New Creative Extends the Water - Use It Wisely Message

October marked the launch of the new outdoor creative campaign for the Phoenix area. The billboards encourage consumers to “Be Part Of The Solution” to water conservation. The City of Phoenix commissioned the new outdoor ads to ensure the message remains fresh to consumers in a market where the campaign enjoys 80% recall. “This new creative demonstrates the campaign’s ability to be adaptive and flexible while retaining the core message that all conservation begins with you, the individual,” said Tom Babcock, Water Conservation Coordinator for the City of Phoenix.

The new creative is also being used for airport duratrans and horizontal strip ads on the newspaper weather page. The duratrans, which are displayed in Phoenix Sky Harbor International Airport, can be seen by up to 100,000 people daily. Even more consumers are exposed to the campaign’s message through print ads in the Arizona Republic, the state’s most widely circulated newspaper. By combining the new look with the use of different media, the campaign continues to reach a large and varied audience with its timely message of water conservation.

To view the new ads, download the PowerPoint presentation.

New Marketing Tips Feature
For five years, Water - Use It Wisely has promoted its 100 ways to save water. Starting with this e-broadcast, we'll be giving you one of our more than 100 social marketing tips to help you promote water conservation. Read on for the first tip.

Social Marketing Tip

Marketing Tip #21 Allocate Appropriate Resources for Media Outreach Ensure your campaign’s message reaches the public by budgeting for media. Many campaigns fail simply because adequate resources are not allocated for media exposure.