MICHAEL HIPPLE, CHAIR ANDRIA MCCLELLAN, VICE-CHAIR RANDY KEATON, TREASURER . ROBERT A. CRUM, JR., EXECUTIVE DIRECTOR/SECRETARY December 6, 2019 Memorandum #2019-185 TO: askHRgreen.org Water Awareness Subcommittee BY: Katie Cullipher, Principal Environmental Education Planner RE: askHRgreen.org: Water Awareness Subcommittee – December 12, 2019 This is to call the next meeting of the askHRgreen.org: Water Awareness Subcommittee for Thursday, December 12, 2019 at 9:30 a.m. in the SPSA Conference Room, 723 Woodlake Drive, Chesapeake, VA 23320. Comments and suggestions based on this agenda package are welcome. The agenda for the meeting is as follows: 1. Meeting Summary The meeting summary for October is attached for review and approval. Attachment 1 Action: Approve the meeting summary. 2. askHRgreen.org Event Schedule HRPDC staff will provide an update on the status of the recent trailer repairs. The current listing of outreach events is as follows: 1/13 - 1/16 Mid Atlantic Horticulture Short Course & Home Gardener Day Norfolk 2/8 - 2/9 Hampton Roads Home Show* Hampton 3/7 - 3/8 Mid Atlantic Home & Outdoor Living Show* Virginia Beach 4/4 - 4/5 Daffodil Festival Gloucester 4/11 Hold for Sam McNeil Yorktown 4/22 Poquoson Earth Day Poquoson 4/27 Virginia Living Museum Earth Day Festival Newport News TBD Newport News Ship Building Health and Safety Expo Newport News *Need volunteers for this event. THE REGIONAL BUILDING . 723 WOODLAKE DRIVE . CHESAPEAKE, VIRGINIA 23320 . (757) 420-8300 Action: Based on discussion. 3. FY20 Media Campaigns & Promotions The following media and promotional campaigns are planned for this fiscal year: Fall Imagine a Day Without Water paid media campaign (October) – Completed – campaign summary report is attached for review. Spring Fixing Leaks paid media campaign (March) – using existing video/radio/digital creative Spring Value of Water paid media campaign (May) – using existing video/radio/digital creative askHRgreen social media branding campaign – ongoing Attachment 3 Action: Based on discussion. 4. Printing & Promotional Items The Committee will review current inventory levels and discuss ordering any promotional items or printed materials. Action: Based on discussion. 5. Roundtable Committee members should discuss any updates or news from their local programs. Action: Based on discussion. 6. Staff Reports H2O Rebranding Update – HRPDC staff will provide an update related to promotion of the new shareh2o.org website and the $20 for 20 fundraising campaign. The current FY20 budget is attached for review. The Monthly Digital Marketing Report is also attached for review. Attachment 6A, 6B Action: Based on discussion. Next Meeting: The next meeting is scheduled for Thursday, January 23, 2020 at the HRPDC office. askHRgreen.org | Water Awareness Committee Meeting Summary October 24, 2019 HRPDC - Chesapeake Attendees: Lori Woolman, NN Rachel Gaul, NO Jerry Hoddinott, CH Lacie Wever, HRSD Tamara Clore, SU Katie Cullipher, HRPDC 1. Meeting Summary The September meeting summary was reviewed and approved. Action: Summary approved. 2. askHRgreen.org Event Schedule 10/24 Public Works Fall Picnic Virginia Beach 11/12 Anthem Eco Fair Virginia Beach 11/14 Anthem Eco Fair Norfolk 1/14 - 1/16 Mid Atlantic Horticulture Short Course* Norfolk 2/8 - 2/9 Hampton Roads Home Show* Hampton 3/7 - 3/8 Mid Atlantic Home & Outdoor Living Show* Virginia Beach 4/4 - 4/5 Daffodil Festival Gloucester 4/27 Virginia Living Museum Earth Day Festival Newport News TBD Newport News Ship Building Health and Safety Expo Newport News HRPDC staff updated the Committee on damage done to the askHRgreen trailer due to the spare tire coming lose and falling off. Repairs are being assessed and the insurance company has been notified. There is a $1000 deductible on the policy so the Committees may need to share repairs costs up to a maximum of $250 each. Action: HRPDC staff is working with the insurance company and will coordinate trailer repairs. 3. FY20 Media Campaigns & Promotions The following media and promotional campaigns are planned for FY20: Fall Imagine a Day Without Water paid media campaign (October) - completed Spring Fixing Leaks paid media campaign (March) – using existing video/radio/digital creative Spring Value of Water paid media campaign (May) – using existing video/radio/digital creative askHRgreen social media branding campaign - ongoing Action: None. Attachment 1 4. Imagine a Day Without Water Imagine a Day Without Water was October 23. The Committee discussed this outreach initiative with area businesses. In total, there were 26 businesses that signed on to become partners. Below are some of the takeaways from the promotion and ideas for improvements next year: Send partner correspondence out via Constant Contact email with graphics vs. regular email. It would feel more polished and may garner more attention than the text-heavy email. Create a web toolkit with links to download vs. sending files via email. Create a “thank you” video for participants – consider getting videos/quotes now from this year’s participants to use for next year’s promotion vs. trying to get this type of thing before the promotion next year. Have social media posts ready and scheduled in advance vs. trying to post so many updates with participants the day of. Action: HRPDC staff will reach out to this year’s participants thanking them and inviting them to participate again in 2020. 5. Printing & Promotional Items Reusable bags arrived and are available for pickup as needed. Committee members should coordinate with HRPDC staff to arrange for pickups. The Committee did not express any interest in new promotional items at this time. Action: None. 6. Staff Reports Budget – The current FY20 budget was provided for review. H2O Rebranding Update – HRPDC staff provided an update on the new shareh2o.org website and the $20 for 20 fundraising campaign. Committee members expressed an interest in having a $20 for 20 poster to display in customer service areas and donation envelopes were distributed to those in attendance. Action: HRPDC staff will have a $20 for 20 poster created and distributed; staff will also reach out to local utility and communications representatives with campaign resources for sharing. 7. Roundtable Newport News – New public education coordinator has been hired and will attend the next committee meeting; Working on a H2O $20 for 20 promotion/fundraiser for Waterworks staff that would involve buying a $1 water drop to recognize a staff member who “keeps the water flowing” – raises money for the cause while boosting employee morale. General Discussion – Consider a Water Quality Report promotion in May 2020/Drinking Water Week promotion. Action: None. Next Meeting: The next meeting will be a combined November/December meeting, tentatively scheduled for December 19 with a catered lunch. HRPDC staff will send out an email to determine the best date/time and then confirm. Attachment 1 323A First Colonial Rd. • Virginia Beach, VA 23454 • 757.437.1185 RedChalkStudios.com • [email protected] • [email protected] MEDIA PLAN & CREATIVE BUDGET APPROVED IMAGINE A DAY WITHOUT WATER CAMPAIGN APPROVED CLIENT HRPDC / askHRgreen.org JOB # COMMITTEE Water Awareness CAMPAIGN Imagine A Day Without Water BUDGET MEDIA: $11,900 CREATIVE: $4,830 NEW FLIGHT DATES 2019: 10.14 - 10.27 (National IADWW: October 23) TWO WEEKS • TARGET DEMO CAMPAIGN PAGE LINK https://askhrgreen.org/campaign/imagine-day-without-water/ 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) 168 35.30% 2.7 623,000 623,000 TOTAL RADIO EXPOSURE (A18+) 168 29.80% 2.6 1,003,000 1,003,000 WNOB-FM Adult Hits 56 :60 WUSH-FM Country 10 :60 WWDE-FM Adult Contemporary 12 :60, plus Digital 775x515 WVKL-FM Urban Adult Contemporary 32 :60, plus Digital 775x515 WNOR-FM Active Rock 58 :60 RADIO SUMMARY 168 29.80% 2.6 1,003,000 1,003,000 $8,660.00 320x50, 300x50, 300x250, 728x90, Retargeted and Behavioral 775X515 WTKR's AD SERVER NETWORK Targeted Display 20,000 30,000 71 0.24% (STATIC) 320x50, WTKR.com - Mobile App Digital Ads 5,000 5,007 11 0.22% 300x250 WTKR-Weather Channel Display Static Ad 20,000 20,056 43 0.21% WTKR.com Native Content Ad 24,000 23,999 48 0.20% SOCIAL NETWORKS (Purchased 1200x628 Attachment based on actions, not impressions. pixels visual Results are actual imps delivered) Facebook/Instagram 400 46,031 1,754 3.81% +copy for ad PreRoll Short form video 25,400 27,013 29 0.11% :30/15 ONLINE / DIGITAL SUMMARY 94,400 400 152,106 1,956 $3,241.18 SUBTOTAL: Media Buy $11,901.18 3 ADDED VALUE Added Value for Stations $6,500.00 323A First Colonial Rd. • Virginia Beach, VA 23454 • 757.437.1185 RedChalkStudios.com • [email protected] • [email protected] MEDIA PLAN & CREATIVE BUDGET APPROVED IMAGINE A DAY WITHOUT WATER CAMPAIGN APPROVED CLIENT HRPDC / askHRgreen.org Added Value for Digital 57,706 $3,773.52 SUBTOTAL: ADDED VALUE SUMMARY 0 57,706 Added Value $10,273.52 TOTAL VALUE OF SCHEDULE 168 1,097,400 1,155,106 1,956 Average 0.0% $22,174.70 BUDGET MEDIA $11,901.18 PROJECT MANAGEMENT + CREATIVE TOTAL $4,830.00 TOTAL BUDGET $16,731.18 TOTAL VALUE (MEDIA BUDGET + CREATIVE BUDGET + ADDED VALUE) $27,004.70 TOTAL IMPRESSIONS 1,155,106 COST PER THOUSAND IMPRESSIONS (campaign total spend ÷ total impressions x 1000, including added value) $14.48 RETURN ON INVESTMENT (total value ÷ campaign total spend) $1.61 RETURNING ANALYTICS SESSIONS USERS PAGE VIEWS PAGES/SESSION AVG DURATION NEW VISITORS VISITORS Google WVKL Social media Posts on station's Facebook page, Main page flipper banner on station website and promotion through the station 3-newsletter.Bonus spots 33000:00:00 WWDE Social media Posts on station's Facebook page, Main page flipper banner on station website and promotion through the station 3-newsletter.Bonus spots 23400:00:00 WAFX and WNOR “What Do You Know About Water?” This is an interactive quiz where listeners have to go to our website and respond to a series of five questions that will be guided by askHRGreen.org water education series.