ANDRIA P. McCLELLAN, CHAIR ‧ DAVID JENKINS, VICE-CHAIR ‧ RANDY R. KEATON, TREASURER ROBERT A. CRUM, JR., EXECUTIVE DIRECTOR/SECRETARY
June 17, 2021
Memorandum #2021-101
TO: askHRgreen.org Water Awareness Subcommittee
BY: Katie Cullipher, Principal Environmental Education Planner
RE: askHRgreen.org: Water Awareness Subcommittee – June 24, 2021
The next meeting of the askHRgreen.org Water Awareness Subcommittee will be held on Thursday, June 24, 2021 at 9:30 a.m.
Given Governor Northam’s declaration of a state of emergency due to COVID-19 and the remaining serious risk, today’s askHRgreen.org Water Awareness Subcommittee meeting is being held by electronic communication means through Zoom.
Participants can join the meeting using the following credentials:
Join by computer: https://us02web.zoom.us/j/86913268973?pwd=REFDZWQrdVJyeTNZS255UjFmTWZDdz 09 -or- Join by phone: 1-301-715-8592
Meeting ID: 869 1326 8973 Passcode: 410252
In the event you are unable to attend, please let us know. Comments and suggestions based on this agenda package are welcome. The Agenda for the meeting is as follows:
1. Meeting Summary The meeting summary from May is attached for review and approval.
Attachment 1
Action: Approve the meeting summary.
2. askHRgreen.org Event Schedule The current listing of events is as follows: 7/16 TGIF event Suffolk 8/20 TGIF event Suffolk 9/16 - 9/19 Isle of Wight County Fair Windsor
THE REGIONAL BUILDING . 723 WOODLAKE DRIVE . CHESAPEAKE, VIRGINIA 23320 . (757) 420-8300
10/6- 10/11 Suffolk Peanut Festival Suffolk 10/9 LRNow Fall Festival Virginia Beach
Action: Based on discussion.
3. Media Campaigns and Promotions The Committee will continue discussion of the FY21 media campaigns and promotions. • Imagine a Day Without Water paid media campaign (October) – existing + new creative - COMPLETED • Fixing Leaks paid media campaign (March 15-21) – existing creative – COMPLETED.. • Value of Water paid media campaign (May 3-9) – new creative – COMPLETED. The Committee will review the campaign summary report. • Virginia Annual Drinking Water & Wastewater Professionals Day (June 30) – Attached is an op-ed submitted to local publications. • “Work for Water” Video – The Committee should continue discussing options for this new production. A revised production proposal is attached for review. • askHRgreen social media branding campaign – ongoing
Attachment 3A, 3B, 3C
Action: Based on discussion.
4. Printing & Promotional Items HRPDC staff will provide an update on the purchase stainless steel straws with carrying pouches and bamboo toothbrushes. Committee members should make arrangements with HRPDC staff to pick up any supplies (water bottle stickers, seed bookmarks, skoy cloths, Green Learning Guides, etc.) as needed.
Action: Based on discussion.
5. Roundtable Committee members should provide any updates or news from their local programs and discuss ongoing messaging in response to the COVID-19 pandemic.
Action: Based on discussion.
6. Staff Reports The current FY21 budget is attached for review.
The Digital Marketing Report from May is attached for review.
HRPDC staff will review a 10th Anniversary proposal with the Committee.
Attachment 6A, 6B, 6C
Action: Based on discussion.
Next Meeting: The next meeting is scheduled for Thursday, July 22, 2021 at 9:30am. askHRgreen.org | Water Awareness Committee Meeting Summary Thursday, May 27, 2021
To protect the public health and safety of the Committee members and staff, the askHRgreen.org Water Awareness Committee meeting was held electronically via Zoom. A recording of the meeting is available upon request.
Attendees: Laura Tworek, VB Lacie Wever, HRSD Cyndi Masterstaff, NN Katie Cullipher, HRPDC Tamara Clore, SU Rebekah Eastep, HRPDC
1. Meeting Summary The April meeting summary was accepted without changes.
Action: Summary approved.
2. askHRgreen.org Event Schedule The current listing of outreach events is as follows:
5/15 Fix It Fair Chesapeake 6/16 HRSD Woodstock Park Project Virginia Beach 7/16 TGIF event Suffolk 8/20 TGIF event Suffolk 9/16-19 Isle of Wight County Fair Windsor 10/6-10/11 Suffolk Peanut Festival Suffolk 10/9 Lynnhaven River Now Fall Virginia Beach Festival
HRSD Woodstock Park Project - Virginia Beach may be available to help with staffing, if needed.
Lynnhaven River Now Fall Festival at Mt. Trashmore needs volunteers to staff a table display. Laura Tworek is available to volunteer.
Action: Committee members should reserve the trailer for any upcoming events.
3. Media Campaigns & Promotions The following media and promotional campaigns are planned for this fiscal year: • Imagine a Day Without Water paid media campaign (October) – existing + new creative - COMPLETED • Fixing Leaks paid media campaign (March) – existing creative - COMPLETED • Value of Water paid media campaign (May 3-9) - COMPLETED • April Showers Rain Barrel promotion - Four winners received rain barrels as a result of the giveaway. Over 300 new newsletter signups were received as part of the promotion • Virginia Drinking Water & Wastewater Professionals Day (June 30) • Work for Water campaign - RCS provided a quote for a one-minute or two- minute video which will include in-person interviews with local staff
Attachment 1 highlighting the benefits of working for water and the most in need positions. ○ The Committee identified construction laborers, customer service, and operations staff as those most difficult to recruit. ○ The Committee selected a one-minute video to be more engaging online. ○ Newport News Waterworks and Virginia Beach Public Utilities are available to host interviews with staff. Other localities are invited to participate, if interested. Staff selected for interviews should represent diverse audiences so all viewers feel jobs in water are a good fit for them. ○ HRPDC staff will provide a DropBox link for Committee members to use in sharing existing b-roll and photos. • askHRgreen social media branding campaign – ongoing
Action: Committee members should provide any existing b-roll or photos RCS may use in producing Work for Water video.
4. Printing & Promotional Items HRPDC staff provided quotes for bamboo toothbrushes and stainless steel straws. There is $13,000 remaining in the Committee’s FY21 promotional item budget.
The Committee recommended purchasing 5,000 bamboo kids toothbrushes and 5,000 stainless steel straws with pouch. Additional votes will be requested via email.
The Recycling & Beautification Committee may decide to join in on the purchase of these items.
Action: HRPDC staff will request additional votes on the purchase of bamboo kids toothbrushes and stainless steel straws.
5. Roundtable • HRSD - Lacie will be out on leave starting June 15, 70 percent vaccination goal for HRSD staff with vaccinated staff returning to work July 1, hosting event for Chesapeake-Elizabeth plant closing, planning James River Swift plant opening later this year, Suffolk Swift tours may resume this fall. • Virginia Beach - needs 100 water bottles/seed bookmarks/green learning guides for Fairfield Elementary, celebration video as alternative to water calendar contest ceremony
Action: None.
6. Staff Reports FY21 Budget - The FY21 budget was provided for review.
April Digital Marketing Report - HRPDC staff reviewed the April Digital Marketing report. Earth Day and lawn and garden topics topped the list for website visitation. #NoButtsAboutIt and rain barrel giveaway had the highest engagement on social media.
Attachment 1 All Hands Meeting - HRPDC staff are hoping to plan an in-person All Hands Meeting this fall as a beginning to returning to in-person meetings.
Action: None.
The next committee meeting is scheduled for Thursday, June 24, 2021.
Attachment 1 323A First Colonial Rd. • Virginia Beach, VA 23454 • 757.437.1185 RedChalkStudios.com • [email protected] • [email protected]
MEDIA PLAN & CREATIVE BUDGET APPROVED NAME CAMPAIGN APPROVED
CLIENT HRPDC / askHRgreen.org
JOB #
COMMITTEE Water Awareness
CAMPAIGN Value of Water Workers / Drinking Water Week — MEDIA BUY: "MAJOR" CAMPAIGN
BUDGET MEDIA: $9,000 CREATIVE: $XXX NEW CREATIVE Direction from WA Committee: Essential Water Workers + Infrastructure messaging
FLIGHT DATES 2021: 05.03 - 05.09
TARGET DEMO
CAMPAIGN PAGE LINK https://askhrgreen.org/campaign/value-of-water-drinking-water-week/
PURCHASED ACHIEVED CLICK THROUGH VIDEO PAID MEDIA CHANNEL AD LOCATION/TYPE NUMBER OF SPOTS REACH % FREQUENCY IMPRESSIONS ACTIONS IMPRESSIONS CLICKS/ACTIONS RATE (CTR) COMPLETIONS SIZE(S) MEDIA BUY TOTAL RADIO EXPOSURE (A25- 54, targeted demographics) 86 17.60% 2.3 263,000 263,000
TOTAL RADIO EXPOSURE (A18+) 86 17.20% 2.3 514,000 514,000
WNOB-FM 36 :60/:30 :10-second verbiage
WVKL-FM 23 :60/:30 1200x600 and 775x515
WGH-FM 27 :60/:30 :10-second verbiage
RADIO SUMMARY 86 17.20% 2.3 514,000 514,000 $3,000.00
TOTAL TV EXPOSURE (A25-54, targeted demographics) 79.20% 2.4 1,234,000
TOTAL TV EXPOSURE (A18+) 93.90% 3.2 4,006,000 3,945,950
TOTAL TV EXPOSURE (A1834) 46.20% 1.8 303,000
Environmental Friday WVEC-TV ABC Segment :30/:15
Promotion for Environmental Friday :30/:15 30.4% viewership 9a-4p time period, followed by 22.6% 7p-12m. Top Networks: Pluto, Discovery ID, History, Discovery, LIfetime, VRV, Attachment 3A Attachment Premion (A18-34 TLC, HGTV, Food, VH1, target) 42,618 :30/:15 WETv
ROS :30/:15
Targeted Preroll 17,432 50 0.29% :30/:15
Preroll on 13newsnow.com :30/:15
TELEVISION SUMMARY 0 93.90% 3.2 4,006,000 4,006,000 50 $3,550.00 323A First Colonial Rd. • Virginia Beach, VA 23454 • 757.437.1185 RedChalkStudios.com • [email protected] • [email protected]
MEDIA PLAN & CREATIVE BUDGET APPROVED NAME CAMPAIGN APPROVED
CLIENT HRPDC / askHRgreen.org 320x50, 300x50, Retargeted and Behavioral 300x250, WTKR's AD SERVER NETWORK Targeted Display 33,350 39,235 51 0.13% 728x90
320x50, WTKR.com - Mobile App Digital Ads 5,000 5,883 11 0.19% 300x250
WTKR-Weather Channel Display Static Ad 12,500 14,720 32 0.22% SOCIAL NETWORKS (Purchased 1200x628 based on actions, not impressions. pixels visual Results are actual imps delivered) Facebook/Instagram 450 46,095 752 1.63% +copy for ad xx% Video Pre-roll 20,000 23,544 37 0.16% Complete Rate
ONLINE / DIGITAL SUMMARY 70,850 450 129,477 883 $2,450.24 SUBTOTAL: Media Buy $9,000.24 ADDED VALUE
Added Value for Stations $2,650.00
Added Value for Digital 58,627 $990.88 SUBTOTAL: ADDED VALUE SUMMARY 0 58,627 Added Value $3,640.88
TOTAL VALUE OF SCHEDULE 86 4,590,850 4,649,477 883 Average 0.0% $12,641.12
BUDGET
MEDIA $9,000.24
PROJECT MANAGEMENT + CREATIVE TOTAL
TOTAL BUDGET $9,000.24
TOTAL VALUE (MEDIA BUDGET + CREATIVE BUDGET + ADDED VALUE) $12,641.12
TOTAL IMPRESSIONS 4,649,477
COST PER THOUSAND IMPRESSIONS (campaign total spend ÷ total impressions x 1000, including added value) $1.94
RETURN ON INVESTMENT (total value ÷ campaign total spend) $1.40
Attachment 3A Attachment RETURNING ANALYTICS SESSIONS USERS PAGE VIEWS PAGES/SESSION AVG DURATION NEW VISITORS VISITORS
WNOB-FM 10x :30-second recorded promotional informational message on the value of Water 650 :15-second video posted on Facebook, promoted by 10x :10-second liners encouraging people to watch the video on FB and comment for a chance to win a $50 Gift Card to Freemason Abbey (provided by the station). 500
WGH-FM Digital posts, Social Posts, Homepage Takeover 500
Bonus Spots 250 323A First Colonial Rd. • Virginia Beach, VA 23454 • 757.437.1185 RedChalkStudios.com • [email protected] • [email protected]
MEDIA PLAN & CREATIVE BUDGET APPROVED NAME CAMPAIGN APPROVED
CLIENT HRPDC / askHRgreen.org
WVKL-FM Digital and social posts 250
Interview on the Hampton Roads Perspective show airing on WVKL, WWDE, WPTE and WNVZ on Sunday mornings. 500 Attachment 3A Attachment An abundance of gratitude for an essential service By Rebekah Eastep and Katie Cullipher
What has kept you going over the past 15 months? A steaming hot shower or relaxing soak in the tub? Baking bread or planting flowers? Maybe it’s been an afternoon coffee or tea break. All of these activities involve one common denominator—water. June 30 is Annual Drinking Water and Wastewater Professionals Appreciation Day in Virginia. Please join askHRgreen.org in thanking our essential water and wastewater employees of Hampton Roads, who keep the taps flowing and commodes going—especially during the coronavirus pandemic! Now more than ever, we are keenly aware of the value of this most precious resource and how it supports public health, our local economy and our overall quality of life. In Hampton Roads, our public water systems consist of a complex network of miles and miles of underground pipes. This unseen infrastructure ensures the safe and reliable supply of water to our homes, businesses and hospitals every day of the year. Collecting, storing, treating and delivering water to and from homes and commercial enterprises are the jobs of the region’s municipal water utilities and the Hampton Roads Sanitation District (HRSD). In our region, the public water systems are supported by 12 drinking water treatment plants, with more than 100 wells and 23 reservoirs storing over 34 billion gallons of water. Once this water is used, more than 1,500 pump stations carry sewage to the 13 wastewater treatment plants across the region to be treated for safe release back into local waterways and groundwater. While the pandemic forced many Hampton Roads services and businesses to close for a time, our water utilities never shut down. For that, we are grateful for our local treatment plant operators and lab technicians, who treated and monitored our water for safety. We appreciate the construction crews and engineers, who kept the pipes maintained. And we thank the employees, who read our meters and took our calls. Many essential water and wastewater employees worked through difficult circumstances this past year due to social distancing guidelines and staff quarantines. This sometimes meant these workers had to do more work with less help, and yet they never failed to deliver a safe, reliable service to area residents. Our water and wastewater professionals worked tirelessly (often without mention) to ensure their community had an abundance of water during a time when we needed it most.
Attachment 3B If you are looking for a rewarding career with good benefits and the chance to serve your community, consider working for water. And to the workers, who bring this service to us every day, allow us to raise a glass of refreshing tap water to salute you! Thank you for the essential service you provide and for keeping us going in so many ways.
Katie Cullipher and Rebekah Eastep lead the askHRgreen.org public awareness and education campaign for the Hampton Roads Planning District Commission. For ways to make an environmental difference every day, visit www.askHRgreen.org
# # #
Attachment 3B 1 ESTIMATE / STATEMENT OF WORK Red Chalk Studios 323A First Colonial Rd. Virginia Beach, VA 23454 www.redchalkstudios.com
TEL. 757-437-1185
Katie Cullipher Hampton Roads Planning District Commission The Regional Building 723 Woodlake Drive Chesapeake, VA 23320
Date Jun 04 2021 Project Name HRPDC 2021-2022 askHRgreen.org / NEED JACOBS CONTRACT NUMBER Estimate Name 2021 Water Utility Worker Estimate # 21064 r1 Recruitment Videos: WATER Client PO # AWARENESS COMMITTEE Prepared By: Kim Nelson
JOB DESCRIPTION Develop job highlight/recruitment videos featuring positions available in the regional Water Utility industry, within the theme of "Working for Water" where we explore the different job categories, benefits, security, opportunity, pride/satisfaction of making a difference, etc. associated with a career in this industry.
Will conduct and capture in-person interviews with four (4) employees (Newport News and Virginia Beach), plus b-roll around the two facilities (as much as is allowed). Video includes live-action footage, motion graphics, voice-over talent and background music.
HRPDC to 1) supply messaging and position details; 2) arrange filming with facilities and interview staff; 3) be on-site to help conduct interview. Content planning doc: https://docs.google.com/document/d/1yLvoa5MK-ZXNDND1_YtpxlXmGubxdX7BYd7xyehry-I/edit
Scope Of Work Cost
Creative Direction + Videography $3,410.00 1 DAY SHOOT: Project management, videography (1 cameraman/sound engineer), file management :45 Video — FIRST $2,445.00 Creative direction, video editing + production, voice-over talent, stock music. Up to 2 review/ revision rounds.
Attachment 3C 2 ESTIMATE / STATEMENT OF WORK Red Chalk Studios 323A First Colonial Rd. Virginia Beach, VA 23454 www.redchalkstudios.com
TEL. 757-437-1185
Date Jun 04 2021 Project Name HRPDC 2021-2022 askHRgreen.org / NEED JACOBS CONTRACT NUMBER Estimate Name 2021 Water Utility Worker Estimate # 21064 r1 Recruitment Videos: WATER Client PO # AWARENESS COMMITTEE
Scope Of Work Cost
:45 Video — SUBSEQUENT $970.00 Pickup creative direction and universal elements from first video, edit for different job/interviewee highlight. Total $6,825.00
Terms & Conditions This price quotation will be honored for 30 days from the day it was sent. All estimates may vary +/-10%. Any alterations by the Client of project specifications may result in price changes. All additional costs exceeding the original estimate will be quoted to and approved by Client before costs are incurred. Signing this estimate constitutes a contract to perform the work as described. If the project is terminated by either party prior to completion, Client shall pay to Red Chalk fees for work that has been completed as of the termination date.
signature printed name date Approved to proceed. I have read and agreed with the terms and conditions.
signature printed name date
Attachment 3C askHRgreen.org | Water Awareness FY21 Budget
HR WET Program Annual Budget: $97,000
Media Printing Promotional Items Mini-Grants 213600 Trailer Maintenance & Storage askHRgreen.org - RCS 213500 Budgeted Amount: $55,000 Budgeted Amount $5,000 Budgeted Amount $20,000 Budgeted Amount: $3,000 Budgeted Amount $2,000 Budgeted Amount $12,000 Promotion/Campaign Dates Amount Item Amount Item Quantity Amount School/Group Amount Amount Amount
Red Chalk Support for Transfer to mini grant Transfer to askHR SEM & Social Jul $836.67 Utility Relief Outreach $6,217.50 program element $3,000.00 U-Haul fees - Jul $289.90 program element $12,000.00
Rain Barrel purchase - SEM & Social Aug $836.67 Arlo Shed Radio Promo 1 $91.52 Eastern Lock & Key $70.00 Rain Barrels - April Showers Social Media Getem Pest Control SEM & Social Sep $836.67 Giveaway 4 $425.00 Quarterly Service $22.50 SEM & Social Oct $836.67 U-Haul fees - Nov $289.90 Getem Pest Control PR Support Aug $115.00 Quarterly Service $22.50 IADWW Campaign Oct $11,500.00 U-Haul fees - Mar $289.90 SEM & Social Nov $836.67 SEM Dec-Mar $1,666.68 Social Dec-Mar $1,680.00 FALW Campaign Mar $9,920.00 SEM & Social Apr-Jun $2,510.00 Value of Water DWW Media Campaign May $15,900.00
Budgeted Amount $55,000.00 $5,000.00 Budget $20,000.00 Budget $3,000.00 Budgeted $2,000.00 Budgeted $12,000.00 YTD Expenditures $47,475.03 $0.00 YTD $6,734.02 YTD $3,000.00 YTD $984.70 YTD $12,000.00 Balance $7,524.97 $5,000.00 Balance $13,265.98 Balance $0.00 Balance $1,015.30 Balance $0.00
FY21 Budget Contribution $97,000.00 Carryover from FY20 $34,780.64 Total $131,780.64
FY 21 Budgeted Expenses $97,000.00 Actual Spending to date: $70,193.75 Attachment 6A Attachment
1 of 1 DIGITAL MARKETING REPORT
REPORTING PERIOD May 1 - May 31, 2021
PREPARED FOR askHRgreen.org
REPORTING ON Website Activity Social Media
PREPARED BY
Attachment 6B Attachment Christy Klein - Digital Marketing Manager WEBSITE TRAFFIC May 1, 2021 - May 31, 2021 ▼
Monthly Users Monthly New Users Monthly Page Views 7,757 7,542 11,904 -41.6% -43.3% -39.1%
Tra c Sources NOTES & ANALYSIS 8.2% google / organic In May, we saw our website tra c return to average levels (direct) / (none) for Monthly Users, New Users and Monthly Page views. The wtkr / PPC change isn't an indication that something is wrong; we just scripps_wtkr / facebook had phenomenal numbers in April, with a huge spike on Earth Day, April 22nd. Elevated tra c began ten days before 11.3% 48.5% m.facebook.com / referral wtkr / (not set) that when we were running organic posts about two strong subjects: cigarette-butt waste and things to do to celebrate bing / organic Earth Day. These messages were also supported with paid scripps_wtkr / stn_banners social media ads and lots of public relations exposure. yorkcounty.gov / referral 22.3% others Back to May... We saw a bump in tra c on Cinco de Mayo (we ran "Your Garden's Salsa Recipe" post) and another spike on the 28th, the day before Memorial Day Weekend. Beyond our home page, the cigarette-waste-grant page and the blog showcasing 50 ways to celebrate Earth Day were 2021 2020 Year Over Year Total Users still getting the most hits. Users Users (previous year) 15K Our Google / organic tra c once again dominated all other tra c sources, followed by
Attachment 6B Attachment 10K direct tra c. ______
5K Google and direct tra c remained our two biggest drivers to the site, followed by our 0 PPC/wtkr sources. Jan 2021 Mar 2021 May 2021 Jul 2021 Sep 2021 Nov 2021 Feb 2021 Apr 2021 Jun 2021 Aug 2021 Oct 2021 Dec 2021 WEBSITE ENGAGEMENT May 1, 2021 - May 31, 2021 ▼
Top Pages Pageviews ▼ % Δ Avg. Session Duration City Visits ▼ / 893 12.6% 00:00:55 Virginia Beach 1,169 /grants/cigarette-waste… 470 786.8% 14.8% Chesapeake 662
/50-ways-to-celebrate-e… 447 -93.8% (not set) 582
/gtk-gtd/recycling-look… 429 -1.8% Newport News 505 Pages / Session /events-happenings/ 353 -38.7% Norfolk 389
/algae-lets-get-rid-scum/ 333 39.9% 1.39 9.2% /gtk-gtd/lawn-garden-b… 324 -22.9%
/no-butts-about-it/ 303 1,022.2%
/gtk-gtd/recycling-look… 256 15.3%
/gtk-gtd/recycling-look… 250 135.8%
1 1,047
NOTES & ANALYSIS
While we had our Value of Water Workers paid media campaign running during the rst week of May, it didn't generate a lot of activity on the website. That doesn't mean people weren't educated or became more aware...
mobile There were many special calendar days in May that we highlighted, including 44.4% desktop 52.8% Wild ower Week and Hug A Tree Day, in addition to Mother's Day and tablet
Attachment 6B Attachment Memorial Day. We ran supportive social media messaging for those days, as well as lawn/garden care posts, and continued cigarette-butt messaging with a paid ad that helped drive tra c to our cigarette waste page with a dramatic 786.8% increase in page tra c.
Our mobile-to-desktop ratio is consistently balanced. Mobile is running slightly higher, about 8% more, which has been the trend this entire scal year (outside of April, which had desktop use slightly higher). SOCIAL MEDIA / Facebook May 1, 2021 - May 31, 2021 ▼ May include Organic & Paid Tra c
NOTES & ANALYSIS Post Engagement
30K 29,368 20K Total Page followers increased by 12 during 10K 4,380 3,095 2,729 4,292 4,057 May. 2,038 2,101 702 1,062 1,939 6,176 ______0 Jun 1, 2020 Aug 1, 2020 Oct 1, 2020 Dec 1, 2020 Feb 1, 2021 Apr 1, 2021 There were 25 organic Jul 1, 2020 Sep 1, 2020 Nov 1, 2020 Jan 1, 2021 Mar 1, 2021 May 1, 2021 posts in May.
The organic post from May 3rd had the highest number of engagements Reach with a total of 247 clicks, 600K comments and shares. 542,882 400K
200K 80,636 241,097 222,224 208,309 194,631 187,359 204,544 186,878 179,373 134,928 155,939 0 Jun 1, 2020 Aug 1, 2020 Oct 1, 2020 Dec 1, 2020 Feb 1, 2021 Apr 1, 2021 Jul 1, 2020 Sep 1, 2020 Nov 1, 2020 Jan 1, 2021 Mar 1, 2021 May 1, 2021
Total Page Followers Attachment 6B Attachment 3K 2,918 2,926 2,949 2,817 2,735 2,853 2,863 2,864 2,869 2,884 2,490 2,491 2K
1K In May, our top-performing organic post of the month was one of our 0 organic "no butts about it" Jun 1, 2020 Aug 1, 2020 Oct 1, 2020 Dec 1, 2020 Feb 1, 2021 Apr 1, 2021 messages, including photos of our Jul 1, 2020 Sep 1, 2020 Nov 1, 2020 Jan 1, 2021 Mar 1, 2021 May 1, 2021 cool sculptures. SOCIAL MEDIA / Facebook May 1, 2021 - May 31, 2021 ▼ Paid Media Results
Campaign Name Starts Ends Reach Impressions Total Engagements ▼ Engagement Rate
1. ASK: 05 Week 1 Post 1 May 1, 2021 May 11, 2021 104,134 129,670 100 0.08%
2. ASK: 05 Week 2 Post 1 May 12, 2021 May 31, 2021 96,920 141,089 14 0.01%
NOTES Ran May 1 - May 11 Ran May 12 - 31 Above are the paid social media content for the month of May in order by date. We rode the wave, continuing our popular No Butts About It messaging during the rst half of the month, including an invitation to apply for a grant. And we ran an ad touting the Value of Water Workers for the second half of the month, using our nice video.
Our Facebook and Instagram ads reached over 200K users during May.
NOTES & ANALYSIS Attachment 6B Attachment
The following pages are the paid media results, year-to-date. Highlighted are any posts with an engagement rate of over 0.20%. This is the better metric to watch, as opposed to just raw engagements. SOCIAL MEDIA / Facebook Paid Media Results Fiscal Year to Date
Co Campaign Name Starts Ends Reach Impressions Total Engagements Engagement Ra…
1. 36 ASK: 2020 08 Week 2 Post 2 Aug 11,… Aug 15,… 41,611 41,742 12 0.03%
2. 37 ASK: 2020 08 Week 4 Post 1 Aug 24,… Aug 29,… 44,145 4,326 19 0.44%
3. 38 ASK: 2020 08 Week 1 Post 2 Aug 3, … Aug 7, … 55,129 55,129 19 0.03%
4. 39 ASK: 2020 09 Lawn Care Sep 21, … Sep 27, … 113,520 115,840 43 0.04%
5. 40 ASK: 2020 09 TU2CU Sep 1, 2… Sep 18, … 167,618 241,551 160 0.07%
6. 41 ASK: 2020 10-B Lawn Care Oct 8, 2… Oct 31, … 114,236 186,910 42 0.02%
7. 42 ASK: 2020 10-A IADWW Oct 1, 2… Oct 18, … 134,467 182,848 7 +0%
8. 43 ASK: 2020 12 Week 1 Post 1 Nov 30,… Dec 6, 2… 1,506 1,506 0 0%
9. 44 ASK: 2020 11 Week 2 post 1 Nov 11,… Nov 30,… 104,857 158,268 16 0.01%
10 45 ASK: 2020 12 Week 1 Post 2 Nov 30,… Dec 6, 2… null 2,430 1 0.04%
11 46 ASK: 2020 11 Week 2 post 2 Nov 11,… Nov 30,… 112,770 168,122 17 0.01%
12 47 ASK 2020 12 Week 2 Post 1 Dec 7, 2… Dec 13, … 47,199 47,425 26 0.05%
13 48 ASK: 2020 12 Week 2 Post 2… Dec 7, 2… Dec 22, … 99,583 137,001 17 0.01%
14 49 ASK: 2020 12 Week 1 Post 1 Nov 30,… Dec 6, 2… 36,896 36,896 5 0.01%
15 50 ASK: 2020 12 Week 1 Post 2 Nov 30,… Dec 6, 2… 42,168 42,569 14 0.03% While we are in the process of 16 51 ASK: 2020 12 Week 3 Post 1 Dec 14, … Dec 23, … 58,479 67,502 9 0.01% making our Campaign Naming process here easier to understand 17 52 ASK: 2021 Week 2 Post 2 Jan 11, … Jan 31, … 98,532 153,617 7 +0% (including the committee each 18 53 ASK: 01 Week 2 Post 3 Jan 11, … Jan 31, … 114,538 181,700 17 0.01% campaign is associated with and its
Attachment 6B Attachment 19 54 ASK 2021 1 Week 2 Post 1 Jan 11, … Jan 31, … 110,443 171,202 8 +0% creative theme), we're including a screenshot of the signi cant posts; 20 55 ASK: 02 Week 1 Post 2 Feb 4, 2… Feb 24, … 52,880 76,817 12 0.02% these are highlighted in green in the 21 56 ASK: 02 Week 2 Post 2 Feb 1, 2… Feb 28, … 51,152 73,287 7 0.01% list to the left.
22 57 ASK: 02 Week 1 post 1 Feb 1, 2… Feb 20, … 51,343 72,712 5 0.01%
23 58 ASK: 02 Week 3 Post 2 Feb 16, … Feb 28, … 52,256 63,490 2 +0%
24 59 ASK: 02 Week 2 Post 3 Feb 11, … Feb 28, … 45,601 64,914 5 0.01% SOCIAL MEDIA / Facebook Paid Media Results Fiscal Year to Date
Campaign Name Starts Ends Reach Impressio… Total Engagem… Engagement Rate
1. ASK: 2020 12 Week 1 Post 1 Nov 30, 2020 Dec 6, 2020 36,896 36,896 5 0.01%
2. ASK: 2020 12 Week 1 Post 2 Nov 30, 2020 Dec 6, 2020 42,168 42,569 14 0.03%
3. ASK: 2020 12 Week 3 Post 1 Dec 14, 2020 Dec 23, 2020 58,479 67,502 9 0.01%
4. ASK: 2021 Week 2 Post 2 Jan 11, 2021 Jan 31, 2021 98,532 153,617 7 +0%
5. ASK: 01 Week 2 Post 3 Jan 11, 2021 Jan 31, 2021 114,538 181,700 17 0.01%
6. ASK 2021 1 Week 2 Post 1 Jan 11, 2021 Jan 31, 2021 110,443 171,202 8 +0%
7. ASK: 02 Week 1 Post 2 Feb 4, 2021 Feb 24, 2021 52,880 76,817 12 0.02%
8. ASK: 02 Week 2 Post 2 Feb 1, 2021 Feb 28, 2021 51,152 73,287 7 0.01%
9. ASK: 02 Week 1 post 1 Feb 1, 2021 Feb 20, 2021 51,343 72,712 5 0.01%
10. ASK: 02 Week 3 Post 2 Feb 16, 2021 Feb 28, 2021 52,256 63,490 2 +0%
11. ASK: 02 Week 2 Post 3 Feb 11, 2021 Feb 28, 2021 45,601 64,914 5 0.01%
12. ASK: 02 Week 3 Post 1 Feb 15, 2021 Feb 28, 2021 21,670 27,227 7 0.03%
13. ASK: 02 Week 2 Post 1 Feb 9, 2021 Feb 28, 2021 45,567 65,641 2 +0%
14. ASK: 03 Week 3 Post 1 Mar 18, 2021 Mar 23, 2021 34,904 35,417 29 0.08%
15. ASK: 02 Week 3 Post 1 Mar 15, 2021 Mar 28, 2021 33,943 53,136 8 0.02%
16. ASK: 03 Week 1 Post 1 Mar 2, 2021 Mar 16, 2021 69,312 90,671 95 0.1%
17. ASK: 03 Week 4 Post 1 Mar 17, 2021 Mar 23, 2021 19,264 30,431 13 0.04%
18. ASK: 2021 03 Week 2 Post 1 Mar 8, 2021 Mar 23, 2021 141,539 195,481 266 0.14%
19. ASK: 04 Week 2 Post 2 Apr 12, 2021 Apr 26, 2021 76,131 88,137 200 0.23%
Attachment 6B Attachment 20. ASK: 04 Week 2 Post 4 Apr 18, 2021 Apr 21, 2021 53,108 53,228 19 0.04%
21. ASK: 04 Week 2 Post 3 Apr 15, 2021 Apr 28, 2021 41,230 52,244 54 0.1%
22. ASK: 04 Week 2 Post 1 Apr 11, 2021 Apr 23, 2021 43,202 53,640 115 0.21% SOCIAL MEDIA / Instagram May 1, 2021 - May 31, 2021 ▼ May include Organic & Paid Tra c
Followers NOTES & ANALYSIS 600
467 489 400 423 423 427 445 462 379 386 394 414 418 In May, we gained 23 new 200 followers. ______0 Jun 1, 2020 Aug 1, 2020 Oct 1, 2020 Dec 1, 2020 Feb 1, 2021 Apr 1, 2021 Jul 1, 2020 Sep 1, 2020 Nov 1, 2020 Jan 1, 2021 Mar 1, 2021 May 1, 2021 There were 13 organic posts during May. The post with the most engagement was from May 18th that received 18 engagements.
Follow Growth 30
20 23 19 17 16 10 13 4 4 1 7 8 7 5 0 Jun 1, 2020 Aug 1, 2020 Oct 1, 2020 Dec 1, 2020 Feb 1, 2021 Apr 1, 2021 Jul 1, 2020 Sep 1, 2020 Nov 1, 2020 Jan 1, 2021 Mar 1, 2021 May 1, 2021
Pro le Views Website Clicks Attachment 6B Attachment
200 108 100 23 19 33 0 2 013 0 0 04 016 0 0 0 72 6 0 41 38 40 0 Jun 1, 2020 Aug 1, 2020 Oct 1, 2020 Dec 1, 2020 Feb 1, 2021 Apr 1, 2021 Jul 1, 2020 Sep 1, 2020 Nov 1, 2020 Jan 1, 2021 Mar 1, 2021 May 1, 2021 Google My Business May 1, 2021 - May 31, 2021 ▼
Queries Users ▼ Post Views ▼ NOTES & ANALYSIS 1. askhrgreen 83 1. Wild owers 19 In May, we saw a few different 2. Newport News environmental waste null 2. Cigarette Butt Litter (Butt Man) 17 search terms that directed users to 3. donate used electronics near me null 3. Cigarette Butt Litter (non-biodegrada… 9 askHRgreen.org, including Newport
4. hazardous medical waste disposal … null News Environmental Waste and The post section (above) details views on posts to the Donate Used Electronics Near Me. 5. ask hr green null askHRgreen.org's Google My Business pro le. 6. land llsalvation army near me null May's Google My Business postings 7. hrgreen null were about Wild ower Week and 8. hazmat disposal near me null cigarette butt litter. These posts received a total of 45 views. 9. Virginia eco friendly stores null
10. 2021 shred events near me null
The Queries table (above) is pulled directly from our spreadsheet that re ects askHRgreen.org's Google My Business dashboard.
When there are 15 or fewer searches for particular terms, they will appear as "null." Attachment 6B Attachment The Total Views chart (left) details user views on our Google My Business pro le, and from what source users found our GMB pro le (i.e. typed a term into the search engine or maps to pull up our listing).
The Total Actions On Page table (above) shows traceable actions taken by users from the Google My Business page. EMAIL MARKETING May 1, 2021 - May 31, 2021 ▼
SENT 05.04 + RESENT 05.11
Attachment NOTES & ANALYSIS
Our May/June newsletter had a fantastic open rate at 25.2% and very impressive click-through-rate to the website of almost 12%; that's 190 click- throughs. These are the highest stats we've seen all year! Also interesting is looking at the Heat Map of where people are clicking on this edition of our
6B newsletter: 1. Native Plants guidebook, 2. masthead/website home page, 3. our Pinterest page, and 4. the 757 ReUse Center.
The average open rate for emails in all industries is 16.03%, per Constant Contact. We are monitoring stats for days and at times that have shown to perform the best. For 2021, stats show that sending out on Tuesdays and Thursdays at 8am, 1pm, and 5pm perform the best; we sent/resent our May-June issue on a Tuesday at 1pm, and resent it the following Tuesday. COVA Magazine 10-Year Anniversary Proposal from COVA for discussion and input purposes only.
1/6 Page (10- month program.5 issues)
Sept/Oct issue - Kick off the campaign
• Full page Sponsored content within mag…this could be advice, accomplishments, etc. for AskHRGreen.org.org. • CovaMag.com…Full page sponsored content would live for 1yr+ under https://www.coastalvirginiamag.com/at-home/ • Social media pushes of the above content with links back to article • 500 overprints of the above for AskHRGreen.org • Sept H&G newsletter…Full page sponsored content along with a banner ad • October H&G newsletter…. Banner advertisement
Nov/Dec issue
• 1/6 pg. advertisement…Tip or fun fact based w/ 10-year watermark. • Nov H&G newsletter…Banner advertisement • Dec H&G newsletter…Banner advertisement
Jan/Feb issue
• 1/6 pg. advertisement… Tip or fun fact based w/ 10-year watermark. • Jan H&G newsletter…Banner advertisement • Feb H&G newsletter…Banner advertisement
March/April
• 1/6 pg. advertisement… Tip or fun fact based w/ 10-year watermark. • March H&G newsletter…Banner advertisement • April H&G newsletter…Banner advertisement
May/June
• 1/6 pg. advertisement… Tip or fun fact based w/ 10-year watermark. • May H&G newsletter…Banner advertisement • June H&G newsletter…Banner advertisement
Attachment 6C