RAB's Nontraditional Revenue Proposal Collection: Volume #7
Proposal #41:
Water Conservation
Contributor: Eure Communications Water Conservation: Preserving Virginia Lifestyle
A Proposal for: Albemarle County City of Charlottesville Rivanna Water & Sewer Authority Water Conservation Board
1 SChange Perceptions About Water Availability
SInstill a Behavior Of Conservation
2 What you have going for you:
Name Recognition Solid Partnership of County and City Pooled Resources
What we’ll achieve together:
Increased awareness Additional conservation practices Support for conservation
3 The Advertising Performance Equation
Share of Voice x Impact Quotient = Share of Mind
Share of Mind x Personal Experience Factor = Share of Market
Share of Market x Market Potential = Results (Conservation)
Competing Attitudes
and the conservation mindset
S Spring / Seasonal Habits
S Water will always be there
S Just turn on the tap
4 ACNIELSEN SAYS:
P ERCEPTION C HANGES TAKE NINE MONTHS
The attitudes of shoppers today will affect their purchases nine months from now… Changes in sentiment take about nine months to affect purchases… The finding should help retailers better anticipate and influence consumer purchase behavior.
ACNielsen, PROMO Xtra!, 1/22/02
5 We don’t have nine months!
6 WHY RADIO?
Superior Target ability Message Retention Ad Recall High amount of listening Delivery of intangible ideas Great partner for other media Superior listener loyalty High Amount of listening
7 WHY ECI?
Consultants / Partners Branded Promotions Locally Owned / Operated “Cornerstone” Stations Superior Target ability Creative Team Listeners are extended family ECI is an integral part of our listeners’ lives
8 S 50,000 WATTS OF POWER S LARGEST C’VILLE STATION S 19 COUNTIES S REACH GREATEST AUDIENCE
S OBJECTIVE: Share the urgency of conservation behavior with the largest number of people at a time.
S ACCOMPLISH this with SOUND
S Loyal Listeners Listen Longer
9 Charlottesville / Albemarle
Home Owners: 15,000
Home Renters: 7,900
Total Broadcast Area
Cume Listeners: 35,100
10 S THE C’VILLE TRADITION S REACH OLDER RESIDENTS S REACH AFFLUENT AUDIENCE S THE SOURCE OF INFORMATION
S OBJECTIVE: Share the urgency of conservation behavior with a specific target audience at the most effective S times.
S ACCOMPLISH this with SOUND
S Loyal Listeners Listen Longer
11 Charlottesville / Albemarle
Home Owners: 16,700
Home Renters: 2,800
Total Broadcast Area
Cume Listeners: 22,500
12 S WOMEN AND FAMILIES S COMMUNITY ORIENTATION S REACH BOTH DIRECT AND INDIRECT AUDIENCE - OFFICES AND RESTAURANTS
S OBJECTIVE: Share the urgency of conservation behavior with a specific target audience at specific times.
S ACCOMPLISH this with SOUND
S Loyal Listeners Listen Longer
13 Charlottesville / Albemarle
Home Owners: 8,300
Home Renters: 4,700
Total Broadcast Area
Cume Listeners: 18,000
14 Charlottesville / Albemarle
Home Owners: 40,000 68% of Market
Home Renters: 15,400 48% of Market
Total Broadcast Area
Cume Listeners: 75,600 119% of market (reaching beyond
Charlottesville & Albemarle)
15 The Campaign
Water Conservation: Preserving Virginia Lifestyle
16 Scope of Problem:
Even though we received rain over the weekend, we may be headed towards the drought of the century.
Future Consequences:
S Rationing
S Shortages
S Reduced Growth
17 Short-Term Goals:
S Reduce Consumption
S Pre-empt Spring Water Usage Increase
18 Two Phase Implementation:
Ground Laying
Reinforcement
19 Components:
S Ads
S Buy 1, Get 1 Free Gov’t Rate
S Celebrity Endorsements
S Business Tie– Ins
S Promotions
S Internet Tie– Ins S Interviews / Discussions S Student Participation
We’re Going All Out!
20 Ads
:30, :60
Water Report, Tips
Community Leaders to Voice their support & practices
21 Buy 1, Get 1 Free Gov’t Rate
Doubles your weekly frequency
Business Owners to Voice
22 Celebrity Endorsements
Local Celebrities to rotate in-
UVa Coaches Pete Gillan, Debbie Ryan
Mac McDonald
Rita Mae Brown
Also asking these politicians: Harris, Deeds, Grisham
23 Business Tie– Ins
McDonald’s and Giant can dis- tribute coloring pages with wa- ter conservation tips at their Charlottesville / Albemarle locations
Other local businesses can serve as distribution points as well: Jiffy Lube, Ragged Mountain Running Shop, Gold’s Gym, Guadalajara, more!
24 Promotions
Tip Sheets included in Spring Mailers for 3WV (4,000) and WINA (1,000)
Tip Sheets included in next 1,000 Prize Packs (Z95 & 3WV)
25 Earth Day Promotion
We will partner with local busi- nesses to build 24 Earth Day water conservation kits (8 per station) with items like: 5 min Timers for Shower High Efficiency Shower Heads Gojo waterless hand cleaner Antibacterial waterless hand cleaner Soil moisture indicators List of low-water plants Mulch Certificates Shut-off nozzles for hoses Drinking water pitchers
26 Internet Tie– Ins
Hot buttons / Links to water conservation websites will be provided on all three station websites
Government Sites Different Water Sites Kids Sites
More…….
27 Interviews / Discussions
Campaign to include live on- the-air interview on WINA, pre-recorded interviews and discussion meeting with on-air-talents.
to answer questions and guide live billboards presented by station talent.
28 Student Participation
Water Wise Program option Earth Day Rollout 5th and 6th Graders Measurable results
Website Link option
more….
29 Phase I:
Get the
message out !
30 Schedules—Phase I
April, May, June 44 Spots Weekly on WINA, WQMZ and WWWV Monday—Sunday., 6AM—12MID.
Total Paid Spots for Campaign 1716
Total Campaign Spots 3432 *
Total Investment for 3 Months $21,766
Average Unit Rate $12.68
*Non profit status entitles Water Authority to 1 free spot for each spot purchased to run Monday—Sunday, 6AM to 6AM as inventory allows.
31 Phase II:
Reinforce Conservation
Behavior !
32 Schedules - Phase II
July, August, Sept 30 Spots weekly
on WINA, WQMZ and WWWV Monday—Sunday., 6AM—12MID
Total Paid Spots for Campaign 1170
Total Campaign Spots 2340 *
Total Investment for 3 Months $10,202
Average Unit Rate $8.71
*Non profit status entitles Water Authority to 1 free spot for each spot purchased to run Monday—Sunday, 6AM to 6AM as inventory allows. 33 Schedules
March
34 Schedules
Summary
April-September
Total Paid Spots 2,886
Total Campaign Spots 5,772 *
Total Investment for 3 Months $31,968
Average Unit Rate $11.08
*Non profit status entitles Water Authority to 1 free spot for each spot purchased to run Monday—Sunday, 6AM to 6AM as inventory allows.
35 Why you should implement THIS Campaign
S Proven Community Partners S We’re tying in local businesses S Bringing in our talent S Creating all the production S Turnkey - we’ve done all the work for you
36 37 C OMPREHENSIVE VALUE:
PROFESSIONAL CONSULTANTS IDEAS PROMOTIONS CREATIVE TEAM VENDOR PRE-WORK LONG TERM PARTNERING
“We’re committed to your success.
We’ve staked our reputation on it.”
- - Eure Communications, Inc.
38 U SING RADIO,
W ATER C ONSERVATION B EHAVIORS W ILL INCREASE
39 Campaign Summary
There is a severe water shortage in many parts of the US right now. Charlottesville, VA is no exception. Harmony Tenney and Wendy Taylor of Eure Communications, Inc. (ECI) teamed up their radio stations with local businesses and celebrities for a fantastic, results-driven water conservation campaign. Their turnkey proposal included an ad schedule, celebrity endorsements, business tie-ins, promotions, and Internet links.
City and County governments had requested help communicating water conservation tips. Their goal was a 10% reduction in consumption. Harmony was working with the County, and Wendy was working with the city. Pooling resources for the two local governments made sense all around. The governments stated there was no money budgeted for the campaign, but they had to put money into it anyway, because the situation was very quickly nearing critical. An anticipated increase in water usage due to spring planting, outdoor recreation, etc. was only going to make the matter worse.
* The campaign was built on a foundation of ads, and the governments did come forward with a budget amount after the initial presentation. ECI offers a buy-one-get-one free government / non-profit rate, so the number of ads doubled. Harmony and Wendy recommended that there were two sets of ads - one that station personnel voiced and one that local business owners, celebrities and officials voiced. This community involvement broadened support for the conservation efforts and illustrated ways that people were actually participating in the conservation process (i.e. leading by example).
* Several annual advertisers were invited to participate in passing out coloring pages for kids. These pages included six water saving tips that kids could do on their own to contribute to the conservation effort. A local printer offered the pages at low cost (in exchange for use of their logo) to the participating businesses.
* A special promotion was planned that would provide 8 water conservation kits for giveaway on each of the three stations. These kits would be developed using items from annual advertisers, with items such as 5 minute timers for showering (grocery stores), high efficiency shower heads (building supply stores), cans of GoJo waterless hand cleaner (auto parts stores), anti-bacterial waterless hand cleaner (bed and bath-type stores), soil moisture indicators (agricultural co-ops, etc.), a list of plants that thrive in low moisture conditions (from local nurseries), mulch certificates (solid waste authority or landscapers), and drinking water pitchers for refrigerators (department stores).
* Internet sites with water conservation tips were researched for inclusion on station web pages.
The two governments signed up for three months of the campaign (to the end of their current fiscal year), and shared that the campaign promised impact and showed tremendous commitment to partnering with the community and its needs. Harmony and Wendy welcomed the opportunity to place the full scope of station resources behind such a critical cause. WINA _____ WQMZ __x___ WWWV _____
HI, THIS IS GILBERT LOPEZ, REMINDING YOU THAT WATER CONSERVATION IS SOMETHING WE ALL NEED TO DO, EVERY DAY, BUT ESPECIALLY, WE NEED TO WORK TOGETHER RIGHT NOW. WATER IS NOT A RENEWABLE RESOURCE. THE WATER WE 10 SECONDS HAVE IN OUR RESERVOIRS TODAY IS THE SAME WATER THAT’S BEEN FLOWING IN OUR RIVERS, FORMING INTO CLOUDS AND NOURISHING OUR SCENIC VIRGINIA BY-WAYS SINCE THE BEGINNING OF OUR WORLD. OUR STEWARDSHIP DIRECTLY AFFECTS OUR WAY OF LIFE AND THOSE OF OUR CHILDREN’S 30 SECONDS CHILDREN. BUT BEST OF ALL, WATER CONSERVATION IS FAST, EASY AND MAKES A BIG DIFFERENCE RIGHT FROM THE START. AT GUADALAJARA, WE ONLY SERVE WATER UPON REQUEST, THEREBY SAVING MANY GALLONS OF WATER EVERY DAY. LET’S ALL TAKE A STEP TO HELPS PRESERVE OUR VIRGINIA LIFESTYLE. WORKING TOGETHER, WE’LL MEET OUR GOAL OF A TEN PERCENT REDUCTION IN WATER USAGE.
V2: LEARN ABOUT MORE WAYS YOU CAN HELP BY VISITING W W W DOT SAVING WATER DOT ORG. TAKE TIME TODAY TO DO YOUR PART FOR TEN FOR TEN. 60 SECONDS
TYPE MUST BE “ALL CAPS”. Please use Times New Roman 12 point type for proper length, with 1.5 line spacing. WINA _____ WQMZ __x___ WWWV _____
HI, THIS IS DICK MOUNTJOY, REMINDING YOU THAT WATER CONSERVATION IS SOMETHING WE ALL NEED TO DO, EVERY DAY, BUT MOST ESPECIALLY, WE NEED TO WORK TOGETHER RIGHT NOW. WATER IS NOT A RENEWABLE RESOURCE. THE 10 SECONDS WATER WE HAVE IN OUR RESERVOIRS TODAY IS THE SAME WATER THAT’S BEEN FLOWING IN OUR RIVERS, FORMING INTO CLOUDS AND NOURISHING OUR SCENIC VIRGINIA BY-WAYS SINCE THE BEGINNING OF OUR WORLD. OUR STEWARDSHIP DIRECTLY AFFECTS OUR WAY OF LIFE AND THOSE OF OUR 30 SECONDS CHILDREN’S CHILDREN. BUT BEST OF ALL, WATER CONSERVATION IS FAST, EASY AND MAKES A BIG DIFFERENCE RIGHT FROM THE START. OUR COUNTY AND CITY HAVE PUT TOGETHER A LIST OF TEN WATER CONSERVATION TIPS THAT, WHEN IMPLEMENTED, WILL BRING OUR COLLECTIVE WATER USAGE DOWN TEN PERCENT. EACH TIP IS SOMETHING YOU CAN DO IN LESS THAN TEN MINUTES. IF EVERY ONE WORKS TOGETHER, WE’LL MEET OUR GOAL OF A TEN PERCENT REDUCTION IN WATER USAGE. YOU’LL BE HEARING MORE WAYS YOU CAN HELP OVER THE NEXT FEW MONTHS. TAKE TIME TODAY TO DO YOUR PART OF TEN FOR TEN. 60 SECONDS
TYPE MUST BE “ALL CAPS”. Please use Times New Roman 12 point type for proper length, with 1.5 line spacing.