Santa Ana Watershed Project Authority: Marketing
About this project
Client
Santa Ana Watershed Project Authority
Services
Marketing
The solution
The approach
In July 2023, the Santa Ana Watershed Project Authority (SAWPA) and its partner agencies embarked on a comprehensive process to reimagine their social media strategy with the intention of educating their six million customers about the safety, cleanliness and reliability of tap water in a fresh and dynamic way.
Their mission was to encourage customers to trust tap water as the default choice by highlighting the thorough testing that takes place to ensure it meets the highest water quality and safety standards. A message this important needed a consistent, cohesive brand voice and compelling design to strengthen the identity and purpose of the brand to inspire engagement.
SAWPA enlisted JPW Communications (JPW) to provide recommendations to enhance existing efforts and create monthly content that meets their social media objectives strategically and creatively. The objectives of this campaign are as follows:
Build trust in safety
Increase consumer confidence through education
Build awareness
Proactively position the extensive testing that occurs to provide clean and safe water to the public
Transparency with customers
The opportunity
Using the RPIE process, JPW conducted qualitative research to understand the previous approach and results in order to reimagine its content to be more effective in engaging target audiences in the future.
JPW’s research informed a new strategy that was rooted in crafting welcoming and surprising sprinkles of humor. The refreshed approach was based on the following guiding principles:
Show them, don’t tell them: The team used strong visuals, graphics and video to communicate technical information about tap water in a clear, concise way.
Tap into what’s trending: The renewed strategy tapped into social media trends that were relevant and going viral.
Be the trusted source of information: The team continued to point to third party research, analysis and testing by FDA and EPA to leave customers feeling (1) reassured that their water is safe (2) appreciative for their water source, and (3) confident in SAWPA as a reliable partner for accurate details by demystifying complex and technical information into approachable and friendly plain-language.
The updated strategy also included a renewed focus on creating more integration and connection between content on SAWPA’s channels: social media (10-12 posts per month), blog and website (monthly) and video (quarterly).
Comprehensive 24-month editorial content calendar
Compelling social media content variety
Monthly blogs
Quarterly videos
Refreshed website
10-12 social media posts per month
The reward
Tap water testing and safety awareness continues to grow among SAWPA’s website and social media followers. The website and social media have a strong showing for impressions and engagements, compared to the previous year campaign 2022-2023.
Website: From June to December 2023, the website had 1,576 visitors (128.7% increase), 2,004 views (221.7% increase), 1,792 sessions (122.6% increase), and 662 engaged sessions (63.9% increase). This leads to a total of 36.94% engagement rate.
Social media: Your SoCal Tap Water posted 79 social media posts across all channels from September to December 2023. We saw an increase of 55.6% in net followers, 70.3% in impressions, 33.3% in posts published and 21.3% in engagements.