Impacting Permanent Change Through Education: A Statewide Look at Conservation and Management Efforts California Irrigation Institute 2016 Conference January 26, 2016 Jennifer Persike, Deputy Executive Director of External Affairs and Member Services, Association of California Water Agencies Created in 2009 Californias official statewide conservation education program Administered by the Association of California Water Agencies in partnership with the California Department of Water Resources Program Goals: Public Education: Help Californians reduce their everyday water use through conservation ideas, inspiration and tips Umbrella Program: Complement and augment local conservation programs efforts Research Drives Results Consumer-focused: messaging & education tools developed to respond to public opinion Polling: three statewide surveys in 2015 Measured baseline awareness, knowledge, and willingness to do more Tested messaging and delivery mechanisms Formed basis of Save Our Waters 2015 public education campaigns 2015 messaging strategy informed by research Spring: Positive reinforcement/encouragement Early Summer: Drastic measures/short term changes Late Summer & Fall: Permanent changes to save MORE CAN BE DONE Statewide Education: Local Water Agency Coordination Program designed for local water agency participation: Provide the umbrella program Turnkey opportunities and tools Maximizes budget, amplifies messages and gives local partners exposure Messages and marketing activities can be tailored to suit local messages and needs Regular partner updates and webinars to keep agencies in the loop Dozens of agencies across the state use SOW to augment their local efforts Statewide Campaigns Spring: $1.4M Summer: $1.6M Fall/Winter: $3M Getting The Word Out Social Billboards TV/Digital Starbucks PSA/Radio Getting The Word Out State Capital State Fair Hall of Fame 14 Radio Events Agency Coordination - Examples Business Partnerships Major corporations and organizations are partnering with Save Our Water AT&T Bay Area Council California Native Plant Society California ReLeaf Clear Channel Outdoor Comcast Cox Golden State Water Company PG&E Raleys SF Giants Shock Top Round 2 So Cal Edison So Cal Gas Starbucks Toyota 2015 Public Education: By The Numbers Fostering Permanent Change-2016 $5 million 2016/2017 State Budget Proposed by Governor Brown & available in July Spring Statewide Survey Measure metrics vs last year; help inform spring & summer messaging Winter Messaging: Keep Sprinklers Off & Save Indoors Updated website and social media properties Prepared to shift messaging as conditions state actions warrant Statewide Radio Buy Jennifer Persike, ACWA Deputy Executive Director for External Affairs / Member Services