
________
17. What is your perception of HPWD? (Please circle a number).
Negative -2 -1 0 1 2 Positive
18. Do you follow HPWD on your various media platforms? (Check all that apply).
_____Blog
_____Twitter
_____Facebook
_____Newsletter
_____YouTube Channel

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19. HPWD offers water conservation tools, devices, and educational materials (e.g., rain
collection buckets; high-efficiency plumbing fixtures). Would you consider using any of these
tools, devices or services? (Please circle a number).
Not at all 1 2 3 4 5 Certainly
20. What is your age? _______ years old
21. Where do you live? (Circle one)
Lubbock
Amarillo
Other:______________
22. What is your gender? (Circle one) Male Female

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Appendix B
MAACK PR - Focus Group Protocol
Location: Media & Communication Research Center, Basement of the Media &
Communications Building
Time and Location: TBA
Number of Participants: 10
Pre-Focus Group:
 Participants will be allowed to socialize and obtain provided food and drinks, if they so
desire.
Welcome:
 Courtney, our moderator, will gather the participants together and begin conducting the
focus group.
Introduction:
 Our moderator will introduce herself, along with the assistant moderators.
 Our moderator or assistant moderator will then hand information sheets guaranteeing
participant confidentiality.
Purpose of the focus group:
 Our moderator will introduce and discuss the purpose of this focus group, which is to
generate qualitative data on awareness levels of High Plains Water District among the
chosen target publics.
Ground rules:
 Our moderator will discuss the ground rules for the focus group.
o Confidentiality clause

73
 “All topics and responses discussed in this focus group will remain
confidential and will be used only for research and data analysis purposes
for our class project.”
o Participation
 “Participation is voluntary and you hold the right to discontinue
participation at any time.”
 “You also have the right to not answer and questions you don’t feel
comfortable answering.”
 “The focus group will last no longer than one hour.”
o Tape recording
 “This focus group will be recorded via voice recorder because we don’t
want to miss any of your comments. Is this ok with everyone? The
recordings will be kept confidential and will be transcribed for data
analysis purposes.”
o Note taking
 “Along with recording this focus group with a voice recorder, notes will
be taken as well to insure accuracy.”
Transition: Ok, let’s get started. [Turn on tape recorder]. First, let’s go around the room and
everyone tell me your first name and age please.
[After everyone introduces themselves].. It’s nice to meet everyone. Now let’s talk about your
media use habits.
Questions:

74
 What types of media platforms do you use most frequently? (Examples: television,
internet, mobile phones, tablets, newspapers, etc.).
o Why do you use these platforms?
 If you use social media, what platforms do you use?
o Why?
Transition: Great, now that we’ve discussed your media preferences, let’s talk about water use
behaviors.
 In what ways do you normally use water on a daily basis?
o How much water do you use?
o How much water does your family use?
o Do you think you use more than the average amount of water? (The average
American family uses 400 gallons of water per day).
 Do you care about conserving water?
o If not, why do you not care about conserving water?
o If yes, what is the motivation behind you caring to conserve water?
o What would motivate you to conserve water?
o What would motivate you to educate others to conserve water?
 Do you try to stay informed or learn about water/drought issues?

75
o Why?
o How?
 What is the Ogallala Aquifer?
o How does it impact your community?
Transition: Thank you. Now I want to ask some questions regarding High Plains Water District.
 Are you aware of High Plains Water District?
o What do they do?
o How did you hear about them?
 What are your personal attitudes toward HPWD?
o Why?
 Do you think people are aware of HPWD?
 Why would people have a negative perception of HPWD?
 Why would people have a positive perception of HPWD?
 What do you think HPWD can do to bring more awareness to themselves?
 What do you think is the best way to reach residents in your community and educate
them about HPWD?
 If you are on social media, are you aware that HPWD is on social media?
o If yes, what do you think of their social media presence?
o If no, would you consider liking their Facebook page or following them on
Twitter?
 If no, why would you not follow their Twitter or like their Facebook page?

76
[Tell participants that focus group has been conducted on behalf of a class project for High
Plains Water District. Tell them about the organization and what it does]. Thank you so much
for taking the time out of your day to help us with our campaigns project. We appreciate your
answers and they will be used to help us complete our campaign for HPWD.
Appendix C
Focus Group
STUDENTS
Courtney: We are going to go ahead and start if that is okay with everyone. The purpose of this
focus group is to receive qualitative data and awareness of the High Plains Water District among
the chosen publics- ya’ll being Texas Tech students. So if y’all can just look over your
information sheet I am going to go over a couple things with y’all, the first being the
confidentiality clause. All topics and responses discussed in the focus group will remain
confidential and will only be used for research and data purposes for our class project.
Participation is voluntary and you will have the right to discontinue participation at any time.
You also have the right to not answer any questions you do not feel comfortable answering. The
focus group won’t last longer than an hour. The last one took 20 minutes so it will probably be a
lot shorter than that.
Focus group will be recorded via voice recorder because we do not want to miss any of your
comments. Is that okay with everyone? (Everyone shakes head yes or says yes) Recordings will
be confidential and will be transcribed for data purposes and then destroyed. As long as
recording with voice recorder, notes will be taken for accuracy.
Okay lets get started. First lets go around the room and tell everyone your name and

77
age please. I’m Courtney and I’m 22.
Mary: I’m Mary, I’m 22.
Bryon: Bryon, I’m 21.
Jacob: I’m Jacob, I’m 21.
Zack: I’m Zack, I’m 21.
Ashleigh: I’m Ashley, I’m 22.
Melissa: Melissa, I’m 22.
Katelyn: I’m Katelyn and I’m only 20.
Katie: I’m Katie and I’m 21.
Juan: I’m Juan. I’m 23.
Courtney: Okay, thank ya’ll it is very nice to meet everyone. First we are going to talk about
your media use habits. So we are going to start with Bryon and then we will go around the table.
What types of media platforms do you use most frequently examples being internet mobile
phones tablets and etc. and why do you use these platforms?
Bryon: Um, I use my phone because it is easy to use and always in my pocket.
Bryan: Pretty much just Instagram because I like that its something instead of just people saying
stuff. Because I don’t really like to hear what people like to say a lot. Like Twitter is annoying to
me because there’s no filter. But you have to actually see something to take a picture of it and
post it on Instagram. I can’t imagine I use 100, I use water when I brush my teeth and take a
shower. I shower twice a day but I can’t see how that could be 100 gallons.
Jacob: I use the Internet obviously. I use my phone to get newspaper outlets. I guess TV yeah
sometimes but that’s about it. I use Instagram mostly, Tumblr for blogging and news, Facebook
to talk to my European friends. But twitters not really my thing.

78
Zack: I use TV mostly for Sports center. I use my phone because it’s easy to get your
information from there and then Internet to get information from there as well. Yeah, so heavy
Twitter user. Facebook to keep up with people I met study abroad and family. A little bit of
Tumblr and a little bit of wordpress.
Ashleigh: I use the phone and my computer a lot because it’s most convenient for me, its always
with me. I use Instagram, because I’m more of a visual learner.
Melissa: Phone and computer as well. I use Instagram also mainly for friends. And a lot of my
family looks at my stuff on Facebook so ill post stuff on there so that they can see it.
Stephanie: So I actually watch the news in the morning whenever I get dressed just to have it on
and to know if anyone’s dying or the weather mostly. I also use the computer a lot since I’m in
this building often. I use Twitter for my newsfeed then ill use Facebook to connect with people
that aren’t in Lubbock. I use Tumblr if it’s for a class but I wouldn’t really do it in my free time.
Katie: I watch the news, but mostly my phone for social media since everything’s on there and I
can get the news. My main one is Instagram for the pictures; I think pictures can say a thousand
words as cliché as that sounds. And then Facebook to keep in contact with your family or
something.
Juan: Pretty much phone, television and Internet. I’m mainly on my phone, its portable.
I use twitter to rant. But as for Facebook, I basically only keep mine because I’m in
cancer remission to keep in touch with everybody else.
Bryan: I cannot imagine I use 100 I usually use water when I brush my teeth, I shower 2 times a
day but I cannot imagine how that would be 100 gallons.
Jacob: Basically the same as him I mean I use my purifier on my sink for drinking water but I
could not imagine using 100 gallons either.

79
Zack: Purifier for the sink shower and brushing teeth but if I ever really have to drink water I
will use a buy a bottled one I don’t really use tap water that much.
Ashleigh: Well I don’t really know how many gallons are in a shower when you take a shower
but I mean I like to take baths everyday so I use a lot of water probably more than average
honestly.
Melissa: I don’t think I use 100 gallons either a day drinking water I have a filter and just
necessities.
Katelyn: I use it to shower, brush my teeth, if you want to consider using the restroom a use of
water I do that too, it’s kind of normal, I actually drink tap water so I have a little bit more than
that I fill everyday and then I use that water.
Katie: I do the same as her and drinking water I drink tap water so if I need to refill then I drink
those tervis cups those big ones so I will refill that 5 or 6 times a day so many right as average
right or right as below.
Juan: Yes I pretty much shower restroom brush teeth as far as drinking water I do the bottle
thing too.
Courtney: Do you care about conserving water, Yes or No and Why.
Jessica: I should care but I am not sure that I actively do things to like preserve water.
Bryan: I guess I am kind of the same I do not think about it too much but I don’t think I use too
much water anyways the only thing I do care about is bottled water I don’t drink a lot of water
bottles but I do that for the bottles I don’t really care about the water.

80
Jacob: I would say I am pretty average as water use goes but the only thing I really try and not
do is keep the water running when brushing my teeth just turn it off.
Katelyn: I like to think that I care about water but um I think I do little things that I could
improve on like I keep the water running and I wait until it is like the perfect temperature instead
of getting in right way.
Zack: yeah I guess just mainly probably happens a few times when I leave it running more than I
should but for the most part if I don’t really need to use it or stepping away from something or of
course brushing your teeth I am just going to turn it off because it’s kind of weird but I mean
hearing the sound of rushing water is kind of irritating if I am not using it.
Ashleigh: I am the completely opposite now that I am thinking about it I am horrible at
conserving water and I just let it run like yeah because I like to get it really hot so I let it run for
10 minutes while I am doing stuff and I kind of forget.
Melissa: Yeah I try to conserve as much as I can because it is how I was taught I guess.
Calin: I conserve too and its also because I am paying for it so whenever I do brush my teeth I
turn it off as well but its more conscious of I am actually paying for it its not my parents paying
for it like its my money and if I am not using it why am I wasting my money on it.
Kahley: I conserve too because I'm paying for it. It's my money, if I'm going to use it, why am I
wasting my money on it.
Katie: When I'm brushing my teeth I don't just leave it running. Or when I'm doing the dishes I
don't leave it running either, if I am scrubbing something, I turn it off and rinse it back out.

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Juan: I spent the last 10 months in the hospital, so over there I didn't care. But now I'm actually
paying for the bill, so I guess I will find out at the end of this month.
Moderator: If you did say that you do conserve water, what is your motivation?
Kahley: It's money. It's all about money. We are broke college students.
Courtney: What would motivate you to educate others to conserve water?
Stephanie: Uh, it is good for everybody.
Bryan: If we had a real problem with not being able to get water I would think about it, but I
have never had that problem.
Jacob: Knowing the percentage of the human population that doesn't have access to water.
Zach: I would want to know, even if water levels aren't low. Where I have been abroad, they
have decent levels, but they are still conservative minded, but it’s not in your face. It is a
reminder. Don't force feed someone because you are not going to break a habit like that.
Courtney: Do you try to stay informed about water or dry issues? Why or why not?
Stephanie: I don't stay informed about water or drought issues to be honest.
Bryan: I don't either.
Jacob: I mean, I don't know. If it comes up on my newsfeed then I will definitely read a story
about it, but I usually don't go looking for it.
Katelyn: At home we were in a drought for a little bit around the Houston area and we weren't
allowed to use our sprinkler system for a long time. That was the only time I was acknowledged
about something.

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Zach: If it is a story that happens to pop up or you over hear it, that's how I would see it. I won't
be like 'oh what level are we at today.
Ashleigh: We would get fined if we used our sprinklers at a certain time of day.
Melissa: When I watch the news here, we always have things like water your grass on whatever
day for however much time, so I pay attention to it then, but I don't actively seek information.
Kahley: I don't really seek it either, but I have heard people in Lubbock who say, 'I haven't
watered my lawn today I have to wait a whole week.' So, I hear complaints about it.
Katie: I work at a winery. We have a thing 'no water, no alcohol', or 'no alcohol, no water', so I
pay attention a little bit more just because if we are short with water, we couldn't serve. So for
work I have to keep up with it.
Juan: I was going to start looking into it, but after last week with all the rain, it's like why
bother.
Juan: For me, just, I was gonna start looking into it but after the rain last week and what not…
Courtney: So, what is the Ogallala Aquifer and how does it impact your community?
Calin: What was the question again?
Courtney: What is the Ogallala Aquifer?
Calin: Are we pop corning or just going around?
Courtney: Pop corning is fine.

83
Calin: I know about the Edwards Aquifer and that one’s in Austin because we went there once
on our way to San Marcos, so I’m assuming the Ogallala or whatever is located in the west of
Texas.
Courtney: It goes through the south plains to the very south of Nebraska to the south of
Lubbock and is how we get our water and it is currently drying up so we are going to run out of
water soon and it basically sucks up the rainwater. That’s how it gets water.
Courtney: Okay, so now I’m going to ask some questions regarding the High Plains Water
District. Are you aware of the High Plains Water District and what they do? If so, how did you
hear about them?
Courtney: Anyone?
Calin: I think I did a survey for them through SONA so I’m aware of them but don’t really know
what they do specifically.
Courtney: Okay, if you have any sort of knowledge of them, what are your personal attitudes
and why?
Calin: I’m assuming every county and/or city needs a water district so I bet they’re good but I
don’t know their ethics or their discipline or anything like that.
Courtney: Do you think people are aware of High Plains Water District?
Calin: The people who live here and pay the bills probably do, but not the students.
Courtney: Just from the name “High Plains Water District,” why do you think people would
have a negative perception or a positive perception?
Melissa: Well if you said that thing, the…. what you said…

84
Courtney: Ogallala
Melissa: If that thing is drying up, then I’d think that maybe the people there aren’t doing their
job or managing it properly.
Courtney: Generally, just to give y’all some information, they don’t control water rates here in
Lubbock. A lot of people attribute them to doing that so when their water bill is really high, they
blame High Plains Water District. Their job is actually just to teach people how to conserve
water and ways you can use water smarter. They focus a lot of their educational tools on
elementary students and they really haven’t gone beyond that so that’s where we’re trying to
help them.
Courtney: So, what do you think HPWD can do to bring more awareness to themselves?
Jessica: Things like this. I’m aware right now. And I know another thing is I had to take today
was a survey about the water thing so I feel like they’re trying.
Calin: Yeah, just reach a more broad group of people instead of just elementary students. Like
go beyond that.
Zack: Social media. Just advertise on social media and promote on twitter and have those weird
banners on Facebook and stuff like that where you just want to ignore it but it’s right there so
you’re going to look at it and someone’s going to figure it out.
Courtney: Okay, any other suggestions?
Courtney: What do you think is the best way to reach residents of your community and educate
them about High Plains Water District?

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