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Legislation, Conservation and Outreach Committee
May 23, 2013
Jason Foster
Director, Public Outreach and Conservation
 Growing need to improve ratepayer
understanding of:
 Bills they pay = water reliability received
 Elements of water system they may not know
 Investments necessary for repairs and maintenance
 Value of services provided for unit cost paid
 Focused communications on issue
recommended as priority
 LCO Committee goal for 2013-2014
Background
2
 Take advantage of existing opportunities
 Develop new materials focused on issue
 Priorities:
 Newsletter articles
 Bill stuffers
 Fact sheet
 Video
 Make messaging broad enough to be useful
to as many agencies as possible
 Consider investing in regional communication
tactics with greatest impact
3
Near-Term Recommendations
 2012 annual report
 News releases
 Promotions and social
media
 Planned Water Talks
community forum
4
Leveraging Existing Activities
 Newsletter articles
 Bill stuffers
 Fact sheet
 Partnership with CUWA
 Customized illustration
 Ready by summer
 Video
 30 sec./90 sec.
 Ready by June
5
New Tools for Member Agencies
 Educate larger numbers of water users
during highest water use months
 Show 30-second video in movie theaters
Regional reach
High popularity
Diverse audience
 Eight-week campaign starting in July
 Cost: $35,000
6
Summer Campaign
 Work with Joint Public Information Council on
ongoing basis
 Evaluate and refine messages and tactics
 Develop strategic approaches
7
Future Activities

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Value of Water Outreach Update - LCO Committee

  • 1. Legislation, Conservation and Outreach Committee May 23, 2013 Jason Foster Director, Public Outreach and Conservation
  • 2.  Growing need to improve ratepayer understanding of:  Bills they pay = water reliability received  Elements of water system they may not know  Investments necessary for repairs and maintenance  Value of services provided for unit cost paid  Focused communications on issue recommended as priority  LCO Committee goal for 2013-2014 Background 2
  • 3.  Take advantage of existing opportunities  Develop new materials focused on issue  Priorities:  Newsletter articles  Bill stuffers  Fact sheet  Video  Make messaging broad enough to be useful to as many agencies as possible  Consider investing in regional communication tactics with greatest impact 3 Near-Term Recommendations
  • 4.  2012 annual report  News releases  Promotions and social media  Planned Water Talks community forum 4 Leveraging Existing Activities
  • 5.  Newsletter articles  Bill stuffers  Fact sheet  Partnership with CUWA  Customized illustration  Ready by summer  Video  30 sec./90 sec.  Ready by June 5 New Tools for Member Agencies
  • 6.  Educate larger numbers of water users during highest water use months  Show 30-second video in movie theaters Regional reach High popularity Diverse audience  Eight-week campaign starting in July  Cost: $35,000 6 Summer Campaign
  • 7.  Work with Joint Public Information Council on ongoing basis  Evaluate and refine messages and tactics  Develop strategic approaches 7 Future Activities