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[PUBLICRELATIONSPLAN]

ConserveWatertoPreservePublicHealth
Presentedby:CarlynLangley,CatherineLeonard,BrookeLevinsohn,CarolineLuther,andBriannaLutrell

SituationAnalysis:

Theworldisfullofwater,andasthehumanrace,wevaluewaterasanecessaryresourceinday
todayliving.However,itisimportanttounderstandthatthehumanpopulationhasverylittle
accesstofreshwater.Itisnecessarytoviewwaterasafiniteresource.Toputourwatersupplyin
perspective,oftheworld'stotalwatersupply,twoandahalfpercentisconsideredfreshwater.
Ofthetotalfreshwatersupply,67percentisinaccessible,leaving33percentoffreshwater
availableforpublicuse.Ifweweretobreakthatnumberdownevenmore,oftheaccessible
freshwater,69percentispolluted,leaving31percentasusablefreshwater.Thatequatestoless
thanonepercentoftheworldstotalwatersupplyavailableforsafehumanconsumption.

IntheU.S.,wearefortunateenoughtohaveaccesstofreshwater.Essentially,wheneverwe
needwaterweareabletoturnonthesink,andwatermagicallystreamsout.Around70percent
ofwaterconsumptionintheU.S.isderivedfromindooruse,andjustabout30percentisused
outdoors.TheaverageAmericanfamilywillusemorethan300gallonsofwateraday(Water
UseToday).Incomparison,theaverageAfricanfamilyusesfivegallonsaday.Whatismore,is
anestimated2.4billionpeoplelackadequatesanitationand1.1billionpeoplearewithoutaccess
tosafewater(WaterFacts).

WemustunderstandthesewaterissuesonaninternationallevelbecauseitallowsU.S.citizens
toseewhatissuesmayariseifwecontinueourcurrentwaterconsumptionpatterns.Manystates
aroundtheU.S.havebegunwaterconservationcampaignsinanattempttopreservewater.
AccordingtotheUnitedStatesOrganizationforEconomicCooperationandDevelopment,water
conservationreferstothepreservation,controlanddevelopmentofwaterresources,bothsurface
andgroundwater,andpreventionofpollution(OECD).

ItisimportanttotakeontheissueofwaterconservationonthelocallevelTarrantCountyis
expectedtodoubleitspopulationinthenexthalfdecade.CurrentlyTarrantCountyishometo
1.8millionindividuals,andby2060,TarrantCountyisestimatedtobehometoaround3.6
millioncitizens(Zavala).TarrantCountycurrentlyreceivesitswaterfromtheTarrantRegional
WaterDistrictTRWD.TheWaterDistrictownsandoperatesfourmajorreservoirs:Lake
Bridgeport,EagleMountainLakeandtheCedarCreekandRichlandChambersReservoirs
(TRWD).TRWDserves11countiesintheNorthTexasarea.Theselocalandlessexpensive
sourcesofwaterarelargelydeveloped,andthewatersupplywillsoonbecomelimited.
Additionalsuppliestomeetfuturedemandsforwaterwillbeexpensiveanddifficulttosecure.

Objectives:

1.)ToinformthecommunityofFortWorthandTarrantCountyaboutimportanceofwaterbeing
afiniteresourcethatwemustconserve,inordertopreservethefuturestateofpublichealth.

2.)Toreducewaterusagefrom300gallonsofwateradayto255gallons(15%)adaybytheend
of2016.

Wearehopingtofixthisgeneration,andshapethefuturegenerations,teachingeveryonehowto
conserve
and
preserve
water.

TargetAudience:

Wehavetwotargetaudiences,primaryandsecondary.Ourprimarytargetaudiencewillbe
millennialsintheFortWorthcommunity.Thisincludesmalesandfemales,ages1833.Our
secondaryaudienceistheyouthoftheFortWorthcommunity.Thisincludesmalesandfemales,
ages517.Ourtargetaudiencewillrespondwelltomessagesthatreflectcurrentsocialand
culturalvalues.Webelievethattargetingmillennialsandtheyouthwillinfluenceother
generationstogetinvolvedintheFortWorthwaterconservationmovement,aswellascreatea
newgenerationofindividualseducatedonwaterconservationandpreservation.

Strategy:

KeyMessageTheme
Ifourcommunitydoesnotworktogethertouseavailablewaterinasustainableandresponsible
way,thefutureofthepublicshealthwillbeinjeopardy.Itisimperativethatweconservethe
waterthatwehaveforourselves,thecommunityatlarge,andforgenerationstocome.That
beingsaid:

Thetitleofthecampaignatlargewillbe:
ConserveWatertoPreservePublicHealth
Ourslogan:
ConservetoPreserve
Ourhashtag
:#Conserve2Preserve

Why/How/Rationale
Ourstrategywillbetoraiseawarenessandeducatethepublicontheimportanceofwaterinour
everydaylives,aswellasthepossiblethreatsthatfaceourcommunityifwedonot
Conserveto
Preserve.
Thisisimportantbecausewateristakenforgrantedandisoverusedinoureveryday
lives,disregardingthefactthatitisnotaninfiniteresource.Thepublicisaware,onthebasic
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level,thatwehavetopreservethiscrucialresource,buttheyarenotawareofhowto,orhow
urgent,itistomakethechange
now
.

WewanttoencouragethoseintheFortWorthcommunitytobecomeengagedinthewater
conservationmovement.Wewillpromotethemultiplestepmodelofcommunication.Our
messagewillprimarilyreachouractiveaudience.Ouractiveaudiencewillthen,setanexample
andencouragethepassiveaudience:thosewhowouldnototherwisebeinvolvedinthefightto
ConservetoPreserve
water.Thisstrategywillfurtherspreadourmessageandcreateawell
spreadunderstandingofourobjectives.

Wealsowanttoencouragehomeowners,businessowners,andinstitutionstoadoptthese
lifestylechanges,andincorporatethemintotheireverydayroutines.Todothiswewillpromote
theuseofwaterproficientproducts.Thiswillincludeinstallingwaterefficientfaucetsand
toilets,aswellasensuringthatallutilitiesaresealedtightbyutilizingautilitiescheckup
schedule.

Wecancapitalizeonthenegativeoutcomesofnotconservingwater.Ifpeoplehavesomeinsight
aboutwhatwillhappenifwedon'tconservewater,thentheywillbemoremotivatedtobe
proactive.Throughthis,wewillbeabletopromoteasecondarymessageof,ifwedontchange,
lifeasweknowitwill.Oncethepublicunderstandsthenegativeoutcomes,wewillthenprovide
acalltoactionthatcontainsnumeroussolutions.

Guidelines
Firstandforemost,weneedtheFortWorthcommunitytounderstandthatwaterisafinite
resource.Iftheydonotunderstandthatconcept,thentheywillseenoincentivetochange.We
willtheneducatethecommunityonthewaterconservationprocess,aswellasthevarious
differentwaystoconservethispreciousresource.Wewillimplementcommunityoutreach
programsinanattempttounitethecommunity,andgetthemtobeactiveparticipantsinour
campaign.

Tactics:

Thethreetacticsthatwewillexecutehave*starsbythem:

*SocialMedia:Toreachouttoourtargetaudience,wewillhaveasocialmediaplanthat
willincludeFacebook,Twitter,andInstagram.Withtwopostsaday,socialmediawillbe
avitalaspectofourcampaign.Thiswillbesuccessfulbecauseconsumergenerated
contenthastheabilitytogoviralinashortperiodoftime.
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*Facebook:Statistics,
ConservetoPreserve
tipsandsolutions,linkstoother
effortstohelpwithwaterconservation,linkstoothermediaplatforms,
motivationalvideostogetpeopleinformedandpersuadedtoact,eventsgoingon
aroundthecommunity,30secondhowtovideos:showingthepublicdifferent
waystoimplementthestrategiesgiven.Nocost.
*Twitter:Morehashtagdrivencontent,statistics,tipstoconserve,eyecatching
infographics,pollsaboutcommunityparticipationandtheireffortsto
Conserveto
Preserve
.Nocost
Instagram:Picturecontestswithhashtagsforaudienceinvolvement,repostfrom
otheraccountsthatcontainpicturespromotingconservationefforts,featureposts
ofcommunityleadersandgeneralpublicwiththeirwaterconservation
endeavours.Nocost.
*InformationalBrochure:Thebrochurewillcontainfactsandstats,ourmissionand
goals,aswellasinformationaboutourupcomingevents.Wewillalsoincludeconsumer
andbusinesstestimonials.Wewillprintanddistributeover1,000brochurestolocal
businessesintheFortWorthcommunity.
Thiswillincludepubliclibraries,healthcare
facilities,hairsalons,elementaryandhighschools,grocerystores,andanyother
frequentlyvisitedlocalinstitutions.
Wewillallocate$600forexpensesassociatedwith
theprintingandthedistributionsofthebrochures.
CommunityOutreachPrograms
Wewillimplementwaterconservationprogramsandclubsinpublicandprivate
schoolsbygoinginduringschoolassembliestoencourageparticipationand
awareness.Wewillhavecommunityrolemodels(firefighters,policeofficers,
TCUathletes,mainpublicfigures,localcelebrities,etc.)speaktothechildren
aboutthedifferentwaysthattheycanhelpconserveandpreservewaterathome
andinschool.Wewillallocate$500foreachschoolvisitinordertopayforthe
miscellaneousexpenses.
WewillorganizeandmanageaboothattheTCUFoundersStatuetohandout
informationalbrochuresandhelpanswercommunityquestionsaswellasspread
awareness.WewillalsoincludeaplacewheretheTCUcommunitycansignupto
helpwithlocalconservationefforts.InadditiontotheTCUbooth,wewillalsoset
upboothsinotherpublicplacessuchascollegecampusesandatcommunityheld
events(rodeos,farmersmarkets,museums).Wewillallocate$500eachtimewe
setupaboothformiscellaneousexpenses.
Wewillkickoffthesummermonthswithanannual
ConservetoPreserve
function.Theeventwillpromoteconservationefforts,andprovide
nonwaterwastingactivitiesforlocalFortWorthchildren.Wewillprovide
sports,crafts,gamesandsnacksthatshowalternativewaystohavefunwithout
theuseofwater.Ateachoftheseevents,wewillhandoutbrochuresandflyers
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endorsingothercommunityoutreachprograms.Wewillalsosellbags,water
bottles,andtshirtswithourlogotospreadbrandawareness.Bags,waterbottles,
andtshirtswillalsobegivenasprizesforthegames,toincreaseparticipation.
Totalcostperevent:$3,000.
Websitecalled
ConservetoPreserve
(
www.ConserveToPreserve.org
):Themain
purposeofourwebsiteistoserveasaninformationsource.Thiswillbeaplacewhere
youcanfindtips,contactinformation,socialmedialinks,missionstatementsandgoals,
andinstructionsonhowtogetinvolvedwiththeeffortto
ConservetoPreserve
.Wewill
consistentlyupdatethewebsite,givingstatisticsandpostingweeklyfeaturestoriesof
outstandingcommunitymemberswhoarecontributingtothecause.NoCost
*Advertising:Wewilluselocalnewsoutletstopromotewaterconservation.Belowyou
willfindexamplesofwhattheadvertisementswilllooklike,aswellaswheretheseads
willbedisplayed.Thiswillserveasamassmediasourceofinformation.Bothactiveand
passivecommunitymemberswillbeexposedtoourmessage:
ConservetoPreserve.
*Billboard:Postedonhighwayentrancesandpopularintersectionsin/ontheway
totheFortWorth/TarrantCountyarea.Wewillallocate$8,000$10,000per
billboard.
*Adsinlocalmagazinesandnewspapers:Placefullpageadvertisementsinlocal
FortWorthmagazinessuchas:theFortWorthWeeklyandTheStarTelegram.
Wewillallocate$200perad.
GuerillaMarketing:Placingstickersofourlogoonlocaldrinkingfountainsand
streetstormdrains.Placinginteractiveadvertisementsonbathroomstallsand
mirrors.Wewillallocate$500forstickersandbanners.
*Merchandise:DistributeCanvastotebags,ecofriendlywaterbottles,andcotton
tshirtscontainingoursloganandlogo,atourannualevents,andatourvarious
communityoutreachprograms.Althoughmanufacturingcostsarepresent,we
intendtomakeaprofitoffofmerchandisesales.Wewillallocate$1,000for
manufacturingcosts.
Localcelebrityendorsements:WewillworkwithlocalcelebritiesandTCU
alumnitopromoteourcauseandwaterconservationingeneralinordertoengage
passiveaudiences.ExamplesofcelebritieswewillworkwithareTrevone
Boykin,BobSchiefer,J.BMauney,TCUchancellorBoschini,andpolicechief
JoelFitzgerald.Nocost.
RadioPSA:ReserveandscheduleadailytimeslotonthelocalFortWorthradio
stationssuchas:KTCU,KLNO,KEGLO,KFTW.Nocost.

ExecutedTactics:

SocialMedia:

Usingsocialmediahasbecomethenumberoneactivityontheweb.Moreorganizationsare
usingsocialmediaaccountstopromotetheircampaigns.WithFacebookhostingoveronebillion
usersandTwitterwith305millionusers,bothsocialmediasiteswillbeamajorcomponentin
ourpromotion.Wewillbeabletoreachouttoourconsumersandestablishagreatersenseof
twowaycommunication.Thiscommunicationwillbevitalingainingconsumerinsightsand
buildingawarenessofourcampaign.Ourtargetaudiencewillrespondwelltomessagesthat
reflectcurrentsocialandculturalvalues,aswellascurrenttrendsandmovements.Wewilluse
thesameadvertisementsonoursocialmediapagesinordertomakesurethecampaignis
consistent.Below,youwillfindexampleTwitterandFacebookposts:

ExampleTweets:

ExampleFacebookposts:

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Advertising:

Itwillbeimportanttousemassmediainanattempttocreateawarenessofourcampaign.We
wantbothpassiveandactiveaudiencestobecomeexposedtoourmessage.Becauseofthis,we
willusebillboardsandfullpageadvertisementsofthephotosbelow.Theseadvertisementswill
helppromotethemessagetoconservewaternowinordertopreservethestateofthepublic
healthforthefuture.Wewillmakesuretohaveeitheroursloganorourhashtagineach
advertisementinordertohaveaconsistentmessage.

Examplebillboardsandfullpageadvertisements:

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ExampleMerchandise:

Wewillalsomakeproductsavailableforpurchase.Eachproductwillhavethesamelogo,and
again,containthemessage:
ConservetoPreserve.
Thismessageandbrandrecognitionwill
ensurethatthereisconsistencyandclaritythroughoutthecampaign.

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Brochure:

Wewillprintover1,000brochuresanddistributethemtolocalbusinessesintheFortWorth
community.Thesebrochureswillprovidequickinformationaboutoureffortsforthe
Conserve
toPreserve
campaign.
Wewilldistributethemtopubliclibraries,healthcarefacilities,hair
salons,elementaryandhighschools,grocerystores,andanyotherfrequentlyvisitedlocal
institutions.

ExampleBrochure:

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WorksCited

OECDGlossaryofStatisticalTermsWaterconservationDefinition.(n.d.).RetrievedApril04,
2016,fromhttps://stats.oecd.org/glossary/detail.asp?ID=2903

"AboutTheTarrantRegionalWaterDistrict(TRWD)inFortWorth."
AboutTheTarrant
RegionalWaterDistrict(TRWD)inFortWorth
.Web.04Apr.2016.
<http://www.trwd.com/aboutus>.

WaterFacts|TheWaterInformationProgram.(n.d.).RetrievedApril04,2016,from
http://www.waterinfo.org/resources/waterfacts

WaterUseToday.(2016,February23).RetrievedApril04,2016,from
https://www3.epa.gov/watersense/our_water/water_use_today.html

Zavala,S.(n.d.).
WelcometoTeamWater
.LecturepresentedinTexasChristianUniversity,Fort
Worth,TX.

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