This presentation was designed for Weber Basin Water Conservancy District to provide a brief overview of the complete written IMC plan.

1. IMC Plan
1
Created By: Shawnee Stump

2. 2
The following graph
represents a market
segmentation analysis
which clearly identifies a
target market for
WBWCD based on three
key criteria:
competitiveness, market
opportunity, and
attractiveness.

3. 3
Target Audience: female residents
between the ages of 18-34 who have
earned some form of education beyond
that of a high school diploma.
This demographic in particular is
reported to strongly support the water
conservation cause and considering this
in combination with their power to
influence society’s behaviors makes them
an ideal target.

4. 4
Media channels to focus on:
• Special panels of females in our target
• In store displays near water device sections of
local supercenters
• Facebook, Twitter, Instagram, and Pinterest
• Local news stations similar to NPR such at
Utah Public Radio (UPR)
A thorough analysis of the target’s media
preferences and behaviors can be found in the
written plan.

5. 5
Logo Testing & Suggestions:
• Shorten and simplify the name to emphasize
“Conservation Garden” and clarify its purpose
• Use a simplistic, styled calligraphy to make the
name itself the logo, so it is easier to remember
• Use a water droplet as the “O” in the title to
visually highlight ‘water’ conservation
• In order to measure the effectiveness of the
suggested changes, logo options were shown to a
panel of five people within the target
• The perceptual map shown here is the final
cumulative map from the panel

6. 6
Utah Public Radio (UPR)
• UPR does not sell commercials only segments,
which cost $700 for one hour
• Key Requirements:
• Number of listeners
• Listener base largely consists of our target
audience
• People that listen to this station, particularly
their podcast called “The Source,” are
interested in current events, and typically want
to be well educated on environmental matters

7. 7
The segment should not take the
form of a scripted dialogue as this
will quickly lose the attention of
our audience. Radio shows that
perform well harness the power of
conversation. Since we want this
discussion to attract as much
interest as possible, rather than
choosing a topic we suggest
harnessing the power of social
media to select a topic.

8. 8
Press Release
• Use to announce results from the
public opinion survey conducted
• It should convey that WBWCD has
heard voter concerns and wishes to
release comments from customers
with responses from the district as
a way of expressing understanding
and hopes of bringing about change
• Must be constructed in a way that
shows we have taken consumer
feedback and used it to guide
our plans moving forward.

9. 9
• The social media strategy must connect with
users on an emotional level by telling a story
with content.
• This should incorporate a call to action in the
form of a hashtag which was created in the
alternative section of this plan.
• This can be used to host different contests
through social media where the public can enter
by using the hashtag #ISaveUTAH for photo
contests, in a “Best Yards” feature, etc.

10. 10
The digital strategy also included photographing,
cataloging, and uploading native plant species in
WBWCD’s garden. Using the Pinterest widget this
interactive database should be integrated on the
conservation website. This provides consumers
with some more
information on
water efficient
plants while also
adding visuals of
each plant.
Pinterest Analytics
• Start of Campaign:
• 1 daily impression
• 231 monthly viewers
• 2 monthly engaged
• Campaign High:
• 1,096 daily impressions
• 5,826 monthly viewers
• 28 monthly engaged

11. 11
Free Self-Retrofit Water Conservation Kit
• In an effort to encourage more efficient use of
water, a relatively inexpensive method is to
provide water conservation kits
• By simply going to the Weber Basin’s
Conservation website, residents are able to sign
up to receive a free water conservation kit
• Tools in the kit help to monitor the use of water
• Included in the kit are instructions explaining
how to use the instruments as well as an
explanation of the benefits each tool provides

12. 12
The kit will include the following:
• 2.0 GPM Low-flow Spoiler, Water Sense Certified, High Efficiency Showerhead
• Stop in Time® Shower Timer
• Leak Detection Dye Tablets
• Fill Cycle Fill Master™ Diverter - Toilet Water Saver
• Combination Flush Valve Repair Kit with Early Closure Adjustable Toilet Flapper
• Water Bank™ Toilet Dam Water Savers
• 1.0 GPM Low-flow Standard Dual Threaded Bathroom Faucet Aerator
• 1.5 GPM Water Saving Deluxe Swivel Spray Kitchen Faucet Aerator
• Hose Repair Kit
• Rain/ Moisture Gauge
• 7 Function Water Saving Hose Nozzle with Volume Control Dial ($1.74/piece for 200)

13. 13
Weber Basin Water Checks
• Selling the idea that homeowner’s should use
water more efficiently
• To do this we will follow the steps of the selling
process to create a basis for how to generate
and qualify leads, determine needs and wants,
present the idea, get a pledge to act, and follow
up on pledged actions
• Current water checks consist of visiting
households, performing water audits, and
providing recommended changes to their system

14. 14
Sales Cycle
• Generate & Qualify Leads
• Approach
• Behavior Change Presentation
• Objection Handling
• Pledge Close
• Follow-up
Piolet program in which one intern team with a
horticulture and sales student would work together
starting summer of 2016 to perform water checks.

15. 15
• Piolet program team will be test group while all other interns act as the control group
• It is crucial that interns understand that numbers are not a reflection on their success
• Both the control and test groups will need to assure consumers that candid responses are
the most helpful for accurate measurements, that recommendations aren’t required
• Groups will be measured using the same metrics:
• number of people who pledge
• number of people who follow through
• percent of recommendations implemented
• percent increase in engagement with Weber Basin across multiple platforms

16. 16
Northern Utah Water Systems Excursion
• Our proposed annual event would be open to
residents of the District who are 18 or older with a
maximum attendance of 20 people
• The recommended date is May 14, 2016 as there are
no major holidays, spring weather is expected to be
more favorable, and it provides time to plan and
promote the event
• The purpose of this event would be to educate about
and inspire behavior change towards water
conservation for attendees
Northern Utah
Water Systems Excursion

17. 17
Measuring and benchmarking results.

18. 18
Stops on the tour:
• Weber Basin’s water treatment plant
• Water Quality Laboratory
• Flocculation and Sedimentation Basins
• Conservation Garden
• Willard Reservoir
• Utah’s last remaining free flowing water
resource the Bear River
• Lunch at a gourmet eatery
• Pineview Dam
• Weber River Aquifer Recharging Station
Time Allotted Activity
1 hour Weber Basin Site Tour
30 minutes Drive to Willard Bay
45 minutes Willard Reservoir and Bear River Tour
30 minutes Drive to Ogden Canyon
30 minutes Lunch at The Greenery or The Oaks
10 minutes Drive to Pineview
45 minutes Pineview Dam Tour
20 minutes Drive to Recharging Station
30 minutes Weber River Aquifer Recharging Station Tour
10 minutes Final departure back to Weber Basin
The tour duration would be approximately 5-6 hours with the following breakdown: