The document discusses the need for a statewide water conservation campaign in Texas to address the growing gap between water supply and demand. It notes that the state's population is projected to increase by 70% by 2070 while available water supplies are only expected to grow by 10%. Research findings suggest investing in audience segmentation, testing resonant messages, tailoring messages for specific groups, and increasing funding for strategic water communications. The proposed campaign would complement existing local efforts and utilize new communication platforms and data analytics. Input from stakeholders would be solicited to develop the campaign.

1. What’s Water Worth?
Texas Water Conservation
Association Conference
March 8, 2018
Jeff Walker, TWDB
Andy Sansom, Meadows Center
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2. Why are we here?
The goal is a statewide
campaign to convince
everyone to value water
for what it is worth
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3. The Value of Water…
? ? ?
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Photo credit: Texas State University

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10. How Did We Get Here?
1. Legislature tasked TWDB to develop statewide
water conservation program (2007)
2. No funds appropriated
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11. How Did We Get Here?
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12. How Did We Get Here?
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13. Why Is This Needed?
• Population 70%
• Water supplies 10% (2017 State Water Plan)
• Pay More Use Less
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14. Why Is This Needed?
• Statewide campaign would complement existing
campaigns
• World is different; communication not the same
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16. Why Is This Needed?
Water Funder Initiative Study Findings (2017)
• Invest in segmented audience research
• Test messages that resonate
• Tailor messages for specific audiences
• Deliver messages based on findings
• Consider a water communications initiative
• Increase funding for strategic water
communications
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17. Why Is This Needed?
Statewide Conservation Study (Enviromedia)
• 67% believe there should be statewide
conservation funding
• 61% think state should be doing more to
educate
• Correlation between knowing water source and
awareness of conservation efforts
• 70% believe they can do more conservation
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18. Will Not Supersede Existing Efforts
• Complements other efforts
• Solicit stakeholder input
• Keep informed
• Interim Charge
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19. What Will It Look Like?
• No preconceptions; will utilize new
communication platforms
• Special Advisor – Roy Spence
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20. What Will It Look Like?
• Harbinger – Data Geeks
• Harman/Friday – Creative Types
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21. What Will It Look Like?
Develop Package
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22. Final Thoughts
Unique Opportunity
How can you help?
Do you have data?
• Ideal data
– Water related
– Identifiers (phone #, address, zip code)
– Longitudinal (same questions over several years or different
groups)
– Statewide
– Any combination of the above
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