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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.
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 stuffer 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.