Central Arizona Project Board Communications Task Force

Transcription

1 Communications Task Force PowerPoint Central Arizona Project Board Communications Task Force April 21, 2016 CAP Public Awareness Survey Data Surveys Shape Communications Messaging Four primary survey vehicles Image and Awareness Quarterly/Annually NGS and CAP Energy 2010 CAP Board Strategic Plan Update 2015 SRP Customer Focus Group

2 CAP Image and Awareness Surveys Survey History Surveys performed once or twice per year Surveys covered all three CAP-served counties Surveys conducted via telephone Survey Methodology Random Sampling ( respondents) Head of Household (21 or older) Median Age 48 College or Better 53% 3 Image and Awareness Surveys General Awareness about CAP 75% are familiar with CAP Knowledge of CAP Functions 68% mention Deliver Water when prompted 38% mention Deliver Water without prompting Perceptions about CAP Operations and Water Deliveries 66% Positive Concern for the environment 58% Positive Operates in the best interests of its customers 51% Positive 4 2

3 Image and Awareness Surveys Concerns Future water supplies for the State of Arizona Very Concerned 48% Some Concern 20% CAP s role in ensuring reliable future supplies Very Important 70% Important 16% 5 Image and Awareness Surveys CAP in the News One in four recall seeing/hearing about CAP On Television 59% In Newspapers 42% Message Recall Possible water shortages 62% CAP partnering with Native American Tribes 39% CAP protecting Arizona s future water supplies 32% Regulations that could increase CAP rates 31% 6 3

4 Image and Awareness Surveys Preferred Method of Communication Television 53% Newspapers 29% Blog or Online Newsletter 22% Digital Media 20% Radio 15% 7 NGS and CAP Energy Survey Methodology Random sampling of 713 heads of households Maricopa, Pinal and Pima counties General Awareness about CAP 71% know a lot or some about CAP Awareness of Navajo Generating Station Had heard of NGS 50% Heard of emissions from coal-fired plants 46% Were concerned about emissions 23% 8 4

5 Board Strategic Plan Survey 2015 Methodology Invitation List of 298 Informed CAP Stakeholders 10-Day Survey Period 45% Responded (130) Top 5 Strategic Issues Identified by Stakeholders Reliability of CAP Supply Power Generation Resources CAP s Financial Health Operations and Maintenance Water Supply for CAGRD 9 Board Strategic Plan Survey Communication-Related Results Attitudes toward CAP s future public outreach Very important 84% Attitudes toward CAP s conservation outreach More than current efforts 47% Importance of regional and international cooperation Very important 84% Satisfaction with accessibility of information Satisfied 96% 10 5

6 SRP Focus Group & Campaign Results 11 Research indicated that year olds were more susceptible to misinformation about central Arizona drought conditions CAP quarterly survey May 2015 indicated that just 24% of under 35 year olds were aware the region has been preparing for drought (compared to 61% of 55+ years) Result: 2015 CAP/SRP Shared Voice campaign targeted Millennials. Droughtfacts.com was a collaborative effort among CAP, SRP, AMWUA and ADWR Almost 200,000 people visited Droughtfacts.com during the three-month social media campaign For every 1 person who saw the message, 40% more received it through sharing Realtors rallied to the site and shared the information for marketing purposes to out-of-state clients Summary of Emerging Trends Mobile media time is now greater than desktop and other media Social media is becoming a mainstream marketing channel Time spent on the internet per adult per day: 51% mobile, 42% desktop 84% of mobile device owners use phone/tablet as second screen while watching TV YouTube reaches more US adults ages than any cable network 12 6

7 Communications Budget Communications Budget External Communications 2016 Budget by Category Strategy & Production, $200,000 Paid Media, $200,000 Public Education & Outreach, $142,250 Community Investments & Special Events, $143,000 Total = $685,

8 CAP 2015 Media Summary Maricopa County (66%) KNXV ABC Ch. 15 $12, KPHO CBS Ch. 5 $12, KPNX NBC 12 News $12, KTVK Ch. 3 $15, COX Cable $12, Capitol Times Newspaper $6, AZ Central.com - Internet $6, CAP/SRP Shared Voice Digital & Billboard Campaign $50, Phoenix Digital Billboards $14, Other Digital Facebook, Google and Pandora $4, MaricopaCounty Subtotal $144, Pinal County (7%) COX Cable $7, ValleyNews.Com - Internet $4, Other Digital Facebook, Google and Pandora $4, Pinal County Subtotal $15, Pima County (27%) KGUN ABC CH. 9 $10, KVOA NBC CH. 4 $10, KOLD CBS CH. 13 $11, COX Cable $6, Buckmaster Radio Show $2, Who s Green- Internet $4, Tucson Water Forum Digital Media $1, Tucson Water Forum Radio Media $ Tucson Water Forum Print Media $3, Bus Shelter Ads $4, Other Digital Facebook, Google and Pandora $4, Pima County Subtotal $58, TOTAL CAP 2015 MEDIA EXPENDITURE $218, Census Data Maricopa County: (72%) 2010 Actual - 3,817, Estimate - 4,087,191 (7% net increase) Pima County: (20%) 2010 Actual - 980, Estimate - 1,004,516 (2% net increase) Pinal County: (8%) 2010 Actual - 375, Estimate - 401,918 (7% net increase) 16 8

9 Media Spending Parallels Survey Results CAP 2015 Media Spending Television 50% Online/Digital 36% Billboards 9% Print 4% Radio 1% 17 CAP Public Awareness Messages CAP and Agriculture: Pam Pickard and Brian Betcher CAP Prepares for the Future: Kathryn VO CAP and Native American Relations: Katosha CAP and Recharge: Frank Fairbanks Better than BART: Pam Pickard CAP Employees: Kara Young, Tim Salgado and Dave Modeer 18 9

10 Network/Cable Television and Radio Television: Phoenix :30 second spot, $600 Television: Tucson :30 second spot, $300 Radio: Phoenix :30 second spot, $ Radio: Tucson :30 second spot, $ Spanish Language Television Univision Phoenix Spanish language television: :30, 5x/week, $650/week Telemundo Phoenix Spanish language television: :30, 8x/week, $660/week Univision Tucson Spanish language television: :30, 19x/week, $340/week Telemundo Tucson Spanish language television: :30, 12x/week, $345/week 5 weeks on two top Spanish TV stations in both markets would be 220 spots, $9,975; 8 weeks, $15,

11 Public Broadcasting Public broadcasting KJZZ/KBAQ Phoenix: 12x/week, $1,680 Public broadcasting KUAZ/KUAT Tucson: 9x/week, $594 8 weeks on PBS in both Phoenix and Tucson: $18, Buckmaster Radio/The Voice of Tucson Quarterly 15-minute program: $500/program or $2,000/year Monthly 15-minute program: $500/program or $6,000/year 22 11

12 Graphic Design Concept/design $95/hour Print design/production $85/hour Web design/programming $105/hour Printing, photography, video production TBD (based on project scope) Communications Plan & Draft External Messages 12

13 Communications Mission Conduct strategic public relations, media, business, community and employee communications programs to increase knowledge awareness and recognition of CAP and its leadership and management of Central and Southern Arizona's Colorado River supplies. 25 Target Audiences General Public Customers and Stakeholders Educators, Opinion Leaders, Millennials 26 13

14 Communication Strategies Proactive and ongoing collaboration with State of Arizona, customers and stakeholders Issues management including multi-level strategic communications campaigns Proactive media relations Public affairs programs and presentations Use emerging technologies, website content management and social media Leverage visibility at events, conferences, seminars and through memberships, special events and targeted sponsorships Enhance visibility among targeted community groups through charitable investment opportunities Expand understanding of CAP issues through K-12 educational programs and partnerships with universities and the Department of Education 27 Communication Tactics Earned and Paid Media Editorial and Article placement Public Service Announcements Digital Media CAP videos, blogs and reciprocal promotions Facebook, Twitter, YouTube Community Outreach Presentations, tours, and event participation Fact sheets and info-graphics Internal Communication CAP Connections Employee recognition and support Special Audiences Elected/Appointed officials, Tribal outreach 28 14

15 Draft 2016 Primary External Messages Colorado River Water Supplies CAP is prepared for potential shortages on the Colorado River which may occur as early as CAP is taking proactive steps to improve the long term health of the river system by working in collaboration with the State of Arizona, Basin States, the federal government, Mexico, and local and regional partners in water resource management. Leadership, Operations and Fiscal Responsibility CAP is deliberate in managing its financial resources, performs at exceptional levels to maintain system reliability, and is committed to strong leadership among its board and employees to protect and deliver Colorado River water to central and southern Arizona. Central Arizona Groundwater Replenishment District CAP s replenishment function, the CAGRD, provides indirect access to renewable water to foster and enhance responsible groundwater management and sustainable development. Community Investment, Education and Outreach CAP and its partners in water management provide continuous educational, informational and community outreach to ensure an informed public, media representatives, educators, business and community leaders and elected officials on the critical value of Colorado River water to the State of Arizona. 29 Regional Advertising Campaigns 15

16 Regional Advertising Campaigns Denver Water Lawnmower Drunk Flowers Use Only What You Need Mayor Metropolitan Water District of Southern CA Take a Turn Randy s Donuts Southern Nevada Water Authority Garbage Men 31 Regional Advertising Campaigns Denver Water Metropolitan Water District of Southern CA Southern Nevada Water Authority 32 16

17 Annual Colorado River Dates Colorado River Milestone Dates Significant recurring dates for the Colorado River * April BOR 24 month study August BOR 24 month study Sept/Oct CAP water orders December Roll out of cooperative actions & agreements 34 * 2018 Significant probability of shortage 17

18 Central Arizona Project Board Communications Task Force March 17, 2016 Questions 18