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LICAP Drinking Water Conservation Campaign Summary

May 29, 2019

Campaign Background

• The aquifer system that underlies Long Island is the only source of drinking water for Nassau and Suffolk Counties

• As part of its Groundwater Resources Management Plan, LICAP engaged AFFIRM to develop and launch a comprehensive public education and marketing campaign to encourage drinking water conservation on Long Island and to educate Long Islanders about their vital groundwater supply

• Since water usage on Long Island skyrockets during the summer months, the campaign launched on May 16 and will run through September to get the message out to Nassau and Suffolk County residents when they most need to hear it

2 © AFFIRM | LICAP Board Presentation - Our Water Our Lives Campaign | 05.29.19

Campaign Goals & Objectives

Campaign Goals

• Encourage drinking water conservation on Long Island

• Educate Long Islanders about their vital groundwater supply

Theme Objectives

• Help differentiate the program among similar campaigns

• Descriptive of what the campaign is and who it’s for

• Ideally, create a name that successfully engages the public in conserving our finite water resources


Similar Campaigns


Keyword List

These keywords are used in various themes for water conservation campaigns and were used in developing our campaign theme concepts.


• Aqua

• Aquifer

• Clean

• Conserve

• Drink

• H2O

• Life-giving

• Ours

• Only

• Protect

• Pure

• Resource

• Save

• Source

• Supply

• Thirst

• Water

• Wisely

Theme Development


Campaign Theme Overview• The campaign theme must be memorable, personable, and

actionable. Ultimately, the theme must help to educate people that everyone on Long Island plays a crucial role in protecting the aquifer and conserving drinking water.

• In developing the theme, we looked at four elements:

– 1. Main theme idea

– 2. Campaign tagline/descriptor

– 3. Available campaign website URL

– 4. Brief theme rationale

© AFFIRM | LICAP Board Presentation - Our Water Our Lives Campaign | 05.29.197

Theme Considerations1. Most themes are meant to be straightforward and easy-to-

understand, based on the need to build awareness and educate a diverse audience

2. In all cases, a descriptor or tagline will be used as part of the campaign identity to help define the program

3. During logo development, all themes will make use of elements that communicate an association to water, whether that be within the color scheme or use of water imagery

4. Images of Long Island or emphasis on “LI” within the logo treatment will also be considered during design exploration


Theme Concept

Protect the WaterSave Long Island’s ONLY Water Supply

www.protectthewater.com

• Straightforward and to the point, like most Long Islanders, this theme calls out the action that needs to happen in order to guarantee a supply of safe drinking water for decades to come. The descriptor makes it clear that theme is related to drinking water, not the ocean, Long Island Sound or water pollution


http://www.protectthewater.com/

Theme Concept

Save Our SourceSave Long Island’s ONLY Water Supply

www.saveoursource.org

• Similar to the “Save The Source” water conservation campaign in New Jersey, but with one big difference; using the word “Our” communicates that all Long Islanders share the responsibility for conserving the water supply that’s right under their feet in the aquifer. It helps to educate people that the underground aquifer is, in fact, their sole source of drinking water so when it’s gone, it’s gone.


http://www.conserveourwater.org/

Theme Concept

Our Water. Our Lives.Save Long Island’s ONLY Water Supply

www.ourwaterourlives.org

• This theme is meant to give a sense ownership that the water under Long Island is “Ours” and that it’s tied directly to our “Lives” and the life-giving aspects of water. While the name doesn’t speak to the conservation aspect, the descriptor would support this. The theme is more unique and helps convey a stronger emotion than the more straightforward approaches.


http://www.protectwhatsours.org/

Theme Selection Process• With 16 themes in the running, a survey was cast among the

committee to narrow down the field to the top 4, which were:- Protect the Water

- Save Our Source

- S.O.S. Water

- Our Water, Our Lives

• These 4 were then tested with a survey to Long Island residents that received nearly 1,000 responses, out of which Our Water, Our Lives was the top choice

• A final run-off survey between Our Water, Our Lives and Save Our Source Water was then conducted with Our Water, Our Lives emerging as the clear top choice

• 6 different Our Water, Our Lives logo treatments were then tested among the committee, with the selected treatment being the top choice


Selected Theme & Identity


Campaign Deliverables


•

Campaign Website –ourwaterourlives.com


Geo-Targeted Banner Ads• The paid media campaign kicked off on Thursday May 16, the day of

the campaign launch event, using animated and static online ads

• Banner ads feature general brand messaging to introduce the campaign to the target audience and click through to the website


Campaign Brochure• AFFIRM developed a tri-fold brochure for the campaign to serve as an

educational piece that LICAP and its partners can distribute to target audiences at events, via mailers, and other means


Social Media Design• AFFIRM developed campaign specific social media accounts

and pages on Facebook, Instagram and Twitter

• Content is being pushed out on each of the 3 platforms on a regular basis per industry standards

• With the campaign recently launching, we are focusing on growing our audience on each of the social media platforms

• We will also be doing paid ads on Facebook beginning in June– These will help grow the social following and reach our target audience in

a more concentrated way


Social Media- Facebook


Social Media- Instagram


Social Media- Twitter


Campaign Launch & Paid Media Campaign


•

Paid Media ProgramAFFIRM’s in-house media buyers put together a targeted online campaign (the most measurable tactic) based on the following information:

Media Objective:

• Increase awareness of the need to conserve drinking water on Long Island and educate Long Islanders about their vital groundwater supply

Geography:

• Long Island, focusing on Nassau and Suffolk Counties

Target Audience:

• Adults, 35-65+ – Skewing towards women with children and individuals who consider

themselves to be environmentally conscious

– Hispanic population


Campaign Launch Event! Thursday, May 16


Paid Media Program

• Online targeting tactics:

– BEHAVIORAL: Create and build awareness identifying users by their online behavior and geographic location

– CONTEXTUAL: Reinforce message across relevant content and be in front of users as they are seeking information

– RETARGETING: Consistently reach users and drive them to the campaign landing page

• All Marketing Tactics drive users to http://ourwaterourlives.com where they can learn more about drinking water conservation on Long Island and pledge to take action!

• Paid online advertising will be supported by social media that will engage the Long Island community


http://ourwaterourlives.com/

Paid Media Program


• The online program launched on Thursday May 16th

• Below are some preliminary stats with the Campaign just kicking off– Impressions – 1,134,520

– Clicks – 1,440

– CTR .13%

• The following screenshots show some of the local and national websites (seen on Long Island only) where ads have appeared since launch

728 x 90


728 x 90


300 x 250


300 x 600


Mobile


Paid Media Program• Digital media reporting will provide LICAP with a clear

understanding of the campaign’s reach and impact

• Initial digital marketing metrics are provided two weeks into a campaign, giving the program time to ramp up and make meaningful optimizations

• Campaign metrics are monitored daily with any necessary adjustments happening right away

• Digital Campaign Summary Reports for LICAP will include:– Impressions delivered for each tactic

– Clicks and click through rate

– Cost per click (CPC) or cost per action (CPA)

– Viewability/Screenshots

– Additional requested measures such as geographic delivery, day of week, time of day, etc.


Website Activity So Far…


Website Activity So Far…


About Us


AFFIRM Agency Background

• Full service marketing and advertising agency founded in 1985

• Danny Mager and Steve Stocker purchased the agency in 2006

• Rebranded ourselves as AFFIRM on July 1, 2015 to better communicate who we are and what we do

• Serving a diverse group of public and private sector clients

• Specializing in Digital and Traditional Advertising and Marketing for public sector clients throughout the U.S.


Relevant LONG ISLAND Experience• Long Island Rail Road TRANSIT SOLUTIONS Campaign to

Increase Transit Usage on Long Island, since 2006

• CAR FREE DAY LONG ISLAND Event Planning and Promotion, since 2013

• Suffolk County STOP-DWI Program, since 2015

• Suffolk County RAPID Bus Rapid Transit System Branding & Marketing Plan, 2015 - 2016



AFFIRM Core Values

ALWAYS RESPONSIVE

COMPELLINGLY CREATIVE

EXTREMELY RELIABLE

AMAZINGLY RESOURCEFUL

OPENLY COLLABORATIVE

EXCEPTIONALLY ADAPTABLE

ABSOLUTELY POSITIVE

INSPIRED FUN

AFFIRM In-House Capabilities

• Account Service

• Account Planning

• Art Direction

• Audio Production

• Brand Development

• Copywriting

• Digital Design and Production

• Graphic Design/Layout

• Logo/Identity Development

• Market Research

• Media Planning/Buying

• Mobile App Development

• Mobile Text Messaging


Working as an extension of SCWA’s marketing department, AFFIRM can provide the following digital marketing services:

• Photography Direction and Coordination

• Project Planning and Management

• Promotions/Events

• Public Relations

• Reputation Management

• Search Engine Marketing

• Search Engine Optimization

• Social Media Set-up and Implementation

• Strategic Marketing Plans

• Video Production

• Website Production


Thank you!

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