California American Water: Water Supply
Challenge: Community Awareness Campaign.
How can a company publicize progress on a project that is out of public view? BNA Communications helped California American Water show their Monterey Peninsula customers the evidence that tangible progress is being made toward a water supply solution for the community, namely The Monterey Peninsula Water Supply Project. Many California communities face severe water shortages, but the Monterey Peninsula’s situation is unique. Unlike other communities in California, the Monterey Peninsula is dependent solely on local sources for its water supply. Due to state-ordered pumping restrictions on the local Carmel River and drought conditions, a new water supply is essential to support the Monterey Peninsula. California American Water (CAW) is leading the way in resolving the Monterey Peninsula’s water deficit through the Monterey Peninsula Water Supply Project, a three-part solution that consists of desalination, groundwater replenishment, and aquifer storage and recovery. Even though CAW continues to overcome obstacles and is on the path toward developing new water sources for the Monterey Peninsula, a public opinion poll revealed that respondents did not believe progress was being made. BNA Solution BNA Communications supported CAW in communicating the progress of work completed. From January to June 2014, BNA designed and produced pieces across a variety of media to make progress visible to customers. Results CAW’s message got through to their customers, the general public and the media. CAW made the Water Supply Project’s progress tangible and accessible to the Monterey Peninsula communities. As a direct result of the campaign, there has been a marked increase in project email subscribers, email inquiries, and media attention to the project. |
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