Regional Water Conservation Brand Unveiling - Kelly Mooney, San Diego County Water Authority

1. 2009 Water Conservation Summit
Brand Unveiling

2. 2006 Water Conservation
Summit
Create a public outreach plan to increase
customer demand for water-efficient landscaping
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3. Blueprint Strategy #5:
“Craft a public outreach plan to bring water-saving
landscape products and services to the market
and to change the public’s perception of water-
efficient landscapes.” 3

4. Brand Identity &
Public Outreach Plan
2006 Summit
White Paper
Blueprint
for
Water
Conservation
Outreach &
Education
Work Group
Marketing &
Brand
Consultant
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5. Marketing Plan & Brand
Development
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6. Market Research
-- Beauty means everything
-- San Diego County = Paradise
-- Negative perceptions of water- 6
efficient landscaping

7. Market Research: Industry
HIGHLIGHTS
Mandates get attention
Maintenance is key
Water conservation not priority –beauty is
Shortages are significant
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8. Brand Identity Package
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