Western Organics Puts Behavior Labeling into Action

Water - Use It Wisely's logo and conservation tips are featured on bags of mulch marketed by Western Organics.

Western Organics, a garden mulch manufacturer, has become a sponsor of Water – Use It Wisely, and the company now includes water conservation tips on the packaging of their new xeriscape mulch line. This technique of placing conservation messaging directly on a product's packaging is called behavior labeling. The idea is to modify a consumer’s actions so that when they use a water-related product, they do so in a way that conserves water.

When asked why Western Organics chose to participate, Paul Hess, Phoenix sales manager, said, "Water conservation is essential whether we're in a drought or not. We want to support everything that the cities and state are doing for water conservation and we’re in a unique position to help educate consumers on their outdoor water use. We've become a campaign sponsor by featuring the Water – Use It Wisely logo on our new xeriscape mulch packaging, along with water-saving tips and the campaign's website on the back. Our sponsorship helps spread Water - Use It Wisely's important message, while differentiating our product in the marketplace."

Park Howell, co-creator of the Water - Use It Wisely campaign, said, "Behavior labeling is such a powerful tool because it delivers conservation tips both at the point-of-purchase and when the consumer is using a water-related product. It's where retail marketing meets grass-roots messaging." Proceeds from the Western Organics sponsorship go back into producing the Water - Use It Wisely campaign.

Marketing Tip #25 - Sponsorship Promotions Developing sponsorships is a great way to gain visibility for your campaign, educate consumers about water conservation, and build foundations for future private/public partnerships that can help to grow your campaign locally or nationally. Not sure where to start? Upcoming e-casts will feature the steps involved in developing a sponsorship promotion from start to finish.

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