Challenge: Monterey Conservation Campaign to reduce water use.
It isn’t often that a corporation wants to sell less of its product, but that is exactly the challenge that California American Water brought to BNA Communications. After years of drought, the California State Water Resources Control Board passed a Cease-and-Desist Order demanding a five percent reduction of water use on the Monterey Peninsula by the end of 2009. Customers on the Monterey Peninsula already conserve water, but California American Water needed to convince them to reduce their water use even further in order to meet these stringent new regulations.
We created messaging for the Monterey Conservation Campaign that connected the need to conserve water with the benefits of cost savings and conservation. Top water users were especially targeted as they could make the most significant reductions. We reached customers through print and radio advertising as well as direct mail.
In the business where every drop of water counts, results are easy to quantify. An 8 percent decrease in water consumption (over 375 million gallons saved) was noted on the Monterey Peninsula.