PANHANDLE WATER CONSERVATION SYMPOSIUM
UNDERSTANDING THE BENEFITS OF QUANTIFYING WATER CONSERVATION EDUCATION
Denise Hickey, Public Relations Coordinator
North Texas Municipal Water District
February 13, 2014
TOPICS FOR DISCUSSION
Who is North Texas Municipal Water District?
Reoccurring Texas Drought“The New Norm”
NTMWD’s Need For A Public Water Awareness and Education Campaign
NTMWD’S Water IQ: Qualitative & Quantitative Research
Quantifying Water Conservation Education
Business Case For Water Conservation
WHO IS …….NORTH TEAS MUNICIPAL WATER DISTRICT?
HISTORY OF NTMWD
Created in 1951 as a Special District to Provide Water Service
Service Began 1956
1970s - Expanded to Wastewater Service
1980s - Expanded to Solid Waste Service
Major North Texas Water Providers
NTMWD Raw Water Supply Sources
2009
REGION C WATER PLANNING GROUP
Region C represents the Metroplex and surrounding areaAll or part of 16 countiesAbout ¼ of Texas’ population90% of water use for municipal90% is surface water
REOCCURRING TEXAS DROUGHT“THE NEW NORM”
In summary, a second year of drought in Texas is likely. Whether the drought will end after two years or last three years or beyond is impossible to predict with certainty, but what is known is that Texas is in a period of enhanced drought susceptibility due to global ocean temperature patterns and has been since at least 2000.
JOHN NIELSEN-GAMMONTEXAS STATE CLIMATOLOGIST & PROFESSOR OF ATMOSPHERIC SCIENCES2011 TEXAS DROUGHT: A BRIEFING PACKET FOR THE TEXAS LEGISLATURE, OCTOBER 31, 2011
The good news is that these global patterns tend to reverse themselves over time, probably leading to an extended period of wetter weather for Texas, though this may not happen for another three to fifteen years.Looking into the distant future, the safest bet is that global temperatures will continue to increase, causing Texas droughts to be warmer and more strongly affected by evaporation.
JOHN NIELSEN-GAMMONTEXAS STATE CLIMATOLOGIST & PROFESSOR OF ATMOSPHERIC SCIENCES2011 TEXAS DROUGHT: A BRIEFING PACKET FOR THE TEXAS LEGISLATURE, OCTOBER 31, 2011
Summary…..Current drought could last through the end of the decade
JOHN NIELSEN-GAMMONTEXAS STATE CLIMATOLOGIST & PROFESSOR OF ATMOSPHERIC SCIENCES2011 TEXAS DROUGHT: A BRIEFING PACKET FOR THE TEXAS LEGISLATURE, OCTOBER 31, 2011
CONDITIONS IMPACTING SUPPLY
Climatological Condition Types of Drought
o Meteorological – less than average precipitation
o Agricultural – affects crop production
o Hydrological – reservoirs fall below statistical average
Loss of Lake Texoma28% of total supply Zebra mussel infestation
ReservoirConservation Pool
ElevationCurrent
Elevation Down
Lavon30%
492.0’(Last full on 5-14-12)
479.76’ -12.29’
Chapman15%
440.0’(Last full on 4-14-10)
427.28’ -12.24’
Tawakoni8%
437.5’ 428.28’ -9.22’
*Texoma28%
617.0’ 608.41’ -8.59’
NTMWD Reservoir Elevations(Updated February 10, 2014)
NTMWD’S NEED FOR A PUBLIC WATER AWARENESS AND EDUCATION CAMPAIGN
DROUGHT 2005 – 2007
Drought Measures ImplementedLavon Lake hardest hit in regionCustomers did know water source
Need for consumers to Know Lavon as water source
SO…. NTMWD turned to the newly developed state’s awareness campaign for assistance
WATER IQ: KNOW YOUR WATER
Developed in 2004
Texas Water Conservation Implementation Task Force (SB1) recognized the need for a statewide water awareness & education campaign for water
Qualitative & Quantitative Based Research across Texas
CONSERVATION CAMPAIGN: WATER IQ
Water IQ is an official statewide public awareness water conservation program
Research based (quantitative and qualitative) campaign
In 2006, NTMWD was the first organization to utilize Water IQ
Comprehensive campaign that includes: media relations ,TV, print, radio,
outdoor advertising Since the 2006, NTMWD’s has
commitment $11.2 million
KNOWLEDGEOF WATER SOURCE
IS KEYTO CONSERVATION
NTMWD’S WATER IQ: QUALITATIVE & QUANTITATIVE RESEARCH
QUALITATIVE QUANTITATIVE RESEARCH
Qualitative Research Quantitative Research
Objective / purpose
•To gain an understanding of underlying reasons and motivations•To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research•To uncover prevalent trends in thought and opinion
•To quantify data and generalize results from a sample to the population of interest•To measure the incidence of various views and opinions in a chosen sample•Sometimes followed by qualitative research which is used to explore some findings further
QUALITATIVE QUANTITATIVE RESEARCH
Qualitative Research Quantitative Research
Data analysis Non-statistical. Statistical data is usually in the form of tabulations (tabs). Findings are conclusive and usually descriptive in nature.
Outcome Exploratory and/or investigative. Develop an initial understanding and sound base for further decision making.
Used to recommend a final course of action.
POPULATION GROWTH PROJECTED BY 2040
SPRINKLER SYSTEMS
SPRINKLER SYSTEMS
SPRINKLER SYSTEMS
SPRINKLER SYSTEMS
SPRINKLER SYSTEMS
HOA FOCUS RESEARCH
HOA RESIDENT PERSPECTIVES
HOA RESIDENT PERSPECTIVES
HOA BOARD MEMBERS PERSPECTIVES
HOA BOARD MEMBERS PERSPECTIVES
HOA FOCUS RESEARCH
HOA FOCUS RESEARCH
HOA FOCUS RESEARCH
WATER IQ: KNOW YOUR WATER
New Element to 2014 CampaignChildren’s/Family Campaign
Children’s/Family Campaign
QUANTIFYING WATER CONSERVATION EDUCATION
QUANTIFYING WATER CONSERVATION EDUCATION
Knowledge of Water Source has Increased
KNOWLEDGE OF WATER SOURCE
QUANTIFYING WATER CONSERVATION EDUCATION
Water Conservation Awareness has Increased
WATER CONSERVATION AWARENESS
QUANTIFYING WATER CONSERVATION EDUCATION
Annualized water reductions of 12-15% since 2006
Reduced Peak Summer Demands since 2006
North Texas Municipal Water DistrictYear 2000 with Projected Increases vs. 2006-2014 Actual Usage
Daily Water Consumption
Updated as of 02/02/2014
QUANTIFYING WATER CONSERVATION EDUCATION
Reduction of GPCD
IMPORTANCE OF WATER CONSERVATION
QUANTIFYING WATER CONSERVATION DUCATION
Research indicates a significant positive link between conservation public education and water efficient/water-saving behavior.
BUSINESS CASE FOR WATER CONSERVATION
UANTIFYING WATER CONSERVATION DUCATION
Conservation reduces demand Delays Capital Improvements
Plant Expansions When new supplies are needed
Saves money Water provider Consumers Energy savings
Avoids running out of water
Conservation is essential in permitting new supplies
DOLLARS & $ENSE OF CONSERVATION
Cost Avoidance
Potential Savings$4.5 Million (2020) - $9.7 Million (2030)
aw Water Development Pumping Treatment Distribution Benefit
$325/af $60/af $300/af $120/af $805/af
Qualitative and Quantitative research is ritical to ensure:
Correct Campaign StrategiesReaching Correct AudienceBehavior and Attitude Change Can Be Measured
Questions
