THE REGIONAL BUILDING . 723 WOODLAKE DRIVE . CHESAPEAKE, VIRGINIA 23320 . (757) 420-8300

January 16, 2020 Memorandum #2020-10 TO: askHRgreen.org Water Awareness Subcommittee BY: Katie Cullipher, Principal Environmental Education Planner

RE: askHRgreen.org: Water Awareness Subcommittee – January 23, 2020

This is to call the next meeting of the askHRgreen.org: Water Awareness Subcommittee for Thursday, January 23, 2020 at 9:30 a.m. in Conference Room D/E at the HRPDC office located at 723 Woodlake Drive, Chesapeake, VA 23320. Comments and suggestions based on this agenda package are welcome. The agenda for the meeting is as follows: 1. Meeting Summary

The meeting summary for December is attached for review and approval. Attachment 1

Action: Approve the meeting summary.

2. askHRgreen.org Event Schedule

The current listing of outreach events is as follows:

*Need volunteers for this event. Action: Based on discussion.

1/13 - 1/16 Mid Atlantic Horticulture Short Course & Home Gardener Day* Norfolk

1/25 Jam'n Jamz Norfolk

2/8 - 2/9 Hampton Roads Home Show* Hampton

3/7 - 3/8 Mid Atlantic Home & Outdoor Living Show* Virginia Beach

3/27 - 3/28 Great American Cleanup* Hampton Roads

4/4 - 4/5 Daffodil Festival Gloucester

4/11 Go Green Market Yorktown

4/18 Virginia Living Museum Earth Day Festival Newport News

4/22 Poquoson Earth Day Poquoson

TBD Newport News Ship Building Health and Safety Expo Newport News

ROBERT A. CRUM, JR., EXECUTIVE DIRECTOR/SECRETARY

MICHAEL HIPPLE, CHAIR .ANDRIA MCCLELLAN, VICE-CHAIR .RANDY KEATON, TREASURER

3. FY20 Media Campaigns & Promotions The following media and promotional campaigns are planned for this fiscal year:

Fall Imagine a Day Without Water paid media campaign (October) – Completed

Spring Fixing Leaks paid media campaign (March) – using existing video/radio/digital creative

Spring Value of Water paid media campaign (May) – using existing video/radio/digital creative

askHRgreen social media branding campaign – ongoing Action: Based on discussion.

4. Printing & Promotional Items The Committee will review quotes for the following items: stickers, sponges, seed bookmarks, and bamboo cleaning cloths. The Committee will also review sample creative designs for sticker artwork. Attachment 4 Action: Based on discussion.

5. Roundtable Committee members should discuss any updates or news from their local programs. Action: Based on discussion.

6. Staff Reports H2O Rebranding Update – HRPDC staff will provide an update related to promotion of the new shareh2o.org website and the $20 for 20 fundraising campaign.

The current FY20 budget is attached for review. The Monthly Digital Marketing Report is also attached for review.

Attachment 6A, 6B

Action: Based on discussion. Next Meeting: The next meeting is scheduled for Thursday, February 27, 2020 at the HRPDC office.

askHRgreen.org | Water Awareness Committee Meeting Summary December 12, 2019 HRPDC - Chesapeake Attendees: Lori Woolman, NN Jerry Hoddinott, CH Rachael Gaul, NO Cindy Masterstaff, NN

Laura Tworek, VB Rebekah Eastep, HRPDC Katie Cullipher, HRPDC

1. Meeting Summary

The October meeting summary was reviewed and approved. Action: Summary approved.

2. askHRgreen.org Event Schedule

Volunteers are needed for upcoming events. Newport News Waterworks can provide extra staffing for Hampton Home Show, if needed. Laura is available to work the Mid-Atlantic Home & Outdoor Living Show. March 27-28 the Recycling & Beautification Committee will host the Great American Cleanup. All locality departments are invited to hold employee cleanups on March 27th as team building and community service project. Newport News Shipbuilding Health and Safety Expo has been rescheduled for Jan. 28-29. Lori plans to work this as a table display and will not require use of the trailer. HRPDC staff updated the Committee on damage done to the askHRgreen trailer due to a spare tire coming lose and falling off. Repairs were completed without needing to submit an insurance claim because the repair cost was less than the $1000 deductible. The four askHRgreen.org education committees will split the repair cost at $73 each. Action: HRPDC staff will request volunteers for upcoming events.

1/13 - 1/16 Mid Atlantic Horticulture Short Course & Home Gardener Day Norfolk

2/8 - 2/9 Hampton Roads Home Show* Hampton

3/7 - 3/8 Mid Atlantic Home & Outdoor Living Show* Virginia Beach

4/4 - 4/5 Daffodil Festival Gloucester

4/11 Hold for Sam McNeil Yorktown

4/22 Poquoson Earth Day Poquoson

4/27 Virginia Living Museum Earth Day Festival Newport News

TBD Newport News Ship Building Health and Safety Expo Newport News

Attachment 1

3. FY20 Media Campaigns & Promotions The following media and promotional campaigns are planned for FY20:

Fall Imagine a Day Without Water paid media campaign (October) - completed IDWW campaign - The Committee reviewed the results of the IDWW campaign. The

campaign over delivered on online video views and added value from the radio stations. The Committee discussed the IDWW outreach partnership with breweries and coffeeshops.

o The Committee was pleased with participation again this year but would have liked more engagement on social media from partners.

o The Committee suggested developing a social media toolkit to supply to partners in 2020.

o Committee members could also attend the events hosted by the locations to get additional video content.

o Sweet Beans coffee shop joined Katie on local news show promoting the initiative. o A thank you email was sent by HRPDC staff to all partners. The email included an

invitation to participate with IDWW again in 2020 and promoted other askHRgreen programs such as Bay Star Business and Straw Free Hampton Roads.

Spring Fixing Leaks paid media campaign (March) – using existing video/radio/digital creative

Spring Value of Water paid media campaign (May) – using existing video/radio/digital creative

askHRgreen social media branding campaign – ongoing o The Committee would like to purchase ten Hydro Flask water bottles to giveaway on

social media.

Upcoming interview on Coastal Connections will feature waste minimization efforts.

Action: HRPDC staff will order ten Hydro Flasks for promotional giveaways.

4. Printing & Promotional Items Reusable bags have arrived and are available for pickup as needed. Committee members should coordinate with HRPDC staff to arrange pickup. The Committee would like to produce stickers targeted towards youth who place stickers on their water bottles/Hydro Flasks. Katie will put together some creative for the Committee to review. The Committee reviewed the current inventory of promotional items and made the following recommendations:

Print stickers instead of tattoos using the same artwork as water bottles. Toothbrush covers weren't a great item so need to reorder. Sponges & seed bookmarks - send quotes via email for Committee review Bamboo cleaning cloth with imprint if possible

Action: HRPDC staff will develop creative for water bottle stickers and request promotional item quotes as directed.

5. Roundtable Water Smart Webinar discussing income-based water rates, assistance programs, and

conservation, etc.

Attachment 1

Virginia Beach - redesigning e-bills, reopened customer facing office in mobile trailer behind building 23 at the municipal center, starting Jan. 2nd delinquent bill cut offs will resume, will be sending out news release/bill messages/social media alerts regarding cut offs

The Committee discussed positive lead results at local schools - testing and remediation, issues with water sampling procedures (timing), remains a school issue since there is no lead issue in source water

Norfolk - constructing new water tower 2020-2021 Newport News - Council approved AMI funding for initial deployment areas, pilot area will

be completely up and running in this area with complete roll out to service areas at a later date, rates will not increase to fund the AMI project (funded as a normal operating cost), AMI will include tamper alarms for anyone trying to reconnect water without payment, customers will also have access to a dashboard to see daily usage by hour, new drought and water emergency plan developed for compliance with state drought response plan/groundwater permits, Cyndi Masterstaff will replace Lori Woolman on the Committee

Chesapeake - raising rates in January (two percent), town hall meeting received questions regarding the Dominion insurance program to cover insure against repairs from the house to the meter.

6. Staff Reports Budget – The current FY20 budget was provided for review. Help 2 Others Rebranding –

HRPDC staff provided an update on the new shareh2o.org website and the $20 for 20 fundraising campaign. Committee members expressed an interest in having a $20 for 20 poster to display in customer service areas and donation envelopes were distributed to those in attendance.

New bill payment option for HRSD online bill pay customers resulted in $3,600 raised in the first month.

All Hands Meeting held November 22 with local utilities staff, HRSD, and Salvation Army representatives. Participants discussed adjusting average need of assistance in the future as fundraising increases, better communication between Salvation Army and local staff when a pledge is made, how to address repeat customers who use program year-after-year (Salvation Army has discretion to reduce pledge amount or deny pledge due to lack of proof of hardship)

Corporate giving strategy and donor thank you email in development. Testimonial filming planned for early 2020 – HRPDC staff invited all program staff to

participate in production of a video testimonial for H2O. Digital Marketing Report – The Digital Marketing report for November was reviewed. Action: None.

Action: None. Next Meeting: The next meeting is scheduled for Thursday, January 23, 2020 at the HRPDC office.

Attachment 1

Attachm

ent 4

1 of 1

askHRgreen.org | Water Awareness FY20 Budget

HR WET Program Annual Budget: $97,000

Media Printing Promotional Items Mini-Grants 213600 Trailer Maintenance & Storage askHRgreen.org - RCS 213500Budgeted Amount: $55,000 Budgeted Amount $5,000 Budgeted Amount $20,000 Budgeted Amount: $3,000 Budgeted Amount $2,000 Budgeted Amount $12,000Promotion/Campaign Dates Amount Item Amount Item Quantity Amount School/Group Amount Amount Vendor Amount

SEM Jul/Aug $833.34 Reusable Bags 9,000 $6,750.00Transfer to minigrant fund $3,000.00 Replacement Reserves $500.00

Transfer to askHRgreen fund $12,000.00

Social Media Branding Jul/Aug $840.00 Collapsible Cups 2,500 $2,425.00 U-Haul Storage $279.90

SEM Sep $416.67 Coasters 2,500 $495.06Getem Pest Control - Initial Treatment $37.50

Social Media Branding Sep $420.00 Coffee Sleeves 3,000 $530.00Getem Pest Control - Quarterly $22.50

Imagine a Day Without Water Oct $16,730.00 Tumblers 500 $2,609.80 Trailer Repair $73.10

SEM Oct $416.67 Coasters 1,000 $317.42Getem Pest Control - Quarterly $22.50

Social Media Branding Oct $420.00 Coffee Sleeves 2,000 $375.00 U-Haul Storage $279.90PR Support - IADWW Oct $287.50 Hydro Flasks 2 $93.15SEM Nov $416.67Social Media Branding Nov $420.00 Suppo t Coast Live & Inside Business Oct $805.00SEM Dec $416.67Social Media Branding Dec $420.00

Budgeted Amount $55,000.00 $5,000.00 Budget $20,000.00 Budget $3,500.00 Budgeted $2,000.00 Budgeted $12,000.00YTD Expenditures $22,842.52 $0.00 YTD $13,595.43 YTD $3,000.00 YTD $1,215.40 YTD $12,000.00Balance $32,157.48 $5,000.00 Balance $6,404.57 Balance $500.00 Balance $784.60 Balance $0.00

FY20 Budget Contribution $97,000.00Carryover from FY19 $35,838.00Total $132,838.00

FY 20 Budgeted Expenses $97,000.00Actual Spending to date: $52,653.35

Attachm

ent 6A

DIGITAL MARKETING REPORT

REPORTING PERIOD

December 1 - December 31, 2019

PREPARED FOR

AskHRGreen.org

REPORTING ON

Website ActivitySocial Media

PREPARED BY

Diana Richardson - Digital Marketing Director

Attachm

ent 6B

Monthly Users

4,944 -33.8%

Monthly New Users

4,829 -34.3%

Monthly Page Views

9,316 -49.4%

WEBSITE TRAFFIC

Year Over Year Total Users

(direct) / (none)google / organicwtkr / PPCWTKR / (not set)m.facebook.com / referralblogs.larc.nasa.gov / referralwtkr / (not set)bing / organicfacebook.com / referralothers

34.5%5.6%

11.5%

34.3%

Tra�c Sources

Dec 1, 2019 - Dec 31, 2019 ▼

NOTES & ANALYSIS

We ended 2019 on par with last year.December 2019 and December 2018 bothcame in with almost 5k visitors to the website._____________________________________________

Compared to November, December saw anincrease in Direct tra�c and a huge bump upin the percent of tra�c coming from GoogleOrganic.

Users Users (previous year)

Jan 2019Feb 2019

Mar 2019Apr 2019

May 2019Jun 2019

Jul 2019Aug 2019

Sep 2019Oct 2019

Nov 2019Dec 2019

0

2K

4K

6K

8K

20182019

December 2019 Tra�c SourcesNovember 2019 Tra�c Sources

Attachm

ent 6B

Top Pages Pageviews % Δ

/ 764 -54.7%

/campaign/beware-the-grease-grin… 480 52.9%

/gtk-gtd/recycling-lookup/ 270 -84.9%

/disposable-diaper-liners-�ush-�ush/ 269 2.7%

/christmastrees2020/ 237 -

/gtk-gtd/electronics-recycling-donat… 207 -26.6%

/2019-christmas-tree-schedule/ 194 1,112.5%

/grants/pet-waste-station/ 176 300.0%

/events-happenings/ 145 -61.9%

/gtk-gtd/battery-disposal/ 135 -51.4%

… Avg. Session Duration

00:00:50 -43.5%

Pages / Session

1.65 -21.8%

111 936936936

City Visits

Virginia Beach 1,077

(not set) 621

Newport News 371

Chicago 331

Chesapeake 325

▼

mobiledesktoptablet46.7%

50.2%

NOTES & ANALYSIS

Not surprisingly, Grease Grinch landed the #1 spot formost viewed page in December receiving a 53%increase in pageviews compared to November.____________________________________________________

WEBSITE ENGAGEMENT Dec 1, 2019 - Dec 31, 2019 ▼

Attachm

ent 6B

Post Engagement

Jan 1, 2019Feb 1, 2019

Mar 1, 2019Apr 1, 2019

May 1, 2019Jun 1, 2019

Jul 1, 2019Aug 1, 2019

Sep 1, 2019Oct 1, 2019

Nov 1, 2019Dec 1, 2019

0

10K

20K

30K

3,4645,128

20,338

3,2945,371 4,948

749 10,429 4,224 4,528 14,33211,287

Total Page followers

Jan 1, 2019Feb 1, 2019

Mar 1, 2019Apr 1, 2019

May 1, 2019Jun 1, 2019

Jul 1, 2019Aug 1, 2019

Sep 1, 2019Oct 1, 2019

Nov 1, 2019Dec 1, 2019

0

1K

2K

3K

2,096 2,1542,460 2,490 2,512 2,552 2,559 2,577 2,597 2,609 2,620 2,644

NOTES & ANALYSIS

We continue to see PageFollowers grow. We are atthe highest we've beensince tracking this data.Followers are up by 24 incomparison to November._________________________

There were 11 OrganicPosts during December.The post from December19th wins the prize formost Engagements for atotal of 303 clicks,comments and shares.

SOCIAL MEDIA / FacebookMay include Organic & Paid Tra�c

Reach

Jan 1, 2019Feb 1, 2019

Mar 1, 2019Apr 1, 2019

May 1, 2019Jun 1, 2019

Jul 1, 2019Aug 1, 2019

Sep 1, 2019Oct 1, 2019

Nov 1, 2019Dec 1, 2019

0

100K

200K

44,975

106,40976,909 82,638 95,863

112,395

3,654

158,384131,353

69,50794,839 78,967

Attachm

ent 6B

Campaign Name Starts Ends Reach Impressions Total Engagements Engagement Rate ThruPlays

1. Grease Grinch Dec 1, 2019 Dec 31, 2019 88,112 190,511 280 0.15% 1,651

2. Post: You can still be "green" and wra… Dec 23, 2019 Dec 24, 2019 2,993 3,036 11 0.36% 371

3. Post: Set your holiday table Dec 23, 2019 Dec 24, 2019 615 615 0 0% 392

▼

NOTES & ANALYSIS

We ran the "Grease Grinch" video with two copy and thumbnail variations as well as boosted two holiday posts during December.With over 2400 complete ThruPlays and reaching over 91k people, December was a holi-tastic month. 

Dec 1, 2019 - Dec 31, 2019 ▼SOCIAL MEDIA / FacebookPaid Media Results 

Attachm

ent 6B

Campaign Name Starts Ends Reach Impressions Total Engagements Engagement Rate ThruPlays

1. Spring Prep Mar 8, 2019 Mar 31, 2019 28,218 48,504 3,566 7.35% null

2. Choose to Refuse Sep 1, 2019 Sep 30, 2019 115,072 270,964 784 0.29% 2,581

3. Choose to Refuse Feb 9, 2019 Feb 28, 2019 51,227 97,624 585 0.6% 2,312

4. Pet Waste Jun 17, 2019 Jun 30, 2019 76,800 182,293 572 0.31% 1,900

5. Greener, Cleaner Hampton Roads Aug 1, 2019 Aug 31, 2019 161,920 504,408 501 0.1% 4,433

6. Grease Grinch Dec 1, 2019 Dec 31, 2019 88,112 190,511 280 0.15% 1,651

7. Turn Over a New Leaf Jan 3, 2019 Jan 31, 2019 45,354 110,466 253 0.23% 8,176

8. Lawn Care Oct 4, 2019 Oct 31, 2019 37,792 87,957 209 0.24% 1,627

9. Back to Basics/Plastics Nov 11, 2019 Nov 30, 2019 79,205 117,830 179 0.15% 2,144

10. Storm Drains Jun 24, 2019 Jun 30, 2019 30,032 52,623 140 0.27% 602

11. Team Up To Clean Up Apr 1, 2019 Apr 30, 2019 59,837 194,434 74 0.04% 1,745

12. IADWW Nov 1, 2019 Nov 10, 2019 21,501 33,705 58 0.17% 387

13. Water Awareness May 7, 2019 May 31, 2019 62,220 177,108 46 0.03% 1,543

14. IADWW Oct 28, 2019 Oct 31, 2019 13,792 20,525 14 0.07% 248

15. Post: You can still be "green" and wr… Dec 23, 2019 Dec 24, 2019 2,993 3,036 11 0.36% 371

16. Post: Set your holiday table Dec 23, 2019 Dec 24, 2019 615 615 0 0% 392

▼

Jan 1, 2019 - Dec 31, 2019 ▼SOCIAL MEDIA / FacebookPaid Media Results 

Attachm

ent 6B

Followers

Jan 1, 2019Feb 1, 2019

Mar 1, 2019Apr 1, 2019

May 1, 2019Jun 1, 2019

Jul 1, 2019Aug 1, 2019

Sep 1, 2019Oct 1, 2019

Nov 1, 2019Dec 1, 2019

0

200

400

180 191 199 214 231 235 243 249 256 278 288 307

Pro�le Views Website Clicks

Jan 1, 2019Feb 1, 2019

Mar 1, 2019Apr 1, 2019

May 1, 2019Jun 1, 2019

Jul 1, 2019Aug 1, 2019

Sep 1, 2019Oct 1, 2019

Nov 1, 2019Dec 1, 2019

0

50

100

60

3247

5870

5210

51 4433

5471

2 2 0 0 2 2 0 0 0 1 0 0

NOTES & ANALYSIS

Total Followers continuein a nice upward trend! IGFollowers are up by19 over November. _________________________

There were 11 OrganicPosts during December.The post from December19th wins the prize formost Engagements for atotal of 34 Likes. 

SOCIAL MEDIA / InstagramMay include Organic & Paid Tra�c

Follow Growth

Jan 1, 2019Feb 1, 2019

Mar 1, 2019Apr 1, 2019

May 1, 2019Jun 1, 2019

Jul 1, 2019Aug 1, 2019

Sep 1, 2019Oct 1, 2019

Nov 1, 2019Dec 1, 2019

0

10

20

30

13 118

1518

6 8 6 6

21

9

19

Attachm

ent 6B

NOTES & ANALYSIS

During December, we startedsharing the Facebook andInstagram posts on your

Google My Business pro�le,so we wanted to start

tracking the progress withthis social channel as well._________________________

This �rst table displays thetop searches (known as

"queries') that triggered yourGoogle My Business pro�le to

show up on Google._________________________

The second table is a list ofthe posts shared on your

Google My Business pro�leand their views. December

saw a total of 58 post views._____________________________

This �rst chart, the orangechart, is showing us how

Google searchers found yourGoogle My Business pro�le -

either by a standard search oron the Map results.

_____________________________

Finally, the green and bluegraph shows us what actions

Googlers took once yourGoogle My Business pro�le

was displayed.

SOCIAL MEDIA / Google My Business

Queries Users

1. angel tree drop off locations 13

2. textile recycling near me 13

3. hazardous waste disposal… 12

4. hrgreen 12

5. copy papers 10

6. alkaline battery recycling null

7. angel tree drop off locatio… null

8. antifreeze disposal near me null

9. best christmas trees near … null

10. chemical disposal null

▼ Post Views

1. As 2019 comes to a close... 12

2. Greener holiday light ideas 11

3. It's Christmas Eve... 9

4. Green gift wrap ideas 7

5. Grease Grinch 7

6. Green holiday decor ideas 6

7. Giving Tuesday 6

▼

Attachm

ent 6B