Eastern Municipal Water District
“Landscapes for Living” Campaign
Overview
Eastern Municipal Water District is the water, wastewater service and recycled water provider to nearly one million people living and working within a 558-square mile service area in western Riverside County. It is California’s sixth-largest retail water agency.
Challenge
In 2020, EMWD hired NV5—Jenna Brossman Caprara’s former employer—to develop a community outreach campaign to raise awareness of its Outdoor Water Use Efficiency Program that was designed to reduce residential customers’ outdoor water usage. California was experiencing severe drought and the program promoted water efficiency through a consolidation of rebate programs, landscape transformation and other resources. The goal was to have 1,000 customers participate in the program within the first year.
Solution
Serving as the project lead, Jenna oversaw the development and implementation of a statistically valid survey that provided key insights on residential customers’ perceptions of the program and key messages that would convert them. The research findings were incorporated into an extensive communications plan that guided the campaign.
Additional strategies and tactics implemented included the creation of the campaign name—Landscapes for Living—and key messages that were incorporated into all outreach materials, including FAQs, fact sheets, brochures, direct mail pieces, eblasts, press releases, social media and advertisements. A microsite was also developed and served as the comprehensive hub for the program.
Results
The campaign launched in early 2021 and immediately received immense interest among EMWD’s residential customers. Jenna’s approach was successful and exceeded EMWD’s goal by garnering over 1,500 residential participants in the first year. Furthermore, the campaign won numerous awards from the Public Relations Society of America and the California Association of Public Information Officials.
