1 / 34

RFP 859—Conservation Advertising Services

RFP 859—Conservation Advertising Services. May 20, 2008. Contracting Services. Overview of solicitation process – Peter Lan. Business Outreach. Overview by John Arena. Metropolitan Water District of Southern California. 6 counties; 5,200 Square Miles 18 million people

mckenzie-alvarado
Download Presentation

RFP 859—Conservation Advertising Services

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. RFP 859—Conservation Advertising Services May 20, 2008

  2. Contracting Services • Overview of solicitation process – Peter Lan

  3. Business Outreach • Overview by John Arena

  4. Metropolitan Water Districtof Southern California • 6 counties; 5,200 Square Miles • 18 million people • Regional economy: $927 Billion • Projected growth: ~220,000 people/year • MWD provides about half of southern California’s supply

  5. LAKE SHASTA Where Southern CaliforniaGets its Water LAKE OROVILLE LOS ANGELES AQUEDUCTS 0.3 MAF Bay-Delta STATE WATER PROJECT1.2+ MAF COLORADO RIVER AQUEDUCT 500,000+ MAF METROPOLITAN WATER DISTRICT SERVICE AREA LOCAL 1.5 MAF

  6. Importance of water conservation • Years of record dry conditions • State’s fragile water supply and delivery system • Need for permanent change in the way we use water

  7. Water Conservation Advertising

  8. Goal • Reduce residential water use voluntarily in Southern California

  9. Objectives • Consumer behavior change with everyday water use, particularly outdoors • Rebates requested on water-saving devices • Develop/enhance water conservation ethic • Stress urgency of message

  10. Audience Characteristics • Residents of six SoCal counties • Los Angeles, Orange, Riverside, San Bernardino, San Diego and Ventura counties • Adults 25-64 • People with outdoor landscaping and automatic sprinkler systems • English/Spanish

  11. Timing • July and August are peak water use months • April-June and September-November are the next highest water use periods • Typical “wet” months are December-March

  12. Outside water use as estimated by California Urban Water Conservation Council, 2005 Landscape Task Force • Indoor water use as estimated by American Water Works Association, Residential End Users of Water study, 1999

  13. Messages • We have a problem with our water supply • Need for permanent change • Rebates are available on new technologies • Smart sprinkler controllers • Precision rotating sprinkler heads • High-efficiency clothes washers • Minimize the amount of turf in your yard • More tips and info on bewaterwise.com

  14. Fall 2007 campaign

  15. “Time to Get Serious” • August-December 2007 • $3 million budget • 18 weeks • Spot radio/traffic radio • Print and online

  16. “Time to Get Serious” :60 Radio Hose Drip Brush

  17. Current ad campaign

  18. “Cut Your Water Use” Media mid-April to early July $1.3 million budget :10 TV (news & sports programming) :60 Radio 1/4 Page Newspaper Online :30 TV PSAs

  19. “Cut Your Water Use” Gives audience a very easy prescriptive way to save water. Uses extremely simple animation to stand out on airwaves and make saving water seem easy.

  20. :10 Television

  21. “Cut” :60 Radio Outdoor Version Indoor Version

  22. Print • Languages • English • Spanish • Mandarin Chinese • Vietnamese • Korean

  23. Consumer research findings

  24. Campaign Effectiveness Tracking • Pre- and post-campaign consumer surveys • Visitors to bewaterwise.com • Rebates issued • Retail water sales at local level (actual sales vs. projected sales, accounting for weather, population growth)

  25. Attitude and awareness tracking November 2007 (random digit dialing survey)

  26. Water Shortages • Awareness of shortages has increased by 5 percent • Changing behavior to conserve has increased 10 percent This is a multiple response question and percentages may exceed 100%. Q17: Have you heard anything about below average rainfall or potential water shortages? Q18: As a results of this, have you changed anything in the last three months to help conserve water? Q19: What have you changed? This survey is comprised of two independent samples (one of general public and the second of homeowners) that include some overlap. The sample size for each study is 544 and is distributed across the six-county region according to population. This provides accuracy of +/-5% at a 95% confidence level for the region as a whole. Surveying was conducted in November and early December 2007 by telephone using random digit dialing.

  27. Awareness of New Technologies • Awareness of smart sprinkler controllers has decreased for the first time since 2005, from the high of 38 percent in summer 2007 to 31 percent in winter 2007. • At 50 percent, awareness for dual-flush toilets is unchanged from summer 2007. • Awareness for rotating sprinkler heads is 28 percent, down slightly from 33 percent in summer 2007. Q38-40 Now I am going to ask you about a couple of new water saving products. Have you seen or heard anything about…?

  28. Awareness of Rebates • Rebate awareness is highest for clothes washers at 48 percent followed by dual-flush toilets at 20 percent and smart controllers at 7 percent. • Awareness of rebates is essentially unchanged from summer of 2007. Q41-43: Now I am going to ask you if you have seen or heard anything about rebates for water saving products. Have you seen or heard anything about…?

  29. Advertising Awareness and Recall-Unaided • Advertising awareness continues to increase from the past four studies, rising to 83 percent for the current study. • Question in Nov. 2006 and prior was: Do you recall seeing, or hearing any ads or advertising messages about outdoor water conservation, sprinkler use, or water-wise plants in the past six months? Q44: Do you recall seeing or hearing advertisements in the last 6 months about the need for water conservation, dry weather, or ways to save water?

  30. Water Supply Summary • We are in a critical water supply situation • We are already using our reserves to meet regular demand • Water conservation must be a new way of life

  31. Water Use Summary • Between 30 and 70 percent of a household’s water use is outside the home • Peak water use occurs in July and August • Most people with automatic sprinkler systems are overwatering their landscapes

  32. Research Summary • Awareness of need to save water is high • Awareness of new technologies is low • People say that they have changed their behavior; what more can they do?

  33. Goal/Objectives Summary • We want to see consumer behavior change with everyday water use • Cash in more rebates • Further develop a “water conservation ethic” • Interested in media plan that includes value-added elements

  34. Questions? • Advertising campaign or MWD-related (Yvette and Lynn) • Solicitation-related (Peter)

More Related