HomeMy WebLinkAbout13 Water Conservation Program Agenda Item # 3`
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Memorandum
To: Board of Directors
From: Peter Holzmeister
Date: April 11, 2003
Subject: Water conservation program
1. Why this matter is before the board
At the last meeting the board approved a water conservation program and asked us to
bring additional information back for the board's review. With this item we are returning
to the board to move the conservation along to implementation.
2. History
We have been experiencing increasing water use each summer attributable to
landscaping. The attached graph will show you how our water consumption increases in
the summer.
Our need to construct new wells is impacted by this trend. If we could get landscaping
water under control, we could avoid an investment in expensive water infrastructure.
Based on this idea, we have developed an outline of a water conservation program for
the summer of 2003,
3. New information
Scott Terrell has worked with Pettit Gilwee to develop a public relations program to
promote wise use of water. Attached is a copy of Pettit's proposal for your review. Her
assistance would be most valuable. However, I suggest we approve her work plan for
May and June at this time. When we review our budget for the second half of the year,
we will determine if we are able to continue her work for July and August.
4. Recommendation
I recommend that the board approve the proposal from Pettit Gilwee Public Relations for
two months at a fee of$3,750 per month.
PETTIT GtLWEE
puahl- resat=ons
PUBLIC RELATIONS OUTREACH CAMPAIGN
FOR
TDPUD LANDSCAPE WATER CONSERVATION PROGRAM
Scope of Public Relations Project:
Pettit Gilwee Public Relations will develop and implement a results-oriented
public relations outreach campaign designed to generate community and media
awareness of the Truckee Donner Public Utility District's (TDPUD) and its Landscape
Water Conservation program. The campaign will also be designed to enhance the
credibility of the organization and position it as an authority on this type of conservation.
The campaign will run from May 2003 through August 2003. All public relations
outreach services will be carried out in close coordination with the Client. Those services
include the following activities:
• Develop an identity for the TDPUD Landscape Water Conservation Program.
Design a unique image to be used as a key element in all collateral and
advertising pieces.
• Draft landscape water conservation message/talking points to be used by staff and
highlighted in all media and collateral materials.
Paee I —Water Conservation Campaign
• Develop a four-month advertising campaign (3x5 ads to run bi-monthly in Sierra
Sun and Moonshine Ink) designed to educate the community about how to
landscape in an efficient manner that will conserve water.
• Design a dynamic Landscape Water Conservation advertising template to be used
for all ads, including a banner slogan to jump-start the TDPUD's outreach efforts.
• Develop and design a one-page Landscape Water Conservation handout and
water-use chart that highlights key tips the public can implement immediately.
Distribute piece "in house" to keep TDPUD employees abreast, as well as
community-wide at key area events. Also post this piece to the TDPUD website.
• Develop and implement display ads for three Landscape Water Conservation
workshops in conjunction with area nurseries and landscaping companies.
• Develop Landscape Water Conservation brochure, which will include lawn
watering guide, water-saving hints and any other pertinent TDPUD information.
• Draft timely news releases featuring Landscape Water Conservation workshops.
Distribute to local and regional targeted media outlets, including homeowners
associations' newsletters, generating significant media exposure.
• Draft Landscape Water Conservation bylined articles on behalf of TDPUD staff.
Secure editorial placement of these guest columns in local newspapers.
• Develop public service announcements to maintain top-of-the-mind awareness of
the importance of landscape water conservation.
• Create a colorful, user-friendly Landscape Water Conservation bill staffer to be
incorporated in the July TDPUD bills.
Public Relations Campaign Cost: $3,750 per month, May 2003 through August 2003
• This flat fee includes fax, photocopy,postage, telephone, travel and mileage.
• It also includes design fees, advertising placement and printing/production costs.
• Pettit Gilwee Public Relations bills on a monthly basis. Invoices, with a detailed
status report that highlights work performed and results achieved, are mailed
within the first week of the following month.
Page 2—Water Conservation Campaign
Truckee System
1994-2003 Well Production - Seven Day Running Averages
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Jan-01 Feb-20 Apr-11 May-31 Jul-20 Sep-08 Oct-28 Dec-17
Date