rfp859—conservationadvertisingservices-planetbidscom.pptVIP

* * * * * * * * * Awareness of Rebates Rebate awareness is highest for clothes washers at 48 percent followed by dual-flush toilets at 20 percent and smart controllers at 7 percent. Awareness of rebates is essentially unchanged from summer of 2007. Q41-43: Now I am going to ask you if you have seen or heard anything about rebates for water saving products. Have you seen or heard anything about…? Advertising Awareness and Recall-Unaided Advertising awareness continues to increase from the past four studies, rising to 83 percent for the current study. Question in Nov. 2006 and prior was: Do you recall seeing, or hearing any ads or advertising messages about outdoor water conservation, sprinkler use, or water-wise plants in the past six months? Q44: Do you recall seeing or hearing advertisements in the last 6 months about the need for water conservation, dry weather, or ways to save water? Water Supply Summary We are in a critical water supply situation We are already using our reserves to meet regular demand Water conservation must be a new way of life Water Use Summary Between 30 and 70 percent of a household’s water use is outside the home Peak water use occurs in July and August Most people with automatic sprinkler systems are overwatering their landscapes Research Summary Awareness of need to save water is high Awareness of new technologies is low People say that they have changed their behavior; what more can they do? Goal/Objectives Summary We want to see consumer behavior change with everyday water use Cash in more rebates Further develop a “water conservation ethic” Interested in media plan that includes value-added elements Questions? Advertising campaign or MWD-related (Yvette and Lynn) Solicitation-related (Peter) * * * * YVETTE MARTINEZ SPEAKS (Lynn Lipinski spoke on behalf of Ms. Martinez) Metropolitan’s service area has a population of over 18 million people - about half of the state’s population. We’re projected to grow by 220,000 people ann