a marketing story
Take a deep dive into the wondrous world of water
Zone 7 Water Agency
Water Quality Educational Outreach
The opportunity
Zone 7 Water Agency often outperformed all regulatory standards for water quality, and regularly posted and distributed results for water testing, as required by the Environmental Protection Agency. However, the complex tables, language and data showing this fact did not do much to help the Tri Valley community, just east of the Bay Area, understand what goes into delivering such high-quality water. The organization wanted to go beyond compliance and help build understanding and appreciation of this intricate process.
The approach
Team JPW began with a landscape analysis to see how other water agencies, near and far, provided this valuable information to their customers. This exercise yielded dozens of consumer confidence reports and annual water quality reports that did not exactly build confidence. The team wanted to understand the process better ourselves, in order to communicate about it in a clear and compelling way. Working sessions, multiple interviews and intense collaboration with the subject matter experts (including a mathematician from a nearby university) helped the team simplify the language and create fascinating visuals to describe the water treatment process and provide size ratio perspectives. The final campaign began with the agency’s Consumer Confidence Report, and then delved into an ongoing program of GIFs, slideshows, animated and live videos and other supporting materials that invited the community to explore The Wondrous World of Water.
The solution
“The Wondrous World of Water” campaign concept
Annual Consumer Confidence Report
Press releases, newsletter articles, and key message documents
Social media strategy, graphics and post copy
Digital banners and individual water treatment infographics
Animated infographic GIFs
Live action and animated infographic videos
One-sheets
The reward
The 2019 Consumer Confidence Report was completely redesigned in the campaign style and received accolades from board, staff, retail partners and even the community upon its release. The report announcement on social media performed better than 95% of other posts in just its first week online. The subsequent release of the water treatment GIFs received over 4,500 views in two months, making them the highest performing posts on Zone 7’s social media pages. Additionally, the first video featuring an animated explanation of how ozone treatment works, received over 3,500 views in the first month it was posted. The Wondrous World of Water helps explain water treatment in a simple, fun way that truly helps the community build confidence and trust in their water district.
The awards
dotCOMM Awards Honorable Mention for Government Video
August 2021 | Zone 7 Water Agency: “Wondrous World of Water”
Awarded by Association of Marketing & Communication Professionals